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Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
Marketing Analysis - OEP Report
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Marketing Analysis - OEP Report

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Venture Lab Class 2012

Venture Lab Class 2012

Published in: Lifestyle, Design, Business
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  • 1. B2C Marketing Analysis OEP-Venture Lab 2012
  • 2. Agenda1. Product description2. Target group3. Experiment descriptions4. Experiment results
  • 3. The Idea - Fashion AppOur Visionis to combine the advantages of online shopping and retail storesshopping experiences in one product.Our Product "Your fashion app"is a free service for young women to inform themselves about actualfashion trends and to receive a valuable and personalized shoppingadvice.
  • 4. Benefits of our productFashion conscious Brands / Retail Storeswomen: benefits:● entertain with new fashion ● access to a target group impressions for free ● high quality environment for● valuable and personalised branding shopping advice ● high customer attention to● articles can be bought and presented message tried on in a local shop ● highly personalised and● save money by getting latest localized ad targeting coupons and find local deals ● new customer acquisition and● have an overview of local activation of existing shops customers
  • 5. B2B and B2C Marketing● We have to execute B2C and B2B marketing, to generate suspects for our business● Without fashion conscious women on the platform, it is not possible to attract ads from retailers● So effective B2C marketing has to be done at first● After generating a critical customer mass B2B marketing and sales process can be started● In this report we focus on B2C Marketing, B2B marketing and sales would be analysed in a separate report
  • 6. Agenda1. Product description2. Target group3. Experiment descriptions4. Experiment results
  • 7. B2C target group in German market 18% of 60% of population population Estimation:30,8 million 47% of 57% of women leaves in has netto 30% reachusers inform users are online are cities (over income over in the targetthemself women between 0,5 million 1.000€: group 0,3about fashion 14,5 million 16-39 years people) 0,9 million million usersonline (DPDHL 12) 8,3 million 1,5 million people(OVK 11) (DPDHL 12) (DPDHL 12) (DPDHL 12)
  • 8. Agenda1. Product description2. Target group3. Experiment descriptions4. Experiment results
  • 9. B2C Marketing experiments and testsetupWe would like to perform various experiments to validatefollowing points of our B2C marketing: ● Test of different traffic sources ● Test of product USP and sloganTest infrastructure: ● Google Analytics ● Google Optimizer ● Different versions of coming soon landing page with E-Mail subscription form ● facebook fan page
  • 10. Test of traffic sourcesFollowing Traffic sources were identified and sorted based on costs aneffort. We would identify the best source based on suspect generation: 1. Ask family and friends to post links on facebook 2. Ask family and friends to post links on twitter 3. A lead confirmation E-Mail with forwarding request 4. Social Link share button on our landing page 5. Post on wallpaper of fashion brand like esprit or H&M 6. Search for Users who post on twitter fashion related comments and retweet them 7. Create an alert with keywords “to buy fashion nearby” and post a comment with link in these blogpost 8. Content creation on yotube and slideshare with fashion related content and link to our landing page
  • 11. Test of product slogan and USP IExperiment 1:Slogan 1:“looque has my style nearby” - looque hat mein Style in meiner Nähewould be tested against more eleborate sloganSlogan 2:“looque is digital fashion magazine with my style nearby” - looque is der digitaleModemagazine mit meinem Stil in meiner NäheTraffic would be divided 50% vs 50%. On the coming soon landing page we aska user to give us an E-Mail. We define a generation of an E-Mail address as asuccess and base on it select the slogan.
  • 12. Test of product slogan and USP IIExperiment 2:The winner of Experiment 1 would be tested againstSlogan 3:“looque has everyday my styles nearby” - looque hat jeden Tag neue Styles inDeiner Nähe - comparing to previous slogans actuality is more stronglycommunicatedExperiment 3:if we can still generate enough traffic to have a significant validation of ourresult we will test the winner of experiment 2 againstSlogan 4:“My Trends, My Style, My Shops” - Meiner Trends, Meine Styles, Meine Shops- comparing to previous slogans personalization plays more important role
  • 13. Selection of background picture for landing pageWe selected different pictures for a background of our landingpage and ask our target group about their preferences.
  • 14. Landing page
  • 15. Agenda1. Product description2. Target group3. Experiment descriptions4. Experiment results
  • 16. Experiment resultsExperiment results would be presented afterexperiment execution in one week
  • 17. Thank you and contact us for more information! contact@fashion-lab.de

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