E-Commerce Marketing Plan

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E-Commerce Marketing Plan Powered By Docstoc
					This E-Commerce Marketing Plan is intended to guide a business in the creation of an
e-commerce marketing plan. This document helps the business in making efficient
decisions based on relevant statistics to expand its customer base and increase
revenue. The plan sets forth many of the issues and data that should be considered by
the business. It provides a template of the information that should be included in the e-
commerce marketing plan and may be customized to fit the specific needs of the
business.
2013
Docstoc Inc.




E-COMMERCE MARKETING PLAN
An E-Commerce Marketing Plan helps guide businesses in making efficient
decisions based on relevant statistics, which allows for the Online Marketing
budget to be better spent on effective campaigns and strategies.

This E-Commerce Marketing Plan template is based on an imaginary company
called “Doggie Duds” to allow for examples in each field that is required for a
successful E-Commerce Marketing Plan. Please customize as necessary.




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                                Marketing Plan
                                   [Doggieduds.com]




                                    Fiscal Year [20XX]
                                Prepared by [Your Name]




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                                          Confidentiality
The reader acknowledges by examining or possessing this packet that the information within this
marketing plan is confidential. The reader agrees not to disclose any of this information, without
the express written permission of [Doggie Duds]. The reader acknowledges that any information
in this marketing plan is confidential in nature, unless otherwise in the public domain, and that to
disclose any of the information within may cause serious harm or damage to [Doggie Duds], and
may result in legal action being taken.


Upon request, please return this document IMMEDIATELY to:


___________________________________________________




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Table of Contents
I. Executive Summary……………………………………………………………………5
Introduction……………………………………………………………………...……...... 5
Purpose & Objectives…………………………………………………………………..... 5
Marketing Opportunities……………………………………………………………….... 5

II. Environment Analysis………………………………………………………………...7
Customer Analysis……………………………………………………………………….. 7
Ideal Customer…………………………………………………………………………… 7
Needs…………………………………………………………………………………….. 7
Trends……………………………………………………………………………………. 7
Growth…………………………………………………………………………………… 8
Competition Analysis……………………………………………………………………. 8

III. Internal Analysis……………………………………………………………………..9
Performance……………………………………………………………………………… 9
People…………………………………………………………………………………….. 9
Infrastructure & Delivery………………………………………………………………… 9
Competitive Edge…………………………………………………………………………9
Product…………………………………………………………………………………… 10
Price Rationale…………………………………………………………………………… 10

IV. SWOT…………………………………………………………………………………10

V. Fundamental Marketing Strategies………………………………………………….12
Mission…………………………………………………………………………………… 12
Marketing Objectives…………………………………………………………………….. 12
Supply……………………………………………………………………………………. 12
Demand…………………………………………………………………………………... 12
Competition……………………………………………………………………………… 12
Position…………………………………………………………………………………... 13
USP & Key Differentiators………………………………………………………………. 13

VI. Implementation & Control…………………………………………………………..14
Implementation…………………………………………………………………………... 14
Control…………………………………………………………………………………… 15

VII. Financial Forecast…………………………………………………………………..16
Break-even Analysis……………………………………………………………………... 16
Sales Forecast……………………………………………………………………………..16
Cost of Marketing………………………………………………………………………... 16

VIII. Conclusion…………………………………………………………………………..17



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(This template features instructions for each section (in italics); as well as, sample text for some
sections. Any instructions, example text, or charts are meant to guide you and should be removed
before presenting your plan.)


Executive Summary

(In this section, briefly describe the company, where it stands in the market, and what
opportunities are available. Although this appears first in the document, you may wish to wait
until later to write the Executive Summary, as it is intended to summarize the main points of your
plan. If you have a business plan, you can use parts of your Executive Summary from that
document to fill this out.)

Example: Doggie Duds dot Com began as a project in founder Amanda Jacks’ garage five years
ago. After some prompting from friends, she set out to turn a part-time hobby, making mini
clothes for her herd of Chihuahuas, into a full-time job. She built a website with pictures of her
beloved pets wearing the clothes, and within a month, she found herself hiring five seamstresses
to help her keep up with the orders that came flooding in. In the past two years, five different B-
list celebrity endorsements have grown the business into a multi-million dollar brand with 45
employees and a small factory. As we enter our sixth year in operation, we have significant
opportunities to grow our share of the market by focusing on what drives our key demographics.

Purpose & Objectives

(In this section, briefly outline the purpose of the Marketing Plan, including company objectives
and strategies that are being suggested based upon the research you have conducted to create
this plan.)

