The marketeers
- 1. Get Presented by The Marketeers
- 2. Meet The Marketeers Joseph Diana SuzanneHanna
- 3. SWOT Analysis: Internal Strengths ● Cash flow- High capital used to purchase resources for future projects. ● Returns on capital expenditures- Decent margins of success in new products and builds new revenue lines. ● Distribution Network- ability to reach a majority of its market audience ● New Market Performance- expansion into new markets with relative ease. ● Suppliers- raw materials readily available and is able to avoid any supply chain bottlenecks. ● Dealer Community- strong culture among distributors & dealers that promote business and train sales departments on how to order effectively.
- 4. SWOT Analysis: Internal Weaknesses ● Financials are weak showing that cash can be used more effectively and efficiently. ● Research and development is higher than market average however is not competing in innovation and stays in comfort zone with tested features in market. ● Weak forecasting with inventory leading to missed sales due to competitors able to fill when they are out of stock. ● Product portfolio is limited leaving competitors with an opportunity to exploit. ● Profitability ratio & net contribution % is below market average. ● Weak marketing of products with easily defined business model that can lead to mimic competitors. ● Business model limits future expansion in other product segments
- 5. SWOT Analysis: External Opportunities ● Low inflation allows credit at lower interest rate to consumers of boxed ● Low shipping cost either bringing up profitability or lower prices to consumer allowing the company to increase market share. ● New trends allow boxed to open new revenue streams and diversify product portfolio ● Utilize information gathered from data analytics and find target market to better serve its loyal consumers. ● New environmental policies level the playing field for all in industry to drive home its advantage in new technology and gain market share ● New taxation reform can impact business structure and increase profitability. ● New technology provides differentiated pricing strategy in market. It will enable the firm to maintain its loyal base and attract new customers through value promotions.
- 6. SWOT Analysis: External Threats ● Seasonal high margin products are vulnerable to unlikely events that can affect profitability in short term. ● High competition and profitability attracts more companies which decreases leverage in overall ● sales ● Consumer changes to online buying may threaten physical infrastructure and supply chains. ● Shortage of skilled labor decreases growth in other markets. ● Rising wages and prices on manufacturing may decrease profitability. ● Generic brands producing low quality goods take market share in new lower income markets. ● Increased cost of materials decrease profitability. ● Local distributors leverage presents threats at competitors pay higher margins to local distributors
- 7. Marketing Objectives: 1. Primary objective: Increase sales among busy mothers of multiple children Sub Objective: Increase the number of conversions we get from people who make a purchase while browsing our online store by 30% in the next 2 years
- 8. Marketing Objectives Continued: 2.) Secondary Objective: Increase brand awareness with potential customers. -Increasing brand awareness should influence sales. Sub Objectives: Increase the # of “#boxed” hashtags used with shared pictures on Instagram along with the Instagram conversion rate. Increase the percent of our target market that is aware of our brand by 30% in 2 years.
- 9. Target Market ● Affluent moms with multiple children in Washington DC ● More specifically: Busy moms who prefer to buy in bulk at Target but hate waiting in lines and struggle to make time to go to Target at store opening. Moms of multiple children find it harder to make time to visit the store to go shopping.
- 10. Target Market Continued: ● The figure shows the total population and the portion of the total that are male and female. ● There’s a total of 601,723 people in Washington DC. ● There are 317,501 women, with the remaining being men.
- 11. Target Market Continued: ● The figure shows the total number of occupied homes in Washington DC. ● The total number of family led homes, husband-wife family, and other family homes is 225,430.
- 12. Target Market: Significance of Stats ● The total number of women in Washington DC is important since our target market is women. This helps us know the scale of our market. ● The total number of family led homes, husband-wife families, and other family homes is important because we are targeting mothers of multiples, making families our relevant target group.
- 13. Market Strategy Explanation ● Increase value of existing Boxed Customers by offering coupons and free shipping. ● Acquire new Boxed customer by Referrals, Word of Mouth, and social media sharing tactics to increase brand awareness. ● Utilize search engine optimization by keywords, titles, and URL ● Posting best content on all social media sites which is relatable to our target market of moms with large families and moms who need to make shopping simple and efficient. ● Video Campaign which will be relatable and have an emotional connection to our target market. ● Video Campaign will be posted to social media sites during peak times of user engagement ● The other paid content will be given to customers who post a picture of their Boxed order with its contents, our specific hashtag, and tag Boxed Facebook page to its social media post, will receive free shipping on their next order. ● The search engine optimization is already being utilized, which a portion of our budget will be used to continue to assure the keywords, titles, and URL are the main types used to optimize customer reach. ● The other paid content will be given to customers who post a picture of their Boxed order with its contents, our specific hashtag, and tag Boxed Facebook page to its social media post, will receive free shipping on their next order. ● Paid content will be published on Facebook, search engine optimization, referrals, and LinkedIn. The referrals are word of mouth and give $15 off to users who refer a new customer, and $15 off the new customers first order.
