Sales and Marketing Plan for Emag Romania

This sales and marketing plan outlines Emag Romania's objectives, mission, market segmentation, marketing mix, sales strategies, budget, and more. The plan focuses on providing instant refunds to customers and investing in payment gateway named as Mazorpayment. Emag Romania is going to divide its customer or market according to certain characteristics which includes in-depth audience segmentation in all its business activities. The company is going to use effective promotional strategy with focus on advertisement through social media such as Instagram, freelancer, influencer and print ads.

SALES AND MARKETING
PLAN

TABLE OF CONTENT
Marketing plan.............................................................................................................................3
Reflection.....................................................................................................................................9
REFERENCES..............................................................................................................................11

Marketing plan
Nowadays, customers are more attracted towards online shopping with quick response
and quick delivery. Thus, the selected service based value proposition in business is instant
refunds request within 5 minutes of the initiation. Emag Romania is going to offer a unique
feature in its website where customer can fill basic details for instant refund after the cancellation
of delivery (Ndofirepi, Farinloye and Mogaji, 2020). With the help of proper market research,
the firm has adopted an opportunity to enter a specific segment which is the age group of 16-55
who surfs the internet on regular basis and does not have enough time for offline shopping.
Organization is going to invest in payment gateway named as Mazorpayment which will provide
payments solution to customers that allows businesses to accept, disburse and process online
payments. In order to provide great service related to payment refund, Emag's instant payment
refunds feature ensure that the refund is processed at a faster pace. In addition to this, it will
support every credit card, UPI and net banking.
Objectives-
 The major goal of the company is to focus on long term development and growth by
becoming the world most customer centric firm.
 To provide the greatest convenience to clients with effective pricing strategy and lowest
pricing strategy without compromising the service quality and safety of people.
 To increase customers shopping experience and satisfy them by delivering on time
service. To invest heavily on customer service and investing in creating positive environment for
employees and staff.
Mission-
 The mission of the company is to improve customer expectations by using e-commerce
so that customers can find and purchase anything they want.
 To empower small businesses and content creators to maximize their success in this
competitive world. To enhance and promote the use of technology as well as research and development.

vision- To build a place where customer can come to solve their issues related to online servicing
and achieve explosive growth in the upcoming years.
Current market trends and customer needs clearly, online shopping and payment via UPI and credit and debit cards has become
everyone's favourite model of transaction especially during and after pandemic. Almost
half of the transactions in the entire industry of e-commerce are online payment via UPI.
As per the current market trend the customer need instant response and support from
companies (Müller and et.al., 2018). During the lock down month in the year 2020-2021,
people have faced a lot of issues related to refund.
Marketing positioning Emag Romania is built on customer and employee satisfaction, the firm make full efforts
to be known as the most customer friendly firm and solve issues related to services or
products (Ndofirepi , Farinloye and Mogaji, 2020). This means the cited company wants
to position itself as the most convenient firm by setting lower price and provide quality
service to audience.
Market segmentation
 Emag Romania is going to divide its customer or market according to certain
characteristics which includes in-depth audience segmentation in all its business
activities. It will majorly focus on demographic and psychographic, it will segment age
group of 16-55, in which working professionals, students, employees and adults middle,
lower and upper class are also taken into consideration.
 The company will focus on behavioural segment of customer as it refers to the nature of
the purchase, benefits sought and distribution channels used (Elbarghathi, 2019). In a
business to business environment, the benefits sought are often about how soon the
company can deliver service to clients. There are various types of methods one can use to gather data to help form profiles of
customers which includes surveys, customer data and interviews. By having this
effectively, the company can easily get in depth interviews to gather useful data and
understand the concern of people regarding payment. The major issue is this process is
little expensive and difficult to conduct because it requires efforts.

Marketing targeting
 Each segment of customer must be accessible to company's team such as sales
team and customer support team and the segment must be able to receive
marketing messages on time.
 The company need to make sure that they market and customer base is large
enough to matter so that value can be added to the existing customer experience.
Marketing activities
 B2B business do not have direct contact information about customers. This type of
businesses thrive on leads. So, it is important to work on lead generation to connect with
customers. The company need to do market research, analysis and have knowledge about
industry trends related to online shopping and online payment. For current scenario, it is
important to find out consistent lead to ensure business growth and higher level of
customer satisfaction. Every day billions of searches are being made by customers made on different search
engines (Müller and et.al., 2018). With the help of SEO search engine optimization the
company can improve its website to increase its visibility when customer search for
online services related to that business on different search engines.
Marketing mix
Product- Emag Romania is one of the leading e-commerce platform in the competitive
world. The company is selling wide range of products or services online where users can
purchase via app or website and place orders. For the current report, the firm is going to offer
instant refund facility to customer with unique feature of the fastest refund via filling few details
online.
Price – Emag Romania has got a market leader title just because of its pricing strategy
for different kind of services or product. Most of the time the company use effective pricing
strategy and set price to gain competitive advantages (Thabit and Raewf, 2018). For some
products or services the firm also offer the lowest price and this has made the business
successful.
promotion- Emag Romania uses aggressive marketing campaigns in order to spread and
promote detailed about brand-new product or service. The firm is going to use effective

