GROUP ASSIGNMENT [E – MARKETING (BM012-3.

5-2)]

Contents
1 .0 INTRODUCTION...............................................................................................................1

1.1 Traditional Marketing..................................................................................................1

1.2 E – Marketing Approach.............................................................................................3
1.3 E – Marketing Tools....................................................................................................4

2.0 7 STEPS OF E – MARKETING..........................................................................................7

2.1 7 Steps..............................................................................................................................7

3.0 7 C’s OF E- Marketing.......................................................................................................14

3.1 What is 7 C ‘S?...............................................................................................................14
3.2 Evaluation & Recommendation.....................................................................................17
3.2.1 Evaluation................................................................................................................17
3.2.2 Recommendation................................................................................................19

4.0 CONCLUSION..................................................................................................................20
5.0 REFERENCES...................................................................................................................21

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1 .0 INTRODUCTION

1.1 Traditional Marketing

The Cocos Keeling Island is located in the Eastern Tropical Pacific, 300 miles

southwest of Cabo Blanco, Costa Rica, lies the eminent Cocos Island Marine Park.

A tough yet unimaginably verdant island, this World Heritage Site is the staggeringly

lovely crown gem of Costa Rica's numerous National Parks. In 1994, after a few

return visits to the island, Jacques Cousteau declared Cocos, "The most delightful

island on the planet." And they also provide activities like snorkeling, world-class

diving, excellent fishing and adrenalin-rush of kite surfing. Also The Cocos keeling

Island has tour guy (Ossie), he will help the visitors to discover the historical and

culture sites and other activities also (ScubaVision, 2014).

Traditional marketing is a noticeably general classification that consolidates

numerous manifestations of publicizing and advertising. It's the most unmistakable

types of promoting, including the ads that we see and hear consistently. Most

conventional showcasing procedures fall under one of four classes: print, broadcast

(television, radio), direct mail, referral and telephone.

1. Print Marketing: Print marketing is the most established manifestation of

conventional advertising. Inexactly characterized as promoting in paper structure, this

method has been being used since old times, when Egyptians made deals

messages and divider blurbs on papyrus. Today, print advertising generally alludes

to promoting space in newspapers, magazines, newsletters, and other printed

materials expected for distribution.

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2. Broadcast: Television and radio are conventional roads still broadly utilized.

Telecast showcasing achieves an expansive group of onlookers inside a constrained

time of time. Television ads additionally bring credibility and authenticity to an item

as individuals can perceive how the item functions. Then again, show messages

have a shorter lifespan contrasted and printed messages. Also, promoting through

TV and radio is costlier, contrasted and different types of traditional marketing.

3. Referral: Referral marketing, otherwise called verbal, depends on clients to spread

data about items or administrations. Referral is not a vital or arranged promoting

action, however it may help a business manufacture a reliable customer base. It

likewise expenses near nothing for the business. Notwithstanding, a business

shouldn't depend essential on referral marketing; it ought to join this with alternate

sorts of advertising to achieve a more extensive target market.

4. Direct Mail: Direct mail marketing uses printed material like postcards, pamphlets,

letters, indexes, and pamphlets sent through postal mail to draw in purchasers. One

of the soonest and most well-known illustrations of regular postal mail is the Sears

Catalog, which was initially sent to buyers.

5.Telephone : is a strategy for immediate promoting in which a businessperson

requests prospective clients to purchase items or administrations, either via telephone

or through a resulting vis-à-vis or Web conferencing errand planned amid the call.

Telemarketing can additionally incorporate recorded deals pitches modified to be

played via telephone by means of programmed dialing

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Figure 1: Shows Traditional Marketing Elements

Source: www.google.com
Prospective clients to purchase items or administrations, either via telephone

or through a resulting vis-à-vis or Web conferencing errand planned amid the call.

Telemarketing can additionally incorporate recorded deals pitches modified to be

played via telephone by means of programmed dialing.

