A comprehensive Digital Marketing Plan working in the position of a Digital Marketing Strategist helping brand to achieve its goals to boost their presence, spread awareness and manage conversions in the online space.

1. Presented By : Diandra Pereira

2. TABLE OF CONTENTS
1. About Snackible
i. The Snackible Story
2. Products
i. Healthy Snacks
3. Budget
i. Allocated Budget
4. Campaign
i. Campaign Idea
5. PART A
i. Keyword Strategy
ii. Linking Website – GA
iii. Linking Website – GST
iv. SEO Activities – On Page
v. SEO Activities – Off Page
vi. Content Building & Marketing
6. PART B
i. Google Adwords
ii. Social Media Marketing
iii. Funnel Marketing
iv. Marketing Automation
7. Budget for Paid Media
i. Budget Allocation
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3. THE SNACKIBLE STORY
Snackible is a one stop snacks destination founded in May 2015 by Aditya Sanghavi. Snackible
intends to revolutionise the snacking industry by introducing to the market a range of unique, tasty,
and healthy snacks with convenient access and affordable prices.
At present, they offer their customers with a dynamic menu of 18 items, created by their own food
innovation team, and add approximately 2 new snacks every month. Each snack is made combining
wholesome, high quality ingredients along with unique combinations and flavours to deliver a
delicious and healthy snacking experience for the customers.
The company's current list includes products such as Whole Wheat Waffles, Cream and Onion
Whole Wheat Thins, Pizza Stick Dippers, Dark Chocolate Ragi Cookies, Baked Bhakarwadi, Hot
Wasabi Peanuts and Seedy Crunchers, just to name a few.
The company also have a unique subscription model on their online portal, that allows the
customers to subscribe for a weekly box or a monthly box for a specific duration.
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4. PRODUCTS – HEALTH SNACKS
SNACKS BY CAT EGO RY
• Low Calorie
• High Fibre
• High Protein
• Gluten Free
Note : As the festive season and New Year is soon approaching the above mentioned products will have greater
demand. Many people will be switching to healthier snacks, in order to remain fit and maintain their weight
during the festive season. Apart from that, our healthy snacks gift basket will be in demand as it is the festive
season. Also, many people will switch to healthy snacks due to their New Year resolutions and in order to
achieve their fitness goals.
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5. ALLOCATED BUDGET
PART A –INR 5 Lacs(All the points are Mandatory)
Your presentation will start with 4 mandatory slides
in brief, as below:
• Identify Short Tail, Long Tail, Brand, Core and
Lateral Keywords for your Brand (Minimum 2 and
Maximum 3 keywords in each category) (Maximum 1
slide)
• Steps on linking your website with Google Analytics
and inserting Global Site Tag codes on your website
(Maximum 1 slide)
• Suggest SEO activities, Content Marketing activities
you will use to improve your website’s search engine
ranking (by using mandatory 5 Lacs budget)
[Maximum 2 Slides]
PART B –INR 25 Lacs(Minimum 3 out of 7 points are
Mandatory) The allowable activities are –
• SEM Ads (Google AdWords) – Whatever Ad types
are applicable for your Brand’s Business
• SMM – Whichever Social Platforms and Ads are
applicable for your Brand’s Business
• Email Marketing – Using Mailchimp only (if
applicable for your Brand’s Business)
• Affiliate Marketing – If applicable for your Brand’s
Business
• Mobile Marketing and Mobile Apps – If applicable
for your Brand’s Business
• Funnel Marketing – Should include all stages of
the Funnel
• Marketing Automation – Using Leadsquared only
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6. CAMPAIGN IDEA
• We design a campaign around promoting healthy and nutritional snacks that engages customer at an
emotional level and get attracted to enquire or drop contact details to get in touch with Snackible.
• Problem: 1)Most people don’t eat healthy snacks because of the foundation of their nutrition habits.
They eat only 3 meals a day, no matter the portion size.
2) Many people are still unaware about the healthy benefits of healthy snacking.
3) Misconception that healthy food is tasteless and boring.
• Solution: We persuade potential buyers to live with their dreams and make Snackible a partner to take
care of their healthy snacks diet. At Snackible, make customer’s fitness journey joyful & hassle-free, and
showcase how one feels achieving their fitness goals easily. Thus we create a campaign called:
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#SnackOn

