e Marketing New

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E- MARKETING PLAN

FISHERIES COOPERATIVE SOCIETY KALUVANGENI -

E MARKETINGMKT 4023


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GROUP MEMBERS

J S. SASIKUMARY EU/IS/2007/MS/04J V. VINO EU/IS/2007/MS/12J A. SARANYA EU/IS/2007/MS/31J B. SARANGAN EU/IS/2007/MS/65


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ONTENTS


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Our Sincere thanks

to


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INTRODUCTION E-marketing means using digital technologies such as websites,

mobile devices and social networking to help reach yourcustomer base, create awareness of your brand and sell yourgoods or services.

It also -includes management of digital customer data andelectronic customer-relationship management system (e-CRMsystem).

These technologies can be used cheaply and effectively,

whatever the size of your company or your business model.

E-marketing is the strategic process of creating, distributing,promoting, printing, and pricing goods, and services to a targetmarket over the internet.


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THE BENEFITS OF E-MARKETING

E-marketing gives businesses of any size access to the mass marketat an affordable price and, unlike TV or print advertising, it allowstruly personalized marketing. Specific benefits of e-marketing includethe following:


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E-MARKETING PLAN The e-marketing plan is a blue print for e-marketing strategy

formulation and implementation. It is a guiding, dynamic document,that links the firms e-business strategy (e-business model) withtechnology-driven marketing strategies, and lays out details for planis to guide delivery of the desired results measured by performancemetrics according to the specifications of the e-business model imbedin the firms e-business strategy.

Two common types of e-marketing plans are


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A SEVEN STEPSE-MARKETINGPLAN


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A SEVEN STEPS E-MARKETING PLAN

SReview the firms environmental &SWOT analyses

SReview the existing marketing planand any other information that can

be obtained about the company andits brands.

SReview the firms e-businessobjectives, strategies, andperformance metrics


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S Determine the fit between theorganization and its changingmarket opportunities. Performmarketing opportunity analysis,demand and supply analyses, and

segment analysis.

STier 1 strategies: Segmentation

Targeting Differentiation Positioning


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S Identify general goals flowing frome-marketing strategy


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S Identify revenues streamssuggested by e-business models

Tier 2 strategies:

Design the offer, value, distribution,communication, and market /partner relationship managementstrategies


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S Design e-marketing mix tacticsProduct / service offeringsPricing / valuationDistribution / supply chainIntegrated communication mix

SDesign relationshipmanagement tactics

S

Design information gatheringtactics

SDesign Organizationalstructures for implementing the

plan


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S Forecast revenues

SEvaluate cost to reach goals


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S Identify appropriateperformance metrics


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Your footnote

E-MARKETING PLAN FORFISHERIES COOPERATIVE

SOCIETY KALUVANKENI


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STEP - 01SITUATION ANALYSIS


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PESTELFactorDescription Significance


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PESTEL Factor

Political The capital investment in is2222projected to be maintained at . 22

per cent of GDP, facilitating the continuation of mega infrastructure

projects as well as rural development initiatives throughout the

country and Budget was primarily focused on developing an2222efficient and productive economy, including major sectors of the

economy

Moderate

With the dawn of peace and political stability, Sri Lanka hasbecome one of the most attractive investment centers in the world.Sri Lanka has a well -disciplined and strong labor force.

Moderate

Economic Sri Lankas economic growth in was impressive and is2222projected to be around . per cent, it shows a moving trend22

towards the high and sustainable growth path .

High

The unemployment rate in Sri Lanka has shown a declining trend. Moderate

Socio -Cultural The mid -year population has grown rapidly. HighNowadays increasing health conscious among customers negatively

affects food and beverage industries.

Moderate

Changes in lifestyle and tastes have played an important part indetermining demand for food products.

High The rapid increase in using of internet leads to send more time on

social networking.

High

Technology Technological advances cause profound changes in fishing patterns

and creating many marketing opportunities and challenges for

industry.

High

Technological development leads to better working effectivenessand consistent high quality of fish and processed fish products.

High

Nowadays there are many high quality and varieties of choices areavailable for cheap prices in the market due to the rapid

development of technology and globalization, so customers expect

high quality products for their money, greater value, and

satisfaction for cheap prices .

