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LETTER OF TRANSMITTAL

29 November, 2015
Syed Mahmudur Rahman
BRAC Business School
BRAC University,
Sub: Submission of report for completion of course.
Dear Sir,
As per the requirements for the completion of the course, MSC 466: Marketing on the Internet,
this report has been prepared by us on Medisheba.com. This report focuses on the
implementations of some of the key elements of Digital Marketing on the internet. We are
thankful to our respective course instructor and our group members who gave a lot of
information and do a lot of participation preparing paid and unpaid advertisement and total report
making. During this project, we were able to relate the theories that we were taught in class into
the Medisheba.com and understand how these theories are practiced in real life situations. We
thank you for giving us this opportunity.
Thank you.
Yours sincerely,
Group member of group 4.
Md. Mahamood Salekin
(On behalf of group members)

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ACKNOWLEDGEMENTS
We would like to take this opportunity to express our deepest appreciation to all those who
provided us the possibility to complete this project work. A special gratitude we give to our
course instructor, Mr. Syed Mahmudur Rahman, whose constant help mattered a lot regarding
certain aspects of this report, and also for giving us the opportunity to learn how the theories in
the book actually are implemented in real life situations. We would also like to take the
opportunity to thank our group members, friends and classmates for being so generous, friendly
and helpful and assisting us with both major and minor details.

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Executive Summary
After delivering our last assignment on Medisheba regarding techniques to reach target group
in Facebook without any paid and as well as paid ads, we are now writing this report for the
implementation of those techniques using SOSTAC planning system. Since Medishea is new in
the business so our main objective is Speak and Sizzle which relates how to branding it
effectively; and build new product development for Medisheba
Finally, Implementation outcome with analysis is included and a summary of the whole project
is also written to grasp the whole project at a glance. Medisheba is a new business so generating
ideas and implementation is not easy for us even then we have tried our level best to implement
what you have taught us and we hope in future, it will facilitate in our work life.

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Table of Contents
Executive Summary ........................................................................................................................ 3
Table of figure: ............................................................................................................................... 6
Introduction ..................................................................................................................................... 8
SOSTAC ...................................................................................................................................... 9
Situation Analysis: ........................................................................................................................ 11
Internal Analysis: .......................................................................................................................... 12
External Analysis: ......................................................................................................................... 14
Macro Environment................................................................................................................... 14
External Analysis .......................................................................................................................... 16
Micro Environment ................................................................................................................... 16
Website Analysis .......................................................................................................................... 19
Customer insight ........................................................................................................................... 25
Objective: ...................................................................................................................................... 26
Speak ......................................................................................................................................... 27
Sizzle ......................................................................................................................................... 27
SWOT Analysis: ........................................................................................................................... 28
S.M.A.R.T Objectives:.................................................................................................................. 30
Strategy: ........................................................................................................................................ 30
Product development Strategies: ............................................................................................... 31
Strategy Development: .............................................................................................................. 34
1) Wheelchair rental ............................................................................................................... 34
2) Adoption of more products: ............................................................................................... 34
Tactics ........................................................................................................................................... 35
Marketing Mix........................................................................................................................... 35
Marketing Tactics:..................................................................................................................... 37
Action:........................................................................................................................................... 42
Budget ....................................................................................................................................... 49
Control: ......................................................................................................................................... 50
Financial results......................................................................................................................... 51
Customer Value: ........................................................................................................................ 51
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Operational Process: .................................................................................................................. 56


Learning and innovation: .......................................................................................................... 56
Conclusion: ................................................................................................................................... 56
Refference: .................................................................................................................................... 57
Appendix:...................................................................................................................................... 59
Product Image: .......................................................................................................................... 59
Website Analysis: ......................................................................................................................... 60

