Savaganza Marketing Plan

Executive Summary

Savaganza is an online shopping comparison site featuring a wide range of UK retailers, merchants and product reviews that help shoppers find the latest branded products at the best price available.

Savaganza has partnered with the major affiliate networks and integrates data feeds from retailers to provide a comparison and search facility for searchers. The unique benefit for retailers is they get their products on a portal that doesn’t charge per click like many other leading shopping comparison sites, but only pay a commission on each sale. Shoppers benefit from cheaper prices, because retailers can offer discounts and vouchers and coupons alongside their products.

The products offered are shopping products that consumers feel are worth comparing with other products before making a final decision, and the term being derived from the expression ‘shopping around’.

Many products on Savaganza are classed as being homogenous products which are seen as being basically the same as each other, so the consumer is willing to shop around for the lowest prices.

However, there are heterogeneous products which are compared on the basis of more than just price and these products are used over a period of time and are under such categories as clothing, white goods (such as washing machines and fridges), brown goods (such as TVs and hi-fi equipment), household linens and sports goods. Consumers will consider the tangible features of many of these products, and if appropriate, the associated services on offer, before making their decisions to buy. This is why we will offer them the ability to pick products that have particular features and compare them with other products and then also read merchant reviews to find out what experience previous shoppers had with the merchant.

The model we have built also allows us to control the products and categories we promote and stay within the confines of our ethics and represent the brand positively.

Vision Statement: To offer online shoppers the cheapest prices on leading brand products from top retailers

Mission Statement: A leading portal for online shoppers searching for discounts, coupons, deals, offers and product reviews on the latest shopping products and brands from leading retailers.

Business Promise: (tagline) Let’s Save

Brand

Brand Identity Statement: Savaganza promises {online shoppers} that they can count on us to bring them the best savings, deals, bargains and offers on consumer shopping products from leading retailers and the best from the high street.

Positioning Statement: Savaganza is the first comparison portal to incorporate an affiliate platform and offer the best deals and coupons to shoppers looking for quality branded products in the UK.

TABLE OF CONTENTS:

Marketing Analyses

a. Marketing environment and trends

Key economic considerations for the UK in 2014 are (see Appendix): UK GDP growth is expected to be in the range of 2-3% in 2014 inflation to remain slightly above target, at 2.3% on average, in 2014. After a period of generally disappointing growth in 2011 and 2012, the UK economy

showed clear signs of recovery during 2013 and we expect this to continue in 2014-15. All major industry sectors and regions are now showing positive growth trends. (greater optimism)

Key technological considerations include:

Comparing mobile access across seasons we also see a shift in consumer behaviour with mobile access to coupon sites growing from 25% to 37% (July 2013 versus November 2013), going back to departments stores that increase was 26% to 43%

centrality of mobile devices for consumers in 2014, and the ‘always on, always shopping’ lifestyle arising from mobile usage (eMarketer Report)

The UK registers relatively high usage of most digital platforms. eMarketer estimates that more than 77% of the country’s population will be online in 2014, and 77.5% of households will have a fixed broadband connection.

Moreover, nearly 81% of residents will be mobile phone users, while 53.7% will have a smartphone. More than half (54.5%) of the population will use their mobile phone to access the web this year; by the end of 2015, we expect nearly three-fifths will do so.

b. Customers’ needs and segmentsPrimary Target Market -What are they buying online and where? - furniture, white goods, haircare, fragrances. Overall, there is little they don’t tend to research or buy online, exceptions being home insurance, loans, toys or computer games.- Download coupons and vouchers on their mobile devices- Looking for reviews and consumer ratings and customer comments- Top brands at very affordable prices- Tablets for the primary target market are for shopping followed by sports, news

and travel

- Mobile phones are mostly for Travel, maps, news and shopping and entertainment

c. Competition and Competitors’ strategies

1. KelkooOne of the UKs leading price comparison sites with a global presence. It has an Alexa rank of 44,700 and this is very high, meaning they get a lot of traffic. kelkoo.co.uk receives about 20,536 unique visitors and 41,893 (2.04 per visitor) page views per day and has a PageRank of 5. The most searched for keyword is Kelkoo at 63% of traffic showing strong brand awareness. It has 1075 sites linking in. The site does not feature offers, coupons and discounts prominently.

2. PricegrabberPricegrabber is one of the UKs leading price comparison site which receives about 9,048 unique visitors and 19,907 (2.20 per visitor) page views per day. It has an alexa rank of 212,000 and is one of the lowest of the big price comparison sites and a PageRank of 4. Pricegrabber has 461 sites linking in and the top keyword searches to the site are for the brand, showing good brand awareness. It has a coupon page but very few coupons on offer

3. PricerunnerPricerunner is one of the UKs leading price comparison sites and receives about 35,616 unique visitors and 95,452 (2.68 per visitor) page views per day. This is high traffic volumes and it’s alexa rank is 45,000, making it a high ranking site. The most popular search keyword is ‘price comparison’ and then followed by the brand name. It has 644 backlinks according to Alexa. There are no apparent offers or discounts on the site.

4. XXL Sale

Not such a well known price comparison, however it features prominently in Adwords and receives most traffic from there. Brand is weak for a few reasons including a weak domain name with a hyphen and brand name and logo are weak.

xxl-sale.co.uk receives about 12,355 unique visitors and 31,012 (2.51 per visitor) page views per day and has an Alexa rank of 31,000 and this is very high, meaning the site gets a lot of traffic. As expected, brand searches for this site are not in the highest list of searches and this is a sign of weak brand awareness, and this is not surprising considering the domain name and brand name chosen and the site is relatively new – it also explains why they have to pay for a lot of PPC traffic. PageRank is 0.

d. SWOT Analysis

Strengths Cheaper for retailers Discounts and savings for customers and not just comparison Digital marketing expertise

Weaknesses Unknown brand taking on established brands

Low capital resourcesOpportunities

Growth in mobile usage Rise in people visiting coupon sites from mobile devices

Threats Scottish Independence – lose over 4 million potential customers Visitors deleting cookies – Research by ComScore (2007) concluded that

cookies are deleted by at least 30% of internet users in a month.

Objectives

All objectives are for the first 6 months of activity from December 1 2014 to 31 May 2015

1. At least 10% of Savaganza organic search traffic should be for the brand by 31 May.2. 3000 retailers on the site with about 15 million products by 31 May (5000 products

per retailer)3. Receive 150,000 monthly visitors from PPC traffic (search and display) by May 31

(based on £30,000 monthly budget and 20p per click)4. 20,000 visitors per month from Organic traffic by 31 May5. £50,000 total revenue per month from all revenue streams by 31 May6. 20% of visitors should be returners as seen in Analytics by 31 May7. 2.5 page views on average 8. 18,000 registered members on our website by 31 May - based on a 2% conversion

rate and a total of about 900,000 visitors to 31 May

Strategy

The Savaganza strategy sets out the approach we plan to undertake through segmentation, target marketing and positioning and how we will achieve our marketing objectives.

Market Segmentation

Primary Target Market:

City Sophisticates and Career Climbers. They are Twenty and thirty somethings. Most are singles moving up the career ladder and some are couples and yet to start a family.

Many have good incomes and are typically above the national average Many are graduates and white collar occupations tend to predominate They are the internet generation and ‘early adopters’ most likely to use smart

phones and frequently use the internet and new technology They tend to live in large urban settings, often major cities particularly London Ownership of iPhones, iPads and other smart phone and tablet devices is double the

national average Social media is for business contacts and less of following brands

High street fashion retailers such as Gap, Republic, Warehouse, Oasis, and Accessorize will be favoured by these young shoppers.

Clothing may be purchased from a variety of places, from modern fashion retailers such as Hollister and Forever 21, to JD Sports, and H&M

Style magazines find an audience amongst these people

Secondary Markets:

1. Financially Comfortable Families: They are working families with many having school age children Managerial or professional occupations Smartphone, iPad and other tablet device ownership is higher than average Leisure interests might include golf, computers, football, fashion and films Many own modern technology, DAB radio, games consoles and portable

audio Long established and frequent users of the internet, they will research and

purchase a variety of goods online. Majority Parents are aged 35-49 and their children are 5-17 years old.

2. Families Starting Out: These are younger couples in their first home, starting a family and others

who are at an early stage of their career Products they may be interested in include toys, baby products, furniture and

less expensive household goods. This is the internet generation and they spend more time online than

average. New technology including Smartphones and tablet computers might be popular

They have day to day financial pressures and may have recently obtained new credit cards

There is a propensity to read news online and shop online. Ownership of iPhone, Blackberry and Android phones is above average and

they may download a variety of apps and content to their phones. Shopping, fashion, food, and travel apps are common downloads

Will use their phones to research products and are more generally accepting of marketing than average and will respond to internet Ads.

Some will download vouchers and coupons and their online shopping may frequently be influenced by online customer reviews

Having more recently moved onto the housing ladder, they might shop with less expensive providers of household goods and furniture. They do not particularly favour department stores, but may use retail brands similar to Zara or Hollister, while some will be shopping at Early Learning Centre and Disney Store.

3. Younger couples and families They live in towns and outskirts of cities Household incomes slightly above average because of two salaries

Might seek savings through price comparison sites Credit cards more prevalent than average Many own modern technology and electrical equipment, a number having

videogame consoles, either for themselves or their children A number will be regular users of online auctions such as eBay Typical high street names where these families might spend money include

DFS, BHS, Peacocks, Debenhams Some may respond to advertising on their smartphones

4. Student Life Aged under 25 (over 75% of them) and most are single Ownership of smartphone, tablets and hand-held computers will be well

above average, as will the proportion owning portable media players and games consoles, however most will not have a credit card

Majority will use social media sites They will supplement their spending power by downloading coupons or

vouchers Regular internet users, they are generally comfortable with researching and

buying goods Groceries, music, musical equipment, smartphones and clothes might be

bought online Their online purchases may often be influenced by reading customer reviews

or comments A number regularly respond to text and digital advertising, download

advertising content or read promoted Tweets on Twitter Their frequent social media use may well include following celebrities and

interacting with brands The kind of high street names this type might favour includes New Look,

Topshop, Topman, River Island and H&M. They might shop at retailers such as Game and Apple Store for gadgets and

New Look, TK Maxx, Hollister, Topshop and Topman for clothes.

Tertiary Markets:

This includes a mix of singles, couples with children and single parents and the age profile may tend to be younger than average. These include the separated and divorced.

Incomes tend to be well below the national average Employment tends to be in a mixture of clerical, semi-skilled and other office or

manual occupations Some will regularly download coupons and vouchers to supplement their budget. Online shopping is more likely to be influenced by reviews or customer comments

they find online. It’s possible they might prefer to respond to online marketing relative to other channels.

Smartphones might be particularly used for auction sites or shopping

They might shop in dept stores or in retailers of the style of Peacocks, Primark, TK Maxx, Aldi, Iceland, Co-op and Argos.

Market Targeting

We will be targeting all 6 market segments with differing messages and products. Because each segment has distinct needs and with a few overlapping, we will use the promotional mix to reach them on sites they visit and with keywords they use to search.

Tactics (Positioning):

ProductOur product or service is a price comparison site that offers deals, offers and coupons from retailers. Shoppers are able to compare products on their prices, features and reviews.

Merchant reviews and ratings showing how retailers have performed in the past

To reach our goal of 3000 merchants and 15 million products on Savaganza by 31 May 2015, we will add other Affiliate Network APIs like:

Webgains Tradedoubler Affiliate Future eBay Aflite Amazon (full product list) And we will continue to add more merchants in the current list of affiliate

networks like Affiliate Window, CJ and Linkshare.

- In Phase 2 we will create a limited PPC model and merchants who are not on affiliate networks will be able to create an account and upload their datafeed or we could do it for them.

PriceSavaganza doesn’t sell any products so does not set any prices. Income is earned from a number of monetisation methods including:

Commissions from sales made on the retailers’ websites after the shopper has clicked from Savaganza.

Adsense placement is a secondary income stream and Ads are contextually matched to website page content. Testing will be undertaken to ensure the maximum earning from Adsense.

PlacePlace is where visitors come to compare products, prices, read reviews and save on their online shopping. And this takes place on Savaganza.co.uk with the transaction completed on the merchant’s website.

Visitors are also able to register on Savaganza and update their profiles and choose which products they are interested in and want to receive offers in their inbox for.

They will also be able to watch certain products and see how the price is trending.

They will need to register to leave retailer reviews and this will be a quick registration process that will only require Full Name and Email Address. Later they can update their account details and choose whether to receive communications from us and what type of communications

They can leave reviews for past orders and add products to their ‘Favourites’

We are aiming for 170,000 visitors from PPC and Organic in total per month and 20% of them should be returning visitors – that is a total of 34,000.

Phase 2 will also include creating a mobile app and will help towards reaching 34,000 returning visitors per month.

Registered members and newsletter subscribers will receive regular deals and offers and a newsletter and will also help to achieve our 34,000 returning visitors’ goal by 31 May 2015.

PromotionPublic Relations (See Appendix):

We will create press releases with the goal of raising awareness of the Savaganza brand at launch

Identify media outlets that reach our target audience and work in partnership with a PR expert and sites like PR Web

We will highlight Savaganza’s unique position as exclusively working on a commission with retailers and them not having to pay anything upfront to advertise their products. Our competitors charge on a Pay Per Click model and this is a deterrent for many merchants who have heard or experienced PPC horror stories on platforms like Google Adwords. So with us they aren’t charged anything upfront and they only pay a commission from sales.

We also take care of all integration and all the retailer does is supply a product feed.

The benefit for consumers is that they get a wide range of merchants and products to choose from and we will highlight this in the Press Release. They also get coupons and vouchers which aren’t available on other price comparison sites.

Adwords: We will run two adwords campaign types (1) to raise awareness of the

Savaganza brand using banner image ads and text ads both on CPC and CPM models on the Display Network (2) a direct response campaign on the Search Network with the aim to bring in sales and earn commissions and recoup our start-up costs.

We will also run an awareness video campaign in Adwords Monthly Adwords budget is £30,000 and will be used to advertise on Google

Network to bring at least 150,000 visitors per month.

SEO: Sign up with Google & Bing Web master tools and Google Analytics to

monitor and manage SEO performance We will place links on prominent sites in the same sector as Savaganza and

that have good traffic levels to boost organic rankings and reach our goal of 20,000 organic visitors per month.

Homepage and category pages will be optimised for keywords and content on these pages will include the keywords.

Wikipedia Page: Create a Wikipedia page for Savaganza

Bing: Launch PPC campaigns on Yahoo and Bing

Social Media: Social media will be primarily targeted at the student market who are active on this platform.

Facebook – engage a facebook expert to help launch and manage Savaganza brand on this platform and run some Facebook Ads that target people who match our customer profile

Twitter - engage a Twitter expert that can launch our account and give us pointers on how to maximise this going forward.

Google+ Video: Video we create will be published on leading video sites like Youtube, Vimeo, and Dailymotion to raise awareness of the Savaganza brand.

Email Marketing:

1. Savaganza registered members will get daily/weekly/monthly updates of latest coupons, vouchers, deals and offers straight to their inbox

2. Newsletter – We will send out a weekly/monthly newsletter to subscribers through mailchimp with product updates on how they can ‘save’

Budget

BRAND LAUNCH BUDGET WORKSHEETTactic Cost Estimate

Search Marketing

Adwords – Launch 21.11.2014SEO - Launch 18.11.2014

- £30,000 - £200

Public Relations

Press Release - Launch 18.11.2014 - £60Website Development - £5000 HALF PAIDDomain Registrations - £500 PAIDTrademark Registration - £320 including VAT (PAID)Logo Design - £99 (PAID)Video Creation -Ico Registration - £35 PAIDRegister Logo Trademark - £200 PAIDSocial Media (First Month) - £100

Action Plan and Timeline

PRIORITY:

