1. Digital Marketing proposal to increase the awareness and sale of Bosch power tools by 10% on
Grainger.com.
Proposal By
Ashutosh Anand
Professors Aric Rindfleisch, Kevin Hartman, Rhiannon Clifton
University of Illinois Urbana-Champaign Digital Marketing Capstone

2. Table of Contents 3
Executive Summary 3
Client Analysis 3
Bosch Power Tools 4
About Bosch 4
Bosch Power Tools 4
Primary/ Secondary Customers 4
SWOT Analysis 4
Grainger.com 5
About Grainger 5
Grainger’s Customer Base 5
Problem Statement 6
What problem are we trying to solve? 6
Key Scenarios and Problem 6
Scenario 1 6
Scenario 2 7
Scenario 3 7
Achieving 3 Scenarios 7
Data collection and Analysis 8
Data Collection – Outline Of Procedures And KPIs To Be Reviewed 9
Potential biases and how to avoid them? 11
Channel Strategy 11
Recommendations for the content and tone of the message and visuals to be used for the
campaign 13
Test and Control Plan 14
Bibliography 16

3. Executive Summary
Grainger intends to increase its online sales of Bosch Power Tools on Grainger.com by 10 percent in a
given year and this Consolidated Digital Marketing Plan will help Grainger achieve that goal. Based on
the segment of customer scenario that has been raised by Grainger which are:
Scenario 1: Customers visiting the Bosch Power Tools Page;
Scenario 2: Customers entering the Bosch Power Tools Page on both Boschtools.com and
Grainger.com;
Scenario 3: Customers who click on the Bosch Power Tools Page on Boschtools.com, but
go to the Grainger Plumbing Page.
At first, Grainger will be monitoring the running marketing activity in 2016, analyzing as how the above
customer scenario’s contribute to Grainger’s sales.
In 2017, Grainger will launch a new marketing strategy, relying on points of difference that have
traditionally been emphasized in Grainger’s marketing efforts to professional organizations but utilizing
the powerful effects of customer testimonials taken from a digital marketing source: social media. The
2017 marketing campaign also includes opportunities for gathering primary research data through
customer surveys that will assist Grainger in developing a new marketing strategy to achieve the goal
of
an improvement in Bosch Power Tools sales on Grainger.com by at least 10%.
Client Analysis
Bosch Power Tools
About Bosch
Robert Bosch GmbH (About this sound pronunciation (help·info)), or Bosch, is a German multinational
engineering and electronics company headquartered in Gerlingen, near Stuttgart, Germany. It is the

4. world's largest supplier of automotive components measured by 2011 revenues. The company was
founded by Robert Bosch in Stuttgart in 1886. Bosch is 92% owned by Robert Bosch Stiftung.​[1]
Bosch Power Tools
The Power Tools Division of the Bosch Group is one of the world’s leading providers for power tools,
power tool accessories and measuring tools. In 2015, its roughly 20,000 associates generated sales of
4.5 billion euros, about 85 percent of which outside of Germany. With brands such as Bosch, Skil and
Dremel, the division stands for customer focus and great engineering progress. The core success
factors are innovative strength and pace of innovation. The division generated about one third of its
sales in 2015 with products that have been on the market for less than two years.​[2]
Primary/ Secondary Customers
Like Grainger, Bosch Power Tools has primary and secondary customers. The primary customers are
procurement officers who buy the tools. The secondary customers include end users who search online
for information on products they desire to use at work or whatever the needs come. Market research
findings have shown that recommendations amongst colleagues(secondary customers) make a
decisive contribution to the sales success of Bosch Power Tools. Bosch Tools is up 95% in web traffic
from last year. The brand remains very strong, continues to make a high quality product, great
innovations in their new products, good marketing and very few layoffs while other companies in
general have seen cuts across the board.
SWOT Analysis
Strengths
Extensive focus on R&D - 3800 patents
Quality of products - customer loyalty
Balanced portfolio - different sectors
International foothold
Competency in automotive core
components
Weaknesses
Slow to respond to dynamic market
demand
Employee productivity
Extensively process oriented
Huge debt
Threats
New players in sector - higher
competition
Lower sales due to high pricing
Automotive sector demand fluctuations
due to fuel pricing, external factors -
uncertainty in core market
Competency in automotive components
Industry/Home appliances
Energy
Healthcare
Opportunities
Increased demand for quality long
serving products
Renewable energy sector
Hybrid car components
Innovative new technologies, products

