An online shoe store, based on the drop-ship model, with a wide variety of traditional

Pakistani shoes, called Kolhapuris.

OBJECTIVES:

• To find a gap in the online Pakistani market

• To provide a specialized online shoe store for the people living in

Pakistan.

• To propose an effective marketing plan to drive traffic to the

website and generate sales.

URL: www.shoesonlinepk.com

INSTALLATION:

• Domain – www.godaddy.com

• Installed using Prestashop

Competitor / Keyword Analysis Keywords: • kolhapuri chappals • kolhapuri chappal online shopping Pakistan • kolhapuri chappal Pakistan • kolhapuri online Pakistan • Desi shoes online • Pakistani shoes • handmade chappals • kolhapuri online Pakistan • chappals online shopping desi

Top competitors based on these keywords:

www.daraz.pk www.alibaba.com www.olx.com.pk www.kolhpurworld.com

CHANNEL INTEGRATION

Keyword Research • Keywords: phrase, words or numbers searched for by a person

• Head/Tail: It refers to “Long tail” effect in marketing. Tail terms –long phrases – less traffic than head terms – but conversion rate is high, as searchers often land exactly on what they were looking for. Head terms –high volume in searches but competitive to attain

• CTR – CLICK THROUGH RATE CPC- COST PER CLICK • KEYWORD TOOLS: Google AD words traffic estimator, keyword

discovery, word tracker, spacky.

• KEYWORD SELECTION: Choose least competitive KW’s & which will bring more traffic (look at organic and paid search engines to determine competitiveness)

Successful keyword masters • Good listeners

• Creative

• Organized

• Detail oriented

• Diligent

• Constantly revisiting assumptions

Keyword planning

The Keywords for the content and ad copies were decided

by analyzing the search record and behavior of searches

of the target audience i.e. women in Pakistan.

Google Trends

Google AdWords

Website Title

The website title included the keywords: Buy shoes online, Buy

chappals online in Pakistan, Pakistani Traditional Shoes. This

would help in achieving better SEO and ranking higher on

Google search. The keywords were chosen after using the

keyword planning tool on Google Adwords.

E-Mail IntegrationE-mails will be used to send newsletters about upcoming offers

and new designs to the consumers. For that, the consumers will

have to first subscribe to our mailing list and by subscribing they

will get a 10% discount on all purchases just that once.

SOCIAL MEDIA INTEGRATION Different social media platforms were used to increase engagement and to drive traffic back to the main website

Social media is becoming much more than using different channels to spread awareness of the brand although that is also a great component.

Our web is where the major transactions take place: http://shoesonlinepk.com/index.php and help our customers to shop online through a user friendly interface and a great shopping experience.

SOCIAL MEDIA STRATEGIES

Our Facebook page functions as a catalog which helps our kolhapuri business come alive by attracting customer base and promoting our best of collections.

Our catalog format on the Facebook page with allow users to go through the collections and get description of the model number and description and then ordering it on the web page

Our Instagram page helps us connect with our customers and kolhapuri lovers by interacting with them on a more personal level and by building a community which makes our content more relatable.

Our Pinterest page reflects on what’s happening and what the brand has in store for the future by reflecting on stories of the brand and the people through pins for the pinners and followers to embrace the brand as a style icon in their boards.

Our Twitter page will be linked with our Facebook page and will feature contests and engage with people who are connected on social networks and want to know what is trending.

As for Twitter which is used by users to stay in the social media loop through what’s most trending and retweets this platform can target users on the basis of encouraging a two way conversation and success can be measured on the basis of responsiveness in terms of favorites and the use of hashtags.

Which can not only allow personalization and suggestions in connection with the brand but to use it more effectively content can be promoted through contests and generating ideas of kolhapuri customization of designs for the customers, by the customers.

COMPETITOR PRACTICES AND STRATEGIES

Currently the local and international brands are using social media to create awareness, reflect on their brand, learn more about their consumers and potential consumer base and engage with them.

They do this by constantly responding and interacting with them based on their feedback and creating content which captures their attention. However most brands fail to utilize each social media platform on the basis of the different benefits they have to offer.

BRANDS GETTING SOCIAL MEDIA RIGHT

o Capitalize on holidays and events and stay relevant

o Launch and create a hype for new products/features/ideas

o Involve and bring the brand to people through interaction and reliability

o Customer service and give the people what they want

o Stay consistent and passionate with the brand

o Personalize and respond in order to create a two way communication

o Deliver content and all story telling being a two way stream

o Capture the mood and what people love and translate it through the brand

MARKETING PLAN Content Marketing Behavioral targeting

Content optimization

Hub-Spoke Model

Contextual and Search Marketing• Free and paid search advertising - to generate targeted

• Long-tail keywords - buy shoes online, buy chappals online

in Pakistan and buy Pakistani traditional shoes will be

primarily targeted.

• Pay per Click (PPC) advertising - Google AdWords will be

used in order to drive laser-targeted traffic to the website.

• AdWords’ sponsored listings as well as its contextual

network will be used by ShoesOnlinePK.com to promote itself

across both channels.

• The maximum bid that ShoesOnlinePK.com will set on Google

AdWords will not exceed 100 PKR.

Social Media Facebook, Twitter, Pinterest and Instagram to promote services.

Paid advertisements on Facebook only

Cost-Per-Click (CPC)

Cost-Per-Impression (CPM)

sponsored listings

text ads which will be displayed on Facebook to the

Pakistani audience.

Split-testing to analyze optimum results and which ads generate

them

Email • Newsletter subscription to capture email addresses of visitors.

• Discounts will be given upon subscribing.

Offers / Competitions: • Competitions on social networks to increase engagement

Other • press releases

• pay-per-click advertising on Bing Ads

• article marketing

• guest blogging

• sponsored reviews by renowned bloggers

BUDGET

The overall budget = PKR 500,000.

The breakup of the budget will be as follows:

Contextual and Search Marketing = Rs. 200,000. On an average, Rs. 100 per click is budgeted (CPC model)

Social Media (Facebook) = Rs. 200,000

Other Advertising Models = Rs. 100,000

EVALUATION • Google Analytics

• Heat maps

FORECAST • Build the awareness of Kapasche.

• Buy www.kapasche.com

• Redirect traffic from current website and social pages will be redirected towards the new one.

• Transform online shoe store to an online luxury brand.

Thank You