Digital Marketing

Capstone
COMPLETE DIGITAL MARKETIG PLAN ABOUT GRAINGER AND
BOSCH GMBH

Anamitra Sarkar

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Table of Contents
Executive Summary ................................................... 0Error! Bookmark not defined.
Client and Brand Analysis ......................................................................................... 03
Consumer Decision Journey ..................................................................................... 08
Collect Data & Analysis: ............................................. Error! Bookmark not defined.4
Channel And Content Strategy ..................................... Error! Bookmark not defined.
Research And Planning................................................. Error! Bookmark not defined.
References…………………………………………………………………………………………………………… 29

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 Summary
Hello, Myself Anamitra Sarkar from Kolkata. Before this course I had no idea about
digital marketing or anything related to this field. But after taking this course my
confidence for this field has become cleared and now, I am looking forward to gain
more knowledge and try to help others to improve their business. I would like to
thank you Coursera and University of Illinois for this wonderful course. Especially
Mr. Aric Rindfleisch Sir for his wonderful teaching style. Now for this task, I have
included every Details for every module separately with table of content. I tried my
best to learn and apply every aspect of this course. I hope you will get a clear view
about the problem we have been given.
Thanking you,
Anamitra Sarkar

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Grainger’s Marketing strategy:
Grainger is the leading company in ROM sector (Research, Operation,
Maintenance) in the world. It listed as top 13 website in USA in case of overall
Traffics. The main Strategy for Grainger is the variety of products its offering
though their websites. It has around 1 million products ready to ship by phone
calling or by ordering through their website. One Electrical distributor told,”
One of my Customer just bought 10 30amp at a 35% margin from Grainger. If
he’d called me, I would have sold them at a 17 percent margin. Why does that
happen?”
Grainger Categorised their marketing strategy into three different categories.
They are:

1. Product category
2. Customer category 3. Some combination.
Also, the website is well maintained and offers easy user interface. One can
easily find specific product just by clicking pre-determined channel in the
website.
Grainger typically a B2B firm, But it also works as a B2C firms as well. It has
around 370 branches across US(around 600 worldwide) and over the phone to
deliver product in one day for emergency purposes. It created a good
impression to the consumer to use Grainger as a reliable ROM service.
(Problem Statement, Digital Marketing Capstone, Coursera).
Online Presence of Grainger:
Grainger maintains significant presence on social media platform. According to
Alexa site traffic Grainger has 171k Keyword search every day. It has around
221k likes in Facebook, 26.6k followers in twitter, 146k followers in LinkedIn,
7k subscribers on YouTube. Grainger also have 7k followers on Instagram as
well had an account in Google+ also. So Grainger has an well maintained
presence on social media to promote its service and ad for its business.
Grainger’s Customer Demographics:

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According to Grainger website, they have around 3.5 million active customers
around the world, majority of them are from US alone. They generated around
11.5-billion-dollar revenue in 2019. 90 percent of orders are made through
Digital platform. Majority of the customers are from Heavy Manufacturing
(17%), Government (14%), Light Manufacturing (10%). Most of the products
are Safety and Security (17%), Material Hardening (11%), Metalworking (10%).
Bosch’s Brands:
The Bosch Group is a leading Global supplier of technology and services. The
company Roughly employs 360000 associates worldwide. It generated sales of
49billion euro in 2014. In this task we will discuss brands in power tool
category in north America region.
These are:
Key Professional Trades:

• General Contractors
• Carpenters
• Concrete and Masonry
• Facilities Maintenance
• Electricians
• Plumbers
• HVAC
• Remodels
• Woodworkers
• Framers
• Landscapes
Key product categories:

• Rotary Hammers
• Demolition Hammers
• Grinders
• Woodworking
• Cordless tools.

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(Retrieved from: About the client Bosch tool corporation.pdf, Digital marketing
capstone, Coursera)
Primary and Secondary customers for Bosch: primary audience:

The individuals or businesses toward which a marketing campaign is directed.

