1. GROUP-9
Anshul Sinha(151308)
Satish Roy(151247)
Utkaarsh Sharma (151358)
Siddharth Nandwani(151156)
Sweety Rani(151453)

2. Race Digital Brand Planning Framework
REACH
ENGAGE
ACT
CONVERT
Race Digital Brand Planning Framework

3. Race Digital Marketing Planning Framework
REACH
Build awareness on other sites in offline media and drive web presence.
Reach
Engage
Act
Social Media pages of CaneFresh
Paid promotion on Social media
CaneFresh + NGO in urban areas = benefit of farmers
Stories how sugarcane farmers benefit
#GanneKaJuice to promote consumption of CaneFresh
Videos for different flavours of CaneFresh- Mint, Ginger, Lemon
Meal supplement like Chaach, Amras etc
Convert
KPI’s
Unique visitors and fans
Audience share
Revenue or goal value per visit
Effective SEO
Volume of traffic

4. Race Digital Marketing Planning Framework
ACT
Engage audience with brand on its website or other online presence
Reach
Engage
Act
Concentrating traffic on website
Smart form to donate funds for farmers on website
Publishing photos of people consuming CaneFresh
Blogs on ease of consuming CaneFresh and benefits of sugarcane juice in summers
Weekly Online booklets featuring consumer stories, meal recipes with CaneFresh
Interacting with audience through messengers, website and social media pages
Convert
KPI’s
Bounce rate
Propensity to buy
Product page conversion

5. Race Digital Marketing Planning Framework
CONVERT
Achieve conversion to marketing goals such as fans, leads or sales on web presence and offline.
Reach
Engage
Act
Selling CaneFresh crates at ecommerce portals, website
Using Facebook to promote sales and get leads
Discount offers, coupons, extra sachets on CaneFresh crates
Selling CaneFresh t-shirts with bulk leads
Promoting ginger, mint and lemon flavours online
Selling CaneFresh at BigBasket and other food-shopping e-portals
Monitoring sales through different sales portals
Convert
KPI’s
Unique visitors and fans
Number of followers and advocates
Number of clicks, shared threads, mentions etc.

6. Race Digital Marketing Planning Framework
ENGAGE
Build Customer and fan relationship through time to achieve retention goals.
Reach
Engage
Act
Featuring customer stories with CaneFresh for customer engagement
Social media interaction with consumers
15 sec clips of consumers drinking CaneFresh on social media
Lucky coupon numbers on satchets
Convert
KPI’s
Unique visitors and fans
Audience Share
Meaningful conversations with the brand
Consumers identifying with the Cane Fresh brand