Example: This marketing plan for fiscal year 2013 outlines our goals for growing our customer
base and increasing revenue, and it details the approach we plan to take in order to achieve these
goals.

Marketing Opportunities

(In this section, go into more detail about current market conditions. Explain to the reader what
opportunities arise out of these conditions, and describe how your company can take advantage
of them.)

Doggie Duds has benefited from the early interest of journalists and bloggers, and much of the
growth that we have seen has come from what was in essence free advertising by numerous
publications and websites who found our product line unique and kitschy. This was driven, too,
by the fact that people are very fond of their pets, and especially women will often heap the kind
of attention and money on them usually reserved for a child, other family member—or
themselves. Add to that the tendency for female celebrities to carry small dogs with them like a

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fashion accessory, and you have endless opportunity to produce new fashions for these jet-setting
pups.

In addition to being featured in several photo spreads in Rolling Stone, Maxim, and Elle (among
others), Doggie Duds has recently been approached by a well-known, much publicized young
socialite heiress to begin designing a signature line. Until matters are finalized, she will simply
be referred to in these pages as PH. With the proper marketing of her line, we will be able to
increase revenue and continue to grow our brand in the coming months if we act quickly and
confidently to capitalize on emerging opportunities.




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Environment Analysis
Customer Analysis

Ideal Customer

(In this section, describe your ideal customer. Discuss their income, age group, spending habits,
lifestyle, geographic location, frequency of purchase of your product/service, what percentage of
their income goes towards your product/service, media and social networking habits, brand
loyalty, and other traits that affect how they perceive and purchase your product/service. You
may find that you have several kinds of ideal customers. Separate them and discuss them
individually, since their differences may affect how you approach marketing to them.)

Example:

Doggie Moms – Women, 30-50

Doggie Moms are women with disposable income and at least one small dog that they keep very
close at all times. A Doggie Mom takes her dog everywhere with her: the store, social events,
etc. As a result, she wants her dog to look hip. She pays attention to fashion trends and will pay a
lot of money for something if it makes her feel beautiful, pampered, and fashionable. This
feeling extends to her dog. They often have children, but these children tend to be older, and the
dog becomes the recipient of the kind of affection usually lavished upon young children.

Young Trendsetters – Women, 18-35

Older Doggie Moms – Women, 50-70

Needs

(In this section, discuss the needs of your ideal customer that are not currently being met by the
market, with an eye toward taking advantage of these needs.)

Trends

(In this section, discuss any trends in the market, like changes in household incomes, new
technologies, world events and shifting cultures that affect the way you do business or currently
reach your customer.)

Example: As small dogs are being seen more often as viable fashion accessories for women, and
as their purpose is to give the impression of lavish wealth, women will spend a lot of money to
make their pups appear draped in luxury. Our potential endorser, PH, is well known to these
women for the extravagance of her lifestyle. Women seeking to give a similar impression already
purchase clothing, jewelry, and perfume that either bear her name or her stamp of approval. A
well-executed marketing plan focusing on her will see a sound return on investment

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Growth

(In this section, discuss projected growth in the market and important variables that adversely or
favorably affect it.)

Competitor Analysis

(In this section, discuss your competition. Separate each into their own paragraph or set of
paragraphs, and outline their market share as well as a brief overview of their company history,
the products/services they offer, and their target market.)

Example: There are many other companies who appeal to the same fashion sense, but they are
for budget-conscious women who want to give the appearance of luxury without paying for it.
Our clients see paying a higher price as part of the overall experience; it pleases them to spend a
lot of money on their dog, and therefore indirectly on themselves. Therefore, these other
companies, while they have a significant share of the market, aren’t much of a threat in terms of
our ideal customers. There are about five companies that create products on par with ours, both
in terms of the quality of the merchandise and the price tag.

Pooch Couture – This Company is about fifteen years old and is the forerunner of our
competitors. Pooch Couture, like us, has benefited from several celebrity endorsements, and their
items are exceptionally beautiful. They are appealing more to older women as their items are
more toned-down, and they have a significant share of that demographic. We have a larger share
of younger women as our clothing line is more carefree and bright. Overall, their market share is
39%, five more points than our 34%.

Puppy Love

Woof Aloof

Ruffles

Serena J.




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Internal Analysis

Performance

(In this section, give a brief overview of your company’s performance with a general (and
concise) look over the life of the company and a more critical focus on the past one to two years.
Detail the market share that the company currently holds.)

Example: In the past five years, Doggie Duds has grown from a one-woman operation in a
garage to a multi-million dollar business working out of a small factory in Orange County,
California. The past two years has seen rapid growth thanks to several celebrity endorsements
and feature photo spreads in fashion and entertainment magazines. We have grown our market
share from 20% to 34% in just a year and a half due in large part to these endorsements.

