This is a digital marketing plan created in Word for a shopping comparison website that covers the marketinf audit, analysis, objectives, market segments, strategy, promotions, budget, control and timeline

1. Savaganza Marketing Plan
Executive Summary
Savaganza is an online shopping comparison site featuring a wide range of UK retailers,
merchants and product reviews that help shoppers find the latest branded products at the
best price available.
Savaganza has partnered with the major affiliate networks and integrates data feeds from
retailers to provide a comparison and search facility for searchers. The unique benefit for
retailers is they get their products on a portal that doesn’t charge per click like many other
leading shopping comparison sites, but only pay a commission on each sale. Shoppers
benefit from cheaper prices, because retailers can offer discounts and vouchers and
coupons alongside their products.
The products offered are shopping products that consumers feel are worth comparing with
other products before making a final decision, and the term being derived from the
expression ‘shopping around’.
Many products on Savaganza are classed as being homogenous products which are seen as
being basically the same as each other, so the consumer is willing to shop around for the
lowest prices.
However, there are heterogeneous products which are compared on the basis of more than
just price and these products are used over a period of time and are under such categories
as clothing, white goods (such as washing machines and fridges), brown goods (such as TVs
and hi-fi equipment), household linens and sports goods. Consumers will consider the
tangible features of many of these products, and if appropriate, the associated services on
offer, before making their decisions to buy. This is why we will offer them the ability to pick
products that have particular features and compare them with other products and then also
read merchant reviews to find out what experience previous shoppers had with the
merchant.
The model we have built also allows us to control the products and categories we promote
and stay within the confines of our ethics and represent the brand positively.
Vision Statement: To offer online shoppers the cheapest prices on leading brand products
from top retailers
Mission Statement: A leading portal for online shoppers searching for discounts, coupons,
deals, offers and product reviews on the latest shopping products and brands from leading
retailers.
Business Promise: (tagline) Let’s Save
Brand

2. Brand Identity Statement: Savaganza promises {online shoppers} that they can count on us
to bring them the best savings, deals, bargains and offers on consumer shopping products
from leading retailers and the best from the high street.
Positioning Statement: Savaganza is the first comparison portal to incorporate an affiliate
platform and offer the best deals and coupons to shoppers looking for quality branded
products in the UK.
TABLE OF CONTENTS:
Marketing Analyses
a. Marketing environment and trends
Key economic considerations for the UK in 2014 are (see Appendix):
 UK GDP growthisexpectedtobe inthe range of 2-3% in 2014
 inflationtoremainslightlyabove target,at2.3% onaverage,in2014.
 Aftera periodof generallydisappointinggrowthin2011 and 2012, the UK economy
showedclearsignsof recoveryduring2013 and we expectthistocontinue in2014-
15. All majorindustrysectorsandregionsare now showingpositivegrowthtrends.
(greateroptimism)
Key technological considerations include:
 Comparingmobile accessacrossseasonswe alsosee ashiftinconsumerbehaviour
withmobile accesstocouponsitesgrowingfrom25% to 37% (July2013 versus
November2013),goingback to departmentsstoresthatincrease was26% to 43%
 centrality of mobile devices for consumers in 2014, and the ‘always on,
always shopping’ lifestyle arising from mobile usage (eMarketer Report)
 The UK registers relatively high usage of most digital platforms. eMarketer
estimates that more than 77% of the country’s population will be online in
2014, and 77.5% of households will have a fixed broadband connection.
 Moreover, nearly 81% of residents will be mobile phone users, while 53.7%
will have a smartphone. More than half (54.5%) of the population will use
their mobile phone to access the web this year; by the end of 2015, we
expect nearly three-fifths will do so.
b. Customers’ needs and segments
Primary Target Market -What are they buying online and where? - furniture, white
goods, haircare, fragrances. Overall, there is little they don’t tend to research or buy
online, exceptions being home insurance, loans, toys or computer games.
- Download coupons and vouchers on their mobile devices
- Looking for reviews and consumer ratings and customer comments
- Top brands at very affordable prices
- Tablets for the primary target market are for shopping followed by sports, news
and travel

