How the Online Grocery Market work

E-Marketing: “NILOY Grocery Home Delivery Service”

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ABSTRACT

Grocery Home Delivery will introduce a whole new experience in the shopping of daily necessities. We will offer quality products at a stable price in safe and clean environment in order to survive and achieve profitability. Although there are many factors which relate to customer satisfaction, but most of previous empirical research in this field tended to emphasize on quality products, products variety and special products, location, hygienic environment, hassle free shopping and freshness, competitive price, service and layout of the store. For well-functioning of a city, it is very important to ensure the optimum location of different public facilities. Grocery Home Delivery follows the theme of arranging all kinds of products under one roof for the consumers. In the study area, super stores have grown haphazardly and people are not getting their desired services. On the other hand, owners of super stores failed to earn their preferred profit. The research develops an e-marketing strategy and e-marketing plan based on the competitive analysis. The development of the e-marketing plan covers e-marketing objectives, strategies, tactics and control management. Finally, the analysis provides a recommendation on the integration of the short-term marketing strategy with a short-term revenue generation e-marketing plan.


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1.0 INTRODUCTION

Grocery home delivery is a new concept in Bangladesh. As the customers are increasingly becoming more aware of the conveniences and their own lifestyles, they are not in many cases preferring to get products from a grocery home delivery for their everyday shopping rather than to superstores, small departmental stores around. So, the customer satisfaction is important for growth of this sector. Customer satisfaction is a simple term stated as the level of shopping experience in a super store where the customer’s expected service level is met with the actual service provided by the retailer. Customer service is a series of activities designed to increase the level of satisfaction which means the product or service has met the customer expectation. Measuring service quality is difficult due to its unique characteristics: Intangibility, heterogeneity, inseparability and perishability (Bateson, 1995).

Figure: E-marketing trends in Bangladesh

From the chart we can see the trends of E-marketing in Bangladesh. We see that it has three phases. Firstly, from late 1990 to 2006 in that period just infrastructure of e-marketing was built. In the second phase 2006-2009 there was actually isolated e-marketing. Finally, from 2010 to till now it’s a great competitive era in e-marketing.


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Figure: Internet usage Statistics in Bangladesh

From the graph we can see that in 2011 about 5,570,535 internet users were active in Bangladesh. It was 3.5% of the total population according to ITU. This clearly indicates that lifestyle, preference and demands of Bangladeshi consumers are changing rapidly by using internet. With the others Grocery home delivery culture will be playing a vital role in the ever changing purchasing pattern of consumers. With the current shopping practice, online shopping has become a necessity by offering unique shopping experience. Grocery home deliveries will have successfully made a breakthrough in the urban lifestyle with the idea of “all essential elements under one roof”. Grocery home delivery is a one floor large area consisting of the daily goods sitting at home. Grocery home deliveries will have attempted the massive expansion drive to attract the consumers in terms of status and convenience. A rise in a good number of organized retailing superstores, offer the consumers hygienic items at a competitive price. The expansion of Grocery home deliveries will diversify the choices of consumers and boost their spending pattern. Grocery home deliveries will make debut, successfully attracting consumers, a section of consumers who are successfully turning to home deliveries from the soggy market.

E-marketing is marketing online whether via websites, online ads, opt-in email, interactive kiosks, interactive TV or mobiles. It involves getting close to customers and maintaining a dialogue with them. It is broader than e-commerce as it is not limited to online transaction between organizations, but it includes all processes related to marketing. (Chaffy & smith, 2008)


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2.0 OBJECTIVE OF THE STUDY

The research titled “NILOY a Grocery Home Delivery Business Model” which is actually carried out with the brand name of NILOY. The purpose of our research is to create e-marketing plan for NILOY. This marketing plan is also implemented in the newly established websites.

The objectives of our research are:

The first and foremost objective of the study is to know about the customer of home delivery service so that we can develop the business.

Communicate a company's message about itself, its products, or its services online.

Conduct research as to the nature (demographics, preferences, and needs) of existing and potential customers.

Sell goods, services, or advertising space over the Internet.

To create e-marketing plan for “NILOY a Grocery Home Delivery Business Model”.

To analysis and evaluate the current webpage marketing strategy.