People

(In this section, discuss the staff and leadership in your company. Depending on the marketing
strategies included in this plan, you may want to discuss how easily staff can be trained, how
connected staff is to the local community, etc.)

Infrastructure & Delivery

(In this section, discuss the infrastructure of your business, including physical locations and your
online presence. Discuss how you deliver your product/service to your customers. If you sell
through a third-party (retail store, Amazon.com, etc.) list them here.)

Example: We make 100% of our sales through our website, www.DoggieDuds.com. The site
features a very customer-friendly user interface and the ability to create custom orders. We
utilize USPS and UPS to deliver our products directly to our customers.

Competitive Edge

(In this section, discuss your competitive edge. What it is that you offer to your clients that your
competition does not or cannot? Discuss strategies designed to respond to and outrun your
competition in the future.)

Example: Our line and our whole company are about having fun and reveling in the lap of
luxury. We use top-quality materials for our clothing, and almost everything we make is custom
created. We always stay on the right side of tacky, but our lines have nevertheless pushed
boundaries in order to be consistently unique. Once things are finalized with PH, we will
undoubtedly see a huge rise in sales as she is an idol of our ideal customer.




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Product

(In this section, outline your products/services with descriptions and alignment to your ideal
customer(s).)

Pricing Rationale

(In this section, explain your pricing rationale and why it is an appropriate strategy for the
market. Also discuss how you will continue to monitor this strategy for effectiveness. Are you
working with a low-cost/high-volume system, a high-cost/low-volume system, or an alternative
system?)

SWOT
(In this section, lay out your strengths, weaknesses, opportunities, and threats as a business.
Writing about these will help you to understand the factors that affect your business from within
and without.)Example:

               Strengths                      Weaknesses
                   Strong customer              Rising cost of materials
                      loyalty                    Rising utility costs
                   Young development            High turnover rates in our
                      staff                        facility
                   Celebrity
                      endorsements




               Opportunities                  Threats
                  Growing tech-savvy             Online storefronts of other
                    customer base                   competitors
                  PH                             Lack of access to important
                  New Technologies                 materials
                                                  Recession/unemployment
                                                    rates




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(Give detail here for each bullet in the SWOT diagram, and take this opportunity to explain how
your business will utilize its strengths and opportunities to eliminate weaknesses and threats.)

Strengths
       Example: Young development staff: Our staff stays on the cutting edge of couture
        fashion and is therefore able to reflect those trends in our doggie designs. The young
        average age of our staff also helps us to connect to our targeted customer base.

Weaknesses
       Example: Rising cost of materials: We source the very best, high quality, unique
        materials for our products. While the cost may be rising, many of our designs are custom-
        made for lap-sized dogs, which can keep our costs down. Our company also has scouts in
        the L.A. area to help locate the hippest fabrics at discount prices.

Opportunities
       Example: PH: While we can’t yet disclose this celebrity’s identity, we can assure our
        customers and investors that her branded line of dog clothing will make an impressive
        impact on the market in general. We expect her involvement to grow the entire industry,
        giving our sales the biggest boost of all.

Threats
       Example: Online storefronts of other competitors: Although our largest competitor,
        Pooch Couture, recently launched their new online storefront, ours has been designed to
        be more efficient, easier to navigate, and more aesthetically pleasing. Our online
        storefront design reflects the fun personality of our brand and of our target audience, and
        we are currently in the process of updating our website to be even better.




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Fundamental Marketing Strategies
(This is the most important part of your E-Commerce Marketing Plan, and you will need to
spend some time with it to make sure that your plan is grounded and viable.)

Mission

(In this section, state your mission with regards to the outcome of this marketing plan.)

Example: Our mission with this marketing plan is to continue to grow our customer base and see
a significant ROI as the result of launching a new website and pursuing collaboration with PH.

Marketing Objectives

Supply

(List your marketing objectives that will involve increasing (in actuality or in customer
perception) products or services.)

Example: A new line of clothing, design and marketed with PH, is slated to be released at the
beginning of next year. This line will be advertised on our website and in print and web ads, but
we will also use careful placement of our product on the upcoming season of PH’s reality show
to increase our brand recognition.

Demand

(List your marketing objectives that will involve increasing demand for your product/service,
either by identifying a problem that your product/service solves or by reaching out to new
customers.)

