E-Marketing Plan for Motive Fashion

E- Marketing Plan 2012

Graduate Business School
Assignment Cover Sheet

Student name:

SUMEET DUHAN

Student number:

2804324

Course:

PGDIP-IBM

Subject:

E-MARKETING

Study Mode:

Full time

Lecturer Name:

KATHY CLARKE

Stage/year:

YES

2

Part-time

Assignment Title:
No. of pages:

18

Disk included?

Yes

Additional Information:

(ie. number of pieces submitted, size of assignment, A2, A3 etc)

Date due:

20/03/2012

Date submitted:

02/04/2012

No

X

Plagiarism disclaimer:
I understand that plagiarism is a serious offence and have read and understood the college policy on plagiarism. I also
understand that I may receive a mark of zero if I have not identified and properly attributed sources which have been
used, referred to, or have in any way influenced the preparation of this assignment, or if I have knowingly allowed
others to plagiarise my work in this way.
I hereby certify that this assignment is my own work, based on my personal study and/or research, and that I have
acknowledged all material and sources used in its preparation. I also certify that the assignment has not previously
been submitted for assessment and that I have not copied in part or whole or otherwise plagiarised the work of anyone
else, including other students.

Signed & dated:

SumeetDuhan (2804324)

Page 1

Table of Contents
Topic

Page No.

1.Introduction............................................................................................2

2.Definition of E-Marketing......................................................................2

3.Benefits and challenges...........................................................................3

4.Concerned Business.................................................................................4

5.Positioning, Segmentation & Targeting...................................................5

6.Planning, SOSTAC Framework...............................................................6

7. Conclusion...............................................................................................16
8. Financial Statement……………………………………………………..16

9. Referencing..............................................................................................17


Page 2

Introduction
A marketing plan is a written certificate that explains the present marketing threats,
situation and opportunities, marketing objectives, and the strategies for accomplishing
those objectives. A marketing plan can be written for every service, product, brand, or
for the corporate as an entire. An e-marketing plan is a bit added targeted than the
standard marketing plan. Although it generally includes some of the similar topics as
an acceptable marketing plan, it is added focused on the marketing objectives, threats,
opportunities and strategies of the Internet.
The Internet has appeared a continued way in an absolute short time as a mainstream
business tool.
„The Internet is a flat wave. It‟ll ablution over about all industries drowning those
who don‟tlearn to bathe in its waves.‟ - Bill Gates CEO Microsoft
The Internet offers corporations the befalling to promote products and services to
added customers than any time before. Seventy eight percent of customers assurance
peer recommendations, alone 14% assurance advertisements. We will no longer
explore for articles and services, they‟ll find us via social media.
Facebook added more than 200 million users in less than a year. We don‟t accept a
best on whether we do social media; the question is how able-bodied we do it- Erik
Qualman.
If Facebook were a country it might be 3rd largest in world. Reaching these
consumers and developing their adherence by carrying quality, convenience, price
competitiveness, and the appropriate articles and services, begins with an acceptable
e-marketing plan. Whether you‟re creating the move to e-marketing or are already and
e-marketer, you will have to be compelled to develop a plan, implement the plan, be
answerable for real results, and utilize metrics that facilitate actuate you towards ebusiness success.
E- Marketing is the method of architecture and maintaining customer relationships
through online activities to help the exchange of ideas, articles and services that
satisfy the goals of both parties.
E-marketing is declared by the Institute of Direct marketing as „the use of web and
related digital data and communications technologies to accomplish business
objectives‟.


Page 3

Mohammed et al (2001) ascertain Internet business as „the action of architecture and
maintaining customer relationships through on-line activities to facilitate the
exchange of ideas, articles and services that satisfy the goals of both parties‟.

Strauss et al (2003) recommend that e-marketing covers an advanced range of IT
accompanying applications with three capital aims:
• Transforming marketing strategies to actualize added customers value through
added able segmentation, targeting, positioning and differentiation strategies;
• Efficiently designing and executing the conception, promotion, distribution, and
pricing of goods, services and ideas;
• Creating exchanges that satisfy alone consumer and organizational customers‟
objectives.

