E – MARKETING MKT 4023

E- MARKETING PLAN

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FISHERIES COOPERATIVE SOCIETY – KALUVANGENI -

GROUP MEMBERS
J J J J

S. SASIKUMARY V. VINO A. SARANYA B. SARANGAN

EU/IS/2007/MS/04 EU/IS/2007/MS/12 EU/IS/2007/MS/31 EU/IS/2007/MS/65

CONTENTS

Our Sincere thanks to…

INTRODUCTION

E-marketing means using digital technologies such as websites, mobile devices and social networking to help reach your customer base, create awareness of your brand and sell your goods or services. It also -includes management of digital customer data and electronic customer-relationship management system (e-CRM system). These technologies can be used cheaply and effectively, whatever the size of your company or your business model. E-marketing is the strategic process of creating, distributing, promoting, printing, and pricing goods, and services to a target market over the internet.

Specific benefits of e-marketing include the following: .THE BENEFITS OF E-MARKETING • E-marketing gives businesses of any size access to the mass market at an affordable price and. unlike TV or print advertising. it allows truly personalized marketing.

E-MARKETING PLAN • The e-marketing plan is a blue print for e-marketing strategy formulation and implementation. that links the firm’s e-business strategy (e-business model) with technology-driven marketing strategies. It is a guiding. and lays out details for plan is to guide delivery of the desired results measured by performance metrics according to the specifications of the e-business model imbed in the firm’s e-business strategy. dynamic document. Two common types of e-marketing plans are • .

A SEVEN STEPS E-MARKETING PLAN .

and performance metrics S . strategies. S Review the firm’s e-business objectives.A SEVEN STEPS E-MARKETING PLAN Review the firm’s environmental & SWOT analyses S Review the existing marketing plan and any other information that can be obtained about the company and its brands.

and segment analysis. Perform marketing opportunity analysis. S S Tier 1 strategies: § Segmentation § Targeting § Differentiation § Positioning .A SEVEN STEPS E-MARKETING PLAN Determine the fit between the organization and its changing market opportunities. demand and supply analyses.

A SEVEN STEPS E-MARKETING PLAN Identify general goals flowing from e-marketing strategy S .

distribution. and market / partner relationship management strategies . communication.A SEVEN STEPS E-MARKETING PLAN Identify revenues streams suggested by e-business models S Tier 2 strategies: Design the offer. value.

A SEVEN STEPS E-MARKETING PLAN S Design e-marketing mix tactics §Product / service offerings §Pricing / valuation §Distribution / supply chain §Integrated communication mix Design relationship management tactics S Design information gathering tactics S Design Organizational structures for implementing the plan S .

A SEVEN STEPS E-MARKETING PLAN S Forecast revenues S Evaluate cost to reach goals .

A SEVEN STEPS E-MARKETING PLAN Identify appropriate performance metrics S .

Your footnote E-MARKETING PLAN FOR FISHERIES COOPERATIVE SOCIETY – KALUVANKENI .

01 SITUATION ANALYSIS Click to edit Master subtitle style .STEP .

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satisfaction for cheap prices . • The widely used inform ation technology has greatly im prov the ed efficiency of custom ized com unication. so custom expect ers high quality products for their m oney. e ega projects as w as rural development initiatives through t the ell ou country and Budget 2 2 arily focused on developing an w2prim as 2 efficient and productive econom including m y. t • N aday th are m ow s ere any high quality and varieties of ch oices are available for cheap prices in the m arket due to th rapid e developm of techn ent ology and glob alization. per cen of GD facilitating th continuation of m infrastructure t P. e e ost e ent Sri Lanka h a well as -disciplined and strong labor force. and efficiency of logistics m m anagem t. ajor sectors of th e economy • W th dawn of peace and political stability Sri Lanka h ith e . an • The rapid increase in using of internet leads to send m tim on ore e social n etworking. • The unem ploym rate in S Lanka has shown a declining trend. oving tren d towards the high and sustainable growth path . H igh Moderate H igh H igh Technology • Techn ological advan cause profound ces changes in fishing patterns and creating m any m arketing opportunities and challenges for industry. en H igh H igh H igh an d H igh . per 2 it shows a m 2cent. • Changes in lifestyle and tastes have played an im portant part in determ ining dem d for food products. • N aday increasin health conscious am g custom negatively ow s g on ers affects food and beverage in dustries. • Techn ological developm leads to better w ent orking effectiv eness and consisten high quality of fish and processed fish products.PESTEL Factor Description • The capital investm in ent is 2 2projected to b m 2 2 e aintained at . as b ecom on of the m attractiv investm centers in the world. ent ri 2 2 Significance Moderate P E S T E L A N A L Y Political M oderate Econom ic H igh M oderate Socio -Cultural • The mid -year population has grown rapidly . • Sri Lanka’s economic grow in th was 2 2 2 2 im pressive and is projected to be around . greater value.

