Marketing Strategy for E-Commerce

Store
Table of Contents
Objective:....................................................................................................................................................3
Target Audience:.........................................................................................................................................3
Gender:................................................................................................................................................3
Age:.....................................................................................................................................................3
Income Class:.......................................................................................................................................3
Living Environment:.............................................................................................................................3
Market for the Product:...............................................................................................................................3
Our Competitors:.........................................................................................................................................4
CoNatural............................................................................................................................................4
Aura Craft:...........................................................................................................................................4
Kishmish:.............................................................................................................................................4
Spa in a bottle:.....................................................................................................................................5
Mana Beauty Spirit:.............................................................................................................................5
Qubbles Bath and Body:......................................................................................................................5
Botanical Wonder:...............................................................................................................................5
Organic Bar:.........................................................................................................................................5
Pre-Launch Marketing:................................................................................................................................6
Post Launch:................................................................................................................................................6
Facebook:....................................................................................................................................................6
Utilizing Our Facebook Business Page:................................................................................................6
Facebook Advertising: Classic Ads:......................................................................................................6
Facebook Promoted Posts:..................................................................................................................7
Launch a Facebook store:....................................................................................................................7
Instagram:...................................................................................................................................................7
Creating a Business Profile:.................................................................................................................8
Create sponsored ads:.........................................................................................................................9
Cost of Facebook and Instagram Advertisement:......................................................................................10
Facebook:..................................................................................................................................................10
Instagram:..........................................................................................................................................11
Influencer market:.....................................................................................................................................11
Early Discount:...........................................................................................................................................12
Content Marketing:...................................................................................................................................12
Affiliate program.......................................................................................................................................12
Advantages of Affiliate Marketing.....................................................................................................13
Referral programs:.....................................................................................................................................13
Reward your loyal customers:...................................................................................................................13
Email marketing.........................................................................................................................................14
Reviews.....................................................................................................................................................14
FAQs..........................................................................................................................................................16
Donate Products for Others to Review......................................................................................................16
Convenient Payment Methods..................................................................................................................16
Objective:
The objective of this strategy is to reach our potential customers effectively and make
them aware about our products so that they may buy it. In this report we will explore different
mediums through which we can reach our customers and influence their decision into buying
our products when they chose to buy skin care or beauty products.

Target Audience:
Demographics of the target audience are given below.

Gender:
The gender that is most likely to buy our products is female. Females spend good money
on their looks and are most likely to buy beauty products.

Age:
Beauty products are used by women of all ages but the age group that is most likely to
buy these products is between 20 and 50. So we will target this age group for maximum results.

Income Class:
The income class that spends a lot of money on beauty products is Upper Class, Upper
Middle Class and Middle Class. We will target these income classes through our marketing
efforts.

Living Environment:
Our target audience resides in urban areas and semi urban areas. People in rural areas
don’t spend a lot of money on beauty products.

Market for the Product:

Increasing awareness among consumers regarding the harmful effects of chemicals and
benefits of natural or organic cosmetics is flourishing the demand for natural personal care
products. In addition, the availability of green raw materials has encouraged large cosmetic
firms to develop natural and organic cosmetic lines. Thereon, many big cosmetic companies
have introduced natural & organic cosmetic lines.

Global organic cosmetic products market accounted for around USD 17,000 million in
2017 and is expected to grow at a CAGR (Compound annual growth rate) of 12.5% during the
forecast period, 2019–2026.
 North America is projected to lead the global organic cosmetic products market as a
result of increasing demand for luxury personal care products and rising number of young
people opting for natural products and being more aware of ingredients in the products.

Europe is the second largest market globally. This can be attributed to the increasing
effects of pollution, which drive consumers towards safeguarding their skin with chemical free
products. Consumers are inclined towards organic formulas, which is encouraging high
performance organic cosmetic products.

Pakistan is no exception, the demand for organic beauty products is on the rise and
there are many brands that have been started in the last five years to meet this demand. There
is a great opportunity for us to offer a quality product to the public and capture a share of this
rapidly growing market.

Our Competitors:
Below are our competitors in the organic products area. These companies has been
operating in Pakistan for many years now and are offering products such as creams, shampoos,
facemasks and lips balms. Details about the companies are given below.

CoNatural:
CoNatural being the first company in Pakistan to introduce all natural and organic hair
and skin care products has become a massive hit among those females who are highly
conscious about putting any sort of chemicals on their face. The company is expanding globally
now and believes strongly in removing the toxic or synthetic ingredients from every woman’s
everyday skincare routine.