The Digital Medium of the Net
•It is predominantly a pull medium instead of a push medium
•It could be a digital medium that permits interaction
•It offers abeyant one-on-one or many-to-many instead of one-to-many
communications
•The medium changes the attributes of accepted marketing communications like
advertisement
•Changes to the administration approach and marketplace enabled by the digital
media

Benefits
•

Reach New Consumers

•

Maintain absolute Customers

•

Increased geographic coverage

•

Low cost, effective method of transacting with customers

•

Fast and versatile communication tool

•

Open 24 X 7

•

Interactive- accepting for a two manner conversation

•

Provides altitude of contest and accountability


Page 4

•

Sales promotion tools- e-coupons

•

Rich supply of marketing information for decision making

•

Online market analysis provides absolute time abstracts analysis and
streamlines the market research method.

•

Can offer a check bed for launching new articles or campaigns

•

Feedback from consumers on products.

Challenges
•

Customers aggressive to modification

•

Privacy and SPAM problems

•

Security doubts over artifice and hackers/worms

•

Lack of assurance for alien basic traders

•

Limited net access for low-income teams

•

Poor stages of on-line consumer‟s services and fulfillment

•

Failure to produce exciting/reliable on-line searching expertise

Concerned Business
I am working as a part or full time in a footwear and clothing shop Motive situated in
Dublin City Centre in Ilac Shopping Centre. The shop is running from aftermost 15
years and known for its fashionable and modern clothes and shoes for females. We
have two shops-one for clothing and other for shoes solely in the same shopping
centre. Till now our business is sort of acknowledged and we do not accept any online
attendance yet but due to increasing competition we have got set to begin our on-line
operations to survive in market place. We‟vegot todetermineto begin with our
accounts and pages on social networking sites and introducing our website later.

Competitors
There are a number of retail outfitters food which are our direct competitors the aloft
ones are Primark(biggest clothing retailer in Ireland), Dunnes stores , Debenhams,
River Island, Clerys, Arnotts, H&M, Next and the list is further added by two new
players New Look and Forever 21. Besides these there are many small shops like fab,
extrovert, noname, angel, sugar babe which are affecting our business directly.


Page 5

E marketing Positioning, Segmentation and Targeting
Positioning
Definition of Positioning:
Positioning starts with a product. An allotment of merchandise, a service, a company,
an academy or perhaps an individual… But positioning is not what you do with a
product. Positioning is what you do to the mind of the prospect. That is you position
the merchandise in the mind of the prospect (Ries& Trout 1982).

We are very well known for providing highly fashionable clothes and shoes at best
prices. We are confined our customers from aftermost 15 years. We tend
tocontinually our customers the newest trends of fashion. The amount of our
competitors has added abundantly in aftermost few years, still we are able to survive
and attempt because we believe in providing best customerservice and of advance
best articles at excellent prices. In the coming 3 years we are committed to open few
more shops in altered areas to serve our customer better.

Segmentation
Segmentation is the art of acute and defining allusive differences between groups of
customers to create the foundations of an added targeted marketing effort.
More than 90% of our business comes from women of the age group 15-40. So it‟s
most vital for us to keep an eye on the latest fashion trends. Several of these
customers are teenage girls who don‟t have abundant disposable income, so we
provide the most effective attainable prices than our competitors. We are consistently
focused on the current loyal users who perpetually buy from our shop but the
occasional users who might become loyal are additionally vital important for us.

Targeting
After segmentation it‟s time to choose which targeting strategies to be used. For my
business I will go for an undifferentiated strategy which is to possess the identical
marketing mix for the entire customer segment.


Page 6

Planning
The most vital part for any marketing plan is planning. Planning is:
“Setting direction for the corporate in lightweight of the organizations goals and
capabilities and alteration marketing opportunities”
As mentioned above my business already exists from aftermost 15 years and currently
we are planning to move on-line to produce higher service to our customers and to
extend and retain our customers. Our aim is to accommodate information to our
customers and acquire their feedback on our product; we‟re not planning e-Commerce
at the instant.