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Table of figure:
Figure 1 SOSTAC ............................................................................................................................................ 9
Figure 2 Situational Analysis framework .................................................................................................... 11
Figure 3 Organization Capabilities .............................................................................................................. 13
Figure 4 Pestel Analysis ............................................................................................................................... 15
Figure 5 Porter Analysis .............................................................................................................................. 17
Figure 6 Snapshot........................................................................................................................................ 19
Figure 7 Snap shot....................................................................................................................................... 20
Figure 8 Snapshot........................................................................................................................................ 21
Figure 9 Snapshot........................................................................................................................................ 22
Figure 10 Snapshot ..................................................................................................................................... 22
Figure 11Snapshot ...................................................................................................................................... 23
Figure 12Snapshot ...................................................................................................................................... 24
Figure 13 5S o je tives ........................................................................................................................... 26
Figure 14 SWOT Analysis............................................................................................................................. 29
Figure 15 Marketer decision making grid .................................................................................................. 31
Figure 16 Market and Product Development Grid ..................................................................................... 33
Figure 17 Options in the communication mix for accomplish objectives. .................................................. 37
Figure 18 Snapshot ..................................................................................................................................... 38
Figure 19 Online PR activities by Medisheba .............................................................................................. 39
Figure 20 : Video Demonstration for Wheelchair renting service .............................................................. 40
Figure 21First week impact ......................................................................................................................... 40
Figure 22Common SEO issues ..................................................................................................................... 41
Figure 23 Keywords for campaign .............................................................................................................. 42
Figure 24 Snapshot ..................................................................................................................................... 43
Figure 25 Snapshot ..................................................................................................................................... 43
Figure 26 Snapshot ..................................................................................................................................... 44
Figure 27Snapshot ...................................................................................................................................... 44
Figure 28Snapshot ...................................................................................................................................... 45
Figure 29 Snapshot ..................................................................................................................................... 46
Figure 30 Location selection ....................................................................................................................... 47
Figure 31 Ad designing ................................................................................................................................ 48
Figure 32 Keyword modeling ...................................................................................................................... 48
Figure 33 US dollar to BDT (29th November) ............................................................................................. 49
Figure 34 Estimated Traffic Summary ......................................................................................................... 50
Figure 35 Balance scorecard Grid ............................................................................................................... 50
Figure 36 Total Reach.................................................................................................................................. 51
Figure 37 People Engagement .................................................................................................................... 52

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Figure 38 Post reach ................................................................................................................................... 53


Figure 39 Like, Comment , Share ................................................................................................................ 54
Figure 40 Video analysis.............................................................................................................................. 55

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Introduction:
MediSheba.com is about an online medial service website which helps people while being in
home they can avail the medical related services. It provides online ordering facility, by phone
call or by email and by social network Facebook as well. To influence people to order
MediSheba provide free home delivery service, in person home delivery in Dhaka within in 48
hours of order and pick up from local courier branch office within 2-3 days after order. In digital
marketing a website can help many ways. There are many competitors in the market like
bhalothakun.com, shilalipy.com, rokomari.com, eboighar.com. However a website will give
MediSheba a competitive edge. There are several advantages of establishing a website. Using
SWOT, Porters Five Forces analysis we came to know some very concrete point about the
importance of setting a website forMediSheba. However, no market player has any website for
this type of service offer. Again there is no rigorous regulation about the transitional website in
our country still now moreover creating a website is not expensive. On the other hand buyers do
not have direct influences over the pricing strategy. They are basically individual buyers so they
cannot influence on the price and MediSheba actually providing quality products and service.
Their target segment actually prefers quality products and price is not an issue for them while
they can purchase it sitting home. This makes MediSheba a pioneer to health sector not only for
the product but also for their service to the valued customers. As a new entrant they try to make
popularity among customers with reasonable price with a great opportunity of growth in
Bangladeshi market. However, they have to keep substantial budget for the advertisement of
their website and development. Because the more exposure MediSheba will get through
advertising the more their service giving sphere will increase, in terms they will remain in the
economy of scale and also can go for diversification of their business.

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SOSTAC
SOSTAC is a planning model, originally developed in the 1990s to help with marketing planning
by PR Smith. (smartinsights, Feb 10, 2015). There are wide ranges of ways to develop a planning
system. Though there is no perfect methodology however, SOSTAC regarded as total planning
process by many marketing heads which makes it a pioneer in marketing planning system.

Figure 1 SOSTAC

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SOSTAC stands for:


S stands for Situation Analysis - which means where are we now? Which we have
already done. Includes 5s, customer insight, Competitors analysis, internal capabilities
and research.
O stands for Objectives which means where do we want to go? 5 objectives. Here we
have chosen Speak and Sizzle for Medisheba.
S stands for Strategy which summarizes how we are going to get there. We decided to go
for decision 1 product development strategy.
T stands for Tactics which are the details of strategy. Includes 8 Ps,
A is for Action Implementing tactics. Adwords and ad budgeting part.
C is for Control which means measurement via Balance scorecard, reviewing the result
and plan.

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Situation Analysis:
Situation analysis is investigation depicts around an organization's internal, external environment
(Macro and Micro), competitors analysis, customer insights, S.M.A.R.T objectives, balance
scorecard and objective.

Figure 2 Situational Analysis framework

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Internal Analysis:

Internal analysis is a process of identifying and evaluating

organizations specific characteristics such as vision, mission, image, unique selling proposition,
value proposition, distinctive organizational capabilities.
1) Company Vision: The vision of Medisheba is to provide all kinds of medical related
facilities to all corners of Bangladesh. The aim of Medishebas services is to help people.
It is not easy and sometimes impossible to go to a surgical shop in Dhaka to purchase
orthotic aids, rehabilitation equipment, fracture aids, medical accessories, and surgical
products. So Medisheba will provide these items free of delivery cost to all the cities of
Bangladesh.
2) Unique selling proposition: A unique selling proposition is a feature that differentiates a
product from its competitors, such as the lowest cost, the highest quality or the first-ever
product of its kind. Medisheba is a business first of its kind introduced in Bangladesh
aiming to provide medical supplies in cities of Bangladesh. Its unique selling point is
first ever in Bangladesh online medical supplies store and free delivery.
3) Distinctive Organization capabilities: Distinctive organizational capabilities are the
astonishing and unique capabilities that distinguish the organization from its competitors.
They allow the organization to develop a sustainable competitive advantage to surpass its
competition.