Example: We will be launching a new website in the next couple of months with an updated user
interface that will make our site even easier to order from. We will advertise the launch of the
new site with a viral campaign featuring several of our celebrity endorsers from the past,
including Shelly L., Dana B., and Brenda F., all of whom have signed on to the campaign.

Competition

(List your marketing objectives that will serve to mitigate certain advantages that your
competitors currently have. Don’t forget to include how you will let your customers know that
you have done this.)




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Position

(List your business’ current position in the market in relation to your competition, and describe
the position you want the business to hold. Then, detail how your marketing objectives will either
allow you to hold that position (if at the top) or reach the desired position.)

USP & Key Differentiators

(USP is your business’ Unique Selling Proposition. This is what your business does for the
customer that gives you an edge over the competition. Refer back to this when developing the
message you want this marketing strategy to convey to your customers.)

Our USP: Example: Our line of doggie apparel is for women who want to feel luxurious, who
want to be one step ahead of the crowd, and who enjoy spending money on their best friend and
themselves.

(Key Differentiators are specific things that your product/service does to back up the USP.)

               We use exclusively top-of-the-line materials to make our clothes.
               We study fashion trends carefully and use the expertise of a team of designers to
                anticipate what is around the bend.
               We never try to sell more for less because we would rather make a few items of
                the utmost quality and luxury than cut corners and put out a faulty product.




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  Implementation and Control

  Implementation

  (Use this table to outline the specific actions (include dates and the roles and responsibilities of
  key players) that will be used to implement your marketing strategy.)Example:

Role - Responsibilities           Owner              Oversight       Deadline/Frequency

Website                           Head of            CEO             February 2013
                                  Marketing
     - Redesign                   Web                Head of         December 2012
                                  Development        Marketing
                                  Team
     - Weekly Blog                Head of            CEO             Weekly
                                  Marketing
     -   Social Media Launch      Head of            CEO             January 2013
         Campaign                 Marketing

PH                                CEO                                July 2013

     -   Enter negotiations       CEO, Head of                       March 2013
                                  Marketing

     -   Design new line          CEO, PH,           CEO/PH          May 2013
                                  Design Team

     -   Advertising              Head of            CEO/PH          May 2013
         Campaign for PH          Marketing
         line

     -   Prototypes               Design Team,       CEO/PH          June 2013
                                  Head of
                                  Marketing

     -   Launch Party             Head of            CEO/PH          July 2013
                                  Marketing




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Control

(Use this table to outline how your company will evaluate the effects and effectiveness of your
plan.)Example:


     Activity                   Performed by              Frequency

     Staff Performance          Office Manager,CEO        Annually
     Evaluation

     Salary and Incentive       CEO                       Annually
     Review

     Measure Results            Head of Marketing,        Monthly/Quarterly/Annually
     Against Projections        Accountant

     Evaluate Market            Head of Marketing, CEO,   Weekly
     Trends                     Design Team




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Financial Forecast

Break-even Analysis
(Use a table, graph or chart that can accurately capture your business’ break-even analysis.)
Example:

Operating Expenses

Fixed Costs                                                     1,000,000
Variable Costs                                                         40%

Break-even Revenue – rounded                                    1,670,000

Required Total Revenue                                          1,670,000
Assumed Product Revenue                                              75%
Required Product Revenue                                        1,272,500



Sales Forecast

                 Dec              Jan             Feb            Mar          Apr
SALES

PH               $800,000         $1,000,000      $1,200,000     $1,250,000   $1,250,000

Summerwear $200,000               $250,000        $300,000       $350,000     $400,000

Beachwear        $65,000          $70,000         $75,000        $80,000      $85,000
Total Sales      $1,065,000       $1,320,000      $1,575,000     $1,680,000   $1,735,000



Cost of Marketing

      Year                 2010                2011             2012            2013
Spending                $313,000            $487,000           $722,000       $981,000
Growth                                       55.6%              48.3%          35.9%




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Conclusion
(Add two or three sentences to wrap up all the information and bring this plan to a close.)

Example: We have considered our situation as a growing business, and we have identified the
revenue we believe to be reasonably attainable. By examining our top position in the market, by
identifying our customer base and viable ways to reach them, and by creating a plan to notify
them of the changes we have made to ensure that we offer the most unique, highest quality
products, we have identified a successful way to beat our competition and meet our customers’
needs.




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Description: This E-Commerce Marketing Plan is intended to guide a business in the creation of an e-commerce marketing plan. This document helps the business in making efficient decisions based on relevant statistics to expand its customer base and increase revenue. The plan sets forth many of the issues and data that should be considered by the business. It provides a template of the information that should be included in the e-commerce marketing plan and may be customized to fit the specific needs of the business.