Internet Marketing Campaign Plan For Wesfarmers Grocery Items In India

Company Overview

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:

• Family feeders- it includes the parents and other adults of the family who generally purchase the grocery for their families on the behalf of their families. This segment is considered as main buyer of the grocery and it includes buyers with lower, middle and upper income (Kurt Salmon, n.d.).
• Variety seekers- it includes the customers who are loyal towards the particular brands and such consumers enjoy the variety of products and also like to experience new things in their food choices.
• Healthy and natural- this segment of the market includes the consumers who purchase products from the environmental protective retailers (SN, n.d.).

Another targeted market for Wesfarmers outside Australia is the grocery market of India. Grocery market of India is considered as 6^th 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).

Target Markets for Grocery Items

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:

• Families- this segment is considered as the most loyal and biggest segment of the grocery products in India. This segment includes the big families and small families and it also includes the lower, medium, and higher income families. Wesfarmers can mainly target this segment of the market because it is the only segment which is considered as most loyal and biggest segment. In this primary buyers are women’s.
• Students- it covers those customers who are living on rent for education purpose, and presently this segment is also increased because of the increasing trend of metro station jobs and education.
• Working segment- this segment is also considered as important segment as it includes the people of working class with both high level of earnings and medium level of earnings (Kazmin, 2015; IBEF, 2018).

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:

• Technological Infrastructure- infrastructure based on Wi-Fi for the purpose of supporting the internet access in the organization. It also includes the efficient hardware and software system.
• Data requirement- Wesfarmers required information related to their competitors, demands and needs related to customers, analysis of both internal and external environment (Royle, & Laing, 2014).

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.

Internet Marketing Overview

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):

• When management initiate the test of market?
• Things management learns from the market test?
• How management use the information from a test market?

Plan for testing includes following factors:

• Wesfarmers must develop a model or description of the product or services they offer to the consumer.
• Wesfarmers must decide the price on which they sell the product in the current market place.
• Management must take steps to reach the potential customers with the sample and prototype model and ask would they like to buy it.
• Organization must compare their products with the products of their competitors.
• Wesfarmers can also visit the trade shows and exhibitions (Entrepreneur India, n.d.).

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:

• Total visits- in this company consider the total visits on the primary website of the company, and company can also consider the total visits on any other location relevant to their strategy such as landing page for a pay-per-click campaign.
• New sessions- this is the metric available in Google Analytics, and in this total number of new sessions stated how many site visitors are new and how many are recurring.
• Channel-specific Traffic- this is found in “Acquisition” section of Google Analytics, and this metric ensures the segmentation your traffic based on their point of origin.

All these above stated metrics can be used by Wesfarmers for checking whether their marketing objectives are met or not (DeMers, 2014).

• Total visits- for analyzing this metric Wesfarmers can check the number of visits on their primary site, and in case numbers of one month falls down from last month then company can take appropriate action.
• New session-it helps the organization in determining whether there site is sticky enough for the purpose of encouraging new customers and it also considers the outreach efforts of the site.

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:

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