This contains overview of the hypothetical brand Balgwang and its digital marketing campaigns as a part of class asignments in E-commerce

1. Submitted by :
Dharvi
Mahima
Shweta
Shefali
Suman
BALGWAN
G

2. ABOUT THE BRAND
Balgwang is an organic skincare
with is foundation in the ancient
science of Korean skin care. It
combines the ancient beauty
rituals of Koreans with a stylish,
modern aesthetic appeal. the
brand gives the option of
customization by using pure,
fresh and chemical free
ingredients.
MISSION
To expand our knowledge in
natural skin care, create
exceptional products, educate
and give back to the
community worldwide.
VISION
To be the most influential
natural skin care company in
the world

3. BRAND STORY
Our creators during their trip to south East Asia
came across Korean skincare regime which was
really inspiring and eye opener to how
religiously they take skincare.
With his inspiration our creator participated in
NASSCOM, a competition for startup ideas.
To create something unique, we thought of
customizing our products according to their
skin type.
With this idea our team was able to generate
some of the funding.
After which decision was made to launch an
online portal www.balgwang.com

4. HOW IT WORKS
Balgwang gives option of
customization of skin products
like skin cleanser, skin toner, and
skin serum.
Create your custom blend by
chosing your base and your
canister according to your skin
problem.

5. Then pick your canister according to your skin prAccording to your skin type, one has to select
base out of
• Hydrating Jelly
• Oil-Control Gel
• Moisturizing Lotion

6. INVESTMENT
Seed funding through NASSCOM
Funding through informal investors
(family members)
Funding from the brand partners

7. SWOT ANALYSISSTRENGTHS
100% natural and organic product of high
quality
Sustainable development
Unique product formula
Adaptability to newness
Customized products
WEAKNESSES
Limited target market segment
New to the market
The products will be slightly expensive as
the brand is providing customized
products to their customers.
OPPORTUNITY
Product line extension.
Rise in purchasing power of consumers.
Rise of South Korean fashion due to the
K-pop wave
Increase in traditional approach towards
skincare
THREATS
High level of competitions.
Low priced products.
Suppliers (not delivering products
correctly/on-time).
SWOT

8. PESTEL ANALYSIS OF BALGWANG
Political
• Trade policy
• Environmental
regulations
• Trade restrictions
and traiffs
Economical
• Inflation rate
• Transportation fee
Social
• Health
consciousness
• Environmental
norms
• Lifestyle

9. Technological
• Research and
development
• Technology’s effect
on firm’s offering
• Product packaging
Environmental
• Toxicity of the
chemicals
• Sustainable
development
• Animal testing
Legal
• Brand name issues
• Cosmetic regulation
• Environmental
regulation
• Chemical regulation

10. RISKS INVOLVED
• Sensitive
information
registered on the
sites
Data Security
• Lost in talk of
Pay-per-click,
viral techniques
Marketing
Failures
• Shift in customer
demand, new
competitors, rise
in costs of raw
material,
Strategic
Risk
Financial
Risk
Reputational
Risk
Return
Policy

11. FACTORS STUDIED FOR DECIDING
PRICING STRATEGY
Profit goals
• Mark up revenue
model
Targeting
customers
• 18 & above
women
• Social media
users
• Beauty conscious
Life cycle of a
product
• Marketing brief
• Formulation
• Sourcing
• Quality and
compliance
• Packaging
artwork
• Product
validation.
Rivals in the
market
• Faceshop
• Forest essentials
• Bodyshop
• Clinique

12. PRICING STRATEGY FOLLOWED BY
BALGWANG:
PENETRATION PRICING
Penetrati
on
pricing
New
product
Late
entrants
High
sales
ratio
Huge
rivals
Low
prices

13. STP
Geographic: Urban Region; Tier I
and Tier II cities.
Psychographic: bloggers, beauty
conscious people, upper-middle
class and upper class.
Demographic: Females of age 18
and above.
Income group: 4 lakhs and
above.
Behavioral: Stylish, who value
quality and willing to pay for it.
Women, who are beauty
conscious, and prefer natural
organic products.
Women looking for customized
products catering to their specific
needs.
Working women who prefer
online shopping.
Women frequently using social
media and who are inspired by
bloggers and models.
Naturalism: products are inspired
by Korean organic skin care
regime. All products are
produced from natural products
with no chemical.
Value: it provides value for
customers by offering customized
products for all skin types.
Time; less time to find good skin
care product in a single place.
Without utilizing much energy,
effort etc.

