Wesfarmers was originated in the year 1917 as a Western Australian farmers’ cooperative, and since that company shows the tremendous growth and become one the largest listed companies in Australia. Headquarter of the company is situated in Western Australia and company conduct diverse operations which include supermarkets, liquor, hotels and convenience stores; home improvement; office supplies; department stores. Wesfarmers also engaged in the diversified industry which includes chemicals, energy and fertilizers, industrial and safety products and coal.
Wesfarmers is considered as one of the largest company engaged in private sector and it has almost around 220,000 employees and has a shareholder base of approximately 530,000. The main objective of the company is to provide satisfactory profit to its investors and also providing satisfactory services to its consumers (Wesfarmers, 2018; Wesfarmers, 2018).
Structure of this report includes product overview, Internet Marketing Campaign Overview, Internet Marketing Campaign Design and Plan, Internet Marketing Campaign Evaluation Metrics, and estimated budget requirements. Lastly, paper is concluded with brief conclusion.
This report defines the internet marketing campaign plan for grocery items sold by Wesfarmers, and for this various other aspects related to this product are stated below:
This section of the report defines the target markets for grocery sellers, and for capturing any market it is necessary to understand the behavior and need of the consumers:
Another targeted market for Wesfarmers outside Australia is the grocery market of India. Grocery market of India is considered as 6th largest market of the world and also one of the fastest growing markets in context of online groceries. On the basis of industry estimates, it can be said that this country has almost $500 billion retail market and grocery items almost hold 70% share in the market. It must be noted that grocery items is estimated to be around $12 billion and growing at a compound annual growth rate of around 30%. It is estimated by experts, that grocery market of India cross $20 billion by the year 2020 (Wharton, 2015).
Traditional marketing generally includes the advertising methods which are of non-internet nature, and this type of marketing is used from decades as it includes print media, direct mail, broadcast, and referral.
On the other hand, internet market define those methods of advertising which occur online, and it includes Email marketing, Social media marketing, content marketing, search engine optimization, pay per click advertising. Internet market now plays very important role in the success of business (Webpage Fx, n.d.; Cave, 2016).
Generally, traditional marketing can be seen in newspapers, magazines, television, etc. traditional marketing is used by number of business organization and it still works for such organization, but it must be noted that internet marketing provide better opportunities to the business organization and also help in building the relationship with consumers.
Food and grocery market of India witnessed the entry of number of players in the online market, but only few players are still operational. In the year 2017, various players entered in the online grocery market of India such as Amazon and Flipkart and some existing players are also there such as BigBasket, Grofers and Jugnoo. Recently, amazon plan to invest almost $500 million in the food sector on the India, and this type of proposal is also provided by the BigBasket and Grofers also. It is estimated that food and Grocery market of India alone is estimated almost $600 million and it might $ 5 billion by 2020 at a CAGR of 72%. Currently, this market is mainly ruled by Amazon, BigBasket and Grofers (Kulkarni, 2017; Gara, 2014).
Food and Grocery market is considered as most important market of retail industry in India, and presently size of this market is estimated almost US$ 455 billion (INR 30,464 billion). By the next decade, this market witnesses the growth of 15% per annum. Wesfarmers can capture following markets in the India:
Internet marketing customer acquisition strategy is the most common used term in the marketing industry and in this acquisition strategy of customer includes more than one channel or tactic. It also includes the establishment of relationship with potential customers and also helps the organization in addressing the needs of customer. Wesfarmers can use various channels for the purpose of marketing their products and these channels include SEO, PPC, social media platforms, content marketing, etc.
For the purpose of executing the new plan for marketing related to the new product, Wesfarmers requires technological infrastructure and data requirement which work as further guidance for the purpose of enhancing the efficiency of the marketing plan. Technological infrastructure and data requirement required by the Wesfarmers is stated in detail below:
Internet marketing campaign strategy is already defined above and channels and techniques related to this strategy are explained in detail below. This explanation also includes the design and plan for each technique.
Search Engine optimization- this tool is considered as most important tool for acquiring the customer. SEO helps the organization in making the relevant changes to their site which ranks the site in search engine results for relevant keywords. In this organization mainly aims in acquiring the broad audience. This method is completely different from the traditional methods of advertising. The only drawback of this tool is that it takes some time to show the results.
PPC Campaigns- no matter whether person run the PPC campaigns or not, generally people are aware with these advertisements. The most popular platform for this purpose is Google AdWords, and in these ads published by the company shows on the top of the Google search result.
Social Media- it is also considered as important platforms which are developed quickly in last few years. This tool is considered as invaluable marketing tool. It includes the platforms like Facebook, Twitter, etc (Lake, 2017).
E-mail marketing- organization can reach the potential customers with this type of campaign, but in this organization require permission to send the updates because of which it becomes difficult for organization to initiate the new lead (Webpage FX, 2018).
