e-marketing business plan on t-shirt

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Presentation On E-marketing of “Online T-Shirt”

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Page 1: E-marketing business plan on T-shirt

Presentation On

E-marketing of

“Online T-Shirt”

Page 2: E-marketing business plan on T-shirt

Presented ByMaksudul Hakim Mohammad Mustakim

Tasnim Farhat Noor

Farjana Akhter

Suzana Kabir

Hasibur Rahman

Shahnewaz Sami

13

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Page 3: E-marketing business plan on T-shirt

Company Profile

Company Name: ArmorInk

Company Website: ArmorInk.com

Type of Business: Online Shop

Product: T-shirt

Mission Statement: “Suit Up!!! With Your Imagination”

Establishment: 2014(Probable)

Key Persons: Maksudul Hakim Mohammad Mustakim

Tasnim Farhat Noor

Farjana Akhter

Suzana Kabir

Hasibur Rahman

Shahnewaz Sami

Page 4: E-marketing business plan on T-shirt

Evaluation of existing online marketing activities:

• A group in Facebook with regular updates• Presence in Twitter• LinkedIn to attract professionals

Page 5: E-marketing business plan on T-shirt

Market condition evaluation:Target Market: Young generation aged between 13-35People who are comfortable with t-shirts

Market Size:Depends on the awareness among the target

customers What influences customers’ buying decisionneeds heavy advertising strategies, both in online

(e.g. facebook.com, doridro.com etc.) and offline ( e.g. newspaper, brochure, billboard, etc.)

Page 6: E-marketing business plan on T-shirt

Market condition evaluation (cntd.)

Market Growth Rate:• New business idea• Market will grow in a faster way if the

promotional strategies are properly implemented

• Increasing internet users in Bangladesh

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Market Profitability:

Threat of New Entry• Lower expense to enter

into this industry• Experience needed: but

training available• Economies of scale• Low Barriers to entry

Supplier Power• Moderate no. of

suppliers• Suppliers Large• Similar Products• Able to substitute• Able to change

Threat of Substitution• Some more available products as substitutes

Buyer Power• Available other

branded stores• Visibility of the

product in that stores

Competitive Rivalry• Easy entry for new

competitors• Low customer loyalty

Page 8: E-marketing business plan on T-shirt

Strength:- Unique design patterns- Reasonable price- Easier to design- Customers can get t-shirts designed by them at their own choice- Extended products to attract customers- Discount facilities on special occasions- Any kind of update will be provided to customer via E-mail or SMS notification.

Opportunities:• First mover opportunity• Growing internet users in Bangladesh• Advertising both in online and offline• Use of advanced technology compared to

others• Creation of a new community

Weaknesses:• Additional postage cost to deliver customers• First two years ArmorInk will only take orders

online, no delivery will be done• Channel conflicts can arise when more online

intermediaries will be added • Lead time to reach customer may negatively

influence customers to switch over.

Threats:•First two years

offline outlet have to compete with established brands

•Established brands may start imitating our strategy.

SWOT

Page 9: E-marketing business plan on T-shirt

Marketing objective

• Marketing objectives define what you want to accomplish through your marketing activities.

Page 10: E-marketing business plan on T-shirt

Customer Segmentation

Page 11: E-marketing business plan on T-shirt

Target Customer• Geographic: Primarily customers/consumers will be from Dhaka City, as business

will grow we will cover whole Bangladesh, after that we will think about international expansion.

• Demographics: Age & Gender : 15-35 young males & 15-25 young females

• Purchasing Capacity : 3 categories: - Dream (customized pricing)

•Armor Originals (Premium Pricing)

•Trendy (Average Pricing)

• Socio-Cultural: Internet using Facebook generation, Believes in the change in society, proud to express oneself using dress outline.

• Psychographic: Our offered various type t-shirts will be a better choice for those who wants to enjoy various designer t-shirts in a competitive price and those who are ready to pay the price to give life to their imagination in their t-shirts.

• Buying Behavior: Higher user status (high rate of purchases) will be encouraged by price negotiation and loyal customers will be given preferences.

Page 12: E-marketing business plan on T-shirt

Market Positioning

• Great design t-shirts, fresh, interesting, innovative, and printed on quality stock.

• In online web page it is faster and easier for someone to checkout, faster and easier to have a new customer as short and painlessly as possible.

• Great customer service by providing a chance to design own t-shirt.

• Information column containing design name, concept, color, availability and cost.

Page 13: E-marketing business plan on T-shirt

Competitor Differentiation

• Different way to add more value to clients:• So far our competitors do not provide many

categories which we do, for example- religious, biker, WWE etc.

