SPJain spouse to get the right food

SPJain –
EMBA04

Digital
Marketing Exam

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

 

Vishal Wankhede, emum10160433,

Dated 27th Jan 2018-01-27

 

 

 

Part A

 

Most parents in today’s world are working professionals and with
their busy schedules find it difficult to keep-up on their personal and family
day-day needs. Having the right nutrition’s and on time has been difficult for
a working parent. Then there is preference with kids and spouse to get the
right food ready at the right place and right time.

 

 

1.a.

 

Persona Name

Sample: Working
Mothers, Kavita B

Background (Job, Career Path and Family)

·     
Working as a IT Professional in an MNC company
·     
Extremely professional and is heading towards
becoming a Region head
·     
Working husband and 2 children’s, one 5 years
and second 8 years

Demographics
(Male, female, age, income)

·     
Skews female
·     
Age: 28-40 years
·     
Income: 20 lacs to 40 lacs
·     
Metros (Mumbai)

Identifiers

·     
Moderate Demeanour
·     
Not always available to take personal calls
·     
More on emails to be reverted in 48 hours
 

Goals

·     
Tied up with global customers and wants to make
sure her project clients receive deliverables on time
·     
Support her family and make sure her kids are
getting the right nutrition’s and meals on time
 
 

What can we do

·     
To make life easy for Kavita when it comes to
what and when to provide food to her children
·     
Spending time in the kitchen should be
eliminated or less spent
·     
Keep a track on nutrition’s her kids are
having when they are in school
·     
 

Marketing message

·     
A Mobile app or a website login page which
would be on your fingertips to place the right meal and right nutrition’s to
your kids and at the right time
·     
Choose menu from the app per your region and
culture and track nutrition value provided to your children

Elevator speech

·     
Food is not repetitive and boring, has
varieties
·     
Healthy and been monitored by a governance
body
·     
On time meals delivered to schools
·     
Develops a habit for children to eat healthy
and on time.
·     
Remembers your preference and reminds if your
subscriptions are getting over
·     
Payment made easy from wallet
·     
Can be an adhoc order or a subscription based
order for the time frame chosen
·     
Provides a report on the nutrition’s provided
to your children

 

Persona Name

Sample: Single
parent, Ravi S

Background (Job, Career Path and Family)

·     
Works with International clients in an organization
·     
Wants to make is career in advertising and
marketing industry
·     
Has one kid, 14 years

Demographics
(Male, female, age, income)

·     
Male
·     
Age: 40-55 years
·     
Income: 40 lacs to 60 lacs p.a.
·     
Metros (Mumbai)

Identifiers

·     
Strict Demeanour
·     
Wants to always do the right thing
·     
Works on shifts and depends on house maids

Goals

·     
Make sure his kids get the right nutrition
around his teen age
·     
Someone to take care of making meals and
providing at the right time

What can we do

·     
Provide a nutritional healthy meal for his kid
·     
Subscription based model  
·     
Reporting and data analysis to track his kid
who is in his teenage

Marketing message

·     
Meals that caters to teenage
·     
Variety in meals
·     
On time delivered
·     
Will enter other cities to cater

Elevator speech

·     
No worry on healthy food in timely manner
·     
Growth pattern analyser
·     
Payment can be made from the app or wallet
·     
Provides a report on the nutrition’s provided
to your children

 

 

 

 

 

 

 

 

 

 

1.b.

 

Taking the persona of a working female who has kid around
the age of 5-10 years old.

 

Buyer stages

Exposure:

–      
Select target audience and market segments and
alter your promotion strategies

–      
Publish and promote about your concept through
websites and mobile app

–      
Have marketing based campaign in offices and in
schools (specially during PTA meetings) on TV’s on wall

–      
Problem that you are planning to solve –
nutritional food for children at regular times with variety

–      
Search engine optimization and paid search

–      
Draw people to your content site and provide
information

–      
KPI’s like number of visitors, type of visitors,

Consideration

–      
Create blogs on nutrition and meals for
children’s

–      
Reward fans who share their stories about the
product or concept

–      
Use other websites such as schools, healthy
products 

–      
Host contest or coupons on weekends, push
notifications on apps

–      
KPI’s Time on site, share comments or likes to
your posts

Decision

–      
Promotions on subscriptions, monthly or yearly

–      
Mode of easy payment – wallets like paytm

–      
Notifications or promotions through emails or blogs

–      
KPIS’ Sales, Revenue, profit, and frequency and
quantity or orders

 

 

PART B

 

2.

Self-driving care rentals

–      
Landing page plays a key role in conversation

–      
Both Search engine optimization and Cost per
click depends heavily on how the landing page of a website looks.

–      
We could use both SEO and CPC as metrics which
is based on experience that the user has on the landing page, the relevancy of
the website and the actual ad.

For a self-driving car rentals

–      
Simple Design 

o  
Starting from top left. The name of the company
and in the top middle of the page, menus like, home, what is this about,
offers, faq’s, blogs

o  
Extreme top right with Signup or login for
register users

o  
½ of the page should be background picture of a
driver driving is car and the journey ahead, with some offers on top of it

o  
Middle right page should be for someone to rent
a car option       

§ 
Where to, date and time of pick-up and drop etc.

o  
Second half of the page with Information with
picture of cars available and ease of renting

–      
Powerful headline like: “Secure and peace of
mind for self-driving”.

