Strategies for Marketing, Sales and Promotions

Lecture(09-11 hrs, 07-Sep-15)

Case Study : Logo redesign, Digital Marketing, Email, Broadcast message, Telemarketing, Promotional sale

Innovative idea: Logo design software development.

2. Google conducted one seminar for services of Google App for Work.

https://www.google.com/intx/en_in/work/apps/business/products/?utm_source=google&utm_medium=cpc&utm_campaign=japac-in-en-apps-bkws-all-trial-e&utm_content=gafb&utm_term=google%20app%20for%20work&gclid=CMHV8O_65scCFcW4jgodEdEDNw&gclsrc=ds

- Services like professional mail, storage, online excel, word, chat, etc

- Seminar : Case study of Deollite, and other companies

http://static.googleusercontent.com/media/www.google.com/en//apps/intl/en/pdf/deloitte.pdf

-Relevant case study example(2 points)

-Innovative idea(1 point)

There are various strategies that were discussed and are employed. Few more are as follows.

1. Creating mission, vision, marketing statements. Eg. Apple's mission statement is as follows, 

"Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings."

A mission statement should ideally target a huge market, and not just talk about a single product, which would reduce the size of the target market. Example, replacing 'computers' with 'computing experience' in the statement above.

2. Knowing the target market, and competitors.

3. Analysis of customers, competitors, internal and external analysis in SWOT, etc.

4. Creating and implementing promotion plans, product pricing strategy etc, depending on the results of the analysis.

5. Offer consumer friendly services like free delivery, offers on subscriptions, etc.

Case Study - Parallax Scrolling in website design for displaying products or content marketing:

Many websites have started incorporating the parallax effect in order to seem more interactive to the user. The users are not required to do much work, and can simply scroll up or down, to get engaged with the website. 

A few websites incorporating parallax are as follows:

1. http://www.bagigia.com/
   
2. https://onlycoin.com/
   
3. http://www.fiftythree.com/pencil
   

These websites showcase its products using parallax to their advantage. We can see how background and foreground images have different speeds, depending on the scrolling.

Websites can highlight the features and utility of their product using this innovative website design tool. It is a great way to grab the attention of the users, and can be used in E-Commerce websites in order to impress the target market.

Innovative Idea -

Use of parallax in online advertisements for content marketing/displaying products and draw attention of the users, compelling them to try clicking the link.

Case study: Contextual Marketing

2. Case Study:

Adding Trust marks.

E-commerce: Adding trustmark boosts sales conversion 14%

Not every website test has to be complicated to offer impressive results. Sometimes, testing a single element can greatly impact sales, particularly if that element reduces visitor anxiety on an e-commerce website. 

With many consumer marketers in their busy season, this week we’re sharing a simpler case study than usual: a 30-day test ModernCoinMart ran on its e-commerce website in which the only change was adding a trustmark. When the test was executed, itled to a 14% increase in transactions.

Case Study:

Various recharge companies like FreeCharge and PayTM give away free coupons for various attractive offers of other e-commerce websites to customers who do recharge through their sites to maintain their customer count along with attracting other new customers.

Also there are other e-commerce companies like BookMyShow who give attractive offers on selected payment options with collaborations with banks to encourage more customers to avail the same through the given payment options thereby increasing customer counts for the banks.

2. Case Study: Relationship Marketing

2. Case Study:

t maybe easy to get establish an eCommerce website but getting the needed traffic is as important as to maintain it. Following can be a few strategies to do so:

1. Going mobile: Mobile application for faster access and personalized use.
2. Selling Internet and Brand specific merchandise.
3. Using the current customer data to predict future usage and suggest it via emails, pop ups especially the ones on sale, promoting good sales.
4. Selling exclusive and customized material: attracts users when they can buy personalized items.

