I was recognized as one of the winners for the annual MePlan 2022 national level agency contest. The objective was to create a media plan with Display, DSP, Video, and Audio ad inventories.
Digital Marketing Strategy - ASEAN Condiments Shrishti Gupta
Capstone Assignment for Certification Program - Digital Marketing: Customer Engagement, Social Media, Planning & Analytics by Columbia Business School Executive Education and Emeritus Institute of Management.
A business and digital marketing proposition - case study developed for Asian condiments brand 'Kitchen Mate'.
Assignment by:
- Shrishti Gupta
- Nicole Dörfler-Wojczik
- Alfred Juan Anthony
- Thomas Haas
- Rodolfo Rossi
Based hypothetical condition - As a company your want to get in to packaged drinking water segment & Amul, Eureka forbes and Bisleri is your competitor. How you should do branding of your product.
your suggestion and comments are welcome. If you want this PPT , write to me at 11jgbs-sgunjan@jgu.edu.in
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyTinuiti
Learn how a holistic integrated media strategy including social, display, search, and shopping can help your brand conquer its Q4 goals. Discover how the power of data, media mix modeling, and Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology has led to client success.
Digital Marketing Strategy - ASEAN Condiments Shrishti Gupta
Capstone Assignment for Certification Program - Digital Marketing: Customer Engagement, Social Media, Planning & Analytics by Columbia Business School Executive Education and Emeritus Institute of Management.
A business and digital marketing proposition - case study developed for Asian condiments brand 'Kitchen Mate'.
Assignment by:
- Shrishti Gupta
- Nicole Dörfler-Wojczik
- Alfred Juan Anthony
- Thomas Haas
- Rodolfo Rossi
Based hypothetical condition - As a company your want to get in to packaged drinking water segment & Amul, Eureka forbes and Bisleri is your competitor. How you should do branding of your product.
your suggestion and comments are welcome. If you want this PPT , write to me at 11jgbs-sgunjan@jgu.edu.in
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyTinuiti
Learn how a holistic integrated media strategy including social, display, search, and shopping can help your brand conquer its Q4 goals. Discover how the power of data, media mix modeling, and Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology has led to client success.
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
This includes a wide range of online options including social networks, search engine optimisation, Pay for Click advertising and marketing offline. Where to start?
Our two part workshop will guide you through the different online options and how to access, implement, measure and evaluate them.
You will learn:
• How to identify & incorporate the most effective options into your marketing plan
• Targeting niche markets
• Ways to use social networks e.g. blogs, YouTube, MySpace, Facebook
• Getting the most out of using social networks
Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
Reimagine Growth: Execute on your customer journey strategyCleverTap
Execute on your customer journey strategy
Key Learnings:
-Build your 360-degree view of your customer lifecycle journey
-Create an omnichannel engagement strategy that’s cost-effective
-Reduce churn by engaging on at the right moments
Integrated Marketing
Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.
* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016Dave Archer
Allegra Demerjian, Digital Director at the Abbi Agency, explains social media advertising and discusses the nuances of advertising on each outlet. Allegra also covers:
Different formats of social media advertising across outlets (Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn)
The basics of creating ads through these platforms
Goals you can achieve through social media ads
Hitting the right target on your advertising audience
Insider tips on getting the most out of your budget on each outlet
Examples of good and bad ads on each outlet
This presentation provides enough information to know what types of ads are available through social media and how you can use them to boost your business.
A 6-Step Guide to 2021 Marketing PlanningAndrea Martin
This 6-Step process offers guidance on how to build out a strategic, tactical marketing plan that is audience specific and easy to follow so you can achieve your business and marketing objectives in 2021.
Digital Media Planning is no different from traditional media planning. This presentation details out the steps that one needs to follow to build a digital media plan and also indicates steps to measure effectiveness of the media plan.
In our first roundtable, we held three presentations: 1. What Does Your Marketing Strategy Look Like? 2. The Importance of a Digital Strategy 3. Integrated Marketing & Sales
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
More Related Content
Similar to MePlan Contest Submission Entry Deck - Alakh Asthana
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
This includes a wide range of online options including social networks, search engine optimisation, Pay for Click advertising and marketing offline. Where to start?
Our two part workshop will guide you through the different online options and how to access, implement, measure and evaluate them.
You will learn:
• How to identify & incorporate the most effective options into your marketing plan
• Targeting niche markets
• Ways to use social networks e.g. blogs, YouTube, MySpace, Facebook
• Getting the most out of using social networks
Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
Reimagine Growth: Execute on your customer journey strategyCleverTap
Execute on your customer journey strategy
Key Learnings:
-Build your 360-degree view of your customer lifecycle journey
-Create an omnichannel engagement strategy that’s cost-effective
-Reduce churn by engaging on at the right moments
Integrated Marketing
Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.
* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016Dave Archer
Allegra Demerjian, Digital Director at the Abbi Agency, explains social media advertising and discusses the nuances of advertising on each outlet. Allegra also covers:
Different formats of social media advertising across outlets (Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn)
The basics of creating ads through these platforms
Goals you can achieve through social media ads
Hitting the right target on your advertising audience
Insider tips on getting the most out of your budget on each outlet
Examples of good and bad ads on each outlet
This presentation provides enough information to know what types of ads are available through social media and how you can use them to boost your business.
A 6-Step Guide to 2021 Marketing PlanningAndrea Martin
This 6-Step process offers guidance on how to build out a strategic, tactical marketing plan that is audience specific and easy to follow so you can achieve your business and marketing objectives in 2021.
Digital Media Planning is no different from traditional media planning. This presentation details out the steps that one needs to follow to build a digital media plan and also indicates steps to measure effectiveness of the media plan.
In our first roundtable, we held three presentations: 1. What Does Your Marketing Strategy Look Like? 2. The Importance of a Digital Strategy 3. Integrated Marketing & Sales
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
2. Judging Criterion
Area Weightage Where to look?
Clarity On primary campaign objective and TG 10% Slide 7 to 10
Insights/Data analytics used in Campaign planning 15% Media Planning Excel Sheet
Campaign approach-Selection of ad solutions and
targeting segments, creative strategy
25% Slide 10 to 13
Campaign approach-allocation of monies 10% Media Planning Excel Sheet
Measurement 20% Slide 14
Assumptions taken throughout 10% Slide 15
3. Tips
1 2 3
Assumptions
No brief is perfect. State
all the assumptions you
take clearly.
Cross-channel
coverage
Try to cover the consumer
touchpoints holistically and
spread your investment
across various relevant ad-
solutions.
Clarity in approach
Make the tough choices
and demonstrate clarity in
your solution.
4. Team Details
• Agency: Performics India
• Team Name: Amazon Pracharak Sangh
Team
Member 1
Name: Alakh Asthana
Email Id: alakh.asthana@performics.com
Role: Account Management for Marketplaces,
Amazon SME and Media Buying
Designation: Associate Director – Commerce
“Prior to Performics, I have worked on Amazon
accounts of MARS Confectionery, Intel, Lenovo,
PepsiCo, and Unilever for US and UK regions. My
work has won earned mentions from Forrester and
Gartner. At Performics I manage marketplaces and
media buying for key FMCG accounts.”
5. Problem Statement
A FMCG D2C brand has launched a Chips range recently and are looking to drive a brand
awareness campaign in the next year. Their TG is Young Adults, Early jobbers in the age-
range 25-34years in top 20 cities in India. They are conscious of high competition and
high recall for the top 2 players in the category.
Hence, build a plan to build recall through innovative marketing/advertising to drive 10
mln trials in the next year.
6. Approach : Who is your TG, Usage of insights, Choice of ad solutions, Audience segments
(1/3)
Deep-dive into our target group segment / persona
• Age: 25-34 years
• Occupation: Early
jobbers
• Family status:
Single or Early
parents
• Enjoys
experimentation and
newer flavours
• Snacking is a
response to boredom,
WFH fatigue, or
distraction
• Seeks nostalgia &
childhood association
•Resealable
Packaging for
delayed gratification
• Seeks Information
and Value Driven -
Vegan and Gluten
Free and ethical
awareness
• Healthy snacking
options
• Seeks quick
delivery (quick
commerce)
• Substitute for
QSRs (quick service
restaurants)
• Top 20 Indian
Cities
• Unique flavors for
each segment.
