Prepared for: RE-Lighted Energy Prepared by: Date: March 2012 Proposal #: 1
Table of Contents
OVERVIEW VIABILITY OF PRODUCT OR SERVICE CURRENT ONLINE COMPETITOR ASSESSMENT ONLINE MARKETING SUGGESTIONS AND STRATEGIES WEBSITE DESIGN LEAD GENERATION LIST BUILDING BUILDING THE BRAND EXPERIENCE SEARCH ENGINE CONSIDERATIONS SOCIAL MEDIA INTEGRATION ONLINE CUSTOMER RELATIONSHIP MANAGEMENT ECOMMERCE SOLUTIONS INTERNATIONAL CONSIDERATIONS WEBSITE MOCKUP 3 3 4 8 9 10 10 11 11 12 14 15 16 20
This paper is an evaluation of RE-Lighted Energy, an aromatics products company. This paper is a compilation of proposed changes for the planned expansion of RE-Lighted Energy’s business to the Internet and the implementation of an ecommerce solution that will automate product sales. This paper set forth a viable market strategy that will support the re-launch of the RE-Lighted Energy brand. After interviewing owner of the company and performing and evaluation of RE-Lighted Energy’s top 5 online competition I have developed a simple and inexpensive marketing strategy that will allow RELighted Energy to execute their operational and functional goals successfully. I will start out with a discussion of the competition’s online presence. I will evaluate them equally on points relating to their website design and discuss the strength or weaknesses in each area of evaluation for each competitor in turn. I will then discuss search engine considerations and the importance of search engine optimization for gaining market penetration online and improving brand awareness. I will show how social media is a very important component of the online market strategy for increasing market share, converting prospects into customers and for implementing a CRM funnel with manage customer facing issues and maintain customer satisfaction. I will conclude this paper with a discussion of how to enable ecommerce for the business and what if any international considerations are at hand. Lastly, I will present three artifacts. One artifact each that identifies that expansion costs scoped out for this specific evaluation, an artifact which shows the website index and a final artifact which provides a website mock up of the homepage and three subpages for the website.
Viability of Product or Service
RE-Lighted Energy offers an array of Luxurious, Aromatic & Fashionable gifts to RElax your mind, REjunvenate your body & RE-Lighted YOUR Energy! These gifts range from candles, natural soaps, body scrubs, lotions, lip care, & fashionable reusable handbags. RE-Lighted Energy’s strategy is to educate and share the benefits of using natural products. The strategy will be executed through a one on one customer
service experience, highly personalized products resulting from a focus on handmade and made to order products as well as an emphasis on affordable luxury. RE-Lighted Energy will standardize excellence throughout the entire customer experience with the business and teach their customer base how to duplicate and create their very own luxurious, custom aromatic products at home. RE-Lighted Energy is currently undergoing a re-launch of their Internet presence and ebusiness strategy to expand their market reach and reach new customers. RE-Lighted Energy will use this re-launch of their Internet presence to strengthen awareness of their brand and to create a streamlined web presence to streamline product purchasing, customer support, customer education and to boost a greater social media connection with current customers and prospect through real time interactive media such as blogging and Twitter.
Current Online Competitor Assessment
RE-Lighted Energy has identified the following business as its top 5 main competitors: •Pooka Pure and Simple •Carols Daughter •Natural World Essentials •Shea Radiance •Zuresh 1.) Pooka Pure and Simple (http://www.pookapureandsimple.com/homepage.asp) Product Segment: Natural Bath & Body Care...