The slides refers various modes and methods for business planning, organisation, and idea implementation along with the management of strategic behaviors.

1. BRANDING &
MARKETING
STRATEGIES
OVERVIEW

2. 1.
Branding
Strategies
Let’s start with the branding factors
2

3. Strategic Branding – Key Factors
NICHE
It’s a distinct segment within the market,
generally a targetable part of market
where the customer demand is still
unmet.
Segment by finding right niche in the
market, that must be newer and better.
LOGO
Logo represents the signature code of
particular brand along with its key function. It
creates an impression of being known around
specific target market.
As per the final domain for the e-commerce,
we’ll finalise an appropriate logo for our Brand
to be.
As logo known as face for Brands, as we build brand awareness with logo – accompanied experiences,
consumers will begin to make valuable associations between logo and brand. Where niche will serve a
broader audience.
THE BASIC LOGO = GOOD BRAND DESIGN
3

4. Strategic Branding – Key Factors
4
DOMAIN
A domain name represents entire
collection of resources.
A short, memorable domain can make the
difference between creating a successful
web presence and getting lost in
cyberspace.
Strategy is to setup domain as keyfactor.
KEYWORDS
As keywords drive targeted web traffic to
the business page, we must create well
researched keywords for the digital
marketing aspects of the site.
Keyword research helps target audience to
reach us through the common words and
terms they use.
Domain name must have a keyword in it .
DOMAIN = DEFINED KEYWORDS

5. Usage of Keywords with Domain Name – Google Ranking
5
ReferringDomains
Domain with Keywords
Upcoming value towards ecommerce business via Google
insights

6. 2.
Digital Research
Let’s go through the marketing tactics
6

7. Concept of Research – Marketing Tactics
Objectives & Opportunity
Objective : To become India’s top
Industrial E-Commerce platform.
Opportunity : Wide market.
Problem : Less digital
involvement of audience
(targeted).
Research Design
Exploratory : Defines the work-
function of competitors.
Descriptive : Measure target
population, customer’s attitude
towards online sales of industrial
goods.
Research Instruments
Test survey - can be a most
appropriate tool. Google analytics
along with insights’re the
instrument for research process
and can get visualised via basic
online performance.
7
Data Collection
By allocating various google
analytics and forbes reports to
get insights, the observations are
all being collected in the ppt-
graphical form here.
Data Analyzation
The process of analysing the
collected data (created as
graphical report) .
Analyse as per required resultant
segments in graphs and tables.
Result Communication
Visualization of data analayzed
from reseach objectives to data
collection and formulation of the
final reports.

8. “Objective
To Become India’s Top
Industrial E-Commerce Platform.
8

9. T – Threats
“Competitors”
SWOT - Opportunities
W – Weakness
“Offline Market”
S – Strength
“The Idea”
O – OPPORTUNITY
“WIDE MARKET”
9

10. Research Design – Exploratory & Descriptive
An Exploratory Research – A
Qualitative research
via Google static portals
Descriptive Research – A
Quantitative research form
via Insights from Social yet
Business sites.
10

11. 11
Aug-Sep 2017,
Domain search, 0
Aug-Sep 2017,
Keyword search,
0
Aug-Sep 2017,
Digital traffic , 10
Aug-Sep 2017,
Traffic in India, 0
Oct-Nov 2017,
Domain search, 0
Oct-Nov 2017,
Keyword search,
18
Oct-Nov 2017,
Digital traffic , 10
Oct-Nov 2017,
Traffic in India, 0
Dec 17-Jan18,
Domain search,
97
Dec 17-Jan18,
Keyword
search, 98
Dec 17-Jan18,
Digital traffic ,
30
Dec 17-Jan18,
Traffic in India,
90
Aug-Sep 2017 Oct-Nov 2017 Dec 17-Jan18
CUSTOMER’S ATTITUDE – Quantitative / Descriptive Research : Insights from IndiaMart and
facebook ads.
COMPETITOR’S FUNCTION – Qualitative / Exploratory Research : Secondary research report
from online ranking portals .
78.75%
Traffic on Site
Aug-Sep 2017,
Activity on ads, 10
Aug-Sep 2017,
Views, 10
Aug-Sep 2017,
Enquiries, 6
Aug-Sep 2017,
BuyLeads, 10
Oct-Nov 2017,
Activity on ads, 20
Oct-Nov 2017,
Views, 10
Oct-Nov 2017,
Enquiries, 0
Oct-Nov 2017,
BuyLeads, 15
Dec 17-Jan18,
Activity on ads,
40
Dec 17-Jan18,
Views, 40
Dec 17-Jan18,
Enquiries, 20
Dec 17-Jan18,
BuyLeads, 25
Aug-Sep 2017 Oct-Nov 2017 Dec 17-Jan18
51.05%
Activity on Site

