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1.1. Introduction:
Electronic commerce commonly known as e-commerce, this type of industry is that where the
buying and selling of products or services is conducted over electronic systems such as the
internet and other computer networks. Electronic commerce draws by the help of some
technologies such as mobile commerce, electronic funds transfer, supply chain management,
Internet marketing, online transaction processing, electronic data interchange (EDI), inventory
management systems, and automated data collection systems. Modern electronic commerce
typically uses the World Wide Web at least at one point in the transaction's life-cycle, although it
may encompass a wider range of technologies such as e-mail, mobile devices, social media, and
telephones etc. as well.

Internet marketing refers to the strategies that are used to market a product or service online,
marketing strategies that include search engine optimization and search engine submission,
copywriting that encourages site visitors to take action, web site design strategies, online
promotions, reciprocal linking, and email marketing and thats just hitting the highlights.

E-commerce and internet marketing are inter related each other. Internet marketing and e-
commerce both of these are gifts for us by the world of technology. The success of any business
at present strongly depends on Internet marketing as well as e-commerce. Internet marketing and
e-commerce both deals with online transactions. Internet marketing is a part of e-commerce.
Internet marketing is similar to e- commerce online marketing or e- commerce website
marketing. Both E-commerce and internet marketing is available to the customer 24/7 and is
inexpensive way of promoting business. Internet marketing is associated to various business
models. It comprises of e-commerce business model where goods and services are sold directly
to consumers (B2C), businesses (B2B) or from one consumer to other consumer (C2C).

Because of the globalization we have to fit up with the worlds present business pattern as well
as have to use new technologies. Now-a-days, if we are thinking about doing any business we
have to think about e-commerce, internet market and internet marketing strategy etc. We have to
concern about these factors because in the present world more customer will be pleased if they
know they will get online access or online facility.


We are assigned to submit a report on Internet Marketing Strategy for E-commerce
Initiative. We are starting a Boutiques shop named as in Dhaka, Bangladesh,
which is a private company. This report helps significantly to build a perception about online
business affairs of the company and some recommendations for improvement those functions.
Like most components of a successful business, Internet marketing requires some strategy and a
plan. Our Internet Marketing Strategy is our written plan that details when and how we will use
the many available Web-based marketing tools to grow your sales. With a well-prepared strategy
and plan, we will have a controlled and manageable implementation of our online marketing
initiatives and a path to capitalize on the available tools.

1.2. Objective of the report:
Objective of this report is to give a general idea about the establishment and operations of online
business, that promote the economic condition in our country, another aspect of the report is to
fulfill the requirement for completion of the course.
Here we indicate some objectives regarding with the report:
To gather practical knowledge.
To know information about how to arrange a new business in online.
To perceive the entire activities which have to perform for furnish and provide complete
satisfaction to the customer.
To gather knowledge how can we satisfied our potential and actual customer.
To gather knowledge what type of strategies will be helpful for us in the long run of the
To familiarize the operations of in Bangladesh.
To describe different products and services offered by
To ensure and inform about different strategies used by



1.3. Methodology of the report:
To make the report more meaningful and presentable, two sources of data and information have
been used widely these are Primary Data and Secondary Data. Both primary and secondary data
sources were used to generate the report.
For completing report we used following types of data:
Primary Data:
The data and the information collected from the market analysis.
Secondary Data:
Going through different documents and papers,
Developed by the textbook,
Website, these are used by us to collect the secondary data.

1.4. Limitations of the Report:
The study is not free from some practical limitations. Following limitations we have to face
during preparing the report.
The main limitations of the study are that the insufficiency of information, which was
required for the study.
Lack of confidence in some cases.
Limitation of time was one of the most important factors that shortened the present study.



