Shrishti Gupta, profile picture
Uploaded byShrishti Gupta
667 views

Digital Marketing Strategy - ASEAN Condiments

The document outlines a digital marketing strategy for ASEAN Condiments, focusing on launching the 'Kitchen Mate' brand. It highlights the objectives of expanding product offerings, entering international markets, and building a digital presence from scratch to engage with various customer segments. Key strategies include influencer partnerships, user-generated content, and targeted marketing plans to drive brand awareness and sales in both B2C and B2B models.

Embed presentation

Digital Marketing Strategy for ASEAN Condiments Shrishti Gupta Business Consultant - Media & Entertainment at Ernst & Young, India 1 Nicole Dörfler- Wojczik Entrepreneur & Consultant – Marketing 2 Rodolfo Juliani E-commerce coordination at Your ID Store 3 Alfred Anthony Sr. Management Professional in Kuala Lumpur, Malaysia 5 Thomas Haas EMEA Direct Marketing Solutions & Services Principal at Ricoh Europe 4 Presentation by Group 7
Brand vs Compete & Market Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand ASEAN Condiments ASEAN Condiments is a company that manufactures and trades variety of condiments, seasoning sauce, seasoning powder, food dressings and dipping sauces. Brand Kitchen Mate ASEAN Condiments plans to come up with a wide range of products under the brand name Kitchen Mate  Simple positioning as the word ‘Kitchen’ emphasizes where the product belongs  Easy to use packaging making the brand ‘Friendly’  International brand name such that it is easily relatable & pronounced by foreign costumers 6.1 8.6 2014 2020 (P) Condiment’s Market in Asia (in USD Bn) Roy ThaiDek Somboon Thai and Asian Condiments available in China & Asia markets via e-commerce distribution Direct Compete  With Increasing tourism and rapid changes in food consumption patterns, many leading food manufacturing companies are entering the condiments market to cater to the demands  In the past 4 years, the market has seen rising consumption of Asian flavoured condiments and sauces in regions across Australia, Europe & USA What is driving the growth of Asian Condiments and Sauces around the Globe?
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Objectives for ASEAN Condiments Business Objectives Marketing Objectives  Under ASEAN Condiments, launch a wide range of new products by brand name ‘Kitchen Mate’  Enter a new geographic market; especially penetrate in International Markets  Create differentiated offerings in both Business-2- Consumer and Business-2-Business models  Move to different online and offline distribution channels to widen reach & supply  Offer competitive pricing for product ranges with authentic tastes and quality  Eventually also offer product customizations  Gain market insights into customer needs & stay relevant in the evolving market & business  Increase brand awareness via various mediums in local and global markets  Acquire International customers by offering them wide variety of authentic Asian Condiments  Increase customer word-of-mouth, amplifying brand’s visibility across core TG & market  Increasing frequency of purchase increasing share-of- wallet of existing customers
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand ASEAN Condiment’s Current Public Digital Presence  ASEAN Condiments or brand Kitchen Mate has NO digital presence at all. It will need to start building its entire ecosystem from scratch! Digital Ecosystem for Kitchen Mate Brand & Product Website & App Social Media Presence Email Marketing Content Production & Distribution Integration with e- commerce ATL & BTL Activation Programs WhatshouldASEANCondimentsdo? Website & Mobile App Social Media Presence Email Marketing Content Production E-commerce integration Activation Programs  Information & e-commerce destination for all Kitchen Mate Products  Platform for customers to connect & collaborate with one another  Enhance brand awareness, acquire new customers & manage brand sentiment  Drive commerce & customer engagement along the marketing funnel  Increase the frequency of customer engagement along the CLV  Promote various product offerings & sales campaigns increasing wallet share  Create videos, white papers, other content to stay relevant with the customers  Drive International distribution in affiliation with e-commerce partners  Offline & online events to allow customers to connect & collaborate
Luxury Travelers “Status Lovers”  50% Men | 50% Women | Age 22 – 60 years | Urban/ Downtown Residents | Mansion & Cars  Somewhat digital-savvy users | more Traditional Media & Advertising followers  Financially independent | High Spend only on Premium Products | Cash or Credit Card Users  Comfort comes first| Experiments only with food & that represents uber & luxury  Premium brand lovers | Prefer unique experiences each time | Trend setters | Difficult to influence  Late Adopters of Technology | Rely more on Paid Advertising | High usage of iOS & multiple gadgets DemographicsPsychographicsTechnographics Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Customer Segmentation – Core TG Economy Travelers “Newies / Backpackers”  60% Men | 40% Women | Age 22 – 45 years | Urban/ Suburban Residents| 2-3 room Apartment  Digital-savvy users | Online Explorers | Spend time researching online before making a purchase  Financially independent | Mid-high spending power | Cash-on-delivery, payment wallet users  Likes cooking | Hands-on | Interest in Asian cultures | Experiments with lifestyle  Brand agnostic| Prefer multi-cultural consumption experience | Travelers & Explorers | Easy to influence  Early Adopters of Technology | Present on most social networks | Smart Phones (Android / iOS) DemographicsPsychographicsTechnographics
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Customer Segmentation – B2C & B2B Models Influencers / Advocate TG  Bloggers and Vloggers who talk about newly launched products in the market  Local and international chefs, restaurants that have high following on social media  Celebrities, influencers, publishers who review food & endorse brands  Customer Network that advocates the brand!  Age 25 – 45 | independent of gender | Live in urban areas of Western Europe, North America, Latin America and Australia | Early adopters of technology Resellers / Distributors  Offline & Online - Global Food Traders / Merchants / Resellers in Local Markets / Companies in areas of Western Europe, North America, Latin America and Australia  Professional buyers of spices, condiments and sauces such as Restaurants. Their interest will be to grow their portfolio of goods and to build profitable business relationships.  Partners on B2B Social Media (like LinkedIn), certain internet directories (like Alibaba), certain food- specific web portals (bigbasket.com)
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Value Propositions & Challenges for each TG (1/2) Economy Travelers “Newies / Backpackers” 1. Marketing Objective 2. Value Proposition 3. Barriers / Challenges  Gain market insights into customer needs & stay relevant in the evolving market & business  Acquire customers with authentic and varied product offerings  Increasing frequency of purchase increasing share-of-wallet of existing customers  Competitive pricing with authentic taste against other brands  Experiment & improvise with Asian flavours in cooking to make a difference to your routine  Good for health, must have with most meals positioning for enhanced customer relationship  Competitive landscape with established brands; it will take time for customers to trust the new brand & become loyal users of the condiments & sauces.  High CAPEX & OPEX required to setup the distribution network Luxury Travelers “Status Lovers” 1. Marketing Objective 2. Value Proposition 3. Barriers / Challenges  Position brand as premium must-have product in one’s kitchen & set first footprint into International Markets  Increasing frequency of purchase increasing share-of-wallet of existing customers  Carefully selected ingredients, customized products for special tastes, exclusive packaging & storing options  Good for health, must have with most meals positioning for enhanced customer relationship  TG is very difficult to influence and also hard to reach, hence conversion rate for customers to trust the new brand & become loyal users will be very high  High CAPEX & OPEX required to setup the distribution network
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Value Propositions & Challenges for each TG (2/2) Influencers / Advocate TG Resellers / Distributors 1. Marketing Objective 2. Value Proposition 3. Barriers / Challenges  Offer platform or opportunities where influencers could advocate the brand across their customer networks and amplifying brand’s visibility across core TG & market  Position strategies that honor causes that influencers support: such as women empowerment.  By implementing & promoting the concept where the condiments are prepared by community of tribal women, the brand value & sentiment would increase  Staying in positive light always & maintaining the brand image with the influencers as they have a huge fan following.  Operational risks involved in executing & sustaining the concept of having tribal women join the workforce 1. Marketing Objective 2. Value Proposition 3. Barriers / Challenges  Increase brand awareness and demand to attract more trade partners and vendors at profitable prices  Increase market share vs competitors with each trader/ vendor to grow sales & in turn revenue  Offer bulk products with innovative sales incentives  Offer a platform where traders/ vendors can collaborate with each other & the brand to drive sales  Since the brand and product range is new, ASEAN may not be able to mass produce the condiments in bulk in order to offer profitable incentives and encash the deals  Also there might be an initial resistance from the vendors to positively push Kitchen Mate over other established brands
