Marketing Plan - Fotoman

Fotoman: E-COMMERCE PRODUCT PHOTOGRAPHY
Academics: Artur Miyashiro Bolzan Leandro Rodrigo Custodio de Rezende de Mello

PLAN OF MARKETING - E-COMMERCE SERVICES PHOTOGRAPHIC
Overview
1. Company Presentation 2. Analysis Environment
Socio-economic factors, cultural factors Political, Legal and Technological Comp
etition Analysis of Opportunities and Threats Strengths and Weaknesses
3. Definition of Target Audience 4. Definition of Market Positioning 5. Brand De
finition 6. Setting Goals and Objectives 7. Definition of Marketing Strategies
Product Price Place Promotion People
8. Implementation of Marketing Plan 9. Evaluation and Control
PLAN OF MARKETING - E-COMMERCE SERVICES PHOTOGRAPHIC
1. Company Presentation Company: Fotoman • Headquartered in Campo Grande, MS, 5
years, providing solutions in photographic services.
Scenario: • Photographic equipment and internet available • Entering the market
for mobile phones with cameras of high quality • Brazilians discover the advanta
ges of e-commerce • New competition: Internet service providers What to do? Sign
in or not in that niche?
ENVIRONMENTAL ANALYSIS
2.1 Economic Factors • Reduce costs of services of photographic
• Growth of e-commerce: 45% per year, R $ 6.4 billion * • Sector not developed i
n the state: only one service provider
• Digital cameras more accessible
• Adolescents and young people with monthly fees ranging from $ 200.00 **
* - EBIT. Build www.e-commerce.org.br ** - Journal of Commerce / RJ - Sonilda an
d Vinicius Lima Neder
2.2 Factors Socio-Cultural • Shooting and sharing photos has become common socia
l behaviors (Orkut, Fotolog, cellular)
• People began to record moments earlier and earlier (capitation for younger gue
sts) • Women are more likely to record moments (without market specific products
) • Public responsible for a higher profit share: between 25 and 50 years and av
erage income between $ 1,000.00 and $ 5,000.00 month.
2.3 Factors Political, Legal and Technology
• political and legal factors have little or no influence
• Opening electronics store taps existence of the Internet *
• Emergence of advances in Internet technology: ADSL2 and 3G • Digital cameras i
nvade the market (shops, street vendors, Paraguay) *** • Provision of cell phone
s with cameras **** • Accessibility: computer internet x x • Knowledge of photog
raphic apparatus use of technology by users *****
* - ETForecasts: 30 million Brazilians have Internet access (16%). Profile e-com
merce: 54% with income between $ 1,000.00 and $ 5,000.00 and 85% aged between 18
and 50 years. ** - InfoOnline: ADSL2 + users in 2006 more than 6 million. Growt
h of 93%. *** - Marktest: consumer 2002-2006 - 55% of people living in homes wit
h this technology. GfK: 2007 - 1.3 million machines sold. **** - Informal consul
tation: 90% of handsets sold have cameras. ***** - EBIT: quantity of e-consumers
in 2007 - 9.5 million people (average 36% growth)
2.4 Competition • Scenario Mato Grosso do Sul stagnant when it comes to photogra
phic services via internet *
• Major competitors: specialized sites
• Greater visibility of electronic competitors: Google
• Strategy focused on price • Using the delivery system of Post: Price / regiona
l identity • Competition of non-photographic
* - Only one shop providing such services.
2.5 Internal Factors
• Infrastructure idle: 30% - 3000 • Features photos and snug enough space for de
ployment of a marketing plan • Bank customer data incomplete (also historic, pro
file purchase) • Do not develop marketing campaigns, besides the point • Without
policy endomarketing • Staff lack skills in sales, customer management and e-co
mmerce • The company has the capital needed for implanting the marketing plan •
Management without stipulation of individual and collective goals
2.6 Analysis of Opportunities, Threats, Strengths and weakness
DOMESTIC HELP (ORGANIZATION) disrupted
Forces
• Has expertise in photographic services; • Structure includes growth • Company
established in the market sulmatogrossense (make known) • Has an established net
work of suppliers, • Offers resources to implement changes.
