COMPANY XYZ: CUSTOMIZED PRINTING CO.

DIGITAL MARKETING PROJECT

GROUP MEMBERS:
ADNAN SAEED
SAMEER TARIQ
 Table of Contents:

1. Introduction and Background ………………………………………………………….… 1

2. Digital Marketing Initiatives (According to Theories and Models) …………………...… 1

3. The Next Step …………………………………………………………………….…….... 3

4. Key Challenges ………………………………………………………………………...… 3

5. Results and Outcomes …………………………………………………………………… 4

6. Conclusion ………………………………………………….……………………………. 4
 COMPANY XYZ
(A Customized Printing Company)

1. Introduction and Background:

This project report is about selecting an organization that will be executing or taking digital
marketing endeavors. For which we will be applying the digital marketing theories and suggest
recommendations. So, we have selected a customized design printing company that have seen
exponential growth over the years. Although they have provided the information but their name
will be kept confidential.
The company XYZ started its operations in Pakistan in year September 2009 as a customized t-
shirt printing company. The purpose of the company was to provide the customers with the power
to customize the products in their hands. Over the time they have grown to be involved in other
product printing business as well including the action figures, caps, mobile covers, bags,
mousepads, mugs, clocks, key chains, posters and cards. This company has seen its troughs and
falls over the years.
Their target customers ranges from the teenage to corporate clients as well. Initially, they started
targeting the individual customers keeping low margin and high customer satisfaction level as their
priority. The customers who believed in the power of customized t-shirt creating motivation like
transforming players into a team, elevating the gathering into an event, making moments,
promoting and instilling the power being a team member. Soon enough they started targeting the
corporate clients like Telecom, Universities, Call Centers, National Teams etc.
Further in the project we will be discussing about how this organization started its operations and
how they have applied the digital marketing techniques to promote its business and did it work
well or not. And what recommendations we can give them to grow their business.
2. Digital Marketing Initiatives (According to Theories and Models):
The company started its operations on social network, Facebook to check the feasibility of the
business. Initially, they benchmarked the total number of sales in a period of 4 months. That is if
they are able to attain a target of around 500 units’ sales they will dedicate their full efforts on the
business. As they started their business in 2009 it was the time when most of the people in Pakistan
started joining the Facebook and started switching their accounts from other social networking
sites like Orkut or Hi5. This growing trend of the Facebook among the local market was a positive
trend and helped in the growth of the business. The Company XYZ, without the investment in
social advertisements and paid promotions were able to meet the mark within a period of around
1 months and 10 days through promoting their page by posting their content on different pages.
Excited about this the company owners started thinking as how to move forward and grow the
business and which market they should be targeting initially.
So, they started their own page on Facebook where they used to post creative content to attract the
customers to their page. In the start of their page they used to take the orders through messages to
have direct interaction with their customers and to respond to their queries satisfactorily. This
helped them collect the customers’ data as to which segment has more demand for the product so
they can shift their focus to those segments. The segments they choose were the corporate sectors
through behavioral targeting of team building, individual customers for stable cash flow with lower
cost and higher quality product, the other businesses that would be interested in opening their own
retail online or traditional store and provide products according to their needs some of them are
also operating in different malls in major cities of Pakistan like Centaurus, Islamabad, HyperStar,
Karachi and Emporium Mall, Lahore.
According to the theories and models we have discussed, the first is the seven stage of digital
marketing, the Company XYZ leverage the opportunity in the market for the demand of
customized products through internet as the shop and manufacturers that were providing these
services and products are not easy to find. This improved the customer value in the printing
industry. The customers have to go in the far areas just to find a shop that can provide them the
printing services that was frustrating and inefficient; as there was less information available to the
customers and the bargaining process takes time. So, actually the target market would be the people
who are frustrated with the process and also who wants the information on their fingertips. There
is a huge market for customized products who would like to purchase these products online rather
than going too far off place and increase their cost and waste their time for searching for the best
store. It is estimated that almost 60-70% customers would prefer to have an easy access to this
product. Others would like to look at the sample of the product they are going to buy rather than
just paying for the looks. These are the customers who want the quality to be high but they are not
concerned about the costs. The next in the process is the corporate, business unit and marketing
