Product

Group members:

Yousuf Rafi

Fahad Anwar

Sarwat Jabeen

Saima Abbasi

Nimra Khalid

1

Course Instructor: Iftikhar Munir

CONTENTS

Introduction

Marketing objective

Target audience action objective

Communication objective

Creative concept

Payment Solutions

Promotion strategy

Pricing strategy

PR campaign

S.W.O.T Analysis

Recently Successful brands

Summary

References 2

WHAT IS SOCIAL GIFTING?

Want to send gift to your friend….

But this is too expensive?

What if I can share the gift with friends?3

HOW IT WORKS

4

WHY PAKISTAN?

5

MARKETING OBJECTIVE

Digital channel contribution objective. Achieve 10% online

revenue contribution within two years.

Acquisition objective. Acquire 24,000 new online customers this

financial year at an average cost per acquisition (CPA) of Rs 1500-

2000 with an average profitability of Rs 700.

Conversion objective. Increase the average order value of online

sales to Rs 2500 per customer.

Engagement objective. Increase active customers purchasing at

least once a quarter to 150,000 in a market6

TARGET AUDIENCE ACTION OBJECTIVE

7

TARGET AUDIENCE ACTION OBJECTIVE

Primary Market

Teens – More experimental

Youth – Experimental and more buying power

Working People

Housewives

Elderly people (below 50)

Secondary Market

Travel Industry

Airlines, Railways and Local Transport Systems

Movie Theatres, Malls, Amusement Parks.

School, Colleges – Hotels, Restaurants, etc. 8

Data compiled by Mobilink SOCIAL PLATFORMS IN

PAKISTAN

18.6 Million3 Million

1 Million

0.5 Million

9

TARGET AUDIENCE ACTION OBJECTIVE

10

Mobile Internet Penetration in Pakistan

30 Mn internet users*

17Mn Mobile

internet users*

Data compiled by Mobilink

Mobile Internet

Mobile Internet users are part of

total internet users. No data to

classify them separately.

11

Data compiled by Mobilink

50% of the Mobile Internet

users only access 1 website

Facebook

12

COMMUNICATION OBJECTIVE

1. Create Brand Awareness (Inform)

Creating brand awareness is to inform your target audience

about your brand, which would either be your product or

service.

The brand message can be delivered via several types of

communication channels, such as direct mail, radio, television

advertising, environmental advertising (billboards, bus stop

signage, and vehicle wraps), or online video and social media.

Building trust

13

COMMUNICATION OBJECTIVE

2. Define a Fulfilling Need for Your Product/Service (Persuade)

Competitive pricing

Low interest rates

Easy qualifying

Easy return policy

How the product or service will make life easier for the purchaser

Unique special offers

A buy one get one free

14

COMMUNICATION OBJECTIVE

3. Encourage Action from Your Target Audience (Remind)

We will be using social media to gain trust. This includes ads on

Google and Facebook.

BTL / ATL activities.

Sponsorships in latest tech based events.

Sponsored radio and tv ads

Print ads

SMS marketing

15

CREATIVE CONCEPT: PRODUCT

Two ways in which we will operate:

Shoppers select multiple items from the collection -- which is heavyon housewares, jewelry and other accessories -- that they think arecipient will enjoy. Sharing it with mutual friends who will share thecost of these items.

Social Gifting will trace interests of your recipient and suggest gifts.

We believe in making shopping better. Smarter, personal and more rewarding. That’s why we Social Gifting.

A platform to send shared gifts to your friends.

16

CREATIVE CONCEPT: PRODUCT LIFE CYCLE

Our product lie in Introduction Period of PLC

Low sales

High costs per customer

Negative profits

Innovator customers

Few competitors

Objective: To create awareness of product

Offer a basic product

Price at cost-plus

Awareness – dealers and early adopters

Induce trial via heavy sales promotion

17

CREATIVE CONCEPT: PRODUCT DIFFERENTIATION

Gifting is not a new concept in E-Commerce but social gifting

is an emerging trend.

Friends now days prefer using surprise as an element of gift.

With Social Gifting one can send gifts that are shared by

number of close friends.

Integration with Facebook to gather interests / likes of your

recipient.

18

CREATIVE CONCEPT: EMOTIONAL APPEAL

Personal Appeal

An element of surprise, stimulation, joy, happiness.

Social Appeal

Social aspect of purchase will be self-respect, involvement and

acceptance

19

PAYMENT SOLUTIONS

20

PROMOTION STRATEGY

Social Media

Sponsorships

Sales Promotion

Customer Referral Incentive Program

Product Giveaways

Customer Idea Appreciation

Branded Promotional Gifts

Causes and Charity

Limited Time Offer Products

After-Sale Customer Surveys 21

PROMOTION STRATEGY

22

Newsletter to 300,000+

subscribers

Facebook

promotion to

more than 1 million

users per week.

Referral

Marketing &

word of mouth

from expert

bloggers.

Targeted Google

Display Ads

SEO

Search Engine

Optimization

SEM

Search Engine

Marketing

Paid

Advertisement

Online Ads

Targeted to existing

customers

PRICING STRATEGY

23

Our product will rely on penetration strategy with high quality

& low price

For introducing new product

Price low to capture market share

Expect to make profit in volume

PRICING STRATEGY

24

Stats taken from well known brands

PR CAMPAIGN

Press Release

Newsletter

Social events – Bloggers meet up

Awards – P.A.S.H.A

Special Celebrity Gifting

Special events – Buzz for an upcoming event.

Online outreach – Secret Group (Entrepreneurs)

25

S.W.O.T ANALYSIS

26

STRENGTH

• High potential market

• Price, a competitive advantage

• High sales margins

• Availability of products

• Brand Acknowledgement

• Late entry into the market

•Dependence on logistics

• Participation with a growing industry

• Success rate is high on seasons.

• Cut throat competition

• Unstable price changes

• Rising Competitors

THREATSOPPORTUNITY

WEAKNESS

RECENTLY SUCCESSFUL BRANDS

27

SUMMARY

28

REFERENCES

Websites:

http://guusto.com

https://quarterly.co

https://wrapp.com

Books:

Delivering Happiness, Tony Hsieh

The Google Guys, Richard Brandit

Love Marks, Kevin Roberts 29