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  • 1. Marketing Plan: April – June, 2012 Marketing Plan Quarter 2
  • 2. Marketing Plan: April – June, 2012 Executive Summary This is the first formal marketing plan of Royal Cyber aiming to identify new business opportunities for growth and to increase sales and revenues. Royal Cyber will be a consulting company specializing in marketing of IBM technologies in international markets offering global organizations with a complete solution for a highly reliable, high-quality alternative to in-house resources for consultancy, software deployment, and technical trainings. Royal Cyber will be created as a US based firm owned by its principal investors and principal operators with operations in North America, Asia, Europe, Africa and the Middle East. Within the US and European markets, Royal Cyber plans to target large manufacturer corporations whereas our secondary target will be the medium-sized companies in high growth areas. Customer Retention would be our prime focus as we have learnt that majority of the companies pitch existing customers for other services that comprise of almost 89% of their annual revenue. Corporate Website is the prime marketing tool for B2B companies. Royal Cyber current website isn‟t fulfilling its purpose. It is only for those who already know about Royal Cyber and visiting the website for contact and career information. The website isn‟t selling itself and marketing plans to change that by using different tactics and promotional offers to make the site interactive. We are also planning to add „Get Help Now‟ section on every website page which would have answers to Frequently Asked Questions and Support Center links that would serve as a panic button for users who are confused and have many queries regarding Royal Cyber services and terms. One of the prime challenges of Royal Cyber marketing department will be to revamp our entire portfolio of marketing collaterals to develop more visibility of Royal Cyber to generate new leads and hence we would require close inter departmental liaison and cooperation. Industry competition comes in several forms, the most significant being companies such as Ciber inc, Dynamix group, Essex technology, Flagship Solutions group, Mainline information systems, Micro Strategies, Peak Resources, Sirius, Teogas Inc, Fund tech, Accenture, Alpine, Ascendent, and several others. The following marketing plan has complete details of the strategies that we like to implement followed by the implementation plan set with deadlines subjected to internal and external factors.
  • 3. Marketing Plan: April – June, 2012 Table of Contents Objectives......................................................................................................................4 Mission……… ...............................................................................................................4 Company Factsheet..........................................................................................................4 Market Research .............................................................................................................4 SWOT Analysis ..............................................................................................................5 Target Customers ............................................................................................................5 Approach……. ...............................................................................................................5 Situational Analysis .........................................................................................................5 Marketing Strategies ........................................................................................................6 Sales Literature ...............................................................................................................6 Action Plan & Tactics.......................................................................................................7 Implementation Plan ......................................................................................................12
  • 4. Marketing Plan: April – June, 2012 Objectives 1. Revamping existing Marketing Collaterals 2. Increasing Sales 3. Building direct customer relationships 4. Targeting existing customers 5. Gathering website visitors data for direct approach Mission Royal Cyber offers organizations a reliable, high-quality alternative to in-house resources for software consultancy, deployment and trainings on an international scale. A true alternative to in-house resources offers a very high level of practical experience, know-how, contacts, and confidentiality. Clients must know that working with Royal Cyber is a more professional, less risky way to develop new areas even than working completely in-house with their own people. RC must also be able to maintain financial balance, charging a high value for its services, and delivering an even higher value to its clients. Company‟s Factsheet Number of Employees: 200 Annual Turnover: US$ 1 million Divisions: Rational, Tivoli, Hats, BI, Lotus, WebSphere, WebSphere Commerce, WebSphere MQ, WebSphere Portal Operations: Australia, Canada, Saudi Arabia, South Africa, UK and US Expertise: IBM Technologies, Microsoft Family Solutions, Java, Magento, .Net, Borland Delphi, PHP/ MySQL, C/C++, XML/XSL/XSLT Market Research Details of Successful & Unsuccessful Business Proposals Permanent Clients & their Annual budgets for Software Applications Expected & under discussion project details
  • 5. Marketing Plan: April – June, 2012 SWOT Analysis Strengths: Offshore Center, Employees, Technical Expertise, IBM Business Partner, Authorized trainer, Microsoft certified Gold Partner Weaknesses: Corporate Imaging Opportunities: Several business development opportunities, IBM Events, Good PR candidates, Trade Shows participation, B2B Events Threats: Royal Cyber faces competitive threats from major software enterprise companies, startups/ small players and Odesk freelancers. Target Customers Royal Cyber will be focusing on larger and midsized companies, who want to sell into markets in the United States, Europe, and Latin America. Our most important group of potential customers are executives in larger corporations. These are marketing managers, general managers, sales managers, sometimes charged with international focus and sometimes charged with market or even specific channel focus. They do not want to waste their time or risk their money looking for bargain information or questionable expertise. As they go into markets looking at new opportunities, they are very sensitive to risking their company's name and reputation. Approach We will take calculated and focused approach to market Royal Cyber Situational Analysis Global marketplace is undergoing through rapid transformations and changes. A large number of reasons could be attributed to these changes. One of the reasons in these changes is Globalization and the subsequent and resulting explosive growth of global trade and the international competition. The other reason for these changes is the technological change. This is an important factor because the technological competitiveness is making online marketplace cutthroat. The recent trend which is growing in the IT market is the emergence of Smart Phones, Social Media, usage of E-Commerce websites for shopping, watching television online and usage of Mobile Portals to surf the internet.