promotional strategy with focus on advertisement through social media such as Instagram,
freelancer, influencer and print ads.
place- Emag Romania is a global brand and has its presence all across the world and
expand its business in various locations to meet its objectives. All the clients can purchase from
the website and app of company. To raise request for instant refund of payment the customer can
use online website and mobile application (Thabit and Raewf, 2018). In addition to this, the firm
is going to tie ups with creative content company to attract customers. The firm is also going to
do direct marketing for providing its web services.
People – Emag Romania gives a great importance to its workforce by offering them
various facilities (Blut, Teller and Floh, 2018). The firm is going to hire effective team so that
they can support company by offering them benefits like financial and health support, training
and development programs and some time off like vacations. They are more focusing on hiring
and selecting workforce to ensure the best customer experience.
Process- The company's information management and customer relationship is beneficial
for its business strategy (Mahmoud, 2018). To interact with customers, the firm uses the best in
the business technology. They also support its daily activities and serving the clients like
providing detailed information about the package location via message or email.
Physical evidence- Emag Romania 's biggest physical presence is its online website with
unique design and wide range of feature (Lim, 2021). In this website, the firm is going to add
some new features related to instant refund in which clients have option to select the time frame
between from fastest to 10 days. The firm is going to provide positive environment for
employees so that they can work effectively and make ambience peaceful and stress free.
Sales strategies
 sales strategy refers as a documented plan for positioning and selling services to
qualify customers in such a way that differentiates their solution from
competitors. Basically this strategy is plan by start up business to achieve a sales
goals and manage the selling activities (Chen and et.al., 2022). Nowadays, most
strategies involve a detailed plan of best practices used by companies, and they set
effective process management. the essential component of implementing sales
strategy is its loyal customers.

 Every client is different, therefore cited organization should draw up and
implement different sales strategies. It is important to create the most effective
sales strategy in order to attract customer towards services offered by company.As
per the views of (Thabit and Raewf, 2018), the company must use effective
communication strategy to meet the goals of customers needs. Emag Romania
needs to provide details about services and tell them why solution is different
from others. By scheduling a follow up the firm will be able to handle B2B selling
situations.
 Emag Romania is going to focus on customer conversations, the trained staff of
the company is going deliver conversations that will create distinctive experience.
Properly research and qualify prospects
It is important for firm to have the strongest sales strategy and this can be done through
proper research. To ensure, the firm needs to focus on asking sales team about if they have target
right types of clients or not. If their answer is no, then the manager needs to encourage them to
research before attempting any decisions related to product or service.
Cold calling
This is the most effective way to attract customers, so company needs to provide training
on cold calling and ask them to practice cold calls on one another before making actual calls
(Sinha and Mukherjee, 2020). By doing so, the staff can easily enhance their self-confidence and
also it will boost their communication skills.
Increase online sales through social media
one of the best way to attract customers and increase interest of customers is online sales
through social media such as Instagram, Facebook and others. The firm is going to use effective
social media platform to spread information about product or service (Al Badi, 2018).
Nowadays, e-commerce business are active on social platforms so that people can consume
information. With the data, increasing online sales through social media is attainable with
strategic planning, strategies of marketing and some creative thinking. To spread details about
instant refund feature the company is going to attract those customers who want refund if they
fill up wrong details.
Prioritize sales calls as hot leads

Emag Romania sales team needs to know the process and must have knowledge about
sales pitching. In addition to this, team of the company should always prioritize those sales
prospects who call into sales (Redjeki, Fauzi and Priadana, 2021). These leads is going to
provide great opportunity to sell products or services. It has been noted that only 10% of
customer believe that sales calls provided enough value while on the other hand, 15% of people
feel that sales calls cannot add value. Therefore, it is important to have sales calls and schedule a
follow up on regular basis so that the company can easily communicate value.
Monitoring-
 It means to regularly check something so that company can find out what is happening.
The firm needs to monitor their financial statement to know about profitability of
business. Also, Key performance metrics- The company is going to use KPI that is key
performance indicator in order to measure the performance over time for objectives. By
having this metrics, the firm will be able to make important decisions related to services
provided by them to clients.
 By having this method, they can easily set long term performance and determine strategic
and financial achievements (Mintz, O. and et.al., 2021). Also, it can compare with other
competitors within the same sector. For Emag Romania , it is important to measure the
customer satisfaction after delivering service. Customer focused KPIs will be beneficial
to know the effectiveness of customer acquisition efforts.
The major limitation of this method is it require constant follow up and close monitoring
which needs time and efforts.
Benchmarking-
 It is practice done by most of the companies in the world to compare business processes
and performance metrics to industry bests and best practices from other firms
(Schmiedebach-Ullner, 2019). By having this method, the firm is going to use
Benchmarking to gain an independent perspective about how well Emag Romania
perform compared to other company.
 By evaluating the above mentioned study on tools, it has been recommended to use Key
performance metrics to find out customer satisfaction level and make decisions
accordingly.

