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 bet ween direct retail stores and online retail stores. Both h a v e t h e p r o c e s s o f b i l l i n g o f t h e c u s t o m e r s a n d h a v e t o m a i n t a i n a relationship with the suppliers E-Retailing Strategy T o e v a l u a t e t h e f e a s i b i l i t y o f a n o n l i n e r e t a i l f o r m a t . I t p r o v i d e s a comparati vel y 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 retailofferings* Entrepreneurs venturing into online retail formats How?

The four challenges of E Retailing Every online fulfillment operation, large or small, faces four main challenges: Controlling customer data As outsourcing arrangements proliferate and delivery services becomemore expert in using information technology, retailers risk losing their lock on consumer data. This knowledge, ranging from the socio economic s t a t u s o f c u s t o m e r s t o t h e i r b u yi n g p a t t e r n s a n d p r e f e r e n c e s , h e l p s i n t e r m e d i a r i e s a n d s h i p p e r s r e d u c e c o s t s , b u t t h e y c a n a l s o u s e i t t o compete with retailers. Integrating on- and off-line orders From an operations perspective, the easiest route for companies with afoot in both the real and the virtual worlds might be to enter electronicorders manually into the off-line order management system. This option makes most sense when the volume of online orders is higher; companies must decide how m uch integration they need. In totall y integrated system, Internet orders would be automaticall y transmitted through a processing center and transferred to the shippers manifest.S a v i n g s u p to 30 percent are possible if the cost of long-distance telephone calls, data entry, timeserver operations, and error correction isreduced 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, c an ensure that surges in demand dont r e t a r d k e y f u l f i l l m e n t o p e r a t i o n s s u c h a s d a t a e n t r y, i n v e n t o r y, a n d 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 highvolumes and wide variety of package shapes and sizes. But this is largelya technical and logistical problem, and it will be possible (though perhapsexpensive) to solve it by developing new sorting and scanning equipmentand by deploying larger delivery vehicles. Guide to E-Retailing Resources To help e-retailers find the right solutions and service providers to taketheir Internet retail businesses to the next level, the publishers of InternetRetailer --the most trusted source of journalistic information on web - based retailing--comes the Guide to E-Retailing Resources. The Guide toE-Retailing Resources provides strategic data on all competitors in thefollowing segments of the solutions market: Affiliate Marketing Content Management Customer Service

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.

Company product name is Watch . Status of the company Happycustomer.com s t a r t e d t h e i r b u s i n e s s i n M a r c h 2 0 0 9 f r o m t h e 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 Indias market. As a result of market s u r v e y w e h a v e a l a r g e q u a n t i t y o f p o t e n t i a l c o s t u m e r s . T h e r e i s 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 vastrange of options available. They can also choose the watches of their favorites brand Steps of marketing plan 1) Situational Analysis 1) Micro Environment2) Macro environment Micro Environment Micro factors are the factors that directly influence our company. Themain micro factors are: 1Inter mediaries (Suppliers / Distributors) 2 Cu s t o me r s 3Competitors (direct / indirect)

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 literacyrate 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 migrationrate is high. The per capi tal income i s 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 o f people is spent onthe basic needs, so its the most sensitive environment where the incomelevel is low, middle class is shrinking, wealth distribution is unequal andsaving 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 environmen

In India, there are more opportunities of innovation are available due to the increased awareness of research. However it also depends on the c o m p a n i e s t h a t h o w m u c h t h e y p r e f e r t h e r e s e a r c h a n d c u s t o m e r feedb ack. 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 moreadvertisement of watches (our product) than from older ones age. Internetusers 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 Psychological factors Cultural factor 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. Thats 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 A g e f a c t o r a f f e c t s t h e c o n s u m e r b u y i n g b e h a v i o r . M o s t l y y o u n g generat ion 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 takingcare of their out look. Our Competitors www.misterwatchonline.com www.watchorbit.com www.watchsites.netetc..

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 thecustomer, create a good image of our product in the mind of customers. Our main concern is profitability Long term Objectives: happycustomer.coms 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
Positioning and Differentiation Positioning price positioning (since we are providing service faster and at cheap rate) Differentiation - Service 5) Marketing mix 1.Product 2 . P r i c e 3 . Pl a c e 4.Promotion PRODUCTS: As we have already di scussed 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 determininghow 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 i s w i l l i n g t o p a y . O u r p r i c i n g s t r a t e g y n e e d s t o t a k e t h i s c o n s u m e r thresh old into account. W e s e t o u r p r i c e s b y e x a m i n i n g h o w m u c h i t c o s t s u s t o d e l i v e r t h e p r o d u c t o r s e r v i c e a n d a d d i n g a f a i r p r i c e f o r t h e b e n e f i t s t h a t t h e customer will enjoy. We find it useful to conduct a breakeven analysis. In b r e a k e v e n a n a l y s i s t h e p r i c e i s s e t t o b r e a k e v e n o n t h e c o s t s o f market ing a product or in other words setting a price to make a tar get profit.

Setting the price 1 . S e l e c t i n g t h e p r i c i n g o b j e c t i v e Survival -we adopt here the cost based pricing which invol ves 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 1510

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 beenmentioned above. We are focusing on customer assessment of uni que s e r v i c e . W e h a v e r e d u c e d v a r i o u s m e d i a t o r y s o t h e c o s t i n c u r r e d i s comparatively less than our competitors. 5.Selecting the pricing method Price(Rs.)

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 t ry to for get am a r k e t i n g c h a n n e l o r d i s t r i b u t i o n c h a n n e l , a s e t o f i n t e r d e p e n d e n t organi zations invol ved 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 indict channel. We Implement Direct channels

marketing

We have collaboration with various watch manufacturing companies. Sothat 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 strategy2). Pull strategy PUSH STRATEGY:A p r o m o t i o n s t r a t e g y t h a t c a l l s f o r u s i n g t h e s a l e s f o r c e a n d t r a d e promotio n to push the product through channels is called push strategy.T h e p r o d u c e r p r o m o t e s t h e p r o d u c t t o w h o l e s a l e r s t h e w h o l e s a l e r s 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 membersto 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 re tailers for the product, the retailers will ask the

wholesalers, and the wholesalers willask the producers. Using a pull strategy, the producer directs its marketing activities (primarily advertising and consumer promotion) toward final consumerst o i n d u c e t h e m t o b u y t h e p r o d u c t . I f t h e p u l l s t r a t e g y i s e f f e c t i v e , consumers will then demand the product from channel members, whow i l l i n t u r n d e m a n d f r o m p r o d u c e r s . T h u s , u n d e r a p u l l s t r a t e g y , c onsumer 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 allkinds of markets and stores. And for this we have to anal yze trends or behaviors of the consumers so that the companys ability to do businesscan be improved. So in this section well also give the tools we will beusing for this launch. We will also discuss the promotion strategy that wewill be using in this launch. Promotion tools Advertisement Advertisement is the tool to make the product known to the customer, thea d v e r t i s e m e n t s h o u l d b e i n s u c h a m a n n e r s o t h a t i t c a n a t t r a c t t h e customer at first glance then their should be image retention in the mindof customer. Continuous advertisement stimulates the customer for the p u r c h a s i n g o f t h e p r o d u c t . W e a r e a d v e r t i s i n g o u r e r e t a i l s o t h a t 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