Professional Documents
Culture Documents
THE COMPANY
• INTRODUCTION OF ANGELFRILLS
• BUSINESS MODEL
• PRODUCTS
• 4P’S
• STP
Angel Frills is an online store specialized in creating unique, custom made comfortable dresses for dressing
your angel for any party or special occasion.
• Pros
• Better margins
• Need not to reply on third party seller for goods
• Can stock and get more margins on your goods
• Cons
• Need to stock everything.
• Need to invest lots of money on buying products
• Higher cost of managing warehouse
• Targeted customers:
• Parents specifically mothers
• Categories
• Currently 6 categories
• Party Dresses
Product Promotion
• Tutu Dresses
• Hair Bands Customization, SEO/PPC
• Festive Dresses Warranty, Social Media
• Accessories Made to order Email Marketing
• Customizable
Price
Strategic pricing, Place
Loyalty Online portal
programs, easy Angelfrills.com
payment options
Segmenting Targeting
Young parents Middle income,
who prefer High income -
shopping for young
designer clothes parents who are
online online shoppers
Positioning
Custom made designer
dresses for kids
1
INDIAN INSTITUTE OF MANAGEMENT LUCKNOW | NOIDA CAMPUS
0
Digital Promotion | Search Engine Optimization (SEO)
• Off Page:
• Forum participation
• Link submissions
• Back links from some of partner website
• Local SEO:
• Registered with Google Local Business further updating
the listing
• Mobile SEO:
• Device based responsive design, optimizing for Google
AMP(Accelerated Mobile Pages)
• Google Adwords is one of the most popular advertising services used by Search
Engine Marketers amongst others such as:
• Bing Ads
• Yahoo – Search Ads
• Displayed above is an Illustrative list of Keywords that we Bid for, in order to promote our Ad.
• Various metrics help us in measuring the performance of our Ad.
• In the snapshot displayed above we can see that the Keywords “Girls Dresses” has received the
max. number of Clicks, impressions and Click Through Rate.
• Such analysis would help us in promoting our website in a better way where we would be able to
choose carefully the Keywords that would be most beneficial.
Max. Cost per No. of times our Clickthrough rate to Average Cost Position of our
Count of
Click that we Ad was published measure how often and Total Ad relative to
Clicks on
are willing to on Google's Ad people click on our Ad Cost per other
our Ad
pay. ~ Budget Networks when shown to them Keyword advertisers
Tool: MailChimp
Google Analytics
• Google Analytics is the most popular Web Analytics tool to track and report website traffic.
• It helps see page performance, time spent on pages, visitor segmentation, shopping cart behavior, funnel
visualization. It helps improve website layout, marketing strategy and campaigns.
• It uses Javascript on pages to track visitor details by runnig on the visitor’s browser and sending it to central
server.
What We Did
• To Understand the website traffic in general and details about visitors & session in particular
• To Analyze the customer segment visiting the website and see if it is in line with our Segmentation and
Targeting
What We Observed/Analyzed
• Since new website, traffic picks up on dates when mobile, email and social marketing is carried out
• Time per page and session duration looks alright but bounce rate is considerably high.
• Email, mobile and social media marketing would need to be more targeted to drive in the right audience.
• Analyzed city wise views on the website and their behavior with regard to bounce rate, session duration
and page depth.
• Age demographic doesn’t look ideal as target segment which is parents’ of young children (25-34 and 35-
44) as other age groups present. We need to analyze it further as traffic grows.
• “Pure white” and “Purple & coral” dress seem to be popular items and could be indicative of customer
preferences which can be used to align inventory accordingly.