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    1.1. Introduction:

    Electronic commerce commonly known as e-commerce, this type of industry is that where the

    buying and selling of products or services is conducted over electronic systems such as the

    internet and other computer networks. Electronic commerce draws by the help of sometechnologies such as mobile commerce, electronic funds transfer, supply chain management,

    Internet marketing, online transaction processing, electronic data interchange (EDI), inventory

    management systems, and automated data collection systems. Modern electronic commerce

    typically uses theWorld Wide Web at least at one point in the transaction's life-cycle, although it

    may encompass a wider range of technologies such as e-mail,mobile devices,social media, and

    telephones etc. as well.

    Internet marketing refers to the strategies that are used to market a product or service online,

    marketing strategies that include search engine optimization and search engine submission,

    copywriting that encourages site visitors to take action, web site design strategies, online

    promotions, reciprocal linking, and email marketing and thats just hitting the highlights.

    E-commerce and internet marketing are inter related each other. Internet marketing and e-

    commerce both of these are gifts for us by the world of technology. The success of any business

    at present strongly depends on Internet marketing as well as e-commerce. Internet marketing and

    e-commerce both deals with online transactions. Internet marketing is a part of e-commerce.

    Internet marketing is similar to e- commerce online marketing or e- commerce website

    marketing. Both E-commerce and internet marketing is available to the customer 24/7 and is

    inexpensive way of promoting business. Internet marketing is associated to various business

    models. It comprises of e-commerce business model where goods and services are sold directly

    to consumers (B2C), businesses (B2B) or from one consumer to other consumer (C2C).

    Because of the globalization we have to fit up with the worlds present business pattern as well

    as have to use new technologies. Now-a-days, if we are thinking about doing any business we

    have to think about e-commerce, internet market and internet marketing strategy etc. We have to

    concern about these factors because in the present world more customer will be pleased if they

    know they will get online access or online facility.

    http://en.wikipedia.org/wiki/Mobile_commercehttp://en.wikipedia.org/wiki/Electronic_funds_transferhttp://en.wikipedia.org/wiki/Supply_chain_managementhttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Online_transaction_processinghttp://en.wikipedia.org/wiki/Electronic_data_interchangehttp://en.wikipedia.org/wiki/Inventory_management_softwarehttp://en.wikipedia.org/wiki/Inventory_management_softwarehttp://en.wikipedia.org/wiki/Data_collectionhttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Mobile_devicehttp://en.wikipedia.org/wiki/Mobile_devicehttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Data_collectionhttp://en.wikipedia.org/wiki/Inventory_management_softwarehttp://en.wikipedia.org/wiki/Inventory_management_softwarehttp://en.wikipedia.org/wiki/Electronic_data_interchangehttp://en.wikipedia.org/wiki/Online_transaction_processinghttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Supply_chain_managementhttp://en.wikipedia.org/wiki/Electronic_funds_transferhttp://en.wikipedia.org/wiki/Mobile_commerce
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    We are assigned to submit a report on Internet Marketing Strategy for E-commerce

    Initiative. We arestarting a Boutiques shop named as ajkergift.comin Dhaka, Bangladesh,

    which is a private company. This report helps significantly to build a perception about online

    business affairs of the company and some recommendations for improvement those functions.

    Like most components of a successful business, Internet marketing requires some strategy and a

    plan. Our Internet Marketing Strategy is our written plan that details when and how we will use

    the many available Web-based marketing tools to grow your sales. With a well-prepared strategy

    and plan, we will have a controlled and manageable implementation of our online marketing

    initiatives and a path to capitalize on the available tools.

    1.2.

    Objective of the report:

    Objective of this report is to give a general idea about the establishment and operations of online

    business, that promote the economic condition in our country, another aspect of the report is to

    fulfill the requirement for completion of the course.

    Here we indicate some objectives regarding with the report:

    To gather practical knowledge.

    To know information about how to arrange a new business in online.

    To perceive the entire activities which have to perform for furnish and provide complete

    satisfaction to the customer.

    To gather knowledge how can we satisfied our potential and actual customer.

    To gather knowledge what type of strategies will be helpful for us in the long run of the

    business.

    To familiarize the operations of ajkergift.com in Bangladesh.

