E-Marketing

E-MARKETING

STRUCTURE HISTORY BUSINESS PROCESS

SUPPLY CHAIN MANAGEMENT FINANCE & TECHNOLOGY

CHALLENGES

CHHAVI|DEVASHISH|NEEHARIKA|NEELAM|SUSHRUTHA|TRIPARNA

E-marketing or Electronic marketing refers to the application of marketing principles and techniques via Electronic media and more specifically the internet.

The terms E marketing, internet marketing and online marketing are interchanged and frequently can be considered synonymous.

It is the process of marketing a brand. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect business to their consumers.

Introduction to E-marketing

The four main domains of e-marketing are

Business to consumer Business to business Consumer to consumer Consumer to business

Domains of e-marketing

E-commerce Timeline

1990 2000 2010

1991: Introduction of E-Commerce

• Became a hot choice amongst the

commercial use of the internet.

• Online trading also became a trend.

2002: IRCTC teaches India to

Book ticket online

2003: Introduction of Low Cost Airline with

AirDeccan

2007: The Deep Discounted model of Flipkart

Current Scenario

- User friendly interface

- Bulky online stores with

new fashion, easy payment

methods - No bound on

quantity & quality

- One can choose the

items based on size, colour,

price, etc.

Types of distribution channels

Pure-click or pure-play companies  are those that have launched a website without any previous existence as a firm.

Bricks-and-clicks companies are  those existing companies that have added an online site for e-commerce.

Click-to-brick online retailers that later open physical locations to supplement their online efforts.

How do E-commerce websites work?

Supply chain management (SCM), is the management of the flow of goods and services, involves the movement and storage of raw materials, of work-in process inventory, and of finished goods from point of origin to point of consumption.

Company structure

Procurement 1. Flipkart has a network of 500 plus distributors and only stocks frequently ordered items. Items with low demand elasticity, fast selling items which have a long shelf life are maintained in inventory. Whereas items with low and unpredictable demand are procured once the customers places the order.2. Reorder point (ROP)3. first in first out(FIFO) method4. Flipkart uses sales to predict the levels of inventory

Warehouse Management includes Inward Processing Storage Management Outward Processing

7 CS OF E-MARKETIN

G

CONTRACT

CONTENT

CONSTRUCTION

COMMUNITY

CONCENTRATION

CONVERGENCE

COMMERCE

INTERDEPENDANCE OF E-MARKETING AND BRICKS & MOTAR MARKETING

Exploiting more than one channel to close the transaction

Leveraging low customer acquisition costs

Exploiting alternative revenue streams

Purchasing scale at low volumes

Reducing customer churn

Maximizing the pricing potential

Tackling challenges in e-marketing

Challenges in e-marketing

INTERDEPENDANCE OF E-MARKETING AND BRICKS & MOTAR MARKETING

Integrating on and off-line orders

Delivering the goods cost-effectively

Handling returns

Choice of Marketing Strategy

Rethinking the business model

ECONOMIC MODEL

Advisory and information

service providers

Advisory and information

service providers

Vertical model Channel supporter

LOGISTICS

Replacement

Store credit

Actual cash-

back

An essentia

l compon

ent of supply chain

management

It involves

the plannin

g, carrying out and management of goods,

services and

information from the

point of origin to

the point of consumption.

STORAGE MANAGEMENT

Put-list generation

Order pending check

Physical placement on shelves

Closing Put-list

Outward Processing

• Pick-list generation• Pick-up from shelves• Final packaging• Placement in respective

delivery hubs’ bags• Issues at the Warehouse

Management

CUSTOMER SUPPORT

Sales Assistanc

e

General Enquirie

s

Product/

Shipping related

enquiry

6 clicks on the

website.

Outbound call-centre

Customer support is a range of customer services to assist customers in making cost effective and correct use of a product. It includes assistance in planning, installation, training, troubleshooting, maintenance, upgrading, and disposal of a product.

TECHNOLOGY SUPPORT

Promoting your site on your site

Promoting your site on the web

Advertising on the other sites

Promoting your site elsewhere on the internet

Challenges to E-marketing

Marketing integration

Bad Reputation

Technological Barriers

Privacy

E-CRM

Literacy levels

Convenience Cultural issues

Fear Factor

Future of E-marketing

Hybrid Customer

Technology Conversion

Part of Lifestyle

Electrical Payments

CASE STUDY

About Grofers E-commerce marketplace for our daily shopping. Customers of the company use a mobile application to order

groceries online. Grofers employees then secure the items from local stores and deliver the items to the consumer.

In 2015, Grofers shut down in 9 cities. Bhopal, Bhubaneswar, Coimbatore, Kochi, Ludhiana, Mysuru, Nashik, Rajkot and Visakhapatnam.

CEO&

Co- Founder

Albinder Dhindsa Saurabh Kumar

Type Private

Industry Internet

Founded December 2013

Headquarters Gurgaon, India

Area Served/Services

E- Commerce (Online Shopping)

Number of Employees

2000 (June 2016)

Website www.grofers.com

Reasons for shutting down

Grocery Shopping Is a Social Experienceproducts ordered were not available.No Cost AdvantageUnhappy with the product quality.Lack of product choices.operate on wafer-thin margins.No innovative marketing efforts were madesmaller cities are not ready for hyper local

business yetTeam of 20-30 people employed in these cities.

Their supply chain management and other e- marketing models which they could have implemented in a more efficient manner.

Technology for the masses is the key.

Reforms if implemented will help solve a lot of issues.

Government support

E-Marketing ModelsGrofers follows the

marketplace model to replace the trip to local

shops for its consumers by bringing merchants (and their inventory) online. Shops are for Grocery, Bakery, Pet Supplies, Cosmetics and soon

pharmacy and appliances on the Grofers app.

Reliability Promptness

Quality of Merchandise

Website App Prices / Offers

Customer Service

5.Provide suggestions to improve their functioning.

1. Concentrate on the metro cities and on maximizing profits there.

2. Tie up with the famous local grocery stores that is preferred by most consumers to gain their trust.

3. Ensure that best quality products are delivered and also keep a check on date of manufacture and expiry dates.

4. Ensure on time delivery of the ordered products.5. Ensure swift app activity.6. Give discounts and offers during peak times.7. Improve the variety of products that they offer.8. Start expanding two cities at a time so that they

can assess all conditions and not incur much losses.

9. Keep check with the competitors in the same marketing model; eg big basket.

10.Improve customer service by employing people who are approachable and easy to communicate.

THANK YOU!