Marketing Plan

ELO
Executive Summary
ELO (Export Leftovers) is a Pakistan-based e-commerce platform specializing in offering a wide
range of branded and non-branded surplus, overstock, and export-quality products to
customers at discounted prices. Founded in 2010, ELO has grown to become one of the leading
players in the online retail industry in Pakistan.

ELO (Export Leftovers) is built around finding the finest quality branded garments at factory
direct prices; Umar Qamar started the company when he couldn’t find international clothing
brands in Pakistan. Turns out, a bunch of other guys felt the same way and he went from selling
10 polos from inside a factory meeting room to creating one of the largest web store ever built
in Pakistan.

ELO Features and Offerings

 Wide Product Range: ELO offers a diverse selection of products, including clothing,
footwear, accessories, electronics, home goods, and more.
 Discounted Pricing: The platform is known for offering products at significantly reduced
prices compared to traditional retail outlets, making quality items more accessible to a
wider range of consumers.
 Branded and Non-Branded Options: ELO caters to customers seeking both branded and
non-branded items, allowing for a variety of choices based on preferences and budgets.
 Quality Assurance: Despite offering surplus and export-quality products, ELO maintains
high-quality standards, ensuring that customers receive products in excellent condition.
 Online Shopping Experience: ELO provides a user-friendly online shopping experience, with
a website and mobile app that make it easy for customers to browse,
select, and purchase products.
 Nationwide Delivery: The company offers nationwide delivery services,
reaching customers in urban and rural areas across Pakistan.
Mission statement
To provide customers with high-quality products at affordable prices while reducing waste in the
supply chain. With a commitment to quality and sustainability, ELO has become a prominent
player in the online retail industry, providing customers with affordable and environmentally
responsible shopping options and to connect people with the products they love, offering a
convenient and enjoyable shopping experience while fostering trust and loyalty among our
customers.

Marketing Goals and objectives

ELO (Export Leftovers) likely has a comprehensive marketing strategy with specific goals and
objectives aimed at growing its brand, increasing sales, and expanding its customer base.

Marketing Goals:

 Brand Awareness: Build and increase brand recognition among the target audience to
establish ELO as a trusted and go-to destination for discounted quality products.
 Customer Acquisition: Attract new customers to the platform by expanding marketing
efforts and reaching untapped market segments.
 Customer Retention: Strengthen customer loyalty and encourage repeat purchases by
providing excellent service, exclusive offers, and a personalized shopping experience.
 Sales Growth: Achieve revenue growth targets by increasing the number of transactions
and average order values.
 Market Expansion: Explore opportunities to enter new markets or regions, both within
Pakistan and potentially in international markets.
 Sustainability Promotion: Highlight the company's commitment to sustainability and eco-
conscious shopping practices to appeal to environmentally conscious consumers.

Marketing Objectives:

ELO places a strong emphasis on sustainability by helping to reduce waste in the fashion and
retail industry. By repurposing surplus and overstock products that might otherwise go to waste,
ELO contributes to a more environmentally conscious approach to commerce.

 Increase Website Traffic: Drive a specific percentage increase in website visitors through
various online marketing channels, such as search engine optimization (SEO), pay-per-click
advertising (PPC), and social media.
 Social Media Engagement: Enhance social media presence by increasing the number of
followers, likes, comments, and shares, and develop engaging content to foster a sense of
community.
 Partnerships and Collaborations: Form partnerships with relevant brands, influencers, or
organizations to expand reach and credibility.
 Market Research: Continuously analyze market trends and customer feedback to adapt
marketing strategies and stay ahead of competitors.
 Measurement and Analytics: Regularly track and analyze key performance indicators (KPIs),
such as sales, traffic, conversion rates, and customer acquisition costs, to make data-driven
decisions and refine marketing strategies.

Target Market Analysis

ELO (Export Leftovers) understand the specific needs, preferences, and behaviors of their
customers. likely targets a specific demographic and psychographic profile to tailor its
marketing strategies and product offerings.

Geographic Considerations: ELO primarily operates in Pakistan, so its target market would
include consumers across various regions of the country, both urban and rural.

Diverse Age Groups: While ELO's primary target market may skew toward younger adults, it
likely caters to a diverse range of age groups, including teenagers, young professionals, and
older adults, depending on the product categories offered.

Value-Conscious Shoppers: ELO is known for offering discounted products, so its primary target
market likely includes budget-conscious consumers who are looking for quality products at
affordable prices. This group of shoppers may include individuals and families who want to save
money on their purchases.

Fashion Enthusiasts: ELO offers a range of clothing and fashion items. Therefore, it likely
targets fashion-conscious individuals who want to stay stylish without breaking the bank. This
may include both men and women of various age groups.

Online Shoppers: ELO operates as an e-

commerce platform, so its target market
comprises people who are comfortable
shopping online. This includes individuals who
are tech-savvy and have access to the internet.
Market Segmentation Analysis
While I don't have access to ELO's specific market segmentation data or strategies, I can provide
a general overview of how an e-commerce platform like ELO might approach market
segmentation. Market segmentation involves dividing a larger market into smaller, more
manageable segments based on shared characteristics, needs, and behaviors. Here are some
potential market segmentation criteria that ELO may consider:

Demographic Segmentation:

Age: Segmenting customers based on age groups, such as teenagers, young adults, or seniors.

Gender: Tailoring products and marketing messages to male and female audiences.

Income: Offering different product categories or price ranges for customers with varying
income levels.

Family Size: Providing products and promotions suited for individuals, families, or households
of different sizes.