2.1. E-commerce and E-business:
From our text we get definition of e-commerce and e-business. E-commerce is the use of the
internet and web to transect business this business can be done between and organization and
individuals. Ecommerce allows consumers to electronically exchange goods and services with no
barriers of time or distance. By using e-commerce for any type of business, or commercial
transaction, that involves the transfer of information across the Internet. It covers different types
of businesses, from consumer based retail sites, through auction or music sites, to business
exchanges trading goods and services between corporations. It is currently one of the most
important aspects of the Internet to emerge. We know there are different types of e-commerce as
like Business to Consumer (B2C), Business to Business (B2B), Consumer to consumer (C2C),
Peer to Peer (P2P) and a new addition of mobile commerce.

E-business is the digitally enabling of transactions and processes within a firm involving
information system under the control of the firm. This includes managing internal processes such
as human resources, financial and administration systems, as well as external processes such as
sales and marketing, supply of goods and services and customer relationships.

E-commerce and e-business are used as a term differently but as a sense both of these are same
meaning in the regular life. E-commerce opens a new era of business for the marketers,
businessmen and every day we meet new business and their strategy. Some people are like that
who are wanted to create new business field the e-commerce is blessing for them. E-commerce
helps women by doing business stay at their home like boutiques, gift items, homemade
decoration etc.
As a whole e-commerce and e-business opens the window of different business and spread the
area of market for marketers.

2.2. Customer:
Customers are the main factor in the field of business without customer any business cannot run.
In the concept of marketing we know customer may be actual or potential. Actual customer are
that one who have direct relation with the market and potential customer who may or may not
purchase the product of any company. After finding actual customer it is important for each and


every business to make them loyal customer. To make customer marketers can use different
strategies. In e-business to make loyal customer the company have to be more and more
responsive, attractive, informative, aware etc.

2.3. Internet marketing:
To run business marketing is must and when this marketing done in the internet this will be
known as internet marketing. For this internet marketing marketers used different types of
internet marketing strategy. For each and every business it is important to tell customer what
they want to sell, what are their features, what criteria are used them, what types of strategy they
follows etc. These are also applicable for internet marketing. Internet marketing can be done by
online marketers as well as offline marketers. Internet marketing, or online marketing, refers to
advertising and marketing efforts that use the web and e-mail to drive direct sales via e-
commerce as well as sales leads from Web sites or emails.

Internet marketing are driven from the marketers to customers through the direct email
marketing, website offerings, SMS sending, blog marketing, viral marketing, social networking
site etc. Internet marketing helps the customer in case of online shopping much as like if any
customer get any online information or new offers through the internet marketing then if the
website is online sales basis they can purchase without delay any second by staying anywhere.

2.4. Bricks and Clicks business model:
Bricks and clicks are that type of business model which have both online and offline existence. It
indicates that people can buy by visiting specific outlet or staying at home through online. It
helpful for other type of customer collect information by visiting different website but do not
purchase over online, they visit outlet and purchase.

2.5. Demographic Segmentation:
Demographic segmentation consists of dividing the market into groups based on variables such
as age, gender family size, income, occupation, education, religion, race and nationality.
Demographic segmentation variables are amongst the most popular bases for segmenting
customer groups.


This is partly because customer wants are closely linked to variables such as income and age.
Also, for practical reasons, there is often much more data available to help with the demographic
segmentation. Some most important demographic segmentation are given below:
1. Age:
Consumer needs and wants change with age although they may still wish to consumer the same
types of product. So Marketers design, package and promote products differently to meet the
wants of different age groups.
2. Life-cycle stage:
A consumer stage in the life-cycle is an important variable because marketer design their product
on the basis of different life cycle stage because preferences will be different.
3. Gender:
Gender segmentation is widely used in consumer marketing. The best examples include clothing,
hairdressing, magazines and toiletries and cosmetics.
4. Income:
Another popular basis for segmentation process. Many companies target affluent consumers with
luxury goods and convenience services. By contrast, many companies focus on marketing
products that appeal directly to consumers with relatively low incomes.
5. Social class:
Many Marketers believe that a consumers "perceived" social class influences their preferences
for cars, clothes, home furnishings, leisure activities and other products & services. There is a
clear link here with income-based segmentation.
6. Lifestyle:
Marketers are increasingly interested in the effect of consumer "lifestyles" on demand.
Unfortunately, there are many different lifestyle categorization systems, many of them designed
by advertising and marketing agencies as a way of winning new marketing clients and