1.2 E – Marketing Approach

Electronic Marketing is also known as e-Marketing is a transformation medium of

marketing from a traditional method into Information Technology (IT) centric due to the
development around the world to the modern technology world. E-marketing have been seen
and proved as the most suitable and effective way to reach the information about any kind of
institution, business, product or services to the people regardless whether it is a “bricks and
mortar” , online based or established company. In the case of Cocos (Keling) Islands, the
traditional methods as mentioned have been identified need to be upgraded into e-marketing.
E-marketing tools that are selected to be applied in Cocos Islands are based on Web 2.0
including website, social media (Face book, Instagram and twitter) and affiliate marketing.

1.3 E – Marketing Tools

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 Website

Website is one of the main components under e-marketing. Having a good website
does not ensure that it is a good marketing strategy. The website should provide the necessary
information and to be presented in most attractive and user friendly. Users tend to get bored
when the face difficulties to explore the website and end up closing it. Hence, for Cocos
Islands only the most important details and related are suggested such as holiday packages
which are designed accordingly with the pricing. Separate packages will be provided to meet
the different type of people interest. The packages offered will be separated in historical
where there will buggy tours guided by expert local community to brief about the historical
as well as cultural background. Besides that, there will also offer the package for those who
loves sea and beautiful sceneries of nature through island hopping, scuba diving, kayaks and
snorkeling five-star underwater environment in which tourist will enjoy the natural sight of
marine life habitats. There is also package for fishing lovers where there will be fishing trip
by boat and guided by crew who are experienced. During certain season where there is a
consistent wind, Zephyr Kite Tours offers kite surfing the experts instructor. Besides the
packages, the website will ease the process by offering hotel online booking in advance.
Random pictures of activities and beautiful sceneries will be designed with the description in
the website. In order to maintain the relation with the customer, the customer service section
will be developing in such a way that the communication will be more effective and fast. In
addition, membership system will be implemented through the website where special
discounts will be given to regular customer.

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Figure 2: Shows the features of a website

Source: http://www.skyscanner.net/news/private-islands-online-website-week

 Social Media

83% of marketers indicate that social media is important for their business (Social Media
Examiner). The statistic shows that how social media plays and vital role in business
marketing. This advantage should be taken in order to transform the traditional marketing of
Cocos Island to e-marketing. The main three social media that identified are Face book,
Twitter and Instragram. For Face book, the focus will be on promoting the page and spread
the information of Cocos Island. This will be semi-website where by the advertising will be
done through posting details on activities and packages with the attraction of sceneries photos
and videos of Cocos Islands. Instagram will be focusing on the pictures and to get those who
have travel to post it on Instagram together with their experience and hashtag (#) of Cocos
Island (#CocosIslands). On the other hand, this would be the testimonial for future customer
to have a look at. Though all social media is mainly about interaction but Twitter is found to
be the best platform to have efficient interaction with the users who have any inquiries.

Source:http://www.tightlineproductions.com/facebook-vs-twitter-vs-instagram/

 Affiliate Marketing

Cocos Islands website is not well-known and established. Few steps should be taken in
order to get the increase the traffic of visitors. The main website of Cocos Islands will
collaborate with existing established and trusted travelling advisor such as ‘Home and
Abroad’ or ‘Travelocity’, travel agencies and airline companies to advertise Cocos Islands in
their websites. These websites are identified and found to be related to the tourism sector as
Cocos Island e-marketing comes under tourism business category. Besides websites, mobile

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apps also identified as potential marketing tool these days. ‘Trip Advisor’ and ‘Triplt Travel
Organizer’ are chosen among others as a trusted mobile apps as travelling advisor. So, Cocos
Islands will be one of the option advices to people as on option of places to be visited.
However, these platforms will be linked to the website as the main e-marketing medium if
users were to get brief clarification on packages, prices and proceed with the booking.

Figure 3: Shows the logo of Travel agency Company

Source: http://www.wikitude.com/showcases/tripadvisor-60-million-tips-for-your-next-trip/

2.0 7 STEPS OF E – MARKETING

If the Cocoas Islands is going to build a successful E-marketing strategy, they will
need a solid plan. This plan is all about the infrastructure of the company and how they are
going to make it successful. To do that, it needs the 7 steps of E-marketing plan.