5. Grainger.com
About Grainger
Grainger has a distinctive US business model with two differentiated online channels.One is
Grainger.com, mainly addressing customers in large, complex- and medium-sized organizations. The
other is Zoro.com, a niche website targeting smaller, less complex businesses and do-it-yourselfers.
Since Grainger’s Canadian and Mexican clients typically utilize country-specific versions of these two
websites, this discussion concentrates exclusively on these US-focused websites and the goal of the
Capstone Project: increasing Grainger.com sales by 10%.​[3]
Grainger’s Customer Base
As noted earlier, Grainger’s best customers (80%) are large, complex organizations. Demand for power
tools has also witnessed a surge among professionals, owing to resurgence in the housing market. The
global volume of construction is expected to grow by 70% and reach US$ 15 trillion by 2025. The U.S.,
China, and India are expected to witness robust construction activity, owing to which demand for power
tools is expected to increase in the future.
Problem Statement
What problem are we trying to solve?
The goal of this Consolidated Digital Marketing Plan is to increase Bosch Power Tools sales on
Grainger.com by at least 10% in a particular year. The problem to be solved is how to find the
marketing
strategies that will accomplish this goal.

6. Key Scenarios and Problem
[4]
Consider the above CDJ based on the above CDJ we will be mapping our sccenarios
Scenario 1
Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit
Grainger.com
CDJ-Phase: Initial Consideration Set
Here are suggested analyses to perform:
● Perform traffic analysis on the time spent on Bosch Power Tools Page –
Builds Awareness
● Retarget a display ad indicating that Bosch Power Tools are sold on
Grainger.com – Builds Awareness.
● In response to time spent on Boschtools.com, retarget a display ad with
an invitation to join the email registry, and, upon registration, transmit
email touting Grainger.com’s advantages – Influence Consideration.
● If Scenario 1, in the email registry and past but not current Bosch Power
Tools customer on Grainger.com, sent an email to consider buying Bosch Power Tools
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
CDJ-phase: Moment of purchase or Post-purchase Experience

7. Here are suggested analyses to perform:
● Use traffic analysis to monitor time spent on Boschtools.com and Grainger’s Bosch Power
Tools Page – Builds Awareness.
● After analyzing time spent on the two pages, then send a display ad invitation to join the
company’s email registry, following up with email content marketing touting Grainger’s
advantages – Influence Consideration.
● In the registry, but with an abandoned shopping cart, they get content marketing with necessary
details to complete a buy order on Grainger.com’s – Improve Sales Process.
● If Scenario 2, in the email registry and past customers on Grainger.com but not buying or
abandoning shopping cart now, receive email asking whether to buy BoschTools on Grainger
again? – Reposition the Brand.
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”
CDJ-phase: Active evaluation or Moment of Purchase
Here are suggested analyses to perform:
● A/B and multivariate testing
● Should time spent on the two pages (Boschtools.com and Grainger Plumbing Page) be
analyzed to determine if non-customers get retargeted? - Builds Consideration.
● Outcomes analysis
Achieving 3 Scenarios
Business
Objective
Key Question Data-> Source
Scenario 1 Build Awareness Do secondary end users and
potential primary customers
know that Grainger.com carries
Bosch Power Tools?
Clickstream Traffic ​►
OpenTracker;
Competitive Intelligence
(desktop/mobile search activity)
►​Google Trends;
and Traffic Analysis
(desktop/mobile search activity)
►​ Google Analytics.
Scenario 2 Influence
Consideration
Do secondary end users and
primary customers want more
details on Grain
ger.com’s prices
and services in order to better
evaluate a possible purchase?
Clickstream
Traffic►OpenTracker;
Competitive Intelligence
(desktop and mobile search
activity)►Google Trends;
and Traffic
Analysis (desktop/mobile
search activity)► Google