When a business is developing an advertising strategy for a new product, it
needs to keep firmly in mind the needs, characteristics, consumption habits
and preferences of its targeted primary audience. secondary audience:
People that may exert an influence on the primary audience, such as children,
spouses, associates, friends, neighbours, etc.
(Glossary, Digital Marketing, Coursera)
So according to the explanation, Bosch’s primary audiences are

• Building Sector
• Electrical installation
• Sanitary/Heating
• Woodworking
Secondary customers of Bosch Power Tools are end users, forepersons and
executives. The end users are primarily concerned with the utility, durability
and quality of output associated with the power tool selected.
(Retrieved From:
http://www.digitaltrainingacademy.com/casestudies/2014/09/social_crm_c
ase_study_how_bosc h_learned_to_target_select_trades_on_facebook.php)

Relationship Between Primary and Secondary Customers:

The firm provided a social media service - the ‘Bob Community’ - which is
accessible from its website. Towards the end of 2011 the Bob Community had
attracted 460,000 visitors with 35,000 registrations. By comparison, its new
company Facebook page had attracted 4,000 fans.

As a result, Bosch needed to determine whether its investment in Facebook

was reaching the desired demographic, and to measure the value of its
Facebook fans compared to that of Bob Community users.

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Using this data, Bosch could then allocate the right amount of marketing
resources into each channel and produce a focused social media CRM
programme.

The company also aimed to build relationships with key customers who, it felt,
would significantly influence the purchasing behaviour of other Facebook fans
and visitors to the fan page.

The challenge was to foster a relationship with these ‘brand advocates’, and to
continue to facilitate positive interaction amongst the community, through an
increasingly focused social media programme.
(Retrieved From:
http://www.digitaltrainingacademy.com/casestudies/2014/09/social_crm_c
ase_study_how_bosc h_learned_to_target_select_trades_on_facebook.php)
Personal Perception About Bosch:
Bosch is an excellent company in terms of digital strategy. Its website provides
good Ui and also have significant influence on other social media platform
also. BOB community is the official community of BOSCH group to gather Big
data from consumers by User generated Content.
SWOT ANALYSIS:

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(Retrieved: https://www.swotandpestle.com/robert-bosch/)

Bosch and Bosch Power tools:

I don’t think they are overlapping in their business strategy. Because BPT is the
main source of income for BOSCH group and they give more importance on the
separated website as well as maintain a good relation wit customer via BOB
community and other social media Platforms.
Bosch influence on social media:
As I mentioned earlier Bosch has a dedicated social media platform named BOB
community and also they has more than 200k likes in facebook, 77k followers
on Instagram. and the conversion rate is much better around 11% for facebook
only.

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Consumer Decision Journey:
Consumer Decision Journey (CDJ) is a model that describes how consumers
make purchase decisions. It is therefore non-linear, meaning that the actions
overlap and repeat until the final purchase decision, rather than following
successively. The CDJ highlights the importance of Word of Mouth Marketing
by incorporating factors such as customer loyalty, and the post-purchase
experience after purchase into the model.
it’s to reach consumers at the moments that most influence their decisions.
That’s why consumer electronics companies make sure not only that customers
see their televisions in stores but also that those televisions display vivid high-
definition pictures. It’s why Amazon.com, a decade ago, began offering
targeted product recommendations to consumers already logged in and ready
to buy. And it explains P&G’s decision, long ago, to produce radio and then TV
programs to reach the audiences most likely to buy its products— hence, the
term “soap opera.”

Marketing has always sought those moments, or touch points, when

consumers are open to influence. For years, touch points have been
understood through the metaphor of a “funnel”—consumers start with a
number of potential brands in mind (the wide end of the funnel), marketing is
then directed at them as they methodically reduce that number and move
through the funnel, and at the end they emerge with the one brand they chose
to purchase (Exhibit 1). But today, the funnel concept fails to capture all the
touch points and key buying factors resulting from the explosion of product
choices and digital channels, coupled with the emergence of an increasingly
discerning, well-informed consumer.

Mapping 3 Scenarios:
Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for
example a drill), but do not visit Grainger.com.
The audience here is concern for active Evaluation where they are
researching actively about which product will be suitable for their needs but
they still haven’t made up their minds.

