On-line Marketing Strategy
The growth and popularity of the internet has become so rapid and vast that it covers almost everything there is in the world. During the early 90’s the word “internet” is an alien word to most but after a decade of expansion, the internet has become widely known and developed into an indispensable commodity in almost all aspects of the society. This indispensability can be attributed to the fast and efficient communication that it provides as well as its known popularity and coverage. It is specifically designed for people on the go.
The business sector, being a fast moving enterprise widely utilizes the internet not only for communication or research but also for business promotion and expansion. One of the popular business ventures these days is the e-commerce. This enterprise utilizes on line and e-mail marketing strategies in order to sell its products. It has been reported through various researches that Based on research and studies, on-line marketing is a good business venture because of the vast market it caters and the simplicity of the marketing techniques involved.
Thus, the study was conducted first, to determine the edge of the industry against ordinary commerce; second, to develop a marketing plan that will better promote the products and services offered by Jolly Mugs and give them a competitive edge over the other enterprises that are engaged in the same trade. RESEARCH BACKGROUND Jolly Mugs is a small business that specializes in the glassware market, creating customized mugs. The company is based in London, United Kingdom and has a small branch in Medellin, Colombia.
One of the aims of the company in establishing the business is to help develop the creativity of the customers. They allow the customers to design their own mugs by specifying the pictures that they want to be incorporated in the mug and choose the style on how the pictures or the design will be printed in the mug. Styles vary from: snippet style, collage, full print or any specific style that the client specifies. The company sells through e-bay, an on-line market of goods or through e-mail.
Jolly Mugs has been running since June 2006, trying to attract customers on line, but so far, its efforts are futile. Thus the researcher found the need to conduct a study that will better promote the business in the internet. The Literature review highlighted the ideas of different authors on online marketing. It utilized books that are essential in understanding the business of marketing and economics as well as magazines, journals and internet sources that delved on the same topics.
The data of the study were based on primary and secondary data. The primary data were generated from survey research, interviews and observational research while the secondary data were gathered from book, magazines and journal researches. In conducting the study, the researcher compared e-bay and Jolly Mugs and examined the factors that contributed to the success and the failure of the two business enterprises.
The researcher also conducted interviews and surveys in determining the age bracket of the customers who are interested in purchasing customized mugs, and in determining the considerations that the customer looks into before purchasing the product. Research was also conducted on the competing companies. Their edge against Jolly Mugs was looked into as well as their target markets. RELEVANCE OF THE TOPIC According to Mintel (December, 2007), the market of selling mugs is one of the businesses that has been enjoying rapid growth in the past years.
It is interesting to know how this kind of business thrives and competes with other gift giving ventures and know what are the advantages and disadvantages generated from the on-line market. Furthermore the topic is also personally relevant for the researcher who has a one percent share of the business. Knowing the factors that can help the business in coping with the challenges that it faces would help the owners to look into its weak points and improve on them to generate higher income and a wider market.