In early 2013, Diet coke wanted to let its consumers know how much they were concerned about their hearts and everything that comes with it. The brand then supported National heart, lung and blood institute’s ‘The heart truth’ campaign to raise awareness about heart health. Execution of this campaign was done on social media platforms such as Instagram and Twitter. Millions of diet coke packages carried hashtag #ShowYourHeart and also persuaded consumers to upload heart-inspiring photos with the hashtag to let everyone know what ‘showing your heart’ means to them and also inviting them to join the ’National wear red day.’  The campaign not only managed to create an impact on social platforms but also ignited a social conversation on them. They managed to engage their consumers and can be used as a great example of social media done right. The cola giant showed Diet coke’s healthy side that worked as brand buzz.

Using social networking websites and applications to promote a product that the company is offering like Facebook, Twitter etc.

Case Study: Consider the taxi aggregator OLA. It is just a platform that allows users to call taxi owned by different travel companies giving incentives to try the application. They think they can best attract a customer by bringing them to use their service for free

Idea: Giving incentives to users such as first ride free, earn free ride coupons when your recommend someone using your referral code is a win win situation for everyone. The person who refers gets ride coupons once the person to whom they referred take a ride. OLA gets a new customer without marketing for themselves. They will use this strategy till they reach a certain number of users, after which they can start achieving high sales.

2. Case Study:

Companies with big brand names help smaller ventures by selling their products on their behalf. This helps smaller companies to save huge cost as they get a big marketing platform to advertise and also earn revenues. Flipkart deals in the product segment while companies like just dial help in providing telemarketing and content profiling of the vendor's business.

3. Innovative idea:

A common nation-wide forum for discussion can be implemented where buyers or users of different e-commerce and content companies can come together and post their reviews online. This may help novice and new buyers to make their choice of the product and vendor wisely.

Case Study: Swimshop customer boost with new promotion tech

Idea: 

The online swimwear retailer, which stocks over 5,000 different products, has partnered with promotions technology company Luckycycle to install the software permanently on its website as a continual reward scheme for loyal customers.

After making payment, shoppers are asked to play on a virtual scratch card to find out if they’ve won. If successful, a refund is sent within 60 days. The campaign started at the beginning of July. 

2. Case Study:

Companies with big brand names help smaller ventures by selling their products on their behalf. This helps smaller companies to save huge cost as they get a big marketing platform to advertise and also earn revenues. Flipkart deals in the product segment while companies like just dial help in providing telemarketing and content profiling of the vendor's business.

3. Innovative idea:

A common nation-wide forum for discussion can be implemented where buyers or users of different e-commerce and content companies can come together and post their reviews online. This may help novice and new buyers to make their choice of the product and vendor wisely.

Case Study: Providing a security filter for the organisations registered through security as a service ,platform as a service and Infrastructure as a service. Provides 2 basic features like web filtering device control management

The pay-for-what-you-use nature of cloud computing means it is a resource easily afforded by businesses of all sizes, therefore allowing smaller retailers to compete with their larger rivals due to economies of scale.

Case Study: Social Media Contests to promote products and e-commerce start-ups

Idea: A restaurant or food pop-up store could use Instagram to invite amateur / house chefs to make and share their favourite dishes- standing a chance to be featured in the new restaurant's menu.

http://www.engadget.com/2015/09/07/ifa-2015-roundup/

Innovative Idea:

Intentional leaking of product details before its launch. Creates a hype in the market about the product.

Marketing, advantages of Digital Marketing over Traditional Marketing.

Using the power of Social Networks to promote a product.

Case Study:

Many companies now seem to push for visibility on social networks by encouraging fans and potential buyers to share the product details on Facebook, Twitter and through E-mails. This reduces the cost of marketing for the company and gets the word of mouth effect on the Social networks for the product and company.

Innovative Idea:

Contests for users to suggest features or design for an upcoming product. That way the potential buyers get more involved in the product and a loyalty factors come into play which is beneficial for the product.

