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Digital Marketing Strategy by Hitesh Makaney - Coffee by Di Bella

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Digital Marketing Strategy by Hitesh Makaney - Coffee by Di Bella

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Digital Marketing Strategy by Hitesh Makaney - Coffee by Di Bella

  1. 1. COFFEE BY DI BELLA
  2. 2. ● AUSTRALIAN BRAND STARTED IN 2002 IN BRISBANE ● FOUNDED BY PHILLIP DI BELLA ● “DI BELLA” COMES FROM ITALIAN WORD “BELLA” MEANING BEAUTIFUL ● STORES ACROSS AUSTRALIA, CHINA, USA, NEW ZEALAND AND INDIA INTRODUCTION
  3. 3. PRESENCE IN INDIA ● INTRODUCED IN 2011 ● 11 LOCATIONS ACROSS MUMBAI ● STRATEGICALLY LOCATED LIKE NEAR COLLEGES, BEACHES AND MALLS ● PLANNING TO INVEST USD 2.5 MILLION DOLLARS IN 2017* *SOURCE - BRAND EQUITY -20/03/17
  4. 4. SOCIAL MEDIA PLATFORMS PRESENT ON
  5. 5. INSTAGRAM POSTING PATTERN FOR DATA FROM 1/01/17- 01/05/17
  6. 6. IMAGE VS VIDEO FOR DATA FROM 1/01/17- 01/05/17
  7. 7. FOLLOWERS FOR DATA FROM 1/01/17- 01/05/17
  8. 8. FACEBOOK FOR DATA FROM 1/01/17- 01/05/17
  9. 9. NUMBER OF FANS FOR DATA FROM 1/01/17- 01/05/17
  10. 10. TWITTER FOR DATA FROM 1/01/17- 01/05/17
  11. 11. NUMBER OF FOLLOWERS FOR DATA FROM 1/01/17- 01/05/17
  12. 12. TOP HASHTAGS #CBD #DIBELLA #COFFEEBYDIBELLA #CBDONTHEGO #SUMMERWITHDIBELLA FOR DATA FROM 1/01/17- 01/05/17
  13. 13. DELIVERY PARTNERS ZOMATO SWIGGY UBEREATS PROMOTION PARTNERS FRAPP HASHTAG LOYALTY
  14. 14. CAMPAIGNS & CONTESTS #GOTWITHDIBELLA
  15. 15. #CBDVALENTINE USED #DROPAHINT IN CREATIVE USED #CBDVALENTINE
  16. 16. #OKCUPID GET PETS AND GET 20% OFF
  17. 17. SPECIALITY USED AS BUILD UP FOR SPECIALITY COFFEE MENU DID NOT USE ONE HASHTAG
  18. 18. COMPETITIVE ANALYSIS
  19. 19. CAFE COFFEE DAY MOTHER’S DAY CAMPAIGN ● RUNNING ON FACEBOOK, INSTAGRAM AND TWITTER USING #MOTHERSDAYWITHCCD
  20. 20. SUMMER CHILLERS ● INTRODUCING SUMMER SPECIALS ● RAN ON INSTAGRAM, FACEBOOK & TWITTER ● USING HASHTAGS #CITRUSCOLDBREWCOFFEE #SUGARCANEREFRESHER ● NOT USING ONE SINGLE HASHTAG FOR THE ENTIRE CAMPAIGN LIKE #SUMMERCHILLER
  21. 21. #MAGICALBREWTALES CAMPAIGN FOR CHRISTMAS
  22. 22. FACEBOOK POSTS AS PER DAY FOR DATA FROM 05/04/17 - 04/05/17
  23. 23. TYPE OF POSTS FOR DATA FROM 05/04/17 - 04/05/17
  24. 24. INSTAGRAM POSTS AS PER DAY FOR DATA FROM 05/04/17 - 04/05/17