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand 360* Snapshot of strategies that Kitchen Mate could adopt Offer users to connect with one another on website, app & social media sites - encourage users to advocate products, share their stories, their innovative recipes, blogs, vlogs. To add, offer content with tips that will lead to follow users, comment, like, & share Allow users to collaborate & submit their traditional/ secret recipes to be launched in parallel to the existing product range. Add user generated content to grow interactions with Kitchen Mate across geographies Customize the Kitchen Mate Condiments products as per positioning for both core TGs. Gain customer insights & needs via the ecosystem created to know their lifetime value to modify offerings to ensure repeat customer purchase By creating relevant content (video, white paper, etc.) across both traditional, digital & social media platforms, Kitchen Mate would target the different customers segments in their digital micro-moments & touchpoints With a user-friendly mobile app & 24X7 online & offline services – being accessible would be key to ensuring Kitchen Mate Condiments makes a presence & brand awareness in the market & creates some brand awareness amongst its TG Engage Customize Connect Collaborate Access 1 2 3 4 5 ASEAN Condiments Kitchen Mate
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Strategies for Luxury Travelers “Status Lovers” Unique Marketing Objective:  Position brand as premium must-have product in one’s kitchen & set first footprint into International Markets  Increasing frequency of purchase increasing share-of-wallet of existing customers Access Design omnichannel strategy to work together for the same TG  Be available and accessible 24X7 at various digital and offline touchpoints for the customer  Offer helpline support on-call / via chat & social proposition for customer satisfaction & retention. Drive commercial campaigns & CSR initiatives to positively stay relevant & in-news at all times.  Drive affiliate marketing as multi-platform play to grow International footprint & visibility for the brand Additional features to increase International footprint  List product and offers on most trade and ecommerce sites  Run SEO & SEM paid advertisements to show up on native searches across the digital ecosystem Customize Tap onto the power of conversations in digital era to influence TG Additional features to encourage repeat and frequent purchase  Offer social customer service where you are listening and responding to the customer with relevant information  As you reach out to this TG, customize the various product offerings with innovations in the flavors and the packaging of the bottles – made to look more premium  With using exclusive ingredients the pricing point can be high and the product can be placed premium in the category Connect Offer customized products as per consumer demand and insights Additional features to encourage repeat and frequent purchase  Offer personalized packaging, gift packing and other Asian intricacies to make the product more premium and desirable  Thrive on advocacy and influential marketing in order to position the brand as a must-have product in the kitchen  Pick the TGs behavior, brand’s perception & market insights as you connect with them across the various digital & social media touch points they access  Use tools like Symfony & Radian six to monitor their social media conversations and promote relevant content/ product offering 1 2 3
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Strategies for Economy Travelers “Newies / Backpackers” Unique Marketing Objective:  Acquire customers with authentic and varied product offerings  Increasing frequency of purchase increasing share-of-wallet of existing customers Engage Become a destination for valued content for your TG  Engage with customer in their ‘I-want-to-know’ micro moment, when they are seeking information  Create 2 minute short recipe videos of Asian cuisines and dishes that use condiments and sauces from the wide range of Kitchen Mate products Publish these videos on multi-platform networks including brand’s YouTube channel, Facebook page, Intagram, etc. Additional features to enhance customer engagement & acquisition  Have an interesting personality – true to Asian – be a face of these videos. Somewhat like a YouTube star!  Once you’ve established a brand presence, at a latter stage you can also allow user generated content with kitchen mate recipes to be featured onto these platforms Connect Ask your customers for ideas about your business  Design and run campaigns where customers can share their innovations or secret recipes on the condiments and sauces  Get users to connect with one another cast votes on their favorite recipes. Through this, measure customer needs & brand sentiments  Select unique ideas/ recipes from the pool of contributions to launch new products along with the existing range of condiments Additional features to encourage repeat and frequent purchase  Offer social customer service where you are listening and responding to the customer with relevant information  Add a layer of value where customers are rewarded for high level engagement and contribution to the brand online 1 2
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Strategies for Influencers and Distributors Collaborate Onboard Influencers to passively & actively contribute to brand  Partner with influencers such a famous hoteliers, chefs, food experts, and other celebrities that have a long list of followers across social  As these influencers travel internationally or to Asia and share live videos or Facebook posts or tweets, design the content to allow integration of Kitchen Mate condiments in their posts  Re-publish these posts on brand’s multi-platform networks including YouTube channel, Facebook page, Intagram, etc. Connect Create an online and offline forum for your trade partners Influencers / Advocate TG Resellers / Distributors  Offer platform or opportunities where influencers could advocate the brand across their customer networks and amplifying brand’s visibility across core TG & market Unique Marketing Objective:  Increase brand awareness to attract more trade partners and vendors at profitable prices. Increase market share vs competitors with each trader/ vendor to grow sales & in turn revenue Unique Marketing Objective:  Onboard partners, vendors etc. from across the globe onto the online forum to help them connect with one another.  Offer services such as International News around trade policies and market insights to keep engagement & relationship  Offer offline and online incentives and reward points across the ecosystem of distribution to ensure higher sales & growth in market share and revenue for the brand
X Ask customers ideas to grow your business Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Strategy Implementation - Priority MappingHighPriorityNextStepsLowPriority Quick Wins Big Play X Onboard Distribution Partners X Partner with Influencers & Celebrities X Be accessible at all possible digital touchpoints X Gather customer insights & needs from conversations X Customize Product Offerings for different TGs X Partner with International e-commerce players X Offer relevant content across digital ecosystem X Offer rewards & incentives for collaborating stakeholders X Offer platform for stakeholders to collaborate
