MARKETING PLAN

DigiMart
Explore the Digital!
July 31, 2023

Mr. Ratul Kumar Saha

Assistant Professor
Institute of Business Administration
Jahangirnagar University
Dhaka

Subject: Submission of report on marketing plan of “DigiMart”.

Sir,
Here we are submitting the report entitled “Marketing Plan of DigiMart”.
This report describes the marketing plan of an online platform that will serve the customers
effectively even during this pandemic situation, being a one-stop platform for all types of digital
goods, freelancing and entrepreneurial opportunities.

We hope you will find this report satisfactory.

Sincerely yours,
Name : Sabrina Rahman
ID 2199
Name :
ID :
Name :
ID :
2nd Year, 1st Term
Institute of Business Administration
Jahangirnagar University
Dhaka

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 Executive Summary

DigiMart is a one stop platform for different digital goods and services. This report basically
expresses DigiMart’s plan to start operating in Bangladesh. Different websites are available but
none of them put Bangladesh as their main focus. DigiMart will do that with its specialized
design and payment facility for the users of Bangladesh. From this platform people will get
digital products like eBook, software, templates imported from Amazon, Total Boox, Scribd,
Academia, Library Genesis, Adobe, Microsoft Adobe stock, WordPress, Themeforest, Freepik,
WordPress. Video subscription facility of Netflix, Hulu, VRV. Freelancing is one of our main
focus for this region as freelancers especially beginners suffers for approval on different
international sites. DigiMart welcomes those who want to start freelancing career. Freelancer can
sell their work to DigiMart and to clients they like to work for. Thinking of this region this
platform plans to provide tools and services in the possible lowest price and start payment system
using mobile banking via local currency. It has a completely different and innovative sector
called DigiMeet where DigiMart connects ideas to the capital. Here entrepreneurs with good
plans can meet investors who want to invest their idle money. DigiMart is quite confident about
their success as it is seeing growing market. Because of sudden pandemic situation people are
shifting towards digitalization. In the perspective of Bangladesh there is a huge sudden growth in
smart devices and internet users. They are using digital tools for study and other creative works.
A large group of young people is choosing web series and latest movies on internet over
television. And working from home is the new normal, so there is a growing number of people
who want to start freelancing. DigiMart sees a lot of opportunities in DigiMeet sector. Stock
market of our country is in a vulnerable situation, so people feel hesitant to invest there. On the
other hand, many creative people have business ideas, but cannot imply them because of enough
capital. So DigiMart is planned to connect these entrepreneurs with investors to turn their plans
into reality. Being fully online based platform initially DigiMart is focusing on Bangladesh, but
expecting to reach global market in future.

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Table of Contents
Executive Summary....................................................................................................................i
1. INTRODUCTION..................................................................................................................1
1.1 Purpose.............................................................................................................................1
1.2 Background.......................................................................................................................1
1.3 Method of Investigation...................................................................................................1
1.4 Scope................................................................................................................................1
2. MISSION and VISION of DIGIMART.................................................................................2
2.1. Mission of DigiMart........................................................................................................2
2.2. Vision of DigiMart..........................................................................................................2
2.3. Tagline.............................................................................................................................2
3. SITUATION ANALYSIS......................................................................................................3
3.1. Current Market Analysis.................................................................................................3
3.1.1. Consumer Market.....................................................................................................3
3.1.2. Business Market........................................................................................................4
3.1.3. Global Market...........................................................................................................5
3.1.4. Current Market Share Analysis.................................................................................7
3.2. Product Analysis..............................................................................................................7
3.2.1 Product Hierarchy......................................................................................................7
3.2.2. Product Line..............................................................................................................8
3.2.3. Product Mix............................................................................................................10
3.2.4. Demand State..........................................................................................................11
3.3. Competitor Analysis......................................................................................................13
3.3.1. SWOT Analysis......................................................................................................14
3.3.2. Porter’s Five Forces Analysis.................................................................................15
3.4. Result of Questionnaire Provided to University Students.............................................17
4. CUSTOMER SEGMENTATION........................................................................................18
4.1 Target Market.................................................................................................................18
4.2. Market Segmentation.....................................................................................................18
4.2.1. Geographic Segmentation.......................................................................................20
4.2.2. Demographic Segmentation....................................................................................20
4.2.3. Behavioral Segmentation........................................................................................21
4.2.4. Psychographic Segmentation..................................................................................21

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5. MACROENVIRONMENT..................................................................................................22
5.1. Six Forces of the Environment......................................................................................22
5.1.1. Demographic...........................................................................................................22
5.1.2. Economic................................................................................................................23
5.1.3. Political...................................................................................................................23
5.1.4. Ecological...............................................................................................................23
5.1.5. Socio-Cultural.........................................................................................................24
5.1.6. Technological..........................................................................................................24
6. MICROENVIRONMENT...................................................................................................25
6.1. Six Factors of the Environment.....................................................................................25
6.1.1. Competitors.............................................................................................................25
6.1.2. Customers...............................................................................................................25
6.1.3. Public......................................................................................................................26
6.1.4. Suppliers.................................................................................................................26
6.1.5. Marketing Intermediaries........................................................................................26
6.1.6. Employees...............................................................................................................26
7. PRODUCT DEVELOPMENT.............................................................................................27
7.1. Product Level.................................................................................................................27
7.2. Product Differentiation..................................................................................................27
7.3. Innovation: DigiMeet....................................................................................................28
8. PRODUCT OFFERINGS....................................................................................................29
8.1. Quality of Product.........................................................................................................29
8.2. Value of Product............................................................................................................29
9. PRODUCT PRICING..........................................................................................................30
9.1. Pricing of Products........................................................................................................30
9.2. Promotional Pricing.......................................................................................................31
10. COST STRUCTURE & REVENUE STREAM................................................................33
10.1. Financial Plan..............................................................................................................33
10.2. Revenue Stream...........................................................................................................34
11. BRAND..............................................................................................................................35
11.1 The Brand Positioning “Bull’s-eye”.............................................................................35
11.2. DigiMart’s Solution for Users.....................................................................................36
11.3 Brand Personality.........................................................................................................37

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12. SUPPLY CHAIN MANAGEMENT.................................................................................39
12.1. Managing Retail..........................................................................................................39
12.2. Logistics Management.................................................................................................39
13. EFFECT of PANDEMIC (COVID-19) & UTILIZATION...............................................40
14. MARKETING STRATEGY..............................................................................................41
14.1. Marketing Mission.......................................................................................................41
14.2. Marketing Strategies....................................................................................................41
15.1 YEAR SPAN MARKETING KPIs..................................................................................45
16. CUSTOMER SATISFACTION.........................................................................................49
16.1 Value Chain Analysis...................................................................................................49
16.2. Satisfying Customers...................................................................................................51
16.3. Customers Perceived Value.........................................................................................51
16.4. Customer Relationship Management (CRM)..............................................................53
CONCLUSION........................................................................................................................54
REFERENCES.........................................................................................................................55

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1. INTRODUCTION
1.1 Purpose
This report studies the marketing plan of a new online based startup in the pandemic situation
named “DigiMart” where business of digital goods, freelancing and entrepreneurial opportunities
in native currency will be introduced. This report will also recommend the business plan of the
startup to some extent.

1.2 Background
The world we know is going through a drastic change for the last couple of months. Unforeseen
changes have affected the lives of people in more ways than we realize. Recent researches show
the unwavering increase in the e-commerce industry and as well as remote working. These
changes are quite visible in Bangladesh. According to Bangladesh Telecommunication
Regulatory Commission, as of January, 2020 there are 96.199 million internet users in
Bangladesh and latest studies show 25% increase in sales of smartphones compared to last year.
This explains the era of e-commerce we are entering into. The market measure for e-commerce is
expected to be 70 billion by the end of 2020. Keeping these numbers in mind and the increasing
demand of online services, DigiMart is planning to create a stage which will be a one-stop
platform for all required digital goods, freelancers and a sanctuary for entrepreneurs to contact
investors to make everyone’s dreams come true, that too in native currency. For acquiring such a
feat, a proper marketing plan is required; on which this report will be focused on.

1.3 Method of Investigation

The investigation includes information from several references especially business journals,
newspapers, blogs and company websites.

Questionnaires were issued to 100 university-students of 6 different disciplines on 25 July, 2020

and their feedback on the topic was recorded.

1.4 Scope
This report looks into some of the effective marketing strategies that can be implemented by
DigiMart to rise in the e-commerce sector and be influential enough to bring in a change in the
overall perspective of digital goods, supporting entrepreneurship and remote-working.

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2. MISSION and VISION of DIGIMART

Mission and Vision of a company portrays the aim of the company and helps stakeholders relate
to it.

