DIGITAL MARKETING PLAN

PRODUCT DESCRIPTION:
The company primarily sells water bottles with filters that allow you to add vitamin pellets, making it
a nutrition-oriented product. While the bottle can be used normally with a filter, the package comes
with a set of 4 different pellets, which can be purchased later separately.

METHOD OF MARKETING APPROACH:

Our company plans to operate in the nutrition sector and the water bottles are the first of the
products that it’ll introduce. Keeping this in mind, an Inbound Marketing approach would be
beneficial. This approach aims at using tactics that get a message to many people to make a sale.
These tactics include:

 Content Creation (written, visual, audio)

 SEO
 Social Media
 Public Relations
 Supporting Events
 Community Involvement
 Word of mouth

The main reason to use Inbound marketing is that it earns someone’s attention; it gets their
permission to communicate with leads and has low monetary cost of acquiring clients. It is more
dependent on messaging and connection than ad spends and doesn’t always cost money to do.

As we start with inbound, we add direct mail or social media ads or any other cold outreach and paid
advertising that we want to do after we build a solid, organic ecosystem that houses a hyper-
engaged audience of people who showed up to hear form us because they would’ve missed our
message if it was gone. Similarly, starting with content helps in building trust, relationships and
connections.

Inbound marketing allows an open and “smart” communication towards the customers who turned
their attention to the company’s products or services and creates a personal relationship with them
by promoting content adapted to their needs.
As per HubSpot, 2016, “Since 2006, inbound marketing has been the most effective marketing
method for doing business online. Instead of the old outbound marketing methods of buying ads,
buying email lists, and praying for leads, inbound marketing focuses on creating quality content that
pulls people toward the company and product, where they naturally want to be”.

Advantages of inbound marketing:

 It allows a direct, permanent and long-term relationship with the customer;
 It defines fast and accurately the “buyer persona” profile;
 It allows to achieve better results in terms of the benefits / costs report
 compared to the traditional marketing;
 It permits to develop a content strategy based on specific topics (keywords)
 Identified with SEO and Google AdWords, for which there is a real interest
 from the prospects;
 It represents an advanced form of marketing that relies on the creation and
 Distribution of high-quality content.
DIGITAL MARKETING PLAN

3-MONTH DIGITAL MARKETING PLAN:

In order to go ahead with our strategy, a Marketing Funnel approach would be best suited. This type
of marketing would describe our customer’s journey with the company.
From the initial stages when someone learns about our business, to the purchasing stage, marketing
funnels map routes to conversion and beyond.
With careful analysis, a marketing funnel would let us know what the company must do to influence
consumers at certain stages. By evaluating our funnels, we can potentially drive greater sales, more
loyalty and stronger brand awareness.

Awareness

Consideration Set

Trial

Repurchase

Loyalty

An ideal marketing funnel consists of the following:

1. Plan: Build an agile, strategic approach to digital marketing

2. Reach: The buyer is at the Exploration stage. Our focus should be on how to reach
propective consumers through search engines, social media sitesm publishers and blogs.
3. Act: The buyer is at the Decision Making stage. We should be worth finding via clear
customer journey and a content hub that is relevant, inspirational, useful and creates leads
4. Convert: The buyer is at the Purchasing stage and we ought to capitalise on marketing
investment using CRO, marketing automation and rmemarketing to ensure contextual
relevance drives conversion
5. Engage: The buyer is at the Advocacy stage and thrilled customers are key to social media
marketing, social proof, repeat sales and referrals. We shoud ideally start our marketing
here.
DIGITAL MARKETING PLAN
At the very outset of our strategy, we would be focusing on the following key measures or key
performance indicators at each stage under a marketing funnel:

 Exploration: Under this stage, the key measures would be Unique visitors, Value per visit
and Fans/Followers.
 Decision Making: Under this stage, the key measures would be Leads/Lead conversion rate,
Time on Site and Shares/Comments/Likes
 Purchase: Under this stage, the key measures would be sales (online and offline-influence),
Revenue/Profit and Average Order Value.
 Advocacy: Under this stage, the key measures would be Repeat Purchases, Satisfaction and
Loyalty and Advocacy.