Provide suggestion, recommendation and also improve the marketing strategy in the web site.

Increase awareness of a new brand

Build relationships with users as evidenced by return visits to a Web site

Build positive attitudes through more effective customer service

Customize Web page content using real-time profiling

Build sales of a product distributed over the Internet

Increase advertising space sales on the Web site

Decrease staff travel costs through online collaboration

Increase customer retention rates

Increase supply chain coordination

Decrease distribution costs, thus lowering prices

Decrease order-taking, fulfillment, and billing costs

Increase the LTV (life time value) of each loyal customer


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2.1 RESEARCH METHODOLOGY

2.1. Data Collection Technique

To make the research more meaningful and presentable, two sources of data and information have been used widely-

Primary Data &

Secondary Data.

2.1.1. Primary Data

Primary data are root level data and are collected without correction. These data were collected by-

Face to face conversation with customer as well as employee

By observing various organizational procedures

2.1.2 Secondary Data

Such types of data were collected through several journals of several organizations. Besides that, news Paper & magazine regarding e-marketing issues, seminar papers and other types of publications were used in case of secondary data.

2.2 RESEARCH METHODS

According to Hollensen (2003, 740-742), qualitative research gives a holistic view of the research problem. From the beginning of this research author is quite clear about using the qualitative research method, which usually emphasis words rather than quantifications in the collection and analysis of data. (Bryman & Bell, 2007).

The main outline for these types of research can be seen in the following figure:


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Figure: Main steps of qualitative researches. (Bryman & Bell 2007, 406)

3.1 COMPANY DESCRIPTION

NILOY Grocery Home Delivery will provide a fresh solution for those elderly and unable to get their own grocery. For whatever you can get at your local supermarket, superstores, we will hand deliver right to kitchen. Our commitment will be to quality service, punctuality, and goodwill towards our customers has been our highest priority, which drives our customer's loyalty and our success.

Our huge selection of home delivery groceries will be includes all the fishes, vegetables, rice, tomatoes potatoes, meat/poultry, snacks and beverages, condiments, cleaning supplies like detergents and soaps and thousands upon thousands of other items consumer use every day. Best of all, customer can buy groceries from the comfort of home or office. So why not save a trip to the store while saving some time and gas money, too?

We will do everything to keep our prices low, so you can spend less and enjoy more of the things Customer love. Shopping for groceries online is also a smart way. Many of our home delivery grocery items will qualify for free delivery with our Home Free shipping program, too. Once Customer will have experienced how easy it is to do Customer grocery shopping online, Customer will want to shop groceries online every time.


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2.1.1 Vision

“To be a leader in grocery home delivery retailer market in Bangladesh by delivering the quality of products, setting new trends and lifestyles”

2.1.2 Mission

“To offer continuous value added products to our customers”.

To accomplish this, we will focus on exceptional price, freshness, quality, convenience and after sales service.

3.2 COMPETITOR

The Main competitor of NILOY is the “Kacha Bazaars”. Besides this currently in our country about 12 online grocery home delivery providers are operating their businesses. These are as following:

1. chaldal.com 2. kachabazaar.com 3. muktobazaar.com 4. kholabazar.com 5. easybazar24.com 6. bdhaat.com 7. upoharbd.com 8. upohar2me.com 9. adhuli.com 10. lalnilgift.com 11. bdgift.com 12. utshob.com

These are also our important competitors as we are going to lunch business in this sector. Nevertheless, when it will be pressed on the other competitors the management will be considered as Mina Bazaar, PQS, Nandan, Shapno, Agora and other retail stores.


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3.3 MARKET SEGMENTATION

The company’s will initial entry strategy into Dhaka city based on an analysis of the demographics, income levels, Internet usage and population and store dispersion levels within its target area. The areas have a significant e-commerce presence and the target market segment is considered to be 20+ years old professionals who don’t have time to visit their local grocery store. Although the strategy involved cannibalizing some of its existing market, we hope that this would be more than compensated by the marker share it could take away from its competitors, who do not offer a similar service. The subsequent move into other city will be again based on the above factors of a strong e-commerce focus, demographics and average income levels. However, there will be also the additional factor to consider of the presence of competitors. These companies will provide a threat to traditional bricks and mortar operations, by taking away customers and market share. As Web customers are generally wealthier consumers with more expensive shopping baskets this will represent a significant threat in the longer term. However, the presence of competitors do not have one advantage in the fact that it was helping to grow the overall size of the online grocery market to a point where critical mass can be obtain. We hope to capitalize on this critical mass, our brand name and establish distribution networks to leverage market share in these areas.

3.4 TARGET MARKET

A market consists of a set of buyers sharing common needs or characteristics that the company decides to serve (Kotler,et all, 2004, p.251) mentioned earlier, the recent rise of the working parents of the country had been a prime reason behind the launch of the project. According to the Marketing Manager “Working parents nowadays usually don’t have time to go to different shops and stores for their daily needs. They would rather prefer to get product at their rest.” This is one of the most important points that NILOY relies upon for its business.

As NILOY aim is to encourage large sales turnover, their focus is on those income groups who can afford to buy in large quantities. Therefore, their-marketing strategies are segmented primarily under the following criterions.

Economic status

Education

Age


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3.4.1 Economic Status

A person’s economic situation will effect on product choice. Person can consider buying an expensive product if he/she has enough spendable income, savings or borrowing power (Kotler et all, 2004, p. 188). NILOY primarily targets the following classes their customers. They are:

Middle Class

Higher-Middle Class

3.4.1.1 Middle Class

The Middle class is made up of average-pay white and blue-collar workers who line on “The better side of two and try to do the proper things. The keep up with the trends, they often buy products that are popular. Most are concerned with fashion seeking the better brand names, better living means owning a nice home in a nice neighborhood with good school (Kotler et all, 2004, p.l 84).

3.4.1.2 Higher-Middle Class

Higher middles possess neither family status nor unusual wealth. They have attained positions as professionals, independent businesspersons, and corporate managers. They have a keen interest in attaining the “better things in life”. They believe in education (Kotler et all, 2004, p. 184).

The management of NILOY will conduct extensive survey prior to starting the business and this will include finding what the working the working class (middle and higher middle) need. The general outcome will that the need of a store such as NILOY will be there the reason behind choosing this particular class will be explained by the manager of the firm by the knowledge that the middle class of this country will be expanding very rapidly and the working mother concepts


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will be no longer special case. The prospects will fell that elite would come with it, on general belief that both want quality at a reasonable price.

3.3.2 Education

The other reason behind choosing the middle and higher-middle class is that they are usually the more educated among all the other classes, ensure taste and choice according to the management.

3.3.3 Age

Consumer needs and wants change with age (Kotler et all, 2004, p.241). NILOY uses age and life cycle segmentation, offering different products. Surprisingly, the generation factor seems to be affecting the plans of NILOY in a positive way. According to the marketing manager young people are more at home shopping at NILOY rather than going to retail store.

3.3.4 Central Selling Point

NILOY primarily focuses on convenience of buying at the rest. Although it also provides variety of products, it emphasizes on convenience to bring the products at customers’ doors.

3.5 VALUE CREATION

A 2012 study showed that there is aversion to grocery store shopping. Among respondents, only 11% said grocery shopping is fun; 83% said going to the grocery store takes too much time; 50% said saving time is more important than saving money; 85% said they were looking for ways to save time; and fully 95% said that they were looking for ways to make life simpler. We see it as ideally positioned to answer these customer needs. For the consumer, we want to provide "Smart Shopping for Busy People" through a user friendly, highly functional virtual supermarket and personalized shopping, delivery and customer services. Our customers will be able to avoid the hassles typically associated with grocery shopping and enjoy a more pleasant and productive shopping experience. Shoppers can choose among a variety of shopping methods, access up-to-date product and pricing information and sort items in any product category by a wide variety of nutritional and other variables. For the retailer, we will initially provide its online sales channel, which will be designed to enable the retailer to gain incremental revenues and profits by capturing an increase share of the grocery purchases of existing customers and by attracting new loyal customers. Peapod's systems gradually moved away from its partnership with retailers and to its own centralized warehouses.


