Business proposal to Targus on Digital Marketing Strategy by Deepak K Rana and Team

1. © 2014 | Deepak K Rana and Team
HULT INTERNATIONAL BUSINESS SCHOOL
Disclaimer: This presentation is an academic evaluation only.

2. Company Overview
• Name: Targus Inc
• USA 1988
• Manufactures and Supplier: case and
accessories for laptops, smartphones, tablets…
• TODAY:
– 45 offices
– 145 countries
(Direct distribution)
– 104 employs (EMEA Region)
Current
Traditional Method
B2B
Retailers, Resellers
OEM
Dell, HP etc.
Future
B2B (win/win) – Creating more values via
Digital Marketing Techniques
B2C (interaction)
Direct interaction with Customers via web
portals and social media
Disclaimer:Thispresentationisanacademicevaluationonly.

3. Targus SWOT
STRENGTHS
Globally well known trusted brand
Design techniques emphasize on latest fashion
and style
Using high quality durable material
Strong partnership with Dell and HP etc
WEAKNESSES
limited retail presence/ small distribution
network
Continued financial viability depends on
outcome of proposed promotional activity
OPPORTUNITIES
Anticipated expansion of Laptop & Tablet market
from impending laptop product launches
Shorter product life cycles for Mobile phones,
Tablets etc, is providing higher market demand
THREATS
Beklin and other brands are growing fast using
digital marketing techniques.
SWOT
Disclaimer:Thispresentationisanacademicevaluationonly.

4. Competitor Analysis
• Belkin Samsonite Case Logic
• Successful digital
campaigns.
• “People inspired
products” brand
initiatives.
• Rapid innovation of
mobile devices
(constantly upgrading
the dimension of
protective casing.
• Holds larger number
of Mobile patent.
• Single item purchasing
behaviour of customer
for Belkin products.
• Low involvement
products.
• Strong hold on market.
• High sales growth and
revenues.
• Good distribution and
Sales network.
• Doing the Campaigns,
which are 100 percent
digital.
• Frequent change in
price.
• Cannibalization from
the partners.
• 30+ years of
experience
• Strong distribution
networks
• Low brand awareness.
only 70 % of people
say they know case
logic.
• Very very less digital
presence
Digitally strong
Disclaimer:Thispresentationisanacademicevaluationonly.

5. Website Comparison
Tragus website overview
1. Information driven website
2. Bread crumbing links are to be build for better SEO
purpose
3. Where to buy has limited capabilities
4. Poor Interaction / Lighter colors
5. Product ID number is being used on the website
URL
Targus
Belkin
Belkin website overview
1. Selling products online directly
2. Bread crumbing links are being used for better SEO
purpose
3. Cross selling options are available on the right side
4. Free delivery highlighted to use maximum impact
Disclaimer:Thispresentationisanacademicevaluationonly.

6. Targus requires an effective Digital Marketing Strategy..
…. But why?
Disclaimer:Thispresentationisanacademicevaluationonly.

7. Digital Strategy - RACE
“To increase the Targus website visibility and products’ sales
by using innovative digital marketing methods.”
Objective
ACT & CONVERT
Conversion rate optimization
Lead generation
Personalized experience
REACH
SEO / PPC
Affiliate marketing
Online PR
Social Media
ENGAGE
Social Media
Disclaimer:Thispresentationisanacademicevaluationonly.

8. Digital Marketing
*TV Advert strategy: BT case study on the TV advert created a story based TV
advert which created high impact to customers
Driver Strategy Objective
PPC Main keywords analysis Immediately increase visibility
SEO Optimize the key pages Long term visibility increase
Affiliate Lead generation Detecting sales conversions
Online PR Reputation management Gain customer trust
Social Media Customer Engagement Earned Media, promote new products
YouTube Interactive engagement Provide entertainment to customers
TV adverts Interactive engagement Provide entertainment to customers
Disclaimer:Thispresentationisanacademicevaluationonly.