2.1. Mission of DigiMart

To create a one-stop platform in local currency for all digital goods, freelancers and a sanctuary
for entrepreneurs, investors and consultants to gather remotely.

2.2. Vision of DigiMart

Digitalize the entrepreneurial world and inspire self-sufficiency.

2.3. Tagline

Explore the Digital!

DigiMart
Explore the Digital!

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3. SITUATION ANALYSIS
This depicts the in-depth analysis of the current market, the products and competitors of
DigiMart.

3.1. Current Market Analysis

This shows the current situation of the online market and the effect of COVID-19 in it. It includes
the consumer market, business market, global market and the market share analysis.

3.1.1. Consumer Market

As we know Consumer behavior is

influenced by cultural, social and
personal factor. The relation
between technology and humans is
always growing, that's why society
and cultures are switching /
adopting changes. Leaving the
traditional way behind, society is
going digital. Bangladesh is slowly

Fig: Graph of Internet Users developing in technology. There is

a huge market that is growing day
by day in the digital sector. And as we are going through a pandemic situation, the demand is
now increasing. A report shows that there are 96.199 million internet users in Bangladesh in
January 2020. And it increased by 5.8 million by the time of 2019-2020. And in May 2020 the
number of users exceeds 100 million. The daily star published an article on 18 July, 2020 saying
that about 33% of the age group of 15-60 years use internet.

But a large percentage of the users are the young people who are studying or about to start a
career. DigiMart’s main target is going to be those young group of people. These group is finding
online platform comparatively easy and interesting to use, not only for buying or selling but also
as a career path. It is going to offer a collection of goods and services in the easiest possible way.
And it is going to provide exciting opportunity to those who want to start their career as a
freelancer.

3
We have tried to focus not only on demographic and sociographic profile but also behavioral and
technographic information. Our target consumers are-

 Urban Community
 Men and Women Aged Between 15- 40
 Smart Device Users
 Active Internet Users
 Corporate Office Workers
 University and College Students 

3.1.2. Business Market

The business market is usually defined as the selling of products and services to other businesses.
In this case, the business market for DigiMart will be corporate offices and educational
institutions.

The products that the platform will offer are digital goods and services that will be initially aimed
at the corporate and educational world. In business to business section of our project, we plan to
provide services to the companies and universities through going to an agreement or contract and
provide their required services. Our company/project will be fully autonomous.
One of the main projects of our company - the sanctuary for entrepreneurs will also play a role in
B2B alliance. Entrepreneurs with ideas and man power, or already established businesses will
come in contact with investors who are looking for investing opportunities apart from the stock
market, which is becoming unreliable day by day with stock crashes happening every now and
then. This will be a type of C2C market as well. Educational institutions mostly include
universities and colleges.

The corporate offices include-

* Local and National Companies

* Multinational Companies
* Ad and Film Agencies
* IT Firms
* IT Enthusiasts and Experts

Their Employees will get

Discount, special offers, great
deals

1 Partnership with
Corporate Offices
4
Employees will Only Buy
Software from DigiMart
 2 Collaborations with
Educational Institutions DigiMart will Provide
Universities necessary Software
& Students will get Discount,
Special Offers on Digital Goods

3 Affiliation with IT Firms &

Companies Provide IT Companies Digital
Goods

Fig: B2B market of DigiMart

3.1.3. Global Market

The global market is already an established one in the sector we are talking about. Websites like
themeforest.net, bizbuysell, easydigitaldownloads etc. have a huge market in the global arena.
The pandemic situation has given birth to a whole new area of digitalization. People are getting
more technology-oriented as we speak.

The global market of e-book, video subscription, software and templates are already blooming.
The inspiration for the entrepreneurial sector (DigiMeet) of our project is mainly based on
Kickstarter, bizbuysell which are internationally acclaimed platforms for entrepreneurs to sell,
renovate, find investors and proper guidance for their businesses and SMEs. As for example,
bizbuysell completed in total, 9,746 closed sales, reported by brokers in 2019
This untapped market in Bangladesh, along with the scarcity of digital goods will and
complexities in payment method, introducing a new and innovative platform will be a moral
boost for the economy.

Some data explaining the growth of digital goods -

Netflix 151.6
Qiyi 93% growth
100
Tencen t Video 94
Amazon p rime 75
Hulu 28 5
0 50 100 150 200 2015 2016 2017 2018 2019 2019
BizBuySell, an online platform that sells SMEs showed their transactions over the years.

Fig: Business Sales by bizbuysell

3.1.4. Current Market Share Analysis

Themeforest, one of the major vendors of digital goods- uses WordPress. According to W3Techs,
WordPress powers 37% of all the websites on the Internet, and holds a 63% market share for
content management systems on websites with a known CMS.

Adobe stock is one of the largest subscription-based template stock platforms which offers more
than 200 million assets; including 15 million+ videos, 35 million+ vectors, 12 million+ editorial
assets and 140 million+ photos, illustrations, templates, and 3D assets. 

 The e-commerce market made a quantum leap in 2017; growing at a whopping 70% from
2016. In 2017, the B2C E-commerce market size amounts to USD 110-115 million (around
BDT 900 crore. On the contrary, the size of Indian mega E-commerce market stands at USD 17
billion.

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Fig: B2C E-commerce market of BD in 2016 vs 2017
3.2. Product Analysis
DigiMart has designed its product lines in a way that enables the consumers to have an overall
insight of the products and services. DigiMart is not like a regular selling platform. It does
business as well as provide opportunities. Consumers can buy goods, sell their work, even anyone
with a constructive idea for a product or service can connect to the other person who wants to
invest. So, it is really important to provide a proper insight of all the things we have to offer to
our actual and potential market.

3.2.1 Product Hierarchy

DigiMart is organized into four main divisions- tech & design (software & eBooks and a large
variety of templates), premium video subscription, freelancing, and meet up (collaboration of
investors with entrepreneurs).

Premium
Tech &
Design
Video Freelancing DigiMeet
Subscription

3.2.2. Product Line

This depicts which and what type of products DigiMart will be offering to the customers.

Tech & Design

Software & E-book
1. DigiMart offers easy access to software. Consumers
can buy them, or get access for a certain period through
buying package.  We import software from
international companies so that our customers can get
access to the software they need. We have office
software, anti-virus software, website creating
software, software to create and develop apps, image
editing software, audio-video making software,
sketching software and organizing software, mass
email software, text to speech, SEO and many more.

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2. DigiMart is offering all the books of popular writers from the libraries of all over the world and
also books for college and university students of different subjects·

Templates

A large variety of templates are available here and can be used for different purpose. We also
have customizing options for our customers so that they can get the design they want. We have
templates for -

1. Website

2. Presentation

3. Flyer

4. Business card

5. Infographics

6. Customize template

Premium Video Subscriptions

DigiMart is offering plenty of choices beyond Netflix. We have brought here the best video
services for our customers’ hard-earned money. Whether they're looking to completely replace
cable TV operator or watch the latest original TV shows and movies
on demand. As previously these payments had to be
done through banks, DigiMart will act as a financial
maintenance team to deliver streaming sites with
easy payment through mobile banking.

Paid account of -

1. Netflix (best for original show)

2. Amazon prime (best of amazon originals as well
as popular movies and TV shows)
3. Hulu (dependable option for mix live and on
demand content)

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4. VRV (best for anime streaming)
5. Peacock (for free TV and movie streaming)

Freelancing
It is a great opportunity for freelancers to sell their own creation and work for the different
projects they like. Different companies like to freelance their small and short-term projects.  
Freelancers can design and sell their works like web design, software development, video, logo,
templates, writings, subscription account etc. that too without the use of master card or visa card.
The local mobile banking will be used for their payment.

DigiMeet

Young aspiring entrepreneurs cannot start their new ventures because of insufficient fund. On the
other hand, many aspiring and potential business ideas are not being implemented, even though
these ideas might have brought credible positive changes in society as well as in the economy of
the country. Moreover, the rate of unemployment in Bangladesh is very alarming.
Entrepreneurship can play a key role in creating jobs for this large number of unemployed. A sub
section of our service where entrepreneurs meet investors. In terms of investments the people of
our country always lag behind because of two main reason lack of proper knowledge and fear of
losing money. And also, the stock market of our country is in a very vulnerable state. So, people
tend to save money in the bank at a very low interest rate. On the other hand, there are many
people especially young group who have
innovative businesses ideas but unable to apply
them because of lack of funding. So, DigiMeet
is here to collaborate these two groups together.

9
It will ensure the investors with legal documents as security for their money. And also helping
people with potential business project by providing funds to them at a very low rate. It will be
subscription-based platform where investors, entrepreneurs and consultants will be able to
interact and collaborate.

