Professional Documents
Culture Documents
Marketing Project
Marketing Project
com )
Submitted to Submitted by
Mr. Jitendra Bhandari Mr. Bhoopendra Tiwari (13A)
Ms. Shailaja Manocha Mr. Chandan Kumar (14A)
Ms. Nipun Kalia (30A)
Ms. Pallavi Baranwal (31A)
Ms. Shivi Shukla (46A)
Mr. Sudeep Poddar (52A)
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E-RETAILING
E-retailing, most commonly known as e-tailing is nothing but shopping
through the Internet and other media forms. There are many things that
are common between direct retail stores and online retail stores. Both
have the process of billing of the customers and have to maintain a
relationship with the suppliers
E-Retailing Strategy
To evaluate the feasibility of an online retail format. It provides a
comparatively low cost alternative channel to the retailers keeping in
mind their overall brand and retail strategy.
For Whom?
How?
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The four challenges of E Retailing
Every on-line fulfillment operation, large or small, faces four main
challenges:
Controlling customer data
As outsourcing arrangements proliferate and delivery services become
more expert in using information technology, retailers risk losing their
lock on consumer data. This knowledge, ranging from the socioeconomic
status of customers to their buying patterns and preferences, helps
intermediaries and shippers reduce costs, but they can also use it to
compete with retailers.
Integrating on- and off-line orders
From an operations perspective, the easiest route for companies with a
foot in both the real and the virtual worlds might be to enter electronic
orders manually into the off-line order management system. This option
makes most sense when the volume of on-line orders is higher;
companies must decide how much integration they need. In a totally
integrated system, Internet orders would be automatically transmitted
through a processing center and transferred to the shippers manifest.
Savings up to 30 percent are possible if the cost of long-distance
telephone calls, data entry, timeserver operations, and error correction is
reduced or eliminated and the cycle time between order and delivery is
cut significantly. An integrated system with full ERP (enterprise resource
planning) capabilities, for e g, can ensure that surges in demand don’t
retard key fulfillment operations such as data entry, inventory, and
packing.
Delivering the goods cost-effectively
At present, every single transaction challenges e-tailors to deliver the
goods quickly, cheaply and conveniently. The existing model for home
delivery works well for letters and flat packages but not for e-tailing high
volumes and wide variety of package shapes and sizes. But this is largely
a technical and logistical problem, and it will be possible (though perhaps
expensive) to solve it by developing new sorting and scanning equipment
and by deploying larger delivery vehicles.
Guide to E-Retailing Resources
To help e-retailers find the right solutions and service providers to take
their Internet retail businesses to the next level, the publishers of Internet
Retailer --the most trusted source of journalistic information on web-
based retailing--comes the Guide to E-Retailing Resources. The Guide to
E-Retailing Resources provides strategic data on all competitors in the
following segments of the solutions market:
• Affiliate Marketing
• Content Management
• Customer Service
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• Delivery Services
• E-Commerce Systems
• Email Marketing
• Fulfillment Services
• Order Management
• Payments Processing
• Performance Monitoring
• Research Studies/Books
• Researchers / Consultants
• Returns Processing
• Search Engine Marketing
• Site Search Solutions
• Supply Chain Solutions
• Web Analytics
• Web Design / Hosting
Advantages of E-Retailing
• Sheer convenience
• Wider choice
• Better value
• Unique gifting opportunity
• Saves time and strain
• Micro targeting
• Mass personalization
• Know customer preferences
• Integrated source of information.
Company profile
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• Company product name is “Watch”.
Product features
We are selling watches of various brands. The customers have a vast
range of options available. They can also choose the watches of their
favorites brand
Micro Environment
Micro factors are the factors that directly influence our company. The
main micro factors are:
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2 Customers
3 Competitors (direct / indirect)
Potential
entrants
Substitutes Industry Buyers
Substitutes
Macro Environment
1)-Demographic Environment
2)-Economic Environment
3)-Technological environment
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In India, there are more opportunities of innovation are available due to
the increased awareness of research. However it also depends on the
companies that how much they prefer the research and customer
feedback. Keeping in view the target market, our company has to look for
opportunities rather then wait for them.