- 14. Social media traffic only consists of 4.43% of traffic but 86.55% of it comes directly from Facebook users Direct source consists of 57.51% of traffic sources. According to Date USA, the median household income in Washington DC is $75,506 which is the highest median income in the United States Washington, DC. (n.d.). Retrieved from https://datausa.io/profile/geo/washington-dc/ Boxed.com Traffic Statistics. (n.d.). Retrieved from https://www.similarweb.com/website/boxed.com#websiteContent Boxed.com Traffic Statistics. (n.d.). Retrieved from https://www.similarweb.com/website/boxed.com#websiteContent
- 15. Traffic of user engagement on Boxed Facebook site is high during certain peak times 32.61% of traffic is from online searching Socialbakers. (n.d.). Retrieved from https://suite.socialbakers.com/601112/analytics/fb/overview?v-demo=1&c-t1=0&c-t2=0&c-t3=0&c-t6=0&c- t4=0&c-t11=d&c-t5=0&c-d1=last-30&items=12535191 Boxed.com Traffic Statistics. (n.d.). Retrieved from https://www.similarweb.com/website/boxed.com#websiteContent
- 16. Strategic Summary Chart Target Market Objective Best Content Paid Content Content Channels Frequency of Content Published Metrics Busy Moms w/ multiple children Build Brand Awareness, increase sales, Increase & optimize sales conversions rate of those who browse/shop our website Images, Videos, News & Articles, Infographics, Facebook, Search Engine Optimization, Referrals, LinkedIn Facebook LinkedIn Instagram Search Engine Optimization Direct Website Referrals Between 11am & 4 pm Between 6pm & 9pm Use hashtags #boxed, Paid Advertisements, Paid Marketing Campaigns, Referral conversion rates Large families Build Brand Awareness, increase sales, Increase & optimize sales conversions rate of those who browse/shop our website Images, Videos, News & Articles, Infographics, Facebook, Search Engine Optimization, Referrals, LinkedIn Facebook LinkedIn Instagram Search Engine Optimization Direct Website Referrals Between 11am & 4 pm Between 6pm & 9pm Use hashtags #boxed, Paid Advertisements, Paid Marketing Campaigns, Referral conversion rates Busy moms who prefer to buy in bulk at Target but hate waiting in lines & straddle to make time to go to Target at store opening Build Brand Awareness, increase sales, Increase & optimize sales conversions rate of those who browse/shop our website Images, Videos, News & Articles, Infographics, Facebook, Search Engine Optimization, Referrals, LinkedIn Facebook LinkedIn Instagram Search Engine Optimization Direct Website Referrals Between 11am & 4 pm Between 6pm & 9pm Use hashtags #boxed, Paid Advertisements, Paid Marketing Campaigns, Referral conversion rates
- 17. The Message ● BOXED will feature a short video ad that catches the attention of the viewer on social media instantly, filmed professionally and edited tactfully ● This video would highlight the strife and amount of time a trip to the grocery store with children can take and highlight the ease BOXED can bring to a busy mom
- 18. Message Map BOXED is much easier than than the grocery store Scanning the QR code of the subway ad’s groceries will add them to your cart! BOXED is convenient I can earn with BOXED BOXED is easy to use Just share the app with your friends, when they log on using your referral code, they get points and you do too! Points can be used towards future purchases Orders can be made online or using the phone app Ordering from home prevents you from needing to bring kids to the store to purchase Home delivery skips the store to pickup
- 19. Channel Plan Focus Demographic Overview Typical Use/ ways Boxed meets Objectives Media Used Good for Zone 1 (Relationship & Community) Good for Zone 2 (Publishing Content) Good for Zone 3 (Entertainment) Good for zone 4 (commerce) Sample Content Facebook Instagram Youtube Subway Print Communicating and sharing content with users, customer service Ages 18 -50 Ages 18 - 30 Ages 18-50 Ages 18-50 Communicating and sharing content with users, short interactions, sharing links Sharing videos, responding to comments/questions Print ads used to catch the eye of passersby and produce sales with QR Codes Building Community/ customer service Building Community/ catching attention Sharing video, brand awareness Catching Attention Videos, links, images Videos, links, images Videos, links Print X X X X X X X X X X X XX ● Video ad of hectic mom ● Hashtag #Hustlemoms ● Graphics & Images ● Video ad of hectic mom ● Hashtag #Hustlemoms ● Graphics & Images ● Video ad of hectic mom ● Print ads of lifesize groceries
- 20. Editorial Calendar Facebook Instagram Youtube Subway Referral January 2019 February 2019 March 2019 April 2019 Video ad for ‘Skip the grocery store get BOXED’ campaign airs initially on January 31, to ensure holiday fatigue has begun to dissipate in consumers Video and image ads continue through March every week getting shared and being responded to by consumers Imagery begins to be shared in addition to the video ad on February 2nd and continues on the 5th, 10th, 12th, 14th, 15th, & 20th Video ad for ‘Skip the grocery store get BOXED’ campaign re-airs with a different stress-related scenario on april 1st, humor is key! Imagery for BOXED posts on January 1st, the video will be posted on Jan 10th Video ad airs here on January 1st, to give people time to discover it no revenue will be spent on interrupting people’s youtube viewing habits to view the ad, instead the video will use keywords to draw ties to the new subway ads and explain their appearance Imagery continues to be shared in addition to the video ad on February 2nd and continues on the10th, 14th, & 20th Video and Imagery will be shared alternating every other week in March New April fools twist on ‘Get BOXED’ campaign will roll out with newly themed imagery for spring and add humor Subway print ads will be placed all at once on January 1st and be minimalist innature when it comes to the Brands logo but be large in size, showing actual sizes of food items The referral program/points earning program should be launched January 1st and continue indefinitely to build brand loyalty and encourage the continued purchase of BOXED products and like the better airline’s frequent flyer miles, they should never expire. Mid March - April 1st using the data collected from the print ad’s use, Boxed will decide whether or not to decrease the number of ads placed