My e-marketing plan will chase the SOSTAC framework as apparent in figure:


Page 7

It will include the following sections:

I.

Situation Analysis: Where‟re we now?

II.

Objectives: Where so you wish to get to?

III.

e-Strategy: How to get there?

IV.

Tactics: How? The capacity of the action - Which tactical e tools do we ought

to use to implement the stages or arrangement set out in the strategy?
V.

Actions: Which action plans are appropriate to implement the strategy?

VI.

Control: How do we manage the action process?

I. Situation Analysis: Where’re we now?

As we all are acquainted of recession crisis action in Ireland at the moment, so it is
accepting absolutely difficult to survive. To add to it is anytime increasing
competition. So as to understand the entire situation of why we want e marketing to
be acknowledged we will do PEST analysis.

Political
This government is ruling Ireland from aftermost 12 years. Before recession they have
done very well in enhancing the country‟s technology. The political arrangement of
any country contains a huge influence on decidingthe social and economic impacts of
any type of technology in a country. The extent to which government is ready to
accept the latest technology will adjudge how much competitive your business can be
beyond the globe. With low corporate taxes, the government has invited a number of
corporations to launch their operations here.
As Jutla et al (2002) concluded, „Countries are providing an archetypal for their
citizens by becoming adopters of the arrangement processes and technologies that
enable amount effective, convenient, on-line business. Bandyo-padhay (2002) puts
advanced examples of potential e-government activities:
•

E-polling and voting

•

Establish links with different governments

•

The allocation of international rules.


Page 8

•

The institution of intellectual property rights so as to assure the accessible the

web rights piracy
•

The institution of an able regulatory authority.

Governmental bodies have outlined numerous standards and targets in adjustment to
attain „e-readiness‟. E-readiness explainsto determinea country‟s ability to
accomplishment and supportInternet opportunities based on a variety of factors like
the level and quality of government initiatives and allotment towards technology, the
levels of Internet and broadband adoption, the ICT infrastructure inside the country
and how the companies are implementing it.
In 2000, The EU summit in Lisbon set the target for Europe to become the best
competitive arena in the world by 2010.
The Internet is not endemic by anyone however its capitalism and openness has
generally been abused in terms of fraud and pornography. Political burden may
appear from industry bodies like the Direct Marketing Association or the Advertising
Standards Authority. According to Folger (2006) an angle actuality proposed by US
telephone companies and media giants such as AT & T, Time Warner and Bell South
is to fund the amplification of broadband. In fact, the Irish government has moved
broadband to an abundant added spectrum. Now a days, you can accept an
acceleration of up to 8 mbps.

Economic
In overall the Irish economy is at its worst. The government is seeking a bailout
package from EU and IMF in adjustment to survive. However we will look solely into
the economic aspects of Internet. The economicimpacts of Internet and the actuality
that it can facilitate in reducing value have been in discussion. Application Internet
can result in a number of economic efficiencies. The commercialization of the
Internet has had a variety of economic impacts affecting the accepting amount of web
accompanyingtechnologies. Some are mentioned below:
•

The Internet should increase competition inside business sectors arch to a

position of equilibriumwhere demand equals supply.
•

Promotional communications like e-mail are considerably cheaper and

generally accomplish higher acknowledgment rates than traditional methods.
•

Bigger „reach‟ may facilitate bigger economies of scale.


Page 9

•

E-procurement and on-line payment processing will accumulate authoritative

and buying procedures and cut transaction prices.

It is bright that the Internet provides vitaleconomic value and advantages to both
individuals and businesses alike.

