cuponation online marketing plan

The coupon challenge Saurabh Mhase- [email protected]

Objectives:

Launching of the website through effective media.

Running a campaign to reach maximum internet users in first 6months and make them

properly aware of the benefits and service provided by Cuponation.

Constantly targeting the internet users through multiple channels and making them use

the service of Cuponation.

Following the existing customers who through different mediums and constantly offering

best deals to them.

Changing the layout of website of Cuponation to turn customers into Cuponation’s

marketers through competitions and technology.

Increasing touchpoints of Cuponation to get in touch with customers and building trust.

Channels:

Launch of Cuponation-

Launching in top newspaper- The Times of India

A small card would be distributed in newspaper saying-

Scratch here for high savings for shopping online - whenever a person scratches, name of

site i.e www.cuponation.com would appear.

Online campaigns:

1. Coupon of the Day –

The coupon providing highest savings to customers will be called as ‘Coupon of the

Day’. It would be communicated to customers via digital media.

2. Dealer of the Day-

A lucky customer redeeming ‘Coupon of the Day’ would be Dealer of the Day.

Name and photo of ‘Dealer of the Day’ would be highlighted on Cuponation website,

Facebook and Google+ pages of Cuponation.

Dealer of the Day would share his/her fame on social network.

Google AdWords:

Constant advertising on Google AdWords to reach out more customers. Selection of

keywords is important especially for India.

Indians are prone to spelling mistakes so, picking up right keywords is the key. Different

combination of letters in ‘Coupon’ and different phrases should be picked up.

http://www.cuponation.com/


As shown in image above competitor’s ad is ranked at top. Proper steps will be taken to

rank Cuponation higher in Google Ads as well as organic search results

Facebook Ads-

Facebook ads would help in transferring traffic from Facebook to Cuponation website.

It would be helpful for sharing best deals of Cuponation with customers.

Facebook Ads are guaranteed to be seen by Indian users.

Free Digital Media:

Young people from age-group of 20-30 are major users of Social sites, mobile

applications.

As per strategy Cuponation should hire college students from major cities of India for

project.

Team- 5 students from each city (10 cities, 50 students)

Award- Project Certificate from Cuponation to students.

Target – Reaching at 5Lac Facebook, Google+ page followers.

Incentives- Rs.1000 on reaching target.

Duration- 3 months

Task for interns-

1. Increasing likes for Facebook page of Cuponation-India sharing daily deals in the

network.

2. Increasing traffic on Google+ page of Cuponation.

3. Sharing Cuponation videos on Facebook, Google+ and other media.

4. Sharing Cuponation videos, Images on WhatsApp and other mobile applications.

Website design-

The coupons on website should have sharing option on social network. The share button

would help customers to share the particular deal on social network.


Website advertising-

Advertisements of Cuponation would be given on websites having high traffic websites

in India like Times Internet Limited, Wikimedia foundation websites, network 18

websites etc.

Mobile application-

Cuponation mobile application would be created to get in touch with customer. Mobile

application would highlight ‘Coupon of the day’ and other best deals on Cuponation.

Email marketing-

A campaign would be running to increase database of website. On signing up, customers

would get more exciting deals. With the help of database, email and SMS marketing

could be done.

Timeline for Strategy-

Campaign Email Marketing

Digital media project Website Advertisements

Facebook ads Google AdWords

Month1 Month2 Month3 Month4 Month5 Month6… contd...


Argumentation of strategy-

Advantages of Campaign-

1. Increase in customers-

Indian customer’s tendency is to get the best deal. ‘Deal of the Day’ campaign would

help in providing best deals of the day to customer and hence increase the number of

customers.

2. Competition in the clients -

All the clients would like to promote their coupon as ‘Deal of the Day’ as it would be

highlighted through all possible mediums. So, every client will try to give best deal

possible.

3. Customer acquisition and constant targeting-

Campaign decided in strategy would help in customer acquisition from different

media where the ad has been promoted. And ‘Deal of the Day’ would constantly

target the potential customers.

Advantages of Google AdWords-

Google sites have most number of unique visitors around 70,000 per year in India. And

on an average user spends 170 minutes on sites. So, Google AdWords would help in

targeting the potential customers via advertising.

Advantages of Facebook strategy-

In India, Facebook has second most number of unique visitors around 60,000 per year, on

an average spending approximately 217 minutes on site.

And statistics show that young people from age group 20-40 contribute more than 80% e-

purchases in India. Best way to target youth market is Facebook and hence it is the most

important channel.

Share the coupon-

Change in the website layout so that customer would be able to share the coupon on

social site would help in converting customers into marketers to fulfill one of the

objectives of strategy.

Free digital media marketing project-

This project would help in maintaining marketing cost within budget. And this could be

an important factor to balance between highly paid advertising.


Mobile application:

Mobile application would be a touchpoint for the customers to be in touch with the

customers and keep them aware.

cuponation online marketing plan

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