B2B Marketing Plan.pdf

Seller Marketing

Plan Page 1

Snapdeal Business Model Snapdeal is an online marketplace that allows merchants to sell to customers and provide a vast selection at low prices and provide a predictable, reliable delivery experience. Snapdeal isn’t the first online store, but the company is transforming the way people shop by building the next generation platform and infrastructure that gives customers unprecedented choice, scope and value. Snapdeal is a new channel to the customer through technology which not only eliminates the typical deficiencies such as poor logistics, high cost of holding inventory in the traditional retail distribution channel but also helps develop direct relationships with suppliers.

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HOW WOULD THE B2B MARKETING TEAM CONTRIBUTE TO THE SUCCESS OF 1 MILLION ACTIVE SELLERS AMBITION? CREATE A FAVORABLE ECO-SYSTEM FOR THE SELLERS TO HELP THEM GROW AND BE PROFITABLE 

25 Million+ registered buyers’ referrals to refer best/top sellers in their neighborhood.

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Local Sellers as the Face of social initiatives such as Snapdeal Nagar with Handpumps installed for clean water.

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Outreach program to reach out to new markets, new segments wholesalers, manufacturers, and retailers. Crowdsource platform of sellers – one person moderates, sellers share ideas/co-create. Let three sellers create a Durga Puja package. Snapdeal.com – virtual office for sellers with stationery printing, brochure design, pamphlet, visiting cards print. More time a seller spends on Snapdeal platform more likelihood seller will get comfortable and use it actively. Explain benefits of partnering with Snapdeal, demos, workshops, kiosks. Mobilize the new seller enrolment as well as Revive inactive sellers on Snapdeal Seller feedback – work with finance, technology, sales and operations teams to refine the process and improve seller experience Level field retailers w.r.t wholesalers Cash advance, working capital to make to stuff to sell on Snapdeal Transition management for new sellers Mentorship from top performing sellers for new sellers, a seller knows the pain points of other seller better than anyone else. Seller success stories, videos, content marketing to create top of mind brand recall value Cutting edge Insights for sales team to serve sellers better Create exciting collections: of gifts, hottest deals, or around a concept or theme. Buyers can purchase items right from seller collections, and seller items may even be featured in others’ collections and shared via social media. Marketing for sellers across the Lifecycle a. Seller Acquisition – In Person visit, sitting across the table, Display, Email, Seminars, Workshops, Community Events b. Seller Engagement – Personalized and Curated Recommendations, Seller of the month, Thailand package c. Seller Growth – Seller training and certification, most promising seller, help them grow further d. Seller Governance – Sexual wellness items guidelines, Indian flag usage guidelines, penalties for fake products, stolen items.

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BUILD SNAPDEAL BRAND AND CREATE TOP OF MIND BRAND RECALL VALUE Work with advertising firms such as FCB Ulka, Lowe Lintas, Scarecrow Communications or Happy Creative Services to name a few. A MutliAgency partner setup is best suited. Work with Creative Team, Agency Producers and co-create right content to attract and engage suppliers.       

B2B Brand Voice Document a) Seller Communication Guidelines : aware seller, first time seller b) Enhanced Email, Call and Chat scripts in-line with the tone of voice Sales Kit - Brand brochure/ booklet, Pitch Card PPT and Email templates Seller Invitation Form Landing Page & Internal Pages Video assets - Seller success stories in testimonials & Market place proposition Seller policies, seller referral Sales support features & periodic announcements Content Marketing a) Icons & info graphics b) Learning modules / essentials c) Events , Tie-ups with trade associations

TACKLING PERSONALIZATION AND CURATION FOR SELLERS ON SNAPDEAL MARKETPLACE    

A-S-K – allow customers “ask a friend” kind of a question. Self-Serviced, Super-innovative proactive, data-driven recommendations to each seller from suggestions on inventory quantities to new selections they should consider adding, to products they should consider fulfilling. “almost out of stock” email/sms/whatsapp or “TellUr-Best-Price” Measurable recommendations – how much improvement to a seller’s business from using Snapdeal’s recommendation. Seller Performance Scorecard A. What is final profit from each sale. B. What is selling most? What is moving slow? C. Is delivery performing well, is there a problem with packaging, how many items are being returned, why? D. What is the forecast for next month? How much should I stock for upcoming Diwali season?

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WHAT MARKETING CAMPAIGNS WOULD YOU PLAN AND WHAT WOULD BE SOME OF THE KEY MESSAGES?     