• Customized Designing

Page 14: E-marketing business plan on T-shirt

Online Value propositions

• Information regarding t-shirts, for example available sizes, price, category, colors etc.

• Purchasing decisions by visiting our site.• Web site will interactively allow them to

submit their own designs for customized Order or for “Designer Hunt” campaigns

Page 15: E-marketing business plan on T-shirt

SMART Framework• Specific: the specific goal of ArmorInk is to make itself a brand, an initiator of a

community of young people who believe their t-shirt is the canvas to represent what they believe in.

• Measurable: the goal is measurable when ArmorInk will make and retain a loyal base of customers.

• Attainable: It is only attainable if we focus the e-marketing strategies to position ourselves into the mind of the young aged potential customers. To do that a strong community need to be made by using the social network site or by using aggressive promotional tools.

• Relevant: it is the time of social sites. It has the most effect on our customers. We see by just using facebook, the youth is defeating dictators, rising against any wrong-doing and expressing their opinions. So our focus on online community building should be rationally effective.

• Time-bound: Our goal has a deadline. We believe within three years by our aggressive community building strategy we will be the leading online t-shirt brand in Bangladesh.

Page 16: E-marketing business plan on T-shirt

SOSTAC• Situation Analysis: T-shirt has become an icon for youth. It is a way of expressing young

and creative mind. In all over the world online t-shirt stores are becoming very popular; in Bangladesh it has a bright perspective. Here we have market, technology, human resources ti support this type of firms. So therefore ArmorInk decides to come to market with an efficient online marketing strategy.

• Objective: ArmorInk is currently trying to focus on e-marketing strategies. It finds itself in a position where it needs to target the young people to survive and grow and to become a leading brand as an online t-shirt store.

• Strategy: the strategy is described in the later parts. For simple understanding the strategy is to provide design and quality and to create customer loyalty using online promotional tools.

• Tactics: To make people aware about design and quality products we intend to use a Web Page. Social networking sites will be used to make and maintain a community who believe in expressing themselves using their t-shirt.

• Action: in order to do so we will design an attractive web page, create pages in Facebook, Twitter, LikedIN to create and communicate with our desired community.

• Control: After regular Intervals we will compare the work done with the actual plan in terms of Sales, Customer Visit, and Order Placement etc.

Page 17: E-marketing business plan on T-shirt

ProductWe will provide mainly

• V shape• Round Neck

• Rounded T-shirt

* as the survey goes these are most popular. (1.1)

* Most important and good thing is that our segmented T-shirts have a huge demand as we can see in (3.3)

Page 18: E-marketing business plan on T-shirt

•Religious.•Anime & toon.•Funky & meme.•War craft.•Gothic.•Metal.•patriotic

Product

*The segment patriotic had proven popular by other T-shirt producers to its consumers so it not in the survey

**We will maintain our T-shirt quantity segmentation according to the survey response

Extended products:•Wrist bands•Ankle bands•Caps•Bags•Bracelets•Hats and scarves•Bandana

Page 19: E-marketing business plan on T-shirt

Price

• As ArmorInk.com sells T-shirt and has targeted customer who are young in age, commoditization here is vital issue. According to the survey; (Young) our buyers are more concern in quality design (58.8%), (49.5%), comfort (48.5%), price (39.2%) than other factors. For this reason price is not much a major factor here. Normal stitched T-shirt will start from 350tk and rounded T-shirt 500tk.

• Discount will be provided for whom who will buy more than five T-shirt in one cart

Page 20: E-marketing business plan on T-shirt

Payment method:

Price

•If anyone want to pay by MasterCard, or Visa card, Debit card we will grant it.

•After two years we make sure that customer don’t have to come in our store for product.

•They will have to pay via MasterCard, Visa card, bKash.

•No order will be put to work if full payment is not received via these sources.

Page 21: E-marketing business plan on T-shirt

Promotion

For promotion ArmorInk.com will invest into two times. They are 1st two years in one proportion and rest in later years. In the Gantt chart of Media schedule figure detail outline of yearly promotional activities are shown. According to the media schedule figure promotional activities will be undertaken from time to time.

Page 22: E-marketing business plan on T-shirt

PromotionInvestment decision:

• 1st two years and as there will be less use of internet for transaction we will invest heavily in offline because still only (24%) people search online before buying and (54%) wants to place order online.

• But Facebook will always be used for promotional activity

Page 23: E-marketing business plan on T-shirt

Promotion

•mainly different Online (37.1% use), electronic media (39.2% use) and personal subscription campaign (48% through friends) will be carried on most of the time because; according to survey these media are most popular.

