Textile sector plays very important role in the economy of Pakistan. It contributes in the form of foreign remittances receipts for textile products exports to international markets. At present global environment, the Pakistan textile sector is not fully apply the latest marketing tools to increase exports and market share in the international markets. In this paper, we presented the E-marketing development model which explained the whole process of e-marketing application like environmental scanning, review marketing goals, and with considering all 4 Ps to make effective decisions for the textile organizations. This model comprehensively guides the companies for effective decision making regarding the application of e-marketing in the textile sector of Pakistan. This current work attempts application of e-marketing in the textile sector of Pakistan and how this e-technology can be rewarding to promote the textile business of Pakistan in the local and foreign markets. This paper also guides the managers to implement e-marketing model in the organizations practically for effective decision making.
E-marketing strategies involve utilizing existing communication and data networks to exchange uninterrupted communication between the company and its customers to provide value to customers beyond traditional networks [
Pakistan has advantage of being 4th largest cotton producer in the world. There is so much potential to increase the crop yield. Furthermore Pakistan is the 3rd largest yarn producer in the world. Textile process value chain is long like starting from cotton to finished garment [
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E-marketing is the strategy that the firm uses the modern communication technology techniques to interact with the potential markets into real markets. It is very essential part of the whole marketing strategy, and it is a sort of marketing tactics to comprehend the marketing objectives based on internet. In network marketing, we use internet in every step of products pre-selling, products selling and products after-selling. It runs in all the process of business s, including new customer development and services to existing customers. E-marketing is based on modern marketing theory with using internet technology and its objectives to meet the requirements of the customers, in order to comprehend the developing new marketing objectives and increasing operating profit [
E-Marketing trend is increasing in fast pace, it can be seen a growing effect on customer gain and business developments, which result to sustainable business development. This is reason why e-showcasing systems need in utilizing existing and developing correspondence and information system to convey adjusted and ceaseless correspondence between the business and their clients and to create esteem more noteworthy than old and custom advertising [
E-Marketing is a key component to general marketing. It offers points of interest that can’t regularly be accomplished through ordinary business channels. Company methodology must not be made in isolation, it must be a piece of the more extensive business and marketing plans. A large portion of the examination researchers are utilizing the terms: E-Marketing/Internet-promoting/E-trade/E-business in same way or an alternate wording for the same ramifications, which is mistaken on the grounds that they are diverse in application. For instance, e-marketing has a more extensive degree than web promoting, in light of the fact that internet marketing related just to the internet, World Wide Web, messages. While e-marketing incorporates all these devices like: intranets, extranets and cell telephones. Conversely with these, E-trade and E-business have more extensive degree than e-marketing. Electronic business is known as e-trade which includes the purchasing and offering of items or administrations over electronic environment, for example, the web and other PC systems. These distinctions can be delineated in
E-marketing is a phrase that is used if marketing activities are carried out by using the internet and web related information technologies [
These include, but are not limited to:
・ Search engine optimization (SEO).
・ Website development: brand or corporate brand.
・ E-commerce.
・ Social media marketing.
・ Advertising (General, PPC and Geo Targeting).
・ E-mail marketing.
・ Mobile Opportunities (Text messaging, Apps and Bluetooth).
・ Community development (Blogging, Forums and Co-creation).
Market development is one of the four option development systems in the Ansoff Matrix. A business sector advancement system includes offering you’re existing items into new markets. There are assortments of ways that this system can be accomplished. Customers buying choices are exceedingly overstated by the judgment and choices of one’s companions, with shared correspondence going about as an exceptionally pertinent and tried and true wellspring of item data. As already condensed by [
the firm [
The new virtual marketing opportunities are shaped by e-commerce. World Wide Web environment is based on information and intangible value. Virtual market-place is the forum to bring together demand and supply as well as technology and economic needs to boost the employment resources as well as the selling process [
Worldwide materials and garments exchange has expanded fundamentally since the post standard administration. Notwithstanding, Pakistan offer in worldwide materials and apparel exchange has stayed stagnant because of changes in the circulation chain and the making of an uneven playing field by the importing nations through particular exchange understandings and exceptional access given to distinctive contender nations. By all inclusive bits of knowledge report the charge of materials and pieces of clothing trade has extended from US $709 billion in 2012 to US $766 billion in 2013 exhibiting an addition of 8.03 percent as mention in
Pakistan has advantage of being 4th largest cotton producer in the world. There is so much potential to increase
(USD $Billion) | |||||||
---|---|---|---|---|---|---|---|
Export of Textile and Clothing | 2007 | 2008 | 2009 | 2010 | 2011 | 2012 | 2013 |
World Textiles | 240.4 | 250.2 | 209.9 | 250.7 | 294 | 286 | 306 |
World Clothing | 345.8 | 361.9 | 315.1 | 351.5 | 412 | 423 | 460 |
Total | 586.2 | 612.1 | 525 | 602.2 | 706 | 709 | 766 |
Pakistan Textiles | 7.4 | 7.2 | 6.5 | 7.8 | 9.1 | 8.7 | 9.3 |
Pakistan Clothing | 3.9 | 3.9 | 3.4 | 3.9 | 4.6 | 4.2 | 4.5 |
Total | 11.3 | 11.1 | 9.9 | 11.7 | 13.7 | 12.9 | 13.8 |
Percentage of Total Trade | 1.93% | 1.81% | 1.89% | 1.94% | 1.94% | 1.82% | 1.80% |
Source: World Trade Organization.
the crop yield. Furthermore Pakistan is the 3rd largest yarn producer in the world. Textile process value chain is long like starting from cotton to finished garment. The material fragment in Pakistan has stayed stagnant over the span of the latest decade on account of different exogenous and indigenous variables [
Utilizing computerized advertising without a vital methodology is still ordinary. It is certain a significant number of the organizations in this class are utilizing advanced media viably and they could surely be getting awesome results from their pursuit, email or online networking marketing. Yet, it is just as beyond any doubt that numerous are missing open doors or are experiencing alternate difficulties. In this rising situation, across the board use of innovation is required not just to update the nature of items, focus purchaser decisions, additionally to overcome professional impediments and diminish overhead expenses on unsold inventories. The developed countries are as of now concentrating on niche items like defensive dress, apparel for medicinal use by creating aggressiveness in novel “nanotechnology” coatings, more noteworthy appropriation of Product Life-cycle Management (PLM) Systems, keeping in mind the end goal to convey new “quick design” ideal models, while in the meantime remaining relentlessly dedicated to lower generation costs. It is regular practice for retailers to bargain with manufacturers, with brought together purchasing what’s more, significant arrangement on costs, quality and conveyance plans [
A question arises what should be the structure of textile industry in developing countries like Pakistan and then another issue is how these structure can be best fit in the e-marketing culture. Hu Ya-Ping [
The results of e-marketing model are easier to evaluate as compare to traditional marketing model; and another benefit is that a digital system can achieve an unlimited audiences through internet. E-marketing is very interactive system to approach the intended audience. There are numerous ways to contact directly between the business and audience, in which business can get valuable customer feedback [
・ It is very helpful to reach the desired audience in target market as per defined demographics and geographic factors.
・ With implementation of the e-marketing model, due to real digital data business results can be measureable.
・ It is a dynamic way to change the marketing efforts to promote business in local as well as in international markets.
・ There is much more cheaper cost of customer acquisition.
・ With consideration of marketing mix, it is very helpful for effective decision making.
・ This model is accessible to all type and size of businesses.
・ This model is helpful to strengthen the business relationships between the firm and customers.
・ Keeping in view the marketing mix, lower customer cost acquisition this model is provide strategic direction to firms for effective decision making.
Following two stages model is emphasized the development of e-marketing culture and its application in tex-
tile industry of Pakistan.
1) E-marketing development model-stage-l
Marketing planning is essentially a legitimate arrangement and an arrangement of actives prompting the setting of marketing objectives and formulation of plans for accomplishing. This definition recognizes between key marketing plans and strategic marketing arrangements. What’s more, it is more helpful to add to an approach for e-marketing development.
There are three key issues stressed in creating procedure:
・ Identifying the changing of aggressive environment.
・ Defining the innovation in decision making considering e-marketing goals and e-marketing mix.
・ Defining the e-marketing resources allocation and customer feedback for the betterment of the whole system
The two stages are separated by dotted lines in first stage, the step by step analysis as under:
As business ends up being more forceful, and there are fast changes in the external environment, information from outside environment adds noteworthy segments to the ampleness of whole deal orchestrates. As environment is alterable, it gets the opportunity to be indispensable to recognize contenders’ moves and exercises. Affiliations have moreover to upgrade the middle abilities and inside environment as indicated by external environment. Looking at the business environment needs an assessment of the engaged structure of the affiliation’s business, including the forceful position of a particular affiliation and its principal enemies. Looking at the national environment needs an assessment of whether the national structure helps with accomplishing high ground in the globalized environment. Examination of full scale environment joins exploring extensive scale money related, social, government, honest to goodness, creative and overall parts that may affect the earth. The examination of relationship’s outside surroundings reveals opportunities and risks for an affiliation. Inside environment of the company like company structures, policies, departmental work, strategies management style of working contribute a lot towards business success.