MAKE IN INDIA SELL ON SNAPDEAL - Mobilize manufacturers enrolment stirring the NATIONAL PRIDE EMOTION CATCH THEM YOUNG - sell the dreams to wannabe entrepreneurs WHOLESALERS – Your warehouse just got bigger BEYOND PINK - Target housewives and create aspiration among them to become an online seller LADKA KYA KARTA HAI? Netpreneur hai - Make online selling respectable and fashionable – like Alibaba created an aspirational brand ‘Netpreneur’ in China. It’s a cool profession there now. *60% of present sellers on Alibaba started their first business on Alibaba.com 5 years ago  FLASH SALES AT ZERO COMMISSION FEES – can occur anytime of the day  FIGHT AGAINTS FAKES - A Harman Kardon or a Diesel feels confident that brand will not be diluted  GET TIME TO DO THINGS THAT MATTER IN LIFE – Take more work off sellers plate  A weekly TV serial that traces the stories of sellers. It could be tracking real sellers (reality program) or just a story. Will show what all is going on in the life of the seller, how he’s growing, what innovative methods he is adopting to increase his sales, what’s working, what isn’t, how much his sales have become, how he is celebrating, etc. Just like there have been serials made on the life of doctors, civil servants, faujis, air crew, etc. – Snapdeal will be the proud sponsor.

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HOW WOULD YOU CONCEPTUALIZE AND PLAN THE CAMPAIGN? MARKETING CAMPAIGN FRAMEWORK     

Discovery – Identify goals and objectives, select strategies and tactics and set metrics and targets. Want to reach 100,000 sellers by end of 2015, 80% of these actively using Snapdeal platform ( > 15 transactions per month) Internet Business Analysis – Market Segmentation, persona development and competitor analysis. Types of Sellers, Technology Quotient, Capacity, Aspirations, what is Flipkart or Amazon doing to reach out to sellers Build – Who will execute and at what cost? Handle internally or hire an agency or consultant? Set up digital assets, social media profiles, mobile apps. Social Media, Articles, Events, Blogs, Webinars, Videos, Images, Content Calendars Implement – A cohesive and well organized launch. Snapdeal.com website, Snapdeal mobile app, you tube videos and digital channels whisper as a synchronized single unit. Measure and Manage results – Determine which strategies work best and enhance those generating better positive ROI How many sellers on boarded? How many sellers are trained? How many sellers have completed > 5 Transactions.

FEEDBACK AND INTELLIGENCE FROM SELLERS Lead generation: 1) Conversion Architecture 2) Display Advertising 3) Media Ads 4) Social Media Marketing 5) Email Marketing 6) SEO Brand Awareness: 1) Content Marketing 2) Mass Media Advertising 3) Mobile Marketing Customer retention: 1) Engage sellers with seller tools 2) Personalized Recommendations 3) Content 4) Email marketing 5) Superior Customer Service support to Sellers during entire lifecycle.

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What are the indicative marketing budgets needed? YEAR 1: NUMBER OF SELLERS ADDED 2,00,000 || SPEND 65 CR YEAR 2: NUMBER OF SELLERS ADDED 3,50,000 || SPEND 90 CR YEAR 3: NUMBER OF SELLERS ADDED 4,50,000 || SPEND 120 CR CHANNELS USED Direct National PR Content Marketing Brand Building Campaigns

Targeted

Indirect

Regional Events + PR Cluster Dev. Program Regional ATL Sales Agents Targeted Digital Marketing Brand Alliances/Database

Seller Referral

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Seller Acquisition Approaches

Overall Targets

National PR +ATL + Content Mktg

Offline +Digital

Agents, Brands

Target Seven Metros

Offline +Digital

National PR +ATL + Content Mktg

Offline

Digital

Target

Agents, Brands

Offline

Digital

Target

Offline

Digital

115000

57%

80%

20%

0%

92000

23000

2000

8000

0

Clusters (15 cities)

30000

15%

45%

35%

20%

13500

10500

2000

2550

6000

Tier1/2 City (40 cities)

