RACE Model to market: Cane Fresh Juice Group-10 Arpit Kothari (141304) Shivam Vohra (151249) Sumedh Menon (151157) Anshun Gosalia (151309) Tahir Khan (151454)

R-Reach Search – We will do Search engine optimization and Search engine Marketing to be visible in first page. Display Advertising – We will use Banner advertising, Video advertising controlled by ad networks. Social Media – We will use Facebook, Twitter, Instagram, etc. to promote and spread word-of-mouth of our product. We will also use ads in online games. Affiliate Marketing – We will promote our product through the various food and drinks forums, health forums and our partner’s websites. Online PR – We will generate blogs and contact bloggers to write about our product on their blogs. We will advertise in newspapers and news portals. KPIs Unique Visitors Revenue per visit Number of searches

A-Act We will sent marketing messages to our customer in database. We will also offer trial packages to the customer in the database. We will do CRM optimization to cater to customers. We will use drip marketing to sent a pre designed messages to the customers. We will refine and optimize the sales funnel. We will do live sales calls. Various corporates would be affiliated for a B2B deals where their employees would be offered the drink. The drink will also be affiliated with the fast food joints like Subway where people search for tasty and healthy food. We will distribute the newsletters, showing benefits of the product. KPIs Number of Leads generated Percentage conversion to leads Page views per visit

C-Convert All the information about the product, price, ingredients, usage terms will be shared on the website. The product will be available on the company’s websites for purchase. The customers who would have tried the trial offer package, would receive personalized message about the further paid packages and deals. Payment options would be inclusive of all kinds of payment method like Credit/debit cards,Wallets,NetBanking,COD. Pay later option would be offered to premium customers. B2B orders would be taken for a bulk quantity. Vending machines could be set up in a B2B scenario.

E-Engage The company will be involved in direct contact with the customers on twitter, blogs, forums, websites where each query and grievance would be heard and addressed on urgent notice. The company will also create its own blog where the customers can interact with each other which could also help us by WOM marketing. Continuous contact with the customers would be maintained in order to motivate them for a re-purchase. At the end of each month, all the customers who would have availed the service would be asked to give a feedback(whose link would be shared with them via email). Customers would be invited to various events held by the company which makes sure to build a long lasting relationship with the customers. B2B clients would be given various offers for a re-purchase scenario.