E MARKETING MKT 4023

E- MARKETING PLAN

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FISHERIES COOPERATIVE SOCIETY KALUVANGENI -

GROUP MEMBERS
J J J J

S. SASIKUMARY V. VINO A. SARANYA B. SARANGAN

EU/IS/2007/MS/04 EU/IS/2007/MS/12 EU/IS/2007/MS/31 EU/IS/2007/MS/65

CONTENTS

Our Sincere thanks to

INTRODUCTION

E-marketing means using digital technologies such as websites, mobile devices and social networking to help reach your customer base, create awareness of your brand and sell your goods or services. It also -includes management of digital customer data and electronic customer-relationship management system (e-CRM system). These technologies can be used cheaply and effectively, whatever the size of your company or your business model. E-marketing is the strategic process of creating, distributing, promoting, printing, and pricing goods, and services to a target market over the internet.

THE BENEFITS OF E-MARKETING

E-marketing gives businesses of any size access to the mass market at an affordable price and, unlike TV or print advertising, it allows truly personalized marketing. Specific benefits of e-marketing include the following:

E-MARKETING PLAN

The e-marketing plan is a blue print for e-marketing strategy formulation and implementation. It is a guiding, dynamic document, that links the firms e-business strategy (e-business model) with technology-driven marketing strategies, and lays out details for plan is to guide delivery of the desired results measured by performance metrics according to the specifications of the e-business model imbed in the firms e-business strategy. Two common types of e-marketing plans are

A SEVEN STEPS E-MARKETING PLAN

A SEVEN STEPS E-MARKETING PLAN

Review the firms environmental & SWOT analyses
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Review the existing marketing plan and any other information that can be obtained about the company and its brands.
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Review the firms e-business objectives, strategies, and performance metrics

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A SEVEN STEPS E-MARKETING PLAN

Determine the fit between the organization and its changing market opportunities. Perform marketing opportunity analysis, demand and supply analyses, and segment analysis.
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Tier 1 strategies: Segmentation Targeting Differentiation Positioning

A SEVEN STEPS E-MARKETING PLAN

Identify general goals flowing from e-marketing strategy

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A SEVEN STEPS E-MARKETING PLAN

Identify revenues streams suggested by e-business models
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Tier 2 strategies: Design the offer, value, distribution, communication, and market / partner relationship management strategies

A SEVEN STEPS E-MARKETING PLAN

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Design e-marketing mix tactics Product / service offerings Pricing / valuation Distribution / supply chain Integrated communication mix Design relationship management tactics
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Design information gathering tactics

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Design Organizational structures for implementing the plan

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A SEVEN STEPS E-MARKETING PLAN

Forecast revenues

Evaluate cost to reach goals

A SEVEN STEPS E-MARKETING PLAN

Identify appropriate performance metrics

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Your footnote

E-MARKETING PLAN FOR FISHERIES COOPERATIVE SOCIETY KALUVANKENI

STEP - 01 SITUATION ANALYSIS

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PESTEL Factor

Description The capital investm in ent is 2 2projected to b m 2 2 e aintained at . per cen of GD facilitating th continuation of m infrastructure t P, e ega projects as w as rural development initiatives through t the ell ou country and Budget 2 2 arily focused on developing an w2prim as 2 efficient and productive econom including m y, ajor sectors of th e economy W th dawn of peace and political stability Sri Lanka h ith e , as b ecom on of the m attractiv investm centers in the world. e e ost e ent Sri Lanka h a well as -disciplined and strong labor force. Sri Lankas economic grow in th was 2 2 2 2 im pressive and is projected to be around . per 2 it shows a m 2cent, oving tren d towards the high and sustainable growth path . The unem ploym rate in S Lanka has shown a declining trend. ent ri 2 2

Significance Moderate

P E S T E L A N A L Y

Political

M oderate

Econom ic

H igh

M oderate

Socio -Cultural

The mid -year population has grown rapidly . N aday increasin health conscious am g custom negatively ow s g on ers affects food and beverage in dustries. Changes in lifestyle and tastes have played an im portant part in determ ining dem d for food products. an The rapid increase in using of internet leads to send m tim on ore e social n etworking.