Website: https://conaturalintl.com/

Aura Craft:

Aura craft was founded 7 years ago and produces a large variety of products ranging
from eye creams to hair oils in the most colorful and vibrant packaging you might have ever
seen for organic batch produced products. If you are a sucker for pink or purple bottles and jars,
you will fall in love with this chemical and cruelty free, organic skin care brand.
Kishmish:

An organic skincare brand that probably employees the best marketing strategies in
order to get on top of the game in the competitive organic online businesses. From
recommendations of the best kishmish tomato cleanser by Ayesha Omer (Actress, Influencer)
or the most effective beetroot mask by Syra Shehroz (Actress, Influencer), the company has
made its name through PR.

Website: https://kishmishorganic.com

Spa in a bottle:

Founded 3 years ago, Spa in a bottle is everything-in-house organic oils and skin clay
producing brand. The ingredients are organic. It’s a Pakistani company which is fast growing
and proving that organic ingredients are the way towards healthy skin and hair.

Mana Beauty Spirit:

A 13 year old company that produces cream, shampoos, balms and face serums with
organic materials. The company has catchy names for its products like the “Shine so Bright hair
serum” or the “Bliss Balm”, it has its basis in cosmetic science and aroma therapy for almost its
entire vitamin and anti-oxidant induced products.

Qubbles Bath and Body:

A Pakistan and UAE based online organic skincare company which has catered to
numerous satisfied customers and has a 4.7 star rating on Facebook. The products of the
company range from illuminating face masks to rich and fruity lip balms. The products comprise
of various essential oils and vitamin enriched creams and scrubs.

Botanical Wonder:

Just like the name suggests the company deals with 100% pure organic ingredients and
supplies skincare products such as essential oils and chemical-free creams but what makes it
different from all the others is that it also deals in the niche of unique tea leaves such as the
Moringa Tea, Lemongrass Tea, Olive leaf Tea, weight loss tea and also produces home-made
zesty smelling organic soaps for the organic lifestyle experience.
Organic Bar:
The world has turned to organic products to bring in a healthy change in their lives and
it finally seems Pakistan is catching up too! Bringing in a wide range of items which are all made
with zero to a limited amount of preservatives, Organic Bar is a nature lover’s delight.

Pre-Launch Marketing:
Pre-launch marketing will include promotion of the brand and creating hype around it.
We will do it by setting up Facebook page and Instagram page for our store and promoting
these pages. We will bring some likes and followers to our facebook and instagram pages and
try to create some hype. It is important for our store and will give us a boost in giving exposure
to our store and thus increase our sales as we launch our store.

Post Launch:
Post Launch efforts will include promotion and sales of products and we will use
different channels to engage with potential customers and increase awareness about our
product. The channels through which we will promote our product are given below.

Facebook:
Facebook continues to be the reigning champ of social media sites, as the #1 spot where
friends connect and share online. More than just a meeting place for friends, Facebook has
grown into a venue for businesses to market themselves through interaction with customers
and self-promotion.

For a big corporation or a small local biz, Facebook is a powerful marketing tool. It is a great
space to keep customers informed, develop brand identity, and broaden reach.

Below are the ways through which we can utilize facebook for promotion of our brand and
reaching potential customers.

Utilizing Our Facebook Business Page:

A Facebook page is a great free marketing tool for businesses. These pages let
businesses identify themselves not just through listing product offerings and services, but also
by sharing links, images, and posts on a customizable page to give a better sense of a business’s
personality and character. We can use our facebook page to tell our potential customers what
our business stands for and why they should purchase our products.
Facebook Advertising: Classic Ads:

Facebook offers its own form of advertising with Facebook ads, which appear in the side
columns of the Facebook site. These classic ads are referred to more specifically as Marketplace
Ads. They include a headline with copy, an image, and a click-through link to a Facebook page, a
Facebook app, or an outside website.

Implementing Facebook advertising into our Facebook marketing strategy is one

possible technique for increasing likes or driving website clicks.

Facebook advertising features include:

 Demographic targeting by Facebook user data on age, location, education, and interests.
 The ability to set ad budgets.
 Ad testing, in which multiple ad versions can be run simultaneously in order to compare
ad designs and setup.
 Built-in ad performance measurement tools.

Using Facebook advertising to increase our “Likes” can be very beneficial – once a user likes
our page, they essentially become followers of your business page, and your posts will appear
on their Facebook news feed.

This results in more users interacting with our brand, forming relationships that may end up
translating to conversions in the future.

Facebook Promoted Posts:

Facebook Promoted Posts let Facebook page owners pay a flat rate in order to have
their individual Facebook posts reach a certain number of users, increasing a specific post’s
reach and impressions.

Launch a Facebook store:

Facebook has now become an ecommerce platform as well. We can setup a facebook
store from where users can purchase our product directly and give feedback. This can be good
opportunity to diversify our sales channels and provide customers with more ways to discover
our product.
Instagram:

Since Instagram’s creation, it has grown into the ultimate platform for sharing photos.
Over 800 million monthly users are active on the site. More than 60 million photos are posted
each day, and 1.6 billion daily “likes” are given.

