Project Title: Launching B2C eCommerce strategy for Confectionary Company
Iconic Candy
| Details | |
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| Project Title | Launching B2C eCommerce strategy for Confectionary Company |
| Project Topics | |
| Skills & Expertise | |
| Project Synopsis: Challenge/Opportunity |
Iconic Candy business model has been primarily B to B sales and, up to this point, there has been little resources allocated to marketing, including digital marketing. Other than limited efforts in Instagram, there are currently no channels for engaging directly with customers. We receive hundreds of emails each year from customers looking for information on where to buy our products, information we are currently unable to provide. Meanwhile, we know consumer engagement is critical, especially when introducing new products into the marketplace. That's why this fall, we are launching a new e-Commerce website and Amazon marketplace page, which will enable B-to-C sales, provide channels for direct engagement with consumers, and add alternative target audiences and streams of commerce . We are looking for students help us to optimize these initiatives by proposing a B to C marketing strategy and set of recommendations for maximizing conversions on the new eCommerce Site.
- Competitive Analysis
- Deep Dive in Product and Performance
- Review of Current Marketing Strategy
- Strategy & Recommendations to improve Digital Marketing
- Social Media
- Digital Marketing Calendar (How to spend our money across different verticals)
- Measuring Success (Marketing360 Platform)
- How can we increase engagement and following
- Launching eCommerce Website in the Fall
- How to leverage our marketing (B to C) in order to maximize our conversions on the new eCommerce Site
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| Project Synopsis: Activities/Actions Required | |
| Project Synopsis: Expected Results |
Project Timeline
| Touchpoints & Assignments | Date | Type |
|---|---|---|
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Upload Deliverables for Milestone #1 |
Jan 11 2021 | Submission Required |
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Temp Check #1 Due |
Feb 11 2021 | Evaluation |
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Check-In Meeting #1 |
Mar 11 2021 | |
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Upload Deliverables for Milestone #3 |
Jun 12 2021 | Submission Required |
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Temp Check #3 Due |
Jul 12 2021 | Evaluation |
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Check-In Meeting #3 |
Aug 12 2021 | |
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Program Kickoff |
Oct 18 2021 | Event |
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Check-In Meeting #2 |
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Project Kickoff - Iconic Candy Leadership to Web Conference into Class |
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REMINDER OF CONFIDENTIALITY |
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Student Final Presentations & Project Wrap-up |
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Final Peer Evaluation Due |
Evaluation | |
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Final Self Evaluation Due |
Evaluation | |
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Kickoff Evaluation Due |
Evaluation | |
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Upload Deliverables for Milestone #2 |
Submission Required | |
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UPLOAD ALL FINAL DELIVERABLES |
Submission Required | |
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Temp Check #2 Due |
Evaluation | |
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Student On-Boarding Complete |
Program Managers
| Name | Organization |
|---|---|
| Mitchell B Ellison | Webster University |
Teams
| Team Name | Project Name | Team Members |
|---|---|---|
| No Teams Available |