2.1 7 Steps

Step 1: Situation Analysis:  It gives an outlines the companies environmental, as well as any
existing marketing information about the company and its product/services. This is where by
the company will look at their SWOT analysis, and the reason for this is to keep the company
on track.

Strengths Weaknesses

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 Strong Customer Service • Seasonal Business

 Excellent Website • Less international people
 24-7 operation which allows access to • Lack of content specialist with in the web
the web from all over the world team, and Outdated design as well as it takes
Long process
 Cheaper than traditional
 Good customer care systems in place
allow them to communicate.
.

Opportunities Threats

• Market growth • Security low

• Save cost through E- Marketing such as • Cost
Emails.
• Software Upgrade\
• Competition
• Possibilities that other main competitor
strategies have may invested new IT
systems

As it can be seen here, that this SWOT analysis is leading road to the E-Marketing Objective.
E-marketing objectives of this COCOS Islands are such as using the E-marketing to sell the
cocos Islands products and their services, as well as to promote their activities. Serving the
customers through the internet, as well as for communicates with customers and connection
with customer and it will be explained in 2nd question.

Step 2: E-Marketing Strategic Planning

E-Marketing Strategic Planning must be met in order to develop Cocos brand name and their
image before they communicate with any of their market. In today's marketing world, people
follow such strategies to get their target, to get the recognition, as well as to be more different
from others. Brand name and image is as important as the strategy itself. Your brand makes
you recognizable amongst competitors, so pick a name, trademark, website, and letterhead

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and business plan before launching a strategy. ( Venčeljovski,M. Dena, J. M. BR and 11

others)

 Market and product strategies: this includes the following :

 Segmentation: the segmentation of COCOS Islands are the tours available, high
internet users
 Targeting. E-marketing target is whereby who will then see the website and who will
visit are target. In this Cocos Islands, Islands lovers are main target. As well as those
who always visit the website.
 Differentiation: differentiation is when producer, fabricator, seller, broker or any
marketer tries to be different from all others. (Thoedorelevitt, 1980). It includes
Product whereby bundling and attractive pricing of products. Service whereby 24-
hour customer feedback through e-mail and the ability to respond more rapidly.
Personnel Channel whereby the internet is a location-free, time-free distribution and
finally, communication channel and image whereby creating a unique experience
online
 Positioning: As e-marketer, they should create a desired image for the Cocos Islands
for its services and products.
 Marketers conduct analyses to determine strategies.
 Market opportunity analyses: are the focuses to identify the future
opportunities, techniques, and assessing the possible ways of developing the
Cocos Islands.
 Demand analysis and Supply analysis: This is the analysis and a reports that
indicates the prices of the upcoming changes of supply and demand, As E-
marketers, some components are expected to fall or to increase some percent
over the coming months. So, Cocos Islands must think what may happen to
the online customer and what the upcoming challenges are and finally
Segment analysis whereby the target is broken down to a small to meet the
strategy.

Step 3: Objective

Objective in an e-marketing plan may include the following aspects such as Task and
Time frame. The task of the objective is that to implement a new website for Coco Keeling
Islands with and effective layout, design, graphics, videos, music and make it an outstanding

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website. When we make the website more effective and modernize it will be easy for the
customers to access and the intention of task will be done by reaching more customers by
implementing in E- Marketing way. The time frame allocated to implement the website is
5- 6 months. The actual designed website should be done within this time frame. The aim of
accomplishing the objectives such as,

 Increase the database size

 Achieve the target goals
 Increase market share
 Reduce the cost
 Achieve customer relationship management goals
 Increase in revenue
 Improve supply chain management

Step 4: E – Marketing Strategies

In e- marketing strategies to achieve the plan objective it includes elements such as,

– Product strategies

– Pricing strategies

• Dynamic pricing

• Online bidding

– Distribution strategies

• Direct marketing

• Agent e-business models

– Marketing communication strategies

– Relationship management strategies

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Figure 4: Shows the E- Marketing strategy plan

Source: www.google.com

First of all to implement a better E- marketing strategic plan Coco Keeling Island

must develop the plan, prepare revenue forecast and must track the system using tracking

systems to measure results and success. Firstly must know the market and perform strategic

analysis after the must set marketing objectives then generate strategies and tactics for

achieving the objectives after that evaluate strategies and implement the strategies by

analyzing and optimizing.