Instagram can be used effectively to increase brand awareness, engage with users and
increase sales. Below are some ways we can use instagram to promote our store and increase
sales. We can use instagram for this purpose in the following ways:

Creating a Business Profile:

A business profile will allow us to create and publish Instagram ads without needing to
use Facebook’s advertising tools. Followers can click on our contact button to get in touch with
you right from your Instagram page just like they would from our website.

We can also access Instagram analytics tools, called Insights that provide stats about the
impressions and reach of our posts.

These tools come for free with a business profile and we can use them to track metrics
and understand our audience.

Through Insights, we can view statistics like impressions, engagement data, and more.

We can even get a breakdown of the demographics of your followers, including information on

their age, gender, location, and most active hours as shown in the example below.
Insights aren’t just generalized, either. We can get specific insights on posts for the week that
show us how many impressions you earned for that time period and what our top posts were.

Create sponsored ads:

Instagram ads have become common place on the platform. We can control exactly how much
you want to spend on them by setting an ad budget.

We can showcase just one sponsored ad or multiple ads with the carousel feature.

This gives brands the ability to target their audience in a whole new way. Before sponsored
posts, only users following your account could see your updates and photos.

Brands can promote their photos to anyone that fits their target audience to increase their
reach further than ever before.
For sponsored ads, we can use content that is engaging while also appealing to the target
demographic we want to put the ad in front of.

We can turn existing posts into sponsored ads, too, so we can turn the posts with most
engagement into an ad for best performance.

There are many different forms of sponsored ads that we can post, such as:

 Photo
 Video
 Carousel/Dynamic Ads
 Stories
 Stories Canvas

Examples of these ad types are given in the image below.

Cost of Facebook and Instagram Advertisement:

Facebook:
Facebook ads cost depends greatly upon the demographics. A post promotion in Pakistan costs
about Rs.2500 to reach a maximum of 32000 people. The average click through rate across the
word for classic Facebook ads is about $0.20-$0.25 per click but the cost in a developing
country like Pakistan is usually below the world average.
In the snapshot above I tried to make an ad with a budget of 2500, it can be seen that a budget
of 2500 can bring in impressions of up to 32000 according to Facebook own estimates.

Instagram:
Like Facebook the price of Instagram ads depends greatly upon demographics and the
target industry but in general Instagram Ads Cost more than Facebook Ads. A budget of 2500
will result in about 7000-12500 impressions on a post.

Influencer market:

Now an almost $2 billion industry, Instagram influencer marketing has become an

important part of product marketing. In recent years, Instagram users the globe over have
begun making a living from paid posts and collaborative marketing campaigns.

The app offers the perfect space for brand ambassadorship, with influential users
authentically recommending products and services to their loyal audience. With the influencer
space estimated to grow to a $5-10 billion industry by 2021.

People who have built a large and engaged following on Instagram are known as
‘influencers’, due to the fact that their followers idolize them and respect their opinions. They
may have acquired a loyal following due to their lifestyle, their job or hobby, the clothes they
wear or the stories they tell.

The pool of influencers is vast and diverse, meaning almost any brand has the potential
to utilize Instagram influencer marketing for their industry and target demographic. 
 Influencer marketing allows brands to reach their target audience in a way that feels far
more genuine than traditional advertising.

Rather than businesses selling directly to consumers, they are building relationships
with influencers who can sell for them. Instagram influencers have a strong and loyal
relationship with their followers, as they share many aspects of their lives with them. This leads
us to feel like we know them personally, so when an influencer we like recommends something,
we listen as we would if it were a friend.

With 800 million active users, Instagram has become the platform of choice for
influencer marketing. 72% of users said they have made fashion, beauty or style-related
purchases after seeing something on the app, proving its power in the digital marketing
landscape of 2020. 

As it has been made clear that it is an important and effective way to promote a
product, we can use this form of marketing to promote our product. The charges that it will
cost depend upon the influencers’ following and can only be determined after contacting an
influencer.

Early Discount:
We can offer a discount on our products for the few customers on our store to boost
initial sales. This is a common practice, when a new store is launched it offers a discount to the
customers for the first few days. This way it will be easy for us to engage and attract customers.
The people who purchase our products in these few days will test our product and if they like it,
they will spread the awareness about the brand and product in their circles.

Content Marketing:
Content marketing is an effective way through which we can improve our store’s SEO
and provide value to our potential customers. If we post about the skin and beauty problems in
general that the public faces in the blog portion of our website and suggest possible solutions,
they can become our customers.

The topics we can write on can be:

 Acne Problems
 Dandruff Solutions
 Dry and weak Hairs and its solutions
 How to get rid of pimples
  How to treat dark spots on face etc.