    To describe different products and services offered by ajkergift.com.

    To ensure and inform about different strategies used by ajkergift.com.

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    1.3. Methodology of the report:

    To make the report more meaningful and presentable, two sources of data and information have

    been used widely these are Primary Data and Secondary Data. Both primary and secondary data

    sources were used to generate the report.

    For completing report we used following types of data:

    Primary Data:

    The data and the information collected from the market analysis.

    Secondary Data:

    Going through different documents and papers,

    Developed by the textbook,

    Website, these are used by us to collect the secondary data.

    1.4. Limitations of the Report:

    The study is not free from some practical limitations. Following limitations we have to face

    during preparing the report.

    The main limitations of the study are that the insufficiency of information, which was

    required for the study.

    Lack of confidence in some cases.

    Limitation of time was one of the most important factors that shortened the present study.

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    2.1. E-commerce and E-business:

    From our text we get definition of e-commerce and e-business. E-commerce is the use of the

    internet and web to transect business this business can be done between and organization and

    individuals. Ecommerce allows consumers to electronically exchange goods and services with nobarriers of time or distance. By using e-commerce for any type of business, or commercial

    transaction, that involves the transfer of information across the Internet. It covers different types

    of businesses, from consumer based retail sites, through auction or music sites, to business

    exchanges trading goods and services between corporations. It is currently one of the most

    important aspects of the Internet to emerge. We know there are different types of e-commerce as

    like Business to Consumer (B2C), Business to Business (B2B), Consumer to consumer (C2C),

    Peer to Peer (P2P) and a new addition of mobile commerce.

    E-business is the digitally enabling of transactions and processes within a firm involving

    information system under the control of the firm. This includes managing internal processes such

    as human resources, financial and administration systems, as well as external processes such as

    sales and marketing, supply of goods and services and customer relationships.

    E-commerce and e-business are used as a term differently but as a sense both of these are same

    meaning in the regular life. E-commerce opens a new era of business for the marketers,

    businessmen and every day we meet new business and their strategy. Some people are like that

    who are wanted to create new business field the e-commerce is blessing for them. E-commerce

    helps women by doing business stay at their home like boutiques, gift items, homemade

    decoration etc.

    As a whole e-commerce and e-business opens the window of different business and spread the

    area of market for marketers.

    2.2.Customer:

    Customers are the main factor in the field of business without customer any business cannot run.

    In the concept of marketing we know customer may be actual or potential. Actual customer are

    that one who have direct relation with the market and potential customer who may or may not

    purchase the product of any company. After finding actual customer it is important for each and

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    every business to make them loyal customer. To make customer marketers can use different

    strategies. In e-business to make loyal customer the company have to be more and more

    responsive, attractive, informative, aware etc.

    2.3.Internet marketing:

    To run business marketing is must and when this marketing done in the internet this will be

    known as internet marketing. For this internet marketing marketers used different types of

    internet marketing strategy. For each and every business it is important to tell customer what

    they want to sell, what are their features, what criteria are used them, what types of strategy they

    follows etc. These are also applicable for internet marketing. Internet marketing can be done by

    online marketers as well as offline marketers. Internet marketing, or online marketing, refers to

    advertising and marketing efforts that use the web and e-mail to drive direct sales via e-

    commerce as well as sales leads fromWeb sites or emails.

    Internet marketing are driven from the marketers to customers through the direct email

    marketing, website offerings, SMS sending, blog marketing, viral marketing, social networking

    site etc. Internet marketing helps the customer in case of online shopping much as like if any

    customer get any online information or new offers through the internet marketing then if the

    website is online sales basis they can purchase without delay any second by staying anywhere.

    2.4.Bricks and Clicks business model:

    Bricks and clicks are that type of business model which have both online and offline existence. It

    indicates that people can buy by visiting specific outlet or staying at home through online. It

    helpful for other type of customer collect information by visiting different website but do not

    purchase over online, they visit outlet and purchase.

    2.5. Demographic Segmentation:

    Demographic segmentation consists of dividing the market into groups based on variables such

    as age, gender family size, income, occupation, education, religion, race and nationality.