Weaknesses
• Staff not trained to manage e-commerce; • Database Limited (inability to imple
ment marketing direct mail) • Product Mix little diversified.
Opportunities
• Market entry of younger customers (immediate possibility and guarantee of the
future) • Accessibility of technologies (internet, computer and digital photogra
phy) • Change habits (the habit of shooting and sharing photos on websites and p
ersonal relationship - Orkut photoblog, blogs, etc.) • Market underdeveloped in
the state (revelation by the internet) • Increase in per-capita income couple (a
llowance).
Threats
• Competition for sites already established at the national level (brand awarene
ss and dispute on prices) • Possibility of reaction in other consolidated compan
ies in the City (Kodak franchisees are capable of immediate reaction);
"Focus on strengths, recognizing weaknesses, seize opportunities and protect you
rself against threats" (Sun Tzu, 500 BC)
External (environmental)
2.6 Analysis of Opportunities, Threats, Strengths and weakness
There are more opportunities in the external environment than threats, and the c
ompany has more strengths than weaknesses.
INTERNAL ENVIRONMENT Prevalence of Weak Forces Threat
EXTERNAL ENVIRONMENT
Prevalence of
Survival
Maintenance
Opportunities
Growth
Development
Outlook for the company
DEFINITION OF TARGET
3. Definition of target audience: Individual
Customers located in Mato Grosso do Sul as a whole, but especially those domicil
ed in the capital, Campo Grande, Geographical MS. Based on the national average
of users of e-commerce can be said that the projection for the intended market i
s approximately 115,000 people. Persons aged 18-50 years (85% of consumers and s
econd-ebit) Both sexes; Demographic belonging to social classes from medium to h
igh; (67% of second econsumidores EBITDA in addition to greater access to funds
needed for development activities, ie computer, internet and camera). People who
like to record the various moments of their lives through photographs and psych
ographic seek to share those records with friends, customers focused on cost-ben
efit ratio that they accept, if necessary, pay a little more for better services
. Often use social networking sites (photoblog, blog, Orkut, etc.) to exchange B
ehavioral photographs. Showing at least 20 exposures per month. Looking at these
anniversaries more focused on the sentimental value than the practical benefit
(eg photo album).
FACTORS
DEFINITION OF TARGET
3. Definition of target audience: Legal
Customers located in Mato Grosso do Sul as a whole, but especially those domicil
ed in the capital, Campo Grande, MS. Based on the guide advertisers from Campo G
rande, MS, the number of companies providing services is approximately 20 events
and the number of professional photographers, according to informal estimates o
f the branch is 100. Companies sponsoring events (graduations, receptions, photo
graphic coverage, etc.) with staff ranging 1-5 photographers. All companies, reg
ardless of time of playing the market is suffering Fotoman, with the increment o
f the benefits achieved due to the rise time of the partnership and the amount o
f developed photographs. They look for companies and private persons with good r
eputation in the market, and those who do not have such performance may not disc
lose the partnership. Companies that show photographs and often seek to increase
their profits by reducing expenses photographic (search for the best value for
money - money - operational efficiency).
Geographical
FACTORS
General Characteristics
Behavior
DEFINITION OF MARKET POSITIONING
4. Definition of Market Positioning
People from the middle and upper classes, as well as businesses and freelancers
who work in the field of promotion and event coverage.