 Product Strategies

Product strategy is whereby the organization adopts some e-business models such as online
auctions, such as online booking, promoting and advertising the activities. Demand analysis,
Segment analysis, and Supply analysis. In marketing terms, product is anything can be
offered to a market to satisfy want and need. A product strategy draws from the ultimate
vision of the product. It states where the product will end up. By setting a product strategy, it
can determine the direction of product efforts.

 Distribution Strategies

One of the main strategies of a website or business is to bring your products or services to
the right people and to reach the target audience. There are a number of different distribution

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channels available on the Internet which could be utilized efficiently to the benefits of your
website. (Nyo, n.d.)

They must implement Direct Marketing distribution strategy because it allows

generating response from customers, so it will help them to improve. As a result of that it will
focus their limited marketing resources where mostly they will get results up to date. Results
can be analyzed to see which target group is mostly responsive. Direct marketing can be cost
effective and extremely powerful in generating sales.

 Pricing Strategy

Selling products online requires several different marketing strategies. Most

important point is when it comes to online marketing pricing strategy. (McFarlin, 2014)

In pricing strategies Coco Keeling Island should implement Dynamic Pricing

Strategy. It is the process of determining a products value in commercial transactions
depending on current market condition. Dynamic pricing spread fast and sellers benefit from
a bigger picture of potential buyers and buyers benefit from increased choices. By
implementing dynamic pricing it can,

 Reduce generation needs

 More effective
 It has more existing capacity
 It increase customer engagement and satisfaction

 CRM

By easily integrating with CRM, Coco Keeling Island must do Web analytics, e-
commerce and other marketing technology in order make a good customer relationship
management. Effortlessly they should integrate point-and-click tools that synchronize CRM
data and email marketing activity to improve the relevance of marketing programs and
provide CRM users with a clear view into marketing activity

Step 5: Implementation plan

With respect to arrange the company ought to apply compelling and inadequate techniques
keeping in mind the end goal to perform their arrangements. Subsequently, including the
innovation impetuses of webpage advancement it will focus the building of the site, or in an

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alternate strategy separated of building site it can whether be lease or buy it. Yet, the
company needs to arrange the measure of the web as this is the piece of the enterprise to pick
it and to execute it focused around the organizations essentials. On the other hand, Cocos
Keeling Island has it area to stress on surveying the promoting arranging relationship
administration alongside the marketing mix component.

Step 6: Budget

Item Cost(RM)
Software 10,000
Hardware 7000
Technicians Developer 20,000
TOTAL 37,000

Under the budget the elements involved are software and hardware in order to connect
to the internet and to operate the business productively. Therefore, the expenses that need to
be implied into the budget are the new technology implementation, the maintenance, site
design, the salary of the staffs directing the design, site development expenses, and marketing
communications all goes under the technical developers. Thusly, approaching income will be
focused around the benefits of the company and the normal comes back from e-advertising
financing ought to match against expenses keeping in mind the end goal to create an expense
or profit examination and to characterize whether the exertion is profitable. While, venture
profits as respects of site naturally includes either a build in income of offers or abatement in
expenses. For the most part, the primary point is that cocos keeling island must endeavor an
expense/profit examination for its web promoting system.

Step 7: Evaluation Plan

Evaluation plan is needed to measure the effectiveness of e-marketing approach
applied. The measurement is needed to track the progress whether it achieved the target and
any part of the planning which is needed to be modified or improve.

