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Digital Marketing strategy for Tea Villa Cafe by Neha Nambiar and Disha Teckani

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Digital Marketing strategy for Tea Villa Cafe by Neha Nambiar and Disha Teckani

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Digital Marketing strategy for Tea Villa Cafe by Neha Nambiar and Disha Teckani

  1. 1. -NEHA NAMBIAR -DISHA TECKANI
  2. 2. About Tea Villa Cafe
  3. 3. Mission - Establish “our brand”. Feeling of warmth and togetherness Vision 500 outlets Pan India. 30 outlets in Mumbai 5 in Pune & Bangalore. Founders Founded in 2014- Micky Panjwani and Roopanshi Bhatt.
  4. 4. BRANCHES Versova Grant rBandraVile parle Kandivali west Thane west Juhu Vashi
  5. 5. Most popular Tea Villa outlet *Based on results by zomato Bandra-7100 Versova-5340 Vashi-444 Churchgate-458
  6. 6. *on the basis of Facebook likes Most popular Tea Villa outlet
  7. 7. Social Media
  8. 8. 57,970 58,067 4.0 65 168 341 9880 779 395 Available on:
  9. 9. Not Available on:
  10. 10. Stats Src-socialbaker
  11. 11. Best Social Media Campaign FASHION FLEA MARKET #TeavillaFlea
  12. 12. Justin Beiber Concert Passes Giveaway
  13. 13. Offers/Contests/Events on Special Occasions India vs Pakistan Tea Villa AnniversariesWomens Day
  14. 14. Media Coverage DNAPune Times Perfect women magazine
  15. 15. teavilla.in Website Sneak peak
  16. 16. Updated- 4th Dec
  17. 17. Neat and simple website No contact form Initially didn’t have a CTA
  18. 18. SEO
  19. 19. Meta Description tag “Tea Villa Café is a finest range of chain outlets seving differerent varieties of Tea. Order variety of teas including Mexican Cinnamon, Tiramisu, White & Black Tea Online from their website teavilla.in Length : 205 Title tag “Tea Villa Café” Length : 14 Tea Villa Café serves the best tea, waffles, Nutella milkshake in town. Order online to treat your tastebuds. Mumbai | Pune | Vadodara | Surat Length: 142
  20. 20. Keywords
  21. 21. Keyword SERP rank Villa Rank-1 Tea Café Rank-1 Tea around me Rank-7 Best tea In Mumbai Rank-11 Tea Café in Pune Rank-17 Villa Online Rank-28 villa
  22. 22. Backlinks
  23. 23. Mumbai Café Cafes in Pune Green tea Best café in Vadodara Waffles In Mumbai Best café in Mumbai Best waffles in Mumbai Coffee shops near me Nutella milkshake Fast food Suggested Keywords Tea Villa Café serves the best tea, waffles, Nutella milkshake in town. Order online to treat your tastebuds. Mumbai | Pune | Vadodara | Surat Length: 142
  24. 24. ₹12.26
  25. 25. Improve Backlinks Work on content Initially didn’t have a CTA Reduce Meta Description Keywords -not on site title Keywords- Meta Description Recommendation
  26. 26. Google Search
  27. 27. No google ads Tea villa cafe
  28. 28. No email marketing Contact form?
  29. 29. Only ads done:
  30. 30. MOOD BOARD
  31. 31. COMPETITIVE ANALYSIS
  32. 32. NATIONAL INTERNATIONAL
  33. 33. OVERVIEW SOCIAL MEDIA • 15.9 K likes • 15.9 K followers • 57.9 K likes • 58 K followers • 90.8 K likes • 90.5 K followers • 1.5 K posts • 1.5 K followers • 791 posts • 9.9 K followers • 1.5 K posts • 35.6 K followers • 2.2 K tweets • 436 followers • 341 tweets • 168 followers • 2.4 K tweets • 1.3 K followers • 35 subscribers • 1 video ------- • 148 subscribers • 64 videos
  34. 34. BEST CAMP- CBD #WednesdayGameNights#OkCupid#ChildrensDay
  35. 35. CONTESTS- CBD I-phone 7 giveaways #MothersDay Outlet openings
  36. 36. CONTESTS- TT Raffle Draw Contest Selfie Contest Raksha Bandhan
  37. 37. CAMPAIGN #ThirstyThursday #DiaBEATit Pizza and waffle fest
  38. 38. GOOD CONTENT Diwali #FoodArt Gandhi Jayanti #TeaPuns
  39. 39. Good interface and graphics CBD Rewards Journey of CBD
  40. 40. WEBSITE- TT Prominent CTA Tea appreciation workshop Merchandise
  41. 41. SIMILARITIES 1. Exact Order-online form
  42. 42. Franchise form
  43. 43. WHAT TEA VILLA LACKS: Contact form -Contact us Form
  44. 44. Google Ads Merchandise Sponsorship
  45. 45. But despite that, Teavilla wins Src- Likealyzer
  46. 46. TARGET AUDIENCE
  47. 47. • Age: 16-35 • Gender: Unisex • Income Status: Middle Class and Upper Middle Class • Location: Tier 1 and Tier 2 cities • Other: 3km radius from each outlet • Behavior: Health conscious, Tea lovers & Waffle lovers.
  48. 48. Buyer Persona-1 • Name: Samaira Malhotra • Gender: Female • Age:19 • Family Background:Upper middle class • Income Source: Parents • Studies BMM in UPG college • Location: Bandra • Details: Foodie, Outgoing, Explores new cafes every weekend, active on social media (mainly Instagram & Snapchat)
  49. 49. Buyer Persona-2 • Name: Ajay Verma • Gender: Male • Age: 26 • Family Background:Upper middle class • Occupation: Graphic Designer • Income Source: 50,000 per month • Location: Pune • Details: Creative,Tea Lover, Artist, Nature Lover, Has a sweet tooth, parties every weekend, Goa trips every year
  50. 50. Buyer Persona-3 • Name:Aayushi Gupta • Gender: Female • Age:32 • Occupation: Yoga instructor • Income: 30,000 per month • Location: Vile Parle, Mumbai • Interests & Hobbies: Loves Yoga, fitness freak, green-tea lover, diet conscious, active on facebook
  51. 51. BLOGS
  52. 52. Tea Culture around the world- How tea is consumed/ treated in countries like Japan.
  53. 53. Tea bag DIY- Don’t throw away your teabag as yet • Alternate ways of using tea bags
  54. 54. Make your room Pre-TEA • Room décor ideas
  55. 55. What makes tea drinkers different • Characteristics of what makes a tea drinker stand out – as opposed to someone who drinks coffee
  56. 56. Poll- Coffee vs Tea • Allow audience to support their favorite beverage by voting for it
  57. 57. • A questionnaire to tell the audience which tea suits/ defines their personality Quiz- which tea suits your personaliTea
  58. 58. Tea and travel- born & brewed • Stories of how tea has added to the wanderlust
  59. 59. E-MAIL MARKETING
  60. 60. Email/Newsletter subscription offer Checkout our products/services Cart Abandonment offer Special Discount offers If not converted to sales Stored products in cart Blog Email Order online website Redirected to Follow up email If customer bounces If customer purchases Food Review (Contest Email) Engaging Mail Upcoming offers/Contests/ Outlets/Food Thank You Email Welcome to Tea Villa Cafe
  61. 61. 1.Contest and giveaway dinner • Subject line- Are you In It to Win It? #ContestAlert • #FamilyParTea review our food in the most creative way possible- and win a free dinner with your family.
  62. 62. 2. Cart abandonment + Offers(on the food in cart) Subject line- Psst. You left something in the cart-10% discount exclusively for you!
  63. 63. 3. Email/newsletter subscription offer • Subject line- Sign up to our newsletters and get a 10% off.
  64. 64. 4. Customer loyalty offer (personalized email) • Subject line- Aisha, You’ve been TeaReffic. Tea exclusively on the house for you! • Eg- Your 4th cup of tea at teavilla is on the house. • Continue being TeaRiffic!
  65. 65. 5.Festive special- taste of 2018 • Subject line- You’re the best, so is this deal- have a taste of 2018 • Avail exciting offers from 25th Dec to new years.
  66. 66. CONTENT BUCKET
  67. 67. • Buzzfeed- How not to make a tea. • Making of waffles/ Nutella shake • Tea • Waffles • Offers • Deja- Brew Mug Videos Product Posts Campaigns • #EqualiTea • #WordPower • #JoinTheCommuniTe a Polls • Coffee vs Tea • Waffles vs Pancakes Listicles • Top 10 tea etiquttes around the world • Top 5 unusual ingredients to make tea • Tea according to your mood • Tea Puns • Demotivational posts • Calamity Without My Tea Memes • International Tea Day • Kit-Tea party • Flea Market Festivals • What makes Tea drinkers differerent • How to make your room PreTea • What tea suits your personality. Blogs
  68. 68. SOCIAL MEDIA CAMPAIGNS
  69. 69. Campaign 1- #EqualiTea • Social Movement • Pictures of tea to depict discrimination in the society • Objective: Engagement & Awareness. • Audience will be asked to share their story about discrimination using #EqualiTea along with pictures • tag @TeavillaCafe. • Best stories will be featured on Teavilla’s Page.
  70. 70. Campaign 2- #WordPower • Demotivational posts- Uses satire/sarcasm on mainstream motivational quotes • The quotes are teapuns • Tag your friends who can relate to it
  71. 71. Campaign 3 - #ChaiKiChuski • Objective: Improve twitter reach/engagement • Campaign: “You decide your discount” Posts revolving around tea- videos, memes, posts, tea puns, pictures with/of tea etc. The number of retweets would determine their disount. For eg, 75 retweets would give a 75/- off. However, cannot exceed over 50% of price.
  72. 72. 15 150 440 #ChaiKiChuski #TeavillaCafe #ChaiKiChuski #TeavillaCafe *How to kidnap me* Kidnapper: Chai piyega? Me: Chalo! #ChaiKiChuski #TeavillaCafe
  73. 73. INFLUENCERS
  74. 74. 154 k 506 2517 likes Promotes campaigns and contests. Different Instagram page for desserts- Munchy Desserts No 1- Top 15 Instagrammers - Huffington Post 3-5 k per post
  75. 75. #JoinTheCommuniTea Offers
  76. 76. 160 k 3.1 K likes 3.2 k Food events and fun contests Food- making videos Giveaways to followers 3.5 K per post
  77. 77. Waffle making- Nutella shake making
  78. 78. Radhika Bose @Yogasini 155 sub 71.4 K 3.6 K likes Has done promotion s for CBD Makes promotional videos on youtube Famous for coffee and waffle posts. 233
  79. 79. #DejaBrew Healthy teas to indulge in after workout sessions- video Promotions about Tea 20 k Video 3-5 k per post
  80. 80. 24 M Likes 62.9 K Likes 1 M 70 K sub Food videos, DIY’s, funny videos, recipes Has a Mobile Application One of the biggest content sharing sites 1-2 lakh per video
  81. 81. How (not) to make tea
  82. 82. ORM
  83. 83. Complaints mostly about bad service Non-functional on Zomato, despite good reviews Feedback neglected and unattended Good reviewsBad reviews
  84. 84. Questions where Teavilla Café appears Suggested questions
  85. 85. Sponsored ads
  86. 86. MEDIA BUDGET
  87. 87. BUDGET (₹ 2,00,000) Social Media- 3 Campaigns (₹ 1,20,000) Google Display Ads (2) (₹ 40,000) Monthly ( ₹ 40,000 per campaign) Daily ( ₹ 1333.33 per post) Monthly ( ₹ 20,000 per campaign) Daily ( ₹ 666.66 per post) CPC( ₹ 8)
  88. 88. AD CAMPAIGNS
  89. 89. Ad Campaign-1 #WaffleyWedded
  90. 90. Objective: Lead Generation
  91. 91. Landing Page #WaffleyWedded
  92. 92. Ad Campaign-2 #TeaRiffic
  93. 93. Objective: Lead Generation
  94. 94. AD CAMPAIGN-3 #JoinTheCommuniTea
  95. 95. Objective- Increase reach
  96. 96. Landing page- https://neha8nambiar.wixsite.com/teavillacafe
  97. 97. DISPLAY ADS
  98. 98. (Location) (Drive Action) (Budget) (Reach)
  99. 99. DISPLAY AD 1
  100. 100. DISPLAY AD 2

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