14. 7PS OF MARKETING
Product:
Skin care products
Nail care products
Price:
Skin care range- 250-1000
Nail care range- 200-700
Place:
Products are available on www.balgwang.com
and nykaa.com.
Promotion:
Sale prices in special occasions.
Promote through digital marketing,
advertisements.
People:
Team of 4 people headed by Shweta
Kataria IT head, marketing, finance,
logistics and creative head. Customer
centric. Tie up with beauty influencers.
Physical evidence:
Logo – Elegant, classy depicting a chic
women who is concerned about her look
and at the same time confident.
Tagline - Shine from within.
Brand Identity – sophisticated,
trustworthy, sustainable and elegant
Online Portal- www.balgwang.com
Process:
Customization
Web site maintenance
Delivery services/ exchanges
Selling on nykaa

15. BENEFITS PROVIDED TO
CUSTOMERS BY BALGWANG
1. MEMBERSHIP

16. 2. PRODUCT QUALITY 3. SERVICES
Safe
ingredients.
Organic in
nature
Dermatology
tested.
Cruelty free.
Customized
product
Korean 11
step regime
Customise
ingredients
According to
skin type.
Customer handling
Easy exchange and return policy Free shipping
Customer care
Balgwang help Feedback portal
Loyalty programs
Membership offers Featuring
Personalized customer services
Skincare guidance Campaign

17. E COMMERCE MODEL TYPE
B2C MODEL - B2C are the
transactions that occur between a
businesses and customers.
Businesses selling products or
provide services to customers or
the retailing part of e-commerce
on the Internet

18. ONLINE SERVICES PROVIDED BY
MAGNETO IT SOLUTIONS TO
BALGWANG.
Cloud Database
IOS & Android Supporting Apps.
Payment gateway software
Chatbots
Order Tracking Services
Flexible Inventory Control
Tabs For Blog Posting Etc.

19. BALGWANG WEBSITE
ARCHITECTURE
Three-Tier Architecture: is the
architecture of an application
that has three layers
separated from each other.
Each layer interacts with only
the layer directly above or
below it, and has specific
functions to do.

20. PILLARS OF OUR E-BUSINESS

21. BALGWANG E-COMMERCE
FRAMEWORK

22. CRUCIAL KPIS FOR THIS
ECOMMERCE BUSINESSShopping cart abandonment rate
Conversion rate
Cost of customer acquisition
Customer lifetime value
Average order value
Gross profit margin

23. MARKETING
STRATEGIES

24. WEBSITE DESIGN- HOME PAGE

25. About the
brand
Product range

26. Create your own skinca
All the way for
Nails!

27. SEARCH ADS
DISPLAY ADS:
YOUTUBE ADS

28. IN-APP PROMOTIONS OPEN GMAIL ADS

29. EMAIL MARKETING

30. INTRIGUING
THE
CUSTOMERS
TO VISIT THE
SITE
GET SET
GO!

31. SOCIAL MEDIA MARKETING
FACEBOOK INSTAGRAM

32. OTHER MARKETING STRATEGIES
Approval with
dermatologist
• Tested and Verified
Products
Collaborations with
Bloggers
• Videos of different
beauty and make-up
products
• A brand face
Promotions
• Free shipping on first
order
• Discount- 25% off on
all the products

33. FEASIBILITY TEST
FOR BALGWANG

34. PRIMARY RESEARCH
Primary research done via survey
Tool- Google forms
Sample size – 47
Respondents- female
Age- 18 and above.
Aim – to know about the awareness of the skin care in
women and their purchasing frequency.

35. ANALYSIS
We came to know that about 70% of women think that skincare is important
and also they do skin care regularly.
70 % of respondents stated that they use skincare regularly.
61% of people strongly think that skincare is important, whereas 21% agree
that it is important and have assigned 4 on 5 score . Rest 17 % voted it as 3 on
5 score.
48.9% people prefer organic products, 36.2% prefer ayurvedic products, 10.6
% prefer chemical products and rest prefer homemade products.
Most customers (60.5%) have said that they want to spend 250 Rs or below
on nail care products.
Most of respondents have said that they are willing to spend 1000 Rs or
below on skincare products.
70.2% of females have responded that they want customized skincare
products and are willing to buy them

36. INFERENCES
Indian women are becoming much conscious about skincare and its
importance
There is a huge chunk of customers demanding organic products.
There are women who are willing to buy organic customized skincare
products.
No. of users of nail care is very low as it is still not much popular in
India
Thus there is scope to create awareness about nail care and is
benefits.

37. CONCLUSION
Thus after analyzing all of
the aspects of our brand Balgwang i.e.
skin care industry in India, people’s
preferences, risks involved, USP of our
brand etc. We have jointly decided
to go head with the idea of our brand
– Balgwang.

38. REFERENCES
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