H igh Moderate H igh H igh

Technology

Techn ological advan cause profound ces changes in fishing patterns and creating m any m arketing opportunities and challenges for industry. Techn ological developm leads to better w ent orking effectiv eness and consisten high quality of fish and processed fish products. t N aday th are m ow s ere any high quality and varieties of ch oices are available for cheap prices in the m arket due to th rapid e developm of techn ent ology and glob alization, so custom expect ers high quality products for their m oney, greater value, satisfaction for cheap prices . The widely used inform ation technology has greatly im prov the ed efficiency of custom ized com unication, and efficiency of logistics m m anagem t. en

H igh

H igh H igh an d H igh

P E S T E L A N A L Y

Ec ologica l

Changes in the w eather patte rns are a major o pportunity in High Sr i Lanka fo r fishe rie s. ode W ith the de ter io ration of nat ural e nvironm ent such a sM the rate greenhouse effec t and grow th and de ve lopme nt of so cial c once rn on environme nta l protect io n, e nvironme ntal has bec ome a n fac tor important fac tor tha t have to ta ke acco unt whe n pro ducing a nd promoting pr oduct s. A produc t w hic h is r egarde d by c onsum er as a thre at to igh , H environme nt is d ifficult to be acc epted by custome rs.

Le gal

The c ontrol of fishe ries-o perative so ciety co

High

Existing Marketing Plan 2Ps) (

EProduct X I Price S T I Place N G M A R Promotion K E

Fresh Fishes regular time for fishing2. A.M to2. A.M 22 22 during season time:2 P.M to 22 P.M . 22 . 22 Target customers: B B and B C 2 2 Setting price by auction method Selling at a reasonable priceto indiv idual customers Cell phones are used to find the competitors price Flexible prices From the Kaluvangeni ice factory. they get ice before they go to fishing Selling on the spot to wholesalers and retailers Current customers are in Eravur, Chenkalady, Vantharu mo olai, Chiththandy and Kiran Agents are help ing to wholeseller to find the mark et Transpo rtation is made by the customer. They u se their own vehicles such as motor bike, buddy vans Word o f Mouth Sponso rs to the sports meets,religious events, Public pro grammesand festivals

Corporate Social Responsibility:

Build a library for the society Arrange micro loans to fishermen through Sampath bank Spending money to the fishermen family when the funeral time.

Review of firms e-business objectives, strategies, and performance metrics:

Firm currently does not engage in any e-business activity. So they do not have any e-business objectives, strategies and performance.

Porters Five Force Analysis

Factor
Inter Rivalry

Description
Inter rivalry is low in Sri Lanka due to the unavailability of existing competitors, but in global scale inter rivalry is high.

Significance

Low

Threat of New Entrants

Lack of control of fisheries co-operation is leads to high threat of new entrants. And low capital investment also leads to high threat. High

Threat of Substitutes

There are varieties of choices available in the global scale. Threat of substitute is very high due to the physical market place all over the country Very High

Bargaining Suppliers

Power

of

Suppliers are boat, engines, and fishing net manufactures; due to the availability of number of choices power of suppliers also low Low

Bargaining Customers

Power

of

Customers have number of option to purchase the fishing products and they have umber of market all over the country. Whereas our product is new to the market; so the power of customer is high Very High

STEP 02 E-MARKETING STRATEGIC PLANNING

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STEP: - 02: E-MARKETING STRATEGY PLANNING

Market Opportunity Analysis (MOA)

Marketers conduct a market opportunity analyses: including both demand and supply analysis, for segmenting and targeting. Demand Analysis: There is a huge demand for fresh fish in local areas as well as other part of the nation also. Other than, these exporters also pose a demand on this. Supply Analysis: In order to satisfy the customer needs, they supply fishes to the market. In the regular period, they supply around 15,000 Kg of fishes, and during seasonal time, they supply more than 30,000 Kg of fishes to the market.

Strategies

Task Traditional Segmentation: According to geographic location, the and usage (i.e. B B and B C) segment d the market. 2 2 they e Online Segmentation: B B customers, and B C customers 2 2

Tier 01 Strategies

Segmentation

Targeting

B 2 Customers:Wholesalers and retailers throughout the country, and B worldwide customers B 2 Customers:Local customers (individual customers) C

Differentiation

Create an attractive brand Different packaging style

Positioning

Creating a logo for their website Putting their logos in the product

POSITIONING MAP
HIGH PRICE

LOW QUALITY

HIGH QUALITY

LOW PRICE

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STEP 03 OBJECTIVES

STEP 03: - OBJECTIVES

Financial Objective To achieve a total sales of 1.5 million Sri Lankan rupees by 2014 Marketing Objectives To achieve the 10% market share of on-line fish market in Sri Lanka by 2014 Increase the market share Increasing customer satisfaction Improve the customer relationship Enhance the on time delivery Customer retention Acquiring new customers Effective internet marketing

EM A R K E TI N G O BJ E C TI V E ST R A T E

ONLINE GOALS

ON LINE STRA TEGIES FOR FISHERIES SOCIETY Online advertising D irect e -mail Onlinesales Viral marketing No Y es Y es Y es Y es Y es Y es Y es Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Yes Yes

Find affiliates Gather customer information Improve customer service Increase brand name awareness Sell goods Enhance Fishers Societys image Engage in suggestive selling Generate sales leads

Yes Yes Yes Yes Yes Yes Possibly No

STEP 04 E-MARKETING STRATEGY

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STEP 04: - E-MARKETING STRATEGY The Offer: Product Strategies

Selling Fishes, Tinned Fish, Dried fish, salted Fish and Maldives Fish through website Generate revenue: Online Auction used for whole sale of fresh fish Create a new brand as TUNA for online marketing.

The Value: Pricing Strategies

FOB: For foreign customers (Frights also included) Dynamic Price: According to usage setting the prices. For the first time buyers can get with the low price Competitors Price: Setting price according to competitors in local market to local customers

Distribution Strategies

Direct Marketing: To the local B2C customers and B2B customers Agent e-business model: By using agents market their products to abroad

Marketing Communication Strategies

Direct mail: to registered customers Advertisement on other websites Using social media advertising such as Twitter, Face book and etc

STEP 05 IMPLEMENTATION PLAN

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STEP 05: - IMPLEMENTATION PLAN

The right combination of tactics will help the firm meet its objectives effectively and efficiently. Pay attention to information gathering tactics. Use to collect information from web site forms, feedback emails, and online surveys about customers, prospects, and other stakeholders. Web site log analysis software helps firms review user behavior at the site and make changes to better meet the needs of users. Business intelligence uses the internet for secondary research, assisting firms in understanding competitors and other market forces.

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STEP 06 BUDGET

D ETA I LS Sal e s

JA N 22 22 2 22 2 2 22 22

F EB

M AR

A PR

MAY

JUN

JU L

A UG

SEP 22 2 22 22 2

OCT

NOV

DE C

22 2 22 2 22 2 22 2 22 2 22 2 22 2 22 22 22 22 22 22 22 22 2 22 2 22 2 22 2 22 2 22 2 22 2

22 2 22 2 22 2 22 22 22 22 2 22 2 22 2

Revenue

M e mb e rs hi p F e e T o ta R e v enu e l T r a d itio n al C o st W ag e Fi she r me n s O il

22 2 2 22 22 2 22 2 2 22 22 2 2 2 2 22 2 2 22 22 2 2 2 2 22 22 22 22 22 22 22 22 22 22 22

2 2 2 22 2 2 22 22 2 22 2 2 22 22 2 2 2 2 22 2 2 22 22 2 2 2 2 22 22 22 22 22 22 22 22 22 22 22 22 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

Expenses

Fu el E-M a r ke ti ng C o st T e ch n olo gy C o st Site D e sign Sal a rie s

2 2 2 2 2 2

2 2 2 2 2 2 2 2 2 2 2 2 2 2

2 2 2 2 2 2 2 2 2 2 2 2 2 2

2 2 2 2 2 2 2 2 2 2 2 2 2 2

2 2 2 2 2 2 2 2 2 2 2 2 2 2

2 2 2 2 2 2 2 2 2 2 2 2 2 2

2 2 2 2 2 2 2 2 2 2 2 2 2 2

2 2 2 2 2 2 2 2 2 2 2 2 2 2

2 2 2 2 2 2 2 2 2 2 2 2 2 2

2 2 2 2 2 2 2 2 2 2 2 2 2 2

2 2 2 2 2 2 2 2 2 2 2 2 2 2

2 2 2 2 2 2 2 2 2 2 2 2 2 2

O th e r S ite d e v elo pm e n t 2 2 M a rk et in g C o m mu n ic a tio2 n2 M isce ll an e o u s P R O F IT / L O SS 2 2 2 2

STEP 07 EVALUATION PLAN

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STEP 07: - EVALUATION PLAN

Once the e-marketing plan is implemented, its success depends on continuous evaluation. This means e-marketers must have tracking systems in place before the electronic doors open.

STEP 07: - EVALUATION PLAN cont

Balanced Score Card is one of the tools, which use to measure the e-marketing plan. The costs that go with the development, implementation, and the maintenance of an E-business project can be very high. Therefore, E-business projects, like any other projects, need to be evaluated and monitored to find out if the project delivers what it was supposed to deliver. This means that performance measurement is one of the most important activities that occur once an E-business project is started.

Generic E-business Balanced Scorecard

2 C S O E O IE T T N . U T M R R N A IO Wa is th co p n 's su c ss in a u in ht e ma y ce cq ir g a d r ta in c s er th o g th w b n e in g u tom s r u h e e s ? ite M sio is n T b th p rre su p r th u h th o e e refe d p lie ro g e in e tern t O je e b ctiv s c sto er s u m atisfa n ctio c sto er re n n u m te tio a q rin n wc s mrs c ui g e u to e e ctiv in e mrk tin ffe e tern t a e g 2 O E A I N LE C L E C . P R TO A X E L N E A w ic se v e a d p o sse m s th E t h h r ic s n r ce s u t e b sin ss a p tio e c to s tis th u e p lica n x el a fy e s k h ld sa dc s m s? ta e o er n u to er M sio is n T d e tim a d effe tiv E o eliv r ely n c e s ic at ta e ds rv e lev erv es rg te e ic els -b s e u in ss O je e b ctiv s 2 . E-b s e s s te ic u in s tra g b sin s v eo E u es alu f c m lia c w b d e o p n e ith u g t F T R O IE T TO UU E R NA I N th a ility to e b -b s e s a p a n u in s p lic tio ? ch n e a d ag n a h v th co p n 's c ie e e ma y p na ie emn la ch v e ts -b sin s p c u es roje t 2 . B S E SC N R U IO U IN S O T IB T N -b sin ss p o ct a p a to th u e r je p e r e H wsh u th E o o ld e B a d in o d r to b c n e e a s n a t or re e o sid r d s ig ific n c n ib tio toc m a ys c s o tr u n o p n u ce s? M sio is n T e ab a d c n u to th a h e en o o n le n o trib te e c iev m t f b s ess s te ie th u hef tiv a p a no E u in tra g s ro g fec e p lic tio f b s ess u in -

Hw w I d v p o ill T e elo im r v in o d to po e r er s a g th o g E tr te y r u h M sio is n

T e ab a d c n u to th a h e en o o n le n o trib te e c iev m t f b s ess s te ie th u hef tiv a p a no E u in tra g s ro g fec e p lic tio f b s ess u in O je e b ctiv s E-b s e s e p rtiseo d v p rs u in s x e f e elo e E-b s e s s ff u in s ta m a e e t e c e es an g m n ffe tiv n s in e en en e o c n ultan dp d c f o s ts re ili o so a v n o liab ty f ftw re e d rs -

O je e b ctiv s fu lfillm t p ce en ro ss a a b v ila ilityo th f e s u a dsa ty ec rity n fe E-b sin ss s stem u e y im rov en o sy m ev p en p em t f ste d elo m t

MEASURES FOR.
BUSINESS CONTRIBUTION CUSTOMER ORIENTATION

OPERATIONAL EXCELLENCE

FUTURE ORIENTATION

MEASURES FOR BUSINESS CONTRIBUTION

Fulfillment process on-time delivery of products and (electronic) services level of stockouts level of shipping errors Number of problems with customer order processing Number of problems with warehouse processing Availability of the-business s E ystem average system availabi lity average downtime maximum downtime Im provement of systems development punctuality index of -business systems delivery E E-business systems development process excellence average time to upgrade the-business system E S ecurity and safety absence of major E-business issues in Internal/External audit reports absence of major unrecoverable E -business failures or security breaches

MEASURES FOR CUSTOMER ORIENTATION

C ustom satisfaction er score on online customer satisfaction surveys #of customer com plaints/resolutions C ustom reten er tion retention rates of clients who use the internet com pared with those who do not % customers placingrepeat orders Acq irin newcu u g stom ers custom acquisition or new leads generated by the web site er sales generated directly and indirectly by the web site Effectiv intern m eting e et ark Number of hits Number of page im pressions Number of site visits Number of visitors

MEASURES FOR OPERATIONAL EXCELLENCE

Fulfillm process ent on-time delivery of products and (electronic) services level of stockouts level of shipping errors Number of problems with customer order processing Number of problems with warehouse processing Availability of the-business system E average system availability average downtime maximumdowntime Improvement of systems development punctuality index of -business systems delivery E E-business systems development process excellence average time to upgrade the E -business system Security and safety absence of major -business issues in Internal/ E External audit reports absence of major unrecoverable E -business failures or security breaches

MEASURES FOR FUTURE ORIENTATION

E-business expertise of developers Numberof training days per developer expertis of developers e acquaintance with emerging new E -business software and technologies E-business staff management effectiveness rate of absence leave per developer average workload per developer % of E -business modules covered by more than two developers E-business project members satisfaction rate Independence of consultants Numberof consultant days per module in use more than two years Numberof consultant days per module in use less than two years Reliability of software vendors Numberreleases per year Numberof functional additions Numberof new customers

CONCLUSION
E-marketing means using digital technologies to help sell your goods or services.
J

These technologies are a valuable complement to traditional marketing methods whatever the size of your company or your business model.
J

The basics of marketing remain the same creating a strategy to deliver the right messages to the right people.
J

REFERENCES

Lanka, C. B. (2011). Centrral Bank Annual Report -2010. Central Bank of Sri Lanka. Strauss, J., El-Ansary, A., & Frost, R. (2006). E- Marketing. Prentice Hall.

QUESTION TIME.

Than k you