REPORT on Customer Value Creation and Innovation assignment

MBA 2019-2021

Submitted by:

Group-3

Spoorthi N

Pragati Sabata

Nirmal Kumar

Badagowni Swapna

Venkata Sai Koushik Penugonda

Submitted to:

Prof. Ajeet Sharma

Alliance School of Business

Submitted on: -

January 06, 2021

Alliance School of Business

Alliance University, Bangalore

 OUR BRAND: SOTALLY TOBER

URL: https://spoorthi1369.wixsite.com/website

Sotally tober an alcohol e-commerce platform that facilitates the delivery of alcohol. Sotally
tober lets users order a variety of beer, wine, and spirits directly to their location through a
mobile app or website.

Opening an online distribution platform would give the suppliers of Sotally tober many
advantages. 67 percent of millennials and 56 percent of Gen Xers will shop online rather than in
brick-and-mortar shops, according to the study on the top eCommerce trends of 2018. 41 percent
of baby boomers and 28 percent of seniors will be like that. With every generation of clients
looking for products and ordering them via the internet, the only way to keep up with the
demands of customers is to go digital.

Browse thousands of new, local, well-known, and exotic products. Select your favorite from a
wide variety of brands and press that magical order button. The menu in Sotally Tober also
offers a mix of old favourites, such as signature cocktails, and interesting innovations. It also
offers classic Whisky Sour or a brave LIT.
From the spur of the moment movie nights to the spare-no expense parties, we are here to help
make your good times a little bit better. Shop across to access the widest selection of beer, wine,
and spirits online and get convenient delivery right to your door in under 60 minutes.

Online sales for alcohol in US has increased and reached USD 253.8bn in the year 2018. In the
year 2019, the online sales of liquor and wine grew by 4.94%. These stats reflect that the online
market for spirits is swiftly picking up pace. Hence, it is the right time for us to tap into this
market.

How Sotallytober works:

User orders alcohol using app/website in phone. He checks for the shops/offers/drink. Then he
orders for the drink. The deliver person of Sotallytober will go to the shop and pick up the user’s
order. Then the product will be delivered to the user.

Using Sotallytober the user can find best offer to the product of his choice. At the comfort his
home, the user can find rarely available drinks as well.

Business Model Canvas

Name of the organization: Sotally Tober

Key Partners Key Resources Channels Value Proposition Customer

Segment
1. Sellers 1. Online 1. Competitiv
 2. Logistic platform 1. Website e pricing 1. Alcohol
s 2. Warehouses 2. App 2. Variety of sellers
3. Infrastructure products 2. Alcohol
(technologica 3. Convenienc consumer
l) e s
4. Human 4. Fast
resource delivery
5. Local shops
Key Activities Customer
Relationships
1. Manage
supply chain 1. Custome
& logistics r service
2. Website 2. Reviews
optimization &
3. R&D for comment
continuous s
improvisation 3. Emails
4. Partnering
with retailers
5. Managing
payments
Cost Structure Revenue Stream
1. IT & infrastructure 1. Sales
2. Human resource 2. Commission on sales from retailers
URL of the blog: https://spoorthi1369.wixsite.com/website/post/alcohol-and-your-
health
Detailed description of the blog:
The blog is about the benefits of the alcohol consumption. Alcohol is not just a drink limited for
parties, or it is not something which spoils the health. If the alcohol consumption is in limited
intake, it helps human beings to improve their health.

The blog describes the health benefits of the different drinks such as beer, red wine, champagne,
whiskey/bourbon, Tequila and also the quantity that should be consumed in a day to be healthy.

How the blog will generate revenue:

a. Helps to compete:
There are many businesses which provide the same products. Sotallytober is exclusively
for alcoholic drinks. Even though there is no same business, there are many e-commerce
businesses which provides the same products and substitutes. So, it is important to be
different from other businesses and marketing is a profitable way to do that. Blogging
helps to tell the story of the business, share experiences, and share about the product
information. So, it helps customers to connect emotionally with the business.
b. Gives solution to customer’s pain points and promotes the products at the same time.
In this blog, the advantages of products of Sotallytober are listed and hence it helps the
customers to decide whether to buy alcoholic drinks. The blog also shared the
information about the quantity to be consumed to be healthy. So, the blog is giving
 solution to customer’s health and also promoting the products such as beer, wine,
whiskey, tequila etc.
c. Generate leads
Blogs content can be the interesting and attracts the customers to the website. So, blogs
can generate leads which can be converted to customers successfully. The blog “alcohol
and how it can benefit your health” is interesting because many people thinks that alcohol
is just bad for health and wealth. So, they might get interested to read the article and
explore the website when they see opposite statement to their belief.
d. Ads
The ads related to blogs content can be posted and Sotallytober can charge as per CPC.
e. E-mail marketing
The blogs can be sent as mails to existing customers who get a reason to purchase more
products and to potential customers to check the blog and also website(attract).

Detailed marketing promotion plan;

Sotallytober is exclusive e-commerce website for alcoholic drinks. The target audience are 18-35
years of age who have access to the smartphones and comfortable using apps/websites. Some of
these target audience makes their decision based on pricing, some by availability of products and
some might just order because they don’t want to go out and buy.

Marketing strategies for promotion

a. SEO
Sotallytober can take top keywords in their niche and create webpage URLs from them.
This strategy helps Sotallytober website ranking.
b. Backlinks
Sotallytober can give backlinks to complimentary products websites such as food, party
props websites etc. This helps to get backlinks from other domains.
c. Social media marketing
Social media is fastest, cost-friendly media to reach billions of people. In 2020, 90% of
millennials can be found in social media. Since the target audience of Sotallytober is
 millennials, it is important to utilize the best media of communication to spread the brand
awareness and promotion.
In social media, the blogs can be posted with relevant content to the audience. The
content can be related to trendy topics as well as alcoholic drinks which can give more
traffic to the social media pages of Sotallytober.
Social media can be used to promote the events and also the offers. Any information can
be spread in minutes through social media. The posts can use different appeals like
comparisons, fun, sarcasm.
d. Paid advertising
Sotallytober can run search ad campaign with google ad words. It targets keywords
related to alcoholic drinks, ordering online, names of shops and much more. It can also
run display ads to target third party websites and apps.

How you will measure the performance of the blog:

The blogs can be rewarding to the business and also affect the business negatively, so it is
necessary to measure the performance and improve the blog’s content. The performance of the
blog can be measured in several ways.

a. Overall blog visits

The number of visitors to the blog in given time. Tracking this on monthly basis will give
insights about the traffic of the blog. As the traffic to the blog increases, it can generate
more visitors to the website. According to the performance of the blogs in particular
month, blog’s strategy can be formulated.
b. Traffic source breakdown
Website/blog traffic can be breakdown to its sources. The source can be social media,
keywords, backlinks etc. This helps to formulate the channel market fit. The budgeting
can also be based on the source of importance. High performing channels can be given
more importance and under performing channels can be ignored or can be given least
importance.
c. Blog homepage visits
Out of overall blog visits, how many can be mapped to blog’s homepage can give
insights about whether the visitors use blog as their destination page vs one finds through
 indirect sources. This metric also gives sense of what type of visitors the blog usually
attracts. The high direct traffic indicates the number of repeated visitors and high traffic
from indirect sources indicates first time visitors.
d. Inbound links in post
Inbound links are extremely valuable currency in the land of search engines. It indicates
to search engines that your content is valuable to others and worth ranking well in search
results. Keep track of your average inbound links so you can keep tabs on the quality of
your and thus, your inbound links' impact on your search authority.
e. Comments per post.
The comments per post indicates the engagement and sentiment of the visitors to the post.
This metric can be used to gauge the audience’s reaction to the content of the post. If
engagement is low, it can be encouraged by posing the questions in content, try new
types of content.
When engagement is high, then the audience are likely to come back for more content,
share the content and expand your reach.
f. Social shares of the post
This metric gives insights about the channel of social media and content fit. The
particular post can do well in Facebook which might not be good performer in Instagram.
This helps to decide the platform for future posts with similar content.
g. Conversion rate
Calculate conversion rates to understand relation between to understand the relation
between traffic, leads, customers. This metric can help to pinpoint what should be
focused when blog is improved. Track this over time to understand how changes to your
blogging strategy and tactics are affecting your ability to convert visitors and leads.

References:

1. Pamela Vaughan, “15 Blog KPIs you should already be tracking”, Hubspot, 21
January 2020
2. Dishika Sopariya, “ case study on zomato’s digital marketing strategy”, IIDE, 2021
3. Shane McGeorge, “ 5 powerful benefits of blogging for your small businesses”, CBO
 4. Sian Lloyd, “14 examples of how to track offline marketing campaigns better”,
rebrandly, 30 August 2018
5. Magdalena Georgieva, “5 critical metrics to measure business blog performance”,
Hubspot, 28 July 2017
6. Neil Patil, “The 7 most important metrics to track your content’s success”,
neilpatil.com

Unique contribution from the group members

Idea of the business: all the members

Spoorthi N Creation of website, The business model

Pragati Sabata How you will measure the

performance of the blog, Brand introduction

Nirmal Kumar How the blog will generate revenue

Badagowni Swapna Author of the blog, Detailed description

of the blog

Venkata Sai Koushik Penugonda Detailed marketing promotion plan