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Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then
visit Grainger.com, log in to Grainger.com, and visit the power tools category.
In this scenario the audience is at moment of purchase stage. They made
up about their decision about their product and visit the website for the
purchasing.
Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then
visit Grainger.com, log in to Grainger.com, and visit the plumbing category but
not power tools.
Here the audience is in Initial consideration stage which is the most
uncertain stage where customer still thinking whether she/he should purchase
a product or not.

Table for Customer Concern:

Scenario CDJ Customer Concern
1 Active Evaluation The customer is
examining if the
product fulfilling her/his
criteria or not.
- checking specification,
Watching reviews on
YouTube, social media -
Pros and cons of the
product
2 Moment of Purchase The customer is about
to make the
purchase. -
Comparing deals and
offers with other
products. - where to
make purchase online
or offline.

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 3 Initial Consideration The customer is not sure
about the purchasing.
- They are searching for
the product online
within different brands
but will prefer the
favorite brands

My analysis about the concern:

Stage Concern Analysis
Active Evaluation Specification Company should use
cookies to get search
kewords
Reviews and tutorials Company should make
own YouTube channel
to promote products
and videos.
Moment of Purchase Deals and offers Should prefer digital
payment over COD.
Give offers in specified
credit cards as well as
cashback in special
occasions.

Initial Consideration Searching products -Search marketing

- Paid advertising
- Search keywords

Brand recognition -conduct survey for

better insight.

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Business Objective For each scenario:
For this task First let me give a Short description about the companies Bosch
and Grainger.

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Grainger: W. W. Grainger, Inc. is an American Fortune 500[4] industrial supply
company founded in 1927 in Chicago by William W. (Bill) Grainger. He founded
the company in order to provide consumers with access to a consistent supply
of motors. The company now serves more than 3 million customers worldwide
with offerings such as motors, lighting, material handling, fasteners, plumbing,
tools, and safety supplies, along with inventory management services and
technical support. Revenue is generally from business-to-business sales rather
than retail sales. Grainger serves its over 3 million customers through a
network of approximately 598 branches, online channels (such as
Grainger.com, Keep Stock and eProcurement, and 33 distribution centers.
Bosch: Robert Bosch GmbH or Bosch, is a German multinational engineering
and technology company headquartered in Gerling, near Stuttgart, Germany.
The company was founded by Robert Bosch in Stuttgart in 1886. Bosch is 92%
owned by Robert Bosch Stiftung, a charitable institution. Bosch's core
operating areas are spread across four business sectors: mobility (hardware
and software), consumer goods (including household appliances and power
tools), industrial technology (including drive and control) and energy and
building technology.

The Business Objective for each scenarios are:

Scenario 1: Audiences Goal: Goal:

that visit Improve Traffic in Increase Brand
Boschtools.com, look at Website Awareness
a power tool (for Objective: Objective:
example a drill), but do Optimize Search Engine Promote ad in analog
not visit Grainger.com way
Scenario 2: Audiences Goal:
that visit Increase Sell
Boschtools.com, look at Objective:
a power tool, and then Increase storage of
visit Grainger.com, log in products

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to Grainger.com, and
visit the power tools
category

Scenario 3: Audiences Goal:

that visit Audience awareness
Boschtools.com, look at Objective:
a power tool, and then Make more interactive
visit Grainger.com, log in website
to Grainger.com, and
visit the plumbing
category but not power
tools

Business Objective Key Questions Tools

Consideration Why customer is not average time spent on
considering my website? website, Bounce rate
Source- Google analytics

Increase Brand How to increase brand Impression, engagement

Awareness recognition? rate, Macro conversion
rate.
Source- Social media
anaylytics

Increase Sell What is happening in the Google Analytics

sales?

