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Lamb Hair McDaniel MKTG

INSTYLE

Part 7 Technology-Driven Marketing Worksheet


CUSTOMERS
Use matrix to describe customers:

Characteristic
AGE ETHNICITY LOCATION (S)

On-line customers 22-55 All All

Off-line customers 22-55 All In Malaysia, Singapore and Brunei Middle to Upper For self or as gift Guaranteed $200 1 Medium Rare to frequent Generally female

INCOME BUYING HABITS SATISFACTION AVG. $ PER TRANSACTION AVG. # ITEMS PER TRANSACTION WILLINGNESS TO DIVULGE INFORMATION VISITS TO SITE/STORE PER MONTH

Middle to Upper For self or as gift Guaranteed $200 1 Medium Rare to frequent Generally female

OTHERS: GENDER

Explain substantial differences between the two customer types:

Online and offline customers have very few differences. In most instances, online users have sufficient informations about the product they buy. In this, they will buy the product carefully to avoid being cheat. While offline customer, they do not have complete information on product they want to buy. Those who purchase the product offline still have potential to visit the website to participate in the online community

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing

Lamb Hair McDaniel MKTG

INSTYLE

INTERNET SERVICE PROVIDER


Shop and compare ISPs below

ISP

Capabilities

Security

Direct Costs

Hidden Costs

TMnet Streamyx

4Mbps

secured

RM140/m

no hidden cost

P1Wimax

4.8Mbps

secured

RM139/m

no hidden cost

Unifi Biz 20

20Mbps

secured

RM359/m

no hidden cost

ISP chosen: Unifi Biz 20

DOMAIN NAME
Company URL: www.INSTYLE.com Other URLs that will lead to your site (e.g., volvo.com and volvocars.com)
1. 2. 3. 4. 5.

INSTYLEhandbags.org INSTYLE.net INSTYLE.my INSTLYEhandbags.info INSTYLE.biz

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing

Lamb Hair McDaniel MKTG

INSTYLE

Will you register negative domain names to control publicity? (e.g., Volvo owns URL volvosucks.com) Yes No

SITE DEVELOPMENT
Functionality of site (circle all that apply):

Customers can: View product/service description Use service Features: Photos Pop-up ads Multiple currencies Video Banner ads Registration with password Audio Multiple languages Other dissussion forum E-mail company Order product link to related service

Information Collection

Identify information you will collect from visitors and customers: Information Name Address Phone E-Mail Gender Income Education Ethnicity No No No No No No No No Visitors Yes Yes Yes Yes Yes No No Yes Customers

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing

Lamb Hair McDaniel MKTG

INSTYLE

Will you sell the information to a third party?

No

Write your on-line privacy policy:

INSTYLE.com respects the privacy of our customers. We recognize the importance of maintaining such privacy. INSTYLE.com gathers personal information to process customer orders, to communicate with customer, and to improve our products and customer service. It also helps provide a more personalized shopping experience. We limit the information collected about customer to what is absolutely needed for conducting business and offering them the best possible service (e.g. to answer questions/concerns that customer express). INSTYLE.com guarantees the security of customer online order. All personal and financial information will be kept private and used solely for the purposes of completing customer order. We do not share our customer email address or any other personal information with third parties.

Will you use your Internet site as a CRM tool? If yes, describe how:

Yes

The website will facilitate : Capture customer data the online database can track whether a customer uses coupon and promotional codes and how frequently they follow links from the opt-in email newsletter program. Identify best customers The stored data will allow the company to identify its best, or most frequent customers. Leverage customer information Analysis of the information can allow to develop different marketing campaigns for different customer types. It also can provide data on which promotions are most profitable and how they can be further improved.

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing

Lamb Hair McDaniel MKTG

INSTYLE

Will you use your Internet site as a one-to-one tool? Will you create an e-marketplace around your offering? Will you create an e-zine around your offering? For e-mailings, will you require customers to:

Yes Yes Yes Opt in

No No No Opt out

IMPLEMENTATION
Identify measures you will take to control performance of your marketing plan:

INSTYLE.com will perform an annual Marketing Audit of the objectives, strategies, structure and performance of the company to ensure resources are efficiently allocated.

Sales analysis Market share analysis Expense analysis emphasizing marketing expense to sales ratio Financial analysis

Which measurement is most important? Why? The financial analysis is most

important as is measures the net profit and emphasizes remaining within the budgeted costs.

What is the financial impact of the marketing if performance standards are met?

Meeting performance standards will result in a significant positive financial impact enabling expansion and growth of the company including horizontal expansion into enhancement of its online community and customer service offerings.

If performance standards are not met?

If performance standards are not immediately met, the company can still remain solvent in the short-term thanks to its solid start-up capital. The marketing plan will need to be reviewed and failures closely analyzed.

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing

Lamb Hair McDaniel MKTG

INSTYLE

How long can you go before meeting performance goals?

One month Two years

Three months Five years

Six months Longer

One Year

identify if marketing research is needed to enhance performance.

Marketing research will definitely enhance performance. Focus groups of expectant can provide feedback on the product design. Online surveys of users of popular females handbags websites also can prove valuable.

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing