Comfort Pure Ultra Concentrated Fabric Conditioner

E-Marketing

Final Report [pic 1]

Submitted by:

Mustafa pasha                L1S17MBAM0079

Ayesha Anjum                L1S17MBAM0078                        

                               Hira Faryad                    L1S17MBAM0080

`                        Ayesha Imran-ul-haq     L1S16MBAM0127

Section A

Submitted To:

Prof. Nabeel Haider

Comfort Pure Ultra Concentrated Fabric Conditioner

Importance of E-Marketing

The fields of marketing and advertising have experienced dramatic changes because consumers have changed the way they research and shop for goods and services. As more people turn to the Internet, businesses increase their chances for success by building an online presence through e-marketing, or marketing online. Marketing in the digital world is crucial for entrepreneurs and small-business owners and can significantly impact business growth. Today's consumers turn to the Internet to find local businesses, research product information and compare services of different companies.

 Businesses that operate robust search engine-optimized websites appear at the top of search results when online users key in specific keywords or phrases. Both business-to-business and business-to-customer ventures benefit from marketing strategies that boost search engine rankings. Online marketing isn't just for online businesses but also boosts sales for bricks-and-mortar establishments. When it comes to the success of your business, internet marketing plays a key role. To market yourself and to promote your products and services, you need the support of internet marketing. If you are planning to start a business or you are on your way and want to improve your business you can hire an online marketing agency which takes care of all activities from designing the website for your business to implementing various marketing techniques including Internet marketing. Internet marketing will help you in improving your business brand visibility, traffic and sales.

 As more people access the Internet through smartphones, mobile-optimized websites increase walk-in local traffic. E-marketing is an effective tool for businesses because it draws prequalified sales leads. When someone arrives at your site or finds your Facebook business page, he has keyed in a word or phrase indicating he is searching for something your site offers. Analyzing this inbound website traffic provides valuable data about your target market and gives you the chance to collect email addresses to increase your database of sales leads. Popular inbound marketing techniques include offering a coupon, free report or newsletter by email, giving businesses a way to contact potential customers.

Relationship building is a marketing strategy built on establishing a long-term and mutually beneficial relationship between businesses and customers. Using e-marketing through social media allows ongoing two-way communication. Google+, LinkedIn, Facebook, Twitter, YouTube and Pinterest are social media platforms that businesses use to build relationships and communities around their brands. Social media allows businesses of all sizes to address public relations and customer service issues quickly, announce time-limited offers and promotions, and give customers a chance to share their product-related stories and images.

About Brand

Comfort was the UK’s first fabric conditioner. It launched in 1969, the same year that man first walked on the moon. Their mission was to take on rough clothes and show the world how much softer life could be once people felt the difference that using fabric conditioner made to their laundry. Comfort became a must-buy item and a household name.

About Product

New Comfort Pure Ultra Concentrated has been developed together with mums using only the kindest ingredients for the gentlest and sensitive skin. Its delicate formula is dermatologically tested and recognized by the British Skin Foundation as being perfect for those with sensitive skin. Using the same loved fragrance as Pure, in an ultra-concentrated format, new Comfort Pure Ultra Concentrated offers outstanding softness from just a tiny dose.

Target market

We are targeting mothers as their key purchase decision maker. As mothers are more close to their children, they would want the best for their kids, and Comfort Pure Ultra has all the appealing and attracting elements and features to gain the trust among mothers and to ensure the purchase of Comfort Pure Ultra detergent for their kids Comfort Pure Ultra detergent is dermatology tested and approved by doctors and this works as a benefit for the product, as mothers who are health conscious of their babies will prefer to buy this product.

Content strategy

“A CHANGE WORTH FEELING”

The campaign follows the adventures of the people, who take care of themselves using our products.

A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action Focuses on matching content (information or entertainment) to your customer needs at whichever stage they are in the buying cycle or customer journey. Content marketing is educational, offers such good information that you become loyal to the brand.

To understand the role of content marketing strategy within our marketing plan it is important to be familiar with the steps involved in developing our content marketing strategy and to recognize some models for understanding how types of content are absorbed or experienced by our target audience Relate this to our brand story. What is our reason for being, and how do we connect that with the interests of our customers?

Consumer Persona

For females, every task, whether it’s preparing a meal or washing the clothes, is an expression of love and affection for her family. Comfort fabric conditioner understands this and helps your loved ones feel cared for everyday through clothes with amazing shine and fragrance that you cannot get from detergent alone. Therefore, the consumer persona includes iddle and upper class females who may or may not do the house chores themselves but are conscious of their babies’ health.

Consumer Persona can be profiled by asking some questions

• Who are you selling to? Mothers
• What are their problems? Harsh chemicals used in everyday products.
• What media do they rely upon for answers to their problems? Electronic and social media.
• What things are important to them? To keep their household and babies safe.
• What are they really buying from you? Products that are essential, yet safe.

 “the short biography of a typical customer”. “Shine & Fragrance that no detergent alone can deliver!”

Content Marketing Plan

Channels

Facebook, Instagram, and YouTube

Content type

• Storytelling through which our target audience will share their experiences
• Making a purchase is 85% emotional and 15% logical. Therefore, emotional conent will be used.

Channel Integration

The videos will be posted on both Facebook and YouTube. Posters and pictures regarding product’s information will be posted on Instagram. Posts on all different platforms will have descriptions and captions giving information about pages on other platforms.

Desired Interactions

The followers on different platforms will be encouraged to share their experiences with their babies and them entering motherhood. We will post questions and polls on through Facebook posts so that we get a better insight into their struggles and they feel welcome to share experiences that will encourage other females to do so too.

Positioning

As we all are aware of the fact that the best positioning is the one which is based on culture, beliefs and benefits of a product. Therefore we would position our product on this line “A change worth feeling” and “The little things that mothers do”. As we hardly have any competitor in the market, therefore our primary focus would be to develop product awareness in essence to its features in addition to its association wi; a pioneer in FMCG products in Pakistani consumer markets. Huge brand equity combined with ‘All Out’ product features with regards to clean-ability, accessibility, disposability, and portability, these rational appeals would be emotional targeting of consumer base. These efforts would enhance our products equity and help us capture a relatively huge market share that would be faithful to our brand after consideration to both rational and emotional advantages of our product.