University of Colombo

Executive Diploma in Marketing. (2015/2016)

Faculty of Graduate Studies

E Marketing.

P.R.N.D.B.SWARNATHILAKA

2015/EDM/27

Contents. 01.Executive Summary .................................................................................................................................. 3

02.Situation Analysis of Urbangreen. ........................................................................................................... 4

02.1. SWOT Analysis of Urbangreen. ........................................................................................................ 4

02.2.Payment Terms ................................................................................................................................. 5

02.3. Payment Terms (International Orders) ............................................................................................ 5

02.4. Shipping & Handling. ........................................................................................................................ 5

02.5. Return of Drop-Shipped Items ......................................................................................................... 5

02.6. Support Services. ............................................................................................................................. 6

02.7. Warranty of the products. ............................................................................................................... 6

03.Objectives and Strategies of E-Marketing plan........................................................................................ 7

03.1. Segmentations. ................................................................................................................................ 7

03.2. Six targeting options. ....................................................................................................................... 8

1. Customer profile characteristics (demographics). ............................................................................. 8

2. Customer value - current and future. ................................................................................................ 8

3. Customer lifecycle groups. ............................................................................................................... 8

4. Customer Behaviour in response and purchase (observed and predicted). ....................................... 9

04.Differentiation of E-Marketing Plan. ....................................................................................................... 9

05.Positioning in E-Marketing plan. ........................................................................................................... 10

06.Revenue forecast of E-Marketing plan. ................................................................................................. 10

01.Sales Forecast. ................................................................................................................................ 11

07.Evaluation plan ...................................................................................................................................... 11

07.1.ROI .................................................................................................................................................. 11

07.2. Customer Response. ....................................................................................................................... 12

07.03. Competitor Response. .................................................................................................................. 12

Bibliography ................................................................................................................................................ 12

01.Executive Summary

Urbangreen the company is doing Importing and distributing Portable Green House

in Sri Lanka. and Urbangreen also facilitating Soil testing and fertilizer suppling in

Agriculture sector in Sri Lanka.

Available in four sizes, The Portable Green House design provides a convenient and

effective way to protect your tender shrubs and perennials against damaging hot and

cool environments. Set up easily on soil or hard surface. Compact and lightweight,

the Potable greenhouse requires no assembly tools. Set up, take down and store in

seconds and easy. The large zippered door allows for easy access. The large screened

door allows for optimum ventilation, and pest protection. Creates the perfect

environment for hardening off plants.

(Fieger 1, Portable Greenhouse Category)

Sri Lankan Government Providing Facilities for encourage Organic foods

cultivating and encourage facilitates to provide service to Develop Agriculture

sector.

Key objects are Develop this E-Marketing plan making awareness among the target

audience and get involved in buy products online. The organization hope to develop

this two sector and reduce the cost and maximize the profit and give good service to

customer as they expected.

02.Situation Analysis of Urbangreen.

02.1. SWOT Analysis of Urbangreen.

S Existing Customer Base. Company has long term experience in agriculture sector. Expert staff and good financial strength.

W Difficult to provide about product and its importance via online.

O Government encouragement. People like maintain home garden. Good market for organic products. Competitors are not e marketing yet.

T New entry to market Alternative solutions for green house

( (SWOT Analasis))

Urbangreen offer only the highest quality horticultural products and supplies. We

back up this commitment with a one-year unconditional guarantee on every item

sold on www.urbangreenlk.com website. If any of our products fail within one year

of the date of purchase, we will provide replacement parts or a new item at absolutely

no cost to our customer. If you are unsatisfied with your product or purchase

experience, Urbangreen will do anything within reason to remedy the situation. Our

Better Business We only ask that you notify us of your concern within 10 days of

product delivery and we will work with you to bring the situation to an agreeable

conclusion.

02.2.Payment Terms

Organization accept Visa, Mastercard, Discover and American Express. We also

accept payment through PayPal, company checks, personal checks and money

orders. Call Customer Service Pay Pal orders take 2 days to clear. Company and

personal checks take 7 days to clear.

