Task 05

Digital Marketing Plan

Overview

The plan is specially designed for digital marketing activities where for Keels Super it is to
develop efficient online shopping interface to the customers. Basically this particular plan is
designed for coming 3 months period from 1st of July 2017 to 30th September 2017. It
specifically focuses on developing existing marketing mix to digital application where to make
necessary changes accordingly.

Objectives

1. Increase the average order value by 20% per within 3 months period.
2. Increase the number of new visitors by 20% within coming 3 months period.
3. Increase the social media presence by 50% within 3 months period.
4. Increase repeat customer visits by 30% within 3 months period.

Digital Marketing mix

Product- In the online shopping platform also, all the products and services which are offered at
the physical store to be displayed along with the prices and with tags for different promotions.
Accordingly Household products, Home wear, Vegetable, fruits, fish, meat, frozen foods, liquor
and beverage are come under product mix should be presented separate tabs to select and once
the main tab is opened separate sub tabs as well as under them various product items under that
sub categories are to be presented. For each item price per unit as well as Buy this item tab to
be added to select the item by the customer. However the product mix should be composited
with all possible different brands to enhance the choice of the customer.

Place In addition to the headquarters and another nearly 100 outlets which are spread over the
country including remote areas of the country Keels Super provide a solid offline place to their
customers with the digital marketing platform an online place also can be provided. With the
mobile application which can be installed by following few simple steps, wherever the customer
is located customer can make it available the supermarket at their door step as with it the
delivery facilities are also available for free.

Price- Keels Super is to maintain as low prices as possible without reducing the quality of its
products or running itself in loss. In order to pass all cost advantages to its customers and keep
them happy, it uses a number of measures which includes the economies of scale it enjoys. The
privilege card system (Nexus) is to allow its customers to gather points for its purchases, which
can be converted, to money at a later stage which is included in to the online shopping platform
as well. This serves as an excellent price-promotional strategy of providing loyal customers with
extra discounts. This kind of pricing strategy helps reduce prices further, thus increasing sales
without affecting profits much. At the same time few price promotional strategies are to be
introduced online customers who visits frequently through online shopping application.

Promotion The biggest advantage is its low prices. This advantage is to be increased for online
shopping activities more as the average cost is generally cheaper than offline ones. Further
special, attractive offers are provided to customers all year round. It is very easy for any
customer roaming the online shopping platform to find offers like buy one get one free, half
price etc. Further online search engine promotions are to be introduced to make customers
aware about frequent promotions effectively.

People Keels Super employees are highly responsible to be competent and well compensated
for their contributions in making the online shopping task successful. Especially in online
shopping activity a set of well trained set of employees are to be deployed to track every online
order and process them real time as well as make them delivered in a minimum lead time to
satisfy the customer making them convenient regarding their online shopping experience. Also
technical set of employees are deployed to update the online shopping site regarding new product
varieties, new promotions and other information such as new market outlets and all.

Process - The process of keeping customers happy by speedy billing, delivery services and easy
acquirement of product in stores through online. This is to be achieved by employing competent
staff, paying attention to customer grievances and addressing issues through online shopping
activities.
Physical evidences

The online shopping application is to be compatible with any kind of digital devices such as tabs,
mobile phones where the access can be taken in anywhere to the customer. The online interface
is to be very attractive with easy options to create an online order by putting buttons to different
options. Also there should be one option to repeat the same order again and again to facilitate the
frequent customers of the super market.

Through this overall marketing mix a novel experience is to be introduced to customers of Keels
Super though online shopping. Through product portfolio available it makes them convenient
and enhanced to purchase anything they need as a wide range of products are available which is
almost similar to the physical product portfolio of the supermarket itself. Also as special offers
are available for online customers they are more attractive towards using online shopping option
rather going for physically visit the place. At the same time online shopping promotions are
informed to customers through different channels, it will enable customers informed and aware
about frequent promotions where it will increase the sales opportunities of the super market.
Also the set of workforce who are dedicated to take online orders as they are made on time and
arranging delivery for those orders at a very short period will make customer experience more
attractive to those consumers. As the process of getting access is very easy for anyone through
any source of digital device it will make the customers more convenient to their day to day
shopping functions. At the same time the unique design of the online surface will position the
super market brand and its online existence in the consumer mind to enhance the loyalty level of
the consumer towards the company which will pave the path for long term profitable relationship
with them.

Implementation plan

The plan is designed for the upcoming 3 months period from 1st of July 2017 to 30th September
2017 where within the month of June is allocated for pre market analysis regarding the online
shopping platform of the super market and required awareness and sources of marketing
activities are identified. Then firstly all required changes and developments for the web site is
made while all online and social media appearance is developed. Specifically during this 3
months online sales campaigns are arranged to popularize the digital marketing applications of
the company among every level of customers. At the same time offline marketing activities are
also designed to aware people who are not using digital devices currently and make them aware
about online shopping and use of digital devices. Special discounts are introduced to offer to
online customers to encourage others to move to online shopping to attract new customers from
other competitors and enhance the revenue.

Digital marketing plan - Budget

Activity Estimated Cost

Web Development and modifications 1,000,000.00

Market Research 500,000.00
Online
Blog 50,000.00
Website 40,000.00
Mobile App 500,000.00
Mobile Alerts 50,000.00
Social media advertisements
Twitter 25,000.00
Facebook 15,000.00
Instagram 10,000.00
Advertising
Online 500,000.00
Print 600,000.00
Radio 30,000.00
Television 100,000.00
Online sales Campaigns
Campaign Month 1 200,000.00
Campaign Month 2 150,000.00
Campaign Month 3 100,000.00
Discounts 1,000,000.00
Other 500,000.00
Total Cost 4,620,000.00
Key performance measures

1. Increase the average order value by 20% per within 3 months period.
Number of increased orders within the period
Total revenue increased within the period
2. Increase the number of new visitors by 20% within coming 3 months period.
Number of new customers created within the period
3. Increase the social media presence by 50% within 3 months period.
Number of new online advertisements circulated in social media applications
during the period.
Number of new likes and shares to the online pages during the period.
4. Increase repeat customer visits by 30% within 3 months period.
Number of repeat orders came from same customer during the period through
online.