Audience awareness Why audience keep New visits, Audience

losing searching? Growth, Direct traffics
Source- Google analytics,
Wor dpress

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Collect and Analyse Data:
Now it’s time for one of the important steps in digital marketing which is Data
collecting and analysing. For this process I would like to tell about the three
scenarios and the related decision for the data collection.
Scenario 1:
Audiences that visit Boschtools.com, look at a power tool (for example a drill), but
do not visit Grainger.com.
In this scenario, we are examining Active evaluation so our main concerns are “Why
customers are not visiting my website?” For that we need the metrics like average
time spent on website, Bounce rate and source will be Google analytics. In this
scenario one of the main factors is review and tutorial on YouTube and we need
Watch time, Views, Audience retention, engagement, Traffic source types and the
source will be YouTube studio.
Scenario 2:
Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, log in to Grainger.com, and visit the power tools category.
In this Scenario we are examining “Moment of purchase” so our main concern is
“Why customers is not choosing our company for this product”. So the data we need
are Marketing events, deals and offers as well as hashtag volume. The source will be
Company internet site and key hole and we also need CSR database for reviewing
customer’s loyalty.
Scenario 3:
Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, log in to Grainger.com, and visit the plumbing category but not power
tools.
In this scenario we are examining Initial consideration. So the data we need are web
Analytics like gender, Location, Engaged etc. source will be TrueSocialmetrics.

I would like to summarize my data into a table:

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Scenario CDJ Data---Source
1 Active evaluation Average Time spent on
website, Bounce Rate,
Watch time,
Views, Audience
retention, engagement
Source- Google
Analytics, YouTube
Studio

2 Moment Of purchase Marketing events, deals

and offers as well as
hashtag volume
Source- CSR Database,
Keyhole

3 Initial consideration gender, Location,

Engaged
Source-
TrueSocialMetrics,
Youtube studio

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Bias in my Data:
I have noticed 3 types of Bias in my data, these are:
1.Sample bias:
Happens when the collected data doesn’t accurately represent
the environment the program is expected to run into.
2. Exclusion bias:
Happens as a result of excluding some feature(s) from our dataset
usually under the umbrella of cleaning our data.
3.Observer bias:
The tendency to see what we expect to see, or what we want to see.

Elimination of Bias:
Sample Bias:
▪ Training your model on both daytime and nighttime.
▪ Covering all the cases you expect your model to be exposed to.
This can be done by examining the domain of each feature and
make sure we have balanced evenly-distributed data covering all
of it. Otherwise, you’ll be faced by erroneous results and outputs
the don’t make sense will be produced.
Exclusion Bias:
• Investigate before discarding feature(s) by doing sufficient
analysis on them.
• Ask a colleague to look into the feature(s) you’re considering to
discard, afresh pair of eyes will definitely help.
Observer Bias:
▪ Ensuring that observers (people conducting experiments) are well
trained.
▪ Screening observers for potential biases.
Words used 527

Data Analysis:

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Data analysis is the important part of this module I would like to explain some
analytic measure in details.

1. Bounce Rate:
Bonce rate is a type of web analytics that explains in percentage how many
people left side from the home page. This will help us to get answers of
following questions:
• Does the website provide good User interface?
• Does website satisfy customer needs?
The source will be Google analytics, Klipfolio.
Target- Lower the bounce Rate.
2. Page depth:
Page Is the web analytics of Number of page view in a new session. The data
provided by this metric will help us get answers for the following question:
• Is customer considering Grainger as a supplier?
• Customer is preferring another website instead of grainger.
3. Consumers review: Once we have inside of the web performance, we now have to
understand if Grainger as a supplier have good feedbacks and review. Determine if
that
is the reason why people are not considering the brand. The first step is taking the
data
from Google consumer surveys, Qualaroo and social media; the second step is
cleaning
the data and determine a range/score range to understand the level of satisfaction
from
our customers.

