Analysis of the Odel Website

ABSTRACT 2

ACKNOWLEDGMENTS 3

Table of content 4

CHAPTER 1 5

Industry and Competition 5

1.1 Introduction to the company 5

Chapter 2 18

Segmenting and Targeting 18

2.1 Segmenting 18

Chapter 3 32

Positioning strategy 32

3.1 Positioning 32

Chapter 4 38

E-MARKETING STRATEGIES 38

4.1 E-marketing Objectives 38

4.2 Strategies adopted to achieve the aforesaid objectives 38

4.3 E-CRM Recommendation 43

Chapter 5 48

DESIGN AND EVALUATION 48

5.1 Website Efficiency & Effectiveness Measurement 48

5.2 Recommendations for Improving Effectiveness 52

5.3 Other recommendations 57

Chapter 6 59

Conclusion 59

CHAPTER 1

Industry and Competition

1.1 Introduction to the company

The concept of Odel gradually unfolded when its founder Otara Gunawardane started selling clothes to her family and friends from the boot of her car. Otara consequently saw great potential for stylish clothing in the Sri Lankan market, as a result launched her very own brand “Odel” in 1990.

Since its inception Odels main philosophy has been “A relentless search for the highest quality products and services at affordable prices, together with superior customer service that ensures consumer satisfaction and loyalty” (Odel 2009)

After enormous success achieved in the years, the layout of Odel outlets transformed into a “departmental store” concept, taking the standard retail store layout to another level.

Odel has 10 outlets throughout the island equipped to delight its customers under the theme of “mind, body & soul” indicating inspiration of the mind, stimulation of the body and aspiration of the soul. Odels flagship store is situated in Alexandra place Colombo 7 (Odel 2009).

Odel employs 430 in-house staff and provide indirect employment to more than 500 individuals (Odel 2009)

Odel uses the mass marketing concept, where they target all customers irrelevant of their age, geographical location and social class. (Lebbe 2010) this is clearly shown by their expansion throughout...