High

The widely used information technology has greatly improved theefficiency of customized communication, and efficiency of logistics

management.

High

PE

STELA

NAL

Y


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Ecological Changes in the weather patterns are a major opportunitLanka fo r fisherie s.

High

With the deterioration of natural environment suchgreenhouse effect and growth and development of social

on environmental protection, environmentalfactor has become

important factor that have to take account when producpro moting pr oduct s.

Moderate

A product, which is regarded by consumer as a threnvironme nt is d ifficult to be acc epted by custome rs.

High

Legal The control of fisheries co-operative society High

PE

STELA

NAL

Y

E i ti M k ti Pl ( P )2


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Existing Marketing Plan ( Ps)2

Product Fresh Fishes regular time for fishing . A.M to . A.M222 222 during season t ime: . P.M to . P.M222 2222

Target customers: B B and B C2 2Price Setting price by auction method

Selling at a reasonable priceto individual customers Cell phones are used to find the competitors price Flexible prices

Place From the Kaluvangeni ice factor y. they get ice before they go to fishing Selling on the spot to wholesalers and retailers Current customers are in Eravur, Chenkalady, Vantharumoolai, Chiththandy an

Kiran

Agents are helping to wholeseller to find the market Transportat ion is made by the customer. They use their own vehicles such a

motor bike, buddy vans

Promotion Word o f Mouth Sponsors to the sport s meets,religious events, Public programmesand festivals

EX

ISTING

MARK

E


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Corporate Social Responsibility:

Build a library for the society

Arrange micro loans to fishermen through Sampath bank

Spending money to the fishermen family when the funeral time.

Review of firms e-business objectives, strategies, and

performance metrics:

Firm currently does not engage in any e-business activity. So they do not

have any e-business objectives, strategies and performance.


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PortersFiveF

orceAn

alysis Factor Description Significance

Inter Rivalry Inter rivalry is low in Sri Lanka due to the

unavailability of existing competitors, but in

global scale inter rivalry is high. Low

Threat of New Entrants Lack of control of fisheries co-operation is

leads to high threat of new entrants. And low

capital investment also leads to high threat. High

Threat of Substitutes There are varieties of choices available in the

global scale. Threat of substitute is very high

due to the physical market place all over the

country

Very High

Bargaining Power of

Suppliers

Suppliers are boat, engines, and fishing net

manufactures; due to the availability of

number of choices power of suppliers also low Low

Bargaining Power of

Customers

Customers have number of option to purchase

the fishing products and they have umber of

market all over the country. Whereas our

product is new to the market; so the power of

customer is high

Very High


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STEP 02

E-MARKETINGSTRATEGIC PLANNING


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STEP: - 02: E-MARKETING STRATEGYPLANNING

Market Opportunity Analysis (MOA)

Marketers conduct a market opportunity analyses: including both demandand supply analysis, for segmenting and targeting.

Demand Analysis: There is a huge demand for fresh fish in local areas aswell as other part of the nation also. Other than, these exporters also pose ademand on this.

Supply Analysis: In order to satisfy the customer needs, they supply fishesto the market. In the regular period, they supply around 15,000 Kg of fishes,and during seasonal time, they supply more than 30,000 Kg of fishes to themarket.


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Tier01

Strateg

ies

Strategies Task

Segmentation Traditional Segmentation:According to geographic location,and theusage (i.e. B B and B C)2 2 they segmented the market.

Online Segmentation: B B customers, and B C customers2 2 Targeting B B Customers:2 Wholesalers and retailers throughout the country, a

worldwide customers

B C Customers:2 Local customers (individual customers)Differentiation Create an attractive brand