Net Promoter Score: In this KPI we are evaluating how likely a customer will promote
or recommend the product to another individual. This marketing metric can be
measured on a tenpoint scale by conducting customer surveys and interviews. The

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easiest way is to ask this question in the follow up email of a product order or new
subscription
Click-Through Rate: is the ratio of users who dick on a specific link to the number of
total users who view a page, email, or advertisement It is commonly used to
measure.
Monthly Website Traffic: This is important data to analyze as it will give us better
idea of what pages are more seen by our audience and where do we find the higher
conversion rate. To analyze this information, we will use Grainger's internal data
and Google Analytics.
Engagement Rate: Engagement rates are metrics that track how actively involved
with your content your audience is Engaged consumers interact with brands
through "lies" comments and social sharing The engagement rate is a metric often
used in analyzing the efficacy of brand campaigns

Benchmark:
• Bounce Rate will be about 40 percent.
• Page depth will be minimum 6min.
• Endorse on UGC about 20percent.
• Website Traffics surge upto 35%
Analysis:
Sorry to say but as a student I couldn’t gather so much data about the grainger. My
thoughts is based on data published by peers and from the course curriculum. I hope
my analysis will help to gather enough knowledge for my peers. I wrote this report
by pretending having the data. So there would be some mistakes. Pardon me for
that.

Channel & Content Strategy:

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Now we are in the most important aspect of Digital Marketing which is Channel and
content strategy. For this Task we Are given two main audiences category, these
are:
Audience 1:
New customers: Many new customers visit Grainger.com on a daily basis. Grainger
wants to target these new customers and increase the sales of Bosch power tools
on Grainger.com.
Current customers: Grainger wants to cross-sell or up-sell different categories of
Bosch brand products to customers who have purchased Bosch power tools on
Grainger.com.
Audience 2:
Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a
drill), but do not visit Grainger.com
Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, login to Grainger.com, and visit the power tools category
Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, login to Grainger.com, and visit the plumbing category but not power
tools.
Strategy for Audience 1:
For the audience 1 We are using Email strategy and display strategy.
For the email strategy, first we need to collect significant amount of genuine emails.
For this we can use, Grainger login credential because most of the users are getting
signed up by using email. Also, we can use following method to get the emails, they
are:
1. Make sure there’s something in it for them (and never, ever, spam).
2. Offer useful resources.
3. Offer free tutorial videos.
4. Promote your newsletter signup throughout your website.
5. Use popups to promote special offers.
Now for the email part,
1. Use template to get better view of the content.
2. Use short Paragraphs to express your thought.

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 3. Use appropriate images and position.
4. Drop down useful links for vlogs.
5. Upload A YouTube channel link like tutorial, product promotion etc.
6. Use suitable subject line.

Display Marketing Strategy:

Another approach we are taking is display marketing which include ad and video on
official website and YouTube to attract more customers.
In display marketing we can take following measures:
1. We will top left side to show our ads, because audience tend to avoid ad at
the top.
2. Ads should be animated or interactive.
3. We can use annotation also.
4. I would not recommend but We can use interstitials ad to force the user show
the ad.

Strategy for Audience 2:

In this part, we are going to discuss Email strategy for different scenario. For this I
am going to use table for better understanding of each scenario.

Scenario Email Marketing Display Marketing

Strategy Strategy

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Scenario 1: Audiences 1. Use Bosch raw 1. Buy ad space for
that visit Data to extract upper left corner.
Boschtools.com, look at emails for 2. Use interactive
a power tool (for promoting ad.
example a drill), but do Grainger website. 3. Use catchy phrase
not visit Grainger.com 2. Use bootstrap in ads.
template for
better interface in
email.
3. Offer incentive
coupons.

Scenario 2: Audiences 1. Extract email data 1. Promote ad in

that visit from Grainger Facebook
Boschtools.com, look at Login credential. ads(BOB
a power tool, and then 2. Offer Coupons as community has
visit Grainger.com, well as Video significant
login to Grainger.com, tutorials in email presence in
content. Facebook)
and visit the power
3. Drop BOB 2. Promote more
tools category
community blogs UGC in YouTube
link in the email. and Instagram.
3. Use annotation in
various website.

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 Scenario 3: Audiences 1. Extract email rom 1. Engage in social
that visit Grainger Data. media ad
Boschtools.com, look at 2. Offer more platform like
a power tool, and then Content about Instagram,
visit Grainger.com, Power tool Facebook.
login to Grainger.com, Section. 2. Use interstitial ad
3. Use direct link for in Facebook ads.
and visit the plumbing
power tool 3. Offer Ads In
category but not power
section. animated way.
tools. 4.

