Digital Marketing presentation, City University London - Food

1. The spirit of India

2. 1. Identify a gap in the market and solve a specific problem
2. Target customer
3. Branding
4. Marketing Strategies (On-line and Off-line)
5. Objectives
6. How they will be measured
Building up our business

3. 1. Identify a gap in the market and solve any
specific problem
Introduction of Fair Trade Chili products
•Lack of Organic & Fair Trade Chili products in
the market
•Provide the products: no other companies
provide organic Chili Naga Sauces
and Chocolate

4. 2. Target Customers
AGE: From 20 to 50 years old
GENDER: Men/Women
INCOME: £30,000 to £50,000 (Middle-class
average income)
BUYING HABITS: How do they find the
product and how do they make decisions
about it
INTERESTS: Health, Fair trade & Organic
Lovers

5. NAME: Translation from Indian word “Naga Bhut Jolokia”, meaning “Ghost
Chili”, because anyone who has tried it, they say, could end up an
“apparition”. It’s so hot, it’s like “dying”.
LOGO: Connection with the name.
The letter “G” fades from the bottom
COLOURS: Palette used
Spirit of India – Recall the Chili colour & Really visible
SLOGAN: “The Spirit of India”. Connections between Spirit & Ghost
3. Branding

6. Sauces: We created three different types of heat
Chili Flakes:
£1.99 each
Mild Medium
£4.99 each
Hot
Our Products:
We offer a range of 100% organic chili sauces & products
Chili Chocolate
£1.99

7. On-Line Marketing Strategies:
•Website: Using relevant meta title & key phrases to make our site “Search
Engine friendly”
•On-line PR: Blog and Social Media to interact with
our customers
•Scanning the barcode on the bottle with a smart phone, the customer will
have access to the most voted recipes on the website
•Opt In E-mail: Build a responsive database by having people registration
to the website and voting for the best recipe. The winner will get a basket
with samples of our products
•Opt In E-mail: E-Newsletter –Tips about diets & wellness, as well as the
monthly update on the sponsored charity projects in India
4. Marketing Strategies

8. Off-line Marketing Strategy:
Customer Sales Promotions
•Collecting two vouchers from used bottles: 30% discount on the
third
•Sending back two empty bottles: 50%
discount on the third (Aware of the
importance of recycling)
4. Marketing Strategies
•Demonstration in organic supermarkets
& shops (Can you handle it? Campaign)

9. Online Marketing:
The Website

10. Home Page

11. About Us

12. Our Vision

13. Competitions

14. The Blog

15. E-Newsletter

16. Contact Us

17. Facebook Page

18. Twitter Account

19. Pinterest Page

20. 5. Objectives
• Increase brand visibility in the UK market within age bracket of
20-50 by 70% for our list of Products from January 2013 through
to April 2013.
• Increase visits to our website by 50% during the same period.
• Increase our conversion rate by 20%.
• Reduce packaging costs by 10%.

21. 6. How will they be measured?
• Measure the number of brand searches through Google
Analytics, survey results, social media metrics such as likes
and retweets of the brand. Newsletters and email campaigns
will include specific promotional urls to measure effective
performance of these tactics.
• Monitor number of visits on a daily basis throughout the
three month campaign
• Measure product sales per visits daily an adjust our
campaigns tactics accordingly, to drive customers more
effectively through the conversion funnel.
• Monitor our bottle recycling scheme weekly.