3.2.3. Product Mix 

DigiMart’s product mix includes software’s, eBooks and templates of various purpose, premium
video subscription opportunity and freelancing opportunity and meet up. We have basically four
sectors that serves five types of facilities. Our platform serves multipurpose. It provides digital
commodities as well as opportunities. We have office software, anti-virus software, website
creating software, software to create and develop apps, image editing software, audio-video
making software, sketching software and organizing software. DigiMart offers a large variety of
templates consumers can use to make their own website, presentation, Flyer, Business card, Info
graphics, and also can get customized templates. Video subscription sector brings you access to
high quality on demand movies, series and anime and also live broad casts. But our unique lines
get our customer freelancing opportunities and startup funding. Meet up section is for
entrepreneurs and investors. This also fits its product mix because DigiMart is not just a business
for selling digital goods, it is a platform for people who have ideas and up for working hard to
earn money.

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 Product mix

Premium
Tech and
video Freelance DigiMeet
design
subscription

Connecting
Software Templates EBooks sites Netflix Web design investors and
entrepreneur

Software
Microsoft Website Amazon Amazon prime
development

Adobe Presentation Total Boox Hulu Video

Anti-virus Flyer Scribd VRV Logo

others Info graphics Academia Peacock Templates

Library Subscription
Business card
Genesis account

Writings

Fig: Product Mix of DigiMart

3.2.4. Demand State

In order to compete and succeed in current operating environment, DigiMart needs to integrate
marketing with operating activities. In today’s environment every business encounter varied
states of demand for their products and services. That’s why we have tried to recognize and
understand the state of demand for our product. As we serve digital goods and opportunities, we
have searched for the current demand state of different products.

The global e-book market (henceforth, referred to as the market studied) was valued at USD
18.13 billion in 2019, and it is expected to reach USD 23.12 billion by 2025, registering a CAGR
of 4.9%, during the forecast period (2020-2025). The easy access for a wide range of e-book
libraries through application or online services are being consumed over the internet, thus

11
emerging as
low-cost alternatives to the traditional method of delivery. Services that are available for these e-
books such as e-lending has also supported the adoption of e-book across the globe. We can see a
growing market here. But our main focus is academics eBooks. Students of mainly college and
universities often struggle to get all the books in stores. Availability of eBooks can help them a
lot. As our target is mostly 15-40 age group, we have a huge market of students.

The increasing consumption of video content is one of the drivers between the market growths.
Global video editing software market will reach 1.1 billion by 2025, growing at a market growth
of 4.4% CAGR during the forecast period. Streaming services started as an add-on to DVD and
digital download services with second-run movies and TV shows. They were supplements to the
programs you watched on their first (and second) runs on cable TV. But faster internet
connections and an abundance of
video streaming devices have
DEMAND
accelerated the downfall of traditional
cable. More and more viewers are
shifting entirely in favor of dedicated
streaming alternatives. Consequently,
we are expecting to get a huge market
in this aspect. Even though you may
not be able to be in the same physical
place as your friends and family, you
can still watch the same shows
together. 

Freelancing is a very popular option for all age group who like to work from home. Because of
rapid digitalization, many developing countries like Bangladesh are now focusing on the  digital
economy consequently there is a rising global market for digital outsourcing. Freelancing has
generated a wide range of new opportunities for people in emerging markets that did not
previously exist. Asia is the number-one region for offering freelancing services all over the
world. Freelancing offers new and flexible work schedules so that people can choose work that
suit their lifestyles. The rapid digitalization of Bangladesh, which includes easy internet access in
urban areas, government and non-government initiatives to support freelancing has contributed to
the recent rise of this way of working. As a result, Bangladesh has already become the second
largest supplier of online labor, according to the Oxford Internet Institute (OII). There are about
65000 registered freelancers in the country and among them about 500,000 active freelancers are

12
working regularly, they are generating $100 million annually, according to the ICT Division of
Bangladesh. Even there are many newbies trying to start freelancing career so, DigiMart is
offering them a grand opportunity where they can sell their labor. Many websites seek for
experience and registration process is also difficult. DigiMart offers easy registration process and
if anyone wants to build a career in freelancing, they are cordially welcomed here.

But the twist DigiMart platform offers, a totally separate sector called DigiMeet, helps to connect
the investors to the entrepreneurs. Entrepreneurship and economic development are intimately
related. So, that entrepreneurial process is a major factor in economic development and
entrepreneurs are the key to economic growth.  A startup needs an initial lump sum amount to
manage the primary costs like setup cost, registration cost, decoration cost, sourcing costs for
different resources etc. To maintain all these initial costs, an entrepreneur needs to invest fund for
the longer period as there is no chance to flow cash against these costs. The current state of share
market is also vulnerable. So, lots of people who wants to invest are in search of good and
reliable project.

3.3. Competitor Analysis

Knowing the opponents is really important for a company to face any challenges and be well
prepared. Some of the ways DigiMart will identify and understand potential competitors are
discussed here.

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3.3.1. SWOT Analysis
Strength

 Low cost structure

 Customer centric
 Online based
 Service is available all the time
 No geographic limitations
 Skill development
 Investment advice
 Large collection of goods
Weakness

 Shrinking margin
 No offline presence
 High debt
 Late emerging
 Uncovered risk
 Security breakdown of the system
Opportunity

 Introduce more products

 More acquisition
 Ever growing customer base
 Collaboration and partnership
 Work from home opportunity
 Free stuff to provide value added service
Threat

 Entrance of new platforms is coming every day

 Local competitors
 Low entry barriers of the industry
 Identity of theft and hacking
 Government regulations
 Internet is very slow and expensive

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 Helpful Harmful

 Low cost structure

 Introduce more products  Customer centric
 More acquisition
INTERNAL  Online based
 Ever growing customer  Service is available all
base the time
 Collaboration and  There are no geographic
partnership limitations
Strengths
 Work from home  Skill development
opportunity Weaknesses  Investment advice
 Free stuff to provide value  Large collection of goods
added service
Opportunities

Threats
 Shrinking margin
 Entrance of new platforms is coming  No offline presence
every day  High debt
 Local competitors  Late emerging
 Low entry barriers of the industry
 Identity of theft and hacking
EXTERNAL  Uncovered risk
 Security breakdown
 Government regulations. of the system
 Internet services is very slow and
expensive

Fig: Swot Analysis

3.3.2. Porter’s Five Forces Analysis
According to Porter’s Five Forces model, the number and power of a company's competitive
rivals, potential or new market entrants, suppliers, customers and substitute products influence a
company's profitability.

Competitive rivalry

We are launching our platform focusing mostly on the users of Bangladesh. Similar service
providers or our competitors are mainly focusing on international market. So DigiMart is not
having any strong competitor in case of Bangladesh market. If we look at global market there are
many strong competitors. As our platform serves multi-purpose, we have competitors for
different sectors.

Freelancing sector the global competitors are: Freelancer.com, Upwork, Fiverr, Guru, and Toptal.
In tech and deign sector, our competitors are Freepik, Adobe stock, Themeforest etc. In the

15
premium video subscription sector, there are few competitors like Pcmag.com and there is some
small business in the social media sites which are not up to the mark.

DigiMart does not have any direct competitors. Though there are some platforms like bizbuysell
that sells business as a whole that, they don’t seem to enter Bangladesh market.

Supplier Power

We import product from international companies. Suppliers of different products are:

* E-Book: Amazon, Total Box, Scribd, Academia, Library Genesis etc.

* Software: Adobe, Microsoft and other available resources

* Templates: Adobe stock, WordPress, Themeforest, Freepik etc.

* Video Subscription: this will be maintained by own website

* DigiMeet: This sector will be solely maintained by the DigiMart

We have plenty of suppliers that ensures that there is no scope for
products to run out of stock.

Buyer Power. Fig: Porter’s Five Forces

We have a huge actual and potential consumer market. As our product is online based, we are
focusing on the people who uses smart devices and has access to internet. DigiMart’s model has
no direct competitor. All the competitors we get here are sector-wise. This actually differentiates
us from other platforms. Easy access and facility of payment in one’s own currency. Payments
are done via mobile banking. Most of our work are done by our local freelancers that’s why it is
going to be really cost effective

Threat of Substitution

We have created DigiMart to save Bangladeshi people from facing unnecessary hassle.
Subscribing to our platform is easy and cheaper than others. So, if our customers want to switch
to others, they have to pay more than they spend to us. Similarly, if they switch to ours it will
save them and benefit them altogether. So, there is less threat of substitution.

Threat of New Entry

There are threats of new entry because of less barrier in the market. So, it is comparatively easy
to enter within a short time. But it is not going to be easy for others to completely follow up our
platform. We have strong security and strategies to keep our business and information protected.

