Design, Marketing, and Promotion of EasyRetail Mobile Application

This project report focuses on the design, marketing, and promotion of the EasyRetail e-commerce mobile application. It begins with an introduction to the evolving mobile technology landscape and the importance of e-commerce. The report then outlines a high-level design for the EasyRetail app, followed by a detailed marketing strategy proposal. This includes an analysis of Porter's Five Forces to assess the competitive environment and an analysis of the 4Ps of marketing (Product, Price, Place, Promotion) to define the marketing mix. The report also identifies the target audience and proposes marketing communication channels and tools, including Facebook, Twitter, LinkedIn, Google+, and Snapchat. A storyboard for an online advertisement is also included. The report concludes by summarizing the key findings and recommendations for the successful launch and promotion of the EasyRetail mobile application.

Running head: E-COMMERCE MOBILE APPLICATION
E-COMMERCE MOBILE APPLICATION
Name of student
Name of university
Author’s note:

1
E-COMMERCE MOBILE APPLICATION
Table of Contents
Introduction....................................................................................................................2
Discussion......................................................................................................................3
High-level design.......................................................................................................3
Marketing strategy proposal.......................................................................................7
Analysis of Porter’s Five Forces............................................................................7
Marketing strategy.................................................................................................9
Analysis of Porter’s 4P’s........................................................................................9
Target audience....................................................................................................10
Marketing communication channels and tools.....................................................11
Storyboard for your online advertisement................................................................13
Conclusion....................................................................................................................14
References....................................................................................................................15

2
E-COMMERCE MOBILE APPLICATION
Introduction
The introduction mobile technology and various innovative business methods has led
to the improvement in the methods by which the businesses are executing their business. The
present mobile technology is constantly evolving and the companies needs to leverage this
technology for improving their businesses processes and provide the best quality services and
products to the various customers. This report intends to develop the design for the
EasyRetail shop who provides various products to the customers on the online platform. The
marketing strategy for the application has been developed in this report and the storyboard for
the online advertisement has been developed in this report.

3
E-COMMERCE MOBILE APPLICATION
Discussion
High-level design

4
E-COMMERCE MOBILE APPLICATION

5
E-COMMERCE MOBILE APPLICATION

6
E-COMMERCE MOBILE APPLICATION

7
E-COMMERCE MOBILE APPLICATION
Marketing strategy proposal
Analysis of Porter’s Five Forces
Threat from the competitors: This aspect has been considered to be among the crucial
factors that would finally be deciding the main attractiveness of the retail industry. The new
entrants would be required to properly study from various errors of surviving players as well

8
E-COMMERCE MOBILE APPLICATION
as might join this industry possessing the upgraded strategies or the counteractive measures.
Any of new entrants might provide the lower cost aids with the improved characteristics for
the further luring in the customers. It could be analysed that retail industry is facing the
significant threat from various competitors.
Threat from various substitutes: The main existence of the substitutes would finally
significantly distress the main appeal of this retail industry and then lead to the lowering of
the profitability. This occurs due to the fact that substitutes could directly affect the overall
prices of various products as well as demand for these products from the customers along
with this. In retail industry, it could be observed that threat of the substitute is significantly
high. With availability of the increased number of substitute products, buyers could easily get
various options for choosing from the accessing alternatives for extensive satisfaction of the
requirements.
Bargaining power of the buyers: Analysing the situation of the retail industry, it could
be considered that the bargaining power of major buyers is significantly high as there is
significantly easy obtainability of huge number of various substitutes with the improved price
assistances, the volumes that are purchased by buyers, the sensitivity towards the pricing as
well as the cost associated factors as well as the deprived loyalty towards any particular
brand.
Bargaining power of suppliers: The suppliers in this industry provides the needed rare
materials or even the major inputs the are required by the players of this industry. These
particular inputs could be in usage of the materials, finance, the technology as well as
workforce. The bargaining capability of the suppliers in the retail industry could be
significantly high if value of raw materials or inputs have been considered to be distinct.