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Traditional Marketing that will support the Digital Strategy Paid Digital Advertising Email, paid search, paid social media, display ads, video ads, etc  Email marketing is a very useful tool while trying to reach out to your TG. It could give your campaign high reach for very minimal costs.  Email marketing will help engage existing customers to make a repurchase, remind inactive customers to engage with the brand again, inform the TG about latest product offerings, any discounts, local or online events etc.  Email marketing can help reach out, not only to existing customers but also to potential customers  Paid Search & Display Ads are a good way to target and retarget customers who have shown some interest in your brand.  Paid search will help captivate several new impressions which are likely to convert to loyal customers  Video ads has high CPCV & not so high ROI, so Kitchen Mate could wait before implementing this advertising Traditional BTL Broadcast, out-of-home, direct mail, etc.  Kitchen Mate condiments could set up face-to-face events at tourist entry-points such as airports and train stations & at tourist destinations where it is likely to see high footfall of International TG  Physical customer service is not so relevant here as Kitchen Mate could set up an e-service with social media and mailing options  Kitchen Mate could also set up live cooking classes using its condiments to enhance its point-of-sale  To encourage the traders and distributors, it could offer them locally organized networking events to improve its relationships and negotiations with the partners  Similarly, Kitchen Mate could also host local events inviting food experts and bloggers to come & compete against each other using condiments  All of these BTL activities are great to drive visibility and point of sale at the venues Traditional Advertising Face-to-face events, media relations, point-of- sale, customer service, etc.  Broadcast Ads and OOH in International Markets could become very cost intensive for ASEAN Condiments as it is a new company and is launching its new product line.  Incase ASEAN manages to raise high funding, it could consider undertaking broadcast and OOH advertising.  Direct mail is not a bad option if Kitchen Mate has an existing database of people who might be interested in their products. Along with the pamphlet, Kitchen Mate could also send a few samples of its condiments in the direct mail.  This is likely to increase the conversion rate and encourage purchase & repeat purchase. 1 2 3
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Partners & Skills required to execute Strategies (1/3) What range of skills will Owners of Kitchen Mate Condiments need in order to drive the strategies?Skillsets  Knowledge about competitors, market landscape and innovations that organizations across the globe are adopting  Knowledge and support in technology & design in order to build the website, the app and other digital presence  Understanding of UI / UX in order to design a seamless customer experience with the brand’s multi-platform strategy  Creative understanding of consumer needs in order to design relevant content which can be targeted at them  Analytical understanding to draw optimum inferences & predictions from consumer data to strategize better  Understanding of strategies around customer acquisition, customer retention and life time value to the brand  Up-to-date knowledge of current affairs to stay positive in the news and with the influencers and customers  Know-how of which influencer has what kind of TG following in order to strategize partnerships better  Knowledge in social media marketing, SEO and SEM to drive digital advertising across the ecosystem  Knowledge of campaign’s ROI validation and metrics measurement to optimize budgets and impacts at each step  Business & negotiation skills in order to tap the right distribution & e-commerce partners & decide mutually comfortable terms of trade  Knowledge of International markets, their trade policies, taxation laws etc.  Knowledge of spices and cooking in order to drive product customization and product offerings for the relevant TG
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Partners & Skills required to execute Strategies (2/3) Who all will Owners of Kitchen Mate Condiments partner with in order to drive the strategies?Teams & Networks  Customer Network – this is one of the most important elements that will help drive the business and marketing campaign  Existing Customers: Encourage them to blog, vlog or upload their recipes to advocate the brands & products and engage them to drive contests and come up with varied innovations around the products.  People who is interested in traveling to Asia next: This is prospective TG who might be interested in Asian cultures and cuisines and could potentially become a loyal customer of the brand  Influencers/ Food Experts: Partner with them to drive brand visibility across the various mediums both online and offline. Get them to engage in conversations with the audiences to subtly promote Kitchen Mate products  Investors and Stakeholders – ASEAN Condiments will need to raise investments in order to optimally implement the access strategy – i.e. have a 24X7 digital presence across the various customer touch points  Internal Teams – consists of Products & Innovation, Tech + UI/UX, Business Development, Social Media Managers, Customer Acquisition Strategy & Sales, Marketing & Brands, Customer Insights & Analytics, Legal & Finance, Content Producers, Food Science, and Chefs
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Partners & Skills required to execute Strategies (3/3) What partners outside of business will Kitchen Mate Condiments collaborate with?Outside Partners  Other Brands and Organizations - Partner with TG focused online brands & services - To drive cross promotional selling within the same TG with attractive cross-branded discounts & privileges  Chefs / Food Experts – innovate on product offerings that cater to larger TG - styles & tastes - thereby pushing more products & services  Data analytic companies such as Custora and SaaS - To gather insights around customer behaviour & predictions; strategize & roll out customized offerings for each TG segment  Brand sentiment tool from companies such as Symfony and Radian six - To monitor social media conversations and strategize on relevant content/ product offering  Advertising Agencies - To strategize creatives and marketing/ advertising campaigns across traditional and digital media platforms  Events & PR Agencies – To design and execute the ATL & BTL marketing plans across the whole customer and brand ecosystem  Media Planning & Buying Agencies - To allocate and monitor the marketing budgets across the various channels for the brands
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Metrics Mapping & its Classes Strategic Concepts (Quick Wins, or Big Plays) Audience “Who did I reach?” Channel Engagement “How much attention / interaction did I earn?” Universal Engagement “How did this effect my brand / customer relationship?” Finance “How did this effect my bottom line?” Engage with the customer in the ‘I-want-to-know’ moment - All audiences who were looking for the keywords relevant to the brand - Drive high reach and monthly unique visitors to the website - Google and Bing Ads SEO ads that are directly linked to the landing page of the product purchase - Increase in brand awareness - customer sentiment which is converted to lead generation - customer satisfaction - Generated revenue and profits with the purchase, - Acquired a new customer or my existing customer made a repeat purchase - Increased ROI with increase in market share Ask your customers for ideas about your business - Existing customers who will advocate my product in the near future - Traffic on brand website and app to grow brand interaction - Increase in brand sentiment - Increase in brand awareness and eyeballs - Increase in purchase intent - Retained customers for longer duration - Increased market share - Increased revenue Social Media Campaigns for Economy Travelers - TG with intent to travel to Asia and experience the culture - Potential new cutomers - Social media platforms that allow users to follow, share, like, tweet, view videos, etc. - Content engagement in comments and chat section - Increase in brand sentiment - Increase in brand awareness and eyeballs - Increase in purchase intent - Lead generated - New customer acquisition - Increased market share
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Overall Digital Marketing - Metrics Mapping Across the strategies rolled when customer passes through the stages of the marketing funnel, each campaign & its success can be measured  Lead Generated across digital campaigns Conversion rate along most digital strategies can be measured via leads generated. From digital banners run on websites and mobile apps, to email marketing campaign released, call to action paid SEO ads, pop-up inserts, video clicks - a success of all of such campaigns can be measured by leads generated  Consumption of varied branded content online Mapping user engagement and interactions along most of the social media and digital strategies such as collaborate on forums, user generated recipe videos, comments on Facebook’s and retweets on twitter, like and share of videos and social media comments – all help measure the customers engagement with the brand and brand’s sentiment  Online purchases of products across distribution channel Purchase of condiments and sauces and other products via offline/ physical traders and distribution units are one way of measuring actual sales. Further, digital purchases are measured as the customer passes through the marketing funnel’s stages and clicks on the pay button – either directly on the website of the brand or on partnered websites such as amazon.com and bigbasket.com  Repeat purchases and loyal customers Customer lifetime value and customer retention time span can be measured using data analytics and consumer insights. And by realizing the number of purchases a customer makes, along with the frequency of the purchase, the brand can predict the customers next move and measure the spends accordingly  Online and Offline Purchases Measuring average monthly footfall at the events vs digital imprints & sales, Kitchen Mate can measure its varied campaigns and its successes in order to enhance its future strategies and spends to drive reach and revenue both.
Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Thank You - Group 7