16
And in the perspective of Bangladesh we are bringing this type of business for the first time. So
as a first entry we going to get more time to capture market and make a strong position.

17
3.4. Result of Questionnaire Provided to University Students
1. Would you take freelancing as a part-time job if payment methods were simpler?

70%

60%

50%

40%

30% 60%

20%
25%
10%
15%
0%
Yes Unsure No

2. In which form of entertainment do you spend most time on?

10% Facebook
5%
5% Video Streaming Sites
40%
Television

40%
Books
Games

3. Would you go for entrepreneurship if you had the correct guidance?

Unsure 20%
Sales
No 40%

Yes 40%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

18
4. CUSTOMER SEGMENTATION
Customer segmentation is important to identify which type of customer DigiMart will target to
increase sells and grow its market.

4.1 Target Market

Our target market is customers with unique needs when it comes to the purchase of digital goods.
DigiMart has digital goods of different categories that are placed altogether to meet different
needs of users. A good customer experience requires that a business utilizes the best of the
product or service they provide. In that sense, the most interesting characteristic about DigiMart
is that it wants to give its users easy access to all its services.

Brand
Loyal
Identify User /Non
Market User

Switchers

4.2. Market Segmentation

Segmentation is dividing population into groups following certain characteristics and targeting
means choosing specific groups that will be identified as a result of segmentation to
sell products. Common set
of characteristics DigiMart
is going to use in order to
target customer segment
includes appreciating design,
quality and performance of
technology products and
services over their prices.
Our target customer segment
comprises of the young to middle aged group who likes to work using digital technology.
19
 Type of Segmentation Criteria DigiMart’s Target Customer Segment
Segmentation

Type of Segmentation Criteria DigiMart’s Target Customer Segment

Segmentation

Geographic Region Global

Density Urban and rural

Demographic Gender Males & Females

Life-cycle stage Bachelor

Married

Occupation Students

Employees

Professionals

Behavioral Personality Easygoing, determined and ambitious

User Status non-users, potential users, first-time users,

regular users, or ex-users of digital product

Psychographic Social class All social classes: lower class, working class,
middle class and upper class

Lifestyle Struggler, aspirer, handworker, Explorer,

creative

Table: Market Segmentation Table

20
4.2.1. Geographic Segmentation
Geographical targeting helps to get customer
by matching the products or services to
different cities, regions or countries with
where customers live and work. Digital
goods are global product so as they are
stored in. If we think about the areas of a
region it’s very easy to identify that urban
area of any region will have more customer
of any technological devices that the rural
one. And the network facilities are more Fig: People Spending Time on Device

accessible in cities. So, our target will be the

urban area of those country with higher number of digital device user. A report shows that there
are 96.199 million internet users in Bangladesh in January 2020. And it increased by 5.8 million
by the time of 2019-2020. And in May 2020 the number of users exceeds 100 million. Most of
the users are city dwellers. Almost 4.57 billion people around the globe uses internet which is
close to 60 percent of the world’s total population. This number is still growing too, with our
latest data showing that more than 300 million new users came online in the twelve months to
April 2020, equivalent to an average increase of more than 800,000 new users each day.

4.2.2. Demographic Segmentation

This market segmentation in generally done according to age, race, religion, gender, family size,
ethnicity, income, and education. Here we are going to focus on age, gender and life cycle stage,
income. Basically, people at the age of 15-40 will be our main target. This age group is the active
group and mostly students or worker. For several uses and also for staying trendy they want to
use update things, latest devices. Both
Internet Users by Region 
male and female are suitable customers
Year 2019 for DigiMart female user are
Africa 28.2% comparatively low. Now if we think
America 77.2% about life cycle stage, we can see that
Arab 51.6% bachelors are our main focus as they
Asia and Pacific 48.4% have enough time and interest. People
Commonwealth of Independent States 72.2% who are parents or above 40 they are
Europe 82.5% less interested in digital goods. As the
scenario is changing day by day and all

21
people are switching to digital work system, we are expecting to have more growth in our
consumer base.

4.2.3. Behavioral Segmentation

Students mainly likes to use technological instrument. Teenage group has fascination as well as
knowledge about the usage and benefits of digital goods. On the other hand, comparatively aged
group people find technology really difficult to use. As our potential market is ever growing, we
will not stay limited to the customer who are new to the market or staring a career but also the
customers of different organization who are already in the industry. There is also a group called
switchers who are always interested in getting better and new platform that allow them easy
access and better experience... These people can be good target for DigiMart. As switchers are
more interested in better features and services rather than specific organization, we can pursue
then to buy from us or work with us. People who like to explore new and start their journey with
a new platform can be our target. We always hear from people when they talk about different
product and service they use to say “I have using this telecom operator since they came to the
market or I have been working with this site from the time it started”. So, people love to show
their journey as a loyal customer if they find the new product helpful and beneficial.

4.2.4. Psychographic Segmentation

Mainly middle class and upper class will be our target.
Lower class will suffer a bit because our product
availability of internet is a must that is still expensive.
People who are in lower middle class, middle class and
upper middle-class state and willing to spend a bit of
money to go digital will be our ideal customer.

22
5. MACROENVIRONMENT
The macro environment of DigiMart is the condition of Bangladesh in the e-commerce sector and
the growth that is possible in this untapped market of digital goods.

5.1. Six Forces of the Environment

This includes- Demographic, Economic, Political, Ecological, Socio-Cultural & Technological
aspects in the Bangladeshi perspective.

5.1.1. Demographic
There are 53 public universities and 103
private universities in Bangladesh
according to the report of 2019. There are
more than 23789 colleges and 952404
students every year. Those students of the
universities and colleges are our main
targets for the platform.
Population census can give us the idea of the age
group we are targeting.

Total Population - 159,453,001 (July 2018 est.)

Age Structure
0-14 years: 27.29% (male 22,135,349 /female
21,373,470)
15-24 years: 19.14% (male 15,313,674 /female
15,200,861)
25-54 years: 40.07% (male 30,626,005 /female
33,267,339)
55-64 years: 7.09% (male 5,582,450 /female 5,716,763)
65 years and above: 6.42% (male 4,844,612 /female
Fig: E-Commerce Users Percentage
5,392,478)
This shows that 19.14% and 40.07% of the population are potential age group for DigiMart.

23
5.1.2. Economic
The economic factors mainly
focus on the purchasing power
and willingness of the people in
Bangladesh.

Consumer-spending in
Bangladesh raised to 19293.84
BDT Billion in 2019 which was Fig: Increase in Consumer Spending in Bangladesh
17099.29 BDT Billion in 2018.
The reach of the e-commerce business exceeded Tk 17.0 billion in 2017 from Tk 4.0 billion in
2016, as revealed from the findings by e-Commerce Association of Bangladesh (e-CAB). The
market size for e-commerce is expected to be Tk 70 billion by 2021. This explains the consumer
purchasing power
that is increasing
day by day. 

Fig: E-Commerce Situation in Bangladesh

5.1.3. Political
The political state of Bangladesh is quite stable and the online websites are emerging legally
without any obstacles. The ICT ministry of Bangladesh is quite encouraging in boosting the  e-
commerce platforms of Bangladesh for the digitalization of the country.
5.1.4. Ecological
As DigiMart is a fully online platform, so the geography and ecological factors are not something
that can affect the project, except for severe natural calamities. As we don’t need to have any
physical delivery system, a stable internet connection and a strong server is all that we require.

24
5.1.5. Socio-Cultural

The digitalization has a great impact in changing the social and cultural values. Due to the
pandemic situation, “work from home” has been introduced. Though it was still prominent in
some European countries and in a very limited sector, the present situation has compelled the
corporate culture to change and accept the new normal. The current and future prospects are on
favor of the project.

5.1.6. Technological 

A report by Bangladesh Telecommunication Regulatory Commission shows that there are 96.199

million internet users in Bangladesh in January 2020.

Fig: Rise in Internet Subscription Fig: Rise in Internet Users

Fig: Rise in E-FMCG Sector

25
6. MICROENVIRONMENT
This will explain the operating and working environment of DigiMart.

6.1. Six Factors of the Environment

This includes- Competitors, Customers, Suppliers, Public, Marketing Intermediaries, Employees
of DigiMart.

6.1.1. Competitors
In the initial stage of the project DigiMart will be launching only in Bangladesh as the whole
platform is based on Bangladeshi perspective. So, no competitors are expected in perspective of
Bangladesh market. But in the global perspective there are more than enough competitors though
the competitors are different sector-wise.

In freelancing sector, the prominent global competitors are:

* Freelancer.com * Upwork * Fiverr * Guru *Toptal

In digital goods sector, the competitors are:

* Freepik * Adobe Stock * Themeforest etc.