  • 6. Marketing Plan: April – June, 2012 Marketing Strategies B2B Marketers use Websites, e-mail, online product catalogs, online trading networks and other online resources to reach new business customers, serve current customers more effectively and obtain buying efficiencies and better prices. Major B2B Marketers now offers product information, customer purchasing and customer services online. Corporate visitors can visit Royal Cyber website, select detailed descriptions of our solutions, request sales and services information, and interact with staff members. Websites such as IBM, Cisco, Wipro and others takes more than 89% of its orders over the internet. Beyond selling, companies use their website to build stronger relationships with important business customers. For example Dell and IBM both offers personalized customer portals to help businesses manage phases of their buying and ownership. 1. Revamping existing Marketing Collaterals 2. Introducing new direct marketing model 3. Identify new business opportunities 4. Building direct customer relationships 5. Targeting existing customers 6. Gathering website visitors data for direct approach via email Sales Literature We are conducting extensive R&D for development of Sales Literature that includes company profile, newsletters, corporate brochures for each individual services, website content, proposals, email content, other letters and special announcements. Every big corporation has their buzz words that they use to describe their company at its best such as „Realize you Potential‟ by Microsoft. Marketing has come up with “Optimizing Businesses Worldwide” as our company „buzz‟ words. Also we will be using words such as “Difference We Make” for Testimonials, “Get Help Now” and “Get Started Now” instead of contact us to portray our uniqueness.
  • 7. Marketing Plan: April – June, 2012 Action Plan & Tactics Integrated Marketing Corporate Website An interactive website designed to build customer goodwill, collect customer feedback and supplement other sales channels, rather than to sell the company‟s products directly is very important part of our marketing strategy. Our current website isn‟t fulfilling its purpose and is used by people who already know about Royal Cyber and visiting the website for contact and career information. The Website isn‟t selling itself and marketing plans to change that by using different tactics and promotional offers to make the site interactive and adding more content that includes: o Industry Solutions: IBM products, services and solutions industry wise o Get Help Now: This section would have answers to Frequently Asked Questions and Support Center links that would serve as a panic button for users who are confused and have many queries regarding Royal Cyber services and terms. o No Redirection: Our corporate website will be the one-stop home to all information about Royal Cyber and we won‟t redirect users to our other websites. o Customer Portal and Country drop off menu would also be a part of our new corporate website.
