38438174- Digital Marketing

Hi ! Welcome to CIM Certificate in Professional Marketing, Digital Marketing Subject and assessment
portfolio. CIM Membership no 38438174
This is the task 1 of assessment criteria December 2014.
I have selected ODEL PLC as the organization for preparing the portfolio.
Background
ODEL PLC is Sri Lanka’s first example of retailing industry providing a range of stylish clothing to the
fashion-conscious with the robust growth and the fast paced evolving trends. ODEL celebrates its 25th year
of success, of carrying out business in an eccentric and fashionable manner. It’s reputed for inspiring
lifestyles to the local and international market for different price levels catering to different levels of
spending power.
ODEL now employs more than 430. They also provide indirect employment of more than 500. ODEL's
product mix contains more than 1,500 different items, with a majority of those sourced locally. Odel works
with more than 1000 suppliers, and over 300 factories. Apart from retail, ODEL involves itself in wholesale/
export of garments to countries such as the Maldives, the Middle East, and Europe.
Products and Services
ODEL is B2C organization focusing on developing new trends to the local and tourist sector customer base
and they deliver products catagorised as : Ladieswear, Menswear, Kidswear, Homeware, Delight - Sweet
indulgences from chocolates to exotic nuts, Perfume & Cosmetics, Books & Music, Shoes & Handbags,
Jewellery & Accessories, Luggage, Food, Stationery, Gift Wrap & Souvenirs. Products are available at
department stores around main cities and suburbs as well as the virtual store.
ODEL’s private brands such as Odel, Embark, Backstage and LuvSL are targeted at both our domestic and
international customer alike. The range of brands represented in each store continues to be fine-tuned and
monitored for each of Odel’s stores, with a different product mix to suit the target market.
Target Market
ODEL’s target market segment Is mainly high and middle upper class , Local and tourist customers as
ODEL Colombo 07 is one of the tourist attractions in Colombo and Suburbs. Targeting the segment of
Fashion conscious men and women aged from 20-40s. However their focus has now developed more
towards opening outlets in main cities and is in the process of expanding the market.

Overall, the Company witnessed strong and consistent top line growth throughout the past financial year
with its strategy of expanding the reach paving the way for wider geographical presence. Through these
investments in expansion, the Company has effectively increased its accessibility and exposure to new
target markets in the urban and semi-urban localities around Greater Colombo.

During 2011/2012, Odel introduced a number of global brands including US Polo, Converse, and Pearly
King which offer greater choice to the expanding midto up-market segment.
Competition
ODEL encounters Monopolistic Competition from the market which it operates in. Main competitors are
Cotton Collecion, Mondy, Hameedia, House of Fashion, NOLIMIT, Romafour.
Role
My role as an outsider from ODEL, is to identify the digital platforms used by ODEL and assess the
appropriateness of various platforms with regard to customer acquisition, by ways of research, plans,
findings and recommendations.