In the premium video subscription sector, the global competitors:

* Pcmag.com

Though in the premium video subscription method, there are no legit competitors except some
small business in the social media sites which are not up to the mark.

In DigiMeet sector; where entrepreneurs and investors incorporate, DigiMart does not have any
direct competitors. Though there are some platforms like bizbuysell that sells business as a
whole, that too focused in United States and Kickstarter as a crowd funding platform.

6.1.2. Customers
Bangladesh is the second-largest supplier of online labor, according to the Oxford Internet
Institute (OII). Freelancers working currently in Bangladesh amount to 500,000, among them
650,000 freelancers are in the country and they generate $100 million annually, according to the
ICT Division of Bangladesh. The numerous corporate offices are also our target market. Creating
and going with the flow of the uprising demand will create our desired market and customer base.

26
6.1.3. Public
In the initial stage the project will be started as a private company and just there will be no public
shareholders/ stockholders.

6.1.4. Suppliers
Suppliers will provide DigiMart with the products that it will offer.
Suppliers of different products:
* E-Book: Amazon, Total Boox, Scribd, Academia, Library Genesis etc.
* Software: Adobe, Microsoft and other available resources
* Templates: Adobe stock, WordPress, Themeforest, Freepik etc.
* Video Subscription: this will be maintained by own website
* DigiMeet: This sector will be solely maintained by the DigiMart

6.1.5. Marketing Intermediaries

Being a fully online website without any physical delivery system, DigiMart usually does not
intend to use any market intermediaries and operate on its own independently following the B2C
system. Though, while dealing with educational institutions, DigiMart will follow B2B system
and although the end-user will be the students and staff of the institution, they will be considered
as a part of that institution and not separate customers. But the services provided to them will be
customized to their need.

6.1.6. Employees

Being an online platform, DigiMart

will hire IT specialists and freelancers to work on the project. Multitasker, with creativity will be
more suitable for the jobs. For efficiency, a short bureaucracy will be maintained in the company.
DigiMart plans to start small and them gradually expand. So, initially it will start with limited
number of employees and then increase the number
as time elapses. The employees will work differently for separate sectors to avoid any sort of
miscommunication and mishap.

7. PRODUCT DEVELOPMENT Fig: Employee Engagement

Product development will be crucial as DigiMart will
have to constantly update their products to cope up with the trends.  

27
7.1. Product Level
Core product
1. E-book
2. Software
3. Template
4. DigiMeet

Tangible product
1. Branded products
2. Quality
3. Instant Delivery

Augmented product
1. Instant payment by
mobile banking service
2. Automatic installation
3. Follow-up services like fixing bug etc.

Promised product
1. Dependability
2. Authenticity
3. Guarantee

7.2. Product Differentiation

Product differentiation and unique selling points are necessary to make customers buy the product
from DigiMart.

Unique selling point 5

4
3
2
1

28
7.3. Innovation: DigiMeet
It is really important to keep up with the present world through innovation and keep up customer
satisfaction. The products of DigiMart like e-books, software, templates and subscriptions are
already established worldwide.

The most innovative part and selling point of DigiMart will be a platform, where entrepreneurs,
investors and consultants will have an opportunity to gather. The DigiMeet will be a subscription-
based process where investors, consultants and entrepreneurs will all be gathered in a single
platform and sell their businesses, consultancy and investors will find suitable business to invest
and grow the economy as a whole by reducing idle money. 

ENTREPRENEURS

INVESTORS CONSULTANTS

DigiMeet
29
8. PRODUCT OFFERINGS
The offering of the product will determine if customers will be willing to buy our products or not.

8.1. Quality of Product

Being fully digital products, there is no scope to compromise for DigiMart in this sector.
Providing the best quality of products in software department, templates being available in all
formats (WordPress, .html, .png, .jpeg, .svg, .ai, .psd etc.) will be prerequisite for the company.
This will also include the double-checking products for bugs and malwares.

8.2. Value of Product

The product itself will be of value.
DigiMart will charge minimum for the
increase of sales and to increase the
market of its products. Though in
Bangladesh, the valuation of these
types of products will be different, as
this is a new and emerging market and
people usually do not have idea about
the value of these products. So, with
proper marketing strategy, DigiMart
will create a value proposition in the mind of customers.

30
9. PRODUCT PRICING
Pricing of products is essential and proper price must be set for the products so that they are
assessable for the customer to buy. Some strategies will be followed by DigiMart in pricing its
products.

9.1. Pricing of Products

While setting the price point for products, DigiMart needs to keep the customer base. In business-
to-business (B2B) markets, DigiMart can categorize the target customers according to their roles
within their organizations:

 Economic buyers purchase the product (Example: CFOs/COOs, function or line of

business executives)
 Technical buyers make the product accessible to end-users (Example: technology
directors, technology evaluators)
 End-users of the product (Example, departmental managers, lead end-users, students,
freelancers etc.)

Value-based Pricing and Technology Adoption Lifecycle (TALC)

Setting a price in a new market involves some guess-work, as the product’s value is still not
perceivable  by the customers  at this stage. For pricing decisions, DigiMart determines-

 Customer’s expected return on investment from buying the product: Always getting more
value than what they are paying for.

 Amount the customer may be willing to pay: Usually in Bangladesh perspective, this will
be totally new venture and thus the customers are not yet familiar with the pricing. Being
a developing country, the income range is still low in average. So, keeping the income
range in mind, customers won’t pay the same amount that is internationally charged for
similar types of products.

 Referential price for the new product: The most commonly purchased e-books’ average
price range is from $2.99 to $3.99, with $3.99 being most popular around the globe which
is nearly BDT 253 to BDT 338.31.

31
Keeping the average website-
template cost in mind, customers
will be able to use our freelancers
to create their custom website or
use ready-made templates from a
wide range of products at a much
lower cost with superior value.
Adobe stock provides digital
Fig: Average cost of setting up website

goods through a subscription basis and charging almost $ 1 for each digital product (pictures,
vectors etc.). But DigiMart will relieve the customer from the hassle of subscription and let
customers buy the digital good only, that too at a much reasonable price.

DigiMart’s pricing will be lower than the aforementioned pricing and as one of the main e-book
categories will be university books, the pricing strategy that will be followed will be market
penetration (lowering the price) which will be beneficial for students too.  This will also be
applicable for the website Fig: Subscription fee of Adobe Stock
templates, software and digital
goods. In case of video streaming subscription, DigiMart will charge customers irrespective of
the dollar value and act as their financial agent in this regard. All customers have to do is pay
their subscription fee monthly in local currency through mobile banking (bkash, rocket, nagad)
and register with the transaction id. Subscription of google and adobe creative cloud will also be
provided following the same pricing strategy. Creating the value for the price they are paying
through superior and customer friendly service is the motive here.

9.2. Promotional Pricing

Promotional pricing can be used to create buzz while launching a new product or service.
Promotional pricing or promotional discount covers a wide range of promo pricing tactics,
including:

 Buy One Get One Free (BOGOF): In different occasions like national event or holiday,
DigiMart’s opening day, anniversary, this kind of offer will increase sells.
 Coupons:  A coupon is a voucher giving the holder to a discount for a particular product.
These can be introduced by DigiMart if the user refers the platform to someone else and
as a reward the user receives a coupon. This strategy is good for creating buzz and does
indirect marketing. 

32
  Flash Sales: For a very short time; sometimes just hours- DigiMart will slash their prices
to grab widespread attention, acquire customers, or lift profits. As for example: Travel
brand Globus boosted flash sale success by 20% by offering personalized promotions to
the military. The company’s personalized promotion strategy reduced coupon abuse by
35% and took 75% less effort and resources to implement. Daraz applied the same tactics
and is deemed to be really successful.
 Loyalty Programs: A loyalty program will
be a rewards program DigiMart offers to
its customers who frequently make
purchases. Since it costs five to 25 times
more to acquire a new customer than it
does to retain an existing one, loyalty
programs can be introduced for DigiMart as a type of pricing promotion. As for example,
The Virgin Atlantic Flying Club allows its users to earn points which move them up to
different tiers. The higher the tier of a user, the greater the benefits.
 Seasonal Tie-Ins: Certain times of the year, such as Black Friday, Cyber Monday, and
other national days/ holidays are a good fit for promotional pricing which will be
implemented by DigiMart.
 Segment-Specific Promotions: DigiMart will target certain buyer segments, such as
students, teachers, seniors etc. offering personalized promotions to users to create a
recognized feeling in the customers’ mind and make them feel valuable. This strategy will
both act as a pricing strategy and also create brand equity by occupying a piece of mind in
the customer. Example: Offering discount in a certain portion on user’s birthday which
will be acquired via registration process.