3. - Mobile phones are mostly for Travel, maps, news and shopping and
entertainment
c. Competition and Competitors’ strategies
1. Kelkoo
One of the UKs leadingprice comparisonsites withaglobal presence.Ithasan Alexarankof
44,700 and thisisveryhigh,meaningtheygeta lotof traffic. kelkoo.co.ukreceivesabout
20,536 unique visitorsand 41,893 (2.04 per visitor) page viewsperdayand has a PageRank
of 5. The most searchedforkeywordisKelkooat63% of trafficshowingstrongbrand
awareness.Ithas1075 siteslinkingin. The site doesnotfeature offers,couponsand
discountsprominently.
2. Pricegrabber
Pricegrabber is one of the UKs leading price comparison site which receives about
9,048 unique visitors and 19,907 (2.20 per visitor) page views per day. It has an alexa
rank of 212,000 and is one of the lowest of the big price comparison sites and a
PageRank of 4.
Pricegrabber has 461 sites linking in and the top keyword searches to the site are for
the brand, showing good brand awareness. It has a coupon page but very few
coupons on offer

4. 3. Pricerunner
Pricerunner is one of the UKs leading price comparison sites and receives about
35,616 unique visitors and 95,452 (2.68 per visitor) page views per day. This is high
traffic volumes and it’s alexa rank is 45,000, making it a high ranking site. The most
popular search keyword is ‘price comparison’ and then followed by the brand name.
It has 644 backlinks according to Alexa. There are no apparent offers or discounts on
the site.
4. XXL Sale

5. Not such a well known price comparison, however it features prominently in
Adwords and receives most traffic from there. Brand is weak for a few reasons
including a weak domain name with a hyphen and brand name and logo are weak.
xxl-sale.co.ukreceivesabout12,355 unique visitorsand 31,012 (2.51 pervisitor) page views
perday and has an Alexarankof 31,000 and thisisveryhigh,meaningthe site getsa lotof
traffic.Asexpected,brandsearchesforthissite are notinthe highestlistof searchesand
thisisa signof weakbrand awareness,andthisisnotsurprisingconsideringthe domain
name and brandname chosenandthe site isrelativelynew –it alsoexplainswhytheyhave
to pay fora lotof PPCtraffic.PageRankis0.
d. SWOT Analysis
Strengths
 Cheaper for retailers
 Discounts and savings for customers and not just comparison
 Digital marketing expertise
Weaknesses
 Unknown brand taking on established brands

6.  Low capital resources
Opportunities
 Growth in mobile usage
 Rise in people visiting coupon sites from mobile devices
Threats
 Scottish Independence – lose over 4 million potential customers
 Visitors deleting cookies – Research by ComScore (2007) concluded that
cookies are deleted by at least 30% of internet users in a month.
Objectives
All objectives are for the first 6 months of activity from December 1 2014 to 31 May 2015
1. At least 10% of Savaganza organic search traffic should be for the brand by 31 May.
2. 3000 retailers on the site with about 15 million products by 31 May (5000 products
per retailer)
3. Receive 150,000 monthly visitors from PPC traffic (search and display) by May 31
(based on £30,000 monthly budget and 20p per click)
4. 20,000 visitors per month from Organic traffic by 31 May
5. £50,000 total revenue per month from all revenue streams by 31 May
6. 20% of visitors should be returners as seen in Analytics by 31 May
7. 2.5 page views on average
8. 18,000 registered members on our website by 31 May - based on a 2% conversion
rate and a total of about 900,000 visitors to 31 May
Strategy
The Savaganza strategy sets out the approach we plan to undertake through segmentation,
target marketing and positioning and how we will achieve our marketing objectives.
Market Segmentation
Primary Target Market:
City Sophisticates and Career Climbers. They are Twenty and thirty somethings. Most are
singles moving up the career ladder and some are couples and yet to start a family.
 Many have good incomes and are typically above the national average
 Many are graduates and white collar occupations tend to predominate
 They are the internet generation and ‘early adopters’ most likely to use smart
phones and frequently use the internet and new technology
 They tend to live in large urban settings, often major cities particularly London
 Ownership of iPhones, iPads and other smart phone and tablet devices is double the
national average
 Social media is for business contacts and less of following brands

7.  High street fashion retailers such as Gap, Republic, Warehouse, Oasis, and
Accessorize will be favoured by these young shoppers.
 Clothing may be purchased from a variety of places, from modern fashion retailers
such as Hollister and Forever 21, to JD Sports, and H&M
 Style magazines find an audience amongst these people
Secondary Markets:
1. Financially Comfortable Families:
 They are working families with many having school age children
 Managerial or professional occupations
 Smartphone, iPad and other tablet device ownership is higher than average
 Leisure interests might include golf, computers, football, fashion and films
 Many own modern technology, DAB radio, games consoles and portable
audio
 Long established and frequent users of the internet, they will research and
purchase a variety of goods online.
 Majority Parents are aged 35-49 and their children are 5-17 years old.
2. Families Starting Out:
 These are younger couples in their first home, starting a family and others
who are at an early stage of their career
 Products they may be interested in include toys, baby products, furniture and
less expensive household goods.
 This is the internet generation and they spend more time online than
average. New technology including Smartphones and tablet computers might
be popular
 They have day to day financial pressures and may have recently obtained
new credit cards
 There is a propensity to read news online and shop online.
 Ownership of iPhone, Blackberry and Android phones is above average and
they may download a variety of apps and content to their phones. Shopping,
fashion, food, and travel apps are common downloads
 Will use their phones to research products and are more generally accepting
of marketing than average and will respond to internet Ads.
 Some will download vouchers and coupons and their online shopping may
frequently be influenced by online customer reviews
 Having more recently moved onto the housing ladder, they might shop with
less expensive providers of household goods and furniture. They do not
particularly favour department stores, but may use retail brands similar to
Zara or Hollister, while some will be shopping at Early Learning Centre and
Disney Store.
3. Younger couples and families
 They live in towns and outskirts of cities

8.  Household incomes slightly above average because of two salaries
 Might seek savings through price comparison sites
 Credit cards more prevalent than average
 Many own modern technology and electrical equipment, a number having
videogame consoles, either for themselves or their children
 A number will be regular users of online auctions such as eBay
 Typical high street names where these families might spend money include
DFS, BHS, Peacocks, Debenhams
 Some may respond to advertising on their smartphones
4. Student Life
 Aged under 25 (over 75% of them) and most are single
 Ownership of smartphone, tablets and hand-held computers will be well
above average, as will the proportion owning portable media players and
games consoles, however most will not have a credit card
 Majority will use social media sites
 They will supplement their spending power by downloading coupons or
vouchers
 Regular internet users, they are generally comfortable with researching and
buying goods
 Groceries, music, musical equipment, smartphones and clothes might be
bought online
 Their online purchases may often be influenced by reading customer reviews
or comments
 A number regularly respond to text and digital advertising, download
advertising content or read promoted Tweets on Twitter
 Their frequent social media use may well include following celebrities and
interacting with brands
 The kind of high street names this type might favour includes New Look,
Topshop, Topman, River Island and H&M.
 They might shop at retailers such as Game and Apple Store for gadgets and
New Look, TK Maxx, Hollister, Topshop and Topman for clothes.
Tertiary Markets:
This includes a mix of singles, couples with children and single parents and the age profile
may tend to be younger than average. These include the separated and divorced.
 Incomes tend to be well below the national average
 Employment tends to be in a mixture of clerical, semi-skilled and other office or
manual occupations
 Some will regularly download coupons and vouchers to supplement their budget.

9.  Online shopping is more likely to be influenced by reviews or customer comments
they find online. It’s possible they might prefer to respond to online marketing
relative to other channels.
 Smartphones might be particularly used for auction sites or shopping
 They might shop in dept stores or in retailers of the style of Peacocks, Primark, TK
Maxx, Aldi, Iceland, Co-op and Argos.
Market Targeting
We will be targeting all 6 market segments with differing messages and products. Because
each segment has distinct needs and with a few overlapping, we will use the promotional
mix to reach them on sites they visit and with keywords they use to search.
Tactics (Positioning):
 Product
Our product or service is a price comparison site that offers deals, offers and
coupons from retailers. Shoppers are able to compare products on their prices,
features and reviews.
Merchant reviews and ratings showing how retailers have performed in the past
To reach our goal of 3000 merchants and 15 million products on Savaganza by 31
May 2015, we will add other Affiliate Network APIs like:
 Webgains
 Tradedoubler
 Affiliate Future
 eBay
 Aflite
 Amazon (full product list)
 And we will continue to add more merchants in the current list of affiliate
networks like Affiliate Window, CJ and Linkshare.
- In Phase 2 we will create a limited PPC model and merchants who are not on
affiliate networks will be able to create an account and upload their datafeed
or we could do it for them.
 Price
Savaganza doesn’t sell any products so does not set any prices. Income is earned
from a number of monetisation methods including:

10.  Commissions from sales made on the retailers’ websites after the shopper
has clicked from Savaganza.
 Adsense placement is a secondary income stream and Ads are contextually
matched to website page content. Testing will be undertaken to ensure the
maximum earning from Adsense.
 Place
Place is where visitors come to compare products, prices, read reviews and save on
their online shopping. And this takes place on Savaganza.co.uk with the transaction
completed on the merchant’s website.
Visitors are also able to register on Savaganza and update their profiles and choose
which products they are interested in and want to receive offers in their inbox for.
They will also be able to watch certain products and see how the price is trending.
They will need to register to leave retailer reviews and this will be a quick
registration process that will only require Full Name and Email Address. Later they
can update their account details and choose whether to receive communications
from us and what type of communications
They can leave reviews for past orders and add products to their ‘Favourites’
We are aiming for 170,000 visitors from PPC and Organic in total per month and 20%
of them should be returning visitors – that is a total of 34,000.
Phase 2 will also include creating a mobile app and will help towards reaching 34,000
returning visitors per month.
Registered members and newsletter subscribers will receive regular deals and offers
and a newsletter and will also help to achieve our 34,000 returning visitors’ goal by
31 May 2015.
 Promotion
Public Relations (See Appendix):
 We will create press releases with the goal of raising awareness of the
Savaganza brand at launch
 Identify media outlets that reach our target audience and work in partnership
with a PR expert and sites like PR Web
 We will highlight Savaganza’s unique position as exclusively working on a
commission with retailers and them not having to pay anything upfront to
advertise their products. Our competitors charge on a Pay Per Click model
and this is a deterrent for many merchants who have heard or experienced

11. PPC horror stories on platforms like Google Adwords. So with us they aren’t
charged anything upfront and they only pay a commission from sales.
 We also take care of all integration and all the retailer does is supply a
product feed.
 The benefit for consumers is that they get a wide range of merchants and
products to choose from and we will highlight this in the Press Release. They
also get coupons and vouchers which aren’t available on other price
comparison sites.
Adwords:
 We will run two adwords campaign types (1) to raise awareness of the
Savaganza brand using banner image ads and text ads both on CPC and CPM
models on the Display Network (2) a direct response campaign on the Search
Network with the aim to bring in sales and earn commissions and recoup our
start-up costs.
 We will also run an awareness video campaign in Adwords
 Monthly Adwords budget is £30,000 and will be used to advertise on Google
Network to bring at least 150,000 visitors per month.
SEO:
 Sign up with Google & Bing Web master tools and Google Analytics to
monitor and manage SEO performance
 We will place links on prominent sites in the same sector as Savaganza and
that have good traffic levels to boost organic rankings and reach our goal of
20,000 organic visitors per month.
 Homepage and category pages will be optimised for keywords and content
on these pages will include the keywords.
 Wikipedia Page: Create a Wikipedia page for Savaganza
Bing:
 Launch PPC campaigns on Yahoo and Bing
Social Media:
Social media will be primarily targeted at the student market who are active on this
platform.
 Facebook – engage a facebook expert to help launch and manage Savaganza
brand on this platform and run some Facebook Ads that target people who
match our customer profile
 Twitter - engage a Twitter expert that can launch our account and give us
pointers on how to maximise this going forward.
 Google+
Video: Video we create will be published on leading video sites like Youtube, Vimeo,
and Dailymotion to raise awareness of the Savaganza brand.

12. Email Marketing:
1. Savaganza registered members will get daily/weekly/monthly updates of latest
coupons, vouchers, deals and offers straight to their inbox
2. Newsletter – We will send out a weekly/monthly newsletter to subscribers
through mailchimp with product updates on how they can ‘save’
Budget
BRAND LAUNCH BUDGET WORKSHEET
Tactic Cost Estimate
Search Marketing
Adwords – Launch 21.11.2014
SEO - Launch 18.11.2014
- £30,000
- £200
Public Relations
Press Release - Launch 18.11.2014 - £60
Website Development - £5000 HALF PAID
Domain Registrations - £500 PAID
Trademark Registration - £320 including VAT (PAID)
Logo Design - £99 (PAID)
Video Creation -
Ico Registration - £35 PAID
Register Logo Trademark - £200 PAID
Social Media (First Month) - £100
Action Plan and Timeline
PRIORITY:
TARGET:
TASKS WHO WHEN Budget
Social Media
Registrations
Mike 22/10/2014 £40
Logo Mike 10/4/2014 £99
Website
Development
Mike/Haggai 11/11/2014 £5000
Domain Haggai completed £500

