Detailed E-Marketing Plan for Alfred Smart Lock (MRKT11028)

This report provides a comprehensive e-marketing plan for Alfred, a smart home security company specializing in deadbolt door locks. The plan begins with an executive summary and introduction, followed by a detailed situation analysis, including company, PESTEL, competitive, and SWOT analyses. It then delves into segmentation, targeting, and positioning (STP) strategies, along with SMART objectives. The core of the plan outlines the e-marketing mix, including product, pricing, distribution, and communication strategies. Finally, the report presents an implementation and evaluation plan, along with budget allocation and references, demonstrating a strategic approach to launching Alfred's innovative home safety deadbolt door locking system on the Indiegogo crowdfunding platform to attract investors and build brand awareness.

Running head: ASSESSMENT 3: E-MARKETING PLAN
Assessment 3: E-Marketing Plan
[Alfred]
Name of the student:
Name of the university:
Author note:

1ASSESSMENT 3: E-MARKETING PLAN
Executive summary
A marketing plan can be used to safeguard the image of a brand and educate customers on the
benefits offered to them through new products or services. This study was also related to
constructing an e-marketing plan for Alfred for its new innovative home safety deadbolt door
locking system. Alfred launches this new product on the crowdfunding platform of Indiegogo,
which helps to connect entrepreneurial ideas with potential investors. Indiegogo helps innovative
ideas go live easily and made available for sales. The e-marketing plan constructed and
explained in this study was to attract more investors towards the concept of Indiegogo as well as
create general awareness in the users of the social site regarding this new product. These
activities can help to attract potential investors and launch the product at large scale.

2ASSESSMENT 3: E-MARKETING PLAN
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Situation Analysis........................................................................................................................3
Company analysis....................................................................................................................3
PESTEL analysis.....................................................................................................................4
Competitive analysis................................................................................................................6
SWOT analysis........................................................................................................................7
Segmentation, targeting and positioning (STP)...........................................................................7
SMART Objectives...................................................................................................................10
E-Marketing Mix Strategy.........................................................................................................11
Product offering.....................................................................................................................11
Pricing strategy......................................................................................................................11
Distribution strategy..............................................................................................................11
Communication strategy........................................................................................................12
Implementation and Evaluation Plan.........................................................................................12
Budget Allocation......................................................................................................................14
References......................................................................................................................................15

3ASSESSMENT 3: E-MARKETING PLAN
Introduction
A business can generally reach to thousands of customers by selling it in local areas.
However, a business can reach millions of customers quickly times through internet channels.
This study is also related to an internet business; however, presents a very unconventional
example of a business launch. It shows that a business can also be launched effectively and
successfully through a crowdfunding platform. A business launched this way should be an
entrepreneurial idea and also new to the market, so that, people could realize the importance of
backing up the campaign to launch innovative ideas (Kahrović & Šabotić, 2018). The
crowdfunding platform at the center stage for this study is Indiegogo is one of the most popular
and trusted crowdfunding platforms across the globe. And the entrepreneurial concept of the
concern for this study is the smart digital lock hardware by Alfred. As claimed by the company,
their locks are different from those of other industry players concerning many things such as the
design of the lock system (Indiegogo, 2020). This study will, later on, unfold many things such
as the strengths and weaknesses of Alfred and the challenges and opportunities they are being
explored to.
Discussion
This section will scan the market environment for Alfred by utilizing relevant
management frameworks and tools such as PESTEL analysis and company analysis.
Situation Analysis

4ASSESSMENT 3: E-MARKETING PLAN
Company analysis
The industry is fiercely competitive as each one of the companies is somehow trying to
axe the other with their unique capability. Some of the key players in the lock industry are
Panasonic, Samsung, Haven, ASSA ABLOY, Lockitron, Adel, etc. Alfred has their own points
to consider them being different from the industry key players in many respects. One of these is
the design of the locks, which has largely been overlooked by many makers of the digital door
lock (Alfred Smart Locks, 2020). The key players such as those listed in this section dominate
the global lock industry. Those with better and more innovative features will have more chances
to emerge the preferred choice for the smart door locking mechanism. Hence, investments in
R&D activities are one of the keys to bringing new features with each new product launch.
PESTEL analysis
This section will scan the external business environment for Alfred using the PESTEL
analysis framework.
 Political
The country with higher crime rates is the best market for the lock industry as the people would
see this as a precaution strategy against threats such as robbery. The awareness speech of the
journalists in the different news channels, the local newspaper media and the political leaders, all
create more security awareness in common people. As found by Boulianne (2016), they
encourage common people to adopt needful steps to take part in defying the security challenges.
 Economic