10. COST STRUCTURE & REVENUE STREAM

The cost structure is usually the costing of the company and its expenses.

10.1. Financial Plan

The financial plan shows the marketing and operational expenses of DigiMart.

TYPE NAME QUANTITY RATE AMOUNT

Marketing Cost
Campaign 2 Campaigns $750 $ 1500
(BTL)

33
 Marketing Cost Internet Yellow Page
12 Months $ 80 $960
(Online) Ads
Marketing Cost
Google Ads 12 Months $100 $1200
(TTL)

Marketing Cost Banner Ads (PPC) 12 Months $ 50 $600

Marketing Cost Scheduled Posts and

365 Days $10 $ 3650
(Social Media) Post Boosts

Marketing Cost
YouTube Content 52 (1 Per Week) $ 20 $1040
(Streaming Media)

Search Engine
SEO Marketing 1 Year 1000 1000
Marketing
Brand and
Marketing Cost
Organizational 1 Year Contract $ 600 $ 600
(Ambassador)
Ambassador
Operational Cost
Initially Contract
(Partnership and 1 Year Contract $ 1000 X 10 $ 10000
With 10 Partners
Product Buying Cost)
Operational Cost Equipment Buying
1 Year $2000 $2000
(equipment & HR) and Initial Costs
Operational Cost
(Legal Policy and N/A 1 Year $ 1500 $ 1500
Others)
Total Cost $ 24050

Table: Financial Plan/Expenses

10.2. Revenue Stream

Fig: Revenue of Busines Categorized

34
Transactional Revenue Model

Tech-oriented companies like DigiMart will strive to rely on the transactional revenue model, and
it has good reasons behind it. This method is one of the most direct ways of generating revenue,
as it involves a DigiMart providing a service or product and customers paying for it.

How will DigiMart make money?

1. Asset Sale – Software, Digital products

Example: E-books, templates, Vectors
2. Usage Fee - Ability to use a service
Example: Premium video subscription, Fee acquired from freelancers
3. Subscription Fee - Continuous access to service
Example: Membership fees of DigiMeet
4. Lending, Renting, Leasing - Exclusive, Limited-time right to a product
Example: Rental website templates
5. Licensing - Permission to use protected IP
Example: Commercial use of templates, vectors, logos, freelancing
6. Brokerage Fees - Intermediary services
Example: Commissions on financial transactions for freelancers
7. Advertising – Right / space to advertise another product
Example: Product placement

35
11. BRAND
DigiMart wants to position this platform as a user friendly and inexpensive one. Our intension is
to grow a positive image in our targets audiences mind and create a strong customer base.
DigiMart’s logo is also designed using attractive colors to make people recognize easily. Our
tagline also expresses our value and intentions of serving our customer with the best digitalized
experiences.

11.1 The Brand Positioning “Bull’s-eye”

DigiMart’s’ use brand positioning bullseye insight to create and improve the understanding of the
position of the brand in the market. DigiMart understands that customers may have difficulties in
understanding our value. The brand bullseye organizes all DigiMart’s values in one place to
deliver a clear idea.

Fig: Brand Positioning Bull’s-eye

36
Brand Mantra:

DigiMart is a one stop platform for hassle free and inexpensive access to digital goods and
services.

Points of Parity

 Fully online based

 Runs globally
 Digital goods

Points of Difference

 Payment in own country’s currency.

 Easy registration process
 One stop platform for buying and selling, as well as freelancing
 Connecting entrepreneur and investor

Substantiators

 Effective hiring process

 Separate team to handle separate sector
 Creative and expert technical team
 Yearly performance award for employees

Values, Personality, Character

 Fully customer centric

 Offers more value for what customers’ pay
 Strong privacy of user’s personal data
 Fast service and unlimited stock
 Loyalty programs and follow up services

Visual

 Logo
 Color scheme
 Tagline

37
11.2. DigiMart’s Solution for Users
DigiMart’s specialty is the variety of digital goods and services placed in one platform. Cheaper
and hassle-free access to our product enables our consumer to get the things they want easily.
And most important thing to focus on here is to the payment method. For Bangladeshi people
especially freelancers suffer a lot in case of exchanging currencies. Here payment is done by the
user’s own currency. That separates us from our global competitors.

As DigiMart is a completely new platform, we have some plans and strategies to penetrate the
market successfully. We have a large potential customer base. We are trying to catch them up to
start with our platform or switch to our platform. We have tried to find out the problems the
consumers face to get all these services. And we can say that we have got this unique platform to
solve them for our customers.

The customer problems:

1. Complex registration process

2. High price

3. Less appreciation for beginners

4. Payment in different currency

5. High platform using charge on every single project

Buy and sell your work

Investment opportunity Startup funding
here

Easy registration Payments are done by

process Latest and live video
customers own
streaming subscrition
currency

Fig: Offerings of DigiMart

Minimal platform user

Low cost
charge

38
11.3 Brand Personality
1. Excitement: 

 Services and goods are always up to date

 Balancing creativity with imagination

 Collaborating ideas with capital

 Super speedy working experience

2. Sincerity: 

 Believes in the concept of “customer is the king”

 Customizing services for easier and better user experience

 Maintains privacy for our user’s data and hard-earned resources

 Loyalty programs and follow up services

3. Ruggedness:

 Fully digitalized platform

 Strong web security

 Expert teams

 Work from anywhere

 Consumers can work or get their works done

4. Competence: 

 100% reliable platform

 Easy to work with

 Open resource accessibility

 Usable in any device with speedy internet connection

5. Sophistication: 

 Connects you with digital world

 Sense of self-actualization

39
  Earning by exchanging creativity

12. SUPPLY CHAIN MANAGEMENT

Maintaining the supply chain and always providing latest goods is the real challenge for
DigiMart.

12.1. Managing Retail

DigiMart’s' retail management process helps its' customer to locate their desired goods and
services from our server easily to solve their problem. DigiMart’s' editor team has organized the
entire website with dynamic designs and sort out the products with larger sales potential and
closer proximity. As it is an online website, there is no need for physical delivery system.
DigiMart basically follows business to consumer system. So, there is less complexity of handling
intermediaries.

Supplier Digimart User

12.2. Logistics Management
DigiMart imports products from global business organizations, developers, publishers and
websites. Then it stores all these software, templates and eBooks in its' own server. And finally,
user can have access to our products using their smart device with a strong internet connection.
All they have to do is just go to our website, search for what they want, DigiMart’s' unique
technical design will help users to get their desired tools in a fastest possible way. Then can
purchase it through mobile banking.

Suppliers DigiMart’s
D Importing
1. Amazon Server
2.Total Boox
3.Scribd,
4.Academia,
5.Library 40
Genesis 1.Digimart's
6. Adobe mobile/desktop
7. Microsoft apps
13. EFFECT of PANDEMIC (COVID-19) & UTILIZATION
Due to pandemic situation, people are staying
at home. As many people are getting jobless
or need extra money on these circumstances,
they need to find different jobs for their
livelihood. Our freelancing service platform
will help these people.  Many students who
require different templates / software / E-
books, they can easily access and buy from
here. 

Due to covid-19, most of the people are

staying at home and think about how they will
spend their leisure time. Our premium video
subscription come to help in this situation.
Our customers can buy different premium
video subscriptions from our website.

One of our key features of our website is Fig: Spread of COVID- 19 in Bangladesh
DigiMeet, where our main focus is connecting Source: Wikipedia

investors and entrepreneurs. In this pandemic situation, it is really tough to go outside or actually
meet in real time. Our website helps with the solution to have this platform to propose the ideas
and meet with the investors. So, without having any difficulties from covid-19, meet up helps the
investors and entrepreneurs in this pandemic situation.

On the other hand, as we are fully online without any physical delivery system, pandemic has low
effect in the entire business.

41
14. MARKETING STRATEGY
The strategies that will be implemented for the marketing of DigiMart will be discussed in this
section. Inbound marketing strategy will be one of the main strategies followed by DigiMart.

14.1. Marketing Mission

Marketing of DigiMart usually consists of 2 distinct missions. They are:

 Build the brand and create brand value in the mind of the customers
 Ensure that the DigiMart has sustainable revenues and it is positioned to capitalize on
upcoming market trends

14.2. Marketing Strategies

The strategies followed by DigiMart for marketing are discussed:

1. Identity-Based Promotions and Student Seed Marketing

University students present a huge opportunity for DigiMart. With 235 million college students
globally, university students have more than $593 billion in buying power. They are obsessed
with technology and are always searching for good offers/deals. Almost two-thirds of students
thinks financial concerns to be particularly stressful. 