It maybe easy to get establish an eCommerce website but getting the needed traffic is as important as to maintain it. Following can be a few strategies to do so:

1. Going mobile: Mobile application for faster access and personalized use.
2. Selling Internet and Brand specific merchandise.
3. Using the current customer data to predict future usage and suggest it via emails, pop ups especially the ones on sale, promoting good sales.
4. Selling exclusive and customized material: attracts users when they can buy personalized items.

Case Study:

1. When Motorola released their new series of phones in 2014, they only sold them online. The sole seller for these phones in India was Flipkart creating a huge demand for a specific website. This helped to boost the sales with good marketing.
2. Amazon is one of the largest sellers of eBook over the planet. With this Amazon launched Kindle, not only provided a handy and useful reading experience but also help pump up their ebook sales. This not only provided a user friendly experience but helped Amazon to gain a good amount of sales.
   

Idea:

Linking the customer's account with their GoodReads (books) or ImDb (Movies/TV) accounts. These sites automatically provide a wide range of recommendation or "To Watch" or "To Read" lists for the users which can be used by an eCommerce website to search in their product listings and recommend it to a user.

Case Study: Oxigen wallets marketed their product by linking it to upcoming India vs South Africa series. The company provided an opportunity to selected person's to meet South African players.

In order to promote their product they used a popular sport and spread the word using various advertising media.

Topic: Marketing Strategies for E-Commerce Firms

The only thing harder than successfully marketing your eCommerce store is trying to do it with outdated, ineffective techniques.One of the most effective strategy will be to build a Presence on Social Media Platforms

Case Study: 

In early 2013, Diet coke wanted to let its consumers know how much they were concerned about their hearts and everything that comes with it. The brand then supported National heart, lung and blood institute’s ‘The heart truth’ campaign to raise awareness about heart health. Execution of this campaign was done on social media platforms such as Instagram and Twitter. Millions of diet coke packages carried hashtag #ShowYourHeart and also persuaded consumers to upload heart-inspiring photos with the hashtag to let everyone know what ‘showing your heart’ means to them and also inviting them to join the ’National wear red day.’  The campaign not only managed to create an impact on social platforms but also ignited a social conversation on them. They managed to engage their consumers and can be used as a great example of social media done right. The cola giant showed Diet coke’s healthy side that worked as brand buzz.

Idea: Social media marketing is very much efficient for startups as it is the fastest means for creating a buzz in today's world.Such a platform will have young enthusiasts to

Generate More Product Reviews.According to the online magazine Internet Retailer, you can increase your ecommerce conversion rate by 14-76% by adding product reviews to your online store.

Case Study:

Raw Generation actively solicits product reviews. It has a dedicated page for them, and now has 575 customers who have submitted comments about its products.

There is an app to generate product reviews.Product Reviews is a free app designed by Shopify that offers an easy way to add reviews to your store. It’s fully-customizable and includes theme-adaptive design.

Idea:

First, social proof: Product reviews are a form of testimonials. You see immediately what people are saying about a product that you’re considering purchasing.

Second, SEO: Having product reviews increases the amount of content on a page and also increases the probability that you hit a few long tail keywords.

For both these reasons, adding product reviews increase sales.

Case Study: Cart-2-India recently came up with coupon systems , in order to come up with discounts as an attraction strategy.

Problem: The initial discounts were all accounted for , however it got difficult to retain these customers.

Idea: Introduction of point cards along with the coupons would make sure retention of customers throughout.

CASE STUDY:

Apple Brand Architecture From a brand architecture viewpoint, the company maintains a "monolithic" or master brand identity - everything being associated with the Apple name, even when investing strongly in the Apple iPhone, iPad, iPod and Apple iTunes products. Apple's current line-up of product families includes not just these devices, but also iMac, iBook, iLife, iWork, iPhone, iPad, and now iCloud. However, even though marketing investments around iPad are substantial, Apple has not established an "i" brand. While the "i" prefix is used only for consumer products, many of Apple's consumer products (eg Mac mini, MacBook, Apple TV, AirPort Extreme and Time Capsule, Safari, QuickTime, and Magic Mouse) do not use it. Apple is employing the halo effect in its Apple Mac product strategy. From mid-2012 onwards, OS X incorporated many small changes to the Mac user interface that make the Mac's style of use much more like the iPad and iOS. By introducing such changes (which have frustrated some long-term Mac users), Apple has clearly decided that greater volumes of Apple Mac can be sold through selling to iPad (or iPhone) users than can be generated by upgrade sales to long-term Mac users. Expect the Halo to Speak - Siri and beyond Speech will be the next dimension in which Apple will gaining synergy across its product lines. The natural language speech processing and interactivity capabilities introduced in October 2011 on the iPhone 4S has been introduced on the iPad (which now uses the same operating system and A8 and A9-family processors as the current iPhones). Siri has also been introduced on the new Apple TV model, released in late 2015. Idea: The use of the Apple Pay and Apple Watch brands reflect just how strong the Apple brand name has become over the last 10 years. The Apple Pay and Apple Watch names are descriptive and they leverage the full strength of the Apple brand in each of the new categories which Apple is entering. The brand promise which the names of Apple Pay and Apple Watch contain is now greater than the halo effect - in a way that would not have been possible 10 years ago. Because the Apple brand personality is now so strong, our expectations are already set, with the products themselves having to live up to the brand promise. Their role is to sustain the brand promise, rather establishing it, as many of the i-products needed to.

Case Study:

Quikr has launched a new segment quikr cars in which they are providing adds for used cars for the customers. Any customer can buy old used cars according to their choice and budget. The difference that quikr has bought in this segment is that the car price which is fixed for any particular and displayed to the customer is provided after quikr itself checks on with the state of the car and after proper review of the condition of the car the quote is provided by quikr and then the current owner agree with the quoted price by quikr then it provides them to post free add. By doing this quikr is 

(1)increasing their customer base to post adds 

(2)as the rate provided is genuine as per report more customer are visiting its website so quikr is earning through network traffic.

Idea: 

Quikr has spent a good idea in its new quikr cars promotion. It hired actor Ranveer Singh for its promotion and made him the brand ambassador. Social media, promotional Tv adds are also being circulated at a large scale

Case Study:Social Media Marketing: How a small e commerce site atttracted 293,000 Facebook fans

Case Study:

Social media fosters marketing by the consumer

Facebook can offer huge boosts to your company. It’s so simple for a customer to take a photo of your product, which provides your company with a testimonial, review and super shareable content that is free.

For minimal effort, your e-commerce site has the potential to produce maximum results. Determine how your product can start a conversation in consumers’ social networks and then capitalize on it.

Case Study-

Kids Clothing maker gets 8.9% turnover through cart abandonment stragety

Case Study: How a small e-commerce site attracted 293,000 Facebook fans

Case Study: B2B E commerce: Redesigned online form increases the quote by 67.68%.

Case Study: Considering a start up company Pix era.They are just a small startup based in California , Creating polaroid print out of any given phones screen.

Idea: These kind of gadgets are very famous among the College students. So to promote their e commerce , they paid college students to wear their E commerce name and a suitable advertisement. This way all the students were aware of its existence and the word of this got spread across all the colleges around. This was an innovative way to marketing their brand and their e commerce website.

Case Study: Uber providing free one-plus-two usage throughout the ride.

Case study: Email Personalisation: 750% higher CTR and more revenue for E-commerce site

Learning: 

Segment your customers, then tailor email campaigns accordingly.

Tapping into the consumer mindset is one thing, but targeting it? Now that’s key. Appealing to consumer behaviour through segmentation has served up successes for plenty of E-commerce companies. The three case studies above highlight the successes companies have experienced through customisation and segmentation.SwayChic, a

women’s clothing retailer segmented its customers based on email open times, past purchases and time of conversions. Sports brand company Li-Ning optimised its email campaigns by targeting items such as gender, age range and items clicked on. Doggyloot customised emails for subscribers based on the size of their dogs.