e nvironme ntal has bec ome a n fac tor important fac tor tha t have to ta ke acco unt whe n pro ducing a nd promoting pr oduct s.P E S T E L A N A L Y Ec ologica l • Changes in the w eather patte rns are a major o pportunity in High Sr i Lanka fo r fishe rie s. Le gal • The c ontrol of fishe ries-o perative so ciety co High . ode • W ith the de ter io ration of nat ural e nvironm ent such a sM the rate greenhouse effec t and grow th and de ve lopme nt of so cial c once rn on environme nta l protect io n. • A produc t w hic h is r egarde d by c onsum er as a thre at to igh . H environme nt is d ifficult to be acc epted by custome rs.

M . 22 .Existing Marketing Plan 2Ps) ( EProduct X I Price S T I Place N G M A R Promotion K E → Fresh Fishes – regular time for fishing2.M to2. A.M 22 22 during season time:2 P. Public pro grammesand festivals . 22 → Target customers: B B and B C 2 2 → Setting price by auction method → Selling at a reasonable priceto indiv idual customers → Cell phones are used to find the competitors price → Flexible prices → From the Kaluvangeni ice factory.religious events. Vantharu mo olai. Chenkalady. They u se their own vehicles such as motor bike.M to 22 P. buddy vans → Word o f Mouth → Sponso rs to the sports meets. A. Chiththandy and Kiran → Agents are help ing to wholeseller to find the mark et → Transpo rtation is made by the customer. they get ice before they go to fishing → Selling on the spot to wholesalers and retailers → Current customers are in Eravur.

strategies. . So they do not have any e-business objectives. • Review of firm’s e-business objectives. and performance metrics: – Firm currently does not engage in any e-business activity. strategies and performance.• Corporate Social Responsibility: – – – Build a library for the society Arrange micro loans to fishermen through Sampath bank Spending money to the fishermen’ family when the funeral time.

Whereas our product is new to the market. but in global scale inter rivalry is high. Threat of substitute is very high due to the physical market place all over the country Very High Bargaining Suppliers Power of Suppliers are boat.Porter’s Five Force Analysis Factor Inter Rivalry Description Inter rivalry is low in Sri Lanka due to the unavailability of existing competitors. and fishing net manufactures. Significance Low Threat of New Entrants Lack of control of fisheries co-operation is leads to high threat of new entrants. engines. due to the availability of number of choices power of suppliers also low Low Bargaining Customers Power of Customers have number of option to purchase the fishing products and they have umber of market all over the country. And low capital investment also leads to high threat. High Threat of Substitutes There are varieties of choices available in the global scale. so the power of customer is high Very High .

STEP – 02 E-MARKETING STRATEGIC PLANNING Click to edit Master subtitle style .

STEP: . • • . Other than. they supply more than 30. for segmenting and targeting.000 Kg of fishes. Demand Analysis: There is a huge demand for fresh fish in local areas as well as other part of the nation also. they supply fishes to the market. they supply around 15. Supply Analysis: In order to satisfy the customer needs.000 Kg of fishes to the market. In the regular period.02: E-MARKETING STRATEGY PLANNING Market Opportunity Analysis (MOA) • Marketers conduct a market opportunity analyses: including both demand and supply analysis. these exporters also pose a demand on this. and during seasonal time.

Strategies Task • Traditional Segmentation: According to geographic location.e. and B C customers 2 2 Tier 01 Strategies Segmentation Targeting • B 2 Customers:Wholesalers and retailers throughout the country. the and usage (i. and B worldwide customers • B 2 Customers:Local customers (individual customers) C Differentiation • Create an attractive brand • Different packaging style Positioning • Creating a logo for their website • Putting their logos in the product . B B and B C) segment d the market. 2 2 they e • Online Segmentation: B B customers.

POSITIONING MAP HIGH PRICE LOW QUALITY HIGH QUALITY LOW PRICE .

Click to edit Master subtitle style STEP – 03 OBJECTIVES .

5 million Sri Lankan rupees by 2014 Marketing Objectives • To achieve the 10% market share of on-line fish market in Sri Lanka by 2014 • Increase the market share • Increasing customer satisfaction • Improve the customer relationship • Enhance the on time delivery • Customer retention • Acquiring new customers • Effective internet marketing .STEP 03: .OBJECTIVES Financial Objective • To achieve a total sales of 1.