Budget – It is important to make budget in a most effective way so that company cannot
make unnecessary expenditure. The budget can help the company stay on track towards financial
objectives and goals (Ostanaqulov, 2018). By having maintaining this properly, the company can
accomplish long term financial targets and can use it as a means to keep spending money on the
important things which is valuable for the firm. Essentially, it can help firm with prioritizing
wants vs needs. It is an estimation of expenses and revenue over a specified future period of
time. The marketing plan of Emag Romania will contain a detailed budget for the funds and
resources required to carry out online service and other business activities.
Particulars (expenses) Amount
Sales and marketing expenses $1,000
Internet and electricity $1,500
Training and development programs $1,200
Payroll expenses $2,000
Maintenance and management $100
Operational expenses $200
Phone bills $35
Total $ 6035
Controlling- marketing plan controls compare actual results to company's marketing
plan in order to make sure that the business is on track or not (Stevens and et.al., 2021). This has
been used to check enough leads are being generated, checking promotions to ensure they are
working or not, keep track on whether leads are being generated or not. The firm also focus on
preparing strategic planning and evaluating situations which can impact business operations.
Reflection
During the marketing plan and presentation, nothing was more confusing for us to choose
for value based and service proposition. While preparing marketing plan, specific tasks were
shared among team members. However, the tasks were not sees as equally difficult by all my

team-mates. During this task, few team-mates demonstrate that learning can be improved
through communication and cooperation in the team. I and my team-mates have found that
cooperation will enhance learning experiences and encourage high achievements.
The process of writing and researching my report on sales and marketing plan, provided
me with a valuable opportunity to not just learn about a specific topic related to marketing but
also to improve a unique contribution to that particular topic. My task began with the broad
description on unique proposition and broad desire to learn about the way in which the customer
can interact with company to solve issue related to payment. Due to the broad process focus with
which I started, I spent dozens of hours reading various articles, blogs and books related to my
topic in the hope that I could discover patterns and trends. In my team there were people having
different roles and responsibilities who have provided me detailed information on different topic.
It includes one of them have prepared budget for company, another one have prepared marketing
mix of the company. Similarly, each and every member of team was getting their work to
complete this task based on their level of understanding and experience.
One of the major challenges I have faced while preparing report marketing plan, I was
unable to understand how to prepare budget to control unnecessary expenditure and mention
things which are important for the company. One of my team-mate have helped me to set budget
and provide me details about key performance indicators and its importance. I am thankful for
my team-mate to guide me during that time which helped me increase my level of understanding.
At that time, I have improved my writing and research skills, I have learned how to think
critically and how to incorporate evidence into my writing.
During this task, I have gained an immense amount of resources to apply in this report
which has provided me a lot of knowledge. All of my instructors and my team-mates that I
worked with have been extremely helpful and accommodating. I was able to understand my
weaknesses that which include provide solving skills. While preparing this task I was able to
meet virtually with professors and even collaborate with my team-mate and gain lots of
knowledge related to my topic. In the upcoming weeks, I wish to learn more about how to design
marketing plan in the most effective way and want my tutor to provide me feedback on my work.
I am looking forward to more practising and learning opportunities.

REFERENCES
Books and Journals
Al Badi, K. S., 2018. The impact of marketing mix on the competitive advantage of the SME
sector in the Al Buraimi Governorate in Oman. SAGE Open. 8(3). p.2158244018800838.
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of retailing. 94(2). pp.113-135.
Chen, L. and et.al., 2022. Manufacturer’s online selling strategies under spillovers from online to
offline sales. Journal of the Operational Research Society, pp.1-24.
Elbarghathi, B., 2019. Marketing Segmentation.
Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Mahmoud, T. O., 2018. Impact of green marketing mix on purchase intention. International
Journal of Advanced and applied sciences. 5(2). pp.127-135.
Mintz, O. and et.al., 2021. The right metrics for marketing-mix decisions. International Journal
of Research in Marketing. 38(1). pp.32-49.
Müller, J. M. and et.al., 2018. Digital, Social Media, and Mobile Marketing in industrial buying:
Still in need of customer segmentation? Empirical evidence from Poland and
Germany. Industrial Marketing Management. 73. pp.70-83.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in
Africa (pp. 241-262). Routledge.
Ostanaqulov, A., 2018. THE FEATURES OF FORMATING AND ACCOUNTING
EXTERNAL FUNDS FROM BUDGET OF BUDGET ORGANISATIONS. International
Finance and Accounting. 2018(5). p.3.
Redjeki, F., Fauzi, H. and Priadana, S., 2021. Implementation of Appropriate Marketing and
Sales Strategies in Improving Company Performance and Profits. International Journal of
Science and Society. 3(2). pp.31-38.
Schmiedebach-Ullner, F., 2019. Marketing and Controlling as Business Partners in the FMCG
Industry. In Performance Management in Retail and the Consumer Goods Industry (pp.
325-340). Springer, Cham.

Sinha, S. and Mukherjee, S., 2020. Sales strategies of banks: An empirical study of select private
sector banks in India. Journal of Critical Reviews. 7(2).
Stevens, R. E. and et.al., 2021. Marketing planning guide. CRC Press.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).