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For the consumer goods company, we will provides a forum for targeted interactive advertising and promotion and extensive product research by linking together customers from multiple markets into a national online network and collecting substantial data regarding members' attitudes, purchasing behavior and demographics. In addition, we will grow membership base, of which approximately three-quarters will be upper middle class consumers and approximately three-quarters will be women, has an attractive demographic profile, which is difficult to reach through other direct response media channels. Figure-1 illustrates how we will add value by allowing for two-way communication between consumers, retailer and consumer goods manufacturers. We sit on top of an invaluable database of individual customer information. It can feed this information to the retailer and manufacturer, helping both to make smarter choices about what product to offer. (Cross, 1996)

3.6 PRODUCT AND SERVICES

NILOY will be offering products related to daily necessary goods. Following are the list of products that it offers: Fruits & Vegetables Breakfast Beverages Meat & Fish Snacks Dairy Frozen & Canned Food Bread & Bakery Home & Cleaning Baking Needs Cooking


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3.7 HOW WE WILL SET UP E-MARKETING BUSINESS

E-marketing business setting up is not a Easy thing. It is always difficult and challenging to establish such e-marketing in like Bangladesh. However in setting up e-marketing business firstly we will set up online social networking like-faceook page, twitter page than we will create our website. It would be reach, well-furnished and suitable for the customer use. After that we will place ads or use different promotional tools in online, Finally we will use email to the target customers for visiting our sites and taking our offer.

Figure: Setting up E-Marketing business

3.8 E-MARKETING MIX

High levels of interactivity enable retailers to provide exactly the type of information about products; services and pricing that the individual customer wishes to receive. High levels of interactivity also encourage customers to provide exactly the type of information about themselves that retailers want – including credit card numbers, email addresses, shipping address, personal preferences and purchase histories.

3.8.1 Product strategies

Usually to meet demand of consumer it‘s necessary for the firm to add some additional features that add value to customers. Internet provides opportunities for the customer for mass customization of the products. Internet can also be used to vary the extended products in numerous ways like, endorsements, award, testimonies, customer list, warranties, guaranties, Money-back offer, customer services, incorporating tools for using the products. (Combe 2006, 127). Physical goods are usually presented in the form of a detailed online catalogue that the customer can browse through. Technology allows our customers to virtually touch and feel the product on the Internet - rotate it, zoom in or zoom out and even visualize the product in different configurations and combination. The buying process is also customized for returning visitors, making repeat purchases easier.


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3.8.2 Place strategies

The place element of e-marketing mix refers to the channel through which the firm brings the product or service to the customer. Firm can use internet to take orders from customer and then use intermediaries such as whole seller and distributor to deliver the product. Internet has the greatest implications for place in the marketing mix since it has a global reach. (Chaffey, 2007) One of the biggest changes to the marketing mix is online purchasing. In online purchasing customers have power to purchase which means they can purchase direct from manufacturers cutting out retailers totally. The challenge for us is to ensure that the product is delivered to the consumer in right time with reasonable price. Internet serves as a direct marketing channel that allows the producer to reach the customer directly. The elimination of the intermediate channel allows us to pass the reduced distribution cost to the customer in the form of discounts. Online location can refer to where links are placed on other websites. We will place a link on www.google.com home page that would generate high consumer traffic. Customer behavior and interest of their visiting sites will help to understand where to place online links and advertisements.

Figure: E-Marketing Mix

3.8.3 Pricing strategies

Price is the only element of the marketing mix that generates revenue all other represents costs. (Combe 2006, 128) In marketing mix section, pricing is the difficult section and should consider many aspects. Traditionally pricing was about finding about customer costs, discovering how much consumers are willing to pay, taking account competition pricing then setting customer price. The internet has made pricing very competitive. Different costs like store costs, staff cost have disappeared for complete online stores, placing price pressures on traditional retailers. The internet allows much more dynamic approach to pricing product and services. Dynamic in a way that price can be updated instantly in response to changes. (Combe 2006, 128)


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The internet has provided our consumers an opportunity and power to shop around for the best deal within a click of a button. Also it gives the buyers information about multiple sellers selling the same product. Now day‘s technology allows repeat visitors to be tracked, easily allowing loyalty incentives to be targeted towards them. We will offer our customer to ordering through these ways:

1. Online order 2. Direct phone call order

Besides this we will also offer these payment methods:

1. B-kash 2. DBBL M-banking 3. Cash on delivery 4. Western union 5. Visacard 6. Mastercard 7. Money Gram

We know that with e-pricing it‘s easy to reward loyal customers. So, in this case we will give more focus on.

