An Assignment for

Subject: E-MARKETING
Subject Code: MBAM825T

Company Name: Passion8 Accessories

Prepared By:
Mr. Sushant Bharti
IAR/14659
MBA (Semester- III)
Department of Business and Management
Institute of Advanced Research, Gandhinagar

Submitted to:
Dr. Harsha Rathore
Assistant Professor
Department of Business and Management
Institute of Advanced Research, Gandhinagar

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STEP 1: SITUATION ANALYSIS

Background of Company

The Internet has opened a new dimension and medium business in Malaysia and
around the world. In the past, Air Asia has been monopolizing the sale of airline tickets
through the internet and now, much more companies and other businesses have been using
the internet as a medium of trade, and this phenomenon has been growing very rapidly.
According to statistics from Internet World Stats www.internetworldstats.com, until 31
December 2007 there were 1,319,872,109 Internet users worldwide. In the meantime, Internet
users in Malaysia amounted to 14,904,000. This amount is equivalent to 40.2% of the total
population of Malaysia and the number is increasing since 2000 at a very rapid rate. From
this statistic we know how widely the market is available for business which use internet
medium.

Passion8 Accessories is a Malaysia internet based online fashion accessories

wholesales supplier. We act as a gateway for our clients/customers to source for fashion
accessories & costume jewellery, and women's accessories supplies online. We offer wide
range ladies accessories such as necklaces, rings, scarf, bracelets, watch, handbags,
sunglasses and earrings. Besides that, we will be adding more varieties in the near future and
our customer will be inform by subscribe to our mailing list for the latest information,
products and promotion. Customer also can email us if they cannot find something that they
want and we will try to source it for them. This is because, at Passion8 Accessories,
customer’s satisfaction is our top priority. We will always try to make sure that our
clients/customers are satisfied with our products and services. We always ensure the quality
of each product before we send out the shipment to make certain that the items are at tiptop
conditions. In term of secure in online shopping, we use Secure Sockets Layers (SSL) to
encrypt the personal and credit card information provided to us by our customers. This
system will secure your online shopping. Additionally your credit card information will not
be fraudulently used by any third party.

Our website address is http://passion8accessories.webs.com/

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SWOT ANALYSIS

Strengths:

1) Ability to create unique products.

2) Provide high-level customer service.

3) Lesser start-up cost as opposed to other types of business which is have to rent a space
and buy different equipment and materials before begin selling.

4) Save from having to hire a number of employees since only requires maintenance and
enhancement of the site and the site and the product that being offered.

5) Can increase profit in no time because the advantages of offering products twenty four
hours a day seven days a week.

Weaknesses:

1) Hard to build a good and trusting relationship when not see the people that we deal with.

2) Limited close acquaintance between service provider and their customer.

Opportunities:

1) Opportunity to penetrate the international market.

2) Attract foreign investors.

3) To establish a cooperative relationship between local and foreign companies and

learned what is needed in online business.

Threats:

1) Competition. (Xuxing Fashion Co. Limited, CeriWholesale.com, Palomar Fashion

Accessories, Pies Global Trade Co. Ltd, Michelle & Scotts Wholesale Imports).

2) Rapidly changing business scenario.

3) Requires high skills and expertise.

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STEP II: E-MARKETING STRATEGIC PLANNING

Segmentation

We are segmenting our market to 5 countries which are Malaysia, Indonesia, Philippine,
Korea and Japan. We focus to sell our product to these countries because these countries
are aware about accessories and easy for us to deliver our product to them.

Targeting

We are targeting our market based in demographic and psychographics.

Demographic

We are dividing our market in the basis of demographic variables such as age and sex
which is called demographic segmentation. Passion8 Accessories is currently targeting
female which are divided into 2 group of age; teenagers and women. For teenagers, we are
targeting those female between 16 to 19 years old as our customer. For women, we are
targeting those between 20 to 45 years old.

Psychographic

We are dividing the market in the basis of psychographics variables such as lifestyle, social
class, opinion, activities and interested, and attitudes which are called psychographics
segmentation. For Passion8 Accessories, we focus those that love fashion and like to wear
accessories such as bracelet, ring, necklace and more that Passiona8 Accessories offered.
We also target those who have career and like to do outdoor activities such as shopping, go
out with friends for fun and those who like to buy accessories for their collection. We also
target every women and teenagers even they are rich or low income family to become our
customer. Our pricing strategies for our accessories are suitable for all social class.

Differentiation

We are differentiating our product by our company name, uniquely design, and pricing.
Our company name is PASSION8 ACCESSORIES which the “8” bringing our type of
product where we are produced 8 types of product which are bracelet, necklace,

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earring, ring,

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sunglass, scarf, handbag and watch. “Passion” is describing our color of products that are
using passion color such as red and bright color. Meanwhile, our pricing strategy are
concern for all types of social class whether high income or low income level. Our pricing
are compatible and suitable for all.

Positioning

We are position our products in our future customer by our uniquely, cheaply and
fashionable accessories that will create a new of themselves.

