Doorstep Dreams proposal for Boxed campaign

1. Boxed Campaign
Doorstep Dreams 2019
By: Nyanza Cook, Philipp Hoerath, Chockalingam Gomathisankar, Jon Middleton, & Chandani Patel

2. Campaign Summary
Boxed Wholesale allows customers to shop for bulk household items online and to be shipped
directly to each customers doorstep. Our target market is affluent mothers in San Diego, California.
Our marketing objectives are to increase sales, customer base, retain clientele, and market share;
furthermore, to improve customer ratings, brand recognition, and brand engagement. Our
marketing strategy is to attract new customers by increasing brand awareness through launching a
campaign, encouraging word-of-mouth, and building positive reviews. Our message strategy is (1) to
create and share a memory, (2) to shop with friends and family, and (3) to start your group order.
#homefortheholidays

3. Situational Analysis
Strengths Weaknesses
• Offers customers a wide selection of goods, often in bulk and at
discounted prices
• Delivers a rich array of wholesale items directly to doorsteps across
the continental U.S. in two days or less
• Strong distribution network (Four reliable fulfillment warehouses)
• Low Employee Turnover
• Consistency in building brand awareness, image, and reputation
through: Creative Website, Personalized App, and Innovative
technology
• New features to help technology - (Facebook Messenger Chatbox –
Bulky, Group Ordering Feature, Augmented Reality Took - Apple
ARKit, Integrated Smart StockUp, Algorithm Tracking, B2B Concierge,
Real-time Auction Platform)
• Efficiency on selective product offerings
• Automation system
• Fast, Free Delivery
• Saves Money, time, and gas
• No membership fees
• Free Samples
• Impressive Investor Track Record
• Philanthropy (funding life-altering events)
• Limited to household items
• Third largest homeless population in the country
• Almost 15% is below the poverty line
• Adaptability to digital environments
• Sustaining innovative ideas to engage with customers
• Can’t find talented people fast enough
• Zones 1-3 of the Social Media Environment

4. Situational Analysis…continued
Opportunities Threats
• The state of mothers are continually changing, the US Census estimates
that there are 82.5 million mothers of all ages in the US, from Baby
Boomer “soccer moms” to the Gen X and Echo Boom “iMom”
• The Moms market is continually self-renewing; approximately 4 million
babies are born each year, 40% are to first-time mothers
• Many demographic factors impact the moms market, including a trend
towards delayed childbirth, shifts in household composition, labor force
participation, and a more ethnically diverse population
• The influence and opinions of other mothers (word-of-mouth)
• Michael Porter’s Five Forces Framework
• Expand distribution network by adding more warehouses throughout
the U.S.
• Increase the number of self-driven warehouses vehicles to 120
• Focus specifically on the Millennial’s $200 billion buying power using
social media networks and on $2 trillion purchasing power of moms
• 92% of moms own a cell phone
• 78% of moms have a profile page on a social networking site
• Moms Per capita disposable income is expected to increase in 2018

5. The Competition
Instacart
Peapods
Freshdirect
Netgrocer
Coborns
BJ’s Wholesale Club
Joint Hand
Groupon
Pinch
Yummy bazaar
Costco Wholesale
Sam’s Club
Amazon

6. Marketing Objectives
#1 Increase sales
• Increase sales revenue in the San Diego area by 3% by the end of the first
quarter of 2019
• Increase conversion rate by 5% by the end of the first quarter of 2019
#2 Increase customer base
• Increase customer base in the San Diego area by 5% by the end of the
first quarter of 2019
• Obtain at least 1,000 new customers per month
#3 Increase retaining customers
• Increase customer retention rate by 3% by the end of the first quarter of
2019
• Establish a customer loyalty program, offering discounts for return visits
#4 Increase market share
• Increase the market share by 1% in the San Diego area by the end of the
first quarter of 2019
#5 Improve customer ratings
• Improve customer satisfaction ratings by 10% by the end of the first
quarter of 2019
• Achieve a 5% reduction in number of complaints from customers by the
end of the first quarter of 2019
• Reduce customer wait time in line to max. 2 minutes by the end of the
first quarter of 2019
#6 Improve brand recognition
• Increase brand recognition in the in the San Diego area by the end of the
first quarter of 2019
• Increase the number of people who visit the company’s webpage by 15%
by the end of the first quarter of 2019
• Increase average time spent on website by 6 minutes by the end the first
quarter of 2019
#7 Improve brand engagement
• Post at least 4 posts each week on social media, beginning with the start
of the marketing campaign
• Establish an entity which responds to social media traffic and offers
customer support by the end of the first quarter of 2019
• Increase number of followers, likes, and subscribers by 10% on each social
media channel by the end of the first quarter of 2019
• Increase participation by introducing an own unique hashtag within the
first quarter of 2019