8. Analytics
Scenario 2 Influencing Sales Do sales efforts result in
additional sales for Bosch
Power
Tools on Grainger.com?
Testing► Google
Website Optimizer (Can the
sales effort to convince
customers to buy on be
Grainger.com
be aided?).
Scenario 3 Reposition
the Brand
Are there steps that can be
taken to improve the brand
experience so that
Grainger.com
might have repeat customers of
Bosch Power Tools products?
Voice of the
Customer► Google Customer
Surveys (Can past experience
be improved? Encouraged to
be repeated?).
Scenario 3 Grow Loyalty Are Grainger.com customers
delighted and wish to advocate
for my brand?
Voice of the Customer
Survey Question (to determine
if delighted), then Brand
Advocacy Survey Question
(only if
delighted)►Google Customer
Surveys
Data collection and Analysis
Collecting relevant data for analysis is challenging. There are dozens of options, but a good marketer
wants to define some template, from where to start. Data collection options for Grainger problem
statement presented can be for instance:
● Competition analysis of Grainger + TOP5 competitor, Similarweb
● Website traffic analysis (Grainger and Boschtools) from Alexa or Similarweb or Google Trends
● Social media analysis via TrueSocialMetrics, to compare different SOME platforms (Grainger
and Boschtools) plus combining Economic Value from Google Analytics
● Google Trends analysis of Grainger, Boschtools relevance, also power tools trended generally
in USA Sentiment analysis of Twitter volume via AnalyzeWords
● Search (organic or paid) analysis for Grainger.com from Compete PRO
● Analysis of Sales trends based on Grainger.com and/or Boschtools data management
● Segmentation study for Grainger, for instance company data management enhanced with
demographic data, like Census Facebook and Twitter performance overview plus Team
response time by Hootsuite

9. Data Collection – Outline Of Procedures And KPIs To Be Reviewed
Business Objective Key Performance Indicators(KPIs)
To be Reviewed
Build Awareness Acquisition KPIs:
•Clickthrough Rate (CTR) - Bosch Power Tools
Page and Ads;
•% New Visits - Bosch Power Tools Page and
Ads;
•Cost Per Click on Ads or Cost Per Mille on Ads
(CPC/CPM); and
•Cost Per Acquisition or Impression on Ads
(CPA).
Behavior KPIs:
•Bounce Rate on Boschtools.com, Ads and
Grainger.com;
•Depth and Length of Page Views;
•Shopping Cart Abandonment Rate on ePro;
•Loyalty on Boschtools.com and Bosch Power
Tools Page on Grainger.com;
Outcomes KPIs:
•Return on Advertising Spend (ROAS);
•Days to Conversion on Ads; and
•% Assisted Conversion Rate.
Influence Consideration Acquisition KPIs:
•Click To Open (CTO) on email asking customer
to join the Email Registry;
•Unique Open Rate/Site Traffic; and
•CPA on Email (separate statistics for A and B
versions).
Behavior KPIs:
•Bounce Rate on Email, Email Registry;
•Depth and Length of Page Views;
•Shopping Cart Abandonment Rate;
•Session Length on mobile email registry
application/Loyalty; and
•Events Per Visit on Boschtools.com and Bosch
Power Tools Page.
Outcomes KPIs:

10. •Database Conversion Rate on Email
Registrants in response to email;
•ROAS-Sales Conversion Rate/Days to Sales
Conversion on Email; and
•% Assisted Conversion Rate.
Grow Loyalty Acquisition KPIs:
•CTO on email sending YouTube video/invitation
to become a social media brand ambassador;
•Unique Open Rate/Site Traffic; and
•CTR on YouTube link/invitation to become
ambassador.
Behavior KPIs:
•Bounce Rate on YouTube and owned social
media feeds associated with the invitation;
•Depth and Length of Page Views;
•Applause Rate on YouTube and owned social
media;
•Partial/Complete Views on YouTube;
•Actions Per Social Visit on YouTube;
•Posts, Comments, Sharing, Tweets and
Retweets on Social Media relating to
Brand Ambassadorship;
•Events Per Visit on Boschtools.com, Bosch
Power Tools Page on Grainger.com, YouTube
and owned social media feeds.
Outcome KPIs:
•Conversion Rate on Email to YouTube
Viewership as well as Brand Ambassadorship
action on owned social media feeds;
•Sales Conversion Rate on posts associated with
Social Media Advocacy; and
•Days to Conversion on Email and attempts at
Social Media Advocacy.
Improve Sales Processes Acquisition KPI:
•CTO on email giving necessary details on an
ePro order;
•Unique Open Rate/Site Traffic;
•CPA on Email;
Behavior KPI:
•Bounce Rate on Email, ePro and Bosch Power
Tools Page on Grainger.com;
•Depth and Length of Page Views;
•Shopping Cart Abandonment Rate;
•Session Length/Loyalty; and
Outcomes KPI:
•ROAS - Sales Conversion Rate on Email;
•Days to Conversion on Email and ePro; and

11. •% Assisted Conversion Rate.
Potential biases and how to avoid them?
When collecting and analysing data, there is always possibility of danger of bias. Different kinds of
categorizations of bias are made. There’s one framework from Jayson DeMers, who presents five
different biases to avoid in market research:
​“1. Confirmation Bias: This type of bias is a tendency to interpret information based on a previous
assumption, rather than letting the data speak for itself. 2. Irrational Escalation: This cognitive bias is
the tendency to dismiss or ignore new research evidence if it happens to override or undermine a
decision that has already been made. You need to be open to the idea of cutting your losses. 3. Social
Desirability Bias: Social desirability bias leads people to make more socially acceptable decisions when
in the presence of a researcher than they would if left alone. 4. Framing: The theory behind the framing
effect states that similar information will yield different conclusions if it is presented in a different way. 5.
Knowledge Bias: The bias states that people sometimes prefer familiar options over options that are
objectively better.”
And how to avoid such biases? To try to be out of any pre-assumptions, and observe the data as
objectively it is possible. Sometimes, when company has already invested a lot of resources and
completing a research, which shows totally different, what was expected, it is good to start again
(without pre-assumptions). Depending on whether the data is collected by person or by “machine”, it
can lead to various results. People tend to want to please the interviewer more, when data is collected
face-to-face than when they can conduct the questionnaire by themselves alone. Human being is
mainly social and wants to create pleasant atmosphere. It is good to consider, when conducting for
instance by phone, when by e-mail, when “pop-up questionnaire”. To avoid framing it is crucial to think
the order of the words in questions, but also the order of questions itself.
Usually questionnaires include so called “checking” questions, basicly the same or similar question in
some frequency to test, whether the respondent is consistent in replies. Especially building brand
awareness and performing for instance the brand inquiry for certain sampling group it is important to
remember that people tend to respond, if they are familiar with the brand. It is rationale to have different
focus groups to perform data collection. For instance first-time visitors on Grainger.com, current
customers, passive customers (have bought something in ages) and also a group, who are prospects,
not visited Grainger.com yet. Comparing the results can help to understand the power of the Grainger
brand more than just conducting the inquiry only non-visitors or current customers
Channel Strategy
Audience category 1 - Users landing on Grainger.com directly