CLAN COLOR
Campo Grande / MS
COLORZOOM
Campo Grande July 14, 2710
COLORTEC
Campo Grande July 14, 2208
REVELAWEB
Brazil www.revelaweb.com.br
PERFORMANCE
Rui Barbosa, 2823 September 7, 514 Baron of Rio Branco, 1473
Medium to high class business and local self-promotion and event coverage
Medium to high class business and autonomous promotion and coverage of events, l
ocated in Brazil
TARGET
CLAN COLOR
Optical location, three discount stores in the city consolidated volume mark G
ood variety of products * Provides service development by Internet Support Netwo
rk Kodak
COLORZOOM
Good location Good Brand consolidated range of products * ** Median Prices
COLORTEC
Good location Good Brand consolidated range of products * Restoration of old pho
tographs Revelation of photos via MMS ** Median Prices
REVELAWEB
Good visibility (first link via the Google site) Good variety of products * Offe
rs free virtual album Median Price ** Volume discounts Option role 2nd line (che
aper) Recovery of lost photos (cards)
STRENGTHS
* - Product Range: Low - only basic services print; Boa - basic services, custom
ized products and accessories (albums, accessories and cables): Large - basic se
rvices, customized products, accessories and additional services (image processi
ng, album virtual, multimedia services, etc.)..
CLAN COLOR
Internet site aimed at disseminating institutional development only through
the system Kodak Reduction in price depending on the volume of disclosures
COLORZOOM
It has no site on the Internet
COLORTEC
Internet website weak - or offering to sell promotion of products, but click
ing them does not appear There
REVELAWEB
Cost does not sell equipment for freight by mail (except above 100 photos)
WEAKNESSES
There
Reduction in price as the volume of revelations Free Shipping for customers who
reveal more than 100 photos revealing Credit 5 photos when the register
STRATEGIES USED
EXCELLENT GREAT CONCEPT SCORE 5 4 GOOD BAD 1 2 3 REGULAR HAS NO 0
COMPETITORS Fotoman COLORZOOM CLAN COLOR COMPETITIVE (main stimulus for customer
s) REVELAWEB 4 5 5 4 4 0 5 3 30 COLORTEC 3 5 4 4 4 0 1 5 26
RATES ATTRACTIONS ACCESSIBILITY PRINT QUALITY GOOD SERVICE DIVERSITY OF PRODUCTS
FIX IMAGE PRODUCTS OFFER E-COMMERCE THROUGH SPEED SERVICES TOTAL
4 5 4 5 5 3 5 5 36
4 5 5 5 4 0 2 5 30
3 5 3 4 4 0 0 5 24
Consequences:
• Use spare capacity to achieve economies of scale
• Visibility through website • Need to improve product mix • Diversification thr
ough partnerships with specialist shops specializing • Service: Basic image corr
ection and via PhotoShop • Competitor RevelaWeb provides for the state with
disadvantage of the freight. Possibility of delivery in Field
Through large motorcycle (speed)
5. Defining Brand
Brand and logo were redesigned by changing just the design of the letters. Name:
Fotoman Fotoman • The name was kept in view the need to retain existing custome
rs as well as using the prestige already reached to transfer it to the virtual s
ervices. The addition of the words "photo" reduction of the word "photography" a
nd "mania", characteristic of euphoric exaltation or exaggerated taste for somet
hing, aims to generate identification with the customer who enjoys the act of sh
ooting Slogan: "Revealing the best moments of your life. " • The proposed slogan
is not intended to become a catch phrase that people repeat in their day to day
, but has an emotional appeal to convey the idea that the company Fotoman is pre
sent in the lives of people showing their best moments. The word "revealing" the
phrase conveys the idea of service, or printing photos, but is also employed to
convey the idea of presence, for it is through the company that people will tak
e these best moments transmitted (through photographs).
5. Defining Brand
Identification with individual customer: roll of photographic film identificatio
n with client legal entity: Shutter and tables RGB and CMYK: Cyan Margeta Yellow
Black Red Green Blue
Sensitivity to colors: Red = Power = Mania
DEFINITION OF GOALS AND OBJECTIVES
6. Setting Goals and Targets
TIME: ONE YEAR 1. Being a reference in the provision of photographic services vi
a ecommerce, 2. Providing a full line of products and services to customers 3. E
nsure customer satisfaction 4. Increase the net profitability of the company 5.