Example –
Mumbai Pav Bhaji,
Tamil Nadu Rasam
• Fickle Loyalty
• Novelty seeking
7. Approach : Who is your TG, Usage of insights, Choice of ad solutions, Audience segments
(2/3)
*MINTEL Salty Snacks Flavour Trends – Indian Consumer – 2022, 1-Hotels, Restaurants, and
Cafes
Usage of Insights (3rd party) Amazon Display Ad Application
32% Experimentalists Indians prefer experimenting for chips
and salty snacks*
Target Amazon Audiences ‘Early Adopters’,
Super Value Days CPG shoppers
Comfort Snacking and ‘Work from Home’
companion*
Create Custom Audiences to focus on
segments (‘Food Delivery’, and ‘HoReCa’)1,
OTT Subscribers
72%* Health Conscious and Guilt free snacking ‘In market’ for Health products, Health and
Fitness, Exercise and Fitness
North East India prefers non-vegetarian
flavors*
Special campaigns that target Eastern pin-
codes for non-veg flavors
How We Leveraged 3rd Party Reports for TG
and Campaign Insights...
8. Targeting Segments
Demographic Affluence:
Top Customers, 25 - 34, Top 20 cities (pin code targeting),
Devices, Gender and Operating System
Lifestyle / Service Consumption:
OTT Subscriptions, Super Value Days CPG shoppers, Online
Grocery Customers, Food delivery, Movie Ticket Purchase
Persona Segment:
Prime video audience, Mini TV audience and IMDB audience,
Early Adopters, Exercise and Fitness, Parents with Children
In - Market Research:
Health products, Health and Fitness, Grocery (Snacks and
Sweets), Smart TV users, Tech Enthusiasts
Choice of Solutions
Amazon DSP (off platform, 3P Sites):
Top sites/Apps for Video, Music, Utility & Communication,
Health & Lifestyle
Amazon DSP (on platform):
ATF, Contextual | Category Nodes - Snacks and desserts,
Health & Personal Care, Nutrition & Food, Health Care
On Platform SOV package:
Grid 5 SOV (20% ) - 30 days | Herofader Slide 2 SOV (30%)
Native Sponsored Ads:
SP, SB Banner and Video, SD across relevant categories, top
searched KWs for Snacking category), Category Audience and
Page view based remarketing campaigns
Fire TV, Mini TV and Alexa Ads placements
Approach : Who is your TG, Usage of insights, Choice of ad solutions, Audience segments
(3/3) **Detailed in the attached Planning Excel Sheet**
9. Creatives & Measurement : details around creative strategy, overall campaign strategy,
how are you measuring success of your campaign? (1/4)
Augment awareness and 10 Million trials by leveraging a heterogeneous ads ecosystem,
supplemented by a strong listing presence on marketplaces
Campaign Strategy Primary AD Properties
Q1 Goal – Awareness and Launch – Exist on every
touchpoint and medium that our personas use within
the Amazon ecosystem, soft activation of search ads
Amazon DSP (off platform - 3P Sites),
Amazon DSP (on platform), Platform SOV
packages, Fire TV, Mini TV and Alexa Ads
Native Sponsored Ads (search)
Q2 Goal – Awareness and Consideration – Engage on
Lifestyle and Events our personas adopt (+ selected
elements of Q1)
Amazon DSP (off platform - 3P Sites),
Amazon DSP (on platform), Platform SOV
packages, Mini TV
Native Sponsored Ads, Fire TV, Alexa Ads
Q3 Goal – Consideration and Remarketing – Learn
from historic data to push engagement and
consideration from data gathered in Q1 and Q2 (+
selected elements of Q1 and Q2)
Native Sponsored Ads, Amazon DSP (on
platform), Platform SOV packages
Amazon DSP (off platform - 3P Sites), Fire
TV, Mini TV
Q4 Goal –Awareness, Consideration and Purchase -
Experimentation, push effective Display channels
and inventory. Finally, move from soft to hard
activation on search ads
Native Sponsored Ads, Amazon DSP (on
platform), Platform SOV packages
Amazon DSP (off platform - 3P Sites), Fire
TV, Mini TV
Secondary AD Properties
10. Value Proposition & Positioning to define
CREATIVE STRATEGY & STAND OUT
Flavours – Flavour innovation is key to stand out on the
shelf as consumers seek adventure, elevated
indulgence, nostalgia and wellbeing.
Guilt-free Snacking – Low-sodium, potato variety is air
fried, corn variety is baked, certified vegan and gluten
free
Seasonal Association and limited-edition flavors –
Taking a leaf from ‘fast fashion’, special packaging and
flavors for seasonal Indian events like IPL, Diwali, etc.
