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An Assignment on E-Marketing Plan

Of

SANA SAFINAZ

Submitted to:
Md. Rakibul Hasan
Lecturer
Department of Marketing
Jahangirnagar University
Savar, Dhaka

Submitted by:
Debasmita Dey

ID:2674
3rd Batch
Department of Marketing
Jahangirnagar University

Date of Submission: 07.06.2015

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Company Review:

SANA SAFINAZ
express fashion on-line retailing

Established in 1989 Sana Safinaz, founded by Sana Hashwani and Safinaz Muneer, is an
established fashion label and one of the most prestigious and diversified in Pakistan. Partners
and sister’s-in-law Sana and Safinaz are the driving force behind the label which is an all-
encompassing life-style brand.

Sana Safinaz is part of SS Fashion Resources (Pvt). Ltd and has been operating in Pakistan since
1989. They are one of country’s premier luxury retailer offering elegant ready-to-wear fabrics,
tastefully printed and embroidered along with avant-garde silhouettes to suit the modern woman.
Hence, they rank high amongst the few top designers of Pakistan.
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With the increasing popularity of ecommerce in Pakistan, Sana Safinaz decided to launch an
online portal for their customers. The portal caters to all kinds of women clothing ranging from
eastern ready-to-wear to unstitched packaged suits. And Sana Safinaz is now adding women
accessories to their product line.

E-Marketing Plan for ‘SANA SAFINAZ’ expanding business in South Asia:

Sana Safinaz is expanding their business out of the boundaries; in South Asia.There are Seven
steps in their E-Marketing Plan:

E-Marketing
Situation Analysis Strategic Plan Objectives
Planning

Implementation
Plan E-Marketing
Budget Strategy

Evaluation Plan
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1.Situation_Analysis:

1.2 Competitions:
Different types of clothing stores, designers of women’s apparel & accessories, art are our main
competitors

1.3 Environmental Factors:

Legal Factors:

After going through a turmoiling political situation, Pakistan has a good governance now and the
political condition is stable.
But the legal environment is quite important for Sana Safinaz to take into account when
considering an expansion into South Asian countries. When Sana Safinaz with its diversified
products selling overseas to a multitude of countries specially India and Bangladesh there is
increasing legal complexity.

Technological and Market Factors:

This environment is quite challenging but offers opportunities. The South Asian countries are
going through a huge breakthrough in internet growth rate as a significant proportion of the
population is now able to access the internet anywhere in the world through devices and tablets
with 3G &4G capabilities. With the amount of internet users increasing every year, Sana Safinaz
has the opportunity to increase their market share as and more consumers learn to shop online.
However, this also make price comparison anywhere in the world entirely easy to do. So Sana
Safinaz is forced to find innovative methods to surpass their competitions. South Asian countries
have multi cultural communities which would have different purchasing behaviors. This will
affect sales in these areas and products which Sana Safinaz should take into account. Meanwhile,
social networks are booming and sites like Facebook and Twitter are visited by billions of people
in Asia every day. Sana Safinaz can increase awareness of its new launching product through
social networking marketing.
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1.4 SWOT Analysis:

Strength
Weakness
SWOT
Threat
Opportunities

Strength:
1. Fabric
2.Quality & Assortment
3. Own Team of Designers|
4.Permanent Employees
5.Embroidery
6.Cutwork
7.Digital Print
8.Location Outlets
9.Entire Process under one Proof

Weakness:
1.Promotional Activity
2.Lack of Brand Awareness
3.Poor Infrastructure

Opportunities:
1.Going National
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2.Going International
3.Collaboration with Foreign Companies
4.E- Business

Threat:
1.Energy Crises
2.Inflatoin
3.Emergence of New Entrants
4.Existing Competitors
5.Fashion Life Cycle
6.Emerging E-Business.

2.0 E-marketing Strategic Planning:

Market & product strategies are called tier 1 tasks or strategies. Our company Tracer.com
follows Tier 1 strategies. It is the outcome of strategic planning. It includes

2.1. Segmentation

We know that segmenting is a very hard task. Our company Tracer.com segmented the market to
distribute the product to their customers. We segmented the market basis on these things.