    Demographic segmentation variables are amongst the most popular bases for segmenting

    customer groups.

    http://www.webopedia.com/TERM/W/World_Wide_Web.htmlhttp://www.webopedia.com/TERM/E/e_mail.htmlhttp://www.webopedia.com/TERM/E/electronic_commerce.htmlhttp://www.webopedia.com/TERM/E/electronic_commerce.htmlhttp://www.webopedia.com/TERM/W/web_site.htmlhttp://www.webopedia.com/TERM/W/web_site.htmlhttp://www.webopedia.com/TERM/E/electronic_commerce.htmlhttp://www.webopedia.com/TERM/E/electronic_commerce.htmlhttp://www.webopedia.com/TERM/E/e_mail.htmlhttp://www.webopedia.com/TERM/W/World_Wide_Web.html
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    This is partly because customer wants are closely linked to variables such as income and age.

    Also, for practical reasons, there is often much more data available to help with the demographic

    segmentation. Some most important demographic segmentation are given below:

    1. Age:

    Consumer needs and wants change with age although they may still wish to consumer the same

    types of product. So Marketers design, package and promote products differently to meet the

    wants of different age groups.

    2. Life-cycle stage:

    A consumer stage in the life-cycle is an important variable because marketer design their product

    on the basis of different life cycle stage because preferences will be different.

    3. Gender:

    Gender segmentation is widely used in consumer marketing. The best examples include clothing,

    hairdressing, magazines and toiletries and cosmetics.

    4. Income:

    Another popular basis for segmentation process. Many companies target affluent consumers with

    luxury goods and convenience services. By contrast, many companies focus on marketing

    products that appeal directly to consumers with relatively low incomes.

    5. Social class:

    Many Marketers believe that a consumers "perceived" social class influences their preferences

    for cars, clothes, home furnishings, leisure activities and other products & services. There is a

    clear link here with income-based segmentation.

    6. Lifestyle:

    Marketers are increasingly interested in the effect of consumer "lifestyles" on demand.

    Unfortunately, there are many different lifestyle categorization systems, many of them designed

    by advertising and marketing agencies as a way of winning new marketing clients and

    campaigns.

    2.6. Psychographic segmentation :

    Psychographics is the study of personality, values, attitudes, interests, and lifestyles. Because this

    area of research focuses on interests, activities, and opinions, Psychographic studies of

    individuals or communities can be valuable in the fields ofmarketing,demographics, opinion

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    research, futuring, andsocial research in general. They can be contrasted with demographic

    variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and

    organizational demographics variables, such as industry, number of employees, and functional

    area.

    Psychographics should not be confused with demographics, for example, historical generations

    may be defined both by demographics, such as the years in which a particular generation is born

    or even the fertility rates of that generation's parents, but also by psychographic variables like

    attitudes, personality formation, and cultural touchstones. When a relatively complete profile of a

    person or group's psychographic make-up is constructed, this is called a "psychographic profile".

    Psychographic profiles are used inmarket segmentation as well as inadvertising. Some

    categories of psychographic factors used in market segmentation include:

    activity, interest, opinion

    attitudes

    values

    behavior

    Psychographics can also be seen as an equivalent of the concept of "culture" when it is used for

    segmentation at a national level.

    2.7. Consumer Behavior:Behavioral segmentation divides customers into groups based on the way they respond to, use or

    know of a product. Online customer behavior and offline customer behavior both are different.

    Consumer behave differently, in the market all the customer will not behave same their behavior

    will be change on the basis of their culture, reference groups etc. So in market marketers have to

    deal with each and every customer and they have to know how they have to behave with

    different customers in the market.

    2.8.Brand:

    Brand can play a number of different roles within the brand portfolio. Brands may expand

    coverage, provide protection, extend an image, or fulfill a variety of other roles for the firm.

    Each brand name product must have a well defined positioning. In this way, Brands can

    maximize coverage and minimize overlap and thus optimize the portfolio. A brand is a name,

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    term, sign, symbol, design, or some combination of these elements, intended to identify the

    goods and services of one seller or group of sellers and to differentiate them from those of

    competitors. The different components of a brand like brand name, logos, symbols, package

    designs and so on. The most distinctive skill of professional marketers is their ability to create,

    maintain, enhance and protect brand.

    2.9. Branding strategy:

    A branding strategy for a business identifies which brand elements a firm chooses to apply

    across the various products it sells. To determine how well each business is positioned in its

    industry relative to rivals in evaluate whether it is or can be competitively strong enough to

    contend for market leadership. Deciding how to brand new product s is especially critical. When

    a firm introduces a new product, it has three main choices-

    It can develop new brand elements for the new product.

    It can apply some of its existing brands elements.

    It can use a combination pf new and existing brand elements.

    2.10. One to One marketing:

    One to one marketing technique has received more popularity then other marketing technique

    existing in the market. One to one becomes more popular because customers get only that

    information which they want and do not have to tolerate other unwanted information. One to one

    marketing in internet mainly done by the direct e-mail marketing, sometimes marketer personally

    calls them to inform about their offerings, SMS also send by the marketer. In one to one

    marketing technique some tracking technologies are used by the marketer.

    2.11. Affiliate marketing:

    Affiliate marketing is that type of marketing when one website agrees to pay another website a

    commission for new business opportunities. In affiliate marketing which website receives

    payment they provide affiliate on their website and the user of that site can enter into the ad

    provider site easily. In the market one existing web site can do this for another web site. Affiliate

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    internet marketers uses this for aggregate the information of groups rather than collects from the

    one.

    2.16. Leveraging brand:

    Leveraging Brand refers to the process of using the power of an existing brand to acquire new

    customers for a new product or service.

    2.17. Personalization:

    There are, perhaps, a few possible definitions of personalization. For some, personalization is

    about engaging customers using technology in ways that mimic how we would do it if we were

    face to face, according to Jeannie Hopkins. Personalization can be thought of as something akin

    to an intuitive sales clerk learning about a customers needs and preferences over the course of

    one or more conversions. The more the clerk understands the shoppers situation and desires, the

    better job that clerk should be able to do suggesting products or solutions.

    2.18.

    Customization and customer co-production:

    Product Customization is all about allowing the customer, to choose the way they interact with

    the product or services. By giving the consumer a choice, product customization can easily

    sublimely up sell a wide range of other products that the customer may not have considered.

    Catering to your customer's creative side allows them to have fun with their product, and the

    buying cycle becomes interesting and exciting, and more importantly they are more likely to

    complete the sales cycle if there guided through their choices.

    Customer co production in the web development, takes customization one step further by

    allowing the customer interactively create the product.

    2.19.

    Customer Service:

    Customer service is critical in the ongoing relationship between retailers and their customers.

    With the rise of social media, ecommerce companies need to understand and embrace these new

    social customers, and respond to them in a personal and timely manner.

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    2.20. Transactive Content:

    A transactive content system is a mechanism through which groups collectively encode, store,

    and retrieve knowledge. Transactive content results from the combination of traditional content

    such as asticles and product descriptions, with dynamic information culled from databases which

    are tailored for each uses profile. A transactive content system is the interactions between

    memory within the individuals as well as the processes that update this memory. Transactive

    content, on the other hand, is merely the shared store of knowledge.

    2.21. Pricing:

    Pricing means the valueputting on goods and services. Pricing is an integral part of marketing

    strategy and price and quality together determines the customer value. Pricing of e-commerce

    goods is so much difficult for the marketers of that product. Pricing not only crate value but

    also create a image of that product in the market because of pricing of e-commerce goods need

    effort and consciousness.

    2.22.

    Pricing strategy:

    Pricing strategy is related with the setting pricing policy. When a company thinks about that

    have to estimates the demand curve, what probable quantities will sell at each possible price,

    have to estimate the cost regarding with that product, other additional prices and then

    differentiated from the marketing offers. For determining pricing strategy we have to examine

    competitors prices, costs and different offers. After considering all things we can select a final

    price.

    2.23.

    Competition based pricing:

    In a market it is a common matter competition among companies in the same industry. If the

    competitors charge less price then if any company cannot charge more because their product

    will not capture market on that price against competitors. Competition based pricing is used by

    a business that wants to price their products at or lower than their competition's price. As lke

    other industry e-commerce or e-business also used competition based pricing.

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    2.24. Temporary Discount Pricing:

    Temporary Discount pricing is a common factor in business. To attract customer marketer have

    to set some types of temporary discount pricing like for Eid, Pahela Baishakh, Durga Puja etc.