Social
The accepting of any technologies depends aloft society‟s accepting of its needs or
benefits.
O‟Connor, Galvin and Evans (2004) recommend that customer attitudes are changing
and they are more subtle and ambitious now. They beam three key developments in
customers‟ lifestyles and attitudes.
1. Cash rich, time poor: Due to increasing competition in every business individuals
are having absolute less time to spend. Due to accelerated globalization and
developments about the globe customers accept higher level of disposable assets
compared to years ago however, they have less time to enjoy. According to a 2002
ONS labor analysis, 38% bodies are working more than 50 hours per week and lots of
in more than 60 hours per week. So any action that can save their time or give
accessibility will be adorable to them. On-line banking is an archetypal example of a
service designed for the accessibility of recent living. According to Forrester analysis
over 130 actor Europeans currently use on-line banking services.
2. Increased leisure time: O‟Connor & Galvin advance that there is an articulation of
customers who are working about 35 hours per week which provides them with added
leisure time and therefore the resource to relish it. Additionally there is an addition
section of „seniors‟, several of whom, in their mid-50s, accept taken aboriginal
retirement and are financially complete and have time on their hands. Forrester
analysis indicates 50% of Swedish seniors are online, 40% in The Netherlands and
29% in Britain.

3. Increased technology ownership: The technology is evolving at an exponential
amount and a variety of consumers are using latest and modern gadgets and devices
which amuse, entertain, acquaint and advance their lives. Sales of DVDs, Personal


Page 10

Digital Assistants (PDAs) digital cameras, and mobile telephony still to increase.
Additionally the advance of wireless technology has contributed a lot. But still there
are many individuals who are not acclimated to these technologies due to numerous
factors like age, access, amount or need. Several countries are anxious about „The
Digitaldivide‟ that exists between social classes and regional variations in web
adoption. Moreover there are amount and security issues that require to be addressed.

Technological
With Irish broadband corporations boosting speed up to 8 mbps, the technology has
improved a lot in Ireland. More emphasis is laid on maintaining relationships with
customers by adopting online marketing practices such as Customer Relationship
Management (CRM), Database marketing applications etc. E- CRM is the tool which
is used heavily now to attain corporate and marketing objectives. Organizations are
currently benefiting by having bigger customer insight. For ex- Tesco and Dunnes
have used it to stunning impact through Club card.
Hughes and Stone (2002) observe, „in consumer markets that pace of modification
will be dictated by the willingness of consumers to utilize the new technology and
additionally the adoption of easier to use technology within the type of digital
television and mobile telephony. Thus the adoption will take the form a lot of
evolution than revolution‟.
Unix operating systems enabled totally different computers to talk to one another
using packet switching and TCP/IP. GUI and HTML has allowed a vibrant graphical,
audio, video and text formatted communications. Tools like Secure Socket Layer
(SSL) and File Transfer Protocol (FTP) has allowed exchange of files in a safe and
convenient manner. Also, utilizing professional search marketers who perceive the
technology behind Google or any other search engines is important if they‟re to attain
high rankings and be highly visible. Developments in bandwidth from narrowband
(ISDN lines) to broadband (DSL) have provided a way required impetus for the online community. Broadband supplies both speed and capacity compared significantly
when it involves audio and video streaming. The mass adoption of 3G and 4G devices
supported by Wi-Fi communications will further enhance on-line marketing
(oup.com, Online 2010).


Page 11

II.Objectives: Where so you wish to get to?

We are aiming to chase a service oriented on-line presence model to achieve our
objectives. The information will be provided alone to activate purchase but not online.
For the primaryfew months our online presence will be bound to Social networking
sites like Facebook, Linked-In, Twitter.

Objectives: Where so you wish to get to?
•We are accepting into e business to extend our sales by a minimum of 20% in next
two months.
•There are huge numbers of competitors who already accept online presence therefore
we‟ve to be online in adjustment to survive.
•To add value by giving gift vouchers to online customers every week.
•It is the way of obtaining feedback from our customers to extend our customer
service and our product line.
•We‟ve built an image of partaking with customers; we wish to do similar on-line and
to a greater extent. We would like to create dialogues with our consumers because
retainingour old consumers is extremely important for our business. We are assured
about 50-60% of our sales from old customers.