3.8.4 Promotion

The Promotion element of the marketing mix refers to how marketing communications are used to inform customers and other stakeholders about an organization and its products. (Combe 2006, 129) The success of the promotion is highly depends upon the effectiveness of the website design. The website as the first point of contact between potential customer and supplier must possess specific characteristics to attract and maintain the interest of customer. They are as follows:

Easily accessible and easy to use: highly visible in search engine list and easily navigated by customer

Fast and efficient: up to date and relevant information quickly

Confidence boosting: feeling that product and service offer is genuine.

Constantly available: available 24 hours a day.

Secure: security of information provided by customer

Promoting products and service online is concerned with a number of issues. Having a recognizable domain name is first stage towards e-promotion. Organizations today have their own webpage used for advertisements and promotion. We will also make a website. Placing


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banner advertisements on other webpage‘s is a common form of e-promotion. We will use Banner ads are placed where potential customers browse. Web public relations (WPR) will be our approach to promoting online. News worthy stories based on product or service launches can be placed on the company‘s webpage, or WPR articles sent to review sites for consumers to read. This form of online promotion will pull the consumer in. Direct email is a popular and common form of e-promotions. We will send e-leaflets to hundreds and thousands of respondents although the response rate will be very low. Direct emailing is also known as SPAM which stands for Sending Persistent Annoying email (SPAM).

To summaries our e-promotion will includes:

Having a recognized domain name

Having websites

Banner promotions

Web public relations (WPR)

E-leaflets

Email

Updated contents in website

A part from 4P‘s there are other elements like People Process and physical evidences which are also equally important in e-Marketing because service delivery is important aspects of e marketing. (Chaffey 2004, 352)

3.9 ONLINE CAMPAIGN

To promote our sites we will follow the following tolls:

Feedback Forms - Using customer feedback we can improve our site and provide better service to our customers. Using feedback forms also will shows our customers that we are interested in what they have to say, and provides an opportunity to build relationships with them. For instance, we may send out an email thanking a particular customer for bringing an issue to our attention and follow-up with a coupon to show our appreciation. The disadvantage with a feedback form is the type of information people provide or the questions they may ask. If customers cannot find answers on our site, they may resort to using the feedback form. To receive targeted feedback, we will develop an online form for customers to complete that leads them through the feedback process.

Bookmarking - A good way to encourage customers to visit our site is to ask them to bookmark it. Through bookmarking, they have easy access to our site and do not have to remember our site’s exact URL to visit. Bookmarking a site is particularly beneficial for web surfers who like to follow links. It enables them to go back and take a more in-depth look at what we have to offer when they need to.


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Content - Content is a strong driver for encouraging repeat visits by customers, particularly when it is fresh, timely, and gives customers a reason to visit regularly. For example, perhaps we have a ‘Tip of the Day’ or a regular visit by an ‘expert’ well-known in your field of business who provides online advice. Content that is useful for their visitors and will enable them to leave with new knowledge will attract them to our site, and encourage them to check back regularly.

Daily Give-Away/Coupons/Contests - Sites that offer regular promotions such as a ‘give-away’, coupons and contests are in a solid position to capture a regular audience. While the promotion acts as the driver that attracts customers to visit initially, it provides an opportunity to showcase new products and services, and deliver important news about our company. Our promotional tool has not only lured customers to our site, but it has also increased the likelihood of getting a sale. Offering various promotions also enables us to obtain customer information that we can use in future marketing campaigns.

Surveys - Surveys provide an effective avenue through which to gather important customer data that will help us to improve our business and plan for the future. To encourage visitors to complete the survey, we can provide an incentive such as an opportunity to win a prize.

Awards/Testimonials - Including awards and testimonials on our site will provide credibility to our business. They will also provide a foundation for us to build rapport and trust with our customers, who will be more willing to visit a site they can trust.

Online Chat - Online chat mechanisms provide a forum where customers can come together and share their experiences with each other and also with us. This interactive tool allows us direct access to customer opinions where we can gauge trends and determine their views on the industry.

