shoplues marketing strategy

3. Contents
Executive summary
Situational analysis
Goals
Strategy
Value proposition
Implementation
Control
Exhibits

5. Shopclues Android App
allows you to shop
online at wholesale rate,
anytime and anywhere
with just a tap of your
finger

7. Situation analysis
1 Company overview
2 Market analysis
3 Target customers

10. Core competencies
1 Creativity and Innovation
2 Merchandising and multi-channel retailing
3 Secure and convenient payment options
4 Customer responsiveness

12. Strategic assets
1. All the members of the Strategic
Business Unit
2. Expected large user-base
3. In-app advertisements and In-app
purchases, that’ll generate
revenue
4. Communication partners

15. ShopClues is positioned as the one-stop-shop destination
for shopping online from 5 crore products across 12500
categories in the most seamless and hassle-free way.

17. CUSTOMER CHANNELS

19. SWOT analysis

22. Customer segment is:
Measurable: Size, purchasing power and characteristics can be
measured
Substantial: Large and profitable enough to serve
Accessible: Can be effectively reached and served
Differentiable: Responds differently to different marketing mix
elements
Actionable: Effective programs can be formulated to attract it
and serve it

23. “If you make customers unhappy in the
physical world, they might each tell six
friends. If you make customers unhappy
on the Internet, they can each tell 6,000.”

24. GOALS

25. GOALS
Yearly revenue of +500 Million USD by the end of
2020.
Increase conversion rates by 8 percent in four months
Decrease shopping cart abandonment by 15 percent in
six months.
Increase site traffic by 30 percent in six months.
Develop a valuation of 1.5 Billion USD by the end of
2020.

27. TARGET
MARKET

28. Customer needs and expectations
1 Quality content
2 Mobile-first experience
3 Overall shipping satisfaction
4 Enhanced customer intimacy

29. Customer behavior

32. Major Collaborators:
Suppliers
Vendors
Channel members
Communication partners

34. Key stakeholders are-
Suppliers
Investors
Customers
Employees

36. Points of parity:
Diverse product portfolio
Competitive pricing
Home delivery
Cash on Delivery service

37. Points of difference:
Membership cards for
premium customers
E- wallet
Innovative advertisements
Strategic warehousing and
distribution management

39. To Customers
• One-stop-shop for all
your products
• Easy and seamless way
to shop
• High price discounts
and deals
• Secure payment
To Collaborators
• A well-managed, rapidly
growing app with new
downloads everyday
• Successfully competing
with other major players
in the industry
• A large and diverse
user-base
To Company
• Employees:-Positive
work environment, good
pay, growth potential,
opportunity to pursue
interests, job security
• Investors:- Regular
filing of returns, future
growth potential,
financial stability, clean
image, profitable and
loyal user-base, high
ROI

40. POSITIONING STRATEGY

41. An effort to influence consumer
perception of a brand or
product. Its objective is to
occupy a clear, unique, and
advantageous position in the
consumer's mind.

42. POSITIONING
Shift from inventory
model to marketplace model

44. Competitive
advantage
Quick search options (with available online
websites)
Setting the price of the product
One click away from order
Instant alert
Price comparison results
Customer reviews from websites for a
product

45. POSITIONING

47. PRODUCTS
Aims most
segments except
automobiles and
groceries.
High quality
products
Has over 5 crore products across 12500
categories
Aims most segments except automobiles
and groceries.
High quality products with 30-day
replacement guarantee

49. Discounts up to 35% across all
categories.
Upper edge in competitive pricing
 Special discount for loyal
customers and regular buyers.

50.  E-gift voucher
 Gift certificates
 Membership
cards
 Cashbacks

52. Affiliate marketing
Social media advertising
TV commercials
Word of mouth

54. Active in Tier1 Tier 2 & Tier3 cities
Tie ups with local vendors and courier
firms
As on date more than 80% orders of
Shopclues are handled via warehouses
Quick and efficient delivery service.

60. The final evaluation is
done by using the following
metrics:
 Digital impressions
 Number of transactions
 Gross Merchandise
Value (GMV)
 Market share
 Net Income
 Company’s valuation

61. EXHIBITS

63. DISCLAIMER
CREATED BY ABHISHEK PATHAK, IIT ROORKEE, DURING A MARKETING
INTERNSHIP WITH PROF. SAMEER MATHUR, IIM LUCKNOW .