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| WEB-CENTRIC MARKETING & ASSESSMENT TOOLSET |
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| To implement a B2B & B2C strategy,
our client required a Web centric marketing and assessment
solution for its clientele, including - restaurants, automobile
outlets, and corporate houses. The objective was to provide
an interface that clients could use to market their services
and allow customers to shop online, without incurring extra
costs in setting up a dynamic Web portal and managing its operations.
our client teamed with Icreon to develop the solution,
entailing Web marketing, assessment, online shopping, and other
modules. As a complete package of customizable plug-in modules,
the solution brings cost-effective Web marketing
for the company's clients to explore and manage their customers,
globally. |
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| Customer
Profile |
| Our client is a marketing consultancy
organization, based in Florida, USA. Our client has ventured
with Fortune 500 companies to provide Web-centric marketing,
hiring, and career counseling solutions. |
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| Business
Requirement |
| Our client observed the need for effective marketing of services
for owners of restaurants, automobile outlets and restaurants.
As a marketing consultant, our client wanted to provide a
solution that its clients could use to attract larger
number of prospective customers, while incurring minimal
costs. To capitalize on this concept, our client conceived
the idea of a Web-based solution that would allow clients
to communicate with their customers and facilitate customer
interaction. The solution had to be developed as a comprehensive
set of interoperable modules with in-built capabilities
to identify prospective customers, generate and send customized
newsletters to customers, process orders online, and monitor
online transactions. These modules would provide the company's
clients with an online presence, where they would be able
to highlight their services and allow customers to interact
with the online system for shopping and other services. |
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| Business
Driven Solution for Effective Web Marketing |
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| Benefits |
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Flexible plug-in modules to suit the company's
client requirements |
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High-end tools for customization of the interface
as per client requirements |
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Streamlined administration and management of company-to-client-to-customer
relationship |
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Increased scalability of operations driven by
a 3-tier architecture setup |
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| Technologies used
in developing this web application are: |
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Our client required a solution that would provide its customers
with a cost-effective solution to manage their marketing
operations and generate higher sales. They intended to
develop a three-way solution to manage marketing operations
for clients, who in turn, manage their customers, proactively.
The entire cycle was highly sensitive because our client needed
to meet the requirements of its clients and the market
they were targeting. A customized Web-based application
was required using which clients could market and support
their products. In addition, the application required
features to allow clients to customize the interface as
per their business requirements. The solution would prevent
costs, usually incurred on setting up and maintaining
expensive Web portals, to carry out marketing operations.
Additionally, it provides features such as, online assessment,
shopping cart, and order processing capabilities.
Our client teamed with Icreon, to develop this solution with
business-oriented features to meet the requirements of
its clients and their customers. |
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Our client
required a solution that would effectively
exploit Internet-based solutions for marketing the services
of their clients including restaurants, automobile outlets
and corporate houses. There were two facets to this project
- Business-to-Business (B2B) and Business-to-Customer
(B2C).
Due to the complexity and vastness of the project, we
prepared an extensive prototype for the solution. The prototype
helped us in establishing the requirements for the project
and understanding their perception of effective Web-centric
marketing.
Once our client approved the prototype, we designed the backend
database using SQL Server 2000. Thereafter, the development
of the first front-end module began, followed by the Order and other
modules. The entire development process underwent rigorous
testing based on parameters such as defect detection,
adherence to market standards and client requirements
along with time tracking techniques to meet the specified
timeframe.
The administrator module is used by the
client's staff and consultants to manage client relationships
and perform other functions for the solution modules
such as, enabling the modules for individual clients.
The administrator module is responsible for managing client channels,
monitoring reports for client transactions, configuring
marketing policies, adding and removing customers from
the e-mail list of target customers. The Suite Module is a
collection of sub-modules used by clients and consultants
to manage various activities such as customization of
marketing elements and creation of target lists. One
Suite system or channel is assigned to each client. The
sub-modules available with the Suite include the market,
assessment and Opt-in modules. The Order module is a plug-in
module available with the Suite Module. It is used to provide
online shopping services to customers. The focus of this
module is to provide target customers an easy shopping
experience through secure channels. Customers can purchase
gift certificates and pre-paid vouchers from a
client. Gift certificates and vouchers are marketed to
customers through client e-mail communication available
in Suite. The solution process model is displayed
below. |
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entire process is explained using the following hypothetical
example. |
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A
customer receives a newsletter from Pizza Hut, a
client, for purchasing a gift certificate offering lunch
for two people at Pizza Hut. The newsletter contains a
link directed to the Web site where the customer can purchase
the gift certificate. The customer decides to buy the
certificate and places an order with Pizza Hut. This order
is processed and stored in the database. In this process,
the Suite Module will be responsible for creating and
sending the newsletters; the Order Module is responsible
for processing the purchase order and Administrator Module handles
the payment structure to be followed after the final sale.
We developed solution modules over the .NET framework. The
architecture for the module is based on a 3-tier model.
The technical architecture for the solution is displayed below. |
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| The
solution modules are available on the front-end and have
been developed using ASP.NET. The backend is developed
using the SQL Server 2000 database. XML Web services form
the business logic layer. The entire setup is integrated
using .NET and SOAP XML. This enables the system to work
on a common platform using Internet standards and services. |
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| Summary |
The
successful accomplishment of the project with our client has
been a milestone for Icreon. With this project, we upgraded
the skill sets of our team and also built a dedicated
team for developing solutions based on the Microsoft.NET
framework.
For the entire project, we at Icreon, focused on meeting
the timelines, achieving service level standards, and
maintaining quality. Consequently, our client was able
to achieve its goals of providing enhanced Web marketing
services to its clients with the application. |
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"We are extremely pleased with the
efforts of Icreon in relation to the development of our family of marketing products. Icreon has demonstrated a special
‘commitment to our client’ with exceptional communication
and attention throughout the project…” |
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STOREFRONT FOR BOOKS
Vertical - Retail
Platform - Microsoft
.net |
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DVD RENTALS
Vertical – Retail
Platform - Microsoft.net |
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ONLINE MAIL ORDER CATALOGUE
Vertical – Retail
Platform – Linux/PHP |
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QUALITY
PROCESSES
(Web Page) |
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ENGAGEMENT
MODELS
(Web
Page) |
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CASE
STUDIES
(Web
Page) |
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