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2nd
Semester 2020 -2021
E-Marketing
The College of Administrative and Finance Sciences
E-commerce Department
E-Marketing (ECOM301)
Digital Marketing Plan Project
You work for a company as a digital marketing manager and you’ve been asked to prepare a
comprehensive digital marketing campaign. The campaign will run for the duration of one year,
starting January until December 2021.
Important note:
You can choose any company to work with as long as:
•
It is a local company.
•
It is a startup that was established in the last (3 – 6) years, 2014 onwards.
•
It can belong to any industry sector.
ECOM 301 Project
1
2nd
Semester 2020 -2021
E-Marketing
Requirements
Part 1, around (500) words: Due week 6, on 27/2/2021. (Refer to the Textbook Chapters 2
& 3, and apply the following in the context of your company)
1. Investigate the micro-environment as part of the situation analysis for your company.
a. Competitors analysis
b. Suppliers and/or Digital Marketing intermediaries.
c. Customers’ persona.
2. Summaries the macro-environment variable your company needs to monitor when
operating the digital marketing campaign. (two or three variables for each force are
sufficient)
a. Technological forces.
b. Legal forces.
c. Economic forces.
d. Political forces.
e. Social forces.
ECOM 301 Project
2
2nd
Semester 2020 -2021
E-Marketing
Part 2, around (1000) words: Due week 10. on 27/3/2021. (Refer to the Textbook Chapters
4, 5 & 6)
1. Devise a digital marketing strategy for your campaign. (refer to figure 4.5, page 147 or
ch4, slide 9)
a. Where are you now? (situation analysis)
b. Where do you want to be? (business objectives)
c. How are you going to get there? (strategy)
d. How exactly do you get there? (tactics)
e. Who does what and when? (actions)
f. How do you monitor performance? (control)
2. Summaries the marketing mix best suitable for your campaign. (refer to ch5)
a. Product variables
b. Price variables
c. Place variables
d. Promotion variables
e. Process variables
3. How can you implement relationship marketing for your campaign. (refer to ch6)
a. Could you create a virtual community? And how does it help the relationship
marketing.
b. Could you use digital media to support customers’ advocacy? And how?
ECOM 301 Project
3
2nd
Semester 2020 -2021
E-Marketing
Part 3, around (1000) words: Due week 14. on 24/4/2021. (Refer to the Textbook Chapters
7, 8, 9 &10) – For legal reasons, you will not actually create business profiles and launch a
campaign on different platforms. You will merely write the proposed plan and the expected
results and accumulated costs, using real facts from the chosen used platforms. So, do the
proper research and choose wisely..
Create a campaign for your company to launch, starting January 2021 till December, that
will be active for 12 months. Marketing budget: SR 450,000 to spend on digital advertising
media over the next 12 months. The budget also includes up to SR 340,500 for advertising
creative and content development, and for the company to manage the program.
a. What is your campaign message? (about your digital campaign message)
b. What is your digital marketing campaign Schedule: recommend digital marketing
content and the schedule for the content? (Must include timeline for the content
distribution, frequency of posts and ads).
c. What platforms and digital media you will use to deploy your campaign, and for
which purpose? Social media platforms (Facebook, Instagram, Twitter, LinkedIn,
Snapchat) and any other platform that might help achieve your goals, like google,
YouTube, etc. (Must include screenshots of the platforms’ process of creating the
campaign). Also, include a table of the budget allocations for each platform on a
monthly basis. Try to justify your selection.
d. Monitoring and Optimization: describe how you will measure and improve
digital marketing performance during the campaign. What tools you will use to
monitor the campaign’s activity. (Must include screenshots of the monitoring
tools that will keep track of your costs and activity).
ECOM 301 Project
4
2nd
Semester 2020 -2021
E-Marketing
Important instructions and Notes
Part 1
Part 2 & 1
Part 3 & 2 &1
Due 27/2/2021
Due 27/3/2021
Due 24/4/2021
5 Marks
10 Marks
10 Marks
1. This is an individual work.
2. You will submit online through blackboard.
3. A cover page is required for each submission, one mark will be deducted if there is no
cover page.
4. The submitted document needs to be structured as follow: a cover page, assignments’
requirements’, then your answers. without these instructions.
5. The assignments parts will be each submitted on a different date. However, part 2 needs
to contain part one, and part 3 needs to contain parts 1 & 2.
6. The reference list, a minimum number of 10 references and citations is required, and you
must use APA referencing style.
•
Quotations must be cited to its resources.
7. The paper styles:
•
•
The format of the paper needs to be introduction, main body and conclusion.
Your work needs to be consistent in terms of style, tone and appearance.
•
Font size: 12.
•
Font type: Times New Roman,
•
Page are numbered.
•
1.5 spacing between lines and paragraphs.
•
Left alignment.
8. Entire project word count, around 2500 words.
9. You must check the spelling and grammar mistakes before submitting the
assignment. You can ask someone to proofread your work or use online tools.
ECOM 301 Project
5
2nd
Semester 2020 -2021
E-Marketing
10. Up to 20% of the total grade will be deducted for providing a poor structure of
assignment. Structure includes these elements: paper style, free of spelling and
grammar errors.
11. In case of any questions, please refer to your instructor.
Best of Luck!!
ECOM 301 Project
6
Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Student Name:
Student ID:nourah fhaid albugami
Course Title: E-commerce
Course Code: ECOM301
Academic Year/ Semester:
CRN:24896
Instructor Name:
Student Grade:
Grade Level:5
E-Marketing (ECOM301)
Digital Marketing Plan Project
You work for a company as a digital marketing manager and you’ve been asked to prepare a
comprehensive digital marketing campaign. The campaign will run for the duration of one year,
starting January until December 2021.
Important note:
You can choose any company to work with as long as:
•
It is a local company.
•
It is a startup that was established in the last (3 – 6) years, 2014 onwards.
•
It can belong to any industry sector.
Requirements
Part 1, around (500) words: Due week 6, on 27/2/2021. (Refer to the Textbook Chapters 2 & 3,
and apply the following in the context of your company)
1. Investigate the micro-environment as part of the situation analysis for your company.
a. Competitors analysis
b. Suppliers and/or Digital Marketing intermediaries.
c. Customers’ persona.
2. Summaries the macro-environment variable your company needs to
monitor when operating the digital marketing campaign. (two or three
variables for each force are sufficient)
a. Technological forces.
b. Legal forces.
c. Economic forces.
d. Political forces.
e. Social forces.
The Chefz
The Chefs Company was founded in early 2017 by Abdul Rahman Al-Shabanat and Abdul Rahman
Al-Murshid, and it was located in the capital, Riyadh
The company helps its customers through its electronic platforms and applications on smart
devices with the possibility of ordering from high-end restaurants and bakeries in the city of
Riyadh.The company does not target the average customer who wants to order a regular meal from
cheap restaurants, but rather the customer who wants to order an expensive meal.
The company deals with high-end restaurants that do not have a delivery service. Expensive
restaurants are the supplier to The Chefs CompanyThe company soon included delivery from
flower shops, and this was a good step for the company The company relies on its digital
marketing on social media influencers and social media programs such as Snapchat and YouTube
advertising, and this has a good impact on the company and is commensurate with the
development at this time.Of course, there are good competitors for the company working in the
same field and are racing to provide the best of their range of recruitment marketing service and
new payment methods.Like Hangerstation and jahez company One of the advantages of
Hungerstation is that it covers more neighborhoods and more cities and delivers from all
restaurants, whether cheap or expensive, at competitive prices and available to everyone. The range
has expanded to cover flower shops, coffee shops, supermarkets and pharmacies It also features
multiple payment methods such as paying on receipt with Visa and paying via Apple Pay
The company, especially in the current circumstances with Covid-19, needs to choose good times
to launch its ads, such as mentioning in the advertisement the time at which the company can
deliver to you before the ban is imposed because it is illegal to deliver at the time of the ban, except
with the presence of permits, and you must take into account the payment methods Talk to avoid
the spread of disease, such as that the customer can support with a credit card or Apple Pay .The
best time to publish a promotional advertisement coincides with the payment of salaries to the
employees, the turnout for restaurants and requests is high, and it is often a time when families and
friends gather One of the points that must be taken into account is to focus on the national
workforce in terms of priority in applying for jobs available from Saudi citizens and then residents
The state has set rules and conditions that companies must follow, and this guarantees the state’s
right, the right of the customer, and the right of the company at the same time Of the conditions
The service provider must have a valid commercial register, in accordance with the applicable
regulations
Out in the kingdom.
The service provider must provide a free call center for the services of the beneficiaries inside the
Kingdom with
Publication of contact numbers and addresses.
The service provider should provide an administrative unit to receive, manage and handle
beneficiaries’ complaints.
The service provider must clearly display the service information and prices to the beneficiary.
And the promotional offers – if any -, and the terms and conditions of the service, and that it is
adhered to by the advertiser from
his side.