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Figure 3 Organization Capabilities

Medisheba provides free delivery regardless of product price which no other online medical
stores are providing is without a doubt creates superior customer value. Moreover, Medisheba
can be used in various ways. It shares ambulance and doctors directories, health tips, and caution
tips on diseases.

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External Analysis:
Macro Environment
PESTLE Analysis
Political Situation
A website can work great in political situation because of in political situation people felt risk to
go out of their house more often and cant buy goods they want or like but because of website
service they can look, so just visit their website and order their product online without going
outside.

Economical
Since MediSheba operate only in Bangladesh that is why by looking the economic condition of
Bangladesh price are reasonable so that anyone can buy it. The price range starts from 500 taka
to 15000 taka.
Social
The social impact of the internet cannot be undermined. It has greatly influenced our way of life
and has brought many differences .The population with income and a certain degree of education
is able to use the internet much easily compared to population with costly service or slower
access. Income seems important attribute but it is not a major factor here as money flow for a
specific person to be able to buy Medishebas product can be both up and down at any time and
is based on many factors. That means any person who have money at any time can buy
Medishebas products regardless of his/her income amount. MediSheba always try to build social
engagement with their customer as a result they make awareness building post, quiz contest,
sharing health related article through their facebook page and website.

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Figure 4 Pestel Analysis

Technology: As the business operate in online but many people in Bangladesh cant trust these
online shops very much but the situation is changing rapidly and as now we have a good internet
service in Bangladesh we think MediShebacan operate their business just fine.
Law
The law of doing this business in this country isnt complicated or strict so that MediShebahave
nothing to worry about that.
Environment
Environmental factors describe environmental issues. As an online store MediSheba doesnt
have any issues related to the environmental factors.

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External Analysis:
Micro Environment
Porter Analysis:
Threat of New Entry:
If a new business can be easily started up in any sector without substantial investment - then this
is a threat. As for this sector entry cost is very cheap so threat of new entry is very high because
of the following reasons:
Initial capital investment is low because by investing 10000 to 15000 anyone can
open a good website.
Accessing distribution channels is easy location is not an issue in terms of online
delivery.
Proprietary materials is not an issue
Government policy is not an issue as for this type of business only a trade license is
enough to start business and the process of getting a trade license is very much
convenient.
Moreover starting a website based transaction is cheaper and Bangladesh has not yet imposed
much regulation on these types of sites.
Buyer Power:
Where there are fewer buyers, they often control the market. However, buyers are many in this
market. So somehow this factor is quite in the middle of two extreme strong and weak.

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Figure 5 Porter Analysis

Buyer switching costs are low so they can switch anytime but unfortunately there is a
very little option for any of the customers to find any alternative if they establish any
website. So, customer will have a little control over them.
Buyer is price sensitive but they are willing to pay price in quality products.
Moreover, MediSheba targeted that segment that are more quality oriented rather than
price because website is not used by mass people to buy product. So, in this point
buyers are not that much price sensitive. However, careful pricing is very important.
Buyers are well-educated regarding the product and through the method they will be
selling. This attachment will make the buyer to feel more positive about MediSheba
as they are using technology and making their customers life easier than ever before.
Substitutes are not available which makes buyers bargaining power very little.

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Threat of Substitution:
If there are available alternatives then the threat of substitution increases. But for MediSheba
there is less number of substitutes product.

Supplier Power: At this point Medisheba has few suppliers but products can be bought from
outside of supplier region but which may intern higher cost. So, Medisheba should build solid
connection the supplier. They should also need back solution or some contingency plan so that
incase of supplier scarcity or bargain occurs still Medisheba can collect their products.

Competitive Rivalry:
Markets where there are few competitors are attractive but can be short-lived. These are highly
competitive markets with many companies chasing the same work reduceMediSheba power in
the market.
Major Market Participants:
1. bhalothakun.com
2. diabetesstore.com.bd
3. shilalipy.com
4. rokomari.com,
5. eboighar.com.

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Website Analysis:
The website of MediSheba contains standard view where anyone will be welcomed with the
products view below down picture -2.2 you can have the glimpse of it.

