FiniStrat15

1. Finistrat15
Team Name: 2Eshta
Team Members: Mohit Jain| Monish Kumar A
College: Institute of Management Technology,
Ghaziabad
E-mail: mohitmeratwal@gmail.com|
amonishkumar90@gmail.com

2. Core Values of Finikart
Custome
r Centric
Low Cost
Better
Servic
e

3. Marketing
Objective
• To create awareness
among businessmen about
the benefits of going online;
thereby taping latent
demand
Marketing Goal
• Convert 2-3% Small & Medium sized
Enterprises(SME’s) as Finikart customers
• To gain 10% market share in the Gujarat
region

4. Target Customers
• Businessmen across various sectors
• Entrepreneurs – both, those who are planning to
start an e-commerce and those who are planning
to start a business which would require a website
• Gujarat is the hub for diamond and textile
industries and also has a lot of export activities
going on. Hence, we can focus mainly on
businesses in Gujarat using direct marketing
techniques to achieve a certain customer base
before expanding
– However, all online marketing strategies will be
applicable to customers all over

5. Estimation of Target Customer
• Small Scale businesses
– Assumption to get rough idea
– We did secondary research on small figures
– Used those figures and generalized for whole market
• Data of Entrepreneur who want to start up their business
– In Gujarat good venture capitalist companies are there Like CIIE
– Business colleges who have entrepreneurship as a subject
– Business Plan competition organizer
Small Scale Business in one Area 200 (Pokara Cloth Sector, Ahmedabad
Potential Customer 80% Business don't have their websites
160
Approx 10 area of same size 1600
Intially taking 5 major cities of Gujarat 8000 ( Only Cloth Sector)
Taking 5 Major Sector 40000
First Year Target Market 800
( We can 2% convert as customer)

6. Pricing
Pricing objective:
• Penetration and survival in the market
• To gradually gain maximum market share
Competitive Pricing
Value based pricing(for the value added
services that we provide)

7. Market Research
• We have collected primary data from persons in
textile industry through semi-structured interviews
and collected information on the requirements
• Secondary – Reviews of other webhosting services
on mouthshut.com
Further Research
• Data collection from different sectors
• Appoint sales person to target potential customers
and promote the product (Direct marketing)
• Collect data about venture capitalists (LinkedIn) in
and around Gujarat

8. Send regular updates even if the
company is not willing to make a
website currently
In the updates, tell them about what
the competitors are doing(in the
respective sector); this would induce
anxiety in them
Make a website for each sector and
post updates on it and Coordinate
major events happening across
different sectors
Sponsorship in exhibitions, business events
• Stalls in such trade fairs
Promotion

9. A self
explanatory
video on the
website
explaining the
product –
Finikart
Creation of ads based on
• Emotional
appeal(entrepreneurs
wanting self actualisation)
• Fear appeal(targeted at
businessmen who are not
aware of the potential in
online marketing)
• Post them on Finilite
YouTube channel
Catalogue
marketing –
through emails
as well as in
paper form
Promotion

10. Value Added Services
• Update the clients’ details on sites like Just
dial
• Tie ups with advertisement agencies and
recommend them to the clients providing
them with additional discounts
• As part of viral marketing, when a customer
refers finikart.com to another one, then the
former gets value added services
• Highlight customers’ contribution in
CSR(make websites for orphanages in and
around Gujarat) activity of Finilite

11. Customer Relationship
Management
• Finikart family – a blog wherein which the
businessmen can share their thoughts and ideas
and thereby find solutions to the problems that
they are facing
• Expert reviews for enhancing their website – from
color palette selection to content
• After the website is ready, finikart will do a pilot
survey involving select customers(of the clients)
and try to get the customer feedback about the
website
• Strong customer support system in place
addressing concerns of customers in the least

12. Distribution Channel
Finikart/Finilite(in
case they require
Web designing also) Sales Representative
Small Business Men
who don’t have
website and are not
aware about it
They will tell them
importance of
having website, try
to explain our
services
Finikart
(Web Hosting+
Web building)
Entrepreneurs
want to start their
business online/
Ecommerce
Finikart
Hybrid Distribution channel will be implemented as depicted below

13. Particulars Per Unit Cost Monthly Cost Total Annual Cost Notes
(in Rs.) (in Rs.) (in Rs.)
Direct Selling
Salesmen salary (2 salesmen) 15000 40000 480000
Fuel Expenses 8000 96000
Data collection by 1 person 10000 10000 10000
Stall in Exhibitions 15000 150000 Stalls in 10 events
Online Catalogs - - - Design- Own Technician
send through Email
Pamphlets 0.5 500 6000
Cost of making videos 5000 5000 5000
Fresher will make
(College Student)
Animated videos - - - Own Technician
cost of making websites/ Blogs - - - Own website space
Newspaper advertisements 2000 per time 40000 20 Times in a year
Putting Banners at Exhibitions 2500 per banner 25000
Cost Analysis

14. Points of Differentiation
• Mobile friendly website
• Design of sample websites on the basis of
sectors
• Customer oriented
• Value added services for the same price
as competitors