Figure: Online promotion tolls


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3.10 E-MARKETING CAMPAIGN MANAGEMENT

Online marketing campaigns are critical to building brand loyalty and driving business revenues. Yet marketers face numerous challenges in designing and launching online campaigns when working across multiple, disparate systems for multichannel delivery. Creative design is done in “silos” outside legacy content management systems and digital assets are typically hard to locate or outdated, while campaign operations are executed on yet another system. The result is that campaigns become disjointed, inefficient, and immeasurable; marketing deadlines are missed; and brand equity suffers.

With NILOY EMCM, we can control our multichannel marketing campaigns by orchestrating targeted customer interactions across the web, mobile devices, social communities and NILOY EMCM simplifies planning, accelerates execution and optimizes the results of wide reaching multi-channel campaigns.

Features

Built for digital marketers, e-marketing campaign management provides business users with an easy-touse dashboard with which to manage all aspects of multichannel marketing campaigns. The Campaign Dashboard manages for key areas: Campaigns, List and Lead Management, Segmentation & Targeting, and Reporting.

Campaign dashboard

Getting all necessary information at a glance is crucial for managing large-scale marketing campaigns. That is why e-marketing campaign management comes with a built-to-purpose marketing dashboard that provides an overview of:

Active lists

Available segments

Running campaigns

List of reports

The campaign dashboard is extensible, so custom widgets can be added.

Campaigns

Leverage the NILOY WEB solution’s will unify targeting capabilities to create compelling, media enriched campaigns, schedule their delivery, target to any customer segment, and track results simply and easily. NILOY EMCM provides advanced campaign targeting features such as:

Simulation of targeting before campaign execution

Advanced Targeting by segment or interest

WYSIWYG editing of targeted teasers


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Support for A/B and MVT testing

Integration with WEB Test & Target (campaign testing)

In addition to optimizing the user experience for website visitors, NILOY EMCM will improves the newsletter subscription process as well as the design and delivery of online marketing communications.

Template-driven newsletter editing for increased brand consistency

Reuse of web content management components

Variable expansion for profile information

Simulation of mail clients and variables

List and Lead management

Marketing campaign management enables marketers to import leads or contacts either by copying and pasting from Microsoft Excel or a comma-separated list. Additional ways to generate leads are from newsletter sign ups or community sign ups. Once they are entered into NILOY EMCM, Leads generally will be categorized and put into a list so that later Customer can perform actions on the whole list, for example, sending out a custom email to a certain list. These actions include:

Activating or Deactivating Leads

Adding custom data

Merging of lists

Self-service sign-up and un subscription of leads with drag and drop

3.11 E- MARKETING COMPONENTS

Components of e-marketing include:

Setting up a website , consisting of text, images and possibly audio and video elements used to convey the company's message online, to inform existing and potential customers of the features and benefits of the company's products and/or services. The website may or may not include the ability to capture leads from potential customers or directly sell a product or service online. Websites can be the Internet equivalents of offline brochures or mail order catalogs and they are a great way to establish our business identity.

Search Engine Marketing (SEM), which is marketing a website online via search engines, either by improving the site's natural (organic) ranking through search engine


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optimization (SEO), buying pay-per-click (PPC) ads or purchasing pay-for-inclusion (PFI) listings in website directories, which are similar to offline yellow page listings.

Email marketing, which is a method of distributing information about a product or service or for soliciting feedback from customers about a product or service through Email. Email addresses of customers and prospective customers may be collected or purchased. Various methods are used, such as the regular distribution of newsletters or mass mailing of offers related to the company's product or services. Email marketing is essentially the online equivalent of direct mail marketing.

Banner advertising, which is the placement of ads on our website for a fee. The offline equivalent of this form of online marketing would be traditional ads in newspapers or magazines.

Figure: Total E-Marketing Strategy

Online press releases, which involve placing a newsworthy story about our company, its website, its people, and/or its products/services with on online wire service.

Blog marketing, which is the act of posting comments, expressing opinions or making announcements in a discussion forum and can be accomplished either by hosting our own


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blog or by posting comments and/or URLs in other blogs related to our product or service online?