    On the basis of different festivals or different season marketer have to set some temporary

    discount pricing.

    2.25. Psychological pricing:

    When a marketer selects pricing strategy they are liked to attract customer by their pricing. In

    the market have some different types of psychological pricing strategy to attract customer.

    Marketer select some psychological pricing as like the offers regarding with TK99 in place

    TK100, TK999 in place of TK1000, Tk575 in place of TK 600 etc. When customer find this

    type of pricing they attracted and search to know about the product and if satisfied with

    features they buy.

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    3.1. Differentiate Customers using Segmentation Variable:

    On the basis of segmentation variable we differentiate our online and offline customer and now

    we define our customers in terms of some factors, which given below:

    Demographic and access:

    For our online business it is most important for us to analyze demographic segmentation because

    of we tried to segment the customers for our boutiques and gift items on the basis of Gender,

    Age, Income level, community type, Family size, and family life cycle, Occupation, Lifestyle,

    Education, Ethnicity and Nationality.

    Gender:For our business we have segmented ou customer according to male, female

    & kids as our target market. So, our customer is now all kind of people who want to

    purchase dresses and different types of gift items by using online and offline.

    Age: We will offer our products for all age groups of customer.

    Income Level: Income level is a great concern for doing online business but on the

    basis of market analysis we found that in city based people are used to with internet

    access rather than village people. Along with this in among the city based people

    middle class and upper class people have internet access. For our business we target

    both of this groups people.

    Education: We also take consideration into educational background because of our

    online business. On the basis of market analysis we can see teenage and young

    people are most used to with the internet access and they visit different sites over the

    internet. So in our demographic segmentation we take consideration this.

    Consumer behavior:

    In online business it is most important to know that who is online and on how consumers behave

    online. Consumer behavior influence consumers in the market and consume take decisions on the

    basis of their background demographic factors like culture, subculture etc. As a marketer wehave also recognize and understand about this behavioral factors. So, we have to set our brand,

    market strategies and capabilities in a way that we can cover most of consumer in the market.

    We have to tried influence all levels of customer by thinking about their site.

    If we can perfect mix up of the background factors and our business ethics we hope we will

    cover all ranges of consumer and get consumer positive behavior about our products.

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    SEARCH METHODOLOGY:

    It is important for each and every business how the customer can find out the. So as online

    business we incorporated our website into search engine optimization (SEO) and people can

    reach to us with the help of our website by a click on it.

    3.2.Expectation Behind Create the Brand:

    ajkergift.com as a brand:

    ajkergift.com is an iconic Bangladeshi brand and the countryspopular e-shop, offers customers

    different types of fashion and lifestyle products ,including clothing, jewellary and gift items, all

    of which bear the promise of exceptional quality and value. ajkergift.com has been creatively

    blending traditional and ethnic craft skills with contemporary styles and trends.

    ajkergift stands for a unique mix of design, quality and convenience, of the traditional and the

    contemporary. ajkergift.com wants to positioned as a highly successful Bangladeshi craft and gift

    shop, based retail chain and brand of pride. It also carries the distinction of being most successful

    social enterprise. Its responsibility is therefore two-fold delivering unique products with the

    highest level of quality and service to its customers and the strongest level of support and

    protection of artisans and their craft. To its consumers, ajkergift.com is a name of one-stop e-

    shop and a trusted brand that inspires pride, promises quality and sophistication, and helps to

    keep cultural roots alive in everyday life. For the consumer, ajkergift.com represents the

    endurance of both their age-old art as well as their livelihoods. For consumers ajkergift.com

    have become a part of the cultural fabric of their lives. As it is in other avenues, ajkergift.com is

    a trendsetter in promotional activities as well. Having been one of the popular Bangladeshi

    brands to use unprofessional models and create sophisticated ad campaigns, ajkergift.com

    continues to set the style and quality standard for promotion by achieving greater levels of classand elegance with each campaign. Ajkergift.com also selects its promotional mediums carefully

    to ensure accurate reflection of the brand's values. That is why we should develop some cost

    effective branding strategy, preferably zero cost branding strategy, to attract more consumer. We

    are trying to do best service to our consumer. We need some innovative and cost effective

    measurements.