4)-Geographical Environment
The population level is high & crossing 120 million. The growth rate of
the customer is expected to have an increasing trend.
There are many factors that influence the consumer buying behavior
directly. These factors are:
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors
Cultural factors
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As far as we are concerned we will target Indian tier-1 market at first.
When we talk about watch, many customers are not really satisfied with
their existing watches. That’s where we are focusing:
Social Factors
Some people get inspiration from reference groups and they use the same
products as their reference groups are using.
Personal Factors
Our Competitors
www.misterwatchonline.com
www.watchorbit.com
www.watchsites.net etc…..
2) Marketing Objectives
There are two types of marketing objectives, which are given below
Short-term objectives:
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Long term Objectives:
• Retention of customer
• Capturing high market share
• Delivering quality service to our customers
• Capturing the potential market of India
• Launching innovative changes for our retail
3) Market Segmentation
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Geographical region:
Demographic factors:
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• Age:
o 15+
• Gender:
o Male and female
• Family life-cycle:
o Young or aged can be single or married
• Occupation:
o Student
o Doctors
o Engineers
o Computer Eng
o Business Man
o Accountants
• Education:
o Bachelors
o Masters
o PHD
Psychographic:
• Social Class:
o Upper Lower
o Upper Middle
o Upper Upper
o Middle upper
o Middle
• Life Style:
o Tech-savvy
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• Personality:
o Expressive
o Stylish
Behavioral:
• Occasion:
o Regular occasion
• Benefits:
o Profitability
o Service
• User status:
o Medium and heavy
4) Target Market
This website is designed for students, executives, professionals with
different occupation, degrees and education levels. We have designed and
customized according to different user needs.
Students:
For students we have designed our website in such a manner so that they
can get the latest and several different model of watches and accomplish
their need.
Professionals and executives
We are providing free delivery and free return to our customers. It is both
time and money saving for them.
B-to-B
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Positioning and Differentiation
5) Marketing mix
1. Product
2. Price
3. Place
4. Promotion
PRODUCTS: -
PRICE: -
PRICING STRATEGY: -
The pricing strategy portion of the marketing plan involves determining
how we will price our service; the price we charge has to be competitive
but still allow us to make a reasonable profit.
The keyword here is "reasonable"; we can charge any price we want to,
but for every product or service there's a limit to how much the consumer
is willing to pay. Our pricing strategy needs to take this consumer
threshold into account.
We set our prices by examining how much it costs us to deliver the
product or service and adding a fair price for the benefits that the
customer will enjoy. We find it useful to conduct a breakeven analysis. In
break even analysis the price is set to break even on the costs of
marketing a product or in other words setting a price to make a target
profit.
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Setting the price
2.Determining demand
Our customers are price and time sensitive. Customers need the product
in less time
For example
Price (Rs.)
15
10
50 150
Demand (unit)
3. Estimating cost
Cost incurred on getting space for our website
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• Markup pricing
• Going rate pricing
PLACE: -
MARKETING CHANNELS
Few producers sell their goods directly to final users. Instead most use
intermediaries to bring their products to market. They try to forget a
marketing channel or distribution channel, a set of interdependent
organizations involved in the process of making a product or service
available for use or consumption by the consumer or business user.
We Implement
Direct channels:
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We have collaboration with various watch manufacturing companies. So
that we directly take the product from the company and deliver to the
customer.
PROMOTION
Promotion means customer communication that how we can reach to our
customer to read and capture his mind.
PUSH STRATEGY:-
A promotion strategy that calls for using the sales force and trade
promotion to push the product through channels is called push strategy.
The producer promotes the product to wholesalers the wholesalers
promotes to retailers, and the retailer promotes to consumers.
PULL STRATEGY:-
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consumers will then demand the product from channel members, who
will in turn demand from producers. Thus, under a pull strategy,
consumer demand “pulls” the product through the channels.
OUR APPROACH
Promotion tools
Advertisement
Advertisement is the tool to make the product known to the customer, the
advertisement should be in such a manner so that it can attract the
customer at first glance then their should be image retention in the mind
of customer. Continuous advertisement stimulates the customer for the
purchasing of the product. We are advertising our e-retail so that
customer can know what are we doing actually.
Bibliography
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