A Marketing Plan of E-Commerce Magazine 2012

A Marketing Plan of

E-Commerce Magazine 2012

Executive Summary

An online channel also responses to consumer's need for information through the internet search, social network and mobile technology, which become more popular nowadays, since it is easy to access and provided 24 hours by 7 days. Our infrastructures and IT services also support consumers to access internet while mobile devices' technology is also well-developed with lower cost that general people can purchase.

Due to higher convenience, online channel turn to be another society that marketers and business owners can gain marketing advantages like building brand awareness, developing customer relationship or even selling their products. This online channel also brings benefits to SMEs or business starter to increase their opportunity in competitive market, using

E-Commerce or M-Commerce to reach their target consumers.

Nonetheless, the nature of society in online channel is far different from physical one, so the basis about consumer behavior maybe dramatically changed and it is a big challenge for marketers and business owners to get into their customer's digital life in the right way. Moreover, some activities and behaviors also impact consumers' physical daily life, so that marketers and entrepreneurs must be aware about their internet usage and catch the trends upcoming nowadays.

Consequently, our E-Commerce magazine is launched to serve them update information and professional advices that they can adapt to their online marketing activities. E-Commerce also helps those digest complicated information and compare available IT solution choices so that they can make their business decision easier. Thanks to our more than ten years experience, E-Commerce comes up with professional and exclusive stories telling in friendly mood and tone but still keep our cool tech-savvy style.

Target group

* New generation of people and university students who see potentials of the internet, but they are lack of knowledge regarding online marketplace. So, they seek for advices about how to start-up business on the website and other sources.

* Employees who want to make their own business or a new source of income from e-commerce. Therefore, they want to know how to build, sell, and promote their online store.

* Business people and entrepreneurs who need a way to reach new customers, to expand their market and increase sales.

Positioning

An friendly but professional consultant that provides an information about online marketing and E-Commerce for the consumers who want to use online channel and IT solutions to support their businesses.

Product Strategy

Every issue, E-Commerce Magazine talks about categories of new business model, which readers will be exposed to many in-depth interviews with executive and professional, giving readers the opportunity to adopt the use of internet and mobile access. In addition, article such as online marketing includes lots of tips for little time that gives readers enough information to increase sales and know many tools for less money spending.

In order to promote the habit of reading especially for those who have average income, E-Commerce Magazine costs 65 Baht but provides a good quality of contents, which is divided by categories of interest, and the layout design is legible, simple, and stylish giving a pleasure for reading

Price

65 Baht is the most reasonable price for us to stay our quality of content and materials for publishing while it is not too high to purchase for middle class and upper middle class which are our target group.

Table of contents

Executive Summary 1

Target group 1

Positioning 2

Product Strategy 2

Price 2

C-PEST (Situation Analysis) 4

Competition 4

Political 4

Economics 5

Socio-cultural 6

Technology 8

Objectives 10

SWOT 11

Strengths 11

Weaknesses 11

Opportunities 11

Threats 12

Strategy 13

Segmentation 13

Target Profile 13

Competitors 15

Positioning 16

Tactical Decision 17

Product 17

Price 17

Place 18

Promotion 18

People 18

Process 19

Physical Environment 19

Public Relations 19

Power network 20

Payment 20

Permission 20

Purple cow 20

Implementation Controls 20

C-PEST (Situation Analysis)

3.1 Competition

Nowadays, there is still no magazine specified only for online marketing in Thailand, so there is no direct competition. However, there are many indirect competitions from magazine in IT section and marketing section as we also provide contents about both marketing and technology. There are also open competitors as website and blog that provide the same kinds of contents as us but in easier way and brief details.

There is also niche market, a narrowly defined customers group seeking a distinctive mix of benefits. They search