Race Digital Marketing Planning: The Body Shop Winter Moisturizer Group 13 Adhirajsinh Chudasama (151204) Spandan Patel (151252) Hetvi Bhavsar (151323) Deepak Meena (151414)

Reach PR from product launch event. Interstitials on websites and blogs dealing with winter care. A Video on how to protect skin in winters, featuring the product on company’s YouTube channel. Publicity through social media channels: Facebook Page of the company Official twitter handle Instagram account of the company Advertisements on Apps such as Beauty Camera, Beautify, etc. Have inbound links from blogs dealing with skincare in winters. SEO/SEM marketing.

Act All the ads and marketing links will lead to the product description page. The description page will highlight the key benefits of the product in bold. A trial offer will be included in the description page wherein the customer can register and generate a code. The code can be used at the nearest shop to get a small trial pack within the next 48 hours. Advertisements will be targeted through synergetic channels, ones dealing with skincare, fashion, beauty and health.

Convert The description will provide information on price and quantity. The description page will have a buy button just below the product image. The customers who availed the trial offer will be sent reminders after a week to purchase the product. The reminders will have link taking them directly to the basket with the product added to it. The method of payment would be inclusive of credit/debit cards, internet banking, cash on delivery and card on delivery. The customers will also have the option to book the product online and collect it from their nearest Body Shop within the next 24 hours. First time orders will also get access to free tips for winter care for the next month on a daily basis. Place the product on e-commerce sites like flipkart, amazon.com, snapdeal, etc.

Engage Create a forum for customers to interact with each other, provide tips and suggestions to each other about the product. Engage the customers on social media through the company’s official page. Encourage them to share their experience there. After a week of purchase, the customers will receive a link to provide feedback and suggestions for the product. After 28 days of purchase (the quantity is supposed to last a month), the customer will receive a reminder to repurchase the product. The customers will be encouraged to refer the product to others. They will receive their own referral codes. The customers who successfully persuade others, would get 5% discount on the first, 10% on the second and 15% discount for all future referrals.