DIGITAL MARKETING AND SOCIAL MEDIA

INDIVIDUAL ASSIGNMENT

SUBMITTED BY –
MATHEW FEBIN CHARLES
B2539
BUSINESS – SHOPPABLE.COM (Ecommerce Platform)

➢ INTRODUCTION

Shoppable.com is an ecommerce platform based in India with the widest assortment of 10

million plus products across 100+ categories from regional, national and international brands
and retailers.

➢ SITUATIONAL AUDIT

SWOT ANALYSIS

STRENGTHS

- Extensive accessibility
- Lower prices
- Vast network of retailers across nation
- Wide range of deals and transactions

WEAKNESSES

- Service not available in all cities

- Dependent on internet completely
- Fake websites
- Lack of personal services

OPPORTUNITIES

- Expansion of customer base

- Increasing promotional activity
- Retaining customers
- Customers reluctant in shopping online can be persuaded

THREATS

- Large number of competitors

 - Can be subjected to frauds
- Competitive pricing
- Privacy concerns
- No direct interaction

PESTLE ANALYSIS

POLITICAL –

- Net neutrality issues

- Government of India is trying to boost digital India in semi-urban and rural areas

ECONOMIC

- Changing consumer budgets, rise of the cost conscious consumer.

- Economic slowdown due to pandemic
- Developing countries with growing economies provide an opportunity for the
organization to expand its operations.

SOCIAL

- Increase in computer literacy

- Rise in number of online customers

TECHNOLOGICAL

- Rise of social media, consumers interacting with firms and being able to do so across
a range of platforms.
- Increased usage of Search Engine Optimization
- Leveraging AI for optimization

LEGAL

- Changing nature of regulation.

- Regulatory changes for protection of online shoppers

ENVIRONMENTAL

- Increased attention directed towards corporate social responsibility

- Promotion of green environment by reducing the usage of plastic packaging
 ➢ TARGET MARKET

DEMOGRAPHIC –

- People with Internet access

- Age group of 18-50
- More focus on the younger audience

PSYCHOGRAPHIC –

- Customers to be segmented by loyalty

- Customers who like constant innovations
- Those who value customer care first
- People who click on recommended or suggested products a lot

SITUATIONAL –

- Convenience as a major reason for online purchases

- Interest in new categories
- Low pricing as a factor for purchasing online

GEOGRAPHIC –

- International appeal
- Customers who prefer digital sales
- More focus on internet friendly areas

➢ POSTIONING

Shoppable.com is putting all its efforts to deliver the goods to its products to its customers as
per their demand. We are trying to create a brand image in the customer’s mind through
YouTube and Facebook ads as a large number of users are available on this platform.
Looking at the pulse of the market, we are trying to rope in brand ambassadors in the form of
famous celebrities as they have a huge fan following.

POSITIONING STATEMENT - For consumers who want to purchase a wide range of

products online with quick delivery, Shoppable.com provides a one-stop online shopping site.
 ➢ MARKETING MIX

PRODUCT

Shoppable.com sells products in more than 100+ categories ranging from books, clothing to
electronics, mobiles and appliances. It operates through various wholesalers, retailers located
in various locations in the country.

PRICE

We are focused on using market-oriented pricing as the primary pricing strategy. The
advantage of this pricing strategy is that it makes selling prices more competitive, affordable
and attractive to target consumers.

PROMOTION

Advertising functions as the primary means for Shoppable.com to communicate with its
target market. The other method would be sales promotion. Providing discounts, cashback
offers would attract customers towards the website and improve the brand image.

CHANNELS

Since Shoppable.com is an online ecommerce platform, we have an extensive distribution

network that reaches all parts of the country. All the distribution is either conducted via
website or the mobile app designed for the customers.
➢ BUSINESS MODEL CANVAS OF SHOPPABLE.COM
 ➢ INVESTMENT

Licensing fee – 2,50,000

Commercial space – 8,00,000

Web, Android and iOS – 5,00,000

Hosting charges – 2,00,000

Salary of employees – 5,00,000

Desktops/Furniture/Other Items – 7,00,000

Office Design costs – 8,00,000

Promotional activities – 10,00,000

Utility expenses – 1,50,000

Total Costs Estimated – 51,00,000

The total costs estimated for Shoppable.com would be around 49 to 50 Lakhs as majority of
the costs would be incurred on the promotional activities and the space required to run the
daily operations.
➢ CASH FLOW ANALYSIS