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STEP III: OBJECTIVES

The objective for our accessories is to make a women look beautiful, elegant, and stylish.
Women are the most will have a feeling to look beautiful when wearing it. We want to
penetrate satisfy and happy when customer wear our product and we hope other people
around them will attract with our accessories. To achieve this goal we must build a
marketing plan to promote our product for customer and potential customers. Beauty is a
combination of factors, looks, style, attitude and stance, to name a few. Our company will
sell a variety of products accessories women within 6 months of probation and to achieve
profit of RM10000.

Other objectives are also worthwhile; especially when each company is using technology
only create internal efficiencies such as target market communication. In fact, most e-
marketing plans aim to accomplish multiple objectives such as the following:

Build awareness in market

We want to build awareness in market so that our customers will know about our product. It
is important to achieve others goal, we have to achieve this goal. If no one aware about our
product, we cannot sales our product and we cannot gain profit. We want about 75% of our
target market will aware to our products.

Increase market share

To increase our market share will make some of the success of our business strategy for
companies to expand into any country from inside or outside. We will establish several
branches in each state to expand our sales and indirectly our company will have market
share more quickly, especially through our website is Passion8 Accessories. Our businesses
can start to increase their market share by first focusing on the primary city or suburb.

Increase sales revenue

Next objective is to increase sales revenue. We will sell accessories women to attract
customers to purchase any products that we sell. We will sell these products at affordable
prices to suit every accessory. Every product we will sell the prices is less than $20. We are
targeting to gain sales revenue about $700 which is about RM21000.

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Achieve branding goals

We want to build a strong branding name which our customers will aware and loyal to our
brand.

Achieve customer relationship management goals (CRM)

Another objective is customer relationship management company goals. We will be on

solving problems faced by the customer to keep them satisfied with our management and
indirectly they will like to buy our products. We will also receive a customer order form
accessories want as a more attractive and charming as them. We also provide customer
service slots to facilitate users to state their problems that they are not satisfied with our
products. This can achieve customer relationship management.

Increase the number of website’s viewers.

We want to increase the number of website’s viewers from 200 to 10000 viewers. To
achieve this goal, we will promote our website in Google.com, Yahoo!, and we will
collaborate with others blog that have high numbers of viewers in every country that we
targeting.

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STEP 1V: E-MARKETING STRATEGY

E-marketing strategy consists of the steps taken and procedures followed for marketing a
brand through the web. The centre of attraction in any e-marketing strategy is the website of
the company to which internet users are to be attracted for increasing sales. Marketer’s craft
strategies regarding the 4 Ps and relationship management to achieve plan objectives
regarding the offer (product), value (price), distribution (place), and communication
(promotion). Further, marketers design customer and partner relationship management
strategies (CRM/PRM).

The Offer: Product Strategies

Our company is Passion8 Accessories Company offers accessories to our customers through
our website which has been established. There are several accessories that we offer to our
clients that is handbag, bracelet, ring, earrings, scarves, watches, and glasses. These items
consist by various shapes, sizes, colors, and a variety of options that enable customers to
make purchasing choices. We design our website with colorful design to makes the internet
buyers interested to visit and then make purchases of products from our company. Our
company's products are also cheap and suitable to the needs of customers today. Through
our company website, we will show pictures along with prices of products that we sell
to customers, and customers only need to click the sample of product to get more
information about quality, price, thereby making purchases or orders.

The Value: Pricing Strategies

Dynamic pricing is a key characteristic of e-marketing pricing, allowing for prices that
change or fluctuate due to different variables, conditions, and situations. In terms of
dynamic pricing, our company will give discounts to buyers who purchase our products for
more than RM200. Our company also will lower prices during low demand periods, so
buyers will still be interested in purchasing our products at the time. Buyers can easily view
the product prices when they log in to our website. Buyers also can book our product
through online and we will send it to our customer via post. Buyer may purchase the
product by using banking transfer, or using the mail order.

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Distribution Strategies

Our company will post a product that has been purchased or ordered by the customer
through online. Besides reducing the cost to our company, our company also guarantees that
customers will received that product just like what they has been ordered or purchased
through online. We expect our products to every customer will be heading up as soon as
possible according to the customer's distance position at the time of ordering the product. If
there is damage or a customer is not satisfied to our products, customers may return the
product and we will promptly replace the new product to the same customer without the
customer should pay more. We also will put our products in places or stores that sell the
same products with the products of our company. This will help our customers that do not
like to wait or makes online order to purchases at the store.

Marketing Communication Strategies

The marketing communications strategy is geared in one of two directions that are toward
products or toward services. Our target market is for those that always use the internet to
find material that they want, this also related to those that interested in things such our company
sells. We use web pages, blogs, and email to communicate with our target markets and
business partner. We also build brand images, create awareness of new products, and position
products using online content. We also create database marketing so that we can maintain
records about the needs, preferences, and behaviour, of individual customers so company
can send relevant and personalized information and persuasive communication at strategic
times.