Article marketing, which involves writing articles related to our business and having them published online on syndicated article sites. These articles then have a tendency to spread around the Internet since the article services permit re-publication provided that all of the links in the article are maintained. Article marketing can result in a traffic boost for our website, and the distribution of syndicated articles can promote our brand to a wide audience.

Opt-mail has basically two sources first one which is created by company themselves or it can be rented from companies like yes mail. Opt-in campaigns are where consumer request to continue receiving the emails. For example consumer selects a box saying that they want to receive future offers. Where as in opt-out customers will continue to receive the emails unless they select the box or email back that they would like to stop receiving the emails, and to be taken off the mail lists.

Social media marketing, which can involve social networks like Twitter, LinkedIn, Facebook and social bookmarking sites like Digg.

3.12 OUR BUSINESS CONFIGURE

As we want to lunching e-marketing we will develop a strong website. This website contains our products information. By visiting our website one customer can easily find their desired product by simple some clicks. When customer will go to our website than they can see our products according to different categories. By selecting category customer can see their desired product. After seeing the product image and price if customer wants to buy the product then they can click the “Buy Now” button. If we offer something than it will be shown to the customers. Than customer will click the “Order Now” button. In this stage customer have to Register or if registered than have to login to provide what will be billing and delivering information. Than customer have to choose payment option and place final order button. After that anytime if customer want to view his/her order status than they can simply login and cam see status.


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This will be our websites. Its address is: www.niloygrocery.com/

Image: Our website Screen shot

4.1 CONTROL

The control element of e-marketing plan can be achieved through a combination of traditional techniques such as marketing research to obtain customer view and opinions and novel techniques such as analysis of web-server log files that use technology to monitor whether objectives are achieved. (Chaffey 2007, 381)

We will made the design simple and smooth so that it can grab customer attention, further we will use better SEO for the ranking in Google, Google itself can generate more clicks that any other advertisement method. With the help of Google analytics report we will be able to measure whether the objectives are fulfilled or not and make changes accordingly.


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4.2 CHALLENGES IN E-MARKETING

5.0 RECOMMENDATION

Organization should take the responsibility to makes popular E-Marketing in Bangladesh. Its helps them to reduce the cost and convenient and value added service to its customer. The other recommendations are:

1. Train the people to use the E Marketing system

2. To provide more information about the benefit of E Marketing system

3. Organization need to have more preparation to use the system thus there are no problem when the user use the E Marketing system.

4. The current govt. of republic of Bangladesh’s is to make a “Digital Bangladesh”, so they have also the responsibility to develop more E marketing related firm


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5. At last public should aware to use E marketing as the system is developing only for customer convenience.

6.0 CONCLUSION

NILOY’s main concept will hinge on its ability to meet the needs of a more advanced society where the working wife will prefer to make at-a-time orders of daily needs less than one roof. The research has been performed for the case company “NILOY a Grocery Home Delivery Business Model”, but other company who are in online business can be benefited from this research. The aim of the research is to create and apply an effective e-marketing plan on “NILOY a Grocery Home Delivery Business Model’s web site.

Through this analysis, the company will have used some basics marketing concepts in the website to be able to sustain in the business. It can be concluded that with development of this new brochure/ecommerce site it has opportunities to reach wide ranges of customer and helps company to increase sales.

With the development of this e-marketing plan “NILOY a Grocery Home Delivery Business Model” is able to:-

Clear information‘s about the products and prices with attractive website design.

Make the website higher ranking in the Google

Be able to track the customer’s behavior and buying habits and make offers accordingly.

List all customer information‘s and email address of customers so that they can send monthly newsletter and offer to all customer with a click.

Be able to track all activities which helps to plan marketing activities accordingly

REFERENCE

E-marketing 6th Edition, Pearson Education Limited. Upper Saddle River, New Jersey.

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Rayport, J. F. and Sviokla, J. (1994), Managing in the Marketspace, Harvard Business Review November–December, pp. 75–85.

Rayport, J. F. and Sviokla, J. (1995), Exploiting the Virtural Value Chain, Harvard Business Review, November–December, pp. 141–150.


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Introducing E-MARKPLAN: A practical methodology to plan e-marketing activities Sandeep Krishnamurthy University of Washington, Bothell, Box 358533, 18115 Campus Way NE, Room UW1-233, Bothell, WA 98011-8246, USA

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