Digital Marketing Plan Of Polaroid (SOUTH AMERICA) : Digital Marketing Plan Of Polaroid (SOUTH AMERICA) Presentation By, Shaneela Hassan INTRODUCTION : INTRODUCTION Polaroid
Pioneer of Instant Photography
Acquired by Petters Group in 2005
Entered in to Digital Photography and decided to close the production Of Instant photography
In 2009 decided to revive instant photography DIGITAL MARKETING PLAN OF POLAROID FOR SOUTH AMERICAN MARKET : DIGITAL MARKETING PLAN OF POLAROID FOR SOUTH AMERICAN MARKET AN ANALYSIS OF E-BUSINESS EXTERNAL(MACRO) ENVIRONMENT
AN ASSESSMENT OF OMPANY’S INTERNAL(MICRO) ENVIRONMENT
ESTABLISHING GOALS AND OBJECTIVES
DEVELOP A SUITABLE MARKETING STRATEGY
CUSTOMERS RELATIONSHIP MANAGEMENT
POST EVALUATION AND CONTROL AN ANALYSIS OF E-BUSINESS ENVIRONMENT : AN ANALYSIS OF E-BUSINESS ENVIRONMENT STEEPLE ANALYSIS
S (SOCIO CULTURAL)
E (EDUCATIONAL) AN ASSESSMENT OF INTERNAL (MICRO) ENVIRONMENT : AN ASSESSMENT OF INTERNAL (MICRO) ENVIRONMENT CUSTOMERS (TARGET MARKET) : CUSTOMERS (TARGET MARKET) Teen agers (from the age 15-19)
Young (usually students) from the age 20-25
Professionals (from the age 26-40)
Passionate Photographers (who do photography as a hobby)
Middle age people who have been fan of Polaroid instant cameras on its peak era
Tourist CRITICAL SUCCESS FACTOR : CRITICAL SUCCESS FACTOR Ability of manufacturing the unbeatable instant cameras and films.
The technology has always been associated with Polaroid. SWOT FOR POLAROID : SWOT FOR POLAROID MARKETING GOALS AND OBJECTIVES : MARKETING GOALS AND OBJECTIVES To revive the market for the instant photography.
To save cost through reducing the costs of inbound and outbound logistics.
To save time by getting quicker response from customers and suppliers with flexibility.
To enter new markets with innovative ways of marketing.
To build a better customers and suppliers relationship. THE E- MARKETING STRATEGY : THE E- MARKETING STRATEGY Strategic options evaluation
Strategic options selection
Strategic implementation STRATEGIC OPTIONS EVALUATION : STRATEGIC OPTIONS EVALUATION PORTER FIVE FORCES MODEL
BARRIER TO NEW ENTRANT
THREAT OF SUBSTITUTE
BARGAIN POWER OF SUPPLIERS
BARGAIN POWER OF CUSTOMERS STRATEGIC OPTIONS SELECTION : STRATEGIC OPTIONS SELECTION The company is going to grow through new product in a new South American market.
The company has planned to adopt cost leadership strategy by offering acceptable prices.
The company has also decided to launch its marketing plan online which is the customers changed need. STRATEGIC IMPLEMENTATION (ACTION) : STRATEGIC IMPLEMENTATION (ACTION) WEB PRESENCE
Keep in mind the web presence of competitors.
Site is able to operate on current browsers.
The contents of the web page must be effective to catch customer’s attention.
Site can be easily access able on search engines such as Google or yahoo.
The customer will be able to do onsite search regarding the products.
Customers would be able to navigate on the home page as the main menu option will available on every page.
As most of the common people are non English speaking so either the web site will be developed in local language or at least have option of translating software THE E- MARKETING MIX : THE E- MARKETING MIX PRODUCT
PROMOTION PROMOTION (MARKETING TACTICS) : PROMOTION (MARKETING TACTICS) ONLINE
MULTICHANNEL INTEGRATION CUSTOMER RELATIONSHIP MANAGEMENT : CUSTOMER RELATIONSHIP MANAGEMENT Customer selection