Assessment: Individual Report

Description: This assessment requires students to adopt service marketing fundamentals to the digital market offering.

"Queen Zaria" is New Zealand based online company selling speciality Lingerie for breast cancer survivors. CEO, Kamya, 24 is a Commercial Pilot and a breast cancer survivor. She struggled to find bras after her operation in 2015. Believing in women empowerment and self-dignity she took up the challenge to help other women struggling with this issue and started this company. Read more details about the company at http://queenzaria.co.nz/

The brands intends to have physical outlets in Auckland and Melbourne and are keen to present a cohesive topnotch service to ensure brilliant 'Word of Mouth' reputation. In this assignment students are required to analyse how the digital brand can integrate its services with a 'Brick and Mortar' store and ensure excellent support for the digital brand.

1. Identify the services that should be offered by Queen Zaria brand.

2. Identify the steps Queen Zaria brand needs to take to ensure excellent 'Word of Mouth' at the point of customer contact.

3. Give reasons why digital marketing may not work well for all segments.

4. Suggest how the brand may use traditional marketing communication to supplement their digital presence in the Melbourne market. Remember that this is a new brand for a niche market (targeting only breast cancer survivors & not the general public). Hence think outside the square & using creative thinking to suggest things like getting in touch with the cancer ward at hospitals etc.