The service provider must obtain the approval of the beneficiary on the service provided, and the
prices,
And the mechanism of payment, cancellation and refund before executing his request, or upon
subscribing to the service, and so forth
This occurs from updates. The onus is on him to prove that
References
Buy.logy by Martin Lindstrom
Epic Content Marketing by Joe Pullizzi
Social Media ROI by Olivier Blanchard
The Anatomy of Buzz by Emanuel Rosen
Made to Stick By Chip Heath & Dan Heath
Marketing Management (EMBA) Section: 4124
Term: Spring 2020
Group Project Guidelines
1.
Executive Summary
The executive summary is a synopsis of the overall marketing plan. It should provide an
overview of the entire plan including goals/objectives, strategy elements, implementation
issues, and expected outcomes. The executive summary should be the last part of the
marketing plan that you write.
2.
Situation Analysis
A.
The Internal Environment:
â–ª
â–ª
â–ª
B.
The Customer Environment
â–ª
â–ª
â–ª
â–ª
â–ª
â–ª
C.
Competition
Economic Growth and Stability
Political Trends
Legal and Regulatory Issues
Technological Advancements
Sociocultural Trends
SWOT Analysis:
A.
B.
C.
D.
E.
4.
Who are the firm’s current and potential customers?
What do customers do with the firm’s products?
Where do customers purchase the firm’s products?
When do customers purchase the firm’s products?
Why (and how) do customers select the firm’s products?
Why do potential customers not purchase the firm’s products?
The External Environment
â–ª
â–ª
â–ª
â–ª
â–ª
â–ª
3.
Review of marketing goals and objectives
Review of current marketing strategy and performance
Review of current and anticipated organizational resources
Strengths
Weaknesses
Opportunities
Threats
The SWOT Matrix
Marketing Strategy
Marketing Management (EMBA) Section: 4124
Term: Spring 2020
A.
Primary Target Market:
Identifying characteristics (demographics, geography, values,
psychographics)
Basic needs, wants, preferences, or requirements
Buying habits and preferences
Consumption/disposition characteristics
B.
Product Strategy
Brand name, packaging, and logo design
Major features and benefits
Differentiation/positioning strategy
Supplemental products (including customer service strategy)
Connection to value (core, supplemental, experiential/symbolic attributes)
C.
Pricing Strategy
Overall pricing strategy and pricing objectives
Price comparison to competition
Connection to differentiation/positioning strategy
Connection to value (monetary costs)
Profit margin and breakeven
Specific pricing tactics (discounts, incentives, financing, etc.)
D.
Distribution/Supply Chain Strategy
Overall supply chain strategy (including distribution intensity)
Channels and intermediaries to be used
Connection to differentiation/positioning strategy
Connection to value (nonmonetary costs)
Strategies to ensure channel support (slotting fees, guarantees, etc.)
Tactics designed to increase time, place, and possession utility
E.
Integrated Marketing Communication (Promotion) Strategy
Overall IMC strategy, IMC objectives, and budget
Consumer promotion elements
Advertising strategy
Public relations/publicity strategy
Personal selling strategy
Consumer sales promotion (pull) strategy
Trade (channel) promotion elements
Advertising strategy
Public relations/publicity strategy
Personal selling strategy
Trade sales promotion (push) strategy
Marketing Management (EMBA) Section: 4124
1.
Marketing Strategy
A.
Primary Target Market:
Identifying characteristics :
Demographics:
Geography:
Values:
Psychographics:
Basic needs, wants, preferences, or requirements
Buying habits and preferences
Consumption/disposition characteristics
Term: Spring 2020
Marketing Management (EMBA) Section: 4124
B.
Term: Spring 2020
Product Strategy
Brand name, packaging, and logo design
The name of the brand was announced end of 2016 after merging all of its original technologies into
one application specialized in Food delivery services called “jahez”. The Company developed a
modern logo, with a graphic element, a yellow dot, representing the brand’s core promise: customercentricity. The colors selected gave the brand a fresh and vibrant new look. The revamped identity
was then rolled-out on all collaterals, including delivery boxes, bags, drivers’ uniforms and hats, car
and motorcycle branding amongst others.
They even created a marketing calendar to include a series of activations and events with Al Hilal
Football club, in which they developed the branding for booths, banners, and stadium hoardings.
Major features and benefits
Jahez key features :
– Select Delivery Time : ordering time can be determine by select the delivery time that is
suitable to save customer time from waiting or to schedule the delivery on a specific time.
– Track Your Order : finding out the status of the order and the arrival time too.
– Ease to use :, quick search over the phone app and place an order with a click as most of the
country’s population owns phones.
– Closer to you : Finding restaurants nearby easily.
