Concepts of E-marketing and a Case study.

1. E-MARKETING
STRUCTURE HISTORY BUSINESS PROCESS
SUPPLY CHAIN MANAGEMENT FINANCE & TECHNOLOGY
CHALLENGES
CHHAVI|DEVASHISH|NEEHARIKA|NEELAM|SUSHRUTHA|TRIPARNA

2.  E-marketing or Electronic marketing refers
to the application of marketing principles
and techniques via Electronic media and
more specifically the internet.
 The terms E marketing, internet
marketing and online marketing are
interchanged and frequently can be
considered synonymous.
 It is the process of marketing a brand. It
includes both direct response marketing
and indirect marketing elements and uses
a range of technologies to help connect
business to their consumers.
Introduction to E-marketing

3. The four main domains of e-marketing are
 Business to consumer
 Business to business
 Consumer to consumer
 Consumer to business
Domains of e-marketing

4. E-commerce Timeline
1990 2000 2010
1991: Introduction of
E-Commerce
• Became a hot choice
amongst the commercial
use of the internet.
• Online trading also
became a trend.
2002: IRCTC
teaches India
to Book ticket
online
2003:
Introduction of
Low Cost Airline
with AirDeccan
2007:
The
Deep
Discount
ed
model
of
Flipkart
Current Scenario
- User friendly
interface
- Bulky online
stores with new
fashion, easy
payment methods
- No bound on
quantity & quality
- One can choose
the items based

5. Types of distribution channels
 Pure-click or pure-play companies are
those that have launched a website
without any previous existence as a
firm.
 Bricks-and-clicks companies are those
existing companies that have added an
online site for e-commerce.
 Click-to-brick online retailers that later
open physical locations to supplement
their online efforts.

6. How do E-commerce websites work?

7. Supply chain management (SCM), is the management of the flow
of goods and services, involves the movement and storage of raw
materials, of work-in process inventory, and of finished goods
from point of origin to point of consumption.

8. Company structure
Procurement
1. Flipkart has a network of 500 plus distributors and only
stocks frequently ordered items. Items with low demand
elasticity, fast selling items which have a long shelf life are
maintained in inventory. Whereas items with low and
unpredictable demand are procured once the customers places
the order.
2. Reorder point (ROP)
3. first in first out(FIFO) method
4. Flipkart uses sales to predict the levels of inventory

9. Warehouse Management includes
 Inward Processing
 Storage Management
 Outward Processing

11. 7 CS OF E-
MARKETIN
G
CONTRACT
CONTENT
CONSTRUCTION
COMMUNITYCONCENTRATION
CONVERGENCE
COMMERCE

12. INTERDEPENDANCE OF E-MARKETING
AND BRICKS & MOTAR MARKETING
Exploiting more than one channel to close the
transaction
Leveraging low customer acquisition costs
Exploiting alternative revenue streams
Purchasing scale at low volumes
Reducing customer churn
Maximizing the pricing potential
Tackling challenges in e-marketing
Challenges in e-marketing

13. INTERDEPENDANCE OF E-MARKETING
AND BRICKS & MOTAR MARKETING
Integrating on and off-line orders
Delivering the goods cost-effectively
Handling returns
Choice of Marketing Strategy
Rethinking the business model

14. ECONOMIC
MODEL
Advisory and
information
service providers
Advisory and
information
service providers
Vertical model
Channel
supporter

15. LOGISTICS

16. Replacement
Store
credit
Actual cash-
back
An essential component of
supply chain management
It involves the planning,
carrying out and
management of goods,
services and information
from the point of origin to
the point of consumption.

17. STORAGE MANAGEMENT
Put-list
generation
Order
pending
check
Physical
placement
on shelves
Closing Put-
list
Outward Processing
• Pick-list generation
• Pick-up from shelves
• Final packaging
• Placement in respective
delivery hubs’ bags
• Issues at the Warehouse
Management

18. CUSTOMER SUPPORT
Sales
Assistance
General
Enquiries
Product/S
hipping
related
enquiry
6 clicks on
the
website.
Outbound
call-
centre
Customer support is a range of
customer services to assist
customers in making cost
effective and correct use of a
product. It includes assistance in
planning, installation, training,
troubleshooting, maintenance,
upgrading, and disposal of a
product.

19. TECHNOLOGY SUPPORT
Promoting your site on your site
Promoting your site on the web
Advertising on the other sites
Promoting your site elsewhere on the internet

20. Challenges to E-marketing
Marketing
integration
Bad
Reputation
Technological
Barriers
Privacy
E-CRM
Literacy levels
ConvenienceCultural
issues
Fear
Factor

21. Future of E-marketing
Hybrid
Customer
Technology
Conversion
Part of
Lifestyle
Electrical
Payments

22. CASE STUDY

23. About Grofers
 E-commerce marketplace for our daily shopping.
 Customers of the company use a mobile application to order
groceries online. Grofers employees then secure the items
from local stores and deliver the items to the consumer.
 In 2015, Grofers shut down in 9 cities. Bhopal, Bhubaneswar,
Coimbatore, Kochi, Ludhiana, Mysuru, Nashik, Rajkot and
Visakhapatnam.

24. CEO
&
Co- Founder
Albinder Dhindsa Saurabh Kumar
Type Private
Industry Internet
Founded December 2013
Headquarters Gurgaon, India
Area
Served/Services
E- Commerce (Online Shopping)
Number of
Employees
2000 (June 2016)
Website www.grofers.com

25. Reasons for shutting down
Grocery Shopping Is a Social Experience
products ordered were not available.
No Cost Advantage
Unhappy with the product quality.
Lack of product choices.
operate on wafer-thin margins.
No innovative marketing efforts were made
smaller cities are not ready for hyper local
business yet
Team of 20-30 people employed in these cities.

26. Their supply chain management and other e-
marketing models which they could have
implemented in a more efficient manner.
Technology for the masses is the key.
Reforms if implemented will help solve a lot of
issues.
Government support

27. E-Marketing Models
Grofers follows the
marketplace model to
replace the trip to local
shops for its consumers by
bringing merchants (and
their inventory) online.
Shops are for Grocery,
Bakery, Pet Supplies,
Cosmetics and soon
pharmacy and appliances
on the Grofers app.

28. Reliability Promptness
Quality of
Merchandise
Website App
Prices /
Offers
Customer
Service

29. 5.Provide suggestions to improve their
functioning.
1. Concentrate on the metro cities and on
maximizing profits there.
2. Tie up with the famous local grocery stores that is
preferred by most consumers to gain their trust.
3. Ensure that best quality products are delivered
and also keep a check on date of manufacture and
expiry dates.
4. Ensure on time delivery of the ordered products.
5. Ensure swift app activity.
6. Give discounts and offers during peak times.
7. Improve the variety of products that they offer.
8. Start expanding two cities at a time so that they
can assess all conditions and not incur much
losses.
9. Keep check with the competitors in the same
marketing model; eg big basket.
10.Improve customer service by employing people
who are approachable and easy to communicate.

30. THANK YOU!