"Details of Assessment\r\nTerm and Year\t, \tTime allowed\t8Weeks\r\nAssessment No\t1\tAssessment Weighting\t100%\r\nAssessment Type\te-Marketing Plan\r\nDue Date\tWeek 8\tRoom\tTBA\r\n\r\nDetails of Subject\r\nQualification\tBSB51915 Diploma of Leadership and Management\r\nSubject Name\tMarketing\r\n\r\nDetails of Unit(s) of competency\r\nUnit Code (s) and Names\tBSBMKG510 Plan E-Marketing Communications \r\n\r\nDetails of Student\r\nStudent Name\t\r\nCollege\t\tStudent ID\t\r\nStudent Declaration: I declare that the work submitted is my own, and has not been copied or plagiarised from any person or source.\tSignature: ___________________________\r\nDate: _______/________/_______________\r\n\r\nDetails of Assessor\r\nAssessor’s Name\t\r\nAssessment Outcome\r\nResults\t\r\n0Competent0Not Yet Competent\r\n\tMarks\t / 100\r\n\r\n\r\nFEEDBACK TO STUDENT\r\nProgressive feedback to students, identifying gaps in competency and comments on positive improvements:\r\n________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________\r\n\r\nStudent Declaration: I declare that I have been assessed in this unit, and I have been advised of my result. I am also aware of my right to appeal and the reassessment procedure.\r\n\r\nSignature: \t____________________________\r\nDate: \t____/_____/_____\tAssessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback\r\n\r\n0 Student did not attend the feedback session. \r\n Feedback provided on assessment.\r\n\r\nSignature:\t ____________________________\r\nDate: \t____/_____/_____\r\n \r\nPurpose of the Assessment\r\nThe purpose of this assessment is to assess the student in the following learning outcomes:\tCompetent \r\n(C)\tNot Yet Competent\r\n(NYC)\r\nDevelop an e-marketing plan for at least ONE product or service, that meets all legislative and organisational requirements, and contains:\t\t\r\nan action plan\t\t\r\na schedule\t\t\r\ncosting\t\t\r\na monitoring strategy\t\t\r\nevaluation methods\t\t\r\nAssessment/evidence gathering conditions\r\nEach assessment component is recorded as either Competent (C) or Not Yet Competent (NYC). A student can only achieve competence when all assessment components listed under “Purpose of the assessment” section are recorded as competent. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYC (Not Yet Competent) is eligible for re-assessment.\r\nResources required for this Assessment\r\n•\tComputer with relevant software applications and access to internet\r\n•\tWeekly eLearning notes relevant to the tasks/questions\r\nInstructions for Students\r\nPlease read the following instructions carefully\r\n•\tThis assessment has to be completed 1 In class 1 At home\r\n•\tThe assessment is to be completed according to the instructions given by your assessor.\r\n•\tFeedback on each task will be provided to enable you to determine how your work could be improved. You will be provided with feedback on your work within two weeks of the assessment due date. All other feedback will be provided by the end of the term.\r\n•\tShould you not answer the questions correctly, you will be given feedback on the results and your gaps in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be deemed competent for this unit of competency. \r\n•\tIf you are not sure about any aspects of this assessment, please ask for clarification from your assessor.\r\n•\tPlease refer to the College re-assessment for more information (Student Handbook).\r\n\r\n\r\nASSESSMENT ACTIVITY: E-MARKETING STRATEGY/PLAN \r\n\r\nINSTRUCTIONS:\r\nYou are required to produce an E- Marketing Plan/Strategy for a Small Business, product or service of your choice. Types of business and product/services that you may wish to choose may include (but not limited to):\r\n•\tAn online clothing store or departmental store\r\n•\tAn online sports bet company\r\n•\tA food delivery company\r\n•\tAn online grocery store\r\n•\tA deals website (similar to ozbargain)\r\n•\tA small electronics company (manufactures electronic accessories)\r\n•\tAn online printing and publishing company\r\n•\tA bookstore\r\n•\tA web hosting & domain selling company\r\n•\tA cloud service provider\r\nHowever, the scope and choice of the business, product or service is not limited to the list above and you may wish to use a business, product or service at your discretion. \r\nYou do not require any information from this business to undertake this assessment as it is your delegated task to research and provide and implement an E- Marketing Plan/Strategy for the business, product or service based on the assumptions you have made during your research. Using the e-Marketing template & the structure as provided below,develop a full version of the E-Marketing Plan/Strategy. \r\n\r\nE-MARKETING PLAN STRUCTURE\r\n1.\tExecutive Summary\r\n2.\tIntroduction\r\n3.\tSituational Analysis\r\na.\tSWOT Analysis\r\nb.\tIssues Identified\r\n4.\tThe e-Marketing Schedule - Gantt Chart or Timeline for the e-Marketing Plan\r\n5.\tThe e-Marketing Strategies & Action Plan\r\na.\tproduct strategies\r\nb.\tprice strategies\r\nc.\tpromotion strategies\r\nd.\tdistribution strategies\r\n6.\tCosting and Budget \r\n7.\tTechnical Issues\r\na.\twebsite content & searchability\r\nb.\tCustomer registration & logging security (for customers and staff)\r\n\r\nc.\tCoupon codes, rewards for old clients, discounts\r\nd.\tmultimedia\r\ne.\tautoresponders\r\nf.\torder forms and feedback forms\r\ng.\taccess levels to online resources\r\nh.\tcredit card transactions\r\ni.\twebsite hosting\r\nj.\twebsite publishing\r\nk.\ttechnical staff (size, requirements)\r\n8.\tMonitoring Strategy\r\n9.\te-Marketing Evaluation methods\r\n10.\tAppendix \r\n11.\tBibliography & References \r\n\r\nGENERIC GUIDELINES FOR REPORTING\r\n•\tInclude any Supplementary Documents utilized\r\n•\tAll sources are referenced consistently and comprehensively using the recommended referencing system as prescribed in the subject description/outline. \r\n•\tUse of language is appropriate to academic writing, the industry context, Marketing themes and principles and the assessment criteria\r\n•\tThe responses are succinctly and clearly written or presented in English\r\n•\tOverall presentation is professional including spell and grammar checked judicious use of headings, font size, layout etc.\r\n\r\nE-MARKETING PLAN – COMPANY NAME\r\n\r\nPrepared by:\r\nDate:\r\nEXECUTIVE SUMMARY\r\nProvide an executive summary of at least 300 words. The summary should include:\r\n•\tOverview of the organisation\r\n•\tThe product or service you decided to prepare an e-marketing plan for\r\n•\tThe target market of the product or service\r\n•\tKey objectives of your e-marketing plan\r\n\r\nTABLE OF CONTENTS\tPAGES\r\n1.\tExecutive Summary\t\r\n2.\tIntroduction\t\r\n3.\tSituational Analysis\t\r\n•\tSWOT Analysis\t\r\n•\tIssues Identified\t\r\n4.\tThe e-Marketing Schedule\t\r\n•\tGantt Chart or Timeline for the e-Marketing Plan\t\r\n5.\tThe e-Marketing Strategies& Action Plan\t\r\n•\tproduct strategies\t\r\n•\tprice strategies\t\r\n•\tpromotion strategies\t\r\n•\tdistribution strategies\t\r\n6.\tCosting and Budget\t\r\n7.\tTechnical Issues\t\r\n•\twebsite content& searchability\t\r\n•\tCustomer registration &logging security (for customers and staff)\t\r\n•\tCoupon codes, rewards for old clients, discounts\t\r\n•\tmultimedia\t\r\n•\tautoresponders\t\r\n•\torder forms and feedback forms\t\r\n•\taccess levels to online resources\t\r\n•\tcredit card transactions\t\r\n•\twebsite hosting\t\r\n•\twebsite publishing\t\r\n•\ttechnical staff (size, requirements)\t\r\n8.\tMonitoring Strategy\t\r\n9.\te-Marketing Evaluation methods\t\r\n10.\tAppendix\t\r\n11.\tBibliography& References \t\r\n\r\nINTRODUCTION\r\nYour introduction should include: \r\n1.\tMission, Vision and objectives of the organisation in regard to the product or service\r\no\tThe objectives need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these objectives think about the following:\r\no\tWhat the ‘Return on investment’ will be? This may include increased customer spend, greater brand awareness, an increase in visits and online registrations, etc. How you quantify and measure the success of your plan will depend on your business and marketing objectives. This will differ from business to business.\r\no\tDefine objectives for each part of the customer journey - Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey.\r\no\tMake sure that your objectives reflect exactly what you will be measured on (KPI’s).\r\n2.\tSummary of strategies and tactics to be used - Once your objectives have been defined, you need to provide a top level summary of your Strategy – outlining how you are going to use digital marketing to meet them. The strategy should summarise the ‘bigger picture’ without yet going into the detail. It should explain the concept behind the tactics, providing a general overview of the techniques to be used.\r\n3.\tA brief summary of the marketing environment for this product or service\r\n4.\tProjected outcomes and ‘return on investment’. Details can be included in budget or costing section.\r\n\r\nMission, Objectives:\r\n\r\nSummary of Strategies and tactics to be used:\r\nSummary of Marketing Environment:\r\nProjected outcomes on Return of Investment:\r\n\r\nSITUATION ANALYSIS\r\nThe situation analysis needs to set the context for the plan. It should include an analysis of the micro (internal) and macro (external) environment. Address each of the following:\r\n•\tDigital specific SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) or PESTLE analysis\r\n•\tSummary of the key issues that have emerged\r\n•\tWhere possible use qualitative and quantitative data to support your analysis\r\n•\tUse images, charts and graphs to illustrate your findings\r\n\r\n\r\nSWOT ANALYSIS / PESTLE ANALYSIS:\r\n\r\n\r\n\r\nE-MARKETING SCHEDULE\r\nYour e-Marketing schedule should include a timeline or Gantt chart to explain the activities of your plan to be completed within a specific timeframe (e.g. 10 weeks). Put a X sign in the specific grid(s) that relates to your activity.\r\ne-Marketing Activities\r\n\tWeek 1\tWeek 2\tWeek 3\tWeek 4\tWeek 5\tWeek 6\tWeek 7\tWeek 8\tWeek 9\tWeek 10\r\n\r\n\t\r\n\r\nTHE E-MARKETING STRATEGIES & ACTION PLAN\r\nThe Strategies and Action Plan section should address the electronic marketing strategies of your product or service based on the 4Ps. Also address how each of the following strategies will comply with the Australian e-Marketing Code of Practice.\r\n\r\nProduct strategies:\r\n\r\nPrice strategies:\r\nPromotion strategies:\r\n\r\nDistribution strategies:\r\n\r\nBUDGET & COSTING FOR THE E-MARKETING PLAN\r\nThis section of the plan will outline your budget& costing. This is best presented as a single spreadsheet or table with tactics broken down by awareness, acquisition and conversion. Provide specific detail on the following:\r\n1.\tYour total cost breakdown (overall spend across tactics)\r\n2.\tWeekly phasing of budget spend across all tactics\r\n3.\tAny financial KPI’s and milestones that need to be reached\r\n4.\tPhased return on investment across tactics\r\n5.\tA summary on the estimated financial benefits from this e-Marketing Plan\r\nFor the last bullet point you need to estimate projected channel outcomes. This will include estimates on how much traffic will be generated from each tactic and the number of prospects that will likely go onto convert. In addition a ‘Sales and profit’ analysis can be used to help you quantify the net profit that your e-Marketing plan will generate.Strategies and Action Plan section should address the electronic marketing strategies of your product or service based on the 4Ps. \r\n\r\nE-MARKETING TECHNICAL ISSUES\r\nThis section should clarify the technicalities of your e-marketing plan. The section should include the following (add more issues if required): \r\n•\twebsite content & search ability\r\n•\tCustomer registration & logging security (for customers and staff)\r\n•\tCoupon codes, rewards for old clients, discounts\r\n•\tmultimedia\r\n•\tauto responders\r\n•\torder forms and feedback forms\r\n•\taccess levels to online resources\r\n•\tcredit card transactions\r\n•\twebsite hosting\r\n•\twebsite publishing\r\n•\ttechnical staff (size, requirements)\r\n\r\n\r\n\r\nTHE E-MARKETING MONITORING STRATEGY&EVALUATION METHODS\r\nThe final part of plan should explain and describe how you will monitor the e-Marketing plan when it is activated. You will also have to describe the methods you will use to measure the success or failure of your e-marketing plan for the product or the service.\r\n\r\nMonitoring Strategy:\r\n\r\n\r\nEvaluation Methods:\r\n\r\n\r\nAPPENDIX\r\nInclude any attachments, facts, figures, pictures, diagrams, brochures, web screenshots, etc that you have discussed in your plan and may relate to explain the e-marketing plan more clearly.\r\n\r\nREFERENCES USED IN THE E-MARKETING PLAN\r\n\r\n1.\t\r\n\r\nContentsExecutive Summary: ............................................................................................................................. 21. Introduction: ..................................................................................................................................... 31.1 Mission Statement: ...................................................................................................................... 31.2 Vision Statement: ........................................................................................................................ 31.3 Objectives: ................................................................................................................................... 31.4 Market analysis: .......................................................................................................................... 42. Situation analysis: ............................................................................................................................. 52.1 SWOT Analysis: .......................................................................................................................... 52.2 Key issues identified: .................................................................................................................. 63. E-Marketing Schedule: ..................................................................................................................... 74. E-Marketing Strategies and Action Plan: ....................................................................................... 84.1 Product Strategies: ...................................................................................................................... 84.2 Pricing Strategies: ....................................................................................................................... 84.3 Promotion Strategies: ................................................................................................................. 84.4 Distribution Strategies: .............................................................................................................. 95. Budget and costing for the e-marketing plan: .............................................................................. 106. E-Marketing Technical Issues: ...................................................................................................... 107. The E-Marketing Monitoring Strategy and Evaluation Methods: ............................................. 127.1 Monitoring Strategy: ................................................................................................................ 127.2 Evaluation methods: ................................................................................................................. 12Appendix: ............................................................................................................................................ 13References:........................................................................................................................................... 15Executive Summary:Store to Door (S2D) is a mobile grocery store delivers Vegetables, fruits and dry fruits whichare clean, cut, packed and made easily usable. The mobile grocery store chains go to variousresidential locations across the city. These services are aimed at providing clean and packedcut fruits, dry-fruits and vegetables so that it doesn’t take much time for the workinghousehold people to prepare food. These groceries come fresh directly plucked from thefarms, cleansed, cut and packed. These are refrigerated while being delivered to retain thefreshness after being cut. These are basically aimed at the households who are working andhave a very busy schedule. This helps them in preparing food more quickly.The marketing plan mainly aims to identify the issues in marketing the debut venture and alsoanalyse the ways to handle the same. This report mainly focuses on the electronic marketingstrategies and analysis for the business plan. A thorough internal and external environmental analysis is done to find the areas where thestrengths can be used as an opportunity and also to eliminate all the issues identified. The schedule has been setup all the analysis and strategies that are mentioned in the report. Itcovers all the activities scheduled for the initial 10 weeks. The various strategies such as product, price, promotion and distribution are done to deliverthe value proposition i.e. to give the home-made food cooking experience to the consumers. The budget estimation for the entire e-marketing is provided with the major spending areasbeing Social Media, Website hosting, Analytics and Market Research. The Return onInvestment is measured for all these spending. Various methods are used to monitor andevaluate the effectiveness of all these investments made for the various e-marketingstrategies.1. Introduction:In today’s world, majority of the households have all working individuals. To cook food fromhome, it takes a lot of time and effort. Majority of the time is spent on cleaning and cuttingthe grocery items required for cooking. Also, many households are located in the interiorsthat a lot of timemight have to be spent on travelling to buy the groceries. The grocery storemay be located quite far from their locations. This results in households having food fromoutside or from the office catering. The needs that has to be considered here is the nutritionand healthy food which may not be available in the catering/ restaurants. The feel cookingyour own hand-made food will be missing. The households need groceries which are cut,fresh and easily made available for cooking. These should be available at their door-step. This can be solved by combining and modifying 3 business ideas: a grocery shop, a foodtruck and an online grocery. A normal grocery shop sells groceries at market price. A foodtruck delivers food at the door-step or at the convenience at many places. An online grocerydelivers groceries which are cut, packed and processed.The problem mentioned can beresolved by combining the functioning of the three businesses mentioned which is called“Store to door”.Store to Door basically aims at serving the working population of the households by servingthe fresh and cut vegetables and fruits at their convenience. The store chains are basicallytempos which go to various lanes /various apartments across the city. Customers have anoption to order their requirements online or they can even purchase the groceries when thetruck comes to their locality. These vegetables are refrigerated in these tempos so that thefreshness is retained when it is being sold to the consumers and also they come directly fromthe farms.Store to door mainly aims to provide fresh groceries which are easily consumable forpreparing food and deliver value to the consumers by giving the feel of preparing homemadefood quickly and consuming their own cooked food. Preparing and eating healthy foodwouldn’t be missed. 