In today’s furiously aggressive business environment, web promoting is a basic segment of a coordinated and viable marketing methodology. The new virtual business opportunities are made by e-trade. Around the world economy is progressively in view of data and impalpable quality. This development causes virtual types of business sector space. Virtual commercial center is the stage to unite supply and request and additionally innovation furthermore, financial prerequisites to improve the work of assets and organization and in addition the offering procedure [
Promotion is very much important while discussing the 4 Ps of marketing, companies pay too much attention to promote the products in the mind of customers. Pakistani textile companies normally use personal relations and to some extent e-marketing tools to promote their textile products both local and international markets. For a better decision making companies go through all the process as discussed above like internal and external analysis, considering marketing goals and 4 Ps of marketing. Right analysis provides the right direction in decision making. This all process support managers to go for a better decision for the best interest of the company.
2) E-marketing development model-stage-II
Companies put resources in e-marketing to achieve their goals. For resource allocations textile companies build IT infrastructure, design effective website and implement different e-marketing tools to attract the customers towards their products. Companies maintain the website with update information, product contents and solve the customer problems effectively. The website advertising uses the stage of website to do a progression of marketing exercises which incorporate brand advancement, occasion arranging, individual picture bundling, item promulgation, and so on. By and large, the website of apparel endeavor has the components of rich pictures, video materials and immense effect of showings. It can stir people in general consideration through consideration and sending; catch customer’s eyes through item experience and road shooting subject; distribute some style data to expand consideration or utilize the well-known occasions for promoting. This is better time sharp our other e-marketing tools and techniques. While setting up an e-marketing effort, electronic apparatuses are utilized to accomplish your internet promoting targets. There are a plenty of instruments accessible to encourage e marketing, however organization does not need to utilize every one of them. An e-marketing arrangement can be a piece of a conventional promoting effort, or capacity as a standalone internet marketing effort. After successful implementation of e-marketing tools and techniques, its maintenance and monitoring is required when and how depend upon how you are using your system in fact how well your personal are using, is they are train for this? And is they know the tools very well? Client criticism is vital in light of the fact that it gives advertisers and entrepreneurs with knowledge that they can use to enhance their business, items and/or general client experience. Listening to your customers is the most ideal approach to guarantee you make a thing or organization that they truly need to buy. Customer information is usually used all through the thing headway method to ensure that the choosing thing is something that handles a customer’s issue or fulfills a need. In business, a change organization technique depicts specific courses in which an affiliation will address such things as changes in the store system, stock necessities, arranging or wander extension. The target of building up a formal strategy is to ensure that any negative effects of advancement will be minimized. To satisfactorily discovered a change organization framework, accomplices must make a plan for how to see when a change is need, how to support changes, how to complete changes and how to screen changes to ensure they have understood the pined for effect. Administration ought to change and alter the entire framework as per e-marketing procedure.
As indicated in the
The following are the e-marketing tools which Pakistani organizations are using to promote their products.
There is doubtlessly web has fused all the worldwide markets. Presently individuals can openly purchase and offer their products & administrations through the web. E-services can be used to appropriate the items and administrations proficiently. As it were, it can change and motorize the clients, connections and commercial center
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In Pakistan, there are many companies are working in e-market places. Pakistan TEX is leading e-market place where it provides unique e-marketing services for the small textiles units, clothing, linens, fabric, yarn and other textile products industry in Pakistan. They offer membership free of cost. This forum is very helpful for all the textile companies to promote their products and do good business for their growth.
One of the most successful types of internet based e-marketing is the use of electronic mails. Mostly all international buyers and sellers are using emails to promote their business around the world. Currently many large and small textile organizations of Pakistan attend all textile trade exhibitions held around the world where information is exchanged for future contracts and develop new relationships with the buyers and sellers. Mostly all companies use email campaign to develop new customers as well as retain existing customers. Through emails companies can send their brochures, product specifications, prices, shipments and many more information to their present and new customers. However one drawback is the spam email which might threaten the potential customers and often these mails are deleted straight way without reading. For this e-marketing tool the cost is very low and company can use this tool to utilize the best interest of the company.
A website is a set of electronic pages of information that are updated and available on internet for all information about the company history, business, products and services. The World Wide Web is interlinked, hypertext documents accessed through internet around the world mostly. On website there are visual effects that attract the customers to buy products. This is a good source for the smaller companies to promote their business in international markets and also threatens the big companies. Transactions can also be performed on websites, and payment can be made through credit cards and through other intermediaries. Websites are helpful and convenient source for exchanging information between buyer and sellers either in the home country or outside the country. This is cheaper source of communication and companies effectively using this tool for promoting their business.