  • 8. Marketing Plan: April – June, 2012 o Mobile Version: One big aspect of Website Design is a “Mobile Version” of the website. Marketing plans to keep our customers connected on the go. Guru Websites Our corporate website will be a one-stop place for all the information about our divisions and thus marketing plans to establish our guru websites as different entity where we won‟t mention royal cyber and use those websites as pure marketing and selling tool. The design, layout, theme of those websites will be inspired from websites such as JustHost.com, http://viewidc.com/3b1t4c3f, http://viewidc.com/rhdcwjnu, http://viewidc.com/a97elb56, http://viewidc.com/2dtbjxrp All websites will have videos produced by websites such as flimp agency. Internal Newsletter Marketing Dept. plans to launch an internal newsletter every quarter focusing on activities and happenings inside Royal Cyber. The online copy of the newsletter would be send to all employees via email and print copies will be available in conference rooms, lobby area and in BDM offices. We would also send copies to leading universities and computer science institutions. PayPal Integration Marketing Dept. plans to integrate PayPal mode of payment in the corporate website for advanced level online webinars and trainings. This way we would ease the payment worries. 1-800 Toll Free Numbers Marketing plans to acquire 1800 Toll Free Number for US Customers as 1800 numbers are used by all our competitors and big brands. They‟re free for outbound callers and can also be dialed via Skype for free. Office Hours Royal Cyber should not use office hours in proposals and websites. We must make an effort to be available 24x7. Request Call back button Live Chat is always offline so we are planning to scrap the option out of our company web portals and introduce Call back option. Direct Mail Marketing Marketing will annually send Thanks Giving and Holiday Greeting cards to our valued clients every year with a free giveaway. We also plan to send special announcements, event invitations via direct mail. Marketing Catalog Marketing plans to entirely revamp our existing catalog that includes: o Company Profile o Brochures o Powerpoint Presentations o PDF Files o Case Studies o Business Proposals o Visiting Cards Trade Shows Royal Cyber will attend IBM‟s Innovate 2012 where managers will get the chance to interact with other organizational heads and exchange their visiting cards.
  • 9. Marketing Plan: April – June, 2012 Event Participation Royal Cyber to send Event Invitation of IBM‟s Innovate 2012 to its valued clients via email, direct mail and personalized telephone calls. Free Webinars Free Webinars are a great way to target corporate clients. Paid Webinars Advance level paid webinars will be given to corporate clients. Free Seminars Holding free seminars in different countries to brand Royal Cyber o Jazzup your collaborative lifecycle management in South Africa o Rational, Websphere brands Affiliate Marketing & Client Referrals Marketing has planned to target our existing customers to pitch them for our new services. A research by marketing team has found that majority of revenue of US based technology firms comes from existing clients and therefore we will pitch them for our new services by pursuing different customer retention strategies that includes: o Instigate loyalty programs o Encourage them for Client Referrals o Send out questionnaires & surveys o Sending them our newsletters & event invitations o Providing exceptional customer service o BDM‟s would maintain effective customer relationship management Data Library Our Share Point Server will have all our organizational data that includes: o Website Statistics o SEO Report o Website Forms queries o Information we collect through emails o Proposals o Details of successful & unsuccessful proposals o Expected & Under discussion project details o Permanent Clients o Company Factsheet o Company Revenue & Industries details o Number of Employees o Marketing Suggestions o All PSD files of brochures & pictures from our designers o Sales Literature * The above data is necessary for the marketing team to devise marketing plans, strategies and SWOT Analysis. The data would be protected and only relevant persons will have the access to sensitive company information but a general factsheet would be available to all.
  • 10. Marketing Plan: April – June, 2012 Online Marketing Pay Per Click Advertising that appears while customers are surfing the Web, including display ads, search- related ads, online classifieds and other forms. o Google Adwords Express AdWords Express is a new online advertising platform currently available in the U.S., U.K., France, and Germany. It's for business owners who want the benefits of a targeted online ad campaign without having to spend time managing it. AdWords Express puts you in complete control – decide how much you want to spend monthly, and you'll never be charged more than that amount. It automatically estimates how many people will click your ad when you specify a budget, helping you make an informed decision on how much to spend. Royal Cyber plans to spend to invest $500 per month on Google Adwords Express. o Google Adwords Google AdWords is Google's main advertising product and main source of revenue. AdWords offers pay-per-click (PPC) advertising, cost-per-thousand (CPM) advertising, and site-targeted advertising for text, banner, and rich-media ads. The