Use existing equipment more effectively. 1. Capturing 5,000 customers by electro
nic means, 2. Increase the average per-print captures 50%, or 300 shots annually
, 3. Increase market share in the company's 20%;4. Increase the availability of
products to fit 95% of customer demand; 5. Lower the rate of idle equipment to
10%, 6. Increasing the degree of customer satisfaction with the care and service
provided to 95%.
OBJECTIVES
GOALS
DEFINITION OF GOALS AND OBJECTIVES
6. Setting Goals and Targets
INDICATOR Market share. Rate of idleness. Customers in the database. Percentage
of customers who find the product you are looking for. Average per-capita reveal
ing photos. Satisfaction with the service. Satisfaction with the service provide
d. CURRENT MEASUREMENT 20% 30% 80% 10 000 200 units 85% 90%
DEFINITION OF MARKETING STRATEGIES
7.1 Price
The pricing strategy should allow for an affordable price to the customer, consi
stent with the quality of products and services offered. This will offer the fol
lowing benefits:
• Discount for volume in photographic prints;
• Packed in custom dates seasonal (Valentine's Day, Mothers Day, fathers, etc.).
• Provision of free virtual album.
Product 07/02
The company's product mix will be reformulated to offer a wider range of service
s and objects to be composed of the following products:
PRODUCT DESCRIPTION SUGGESTED PRICE
50-100 3.20 3.20 0.60 1.15 1.30 2.10 2.55 7.10 Over 100 3.20 3.20 0.50 1.10 1.25
2.00 2 50 7.00 Photo printing on matte paper, with Up to 49 brightness with edg
e or services and basic image processing 6 photos 3 photos 5x7cm 3x4cm 3.20 3.20
0.65 10x15cm 13x18cm 15x21cm 1.20 1.40 20x25cm 20x30cm 30x40cm 2.20 2.60 7.20
DISCLOSURE OF PHOTOGRAPHY
Product 07/02
As model
Batteries, cases, memory cards, portaSUPRIMENTOS pictures, albums and all other
supplies already offered in the physical store. Amateur cameras that are offered
in MACHINE physical store will be available on the website virtual PICTURE. Whi
te shirts imprinted T-Shirts centered on front, size 15 x 21 cm CUSTOMIZE ADAS.
100% cotton fabric, thread 30.1 hairstyle. Sizes: S, M, G, GG and Child. Printed
image into digital offset, applied on a mouse pad and laminate. For MOUSEPAD co
nventional or optical mice. Size: 22,6 x18, 2cm. Image and text printed using di
gital offset technology on coated paper 250 g/m2, with a fold CARD, varnished. C
OMMEMORATIVE accompanying white envelope. Sizes: 10x15cm 15x21cm
As model
29.90
19.90
7.90 15.90
Product 07/02
M (A5) G (A4) product offered through the site Fotoman P that allows the custome
r through one (A6) special program, diagram a book of his photographs, may submi
t the following variations: A4, A5 and A6 format landscape, portrait or square,
printed on coated paper 170g/m2. 100.00 Fotolivro Fotolivro Classic Plus * * * *
Basic Fotolivro 20 pages 68 pages ** Agenda ** Comic Magazine * * * 29.90 Fotol
ivreto additional page -
FOTOLIVRO
64.90 49.90 99.00 39.90 1.90
99.90 84.90 74.90 149.90 59.90 2.90
Product 07/02
Printed image into digital offset, laminated, mounted on cardboard and cut with
a knife unique. The puzzle is delivered in a box, dismounted and with an entire
image to be used like puzzle pieces in the assembly reference. Sizes: 15 pieces
(10x15 cm) 117 pieces (20x30cm) 216 pieces (30x45cm) Schedule-poster: A single p
age, printed in offset and digital varnished, with all months of the year. Size
42x29, 7cm. Wall Calendar: Pages printed duplex offset digital and fastened with
wire-o, with an image CALENDARS for each month of the year. Size: 29,7 x21cm. D
esk calendar: Pages printed duplex offset digital wire stuck with it in a foldin
g cardboard (to make it stand up) with an image for each month of the year. Size
: 10,5 x24cm.