DigiMart will offer for students, seed marketing programs, knowing these will bring long-term
value to the brand. This is inspired from streaming media companies which use identity-driven
promotional offers that graduating students with discounted subscriptions convert to full price at
rates as high as 98%.

2. Prioritize Mental Health

In this pandemic, along with the physical

health, mental health has been one of the
major issues of concern for people around
the globe. Being locked at home has been
challenging and stressful for a lot of people.
Entertainment at home, specially watching
movies and tv shows is the only way for
people to stay mentally fit. For that, DigiMart

42
will run online campaigns about mental health and at the same time promote its video
subscription sector to people for easy access to streaming sites.

3. Use Influencer Marketing to Spread Message

Influencer marketing has been quite a upstir. Brands are using influencers to promote products
while launching. This has deemed to be quite effective in recent times. DigiMart will effectively
use this med to promote its platform. Some of the prominent freelancers of Bangladesh, who are
now trending will be used in this case.
Specially Freelancer Nasim and Khalif
Farhan has been common names in
this sector for quite some time now.
Ayman Sadiq and Sadman Sadiq will
also be good choices. They will be
able to reach the target customers that
DigiMart wants to connect to.

4. Support a Cause

Supporting a cause will be part of DigiMart’s corporate social responsibilities and as well as a
different type of promotional approach. While supporting a cause, as for example, offering
discounts to educational institutions in the pandemic situation or sponsoring awareness videos or
initiating online awareness campaigns of its own will help people and as well as let DigiMart be
known as a responsible brand.

5. Social Media Marketing Strategy

Social Media Marketing is the most used type of

marketing right how. Use of OVCs have been
more effective in the recent years than the use of
TVCs. As a part of social media promotion,
DigiMart will use Below-The-Line (BTL)
marketing which is a type of highly-targeted
direct marketing, focused on conversions. The
ads and campaigns in social (facebook) will be
meant for our target groups and using the
algorithms provided, specify the target market.
Starting some trends like #digitalizeBangladesh

43
and other keywords will also be included in social media marketing. Schedule posts and boosts
will be done in social media platforms for maximum reach. Now a days, LinkedIn has seen a new
uprising in lead generation sector. So, generating leads through LinkedIn network will also be the
aim of this marketing strategy. These types of strategies can be termed as pull marketing strategy.

6. Internet Yellow Page Ads

Giving advertisements in yellow pages in the internet will give us a wide range of audience from
the corporate world. Being in yellow pages is required to gain trust among customers as a
legitimate business in the internet world.

7. Google AdWords

Using Google AdWords, DigiMart will be able

to post advertisements to a specific audience
who are searching for some special keywords.
Through-The-Line Marketing (TTL) will be
used in this case which is an integrated
approach utilizing both Above-The-Line
Marketing and Below-The-Line Marketing. As
for example, DigiMart could launch a
nationwide google ads campaign that would
show different flash ads to different users
according to where the users lived, featuring a
promotional code for a discount. This is a combination of both forms – ATL in terms of its wide
reach and BTL in terms of its targeted nature and conversion focus. Pay-Per-Click
(PPC) marketing campaign will also be part of this marketing strategy which is also a good
measuring unit to determine conversion rate.

8. Video Stream Site (YouTube) Marketing

YouTube marketing is very effective in the present era with the advent of internet and
technology. DigiMart will use customer specific advertisements through popups in educational
videos, techy videos and videos relevant to our customer base. The use of YouTube absence will
let DigiMart reach a more engaging audience and the conversion rate per campaign will increase
as well. The YouTube advertising system is cost effective and efficient as payment is only die
when someone watches the advertisements.

44
9. White Hat SEO

White Hat Search Engine simply refers any practice or optimization that is done to a website that
improves a website’s Search Engine Results Page (SERP). SEO works on the presence of
DigiMart’s website in search results of people. SEO will be able to optimize DigiMart’s website
with keywords what will come up when people search for topics or products related to the
website (templates, subscription, freelancing etc.).

10. Sponsoring Youth Activities

Sponsoring activities revolving around the youth community engages the brand with the youth
spirit and the young community recognizes it as a brand they can rely on. Webinars about
different topics and interactive discussions will be organized by DigiMart from its dedicated
social media platform to engage with the audience. DigiMart being an online company specially
for the students and young, this would be a great promotional strategy. Sponsoring these types of
events also has a positive impact in tax imposition.

11. Content Personalization with AI

Personalized contents are really appreciated by customers as they get what they want handed to
them by the website. Using artificial intelligence - featured chat and interactive services,
DigiMart can better understand what a customer requires and generate a lead to sell a product.
Collecting e-mails from user accounts and sending them special offers on use-basis an also be
practiced by DigiMart as a promotional strategy.

12. Freemium Model

Using the Freemium Busines Model, DigiMart will give away a service at no cost to the
consumer as a way to establish the foundation for future transactions. By offering basic-level
services for free like templates and digital vector goods, DigiMart will build relationships with
customers, eventually offering them advanced services, add-ons, enhanced storage or usage
limits, or an ad-free user experience for an extra cost. This model tends to work well for internet-
based businesses with small customer acquisition costs, but high lifetime value. DigiMart will
allow users to utilize basic features of a software or service free, then charges for "upgrades" to
the basic package. It is a popular tactic for upcoming companies like DigiMart as it tries to lure
users to their software or service.

45
15.1 YEAR SPAN MARKETING KPIs
1. Sales Revenue

Measuring sales revenue is the best way to know about the success of DigiMart’s marketing.

Estimated Sales Revenue Growth

Sales growth Linear (Sales growth)
60% 55%
50%
sales revenue growth

40%
32%
30%
20% 17%
10% 8%

0%
Quarter 1 Quarter 2 Quarter 3 Quarter 4

1 year time span

2. Social Media Engagement

The engagement of audience in social media sites is important for online-based businesses.

3. Periodic Market Research

Periodic market research is done when the product has been in market for a while and intensive
marketing of the product is done. For DigiMart, being a completely new product in the market,
marketing campaigns have to be done and then after a quarter or two, market research can be done
through public response and know how much Top of the Mind awareness DigiMart is able to reach.

46
4. Landing Page Conversion
Conversion rate of sales from landing pages of the business- website is an important aspect to be
considered for DigiMart.

1st Half
2nd Half

30%
Conversions 32%
Drop Offs

70%
68%

Fig: Landing Page Conversion Rate

5. Cost Associated Per Lead Acquisition / Cost of Customer Acquisition

This will be the cost spent per customer for generating a lead. For DigiMart, during the 1 st phase,
this cost will be comparatively more, but as time passes, this will eventually decrease to generate
more sales and profit.

From the financial plan in 9.1, we get $ 10550 as the initial expense of marketing for DigiMart.
Let the initial customer base be around 1500 for the first phase. Then, the cost of customer
acquisition will be $ 10550 / 1500 = $ 7.03. For the second half, let the marketing expense be $
10550 and the number of customers be 2900. Then the cost of customer acquisition will be $
10550 / 2900 = $ 3.64. This rate varies from time to time with marketing campaigns.

6. Sales Team Response Time

Reports prove that, the faster the response time of the sales team, the more leads are generated
and more deals are closed. DigiMart is fully online with 24/7 dedicated customer service. The use
of AI assistant will also reduce the response time to merely seconds and thus more sales will be
completed.
Fig: Balanced Business Model
7. Conversion Rate Per Campaign
16000 15000
The rate of conversion of sales from 14000
per campaign done will be measured 12000
10000
by DigiMart. As for example, social 10000
media marketing campaign is done 8000 Reach
6000 5000
and the reach is 10000 potential Conversion
4000
2000 1500 47
0
Campaign 1 Campaign 2
customers in the first quarter. If the leads generated are 1500, then the conversion rate is 15%
which is quite low. Over the time this will increase.

8. Organic Search
These are the result of sales generated
through the site without the use of any
campaign or marketing. Search Engine
Optimization helps in this regard. The
results are obtained using goggle analytics
which can measure the traffic of the sites
tracing the source/medium of the viewer.

Fig: Organic Search Rate

9. Marketing Return on Investment (ROI)
Measuring the return on investment is
really important for DigiMart. Now,
5%
ROI = (Sales Growth - Marketing
12%
Cost) / Marketing Cost. Now, if the AdWords
Social Channels
initial sales growth of DigiMart is $ Webinar Adver-
9%
46% sisement
9000 and the marketing cost is $
Backlink
10550 / 2 = Yellow Page Ads

$ 5275 (considering first half of the

year), then the ROI is ($ 9000 - $ 28%
5275) / $ 5275 = 70.61%. This return
Fig: Return On Investment
on investment is pretty good for the
first phase of DigiMart.

