E-Commerce and Digital Marketing

ECDM Project Proposal

Submitted By:

Group - 3
Shubham Jakhmola 18A3HP620
Anurup Chakraborty 18A3HP630
Cyril Thomas 18A3HP653
Yogesh Bisht 18A3HP637
Siddharth 18A3HP638
Kalyanasundaram
Mrigank Bhalotia 17A3HP544
  Business Domain: Retail Industry (Online Retailing)
 Sub domain: Shoe Retailing
 Products: We offer custom designed sneakers for purchase online.
 Business model:
o Target customer: Fashion conscious people with income ranging in the mid
to high income levels and in the age group 18-40. Also, sneakerheads (person
who collects, trades, or admires sneakers as a hobby) are also the target
consumers for our product.
o Products: Custom designed sneakers (mostly Nike AF1, Adidas Stan Smith,
Nike AJ1, Vans and Converse)
o Sources of revenue: The main source of revenue is through the sale of the
custom designed shoes. Other sources of revenue include advertisement
income from various branded shoe retailers such as Nike, Adidas, etc.
 Existing Competition: No existing competition in India
 Customer:
o Age group: 18-40 years
o Income: Mid to High annual income (> 10LPA)
o Personality: Fashion conscious and have outwardly directed ego needs
 Keyword analysis:
o Keyword: Custom shoes
 Results: The search results indicate that no ads are used for these
keywords and the top 3 sites are https://www.nike.com/in/nike-by-you
with 12 keywords in the content on the web page,
https://www.vans.com/custom-shoes.html with 13 keywords and

https://www.converse.com/shop/custom-shoes where every image and

shoe was labelled as ‘custom’. Fig1. Google search for the keyword ‘

Keyword Used for Researching: Custom Sneakers

Keywords used question wise (35 Keywords)
Keywords used by using prepositions (63 Keywords)
 Keywords used Comparison wise (9 Keywords)

Domain Names & it’s Availability:

The following domain names are selected on few criteria such as short, easy to remember, the
selling location, avoiding numbers as well as hyphen (they can create confusion such as
‘fiveplus.com’ or ‘5plus.com’) etc. \
o Highly Preferred:

mysneaker.in (Rs. 199)

customsneaker.in (Rs. 199)
o Other Options:

customsneeks.com (Rs.199)
customsneaker.co (Rs. 209)
sneakerzstore.in (Rs. 199)
sneakerzstore.com (Rs. 199)
So far on 20th Nov 2019, these domains are available for sale according to their respective
prices mentioned in the brackets above. All the prices are for the registration of domain
names for the first two years only without any kind of hosting.

Site mapping: Our website

1) Home page:
About us, graphics, images of customize shoes, Testimonial and contents of website and
place order option.
2) Placing order:
In this page one can place an order by choosing the listed design for males/females or by
giving their own design on their own shoes or they can buy one from us and one feedback
option will be here in which a person can upload photo and give feedback.
3) Payment option:
In this page one can pay via using debit/credit card or UPI ,cash on delivery option is also
there.
4) Confirmation of order:
In this page there will be message for the confirmation of the order and then continue
shopping option which will lead to home page.

 Competitor’s site map :

1)Home page : different products with shoes for different genders.
2) After going for a particular product with gender :different options
3) Placing an order
4) Payment option
5) Confirmation of order
Digital Marketing Mix:
1. Website Marketing, Display Advertising:
We can post ads on similar shoes websites(Nike, Vans, Converse) and even on e-
commerce sites to advertise our website and products.

2. SEO/SEM:
We can improve our visibility on the search engines by targeting keywords like
“custom, customized, sneakers, shoes” etc or use combinations of these words. We
may even pay Google to display our websites as their top results.

3. Viral Marketing, Content Marketing:

We may make our official account on YouTube, Instagram, Facebook etc and post
videos, blogs and infomercials on various artworks we have done on some of the
shoes. We can post few videos showing how our artists make custom shoes in
before/after type format. We may ask viewers to comment how else would they like
to customize their shoes.

4. Email Marketing:
We may send constant emails to inform the customers about our offerings, deals,
discounts etc. We have to maintain a database of customers who visit our or any other
similar sites.

5. Mobile Marketing:
We can use our customer database to send them constant SMS and emails to reach to
the smartphones users. We may even tie up with certain apps and games to display
our ads in between when the user uses those apps. We may even build our own app
where users can go and customize their own shoes and then can place order for the
same.

6. Affiliate Marketing:
We can tie up with online shoes websites like Nike, Vans etc(or even e-comm like
Amazon) to promote our products or even incorporate our website within theirs. For
e.g., We have partnered with Vans. The customers can buy the shoes from Vans
website and then at the same time customize it to their liking. So, we will get the
shoes from Vans and then after doing the artwork as specified by the customers, we
will send the customers the final customized product. So, we will both share the
revenue by some proportions.

-----THANK YOU-----