strategy where this business is related to the printing business and they initially operated online to
save their costs because of uncertainty in the business. Then instead of moving to the traditional
offline business they offered the retailers to purchase the products from them and sell them in the
retail market. Also they continued the experiments and research on different types of printing that
can be done to expand their business and provide multiple printing techniques to the customers as
each and every printing technique has some drawbacks and flaws. So, they improved on
experimenting to achieve competitive edge in the industry based on the quality of the product.
Next the company XYZ used specific terms to boost the organic traffic and increase the ranking
of the Facebook page. Some of the terms or keywords includes the customized, t-shirt, printing,
designing, creative, Pakistan, quality and price. So, although they have been able to effectively
boost their organic ranking on the search engine through SEO but their website is still not among
the top searches. One of the most important feedback the company gets from the customers is
about their interaction and quality of communication with their customers. Also how they deal
with the customers’ grievances. The meta description tags are not clear and does not explain much
clearly about it being a customized designing and printing business. About the web analytics and
decision making for the marketing strategy of the business. Like earlier in the introduction
paragraph we talked about what the company did initially like selecting the appropriate segments
based on the information gathered through interacting with the customers. Same like this it uses
Facebook Analytics to create models and make related decisions. The social media marketing is
the most important tool since the incorporation of this business. They have used this tool to educate
their customers, drive sales, build awareness and promote their new printing techniques and
products to the respective customers. The company used the video media to create the process of
ordering from the company from both the social media and the website as well. The customers
require interactive tools to create interest and be a part of your business. So, the company
incorporate a tool on their website that helped customers provide their desired size of the print, the
type of print and the position where to print on the products. Overall this tool helped them further
ease the ordering process.
3. The Next Step:
Currently, the company XYZ is looking forward to develop and promote the customized printing
business through integrating the customer interaction and communication with the essence of
digital marketing. Although the strategy is still in discussion so as how to target the individual
customers to promote their business by providing benefits to the customers as well. But the
representative has provided the gist of their business strategy. They already hold the designing
competition where the customers design products and the winner get the product and design of
their choice. It doesn’t matter whoever has designed that product. So, the company will choose the
customers and send them the invitation for joining the website as the designers. These designers
will upload these designs to their portal and will be posted automatically to the website and the
Facebook Page with the authorization. More the customers will purchase the product, the certain
number of points will be awarded to that designer. So, in this way the designer would promote the
product on their own as well. Each point will have a worth of certain amount of money. The
designer would be able to use these points to buy the products or ask a cash out through bank
transfer or EasyPaisa. This strategy will be promoted through offline media marketing in
universities, SEM and social media marketing.
4. Key Challenges:
The key challenges the company faced are:
- The company was not able to attract the customers who like to buy the product physically.
and would like to meet the supplier or manufacturer in person.
- The return policy for the customized product is still a concern for this business. As the
customized product is made specific to the order of the customer it can’t be returned. This
cause the customer to turn away. So, the company has to incur extra costs to retain the
customers.
- The penetration of internet in Pakistan is still a concern.
- Managing the website is still a problem for the organization. As there is a relatively low
traffic that goes to website and the customers prefer to adopt social media as a
communication tool for ordering the product as it provides one to one interaction.
- The designing tool that is integrated in the website has some restriction related to the size
and position of the design that can be put on the product.
- Due to a lot of competition in the traditional market although the company was able to
lower their costs by purchasing in the bulk but it was really difficult to capture some of the
corporate market. Because the competitors would be providing the corporate sectors real
low prices of a lower quality product. And having less amount of information about the
product the corporates tend to purchase it because they would require the product for short
term use. And there is no reason to buy a product of high quality and cost.
5. Results and Outcomes:
Through the implementation of the digital marketing strategies the company has not only been
able to build a brand in the market and increase its sales at an exponential rate but also been
able to develop the competitive advantage over the period of time.
6. Conclusion: