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An Assignment on E-

Marketing Plan
of
“Shutter Speed.Com”
Course: E-Marketing

Instructed By:
MD. Rakibul Hassan
Lecturer,
Dept. Of Marketing,
Jahangirnagar University.

Prepared By:
Shahriar Aman,
Final Year, 1st Semester,
ID: 1390,
Dept. of Marketing,
Jahangirnagar University.

Date of Submission: 7th June, 2015


JAHANGIRNAGAR UNIVERSITY, Savar,
Dhaka-1342
Overview:

Very simply put, E-Marketing or electronic marketing refers to the application of


marketing principles and techniques via electronic media and more specifically
the Internet. The terms E-Marketing, Internet marketing and online marketing,
are frequently interchanged, and can often be considered synonymous.

E-Marketing is the process of marketing a brand using the Internet. It includes


both direct response marketing and indirect marketing elements and uses a range
of technologies to help connect businesses to their customers.

By such a definition, E-Marketing encompasses all the activities a


business conducts via the worldwide web with the aim of attracting new business,
retaining current business and developing its brand identity.

Making a E-marketing successful it’s very important to have a good formulated,


structured plan. In this case, I took my own company “Shutter Speed.Com” which
is basically an online platform where all kinds of Photography instruments and
camera accessories like camera body, lens, flash, filter, battery, charger, cleaner,
grip, tripod-monopod etc are served and sold. One customer can visit our page
and easily access to the every part of it and buy them easily.
E-Marketing Plan:
There are 7 steps of E-Marketing plan and each of the steps are equally important
to implement. On the perspective of “Shutter Speed.Com” I’ll write down the
plans’ detail below.

1. Situation Analysis
2. E-Marketing Strategic Planning
3. Plan Objectives
4. E-Marketing Strategy
5. Implementation Plan
6. Budget
7. Evaluation Plan

These are the basic 7 steps of E-Marketing plan. Now I’ll describe each of the
steps below.

1.Situation Analysis:
1.1 Product Overview:
The products of “Shutter Speed.com” are the all kinds of Photography
instruments and camera accessories like camera body, lens, flash, filter, battery,
charger, cleaner, grip, tripod-monopod etc.

1.2 Competition:
Now a days there are a lots of photography based industries and companies
including online shop like DIGITAL WORLD, NEW CAMERA WORLD, and CAMERA
ZONE etc.

1.3 Technological Factors:


Technological factors are like the quality, making brands, service of the
equipments etc. It’s an online based company so it will not need the physical
store so people can buy anything anytime by a CLICK.

1.4 SWOT Analysis:

1.4.1 Strengths

 Well established web site


 User friendly site and handy
 One can find everything he/she needs
 24/7 customer service over phone and Facebook
 Illustration and clear details of all products

1.4.2 Weaknesses

 Weak bandwidth
 Customer response delay on email
 Delivery process is not established well

1.4.3 Opportunities

 Categorized web page based on every category of product


 Price ranges are given; one can find the affordable product of themselves
 Installation procedure, using manual process are given as video tutorial and
written text also
 Monthly offers on products ( like: discounts, free, raffle draw etc )

1.4.4 Threats

 Customers can’t trust on electronic devices bought from online


 Not established business in Bangladesh yet
 People are not aware of this

2. E-Marketing Strategic Planning

2.1. Segmentation
Market segmentation is a very important matter. As my company serves camera
and photography equipments that’s why my market segment will be for the
people who love photography, camera both professionals and beginners based
on;

 Geographic segmentation
 Demographic segmentation
 Psychographic segmentation
 Behavioral segmentation

2.2. Targeting
As my company serves camera and photography equipments that’s why my
market segment will be for the people who love photography, camera both
professionals and beginners. Their need will be considered as our only priorities
and this will be the base of our target.

2.3. Differentiation
Making difference, making a thing unique, different from any other similar things
or services are very tough task. Because, all the companies are trying to make
difference. But the thing is, the main differentiation of “Shutter Speed.com” is, we
believe in you, the customers, their needs, their different requirements and quick
response time.

As well as, worldwide GENUINE products, Guarantee, Warrantee and after sales
services.

2.4. Positioning
For me, POSITION=CHALLENGE; extreme challenge I must say. Position your
product or service in the mind of the customers or potential customers is very
hard matter. As my company is a new company so it’ll take time to set a firm grip
in the market. But the trustworthiness, service, product quality will position in the
market I think.

3. Objective
The basic objective of my company is to grab the market share, position in the
customers mind, traffic in the website, sign in and frequent purchase from our
website.
3.1 Key Objectives and Goals
 Increase market share
 Increase sales revenue
 Increased traffic on website
 Reduce costs
 Improved database
 Achieve customer relationship management goals
 Improve service quality
 Improve supply chain management

4. E-Marketing Strategies
E-marketing strategies and conventional marketing strategies are similar in many
cases but executions are different. Let’s have a look;

4.1. Product Strategies


‘’Shutter Speed.com” Company is a new online company who sells photographic
and camera accessories. As a new on-line based Company our company tries to
adopt e-business models such as online auctions. We are now trying to create
new brands for the on-line market in our country. We have also a section of
expertise people who are always ready give you answers regarding our products.

4.2. Pricing Strategies


Pricing is a very important factor of a product or service. As it’s an online based
company and it’s an electronic based company and we sell sophisticated and
sensitive products; so pricing strategies should be very specific because people
will see the price in our website. We took the pricing strategies;
 Marginal-cost pricing
 Market-oriented pricing
 Premium pricing
 Psychological pricing
 Time-based pricing
 Value-based pricing

4.3. Distribution Strategies


As I said before, it’s an online based company and people will buy it from online
and we’ve to deliver it to the door of the customers; so it’s very important to
develop the distribution strategy. We deliver products all over the country, in
Dhaka we charge no extra price to delivery; and we charge 100taka outside of
Dhaka.

4.4. Marketing Communication Strategies


We know that we are now in age of information technology. The internet
spawned a multitude of new marketing communication strategies, both to draw
customers to a website & to interact with the customers. Our company is also
doing the same things. We have introduced our web pages to

 Communicate with as much people as we can


 Strong relationship with customers
 Facebook fan and their response

4.5 Relation Management Strategies


CRM is one of the most important matters of us. Our 1st priority is to maintain the
relation with the customers. To make this successful we took some steps like;
 FAQ section
 Contact info in the site
 24/7 customer service over HOTLINE and FACEBOOK

5. Implementation Plan
In this step information technologies are especially adept at automating these
processes. This is why information gathering tactics are important. Our Company
“Shutter Speed.com” gives importance in gathering data also. We give importance
on some areas on gathering data from customers. They are:

 Website
 Social Media: Facebook, Twitter, Blogs
 E-Publications: E-Prothomalo.com
 E-mail campaign

Some tactics will be implemented like;

 Marketing mix (4P’s) tactics


 CPM tactics
 Marketing organization tactics
 Info-gathering tactics

6. Budget
Everything will go wrong if the budget of the program is not right or exact. Budget
is very much important in not only this business, in every business. It’s both
complicated and tough to calculate and to execute. We divided our sales in 4
quarters.

There are some important attributes;

 Revenue Forecast
 Intangible Benefits
 E-Marketing Costs

Evaluate the cost/benefits analysis & Identify Potential Revenue Streams:

 E-Commerce – Do we sell on-line?


 Content Sponsorship – Banners, Buttons, Sponsorships
 Intermediary Fees – Broker and Agent Fees
Revenue Streams:
 Initial funds to support a Web site come from:
– Investors
– Loans
– Firm’s operating budget
 Revenue streams that produce Internet profits come mainly from:
– Direct sales
– Advertising sales
– Other fees
Cost Savings by Selling and Marketing On-line:

 Eliminating elements of the traditional distribution chain


 Increases possibilities of greater revenue
 Saves on traditional marketing costs (printing, postage)
 Increases target market to world-wide audience

7.Evaluation Plan
Once the e-marketing plan is implemented, its success depends on continuous
evaluation which means marketers must have a tracking system in place before
the electronic doors open.
 Cognitive
Measure unique visits and impressions
 Attitudinal
Survey customers for brand satisfaction
objective: CRM, firm would use AOV
(average order value) and LTV (lifetime
customer value)
 Transactive
Measure purchases, site traffic, previous
paths and click-through rate

Conclusion
At last I just want to say that, all of the steps of e-marketing plan of “Shutter
Speed.com” are taken very carefully and they are implemented very carefully.
The e-marketing plan is a guiding, dynamic document for e-marketing strategy
formulation and implementation. The purpose is to help the firm achieve its
desired results as measured by performance metrics according to the
specifications of the e-business model and e-business strategy. Although some
entrepreneurs use a napkin plan to informally sketch out their ideas, a venture
capital e-marketing plan will help show that the e-business idea is solid and the
entrepreneur has an idea of how to run it. And we believe that our plan will be a
successful e-marketing business plan.

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