More Related Content

PDF
Class Slides_ Brand Strategy & Planning.pdf
byAnand1963
 
PPTX
MBA Project: PT Gloria Origita Cosmetics -US Export Strategy Draft
byBaber Mehkeri
 
PDF
Glossier Marketing Plan
byAnika Bobb
 
PDF
STARBUCKS: DELIVERING CUSTOMER EXPERIENCE
byPrajakta Talathi
 
PPT
Absolut Vodka Brand Audit
bymahar44
 
PPTX
Strategic Planning for Sephora
byChong(Christina) Guo
 
PPT
Brand Workshop Presentation
bySelf employed - The Walsh Group
 
PDF
Porter's 5 Forces Analysis of Adidas
byAkshay Narkar
 
Class Slides_ Brand Strategy & Planning.pdf
byAnand1963
 
MBA Project: PT Gloria Origita Cosmetics -US Export Strategy Draft
byBaber Mehkeri
 
Glossier Marketing Plan
byAnika Bobb
 
STARBUCKS: DELIVERING CUSTOMER EXPERIENCE
byPrajakta Talathi
 
Absolut Vodka Brand Audit
bymahar44
 
Strategic Planning for Sephora
byChong(Christina) Guo
 
Brand Workshop Presentation
bySelf employed - The Walsh Group
 
Porter's 5 Forces Analysis of Adidas
byAkshay Narkar
 

What's hot

PPT
iberry Final Report
byglenferry
 
PDF
Integrated Digital Campaign Planning for L'OrĂŠal
byRonak Soni
 
PPT
Social Media Strategy for Ecommerce
byiProspect Canada
 
PDF
Young Marketers Elite 7 - Assignment 1.1 - Anh+Huy+NhĆĄn+Vinh+An
bynguyenxvinh
 
PPTX
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...
byAbhishek Sinha
 
PDF
PR Smith's SOSTAC ÂŽ Integrated Digital Marketing Plan
byPR Smith
 
PDF
Young Marketers Elite 2 - BRAND POSITIONING - H.Ngọc + V.Hương
byNgọc Trần
 
PPTX
The Five Pillar Go-To-Market Strategy
byStan Monlux
 
PDF
Campaign idea for forest essentials
bySavannahPatel
 
PPTX
Social Media Proposal for a Skincare Brand
bySusanGeorge2
 
PPTX
The brand strategy toolkit_workbook
byShahidor Rahman
 
PPT
Brand Revitalization
byVaishnavi Ketharnathan
 
PPTX
Starbucks case study
bySameer Mathur
 
PDF
Brand Building 101: How to build a brand from scratch
byMucca
 
PPTX
marketing strategies and philosophies of P&G
byAamna Mushtaq
 
PPTX
Social Media Communication Strategy- Blue Tokai Coffee
byAbhishek Anand
 
PPTX
Competitive strategies for coffee brands
byDominic Mackenzie
 
PPTX
Nescafe instant coffee - Consumption culture (consumer behaviour)
byDarsh Parekh
 
PDF
Vietnam's Coffee Industry
byIpsos Business Consulting
 
PPTX
SWOT anaylis of Starbucks
byJessy Wilson
 
iberry Final Report
byglenferry
 
Integrated Digital Campaign Planning for L'OrĂŠal
byRonak Soni
 
Social Media Strategy for Ecommerce
byiProspect Canada
 
Young Marketers Elite 7 - Assignment 1.1 - Anh+Huy+NhĆĄn+Vinh+An
bynguyenxvinh
 
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...
byAbhishek Sinha
 
PR Smith's SOSTAC ÂŽ Integrated Digital Marketing Plan
byPR Smith
 
Young Marketers Elite 2 - BRAND POSITIONING - H.Ngọc + V.Hương
byNgọc Trần
 
The Five Pillar Go-To-Market Strategy
byStan Monlux
 
Campaign idea for forest essentials
bySavannahPatel
 
Social Media Proposal for a Skincare Brand
bySusanGeorge2
 
The brand strategy toolkit_workbook
byShahidor Rahman
 
Brand Revitalization
byVaishnavi Ketharnathan
 
Starbucks case study
bySameer Mathur
 
Brand Building 101: How to build a brand from scratch
byMucca
 
marketing strategies and philosophies of P&G
byAamna Mushtaq
 
Social Media Communication Strategy- Blue Tokai Coffee
byAbhishek Anand
 
Competitive strategies for coffee brands
byDominic Mackenzie
 
Nescafe instant coffee - Consumption culture (consumer behaviour)
byDarsh Parekh
 
Vietnam's Coffee Industry
byIpsos Business Consulting
 
SWOT anaylis of Starbucks
byJessy Wilson
 

Similar to Digital Marketing Strategy - ASEAN Condiments

PPTX
Marketing Plan Knorr
byDeepak R Gorad
 
PPTX
Youngs Tomato Ketchup Relaunch
byHira Farooq
 
PPTX
Tru earth
byBen Lipsey
 
PPTX
Jolibee Marketing Plan
byrosasalee
 
PPTX
Mayonnaise - Online Brand Health Study
byAtul Soni
 
PPTX
International Marketing Promotion for City Bakery
bys069572
 
DOC
Tomato ketchup brand plan
byManendra Shukla
 
PPTX
MKT 382
byAbuHorairaKamal
 
PDF
Presentation - Taste Meets Strategy.....
bytanyapal416
 
PPTX
Marketting plan
byAamir Gadit
 
PPTX
Dominos pizza global adaptation strategy.pptx
bymarfuumAbid1
 
PDF
Group-5-Ptt-For-Adv.-Marketing-Capstone-Project-compressed.pdf.pdf
bysarahsalanguit2
 
PPTX
Pizza Hut Final Project
bywashi179
 
PDF
Sample strategy plan - Basillio Butter - Moses Gomes
byMoses Gomes
 
ODP
Ebm587 final project presentation
byRamesh R
 
PPTX
Final submission the gourmet
byshrishti yadav
 
PPTX
My Great Recipes Presentation - Team The Toasters
bySolveo
 
PPTX
F&B market insights by KS Narayanan, CEO - PAN India Foodsolutions #TiEFoodCamp
bytiemumbai
 