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    Before taking the branding strategy we have to know the potential market of our shops products

    and services. First we have to introduce our shop ajkergift.com to our target group of customer.

    After identifying the target markets we will take branding strategy in those particular markets.

    The people living in Bangladesh can be motivated to visit our web pages. It will have multiple

    effects. If the comeback with good experiences from purchasing from our shop they will tell it to

    others. And also we can do our business. Whatever be the marketing strategy, it must ensure the

    convincing of more customers.

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    3.3. Internet Marketing Strategies:

    Internet marketing involves making the company as well as the product and services a visible

    presence in the internet. If we cannot reach to the people what we want to sell then people will be

    unaware about that. For our business we select our perspective customer and now to attract this

    perspective customer we have to use some marketing strategies. Through this marketing strategy

    we want to attract our both online and offline customer. In our todays life use of traditional

    tactics like print media and TV is expected to see less attention in. For that reason we are putting

    more emphasis on different types of internet marketing strategies. Some internet marketing

    strategies are like that-

    One to one marketing

    Affiliate marketing

    Blog marketing

    Social marketing

    The wisdom of crowds

    Leveraging brand.

    Now we are going discuss how we can use different types of internet marketing strategies for our

    business to attract our perspective customer.

    One to one marketing:One to one marketing is the ultimate form of market segmentation, targeting and positioning. For

    one to one marketing we use some customer tracking technologies. By using these technologies

    we can track customer and can see information on the basis of their individual needs. Customer

    tracking technologies are like that:

    Log page:

    Our web server maintains a log page. This web server allowing us easy data mining. The log

    contains a history of visits, pages viewed, time between resource requests etc., along with the IP

    address of the requestor. With the help of this log page we can understand about the customer

    choice and requirement and then after we can inform them that information which they want.

    User registration and authenticated access:

    Our websites require the user to log in and provide information such as demographics. With the

    help of this we can aggregate statistics about the consumer.

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    By using above strategies we can target our potential customers to let them know about us

    through email with our website. Sometimes, we can provide them new package offer to create

    their interest through email. This strategy can be applied for new and current customers.

    Affiliate marketing:

    Affiliate marketing is that type of marketing for which the key benefit is that it typically operates

    on a pay for performance basis. Affiliate marketing is so much helpful tool for marketers. We do

    affiliate marketing with the help of some other website. In some social networking site we have

    done this. By this strategy we pay some other web site for the affiliate marketing in some social

    networking site. To promote our business and our product we are trying to do the affiliate

    marketing. In the market have some other website like ours in terms of payment we are going to

    start affiliate marketing. Some sites like cellbazar.com, khob.com etc. we are going to use for

    affiliate marketing.

    Viral marketing :

    For our business we trying to do viral marketing we know in viral marketing messages of

    marketing of a particular brand passes along to the friends, family and colleagues. Viral

    marketing is the word of mouth in the online sector. Viral marketing we promote because if

    our existing loyal customer become satisfied with our product and service and recommended

    about the product then it will add extra benefit for our product. After knowing the positive

    news related our product some customer can click for buy. But in case of viral marketing we

    have be more careful if any customer are dissatisfied then it will damage our image.

    Blog marketing:

    Blogs become a part of our online culture because of that if we can capture our market through

    the blog marketing it will add extra benefit for ours. We know that the metrics of blog marketingrelatively low but it is a possible field for marketing. We also try to use blog marketing for our

    product and we pay them a referral fee for each click on the made by the customer.

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    Social network marketing:

    Social networking site is now a not only field for communication. In those site most of the

    company provided their advertisement for customer. We also are going to provide ad on some

    social networking site like facebook. We will also open a page in the sites by seeing or knowing

    customers about our product. If customer likes any specific product then they have to type a

    comment for placing an order and the product will be reach to them if they pay through credit

    card or cash. We will offer different package or discount offer for our customer at Eid festivals,

    Pahela Baishakh, Durga puja etc.

    Social network marketing a new era of marketing because most of the people spend their time

    using social networking sites. Now a days people are not depended on much newspaper or other

    like traditional media. So to use social networking site now get a great dimension for internet

    marketing because of that we choose this internet marketing strategies band emphasis on much

    on it. We use social networking sites not only for marketing, but they also can purchase the

    product along with this they also comment about they are satisfied or not with our product.