In order to understand which audience to target and how to target them, a thorough analysis of our
products’ STP i.e. Segmentation, Targeting and Positioning would have to be done. As per market
research, the following would be our STP strategy:

 Segmentation: As our product is a water bottle with filters to which vitamin tablets can be
added, our segmentation should be based on those who would require such bottles. Ideally,
we should be looking at Tier 1 cities, and segment our target audience based on:
a. Demographics: This is the most well-known way of classifying people into groups. It can
be done by: geography, age, gender, income, education, ethnicity, marital status,
profession or occupation. Demographics explain ‘who’ your buyer is.
b. Psychographic: Psychographics delve into ‘why’ your customer makes a purchase. This is
a way of classifying behaviour based on personality and emotional traits linked to
purchasing decisions. Psychographics include: attitudes, lifestyle, hobbies, personality
and leadership traits and attitudes toward risk.
c. Lifestyle: Lifestyle refers to non-work time endeavours like hobbies, recreational
activities, entertainment, vacations, and other. Keywords and search terms used in such
tools as Google AdWords can help the company locate and address potential customers
by their lifestyle interests and preferences.

 Targeting: The list below refers to what is needed to evaluate the potential and commercial
attractiveness of each segment:
a. Criteria Size: The market must be large enough to justify segmenting. If the market is
small, the company may make it smaller.
b. Difference: Measurable differences must exist between segments.
c. Money: Anticipated profits must exceed the costs of additional marketing plans and
other changes.
d. Accessible: Each segment must be accessible to the team and the segment must be able
to receive the marketing messages
e. Focus on different benefits: Different segments must need different benefits.

 Positioning: Three types of positioning impact a brand and its competitive advantage:
a. Functional Positioning: It primarily has to do with feature sets and user experience. It is
focused on the aspects of the value proposition that speak to meeting and fulfilling
customers’ needs and desires
b. Symbolic Positioning: Luxury and prestige brands operate in this realm. These are the
aspirational elements of the company’s offering; the characteristics of the brand that
fulfil customers’ self-esteem.
DIGITAL MARKETING PLAN
c. Experiential Positioning: Experiential positioning focuses on the elements of a brand that
address emotional connection with customers.

Month-wise Plan:

Month 1: Awareness Creation

The first month would be aimed at creating awareness about our product through the following:

 Community Forum: We would be creating a community forum, targeting our chosen

segments and creating awareness about the water bottle.
 Blogposts: Blogposts would be created to make the prospective customers aware of the
various uses of the water bottle, its features, price, etc.
 Popup events: Since the target consumer would primarily be inhabitants of Tier 1 cities,
popup stores could be opened in malls and shopping complexes with high a footfall etc., to
demonstrate our product.
 Extensive coverage on Social Media: Social media websites like Facebook, Instagram could
be used to extensively market our product to the desired customer base.
 Sponsorships: Putting up of banners and stalls across various college events, doctors’
chambers, gyms, etc. would further enhance our visibility and solidify our presence in the
minds of prospective buyers.
 SEO and Google AdWords: Using these two as a tool would enable the company to create
brand awareness and loyalty in the minds of the consumers.

This being the most crucial month would require a lot of push and investments in order to make the
consumers aware of our product. This would involve dedicated teams that would be implementing
the above-mentioned tactics. Apart from this, a team would also be dedicated towards monitoring
the situation as to whether our efforts to create awareness is helping in conversion through making
the product’s presence felt in the minds of the consumer.
DIGITAL MARKETING PLAN
Month 2: Evaluation of plan and Increase in Sales

The second month would primarily focus on evaluating how we performed in making the customers
aware of the product and how much of an increase was seen in the sales of the water bottles.
Ideally, during the introductory phase in the 1st month, free samples would’ve been given to various
consumers in order to increase awareness. However, due to increasing awareness, consumers would
come forward to try and purchase our product.

