RACE Strategy: CANEFRESH Submitted By: Group 8 Jayesh Agrawal 151230 Shubhham Gupta 151353 Shrey Modi 151152 Srishti Roopchandani 151451 Ankush Mundra 151307 Submitted to: Professor Pramit Ghosh Institute Of Management Nirma University

SMART objectives Activities to optimize Defined deliverables 1 PLAN OPPORTUNITY Review marketplace and set objectives Digital Strategy Blueprint We need to define our digital opportunity through marketplace analysis: Review digital marketing capabilities Review performance using KPI after customising analytics for your business Summarize customer insight in customer personas and customer journey maps Review influencer outreach, co-marketing and intermediaries Define SMART objectives with conversion spreadsheet models to quantify opportunity ACTION Implement and manage digital marketing communications Make smart budget investments and optimise your digital communications across all key customer touchpoints: Reach: Build your audience by integrating paid, owned and earned media Act: Using content marketing and persuasion to prompt brand interaction and leads Convert: Use conversion rate optimization to boost online and offline sales Engage: Develop customer loyalty and repeat sales STRATEGY Create digital strategy n 1 o t i O Next we will Review how our digital proposition and communicate it using digital targeting techniques: c p A p o 3 SMART objectives Activities to optimize Defined deliverables r t Select target market segments and personas. Define digital targeting approaches Define our online value proposition (OVP) including review of business and revenue model, brand positioning and integration with traditional channels Review marketing mix for online options for the 4Ps - Product, Price, Promotion and Place u n i t y y g e t a r t S 2

2REACH Grow your audience online GROWING REACH STRATEGY Key Motive Reach involves building awareness of your brand, products and services on other websites and in offline media to build traffic to different web presences like your main site, microsites or social media pages. It involves maximising reach using continuous communications and planned campaigns to create multiple interactions using different paid, owned and earned media touchpoints. STRATEGY Defining key brand messages like Tagline “ Drink Healthy, Stay Fresh” to grow audience awareness, familiarity and purchase intent. We will work on optimizing content marketing to support key digital communications for our business like PR, influencer outreach, etc. SEO so that CaneFresh becomes credible in terms of web presence. Next Optimize Google AdWords (paid search) for CaneFresh. Use Display Advertising involving digital billboards as well. Reviewing relevance of affiliate and partner marketing. Complete Social media marketing optimization involving all Facebook Page, Twitter Handle, Instagram, Youtube Chanel, Blogs etc. Press releases on how CaneFresh is better and how its working on the betterment of the farmers. Define dashboards to review effectiveness of current digital media in analytics. Key Motive INVEST IN CONTINUOUS INBOUND MARKETING We need to harness customer purchase intent as they seek information about our products through ‘always-on’ communications to reach our audience through Search and Social media marketing fuelled by content marketing.

3ACT Encourage brand interactions and leads INCREASING INTERACTIONS Act is short for Interact. It’s a separate stage from conversion since encouraging interactions on websites and in social media to generate leads is a big challenge for online marketers. It’s about persuading site visitors or prospects to take the next step, the next Action on their journey when they reach your site or social network presence. STRATEGY Create website and match improvement plan including lead profiling. Create campaign plan, editorial calendar and outreach plan. Create content assets including ad marketing. Improve landing pages and site page templates & Personalized onboarding. Tie up with Bigbasket, Grofers, etc. to spread awareness of the newly launched product. Tie up with an social cause such as provide a part of the price towards the development of sugarcane farmers in India. The video story moving all around its brand subtheme , “Taste the Nature”, & making series of short movies both real & animated. Functioning distribution channel by giving retailers more margins & benefits such as Cold storage, etc. so that they develop more word of mouth market for our drink. Institutional distribution is a must so that kids become used to for the product. Key Motive DEVELOP A CONTENT MARKETING STRATEGY It will integrate your online communications to fuel lead generation and power inbound marketing to grow your reach

4CONVERT Increase sales through CRO INCREASING CONVERSION STRATEGY This is the conversion from lead to sale. It involves getting your audience to take that vital next step which turns them into paying customers whether the payment is taken through online Ecommerce transactions, or offline channels. STRATEGY Create and review site conversion funnels and paths to purchase (online and offline) and quantify targets for incremental revenue. Implement CRO through test plan for AB and multivariate site tests and experiments. Make sure the landing page is informative and motivates purchase. Implement lead retargeting program using site personalization, display retargeting and behavioral email program. Optimize (Research Online-Purchase Offline behavior. Use tools such as Google analytics, Facebook analytics to asses the performance of the website and the Fb page. Providing discount through associate partners. Testimonials of known socialist & critics stating the core product benefits and association of CaneFresh towards uplifting of rural India. Define offline integration paths to purchase. Review analytics and customer feedback. Key Motive Set up a CRO (Conversion Rate Optimisation) programme. Many businesses still don’t invest to optimise their websites to maximize online sales or referrals to other channels. Don’t leak customers.

5ENGAGE Build customer loyalty and advocacy IMPROVING CUSTOMER ENGAGEMENT This is long-term engagement that is, developing a relationship with first-time buyers to build customer loyalty as repeat purchases using communications on your site, social presence, email and direct interaction. We’re also looking to build advocacy or recommendations through ‘word-of-mouth’. STRATEGY Implement or refine personalization rules on desktop and mobile sites. Customer onboarding including event-triggered personalized emails and Enewsletters. Manage social media and email campaigns for customer engagement and advocacy. Review customer loyalty using RFM analysis for interactions and sales. Quantify incremental revenue potential. Run an Interactive mutilmedia campaigns #Back2thenature. Launch of Canefresh game app such as Temple run in which the runner collects sugarcanes and which also tells the consumers the benefits of consuming one. Tie up with social initiatives for upliftment of rural India on both online and offline channels. Develop an efficient customer service & support center across entire country. Maintain brand as a leading sponsor for country wide major sport events as City Marathon, Cricket, Pro Kabbadi, etc. Key Strategy Create a Customer Lifecycle Communications Plan Map all customer touchpoints to create a plan to use Marketing Automation to deliver personalised relevant messages by Email, Social Media and Web.