E-Marketing Plan ( 網路行銷企劃 )

E-Marketing Plan (網路行銷企劃) Legal - Ethical Technology Internet E Competition Other factors Markets SWOT E- Business S Strategy/ E - Marketing Implementation Model Strategy Marketing Mix/CRM P Performance Metrics

1. The Playboy Story • 1990s: A plan to add multimedia content channels. • After years of declining circulation and revenues. • Channels include: cable TV, digital media, videos, and the Internet to its magazine format. • Playboy TV: sexy entertainment for couples. • Playboy web site: take full advantage of the interactivity and multimedia carrying capabilities.

The Playboy Story (1) Based on a thorough understanding of the firm’s assets. • A strong brand, • A base of 4.5 million readers, • Extensive editorial (龐大的編輯), • Advertising sales experience, • The Playboy bunnies (兔女郎). (2) Goal: Diversify (多角化) the business.

The Playboy Story (3) A marketing plan for generating revenues from: • Advertising. Entice (慫恿) traditional advertisers to extend their magazine reach to new online markets. • E-Commerce: Sell Playboy-brand items online. • Online gaming. Displays horse races, sends e-mails to notify, and provides betting tips (賭金) from popular Playboy Bunnies. • Online events. Users can join the Cyber Club for $60 a year and view behind-the-scenes (幕後花絮) content. (4) Evaluation • Is still losing money, but less than magazine industry average. • Bet on online gaming to draw future revenues.

Opportunities Threats 1. 1. Pending (懸而未決) security law means Hispanic (拉丁美洲) markets growing costly software upgrades. and untapped (尚未開發) in our industry. 2. Competitor X is aggressively using e- 2. Save postage (郵資) costs through commerce. e-mail marketing. Strengths Weaknesses 1. Strong customer service department. 1. Low tech corporate culture 2. Excellent Web site and database 2. Seasonal business: peak (尖峰) is summer system. months. E-business Goal: Initiate e-commerce in within one year. Metric: Generate $500,000 in revenues from e-commerce during the first year. 2. E-Business Plan SWOT, Objective, and Metric

Step 1: Situation Analysis • Review: • The firm’s environmental and SWOT analyses. • The existing marketing plan and any other information that can be obtained about the company and its brands. • The firm’s e-business objectives, strategies, and performance metrics.

SWOT Analysis • Opportunity/ Threat • The competition and looks at external environment • 法律/政治、科技環境、使用者趨勢、全球市場… • Strength/ Weakness • The company’s internal capability

Key Internal Capabilities for E- Business(Adapted from Kalakota & Robinson, 1999)

SWOT Example: Amazon.com

Step 2: Link E-Business with E-Marketing Strategy • Create supporting e-marketing strategy for the e-business goals. Targeting Differentiation Tier 1 tasks Segmentation Positioning E-Marketing Strategy Offer Tier 2 tasks Value Communication Distribution

Create supporting e-marketing strategy for the e-business goals • Tier 1 strategy • segmentation, targeting strategies • differentiation, positioning strategies • Tier 2 strategy: 4P’s and relationship management • offer (product) strategies • value (pricing) strategies • distribution (place) strategies • communication (promotion) strategies

Step 3: Budgeting • Forecast revenues. • include Web site direct sales, advertising sales, subscription fees, affiliate referrals, sales at partner sites, commissions, and other fees. • Evaluate costs. • employees, hardware, software, web site… • Identify the expected returns from an investment. • Determine whether the effort is worthwhile. • Cost/benefit analysis, ROI (投資報酬率) calculation…

E-Marketing Plan ( 網路行銷企劃 )