MKT 330 - Digital Marketing

Section 01
Spring 2019
Submitted to: Ehfaz Nowman (EHN)
Lecturer
Department of Marketing and International business
North South University

Submitted By
Name ID

Fazly Rabby Bhuiyan 1330492030

Table of Contents
Introduction ................................................................................................................................................. 2
PESTEL Analysis .................................................................................................................................... 2
SWOT Analysis ....................................................................................................................................... 3
Market Segmentation, Targeting and Positioning ................................................................................... 4
Product: ....................................................................................................................................................... 6
Price: ............................................................................................................................................................ 7
Place: ............................................................................................................................................................ 8
Promotion (Creative strategy): ............................................................................................................ 10
................................................................................................................................................................ 11
Media Strategy Budget: ........................................................................................................................ 12
Measure: ................................................................................................................................................ 12
Conclusion and future plan: .................................................................................................................... 14
References .................................................................................................................................................. 15

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Introduction
in Bangladesh, there is a great deal of growing interest in B2C E-commerce; however, due to various
economic, infrastructural and legal reasons it has not spread. Most important companies, associations,
chambers and now most of the government offices have set up websites. These sites mainly provide
information about the organization, and its products and services. There are very few sites where financial
transactions can be completed. Main reasons for low ecommerce transactions are absence of legal
framework for completing an electronic business or financial payment system, low Internet usage due to
lack of adequate telecom facilities, and overall lack of confidence in the security and reliability of B2C E-
commerce transactions. Several factors are important in the online marketing compared to traditional
method.

Situation Analysis

Currently in Bangladesh, There are a bunch of e-commerce marketplaces operating. The leading ones are
Daraz, Pickabo, AajkerDeal, and Rokomari. They are covering a huge number of products of different
category. So, the price range varies. But as it’s a competitive market and a growing one, they are trying to
bring maximum amount of offers to the customers. Most of these ecommerce platforms sales product of
different vendors. Vendors setup the prices of the products. They Gets commission of every sale and
that’s how their revenue is generated. Whenever there is sale these ecommerce platforms earns
commission.

Online retail in Bangladesh has also generated significant momentum though mostly done through social
media platforms. The local market is already equipped with massive internet penetration, use of smart
devices and mobile transaction like BKash. Cash on Delivery (COD) is the most popular payment option
in Bangladesh.

While Bangladesh is pursuing a robust growth vision, value addition and creating own brand identity is
crucial. So it is the high time to make aggressive efforts to go beyond OEM (or commonly known as
CMT - cut, make & trims) to ODM and the online retailing can be a modest start. Bangladesh has already
taken a great leap forward in delivering fast fashion requirements.

PESTEL Analysis

larger picture of the macro-environment of e-commerce industry in Bangladesh can be analyzed by The
PESTEL model. It will help by categorizing the macro-environment in to political, economic, social,
technological, environmental and legal factors. By analyzing the results of each of the factors, this
analysis will also provide the information on which of these factors has the most effect on this type of a
company.

Social: Prices of our Polo T-shirt are very affordable while ensuring premium quality raw materials and
operations. This is the main socio-cultural benefit that we will get. Low prices will expand our consumer

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base to include the buyers from the lower and the middle-income tiers. The baby boomer generation is
almost retiring. This means spending by older consumers will decrease. Now, we are also tapping the Gen
X and the Millennial as customers.

Legal and Ethical: BDOT13 ensures that we do not violate any laws and regulations of the online market
and also in the garments supplier market.

Economic: The income level of people and their spending are increasing strikingly fast habits. Women
being educated and employed, families are more solvent now giving rise to customers of online market.

Political: We are an internet based company and we solely depend on people ordering through internet.
But due to the recent terrorist attack, and other cybercrimes the government is planning to put some
restriction over internet, which in terms might hamper our business operation. Majority of our online sales
here in Bangladesh occurs from Facebook pages, Due to Political unrest, Government policies and some
turbulence (Such as student protest, Probable threat of terrorist attack) we have seen in recent past when
Facebook access was restricted several times and such situation may again take place In future. These
type of restriction on Facebook hamper our business immensely.Morever, Government policies regarding
online business is yet to be formalized.

Technological: This is the age of smartphone, and most of our target market uses one. Below are some of
the factor that are shaping our technological environment:

 Enhanced accessibility information technology

 Affordability of tech equipment’s (e.g.: budget smartphones, Tab)
 Rise of digital payment systems and MFS such as bKash, mCash, etc. are making it easier for
both the customer and merchants to perform online payment.

SWOT Analysis

Strength:

• All premium quality products

• Niche Market
• Free replacements
• Fast delivery
• Very user friendly interface
• Delivery in whole Bangladesh

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Weakness:

• New clothing store in Bangladesh

• Low brand recognition
• Negative perception regarding the quality of the apparel when purchasing online
• Less product segment

Opportunities:

• To sell our products to a large number of people.

• Enhancement of customer satisfaction through better delivery
• Effective implementation of return policies
• Possibility to establish brick and mortar outlet in near future

Threat:

• Price discount is not possible at many occasion because of high overhead cost
• Manipulation from the supplier companies is possible
• Easy adoption of this method by the competitors
• Profitability become an issue in the longer period

Market Segmentation, Targeting and Positioning

The purpose of our marketing plan is to establish the division of different market groups with similar
needs and wants to a market segment, which is suitable for “Polo T-shirts”. For the concept of an online
store selling Polo T-shirts, the key elements in this market segmentation are: gender and interests.

In short the target market is: boys and men of all ages, young professional with an interest towards a
decent & trendy lifestyle, University Students.

Age Group – 16 To 45
Gender:
Because most of our clothing product are for men, they will be the main target group. Men being the
target group of this store, also the marketing will be targeted towards men.
Interests:
Although our apparel have sporting roots, you don’t have to be a golfer or tennis player to wear them with
aplomb. Versatility is one of our biggest advantages. So we assume our consumers may have a wide array
of interest – but interest towards sports and outdoor lifestyle would be in common.

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Brand Positioning: Our positioning strategy revolves around clearly articulating our differentiation
against competitors. We trying to continually push these differentiators to customers. We are also trying
to align our branding with our unique value propositions.

• Logo Placement on Polo Shirts: On the Chest,

Likely the most common place for a logo to go is on
the chest to the left. This location works because this
is the location used by the majority of companies. As
well, those who wish their logo to have a more subtle
presence will often choose this location. Although not
as common, placing a logo on the chest to the right is
another good place. Those requiring both a logo and a
name or role on a shirt often opt for the logo on the
left and the name on the right.

• Logo Placement in our Website Navigation

• Website Home Slider

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 • Facebook Profile Picture

Product:
Site Design: BDOT13 is a Web 2.0 e-commerce site having different category of clothing products for
customers. Retailers can also buy bulk quantity of products from our website. There is also a live
customer support feature. Added features includes multiple product picture zoom in/out, Product review
and start rating, Easy Usability, Neat and Clean User experience design. Our Website is responsive, so it
will fit in every screen size.

 Men’s Fashion Blog: We will publish weekly articles on man’s fashion as a mean of our owned
content marketing to redirect customer to our shop page.

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Core Products: Men’s Polo of different sizes and colors
Key Factors In product development:
• Functionality
• Brand name
• Styling
• Quality
• Safety
• Packaging
User may read the product descriptions or compare the product online. We provide free replacement if the
ordered size doesn’t fit a customer. We also provide customers with the actual size chart so they can have
a clear idea.

Price:
We are following the bellow listed pricing strategy for our online store
• Pricing strategy (skim, penetration, etc.)
• Suggested retail price
• Volume discounts and wholesale pricing
• Cash and early payment discounts
• Seasonal pricing
• Bundling
• Price flexibility
• Price discrimination
The goal of the price policy at BDOT13.COM is that the prices of the products sold will be smaller than
the retail prices at regular fashion stores. This can be made possible by skimming the expenses, which are
minimal in an online store. There will be volume discounts or package deals for example on packages. It
is also quite usual in an online store that if you purchase products worth over a certain amount of money,
the shipping of the products will be minimum of charge. There will be no cash or early payment
discounts, because this is a retail store and the sales are B2C. Seasonal pricing, for example, sale prices in
the summer is definitely on the list. Since we are operating at a perfect competition market there is no
possibility for price refinement.

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Place:
Since it is an online store, there is no question
about the distribution channel. The place or the
distribution channel is the Internet. Our store
operates fully through the Internet and it has no
physical location, except the Warehouse &
Factory where the products are manufactured &
located.
The warehouse will possibly be located
somewhere in Kuril Biswaroad, because of the
great logistical possibilities. An outsourced
transportation company will ship the products to
customers, from the warehouse.

Website: As a merchant, we have our own

online store where we sell our products to
business and consumers.

Mobile Commerce: Our online store is responsive so a great

deal of consumers can make online transection using their
smartphone or other mobile device
Social Commerce: We facilitate online sales using social media
and consumer interaction platform. Initially we are mainly
focusing on Facebook e-commerce platform we’ll also be active
in Instagram.

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E-commerce Marketplaces: We’ll also sell our products through many leading e-commerce
marketplaces by being their vendor. Our vendorship agreement contract is on process with Daraz, Clixso,
and deligram.

We follow an omnichannel distribution strategy so that our customers can have a seamless experience
across multiple devices and touch points

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Promotion (Creative strategy):
We are by nature an online based business. Hence, the core focus is on the online platform. To reach our
target group we will put our existence to all possible online sectors.

Promoting with Google: There are many ways Google

can help a business to reach its full potential, some are
organic and some are paid. Here is a list of campaign
types that we do with Google.

 Search Network Campaign

 Display Network Campaign
 Shopping Campaign

Local listings and classifieds: Creating our business

listing on listing sites such as Citysearch to ensure that
consumers searching for nearby businesses find ours. Some listings allow us to promote offers such as
sales and new products. Customer review sites are basically local directories like Yelp that allow users to
express their opinions about businesses.
Google AdWords: Search advertising is a method of placing online ads on Web pages near search engine
results. We will deliver our message at the moment someone is searching for the type of product or
service we offer. We’ll choose keywords that relate as closely as possible to our offer so we could receive
the most likely prospects.

Some selected Keywords: “Best Quality Polo T-shirts in Bangladesh” “Polo t-shirts Online” “Best Polo’s
at affordable price” and many more
Display ads: We display our visual ad banners across relevant websites and platforms by using Google
display network ad campaign

Leaderboard:

Mini Square:

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Google Shopping Campaign: We are planning to use both Google Merchant Promotions and Offer
Extensions

Facebook Promotion: We sponsor ads on Facebook daily to get a maximum level of reach. We boost our
products post on Facebook regularly and manage audience direct from Facebook business.

We are also maintaining our presence on Twitter, YouTube and on Instagram as well

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Media Strategy Budget:

Our media strategy covers various categories related to digital marketing, including website development
and ongoing optimization, web analytics, paid advertising, SEO, social media and email marketing.
Bellow we breakdown our digital marketing campaigns into a single strategic budget plan.

Measure:

Unlike traditional marketing online marketing spending and return is measureable. Every End results of
marketing campaign provides a key metric, mainly measured by web traffic and sales metrics. Our
Different campaigns have different focuses. So while a certain marketing campaign might not directly
lead to an immediate increase in sales volume, it can still help grow our business through an increase in
impressions and brand awareness.

Google Analytics: gives us insights into how our users find and use our website. With Google Analytics,
we track ROI for our online marketing.

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Facebook Insights:

Facebook Post Insight:

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Measuring these metrics, after the campaign has been completed we compare our actual spend and
acquisition to our forecasted numbers. Our acquisition plan is built around the goals we’ve set for the
month. We Tinker with our plan to try so that it becomes feasible for us to hit our numbers. This may
mean taking into account optimization through testing new targeting settings or exploring new channels
to see if they drive profitable acquisition.

Conclusion and future plan:

At the end, our loyal customers are our biggest advocates, and if we can create real brand loyalty and cult
status, they will be our biggest growth drivers. Our goal is to be one of the most prominent figures in this
(rather niche) sector. How do we do it? By creating a “tribe” of devoted customers, using creative
storytelling, and fostering authentic social media marketing that created a connection with their customer
base. We believe in creating huge customer loyalty, our fans will become “brand advocates.” Having
brand advocates is important; studies suggest they are 70 percent more likely to be seen as a reliable
source of information by potential customers than traditional advertising.

Future Plan: The future of any business lies in the numbers of loyal customers that the business can
boast of having, the capacity and competence of the employees, their investment strategy and the business
structure. If any of these factors is missing from a business (company), then it won’t be too long before
the business close shop. We are aware of these factors and we have been able to structure our business
accordingly

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References

[1]. Internet Usage Worldwide, Available:https://www.statista.com/topics/1145/internet-usage-worldwide

[2]. Fakhruddin Mehedi, (05 October, 2017), Internet, Mobile users up, Daily Asian Age, Bangladesh,
and Available: http://dailyasianage.com/news/89045/internet-mobile-users-up
[3]. Bhowmik R., (2012); The Present E-commerce Situation in Bangladesh for B2C E-commerce;
International Journal of Economic
Research; Vol.3, Issue 5, 2012; pp.77-91.
[4]. www.pigseye.kennesaw.edu.
[5]. Lindsay P. (2002), E-commerce, The Economist Books. p. 1.
[6]. e-Commerce in Bangladesh, Available: http://e-cab.net/resource-center/bangladesh-e-commerce-
sector/
[7]. Sajid A., (06 Feb 2017), A closer look at e-commerce in Bangladesh, The Financial Express,
Bangladesh.
[8]. Survey report on Bangladesh e-commerce, Available: https://hifipublic.com/2015/07/12/kaymu-
releases-survey-report-onbangladesh-e-commerce/
[9] https://www.thedailystar.net/shout/inspiration/starting-your-own-online-clothing-business-785464
[10] Ramayah, T, Ignatius & Joshua 2005, ‘Impact of perceived usefulness, perceived ease of use and
perceived enjoyment on intention to shop online’, ICFAI Journal of Systems Management (IJSM), vol. 3,
no.3, pp. 36-51.
[11] Bhatnagar, S, Misra & Rao, HR 2000, ‘On risk, convenience, and Internet shopping behavior - Why
some consumers are online shoppers while others are not’, Communications of the ACM, vol. 43, no. 11,
pp. 98-105.

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