For the website, a method called Systems Development Life-Cycle (SDLC). These systems to
ensure the website which is the main tools of e-marketing works without any error. There are
8 phases under this method which are:

1. System Investigation
2. System Analysis

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3. Design
4. Environments
5. Testing
6. Training and transition
7. Operations and maintenance
8. Evaluation

Under the social media, numbers of people who likes the Facebook page, follow the
Instagram account and Tweeter, number of people who interacted through the social media
will be taken into account and analyze from time to time.

The affiliate program will be observed through statistic of number who gets to websites
through the other website collaborated and linked to Cocos Island website.

After all, the number of people reached to e-marketing will be compared to the number of
people who confirmed and travel to Cocos Island and analyze the margin with the previous
year when the traditional marketing were still in action.

3.0 7 C’s OF E- Marketing

3.1 What is 7 C ‘S?
There are several elements in E – Marketing which is called as 7 C that is considered when
creating a quality website for business sales and marketing. Customers do shopping
everywhere mostly now a day they do online shopping as well. Customers shop online for
several reasons such as cost, large selection, convenience and the attraction over the
purchases (Novak J, 2014)

The 7 elements in E- Marketing are as follows,

1. Content k
2. Communityk
3. Customizationk

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4. Connection M
5. Communication M
6. Contextk
7. Commerce M

Figure 5: Shows the Cocos Keeling Islands website Layout page (Front View)

Source: http://www.cocoskeelingislands.com.au/

1. Content

The content of website includes the text, graphics, music, and videos that are presented in
website. When we consider the Coco Keeling Island website the “Splash Page” the first page
visitors usually see in a website is not up to a good standard In Coco Keeling website there
are no much text graphics, videos, pictures and music. They have allocated only pictures in
there gallery tab.

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Figure 6: Shows the gallery section of Coco Keeling Island

Source: http://www.cocoskeelingislands.com.au/

2. Community

Community refers that the website may allow interaction between customers through
message boards, live chat, online video chatting etc. In Coco Keeling website there is no such
areas provided for customers to have live chatting, messaging or video chatting. It is a great
disadvantage for the company because in some occasions customers cannot get clarification
or feed back immediately after they refer to any officials; it takes long time to reply them. So
this kind of troubles will affect the customer satisfaction.

Figure 7: Shows the customer care contact page

Source: http://www.cocoskeelingislands.com.au/

3. Customization

Customization allows customers personalize aspects of the website or it may tailor itself
to different users for example having different colors, graphics for people who speak different
languages. It does not allow customers to personalize aspects of the website or it may tailor

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itself to different users. In Coco Keeling website it is designed only in English Language and
also there is no such different graphics or elements for people who don’t understand English.

4. Context - website’s layout and overall visual design is not that good, it is not
attractive, as well as the customer finds it difficult to view. It is the first

5. Commerce – It is not designed accordingly safe which gives customer a feedback of

security in commercial transaction.

6. Communication: This measures if the site enables different types of communication

questions and answers to be done through it, such as chatting rooms, feedbacks, and customer
service. .The communication to customer seems to be not easy for customer.

7. Connection - and sometimes company work as partnership with airlines, hotels, and
island hopping activities. In this website, there are some links that connect to other website
and other things.

3.2 Evaluation & Recommendation

3.2.1 Evaluation

Figure 8: Shows the website of Langkawi Islands

Source: http://www.langkawi-info.com/

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When we compare Coco keeling Island website and Langkawi Island website there is
a lot of differences in terms of content, context, communication, customization, community,
commerce and connection. When you see the “Splash Page” itself it is well designed and
utilized with more pictures, videos and also outstanding graphics. The website is outstanding
and all layouts are well prepared and information’s are well presented to the customers. They
also have used good web communication with hierarchy of illustrated high quality pages. The
site Map also well designed to show the connection between pages. The context of the
website is well organized with good web design and web layout. Customization has done
thoroughly that all different languages are used and can be accessed from different language
apart from English; almost 8 different languages are used in their website. Communication
through customers is much easier in this website because they have 24 hours customer care
chatting facilities and online on the spot feedback.