23000

11%

70%

30%

0%

16100

6900

0

3000

0

Seller referral

18000

9%

100%

0%

0%

18000

0

0

0

0

Selling Agents

9000

4%

0%

0%

100%

0

0

0

0

9000

Brand Alliances/Forum Alliances/Database

7000

3%

0%

0%

100%

0

0

0

0

7000

202000

1

139600

40400

22000

139600

0

0

40400

4000

13550

22000

0

0

69%

20%

11%

69%

0

0

20%

2%

7%

11%

0

0

Total Total %age

100%

Type

Direct

Targeted

Category National PR Content Marketing Brand Building Seller Referral

Per Unit Cost

Targets 120000

2000/live

Offline Events Digital Regional ATL

18400 138400 9200 31165 40365

Clusters (Agents) Indirect

Non-Cluster Agents Brand Alliances Forum Alliances/Databases Seller Marketing Budget Catalog Onborading Training Onborading Partners Total Budget

2000/live 25/call

6000 9200 4600 2300 22100 202000

202000

Cost (In Lacs) 0 200 1800 370 2370 224 530 500 1254

Q1

120 180 60 30 390 4014 1150 460 920 6544

Q2

Q3

Q4

34

50

56

60

0 37

500 74

175 111

75 148

22 30 0

28 58 333

30 61 167

20 82 0

6 9 3 2

30 45 15 8

42 63 21 11

42 63 21 11

66

109

162

162

22

36

58

84

92

221

304

304

322

1507

1260

1071

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WHAT COMMUNICATION MIX AND WHY?

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How would you structure your team and what would be an indicative head count Head - B2B Marketing North South East West Heads SM - ATL & BTL M - Mar Research M - Trng & cert M - Digital Mktg AM - ATL Associate AM - Trng & cert AM - Digital Mktg AM - BTL Associate AM - Partnerships

SM2 - Content Content Team

Agencies

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Some Ideas to Attract and Engage 1 Million Sellers   

Talking Web – Seamless listings from 800 Rs mobile for a dry fruits supplier in Rajasthan with poor computer skills. 1-Click - Virtual Mannequins or Virtual dressing rooms integrated with digital designs of Lucknowi Chicken Kurta Seller Wrist size calculator for Fitness tracker supplier in Chandigarh – Just take print, cut along and no wrong sizes shipped anymore

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Reduce Fake products by Snapdeal Velocity Limits Referral & Loyalty programs for sellers – In an Agarwal Mahasabha the President introduces ten sellers close to him to Snapdeal. Academic Year or Course End sales, Relocating Sales, Close-out merchandise Use Indian post effectively – Majority of 40+(age) sellers check their snail mail religiously. Allay all Fulfillment Fears and compete with Feedback – Ensure seller has internalized that a negative feedback is a great opportunity to learn about and improve own operational practices. Get Crazy with Lists - Listmanias that mention seller’s product should expose it to thousands of potential customers on Snapdeal, and the list can even appear in Google search results for associated keywords. You’d Like to … guides – Fitness Tracker Seller could write a guide called “Beginner’s Guide to Couch to 5k.” In the course of writing the guide, seller can link to items from Snapdeal’s Fitness and Healthcare categories. Write product reviews - seller puts a link to its product page in reviews of other items. Make friends at the River - Adding someone as a Snapdeal friend can help you find people interested in networking or reviewing your products. Buy X, Get Y – A Seller is able to increase the odds of buyers finding your item by displaying it with a complementary item. An ideal BXGY campaign would pair your item with Snapdeal’s No. 1 bestseller in the same category, if that bestseller appealed precisely to your target market. Customer Discussions - Provide a forum for a manufacturer or seller to notify shoppers of a new product feature or other current

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information relevant to an ongoing discussion. SnapChase – Digitized Leaflets/Catalogues on Snapdeal Mobile App

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Snapdeal Engage - Connecting the Offline purchases with the Online research a Shopper did at Snapdeal. Consider an Internet user, Kumar browses Snapdeal.com to learn more about a digital camera. He is in a hurry and goes to local croma store and buys the same camera. Snapdeal gets credit for this sale from Croma.

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The Eyes and Ears - Category sales or Seller Acquisition teams are the eyes and ears. In Lucknow area Snapdeal doesn’t have many Electronics sellers? Digital products in next 6-12 months becoming big – people consuming a lot of content on smartphones and tablets – including books, music and movies. Bhakti Items- A 5000 Cr INR p.a. category still missing from Indian E-commerce Scene. Publishing simplified content (books, guides) for entrepreneur sellers who are thinking to start selling physical products online. Snapdeal leading an eco-system where another million new sellers are created and I would love to ignite this motion by writing 5-6 easy to read books, something like Selling the Top 20 Hot Best Selling Products On Snapdeal

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