( www.happycustomer.

com )

Submitted to Submitted by
Mr. Jitendra Bhandari Mr. Bhoopendra Tiwari (13A)
Ms. Shailaja Manocha Mr. Chandan Kumar (14A)
Ms. Nipun Kalia (30A)
Ms. Pallavi Baranwal (31A)
Ms. Shivi Shukla (46A)
Mr. Sudeep Poddar (52A)

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E-RETAILING
E-retailing, most commonly known as e-tailing is nothing but shopping
through the Internet and other media forms. There are many things that
are common between direct retail stores and online retail stores. Both
have the process of billing of the customers and have to maintain a
relationship with the suppliers

E-Retailing Strategy
To evaluate the feasibility of an online retail format. It provides a
comparatively low cost alternative channel to the retailers keeping in
mind their overall brand and retail strategy.

For Whom?

* Retailers looking to enhance sales by selling online

* Online retailers planning to improve various aspects of their retail
offerings
* Entrepreneurs venturing into online retail formats

How?

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The four challenges of E Retailing
Every on-line fulfillment operation, large or small, faces four main
challenges:
Controlling customer data
As outsourcing arrangements proliferate and delivery services become
more expert in using information technology, retailers risk losing their
lock on consumer data. This knowledge, ranging from the socioeconomic
status of customers to their buying patterns and preferences, helps
intermediaries and shippers reduce costs, but they can also use it to
compete with retailers.
Integrating on- and off-line orders
From an operations perspective, the easiest route for companies with a
foot in both the real and the virtual worlds might be to enter electronic
orders manually into the off-line order management system. This option
makes most sense when the volume of on-line orders is higher;
companies must decide how much integration they need. In a totally
integrated system, Internet orders would be automatically transmitted
through a processing center and transferred to the shippers manifest.
Savings up to 30 percent are possible if the cost of long-distance
telephone calls, data entry, timeserver operations, and error correction is
reduced or eliminated and the cycle time between order and delivery is
cut significantly. An integrated system with full ERP (enterprise resource
planning) capabilities, for e g, can ensure that surges in demand don’t
retard key fulfillment operations such as data entry, inventory, and
packing.
Delivering the goods cost-effectively
At present, every single transaction challenges e-tailors to deliver the
goods quickly, cheaply and conveniently. The existing model for home
delivery works well for letters and flat packages but not for e-tailing high
volumes and wide variety of package shapes and sizes. But this is largely
a technical and logistical problem, and it will be possible (though perhaps
expensive) to solve it by developing new sorting and scanning equipment
and by deploying larger delivery vehicles.
Guide to E-Retailing Resources
To help e-retailers find the right solutions and service providers to take
their Internet retail businesses to the next level, the publishers of Internet
Retailer --the most trusted source of journalistic information on web-
based retailing--comes the Guide to E-Retailing Resources. The Guide to
E-Retailing Resources provides strategic data on all competitors in the
following segments of the solutions market:
• Affiliate Marketing
• Content Management
• Customer Service

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 • Delivery Services
• E-Commerce Systems
• Email Marketing
• Fulfillment Services
• Order Management
• Payments Processing
• Performance Monitoring
• Research Studies/Books
• Researchers / Consultants
• Returns Processing
• Search Engine Marketing
• Site Search Solutions
• Supply Chain Solutions
• Web Analytics
• Web Design / Hosting
Advantages of E-Retailing
• Sheer convenience
• Wider choice
• Better value
• Unique gifting opportunity
• Saves time and strain
• Micro targeting
• Mass personalization
• Know customer preferences
• Integrated source of information.

Company profile

• Company name happycustomer.com

• Mr. Sudeep Poddar is CEO of the company.
• Ms. Pallavi Baranwal is Managing Director of the company.
• Ms. Nipun Kalia is GM of the company.
• Mr. Bhoopendra Tiwari is Marketing Director.

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 • Company product name is “Watch”.

Status of the company

Happycustomer.com started their business in March 2009 from the

major cities Delhi, Bangalore, Mumbai with products
• Wrist watches (Digital and Analog)
• Fancy wall clocks (Digital and Analog)

Market status of the company

Our company mainly focusing in India’s market. As a result of market

survey we have a large quantity of potential costumers. There is
continuous communication with the customer (promotion) to increase the
awareness about the company.

