Class Assessment- 2

Course: Digital Marketing

Submitted by:
Vishal Barman (URN NO: 2020-M-16011998)
Kaushal Gandhe (URN NO: 2020-M-25031999)
Tejashree Kale (URN NO:2020-M-21091999)
Program: MBA Sem III

Submitted to:
Prof. Pranay Piplani
 CONTENTS

I. Introduction to the product/idea 3

II. 4 P Analysis 2
III. Segmentation - Targetting - Positioning analysis 3
IV. Objectives of the Digital Marketiing Plan 4
V. Why ypour target audienced will gwt influenced by your plan? 5
VI. Tools used in Our Digital Marketiing Plan 6
VII. How will we measure our success and achievement 7
Introduction to the product / idea

We believe that everyone has the ability to be creative, as long as they let
themselves be. At Curl_Arfts, we’re committed to delivering the best
experience for our customers - the best prices, the best service and the best
selection. We strive to give our customers all of the options to let their creativity
run wild.
We make wide range of home decors, gifts, gift hampers etc. The best part of
these things is they all are customized we design each piece according to need
and occasion of customer.
Curl_arfts also use waste material and eco-friendly raw material for making
things.
We also support women empowerment and provide employment to vulnerable
women which also include training them in making the handicraft.
Most of the products are pieces of art for loved ones, for their own place or it
can be a gift. All the products are customized form of emotions. Therefore, the
tagline is “The Token Of Love” .
4 P Analysis

An effective marketing refers to selling the right thing at the right time and
place to the right person. Marketing is all about meticulous planning and perfect
execution. The elements whose presence is indispensable in the marketing plans
are the product which is to be sold; the price at which the product is to be sold;
the channel of distribution of the product and the techniques of promoting the
product to be sold.

Thus the 4P Analysis for our products are as follows:

1. Product:  All the products are customized according to the needs for
reference some basic sample is been provided initially. Home/office
decors, gifts, hampers are the kind of products we create. New launch or
addition of products is also done during festive time.

2. Price: As the product includes waste material I production the rates are
affordable. The starting price is Rs50. The average price range can be
said Rs50-Rs5000 but as the products are customized are price may vary.

3. Place: The internet age has introduced new challenges when it comes to
reaching your customers. Marketing, through digital means such as own
website, Facebook, Instagram will help us in reaching a Global
geographical area by executing our product, in the right place, at the right
price, at the right time, in front of the customer.

4. Promotion: Our Promotion includes advertising, public relations and

promotional strategy in various social media platforms such as own
website, Facebook, Instagram. We would also include Marketing
campaign in art fairs and art festivals and Sales promotion by giving
discounts on festive days and other important occasions.
Segmentation - Targeting - Positioning Analysis

The STP (Segmentation - Targeting - Positioning ) marketing focuses on

breaking ones customer base into smaller groups, allowing one to develop
specific marketing strategies to reach and engage each target audience.
The STP Analysis for our products are as follows:
Segmentation:

• Urban Indians
• People who can access Internet
• People who are active on social media platforms
• Online shoppers
• Kitsch product lovers

Targeting
• Designs that appeal age group between 18-50
• School students
• College students
• Working professionals
• Women
Positioning
• Our products give the customer a high-quality product that has its true
value.
• Be it any occasion such as various festivals, Birthday, Anniversary,
Teachers Day, and Friendship Day or even Valentine's Day those of
who are looking for a distinctive product to make a lasting impression
Curls Art will more than meet that need.
• We specialised in custom made products and gifts to meet every
specific and minute needs of our customers to make them fully happy
and satisfied.
Objectives of the plan

The main objectives of our Digital Marketing plan are as follows:

• Create and build eagerness and awareness of our products.

• Grow a community of people who are supportive towards our

products and also willing to purchase them.

• Keep the customers engaged with our products.

Why your target audience will get influenced by your plan?