Different packaging stylePositioning Creating a logo for their website

Putting their logos in the product


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POSITIONING MAP

HIGH PRICE

LOW PRICE

HIGH QUALITYLOW QUALITY


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STEP 03

OBJECTIVES


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STEP 03: - OBJECTIVES

Financial Objective

To achieve a total sales of 1.5 million Sri Lankan rupees by 2014

Marketing Objectives

To achieve the 10% market share of on-line fish market in Sri Lanka by2014

Increase the market share Increasing customer satisfaction

Improve the customer relationship

Enhance the on time delivery

Customer retention

Acquiring new customers

Effective internet marketing

ONLINE GOALS ON LINE STRA TEGIES FOR FISHERIES SOCIETE


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ONLINE GOALS ON LINE STRA TEGIES FOR FISHERIES SOCIET

Online

advertising

Direct e-mail Onlinesales Viral

marketing

Find affiliates Yes No Yes Yes

Gather customer information Yes Yes Yes Yes

Improve customer service Yes Yes Yes No

Increase brand name awarenes Yes Yes Yes Yes

Sell goods Yes Yes Yes Yes

Enhance Fishers Societys imag Yes Yes Yes Yes

Engage in suggestive selling Possibly Yes Yes Yes

Generate sales leads No Yes Yes Yes

E-MARKETINGOBJECTIV

ESTRAT

E


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STEP 04

E-MARKETING STRATEGY


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STEP 04: - E-MARKETING STRATEGY

The Offer: Product Strategies Selling Fishes, Tinned Fish, Dried fish, salted Fish and Maldives Fish

through website

Generate revenue: Online Auction used for whole sale of fresh fish

Create a new brand as TUNA for online marketing.

The Value: Pricing Strategies FOB: For foreign customers (Frights also included)

Dynamic Price: According to usage setting the prices. For the first timebuyers can get with the low price

Competitors Price: Setting price according to competitors in localmarket to local customers


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Distribution Strategies Direct Marketing: To the local B2C customers and B2B customers Agent e-business model: By using agents market their products to

abroad

Marketing Communication Strategies

Direct mail: to registered customers Advertisement on other websites Using social media advertising such as Twitter, Face book and etc


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STEP 05IMPLEMENTATION PLAN


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STEP 05: - IMPLEMENTATION PLAN

The right combination of tactics will help the firm meet its

objectives

effectively and efficiently.

Pay attention to information gathering tactics.

Use to collect information from web site forms, feedback e-

mails, and online surveys about customers, prospects, andother stakeholders.

Web site log analysis software helps firms review userbehavior at the site and make changes to better meet the

needs of users. Business intelligence uses the internet for secondary research,

assisting firms in understanding competitors and other marketforces.


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STEP 06BUDGET

D E T A I L S JA N F E B M A R A P R M A Y J U N J U L A U G S E P O C T N O V D E C


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D E T A I L S JA N F E B M A R A P R M A Y J U N J U L A U G S E P O C T N O V D E C

Revenue

Sal e s 22222 22222 22222 22222 22222 22222 22222 22222 22222 22222 22222 22222

M e m b e r s hi p F e e 222 222 222 222 222 222 222 222 222 222 222 222

Tota l R evenu e 22222 22222 22222 22222 22222 22222 22222 22222 22222 22222 22222 22222

Expenses

T r a d i ti o n a l C o s t

W a g e s Fi she r me n 22222 22222 22222 22222 22222 22222 22222 22222 22222 22222 22222 22222

O il 22 22 22 22 22 22 22 22 22 22 22 22

F u e l 22 22 22 22 22 22 22 22 22 22 22 22

E-M arket ing C os t

T e c h n o l o gy C o s t 22 22 22 22 22 22 22 22 22 22 22 22

Si te Des ign 22 22 22 22 22 22 22 22 22 22 22 22

Salar ies 22 22 22 22 22 22 22 22 22 22 22 22

Ot he r S i te de v e l opme 22 22 22 22 22 22 22 22 22 22 22 22

M a r k et in g C o m m u n ic 22 22 22 22 22 22 22 22 22 22 22 22

Mi sc e l l ane ous 22 22 22 22 22 22 22 22 22 22 22 22

P R O F I T / L O S S 22 22 22 22 22 22 22 22 22 22 22 22


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STEP 07EVALUATION PLAN


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STEP 07: - EVALUATION PLAN

Once the e-marketing plan is implemented, its success dependson continuous evaluation. This means e-marketers must havetracking systems in place before the electronic doors open.


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Balanced Score Card is one of the tools, which use to measurethe e-marketing plan. The costs that go with the development,implementation, and the maintenance of an E-business projectcan be very high.

Therefore, E-business projects, like any other projects, need tobe evaluated and monitored to find out if the project deliverswhat it was supposed to deliver.