–      
Customer care number and Search should be
prominent for users and easy to locate, best place would be on the top right

–      
Offers on refer and win, security deposits,
insurance should be clearly outlined

–      
 Some
historic data on people who have rented cars and their comments would make
others to perceive

–      
Navigation through the websites when choosing
cars users want to rent or get information

–      
Using bullet points and keeping the page
slightly empty (white space) would make it more appealing for the users

 

 

 

 

 

 

 

 

 

5.

The
Orchestrator Model 

 

“Think”, Focused on Data Analytics

–      
Information Architecture

–      
Data Scientist

–      
Web Analyst

“Feel”, Focus on Customer engagement

–      
Service Desk / Customer Service

–      
Consultant, online and offline

–      
PR executive

–      
Data Social media community (paid, earned or
owned)

–      
Feedback from painters or executives visiting
households

“Do”, focus on content and production

–      
Designer or Creativity executive

–      
Digital studio producer/ analysts

–      
Developers for programming on colour mixes

–      
Product teams to focus and master on requests
and support

 

 

 

6.

Typical Content marketing for Kraft 

–      
Offline content – Magazines and colleges

o  
Food or cuisine magazines to have articles on
gluten free products

o  
Marketing of Knorr with gluten free products on
health magazines

o  
Case studies and nutritional topics for chefs
who are studying hotel management

–      
Online content – Videos and Blogs

o  
Videos that help customers benefits of gluten
free products

o  
Hotels websites could have gluten free soups on
their digital menu and links that points them to more information

o  
Blogs and links of blogs on hotel websites or
travel websites

o  
Value of having gluten free information to be
published on

o  
Food or travel shows on TV with highlighting
Knorr and gluten free products 

o  
Reports and ROI to be shown to chefs of an hotel
industry

7.

Do’s

–      
Search results to be stronger, use paid

–      
Know your target audience for a region who uses
mobile devise and have familiarity to search and place order

–      
Keep it simple and short rather too many
information or images, as the screen is small

–      
Capture audience profile

–      
Custom marketing for users

–      
Gather data for other products, through neilson
for better advertising apps and websites

–      
Key message to be clear and option of selecting
and buying should be easy

–      
Epigamia websites to have links for app download
(iOS and android)

–      
Facebook or people following blogs should see a
link of the mobile app

 

Don’ts

–      
Frequency of Notifications to the users

–      
Signing up should be in 3-4 easy steps

–      
Emails to be subscribed

–      
Choices should be limited

–      
Make mobile content much more crisp compared to
the website content

–      
Don’t make payment difficult and re-direct to
unknown websites

 

 

Part C

 

13.

–      
Zero Moment of truth (ZMOT) refers to the
research which is conducted by a user online about a product or service before
taking any action i.e. searching for mobile reviews before making a purchase.

–      
For a brand of stationary instruments the ZMOT
begins in institutions like schools and offices

–      
Reviews from current consumers should be made
available on websites

–      
Social media should be used to market your brand
specially with organizations or schools/colleges

–      
Blogs have been a key search to get information

–      
Prominent marking on its products would help
spread the message

–      
Check on the earned and paid social media

–      
Offers on e-commerce portals while searching
stationaries should be prominent

–      
Bulk buying in stores like Walmart should be
available and trade promotions before college and school re-openings

 

8.

Increasingly looking at Pinterest
as a platform

With emerging technology and how consumer’s
behaviour towards buying has changed. It’s no longer just one channel or medium
of purchase.

With consumers moving to more
digital and using social platforms to hear and say about products, just by
knowing or reading about a product will not make them buy products.

–      
The future of marketing is social media and
websites and yes. pictures or images

–      
There is currently an effort going where we can
scan a picture or a product and will get all the information about it.

–      
With Facebook and twitters around social media.
Images and pictures have been used not only as paid media but also in earned
media

–      
Most of the consumers prefer seeing an image
rather reading through it. And images are equal to ~1000 words.

–      
Helps customers to browse quickly and get
attracted to the product easily

–      
Marketers who are pretty new in the field and
around millennials group use YouTube and Pinterest as their medium

 

11.

–      
A macro conversion is like a completed sale on
an ecommerce site compared to a micro conversion which relates to smaller
engagements which helps to get the sale happen.

–      
 5
Probable interactions

o  
Search option 

o  
My account and Cart which highlights ‘0’ in red

o  
Big Images or pictures which are auto scrolling,
captures attention and directs to check price

o  
Sale upto 70% off and Shop now, tells the users
on offers and not paying the full price

o  
Top navigation which has different product
categories to look at, specially ‘gifting’

o  
Blogs which shows headings like ‘new dresses for
the new year’ or ‘the hoot hoot sale is back’

 

10.

Some keywords

o  
Luxury brand

o  
Sensuous bathing experience

o  
Designer product

o  
Craftsmanship

o  
Custom luxury

o  
Among top brands

o  
Artize by Jaguar

o  
Highest quality

 

 

 

 

 

 

 

x

Hi!
I'm James!

Would you like to get a custom essay? How about receiving a customized one?

Check it out