Figure 6 Snapshot

Picture -2.2
Which is not that attractive but still it can be considered for customers convenience as they may
get their desired thing on welcome view. The website is compatible with the language Bangla
and English as our mother tongue is Bangla, people who are not so used to with English they
may find it convenient and English is most widely use language so its convenience for everyone.
If you roam in the page you can find tabs left side of the page you can see on the picture 2.3

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down below :-

Figure 7 Snap shot

Picture 2.3
Here in the picture - you can see 3 different types tabs with icon first one referring to books,
second one referring to medical supplies and third one referring to diet food and neutrino. Under
these each tab you can findcategories are given to customers convenience to where or which type
of products they are seeking such any under book tab you can find admission guide, dental
college, health information etc. These functions also work under the tab Shop as well you can

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see the picture 2.4:-

Figure 8 Snapshot

Picture 2.4
In the website methods of how customers can pay for the products they have purchased and they
can do it by click on Payment and Delivery option tab, see the picture 2.5:-

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Figure 9 Snapshot

Picture- 2.5
Moreover, website has option to make the customers connect with them through social network
page thats why website intrigued with the social network button you can see on the picture- 2.6
:-

Figure 10 Snapshot

Picture 2.6

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Here you can see the buttons by clicking which will direct you to Facebook and Google +, these
are given down side of the website page. To make purchase easy, they have customer profile
creating option, search bar for searching things instantly see in the picture -2.7:-

Figure 11Snapshot

Picture 2.7

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In addition, customers those are impatient or busy or they feel necessity to talk to their
convenience Medishebas website has address and phone number, they can avail the number and
address by clicking on About Us tab you see picture 2.8down below :-

Figure 12Snapshot

Picture 2.8
Moreover, here anyone can add their subject, mobile number, name and email, message etc to
make contact with them.

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Customer insight:
The customers of MediShebas are variety of age group as in MediSheba you can find infants
baby food, text books of medical students, diabetic related product and blood pressure machine
which are usually for old age people as they need to concern about their health and any gender is
welcome here. When it is about purchasing the product people can feel free as MediSheba has
free home delivery service and it has details of products in Bangla and English in the website and
Facebook page from where anyone can buy any product without hassle. To ease the customers
payment system MediSheba is enable with bKash payment service which is most widely
available full scale mobile phone based payment switch in Bangladesh. In every areas people of
our country may not find their desired things in their near place but which are available in
MesdiSheba such as medical books and supplies so in this case MediSheba is going to play big
role for them because they can buy product from MediSheba at the same time they are getting
free delivery service. If you see current scenario of our country people increased their online
purchasing so as in medical service this is new to the market but yet people will be influenced.
After interviewing marketing consultant it suggests that customer curve is disolera in pattern
which means regardless of customer interest and fascination regarding products without absolute
necessity they are not really interested in buying medical products. Thence, customers are not
regularly buying products and there is buying gap for individual customer. That is why more
variety of products should be introduced and new product development should be adopted.
Details illustration regarding this part is generated in strategy formulation part.

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Objective:
Smith and Chaffey (2005), the situation of a business using Internet as part of its business under
the following 5Ss:

Sell Grow sales and attract business using digital technologies.

Serve Add value through the benefits of the Internet.

Speak Get closer to customers by making your business available to them at home,
work or on the go with mobile technologies.

Save Reduce costs by using information technologies to make your business more
efficient.

Sizzle Extend the online brand or create a new one.

Figure 13 (5S o je tives)

From this five digital marketing process we have chosen speak and sizzle the most two important
part because this two things are very much important for MediSheba. If they will focus on these
two ideas them they can achieve success in their digital marketing process.

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Speak
We think they should select speak among the 5s because as far from our research we get to know
that they are not quite popular among the people of Dhaka because less number of people know
about MediShebas website and service they offer. This is all about getting closer to your
customers and supporters by making your organization accessible to them 24-7, and in line with
their everyday lives be that at home, at work or on the move, through the use of various mobile
technologies. With the help of digital marketing MediSheba try to reach the target group and
ensure consumer engagement. Firstly, develop appropriate facebook page which include proper
details about business or necessary data for the target group to reach, then they need to increase
the likes to ensure the validity and reliability of their Facebook page towards public. For this
purpose, MediSheba need to do promotions in whatever way possible and increase the likes.
After that, they need to make different types of posts in such a way that the customer feel to
interact with us. The information posts should have to be presented in an informative, specific
awareness building, attractive and catchy manner. In the About section there should have
proper details, history of the business organization. There should have website address links,
there should have email contact links, proper image regarding the business and proper photos of
the products etcetera so that the target group psychologically likes their business. They can also
use Google Ad Words to raise awareness of their product and service to drive more customers
into the online stores. Google Ad Words would help them target customers who were new to the
area, as well as those who might be passing through on their commutes. In the Google Ad Words
they can also give their contact number and web address because the people of our country like
to give orders in phones or via website.