TARGET:TASKS WHO WHEN BudgetSocial Media Registrations

Mike 22/10/2014 £40

Logo Mike 10/4/2014 £99Website Development

Mike/Haggai 11/11/2014 £5000

Domain Registrations

Haggai completed £500

Video Creation 18/12/2014

Trademark Mike 09/05/2014 £320

RegistrationIco registration Haggai 18/12/2014 £35

Adwords Mike 18/11/2014 £25,000 Press Release Mike 13/11/2014 £60Copywriting MikeAdwords Banners

Mike 05/11/2014

Home Slider Banners x 1

Mike 05/11/2014

Website Hosting

Mike/Haggai 30/10/2014 £200

APPENDICES

http://www.pwc.com/gx/en/issues/economy/global-economy-watch/2014-predictions-for-the-uk-economy.jhtml

http://www.pwc.co.uk/the-economy/publications/uk-economic-outlook/

http://www.digitalstrategyconsulting.com/intelligence/2014/01/uk_digital_consumer_trends_for_2014_video_and_mobile_increase.php

http://media.ofcom.org.uk/2011/12/14/uk-consumers-are-a-nation-of-online-shoppers/

Copywriting

1. Homepage2. About 9 corporate pages3. Home banners and include Xmas designs x3

Adwords Banners

- Sets of banners for each of the main categories. Include Xmas banners

PR Creative Ideas

Launch and talk about huge savings – we work with retailers and manually upload coupons. Coupons are real

Talk about new partnerships Seasonal offers – Christmas, back to school Surveys We get exclusive coupons and vouchers not found anywhere else due to our

relationships with merchants.

Analytics Goals and Funnels

1. Registration 2. Contact Form3. Newsletter Signup4. Merchant Review5. Leaving a review – Registered Users6. Leaving a review – Not Registered users

Funnel 1 – 1. Product Listing Page 2. Product page (when they click more) 3. Product Review Page 4. Register Page 5. Registration (goal)Funnel 2 – 1. Product Listing Page 2. Product Review Page 4. Register Page 5. Registration (goal)

7. Favourite8. Search

Remarketing

1. All Visitors2. Registered Users3. Non-registered Visitors4. Number of pages visited5. Time spent on website6. Left a product review7. Left a merchant review8. Visited specific category or sub-category9. Newsletter signup10. Visited top pages – Latest Products, Latest Coupons and Latest Offers

Homepage Top Retailers

1. Amazon2. John Lewis3. Pixmania4. K & Co.5. Argos6. Play.com7. Marks & Spencer8. Asos

Target Segments Retailers:

1. City Sophisticates and Career Climbers:

Gap, Republic, Warehouse, Asos, Oasis, and Accessorize. Hollister and Forever 21, to JD Sports, H&M

What sites do they visit: Style magazines What do they buy online: clothing and accessories, hair & beauty products, sports fashion, furniture, white goods, consumer electronics (tv,stereos etc), groceries, books

2. Financially Comfortable Families:

What sites do they visit:What do they buy online: games consoles, golf, computers, toys, football, films, Sports & Leisure wear/trainers. They will mostly research toys and Sports & Leisure wear/trainers online.

3. Families Starting Out:Zara or Hollister, while some will be shopping at Early Learning Centre (Tradedoubler) and Disney Store (CJ & Tradedoubler).

What sites do they visit:What do they buy online: baby products, toys, clothing and accessories, furniture & less expensive household goods.

4. Younger Couples and Families:DFS, BHS, Peacocks, Debenhams

What sites do they visit: eBay, What do they buy online: games consoles, toys

5. Students:New Look, Topshop, Topman, Warehouse, River Island and H&M. TK Maxx, Hollister, Topshop and Topman

What sites do they visit: broadsheet newspapers, eBayWhat do they buy online: hair and beauty products, sports and leisurewear/trainers, Clothes & accessories, books, groceries, music, musical equipment, smartphones

6. Tertiary Market:Peacocks, Primark, TK Maxx, Aldi, Iceland, Co-op and Argos.

What sites do they visit: eBayWhat do they buy online: toys, clothes,

WEBSITE UPDATES:

Slide 1: Female

Slide 2: Xmas Slider