9
E-COMMERCE MOBILE APPLICATION
Threat of rivalry in industry: It has been commonly determined that the greater the
intensity of the competitive rivalry in industry, the lesser would be profitability of major
firms. Within the retail industry, major force of the competitive rivalry has been mainly
affected by the factors like the strengthening of the competition with the new competitive
companies that are joining this industry, the extensive gain of competitive advantage over
various counterparts by the achieving of economic of significant scale in the product and the
rigid competitive rivalry among the established retail companies or the popular companies in
this industry.
Marketing strategy
Analysis of Porter’s 4P’s
Product: The product mainly denotes to the services or products that is provided by
the companies. Ideally, the product is required to fulfil the specific needs of any customer or
be increasingly that is believed by the consumers that is required by the customers. The app
that is being developed in this project would help the customers of various retail shops to buy
products from the application (Chaffey and Ellis-Chadwick 2019). For being significantly
successful, the marketers need to understand lifecycle of the product and then appropriate
plan has to be devised by the business executives for properly dealing with the products at
each of the stages of the lifecycles.
Price: The price could be considered as the cost that is paid by the consumers for the
product that they are buying. The marketers are required to properly link the appropriate price
to the real as well as the perceived value of the product along with the consideration seasonal
discounts, the supply costs as well as the prices of the competitors (Kingsnorth 2019). The
price of the app that is being developed in this project is free and it available for all the
customers who have any smart phones. The application could be easily downloaded from the

10
E-COMMERCE MOBILE APPLICATION
app store in their smartphone and then registered in the system for making the purchases of
various products.
Place: The decisions of the place mainly outline where the company is intending to
sell the product and the methods by which the product would be delivered to the respective
markets. The main goal of the business executives is gaining the product in the front of
various consumers that are expected to buy the products (Olson et al. 2018). The product that
is being developed for the retail shop would be provided on the digital platform for the
consumers to download it and use it for buying various products that are available through
the application. The application would be available to any consumer who have the facility of
internet and has the smartphone for using the application.
Promotion: The promotion mainly includes the advertising, the promotional strategy
as well as the public relations. It mainly connects into other three crucial aspects of the
marketing strategy as the promotion of the product mainly displays how the customers are
needing this application and the price that is required to be paid for gaining this application
(Morgan et al. 2019). The promotion of the application would be done on the online platform
using the social media platforms that would allow the company to reach significantly huge
amount of customers who would be willing to buy the various products from the application.
Target audience
The intended target audience for the application of the retail shop in this particular
marketing communications plan is the 15 to 60 years of the old females and the males who
are significantly interested in discovering the products that are available within their vicinity
in their home. The application would provide the users to have their product delivered in their
home in the address that have been provided by them. The product would also allow the
teenagers to create their account in the system by properly providing the details of themselves

11
E-COMMERCE MOBILE APPLICATION
along with the details of their respective parents. When the system views any user below the
age of 10, then the system would provide an easy guide that would allow the users to browse
through the application easily and swiftly (Zhang and Wang 2019).
The users of the age group 18-30 would be allowed to maintain their payment details
in the application. When any payment has been done for the product that has been bought by
them, the system would provide the option to the customer to save their payment details for
any kind of future use. If the customer selects the option of the saving the details of payment,
then the database would store these details (Key and Czaplewski 2017). The users would be
provided with the functionality of adding several delivery address of the products that they
have selected. The products would be provided to the customers in the accurate delivery
addresses.
Marketing communication channels and tools
The product would be primarily provided in the online platform for the users to
download it and then make the purchase of various products that are available. There are
presently several social media sites that are available and it provides the various kinds of
services as well as the functionalities to the users. Keeping the various social media accounts,
the active users lot of resources, and the quality of posts might suffer (Hult and Ketchen
2017). The marketing communication channels and the tools that would be used for the
marketing of the EasyRetail app are:
Facebook: The Facebook social media platform is gaining significant popularity in
the present times and it provides the businesses with the perfect opportunity of establishing
their business easily on this platform. The communication among the customers and the
business is being made easy with the various new messaging tools that could be used for
marketing of the products. The Facebook platform provides the significantly easy method of

