1. Arnab Dey FT161020
Ravi Shankar FT163077
Srikanth Vadrevu FT163093
Sankhadeep Ghosh FT163083
Debharshi Bhattacharya FT163018
Vamsikrishna Polepeddi FT162063
Ritvik Sahai FT163079
Chukkaluru Venkata Narayana Reddy FT162030
Rohit Pal FT163080
Srikar Malapaka FT162089
Venkata Rama Naveen Durgaraju FT164098
Arunima Shivangi FT162023
Nagarjun Poluka FT162054
Pratim Rakshit FT161068
Susmita Chatterjee FT163095
Section A Group 5
DIGITAL MARKETING
GO TO THE MARKET STRATEGY
PATANJALI DANT KANTI
ON

2. Objectives
Why
It has to position
itself differently in
a competitive
market with strong
brands
Category
Positioning
Still in a
nascent
stage
Increasing the fan
base from 9000 to
50000
Increasing
Exposure
POP
Oral hygiene
longevity of
freshness
POD
Natural ingredients
SWADESHI products
Value for money
Baba Ramdev

3. Digital marketing budget for 6 months
10%
60%
15%
5% 10%
Digital marketing budget for 6
months
SEO
PPC
Social media marketing
Email
Content marketing
Top down budgeting Bottom up budgeting
(00,000's)
SEO 100
PPC 600
Social media marketing 150
Email 50
Content marketing 100
(Crores)
Estimated revenue from Dant Kanti in 2016 1000
Total marketing budget 50
Budget for digital marketing 10
Bottom up budgeting for 6 months
SEO
On page 3000000
Off page: Content seeding 30000000
Social media marketing
short films,you tube 3000000
facebook and twitter 1200000
PPC(Google adwords and
facebook ads) 6000000
email marketing 15000000
Content marketing
banners and displays 6000000
Blogs 3000000
Total budget 67200000
SEO 3,30,00,000.00
PPC 60,00,000.00
Social media marketing 42,00,000.00
email 1,50,00,000.00
Content marketing 90,00,000.00
49%
9%
6%
22%
14%
Bottom up budget split
SEO
PPC
Social media marketing
email
Content marketing

4. Tools
Content
seeding
LEAP
management
SEO
Virality of
Content
PPC
• Identifying the influencers in ayurvedic and
dental care industries
• Seeding the content on their publishing
platforms viz., blogs,
• Sharing their views in youtube videos
Listen - customer feedback
Engage – handling customer
issues
Analyze – Customer Valence
using SMM tools
Publish – Related articles
On-page search
optimization by using key
words such as “gum
bleeding, tooth decay, bad
breath ”
Promoting authentic
positive reviews
Google adwords,
Facebook adverts

5. Platform
Facebook
• Build a strong base of
engaged fans to share
regular product
updates
• Regular updates on
natural remedies for
dental problems
• Engage with users
promptly on feedback
Twitter
• Build a large follower
base
• Interact with key
influencers who are
likely to retweet
YouTube
• Promoting the benefits
of using ayurvedic
products
• Interviews of the
influencers promoting
“Dant kanti”