12. 3.
Planning & Implementation
Let’s overview digital implementations

13. Planning – Marketing Tactics
▸ Implementation, evaluation and resultant factor of PPC (Pay per click) – Via Google
adwords
▸ Evaluation of Google top ranking premises Via SEO – post evaluation
▸ Data Feed – Via online campaigns
▸ Optimization of data management services – Via Social Media ads and campaigns.
13
PPC
SEO
DATA FEED
SOCIAL MEDIA

14. BIG CONCEPTBringing the attention of target audience over a
key concept i.e. #GoIndustrial
14

15. Pay Per Click – Google Adwords (PPC)
Why PPC? 👆
15
Show results
quickly
Reach target
audience at
right time with
right ad
Pay only on
clicks
PPC simply is a good tactic for new stores. Flexible to budget, ad texts,
keywords as helps in Cost Control. It also direct customers to higher
margin products.

16. 16

17. Traffic potential
SEO (organic traffic) is more than PPC traffic. For which it is
important to create a popular yet related keyword.
Organic traffic continues as long as the web page is ranking
in one of the top positions.
Search Engine Optimization – SEO
Ease of use
SEO may take months to rank for specific term but the
results are long lasting. It also works well with other
marketing methods like SEO on social networks.
17

18. PPC & SEO Compatibility – Comparison
18
PPC SEO

19. Social Media Marketing
19

20. Facebook Business – from discovery to purchase
• Close the loop offline
• Get qualified leads
• Grow brand awareness
• Promote relevant
products79%
50%
60%
60%
20

21. 21
Facebook Ongoing Business Promotion Overview

22. from discovery to purchase – Meeting the challenge
Sales
Turning purchase
intent into sale
Acquisition
Ignite interest and
find more shoppers
Awareness
Makes brand
message on top-of-
mind
22
Choosing
the right
ad
objective
Choosing
the right
audience
Creative
best
practices
Buy ads
Optimize
for results
Measure
results

23. 23

24. 24
FACEBOOK ADVERTISING
STATICS AND COST ANANYSIS
Percentage of facebook advertising budgets that
is dedicated to mobile
Average facebook ad clickthrough rate
Average facebook ad cost per click
Average facebook ad cost per thousand
impressions
Global clickthrough rate on a facebook business
brand promotion ad
57%
INR 42.00
10%
INR 475.00 (approx)
75 %

25. LinkedIn Marketing Solutions
#Marketing on LinkedIn helps
in engaging a community of
professionals to drive actions
that are relevant to the
business”
25

26. 26

27. Linkedin Advertising Formats – With Effects
LinkedIn advertising
campaigns
Daily Budget Pricing format
Reporting and analytics
responses
Sponsored content Any budget
Cost per click (CPC)
/
Cost per 1000
impressions (CPM)
51%
Sponsored Inmail Any budget Cost per send (CPS) 28%
Text & Dynamic ads Any budget
Cost per click (CPC)
/
Cost per 1000
impressions (CPM)
29%
27

28. 28

29. 29

30. Youtube – Video Marketing Tactics
30
55% OF PEOPLE CONSUME VIDEO CONTENT THOROUGHLY.
43% OF PEOPLE WANT TO SEE MORE VIDEO CONTENT FROM
MARKETERS.
49% FASTER GROWTH IN REVENUE FOR THE MARKETERS USE
VIDEO THAN NON-VIDEO USERS.
33% OF PEOPLE CHOOSE VEDIO-WATCHING TO LEARN ABOUT
PRODUCTS
45% OF CONSUMERS WOULD RE-VISIT ONLINE RETAILERS
FEATURING VIDEOS ON THEIR OWN PRODUCT PAGES.
157% ORGANIC TRAFFIC FROM SEARCH ENGINE ON PAGES WITH
VIDEO CONTENT.
👉

31. 31
HELPING BOOST
CUSTOMER
CONFIDENCE
Videos gives customers an
opportunity to see a product
in action, to learn about its
features, and to get ideas
and tips on how to make the
most out of their purchase.
57% of consumers in fact,
claim that videos boost their
confidence in products they
purchase and are less likely
to return their orders.