PPTX
Global Goodies Pitch
byR3dSquared
 
PDF
Tai Pei: Fortunately Different, National Student Advertising Competition 2017
byAmanda Cermak
 
Marketing Plan Knorr
byDeepak R Gorad
 
Youngs Tomato Ketchup Relaunch
byHira Farooq
 
Tru earth
byBen Lipsey
 
Jolibee Marketing Plan
byrosasalee
 
Mayonnaise - Online Brand Health Study
byAtul Soni
 
International Marketing Promotion for City Bakery
bys069572
 
Tomato ketchup brand plan
byManendra Shukla
 
MKT 382
byAbuHorairaKamal
 
Presentation - Taste Meets Strategy.....
bytanyapal416
 
Marketting plan
byAamir Gadit
 
Dominos pizza global adaptation strategy.pptx
bymarfuumAbid1
 
Group-5-Ptt-For-Adv.-Marketing-Capstone-Project-compressed.pdf.pdf
bysarahsalanguit2
 
Pizza Hut Final Project
bywashi179
 
Sample strategy plan - Basillio Butter - Moses Gomes
byMoses Gomes
 
Ebm587 final project presentation
byRamesh R
 
Final submission the gourmet
byshrishti yadav
 
My Great Recipes Presentation - Team The Toasters
bySolveo
 
F&B market insights by KS Narayanan, CEO - PAN India Foodsolutions #TiEFoodCamp
bytiemumbai
 
Global Goodies Pitch
byR3dSquared
 
Tai Pei: Fortunately Different, National Student Advertising Competition 2017
byAmanda Cermak
 

Recently uploaded

PPTX
The State of AEO & GEO in 2026: Forecast, Investments, & Strategies
bySearch Engine Journal
 
PPTX
Local AEO Best Practices for Small Businesses in 2026
bySearch Engine Journal
 
PDF
[EN].CleverGroup Vietnam Profile 20251202
byLeNhuNgoc4
 
PPTX
How Digital Brands Use Social Listening | A Practical Guide for Student
byAzmeen Gadit
 
PDF
Neil Isler on Crafting a Winning Marketing Strategy for Your Startup
byNeil Isler
 
PDF
Digital Marketing Strategist | Lubna.P.S
bylubna4dm
 
PPTX
Salt Lake City Marketo User Group - New Year New You-ser Group (Adding AI to ...
bybbedford2
 
DOCX
Visit usasmmpoint Buy Linkedin account -2013-2026 -pva
byroyshake607
 
PDF
Corporate Program to Buy Verified Cash App Accounts.pdf
byBuy Verified Cash App Accounts
 
PPTX
LESSON 1 INTRODUCTION TO PURCHASING AND PRICING STRATEGY.pptx
byJohnLynroCanuto
 
PDF
Myanmar Digital Media Landscape Jan 2026
bynaungnaunglwin
 
PDF
Certified Havas ProfAI AI Proficiency.pdf
byJennifer Carvajal Romero
 
PDF
Before You Buy LinkedIn Accounts in 2026, Here’s What You Must Know.pdf
byhttps://usaallit.com/product/buy-verified-paypal-accounts/
 
DOCX
Best Web to Learn About Buying Verified PayPal Accounts (Los Angeles).docx
byhttps://topsellerit.com/product/buy-verified-binance-accounts/
 
PDF
Kodak Case Study: The Rebirth of an Iconic Brand
byb3352
 
DOCX
Buying Reddit Karma Accounts in 2026 - A Detailed Guide.docx
byBoostFunda
 
DOCX
Best Places to Buy Binance Accounts in 2026.docx
byBoostFunda
 
PDF
[rokonz.com] Glossary of Semantic SEO Part-1.pdf
byMd Rokonuzzaman
 
PDF
Best Platforms for Targeted Digital Marketing Campaigns
byrahulbhavarekar
 
PPTX
POWERPOINT ASSIGNMENT ON AGRICULTURE.pptx
byIsaacchivasa
 
The State of AEO & GEO in 2026: Forecast, Investments, & Strategies
bySearch Engine Journal
 
Local AEO Best Practices for Small Businesses in 2026
bySearch Engine Journal
 
[EN].CleverGroup Vietnam Profile 20251202
byLeNhuNgoc4
 
How Digital Brands Use Social Listening | A Practical Guide for Student
byAzmeen Gadit
 
Neil Isler on Crafting a Winning Marketing Strategy for Your Startup
byNeil Isler
 
Digital Marketing Strategist | Lubna.P.S
bylubna4dm
 
Salt Lake City Marketo User Group - New Year New You-ser Group (Adding AI to ...
bybbedford2
 
Visit usasmmpoint Buy Linkedin account -2013-2026 -pva
byroyshake607
 
Corporate Program to Buy Verified Cash App Accounts.pdf
byBuy Verified Cash App Accounts
 
LESSON 1 INTRODUCTION TO PURCHASING AND PRICING STRATEGY.pptx
byJohnLynroCanuto
 
Myanmar Digital Media Landscape Jan 2026
bynaungnaunglwin
 
Certified Havas ProfAI AI Proficiency.pdf
byJennifer Carvajal Romero
 
Before You Buy LinkedIn Accounts in 2026, Here’s What You Must Know.pdf
byhttps://usaallit.com/product/buy-verified-paypal-accounts/
 
Best Web to Learn About Buying Verified PayPal Accounts (Los Angeles).docx
byhttps://topsellerit.com/product/buy-verified-binance-accounts/
 