Sizzle
Sizzle means extending a business through the help of online. In our country less number of
medical book store and health related product offer in online. No other company is following this
method. Now a days online business is the main key for success. Sizzle means they need to
focus on market development. That means they can sell existing products in the new market.
MediSheba can provide different facilities in the online page. First of all, people can order their
products in the online. They can give order of the product by choosing the product. They can
also open a webpage for different value added service and offer. As a result People can attract
and make order in their in the website. They can also get feedback from the website, so that they
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can develop their products category according to the customer needs. They can provide online
delivery system for their customers with very short time by the help of the website. They can
also link their Facebook page with their website. So that they can read their customers feedback
and other customers can also read their feedback. They can also provide different occasional
offer in their website. MediSheba also create social awareness with the help of facebook page
which publish different types of health related articles. Usually customers dont aware to buy this
type of product in online. But if they highlight this in the website, then customers can get
attention about it. So sizzle is very much important part now a day for the business. MediSheba
should focus on it for their digital marketing.

SWOT Analysis:
Organizations ought to conduct an organized investigation of the outside circumstances and
dangers that are introduced by the Internet environment. They ought to additionally consider
their own qualities and shortcomings in the Internet promoting environment. Outlining the
outcomes through Internet-particular SWOT investigation will clearly highlight the open doors
and dangers. Appropriate planning to counter the threats and take advantage of the opportunities
can then be built into the Internet marketing plan.
Strengths:
1) First of its kind business (Online medical supplies)
2) Technology Skills
3) Unique service (Free home delivery)
4) Less Management cost
Weakness:
1) New brand
2) Less customer
3) Yet to develop the website
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Figure 14 SWOT Analysis

Opportunities:
1) New service
2) Cross selling
3) New customer
4) New Market
Threats:
1) New Entrance
2) Customer choice
3) Channel Conflict
Since Medisheba have more strength and opportunities it should choose SO strategies
leverage strength to maximize opportunities.

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S.M.A.R.T Objectives:
Specific: Refers that the objective should be sufficiently detailed to measure real-world problems
and opportunities. From our research we choose serve and sizzle and also provided sufficient
details to verify our decisions.
Measurable: As qualitative we mentioned to increase value by using the internet after result can
measurable through website statistics, market analysis and buyer purchase rate.
Actionable: Obviously in sizzle and speak techniques are actionable. To increase web presence
using internet medium and extending the business is concrete ways.
Relevant and reliability: Medishebas objectives are relevant to management strategies.
Manager and inside worker will find it familiar to perform and can easily get directions.
Time Related: Though there is no specific time is fixed these objective should be done under 1
or 2 month still it indirectly implies that these objectives and implication should be followed as
soon as possible.

Strategy:
Strategy formulation essentially includes the distinguishing proof of suitable procedures, an
assessment of their qualities and afterward choice of the most ideal techniques for completing
specific tasks for the decision taken. The book - Internet Marketing- strategy, implementation
and practice by Mr. Dave Chaffey states total eight strategies which can be followed as Ebusiness decision making purposes. So in the wake of breaking down the whole situation of our
present circumstance, we have chosen Decision 1- Product development strategies for
Medisheba.

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Product development Strategies:


The market and product development matrix is a tool for market planning and it should be the
first decision point since it can help companies think about how online channels can support their
marketing objectives, but also suggest innovative use of these channels to deliver new products.
The figure below shows a grid chart explaining strategies to grow sales volume through varying
what is sold and who it is sold to.
As in customer insight we have mentioned that Medishebas customer curve is disolera so unless
it is absolute necessary customer does not usually think of buying medical items likable to
unsought products. That
is why Medisheba need
new product invention
and adoption of more
products.
Figure 15 Marketer decision making grid

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Buying probability

Actually buying the product


Interest

Need threshold: 0---------5---------0---------------------- 10


Unsought product buying curve
From above figure it is clear that in the first stage customer develop mere interest regarding the
product and not intent actually buying the product. This interest fades away at some point thus
neediness of customer drop to zero. Again when customer absolutely needs the product then he
decided to really buying the product and he recalls from previous exposure. That is why new
product development and adapting more existing product necessary so that different customer
will generate interest from various products.

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Figure 16 Market and Product Development Grid

We are emphasizing in Product development strategies. The web can be utilized to increase the
value of or develop existing items for some organizations. New products or services can be
delivered by the internet easily. Since Medisheba is new in the business it need new product or
services to tap specific need of target customer. That is why Wheelchair rental which is for
the first time in Bangladesh to give service by Medisheba is a new product development idea yet
not adopted by other similar organization.