18.90 24.90 29.90
19.90
39.90
29.90
Product 07/02
PRODUCT DESCRIPTION
Prints large format, high quality, made in offset and digital color plotter 12.
Sizes: 29.7 x42cm 40x60cm 45x60cm 60x80cm 60x90cm 75x100cm 80x120cm. Turns VHS t
apes to DVD. Personalized mugs with pictures or messages from clients.
SUGGESTED PRICE
POSTER
14.90 34.90 39.90 74.90 79.90 109.90 149.90 19.90 15.90 49.90 (10x15cm)
Conversion VHS / DVD PHOTO MUG
RECOVERY Recovery of old photos by software PICTURE imaging. ANCIENT
Product 07/02
49.90
RECOVERY Recovery of deleted digital photos or photos that for some reason disap
peared.DIGITAL CARDS Transforming photos in slide presentations types. The form
at is for SLIDE SHOW-view in any DVD player. The customer can select photos, the
mes and songs. PROCESSING OF IMAGE Personalized Photo by PhotoShop software. Ser
vice available on the website that allows customers to upload photos, virtual al
bum limited to the total size of 100mb, so you can share with friends and family
.
49.90
4.90 After the first free 100mb, R $ 9.90 annual
7.3 Square
The Fotoman is installed in Campo Grande / MS. He is currently installed in the
city center, covering the whole region and being visible to clients of all socia
l classes, given that the trade center welcomes people from all neighborhoods, o
ther cities and tourists from other states and countries. The creation of the we
bsite to e-commerce plan to project the company for the entire state of Mato Gro
sso do Sul as a strategy for attracting clients based on the square, the company
will offer the service delivery and removal at home, so those customers that on
ly perform services on the Internet but who do not like paying for shipping char
ged elsewhere, will have the option to receive their products at home in a short
er amount of time and cheaper. The same service is applied to ordinary customers
of the store who opt for this service.
7.4 Promotion
Sales Promotion: • Discounts on volume of revelations contractors; • Photo Conte
st with regional themes; • Promotions at point of sale of products and services
for a specified period. Eg: 4 hours (set a time for the customer seeking the pho
tos). • Drawings of products, mainly photoproducts and services made in the stor
e (lowest price to customer). • Bundling of albums, magazines, CDs and DVDs, etc
.. • Gifts that make the customer remember the company (pens, keychains, calenda
rs, etc.) Marketing Sponsorship • Sponsorship of events involving the company's
target customers, especially the legal and professional experts (journalism, adv
ertising, marketing, etc.).
7.4 Promotion
Communication: • Signaling already usual through displays, posters and shirts of
employees • Improving institutional and selling through ads on billboards, news
papers and radio spots. Telemarketing: telemarketing • Use to open a channel of
communication with the client to publish promotions and receiving feedback. Prom
otions should be disclosed through messages by phone and by authorization of the
client. Internet: • Use of Internet as a tool for disseminating institutional p
romotions exclusive rates for internet purchases.
7.4 Promote Customer Loyalty: • Use bonus loyalty through shopping. With each pu
rchase the customer receives points that can be exchanged for other products in
the store; • Sending cards, messages and thanks to customer VIPs in anniversarie
s. Partnerships: • Partner with businesses and professionals involved in coverin
g events (proms, birthdays, etc.) • Discount for different photographers; • Part
nership with sites covering the nightlife campograndense, to allow the user to p
rint by Fotoman a photograph held by the staff of coverage.