Kodak Case Study: The Rebirth of an Iconic Brand
byb3352
 
Buying Reddit Karma Accounts in 2026 - A Detailed Guide.docx
byBoostFunda
 
Best Places to Buy Binance Accounts in 2026.docx
byBoostFunda
 
[rokonz.com] Glossary of Semantic SEO Part-1.pdf
byMd Rokonuzzaman
 
Best Platforms for Targeted Digital Marketing Campaigns
byrahulbhavarekar
 
POWERPOINT ASSIGNMENT ON AGRICULTURE.pptx
byIsaacchivasa
 

Digital Marketing Strategy - ASEAN Condiments

  • 1.
    Digital Marketing Strategy forASEAN Condiments Shrishti Gupta Business Consultant - Media & Entertainment at Ernst & Young, India 1 Nicole Dörfler- Wojczik Entrepreneur & Consultant – Marketing 2 Rodolfo Juliani E-commerce coordination at Your ID Store 3 Alfred Anthony Sr. Management Professional in Kuala Lumpur, Malaysia 5 Thomas Haas EMEA Direct Marketing Solutions & Services Principal at Ricoh Europe 4 Presentation by Group 7
  • 2.
    Brand vs Compete& Market Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand ASEAN Condiments ASEAN Condiments is a company that manufactures and trades variety of condiments, seasoning sauce, seasoning powder, food dressings and dipping sauces. Brand Kitchen Mate ASEAN Condiments plans to come up with a wide range of products under the brand name Kitchen Mate  Simple positioning as the word ‘Kitchen’ emphasizes where the product belongs  Easy to use packaging making the brand ‘Friendly’  International brand name such that it is easily relatable & pronounced by foreign costumers 6.1 8.6 2014 2020 (P) Condiment’s Market in Asia (in USD Bn) Roy ThaiDek Somboon Thai and Asian Condiments available in China & Asia markets via e-commerce distribution Direct Compete  With Increasing tourism and rapid changes in food consumption patterns, many leading food manufacturing companies are entering the condiments market to cater to the demands  In the past 4 years, the market has seen rising consumption of Asian flavoured condiments and sauces in regions across Australia, Europe & USA What is driving the growth of Asian Condiments and Sauces around the Globe?
  • 3.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Objectivesfor ASEAN Condiments Business Objectives Marketing Objectives  Under ASEAN Condiments, launch a wide range of new products by brand name ‘Kitchen Mate’  Enter a new geographic market; especially penetrate in International Markets  Create differentiated offerings in both Business-2- Consumer and Business-2-Business models  Move to different online and offline distribution channels to widen reach & supply  Offer competitive pricing for product ranges with authentic tastes and quality  Eventually also offer product customizations  Gain market insights into customer needs & stay relevant in the evolving market & business  Increase brand awareness via various mediums in local and global markets  Acquire International customers by offering them wide variety of authentic Asian Condiments  Increase customer word-of-mouth, amplifying brand’s visibility across core TG & market  Increasing frequency of purchase increasing share-of- wallet of existing customers
  • 4.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand ASEANCondiment’s Current Public Digital Presence  ASEAN Condiments or brand Kitchen Mate has NO digital presence at all. It will need to start building its entire ecosystem from scratch! Digital Ecosystem for Kitchen Mate Brand & Product Website & App Social Media Presence Email Marketing Content Production & Distribution Integration with e- commerce ATL & BTL Activation Programs WhatshouldASEANCondimentsdo? Website & Mobile App Social Media Presence Email Marketing Content Production E-commerce integration Activation Programs  Information & e-commerce destination for all Kitchen Mate Products  Platform for customers to connect & collaborate with one another  Enhance brand awareness, acquire new customers & manage brand sentiment  Drive commerce & customer engagement along the marketing funnel  Increase the frequency of customer engagement along the CLV  Promote various product offerings & sales campaigns increasing wallet share  Create videos, white papers, other content to stay relevant with the customers  Drive International distribution in affiliation with e-commerce partners  Offline & online events to allow customers to connect & collaborate
  • 5.
    Luxury Travelers “StatusLovers”  50% Men | 50% Women | Age 22 – 60 years | Urban/ Downtown Residents | Mansion & Cars  Somewhat digital-savvy users | more Traditional Media & Advertising followers  Financially independent | High Spend only on Premium Products | Cash or Credit Card Users  Comfort comes first| Experiments only with food & that represents uber & luxury  Premium brand lovers | Prefer unique experiences each time | Trend setters | Difficult to influence  Late Adopters of Technology | Rely more on Paid Advertising | High usage of iOS & multiple gadgets DemographicsPsychographicsTechnographics Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Customer Segmentation – Core TG Economy Travelers “Newies / Backpackers”  60% Men | 40% Women | Age 22 – 45 years | Urban/ Suburban Residents| 2-3 room Apartment  Digital-savvy users | Online Explorers | Spend time researching online before making a purchase  Financially independent | Mid-high spending power | Cash-on-delivery, payment wallet users  Likes cooking | Hands-on | Interest in Asian cultures | Experiments with lifestyle  Brand agnostic| Prefer multi-cultural consumption experience | Travelers & Explorers | Easy to influence  Early Adopters of Technology | Present on most social networks | Smart Phones (Android / iOS) DemographicsPsychographicsTechnographics
  • 6.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand CustomerSegmentation – B2C & B2B Models Influencers / Advocate TG  Bloggers and Vloggers who talk about newly launched products in the market  Local and international chefs, restaurants that have high following on social media  Celebrities, influencers, publishers who review food & endorse brands  Customer Network that advocates the brand!  Age 25 – 45 | independent of gender | Live in urban areas of Western Europe, North America, Latin America and Australia | Early adopters of technology Resellers / Distributors  Offline & Online - Global Food Traders / Merchants / Resellers in Local Markets / Companies in areas of Western Europe, North America, Latin America and Australia  Professional buyers of spices, condiments and sauces such as Restaurants. Their interest will be to grow their portfolio of goods and to build profitable business relationships.  Partners on B2B Social Media (like LinkedIn), certain internet directories (like Alibaba), certain food- specific web portals (bigbasket.com)
  • 7.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand ValuePropositions & Challenges for each TG (1/2) Economy Travelers “Newies / Backpackers” 1. Marketing Objective 2. Value Proposition 3. Barriers / Challenges  Gain market insights into customer needs & stay relevant in the evolving market & business  Acquire customers with authentic and varied product offerings  Increasing frequency of purchase increasing share-of-wallet of existing customers  Competitive pricing with authentic taste against other brands  Experiment & improvise with Asian flavours in cooking to make a difference to your routine  Good for health, must have with most meals positioning for enhanced customer relationship  Competitive landscape with established brands; it will take time for customers to trust the new brand & become loyal users of the condiments & sauces.  High CAPEX & OPEX required to setup the distribution network Luxury Travelers “Status Lovers” 1. Marketing Objective 2. Value Proposition 3. Barriers / Challenges  Position brand as premium must-have product in one’s kitchen & set first footprint into International Markets  Increasing frequency of purchase increasing share-of-wallet of existing customers  Carefully selected ingredients, customized products for special tastes, exclusive packaging & storing options  Good for health, must have with most meals positioning for enhanced customer relationship  TG is very difficult to influence and also hard to reach, hence conversion rate for customers to trust the new brand & become loyal users will be very high  High CAPEX & OPEX required to setup the distribution network
  • 8.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand ValuePropositions & Challenges for each TG (2/2) Influencers / Advocate TG Resellers / Distributors 1. Marketing Objective 2. Value Proposition 3. Barriers / Challenges  Offer platform or opportunities where influencers could advocate the brand across their customer networks and amplifying brand’s visibility across core TG & market  Position strategies that honor causes that influencers support: such as women empowerment.  By implementing & promoting the concept where the condiments are prepared by community of tribal women, the brand value & sentiment would increase  Staying in positive light always & maintaining the brand image with the influencers as they have a huge fan following.  Operational risks involved in executing & sustaining the concept of having tribal women join the workforce 1. Marketing Objective 2. Value Proposition 3. Barriers / Challenges  Increase brand awareness and demand to attract more trade partners and vendors at profitable prices  Increase market share vs competitors with each trader/ vendor to grow sales & in turn revenue  Offer bulk products with innovative sales incentives  Offer a platform where traders/ vendors can collaborate with each other & the brand to drive sales  Since the brand and product range is new, ASEAN may not be able to mass produce the condiments in bulk in order to offer profitable incentives and encash the deals  Also there might be an initial resistance from the vendors to positively push Kitchen Mate over other established brands