In Pakistan textile sector many large and small organizations have attractive websites with huge information regarding their business history, growth, products and services information which are helpful the buyers to evaluate suppliers and develop good business relationships.
Banners are graphic advertisements which are displayed on a website and it is very helpful to build brand information or promote business for the advertiser’s Web site. Currently banners are most popular form of advertisement on the internet (World Wide Web). Banners can be used to promote products, services and even the websites in local and international markets. This is a paid form of advertisement. Banner advertisements are posted on high traffic web pages/blogs/sites for a certain time period. Companies purchase time period for posting their ads in the form of banners. The banner advertisements can be displayed anywhere on the website as their rates differ according to location for posting of banners on the website. A banner is a hyperlink, when the user clicks on it; the user gets more information about the advertisement. The banner effectiveness can be measured by click through rating which is generated with result of number of hits. There are two type of banner advertisement, i.e. dynamic banners which are rotating and changes for each user and the static banner which does not change.
This is another form of e-marketing tool to promote the products and services on internet. This is similar to banners advertisement but with a difference that these advertisements can be seen mostly on search engines such as Yahoo, Google, Alta Vista etc. Many users hunt information through search engines so these search engines sell their search results. When a user put some keywords on the search engine, it displays sponsored links as well the information related to those particular keywords. In Google these sponsored links normally appear on the top or right side which showing various sponsored links and sometimes, if appropriate, the first two research results are for the sponsoring websites. This is very useful tool to promote the Pakistani textile products business in local and international markets where large number of customers can get information as per their requirements. The effectiveness of sponsored links has an advantage that the information related to specific keywords almost fulfills the requirement of the information seeker. Currently Pakistani textile companies are using this tool to promote their brands like Breeze etc.
This paper guides the managers to apply the e-marketing tools in Pakistan textile sector with the objective to serve the customers in a better and unique way, and this application also provide the competitive advantage to the companies. E-marketing development model help the business managers comprehensively in all areas while implementing e-marketing to the textile business in Pakistan. Stage one helps the managers to scan the whole environment internal forces and external forces, then e-marketing goals helps to analyze the all 4 Ps i.e. product, pricing, placement and promotions for effective decision making. Stage two guides about all resources allocation like IT infrastructure, website design and e-marketing tools and then to maintain and monitor the whole process and finally customer feedback help to improve the business performance.
E-Marketing textile value chain model also defined the whole process of textiles like start from cotton production to finish fabrics. E-marketing tools are helpful to influence the local and international customers to develop the good relationships with the company. After studying the paper business managers can know the all textile value chain process and then implementation of e-marketing goals to achieve the corporate objectives of the company.
This paper demarcated about the textile value chain process and guide about application of e-marketing in the textile sector of Pakistan. E-Marketing model helps the companies to conduct thorough analysis, to review the e-marketing goals with considering marketing mix for effective decision making. Internal and external environment analyses are important to know affecting factors on decision making of the companies. Thorough analysis provides the strategic direction to the company for forecasting upcoming trends in business environment. Marketing goals also provide the strategic direction to the company, similarly marketing mix 4 Ps guides the companies what product and services are important to offer in the target market with the right price that is easily accessible to the customers. E-marketing model also helps the companies about resources allocation, monitor and maintenance and finally customer feedback to improve the business processes. Resources are very much important to achieve the company goals. Right decision making for resource allocations provide the competitive advantage to the company, similarly customer feedback is very much important to improve the production pro- cesses to acquire the new customers as well as retain the existing customers.
E-marketing is best model with economically lower cost reach customers in local and international markets for ultimately achieving the company objectives. The Pakistani textile value chain is very complex processes industry and the level of e-marketing is different in each sub sector of the textile sector in Pakistan. The textile sector is very important source of foreign exchange earnings in the economy of Pakistan. This sector mainly composed of small and medium enterprises and there are few large organizations. The potential of e-marketing is not being utilized in the textile sector of Pakistan. In this sector, mostly e-marketing activities are carried out through e-mail, websites, and e-market places. Our present work gives an outline idea and basic information regarding e-marketing application in Pakistan’s textile industry. Further exploration and empirical research is required to know the business volume results through the application of e-marketing and to know return on investment in e-marketing with comparison to traditional marketing and its effectiveness to reach the customers in local and international markets and customer relationship development through e-marketing.
Muhammad Abrar,Xinming Deng,Asif Ali Safeer,Abdul Ghafoor,Sajjad Ahmad Baig, (2016) E-Marketing Development and Its Application in Textile Sector of Pakistan—A Theoretical Review. Journal of Service Science and Management,09,243-254. doi: 10.4236/jssm.2016.93031