Investment decision

•After two year we will go for heavy investment in online promotion. We will advertise on various types of popular website in Bangladesh like facebook.com doridro.com, polapain.com, music.com.bd, clickbd.com, cellbazar.com, and others

Page 24: E-marketing business plan on T-shirt

PromotionPromotional tools:

• Advertising in newspaper, brochure, billboard, balloon, and magazine will be our offline tools.• Advertising in facebook.com doridro.com, polapain.com, music.com.bd, clickbd.com, cellbazar.com, and others will be our online tools.• We will provide the entire ArmorInk.com buyer a hand band with ArmorInk.com logo that will be a distinctive icon for ArmorInk.com product users.• To increase online subscriber we will launch temporary booths in different occasions like Pohela boishakh, Boimela, Trade fare and different types of fares and occasions.

Branding:

• Every T-shirt will carry a print of ArmorInk.com logo back of shirt and inside design which will represent a brand.

• Flyer Poster with different renowned models and designer will be used.

** But as the survey goes our consumers are not much Brand concern only 20.6% respondents have shown brand integrity.

Page 25: E-marketing business plan on T-shirt

PromotionPromotional tools:

* According to the survey, we will mainly focus on our DESIGN, QUALITY, COMFORT and PRICE.

* Other extended products like Bag, Cap, Bracelets, and bandana will also carry our logo printed that will represent a brand

Campaign and community:

•ArmorInk.com will not only be a T-shirt selling website but also buyers of these products will be considered as a community through Facebook , twitter and Blogs.• Our FB page will carry this duty to inform subscribers about our activities and product and thus build a community. • in our website a pop up Chat window will be given to make consumers comfortable; make friends with same taste.

Page 26: E-marketing business plan on T-shirt

Distribution (Place)

ArmorInk.com is a website that sells T-shirts. But it is segmented into two categories. First one is any buyer can go to their store and buy product shown in the store or they can just click into www.ArmorInk.com and order product. First two years buyers have to collect it from our store. But after that they don’t need to come. We will supply them T-shirt they need in house. So, two things will happen in the distribution channel. •Disintermediation.•Re- intermediation.

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Process

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People

•Auto Responder

•Registration

•Virtual Cart

•E-mail Notification

•Call Center

•Search Engine

•Virtual Assistance

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Physical Evidence

•Guarantee

•Refund

•Customer Privacy

•Code Word Method

•Packaging System

•Internet Shield

•Award System

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Public relation:

• video advertisement

• Site Sponsorship (sports, arts, entertainment

or causes)

• Webzine or E-zine

• group discussion in page with a comment box

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Advertising:

• TV channel, radio and print media• Facebook page and group• online directory (Yahoo! Directory, DMOZ,

Business.com, Best of the Web)• Personal e-mail• online magazine• Subscription booth in festival

Page 32: E-marketing business plan on T-shirt

Direct marketing &

• Free for subscription, with sign up option• Product catalog• Notification about new arrival by email

Personal selling:• chat or instant messenger• Order by e-mail• Outlet in Boshundhara city

Page 33: E-marketing business plan on T-shirt

Sales promotion:

Discount:• regular customer• summer sell• special occasionExhibitionReward

Page 34: E-marketing business plan on T-shirt

Control and Mangement

Resources and structure:• Design skill: ArmorInk will provide various segmented

designs to its customers. Company will have two types of

specialized person in designing.

• Copywriting skill: It will have two/three persons for

copywriting purpose.

• Administration: it will be run by our 6 group members,

with hired 2 creative designers and one legal expert

• Outsourcing: It took help from Surveymonkey.com

Responsibilities:• Design: Two designers will have the responsibility

to do the designs of the company.

• Copywriting: The company will not violate or illegaly

copy others product.

• Domain registration: The domain name will be registerd

through ISP.

• Content Management: It will have two content managers. They

update regurly the website.

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Control and Mangement

Business Contribution:• Revenue: it will be generated from selling T-Shirt

and other extended products.

• Cost: Such as, Domain Registration Cost,

opening business page cost on Facebook or other social sites.

Marketing Effectiveness:• Lead Time: For bulk volume, 2 days inside Dhaka and

3 to 5 days outside of Dhaka.

Online Marketing Effectiveness:

• Hit: Every hit or each file that will be

requested from a web server will be recorded.

• Page Impression: The company will record the view that

each person will request.

• Unique Visitor: Every individual IP address from an

individual computer is a Unique Visitor.