Product features
We are selling watches of various brands. The customers have a vast
range of options available. They can also choose the watches of their
favorites brand

Steps of marketing plan

1) Situational Analysis
1) Micro Environment
2) Macro environment

Micro Environment

Micro factors are the factors that directly influence our company. The
main micro factors are:

1 Intermediaries (Suppliers / Distributors)

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 2 Customers
3 Competitors (direct / indirect)
Potential
entrants
Substitutes Industry Buyers

Substitutes

Macro Environment

1)-Demographic Environment

Demography is the study of human population in terms of age, gender,

household size, family life cycle, education and population age mix.

India is one of the 3rd world countries with a population of 1,147,995,904

(2008 estimate) out of which 50.52% are males and 49.48% are females
2001 census). 65% of the population involves in agriculture. The literacy
rate in very low i.e. 61% and population growth rate is 1.578% annually
(2008 estimate). Most of the population lives in rural areas but migration
rate is high. The per capital income is Rs 29382 per person annually.
Mumbai is one of the largest cities of India. The target of our watch is
young generation aging from 15-35 but guys are using still watch as well.

2)-Economic Environment

In third world countries, a large part of the income of people is spent on

the basic needs, so it’s the most sensitive environment where the income
level is low, middle class is shrinking, wealth distribution is unequal and
saving rate is low. The people are either very rich or very poor. And their
consumption behavior varies accordingly. Percent of the population under
the poverty line 22% (2006 est.)

3)-Technological environment

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In India, there are more opportunities of innovation are available due to
the increased awareness of research. However it also depends on the
companies that how much they prefer the research and customer
feedback. Keeping in view the target market, our company has to look for
opportunities rather then wait for them.

4)-Geographical Environment

The population level is high & crossing 120 million. The growth rate of
the customer is expected to have an increasing trend.

5)-Social cultural Environment

Traditionally youngsters have more interest in internet. This means more

advertisement of watches (our product) than from older ones age. Internet
users are increasing very rapidly in India

6)-Legal and Political Environment

There are no restrictions for the new entrants. Govt. is supporting us

showing their commitment towards welcoming new investment.

Factors influencing consumer-buying behavior

There are many factors that influence the consumer buying behavior
directly. These factors are:
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors

Cultural factors

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As far as we are concerned we will target Indian tier-1 market at first.
When we talk about watch, many customers are not really satisfied with
their existing watches. That’s where we are focusing:

Social Factors

Some people get inspiration from reference groups and they use the same
products as their reference groups are using.

Personal Factors

Age factor affects the consumer buying behavior. Mostly young

generation use watches to improve their outlook.

Economic conditions have also a bit effect on consumer buying behavior.

People with high income never hesitate to spend the money on taking
care of their out look.

Our Competitors
www.misterwatchonline.com
www.watchorbit.com
www.watchsites.net etc…..

2) Marketing Objectives

There are two types of marketing objectives, which are given below

1. Short term objectives

2. Long term objectives

Short-term objectives:

The fundamental objective of happycustomer.com is to approach the

customer, create a good image of our product in the mind of customers.
Our main concern is profitability.

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Long term Objectives:

happycustomer.com’s long-term objectives are

• Retention of customer
• Capturing high market share
• Delivering quality service to our customers
• Capturing the potential market of India
• Launching innovative changes for our retail

3) Market Segmentation

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Geographical region:

Our target market geographical region profile is as follows.

o World region:
o Asia
o Country:
o India
o City:
o Tier-1

Demographic factors:

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 • Age:
o 15+
• Gender:
o Male and female
• Family life-cycle:
o Young or aged can be single or married
• Occupation:
o Student
o Doctors
o Engineers
o Computer Eng
o Business Man
o Accountants
• Education:
o Bachelors
o Masters
o PHD

Psychographic:
• Social Class:
o Upper Lower
o Upper Middle
o Upper Upper
o Middle upper
o Middle
• Life Style:
o Tech-savvy

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 • Personality:
o Expressive
o Stylish

Behavioral:
• Occasion:
o Regular occasion
• Benefits:
o Profitability
o Service
• User status:
o Medium and heavy

4) Target Market
This website is designed for students, executives, professionals with
different occupation, degrees and education levels. We have designed and
customized according to different user needs.