2.6. Psychographic segmentation :
Psychographics is the study of personality, values, attitudes, interests, and lifestyles. Because this
area of research focuses on interests, activities, and opinions, Psychographic studies of
individuals or communities can be valuable in the fields of marketing, demographics, opinion


research, futuring, and social research in general. They can be contrasted with demographic
variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and
organizational demographics variables, such as industry, number of employees, and functional
Psychographics should not be confused with demographics, for example, historical generations
may be defined both by demographics, such as the years in which a particular generation is born
or even the fertility rates of that generation's parents, but also by psychographic variables like
attitudes, personality formation, and cultural touchstones. When a relatively complete profile of a
person or group's psychographic make-up is constructed, this is called a "psychographic profile".
Psychographic profiles are used in market segmentation as well as in advertising. Some
categories of psychographic factors used in market segmentation include:
activity, interest, opinion
Psychographics can also be seen as an equivalent of the concept of "culture" when it is used for
segmentation at a national level.

2.7. Consumer Behavior:
Behavioral segmentation divides customers into groups based on the way they respond to, use or
know of a product. Online customer behavior and offline customer behavior both are different.
Consumer behave differently, in the market all the customer will not behave same their behavior
will be change on the basis of their culture, reference groups etc. So in market marketers have to
deal with each and every customer and they have to know how they have to behave with
different customers in the market.

2.8. Brand:
Brand can play a number of different roles within the brand portfolio. Brands may expand
coverage, provide protection, extend an image, or fulfill a variety of other roles for the firm.
Each brand name product must have a well defined positioning. In this way, Brands can
maximize coverage and minimize overlap and thus optimize the portfolio. A brand is a name,


term, sign, symbol, design, or some combination of these elements, intended to identify the
goods and services of one seller or group of sellers and to differentiate them from those of
competitors. The different components of a brand like brand name, logos, symbols, package
designs and so on. The most distinctive skill of professional marketers is their ability to create,
maintain, enhance and protect brand.

2.9. Branding strategy:
A branding strategy for a business identifies which brand elements a firm chooses to apply
across the various products it sells. To determine how well each business is positioned in its
industry relative to rivals in evaluate whether it is or can be competitively strong enough to
contend for market leadership. Deciding how to brand new product s is especially critical. When
a firm introduces a new product, it has three main choices-
It can develop new brand elements for the new product.
It can apply some of its existing brands elements.
It can use a combination pf new and existing brand elements.

2.10. One to One marketing:
One to one marketing technique has received more popularity then other marketing technique
existing in the market. One to one becomes more popular because customers get only that
information which they want and do not have to tolerate other unwanted information. One to one
marketing in internet mainly done by the direct e-mail marketing, sometimes marketer personally
calls them to inform about their offerings, SMS also send by the marketer. In one to one
marketing technique some tracking technologies are used by the marketer.

2.11. Affiliate marketing:
Affiliate marketing is that type of marketing when one website agrees to pay another website a
commission for new business opportunities. In affiliate marketing which website receives
payment they provide affiliate on their website and the user of that site can enter into the ad
provider site easily. In the market one existing web site can do this for another web site. Affiliate


marketing is so much popular in the internet marketing and some renowned websites are uses
this technique.

2.12. Viral marketing:
Viral marketing is the process of getting customers to pass along a companys marketing
messages to friends, family and colleagues. Viral marketing works as a word of mouth for the
product of any company. Viral marketing can be good or harmful for any company. As like some
customers are not satisfied with a companys product they can spread their dissatisfaction over
the market because of using viral marketing. If any company have loyal and satisfied customer
then by this marketing strategies company will be benefited.

2.13. Blog marketing:
Now a days blog become more popular because many renowned person like journalists, actors,
writers etc. are written in the blog and people can read and also comment in there. The marketers
also use these blogs as a marketing field. In blog advertising blog is like an ordinary websites,
can be used to display ads and advertising aimed at marketing sales. Blog marketing is getting
popularity but not even that range because some marketers and customers are not used to by this
type of marketing.

2.14. Social network marketing:
Social networking sites are become like blood for technology based people. The young
generation in todays cannot imagine their life without social networking sites like facebook,
twitter etc. The online marketers take the chance and used these sites as marketing field. In the
social networking sites different company provide advertisements of their product and also
different company opens a page in social networking sites where people can came for visit and
choose their product and then place an order for getting the specific product.

2.15. The wisdom of crowds:
The wisdom of crowds is the aggregation of information in groups, resulting in decisions that, he
argues, are often better than could have been made by any single member of the group. Some


internet marketers uses this for aggregate the information of groups rather than collects from the
2.16. Leveraging brand:
Leveraging Brand refers to the process of using the power of an existing brand to acquire new
customers for a new product or service.

2.17. Personalization:
There are, perhaps, a few possible definitions of personalization. For some, personalization is
about engaging customers using technology in ways that mimic how we would do it if we were
face to face, according to Jeannie Hopkins. Personalization can be thought of as something akin
to an intuitive sales clerk learning about a customers needs and preferences over the course of
one or more conversions. The more the clerk understands the shoppers situation and desires, the
better job that clerk should be able to do suggesting products or solutions.

2.18. Customization and customer co-production:
Product Customization is all about allowing the customer, to choose the way they interact with
the product or services. By giving the consumer a choice, product customization can easily
sublimely up sell a wide range of other products that the customer may not have considered.
Catering to your customer's creative side allows them to have fun with their product, and the
buying cycle becomes interesting and exciting, and more importantly they are more likely to
complete the sales cycle if there guided through their choices.
Customer co production in the web development, takes customization one step further by
allowing the customer interactively create the product.

2.19. Customer Service:
Customer service is critical in the ongoing relationship between retailers and their customers.
With the rise of social media, ecommerce companies need to understand and embrace these new
social customers, and respond to them in a personal and timely manner.



2.20. Transactive Content:
A transactive content system is a mechanism through which groups collectively encode, store,
and retrieve knowledge. Transactive content results from the combination of traditional content
such as asticles and product descriptions, with dynamic information culled from databases which
are tailored for each uses profile. A transactive content system is the interactions between
memory within the individuals as well as the processes that update this memory. Transactive
content, on the other hand, is merely the shared store of knowledge.

2.21. Pricing:
Pricing means the value putting on goods and services. Pricing is an integral part of marketing
strategy and price and quality together determines the customer value. Pricing of e-commerce
goods is so much difficult for the marketers of that product. Pricing not only crate value but
also create a image of that product in the market because of pricing of e-commerce goods need
effort and consciousness.

2.22. Pricing strategy:
Pricing strategy is related with the setting pricing policy. When a company thinks about that
have to estimates the demand curve, what probable quantities will sell at each possible price,
have to estimate the cost regarding with that product, other additional prices and then
differentiated from the marketing offers. For determining pricing strategy we have to examine
competitors prices, costs and different offers. After considering all things we can select a final

2.23. Competition based pricing:
In a market it is a common matter competition among companies in the same industry. If the
competitors charge less price then if any company cannot charge more because their product
will not capture market on that price against competitors. Competition based pricing is used by
a business that wants to price their products at or lower than their competition's price. As lke
other industry e-commerce or e-business also used competition based pricing.



