Digital Marketing strategy for Tea Villa Cafe by Neha Nambiar and Disha Teckani
•Download as PPTX, PDF•
5 likes•9,103 views
This document provides an overview and analysis of Tea Villa Cafe, an Indian tea and snacks chain. It details the brand's mission, vision, founders, branches, most popular outlets, social media presence, website, SEO, keywords, backlinks, target audience, buyer personas, blogs, email marketing templates, social media campaigns, influencers, media budget and ad campaigns. The summary identifies Tea Villa's mission of warmth and togetherness, its goal of expanding to 500 outlets across India, and an analysis of its social media and digital marketing strategies compared to competitors.
Recommended
Recommended
More Related Content
What's hot
What's hot (18)
Similar to Digital Marketing strategy for Tea Villa Cafe by Neha Nambiar and Disha Teckani
Similar to Digital Marketing strategy for Tea Villa Cafe by Neha Nambiar and Disha Teckani (20)
More from Indian Institute of Digital Education
More from Indian Institute of Digital Education (17)
Recently uploaded
Recently uploaded (20)
Digital Marketing strategy for Tea Villa Cafe by Neha Nambiar and Disha Teckani
- 2. About Tea Villa Cafe
- 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. BRANCHES Versova Grant rBandraVile parle Kandivali west Thane west Juhu Vashi
- 5. Most popular Tea Villa outlet *Based on results by zomato Bandra-7100 Versova-5340 Vashi-444 Churchgate-458
- 6. *on the basis of Facebook likes Most popular Tea Villa outlet
- 7. Social Media
- 11. Best Social Media Campaign FASHION FLEA MARKET #TeavillaFlea
- 12. Justin Beiber Concert Passes Giveaway
- 13. Offers/Contests/Events on Special Occasions India vs Pakistan Tea Villa AnniversariesWomens Day
- 14. Media Coverage DNAPune Times Perfect women magazine
- 16. Updated- 4th Dec
- 18. SEO
- 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. Keywords
- 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. Backlinks
- 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. ₹12.26
- 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. Google Search
- 27. No google ads Tea villa cafe
- 28. No email marketing Contact form?
- 29. Only ads done:
- 30. MOOD BOARD
- 34. 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
- 36. CONTESTS- CBD I-phone 7 giveaways #MothersDay Outlet openings
- 37. CONTESTS- TT Raffle Draw Contest Selfie Contest Raksha Bandhan
- 38. CAMPAIGN #ThirstyThursday #DiaBEATit Pizza and waffle fest
- 39. GOOD CONTENT Diwali #FoodArt Gandhi Jayanti #TeaPuns
- 43. SIMILARITIES 1. Exact Order-online form
- 44. Franchise form
- 45. WHAT TEA VILLA LACKS: Contact form -Contact us Form
- 46. Google Ads Merchandise Sponsorship
- 47. But despite that, Teavilla wins Src- Likealyzer
- 48. TARGET AUDIENCE
- 49. • 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.
- 50. 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)
- 51. 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
- 52. 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
- 53. BLOGS
- 54. Tea Culture around the world- How tea is consumed/ treated in countries like Japan.
- 55. Tea bag DIY- Don’t throw away your teabag as yet • Alternate ways of using tea bags
- 56. Make your room Pre-TEA • Room décor ideas
- 57. What makes tea drinkers different • Characteristics of what makes a tea drinker stand out – as opposed to someone who drinks coffee
- 58. Poll- Coffee vs Tea • Allow audience to support their favorite beverage by voting for it
- 59. • A questionnaire to tell the audience which tea suits/ defines their personality Quiz- which tea suits your personaliTea
- 60. Tea and travel- born & brewed • Stories of how tea has added to the wanderlust
- 61. E-MAIL MARKETING
- 62. 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
- 63. 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.
- 64. 2. Cart abandonment + Offers(on the food in cart) Subject line- Psst. You left something in the cart-10% discount exclusively for you!
- 65. 3. Email/newsletter subscription offer • Subject line- Sign up to our newsletters and get a 10% off.
- 66. 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!
- 67. 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.
- 68. CONTENT BUCKET
- 69. • 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
- 71. 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.
- 75. Campaign 2- #WordPower • Demotivational posts- Uses satire/sarcasm on mainstream motivational quotes • The quotes are teapuns • Tag your friends who can relate to it
- 79. 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.
- 81. 15 150 440 #ChaiKiChuski #TeavillaCafe #ChaiKiChuski #TeavillaCafe *How to kidnap me* Kidnapper: Chai piyega? Me: Chalo! #ChaiKiChuski #TeavillaCafe
- 83. INFLUENCERS
- 84. 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
- 86. 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
- 87. Waffle making- Nutella shake making
- 88. 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
- 89. #DejaBrew Healthy teas to indulge in after workout sessions- video Promotions about Tea 20 k Video 3-5 k per post
- 90. 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
- 91. How (not) to make tea
- 92. ORM
- 94. Complaints mostly about bad service Non-functional on Zomato, despite good reviews Feedback neglected and unattended Good reviewsBad reviews
- 95. Questions where Teavilla Café appears Suggested questions
- 98. Sponsored ads
- 99. MEDIA BUDGET
- 100. 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)
- 101. AD CAMPAIGNS
- 112. DISPLAY ADS
- 114. DISPLAY AD 1
- 115. DISPLAY AD 2