Supplemental products (including customer service strategy)
The company has unique supplementary services though out its application/ platform:
– Information: provide customer with clear and structure information to obtain full value
form the service and make their decision related based on the desired images, price and
time.
– Order tracking : advances tracking technology is offered to customer to enhance the user
experience in viewing the stages of the order after selecting the location though google map,
where they can then track the order acceptance by the restaurant, track the driver movement
until delivery.
– Billing: customer can easily get all price information by viewing the cost, delivery fees, tax
fees and the final total of the basket items before moving to payment.
– Payment: Customers expect to be easy and convenient when make payment. There are
variety of options to pay either cash on delivery, Apple pay or E-cards.
A successful customer service strategy is a result of focusing on customer happiness. That can be
achieved by:

Welcome Complaints: ……..
Create a consistent feedback loop:……
Connection to value (core, supplemental, experiential/symbolic attributes)
Marketing Management (EMBA) Section: 4124
C.
Term: Spring 2020
Pricing Strategy
.
Overall pricing strategy and pricing objectives
The main aim of every company or organization is to maximize profits by effectively selling their
products and services. Therefore, the pricing of any product or service is extremely complex as it is a
result of a number of calculations, research, and understanding of the market and the consumers.
Jahez company considered everything before pricing their services, this includes the segment of the
service, the ability of a consumer to pay for their services, the conditions of the market, action of the
competitor, and of course the profit margins.
Price comparison to competition
Competition based pricing utilizes competitor’s pricing data for similar products to set a base price
for their own products or service . In the Case of Food Delivery Application /Platforms, there is no
production cost for products or items since they provide a delivery service to consumers by linking
them worth their desired restaurant.
Jahez has many competitors offering the same services. These include Hunger Station, and The Chefz.
By categorizing Jahez with its competitors from the most high-end to the affordable. It shows where
Jahes stands among its competitors in term of cost of their main service “ Delivery”.
Food prices
Delivery
Price
Offers
Hunger station
Low to Medium
Jabez
Medium to High
The Chefz
Medium to High
13 SAR
17 SAR
21 SAR
free delivery
extra meals
Delivery discount
Special offers
Use of coupons
40 to 50 minutes
Discounts offers
Donation
Free delivery
Discounts
30-40 minutes
30- 60 minutes
Free
Free
Delivery
duration
App
Free
subscription
Competitive pricing is a highly useful tool for Food Delivery Application, especially in eCommerce.
It helped Jahez to have complete control over its market position.
It is hard for companies to relay only on competitive pricing if they are not actively adding value to
customer’s lives and don’t have a quality product. For that reason, Jahez focused on elevating its
customer service quality and interaction
Marketing Management (EMBA) Section: 4124
Term: Spring 2020
Connection to differentiation/positioning strategy
In order to achieve a strong position in the segment Jahez has chosen, it had to find ways to set itself
apart and occupy consumer’s minds.
Connection to value (monetary costs)
Profit margin and breakeven
Specific pricing tactics (discounts, incentives, financing, etc.)
Marketing Management (EMBA) Section: 4124
D.
Term: Spring 2020
Distribution/Supply Chain Strategy
Overall supply chain strategy (including distribution intensity)
Channels and intermediaries to be used
Connection to differentiation/positioning strategy
Connection to value (nonmonetary costs)
Strategies to ensure channel support (slotting fees, guarantees, etc.)
Tactics designed to increase time, place, and possession utility
Marketing Management (EMBA) Section: 4124
E.
Term: Spring 2020
Integrated Marketing Communication (Promotion) Strategy
Overall IMC strategy, IMC objectives, and budget
Consumer promotion elements
Advertising strategy
Public relations/publicity strategy
Personal selling strategy
Consumer sales promotion (pull) strategy
Trade (channel) promotion elements
Advertising strategy
Public relations/publicity strategy
Personal selling strategy
Trade sales promotion (push) strategy
Marketing Management (EMBA) Section: 4124
1.
Marketing Strategy
A.
Primary Target Market:
Identifying characteristics :
Demographics:
Geography:
Values:
Psychographics:
Basic needs, wants, preferences, or requirements
Buying habits and preferences
Consumption/disposition characteristics
Term: Spring 2020
Marketing Management (EMBA) Section: 4124
B.
Term: Spring 2020
Product Strategy
Brand name, packaging, and logo design
The name of the brand was announced end of 2016 after merging all of its original technologies into
one application specialized in Food delivery services called “jahez”. The Company developed a
modern logo, with a graphic element, a yellow dot, representing the brand’s core promise: customercentricity. The colors selected gave the brand a fresh and vibrant new look. The revamped identity
was then rolled-out on all collaterals, including delivery boxes, bags, drivers’ uniforms and hats, car
and motorcycle branding amongst others.