12
E-COMMERCE MOBILE APPLICATION
offering the information regarding the company as well as the products (Patrutiu-Baltes
2016). The business could set up their page on this platform for the promotion of their
product and reach the target users.
Twitter: Twitter could be described as the social media platform with more than 400
million users where the users could easily tweet on the various pages. Any particular tweet
could be of maximum 140 characters that would include the picture, the links or various
kinds of videos. In the tweets, the tagging as well as the hashtag could be used by the
company for interacting with the various users of this platform. Any particular tweet could be
easily retweeted that denotes that they would share the similar tweet on their respective
account.
LinkedIn: The LinkedIn platform has been launched for the business professions, but
in the present times, this platform provides the various functionalities for the job seekers as
well as the businesses. The business of the retail company could easily create the pages,
where the business could have huge number of followers as well as the post various updates
along with the content. The content could include the links to the new articles that are
associated with that particular industry or even introduce the new products or the services.
The company could use this particular platform for the promotion of their product and
provide the users with the appropriate information so that they would feel while downloading
this application (Armstrong et al. 2018). The promotion of the product could be done by the
company by properly publishing the videos of the demos of the product or even provide the
brief introduction of the methods of using the application.
Google+: The Google+ platform could be described as the channel of social media
that had been launched for allowing the businesses as well as the customers to interact among
one another and then execute the business. It mainly possesses the similar intention than that

13
E-COMMERCE MOBILE APPLICATION
of Facebook, for creating any profile of the users as well as sharing the content. The main
advantage that would be gained by the company with using the Google+ platform is that the
business would be interconnected with the Google Search. If business page has been made
active, it could be probably considered that the top results depending on the search items. In
the Google+ platform, the business could easily create the various circles and then add the
respective amount of people who posseses the similar business.
Snapchat: The snapchat platform could be considered as the image and the video
messaging application of the mobile platform. The snaps, the images, or various kinds of
videos could be easily sent by the business to the users. It would help the business to gain
significant popularity among the users and the users would also be provided with the proper
platform for gaining proper understanding of the product and the methods of using the
product.

14
E-COMMERCE MOBILE APPLICATION
Storyboard for your online advertisement
Conclusion
Therefore, it could be concluded that the introduction of the mobile application in the
company would be significantly beneficial and it would allow the customers to make the
purchases of the products that are desired by them. Any of new entrants might provide the
lower cost offerings with the improved characteristics for the further luring in the customers.
It could be analysed that the retail industry is facing the significant threat from the
competitors. The suppliers in this industry provides the needed raw materials or even the
major inputs the are required by the players of this industry. Within the retail industry, major
force of the competitive rivalry has been mainly affected by the factors like the strengthening
of the competition with the new competitive companies that are joining this industry. The app

15
E-COMMERCE MOBILE APPLICATION
that is being developed in this project would help the customers of various retail shops to buy
products from the application.

16
E-COMMERCE MOBILE APPLICATION
References
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an
introduction. Pearson UK.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Hult, G.T.M. and Ketchen, D.J., 2017. Disruptive marketing strategy. Ams Review, 7(1-2),
pp.20-25.
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), pp.325-333.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S., 2019. Research in marketing
strategy. Journal of the Academy of Marketing Science, 47(1), pp.4-29.
Olson, E.M., Slater, S.F., Hult, G.T.M. and Olson, K.M., 2018. The application of human
resource management policies within the marketing organization: The impact on business and
marketing strategy implementation. Industrial Marketing Management, 69, pp.62-73.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V, 9(2), p.61.
Zhang, J. and Wang, R., 2019. Research on the Marketing Strategy of New Energy Vehicles
in SL Company. American Journal of Industrial and Business Management, 9(2), pp.306-
314.

17
E-COMMERCE MOBILE APPLICATION