We will accept Purchase Orders from government agencies and non-profit learning

institutions such as Colleges, Universities and local School Districts. The order must

be an official Purchase Order issued by the purchasing department. The order may

be sent to us by fax, e-mail or regular mail. Payment terms will be Net 30 Days from

Date of Invoice.

02.3. Payment Terms (International Orders)

For international orders we accept only international money orders and online

payment (paypal)

02.4. Shipping & Handling.

Offer the lowest possible prices, many of our products are shipped direct from the

ware house. its allow 7 to 10 days for delivery for most items. During peak seasons

some items might take longer. Also, some larger items require a longer delivery time.

If faster delivery is desired please contact our customer service department. We can

arrange expedited delivery via special home delivery for an additional charge.

02.5. Return of Drop-Shipped Items

Many of our products - including but not limited to greenhouse structures, heaters,

fans, and custom fabricated products are "drop-shipped" directly from the ware

house. It is important for the customer to be aware that all drop-shipped products are

subject to the return policy of the specific manufacturer-stocking fees for drop-

shipped products may be as high as 30%, depending on the return policy of the

specific manufacturer Some items may not be returnable at all. Contact a member of

our Customer Service Team for details on a specific item.

02.6. Support Services.

Feel confident that the shopping experience doesn't stop at checkout; Urbangrren is

dedicated to total product support and customer satisfaction. Contact us with

technical and product questions, and let us prove to you why we feel our Support

Team is the best in the industry. Ugbangrren is not like online conglomerates which

manage hundreds of different web stores or our "big box" competitors who just sell

the products. When customer call our customer service number we will make sure

you are connected with a sales associate who possesses both the knowledge and

experience to provide meaningful technical support for customer call. When we can't

personally answer your questions, we'll either find the answer for you or put you in

touch with someone who can provide it.

02.7. Warranty of the products.

All products sold are warranted by International Greenhouse Company which we

imported only to Purchaser's personal use, for use in business or original equipment

manufacturer, against defects in workmanship or materials under normal use for one

year after date of purchase from Local Urbangreen Company in Sri Lanka, unless

otherwise stated. Any part which is determined by International Greenhouse

Company to be defective in material or workmanship and returned to Urbangreen

Company authorized service location.

02.08. Trademarks & Copyrights of Urbangreen.

Purchaser acknowledges that it has no right, title or interest in the trademarks or

copyrights in the products, and Purchaser covenants that it will take no action to

register or otherwise interfere with such rights.

03.Objectives and Strategies of E-Marketing plan.

The objectives for your plan need to be SMART (Specific, Measurable, Attainable,

Relevant and Timely). When defining these objectives think about the following.

Lack of integration between goals, strategies and tactics is a problem I often find

when reviewing online marketing strategies.

03.1. Segmentations.

( (Market Segmantation))

03.2. Six targeting options.

1. Customer profile characteristics (demographics).

2. Customer value - current and future.

3. Customer lifecycle groups.

4. Customer behaviour in response and purchase (observed and predicted).

5. Customer multi-channel behaviour (channel preference).

6. Customer personas including psychographics

1. Customer profile characteristics (demographics).

This is where most will start, based on traditional segmentation based on the type of

customer recorded in the fields of the customer profile.For B2C e-retailers this will

include age, sex and geography. For B2B companies, this will include size of

company and the industry sector or application they operate in.

2. Customer value - current and future.

Most-valuable customers, Most-growable customers and Below Zero Customers.

When considering loyalty-based segmentation, it's useful to compare current against

future value, and it's best to visualize this within a matrix.

3. Customer lifecycle groups.

As visitors use online services they can potentially pass through several stages, often

known as the online loyalty ladder. For many e-retailers, encouraging customers to

move from the first purchase to the second purchase and then onto the third purchase

is a key challenge. Specific promotions can be used to encourage further purchases.

Similarly, once customers become inactive, i.e. they have not purchased for a

defined period such as 3 months, they become inactive and further follow-ups are

required. Here's an example of the lifecycle segmentation approach used by e-retailer

Tesco.com which they call a "commitment-based segmentation" based on recency

of purchase, frequency of purchase and value. It's used to identify 6 lifecycle

categories which are then further divided to target communications.

