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P R E S E N T E D B Y-

AT H A R V C H A U H A N
MBA172013

A R U S H B H AT N A G A R
MBA172009

DENZIL FERNANDEZ
MBA 172017

N I T E S H PA N D A M B A
172032
INTRODUCTION
 Compagnie Generale Aéropostale, a pioneer
airmail company, was the first company to fly
between South America and France.
 Specialty retailer of casual apparel and
accessories, principally serving young women
and men through its Aéropostale and
Aéropostale Factory stores
 Currently operate Aéropostale stores in the
United States and Puerto Rico and the
ecommerce site Aeropostale.com.
 350 Aéropostale Stores operated
internationally
 Countries where they can be found-
 United Arab Emirates, Bahrain, Saudi Arabia,
Oman, Kuwait, Qatar, India, Egypt, Greece,
Turkey, Philippines, Mexico, Panama, Guatemala
and Chile,
SOCIAL MEDIA PRESENCE
• Facebook:
• Number of Followers: 10 million
• Instagram:
• Number of Followers: 3.9 million
• YouTube:
• Number of Followers: 80,000
• Number of views on videos uploaded: 55 million
• Pinterest:
• Number of Followers: 67,400
GOALS/OBJECTIVES/METRICS
Goals:
• To increase brand awareness.
• Improve brand reputation.
• Increase overall sales
Objectives:
• To increase traffic on website portal
• To increase Facebook fan count by at least 30% by the end of 2019
• Increase sales by 10% within the next year
Metrics:
• Measuring the no of views on the page
• % of shared content , no of likes and no of comment
• No of buyers of our product through our website or by using our social media accounts
BUYER PERSONA
Raghav Aggarwal
Under-graduates / Post-Graduates
Background
Professional

Age 22
Male
Demographics
Upper middle class
Suburban
• To perform outstandingly in his studies
• To be highly interactive with his colleagues
• To be
Goals
Focused on more formal wear
Identifiers Always pushing forward

Repay loan
Challenges
Similar response competing brands

Creative content creation


What we can do?
Competitors analysis for better content creation
Pranati
Lawyer
Background Professional

Age 25
Female
Demographics
Upper middle class
Suburban

Casual Wear preference


Identifiers Calm demeanor
Negotiator

Similar response to competing brands


Challenges Her busy working schedule makes it challenging
For her to shop at stores

Creative content creation


What we can do?
Competitors analysis for better content creation
Ahaan

Background
Teen

Age 15
Male
Demographics
Upper middle class
Suburban

Casual Wear Preference


Identifiers Informal clothing preference
Trends follower

Convincing parents to buy premium brands clothes


Challenges
Not being able to give time to shopping

Creative content creation


What we can do?
Competitors analysis for better content creation
FACEBOOK
ANALYSIS
HOLLISTER ABERCROMBIE AEROPOSTALE X
COVER PHOTO

LIVELY DIVERSE GROUP OF PERSONALITY


LIKE HIGHLY APPEALING PEOPLE CHARACTERISTICS/TRENDY
HIGHLY APPEALING MODERATELY APPEALING

Dislike None None None

PROFILE PHOTO LOGO PHOTO. COMPANY LOGO COMPANY LOGO

LIKE catchy color

Dislike None Less Appealing Not Appealing


HOLLISTER ABERCROMBIE AEROPOSTALE X

TAB Multiple number of tabs available. Multiple number of tabs available Multiple number of tabs available.

Connects with other social media platforms Connects with other social media platforms Connects with other social media platforms of the
of the company. of the company. company.

About tab Business information available Business information available Business information & contact info available
Contact info
Contact information
Company overview Details about the company.
Tag line
Details about the trends of the company
and # they are using

Events Detail about upcoming and past events No events tab available Minute info provided when compared to their
For ex- Spring break party competitors about the events
HOLLISTER ABERCROMBIE AEROPOSTALE
Review Tabs Not Available Not Available Not Available

Post to Page Allowed but reviewed Not allowed Allowed but reviewed

Posts Last post 2 hours ago Last 55 min ago Last post 3 hours ago
Regular posting with call of action link Irregular posting Call of action link
Call of action link
3 post in a day approx.
2 post in a day
3 post after every 2 days

Videos Targeting their audience through videos Video related to their #fiercetofear Inspiring video
Videos related to social issues like cancer
Detailing about the product Promoting through athletes and celebrities
Videos according to everyday moods and seasonal style
Video related to their #Bemyaero
Recommendation

• The company should work on there

• Customer engagement can be increased by posting about promotions and


detailed information of upcoming events

• About Tab should have more details about the company (Tag line)
KEYWORDS which can be focused on:

Authentic :
SEARCH Volume 30100, Cost of word: 0.13$
ENGINE
OPTIMIZATION Energetic :
. Volume 74000 , Cost of word ; 0.50 $

Affordable :
Volume 90,500 , cot of word 0.77 $
TWITTER FOLLOWERS
ANALYSIS
• Social Authority: 55
• mediocre influencer on twitter
• The activity hours of twitter followers are 6AM, 10PM, 11PM
• The company is using Sprout Social’s social media management software the
most for tweets
• Aeropostale should start tweeting at 6AM
COMPETITOR ANALYSIS (TWITTER):HOLLISTER
ABERCROMBIE