The 5 Ss (Chaffey) Sell, Serve, Speak, Sizzle, Save Objectives
To Sell – What products we are providing customers to buy bear in mind our products
are alone to ascertain online you can‟t buy them on-line. It is to show our weekly
rangeof new articles so that interested customers can come and purchase afore stock is
finished. There will be two contests to appraise the influence of our on-line presence,
one is product page views and alternative will be sales of the products that we place
on-line. It‟ll be done in order to ascertain whether our e-marketing plan is traveling in
appropriate direction or not.
To Serve – There‟ll be a discussion kind to advance customer acquaintance or add
value. Customers will be asked to allotment their acquaintance of shopping. Mail
alerts will be forward to potential customers. For example- it‟s actual difficult to get


Page 12

small sizes in shoes (like 3) because this is often not normal size and suppliers
forward alone limited pairs of this size so customers who have small feetcan be
mailed that we have received a new supply and we are sending photos if you like the
shoes you buy at the earliest.

To Speak- Goal actuality is to create a two type approach conversations through web
and email communications (online surveys, chat rooms etc.). Additionallytalk to
customers through on-line PR such as “how can we improve” will enable us to check
the interest of visitors or customers. Smart systems can facilitate customer service
themselves. On our Facebook page customers will be asked to choose the dress of the
week or shoes of the week. And one advantageous being will be called and will be
provided with a gift coupon.

To Sizzle- It suggests that using the webpage as complete architecture tool. Extend
the acquaintance and improve the brand. New latest and modern fashion pictures and
links to fashionable websites will be provided in adjustment to advance a fashionable
atmosphere. A link to application will be provided in order that you can design or
style your own dress.
To Save – By accomplishing these things we‟ll save a lot of our marketing costs such
as advertisement costs.

III. e-Strategy: How to get there?
We‟ve to make an e- strategy in adjustment to barrage our business on-line
successfully. The strategy will be assimilation focused communication
strategy.Wewill use SIT tool for that.

Sequence
To accomplish the above mentioned objectives we are planning to follow
anarrangement of contest discussed below:
•Primarily generate an e-mail and Facebook account.


Page 13

• Generate cartage that is making or adding customers as friends, customers visiting
our stores will be asked to participate in a contest on-line by joining our Facebook
account accomplishing which they‟ve probability of winning a gift coupon of €150
per week.
• More contests and gift coupons will be added to extend customer interaction.
•Facebook user has about 130 friends an average and a minimum of 10% of them are
speculated to visit or add any new page their friends are using.
•Special Christmas and New Year discounts and offers will be offered to each and
every customer who is going to add us throughout 15th December to 5th January.
•After building a considerable quantity of friends we will barrage our website
afterwards 6 months, it‟ll be a changeless or dynamic website will rely on the success
of our beforehand on-line activities and how abundant customer base we were capable
to add in endure 6 months.
•Giving information of each and every new supply of products we are getting will be
provided to our loyal customers by Mobile updates.

Integration
Another vital facet is the integration of online and offline activities.Link to our
Facebook page will be provided to customers in order that they can findus and add.
The gift coupon will be mailed to the winner and they ought to take a printout of the
voucher so as to use it. A different section will be added to our till; all the customers
who are purchasing afterwards visiting our online page will be served through this
section. This will be done in adjustment to induce an idea of what proportion business
we are accomplishing because of our online activities.

Tools
The tools which will be acclimated are emails, Facebook account and viral marketing.


Page 14

IV. Tactics: How?

After developing an acceptable strategy it is vital to understand how you progressing
to do it. The primary factor is to get customer email. We will ask customer to fill a
form while they cometo our stores in adjustment to participate in an online quiz so
that they can have an opportunity of winning gift vouchers or discount every week.
Some websites will be contacted in adjustment to urge emails to reach new customers.

We will promote our webpage in websites of big fashion brands to get cartage to our
website. Christmas and New Year e-card will be sent to each and every customer
together with gift vouchers. This can be done as a section of CRM. We will develop
some pop advertisements which will be apparent on websites like yahoo, Hotmail,
YouTube etc. Asking them to click and provides yourself an opportunity to win a
discount voucher. Regular benchmarking will be done with competitor‟s website in
adjustment to advance quality of our website.