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Strategy Development:
1) Wheelchair rental
Total Specification of new product development:
Name of the invented product: Wheelchair Regular Rent
Rent Method: Weekly and monthly basis
Rent Rate: Weekly 350 TK and Monthly 1450 TK
Security Deposit: 3500 TK
Delivery Type: Direct Home delivery
Service Area: Inside Dhaka
2) Adoption of more products: As per our research adding more variety of products
is mandatory for Medisheba. That is why these products should be included Skin care products
Oral care products
Hair care products
Dental care products
Other Products:
1. VICKS Vaporub
2. Bengay- joint pain relief ointment
3. Electric Hot pack
4. Electric Messenger
5. Electric Message pads
6. Infrared Moist Heating Pad
7. Digital thermometer
8. Asthma oxygen electric steam inhaler
9. Aromatherapy Inhaler
10. Slimming belt
11. Stethoscope
12. Hearing aids
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13. Compartment medicine or pill box/organizer


14. Body detox medicine
15. Omega 3 fish oil capsule
16. Spirulina supplement
17. Icy Hot Medicated Patch
18. Icy Hot balm
19. Hot and Cold Pad
20. BAND-AID brand bandage variety pack

These products can be adopted so that customer of different need can found their
products in Medisheba.

Tactics
Marketing Mix
To help achieve the objectives above, Medisheba use the 7PS of the Marketing Mix to focus on
the key attributes in order to meet their objectives. The marketing mix also provides a checklist
of key areas to focus on:
Product: Medisheba ensure variety of medical and surgical product, healthcare Product,
medical books in their online store. So they needs to ensure sufficient stock levels to meet
the customer demand.
Price: Review pricing of medical books, surgical product, and healthcare product ensure
it is consistent to online competitors.
Place: Operating as an online retailer, their main hub is office which is situated in
lalmatia and others are facebook page, website which helps to increase efficiency in
delivering stock to the customer in the quickest time possible.
Promotion: Medisheba try to utilize many of its online marketing tools available to
utilise its effectiveness in promoting the product range to create a unique selling point. In
promotional strategy Medisheba focus on online promotion- Google Adwords Campaign,
Facebook Campaign, Video Demonstration etc.
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People: Medisheba try to utilize the customer service team to engage with customers
should it be needed to provide support for customers who would like to answer questions
on delivery of their order, tracking their order.
Process: The customer would be directed to the Medishebas website through a referral
or recommendation. Locate the product of interest and add to shopping basket. Register
your details online and Pay by bKash to complete purchase. The customer will then
receive an automated email or phone call response to confirm their registration along
with an email to confirm order.
Partnerships: List important strategic relationships with other companies that operate in
non-competing sectors that have become an important selling point to differentiate itself
from other online competitors. But currently Medisheba dont have any partnership with
other company or other facebook page or website.

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Marketing Tactics:
In our objective and strategy we say that Medisheba have to consider on speak and sizzle. And to
do that they have to follow something. From chapter 8 we have found several ways accomplish
our objectives.

Figure 17 Options in the communication mix for accomplish objectives.

Here we are choosing Interactive ads, Search Marketing (SEO, PPC) and few Online PR
activities. Tactics are described below:

Medisheba may try to make an interactive online advertising essentially which means
they advertise their business on a third-party site through a banner ad. Medisheba also
need to promote their website in different other popular websites so that people can find
out about Medisheba new website and to do that they can use Google ad wards and place
their ad their so that Google can show their ads in different website and to do that in first
stage Medisheba can only spend $10 to $15 per day for their online advertising but they
can increase or decrease the amount on basis of response they will get from online
advertising Although there are likely to be costs associated with online display
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advertising, it can be a useful way to increase awareness of your brand and generate
direct response from potential customers.

Figure 18 Snapshot

Medisheba should try to work in partnership with a third-party like different hospitals
website, medical service blogs to promote their online services. This could be with
affiliates, suppliers or complementary businesses and associations.
Medisheba try to engage their customer through social media (Online PR) which is a
great way to give their business and brand a personality. Used thoughtfully, Facebook

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and other social media sites can help promote Medishebas products and gain valuable
customer insight and help drive new traffic and increase inbound links to their website.

Figure 19 Online PR activities by Medisheba

Medisheba try to focus content marketing. It is absolutely central to everything you do.
Think about ways to keep content on your site fresh, up-to-date, relevant and informative.
Perhaps look at ways you can increase your content such as through video
demonstrations, customer reviews and competitions.

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Figure 20 : Video Demonstration for Wheelchair renting service

Figure 21First week impact

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However SEO optimization (Search Marketing) does provide the company with a
platform to compete head on, specifically, Search Engine Optimization. So, Medisheba
try to make a proper SEO and keyword analysis based on target market and customer.

Figure 22Common SEO issues

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Figure 23 Keywords for campaign

These tactics Medisheba can implement to observe if their objectives are accomplishing or not.

Action:
Action is the fifth procedure in SOSTAC model. In this part we will be examining about how
was our implemented tactics, how it functioned and illustration of Google Adword and Ad
budget.
Analysis of unpaid strategy to reach customers indicating Speak objectives are given
below:
This kind of medical website service offer is completely new to the market so growth is still not
high. Roaming through the Facebook page of MediSheba I can surely say that people likes is 159
but the posts reach is 2460+ which is quit appreciating and this is the statistic from 29/10/15 to
3/11/15 in below you can see the status :-

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Figure 24 Snapshot

Here in picture 1.1 you can see the likes have increased to 19.5% and when its about post
reach it highly increased to 71.1% from last week similarly engagement is also 33.9% increased.
A day a part the scenario has been changed which is given below:-

Figure 25 Snapshot

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Here in picture 1.2 you can find people likes stable to 8.8% and post reach has decreased which
is 57.1% similarly engagement got down 70.3%. Comparing the scenarios are quit astonishing.
Checking the Medishebas post found that customers comments are so rare such as out of 12
posts only 4 posts got comment and they are given below :-

Figure 26 Snapshot

Here in picture 1.3 you can see one customer getting inquiry about blood pressure machine and
post reached to 194 people.

Figure 27Snapshot

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Here in picture 1.4 a person just tagged a person to see the post and post reached to163 people.

Figure 28Snapshot

Here in picture 1.5 some people just the answered the question which is asked by MediSheba
and post reached to 134 people but here customer engagement is high.

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Figure 29 Snapshot

Picture 1.6
Here is the overall post analysis in the picture- 1.6 you can see which post got how much reach
and which posts created maximum engagement. It also help to identify which type of post can
reach to maximum number of people and which type of post can create most Customer
Engagement (CE). The picture shows the posts from 24/10/15 to 30/10/15. On the 27thoctabar
the page got a reach of 1k which is actually 1010 people but the post Quiz Contest successful
to create customer engagement which you can see on picture 1.5. The post got a noticeable 254
post clicks and 69 likes.
So, unpaid approach is quite successful for initial Facebook page like Medisheba.
Analysis of paid strategies via Google Adwords : In this section we will be discussing paid
version strategies for Medishebas new product development Wheelchair regular rent. Paid way
is very important to reach customer other than inside Facebook users. Paid advertisement plan
should have proper details, time schedule, area based and search target based and it can be
implemented in the future when needed.
1) Ad region selection: Since Wheelchair rental service is only available inside Dhaka city
we selected radius of 25 miles inside Dhaka city.

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Figure 30 Location selection

Designing the ad: To design the ad we carefully chose the words to make it more attractive but
simple.

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Figure 31 Ad designing

Figure 32 Keyword modeling

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Budget: At this primary stage this ad will be running for 1 month. Per bidding rate is $0.30
which is a manual bid and per click cost is $0.2. Since we are running this ad initially per day our
budget is $4. So, our monthly cost is $120. As per Dollar to Taka rate of today, 29th December is
$1 Dollar = 77.28 Taka.

Figure 33 US dollar to BDT (29th November)

So, in Bangladeshi currency, calculations are:

Manual Bid is: $0.2 = 0.2*77.28 = 15.456 TK (Per click bid)


Daily Budget $4= 4*77.28 = 309.12 TK
Hence, Monthly cost will be 309.12*30 = 9,273 TK.

This cost is standard in amount and per average cost it is actually less hence, to get maximum
exposure spending this amount is legit.

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Figure 34 Estimated Traffic Summary

Suggest that there may be 8-10 clicks per day. Hence, monthly it will be between 240 to 300
clicks. So, if we have at least 2 wheelchair rent then it will be partially successful ad we can
presume that. We have in mind also to boost our video published in Facebook regarding this
Wheelchair rent ad.

Control:
In the control part Balance score card will be illustrated in details. Our objective was Speak and
Sizzle.

Figure 35 Balance scorecard Grid

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Financial results: Even though we have calculated that Wheelchair ad costs is 9,273 TK we
cannot guarantee that wheelchair will be rented within 1 month during the ad period but if by any
chance we get at least two wheelchair rent order then it will be an Effective ad. But for
efficiency since it is an initial ad and exposure of Medisheba is still low, efficiency will not
achieved so easily or at this stage 2 wheelchair rent may not regard as efficient. Hence, Business
value per channel cost may seem low but as initial starter business it can be considerable.

Customer Value: Refers to online reach and percentage of potential visitors. Here we did
broad spectrum web analysis to see both organic reach and paid reach.

Figure 36 Total Reach

Picture- 1.7
In this picture- 1.6 The scenario here of online presence of the page.
The top figure in this picture shows which day the page has the maximum number of visitor. If
we arrange the days in respect of most number of visits then the sequence would be; Friday,
Thursday, Tuesday, Sunday, Wednesday, Monday and Saturday. That refers to Friday there are
highest visits 240 on the page that means people view more in Friday and on Saturday its the
least. That means we need to boost post in Friday.