13. Registrations
Video Creation 18/12/2014
Trademark
Registration
Mike 09/05/2014 £320
Ico registration Haggai 18/12/2014 £35
Adwords Mike 18/11/2014 £25,000
Press Release Mike 13/11/2014 £60
Copywriting Mike
Adwords
Banners
Mike 05/11/2014
Home Slider
Banners x 1
Mike 05/11/2014
Website
Hosting
Mike/Haggai 30/10/2014 £200
APPENDICES
http://www.pwc.com/gx/en/issues/economy/global-economy-watch/2014-predictions-
for-the-uk-economy.jhtml
http://www.pwc.co.uk/the-economy/publications/uk-economic-outlook/
http://www.digitalstrategyconsulting.com/intelligence/2014/01/uk_digital_consumer_tr
ends_for_2014_video_and_mobile_increase.php
http://media.ofcom.org.uk/2011/12/14/uk-consumers-are-a-nation-of-online-shoppers/
Copywriting
1. Homepage
2. About 9 corporate pages
3. Home banners and include Xmas designs x3
Adwords Banners
- Sets of banners for each of the main categories. Include Xmas banners
PR Creative Ideas
 Launch and talk about huge savings – we work with retailers and manually upload
coupons. Coupons are real
 Talk about new partnerships
 Seasonal offers – Christmas, back to school

14.  Surveys
 We get exclusive coupons and vouchers not found anywhere else due to our
relationships with merchants.
Analytics Goals and Funnels
1. Registration
2. Contact Form
3. Newsletter Signup
4. Merchant Review
5. Leaving a review – Registered Users
6. Leaving a review – Not Registered users
Funnel 1 – 1. Product Listing Page 2. Product page (when they click more) 3. Product
Review Page 4. Register Page 5. Registration (goal)
Funnel 2 – 1. Product Listing Page 2. Product Review Page 4. Register Page 5.
Registration (goal)
7. Favourite
8. Search
Remarketing
1. All Visitors
2. Registered Users
3. Non-registered Visitors
4. Number of pages visited
5. Time spent on website
6. Left a product review
7. Left a merchant review
8. Visited specific category or sub-category
9. Newsletter signup
10. Visited top pages – Latest Products, Latest Coupons and Latest Offers
Homepage Top Retailers
1. Amazon
2. John Lewis
3. Pixmania
4. K & Co.
5. Argos
6. Play.com
7. Marks & Spencer
8. Asos

15. Target Segments Retailers:
1. City Sophisticates and Career Climbers:
Gap, Republic, Warehouse, Asos, Oasis, and Accessorize. Hollister and Forever 21, to
JD Sports, H&M
What sites do they visit: Style magazines
What do they buy online: clothing and accessories, hair & beauty products, sports
fashion, furniture, white goods, consumer electronics (tv,stereos etc), groceries,
books
2. Financially Comfortable Families:
What sites do they visit:
What do they buy online: games consoles, golf, computers, toys, football, films,
Sports & Leisure wear/trainers. They will mostly research toys and Sports & Leisure
wear/trainers online.
3. Families Starting Out:
Zara or Hollister, while some will be shopping at Early Learning Centre
(Tradedoubler) and Disney Store (CJ & Tradedoubler).
What sites do they visit:
What do they buy online: baby products, toys, clothing and accessories, furniture &
less expensive household goods.
4. Younger Couples and Families:
DFS, BHS, Peacocks, Debenhams
What sites do they visit: eBay,
What do they buy online: games consoles, toys
5. Students:
New Look, Topshop, Topman, Warehouse, River Island and H&M. TK Maxx, Hollister,
Topshop and Topman
What sites do they visit: broadsheet newspapers, eBay
What do they buy online: hair and beauty products, sports and leisurewear/trainers,
Clothes & accessories, books, groceries, music, musical equipment, smartphones

16. 6. Tertiary Market:
Peacocks, Primark, TK Maxx, Aldi, Iceland, Co-op and Argos.
What sites do they visit: eBay
What do they buy online: toys, clothes,
WEBSITE UPDATES:
Slide 1: Female
Slide 2: Xmas Slider