‘Evaluating the online marketing that has lead to Zafuls global prominence’
Background on the brand
- Founded in 2014
- In 2018 ranked 34th in chinas export brands
- 10 million registered online users
- Available in 180 countries
- In 2019 Operation Manager Samuel Xie announced they were developing app portals.
- Brand Owner; Leo Wang
- Parent company Hong Kong Bi’an Information Technology Co. Ltd
- Headquarters in Hong Kong
Academic Research
“Marketing Fashion : Strategy, Branding and Promotion” is a publication by Harriet Posner that focuses on marketing as an essential factor when projecting a business’ full potential. Chapter 2 focuses on marketing strategy. This chapter has a quote by Tia Savage “..and then theres mobile, the store in your pocket. The game is to satisfy demand wherever and whenever it is.” This perspective is a good point of evaluation of Zaful as an ecommerce retail store. Where they successfully meet demand and where they may not be. In relation to brand vision and market segmenting it is important to investigate how Zaful positions themselves and why this may be successful. The book also has a small section on digital marketing where it hioghlights the importance of online precence in the areas of: Images, Gifs, Videos, surveys, podcasts, infographics, apps, webinars and blogs.
This brings me to the next academic research, a journal by Abhishek Borah called “Improvised Marketing Interventions in Social Media” that discusses the element that virality has to play in online marketing. It discusses what makes something viral, how marketers implement this and how virality can assist in quickly building a community. It will be important to explore trends overtime that Zaful has been mentioned in or engaged in.
Ethical Issues
During this study into Zafuls online marketing it is important that I identify that I will be focusing mainly on sponsorship, online presence and trends as I am somewhat using marketing as a substitue for branding and a few marketing strategies that focus on perception. Clear definition will minimise this ethical risk of miscomunication.
I will need to ensure anonymity to all customer interaction as well as not taking any direct quotes in the formal paper, as not to confuse publicness with participation. Any participation that I intent to have will need the full permission of the user.
In regards to an auto-ethnographic study I highlight any bias I may have. Although researchers have ethical intent auto auto-ethnography entails representing others evaluation as well as my own. Transparency is vital to maintain ethical boundaries, this is a brand I have been aware of and purchased from in the past, it it important to clarify that any of my experiances, positive or negative wont effect the auto-ethnographic research as my question isnt on the product or logistics but rather the presentation to the public eye. I may however use the WHY I chose to purchase as a starting point to seek further clarification.
I won’t be having a personal opinion on the brand or any elements that aren’t relevant to the study. Any evaluations made must be backed up by academic research as well as primary research in order to remove bias. Only after this process can I formulate a valid conclusion onto Zafuls successes or failures.
References
Posner, H 2015, Marketing Fashion : Strategy, Branding and Promotion, vol Second edition, Laurence King Publishing, London, viewed 31 August 2020, <https://search-ebscohost-com.ezproxy.uow.edu.au/login.aspx?direct=true&db=nlebk&AN=1077610&site=ehost-live>.
‘ZAFUL Expanding Multi-Country E-commerce Portals and Exploring Global and Local Identity’ 2019, FRPT – Ecommerce Snapshot, p. 9, viewed 31 August 2020, <https://search-ebscohost-com.ezproxy.uow.edu.au/login.aspx?direct=true&db=bth&AN=135720890&site=ehost-live>.
LAURA 