Content Strategy:
My Recommendation:
I think for a Good relationship with customer the content of the email and display
ad should be well crafted and error free. We should keep in mind that audience get
distract by a matter of second so we have to deliver the message in short and smart
way. the language of the follow up email should reflect an understanding of the use
and should never feel that as any a mass email else they won't feel that he's being
treated as an Individual but rather cell database. The distribution of the information
should take the latter since according to studies that were conducted on customers
by tracking their eye movement, they have concluded that generally they move
their eyes in a pattern that math the shape of 20
I would like to recommend some tone of the message and visual quality about our
strategy:

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Audience 1:
Tone:
1. The email can be sent with joy and eagerness to give a good insight to
customer why they need to buy or register and what they will get in return.
2. Send email at least one time each week. Try to repeat this process for two
three times to get customer response.
Visual:
1. Display some picture of power tool as well as some quote from satisfied
customers or influencer.

Audience 2:
Tone:
1. Scenario 1: The tone should be like a professional who is telling the pros
about the product as well as how to get a fast service.
2. Scenario 2: Tone should show honesty and reliability about the product and
have sympathy for customer that we care about her/him.
3. Scenario 3: Tone could be with some surprise and personalized based on the
age, professional of the consumer.
Visual:
1. Add a clickable grainger.com banner.
2. Use some product featured image.
3. Use poster to display incentive coupons.
Frequency:
Email can be sent thrice a week with a gap of two days. Should do it for two-three
times to get customer response.

keep the content aligned with Bosch’s brand essence:

Just like people, strong brands have an outlook, tone, and personality that help
reinforce the consistency of what and how brand gets communicated to customers,

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employees, and other stakeholders. The brand voice and personality are rooted in
the brand promise and values, but they help flesh out the brand’s distinctive image
and presence. A useful template for defining brand voice and personality is the
“is/is never” template. Using this template, marketers define the voice and
personality attributes of the brand, almost as if it were a person. the brand promise
should be simple and easily understood, so it’s easy to communicate and reinforce.
Some marketers equate the marketing tagline, or advertising slogan, with the brand
promise. While there are some exceptions, most brand-promise statements do not
use the same marketing language that’s used in ad slogans. For instance, Nike’s
“Just Do It” slogan works very well as part of an ad campaign, but it’s not very
illuminating as a brand promise. Similarly, fast-food chain Taco Bell never intended
its catchy “Make a Run for the Border” tagline to be interpreted as a brand
promise. Also, taglines, which are part of marketing communications, may need to
be updated more frequently than the brand promise. In contrast, the brand promise
should be the global, enduring commitment you stand for overtime. I would keep
the consistent price and keep the consistent feature of the product as it was on
Bosch but address that you can get quicker delivery and best quality of sales service,
incentive and Grainger understand their consumers better and they already served
millions professionals and handymen, they are the best retail providers around the
world. The picture of the product could be different as I will add more handyman
use the tools for fun and attract more consumers to see how they could look like if
they are trying the tools themselves.

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Research and Planning
Our Research Objective:
Now we have reached to the most important part for a successful Digital Marketing
Campaign Which are Research and planning. It gives our team A goal to work
efficiently and precisely by prescribing some good protocols or shortly say
“Marketing Objective”.
“Marketing strategy or objective is a long-term, forward-looking approach and an
overall game plan of any organization or any business with the fundamental goal of
achieving a sustainable competitive advantage by understanding the needs and
wants of customers”.
We will define our objective in a simple way and try to cover everything. Because
Unclear objective leads to unrealistic expectation. We will try to take SMART
objective for this purpose. SMART objectives are Specific, Measurable, Achievable,
Relevant, and Time-related.
• Be specific means that you have to prepare yourself for in-depth research
about the issue you want to address.
• Your objectives must be measurable. Keep in mind that your donor wants to
know how the success of your project can be evaluated.
• Your objectives must be achievable and relevant.
• Relevant means result oriented.
• your objectives must be reached in a set time-frame.
The research Objective I would like to recommend are(15% Growth In 5 Months):
A. Number of visitors increase to Grainger.com from Bosch.com.
B. Total No. of power tools section visitor for both websites.
C. Total Sales Volume.
To see If we are really improving or not, I would like to recommend some research
which will get into an array of Primary And secondary Research.
❖ Primary Research: The purpose of primary research is to gather information
and answer questions that have not been asked before. Primary research is
typically more time consuming and has higher associated costs, so it is in the