In order to assess how the awareness campaign went, the company would ideally have to work on
benchmark reports, wherein we assess as to how successful our STP was and whether the marketing
campaign was able to achieve the desired numbers and conversion rate. The company must
measure every action using KPIs to figure out if we earned the ROI we expected. Measuring
the effectiveness of the strategies and activities we implemented in our digital marketing
will help us correct what doesn’t work to achieve the goals we set.

The tools to be used for measuring the performance would include the following:

 Facebook Insights
 Google Analytics
 Webmaster tools
 Iconosquare for Instagram
 Adobe Analytics

Month 3: Loyalty and Repurchases

After engaging the prospective buyers in month 1 and converting these leads into buyers in month 2,
the final lap is to make sure these buyers become loyal to the brand and come back to repurchase
the pellets and even if competition kicks in, they still prefer our brand and product over the others.
DIGITAL MARKETING PLAN
In order to make sure the company has the consumers’ undivided attention and loyalty, we ought to
come up with a strategy to keep our customers engaged. The following measures would be best
suited:

 Awarding Customers: Digital marketing is an extension of traditional marketing. Similarly,

the trending concept of reward points and cash-backs come from the traditional
membership card. Offering some reward points to the recurring customers to encourage
repeat business. Such points would be used by them as discount when they purchase the
pellets or any other future product
 Providing Extra perks for loyal customers: Giving extra discounts, free replacement of
filters, etc., can further create a sense of belongingness in the minds of the consumers and
this would help solidify our brand’s position in the minds of the consumers. A loyal and
happy customer would always spread the word about the company and generate more
potential buyers.
 Referral Programs: In order to bring in new customers from the existing ones, referral
programs can be of great help. The existing customers would be getting system generated
IDs (e.g. 112003) which can be used as a referral ID by their friends. The person using the ID
would get some benefit, and the person’s whose ID is being used would be getting some
reward points.
 Greater Customer Service: Purchasing a great product isn’t the only thing a customer wants.
He/she would also want to have a robust service centre wherein their grievances are
handled quickly. The company can use the Community Forums, Social media sites such as
Facebook, WhatsApp for business, wherein the customers can reach out to the concerned
team easily and report the problems they face which can be then resolved quickly.
 Make Customers part of our Content: The company can try to make the customers a part of
its content. Adding the names of some of the promising customers in the content. It can also
share some good experience with the customers on the website. Adding their quotes,
photos on the website or blogs can be another way to make them feel special like they are a
part of the business. However, permission Would be taken prior to using their names on the
company’s website.

During these 3 months, continuous audit of the marketing operations would be done to ensure that
the money being spent on these activities is yielding the desired conversion rate.

Apart from the audit, the marketing activities through Social Media, SEO, Blogs, etc., would be on. It
would be used to make the target audience aware of the activities such as popup stores and events,
rewards given to customers etc.
DIGITAL MARKETING PLAN
The following is the plan as to how the company should allocate its budget to the various activities
of Inbound Marketing:

DESCIRPTION AMOUNT(MONTH-WISE)
ACTIVITY MONTH 1 MONTH 2 MONTH 3
WEBSITE DESIGN & HOSTING 10000 10000 10000
For account setup, monitoring, re-targeting and maintenance - ad expenses extra
ADVANCED SEO 15000 15000 15000
500 Words Blog BLOGPOSTS 5000 5000 5000
FACEBOOK ADS 35000 25000 20000
Social Media Marketing & online reputation management
INSTAGRAM POSTS 40000 30000 25000
Stalls/Tables to be put up at various hotspots such as stalls, etc POPUP EVENTS 30000 30000 25000
SPONSORSHIP 15000 10000 10000
Sponsoring events and banners to be put up at college fests etc.
BANNERS 5000 7500 7500
Community forum to be set up to undertand the need of the customer and work on the same. COMMUNITY FORUM 30000 25000 40000

TOTAL 185000 157500 157500

Ideally, we would be doing the digital marketing on our own. Thereby the costs, would be much
lower as compared to when the company would’ve hired an external agency for the same. However,
there would be a trade-off between time and the cost.