2.24. Temporary Discount Pricing:
Temporary Discount pricing is a common factor in business. To attract customer marketer have
to set some types of temporary discount pricing like for Eid, Pahela Baishakh, Durga Puja etc.
On the basis of different festivals or different season marketer have to set some temporary
discount pricing.
2.25. Psychological pricing:
When a marketer selects pricing strategy they are liked to attract customer by their pricing. In
the market have some different types of psychological pricing strategy to attract customer.
Marketer select some psychological pricing as like the offers regarding with TK99 in place
TK100, TK999 in place of TK1000, Tk575 in place of TK 600 etc. When customer find this
type of pricing they attracted and search to know about the product and if satisfied with
features they buy.



3.1. Differentiate Customers using Segmentation Variable:
On the basis of segmentation variable we differentiate our online and offline customer and now
we define our customers in terms of some factors, which given below:
Demographic and access:
For our online business it is most important for us to analyze demographic segmentation because
of we tried to segment the customers for our boutiques and gift items on the basis of Gender,
Age, Income level, community type, Family size, and family life cycle, Occupation, Lifestyle,
Education, Ethnicity and Nationality.
Gender: For our business we have segmented ou customer according to male, female
& kids as our target market. So, our customer is now all kind of people who want to
purchase dresses and different types of gift items by using online and offline.
Age: We will offer our products for all age groups of customer.
Income Level: Income level is a great concern for doing online business but on the
basis of market analysis we found that in city based people are used to with internet
access rather than village people. Along with this in among the city based people
middle class and upper class people have internet access. For our business we target
both of this groups people.
Education: We also take consideration into educational background because of our
online business. On the basis of market analysis we can see teenage and young
people are most used to with the internet access and they visit different sites over the
internet. So in our demographic segmentation we take consideration this.

Consumer behavior:
In online business it is most important to know that who is online and on how consumers behave
online. Consumer behavior influence consumers in the market and consume take decisions on the
basis of their background demographic factors like culture, subculture etc. As a marketer we
have also recognize and understand about this behavioral factors. So, we have to set our brand,
market strategies and capabilities in a way that we can cover most of consumer in the market.
We have to tried influence all levels of customer by thinking about their site.
If we can perfect mix up of the background factors and our business ethics we hope we will
cover all ranges of consumer and get consumer positive behavior about our products.


It is important for each and every business how the customer can find out the. So as online
business we incorporated our website into search engine optimization (SEO) and people can
reach to us with the help of our website by a click on it.

3.2. Expectation Behind Create the Brand: as a brand: is an iconic Bangladeshi brand and the countrys popular e-shop, offers customers
different types of fashion and lifestyle products ,including clothing, jewellary and gift items, all
of which bear the promise of exceptional quality and value. has been creatively
blending traditional and ethnic craft skills with contemporary styles and trends.

ajkergift stands for a unique mix of design, quality and convenience, of the traditional and the
contemporary. wants to positioned as a highly successful Bangladeshi craft and gift
shop, based retail chain and brand of pride. It also carries the distinction of being most successful
social enterprise. Its responsibility is therefore two-fold delivering unique products with the
highest level of quality and service to its customers and the strongest level of support and
protection of artisans and their craft. To its consumers, is a name of one-stop e-
shop and a trusted brand that inspires pride, promises quality and sophistication, and helps to
keep cultural roots alive in everyday life. For the consumer, represents the
endurance of both their age-old art as well as their livelihoods. For consumers
have become a part of the cultural fabric of their lives. As it is in other avenues, is
a trendsetter in promotional activities as well. Having been one of the popular Bangladeshi
brands to use unprofessional models and create sophisticated ad campaigns,
continues to set the style and quality standard for promotion by achieving greater levels of class
and elegance with each campaign. also selects its promotional mediums carefully
to ensure accurate reflection of the brand's values. That is why we should develop some cost
effective branding strategy, preferably zero cost branding strategy, to attract more consumer. We
are trying to do best service to our consumer. We need some innovative and cost effective


Before taking the branding strategy we have to know the potential market of our shops products
and services. First we have to introduce our shop to our target group of customer.
After identifying the target markets we will take branding strategy in those particular markets.
The people living in Bangladesh can be motivated to visit our web pages. It will have multiple
effects. If the comeback with good experiences from purchasing from our shop they will tell it to
others. And also we can do our business. Whatever be the marketing strategy, it must ensure the
convincing of more customers.