V. Actions: Which action plans are appropriate to implement the strategy?
Actions
•Who – In order to increase sale, theowner and manager have determined that we‟ve
to do something different and new. They decided that we are into business from
enduring 15 years but now its peak time to have on-line presence. As I have some
idea about online activities they asked me to barrage our business on-line through
Facebook. My manager will adjudge which online quizzes and photos to place on our
account. My owner will be the one going to adjudge on the number of gift coupons.
•When – We will begin our on-line activities from 1st April 2012. It is the time of
Easter day and we‟re expecting more customers during this period. It will provide us
an opportunity to feature an ample number of customers to our on-line account. We
are assured to add about 200-400 loyal customer during this period. We are going to
barrage our website during summer time in June when college and schools are closed.


Page 15

• Why- These all accomplish will be done in adjustment to extend our sales revenue
by a minimum of 20% in coming two months.
• Time and Budget- It‟ll take us about 2 months to be absolutely active online. At the
starting the cost will not be too high because we‟re aiming to design our webpage
ourselves, the alone costs will be time and gift vouchers we will be giving. However,
we are planning to spend about €5000 in developing and registering our websites and
for the promotions we‟ve to put in several websites.

VI. Control: How do we manage the action process?

An acceptable plan should have control systems in abode to adjudge if the plan you
have done is working! In this area you will explain which metrics you will use to

Some key KPIs that you simplymight admeasurement include: (link to your
objectives)
• Sales: As we‟ve decided to extend our sales by 20% because of our online activities
thus we can see our revenue figures afterwards two months to adjudge whether we are
able to accomplish our target or not.
• Number of visitors: It is vital for us to understand what percentage visitors are
visiting our webpage. As echo customers are very important for our business thus it is
important to apperceive how many echo customers we are getting.
• Conversion rates: We are moving online to extend our sales, so what‟s vital for us is
not alone what percentage of customers are visiting our webpage but how manyout of
them are coming to our stores to buy afterwards seeing our services and products
online.


Page 16

Conclusion
The Internet as an advert article has emerged in endure decade, though its technical
developments amplitude over four decades. Afterwards the initial bursts of untamed
optimism and enthusiasm, the Internet revolution has currently developed into a part
of acquirements and maturity as marketers begin to know the potential advantages of
the technology and how they can use it. This has additionally been accepted globally
by governments and different agencies that see not solely the economic and
competitive advantages however also the broader social impacts of the Internet.
However, sustained advance will depend heavily on cheaper accelerated access and in
fact whether the customers wish to accept the PC based Internet technology accessible
or head to the simpler mobile options. For marketers it is vital to actualize new
models during this rapidly changing social and business environment.

Financial statement
Financial Statement of garment Services
Particulars

Amount €

Offline Marketing Expenditure:
Design

2000.00

Printing

500.00

Postage

250.00

Online Marketing Expenditure:
Website

10000.00

IT outsourcing

8500.00

Call Centre

6000.00

Total Marketing Expenditure


27250.00

Page 17

Referencing
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McGraw Hill, Maidenhead, Berkshire [Accessed March 21, 2012].

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Ireland.

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at:

[Accessed

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Available

at:

http://www.reportlinker.com/ci02115/Clothing-and-

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Folger (2006) Coming Soon: The Web Toll, 15 June 2006. Available at:
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Page 18

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[Accessed March 22, 2012].

Kotler, P., & Keller, K. L. (2005). Marketing Management (12th Ed.). Prentice Hall.
Mohammed, R, Fisher, RJ, Jaworski, BJ & Cahill, AM (2002) Internet Marketing,
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National Statistics Omnibus Survey, published September 2003.
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Harlow, England, 10 [Accessed March 23, 2012].
Register

For

A

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-

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Page 19

E-Marketing Plan for Motive Fashion

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