Students:
For students we have designed our website in such a manner so that they
can get the latest and several different model of watches and accomplish
their need.
Professionals and executives
We are providing free delivery and free return to our customers. It is both
time and money saving for them.
B-to-B

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Positioning and Differentiation

Positioning – price positioning (since we are providing service faster

and at cheap rate)
Differentiation - Service

5) Marketing mix

1. Product
2. Price
3. Place
4. Promotion

PRODUCTS: -

As we have already discussed about the product. We are selling only

watches of different brands through our e-retail (happycustomer.com)

PRICE: -

PRICING STRATEGY: -
The pricing strategy portion of the marketing plan involves determining
how we will price our service; the price we charge has to be competitive
but still allow us to make a reasonable profit.

The keyword here is "reasonable"; we can charge any price we want to,
but for every product or service there's a limit to how much the consumer
is willing to pay. Our pricing strategy needs to take this consumer
threshold into account.
We set our prices by examining how much it costs us to deliver the
product or service and adding a fair price for the benefits that the
customer will enjoy. We find it useful to conduct a breakeven analysis. In
break even analysis the price is set to break even on the costs of
marketing a product or in other words setting a price to make a target
profit.

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Setting the price

1. Selecting the pricing objective

Survival- we adopt here the cost based pricing which involves adding a
markup to the cost of the service

2.Determining demand
Our customers are price and time sensitive. Customers need the product
in less time
For example
Price (Rs.)

15

10

50 150
Demand (unit)

3. Estimating cost
Cost incurred on getting space for our website

4. Analyzing competitors cost, prices and offers

We are in B-to-B and B-to-C business our competitors have been
mentioned above. We are focusing on customer assessment of unique
service. We have reduced various mediatory so the cost incurred is
comparatively less than our competitors.

5. Selecting the pricing method

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 • Markup pricing
• Going rate pricing

6.selecting the final price

PLACE: -

It includes marketing channels and channel levels as described below:-

MARKETING CHANNELS

Few producers sell their goods directly to final users. Instead most use
intermediaries to bring their products to market. They try to forget a
marketing channel or distribution channel, a set of interdependent
organizations involved in the process of making a product or service
available for use or consumption by the consumer or business user.

There are basically two marketing channels:-

Direct marketing channel:-

A marketing channel that has no intermediary levels called direct

marketing channel.

Indirect marketing channel: -

Channel containing one or more intermediary levels called indirect

marketing channel.

We Implement

Direct channels:

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We have collaboration with various watch manufacturing companies. So
that we directly take the product from the company and deliver to the
customer.

PROMOTION
Promotion means customer communication that how we can reach to our
customer to read and capture his mind.

PROMOTION MIX STRETAGES:-

Marketers can choose from two basic promotion mix strategies:-

1). Push strategy

2). Pull strategy

PUSH STRATEGY:-

A promotion strategy that calls for using the sales force and trade
promotion to push the product through channels is called push strategy.
The producer promotes the product to wholesalers the wholesalers
promotes to retailers, and the retailer promotes to consumers.

A push strategy involves “pushing” the product through distribution

channels to final consumers. The producer directs its marketing activities
(primarily personal selling and trade promotion) toward channel members
to induce them to carry the product and to promote it to final consumer.

PULL STRATEGY:-

A promotion strategy that calls for spending a lot on advertising and

consumer promotion to build up consumer demand is called pull strategy.
If the strategy is successful, consumers will ask their retailers for the
product, the retailers will ask the wholesalers, and the wholesalers will
ask the producers.

Using a pull strategy, the producer directs its marketing activities

(primarily advertising and consumer promotion) toward final consumers
to induce them to buy the product. If the pull strategy is effective,

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consumers will then demand the product from channel members, who
will in turn demand from producers. Thus, under a pull strategy,
consumer demand “pulls” the product through the channels.

OUR APPROACH

As we are launching our e-retail so we will use the pull strategies to

improve the customer demand to have more sales and better supply in all
kinds of markets and stores. And for this we have to analyze trends or
behaviors of the consumers so that the company’s ability to do business
can be improved. So in this section we’ll also give the tools we will be
using for this launch. We will also discuss the promotion strategy that we
will be using in this launch.

Promotion tools
Advertisement

Advertisement is the tool to make the product known to the customer, the
advertisement should be in such a manner so that it can attract the
customer at first glance then their should be image retention in the mind
of customer. Continuous advertisement stimulates the customer for the
purchasing of the product. We are advertising our e-retail so that
customer can know what are we doing actually.

Bibliography

Kotler. Philip - Marketing management

www.entegratedretail.com
www.flore2fashion.com
www.economywatch.com
www.wikipedia.org

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