7. Target Market -Persona
 Affluent, working moms in the San Diego area
 This audience is relatively little concerned about product price and delivery charges
 According to IBIS World Industry Report, these online grocery shoppers have a single- or dual household income, are time-poor, technologically
savvy, and willing to pay more for the convenience of having products such as groceries, household products, and health supplies delivered
directly to their homes
 These moms belong to the so called “Generation X”, meaning they are between the ages of 37 and 53
 They reached the mid-career stage and have higher levels of disposable income. When they get off work they like to spend most of their free time
with their children which limits their available time to go groceries shopping. Furthermore, the San Diego market is highly attractive for the Boxed
company because of the high population density and the city is home of many big technology companies, which usually pay above average
salaries

8. Marketing Strategy
• Attract new customers by increasing brand awareness
• Launch a new campaign
1. Advertising via social media ( Facebook, Instagram, Snapchat, etc.)
2. #homefortheholidays
3. For a limited time, offer prearranged bundles with ideal essentials for cooking and cleaning for large groups (ideal for hosts for holidays)
• Encourage Word-of-Mouth
1. Offer discounts to members who make posts promoting Boxed
2. Offer frequency programs
3. Make customers feel valued by offering discounts
• Build Positive Reviews
1. Offer discounts for positive and honest reviews
2. Offer prizes – write a review to be entered into a contest for a free prearranged household bulk bundle, etc.
3. Make reviews simple to access and easy to publish
#homefortheholidays

9. Marketing Strategy
Value Proposition
• Provide unmatched customer service
• Offer bulk discounts (the more you buy, the
bigger the discount)
• Send reminders (i.e. “We noticed it’s been 3
months since you last purchased carpet
shampoo. Purchase again?”)
• Offer quick and easy reordering with a click of a
button (create a user profile and store address,
phone number, credit card info, etc. so purchases
can be made with the press of a button).
• Frequency programs

10. Instagram & Facebook Posts

11. Twitter Post

12. Strategic Summary Chart
Ultimate Goal Objective Goal Action
Increase
Sales
Increase brand awareness
Gain social media followers across multiple platforms
(Facebook, Instagram, etc.)
Become heavily present on social media. Advertisement
across many platforms with call-to-action buttons for
customers to shop immediately. Offer discounts for social
media shares, reviews and follows.
Increase customer base
Gain new customers by providing easy access shopping
through advertisements
Advertise strengths (no membership fees, 2-day shipping,
etc.). Advertise positive reviews. Offer discounts for first time
users. Offer no cost frequency programs.
Gain customer loyalty
Once obtaining new customers, retaining them through
loyalty programs
Offer frequency programs that include discounts and
rewards. Encouraging customer value specific to each
customer (birthday discounts, anniversary discounts, etc.).
Offer referral rewards.

13. Campaign Strategy – The Big Idea
Social Community
Social Entertainment
Boxed.com creating a social media channel for Interactions
between Individual and groups for collaborating and sharing of
Information about shopping experiences.
Social Publishing
Social Commerce
Boxed.com should creating a content about products
and information to audience by Social media channel
such us blogger, Tumblr, Twitter
Boxed.com should creating a Social entertainment channel
by providing entertainment such games and music, which
helps customer during shopping on website and provide a
discount code, as part of this lucky draw, To keep them
engaged and active in Boxed.com website
Boxed.com Creating an online Buying shopping
experience by integrating with social media
companies such as Facebook, Twitter, Instagram to
buy their products from Social media ads .

14. Digital Women Influencers:
Millennial Moms
* Millennial Moms have more social network accounts
and spend more time on their social networks than
moms overall.
* Have 3.4 social media accounts, on average (vs. 2.6 for
moms in general)
* Spend an average of 17.4 hours per week with their
social networks, 2 hours more than they spend watching
TV and nearly 4 hours more than the average mom
spends on social networks
* Millennial Moms are decision-influencers. They are
more likely than moms overall to provide opinions and
recommendations. They also cite themselves as key
advisors among their circle of friends
* Millennial moms share more info about products and
services
92%
91%
90%
89%
89%
84%
82%
82%81%
80%
76%
71%
71%
70%
64%
58%
53%
53% 52%
Cothing Stores & Activities Retail stores
Groceries/food and beverages Electronic devices
Health and beauty aids Goods for the home
Websites for social networking sites Products or services for digital devices
Large electronics items Small household appliances
Large household appliances Vacation or travel arrangements
Automobile or other vehicles Pets and pet care
Healthcare or medical services Property insurance
Health insurance coverage Financial investments/services
Life insurance coverage

15. Message Strategy
1. Create and Share a Memory
Everything in life is a memorable
moment, even wholesale shopping.
2. Shop with Friends and Family
24/7. At home while caring, at work
while earning, or on your phone while
influencing. Invite you’re A-listers.
3. Start your Group Order
Quick decisions over chats.
Friends don’t need an account
to shop; simply send the unique
link and see who’s adding what.