  • 9.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand 360*Snapshot of strategies that Kitchen Mate could adopt Offer users to connect with one another on website, app & social media sites - encourage users to advocate products, share their stories, their innovative recipes, blogs, vlogs. To add, offer content with tips that will lead to follow users, comment, like, & share Allow users to collaborate & submit their traditional/ secret recipes to be launched in parallel to the existing product range. Add user generated content to grow interactions with Kitchen Mate across geographies Customize the Kitchen Mate Condiments products as per positioning for both core TGs. Gain customer insights & needs via the ecosystem created to know their lifetime value to modify offerings to ensure repeat customer purchase By creating relevant content (video, white paper, etc.) across both traditional, digital & social media platforms, Kitchen Mate would target the different customers segments in their digital micro-moments & touchpoints With a user-friendly mobile app & 24X7 online & offline services – being accessible would be key to ensuring Kitchen Mate Condiments makes a presence & brand awareness in the market & creates some brand awareness amongst its TG Engage Customize Connect Collaborate Access 1 2 3 4 5 ASEAN Condiments Kitchen Mate
  • 10.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Strategiesfor Luxury Travelers “Status Lovers” Unique Marketing Objective:  Position brand as premium must-have product in one’s kitchen & set first footprint into International Markets  Increasing frequency of purchase increasing share-of-wallet of existing customers Access Design omnichannel strategy to work together for the same TG  Be available and accessible 24X7 at various digital and offline touchpoints for the customer  Offer helpline support on-call / via chat & social proposition for customer satisfaction & retention. Drive commercial campaigns & CSR initiatives to positively stay relevant & in-news at all times.  Drive affiliate marketing as multi-platform play to grow International footprint & visibility for the brand Additional features to increase International footprint  List product and offers on most trade and ecommerce sites  Run SEO & SEM paid advertisements to show up on native searches across the digital ecosystem Customize Tap onto the power of conversations in digital era to influence TG Additional features to encourage repeat and frequent purchase  Offer social customer service where you are listening and responding to the customer with relevant information  As you reach out to this TG, customize the various product offerings with innovations in the flavors and the packaging of the bottles – made to look more premium  With using exclusive ingredients the pricing point can be high and the product can be placed premium in the category Connect Offer customized products as per consumer demand and insights Additional features to encourage repeat and frequent purchase  Offer personalized packaging, gift packing and other Asian intricacies to make the product more premium and desirable  Thrive on advocacy and influential marketing in order to position the brand as a must-have product in the kitchen  Pick the TGs behavior, brand’s perception & market insights as you connect with them across the various digital & social media touch points they access  Use tools like Symfony & Radian six to monitor their social media conversations and promote relevant content/ product offering 1 2 3
  • 11.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Strategiesfor Economy Travelers “Newies / Backpackers” Unique Marketing Objective:  Acquire customers with authentic and varied product offerings  Increasing frequency of purchase increasing share-of-wallet of existing customers Engage Become a destination for valued content for your TG  Engage with customer in their ‘I-want-to-know’ micro moment, when they are seeking information  Create 2 minute short recipe videos of Asian cuisines and dishes that use condiments and sauces from the wide range of Kitchen Mate products Publish these videos on multi-platform networks including brand’s YouTube channel, Facebook page, Intagram, etc. Additional features to enhance customer engagement & acquisition  Have an interesting personality – true to Asian – be a face of these videos. Somewhat like a YouTube star!  Once you’ve established a brand presence, at a latter stage you can also allow user generated content with kitchen mate recipes to be featured onto these platforms Connect Ask your customers for ideas about your business  Design and run campaigns where customers can share their innovations or secret recipes on the condiments and sauces  Get users to connect with one another cast votes on their favorite recipes. Through this, measure customer needs & brand sentiments  Select unique ideas/ recipes from the pool of contributions to launch new products along with the existing range of condiments Additional features to encourage repeat and frequent purchase  Offer social customer service where you are listening and responding to the customer with relevant information  Add a layer of value where customers are rewarded for high level engagement and contribution to the brand online 1 2
  • 12.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Strategiesfor Influencers and Distributors Collaborate Onboard Influencers to passively & actively contribute to brand  Partner with influencers such a famous hoteliers, chefs, food experts, and other celebrities that have a long list of followers across social  As these influencers travel internationally or to Asia and share live videos or Facebook posts or tweets, design the content to allow integration of Kitchen Mate condiments in their posts  Re-publish these posts on brand’s multi-platform networks including YouTube channel, Facebook page, Intagram, etc. Connect Create an online and offline forum for your trade partners Influencers / Advocate TG Resellers / Distributors  Offer platform or opportunities where influencers could advocate the brand across their customer networks and amplifying brand’s visibility across core TG & market Unique Marketing Objective:  Increase brand awareness to attract more trade partners and vendors at profitable prices. Increase market share vs competitors with each trader/ vendor to grow sales & in turn revenue Unique Marketing Objective:  Onboard partners, vendors etc. from across the globe onto the online forum to help them connect with one another.  Offer services such as International News around trade policies and market insights to keep engagement & relationship  Offer offline and online incentives and reward points across the ecosystem of distribution to ensure higher sales & growth in market share and revenue for the brand
  • 13.
    X Ask customersideas to grow your business Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Strategy Implementation - Priority MappingHighPriorityNextStepsLowPriority Quick Wins Big Play X Onboard Distribution Partners X Partner with Influencers & Celebrities X Be accessible at all possible digital touchpoints X Gather customer insights & needs from conversations X Customize Product Offerings for different TGs X Partner with International e-commerce players X Offer relevant content across digital ecosystem X Offer rewards & incentives for collaborating stakeholders X Offer platform for stakeholders to collaborate
  • 14.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand TraditionalMarketing that will support the Digital Strategy Paid Digital Advertising Email, paid search, paid social media, display ads, video ads, etc  Email marketing is a very useful tool while trying to reach out to your TG. It could give your campaign high reach for very minimal costs.  Email marketing will help engage existing customers to make a repurchase, remind inactive customers to engage with the brand again, inform the TG about latest product offerings, any discounts, local or online events etc.  Email marketing can help reach out, not only to existing customers but also to potential customers  Paid Search & Display Ads are a good way to target and retarget customers who have shown some interest in your brand.  Paid search will help captivate several new impressions which are likely to convert to loyal customers  Video ads has high CPCV & not so high ROI, so Kitchen Mate could wait before implementing this advertising Traditional BTL Broadcast, out-of-home, direct mail, etc.  Kitchen Mate condiments could set up face-to-face events at tourist entry-points such as airports and train stations & at tourist destinations where it is likely to see high footfall of International TG  Physical customer service is not so relevant here as Kitchen Mate could set up an e-service with social media and mailing options  Kitchen Mate could also set up live cooking classes using its condiments to enhance its point-of-sale  To encourage the traders and distributors, it could offer them locally organized networking events to improve its relationships and negotiations with the partners  Similarly, Kitchen Mate could also host local events inviting food experts and bloggers to come & compete against each other using condiments  All of these BTL activities are great to drive visibility and point of sale at the venues Traditional Advertising Face-to-face events, media relations, point-of- sale, customer service, etc.  Broadcast Ads and OOH in International Markets could become very cost intensive for ASEAN Condiments as it is a new company and is launching its new product line.  Incase ASEAN manages to raise high funding, it could consider undertaking broadcast and OOH advertising.  Direct mail is not a bad option if Kitchen Mate has an existing database of people who might be interested in their products. Along with the pamphlet, Kitchen Mate could also send a few samples of its condiments in the direct mail.  This is likely to increase the conversion rate and encourage purchase & repeat purchase. 1 2 3