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 best interest of an organization to only conduct primary research after the
gaps in available secondary research have been identified.
❖ Secondary Research: Conducting secondary research is similar to the
research that students conduct throughout primary school. Answers to
research questions are already available online, in academic databases, the
news, published books, journals, etc.—the work is in wading through the
information that is already available and finding data that coincides with the
particular research project.

We will heavily rely on secondary research and quantitative methods related to

statistical data from Google Analytics related NOL ROSS, and as on Tisha important
here to conduct surveys and questionnaires that are considered to be primary tools
in der to have more qualitative data this matter.
The Tools we will use are:

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1. Google Analytics: Google Analytics is a web analytics service offered by
Google that tracks and reports website traffic, currently as a platform inside
the Google Marketing Platform brand. during and after the campaign.
Grainger can keep track of which online companies bring in more traffic,
where most loyal visitors are located, and track site searches to see what
propel search in terms of Bosch Power Tools
2. Google Alerts: Google Alerts is a content change detection and notification
service, offered by the search engine company Google. The service sends
emails to the user when it finds new results—such as web pages, newspaper
articles, blogs, or scientific research—that match the user's search term.
3. A/B Testing: A/B testing (also known as split testing) is the process of
comparing two versions of a web page, email, or other marketing asset and
measuring the difference in performance. You do this giving one version to
one group and the other version to another group.
4. Customer Survey and Feedback: It will provide more primary Data for better
Research.

➢ Secondary data related to email marketing effectiveness in open rate. CTR

and Conversion rate that can be considered quantitative secondary in type
Test and evaluation. We will be using Successive Approach Model (SAM)
used in instructional due especially in it best phase Where it go through
four stages of testing that are respectively

Decision proof: A prototype of the campaign will be applied to sample of

customers to gage their interactions, expectation w well as their feedback. IS in
necessary here to send in this decision l the sample of the campaign all related
stakeholders such as designers, digital market tractional designers and any
related stakeholders even if t's outside their discipline since they can provide
valuable data.

1. Alpha phase Cormier after receiving feedback from decision proof and making
the modifications Here the campaign should contain all the necessary

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 2. elements such as rich media, Videos, and other related assets Beta phase
Now the campaign will be fully-ledged as it should be in the real world and
should have already applied the modifications suggested in the Alpha stage

3. Gold phase: This is the actual Is launching of the campaign while. keeping an
eye on KPI that were agreed before in enter to adapt when necessary.

Testing My Recommendation:
our business objective is. For acquiring new customers, we must focus our content
on applying Grainger promotion as the main content and Bosch power tools most
sought product For retaining existing customers, we can also use Grainger
promotion as the main content but must be complement with a great advocacy
shown on the ads. A frequent display advertising also important for the existing
customer so that they are more convinced about advocate the brand to their
relatives and friends. We can also put and Bosch power tools ads on Grainger
website. As people shopping through the Grainger website, they might be attracted
by the Bosch power tools product. The targeted people will be those who are
looking for power tools product.

Do a survey on 50 people who visits Grainger website but not visit Bosch power
tools. After the survey we can determine what is the appropriate action to attract
them to the Bosch power tools. Perhaps the design of the website is not well-
curated enough. Perhaps they have trouble in identifying the products they want. In
this case we must update and design our catalogue properly to help the customers
shopping experience.

Words used: 3986 words

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(Ian Heller,2010,The secret to Being Grainger, Retrieved from:
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