Finistrat2015 amith alampally_iimk

FiniStrat 2015Amith Alampally

IIM Kozhikode

E Commerce Business Analysis

Sectors to concentrate• Ticketing• Market Place• Retail

Online Ticketing•Steady growth•Pattern – Dual visits for a service -Target similar companies which need booking -Eg : Restaurants booking

Online Market place• Hard targets• Major players already existing - Amazon and Snapdeal - Small players capitalize on big brand names

Analysis Cont..Retail

Retails segment is promising- Growing for past 2 years - Expected growth by 2017 - 40-50 % Eg : Restaurants booking

Sectors to concentrate- Electronics- Apparel and accessories- Books – reached saturation- Beauty and personal care - Healthcare - projected to grow heavily- Home and furnishing

Pro Easy targets(increase volumes) Large growth ecommerce major player(33%)

Con Compete with online market place Unpredictable customer

Pro Structured segment Safer option to target Sector grows at 11.5%

Con Compete with online market place Competency to build own websites

Pro Most structured segment

Con Competency to develop own

website

Target

Design Marketing plans targeted to these sectors Incorporate the direction in the marketing plan

Select the appropriate strategy to suite the segment Customize the strategy to suite the customer sentiment

3 Pronged Strategy

Pull strategy Targeting sophisticated customers Primary targets SME

Automate marketing & sales Capture the inflow received from strategic content Track relevant leads using software

Targeted for startups Feedback Informal connect

Strategic Content

Position template Internal thought process Core competency Value Proposition Target focus

Mission statement Perception building Customer focus(target segment) Product Focus(target sector) Developing right leads

Example: “FedEx Corporation will produce superior financial returns for its shareowners by providing high value-added logistics, transportation and related information services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. FedEx Corporation will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional

standards.”

Template: For (your target) who wants / needs (reason to buy your product/service), the (your product or service) is a (category) that provides (your key benefit). Unlike (your main competitor), the (your product/service) (your key differentiator).

Important elements

Providing forum

• Provide user friendly way to interact– Website interaction forums

• Online chat facilities

• Easy contact via hotlines

• Assess and track leads using technology– Eg: Leadlander, leadformix

• Target leads via email• Keep the interested leads engaged and updated• Updated and clear report on results

– Internal assessment of policies

– Helps in setting up new goals

Social Media

• Choose the right forum – Track the target segment (startup)

– Use the outbound conversations to target

• Use it as a channel – Feedback by tracking the public perception

– Use the inbound conversations to assess

• Track the performance – Understand the performance of strategies

– Adapt according to the perceptions

• Move the perception towards you positioning • Use latest software

– Eg: Tweet Research, Hootsuite etc

Collaboration

• The strategy is to be implemented in collaborations the other teams – Sales team to track the positive leads

– Development team to know the positioning and core competency

– Common definition for a positive lead across department

– Clear reports at regular intervals to be shared across the team

– Update other teams on the latest developments

• Collaborate with existing customers– To understand market trends and requirements

• Collaborate with traditional ways of marketing– The positive leads should be tracked via cold calling