Social gifting send social gifts to pakistan
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Transcript of Social gifting send social gifts to pakistan
Product
Group members:
Yousuf Rafi
Fahad Anwar
Sarwat Jabeen
Saima Abbasi
Nimra Khalid
1
Course Instructor: Iftikhar Munir
CONTENTS
Introduction
Marketing objective
Target audience action objective
Communication objective
Creative concept
Payment Solutions
Promotion strategy
Pricing strategy
PR campaign
S.W.O.T Analysis
Recently Successful brands
Summary
References 2
WHAT IS SOCIAL GIFTING?
Want to send gift to your friend….
But this is too expensive?
What if I can share the gift with friends?3
MARKETING OBJECTIVE
Digital channel contribution objective. Achieve 10% online
revenue contribution within two years.
Acquisition objective. Acquire 24,000 new online customers this
financial year at an average cost per acquisition (CPA) of Rs 1500-
2000 with an average profitability of Rs 700.
Conversion objective. Increase the average order value of online
sales to Rs 2500 per customer.
Engagement objective. Increase active customers purchasing at
least once a quarter to 150,000 in a market6
TARGET AUDIENCE ACTION OBJECTIVE
Primary Market
Teens – More experimental
Youth – Experimental and more buying power
Working People
Housewives
Elderly people (below 50)
Secondary Market
Travel Industry
Airlines, Railways and Local Transport Systems
Movie Theatres, Malls, Amusement Parks.
School, Colleges – Hotels, Restaurants, etc. 8
Data compiled by Mobilink SOCIAL PLATFORMS IN
PAKISTAN
18.6 Million3 Million
1 Million
0.5 Million
9
Mobile Internet Penetration in Pakistan
30 Mn internet users*
17Mn Mobile
internet users*
Data compiled by Mobilink
Mobile Internet
Mobile Internet users are part of
total internet users. No data to
classify them separately.
11
COMMUNICATION OBJECTIVE
1. Create Brand Awareness (Inform)
Creating brand awareness is to inform your target audience
about your brand, which would either be your product or
service.
The brand message can be delivered via several types of
communication channels, such as direct mail, radio, television
advertising, environmental advertising (billboards, bus stop
signage, and vehicle wraps), or online video and social media.
Building trust
13
COMMUNICATION OBJECTIVE
2. Define a Fulfilling Need for Your Product/Service (Persuade)
Competitive pricing
Low interest rates
Easy qualifying
Easy return policy
How the product or service will make life easier for the purchaser
Unique special offers
A buy one get one free
14
COMMUNICATION OBJECTIVE
3. Encourage Action from Your Target Audience (Remind)
We will be using social media to gain trust. This includes ads on
Google and Facebook.
BTL / ATL activities.
Sponsorships in latest tech based events.
Sponsored radio and tv ads
Print ads
SMS marketing
15
CREATIVE CONCEPT: PRODUCT
Two ways in which we will operate:
Shoppers select multiple items from the collection -- which is heavyon housewares, jewelry and other accessories -- that they think arecipient will enjoy. Sharing it with mutual friends who will share thecost of these items.
Social Gifting will trace interests of your recipient and suggest gifts.
We believe in making shopping better. Smarter, personal and more rewarding. That’s why we Social Gifting.
A platform to send shared gifts to your friends.
16
CREATIVE CONCEPT: PRODUCT LIFE CYCLE
Our product lie in Introduction Period of PLC
Low sales
High costs per customer
Negative profits
Innovator customers
Few competitors
Objective: To create awareness of product
Offer a basic product
Price at cost-plus
Awareness – dealers and early adopters
Induce trial via heavy sales promotion
17
CREATIVE CONCEPT: PRODUCT DIFFERENTIATION
Gifting is not a new concept in E-Commerce but social gifting
is an emerging trend.
Friends now days prefer using surprise as an element of gift.
With Social Gifting one can send gifts that are shared by
number of close friends.
Integration with Facebook to gather interests / likes of your
recipient.
18
CREATIVE CONCEPT: EMOTIONAL APPEAL
Personal Appeal
An element of surprise, stimulation, joy, happiness.
Social Appeal
Social aspect of purchase will be self-respect, involvement and
acceptance
19
PROMOTION STRATEGY
Social Media
Sponsorships
Sales Promotion
Customer Referral Incentive Program
Product Giveaways
Customer Idea Appreciation
Branded Promotional Gifts
Causes and Charity
Limited Time Offer Products
After-Sale Customer Surveys 21
PROMOTION STRATEGY
22
Newsletter to 300,000+
subscribers
promotion to
more than 1 million
users per week.
Referral
Marketing &
word of mouth
from expert
bloggers.
Targeted Google
Display Ads
SEO
Search Engine
Optimization
SEM
Search Engine
Marketing
Paid
Advertisement
Online Ads
Targeted to existing
customers
PRICING STRATEGY
23
Our product will rely on penetration strategy with high quality
& low price
For introducing new product
Price low to capture market share
Expect to make profit in volume
PR CAMPAIGN
Press Release
Newsletter
Social events – Bloggers meet up
Awards – P.A.S.H.A
Special Celebrity Gifting
Special events – Buzz for an upcoming event.
Online outreach – Secret Group (Entrepreneurs)
25
S.W.O.T ANALYSIS
26
STRENGTH
• High potential market
• Price, a competitive advantage
• High sales margins
• Availability of products
• Brand Acknowledgement
• Late entry into the market
•Dependence on logistics
• Participation with a growing industry
• Success rate is high on seasons.
• Cut throat competition
• Unstable price changes
• Rising Competitors
THREATSOPPORTUNITY
WEAKNESS
REFERENCES
Websites:
http://guusto.com
https://quarterly.co
https://wrapp.com
Books:
Delivering Happiness, Tony Hsieh
The Google Guys, Richard Brandit
Love Marks, Kevin Roberts 29