10. Site Traffic to Lead Ratio

The conversion of site visitors into leads and those
leads into Marketing Qualified Leads (MQL), then
those becoming Sales Qualified Leads (SQL) and
quotes and finally into customers is a long process.
DigiMart’s attempt will be to convert as many
leads into customers as possible through its
marketing strategy. Sales funnel is used in this

48
 10000 Visitors

6500 Leads

case which generate leads which 1200 MQLs

eventually turn into customers. Creating awareness, growing
interest, helping them take decision and finally completing the sale is what sales funnel does. In
700 SQLs
case of DigiMart, the traffic to lead ratio as estimated-
200 Quotes

11. Mobile Traffic 100 Customers

Measuring the types of user-device helps DigiMart to optimize user experience and also gives it
an idea about the user-base and their
1.70%
choice of services offered by DigiMart.
26.40%
Desktop
Mobile
Tablet

72.00%

Fig: Mobile Traffic Rate

49
16. CUSTOMER SATISFACTION
Customer is king. DigiMart will continue all its operational and marketing activities keeping that
mindset.

16.1 Value Chain Analysis

Porter's model of value chain is popular in the business world. However, DigiMart is not taking
as a rigid, standalone framework by assigning the equal importance to all activities. The first step
of using the Porter Value Chain model is to identify the importance of activities according to their
role in product/service delivery process.

Here is the list of primary value chain activities as proposed by Michael E. Porter:

Primary Activities
The primary value chain activities of
DigiMart is directly involved in
importing and selling the product to
targeted customers. Analysis of primary
value chain activities can improve the
performance of DigiMart as explained
below –

Inbound Logistics Fig: Porter’s Value Chain

It is important to develop strong relationships with
suppliers as their support is necessary to receive, store and distribute the product. Without
analyzing the in-bound logistics, DigiMart can face various challenges in getting more updates
product.

Operations
DigiMart brings product and service together that’s why operational activities are a bit complex.
We import software and eBooks and store them in cloud storage. We store profiles of freelancers,
investors, and entrepreneur. Analysis of operational activities is important for improving
productivity, maximizing the efficiency and ensuring the competitive success of DigiMart. The
increased productivity can help us to achieve consistent economic growth, increase profitability
and set a powerful basis for competitive advantage.

Outbound Logistics

50
Outbound logistics include the activities that deliver the product and services to the customer. As
a seller of digital goods, we don’t need to manage physical product, store or delivering
complexity. DigiMart can analyses and optimize the outbound logistics to explore competitive
advantage sources and achieve its business growth objectives. Because, when outbound activities
are timely managed with optimal costs and product delivery processes put a minimum negative
effect on the quality, it maximizes the customer satisfaction and increases growth opportunities
for the firm.

Marketing and Sales

DigiMart highlights the benefits and
differentiation points of offered products to
persuade the customers that its offering is
better than competitors. Only producing a
high-quality product at affordable costs and
distinctive features cannot create value until
we invest on the marketing and sales
activities. Some examples of DigiMart’s marketing and sales activities are- sales force,
advertising, promotional activities, pricing, building relation with supplier companies and
building relations with channel members. DigiMart will use the marketing funnel approach to
control its marketing and sales activities. The marketing strategies can either be push or pull in
nature, depending on the business objectives, brand image, competitive dynamics and current
standing in the market.

Services
The sale and services offered by the DigiMart will play an important role in developing customer
loyalty. Now-a-days, customers consider post-sale services of companies as important as
marketing and promotional activities.

Secondary Activities
The support activities play an important role in coordinating and facilitating the primary value
chain activities.

Platform’s Infrastructure
DigiMart is fully online based platform. Our expert team manages a range of activities, such as-
quality management, legal matters handling, accounting, financing, planning and strategic
management. DigiMart controls the infrastructure activities (or commonly called overhead costs)
to strengthen the competitive positioning in the market.

51
Human Resource Management
DigiMart analyses human resource management by evaluating different HR aspects. We have
expert management team. We offer freelancing opportunity and our team evaluates the worker
very effectively so that we can get projects beautifully done by our freelancers the effective HR
management allows DigiMart to reduce competitive pressure based on motivation, commitment
and skills of its workforce.

Technology Development
Being a digital platform, almost all value chain activities depend on technological support. The
technological integration in product selling, marketing, managing freelancing sector,
entertainment sector activities requires observation and technology development. Those can be
fractioned into product and process technological development activities. Some examples are-
automation software, technology-supported customer service, and data analytics. The research
and development department of DigiMart is classified in this category.

Procurement

The procurement in value chain denotes the processes involved in purchasing the inputs that may
range from software, eBook, templates, for supplying the finished product. Due to it taking part in
multiple value chain activities, DigiMart will carefully consider its activities to optimize the
inbound, operational and outbound value chain.

16.2. Satisfying Customers

As DigiMart preparing to enter the market for the first time, we don't have made any agreement
or sale. Consequently, we don't have any review about consumers are satisfied with our
product/services or not. We have tried to identify the problems, and needs and bring probable
solution. But the effectiveness of the solutions and services will be known when customer will
use it. We have surveyed a group of university students to know their insight about such products
and services. DigiMart is fully customer centric whether it's about a product or a service, all of
them are designed and places according to the needs of customer. We tried to find their need and
expectation instead of assuming problems. So, we are expecting that our product is going to serve
value that matches customer’s expectation.

16.3. Customers Perceived Value

DigiMart understands that customer doesn’t buy a product, he/she buys the solution of their
problem. Our service system basically tries to provide greater perceived benefit than the
perceived cost. Firstly, DigiMart is providing digital goods at reasonable price, availability of

52
goods all the time. So, consumers 24/7 opportunity get the things they want to buy. Helpful and
supportive platform for freelancers, investors and entrepreneurs. They will get fast payment via
mobile banking system. We took a tiny amount as platform using charge. The platform and tools
are designed and placed in customer friendly way that helps user to get solution to their problem.
DigiMart is hoping that our customers will be highly satisfied using our platform and services.

Total Total Customer

customer customer perceived
benefit cost value

Fig: How Customer Perceives Value

Total customers benefit

1. Product: Software, eBooks, Templates

2. Service: Premium video subscription, Freelancing, Investment opportunity, Startup
funding
3. Personnel benefit: DigiMart’s expert teams supervise and observe the whole operating
process provide better user experience
4. Image benefit: Customers will have sense of self-actualization and connection with digital
world

Total customers cost

1. Monetary cost: Reasonable cost

2. Time cost: Fast service and easy process allow customer to spend less time
3. Energy cost: Customer friendly product placement to get digital goods in one place
saves energy
4. Psychological cost: Buying products and registering procedure are hassle free. As we
launching this platform thinking about our country people, DigiMart allows consumer to
use Bangladeshi currency (taka) to buy tools or get payment. Mobile banking makes it
easier.

53
16.4. Customer Relationship Management (CRM)
DigiMart understands that money cannot by one of the most important things that is relationship.
Good relationship requires trust, good behavior and positive experience. Hidden motive of
satisfying only own benefit will never allow any business to go a long way. That's why DigiMart
not only focus on profit but also focused on the consumers need before and after connecting with
us.

Marketing automation:
 Keep tracing prospects and their behavior
 Send automated campaigns to prospects and create custom campaigns for your clients
 Email marketing to keep customers up to date about our product
 Phone call selling
 Follow-up messages
Support:
 Fully customer centric
 Expert team to ensure better
user experience
 Ensure privacy of users’
personal information
 Analyzing user data to stay up
to date about what to offer
Loyalty program:
 Flash sales offer like black Friday, cyber Monday
 Especial discount for customer on their birthdays
 Coupon/discount over number of transections
Engagement:
 Social media
 Feedback option to express experience with DigiMeet
 Allowance for opinion about development
Order Management: 

54
  Automatically manage/approve sales orders seamlessly
 Keeping track of incoming order
 B2C and B2B service provider
 24/7 availability

CONCLUSION

Online industry has a lot of competitors in every sector. The demand of digital goods and services
is also increasing day by day. But the matter of tension is the economic condition of Bangladesh.
The country of more than 18 crore residents has a large number of marginal people who doesn’t
have access to digital world. This is a matter of sadness for DigiMart. Also, the internet facilities
are yet to be developed. But risk is an important element that walks with every single business
idea. Despite all these DigiMart is confident about the success of its plan. All the gathered data
shows a growing customer base who have needs for the services that DigiMart is providing. It's
variety of tools and services, user facilities, pricing, payment system promotion activities, loyalty
program are really alluring for the customers. All the plan and decisions are made really carefully
putting the customer in center. DigiMart has targeting a low profit to attract more customer, it is
always up for giving customer more value for their cost. So DigiMart is expecting a good
response from Bangladesh.

55
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