marketing strategy of web designing service
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This document discusses Projectonweb, a web design service company. At the macro level, it outlines the growing Indian ecommerce market and number of internet users. Micro factors discussed include various industries understanding the importance of websites and Projectonweb's offerings of cost-efficient packages including domain registration, hosting, design and maintenance with round-the-clock support. The document also covers an STP analysis of targeting small-medium businesses in certain regions based on literacy rates and growth, and positioning through a price, quality approach and superior customer service.
marketing strategy of web designing service
- 2. MARKET ATTRACTIVENESS MACRO and MICRO LEVELMACRO LEVELwebsites have become a door of opportunity, and business contacts
- 3. Size of Indian ecommerce market -approximately USD 6.79 billion-annual growth rate-70%
- 4. Internet users IN INDIA –approximately 100.000.000- 8.5% of population
- 5. the boom in offshore outsourcing—cost advantage 1:3
- 6. Most of small, medium companies are not using webpage-but realizing the benefit.
- 7. Non-users of website have no preference for known and tested brands.
- 8. 3 out of 4 Internet users are now on the net ‘daily’.
- 9. the post 1990s globalization and the free enterprise policies
- 10. a potential slowdown in growth after the historic U.S. credit downgrade MICRO LEVELthe number of Internet users worldwide is expected to touch 2.2 billion by 2013.
- 11. Real estate, healthcare ,retail, manufacturing, telecommunication [vendors] and other SMEs have understood importance.
- 12. Ready to provide cost efficient package---domain name registration, web hosting and development, web designing[novel and SEO friendly]and maintenance.
- 13. offer round the clock customer supportINDUSTRY DOMAINSMACRO LEVEL and MICRO LEVELMACRO LEVELBuyers are looking for unique website designs-three groups of customers—bargaining power of buyer is increasing
- 14. Due to increasing demand-Google, Yahoo, Altavista etc have decreased price of web space and maintenance—8000-8500/- for unlimited for an year-bargaining power of suppliers is lower
- 15. Print media, social networking sites, mobile internet, traditional brick and mortar—substitutes of web development tools
- 16. India still has some of the best and talented developers and designers---1.037 million domain name registrations. The total number of domain name registrations in India is estimated to be 2.15 million
- 17. High competition in market-low entry and exit barrier.—threat of new entrantsMICRO LEVELExpertise over variety of platforms—php, .net, html, dhtml, ajax, flash, java etc.—CREATIVE WEB DESIGNING
- 19. Experienced and efficient employers—creative designers
- 20. Offering low price—20 mb space/.com domain/web hosting/web designing/logo design/2 months maintenance free --- Rs.2300/-TEAM DOMAINS
- 21. STP ANALYSISSEGMENTATIONDemographic—type of company,[0-50 employees], revenue of company, number of clients of my customer, education, income level.
- 22. Geographic- east India[rural and urban]and foreign market[offshore outsourcing]
- 23. Behavioral—consumer need-type of needs—for information, inclusion of shopping cart, to make a presence, for networking, to intensify public interest, to serve customers etc. Choice of design , up gradation of webpage, Usage of website, influence of reference , use of media, to increase salesTARGETINGTargeting market from 4 perspective:1.distance from our office
- 24. 2.literacy rate---which has direct link with computer awareness
- 25. 3.population
- 26. 4.growth of target segmentsTravel agency, Real estate, healthcare ,retail, manufacturing, telecommunication [vendors]-of west Bengal, Bihar, Orissa, Jharkhand
- 27. STP ANALYSISPOSITIONINGSYMBOLIC POSITIONING AND FUNCTIONAL POSITIONINGService differentiation----dynamic and cms web development---PRICE QUALITY APPROACH
- 28. Online free trial and providing customized service—superior after sales service---CUSTOMERS BENEFIT APPROACHBRAND POSITIONINGorganize seminars and workshops to create awareness
- 29. Create a portfolio of our best creation
- 30. Include your business information on every site we build
- 32. Content building
- 33. Using RSS feeds
- 34. E-mail marketing
- 35. PROPER USE OF DIGITAL/ONLINE MARKET CHANNEL
- 36. Showcasing case studiesSERVICE & PRICEBudget Domain Website Package (RS.2300/-)
- 37. Mid-Level Website Package (RS.3000/-) Catalog Website Package (RS.4000/-). Website Hosting (free for first 2 months then RS.500/- per year ):
- 38. Website Maintenance (RS.500/-)COMPETITORS: Miracle studios, lnsel, India designers, dimension india, Agtsindia, XigmaPro, web design company, mail mantra, century website, 32 bytes, brand mantra, ai future, websys, glosoftindia, adisol, webkriti, Calcutta webdevelopoers, Taragana INC, websoft etc
- 39. MARKETING STRATEGYCOMPETITIVE STRATEGY:DIFFERNTIATION—DIFFERENTIATED PROSPECTOR---CREATIVITY IN WEB DESIGNINGNICHE MARKETING STRATEGY
- 40. MARKET IS IN GROWTH STATE---CHALLENGER—GUERILLA ATTACK ??