7.5 People
Training: The activities should aim at developing the competence of customer ser
vice, offering solutions posture, approaches, sales strategy, among others. Anot
her area that needs training is the team responsible for managing the electronic
site, or the receipt of applications, verification of payments, update entries,
electronic communication and all activities necessary to manage a virtual site.
Compensation: With the development of products with higher value added product m
ix, it should provide a goal that encourages the employee to sell such products
in order to receive a bonus for the results obtained.
IMPLEMENTATION OF THE PLAN OF MARKETING
8. Implementation of Marketing Plan
Activity Responsible Cost £ Period
Search Marketing
Redesign of the brand Verification partnerships Acquisition of equipment address
register development of virtual environment training staff Manufacture of test
signals of the virtual platform Disclosure: outdoor Disclosure: Radio Broadcast:
Promotion newspaper Fathers Day
Owner
Prof. Esp. Owner Owner Tec. Infor. Tec. Infor. Tec. Infor.Manager Tech. Infor.
Owner Owner Owner Manager
1000.00
10000.00 350.00 100.00 200.00 500.00 800.00 200.00 2000.00 2400.00 1000.00 1000.
00 400.00
Jan
Jan-Nov Jan Feb Feb Feb-Mar Apr Apr May Apr May Jun Jul-Aug
Mothers Day Promotion
Manager
400.00
May
Activity Responsible Cost £ Period
Valentine's Day Promotion
Promoting Children's Day Christmas Promotion Promotion of New Year's Eve Photogr
aphy Contest Sponsorship week journalism Sponsorship week advertising customer s
atisfaction survey Friendship Year-End
Manager
Manager Manager Manager Manager Owner Owner Owner Owner
400.00
400.00 400.00 400.00 500.00 500.00 300.00 1500.00 2000.00
Jun
Oct Nov Dec Jan May Sep Oct Nov
R $ 21,250.00 R $ 22,950.00
Drawdown curve
$ 30,000.00
R $ 15,550.00 R $ 25,000.00 R $ 20,000.00 R $ 6,150.00 R $ 12,350.00 R $ 17,350.
00 R $ 18,750.00
R $ 15,000.00
R $ 4,150.00 $ 10,000.00 $ 5,000.00 R $ 1,950.00
R $ 8,650.00
R $ 24,350.00
R $ 26,750.00
Monthly
Accumulated
$ 0.00
EVALUATION AND CONTROL
9. Evaluation and Control
INDICATOR MEASUREMENT CURRENT PROJECTION
1. Market share. 2. Rate of idleness. 3. Customers in the database.
4. Percentage of customers who find the product you are looking for. 5. Average
per-capita revealing photos. 6. Satisfaction with the service. 7. Satisfaction w
ith the service provided.
20% 30% 10 000
200 units 80% 85% 90%
24% 10% 15 000
300 units 95% 95% 95%
EVALUATION AND CONTROL
9. Evaluation and Control
ACTIVITY Verification increasing the number of purchases over the same period la
st year, shot down the organic growth of the sector. Verification of monthly pro
duction capacity x months of the equipment. Checking the number of customers wit
h complete records in the archive of the company. Registration for customers who
search the store and found the desired product. Information obtained by the con
sultants or feedback in the communication channel of the site. Checking the numb
er of disclosures made x number of clients contractors. Survey of satisfaction w
ith services and care. CONTROLLED INDICATOR January 2 3 4 5 6e7 FREQUENCY Weekly
Monthly Quarterly Monthly Monthly Monthly Quarterly for composition
Fotoman: E-COMMERCE PRODUCT PHOTOGRAPHY
Academics: Artur Miyashiro Bolzan Leandro Rodrigo Custodio de Rezende de Mello

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Fotoman: E-COMMERCE PRODUCT PHOTOGRAPHY

Academics: Artur Miyashiro Bolzan Leandro Rodrigo Custodio de Rezende de Mello

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