IC6301 : Internet Marketing Pattana
A. ID: 491-9630 Sompong P. ID: 493-9604 Koko Naing ID: 493-9625 Woraphan A. ID: 493-9644 Pathinya P. ID: 493-9646 Liang Tao Sun ID: 493-9650 Tuanchai N. ID: 493-9651 Napa L. ID: 493-9654
• Myanmar population : 55
Million • Internet users in Myanmar number more than 300,000 • Most of Internet users in Myanmar are live in Yangon.
• In Myanmar, condom use
has more than tripled since 1999 In Myanmar, condoms have become available to even the most rural populations. Nighttime vendors, like this one in Mandalay, provide convenient access to condoms and information for high-risk groups. Condom usage has been boosted by use of this chameleon symbol - well known throughout the country
Million 7.6 ML 4.4 ML
Source: National AIDS Project (public sector), PSI market research (private sector), PSI Management Information Systems
• Branding : “ FujahtoohCondom.com
” • Meaning : “Shock - Action of people, especially women, when someone touch her from the back” (Myanmar Slang) • “ FujahtoohCondom.com ” : The First & Largest Condom Shop Online
• Myainghaywun Supermarket : Traditional
supermarket located in Yangon, Myanmar since 1996. • Provide delivery service [ 4 Trucks ] • We expand marketing channel to E-Commerce, focus on “ONLINE CONDOM STORE” named as “FujahtoohCondom.com”
• Physiological Needs : Basic
human's physiological needs such as eating, drinking, sleeping and sex that can control thoughts and behaviors, and can cause people to feel sickness, pain and discomfort. • Safety Needs : Need condom to safe themselves from sexual diseases. People needs condom to help them to fulfilled the Physiological Needs & Safety Needs at the same time.
• Privacy : Don't want
anyone know when, what, how much and frequency they buy. • Product Variety : Higher variety of Products / Brands / Favor. • Pioneer : Being the first group who try the new products. • Product Visibility : Want to see product before buying. • Convenience : Can order anywhere, anytime can connect internet.
• To provide easier way
to customer for getting condom. ( Being a channel for customer who shame to buy condom in tradition store and want to try the new / variety products ) • To support safety sex campaign. • To provide the most variety of condom to customers. ( Many colors, Tastes, Skins )
• Condoms : Durex, Okamoto,
Crown, Pleasure & so on • Styles : Safer Sex Kits, Colored, Dental Dams, Flavored, Thin, Smaller, Non-Latex. • Lubes & More : Contraceptive Gels, Durex Play Lubes, Liquid Lubes, Warming Lubes and Intimate Books.
• Compatibility : Same or
better standard of products & experience that people have ever met. • Complexity : Usage information & suggestion are available. • Trialability : Provide free sample of new products to customers. • Observability : Public can recognize the website by radio ads & community website.
• Products can purchased through
: – Cash on Delivery : Customers has no credit card Why? Instant purchase Everyone can buy – PayPal : Credit card Why? Fraud prevention Full protection against unauthorized payments
• Pricing : – Volume
Discount Combo Set – Seasonal Discount : eg. On February (Valentine’s) • Penetration Strategy : – Low price to capture customer base and expand community size quickly.
• Acquisition & Retention :
Each new customers get Free Product Sample Every 100 bht shopping get 1 Point 1 point = 1 bht discount for next shopping • Post-Sale Service : Live Chat
• Individuals : – Buyer
who is a user & a decider to buy the product for their own benefit. – Influencer affect on customers' purchasing behavior ( the spouse / partner ). • Innovators • Early Adopters
Internal Factors • Strength •
Weakness First Mover Advantage Limit Delivery Area Access Service Easily New Website Our own delivery Good Inventory Management
External Factors • Opportunity •
Threat Growth of Internet Player New competitors of Home Customer Age-Range Market Expanding Encourage of Condom Use by Many Organizations
Threat of new entrants First
mover advantage [LOW] Enjoy Profit as First Mover Bargaining Bargaining Competitive power of power of Rivalry suppliers buyers [HIGH] [LOW] [LOW] Very Few competitors Major threat is traditional store Threat of substitute products [HIGH]
• Mass Marketing Strategy :
One Marketing Strategy for all segment • Why ? FujahtoohCondom.com offer many ranges and types of products to every customer in Yangon, Myanmar.
• Customer will recognize us
as … “ FujahtoohCondom.com Make Buying Condoms Online Private and Easy! ” “FujahtoohCondom.com” : The #1 Myanmar Condom Shop “FujahtoohCondom.com” : Provide Consistent Service