EM A R K E TI N G O BJ E C TI V E ST R A T E ONLINE GOALS ON LINE STRA TEGIES FOR FISHERIES SOCIETY Online advertising D irect e -mail Onlinesales Viral marketing No Y es Y es Y es Y es Y es Y es Y es Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Yes Yes Find affiliates Gather customer information Improve customer service Increase brand name awareness Sell goods Enhance Fishers Society’s image Engage in suggestive selling Generate sales leads Yes Yes Yes Yes Yes Yes Possibly No .

STEP – 04 E-MARKETING STRATEGY Click to edit Master subtitle style .

Dried fish. salted Fish and Maldives Fish through website Generate revenue: Online Auction used for whole sale of fresh fish Create a new brand as TUNA for online marketing.STEP 04: . For the first time buyers can get with the low price Competitors Price: Setting price according to competitors in local market to local customers .E-MARKETING STRATEGY The Offer: Product Strategies • • • Selling Fishes. The Value: Pricing Strategies • • • FOB: For foreign customers (Frights also included) Dynamic Price: According to usage setting the prices. Tinned Fish.

Distribution Strategies • • Direct Marketing: To the local B2C customers and B2B customers Agent e-business model: By using agents market their products to abroad • Marketing Communication Strategies • • • Direct mail: to registered customers Advertisement on other websites Using social media advertising such as Twitter. Face book and etc .

STEP – 05 IMPLEMENTATION PLAN Click to edit Master subtitle style .

and other stakeholders. – Business intelligence uses the internet for secondary research. feedback emails. . – Use to collect information from web site forms. – Web site log analysis software helps firms review user behavior at the site and make changes to better meet the needs of users. – Pay attention to information gathering tactics. prospects.IMPLEMENTATION PLAN The right combination of tactics will help the firm meet its objectives effectively and efficiently. and online surveys about customers.STEP 05: . assisting firms in understanding competitors and other market forces.

Click to edit Master subtitle style STEP – 06 BUDGET .

D ETA I LS Sal e s JA N 22 22 2 22 2 2 22 22 F EB M AR A PR MAY JUN JU L A UG SEP 22 2 22 22 2 OCT NOV DE C 22 2 22 2 22 2 22 2 22 2 22 2 22 2 22 22 22 22 22 22 22 22 2 22 2 22 2 22 2 22 2 22 2 22 2 22 2 22 2 22 2 22 22 22 22 2 22 2 22 2 Revenue M e mb e rs hi p F e e T o ta R e v enu e l T r a d itio n al C o st W ag e – Fi she r me n s O il 22 2 2 22 22 2 22 2 2 22 22 2 2 2 2 22 2 2 22 22 2 2 2 2 22 22 22 22 22 22 22 22 22 22 22 2 2 2 22 2 2 22 22 2 22 2 2 22 22 2 2 2 2 22 2 2 22 22 2 2 2 2 22 22 22 22 22 22 22 22 22 22 22 22 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 Expenses Fu el E-M a r ke ti ng C o st T e ch n olo gy C o st Site D e sign Sal a rie s 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 O th e r S ite d e v elo pm e n t 2 2 M a rk et in g C o m mu n ic a tio2 n2 M isce ll an e o u s P R O F IT / L O SS 2 2 2 2 .

STEP – 07 EVALUATION PLAN Click to edit Master subtitle style .

STEP 07: .EVALUATION PLAN • Once the e-marketing plan is implemented. its success depends on continuous evaluation. . This means e-marketers must have tracking systems in place before the electronic doors open.

The costs that go with the development. need to be evaluated and monitored to find out if the project delivers what it was supposed to deliver. Therefore.EVALUATION PLAN cont… • • • Balanced Score Card is one of the tools. .STEP 07: . E-business projects. which use to measure the e-marketing plan. and the maintenance of an E-business project can be very high. implementation. like any other projects. This means that performance measurement is one of the most important activities that occur once an E-business project is started.