Affiliate program
Affiliate marketing can be thought of as outsourced marketing, in which we hire
affiliates who are paid to bring us customers. If they drive visitors to your website, we don’t
have to pay them. We only pay them if they convert visitors into customers.

We only have to pay affiliates when a customer converts, not when they drive people to
your website. How affiliate marketing works:

1. Affiliate is assigned a tracking URL. This is to track which affiliates are driving us traffic.
2. Affiliate markets products. Affiliates can promote our products through several different
ways: paid traffic (like Google Ads), a YouTube video of the product and link to it with
the affiliate ID, email blast, blog post, reviewing products, etc. The possibilities are
endless.
3. Customers or leads are acquired:
This is when the visitor purchases the product or signs up.
4. Affiliate receives a commission:
When the affiliate drives us a customer or lead, we pay them out.

Advantages of Affiliate Marketing

There are a number of advantages to using affiliate marketing, especially for startups:

 Pay only for results.

 Can be more cost effective.
 Affiliates may be better at reaching segments of markets that we cannot:
Why would someone sign up to be an affiliate and spend time and money if they think
they won’t be able to drive customers?
 We know your cost per acquisition as we pay a percentage of the sales money:

A lot of online stores use affiliate program to turn the general public into their promoters.
Affiliate programs are an effective way to increase sales.
Referral programs:
Referral programs are great for people who are already customers. For example, if a
company had a referral program, and a current customer tells his or her friend about the
product and the friend buys the product, the customer can receive some sort of reward
through the referral program.

This program makes existing customers bring in more customers which mean more
sales. A lot of online stores employ this program to increase sales.

Rewarding loyal customers:

Rewarding loyal customers is a good way to make a customer purchase more products.
It also increases good will between the customer and company and the customer may also
bring in more customers by spreading good words about the company. Reward may include a
discount on the next purchase or a free gift when a customer purchases a product.

Email Marketing
Email marketing accounts for approximately 23% of sales, rendering it one of the most
effective marketing channels at our disposal. When a customer purchases a product, we can
send an email to that customer later on offering a discount offer to make him a second time
buyer. Another way to make a visitor into a customer is when a visitor creates an account on
our website we can send him a welcome email with a discount offer that way he can be turned
into a customer.

Another effective way of converting a visitor to a customer is when a customer visits

our website we can show him/her a pop up with a discount offer which a lot of online stores do.
This way the visitor is more likely to make a purchase and we can build an email list which we
can use in the future.

Reviews
Customer reviews can help demonstrate quality. Consumers between the ages of 18 and
64 all see positive reviews as being the bigger indication of product quality. Out of six different
age groupings, product reviews were seen as more important when identifying quality than a
brand name. Below is a graph taken from a survey that shows how customers of different age
groups judge the quality of a product.
 Only those over the age of 65 believe that knowing and trusting a brand is a bigger
indication of a product’s quality when shopping online than positive reviews. Shoppers aged
between 18 and 24, on the other hand, are much more likely to judge products by the reviews
they get, with over 40% stating this for both products under $25 and over $50.

This means that a shopper’s experience of a brand and product can have a huge impact
on potential customers. A positive experience can lead to a good review, which in turn suggests
product quality to those browsing the site – even if the brand is not a familiar one. A negative
review, therefore, can be the thing that stops someone from making a purchase and returning
to your site.

We have to bring lots of positive reviews on the products pages and ask customers to
rate the product positively when they make a purchase. And also bring positive reviews on the
store’s Facebook page.

Creating a FAQs Page on Website

The audience often has questions related to products on an ecommerce store and it is
very helpful if there is an answer to those questions. Creating a FAQ page on our website with
high search volume keywords will not only answer users’ questions but also get users to our
site. If visitors’ questions about a product are answered they are more likely to buy that
product. We can either add a separate FAQ page where there are answers to users’ questions
or we can add a FAQ section below every product for a more detailed explanation about each
individual product.

Rewarding Customers in Exchange for Video Reviews or Posts

Another great way to reach more potential customers is to ask people to post a video
review of the product they brought, on social media (Facebook or Instagram) in exchange for a
free gift. This can be an effective way to promote our products and to reach potential
customers that are otherwise hard to reach. It will also strengthen the connection of the
customer with our brand and will be more likely make another purchase and recommend our
products to their friends.

Convenient Payment Methods

Convenient payment system greatly improves customer experience when making a
purchase online. Often times in a country like Pakistan it can be hard for customers to make an
online purchase because the payment methods available are not accessible to the customer. By
offering a variety of payment methods a customer will be able to choose which ever payment
method is easy for him/her, he/she will make a purchase without any hustle and leave satisfied.

Available options should be:

 Credit Card/Debit Card

 EasyPaisa
 Cash on Delivery