They even created a marketing calendar to include a series of activations and events with Al Hilal
Football club, in which they developed the branding for booths, banners, and stadium hoardings.
Major features and benefits
Jahez key features :
– Select Delivery Time : ordering time can be determine by select the delivery time that is
suitable to save customer time from waiting or to schedule the delivery on a specific time.
– Track Your Order : finding out the status of the order and the arrival time too.
– Ease to use :, quick search over the phone app and place an order with a click as most of the
country’s population owns phones.
– Closer to you : Finding restaurants nearby easily.
Supplemental products (including customer service strategy)
The company has unique supplementary services though out its application/ platform:
– Information: provide customer with clear and structure information to obtain full value
form the service and make their decision related based on the desired images, price and
time.
– Order tracking : advances tracking technology is offered to customer to enhance the user
experience in viewing the stages of the order after selecting the location though google map,
where they can then track the order acceptance by the restaurant, track the driver movement
until delivery.
– Billing: customer can easily get all price information by viewing the cost, delivery fees, tax
fees and the final total of the basket items before moving to payment.
– Payment: Customers expect to be easy and convenient when make payment. There are
variety of options to pay either cash on delivery, Apple pay or E-cards.
A successful customer service strategy is a result of focusing on customer happiness. That can be
achieved by:

Welcome Complaints: ……..
Create a consistent feedback loop:……
Connection to value (core, supplemental, experiential/symbolic attributes)
Marketing Management (EMBA) Section: 4124
C.
Term: Spring 2020
Pricing Strategy
.
Overall pricing strategy and pricing objectives
The main aim of every company or organization is to maximize profits by effectively selling their
products and services. Therefore, the pricing of any product or service is extremely complex as it is a
result of a number of calculations, research, and understanding of the market and the consumers.
Jahez company considered everything before pricing their services, this includes the segment of the
service, the ability of a consumer to pay for their services, the conditions of the market, action of the
competitor, and of course the profit margins.
Price comparison to competition
Competition based pricing utilizes competitor’s pricing data for similar products to set a base price
for their own products or service . In the Case of Food Delivery Application /Platforms, there is no
production cost for products or items since they provide a delivery service to consumers by linking
them worth their desired restaurant.
Jahez has many competitors offering the same services. These include Hunger Station, and The Chefz.
By categorizing Jahez with its competitors from the most high-end to the affordable. It shows where
Jahes stands among its competitors in term of cost of their main service “ Delivery”.
Food prices
Delivery
Price
Offers
Hunger station
Low to Medium
Jabez
Medium to High
The Chefz
Medium to High
13 SAR
17 SAR
21 SAR
free delivery
extra meals
Delivery discount
Special offers
Use of coupons
40 to 50 minutes
Discounts offers
Donation
Free delivery
Discounts
30-40 minutes
30- 60 minutes
Free
Free
Delivery
duration
App
Free
subscription
Competitive pricing is a highly useful tool for Food Delivery Application, especially in eCommerce.
It helped Jahez to have complete control over its market position.
It is hard for companies to relay only on competitive pricing if they are not actively adding value to
customer’s lives and don’t have a quality product. For that reason, Jahez focused on elevating its
customer service quality and interaction
Marketing Management (EMBA) Section: 4124
Term: Spring 2020
Connection to differentiation/positioning strategy
In order to achieve a strong position in the segment Jahez has chosen, it had to find ways to set itself
apart and occupy consumer’s minds.
Connection to value (monetary costs)
Profit margin and breakeven
Specific pricing tactics (discounts, incentives, financing, etc.)
Marketing Management (EMBA) Section: 4124
D.
Term: Spring 2020
Distribution/Supply Chain Strategy
Overall supply chain strategy (including distribution intensity)
Channels and intermediaries to be used
Connection to differentiation/positioning strategy
Connection to value (nonmonetary costs)
Strategies to ensure channel support (slotting fees, guarantees, etc.)
Tactics designed to increase time, place, and possession utility
Marketing Management (EMBA) Section: 4124
E.
Term: Spring 2020
Integrated Marketing Communication (Promotion) Strategy
Overall IMC strategy, IMC objectives, and budget
Consumer promotion elements
Advertising strategy
Public relations/publicity strategy
Personal selling strategy
Consumer sales promotion (pull) strategy
Trade (channel) promotion elements
Advertising strategy
Public relations/publicity strategy
Personal selling strategy
Trade sales promotion (push) strategy

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