Tchibo monthly marketing plan has been created as a part of a case study provided in Dec. 2011.

1. Sheet1
TCHIBO MARKETING BUDGET
ACTIVITIES PER MO
Monthly budget 125,000 €
Monthly
Budget % Order
Activity / Tool Budget Annual cost Orders CPO
breakdown value
breakdown
40% Affiliate 50,000 € 600,000 € 150,000 50 € 4€
6% SEO 7,500 € 90,000 € 69,000 50 € 1€
5% PPC Sklik 6,250 € 75,000 € 18,750 50 € 4€
8% AdWords+Facebook 10,000 € 120,000 € 24,000 50 € 5€
6% PPC – price comparing sites
7,500 € 90,000 € 45,000 50 € 2€
2% Backlinks 2,500 € 30,000 € 2,000 50 € 15 €
7% E-mailing + CRM 8,750 € 105,000 € 210,000 55 € 2€
5% Account Management 6,250 € 75,000 € 0€ 0€
19% Lead generation 23,750 € 285,000 € 57,000 50 € 5€
1% Portal redesign + support 1,250 € 15,000 € 2,000 50 € 8€
% Email exchange 0€ 0€ 20,000 50 € 0€
% Gift certificates implementation€
0 0€ 2,000 20 € 0€
1% Mobile version 1,250 € 15,000 € 16,000 50 €
% E-barter.cz services 0€ 0€ 1,000 50 € 0€
% Organic Tchibo Retail growth0 € 0€ 20,000 50 € 0€
100% SUM 125,000 € 1,500,000 € 636,750
ESP results –
benefiting from
KPIs 2011 2012 Tchibo
customers only
total orders 444,444 € 636,750
1 order value 45 € 45 €
15%order
value growth 15% 15.00%
1%Coffee sale
growth 1% Estimated 5,9% growth in 2010 – 2015
4%Clothing
and footware
sale growth 4% Estimated 18% growth in 2010-2015
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2. Sheet1
TING BUDGET BREAKDOWN BY
VITIES PER MONTH
Estimated performance
2011 results 2012 results
growth
expressed in expressed in
Netsales 2012 Info details 20,000,000 € 30,000,000 €
% Eur
6,900,000 € 0€
3,360,000 € 2,300,000 € 2,900,000 € 3% 600,000 €
862,500 €
1,080,000 €
2,160,000 €
70,000 € Page Rank 5+
Assuming that current clients and new clients will make 4 purchases per year with
11,445,000 € value order 55 Eur
0€
2,565,000 €
85,000 € tech. support, content update, web usibility, Public Relation, …
1,000,000 € 2.000.000 emails 0€ 1,000,000 €
40,000 €
4% of SEO traffic comes from mobile. Opportunity to win those customers by
800,000 € creating mobile version of e-shop
50,000 €
1,000,000 € 21,000,000 € 5.00% 1,000,000 €
30,542,500 €
Silverpop implementation and using most of its tools can
lead to tens to hundreds of conversions growth such as
Open rate, increasing order values, acquiring new
customers via social sharing, decreasing of email clients
loss thanx to optimized and targeted emailing based on their
preferences and behaviour.
owth in 2010 – 2015
wth in 2010-2015
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