  25. 25. TYPE OF POSTS FOR DATA FROM 05/04/17 - 04/05/17
  26. 26. STARBUCKS #COMINGSOON USED TO CREATE HYPE FOR LOYALTY APP ONLY ON INSTAGRAM USING MINIMALIST DESIGNS
  27. 27. #SHOWYOURFLAVOUR ● RAN ON FACEBOOK, INSTAGRAM AND TWITTER
  28. 28. FACEBOOK POSTS AS PER DAY FOR DATA FROM 05/04/17 - 04/05/17
  29. 29. PICTURES VS VIDEOS FOR DATA FROM 05/04/17 - 04/05/17
  30. 30. INSTAGRAM POSTS AS PER DAY FOR DATA FROM 05/04/17 - 04/05/17
  31. 31. PICTURES VS VIDEOS FOR DATA FROM 05/04/17 - 04/05/17
  32. 32. CCD VS DI BELLA VS STARBUCKS FB FOR DATA FROM 05/04/17 - 04/05/17
  33. 33. NUMBER OF FANS FOR DATA FROM 05/04/17 - 04/05/17
  34. 34. TOTAL REACTIONS, COMMENTS & SHARES FOR DATA FROM 05/04/17 - 04/05/17
  35. 35. ENGAGEMENT VS NUMBER OF POSTS FOR DATA FROM 05/04/17 - 04/05/17
  36. 36. ENGAGEMENT VS GROWTH
  37. 37. CCD VS DI BELLA VS STARBUCKS IG FOR DATA FROM 05/04/17 - 04/05/17
  38. 38. ENGAGEMENT FOR DATA FROM 05/04/17 - 04/05/17
  39. 39. ENGAGEMENT VS NUMBER OF POSTS FOR DATA FROM 05/04/17 - 04/05/17
  40. 40. ENGAGEMENT VS GROWTH
  41. 41. BUYER PERSONAE
  42. 42. TARGET TARGET AUDIENCE IS PEOPLE AGED BETWEEN 16-35 SEGMENTATION SEGMENTATION ON BASIS OF AGE, OCCUPATION AND LOCATION 1. AGE BETWEEN 16-21 i.e STUDENTS 2. AGE BETWEEN 22-27 i.e YOUNG PROFESSIONALS 3. AGE BETWEEN 28-35 i.e ESTABLISHED PROFESSIONALS AND ENTREPRENEURS ONLY TARGETING AUDIENCE WITHIN THE 4KM RADIUS OF EACH DI BELLA LOCATION
  43. 43. PERSONA 1 NAME - SONIA CHAWLA AGE - 19 GENDER - FEMALE EDUCATION - BMM STUDENT LOCATION - BANDRA SOURCE OF INCOME - PARENTS
  44. 44. PERSONA 2 NAME - VARUN MALHOTRA AGE - 24 GENDER - MALE EDUCATION - ENGINEERING STUDENT LOCATION - VERSOVA INCOME - INR 2,50,000 TO 3,00,000 pa
  45. 45. PERSONA 3 NAME - RANJIT GOYAL AGE - 30 GENDER - MALE EDUCATION - COMMERCE GRADUATE & MBA IN MARKETING LOCATION - COLABA INCOME - INR 12,00,000 TO 15,00,000 pa
  46. 46. SEO AUDIT
  47. 47. SEO TITLE - COFFEE BY DI BELLA INDIA LENGTH : 26 META DESCRIPTION - THE BEST AUSTRALIAN COFFEE, NOW IN INDIA. STORES ACROSS MUMBAI AND SOON IN YOUR CITY TOO LENGTH : 89
  48. 48. KEYWORD CONSISTENCY
  49. 49. TEXT TO HTML RATIO : 13% NUMBER OF PAGES - 7 NUMBER OF IMAGES - 5 IMAGE ALT TAGS - 3 OUT OF 5 DO NOT HAVE ALT TAGS BROKEN LINKS - NONE OUTWARD BACKLINKS - NONE