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The smart locking system is mostly used across the countries where the population is
significantly high or ones that are considered the developed nations. The United States, China,
Japan, Europe and Korea are the biggest market for smart door locking mechanisms across the
globe. The use of the lock system is also increasing in the Asia Pacific nations
(Grandviewresearch.com, 2020). People want to invest in something that could protect their
homes and their assets from controllable external harms. However, the switching cost is high for
smart locks, which is why it is less attractive to many people across the globe.
 Social
The growing use of smartphones and its compatibility with the smart locks has been one of the
driving factors for the manufacturers of smart locks. However, lack of awareness in consumers
for smart locks acts as one of the restraints for the industry. Also, smart locks are vulnerable to
power failures and can be hacked as well (Alaa et al., 2017). These factors make it less reliable
for many customers across the globe.
 Technological
Enhanced features compared with traditional locks increases the demand for smart locks. Being
vulnerable to power failures and hacking affects the level of attractiveness for smart locks
(Hoskins, 2016). People may think that even a huge investment in smart locks does not buy them
the needed security from robbers or else.
 Environmental
Smart lock manufacturers give serious considerations to toxic waste. Smart locks consume many
a time less energy than the wired digital lock of average quality. A smart locking system these
days comes with long-lasting batteries, which effectively reduces the need to recharge it

6ASSESSMENT 3: E-MARKETING PLAN
frequently. Many of the smart lock manufacturers use recyclable batteries as well as recyclable
smart locking mechanism (Tiwari et al., 2018).
 Legal
There is an increasing attempt from the manufacturers to make smart locks, which comply with
the latest environmental standards like PVC-free, REACH compliance, RoHS and WEEE
(Batalla & Gonciarz, 2019).
Competitive analysis
The competition between the smart lock makers can be divided into the below-mentioned
types:
 Deadbolts
 Padlocks
 Lever handles
 Others such as knob locks, rim latch locks, etc.
Alfred's smart locks are the smart deadbolts that use a smart keypad, which lights up on
touch and can be operated remotely from any place. To incorporate this feature into smart locks
Alfred uses a compatible Z-Wave hub (Alfred Smart Locks, 2020). However, Alfred has to
compete strongly with the industry majors to maintain its market image. The industry majors
include ASSA ABLOY, Spectrum Brands, Allegion, dorma+kaba, Salto Systems, Master Lock,
Onity and Cansec Systems. There are a few points of commonness between these smart lock
brands. These brands use many strategies to offer innovative lock features to their target market

7ASSESSMENT 3: E-MARKETING PLAN
such as partnerships, acquisitions, agreements, expansions, collaborations, etc. to grow further in
the market (Marketsandmarkets.com, 2020). Alfred has to compete on these aspects of
marketing strategies to stay one of the preferred lock brands for its target customer.
SWOT analysis
Alfred smart locks follow the deadbolt technology, which makes it easily accessible from
any place thus giving the customer enhanced flexibility with their locking system. Design-wise,
Alfred’s locks are better than many other lock manufacturers (Alfred Smart Locks, 2020).
The major concern for Alfred is network outreach, which is not as big as the key players
in the industry. Alfred should develop more collaboration with the leading industry partners to
access the emerging technology and reach to a wider population of the customer base.
The established industry players such as ASSA ABLOY have collaboration with more
strategic partners as compared to Alfred (Mola et al., 2020). The key industry players can
effectively fulfill their funding needs as compared to Alfred. Alfred is an emerging name more
so because of its design innovation and has been serving the global customers. However, it needs
to work more with the strategic partners to take its innovation to a wider platform.
Power failures and vulnerability to hacking can be leveraged to advantage. By making
smart locks more capable in these areas, Alfred can create more reasons for its customers to buy
(Chernev, 2018). This will be a good value proposition for its smart locks.
Segmentation, targeting and positioning (STP)