  • 15.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Partners& Skills required to execute Strategies (1/3) What range of skills will Owners of Kitchen Mate Condiments need in order to drive the strategies?Skillsets  Knowledge about competitors, market landscape and innovations that organizations across the globe are adopting  Knowledge and support in technology & design in order to build the website, the app and other digital presence  Understanding of UI / UX in order to design a seamless customer experience with the brand’s multi-platform strategy  Creative understanding of consumer needs in order to design relevant content which can be targeted at them  Analytical understanding to draw optimum inferences & predictions from consumer data to strategize better  Understanding of strategies around customer acquisition, customer retention and life time value to the brand  Up-to-date knowledge of current affairs to stay positive in the news and with the influencers and customers  Know-how of which influencer has what kind of TG following in order to strategize partnerships better  Knowledge in social media marketing, SEO and SEM to drive digital advertising across the ecosystem  Knowledge of campaign’s ROI validation and metrics measurement to optimize budgets and impacts at each step  Business & negotiation skills in order to tap the right distribution & e-commerce partners & decide mutually comfortable terms of trade  Knowledge of International markets, their trade policies, taxation laws etc.  Knowledge of spices and cooking in order to drive product customization and product offerings for the relevant TG
  • 16.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Partners& Skills required to execute Strategies (2/3) Who all will Owners of Kitchen Mate Condiments partner with in order to drive the strategies?Teams & Networks  Customer Network – this is one of the most important elements that will help drive the business and marketing campaign  Existing Customers: Encourage them to blog, vlog or upload their recipes to advocate the brands & products and engage them to drive contests and come up with varied innovations around the products.  People who is interested in traveling to Asia next: This is prospective TG who might be interested in Asian cultures and cuisines and could potentially become a loyal customer of the brand  Influencers/ Food Experts: Partner with them to drive brand visibility across the various mediums both online and offline. Get them to engage in conversations with the audiences to subtly promote Kitchen Mate products  Investors and Stakeholders – ASEAN Condiments will need to raise investments in order to optimally implement the access strategy – i.e. have a 24X7 digital presence across the various customer touch points  Internal Teams – consists of Products & Innovation, Tech + UI/UX, Business Development, Social Media Managers, Customer Acquisition Strategy & Sales, Marketing & Brands, Customer Insights & Analytics, Legal & Finance, Content Producers, Food Science, and Chefs
  • 17.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand Partners& Skills required to execute Strategies (3/3) What partners outside of business will Kitchen Mate Condiments collaborate with?Outside Partners  Other Brands and Organizations - Partner with TG focused online brands & services - To drive cross promotional selling within the same TG with attractive cross-branded discounts & privileges  Chefs / Food Experts – innovate on product offerings that cater to larger TG - styles & tastes - thereby pushing more products & services  Data analytic companies such as Custora and SaaS - To gather insights around customer behaviour & predictions; strategize & roll out customized offerings for each TG segment  Brand sentiment tool from companies such as Symfony and Radian six - To monitor social media conversations and strategize on relevant content/ product offering  Advertising Agencies - To strategize creatives and marketing/ advertising campaigns across traditional and digital media platforms  Events & PR Agencies – To design and execute the ATL & BTL marketing plans across the whole customer and brand ecosystem  Media Planning & Buying Agencies - To allocate and monitor the marketing budgets across the various channels for the brands
  • 18.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand MetricsMapping & its Classes Strategic Concepts (Quick Wins, or Big Plays) Audience “Who did I reach?” Channel Engagement “How much attention / interaction did I earn?” Universal Engagement “How did this effect my brand / customer relationship?” Finance “How did this effect my bottom line?” Engage with the customer in the ‘I-want-to-know’ moment - All audiences who were looking for the keywords relevant to the brand - Drive high reach and monthly unique visitors to the website - Google and Bing Ads SEO ads that are directly linked to the landing page of the product purchase - Increase in brand awareness - customer sentiment which is converted to lead generation - customer satisfaction - Generated revenue and profits with the purchase, - Acquired a new customer or my existing customer made a repeat purchase - Increased ROI with increase in market share Ask your customers for ideas about your business - Existing customers who will advocate my product in the near future - Traffic on brand website and app to grow brand interaction - Increase in brand sentiment - Increase in brand awareness and eyeballs - Increase in purchase intent - Retained customers for longer duration - Increased market share - Increased revenue Social Media Campaigns for Economy Travelers - TG with intent to travel to Asia and experience the culture - Potential new cutomers - Social media platforms that allow users to follow, share, like, tweet, view videos, etc. - Content engagement in comments and chat section - Increase in brand sentiment - Increase in brand awareness and eyeballs - Increase in purchase intent - Lead generated - New customer acquisition - Increased market share
  • 19.
    Strategy Generation & Selection Execution Planning MetricsSegmentationObjectivesBrand OverallDigital Marketing - Metrics Mapping Across the strategies rolled when customer passes through the stages of the marketing funnel, each campaign & its success can be measured  Lead Generated across digital campaigns Conversion rate along most digital strategies can be measured via leads generated. From digital banners run on websites and mobile apps, to email marketing campaign released, call to action paid SEO ads, pop-up inserts, video clicks - a success of all of such campaigns can be measured by leads generated  Consumption of varied branded content online Mapping user engagement and interactions along most of the social media and digital strategies such as collaborate on forums, user generated recipe videos, comments on Facebook’s and retweets on twitter, like and share of videos and social media comments – all help measure the customers engagement with the brand and brand’s sentiment  Online purchases of products across distribution channel Purchase of condiments and sauces and other products via offline/ physical traders and distribution units are one way of measuring actual sales. Further, digital purchases are measured as the customer passes through the marketing funnel’s stages and clicks on the pay button – either directly on the website of the brand or on partnered websites such as amazon.com and bigbasket.com  Repeat purchases and loyal customers Customer lifetime value and customer retention time span can be measured using data analytics and consumer insights. And by realizing the number of purchases a customer makes, along with the frequency of the purchase, the brand can predict the customers next move and measure the spends accordingly  Online and Offline Purchases Measuring average monthly footfall at the events vs digital imprints & sales, Kitchen Mate can measure its varied campaigns and its successes in order to enhance its future strategies and spends to drive reach and revenue both.
  • 20.