  • 11. Marketing Plan: April – June, 2012 AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one headline consisting of 25 characters and two additional text lines consisting of 35 characters each. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes. Online PR Online Social Communities - blogs, social networking websites– where people socialize or exchange information and opinions. o IBM Partner World o Yellow Pages o Live Chat o Interacting with businesses online o Blogs & Forums Participation o Craigslist Blogs & Articles Blog marketing is something that has become a very important area for any growing business. Businesses have been able to really leverage their online appearance by implementing a blog into their website or writing articles for external websites. Building the blog is only half the battle if you are already in a saturated industry you will have to stay focused and persistent with your blog so that you can find website visitors that want to read what you have to say. o Adding Blog to our websites o Article for external websites o Online Press Releases Search Engine Optimization Studies have proven that top placement in search engines generally provide a more favorable return on investment compared to traditional forms of advertising. Search engine optimization is the primary method to earning top 10 search engine placement. o On Page Optimization o Off Page Optimization o Google Analytics & Webmaster tools Social Media Marketing Executives at corporations and smaller companies are realizing the need for a social media strategy and marketing plan. Research by Dr. Nora Barnes at UMASS Dartmouth shows that more than 60 percent of Fortune 500 companies now use some form of social media marketing, but a strategy for engagement and measurement is still lacking. We plan to engage our customers through Social Media by pursuing promotional tactics that includes: o FBML Landing Page o Newsletter Subscription Option o Happenings in the Company o Promotional Campaigns o Royal Cyber affiliated announcements like we are providing Free Server Application Health Check Email Marketing
  • 12. Marketing Plan: April – June, 2012 Royal Cyber will use Email Marketing as one of the effective tools for generating interest and sales. It provides a wonderful opportunity for our company to speak to an audience who is actually listening. Royal Cyber plans to use this tool for marketing by emailing a newsletter to potential subscribers every month. o Newsletter Subscription option on website, email signature and social media o Sending Emails through Newsletter Software o No Spam o Purposeful addresses in the list and not just everyone o Developing Purposeful Email list Video Marketing Royal Cyber will use Flimp video marketing platform for video marketing. The Flimp video marketing platform enables users to create and edit custom branded video “postcards” that combine video with multimedia content. It then delivers interactive postcards to target audiences by email, social media and embedding them into websites and landing pages. Flimp instantly tracks and reports viewer engagement, responses and viral activity by individual email address with a visual, easy-to use web analytics dashboard. Our HTML 5 platform plays any length of video in high quality on every video compatible device, including Smart Phones and Tablets. It‟s the ultimate lead generation solution. http://www.flimp.net/ Implementation Plan April 2012 Corporate Website Revamp Phase 1 o PayPal Integration o Collection of website users data o Monthly banner change First Internal Newsletter focusing on happenings inside Royal Cyber First Email Newsletter focusing on our Services Social Media Marketing o FBML Landing Page i o Special Promotion IBM Partner World: Completion of incomplete Royal Cyber profiles Google Adwords Google Adwords Express US$500 budget est Acquisition of 1800 Toll Free Number Marketing Catalog Revamp (Phase 1) This includes revamp of entire website, videos, brochures, proposal, powerpoint presentations, PDF files, case studies and other relevant material.
  • 13. Marketing Plan: April – June, 2012 o Enterprise Modernization o Rational o WebSphere Portal May 2012 Corporate Website Revamp Phase 2 o Monthly banner change Second Email Newsletter focusing on our Services Social Media Marketing o FBML Landing Page ii o Special Promotion Google Adwords Google Adwords Express US$500 budget est Marketing Catalog Revamp (Phase 2) This includes revamp of entire website, videos, brochures, proposal, powerpoint presentations, PDF files, case studies and other relevant material. o WebSphere o WebSphere Commerce o Lotus Connections June 2012 Corporate Website Revamp Phase 3 o Customer Portal Integration o Monthly banner change Third Email Newsletter focusing on our Services Social Media Marketing o FBML Landing Page iii o Special Promotion Google Adwords Google Adwords Express US$500 budget est Marketing Catalog Revamp (Phase 3) This includes revamp of entire website, videos, brochures, proposal, powerpoint presentations, PDF files, case studies and other relevant material. o Tivoli Every quarter we will revamp our packages by competitive analysis and we‟ll develop new promotional banners for our in house websites. Frequent changes will be made in news, events and image gallery.
  • 14. Marketing Plan: April – June, 2012 Marketing Team will embark on implementing these phases through steps defined in this quarter plan. The main role of marketing department is to market Royal Cyber‟s services and prepare a comprehensive report to be sent to business development heads which will initiate sales campaign. New Marketing Plan will be introduced every quarter with proposed improvements to the higher management for approval.

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