Additional Assignment

E- Marketing Plan of Product

RAVINDRA KUMAR
Roll No. – 1853308
(MBM 552)- E - Commerce

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 Index

Sl. No. Contents Page No.

1. Introduction 3
2. About Product 4
3. Problem 6
4. E- Marketing Plan of Mobkids - Framework 7
4.1 Objectives (where we want to be?) 8
4.2 Strategy (How do we get there?) 9
4.3 Tactics (How exactly do we get there?) 10
4.4 Actions (Details of Tactics, who does what & when?) 11
4.5 Controls (How do we monitor our performance? 12
4.6 Situation Analysis (Where are we now?) 13
5. Marketing Strategy – 7 P’s 14-18
6. Marketing Strategy – 4 C’s 19
7. Conclusion 20

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 Introduction

I have a son of 2.5 years old. He always tries to take our mobiles. When we give him,
he demands to view videos from you tube.
• Continuous (1-2 hours) he watches videos.
• Sometimes he could make calls to persons whose contact numbers are saved in
our mobiles. Unnecessarily other people get disturbed.
• Sometimes our mobile setting get disturbed.
• Now he is used to watching videos from mobile.

Then I thought that, if I make a mobile that only has videos and creative games for
kids. No calls can be made from that mobile. The chance of breaking down after
falling will be low and most important thing is that, it could be helpful to protect
eyes from harmful lights from mobile screen and also helps to learn things.

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MOBKID
S
SMART MOBILE for SMART KIDS

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 SMART MOBILE for SMART KID

 MOBKIDS

• PRODUCT : The product Name is MOBIKIDS,

which is a electronic device for kids. This device
is looking like a mobile, which has loaded with
lots of videos and creative games for children.

CONTENTS :
Features :  Alphabets
 No SIM Card Facility – No radiation  Phonic Words
 No Call Facility  Number Counting
 No harmful (blue) lights to eyes from screen  Puzzles
 Low chance of breakage/Damage  Pets names
 No unwanted materials pop-up on screen  Flowers names
 Fun with Learn – make smart  Vegetables names
 Price affordable  Poems
 Stories
 Games 5
 SMART MOBILE for SMART KID

 Problem

To prepare E – Marketing Plan for my

Product - MOBKIDS.

MOBKID
S
SMART MOBILE for SMART KIDS

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 SMART MOBILE for SMART KID

 E- Marketing Plan of MOBKIDS - Framework

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 SMART MOBILE for SMART KID

 Objectives (where we want to be?)

Here, We have considered 5 S Objectives of Digital Marketing :

1. Sell : (Grow sales) Includes direct online sales where products can be sold online and
sales from offline channels influenced online.

2. Serve : (Add value) Achieved through giving customers extra benefits online or inform
product development through online dialogue and feedback.

3. Speak : (Get closer to customers) Creating a two-way dialogue through conversation

marketing, i.e. web interactions like forums and livechat and conducting online market
research through formal surveys and informally monitoring conversations to learn about
them.

4. Save : (Save costs) Achieved through online email communications, sales and service
transactions to reduce staff, print and postage costs. Savings also accrue through ‘web self-
service’ where customers answer queries through online content.

5. Sizzle : (Extend the brand online) Achieved through providing new propositions, new
offers and new experiences online including building communities.
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 SMART MOBILE for SMART KID

 Strategy (How do we get there?)

• Segmentation: MOBIKIDS will make available this device at country level.

- Segmented the market on the basis of geographic i.e. east, west, north & south region.
- The language of device (videos) will available in different languages for different regions. So that,
people will not hesitate to buy this device.

• Target customers will be couples with kids of 1.5 - 8 years of age group.
• Positioning : This product will be positioned under Electronic Toys Categories for Kids.
Since it is like a mobile so it can be placed in Smart Devices Categories.
• Online value proposition : is closely tied to my brand positioning which answers questions like:
who we are, what we offer, which markets do we serve, what makes us different?

• Sequence :
- Develop credibility before raising visibility.
- sequence of contacts for different segments
- awareness before conversion
• Integration : Database will be maintained of all customers
& potential customers, site visitors, commenters & Likers.

• Tools : e-mails & apps 9

 SMART MOBILE for SMART KID

 Tactics (How exactly do we get there?)

 e- Product : We are offering our product online, where you can get
all information about products and its features. You don’t need to
think & discuss to other person about the product.

 e- Price : Since, we are offering our product online. So, price of the
product will be cost effective. No other cost will incurred on the
customers.
Payment is also easy - Paytm, net banking or online
credit cards use allows for easy payments.

 e- Place : Consumers can purchase the product directly from us.

We ensure that the product is delivered to the consumer within a
reasonable time. Location is important within our place strategy.
Knowing our customer and knowing where they visit definitely will help us,
to understand where to place our online links and advertisements.

 e – Promotion : We will promote our products on social networking sites, through smart &
attractive videos, e- banners on websites where potential customers browse. We will contact
those customers who browse products for baby kids – like Firstcry, Club factory, Amazon links
through social media. 10
 SMART MOBILE for SMART KID

 Actions (Details of Tactics, who does what & when?)