Creative Strategy – Key Execution Pillars
'Calendar and Events' Driven Creatives (new year, sports,
IPL, FIFA, Mothers Day etc.)
‘All ad inventory activation’ to enable maximum
effectiveness
Create all creatives in advance to ensure smoother
marketing execution and help re-purpose collaterals
Beta-test all creatives before launch
Creatives & Measurement : details around creative strategy, overall campaign strategy,
how are you measuring success of your campaign? (2/4)
11. Q3: Prime Day Sale, Rakshabandhan, Independence Day
• ATF customized images: People who've shopped from
your competitors
• BTF images/banner: To keep the educated customers during the
shopping or product research journey
• Refresh A+ content basis A/B testing
• SB ads for maintaining maximum visibility throughout the week.
• SD ads targeting people shopping in foods/snacks section.
• SP ads for people who've interacted with your brand in the past.
Q4: Great Indian festival, Diwali sale, and Christman
• ATF customized images: People who've shopped from
your competitors
• BTF images/banner: To engage with customers during the shopping
or product research journey
• Redirecting consumers on brand store to for maximum engagement.
• Crafted banners with best selling ASINs.
• High engaging videos for maximum impression share.
• Custom static with minimal text and USP on the image
Creatives & Measurement : details around creative strategy, overall campaign strategy,
how are you measuring success of your campaign? (3/4)
Quarter Wise Creative Deliverables
Q1: Discovery and Launch with New Year Sentiment, Holi
• ATF ads for brand visibility: TG of people who browse the platform actively for
new year shopping
• BTF images/banner: To keep the customers hooked/interested during the
shopping journey
• SB banners for people with TG of grocery shoppers (Amazon/FRESH)
• DSP and SD ads for keeping our brand in front of as many people as possible
• A+ content to communicate brand story in additional to SP, SD, and SD collaterals
• To make short audio ads for Alexa and interactive Alexa skill for calorie count
Q2: Event season
• Video ads targeting people on OTT platforms for keeping people engaged
• Mini TV: Storyboard creatives in-between the game/event promoting brand as
the best snack
• Customized static/animated images highlighting USP of the product for SOV
Packages in additional to SP, SD, and SD collaterals
• ATF Banner ads for TG with food/snack consumer behavior shopping.
• Short audio ads for Alexa focusing on healthy snacking option
12. Creatives & Measurement : details around creative strategy, overall campaign strategy,
how are you measuring success of your campaign? (4/4)
Measure Success
Quarter Metrics Metrics Metrics
Q1
Target Impression
4525 M
Target SOV
70%
DPV
9.1 M
Q2
Impression
2122 M
SOV
65%
DPV
8.4 M
Q3
Impression
2739 M
CTR
0.42%
Trails
14.1 L
Q4
Impression
2928 M
CTR
0.46%
Trails
17.2 L
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you
have spent eighty cents out of your dollar.” - David Ogilvy
A great 'Display Campaign' is the 'headline' equivalent of the short-attention consumers
Impressions
Trials
Page Views
13. Assumptions/thumb rules considered
1. TG defined on the basis of reports and other secondary sources. (Euromonitor, Mintel, eMarketer)
2. Assumed yearly budget of 95CR based on benchmarks shared as part of the exercise. Also, Salted Snacks as a
category is dominated by 3 players. To break in, higher spend is inevitable.
3. Assuming ads contribution for the overall orders will be higher in the Q1 and Q2 and afterwards Organic
contribution will increase gradually in the coming quarters, as awareness increases.
4. Assuming the single chips pack is priced at Rs.50 for all flavour options.
5. Promoting PO2 and PO4 combo flavour packs to increase the sampling of the flavours.
6. To offer at least ~10 % discount on the product during product launch and ART sale to increase consideration.
14. Snapshot of the Media plan
(Please add attachment here)
MePlan Contest
2022_Media Plan_Amazon Pr
Download Excel Sheets here or
refer to attachments
REFER TO EXCEL SHEETS FOR DETAILS
15. A M A Z O N C O N F I D E N T I A L
15
—
M
E
P
L
A
N
W
I
T
H
A
M
A
Z
O
N
A
D
S
Thank you
Reach out to me!
Alakh - alakh.amazon@gmail.com