12. For someone visiting the website for the first time, Grainger could make use of a pop up display advert
that, after browsing the site for a period which indicates an interest in the product, the ​pop up display
ad​ can then offer the option to sign up to the newsletter to keep abreast of any special offers that
Grainger are offering on products.
As mentioned in the course lecture video on “Optimising your plan” presented by Rhiannon Clifton,
statistics show that only 2% of first time visitors will purchase on their first visit to site. Grainger can
therefore use​ Retargeting​ (using display ads to create cookies on website, following customer around
to other websites and reminding them of the product they viewed previously) in order to draw the
customer back to the website and convert the other 98% of first time visitors into purchases.
Email campaigns to new customers​ will act as promotional email campaigns as you are trying to
entice the customer to return to the website to purchase (i.e converting the customer). Therefore, those
customers opting into the newsletter offer from the pop up display ad, will be targeted with promotional
email campaigns Vertical banner display ads can be used to target existing customers. Through the
use of analytics, Grainger can pick up and determine customer preferences and target these customers
with specific products based on their preferences.
[5]
As shown in above figure, Facebook is the top source of display ads. As there is a greater than 50%
chance that a person who likes a Facebook photo of a product will buy that product, Facebook should
be a major source of display ad spend and the display ad should include an image. Images should also
be part of the display ads that will be targeted to readers of Answers.com pages of interest to primary
or secondary customers.
Display Ads - To Increase Consideration And Invite Potential Customers To Join the Email
Customer Registry
After receiving display ads on Facebook and Answers.com, Scenario 1 customers
will be provided with a display ad inviting them to join the Email Customer Registry.

13. This display ad will also be made available to customers who follow Scenario 2 (Bosch
Power Tools Page on Boschtools.com and Grainger.com) and/or Scenario 3 (Bosch
Power Tools and Grainger Plumbing Page). The display ad will highlight that Grainger is
a distributor of both corded and cordless Bosch Power Tools. It will also promise those
who register information on future Grainger promotional offers on Bosch products and
Accessories.
Emails To Procurement Officers To Influence Consideration
Should an internet user respond to the invitation in the display ad and join the Registry,
Grainger will send follow-up emails individually targeted primary or secondary customers
touting one of Grainger’s major advantages relative to its competitors. Procurement officers
will receive an email highlighting the point of difference that Grainger has a competitive
advantage with its ePro electronic procurement system with the option of joining KeepStock.
.
Email/Customer Survey To Procurement Officers To Reposition The Brand
An email will be sent with a customer survey requesting that the drivers of their past
purchases be quantified. The email to procurement officers will emphasize Grainger’s
professional distribution of professional, well-engineered, high-quality, durable Bosch Power
Tools products and accessories. Another attribute that will be tested is whether procurement
officers pick Grainger because of its eProcurement and KeepStock systems. If there is another attribute
that is appealing, it will emerge from the survey responses as to what they liked and
what they want to see changed before shopping Grainger.com again.
Recommendations for the content and tone of the message and visuals to be
used for the campaign
Scenario 1 - Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not
visit Grainger.com
The content and tone of the mail campaign to new customers should be personalised (i.e Dear and the
customer’s name, not just Dear Customer). As it is their first touch point with the company, the tone
needs to be professional and welcoming.
Secondly, the customer needs to receive a welcome message from Bosch tools for signing up to the
newsletter and possibly encouraging the customer to set up personal preferences (this will allow you to
determine the type of product promotions to send them for future mail campaigns – i.e customer
preferences).
A email from the CEO of Grainger will be more impactful along with a coupon.