    The wisdom of crowds:

    This is another type of marketing strategy but we are not practicing this strategy but we are

    trying to collect customer opinion, customer wish, customers preference etc. as a whole to

    improve our service and strategy and implement it.

    Leveraging branding:

    We are not including in our business because we want to create the power of our brand into

    markets and be successful.

    Our upcoming marketing strategy:

    We are going to start other marketing strategy as like advertising through banner ad. In future

    we will also add other marketing strategies to gain more market share.

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    3.4. Customer Retention Strategies:

    Now that we have customer fir our website they visit in our website, knows about our features

    etc. but now we have to coming them back and for that we have to use some customer retention

    strategies. Those customer retention strategies are like that:

    Personalization.

    Customization & Customer co-production.

    Customer service.

    Transactive content.

    Personalization:

    We use personalization strategies in our website. With the help of one to one marketing we will

    done personalization strategies for our customer who purchase onetime or loyal customer.

    Sometimes in online shopping customers thinks that they are not treated separately for their

    loyalty behavior with company. But in our website we will tried to believe our customers who

    are loyal customer they are so much important for us and we treated them separately. So in

    some occasion or some festivals or sometime we will send e-mail, SMS, phone calls to our

    customer for informing about our offer only for them who are loyal customer.

    Customization and Customer Co-production:

    In our business we will add this customer retention strategy for some target and loyal customer.

    By this we will offer some unique product with unique features but we will charge a little more

    for that type of product. Because of creating this product differentiation we will take consider our

    loyal and target customer. Sometime if customer want to get their product with some extra

    differences we will also try to fulfill their wants to fell them important for us with little more

    charge.

    Transactive Content:

    We will also take into or consideration the transactive content because we want to attract new

    customer. In our website we will include the customer opinion option and with the help of this

    we can change our features, strategies, product types, product materials, colors etc as per

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    customer requirement and what customer wants from us. If we maintain this strategy we can

    attract our new customer, existing customer, loyal customer. Using this strategy we can

    dynamically changes our product on the basis of customers needs and preferences.

    Customer service:

    We will offer customer service for our customer. Actually which type of business we have in

    here we cannot give after sales to our customer as like changing product, altering, fixing etc.

    But we can provide customer service to our like that if they have any queries, confusions etc.

    we will try to solve this. We also provide customer service like to deliver their order in their

    residence and collect cash payment for this we will charge a little charge from them in case

    online shopping.

    3.5. Pricing Strategies:

    To attract our customer we trying to use different types of pricing strategies as like competition

    based pricing, temporary discount pricing, psychological pricing etc. As like follows:

    Competition based pricing:

    As a competitor in the field of E-commerce business we have to set competition based pricing. If

    we charge more than other customer then our product will lose the market another side if we set

    low price then other competitors then customer can get wrong image about our product. For that

    reason we have to be more and more concern about that type of pricing.

    Temporary discount based pricing:

    Our business is related with the apparel and gift items related. So we have to offer our customer

    some temporary discount based pricing as like we can offer in this Eid-Ul-Azha our discount

    price will be

    5% discount in gift items like earrings, cards etc.

    Upto 20% discount on three pieces and shares.

    Upto 10% discount on gents items etc.

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    Psychological pricing:

    To attract our customer we also use some psychological pricing in our products. If our website

    we give advertisements like that the customer can purchase some gift items are in TK 99 for few

    days then customer will attract and they visit to know product are getting this offer then if they

    are considered they can purchase from our website.

    Methods of our pricing:

    Price is not just a number on a tag. Traditionally, price has been the major determination of a

    buyers choice and this is still the case large segments of buyers across the globe. Although non

    price factors have become quite important in the last few decades, price still remains an

    important factor in determining sales and profitability. Competitive pressures together with

    consumer and short-term orientation of companies have resulted in a marketplace that is

    characterized by sales promotion.

    Our firm consider many factors in setting its pricing policy lets look in some detail at six-step

    procedures :

    1. Selecting the pricing objective: we want to maximize our market share. we believe that

    higher sales volume will lead to lower unit cost and higher long-run profit.we set the lowest

    price, assuming the market is price sensitive.