Geographic Segmentation:

Region: Adapting marketing efforts and product offerings to suit the preferences and needs of
customers in specific regions or cities within Pakistan.

Urban vs. Rural: Addressing the unique shopping habits and challenges of urban and rural
customers.

Psychographic Segmentation:

Lifestyle: Targeting customers with specific lifestyles, such as students, professionals, or fitness
enthusiasts.

Values and Beliefs: Appealing to environmentally conscious consumers who prioritize

sustainability.

Online Behavior: Segmenting based on how often customers shop online, their preferred
devices, and online shopping habits.
Behavioral Segmentation:

Purchase Behavior: Categorizing customers based on their shopping frequency, average order
value, and product category preferences.

Brand Loyalty: Identifying and rewarding loyal customers through loyalty programs or exclusive
offers.

Shopping Occasions: Creating promotions for special occasions like holidays, birthdays, or
seasonal events.

Product-Based Segmentation:

Product Categories: Targeting customers based on their interest in specific product categories,
such as clothing, electronics, or home goods.

Branded vs. Non-Branded: Offering distinct strategies for customers looking for branded items
versus those interested in non-branded or generic products.

Usage-Based Segmentation:

Frequency of App Usage: Segmenting based on how often customers use ELO's mobile app and
webpage.

Engagement Level: Targeting customers who engage with the brand on social media or
subscribe to newsletters.

SWOT Analysis
A SWOT analysis for ELO (Export Leftovers) would assess the company's strengths, weaknesses,
opportunities, and threats in the context of its business operations in the e-commerce and
retail industry. SWOT analysis for ELO:
Strengths:

Wide Product Range: ELO offers a diverse range of surplus and export-quality products,
including clothing, electronics, home goods, and more, catering to various customer
preferences.

Discounted Pricing: Known for its competitive pricing, ELO attracts budget-conscious shoppers
looking for quality products at affordable rates.

E-commerce Platform: ELO operates as an online platform, providing convenience and

accessibility to a broad customer base, especially in an increasingly digital market.

Sustainability Focus: ELO's commitment to sustainability by repurposing surplus items

contributes to its positive brand image among environmentally conscious consumers.

Customer Loyalty: The company's efforts to provide excellent customer service, promotions,
and loyalty programs foster customer retention and repeat business.

Market Presence: ELO has established a strong presence in Pakistan's e-commerce sector and
has the potential to expand further.

Weaknesses:

Limited International Presence: ELO's market is primarily concentrated in Pakistan, with limited
international reach, potentially missing out on global market opportunities.

Supply Chain Challenges: Dealing with surplus and export-quality items may involve supply
chain complexities, including inventory management and sourcing.

Competition: E-commerce is a highly competitive industry, and ELO faces competition from
both established players and emerging startups.

Brand Perception: While ELO offers quality products, its surplus and discount positioning may
lead to concerns about product authenticity or quality in the minds of some consumers.
Opportunities:

Market Expansion: ELO could explore opportunities to expand into new regions within Pakistan
and potentially consider international markets to broaden its customer base.

Mobile App Growth: Investing in the development and promotion of a mobile app can enhance
the customer shopping experience and reach a wider audience.

Partnerships: Collaborating with well-known brands or influencers can help ELO gain credibility
and access to new customer segments.

Product Diversification: Expanding product categories or introducing exclusive lines can attract
a broader range of customers and increase sales.

Sustainability Trend: As sustainability gains prominence, ELO's focus on repurposing surplus

items can align well with consumer preferences.

Threats:

Market Saturation: The e-commerce market in Pakistan may become saturated, making it more
challenging to acquire new customers.

Economic Uncertainty: Economic fluctuations or recessions can impact consumer spending,

potentially affecting ELO's sales.

Supply Chain Disruptions: Global supply chain disruptions, such as those seen during the
COVID-19 pandemic, can impact ELO's ability to source surplus items.

Security Concerns: E-commerce platforms are vulnerable to cybersecurity threats and data
breaches, which can erode trust among customers.

Regulatory Changes: Changes in e-commerce regulations or taxation policies can affect ELO's
operations and cost structures.

Competitive Pressure: ELO faces fierce competition from other e-commerce platforms that may
offer similar products and pricing.
The Marketing Mix 5Ps
Product:

ELO offers a wide range of products, including clothing, footwear, accessories, electronics, and
home goods.

Products are often surplus, overstock, or export-quality, allowing ELO to provide discounts and
value to customers.

ELO focuses on both branded and non-branded products to cater to different customer
preferences.

Price:

 ELO is known for its discounted pricing strategy, offering products at significantly
reduced prices compared to traditional retail.
 The pricing strategy is aimed at attracting value-conscious shoppers and bargain
hunters.
 ELO may also employ dynamic pricing to adjust prices based on demand and inventory
levels.

Place:

 ELO primarily operates as an e-commerce platform, serving customers throughout

Pakistan.
 Customers can access ELO's products through its website and, potentially, a mobile app.
 Nationwide delivery services ensure accessibility to customers in both urban and rural
areas.

Promotion:

 ELO uses various promotional tactics to

reach its target audience, including
digital marketing, social media
advertising, and email marketing.
  The company may collaborate with influencers and run targeted ad campaigns to
increase brand awareness.
 Seasonal sales events, flash sales, and exclusive offers are common promotional
strategies.

People:

 The "People" element in the marketing mix refers to the company's personnel and
customer service.
 ELO would invest in customer service representatives and support staff to provide
excellent service to its customers.
 Ensuring a positive and responsive customer experience is crucial to building trust and
loyalty.