14. Offering discounts to Customers who have visited the website and added the product to cart

15. Test and Control Plan
1. List three research objectives. Conducting some research will help us verify and improve the
campaign performance.
There are three main research objectives:
• What Research is Necessary?
• What Analytical Tools Will Be Used?
• How Can Impacts On User Experience Be Avoided?
First SMART Research Objective​: In 2016, before the display and email campaigns are launched, we
need to determine the number of Bosch Power Tools Page Viewers in Scenarios 1, 2 and 3 who
become new and repeat customers. For each Scenario, Grainger should use Analytics to determine
total sales. If the activity cannot be tracked until December 2016, then it should be measured for the
first six months of 2017 and multiplied by two to obtain the annual estimate.
Second SMART Research Objective​: In 2017, increase the number of customers who are aware that
Grainger sells Bosch Power Tools, and convert a percentage into new sales. Grainger should increase
awareness by 38.73 percent, and generate a 2.5% increase.
Display ads and emails will invite internet users who click Boschtools.com to possibly make a purchase
on Grainger.com. The email touting Grainger’s advantages relies on an essential digital marketing
strategy: activate consumers to market on your behalf. The social media commentary that is the basis
of the storyline in the follow-up email presents favorable customer testimonials on behalf of each
customer segment.
What analytical tools will be used to measure whether this SMART Research Objective has been
achieved?
• For the display ads on Facebook and Answers.com, Grainger should use the Google Analytics tool to
monitor customer traffic. For each IP address, register clicks on the display ads on Facebook and
Answers.com and subsequent purchase activities (abandoned shopping carts and purchases on ePro).
For the past three months, Grainger’s display ad traffic is .42, and the goal of .35 appears achievable.
• The display ad with the invitation to join the Email Registry will be received by those who click on the
Bosch Power Tools Page. This group of internet users enjoyed the highest CTR rate and should easily
reach the .35 benchmark for display ad traffic on Grainger.com.
• Grainger should also use Google Analytics to measure the effectiveness of the follow-up email to the
registrant touting Grainger’s advantages in generating new sales. The CTO rates were benchmarked at
19.19%.
• Grainger will determine the conversion rates in 2017 for display ads and the registry-related emails.
As shown in the benchmarks presented in Module 3, Task 3, email campaigns
($28.50) are slightly more effective than display ads ($34.425).

16. Third SMART Research Objective​: Grainger should try to generate a 7.5% increase in customers and
500 new social media ambassadors from the final three email content marketing strategies—Improving
the Sales Processes, Repositioning the Brand and Grow Loyalty. Percentages will be different for the
emails providing necessary details on how to order in ePro (4% new and repeat customers),
repositioning the brand (1.75% new and repeat customers), and inviting customers to become a social
media
ambassador (1.75% new and repeat customers, 500 social media ambassadors).
To achieve the Third SMART Research Objective, both Google Analytics and Google Customer Survey
tools will be used.
• The Key Performance Indicators (KPIs) to be measured for each of these three emails are CTO,
Abandoned Shopping Cart and Sales Conversion.
• Google Customer Survey responses will be reviewed for the reasons driving past customer
purchases. Was it the prevailing point of difference (for procurement officers, the website/ePro
difference and end users, “Everyday Heroes”) or another reason.
• Determine whether a total of 500 procurement officers and end users became social media
ambassadors and review other quantitative data generated from the Google Customer Surveys
for planning future marketing strategy.
• Focus on how many procurement officers and end users were delighted with the old marketing
strategy or the new marketing strategy represented by the video.
User experience will be improved through the application of best practices. All clickable links will be
highlighted in blue and take the email recipient to the appropriate website or customer survey.
Subject lines in emails will contain mentions of keywords known to increase CTO rates—such as
“video.”
Rather than a video link, video thumbnail of the YouTube content will be included in the body of the
email.
Word Count : 3958

17. Bibliography
Works Cited
References:
[1] "Robert Bosch GmbH." ​Wikipedia. Wikimedia Foundation. Web.
[2] "Power Tools." ​Bosch in the USA. Web.
[3] "Report to Shareholders - Universal Forest Products." 2015. 13 Sep. 2016
[4] “CDJ Image”
[5] ​https://customer.io/blog/email-whole-user-experience.html
[6]
http://www.smartinsights.com/email-marketing/email-communications-strategy/building-customer-loyalt
y/
[7] ​http://www.verticalresponse.com/blog/9-emails-business-sending/
[8] Survey Monkey
Grainger website, 2016. ​http://www.grainger.com
Bosch Power Tools, USA, 2016. ​https://www.boschtools.com/us/en/​.
Google Forms, 2016. ​https://www.google.com/forms/about/​.
Social Bakers, 2016.​ https://www.socialbakers.com​.
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-econom
ic-value/
http://www.marketingprofs.com/articles/2016/30910/the-why-and-how-of-a-bloody-good-content-calend
ar-for-marketing?adref=nl101416