32. 32
50% impact via
facebook
79% linkedIn growth
30% growth via
graphic designing
tactics
59% chances of high
quality leads
42% conversion rate
of lead into
customers
80% impact via
webinar
presentations / video
tactics
38% networking
impacts via trade
show tactics
30% pre – post
marketing growth via
trade shows
PercentValueOfImpact
Impact Ratio As Per Social Media Tactic Implementation
Social Media Tactics Implementation Overview
1 2

33. 4.
Niche Marketing
Let’s have a look at segmentation

34. Segmentation – Niche Marketing34
Niche Marketing Mix
Product
positioning
– Market
Mix /
segment
Target –
Traders,
Wholeselle
rs,
Individuals
Base –
Industrial
Market
Market Segmentation
Identify bases for segmentation
Determine important characteristics of each
segment.
Market Targeting
Select one or more segments and evaluate
potential attractiveness of each.
Product Positioning
Develop a marketing mix for each selected
segment.

35. Indian Industrial Market
Market Segment
35
market
segment
, Indian
Manufac
turers,…
market
segment
, Indian
Industria
list,…
market
segment
,
Govern
ment…
market
segment
,
Individu
als,…
market
segment
, Other,
30, 23%
Indian
Manufacturers
Indian
Industrialist
Government
sector
Segmentation
ratio

36. 36
Indian Industrial Market
Target Marketing
target
segment
,
Manufac
turers,…
target
segment
, Mobil
Users,
30, 24%
target
segment
, Cutter
Users,
20, 16%
target
segment
,
Traders,
10, 8%
target
segment
, Applied
Target,
25, 20%
target
segment
, , 0, 0%
target
segment
, Other,
25, 20%
Manufacturers
Mobil Users
Cutter Users
Applied Target

37. 37
Indian Industrial Market
Product Positioning
target
segment
, B2B,
50, 29%
target
segment
, B2C,
30, 18%
target
segment
, B2G,
30, 18%
target
segment
,
Marketin
g Mix,…
target
segmen
t,
Applied
MM,…
target
segment
, Other,
60, 35%
B2B
B2C
B2G
Applied MM

38. Highlights – A Glimpse To Overview
38
▸ A good brand design occurs through a basic logo.
▸ Domain that includes keyword makes more chances to get clicked.
▸ The major strength is its Opportunity (having a wide indian industrial market by having year-on-year growth
rate of 7.5%).
▸ Whereas manufacturing industry grown to 8.7% in January 2018, which indicates a high rate of growth for e-
commerce startup.
▸ An exploratory research leads towards 78.75% traffic on site (approax – summated). Whereas descriptive
research shows 51% activities on site (summated).
▸ Big Concept (#GoIndustrial) includes implementation of PPC and SEO hand on hand.
▸ PPC is perfect for niche marketing campaigns, including high commercial intent keywords.
▸ SEO provides long lasting effects along with cost-effective way to grow the bottom line.
▸ SMM will include Facebook Marketing, LinkedIn business marketing along with Youtube video marketing.
▸ Niche marketing segmentation starategies are for better ROI as it includes research base – Demographics,
Market Target and Product Positioning.

39. 5.
To Do(s)
Platform to work on from now...

40. Check list – To Do(s)
Content Beginner’s Budget Maintenance Budget ROI
Domain INR 299 (1st yr) INR 599 onwards 97%
Logo INR 2000 OTI 100%
PPC – Google adwords INR 1,220 INR 1,220 monthly 90%
SEO, SEM INR 72,000 N/A 50%-90%
SMM (facebook, linkedin) INR 917 (weekly) INR 2400 60%
Website development INR 3,47,600 As per requirement 99.99%
Youtube Pre launch Vlogs INR 19,464.51 N/A 57%
Sum INR 4,41,500.51 INR 4,219 79%
40
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41. 41
THANKS!