This slide deck contents brief explanation about online shoes industry of Sri lanka and strategic Plan to succeed in Online market.

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Online Marketing
Plan For Tender
Shoes
JUNE 2018
PREPARED BY
A R PATHIRANA
900701802V (NIC)
STUDENT NO
COL/E-005419

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Content
1. Industrial Analysis.
2. Competitor Analysis.
3. Search Engine Optimization Strategy.
4. Search Engine marketing Strategy.
5. Content Development Strategy.
6. Social Media Marketing Strategy.
7. Referral, Viral and affiliate Marketing Strategy.
8. Suggestions
9. References.
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3.
Industry Analysis
Footwear Industry
Sri lankan Shoe industry is one of the key manufacturing sector contribute for both
domestic and international demand.Sri lankan shoe industry has the capacity of
producing close to 15 million pairs annually. Sri Lankan shoe industry employees
more than 20,000 directly and indirectly (srilankabuisness.com, 2018). Clothing and
footwear has given 4% weight in colombo consumer price index (central bank annual
report, 2017)
Digital marketing and E commerce in Sri lanka
Digital marketing and E commerce has a rapid growth in sri lanka. Earlier people
were reluctant to buy online due to lack of genuineness in sellers and buyers, lack of
awareness and many more reasons. However at present use of social media for
business purposes is highly visible and people start responding for both buyers and
sellers. Furthermore an average online seller who has only a facebook page does
close to 100-150 units sales. This will starts to grow with the growth in digital
infrastructure development.
Source - 2018 Q2 global digital statshot
As per the above data sri lankan internet users are only 32% from the total
population and E commerce customers are only 2% from the total population. As per
central bank statistics average annual retail market size is Rs 300 billion per month
and online market size is 10% from it which is Rs 3 Billion annually.
Tender shoes can enter into that 3 billion market and with proposed marketing
strategies can expect 10% market share after 24 months of period.
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​Competitor Analysis
.
Bata
Web Address - ​https://bata.lk/
Website Facebook
Website/Social Media info
Bata is sri lanka’s favourite footwear brand, bata international serves customer in
much of asia, the pacific and africa through its 3000 stores and many dealers.Bata is
also a pioneer in online marketing.
● Total Monthly traffic - 6,281 ( for last 3 Months - 18,845)
● Bounce Rate - 22.18%
● Country Rank - 5,160
● Category Rank - 277,969 (shopping)
● Facebook followers -5,450,389 (verified page)
● Instagram followers - 635 (batasrilanka)
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DSI - Foot candy
Web Address- ​http://www.dsifootcandy.lk/
Website Facebook
Website/Social Media info
DSI is one of longstanding footwear company in sri lanka. ​Footcandy is their brand
revamp for online marketing. Footcandy is also claims as the first ecommerce
footwear site in sri lanka.
● Total Monthly traffic - 8,515 ( for last 3 Months - 25,544)
● Bounce Rate - 30.03%
● Country Rank - 2,281
● Category Rank - N/A (shopping)
● Facebook followers -109,244 (Page not verified)
● Instagram followers - 1,805 (Dsi_Footcandy)
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6.
DI Leather
Web Address- ​https://www.di.lk/
Website Facebook
Website/Social Media info
DI leather is a new entrance for footwear industry under the brand ​DI Leather but
was in the business under the name Ceylon Leather Products PLC. Company is new
to online business and have attract customer for its creative branding strategies.
● Total Monthly traffic - 1,789 ( for last 3 Months - 5,368)
● Bounce Rate - 13.97%
● Country Rank - 6,506
● Category Rank - N/A (shopping)
● Facebook followers -16,885 (Page not verified)
● Instagram followers - 3,397 ( iloveit_di)
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Healanka Shoes
Web Address- ​http://helankashoes.lk/index.php/en/
​ Website Facebook
Website/Social Media info
Helanka is a distinguished footwear brand in sri lanka with its existence for over 27
years.It’s identity has evolved over years, while remaining loyal to its distinctive
standards
● Total Monthly traffic - 3,327 ( for last 3 Months - 9,970)
● Bounce Rate - %
● Country Rank - 4,538
● Category Rank - N/A (shopping)
● Facebook followers -43,288 (Page not verified)
● Instagram followers - 775 ( helankashoes)
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Competitor Trend Analysis
​Data taken from Similarweb
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9.
Search Engine Optimization Strategy
What is SEO?
Search Engine optimization is the process of utilizing maximum of online content so
that search engines likes to show it as a organic top result for searches of a specific
keyword.
