Table of Contents

Contents
I.___Introduction to the product/idea 1

II.___4 P Analysis 2

III.___Segmentation - Targetting - Positioning analysis 3

IV.___Objectives of the Digital Marketiing Plan 4

V.___ 5

VI.___Tools used in Our Digital Marketiing Plan 6

VII.___How will we measure our success and achievement 7

Pg. 1

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.
Pg. 2

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.  
Pg. 3
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.
Pg. 4

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.
Pg. 5
Pg. 6

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.

Pg. 7

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.
Pg. 8

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)
Pg. 9
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.
Pg. 10

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.