8ASSESSMENT 3: E-MARKETING PLAN
Segmentation
Based on the product features, Alfred’s locks will have a major attraction in the ‘Palm
Recognition Door Locks’. Those who prefer palm recognition locks over any other kinds of
locks available in the market should find this a great offer.
Basis of the connectivity technology, those looking for a mobile app-based lock system
should be its target market. Unlike for the Wi-Fi and Bluetooth-based lock systems, Alfred's lock
systems will require customers to install a hub to support wireless connectivity between the lock
system and many other connected devices. Needless to say, it gives more freedom to customers
to connect as many devices as they can. The connectivity between the hub and its connected
devices will be the best within the range of 120 feet. The range can increase to 600 feet as well,
had there been any obstacle such as walls and doors in between the hub and its connected
devices (Badenhop et al., 2017).
By end-users, the target market will be the residential sector. The smart lock technology
as offered by Alfred should give peace of mind to its customers as they can access their lock
system from being anywhere in the allowed connectivity range and thus can have increased
control of the system (Calder, Isaac & Malthouse, 2016). For instance, some of them may
receive a sudden guest arrival on their gate when they are not available in homes. They might be
roaming around a park near their homes. Without letting their guests wait till they arrive at the
door to open it, they can open it from being in the park itself. Indeed, this should be a satisfactory
feature for the customers.
By distribution channel, the primary platform to sell the product would be the online
channels. Indiegogo, which is a crowdfunding platform will be used to attract the backers as

9ASSESSMENT 3: E-MARKETING PLAN
well as the funding (Indiegogo, 2020). The moment it crosses a certain milestone for the number
of backers and expands to a wider network, it will be available for a wider population of the
customer base.
Targeting
Smart locks are used for residential purposes, corporate purpose and so forth. However,
Alfred's smart locks will be sold to the residential customers who want to keep their homes
secure and get rid of the hassle of carrying groceries and other items while trying to open their
gates with keys (Ramya & Ali, 2016). Now, with Alfred installed on the doors, they will have
easier options to unlock their doors. With just a slight touch, the keypads will be visible pressing
which with their registered user IDs, can unlock their doors. Additionally, they can also unlock
their doors through palm recognition features incorporated with the lock system.
Increasing usage of smartphones for many kinds of stuff, other than just the internet
browsing and social activities, is expectedly an advantage for the company. People these days
use their smartphones to facilitate banking transactions, pay utility bills, admission application to
colleges and universities, and much more (Andone et al., 2016). By making their smartphones
more productive and useful than ever before, such as by allowing control to their door locking
system, they will be provided with adequate reasons to buy the product. Considering that
Alfred's lock appeals to a wider audience and that the market for door locking system is getting
bigger in the USA and Asia-Pacific region, it should be backed by many.
Positioning

10ASSESSMENT 3: E-MARKETING PLAN
There are very few companies in the world that offer Z-wave smart locks. One of those
few companies is Samsung. Z-wave mechanism incorporated with the lock system helps detect
the connected devices within the allowed connectivity range. Alfred’s locks are also incorporated
with the Z-wave feature. Below are a few points of positioning statements for the brand:
 Alfred locks can be connected with the many devices to use it for the Wi-Fi purpose.
 The lock can then be controlled or operated with the smartphones or any other
compatible devices within the allowed connectivity range.
 There will be no further restrictions to open the doors with the hands only.
 It gives more flexibility and ease of use.
SMART Objectives
Alfred’s smart locks is a campaign on the Indiegogo crowdfunding platform. It needs to
have many backers to generate more funds and manufacture more devices to launch the product
at large scale. Concerning this concern, it is important to use attractive content, so that, there is
more lead generation. Therefore, the SMART objectives for the e-marketing campaign for
Alfred’s smart locks could be:
 Need to show an effective utilization of the content marketing
 Must have a good content strategy
 It is necessary to avoid a fragmented approach.
 An increasing reliance on paid media is not recommended.

11ASSESSMENT 3: E-MARKETING PLAN
E-Marketing Mix Strategy
Product offering
A smart home deadbolt incorporated with features like the touchscreen and z-wave
technology is the latest product offering by Alfred. It has some unique features unmatched by its
many rivals. First and foremost, Alfred, unlike many industry’s key players, gives more attention
to the device design as this is the growing consumer demand for smart locks. Additionally, the
use of Z-wave technology makes it even more useful for its target market (Hoskins, 2016). The
Z-features in the smart lock will connect it with other devices like smartphones. Hence, doors
can be locked and unlocked by also operating it remotely.
Pricing strategy
The smart locks should be sold at the premium prices. This pricing strategy is justifiable
as the smart lock industry is widely known for selling costly devices and that this new product
from Alfred has some new and innovative features.
Distribution strategy
Sales related information will be sent directly to the existing customers in their mail
inbox. The email will contain a link pressing which the interested customers will be landed on
the actual online shopping platforms such as Amazon.com. New customers can find these details
on the e-channels where Alfred’s products are available for the sale.