As shown in the picture SEO
will help ​Tender Shoes to be
in top of search results when
potential customers seek for
related ​Keywords such as
Buy shoes online, tender
shoes, shoes in Colombo,
ladies shoes, Mens shoes,
School shoes etc. .
Advantages of SEO
● SEO will attract potential quality customers to business.
● SEO traffic will be more likely to convert to a Sale, since it attracts quality
traffic.
● SEO will help ​Tender shoes ​to increase Sales and Leads.
● SEO will do online marketing for 24x7 and for a Long period.
● SEO will help to receives 90% more clicks than ​Pay per click​ method.
● SEO will help to increase Social Media Marketing Methods.
● SEO will help to stand out from other competitors.
● SEO will help to find other business infrastructure, Such as Employees,
Suppliers, Business Partners.
Keywords
What is Keywords?
Keywords are particular word or phrase which describes the content of a web page
and which helps search engines match a page to with an appropriate search query.
Ex- Hit “ Buy Shoes in Colombo” in google search Tender shoes will appear
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Keyword pool for Tender Shoes
● Shoes
● Shoes for men
● Shoes for women
● Ladies shoes online
● Shoes online shopping
● Men shoes online
● Women shoes online
● Shoes online shopping
● Online shoes shopping
● Best place to buy shoes online
● Brands name of products. ( Ex Nike, Adidas, Clarks shoes)
SEO Strategic Plan
● Developing Web site content.
○ Adding unique descriptions for Products.
○ Use Above keywords for anchor phrases/Titles/lists of site.
○ Links to Brand pages, brand search line and upper part of review block.
○ Filling the pages with unique content. (Mens, Women, Kids categories)
○ Product review Page for customers to comment.
● Search Engine Submission Google index, Bing.
● Optimizing site Develop time.
○ Minimize HTTP requests.
○ Minify and combine files.
■ Minify and combine HTML, CSS and Javascript files by reducing
file sizes and number of files.
○ Reduce server response time.
■ Use high speed DNS server. (DNSmadeeazy, DYN, Godaddy)
● Blogging.
○ Start blog in three Main categories of Men, Women, Kids and target to
publish one Blog post for week from either one category adding link
path for products and catalog pages.
● Backlinks.
○ Getting Backlinks from Brand website, Fashion icon blogs.
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Search Engine Marketing Strategy
What is Search Engine Marketing
SEM mean marketing online content through Search engine as Google, Bing through
paid advertisements.
Pay-Per-Click
Pay-Per-Click (PPC) puts brand at the top of search results for queries relevant to
your brand and audience.PPC means paid advertising based on the number of clicks
on the advertisements.This valuable advertising real estate can provide an
immediate source of targeted traffic to website, driving conversions and contributing
to revenue growth.
Expected achievements from Search Engine Marketing
● Generate Traffic Towards Online content.
● Test audience engagement, respond for content and New marketing promos.
● Increase Conversions.
● Increase Sales and Leads.
● Increase referrals.
● Increase continues buying.
● Re-targeting and Cross-selling.
Search Engine Marketing Ad types
Google Ads.
● These Ads will appear in Google Search, Google Shopping, Google
Maps, Google Play, Google partner sites like youtube, Blogger and
many more websites across the globe.
We will be using only Google Search Engine since it is the most reliable and
result orient search engine available for our main objectives
Ad Formats
● Text Ads.
○ The most common kind of search ad includes a descriptive headline,
website URL and descriptive text like call to action
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● Ads With extensions.
○ Ad extensions provide additional information to text ad, such as
business address or phone number.
● Responsive Ads.
○ The display network offers ads that adjust to match the pages and
apps that show them. Viewers are more likely to see these ads
because they blend in with the content the viewers came for.
● Shopping Ads.
○ In addition to image these ads will contain product and pricing
information, so users get a strong sense of the product we are offering
before they click the ad.
● Image Ads.
○ Image ads capture people’s attention as they browse websites in the
Google Display Network.
● Video Ads.
○ Video ads are just what they sound like- a standalone video or a video
ad that runs inside another streaming video.
● Call-only Ads.
○ These Ads allow customers to call business directly by Clicking on Ad.
Helps to driving phone calls to business from devices that can make
calls.
Search Engine Marketing Strategy.
1. Generate Traffic towards Website
a. Type of Ads ​- Text Ads, Responsive Ads and Shopping Ads can be
used for this objective.
b. Content - ​Mainly focuses on Overall Website, Fast moving products
and Main categories (Men, Women and Kids).
c. Monthly Budget - ​Within $50- $200 and result will change as per
investment.
d. Schedule Time - ​Ads will run from Tuesday to Saturday 5 weeks per
day total 20 Days per month. (Engagement is high during those days of
the weeks.)
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2. Increase sales/Conversions and Leads
a. Type of Ads - ​Responsive Ads, Image Ads, Shopping Ads,
b. Content - ​ Will Market specific Product, Line of Products or brand.
c. Monthly Budget - ​Can be connect with Traffic generating Ads if the
overall monthly budget is higher than 200$. If not $50 - $200. Results
will be vary due to investing budget.
d. Schedule Time - Ads will run within 01st to 15th and 25th to 30th of
every month during Tuesday to Saturday targeting salary patterns and
engagement patterns.
3. Brandwareness and Increasing Offline Business.
a. Type of Ads -​ Text Ads, Responsive Ads
b. Content - ​ Will generate Calls, Store visits
c. Monthly Budget - ​Can be connect with Traffic generating budget.
d. Schedule Time - Ads will run from Tuesday to Saturday 5 weeks per
day total 20 Days per month. (Engagement is high during those days of
the weeks.)
e. Special Remarks - Will be specified for Mobiles only since this will be
more supportive to call Action
4. Special Marketing Promotional Campaigns​.
a. Type of Ads -​ Video Ads, Rich Media Ads,Video Ads, Responsive Ads.
b. Content - ​ Pull customers towards promotion.
c. Monthly Budget - ​Depends on nature of the Promotion
d. Schedule Time - ​ Depends on nature of the Promotion
Google Analytics
Will be using Google Analytics to identify the trends, results generated from the
above Ads and overall performances of the website. Google Analytics will also be
used to present weekly, Monthly, Quarterly results of the Digital Marketing team. We
will be implementing Google Analytics with the website. Google Analytics is the Most
trusted application to check the statistics of the Web Page.
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Content Development Strategy
What is Content Development?
Content Development is one of the key factor for success in Online, This is where we
will be using media and content and distribute it to potential customers
Expected Achievements of Content Development Strategy
● Attracting Customers towards Brand and Products.
● Creating Brand Loyalty and Trust.
● Enhancing user experience.
● Understanding audience and convert them to Sales and Leads.
● A/B Testing on Products and Promotions.
Content developing methods
● Blogging
● Youtube Videos.
● Linkedin Posts.
Content development strategy.
● Blogging
○ Will implement Blogging for the website immediately. None of the
competitors are using blogging in their websites.Will post one blog per
week inclusive buy a professional Content writer with original content.
Blogging will focus mainly on following areas.
■ Main categories Men’s, Women’s and kids.
■ Importance of wearing Shoes and Links to Products pages.
■ About the Brands and their stories. Link to Brand pages in
Website
■ About Sports/office/ladies shoes.
■ About new trending shoe designs focussing Ladies. Title as
Trending shoe designs in 2018/ Best shoe designs in June/ and
link to website Product pages.
● YouTube Videos.
○ Every Video will be less than 1 minute.
○ Will use Typography on High quality video.
○ Will be using good soundtracks.
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○ At least one video per month.
○ These videos will share on social media as well.
● Linkedin Posts.
○ One post per week.
○ Posts about educational aspects of footwear.
○ Attracting Talents employees through Linkedin.
○ Infographics about footwear industry/Materials
● A/B Testing and Research on Content.
○ Will be using two type of blog post landing pages to see the audience
engagement and use the outcome to influence all online marketing
avenues.
Sample Post
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Social Media Marketing Strategy
Social Media We use.
Facebook, Instagram, Twitter, will be the main Social media will be used for
Marketing.We will also create presence in Pintrest, Youtube, Vimeo, Linkedin,
Google+
Why use Social Media?
Facebook and Instagram will be main Social media to be used for the purpose of
Tender Shoes​ online Marketing Plan. Facebook and Instagram is one of the Main
sources where lot of people get inspiration from.some of the interesting facts about
Social Media.
● The average Facebook user spends 40Minutes per day on Facebook - ​Quora
● Pre follower engagement on instagram is 58 times higher than Facebook and
20 times greater than Twitter. - ​Convinienceandconvert.com
● 23% of the Earth’s population has an Active Facebook Account. Facebook
monthly active users for September 2016 to be 1.79Bn. Which mean ​one in
every four people ​use Facebook - ​Feedough.com
● Overall, 38% of female internet users use Instagram and 26% of Female
internet users use Instagram. ​Pastbook.com
● Projected user of Twitter to be in 2020 is 275Mn, Most followed Beauty
Fashion brands on Jan 2018 MACcosmetics 1.5Mn followers.- ​statista.com
● Sri Lanka Facebook users 3.5Mn, Instagram 60k Daily - ​digitalmarketer.lk
Expected achievements from Social Media Marketing.
● Creating Brand Awareness.
