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Digital - Marketing Notes On Bosch and Grainger Strategy Plan Final Problem Statement - Coursera

Grainger, a supplier of maintenance, repair, and operation products, wants to design a multi-channel digital marketing campaign to increase sales of Bosch power tools by 10% on its website Grainger.com. The campaign will focus on display advertising and email. Grainger is partnering with Bosch Tools, a supplier of power tools, to explore ways to increase sales through existing and new customers. Bosch is sharing customer behavior data from its consumer-facing website Boschtools.com to help Grainger with the campaign. The task is to present a campaign strategy to Grainger's digital marketing team on how to increase awareness and sales of Bosch power tools through display and email channels.

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357 views1 page

Digital - Marketing Notes On Bosch and Grainger Strategy Plan Final Problem Statement - Coursera

Grainger, a supplier of maintenance, repair, and operation products, wants to design a multi-channel digital marketing campaign to increase sales of Bosch power tools by 10% on its website Grainger.com. The campaign will focus on display advertising and email. Grainger is partnering with Bosch Tools, a supplier of power tools, to explore ways to increase sales through existing and new customers. Bosch is sharing customer behavior data from its consumer-facing website Boschtools.com to help Grainger with the campaign. The task is to present a campaign strategy to Grainger's digital marketing team on how to increase awareness and sales of Bosch power tools through display and email channels.

Uploaded by

Sserunkuma Moses
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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11/9/21, 2:18 PM Problem Statement | Coursera

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Problem Statement

Problem Statement

To design a multi-channel digital marketing campaign for the client, Grainger, as they target a sales
increase of Bosch Power Tools by 10% on Grainger.com. The client wants the campaigns to focus on
display advertising and email for this project.

Grainger is a firm that supplies MRO (Maintenance, Repair, and Operation) products. They provide
anything that a firm may need which may not become part of the final product. The supplies can be
procured through Grainger.com, from 370 branches across the USA, or over the phone. They are a
business-to-business (B2B) company and have a global footprint with many subsidiaries in different
countries across the globe. Even though Grainger is a B2B firm, it is actually very similar to a B2C firm,
where they market to the end consumer as well. Traditionally, Grainger would have done marketing
campaigns by itself over various platforms such as search ads, displays, social, etc. Recently, they have
started looking at partnering with their big suppliers to conduct joint promotional campaigns. Bosch
Tools is one such supplier. Bosch Tools, a unit of Bosch, supplies power tools to Grainger, and Grainger
is one of the main B2B resellers of Bosch. Bosch Tools has several other B2C online partners and a few
B2B partners as well.

Grainger and Bosch Tools are partnering together to explore ways to increase sales of power tools.
They would like to increase sales by 10% by working more closely to sell more products to existing
customers, find new customers, and sell across product categories as well. Boschtools.com is itself a
consumer-facing website and has data on customer behavior, and Bosch is sharing this data with
Grainger.

In this Capstone, your task will be to present a campaign to the Grainger Digital Marketing team on how
to increase the awareness and sale of Bosch power tools by 10% on Grainger.com. You will target the
current and potential customers by focusing on display and email channels. Display advertising could
be through Grainger.com or through programmatic display ad purchases.The email database is owned
by Grainger and has users interested in the category of power tools.

The final output will be a digital campaign strategy document that helps answer the following prompts.

Question 1: How can Grainger increase sales of Bosch Tools power tools on Grainger.com to customers
who first visit Boschtools.com? Consider the scenarios listed below.
https://www.coursera.org/learn/digital-marketing-capstone/supplement/bNjMY/problem-statement 1/1

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