Relationship Management Strategies

Customer relationship management (CRM) is the process of targeting, acquiring, transacting,

servicing, retaining, and building long-term relationships with customers. It includes all the
tenets of relationship marketing, and is grounded in customer data and facilitated by
technology. Through this will help company to understand the customer better and use this
knowledge to build loyalty and optimize lifetime value. CRM also can decrease costs,
resulting in greater profitability. In this term, for our loyal customer, we will give their
special price that lower for each product they buy or purchased from us. We are also, will
keep each information about our customer safely, and we will give their updated about our
product, especially through their email. So that, they will keep updated about our new

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product and able to make purchased whenever they want.

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STEP V: IMPLEMENTATION PLAN

The definition of implementation plan is about detailed listing of activities, costs, expected
difficulties, and schedules that are required to achieve the objectives of the strategic plans.

ONLINE GOALS ONLINE STRATEGIES

Online Database Direct Online Viral

Increase blog comments Advertising Marketing Email Sales Marketing

Increase blog comments Yes No Yes No Yes

Gather customer
information No Yes Yes Yes Yes

Improve customer service No Yes Yes Yes No

Increase brand name

awareness Yes Yes Yes Yes Yes

Sell goods or services Yes Yes Yes Yes Yes

Enhance company image Possibly Yes Yes Yes Yes

Engage in suggestive
selling Possibly Yes Yes Yes Yes

Generate sales leads No No Yes Yes Yes

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STEP VI: EVALUATION PLAN

Performance Metrics

Performance metrics should be constructed to encourage performance improvement,

effectiveness, efficiency, and appropriate levels of internal controls. They should
incorporate "best practices" related to the performance being measured and cost, risk,
benefit analysis or where appropriate.

Viewers of website

We will measure our number of viewers to see if we achieved our goal or not. We also
measure customers that join our member club in our website.

Comments in website

We are using customer’s comments in our website trough Forum site. We can use these
comments to improve our products quality and our services for them.

Company’s account statement

We use our account statement to measure our income, revenue and sales whether our goal
achieved or not.

The Balanced Scorecard

The Balanced Scorecard is a management system that maps an organization's strategic

objectives into performance metrics in four perspectives: financial, internal processes,
customers, and learning and growth. These perspectives provide relevant feedback as to
how well the strategic plan is executing so that adjustments can be made as necessary. The
Balance Scorecard framework can be depicted as follows:

Customer perspective

The customer perspective addresses the question of how the firm is viewed by its customers
and how well the firm is serving its targeted customers in order to meet the financial
objectives. Generally, customers view the firm in terms of time, quality, performance, and
cost. The following table outlines of specific customer objectives and measures:

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 Objective Specific measure

Build awareness of our products and

Survey of target awareness of website
website

High customer satisfaction with

Sales of online versus offline for same products
website

High customer satisfaction with value

Number of complaints by e-mail or phone
of online purchasing

Number of purchase per customer over time.(we

Build customer relationship measure it using cookies data)

Customer retention percentage

Internal perspective

Internal business process objectives address the question of which processes are most critical
for satisfying customers and shareholders. These are the processes in which the firm must
concentrate its efforts to excel. The following table outline of process objectives and
measures:

Objective Specific measure

Improve the quality online service Target market survey

Number of customer who use the service

Quality online technical help Amount of time to answer customer e-mail

Number of contacts to solve a problem

Optimized number of customer service reps Number of inquiries to customer service

responding to online help rep ratio

Superior Website content management Number of updates per week

Web site log traffic pattern statistics

Optimized inventory levels Average number of items in warehouse

Inventory turnover

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Financial perspective

The financial perspective addresses the question of how shareholders view the firm and
which financial goals are desired from the shareholder's perspective. The specific goals
depend on the company's stage in the business life cycle.

Objective Specific measure

Increase market share for online products Market share percentage(firm’s sales as
percentage of industry sales)

Increase conversion rates at website Number of orders divided by of visitors to

site

Achieved RM15000 of net profit in 6 month Net profit as percentage of sales.

early of new product

Innovation and learning perspective

Innovation and learning metrics address the question of how the firm must learn, improve,
and innovate in order to meet its objectives. Much of this perspective is employee-centered.
The following table outline of innovation and learning perspective measures:

Objective Specific measure

Online service innovation Number of new service products to market

in 6 month

Percent of sales from new services

Continuous improvement in CRM system Number/type of improvements over time

High internet lead-to-sales conversion Revenue per sales employee from internet
leads

Number of conversions from online leads

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STEP VII: BUDGETING

The Approximate of Financial Statement Performance for

Passion8 Accessories Sdn. Bhd

The forecast of profit and loss statement for 6 month.

(RM) (RM)

Sales

Estimated sales of product 15000.00

Total 15000.00

The cost of expenses

Total cost of material (1000.00)

Salaries (1500.00)

Marketing (680.00)

Internet connection cost (1200.00)

Technology cost (350.00)

Technician cost (270.00)

The total cost of the project (5000.00)

Total Revenue 10000.00

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