3.3. Internet Marketing Strategies:
Internet marketing involves making the company as well as the product and services a visible
presence in the internet. If we cannot reach to the people what we want to sell then people will be
unaware about that. For our business we select our perspective customer and now to attract this
perspective customer we have to use some marketing strategies. Through this marketing strategy
we want to attract our both online and offline customer. In our todays life use of traditional
tactics like print media and TV is expected to see less attention in. For that reason we are putting
more emphasis on different types of internet marketing strategies. Some internet marketing
strategies are like that-
One to one marketing
Affiliate marketing
Blog marketing
Social marketing
The wisdom of crowds
Leveraging brand.
Now we are going discuss how we can use different types of internet marketing strategies for our
business to attract our perspective customer.

One to one marketing:
One to one marketing is the ultimate form of market segmentation, targeting and positioning. For
one to one marketing we use some customer tracking technologies. By using these technologies
we can track customer and can see information on the basis of their individual needs. Customer
tracking technologies are like that:
Log page:
Our web server maintains a log page. This web server allowing us easy data mining. The log
contains a history of visits, pages viewed, time between resource requests etc., along with the IP
address of the requestor. With the help of this log page we can understand about the customer
choice and requirement and then after we can inform them that information which they want.
User registration and authenticated access:
Our websites require the user to log in and provide information such as demographics. With the
help of this we can aggregate statistics about the consumer.


By using above strategies we can target our potential customers to let them know about us
through email with our website. Sometimes, we can provide them new package offer to create
their interest through email. This strategy can be applied for new and current customers.

Affiliate marketing:
Affiliate marketing is that type of marketing for which the key benefit is that it typically operates
on a pay for performance basis. Affiliate marketing is so much helpful tool for marketers. We do
affiliate marketing with the help of some other website. In some social networking site we have
done this. By this strategy we pay some other web site for the affiliate marketing in some social
networking site. To promote our business and our product we are trying to do the affiliate
marketing. In the market have some other website like ours in terms of payment we are going to
start affiliate marketing. Some sites like, etc. we are going to use for
affiliate marketing.

Viral marketing :
For our business we trying to do viral marketing we know in viral marketing messages of
marketing of a particular brand passes along to the friends, family and colleagues. Viral
marketing is the word of mouth in the online sector. Viral marketing we promote because if
our existing loyal customer become satisfied with our product and service and recommended
about the product then it will add extra benefit for our product. After knowing the positive
news related our product some customer can click for buy. But in case of viral marketing we
have be more careful if any customer are dissatisfied then it will damage our image.

Blog marketing:
Blogs become a part of our online culture because of that if we can capture our market through
the blog marketing it will add extra benefit for ours. We know that the metrics of blog marketing
relatively low but it is a possible field for marketing. We also try to use blog marketing for our
product and we pay them a referral fee for each click on the made by the customer.



Social network marketing:
Social networking site is now a not only field for communication. In those site most of the
company provided their advertisement for customer. We also are going to provide ad on some
social networking site like facebook. We will also open a page in the sites by seeing or knowing
customers about our product. If customer likes any specific product then they have to type a
comment for placing an order and the product will be reach to them if they pay through credit
card or cash. We will offer different package or discount offer for our customer at Eid festivals,
Pahela Baishakh, Durga puja etc.

Social network marketing a new era of marketing because most of the people spend their time
using social networking sites. Now a days people are not depended on much newspaper or other
like traditional media. So to use social networking site now get a great dimension for internet
marketing because of that we choose this internet marketing strategies band emphasis on much
on it. We use social networking sites not only for marketing, but they also can purchase the
product along with this they also comment about they are satisfied or not with our product.

The wisdom of crowds:
This is another type of marketing strategy but we are not practicing this strategy but we are
trying to collect customer opinion, customer wish, customers preference etc. as a whole to
improve our service and strategy and implement it.