Following is the design and plan for above stated techniques and all the factors of design and plan are stated below:
Message- Health and Budget both at one place!!!!!!
Timing- it must be used for long period of time such as at last for the period of 3-4yeras, and after that as per the requirement. Some of the above stated techniques required more time to show the results such as SEO require few months to show the results. On the other hand, technique like E-mail marketing also required to time to get evolved with customers because it also require approval from customers before sending the updated e-mail.
Plan for testing- management of the organization required relevant and different information for the purpose of deciding whether to go with the new product or not. For planning the contemplating test marketing, these three questions must be considered by the executive (Klompmaker, Hughes, & Haley, 2017):
Plan for testing includes following factors:
Measurement is the concept which fall the marketing in the ambit of science rather than the superstition. There are number of business owners for which marketing is an expensive activity. In other words, an activity on which business can spend amount only there is flexible and enough budget to accommodate it. Following are some of the online marketing metrics which match with the marketing objectives of Wesfarmers:
All these above stated metrics can be used by Wesfarmers for checking whether their marketing objectives are met or not (DeMers, 2014).
In this Wesfarmers must consider all the regulated expenses required by their marketing techniques, and organization must also consider the extent they want to reach through their products. This is completely depends on the boundaries company wants to work. As stated above, amazon plan to invest almost $500 million in the food sector on the India, and this type of proposal is also provided by the BigBasket and Grofers also. Therefore, estimated budget for Wesfarmers in this sector must be at least $500 million or more (Ingram, n.d.) .
Conclusion:
After considering the above facts, it can be said that online marketing plan is a complex procedure and it requires lot of attention and resources. In this paper, Wesfarmers want to launch grocery products in the market of India and this product includes number of food products, household goods and medicinal products. It can be said that marketing plan for grocery products is unique and complex in nature and it includes various aspects which must be considered by the organization before entering into the market.
References:
Cave, J. (2016). Digital Marketing Vs. Traditional Marketing: Which One Is Better?. Retrieved on 9th January 2018 from: https://www.digitaldoughnut.com/articles/2016/july/digital-marketing-vs-traditional-marketing.
DeMers, J. (2014). 10 Online Marketing Metrics You Need To Be Measuring. Retrieved on 9th January 2018 from: https://www.forbes.com/sites/jaysondemers/2014/08/15/10-online-marketing-metrics-you-need-to-be-measuring/#4acacb9e76c1.
Entrepreneur India. Market Testing. Retrieved on 9th January 2018 from: https://www.entrepreneur.com/encyclopedia/market-testing.
Gara, J. (2014). The Difference Between Online Marketing and Traditional Marketing. Retrieved on 9th January 2018 from: https://blog.inboundid.com/difference-online-marketing-traditional-marketing.html.
Ingram, D. Marketing Plan for a Grocery Store. Retrieved on 9th January 2018 from: https://smallbusiness.chron.com/marketing-plan-grocery-store-11428.html.
IBEF, (2018). India’s ecommerce groups target online grocery shoppers. Retrieved on 9th January 2018 from: https://www.ibef.org/industry/indian-consumer-market.aspx.
Kazmin, A. (2015). India’s ecommerce groups target online grocery shoppers. Retrieved on 9th January 2018 from: https://www.cnbc.com/2015/06/25/indias-ecommerce-groups-target-online-grocery-shoppers.html.
Klompmaker, J. Hughes, G. & Haley, R. (2017). Test Marketing in new product development. Retrieved on 9th January 2018 from: https://hbr.org/1976/05/test-marketing-in-new-product-development.
Kulkarni, M. (2017). Online grocery market set for big action in 2017. Retrieved on 9th January 2017 from: https://www.financialexpress.com/industry/online-grocery-market-set-for-big-action-in-2017/616867/.
Kurt salmon. The Grocery Market. Retrieved on 9th January 2018 from: https://www.kurtsalmon.com/en-mx/Retail/vertical-insight/938/The-Grocery-Market.
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WebpageFX, (2018). 7 Customer Acquisition Strategies & Tactics. Retrieved on 9th January 2018 from: https://www.webpagefx.com/internet-marketing/7-customer-acquisition-strategies-and-tactics.html.
WebpageFX. Internet Marketing vs. Traditional Marketing. Retrieved on 9th January 2017 from: https://www.webpagefx.com/internet-marketing/internet-marketing-vs-traditional-marketing.html.
Wesfarmers, (2018). Who We Are. Retrieved on 9th January 2018 from: https://www.wesfarmers.com.au/who-we-are/who-we-are.
Wesfarmers, (2018). Our Business. Retrieved on 9th January 2018 from: https://www.wesfarmers.com.au/our-businesses/our-businesses.
Wharton, (2015). Online Groceries in India: Will Consumers Bite?. Retrieved on 9th January 2018 from: https://knowledge.wharton.upenn.edu/article/online-groceries-in-india-will-consumers-bite/.
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