    2. Determining demand:we have many competitors such as Anjans, kay kraft, Rang, Deshi

    dosh etc. So demand elasticity is high for this type product.

    3. Estimating cost:we determine our cost by the 2 step. Variable and fixed cost. Total cost is

    the combination of fixed and variable cost.

    4. Analyzing competitors cost, prices, and offers : our competitors price range:

    Anjans kay kraft Rang

    T-shirt Tk 550- 1000 600-1500 770-1200

    Sharee Tk 800-5000 700-10000 800-6000

    5. Selecting a pricing method:There are many pricing model such as markup pricing, target

    return pricing, perceived- value pricing, auction type pricing. we follow MARKUP pricing.

    T-shirt

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    Variable cost Tk 400 Tk1200

    Fixed cost Tk 2, 00,000 Tk 200000

    Expected unit sales 5000 unit per month

    The manufacturers unit cost is like that:

    Unit cost=variable cost+ fixed cost/unit sales

    =400+200000/5000 and = 1200+2,00,000/5000

    = tk440 =tk1240

    We wants to earn 20% markup on sales.

    Markup price = unit cost/1- desired return

    =440/1-.20 =1240/1-.20

    = tk550 (lowest) =tk1550 (highest)

    Sharee

    Variable cost Tk 500 Tk15000

    Fixed cost Tk5,00,000 Tk5,00,000

    Unit sales 4000 per month

    The manufacturers unit cost is given by:

    Unit cost=variable cost+ fixed cost/unit sales

    =500+5,00,000/5000 and =Tk15000+5,00,000/5000

    =Tk600 =Tk15100

    We want to earn 20% markup on sales.

    Markup price = unit cost/1- desired return

    =600/1-.20 =15100/1-.2

    =Tk 750 (lowest) an =Tk 18875 (highest)

    Fixed cost=Internet expense, rent expense ,sales persons salary etc. We distributed this expense

    proportionately to the product.

    Variable cost= Any product manufacturing cost.

    We collect gift item from many dealers. So purchase cost is our product cost.

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    Chart of pricing strategy:

    Product

    name

    Price

    range

    Delivery

    charge

    Delivery

    charge

    Discount

    T-shirt 550-1550 40( Dhaka) 100(outside) 10%

    Panjabee 700-5000 40(Dhaka) 100(outside) 10%

    Sharee 750-18775 40(Dhaka) 100(outside) 10%

    Salwar kamij 1200-6000 40(Dhaka) 100(outside) 10%

    Gift items 200-6000 40(Dhaka) 100(outside) 10%

    Anyone can purchase our product via online or offline. Insight Dhaka if buyer wants buy their

    product by online they have to pay Tk 40 per order. But outsight Dhaka they have to pay Tk 100

    or depends on the distance and the rate of courier service per order cash and credi tcard system

    both are acceptable.

    Benefits of our pricing policy:

    Fixed price

    Price variation

    Product variation

    Easy payment policy

    Same profit ratio

    Discount facility

    For all income group

    Time consuming

    Risk less purchase.

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    4.1. Conclusion:

    Bangladesh is a developing country and in the technology we are upgraded day by day. In

    worldwide market is simple for them to doing online business as well as online shopping. But

    country likes ours not so much easy for both of this. In Bangladesh majority person are middle

    class people and among them most of the people are liked to do physically shopping rather than

    online shopping. But hopefully nowadays people become busy regarding with their job, business,

    study etc. because of that in some festival or other time they cant go market for shopping or

    cant make any time for shopping. Our countries political situation is not much good as well as

    we have to suffer from Hartal, strike etc. along with these traffic jams is a common factor.

    Because of these reasons most of young generations like to go with online shopping.

    This business area is new for our country but we are hopeful about that business. By making

    online shopping people can save their valuable time and wastage of unusual expenses. And we

    think we can make a good business in Bangladesh with the most valuable customer in our

    country.

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    4.2. Recommendation:

    Now a days people have less time because of their job, study, business etc. and in future

    they will not make any quality time for shopping. Because of that it will be a great business

    in near future.

    We are creating more agreement with the service provider like DHL, Shundarban courier

    service etc. and some other dealers for good materials and product to have better options for

    customers.

    Now a days government is make many agreements by which open the new window for

    online industry.

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