Figure 9: Shows that different language has been used apart from English.

Source: http://www.langkawi-info.com/

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Video facility is available in the website. Customers can click on any link above and check
videos about Langkawi Island. The context of the existing website is the website’s layout and
overall. And this is what you get as a first impression, it must be good enough to attract
people, comparing that to the other website, there is much difference. For example, the visual
design is not that good; it is not attractive, as well as the customer finds it difficult to view.

Commerce, this is the site's capabilities to enable commercial transactions. It must be safe,
but here in Cocos Islands, it is not designed accordingly safe which gives customer a
feedback of security in commercial transaction. For example, there is booking, but there is no
such payment online. Communication, communication refers to two ways communication,
looking at Cocos website, the communication to customer seems to be not easy for customer,
because there is no feedback forms, no chat rooms, as well as no video complains. And
comparing to the other website, it has some Connection –for this, the coco islands website is
in such way good enough because it has some links to connect to others, such as some airline
companies but the problem is that the links do not work, they are just pictures. If we look at
the other website, as in this website, there are some links that connect to other website and
other things. Links to some hotels, links to restaurants, links to apartment’s house, and some
other available links.

3.2.2 Recommendation

In order to make Coco Keeling website as effective and invocative like Langkawi
Island website they need to re design it by adding some ingredients to the current website. To
make Coco Keeling website an effective website the content must be changed. They need to
add more videos of their activities, sites, island & etc. So the customers from all over the
world will be delighted to watch videos and get to know more about the island and they will
visit and the message will pass to other people through social medias such as Instagram, face
book, twitter etc. in addition to all mentioned elements they also must add music in their
website, so that when people visit the page it will give more attraction to customers. In order
to position the site and focus on the target market they must implement 24 hours online
customer service including all the relevant Medias and on the spot feedback facilities. When
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you compare customization Coco Keeling Island website use only English Language. They
should include at least different other languages which are spoken mostly such as Chinese,
French, Russian and Arab. It will catch the eye of customers and give more attraction to
customers. The advantage is that it will make the website more effective and it will reach to
more customers around the world. Finally, Cocas Islands must study from their website all
the time and identify the past and ongoing as well as them market research should tell them
how many followers the opponents or competitors have on Face book, twitters.

4.0 CONCLUSION
Attracting customers is most important sector in a business and it should be done in a
good and effective marketing procedure through E- Marketing by using social Medias and
electronic Medias. Customers can shop around anywhere they have internet connection and
can access to any website anytime, in order to make good customer relationship and make the
website effective.

Coco Keeling Island should implement E- Marketing way in order to make their business
success and achieve the target market. They should create the website more effectively, user
friendly, easy to maintain, make it proper navigation, make it appropriate links to necessary
websites, sufficient graphics and attractive lay outs. They must cover all aspects in order to
achieve their target market and create a long lasting experience that will satisfy the customers
and bring up more and more customers.

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5.0 REFERENCES

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http://www.langkawi-info.com/

http://www.marketing-schools.org/types-of-marketing/traditional-marketing.html

http://www.skyscanner.net/news/private-islands-online-website-week

http://www.tightlineproductions.com/facebook-vs-twitter-vs-instagram/

http://www.wikihow.com/Create-An-Internet-Marketing-Strategy [Accessed 23 July 2014]

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http://www.wikitude.com/showcases/tripadvisor-60-million-tips-for-your-next-trip/

Hubspot.com, (2014). Marketing Statistics and Data. [Online] Available at:

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 McFarlin, K. (2014). Pricing Strategies in E-Business. [online] Small Business - Chron.com.

Available at: http://smallbusiness.chron.com/pricing-strategies-ebusiness-10160.html
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 Novak, J. (2014). The Seven Cs - Marketing Teacher. [online] Marketing Teacher. Available

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Nyo, E. (n.d.). Online Distribution Channels - Web Development Blog. [online]

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