1. RACE Strategy: CANEFRESH
Submitted By:
Group 8
Jayesh Agrawal
Shubhham Gupta
Shrey Modi
Srishti Roopchandani
Ankush Mundra
Submitted to: Professor Pramit Ghosh
Institute Of Management Nirma University

2. SMART objectives Activities to optimize Defined deliverables1
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

3. 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.

4. 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

5. 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 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.

6. 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, 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 s and Enewsletters.
Manage social media and 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 , Social Media and Web.