1.1 Mission Statement:“Store to Door” gives you the experience of consuming homemade food by cooking madeeasier. We serve groceries at the convenience of the working population. The groceriesserved are fresh, cut and packed which makes it easier for the people to consume.1.2 Vision Statement:To create a revolution in the grocery industry by delighting the customers through ease ofcooking by increasing the scale of production of the fresh and cut grocery items.1.3 Objectives:The ultimate objective of any business is to attain profits and Return on Investment. Thisultimate goal can be achieved through SMART goals:Specific: Provide customers with fresh, packed and cut fruits and vegetables everyday as perthe orders received (online booking) and also the unanticipated orders.Measurable: Should be able to obtain a minimum of 20 orders online and 20 orders on thespot per day at a particular locality. “Store to door” should be able to have a minimum of 20trucks at each state of US. Attainable: “Store to Door” will be set up at Canberra first, then it will be expanded to otherlocations. Relevant: Find out easier ways on cutting groceries. Add more equipment that will ease theprocess.Time-based: “Store to Door” will break-even within 2 years of its initial venture at NewYork and start expanding in parallel to other states. The Return on Investment may be measured as number of sales obtained per each of themarketing campaign that will be conducted. The parameters such as the customer spread,awareness factor of “Store to door”, number of sales obtained offline and online are allconsidered in measuring the Return on Investment. The aim of this marketing plan is to make “Store to Door” presence in throughout thecustomer journey. During its initial days, the marketing activities will mainly focus ongenerating awareness about the “Store to door” brand. The crux of the message would be thatthe traditional problem of cutting the groceries is made easier. Then, the campaign shouldfocus on how “Store to door” differentiates itself in delivering value when compared to othersimilar players in the market. At the conversion phase, the message will mainly focus on theassurance of the deliverables (freshness of the grocery) and aim to get the customers’dependency on the same. The broader picture of the strategy mainly involves positioning of the products with an aim tofulfil the “home-made food” feel of the consumers. The digital marketing campaigns can beused with the help of Social Media Analytics, where the relevant advertisement pop-up areprojected based on the users’ searches. 1.4 Market analysis:Store to Door customers will include mainly include working professionals in the age groupof 22-50. It is estimated that they will make up 75% of our revenue. Store to Door’sdistribution points are apartments and communities various localities. The population in theseareas is around 1.5L. An estimate of converting 10-15% of this population into our regularcustomers. There is an estimate of having 25000 customers in Canberra.The Indian Retail Market is of $5 Trillion, out of which 60 % would be food and grocery.India is the 6th largest grocery market in the world. YoY growth rate is 19 %.Our Target market includes:• Corporates – Single or both are working• Students – Foreign or other states• Families – with small children or big familiesThe value proposition is to provide fresh and easily consumable fruits and vegetables whichmake cooking food a much simpler task, as a result of which reducing the time required toprepare a dish. 2. Situation analysis:“Store to door” is a combination of 3 business ideas and hence, the situational analysis needsto be done considering all the 3 markets. The context can be done through a thorough SWOTanalysis and identifying the underlying issues on a marketing perspective.2.1 SWOT Analysis:Strength: Opportunities:? The products come fresh from the ? People are willing to spend slightlyfarms. more money to cook their own foodrather than spending a lot of money? Very good storage/ refrigerationin having food from outside.facilities inside the vehicle. ? The “health-conscious” factor, due? Since it is a very systematic process,to which many people tend tothe fruits and vegetables are cut,prepare home-made food.packed and sold as per the schedule.? Has its presence both offline selling ? The freshness of the food items asthey come directly from the farms.and also through online. Caters toboth the market needs. ? Due to time constraints, instead ofappointing a person for cooking they? Increased market research on thecan actually adopt the packagedexact locations to target.groceries through which they can? “Store to door” is shifting towardscook food quickly and easily.equipment that makes cutting and? Almost all the households have allpackaging easier. (More automation)working people. Hence, there will be? Staff employed here are majorly themore number of buyers of theseones who have worked on farms/packed groceries.groceries before. Also the ones who? Increasing trend on e-commercehave kitchen experience. Hence,they will have more knowledge on shopping and also e-groceryshopping in US. the groceries and expertise in cuttingthem. Weakness: Threats:? Pilferage: This sector has fluctuating ? The business may not cater to thedemand and hence the pilferage needs of the population who leavecannot be avoided. too early for work.? The delay from the logistics may ? Since it is a debut venture, peopleincur losses. The dependence on the may be anxious about their spend ontransportation may have a huge these groceries.impact.? Certain traditional users may doubt? The seasonality factor through at the freshness of the groceries oncewhich certain crops might not be they’re being cut and packaged.available.? There is a huge shift towards organic? Certain groceries will lost its food items which could be a hugefreshness very soon. Also, the spoilt threat.groceries which come for processing. "