7. PART A____

8. KEYWORD STRATEGY
• Short Tail - Healthy snacks
Diet snacks
Protein bars
Healthy snack recipes
• Long Tail - Healthy snacks for adults
Healthy and tasty snacks
Healthy low calorie snacks
Fastest way to lose weight
• Brand – [Snackible, SnackOn]
SnackOn from Snackible
Snacks from Snackible
• Core - Low Calorie Snacks
High Fibre Snacks
High Protein Snacks
Gluten Free Snacks
• Lateral – Best diet snacks
Best diet to lose weight
Best healthy snacks
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9. LINKING WEBSITE – GA
Steps to link website with Google Analytics through GTM:
• Sign up to Google Tag Manager
• Create a container for your website
• Select web as a container
• Agree Terms& Conditions
• Copy both the codes from Google Tag Manager
• At the backend of your website, install & activate Metronet Tag Manager
• Paste copied code in header & footer of Metronet Tag Manager and save
• Website is connected to GTM
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10. LINKING WEBSITE – GA
Steps to link website with Google Analytics through GTM:
• Create Google Analytics Account
• Go to Admin, create accounts & enter your website details
• Agree Terms& Conditions
• Unique tracking ID UA – xxxxxxxxx will be generated under tracking code section of property
• Open GTM again and click on “New Tag”
• Edit Tag configuration & select Universal Analytics
• Click on Google Analytics settings & Enter UA – xxxxxxxxx of Google Analytics
• Select All pages & Submit
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11. LINKING WEBSITE- GST
Steps to inserts Google Site Tag in the website:
• Copy Google Site Tag code from the Google Adwords account
• Install & Activate Remarketing plug-ins from your Wordpress backend
• Open Google Remarketing codes from plug-ins & paste the Google Site Tag code
• Click Save, so your remarketing campaign is tracked
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12. SEO ACTIVITIES – ON PAGE
Activities:
• Create a micro-site/landing page for the campaign (i.e. #SnackOn) along with a contact form & dropdown
list for type of healthy snack required.
• Optimization content & keyword - Create content of approx. 1500 - 2000 words using keywords like
Healthy snacks, Diet snacks, Protein bars, Healthy snack recipes & use Symantec keywords
• Similarly, optimize individual product pages with content & keywords and create internal link to campaign
landing page
• Create anchor text/internal links to Low Calorie Snacks, High Fibre Snacks, High Protein Snacks, Gluten Free
Snacks
• Optimize Meta Title, URL & Meta Description with selected keywords using Yoast plug-in.
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13. SEO ACTIVITIES – OFF PAGE
Activities:
• Check page rank of your domain using Smallseotools.com
• Improvise on domain authority by reducing bounce rate, fix broken links, locate links on high page, avoid
cannibalizing keywords, link more pages internally, send links from higher page authority, drive external
links to the relevant page/website
• Do backlink audit of top ranking websites for selected keywords with the help of SEMrush and publish
• content for backlinks from high domain authoritywebsites
• Check domain & page authority using Moz,com of third party websites
• Create video, blogs, PR articles based on the keywords selected and publish it on High PR sites, YouTube,
• Facebook, Twitter, LinkedIn, & Quora.com respectively
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14. CONTENT BUILDING & MARKETING
• Videos (2 Lacs for video production):
Create campaign video on #SnackOn and publish
it on YouTube channel
• Influencer Marketing (1Lac):
Promote campaign through an influencer for 2
days, to build campaign #SnackOn
• PR Articles (1.5Lacs for content & publishing):
Publish articles on building brand image & why
one should choose Snackible as compared to
other healthy snacks ventures?
• Blogs (50 K for content creation): Create blogs
using content around selected keywords like
Healthy snacks, Diet snacks, Protein bars, Healthy
snack recipes. Below are some respective topics:
• Healthy Snacks– Top 20 reasons why you
should start healthy snacking today
• Diet Snacks– Myths about diet snacking that most
people still believe.
• Protein Bars–Why protein bars are one of the best
form of nutrition? How to calculate calories easily?
• Healthy Snack Recipes– How to say goodbye to
unhealthy office snacking? Create super easy and
healthy snacks in less than 10 minutes.
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15. PART B____