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Figure 37 People Engagement

Picture 1.8
In this picture - 1.8 which is about people analysis we can identify the visitors age group, gender
and their percentage. In this section Your Fan tab will be discussed. From the above figure we
can come up with different information. Among all the visitors of the page 37% of the fans are
Women and 63% are Men. The page got 31% Women and 48% Men in the age group of 1824yrs. The page has second significant group of visitors, 2% Women and 12% Men from the age
group 25-34yrs. Their number is a little bit low and that is why we planned a paid advertisement
for them. The picture also shows there are 274 fans from Bangladesh and 267 of them are from
Dhaka. The page also has 4 fans from Chittagong. The page has got 2 fan from Saudi Arab and 1
from India. 231 people have selected preferred language as English (US), 43 have English (UK)
and 1 have Bengali, 1 French and 1 Spanish.
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Figure 38 Post reach

Picture- 1.9

Here in this picture 1.9 actually represents the number of people to whom our posts were
reached successfully.
It says, in the between 14th November and 15th November the reach was high. It was maximum
then. The posts were reached to 3000+ people whereas the total likes of our page is 280only.
After that, the reach dropped down to a little more than 200. The level of pointwhich reached
maximum number. A very important fact on this regard is that, all the reach the posts were got,
was organic. Organic is about unpaid distribution.

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Figure 39 Like, Comment , Share

Picture- 2.0

In this picture -2.0 above the graph is referring the Likes for our posts
The graph is referring the Likes for our posts were high compare to the comments and shares. It
varied to time to time. As before, when the reaches were high, at those particular times, the Likes
were also high. So it can be said that, there is a positive relation between Likes and Reach.
Besides, the Sharing of posts were not momentous. Very few people concern with shearing it
should be monitored. Moreover, the interaction of people i.e.; comments were moderate at the
beginning but later it became flat even less than shearing. So it is a matter of concern that we
should give special attention to the posts in order to make people feel interested to comment and
share our posts.

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Figure 40 Video analysis

Picture 2.1

Here you see in the picture 2.1 about video posts. Video posts were successful in case of
making the buzz. The first video post was made at the very first days, two days after making the
page. That video were reached to 687 people and from them, 168 people played the video.
Moreover, 41%, which is more than half of the people have seen the entire video. On the
contrary, the other video post was made after Government banned the social network Facebook.
But still we shared it by using different proxy as certain people using Facebook by different
country IP address. So in this case still it is successful as it reached 82 people and viewed 41%
but when it is about seeing the entire video it filled 98%. So considering these making video
posts was really effective. It grabs people attention easily. So we can make video posts further.

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Operational Process: We have followed process directly from the text book ChaffeyInternet Marketing Strategy, Implementation and Practice. Effectiveness measurement would be
also based on conversion rates how many customer really order versus paid amount for ads.
Already mention hypothetically even if two wheelchair rent may regarded as effective
conversion rate at this initial stage of Medisheba.

Learning and innovation: Though out the entire course it really helped us to learn about
implementation on social network which is totally new to us, we are amazed to learn that how
can social network be a tool for marketing but social network is basically built for socializing
though online which can also lead us to organic or unpaid marketing or advertising by applying
deferent techniques. Besides, the theoretical knowledge we got from the book of David Cheffy
Internet Marketing from there we got to know about SOSTAC, Poters 5s, SWOT analysis,
Internet macro and micro environment etc. The major innovative thing we have worked is
Google Ad-Word which is breakthrough to new practical learning dimension. While working on
project we implement the theoretical learning with the Medisheba.com and even found an
innovative way to Medishebas product selling is product development.

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Conclusion:
E-commerce is the new revolution for our future market. It has all the potentials to compete with
the existing market by focusing on new strategies. Our website Medisheba can be such new trend
in existing market. Calculating its high future possibilities, it would be beneficial to invest to
overcome the limitations of our website. Moreover, we are astonished by the severe responses
we got through our Facebook page even when this project is still on progress. Focusing this, we
are thinking to spread our business not only in Dhaka but also all over the country. Finally, we
can say that Medisheba will not only sell medical supplies but also will provide information,
build awareness, provide best possible service, remain beside people and will have a big
influence in life of Medishebas customer.

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Reference:
1) Smart Insights,. (2013). How to use porter's five forces model. Retrieved 24 November
2015, fromhttp://www.smartinsights.com/marketingplanning/marketingmodels/porters
fiveforces
2) Chaffey, D., Ellis-Chadwick, F., Mayer, R., and Johnston, K., 2012. Internet
marketing: strategy, implementation and practice (3rd ed.). Pearson India

3) A Report On Porters Five Forces English Language Essay (2015). Retrieved 29


November 2015
4) Jurevicius, O. (2015). PEST & PESTEL Analysis | Strategic Management
Insight.Strategicmanagementinsight.com.

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Appendix:
Product Image:

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Website Analysis:

Total Post reach.

USD to BDT

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