Leveraging branding:
We are not including in our business because we want to create the power of our brand into
markets and be successful.
Our upcoming marketing strategy:
We are going to start other marketing strategy as like advertising through banner ad. In future
we will also add other marketing strategies to gain more market share.



3.4. Customer Retention Strategies:
Now that we have customer fir our website they visit in our website, knows about our features
etc. but now we have to coming them back and for that we have to use some customer retention
strategies. Those customer retention strategies are like that:
Customization & Customer co-production.
Customer service.
Transactive content.

We use personalization strategies in our website. With the help of one to one marketing we will
done personalization strategies for our customer who purchase onetime or loyal customer.
Sometimes in online shopping customers thinks that they are not treated separately for their
loyalty behavior with company. But in our website we will tried to believe our customers who
are loyal customer they are so much important for us and we treated them separately. So in
some occasion or some festivals or sometime we will send e-mail, SMS, phone calls to our
customer for informing about our offer only for them who are loyal customer.

Customization and Customer Co-production:
In our business we will add this customer retention strategy for some target and loyal customer.
By this we will offer some unique product with unique features but we will charge a little more
for that type of product. Because of creating this product differentiation we will take consider our
loyal and target customer. Sometime if customer want to get their product with some extra
differences we will also try to fulfill their wants to fell them important for us with little more

Transactive Content:
We will also take into or consideration the transactive content because we want to attract new
customer. In our website we will include the customer opinion option and with the help of this
we can change our features, strategies, product types, product materials, colors etc as per


customer requirement and what customer wants from us. If we maintain this strategy we can
attract our new customer, existing customer, loyal customer. Using this strategy we can
dynamically changes our product on the basis of customers needs and preferences.

Customer service:
We will offer customer service for our customer. Actually which type of business we have in
here we cannot give after sales to our customer as like changing product, altering, fixing etc.
But we can provide customer service to our like that if they have any queries, confusions etc.
we will try to solve this. We also provide customer service like to deliver their order in their
residence and collect cash payment for this we will charge a little charge from them in case
online shopping.

3.5. Pricing Strategies:
To attract our customer we trying to use different types of pricing strategies as like competition
based pricing, temporary discount pricing, psychological pricing etc. As like follows:

Competition based pricing:
As a competitor in the field of E-commerce business we have to set competition based pricing. If
we charge more than other customer then our product will lose the market another side if we set
low price then other competitors then customer can get wrong image about our product. For that
reason we have to be more and more concern about that type of pricing.
Temporary discount based pricing:
Our business is related with the apparel and gift items related. So we have to offer our customer
some temporary discount based pricing as like we can offer in this Eid-Ul-Azha our discount
price will be
5% discount in gift items like earrings, cards etc.
Upto 20% discount on three pieces and shares.
Upto 10% discount on gents items etc.



Psychological pricing:
To attract our customer we also use some psychological pricing in our products. If our website
we give advertisements like that the customer can purchase some gift items are in TK 99 for few
days then customer will attract and they visit to know product are getting this offer then if they
are considered they can purchase from our website.

Methods of our pricing:
Price is not just a number on a tag. Traditionally, price has been the major determination of a
buyers choice and this is still the case large segments of buyers across the globe. Although non
price factors have become quite important in the last few decades, price still remains an
important factor in determining sales and profitability. Competitive pressures together with
consumer and short-term orientation of companies have resulted in a marketplace that is
characterized by sales promotion.
Our firm consider many factors in setting its pricing policy lets look in some detail at six-step
procedures :
1. Selecting the pricing objective: we want to maximize our market share. we believe that
higher sales volume will lead to lower unit cost and higher long-run profit.we set the lowest
price, assuming the market is price sensitive.
2. Determining demand: we have many competitors such as Anjans, kay kraft, Rang, Deshi
dosh etc. So demand elasticity is high for this type product.
3. Estimating cost: we determine our cost by the 2 step. Variable and fixed cost. Total cost is
the combination of fixed and variable cost.
4. Analyzing competitors cost, prices, and offers : our competitors price range:
Anjans kay kraft Rang
T-shirt Tk 550- 1000 600-1500 770-1200
Sharee Tk 800-5000 700-10000 800-6000

5. Selecting a pricing method: There are many pricing model such as markup pricing, target
return pricing, perceived- value pricing, auction type pricing. we follow MARKUP pricing.