12ASSESSMENT 3: E-MARKETING PLAN
Communication strategy
Any information related to sales or new product launch will be communicated directly to
existing customers in their e-mail addresses. Apart from sending personalized emails, few other
channels can essentially be used. This includes social sites such as Facebook and YouTube.
These platforms can be used to promote a new launch and gain more insights into the market
demand through posted comments on the Facebook page and YouTube channels. The more
visitors get to know about the product on these channels, the better will be the publicity of the
product. This is something that every online campaigner want such as to increase the number of
views on social sites and reach a wider population of the customer base (Lukkarinen et al.,
2016). Blogs can also be used to educate customers on the usefulness and benefits of Alfred’s
smart home deadbolt.
Implementation and Evaluation Plan
Implementation
Videos can be uploaded on the YouTube channel of Alfred to unbox the item before its
actual market availability. The unboxing videos should not be more than 30 seconds as people
might lose their patience and can discontinue the video in the middle of it. Contrary to this, a
smartphone unboxing video despite being large in duration can hold its viewers for longer times
as compared to a smart lock (Kwon, 2019).

13ASSESSMENT 3: E-MARKETING PLAN
Facebook page of Alfred can be used to upload the videos and post short textual
promotional messages notifying the unique features of the product, which make it special for the
target market.
The official website of Alfred should be made more engaging to the visitors, so that, they
could realize the potentiality of this innovative idea. The more engaging the content is, the higher
will be the investors' trust in the product (Larsson, 2016). The use of engaging content through
blog articles can be a handful of strategies in this regard. The use of e-mail marketing is also
recommended for existing customers.
Evaluation plan
The effectiveness of the e-market campaign can be measured in several ways. These are
as mentioned below:
 Sales – Any new product needs a recognition before it could march to a success (Chong
et al., 2016). Given the nature of the product, it is better to give it six months to assess the
effectiveness of the campaign. The recognition gained through campaigning on social
sites can help to register the initial gains; however, the longevity of the success will more
depend on the product quality. Alfred considers its new home screen deadbolt a very
useful door safety device for the customers. However, a few social users might have a
different views than those of the Alfred. Therefore, social sites should also be used to
educate its users to enable them to realize the unique features of the product.
 Monitor the progress – The purpose behind campaigning on Facebook and YouTube is
to raise product awareness in the public. The purpose of blogger engagement is to attract

14ASSESSMENT 3: E-MARKETING PLAN
more investors to support the production of Alfred’s deadbolts at large scale. Hence, with
passing times, the number of website visitors, Facebook users and YouTube subscribers
will determine the success of the campaign.
 Return on investment – By the end of the six months’ time, the website visitors should
approximately reach the 1.5M figure. Additionally, the number of Facebook users should
cross the 610K mark. The number of subscribers on the YouTube channel should exceed
51K subscribers.
Budget Allocation
Activity Budget (Expected)
Inbound Content Marketing 22-27% of the entire budget for an e-
marketing campaign
Social Media Ads 23-29% of the total budget
Email Marketing 6-13%
Table 1: Budget Allocation
The above is just an indication for what could be the budget structure for this e-marketing
campaign. However, figures for each of the activity might vary depending on any changes made
to these marketing activities.

15ASSESSMENT 3: E-MARKETING PLAN
References
Alaa, M., Zaidan, A. A., Zaidan, B. B., Talal, M., & Kiah, M. L. M. (2017). A review of smart
home applications based on Internet of Things. Journal of Network and Computer
Applications, 97, 48-65.
Alfred Smart Locks. (2020). About Us. Retrieved 20 April 2020, from
https://alfredinc.com/pages/about-us
Alfred Smart Locks. (2020). Hello, I'm Alfred. Retrieved 20 April 2020, from
https://alfredinc.com/
Andone, I., Błaszkiewicz, K., Eibes, M., Trendafilov, B., Montag, C., & Markowetz, A. (2016,
September). How age and gender affect smartphone usage. In Proceedings of the 2016
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Batalla, J. M., & Gonciarz, F. (2019). Deployment of smart home management system at the
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Calder, B. J., Isaac, M. S., & Malthouse, E. C. (2016). How to capture consumer experiences: A
context-specific approach to measuring engagement: Predicting consumer behavior
across qualitatively different experiences. Journal of Advertising Research, 56(1), 39-52.
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BUSINESS AND MANAGEMENT, 105.

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Network Analysis of the Ice Bucket Challenge on YouTube. Journal of Interactive
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Tiwari, S., Thakur, S., Shetty, D., & Pandey, A. (2018, April). Smart Security: Remotely
Controllable Doorlock. In 2018 Second International Conference on Inventive
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