Telemart - Driving Ecosystem
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Telemart is a brand of Tradelink Enterprises, a company having 24 years of excellence in dealing with cellular phones and consumer electronics from all the leading brands, with competitive pricing, vast range of products and providing efficient after sales service and support to customers with convenience through click-and-mortar outlets spreading nationwide with a wide range of mobile phones from all leading mobile brands, IT and networking products, home appliances, home entertainment products and all other consumer electronics under one roof.
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Telemart - Driving Ecosystem
- 1. Marketing Analytics Mentor: Mr. Naveed Ilyas
- 2. Mentee’s Khurram Shakeel1 Muhammad Najeeb Adam2 Nabeel Danish3 Kiran Khawaja4 Sehrish Nida5 Amama Irfan6 Sadaf Khan7
- 3. Dashboard 3,500,000 4,600,000 5,400,000 6,000,000 2013 2014 2015 2016 Market Size Telemart
- 5. Telemart Business Canvas Logistics Suppliers Network of Sellers Affiliates Convenience Price Beating Policy Wide Range End-to-end solution Individual Corporates Wholesalers Franchises Warehouses Outlets Replacement Physical Existence Franchising Fee Selling of Technological Products Key Partners Key Activities Value Proposition Customer Relationships Customer Segments Key Resources Cost Structure Revenue Streams E-commerce Service Provider Mobile Application Web Interface Franchises Channels Low cost Structure Economies of scale IT and fulfillment
- 7. Numerous Sources End-to-End Solution On-site Delivery Market Development Convenience Online Shopping Marketing Real-time Feedback Social Networking Online Banking Awareness. 24/7 Availability
- 9. Total Population 193 million 141million Cellphone Subscribers 35million Internet Users 25million Facebook Users $ 60million 1.2million Market Size Telemart Fans Quick Facts - Pakistan
- 11. Market Share 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2020 - FC 2019 - FC 2018 - FC 2017 - FC 2016 2015 2014 Telemart Share Market Size Source: Internal Research and Company View Figures in ‘000s
- 12. Demographical Trends 70% Male 30% Female 20-25 highly active 25-30 second place >40 years less inclined
- 13. Consumer Interest - Age Brackets 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% > 20 Years 20-25 Years 26-30 Years 31-40 Years 41 Years and above 5.6% 43.8% 40.4% 7.9% 2.2%
- 16. New vs. Return Traffic Duration: 3 Minutes Total Sessions: 56% Conversion Rate: 1.2 – 1.6% Duration: 5 Minutes Total Sessions: 44% Conversion Rate: 2.6 – 3.0%
- 17. Three to five time visitors are mostly brand loyal to the specific website and repeatedly visiting website with considerably good percentage of page views. Session counts between 6 to 8 are interested in a specific product and are repeatedly visiting same product on a website. 0% 10% 20% 30% 40% 50% 60% Session Page Views Frequency & Recency
- 18. Brand Loyalty vs. Non Brand Traffic 85% like to conduct online research and make price comparisons 15% of the total online customers would prefer to buy from the website they have ordered before
- 21. Price Promotion Telemart is keenly focusing on short term price promotions; say if we see the trend they usually give away discounts in every quarter by capitalizing different festivals/occasions: • Customer acquisition • Attract price sensitive buyers • Increase purchase frequency
- 22. Cash on Delivery Bank/Wire Transfer Easy Paisa/Jazz Cash Payment Methods Credit/Debit Cards
- 24. Shopping Cart Abandonment Do not conform their order after adding products to cart. 27 – 37% Reach the final phase of payment and complete the purchase. 63 – 73% (Ref: New vs. Return Traffic) Average Conversion Rate: 1.2 – 3.0%
- 25. Growth - Pakistani E-commerce Market • Expected to achieve more than 72% growth • Consensus is based on 10% exponential growth 0 10 20 30 40 50 60 70 80 90 100 Q1 > Q2 Q2 > Q3 Q3 > Q4 Quarterly Trends 2014 2015 2016
- 27. Product People in Pakistan usually hesitate to purchase products online due to have following fears: • The product would be fake • No clarity on the returning policies • Trusted E-commerce stores
- 28. Delivery Model • Mostly all e-commerce stores adapt COD model as people are very much cautious. • Due to said model there are certain limitations on buying high value products online.
- 29. Logistics Management • Complicated delivery model preferably when there is a returned product. • Problem of holding cash through 3rd party which not only caused deferral in payment but also security concerns at stake.
- 30. Technical Knowledge • Due to low literacy rate, people usually didn’t have that much technical awareness in which they can capitalize. • Also people reluctant to buy online and those who buy have some inadequate expectations. .
- 31. Limitations • One of the biggest challenge is order fulfillment, cancellation ratio make this even harsh for e- commerce businesses. • Customers have avenues of comparing product lists and prices from multiple websites
- 32. PROMISING FUTURE
- 33. Despite the challenges which Pakistan faces today, there are many factors which contribute towards this positive future outlook. Increasing internet penetration Rich tech based acumen Strategic location has huge untapped market Increasing population and expanding market Increasing Entrepreneurial culture
- 34. Increasing Population and Expanding Market • Youth comprises of approximately 63% of Pakistan’s total population. • Sheer size of the population can prove to be of significant importance • Skilled population employed in other countries Increasing Entrepreneurial Culture • Rising trend of the start-up businesses in Pakistan • Seeing the potential, many international businesses have started their businesses • Start-up businesses not only boosting local economy but promoting tourism
- 35. Strategic location has huge untapped market for thriving industries • The tourism industry has a lot of potential to become a major GDP contributor • Thereby E-commerce startups promoting tourism by providing complete packages • Further small business making their websites to have wider pool of customers Increasing Internet Penetration • Introduction of 3G and 4G internet have helped local businesses to emerge • Small businesses have found a new way of connection with various stakeholders Rich Tech based Acumen • Pakistan also possesses rich tech based acumen which makes country proud • An E-corridor will soon to be established to supplement the popular CPEC project
- 36. Relevant Metrics • Relative Market Share Relative Market Share = Brand Market Share/Largest Competitor’s Market Share 7.5/17.5 = 42.86% • Net Promoter Score Percentage of Promoters – Percentage of Detractors 0.85-0.15 = 0.70 or 70% • Growth: Percentage and CAGR Year on Year Growth = (450,000 – 378,000)/378,000 = 19.05% • Brand Asset Valuator Reference to our research, Telemart calls for Growth Brand having strong sense of differentiation while lacks in knowledge due to low awareness among the population
- 38. 05 04 03 02 01 Marketing Strategies Sustainable Progress Trust Factor Retail or E-commerce Growth versus Profitability Discussion Time
- 40. Growth versus Profitability Mind Share Market Share Profit Share
- 41. Physical Existence One Brand for All Brand Differentiation Retail or Online
- 42. Building Trust Corporation (Competitor) N E S W National And International CircumstancesConsumer Economic Social and cultural Elements
- 43. Sustainable Growth Need to analyze data to gain insights Customer engagement programs i.e. Discount card Offer special benefits to their customers Categorize customers with Reference to recency level Fulfilling customer needs by offering one-stop solution Act as voice of customers and drives customer centricity Cater more on differentiation products Focus more on retaining customers
- 44. Marketing Strategies Retail Setup need to be revised, focus more on exclusive items to enjoy premium. E-commerce Try to cater more females particularly working women Work on operating service level mainly on customer complaints Outlets/Franchise Franchise model need to be opted nationwide