 Demographics Segmentation
 Psychographic Segmentation
 Lifestyle
 Geographic Segmentation

2.2. Targeting

We are mainly targeting women ages Between 18 - 35. They are our mainly targeted customer.
We are also targeting students. We have designed product for them. We are also Providing
Bridal Wardrobe Collection.
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2.3 Differentiation:
1. Premium products at non premium prices.
2. Cost Leadership Strategy that is pursued in all their products and services and customers have
the convenience of having a huge product array at one online marketplace in an economically
attractive manner.
3. Sana Safinaz has wide merchandise assortment- women’s apparel & accessories.

2.4 Positioning:
Sana Safinaz’s positioning as an internet portal and e-commerce platform where an extremely wide
range of products can be brought very conveniently and at very lower prices, as compared to a brick e and
mortar store. The E-Marketing Plan for South Asia also accordingly needs to emphasize this and with its
mission to the fact that Sana Safinaz is a strong brand which puts customer service first.

 Sana safinaz will use the technology to reach out the difficult-to0reach, ‘hand middle’.
 Using Long Tail Retailing strategy of selling a large number of unique items. This capability is a
huge advantage in South Asia because of the fragmented nature of the individual country
 Another key element of positioning is Personalization to send them exactly the right product that
fits their needs.

Sana Safinaz’s most effective marketing communications are a consequence of their continuously focus
on the customer experience. This creates word-of-mouth promotion for them.

3.0 Objective

 Increase the web traffic from South Asia by 100%

 Increase the time spent, on average, by visitors on the website.
 Increase the revenue from operations in Asia by 20%, by using personalization to convert
more potential customers into real customers.
 Achieve a leading Net promoter score for the industry.
 Maintain operating profit levels for the region at over 25%.
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3.1. Goals

Sana Safinaz has set some goals that they must have to achieve. They are:

 Create brand awareness to the customers

 Increase the sales as much as we can
 Create customer loyalty & preferences

3.3 Keys to Success

Through our research we have found some keys to success. They are:

 We have to increase our e-commerce capabilities

 We have to build a platform for creating a clear brand identity
 We have to build platform for ongoing & interactive communication with consumers
 We have to build a strong customer database
 We must have to increase awareness of cause & volunteerism

4.0 E-Marketing Strategies

Our marketers craft strategies for the 5P’s & relationship management to achieve plan
objectives.

4.1. Product Strategies

Sana Safinaz needs to maintain good selection products on its marketplace. Part of the value
proposition ro customers is an extremely wide range of well priced products, more than they
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would be able to find in a brick and mortar store. Sana Safinaz has to follow through on this
promise.

4.2. Pricing Strategies

Sana Safinaz must ensure that prices are highly competitive. This is particularly important in
Asia where disposable incomes are lower and price sensitivity is higher. Sana safinaz is already
perceived as a higher priced website in the Asian context. Sana Safinaz will have to try to
overcome that by emphasizing its sales offers and the savings that a consumer would make by
buying Sana Safinaz product of one or another site. After surveying the costs of sorting &
delivering products to individuals we have selected to follow Dynamic Pricing Trend.

Dynamic Pricing is a strategy that applies different price levels for different customer or
situations. We have mentioned it earlier that we are targeting people who are aged Between 18 to
35. Again we are targeting mainly middle class & upper class people. So, we thought that
Dynamic Pricing is most appropriate for us.

4.3. Distribution Strategies

Place is less relevant since geographic boundaries do not exist for an online service. However
Sana Safinaz must make sure that logistics and other fulfillment as well as customer service
happen seamlessly even though it is a new regional market for Sana Safinaz where they still have
to tie up with trustworthy merchants, suppliers, transporters, logistics providers and shippers.
Therefore Sana Safinaz’s logistics have to be extremely high functioning in order for customers
to continue buying from them without getting initiated. This is particularly important in the early
days of Sana Safinaz’s entry into South Asia, when they have not established a reputation yet
and cost of customer acquisition is high.

4.4 Promotion Strategies:

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Sana Safinaz can harness online advertising techniques and affiliate programs which are
powerful tools as Sana Safinaz already has a strong customer following.

Online Advertising Tools:

It includes paid search marketing, interactive ads on portals, photos, e-mail campaigns and
search engine optimization. Affiliate programs can drive visitors to Sana Safinaz site through a
wide range of links on its site to help improving conversion.

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 Tracer Company is also doing the same things. We have introduced our web
pages to

 Communicate with target markets & business partners.

 Building the brand images.
 Crating awareness about our products.
 Positioning our products using the web page.

