[Cultstone]

Go-To-Market Strategy

Written by: [Mohd Asad Khan]

[19pgp084@iimraipur.ac.in]

1
Table of Contents

1. Product/Service
2. Goal
3. Target Market
4. Positioning
5. Marketing Strategy

2
Product/Service

Blogging Platform- Creating a blogging platform on the website. This will increase the engagement
and content, thus will lead to more organic keyword and traffic to the website.

Goal
To increase the traffic rate and engagement rate.

Target Market

 Millennials
 Travel enthusiast
 Students and working professionals who study or have keen interest in the field of culture,
heritage and tradition

Locations Targeting

Initially, India will be the major target country. Later it can be expanded to international market.

Omissions

Blogging feature is majorly to target those customers who like to interact and share their experience and
knowledge with the world. Culture and heritage is a very sensitive topic, thus we have to filter out
unwanted and spam users to prevent misuse of the platform. This will ensure the reliability of the
platform.

3
 Positioning

Strengths Weakness
 Offers great variety of content  Less presence on Instagram and
 Good Facebook presence twitter
 Less number of contents as
compared to competitors
 Low engagement rate

Opportunities Threats
 Launching new service such as
blogging  Big competitors such as
 Enhancing social media presence Theculturist.com
 Content generation through users

Market Condition
Threat of New Entrants

There are no significant

barriers to entry to this
market.

Low

Supplier Power Competitive Buyer Power

The content provider does Rivalry People are very sensitive towards
content and price. Customer
not have much bargaining Companies like
Theculturist.com, switching cost Is very low.
power.
national geography Very High
Low website.

Threat of Substitution

 Popular
websites
 Blog websites
 Social media
Value Prop pages

Very High

4
Blogging service give a very reliable platform for like minded people to come onboard and discuss about
culture, heritage and tradition.

Competitive Advantages

This type of service is not much available in the competitors.

Pricing Strategy

No charges.

Marketing Strategy

Email Marketing

In this once a user has subscribed to the Cultstone, will receive mail as per their preference. This will
ensure that the user is aware of the content on the Cultstone.

Blogging and Content Marketing

This is the most important strategy. Content generation helps in generating organic keywords which will
help in optimizing organic result and hence increase the engagement rate.

Video Marketing

This can be used to enhance the awareness of the Cultstone as video is more powerful tool as compared
to articles.

Social Media Marketing

This is again one of the best ways to do marketing. Since, the target customer is millennials, social media
becomes an important tool to increase the traffic to the website. Cultstone does not have presence on
Instagram, this can be an opportunity to utilize such social media tools.