4. Customer Behaviour in response and purchase (observed and predicted).

As customers progress through the lifecycle, if all interactions with different

communications such as email clicks and pages visited on site are captured, we'll be

able to build up a detailed response and purchase history.

Developing an activity score to show levels of customer activity or how "hot" they

are to respond is one approach.

A more sophisticated method of understanding Behaviour is to categories customers

according to the details of their recency, frequency, monetary value and category of

products purchased (RFM analysis). The RFM technique is quite involved, so we

will cover that in more detail in a moment.

Using these RFM techniques in combination with the other targeting techniques it

becomes possible to use predictive modelling to identify the "Next Best Product" for

particular customer types. With the right system of tracking and web analytics, it

should be possible to see not only which types of links in an e-mail a customer has

clicked upon, but also which types of web pages they have visited recently. For

example, a Select on the database for a wine promotion could be used to target

customers who have been to the wine section of the website in the last 3 months, but

have not purchased wine.

04.Differentiation of E-Marketing Plan.

Use different type of strategies to reach the goal of E-Marketing plan.use many

different way and different tactics to achive target.

Develop E commerce web site (www.urbangreenlk.com) provide payment local

gateways and international payment gateway (paypal).

Direct e mail campaign for organization for existing customer and offer them

Discount for buy products online via official web site. (www.urbangreenlk.com)

Begin social media advertising targeting urban area customers and age within 25-57

age group people mainly targeting discussion making age group and buying

gatekeeper age level considering our products range.

05.Positioning in E-Marketing plan.

Positioning maps are the last element of the STP process. Create different type of

packaging and safety packaging and insulation manual and provide online video

and technical information all about the products. And 24h technical supports and

customer care service will provide.

06.Revenue forecast of E-Marketing plan.

0

200

400

600

800

1000

Jan Feb Mar Apr May June

Revenue forecast with sold units and total cost(Revenue/TC 00.00)

Revenue Units Total Cost

01.Sales Forecast.

Revenues for the next six months of operation are based on an almost 10% growth

rate from month to month. This is an aggressive estimate, but we feel that our strong

emphasis on marketing will have positive results. Annually, beyond the first year of

operations, we're predicting a growth rate of roughly 10%. We'll have a better idea

of potential growth rate beyond year one as we make our way through our first year.

The plan will be updated as we receive more information.

The marketing budget will consistently equal approximately 15% of sales. One of

our strongest strengths is our marketing and brand building capabilities, and the

aggressive marketing budget is a reflection of the importance we attribute to our

marketing activities.

Currently, the marketing budget beyond year one remains set at 15% of sales. It is

our hope to increase this budget should sales and efficiencies of scale allow us to do

so.

07.Evaluation plan

07.1.ROI

Return on investment is always a major concern when it comes to marketing or any

other business expense. The idea is to check whether the money you put into your

marketing plan has resulted in a profit. You must measure the amount spent on each

campaign, versus the amount of sales each campaign brought in specifically. You

can calculate an overall measurement, but a more specific breakdown by each

marketing initiative will tell you exactly which campaigns worked and which fell

short.

07.2. Customer Response.

Customer response in all its varied forms can help you to determine what type of

reactions your marketing creates. Surveys online and in person, general customer

service feedback and online commentary can all reveal what your customers think

of your marketing and which campaigns have the greatest impact. Simple questions

like "How did you find out about our seasonal sale. can reveal which initiatives are

reaching the customer and which market segments are making purchases.

07.03. Competitor Response.

The actions of your competitors can often be very telling when it comes to the

success or failure of your marketing plan. If competitors rush to copy what you've

done or try their best to one-up your initiatives, the plan is working. If your

campaigns go largely ignored or there is an immediate negative response, there may

be an issue or at least a question about what you've set in motion.

Comparing customer inquiries and transaction flow up achieve the goal.

Every month analyze customer complain and customer comment using web and

social media accounts.

Analyze trends of customer buying patterns and buying behaviors and their buying

power continually change the 4pc of the product according to the market.

Change the E marketing strategies after evaluation effectually.

Bibliography Market Segmantation. (n.d.).

SWOT Analasis. (n.d.).