CANEFRESH RACE MODEL Group-5

Race Digital Marketing Planning Framework REACH Build awareness on other sites in offline media and drive web presence ENGAGE Build Customer and fan relationship through time to achieve retention goals ACT Engage audience with brand on its website or other online presence CONVERT Achieve conversion to marketing goals such as fans, leads or sales on web presence and offline

Race Digital Marketing Planning Framework REACH Build awareness on other sites in offline media and drive web presence through Reach An official website dedicated to provide the product and company information and its unique value proposition. Official pages on vivid social platforms. Sponsoring colleges related events for brand building and awareness. Interactive digital media campaign SEO and PPC campaigns Spread Blog articles on the benefits of sugarcane juice and its advantage over carbonated and packed juices Using Ayushmann Khurana as the brand ambassador for the product. Associating with the farmers betterment initiatives. Engage Act Convert The campaign was focused on the urban population mainly people of the age group of 18 to 32.

Race Digital Marketing Planning Framework ACT Engage audience with brand on its website or other online presence Reach Tie up with bigbasket.com and grofers.com to spread awareness of the newly launched product. Tie up with an NGO and provide a part of the price towards the development and betterment of sugarcane farmers in India. Cleary defining the benefits of the product and campaigning for the same using social media platforms. Can use a slot in AIB or TVF. The content story moving all around its brand philosophy, “Natural is Beautiful”. Engage Act Convert

Race Digital Marketing Planning Framework CONVERT Achieve conversion to marketing goals such as fans, leads or sales on web presence and offline. Reach Use google analytics and Facebook analytics to asses the performance of the website and the fb page. Ensuring its presence on various social media and e-commerce outlets motivating purchase. Providing discount through linked partners like bigbasket.com and grofers.com. Testimonials of sugarcane farmers stating the core product benefits and benefits of their association with CAFEFRESH. Tracking the best platform to see user reach. Using Analytics to analyze the demand patterns and run the campaigns accordingly. Engage Act Convert

Race Digital Marketing Planning Framework ENGAGE Build Customer and fan relationship through time to achieve retention goals. Reach Run an Interactive multimedia campaigns #naturalisrefreshing.. Blog marketing Invite the consumers to visit their farms and factories and view the fresh churning of sugarcanes. Engage Act Convert

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