● Increasing traffic to Website, Pages.
● Increase sales/conversions/leads.
● Establish Social media Presence and engagement with audience.
● Increase Social Community Size.
● Conversion of Social followers to Leads and new business.
● Strengthening Social Media engagement strategies to create positive Brand
perception.
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Social Media Marketing Strategy.
1. Developing Brand Awareness.
a. Weekly Facebook + Instagram post on Tender Shoes Brand targeting
>150 Post likes , >10 Post comments and >50 Page Likes.
b. Monthly Post on Facebook + Instagram about Store Interior or about
sales culture of the Showrooms. Targeting >50 Post Likes, >20 Post
Comments
c. Tweet on Twitter about instant updates of Industry, Trending news. 1
Tweet per week expecting >100 impressions, >100 Likes, >50
Retweet, >10 replies.
2. Increasing Sales/Leads/Conversions.
a. Facebook + Instagram Ads on Products expect to >1% of conversion
rate from the total investment. Result will be vary due to the budget
using recommended Monthly budget $50 - $1000
b. Facebook + Instagram Post Boost on Products, 02 post per Month
targeting >1% Sales conversion over investment.
c. Integrating Facebook Shop with Main website updating Products in
Facebook Shop.
d. Maintaining Facebook, Instagram and Twitter Pages response to
customer comments messages.
3. Managing Social Media.
a. Managing and engaging all Social Media, Facebook, Instagram,
Twitter, Linkedin, Vimeo, Google+, You tube at least one engagement
per week with each social media.
b. Changing Cover pages at least once a month in all social media
accounts.
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Referral, Viral and affiliate Marketing Strategy
Referral Marketing
Is the method of promoting products to new customers through referrals.
Viral Marketing
Is the method of where consumers are encouraged to share information about a
company’s brand, Products or Service via the internet in large scale.
Affiliate Marketing
Is Marketing our products through other Bloggers, Website, Ecommerce sites by
giving a unique inke to them and reward the sales which created by those leads.
Expected achievements from referral/viral and affiliate Marketing.
● Generate Sales/Leads/conversions.
● Generate Website traffic.
● Creating Brand Awareness.
● Increasing sales avenues.
● Increasing customer base.
Strategic Plan for referral/viral and affiliate Marketing
1. Customer find Customer - Increase Sales/ Customer base
a. Special promotion for customers who introduce new customer to
purchase products. This can be either percentage off or awarding
freebie or buying credit for particular account.
i. This benefit should grant to the introducer once his lead will
purchase a product from ​Tender Shoes​.
2. Affiliate Marketing.
a. Promote products through influencing bloggers,Vlogger in youtube,
Instagram users with high followers where giving them a link to set
through their followers and awarding them Commission on Sales which
created through their link. 10%-15% commission.
3. Viral Marketing.
a. This will be discussed further with Tender shoes Management and
come up with the best option since this will directly impact the Tender
shoes brand and the business
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Suggestions
1. Tender Shoes Website should be an E commerce supportive.
a. Website should be a Ecommerce site with all E commerce functions as
Payment gateway solutions, Delivery, Product options, Customer Care
etc.. and promote sales through website.
2. Subscription model and Email marketing.
a. Website and Social media channels should encourage followers and
visitors to subscribe with the website and those subscriber have to be
updated through Email marketing campaigns and keep on the loop and
try to convert into a Sale or a Lead.
3. Augmented Reality and Print Media Support.
a. Tender Shoes can give new user
experience buy giving Augmented
Reality experience to audience to
promote Products. This will cost
approximately 20/- to 25/- rupees per
view and can lead views directly to the
website. This may can lead to a viral
Marketing instance also.
b. This can include in paper Advertisement, Catalog, Brochure or Bill.
4. On site Optimization.
a. Ecommerce functions will help to utilize maximum of onsite
optimization. Special promotional landing pages and window pop ups
base on user behaviour. Ex - If a visitor exit after visiting particular
product page or Category giving a special offer for same day to
encourage purchase.
5. Paid Website Ads.
a. At the beginning of the Site Launch this will be a effective method to
generate Traffic. GossipLanka, DailyFT, Hirugossip,
Baiscope,Elakiri.com
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References
● Https://www.facebook.com/iq​ [Accessed 10 Jun. 2018]
● Cbsl.gov.lk.(2018). ​Statistical Publications | ​Central Bank of Sri Lanka​.
[online]
● Srilankabusiness.com. (2018). ​Footwear & Leather Industry in Sri Lanka|Shoe
Manufacturing Industry​.[online] Available at http:// www.
Srilankabusiness.com/ footwear-and-leather/ [Accessed 10 Jun. 2018].
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