16. SEM ADS
• In the month of July & August we will create a Brand awareness of our #SnackOn Campaign using Display
Ads and Video Ads.
(to increase awareness & reach of the campaign. We create videos based on brand campaign using key
benefits of buying healthy snacks from Snackible. We shall run this as a skip able video on YouTube to
increase brand awareness and traffic to our website.)
• After Brand Campaign, we can do Product campaign to target specific audience for specific products. And
also we can mention our off seasonal scheme like “Free lifetime subscription to our Snackible Baskets
through our SnackOn Scheme”. Product campaign will run from August - October
• After that we will invest in Search Ads as people will start searching about our brand SnackOn. Search Ads
will run from September – December. Using Search Ads campaign we can rank on the top of the search
engine list.
• We will also simultaneously initiate Funnel Marketing and Marketing Automation in order to generate
quality leads. And for those are still in funnel might take it in a positive manner and can give us a conversion.
This campaign will from August – December.
• Age group for all the campaigns : 18 – 50
• Target Audience : Affinity to Health, Fitness And Wellness
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17. CONTENT BUCKET
Tasty and Nutritious
Find out what's in our protein bars
With this Nutrition Calculator!
Snackible| Healthy, Easy & Tasty Food
Check Out Our Menu. Snacks. Nutritious & Tasty.
Takeaway & Delivery.
Snackible’s Finest Cheese Straws | The Perfect
Gourmet Snack |
Snackible Brings You The Most Delicious & Exciting
Snack Options.
To Tantalise Your Taste buds & Impress Your Guests
This Festive Season. Discover The Range Online.
10 Healthy Snacks | For Under 150 Calories |
Swap junk food for healthy snacks that your body and
your mood will love.
70+ Best Healthy Snacks – For a Healthier Fitter You!
70 healthy snacks that are way better than anything
in an office vending machine.
Healthy Snacks: Satisfy the Munchies Sans Guilt
Snackaholics, rejoice! Beat between-meal blahs with
a month's worth of tasty and creative healthy snacks
for adults.
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18. SMM ADS
• Facebook & Instagram: Promote brand campaign & product campaign by creating multiple single image
ads/GIF, carousel ads (showcase different features of an individual product) targeting affinity audience. Use
Instagram as a channel to target potential audience as it has maximized active user base.
• Twitter: We create campaign using #SnackOn and also do influencer marketing to trend as suggested earlier
followed by product campaign.
How?:
Brand campaign followed by product
campaign will be active during major
upcoming festivals like, Janmastami,
Ganapati, Navratra, Diwali, Christmas, New
Year. (also as per respective festivals in a
particular state).
Why?:
Since, social media platforms are audience
based, we shall find large chunk of potential
customers for each product. Our campaign
will be targeted separately to a specific
audience, based on the type of health snacks
we are promoting.
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19. Content Bucket___________

20. FUNNEL MARKETING
How?:
We use different tactics of funnel marketing for
individual products on our website
Why?:
Since, we are going to drive a lot of traffic to our
website from different sources, we will
entice/encourage our potentials customers to
take some action either by sharing contact
details or persuade enough to visit a nearest
branch.
It will help us to generate maximum good quality
leads, which can be nurtured through marketing
automation.
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Lead Magnet: We create a lead magnet on our website for healthy snacks to generate maximum leads.
Tripwire: A lucrative offer to capture leads at throwaway price
Core Offer: The main offer for the core product
Profit Maximiser: Here, we cross-sell or up-sell other products that helps to generate business on a long run.
Customer Return Path: We encourage customers to shop with us again by giving them special deals and offers.