U T M R R N A IO Wa is th co p n 's su c ss in a u in ht e ma y ce cq ir g a d r ta in c s er th o g th w b n e in g u tom s r u h e e s ? ite M sio is n T b th p rre su p r th u h th o e e refe d p lie ro g e in e tern t O je e b ctiv s →c sto er s u m atisfa n ctio →c sto er re n n u m te tio →a q rin n wc s mrs c ui g e u to e →e ctiv in e mrk tin ffe e tern t a e g 2 O E A I N LE C L E C . P R TO A X E L N E A w ic se v e a d p o sse m s th E t h h r ic s n r ce s u t e b sin ss a p tio e c to s tis th u e p lica n x el a fy e s k h ld sa dc s m s? ta e o er n u to er M sio is n T d e tim a d effe tiv E o eliv r ely n c e s ic at ta e ds rv e lev erv es rg te e ic els -b s e u in ss O je e b ctiv s → → → 2 . B S E SC N R U IO U IN S O T IB T N -b sin ss p o ct a p a to th u e r je p e r e H wsh u th E o o ld e B a d in o d r to b c n e e a s n a t or re e o sid r d s ig ific n c n ib tio toc m a ys c s o tr u n o p n u ce s? M sio is n T e ab a d c n u to th a h e en o o n le n o trib te e c iev m t f b s ess s te ie th u hef tiv a p a no E u in tra g s ro g fec e p lic tio f b s ess u in - Hw w I d v p o ill T e elo im r v in o d to po e r er s a g th o g E tr te y r u h M sio is n T e ab a d c n u to th a h e en o o n le n o trib te e c iev m t f b s ess s te ie th u hef tiv a p a no E u in tra g s ro g fec e p lic tio f b s ess u in O je e b ctiv s → E-b s e s e p rtiseo d v p rs u in s x e f e elo e E-b s e s s ff u in s ta m a e e t e c e es an g m n ffe tiv n s in e en en e o c n ultan dp d c f o s ts re ili o so a v n o liab ty f ftw re e d rs → → → - O je e b ctiv s →fu lfillm t p ce en ro ss →a a b v ila ilityo th f e →s u a dsa ty ec rity n fe E-b sin ss s stem u e y →im rov en o sy m ev p en p em t f ste d elo m t .Generic E-business Balanced Scorecard 2 C S O E O IE T T N . E-b s e s s te ic u in s tra g b sin s v eo E u es alu f c m lia c w b d e o p n e ith u g t F T R O IE T TO UU E R NA I N th a ility to e b -b s e s a p a n u in s p lic tio ? ch n e a d ag n a h v th co p n 's c ie e e ma y p na ie emn la ch v e ts -b sin s p c u es roje t 2 .

MEASURES FOR…. BUSINESS CONTRIBUTION CUSTOMER ORIENTATION OPERATIONAL EXCELLENCE FUTURE ORIENTATION .

MEASURES FOR BUSINESS CONTRIBUTION Fulfillment process • on-time delivery of products and (electronic) services • level of stockouts • level of shipping errors • Number of problems with customer order processing • Number of problems with warehouse processing Availability of the-business s E ystem • average system availabi lity • average downtime • maximum downtime Im provement of systems development • punctuality index of -business systems delivery E • E-business systems development process excellence • average time to upgrade the-business system E S ecurity and safety • absence of major E-business issues in Internal/External audit reports • absence of major unrecoverable E -business failures or security breaches .

MEASURES FOR CUSTOMER ORIENTATION C ustom satisfaction er • score on online customer satisfaction surveys • #of customer com plaints/resolutions C ustom reten er tion • retention rates of clients who use the internet com pared with those who do not • % customers placingrepeat orders Acq irin newcu u g stom ers • custom acquisition or new leads generated by the web site er • sales generated directly and indirectly by the web site Effectiv intern m eting e et ark • Number of hits • Number of page im pressions • Number of site visits • Number of visitors .

MEASURES FOR OPERATIONAL EXCELLENCE Fulfillm process ent • on-time delivery of products and (electronic) services • level of stockouts • level of shipping errors • Number of problems with customer order processing • Number of problems with warehouse processing Availability of the-business system E • average system availability • average downtime • maximumdowntime Improvement of systems development • punctuality index of -business systems delivery E • E-business systems development process excellence • average time to upgrade the E -business system Security and safety • absence of major -business issues in Internal/ E External audit reports • absence of major unrecoverable E -business failures or security breaches .

MEASURES FOR FUTURE ORIENTATION E-business expertise of developers • Numberof training days per developer • expertis of developers e • acquaintance with emerging new E -business software and technologies E-business staff management effectiveness • rate of absence leave per developer • average workload per developer • % of E -business modules covered by more than two developers • E-business project members satisfaction rate Independence of consultants • Numberof consultant days per module in use more than two years • Numberof consultant days per module in use less than two years Reliability of software vendors • Numberreleases per year • Numberof functional additions • Numberof new customers .

CONCLUSION E-marketing means using digital technologies to help sell your goods or services. J The basics of marketing remain the same creating a strategy to deliver the right messages to the right people. J . J These technologies are a valuable complement to traditional marketing methods whatever the size of your company or your business model.

B. Prentice Hall.. R. (2006). Centrral Bank Annual Report -2010. Strauss. A. & Frost. E. El-Ansary.Marketing. . (2011).REFERENCES • • Lanka. Central Bank of Sri Lanka. J.. C.

.• QUESTION TIME.

Than k you .