 Responsibilities & Structure : We are having team of sales and marketing who
are highly energetics & child's minders. They will act, how and when to reach
potential customers.

 External Agencies : We will hire IT professional on contract basis to place our

product links to websites and also for e-advertisement.
 SMART MOBILE for SMART KID

 Controls (How do we monitor our performance?)

We will monitor our performances by :

 Monitoring 5 S

 Through surveys – Customer satisfaction

 Frequency of reporting issues in our product

 Process of reporting issues and how much time to resolve them

I Love Mobkids

I Love Mobkids

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 SMART MOBILE for SMART KID

 Situation Analysis (Where are we now?)

 This is about future of our products and business. We want to see our
product and business in top three categories, after one year later.
 To achieve our target, we will always focus on below key points :

• Always focus on 5S i.e. Sell, Serve, Sizzle, Speak & Sell.

• Customer insight – to know our customers, their buying
behaviour, experience & their needs.
• We will also do focus on SWOT Analysis, so that we know
the strength, weakness, opportunities and Threat. It will
help us to change our strategies time to time to achieve
out target/goals.
• Brand Perception - We will always be in touch with our
customers so that we can get to know the customers
thinking about our brand.

• Always do focus on our internal capabilities & resources

– how this product and its features can enhanced.
 SMART MOBILE for SMART KID

 MOBKIDS – Marketing Strategy : 7 P’s

• PRICES : The price of this device will be 1500 - 2100, which will be affordable for
people of every class. Price will depend on modes 7 its features :

- Device loaded with videos only – Single Mode, 2 GB

@ 2900 Rs.
- Device loaded with videos & games – Double Mode, 4 GB
@ 3400 Rs.
- Double Mode, enabled with external memory up to 8 GB
@ 3890 Rs.

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 SMART MOBILE for SMART KID

 MOBKIDS – Marketing Strategy : 7 P’s

• PROMOTION : For promotion of this device, MOKIDS will go for-

- Advertisement : “Mobile for Kids” – Advertisement by kids using Mobiles.

- Publicity : News Papers, TV Shows (Children reality Shows), Social Media – Face Book, Youtube,

- Sales Promotion : Limited period offer, gift coupes offer for snacks, scratch card offer.

- 360 Degree campaign : Initially all types of marketing medium (Cartoon Network, pogo, Child
Care Magazine, Kids Special- News Papers Weekly Edition, Social Networking sites – Facebook etc),
Canopy in-front of Play Schools.

SMART MOBILE for SMART KIDS

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 SMART MOBILE for SMART KID

 MOBKIDS – Marketing Strategy : 7 P’s

• PLACE : MOBIKIDS will make available this device at country level.

- Segmented the market on the basis of geographic i.e. east, west, north & south
region.
- The language of device (videos) will available in different languages for different
regions of our country. So that, people will not hesitate to buy this device.
- Target customers will be couples with kids of 1.5 - 8 years of age group.

- Distribution Channel : - Manufacturer (MOBKIDS) Customers

- Direct Marketing – Ordering through Internet
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 MOBKIDS – Marketing Strategy : 7 P’s

• PACKAGING : The packing of this device will be in the Paper box. Paper boxes will be in
the shapes of cartoons (like Mickey Mouse, Doremon, Motu – Patlu.
- Also we will offer mobile pouches which, children can hang around their necks

Hanging Pouch
Packet - Box

• POSITIONING : This product will be positioned

under Electronic Toys Categories for Kids. Since it
is like a mobile so it can be placed in Smart
Devices Categories.

“SMART MOBILE for SMART KIDS”

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 SMART MOBILE for SMART KID

 MOBKIDS – Marketing Strategy : 7 P’s

• PEOPLE : People associated with our product development will be highly motivated,
skilled, technically advanced, child experts & working in the same domain of child
care and research.
- Marketing people should be digitally advanced, children friendly, preferably working

mothers.

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 MOBKIDS – Marketing Strategy : 4 C’s

CUSTOMER : COST :
My customer wants to give good
The product has been made affordable in
content to their child without
price so that every class of customer can
exposing them to the hazards
buy it without being affected financially.
associate with mobile devices.
(2890 – 3500 Rupees)

TARGET
MARKET:
couples with kids
of 1.5 - 8 years of
age group.
COMMUNICATION : CONVENIENCE:
We will communicate with our It will be very easy for our customer to spot
customers, clients and partners our product online ( Amazon, flipkart, club-
regarding any queries / issues etc. factory, snapdeal, shoclues etc) / offline
via mails and through print and ( Archies, John & Jinni and other mobile and
digital media. gift outlets ) because of its category and ease
of availability.
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 CONCLUSION

• In order to introduce and capture a new market segment which is focussed on

providing smart mobile for kids that helps them have fun and learn at the same time,
we introduced MOBKIDS.

• With effective use of 5 S & E- Marketing Mix principles, with the help of Social Media &
online platforms, we aspire to capture huge market share to sustain and enhance
revenue generation through this product.

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 SMART MOBILE for SMART KID

Thank You !
SMART MOBILE for SMART KIDS

Queries Please….
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