  50. 50. XML SITE MAP - MISSING TOTAL SIZE - 2.77 MB RENDERED FOR DIFFERENT DEVICES - YES NOT CONNECTED FACEBOOK NOT CONNECTED TWITTER NOT CONNECTED INSTAGRAM
  51. 51. TOP 10 BACKLINKS
  52. 52. RECOMMENDATIONS LINK SOCIAL MEDIA ACCOUNTS ADD ALT TAGS TO IMAGES USE META DESCRIPTION FOR ALL THE PAGES ADD XML SITEMAP ADD MORE PAGES IN THE MENU SECTION START OWN COMPANY BLOG
  53. 53. KEYWORDS “COFFEE BY DI BELLA” AVG NO. OF SEARCHES - 100-1K SERP RANK - 3
  54. 54. “DI BELLA” AVG NUMBER OF SEARCHES 1K - 10K SERP RANK - 5
  55. 55. “DI BELLA BANDRA” AVG NO OF SEARCHES : 100-1K SERP - 1ST ON 2ND PAGE
  56. 56. “COFFEE SHOPS IN BANDRA” AVG NO. OF SEARCHES 100-1K 2ND ON LISTICLE
  57. 57. “COFFEE BY DI BELLA MENU” AVG NO. OF SEARCHES 10-100 SERP RANK 5TH ON 1ST PAGE
  58. 58. PLATFORMS
  59. 59. CURRENT PLATFORMS PINTEREST & YOUTUBE ARE NOT INDIA SPECIFIC
  60. 60. PLATFORM NOT PRESENT ON SNAPCHAT IS A WAY FOR REACHING YOUTH STORIES ABOUT COFFEE CAN BE SHARED USE INFLUENCERS TO START
  61. 61. CONTENT BUCKET
  62. 62. FOR THE MONTH OF MAY 2017
  63. 63. CAMPAIGNS
  64. 64. #FAKETOIDS ALTERNATE HASHTAG - #FAKEQUOTES PUTTING FAKE QUOTES ABOUT IMPLAUSIBLE SITUATIONS ABOUT STORIES HAPPENING AT DI BELLA FOCUS ON HUMOUR THEN ASK AUDIENCE TO SHARE THEIR DI BELLA
  65. 65. #COFFEEBUDDY ALTERNATE HASHTAG - #COFFEECOMPANION ASK THEM THEIR FAVOURITE THINGS TO DO WITH COFFEE POST PICTURES WITH YOUR #COFFEEBUDDY INCREASE ENGAGEMENT IMPROVE RELATIONSHIP SCORE
  66. 66. #MUMBAICOFFEE ALTERNATE HASHTAG - #COFFEEHANGOUT POST PICTURES OF COFFEE HELD IN HANDS AT POPULAR LOCATIONS OF MUMBAI ASK AUDIENCE TO POST THEIR OWN HANGOUT SPOT ASSOCIATE THE BRAND WITH THE CITY POSITION AS A LIFESTYLE BRAND
  67. 67. #COFFEESPEAKS FACTS ABOUT COFFEE PRESENTED IN A WAY, IF COFFEE COULD SPEAK
  68. 68. #CROPTOCUP MORE THAN JUST COFFEE, ABOUT PEOPLE SUPPORT THE COMPANIES, ETHICAL RESPONSIBILITY BUILD DIRECT RELATIONSHIPS WITH COFFEE GROWING COMMUNITIES TELL THE STORY OF COFFEE FROM FARM TO FACTORY TO STORES
  69. 69. POST PICTURES OF COFFEE FROM DI BELLA TAG ONE ACCOUNT TO IT ONCE A PERSON TAPS ON THE IMAGE GOES TO A PAGE SHOWING RAW MATERIALS FOR THE COFFEE
  70. 70. BRAND MOOD BOARD
  71. 71. BLOGS
  72. 72. HISTORY OF COFFEE ABOUT COFFEE TRACE IT TO ROOTS ADD TIMELINES USE INFOGRAPHICS