21. CONTENT BUCKET
L e a d M a g n e t :
Idea 1 : Get a head start on your New Year’s Resolution! Subscribe to see 10 Facts the Fitness Industry Doesn’t
Want You to Know about Fat Loss (Ebook)
Idea 2: 10 Ways to Level Up Your Current Fitness Routine this Diwali without any workout. (E-book)
* Lead magnet ideas can also be used for remarketing.
Tr i p w i r e :
Idea 1 : 21 Days to A Healthier, Happier You:
Recipes for Healthy Meals and Easy, Efficient Workouts.
A guide created by top fitness industry experts. Get Healthier & Happier @Rs.200/-
Idea 2 : 20 Apps, Gadgets and Tools to Help You Supercharge Your Fitness Goals.
Supercharge your fitness goals for just @Rs.200/-
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22. CONTENT BUCKET
C o r e O f fe r :
Idea 1 : Buy Gluten free products at just Rs. 100/- Offer valid only today.
P r o f i t M a x i m i s e r :
Idea 1 : Buy a pack of Healthy Snacks ranging from Low Calories, High Fibre, High Protein, Gluten Free, Sugar Free and
much more for just Rs. 400/- Instead of Rs.600/
Idea 2: Pay additional Rs.1000/- to become a lifetime member
Idea 3 : SNACK OF THE WEEK - Buy 1 and get 1 Baked Pizza Sticks with a Cheesy Jalapeno Dip free! Offer valid on all
small and large packs!
C u s t o m e r Re t u r n Pa t h :
Idea 1: 50% Discount on the 2nd purchase
Idea 2: 30% off Coupon code to Access updated and premium content of all Ebooks, Fitness videos, Guides, etc.
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23. MARKETING AUTOMATION_______________

24. BUDGET ALLOCATION
B UDGET FOR PAI D MEDI A
Month Campaign G- Search G- Display G- Video SMM MA Monthly
Budget
July Brand Campaign 50,000 50,000 1,00,000
August Brand & Product
Campaign
25,000 50,000 50,000 50,000 25,000 2,00,000
September Product Campaign 50,000 75,000 25,000 50,000 25,000 2,25,000
October Product Campaign 2,00,000 1,50,000 50,000 2,50,000 25,000 6,75,000
November Product Campaign 2,00,000 1,50,000 50,000 2,50,000 25,000 6,75,000
December Product Campaign 2,00,000 1,50,000 50,000 2,00,000 25,000 6,25,000
Total Budget 6,75,000 6,25,000 2,75,000 8,00,000 1,25,000 25,00,000
*25,000 subscription fees for 10,000 contacts on leadsquared automation
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25. BUDGET ALLOCATION
• July : Launch brand campaign through display & video to create awareness.
• August : Along with brand campaign, we start promoting product campaigns on Google & SMM. As we
generate leads, we will activate Marketing automation. (We spend more on Google Adwords as volume of
searches happening on SERP is huge.)
• September : Once brand awareness is created, we will utilize the budget for product promotion as festivity is
round the corner and demand generation will hike from this month. Our spends will be more on Google
Adwords to target a customer whose intent is to buy healthy snacks. Hence it helps to generate quality leads
& faster conversion.
• October: As most of the purchase transaction happens during this period, we increase our spends by more
than double for gaining maximum transaction from our campaign & promotion activities.
• November: Similarly, due to Diwali most of the purchase transaction happens during this month, hence we
retain our spends almost equal to last month for gaining maximum transaction from our campaign &
promotion
• December: In December, people mostly set fitness goals as their New Year Resolutions. Hence, we will do
product campaign for health snacks based on their categories.
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26. THANK YOU!_______