9. Keywords Reach ( monthly) Bid cost per click Competition
messenger bags for men 27100 £0.58 High
leather laptop bag 8100 £0.59 High
mobile accessories 14800 £0.18 Medium
phone cases 74000 £0.44 High
ipad covers 60500 £0.51 High
PPC v/s SEO Strategy
Pay Per Click - Analysis
* Report generated 12/06/14 using Google Keywords Analysis Tool.
With the help of Google Adwords on the relevant pages we
are able to promote Targus products instantly to end customer.
With the help of SEO, which is a slow process, we will be able
to optimize the same high relevant keywords and bring
Targus website #1 page of Google. The organic method
requires on-page, images, alts, meta tags optimization.
Disclaimer:Thispresentationisanacademicevaluationonly.

10. Social Media Engagement
It is very important that Targus involves Social Media platforms to reach customers
Video adverts are particularly useful (each episode will tell a story of the products)
Disclaimer:Thispresentationisanacademicevaluationonly.

11. Social Media Users
Disclaimer:Thispresentationisanacademicevaluationonly.

12. YouTube / TV Commercial Example
BT is using Story telling technique to interact with customers - Episode #1
Story telling techniques go viral – people share their experience
Disclaimer:Thispresentationisanacademicevaluationonly.

13. Episode #2
YouTube / TV Commercial Example
Disclaimer:Thispresentationisanacademicevaluationonly.

14. Optimize Targus Web Presence
Targus Website will include:
1) Personalized channel where
customers can customize their own
bags
(choose the color, signature, etc.)
2) Ecommerce Solution
3) SEO Optimized website required.
visit frequency will increase - value of existing loyal customer will increase
WebsiteApp
Targus APP will include:
• Augmented reality adverts
optimization
• Online shop
• Nearby stores
• Customer service
* 49% of UK consumers think personalization is important. Source: Econsultancy
Disclaimer:Thispresentationisanacademicevaluationonly.

15. Augmented Reality APP
• Augmented Reality based app can be used to provide live
information of Targus Products.
• App can also be used to provide interactive – how to use
guides.
Disclaimer:Thispresentationisanacademicevaluationonly.

16. Inbound Marketing Funnel
digital marketing
visitors on
website
affiliate
connections
create leads profits - win / win
• From Traditional marketing techniques to
Digital Marketing techniques, all will help in
creating awareness.
• We will create interactive campaigns, such as
youtube interactive videos, social media
engagement, which will eventuall help in
generating interests.
• Once users start to visit Targus website, we
provide them with exclusive personalized
experience.
• Experience will help in increasing Sales for
Targus.
CRM
Disclaimer:Thispresentationisanacademicevaluationonly.

17. Demand Curve
With the help of an effective marketing campaign, we will be able to shift the
demand curve and which will eventually increase sales for the Targus products and
services
Digital Campaigns
Disclaimer:Thispresentationisanacademicevaluationonly.

18. 4 I’s
• share profit to
charities will bring
emotional appeal of
customers
• increasing the
number of reviews,
• more engagement by
personal chatting
whilst purchasing the
products
• encouraging
customers to post
videos and get likes
• those with the
maximum likes get
the “bags” free
Involvement Interaction
InfluenceIntimacy
personalization of
the products
Disclaimer:Thispresentationisanacademicevaluationonly.

19. Reviews & Rewards
By providing a personalized
digital experience to the
customers, we are able to earn
their trust, where customers
can share their experience on
the social media website.
For all the returning customers,
we provide them with sufficient
rewards in order to keep
bringing them back.
Example of Barclays reward scheme.
Disclaimer:Thispresentationisanacademicevaluationonly.

20. Analytics to re-engage
Disclaimer:Thispresentationisanacademicevaluationonly.

21. Conclusion
PROFIT
invest in new products/diversification
MARKET SHARE
increase frequent buyers “bring them back”
BRAND AWARNESS & POSITION
exceed their expectations increase brand reputation
DIGITAL STRATEGY
increase digital presence engage with customers
Disclaimer:Thispresentationisanacademicevaluationonly.

22. Q & A
THANK YOU
© 2014 | Deepak K Rana and Team
HULT INTERNATIONAL BUSINESS SCHOOL
Disclaimer: This presentation is an academic evaluation only.