Digital

& Social Media Marketing

CIA 1 Case Study Questions

Sephora Direct: Investing in Social Media, Video and Mobile

Julie Bornstein, Senior VP of Sephora Direct, is seeking to double her budget for
digital marketing and other social media initiatives for the upcoming year.

1. Assuming she receives the additional funding, how should Bornstein
allocate her budget across the various digital categories? Given that the
additional funding requested must be shifted from Sephoras other
marketing spending, where would you propose to cut? Why?

2. What do you make of Sephoras digital and social media efforts as of the
fall of 2010? Was it wise in your opinion to create Beauty Talk as a
separate social platform to Facebook?

3. As Sephora increasingly dabbles with digital marketing and social media,
which competitors should the company be most worried about? Why?

4. What metrics do you propose Sephora Direct use to measure the success
of its digital efforts going forward?

5. What should be the strategic goal of Sephoras digital and social media
marketing programs? How can Bornstein satisfy the CEOs desire to win
in the digital space?

Note:
Answers need to be submitted by 23 Sept 2017. No extensions will be
granted under any circumstances.
Completion of this case is a compulsory requirement for passing the
course