Chapter Nineteen: Internet Marketing

Vignette: Chapter Nineteen introduces you to an online  product, the getrealgirl doll.  (Pages XX)

Featured URL: http://www.getrealgirl.com

Becoming a Web Marketer

Getrealgirl.com is marketing dolls for young girls (and boys). You will be taking a look at related sites by other companies that are marketing to a similar target market. Using one of these sites you will design a strategy to appeal to a different target market - you will find ways to change the site so that it is targeting adults who are of retirement age or older.

As you have read in Chapter Nineteen,  it is essential to develop an effective marketing strategy when you take a business to the World Wide Web. To review the planning process, the same elements that are important in any marketing plan need to be addressed. These elements may include as you know by now, the following items:

1. Business Mission Statement (must include intentions regarding taking the business onto the Web).
2. Objectives (how marketing the business on the Internet will help the business to achieve its goals)
3. Situation or SWOT Analysis (strengths, weaknesses, opportunities, threats)
4. Target Market Strategy taking into consideration the Marketing Mix or 4 P's:
(Product, Place, Promotion and Price)
5. Implementation and Evaluation Control (a plan for putting it all elements together, testing and updating)

Your marketing plan may have a different format from those you have created previously in this course. When you take a business onto the Web, you are dealing with all of the usual elements of a business while taking into consideration the impact of technology.  In the Resource Section, you will find a marketing plan questionnaire.  You will also find sample sites listed in this section. You will select one of these sites, geared towards a similar target market as the Get Real Girl doll business is - young girls (and boys). You a range of choices - it is suggested you browse each one before deciding which one to use.

You will be taking this web site in a different direction for this activity. You will be creating a strategy (and business plan) to develop the same site for a "seniors" market - those in their 60's or older who could be attracted to the site in order to learn more and to find wholesome products to invest in for their grandchildren or other children in their lives.

Activity

1. With your learning partner, look at  four examples of marketing plans for online businesses as created by other marketing students. As you will see, each student has their own style in responding to the questions to consider when creating a marketing plan for a proposed commercial website.

2. Using the web business plan questions given in the Resource section, and taking into consideration the five aspects of a marketing plan given above, with your learning partner, create your own marketing plan for a web site directed at seniors.  Create this plan using one of the sites given in the Resource section.  The difference is that now you will be taking the site you have selected in a different direction, targeting not boys and girls, but senior citizens.

3. Write and submit the brief plan (approximately two pages) for marketing this business on the Web. In this paper, carefully consider and respond to the questions found in Resources, be as specific as possible.

Resources

Marketing Plan for a Business Web Site - Questions to Consider

•  Who are you? (outline your credentials) What is your marketing mission?
•  What is your business? What objectives do you have for the site promoting this business?
•  Why you believe you will be successful with launching your business on the web?
•  Describe the site you plan to build to market your business.
•  What exactly do you plan to sell or offer and why?
•  Why this particular business right now?
•  What is your motivation for building a site for the business?
•  Who is the audience (target market) for your goods or services?
•  Exactly why do you think these people will buy what you want to sell?
•  Describe your potential customers? Where do they live? What are they buying now?
•  Who is your competition? Why do you think you can beat the competition and how do you plan to do it?
•  What is your marketing mix? How do the four p's come into play as you market the product or service?
• How will you maintain quality control over the site? How will the site be evaluated?

http://www.Barbie.com  games, contest, parents, sister sites, clubs, collector sites, products

http://www.petalien.com  cartoons, games, store

http://www.brainquest.com  Headquarters with items for sale, pre-school -7th grade products, games, recipes, test knowledge, mail cards

http://www.muppets.com  games, cartoons, songs, quizzes, store with related products

http://www.shrek.com  games, movie promotion, toys, upcoming sales of video when released

http://www.funschool.com - Preschool  to 6th Grade, this site features an Arcade,   Puzzles, Board Games, Gator's Choice,  Silly Stories, Joke Page, Coming Soon,  Funcorner, Fan Mail, Help Desk, Game Guide, Press, Interactive Partnerships, Jobs, Contact Us, Site Map. Members join the funschool Galactica  Account and Log In. There are instructions on Getting Started.

http://www.yahooligans.com  Ask Earl! Sports  News  Jokes, Chat, Shout Out!  Messenger Club, Around the World Countries, Food, Holidays, School Bell, Language Arts, Math, Social Studies,  Arts & Entertainment, TV, Movies, Jokes, Music, Science & Nature, Space, Animals, Dinosaurs, Computers & Games, Web, Screensavers, Sports & Recreation,  Baseball, Outdoors, Wrestling, Net Events, Cool Sites,    Safe Surfing Quiz, Downloader, What's New, Almanac, Parents' Guide, Teachers' Guide

Instructors: Optional Activities

As with all of the Web exercises, the exercise for Chapter Nineteen can be used as suggested or certain parts can be adapted to better suit your student population. You will want to estimate how much time is required to complete any part or all of the parts.  It will be helpful to give students a suggested time frame for completing their assignments. It will also help to determine how much credit might be given for the assignment.

1. Mission Statements

Have students develop a mission statement that reflects the marketing strategy for any one or for each of the seven sample web sites in the resource section.  If examining all seven or more than one site, the paper could include an introduction and a summary statement in which students discuss the similarities and differences in the statements.

2. SWOT Analysis

Have small groups work together to develop a detailed SWOT (strengths, weaknesses, opportunities, threats)  analysis for one or more of the marketing plans created in the first activity.

3. Web Activities

Have students try a few of the activities on the web sites. Suggested Activities:

a.  http://www.Barbie.com - try "Pretty Magic" activities and one of the games.
b. http://www.muppets.com - try the "fish pitch" game and "psychic quiz".

Have students describe how these activities could be revised to appeal to a "seniors" site visitor.

4. Discussion topics

An important part of online marketing is in developing a strategy for target markets. Using any one of the sites given in resources, tell how to create the site in such as way as to:

a. appeal to the entire market with one marketing mix (price, promotion, product, place)

b. concentrate on one segment of the market (other than children or seniors)

c. focus on multiple market segments with multiple marketing mixes.

d. Getrealgirl.com is marketing dolls using what strategies? Give examples.
 

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