Marketing 344

DELIGRAM Section 8
Meer Ehsan Billah 151 3366 030
Sudipta Chandra Dhar 133 0673 030
Muntasir Mohammed Ibrahim 163 1080 030
Tonmoy Sarkar 162 0178 030
Md Sayed UL Karim 171 2820 630
Ariful Islam Symon 172 1240 030
 Introduction
• Online and offline service
• Shopping much easier and affordable
• Lack of response from female
customers
• Not aimed to attract the urban area
customers
• Ineffective return policy
• Lack of agents

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 Comprehensive Analysis
Do the consumers know about the brand?

10%

[PERC
[PERC ENTA
ENTAG GE]
E]

Aware Unaware Other • Above 50% respondents are aware about the
services that Deligram is providing.
• Less than 40 respondents are not familiar about
the services yet.
• The rest are aware and most likely have a
p o s i ti v e a tti t u d e t o w a r d s t h e b r a n d s b e c a u s e o f
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 Comprehensive Analysis (cont..)

• The bar chart respresents the

s a ti s f a c t o r y l e v e l o f t h e p r o d u c t q u a l i t y
of Deligram where 1 indicates least
s a ti s fi e d a n d 5 i s m o s t S a ti s fi e d
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 Comprehensive Analysis (cont..)
These are the feedback of the
customers who ordered a product
from Deligram where 38% of response
suggests that goods are mostly
d e l i v e r e d o n ti m e

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 Segmentation & Targeting
Geographic Segmentation
Region- South East, London,North
west,East of England,
West Midlands, South West,
Yorkshire and the Humber, North
East,ast Midlands,England
Area Density- Urban, Semi-Urban,
Rural.
Area Size- Large Metropolitan,
Medium cities, Small town.
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FR
Demographic Segmentation Psychographic Behavioral Segmentation
Segmentation
Age- 18-20, 20-30, 30-40, 40-50, Life Style cycle- User Status-Non-
50-60. Adventurous, Trendy, user,Potential customer,
Workaholic, Firsttimer, Indirecet
Ecconomy-minded, competitors customer.
Status Seekers
Sex- Male and Female Personality- Sincere, Loyal Status- Split,
Extrovert, Introvert, Shifting, Switcher
Competence, Rudded,
Sophisticated,
Marital Status- Single, Married,
Divorced, Widowed.
Income Level- Lower Class, Middle
Class, Upper-middle class, Upper
Class.
Education- Educated, Uneducated
Occupation- Agricutural, White
collar, Blue collar, Military,
Housewives, Unemployed. 6
 •
FR
Positioning Strategy
Deligram

• Product characteristics and beneficial

value
• Reasonable price
• Usage and application based on
occasions
• Brand recognition through USP offline
service
• Competitive positioning
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 FR
Evaluate Customer Acceptance

Price
Quality
Time
Ordering Time
Flexibility
Service
Location
 FR
Attention Touchpoint Chart
Touchpoint Mapping:
1) Identify Each Customer Touchpoint:

• Before Purchase • During Purchase • After Purchase

• Website • Website / App • Order Fulfilment
• Advertisements and Promotions • Showroom Design • Customer / User
Portals
• Store Locations • Product Demo Videos
• In-store Advertising
• Billing / Invoices
• Staff/Employee
• Word of Mouth Engagement • Packaging
• In-store Events • Checkout Kiosks / Point of • Online Help Centre
• Digital Menu Boards Sale Systems • Customer Care service
• Catalogue • Checkout Lines
 FR
Attention Touchpoint Chart (cont..)
Touchpoint Mapping:

• Step One -- Making Customers Aware of Deligram

• Step Two -- Getting Customers Through the Door
• Step Three -- Initiating Sales
• Step Four -- Getting Customers to Come Back
Attention Touchpoint Chart (cont..)
Touchpoint Mapping:
3) Improve Each Customer Touchpoint:

• Simple
• Appropriate
• Relevant
• Meaningful
• Appealing
Consumer Perspective Analysis
• Brand
• Introducing recognition
both offline problem
and online Agreements with Agents • Not reached
channel in a broad
way
• Experienced
Expertise

• Kiosks
Breaking Traditional booths Facebook Activities
Businesses • Using
tablets
Advertising & Promotions FR

Print
Advertisment Digital
Marketing Introducing
New TVC

Newspa
Template
per
Editing Instruction
Count-Recount

s and Feedback
Agreement

13
 FR
Advertising & Promotions

Posters

Billboard Advertising

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Recommendation

Solutions:

 Giving a lump sum discount for female

participation
 Should hire female employees
 Replace the defected product by picking
it from customers’ place
 Target the urban group
THANK YOU!