Variable cost Tk 400 Tk1200
Fixed cost Tk 2, 00,000 Tk 200000
Expected unit sales 5000 unit per month
The manufacturers unit cost is like that:
Unit cost=variable cost+ fixed cost/unit sales
=400+200000/5000 and = 1200+2,00,000/5000
= tk440 =tk1240
We wants to earn 20% markup on sales.
Markup price = unit cost/1- desired return
=440/1-.20 =1240/1-.20
= tk550 (lowest) =tk1550 (highest)
Variable cost Tk 500 Tk15000
Fixed cost Tk5,00,000 Tk5,00,000
Unit sales 4000 per month
The manufacturers unit cost is given by:
Unit cost=variable cost+ fixed cost/unit sales
=500+5,00,000/5000 and =Tk15000+5,00,000/5000
=Tk600 =Tk15100
We want to earn 20% markup on sales.
Markup price = unit cost/1- desired return
=600/1-.20 =15100/1-.2
=Tk 750 (lowest) an =Tk 18875 (highest)

Fixed cost=Internet expense, rent expense ,sales persons salary etc. We distributed this expense
proportionately to the product.
Variable cost= Any product manufacturing cost.
We collect gift item from many dealers. So purchase cost is our product cost.



Chart of pricing strategy:
T-shirt 550-1550 40( Dhaka) 100(outside) 10%
Panjabee 700-5000 40(Dhaka) 100(outside) 10%
Sharee 750-18775 40(Dhaka) 100(outside) 10%
Salwar kamij 1200-6000 40(Dhaka) 100(outside) 10%
Gift items 200-6000 40(Dhaka) 100(outside) 10%

Anyone can purchase our product via online or offline. Insight Dhaka if buyer wants buy their
product by online they have to pay Tk 40 per order. But outsight Dhaka they have to pay Tk 100
or depends on the distance and the rate of courier service per order cash and credi tcard system
both are acceptable.

Benefits of our pricing policy:
Fixed price
Price variation
Product variation
Easy payment policy
Same profit ratio
Discount facility
For all income group
Time consuming
Risk less purchase.



4.1. Conclusion:

Bangladesh is a developing country and in the technology we are upgraded day by day. In
worldwide market is simple for them to doing online business as well as online shopping. But
country likes ours not so much easy for both of this. In Bangladesh majority person are middle
class people and among them most of the people are liked to do physically shopping rather than
online shopping. But hopefully nowadays people become busy regarding with their job, business,
study etc. because of that in some festival or other time they cant go market for shopping or
cant make any time for shopping. Our countries political situation is not much good as well as
we have to suffer from Hartal, strike etc. along with these traffic jams is a common factor.
Because of these reasons most of young generations like to go with online shopping.

This business area is new for our country but we are hopeful about that business. By making
online shopping people can save their valuable time and wastage of unusual expenses. And we
think we can make a good business in Bangladesh with the most valuable customer in our



4.2. Recommendation:

Now a days people have less time because of their job, study, business etc. and in future
they will not make any quality time for shopping. Because of that it will be a great business
in near future.
We are creating more agreement with the service provider like DHL, Shundarban courier
service etc. and some other dealers for good materials and product to have better options for
Now a days government is make many agreements by which open the new window for
online industry.



Laudon, Kenneth C. & Traver, Carol Guercio, 2008, E-commerce: business.
technology. society, 4
edition, Pearson publication.
Kotler, P. & Keller, K.Lane, Marketing Management, 13th edition, Vango