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ContentsExecutive summarySituational analysisGoalsStrategyValue propositionImplementationControlExhibits
Shopclues Android App allows you to shop online at wholesale rate, anytime and anywhere with just a tap of your finger
Situational
analysis
Situation analysis
1 Company overview
2 Market analysis
3 Target customers
Core competencies
1 Creativity and Innovation
2 Merchandising and multi-channel retailing
3 Secure and convenient payment options
4 Customer responsiveness
Strategic assets 1. All the members of the
Strategic Business Unit2. Expected large user-base3. In-app advertisements and
In-app purchases, that’ll generate revenue
4. Communication partners
PRODUCT PIPELINE
ShopClues is positioned as the one-stop-shop destination for shopping online from 5 crore products across 12500 categories in the most seamless and hassle-free way.
CUSTOMER CHANNELS
COMPETITION
SWOT analysis
TARGET CUSTOMERS
Customer segment is:Measurable: Size, purchasing power and characteristics can be
measuredSubstantial: Large and profitable enough to serveAccessible: Can be effectively reached and servedDifferentiable: Responds differently to different marketing mix
elements Actionable: Effective programs can be formulated to attract it
and serve it
“ ““If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000.”
GOALS
GOALSYearly revenue of +500 Million USD by the end of
2020.Increase conversion rates by 8 percent in four monthsDecrease shopping cart abandonment by 15 percent in
six months.Increase site traffic by 30 percent in six months.Develop a valuation of 1.5 Billion USD by the end of
2020.
TARGET MARKET
Customer needs and expectations
1 Quality content
2 Mobile-first experience
3 Overall shipping satisfaction
4 Enhanced customer intimacy
Customer behavior
COLLABORATORS
Major Collaborators:SuppliersVendorsChannel membersCommunication partners
Key stakeholders are-
SuppliersInvestors Customers Employees
Points of parity:Diverse product portfolioCompetitive pricingHome deliveryCash on Delivery service
Points of difference:Membership cards for
premium customersE- walletInnovative advertisementsStrategic warehousing and
distribution management
To Customers
• One-stop-shop for all your products
• Easy and seamless way to shop
• High price discounts and deals
• Secure payment
To Collaborators
• A well-managed, rapidly growing app with new downloads everyday
• Successfully competing with other major players in the industry
• A large and diverse user-base
To Company
• Employees:-Positive work environment, good pay, growth potential, opportunity to pursue interests, job security
• Investors:- Regular filing of returns, future growth potential, financial stability, clean image, profitable and loyal user-base, high ROI
POSITIONING STRATEGY
An effort to influence consumer perception of a brand or product. Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind.
POSITIONINGShift from inventory
model to marketplace model
Competitive advantageQuick search options (with available online
websites)Setting the price of the productOne click away from orderInstant alertPrice comparison resultsCustomer reviews from websites for a
product
POSITIONING
PRODUCTS
PRODUCTSAims most
segments except automobiles and groceries.
High quality products
Has over 5 crore products across 12500 categories
Aims most segments except automobiles and groceries.
High quality products with 30-day replacement guarantee
Discounts up to 35% across all categories.
Upper edge in competitive pricing Special discount for loyal
customers and regular buyers.
E-gift voucher
Gift certificates
Membership cards
Cashbacks
Affiliate marketing Social media advertisingTV commercialsWord of mouth
DISTRIBUTION MECHANINSM
Active in Tier1 Tier 2 & Tier3 citiesTie ups with local vendors and courier
firmsAs on date more than 80% orders of
Shopclues are handled via warehousesQuick and efficient delivery service.
Marketing SalesLogisticsDelivery fleetCustomer support
Infrastructure
Marketing strategiesPromotions and advertisingSourcing, logistics and supply chainEnd-to-end customer deliveryCustomer relationship management
Developing integrated marketing campaigns – 1 monthDelivery of the products within 3-5 days of placing the orderPrice and tracking details should be recorded every minute
The final evaluation is done by using the following metrics: Digital impressions Number of transactions Gross Merchandise
Value (GMV) Market share Net Income Company’s valuation
EXHIBITSHaving an eye catchy website
High ratings in the app reviews
Increased number of impressions and
conversions monthly
Sound digital media base
DISCLAIMERCREATED BY ABHISHEK PATHAK, IIT ROORKEE, DURING A MARKETING INTERNSHIP WITH PROF. SAMEER MATHUR, IIM LUCKNOW .