  73. 73. TOP 5 COFFEE BLENDS SHOW DIFFERENT TYPES OF COFFEES PUSH 2 OR 3 PRODUCTS OF DI BELLA
  74. 74. WORLDWIDE DI BELLA SPEAK ABOUT DI BELLA’S WORLDWIDE PRESENCE SIMILARITIES & DIFFERENCES IN CONSUMPTION HABITS ACROSS AUSTRALIA, CHINA, USA & INDIA
  75. 75. COFFEE & MOVIES TOP FIVE MOVIES ABOUT COFFEE TOP TEN COFFEE REFERENCES IN MOVIES TOP FIVE COFFEE REFERENCES IN TV SHOWS
  76. 76. CROP TO CUP BUILDING DIRECT RELATIONSHIPS WITH COFFEE GROWING COMMUNITIES ABOUT PEOPLE PROCURING, PICKING, PROCESSING, SCREENING, BLENDING AND ROASTING
  77. 77. HANGOUT SPOTS TOP 5 SPOTS TO CHILL IN THIS SUMMER SPEAK ABOUT NIGHTLIFE FOCUS ON ESSENCE OF MUMBAI
  78. 78. WAYS TO GET SUBSCRIBERS PERMISSION WHEN FREE WIFI IS GIVEN AT STORE START ACCOUNTS FOR EVERY CUSTOMER BUY 9 GET 10th FREE NEEDS MOBILE NUMBER & E-MAIL ID SOCIAL MEDIA ADS
  79. 79. E-MAIL
  80. 80. FRIENDS DISCOUNT SUBJECT - “KEEP YOUR FRIENDS CLOSE AND COFFEE CLOSER” BUY 4 COFFEES AND GET 5th FREE
  81. 81. LOYALTY SUBJECT - “JUST WHEN YOU THOUGHT YOU WERE OUT WE PULLED YOU BACK IN” BUY 9 COFFEES AND GET TOth ONE FREE
  82. 82. WAFFLE SUBJECT LINE - “GET BAFFLED WITH OUR WAFFLES” OR “THE BATTER IS READY AND THE IRON IS HOT, WHAT ARE YOU WAITING FOR?” TRY OUR DELICIOUS WAFFLES USE IMAGES
  83. 83. LISTICLE SUBJECT LINE - TOP 5 BLENDS TO TRY AT DI BELLA
  84. 84. MANGO SUBJECT LINE - “THIS SUMMER, manGO CRAZY WITH OUR MANGO SPECIALS”
  85. 85. CONTENT INFLUENCERS
  86. 86. MALLIKA DUA FACEBOOK - 200K INSTAGRAM - 180K YOUTUBE - 20K SUBSCRIBERS GOOD PRESENCE ON SNAPCHAT DOES CHARACTERS DOES SPONSORED CONTENT
  87. 87. IMPLEMENTATION MAKE VIDEOS WITH CHARACTERS PROMOTE OFFERS
  88. 88. VARUN THAKUR FACEBOOK - 173K TWITTER - 73K INSTAGRAM - 47K STRONG SNAPCHAT FOLLOWING VICKY MALHOTRA CHARACTER STAND UP SET ABOUT COFFEE SHOPS DOES BRANDED CONTENT
  89. 89. IMPLEMENTATION PROMOTE BRAND ON SNAPCHAT VICKY MALHOTRA CHARACTER SPEAKING ABOUT DI BELLA SPONSOR STAND UP VIDEOS
  90. 90. SHIFFA MERCHANT FACEBOOK - 50K INSTAGRAM - 62K TWITTER - 9.9K BLOG - SASSYSHIFSAYS BACKLINKS - 92 *SOURCE - BLOGMINT
  91. 91. VISITOR DEMOGRAPHICS
  92. 92. FOOD BLOGGERS MUMBAIFOODIE INSTAGRAM - 240K FACEBOOK - 16.5K
  93. 93. BIGBHOOKAD INSTAGRAM - 25K FACEBOOK - 22.4K MUMBAI GLUTTON INSTAGRAM - 19K
  94. 94. THE GREEDY GLUTTON INSTAGRAM - 10.3K
  95. 95. BOMBAYBHUKKAD INSTAGRAM - 32K FACEBOOK - 2.7K HUMAN TOUCH IMPLEMENTATION CONTESTS ON INSTAGRAM & FACEBOOK POSTS FOR NEW PRODUCTS
  96. 96. #CBDFACEOFF HOST COFFEE BLENDS COMPETITION ON SATURDAYS AMONG BLOGGERS USE BLOGGERS WEB PRESENCE TO ATTRACT CROWDS WINNERS DECIDED BY CROWD WINNERS BLEND GOES ON MENU AS A SPECIAL HELP INCREASING SALES
  97. 97. BOOKS ON TOAST PODCAST ABOUT BOOKS HOSTED BY ANUYA JAKATDAR & SHARIN BHATTI GET POPULAR PEOPLE LIKE ROHAN JOSHI, DIA MIRZA AND KANAN GILL PEOPLE COMMONLY ASSOCIATE BOOKS WITH COFFEE -6.2K SUBSCRIBERS -860 FOLLOWERS -4.6K LIKES -2.4K FOLLOWERS
  98. 98. ORM PLATFORMS
  99. 99. ZOMATO
  100. 100. TWITTER TRACK PEOPLE TALKING NEGATIVE ABOUT COMPETITORS
  101. 101. GOOGLE REVIEWS
  102. 102. QUORA
  103. 103. YAHOO
  104. 104. MEDIA PLANNING
  105. 105. STUDENT DISCOUNT OBJECTIVE - CONVERSION
  106. 106. LANDING PAGE - MESSENGER BUDGET 350/DAY BUDGET ALLOCATION =350*8=2800
  107. 107. VVVVV NOTE THAT THIS CAMPAIGN IS ONLY ON TUESDAYS SO AD WILL RUN ONLY 8 DAYS IN A MONTH
  108. 108. AD FOR WAFFLES OBJECTIVE - ENGAGEMENT
  109. 109. BUDGET ALLOCATION = 300*31=9300
  110. 110. LEAD GENERATION
  111. 111. TOTAL BUDGET ALLOCATED =700*30=21000
  112. 112. FORM
  113. 113. SLIDESHOW AD
  114. 114. GOOGLE DISPLAY ADS MANGO AD DAILY BUDGET - INR 300 MAX CPC - INR 8
  115. 115. MONDAY AD DAILY BUDGET - INR 500 MAX CPC - INR 8 SCHEDULING - ONLY ON MONDAY
  116. 116. TARGETTING USING AFFINITY AND IN MARKET AUDIENCES
  117. 117. OUT OF THE BOX
  118. 118. LOYALTY APP REWARD POINTS FOR LOYAL CUSTOMERS USE “BUY 9 GET 10th FREE” PAY ONLINE RECEIVE PERMISSION FOR COMMUNICATIONS SEND OFFERS WHEN CUSTOMERS ARE NEARBY ORDER COFFEE ON YOUR WAY TO THE LOCATION
  119. 119. SNG SPONSOR BIG QUESTION WITH SNG COMEDY PODCAST DO ONE PODCAST AT DI BELLA INCREASE AWARENESS AND RECALL COMEDIANS GETTING COFFEE AT DI BELLA TALK SHOW WITH COMEDIANS
  120. 120. COFFEE TABLE BOOK TABLE COFFEE TABLE BOOK ABOUT EXOTIC AND PREMIUM COFFEES WHICH TURNS INTO A SMALL TABLE
  121. 121. BREAKFAST WITH CHAMPIONS HOSTED BY GAURAV KAPOOR OF IPL FAME CRICKETERS CHAT OVER BREAKFAST EPISODE COULD SHOT AT DI BELLA “BREAKFAST WITH CHAMPIONS” POWERED BY DI BELLA
  122. 122. "A customer is not only buying your product but the entire experience of the brand." - Phillip Di Bella

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