4.5 Relationship Management Strategies

E-Marketing communication strategies help to build relationships with customers & supply
chain members. Sana Safinaz.co is mainly giving attention to Customer Relationship
Management. CRM software is software that helps to retain customers & increase average order
values & lifetime values. To increase our relation with customers we have taken some steps.
They are:
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 Display a question/ comment field on each product page.

 Clearly display link to FAQ page.
 Dedicated area for capturing e-mail addresses with incentives highlighted.

5.0 Implementation Plan

In this step information technologies are especially adept at automating these processes. This is
why information gathering tactics are important. Sana Safinaz gives importance in gathering data
also. We give importance on some areas on gathering data from customers. They are:

 Online
 Website
 Social Media: Facebook, Twitter, Blogs
 E-Publications:
 E-mail campaign

 ROI Tracking Mechanisms

 Discount Code Usage
 Raffle/Contest Entry
 E-mail opt in
 Monthly Site Traffic
 Engagement across social media sites
 Survey Participation
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We will follow our Facebook & twitter page so that any suggestion regarding our product can be
followed by us. We are sure by doing these works we will be able to position our products in
consumers’ minds & we also can implement our plans.

6.0 Budget

Budget is very much important for plan. We have tried to give a clear conscious view of our
Tracer.com budget. We have now divided our sales in 4 quarters.

6.1 Sales Projection

We conducted a detail market survey of all the divisional towns of the country to assess the
market demand and the pricing strategy. From the data we analyzed it is expected that we will be
able to market our services.

The sales projection is analyzed as follows:

Period Sales Revenue

(in Taka)

Quarter-1 500,000
Quarter-2 800,000
Quarter-3 1,100,000
Quarter-4 1,200,000
Total sales in Year-1 3,600,000
Total sales in Year-2 5,000,000
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6.2. Projected Income Statement

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    Q1 Q2 Q3 Q4 Total Total
Yr.1 Yr.2
01  Sales 500000 800000 1100000 1200000 360000 5,000,00
revenue \

02  Cost 200,000 11,250,00 15,000,00 22,250,00 57,500,00 70,000,0

of goods sold

03  Gross 300,000 13,750,00 15,000,00 17,750,00 57,500,000 700,000

margin

04 Payroll cost 50000 6,000,00 6,200,00 6,500,00 24,700,00 2,000,000

05  Depreciation 125000 1,418,750 1,418,50 1,418,750 5,675,000 5,675,000

06 Other admin. 85000 2,000,00 2,00000 2,000,00 8,000,000 1,000,000

Overhead

07 Marketing & 200000 4,000,00 4,000,00 4,000,00 16,000,00 1,000,000

distribution
cost

08  Total 460000 13,418,70 13,618750 13,918,75 54,375,00 6,675,000

overhead cost

09 Profit before (160000) 200000 (130000) 120000 3,125,000 250000

interest &
taxes

10  Financial (120000) (1,200,00) (1,200,00) (120000) 4,800,000 (320000)

charges

11  Profit before (280000) (320000) (250000) (120000) (970000) 70000

taxes

12 E-mail 125000 50000 300,000 400,000 8,75,000 10,00000

Campaign

13 Social Media 50,000 40,000 75,000 90,000 2,55,000 4,00,000

7. Evaluation Plan

We all know that a success on marketing plan depend on some key factors. They are:
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 Continuous Evaluation
 Must have tracking systems in place to measure results
 Reviewing the balanced scorecard for e-business
 Firms must be ROI driven

Sana Safinaz is trying to follow all these. We have the expertise peoples who are working on
these. They are evaluating our company’s performance all the time to measure our results with
our expected one. They are also balancing the scorecard for our e-business.

8.0 Our Products:

Accessories
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Clothing

Conclusion:
Though, Sana Safinaz is a established brand in Pakistan but it does not have significant presence
in South Asian countries and also Asia is becoming one of the largest e-commerce markets in the
world. But we are hoping that the scenario will change & soon Sana Safinaz will become the
market leaders in Clothing and women accessories online business in South Asian Region.
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Reference:
1. www.sanasafinaz.com

2. en.wikipedia.org/wiki/walmart

3. finance.yahoo.com/q/co/s=ss/competitors
4. www.businessinsider.com
5. www.retailindustry.about.com
6.https://www.facebook.com/sanasafinazpage/photos/a.363265380372586.87912.174633525902
440/933315306700921/?type=1&theater
7.http://www.dhl.com.pk/en/express/small_business_solutions/supporting_your_business/sana_s
afinaz_case_study.html