These days the urban life believes in instant things like fast food, one click
transaction etc. The marketing posts are visible to such population who wants to
gift or have creative stuff but cannot put effort and time to get it therefore
Curl_Arfts would help them select the best décor or gift. This saves their
valuable time and effort. Also the whole procedure to buy from us is digitalized
and simplified for all to make it accessible for everyone.

Our products are customized and each piece is different and unique which will
be particularly made for them according to the occasion, personality of the
person and needs which is the main attraction for people to buy from us.

All India delivery and speedy delivery is also one of the plus point we have, the
product is delivered within a week in any part of country.
Our customer is creative, positive and confident. Always striving for a little
extra from every moment, she/he isn’t intimidated by colour, her home is an
extension of her personality; she is comfortable in a warm cocoon of friends.
To her, Curl_Arfts is both a joyful expression and a seamless extension of
her/his lifestyle.
At the core of it all is our painstaking attention to detail in design and quality in
each of our lovingly crafted products - and we promise to keep it that way!
Tools used in our Digital plan

Any business converting into a digitalized platform has made it more accessible,
more possible, and more convenient than ever before. It is a quickest way to
advertise products in the entire digital space and also it helps to establish a
strong customer’s relationship.
Here are some tools we can execute for our digital marketing plan:
1. A good analytics platform: Monitoring and measuring the metrics in
order to create a good digital marketing strategy would be too tedious (or
nearly impossible) to do manually. Thus we need good programs and
applications, both free to use or paid, that will help us facilitate the
required measurement.

With the help of Google Analytics Audience dashboard we will get our required
data and it will automatically visualizes the right metrics to give us an in-depth
analysis of our website’s audience. Through the help of audience metrics which
we can track from Google Analytics will give us a pretty good start. With the
help of Google Analytics Audience dashboard, we can quickly learn who is
visiting your site and details such as:
• Where are visitors viewing our site? (website sessions by country)
• What demographics of users are coming to our site? (sessions by
affinities)
• What are our visitor’s favorite mobile devices? (sessions by device)
• How long do visitors stay on our site? (average session duration)

2. Social media marketing: Social media will be a powerful tool to help us

build and promote our business in order to reach audience at a wider
level. The key to it is finding focus and developing a solid strategy to
implement in our digital plan. Online platforms such as : Facebook,
Instagram, Snapchat, Pinterets, YouTube can be used to do social media
marketing in order to drive traffic to our website which will increase or
products awareness and also it will provide a medium for easy
 communication with our potential as well as existing customers which
will indirectly help us generate our leads

3. Influencer marketing: Influencer marketing will be a great way to get

people advertise about our product. Influencer marketing will allow
someone to share the reviews or feedback of our products. Online
platforms like Facebook, Instagram, Pinterest, Snapchat, Youtube and
independent blogs have thousands of young influencers who are art and
craft lovers or in need of something we are providing. The elements in the
influencer marketing may include written blogs, videos, podcasts and
photos of our products in order to reach a wider audience in social media
platforms who are in a search or need of something we are providing.

4. E-mail marketing: Email lists is also an excellent way to market our crafts
and handmade products online. In order to do so we should always be
collecting the emails of your customers so that we can email them any
time we have new arrivals or for even promotions purposes. This will
help us keep our customers engaged with our products.
How will we measure our plans success?

In order to measure our plans success for Curl_Arfts with the help of a Digital
Marketing plan we need to check the following metrics which will also include
the data from Google Analytics Audience dashboard such as:
1. New Vs. Returning users
If people are returning to the website at a good percentage, we will
ensure that we are making a good and relevant first impression to our
customers.

2. Page views
The more pages someone views, again the higher the likelihood that
they are finding our content relevant and interesting.

3. Bounce Rate
This will help us to know that do our visitors leave shortly after
landing on our website or do they stick around and get engage with the
element on our website, before moving on.

4. Tracking of overall sales

By tracking the sales of our product we will be ensuring our measure
of success.

5. Customer feedback
Getting customers reviews and satisfaction will ensure our success and
even help us improve if we are lacking somewhere in order to provide
better service and maintain a healthy relationship with our customers.