shopclues marketing plan

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 .