This means that performance measurement is one of the mostimportant activities that occur once an E-business project isstarted.

STEP 07: - EVALUATION PLAN cont

Generic E-business Balanced Scorecard


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Generic E-business Balanced Scorecard.2 CUSTOMERORIENTATION

What is the company's success in acquiring

andretaining customers through the web

site?

.2 BUSINESS CONTRIBUTION

Howshould the E -business project appear to the

Board in order to be considered as significant

contribution to company success?

Mission

To be the preferred supplier through the

internet

Objectives

customer satisfaction

customer retention

acquiring newcustomers

effective internet marketing

Mission

To enable and contribute to the achievement of

business strategies through effective application of E -

business

Objectives

E-business strategic plan achievements

business value of E -business project

compliance with budget

.2 OPERATIONALEXCELLENCE

At which services and processes must the E -

business application excel to satisfy the

stakeholders and customers?

.2 FUTUREORIENTATION

Howwill ITdevelop the ability to change and

improve in order to achieve the company's

strategy throughE -business application?

Mission

To deliver timely and effective E -business

services at targeted service levels

Objectives

fulfillment process

availabilityof the E-business system

improvement of systemdevelopment

security and safety

Mission

To enable and contribute to the achievement of

business strategies through effective application of E -

business

Objectives

E-business expertise of developers

E-business staff management effectiveness

independence of consultants

reliability of software vendors


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MEASURES FOR.

BUSINESSCONTRIBUTION

CUSTOMERORIENTATION

OPERATIONALEXCELLENCE

FUTUREORIENTATION


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MEASURES FOR BUSINESS CONTRIBUTION

Fulfillment process

on-time delivery of products and (electronic) services level of stock-outs level of shipping errors Number of problems with customer order processing Number of problems with warehouse processingAvailability of the E-business system

average system availability average downtime maximum downtimeImprovement of systems development

punctuality index of E-business systems delivery E-business systems development process excellence average time to upgrade the E-business systemSecurity and safety absence of majorE-business issues in Internal/External audit reports absence of major unrecoverable E-business failures or security breaches


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MEASURES FOR CUSTOMER ORIENTATION

Customer satisfaction score on online customer satisfaction surveys #of customer complaints/resolutionsCustomer retention

retention rates of clients who use the internet compared with those who do not % customers placing repeat ordersAcquiring new customers customer acquisition or new leads generated by the web site sales generated directly and indirectly by the web siteEffective internet marketing Number of hits Number of page impressions Number of site visits Number of visitors


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MEASURES FOR OPERATIONAL EXCELLENCE

Fulfillment process on-time delivery of products and(electronic) services level of stock-outs level of shipping errors Number of problems with customer order processing Number of problems with warehouse processingAvailability of the E-business system

average system availability average downtime maximumdowntimeImprovement of systems development

punctuality index of E-business systems delivery E-business systems development process excellence average time to upgrade the E-business systemSecurity and safety

absence of major E-business issues in Internal/External audit reports absence of major unrecoverable E-business failures or security breaches

MEASURES FOR FUTURE ORIENTATION


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MEASURES FOR FUTURE ORIENTATION

E-business expertise of developers Numberof training days per developer expertise of developers acquaintance with emerging new E-business software and technologiesE-business staff management effectiveness

rate of absence leave per developer average workload per developer % of E-business modules covered by more than two developers E-business project members satisfaction rateIndependence of consultants

Numberof consultant days per module in use more than two years Numberof consultant days per module in use less than two yearsReliability of software vendors

Numberreleases per year Numberof functional additions Numberof new customers


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CONCLUSION

JE-marketing means using digitaltechnologies to help sell your goods orservices.

JThese technologies are a valuable

complement to traditional marketingmethods whatever the size of yourcompany or your business model.

JThe basics of marketing remain the same -

creating a strategy to deliver the rightmessages to the right people.


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REFERENCES

Lanka, C. B. (2011). Centrral Bank Annual Report -2010.Central Bank of Sri Lanka.

Strauss, J., El-Ansary, A., & Frost, R. (2006).E- Marketing.Prentice Hall.


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QUESTION

TIME.


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Thank you

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