16. Media Plan
Zone 1- Social
Community
Zone 2 - Social
Publishing
Zone 3 – Social
Entertainment
Zone 4 – Social
Commerce
Facebook posts (3 times a week) Blog Posts on Tumbler Video Sharing on YouTube Set up Facebook & Instagram page
for social shopping
Instagram Posts (3 times a week) Blog Posts via Website Personalized shared shopping list Deal websites (i.e. Groupon)
Twitter Posts (3 times a week) Photo Sharing - Flickr Categorized shopping list for family Social shopping markets
Pinterest Posts (3 times a week) Reviews and ratings
Paid Influencers and paid Facebook
ads

17. Budget
$75,000 , 30%
$20,000 , 8%
$30,000 , 12%$15,000 , 6%
$35,000 , 14%
$25,000 , 10%
$50,000 , 20%
Campaign Budget
Facebook Instagram Twitter Pinterest Print Free giveaways Paid Influencers

18. Evaluation Plan
Here goes with current analysis Boxed.com traffic using (Alexa and Similar web Analytics)
1. As per Alexa, More than 613,280 Unique Visitors to Boxed.com
2. Around 1.31 M customer Visited Boxed.com(Similar web) and in which 94.38% population are from US.
3. Each Unique Visitor are viewing around 2.72 Pages of Boxed.com Web pages.
4. As per Alexa, For Last 1 month, daily page view per visitor increased nearly 10%.
5. Around 4.7% customer Visited boxed.com after visited Facebook immediately and 5.4% customer
visited boxed.com after visiting Facebook.
6. As per Alexa, More women are visited Boxed.com website compared to male.
7. By Search Engines, Customer are redirected to Boxed.com, in which 49.72% are organic search and
50.28% are via paid search.

19. Evaluation Plan… Continued
Objective:
 During this Campaign , Increasing Boxed.com site visitors by more than 13% for next 6 months,
from 1.34 M to 1.48 M.
 Currently around 4.7% of Social Media traffic is coming via Facebook, To improve this creating
boxed.com product specific content and deals via blogger, Twitter and Facebook to increase
traffic visiting boxed.com via social media .

20. References
 Boxed. (2018). The Story of Boxed. Retrieved 11 15, 2018, from Boxed.com: https://www.boxed.com/about-us/
 Caminiti, S. (2017). A dream boss who pays for his worker's weddings and their kids' college tuition. Retrieved 11 15, 2018, from CNBC.COM: https://www.cnbc.com/2017/06/06/boxed-ceo-
chieh-huang-offers-generous-employee-benefits-to-keep-talent.html
 Downtown San Diego Partnership. (2016). UC San Diego Extension Center For Research On The Regional Economy. San Diego: Downtown San Diego Partnership. Retrieved 11 15, 2018,
from https://extension.ucsd.edu/UCSDExtension/media/UCSDExtensionsMedia/community-and-research/center-for-research/Downtown-Partnership-Demographic-Study_1.pdf
 Equityzen. (2018). What They Do Wholesale for Mobile. Retrieved 11 15, 2018, from Equityzen: https://equityzen.com/trending/boxed/
 Evans, K. (2017). Boxed bulks up its technology offerings with three new features. Retrieved 11 15, 2018, from https://www.digitalcommerce360.com/2017/12/18/boxed-bulks-technology-
offerings-three-new-features/
 M2Moms.com. (2018). M2Moms 14th Annual October 2 & 3 2018 New York City Marketing To Moms Conference. Retrieved 11 15, 2018, from M2Moms.com:
https://www.m2moms.com/fast-facts/
 Millward Brown Digital + TNS Connected Life. (2016). The Digital Life of Moms. New York City: Millward Brown Digital + TNS Connected Life. Retrieved 11 23, 2018, from
https://bb9.tamucc.edu/bbcswebdav/pid-2936188-dt-content-rid-36273929_1/courses/74327.201809/Millward_Brown_The_Digital_Life_of_Moms.pdf
 Owler. (2018). Boxed's Competitors, Revenue, Number of Employees, Funding and Acquisitions. Retrieved 11 15, 2018, from Owler: https://www.owler.com/company/boxed
 Schroeder , J. (2017). How To Tap Into The Millennial $200 Billion Buying Power With Social Media. Retrieved 11 15, 2018, from Forbes:
https://www.forbes.com/sites/julesschroeder/2017/10/31/how-to-tap-into-the-millennial-200-billion-buying-power-with-social-media/#6a9d4aff1161
 Service, City News. (2016). San Diego has largest population of millennials, chambers says. Retrieved 11 15, 2018, from Fox5sandiego.com: https://fox5sandiego.com/2016/08/11/san-diego-
has-largest-population-of-millennials-chamber-says/
 The Free Press & Michael E. Porter. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: The Free Press A Division of Macmillan, Inc. Retrieved 11 15,
2018, from https://www.albany.edu/~gs149266/Porter%20(1985)%20-%20chapter%201.pdf
 U.S. Census Bureau. (2018). Quick Facts San Diego County, California. Retrieved 11 15, 2018, from U.S. Census Bureau:
https://www.census.gov/quickfacts/fact/table/sandiegocountycalifornia/PST045217#PST045217
 Boxed,com Alexa Analytics(2018) Reterived from Alexa.com. https://www.alexa.com/siteinfo/boxed.com