Transcript Website as a marketing tool

WEBSITE
as a marketing tool
Presented by:
Vitalija Gelažiūtė
Gintarė Eimantaitė
Skaistė Kanapskytė
Dalius Jankevičius
Agenda
I.
Website - Current situation
II.
Traditional marketing on the internet is changing…
III.
How does marketing work through the website?
IV.
Example
V.
Conclusion
Website - Current situation
• The popularity of
www…
• They have
websites:
Website - Current situation
• Reality = Virtual
reality?
• They are only or
very virtual:
Website - Current situation
What are they doing there:
• Various selling companies (books: http://amazon.com,
http://www.boeknet.nl, cd’s: http://www.cdnow.com)
•Auctions (vast majority of goods: http://www.ebay.com)
•Services (Legal consultations:
http://www.legal.com/Mediation/Index.htm,
http://www.advocaat.nl)
•Publication (journal, articles: http://www.moteris.lt, conference
materials: http://www.acm.org/dl/available_proceedings.html)
•Other;
Website - Current situation
• Why they are virtual:
– Open 24 hours a day;
– Comfortable;
– Cheaper;
– Other.
II. Traditional marketing
on the internet space
is changing..
P.Kotlers “4P” assumes a new
face…
PRODUCT. On the internet space - products and
services cannot be touched physically e.g. Web site, emagazines. The Product here can be everything that
satisfies the customer and profits the company.
Although there are some products which are hard to
sell on-line:
• Really expensive products and services.
• Technically complicated products.
• Products and services which are absolutely new
and have not been tried on the market.
P.Kotlers “4P” assumes a new
face…
PRICE. There can be 3 types of prices on the web-sites:
• Touchable price. Physical price, related with the benefit
(net cost, delivery, profit).
• Untouchable price. Companies are buying customers
attention, and selling it to other companies by
advertisement.
• Combined price. Involves touchable and
untouchable price.
P.Kotlers “4P” assumes a new
face…
PROMOTION. Wide e-working space helps companies to popularize
their brands. But, first of all, they have to learn how to use it right.
Promotion on the internet can have many types:
• public relation,
• web sites,
• banners,
• e-mails,
• searching- rooms,
• reference and other.
P.Kotlers “4P” assumes a new
face…
PLACE. Internet gives us new distribution channels:
• moderators,
• e-passage,
• a chain of value integrations,
• and other.
These distributors gets profit from every single operation made on
the internet.
Company’s has to take processes measure, and if it’s possible - to
transact it by themselves, to get the extra profit.
III. How does marketing work
through the website?
Website given opportunities:
•Potential revenue;
•Business reorganization;
•Customer’s choice;
•Qualitative service;
•Involvement in global economics;
•Logistics rationality.
Potential revenue
•Direct business;
•Electronic advertising services;
•Payment by credit cards;
•Commission.
Business reorganization
•Manufacturing or services’ process;
•Customers and partners collaboration system;
•Marketing program;
•Sale system;
•Production and service;
•New information system;
•Suppliers’ and banks’ confirmation because of legal
documents;
•All business structure.
Customers choice
•Big choice of products or services;
•Reasonable price;
•No obstacles:
•Distances;
•Limited time;
•Lack of information.
Qualitative service
•Free services;
•Communication without agents;
•Information after purchase.
Involvement in global economics
•Worldwide access;
•Language importance.
Logistics’ rationality
•Local business.
Website
•Not only support tool;
•Not only web page creation;
•Not only advertising:
•Customers wants and needs;
•Attraction.
Website www.topsport.lt - as a
marketing tool
IV. Example
• UAB "Top Sport" organizes betting in accordance with the Gambling
Law of the Republic of Lithuania and other Betting Regulations.
• Company was established in 2002.
• It was the first betting company in Lithuania.
• In the beginning it offered to bet for only sports events, but now we can
bet for such events as Americas president election, Eurovision song
contest, dogs and horses race and etc.
• Nowadays they still come up with new betting objects once in a while.
“Topsport” has 56 betting centers.
In 2003 “Topsport” created it’s website
Website www.topsport.lt - as a
marketing tool
Marketing in this website is realized according to the
traditional marketing elements:
• Product; (in this case services)
• Price;
• Place;
• Promotion.
Service marketing analysis consists of 3 more characteristics
by Doyle:
• People;
• Process;
• Physical evidence.
Product (services)
Price
• Saves consumers time;
• Cheaper advertising for company;
• Better accessibility (24/7).
Place
Combines 2 mediatory models:
• i – shop – allows users do bets online;
• Informative – provides information to
consumers.
Promotion
Website www.topsport.lt - as a
marketing tool
• People – recruits the right staff and trains them appropriately in
the delivery of their service. This helps the company to obtain a
form of competitive advantage.
• Process - government plays a very important role to the
company. It legislates favorable and unfavorable laws, that
controls gambling business, to prevent any „Money laundering
“ or similar activities. The Company uses modern technology
that helps consumers to get the newest information and
efficient services.
Website www.topsport.lt - as a
marketing tool
• Physical Evidence - this element is most important
of the service mix which allows the consumers to
leave feedback.
• Company does everything that their users would be
satisfied and will come back again.
• “Topsport” website helps company to reach their
marketing goals.
Website www.topsport.lt - as a
marketing tool
• First it was a new marketing tool to the company and was used
only as an introduction of the company to the customer.
• Now it has a huge impact in company’s marketing.
• The Company tries to reach such goals through the website:
- represent company;
- allow users to do bets online;
- introduce with bet offers.
• It collaborates with other websites because cheaper advertising.
• Company’s internal strategy focuses on promotion and advertising.
It supports various sport’s events – this helps to attract more users
(consumers).
Agenda
I.
Website - Current situation
II.
Traditional marketing on the internet is changing..
III.
How does marketing work through the website?
IV.
Example
V.
Conclusion
Conclusion
• What should be remembered:
– Website is very popular among companies;
– Benefits of a website - as a marketing tool:
•
•
•
•
•
Sales;
Services;
Communication;
Cost cutting;
Advertisement.
Thank you for your attention!
Q&A