Oolsumania

Team Name: Rockets

Member 1: Abinash Kumar Sahu
Member 2: Taniya Chandra
Member 3: Sandeep K Tripathy
Campus: XIMB
Abstract

Problem Statement: Being a boot strapped start-up Oolsum doesn’t have enough muscle power for B2C
marketing, so it is looking for feasible digital marketing strategy for brand building and to increase brand
reach.
Aim: Playstore downloads 50K+, iOS Downloads 20K+ ,Overall Client Registrations to touch 50K+ ,
100K Followers on Instagram & FB, 1000+ Dieticians Registrations, Brand Reach of 1 Million

Target Segment: Men, women, children (Obese, People with hormonal disorders, PCOS, Pregnant women, fitness
enthusiasts, sports enthusiasts)
Age group: 22-55 years
Target Geography: Digital marketing strategy for PAN India

Strategy Proposed:
-A proper SEO strategy for website to appear in first few links when a user searches for diet consultation
websites
-App store optimization strategy for app to appear in first few searches in Play store or iOS store.
-Social Media engagement strategy to increase user base in all social media handles and give website and
app a lot of exposure for more number of downloads and to increase user retention and on-board new users
-Strategy to acquire more users there by acquiring more dietician. Addressing problems faced by dietician.
-Website Re-designed Model along with Gamification model to enhance user experience
-Email and SMS marketing to make user feel valued
-Estimated financial statement
-Success measuring metrics
-Risk measuring metrics
All the strategies mentioned above are given in details below along with secondary data and references.

Mitigation Plan: (Ref: https://www.nin.res.in/, wenr.wes.org)

2 months target should be to check if response rate has reached 10% or not of target segment ideally as per
industry standards response rate for short period of time remains less. A detailed calculation is given at the
last page about brand reach and when to go for mitigation plan.
Mitigation Strategy as suggested: (Main aim is to increase brand reach)
-Influencer marketing by acquiring most loved vloggers (Gaurav Taneja and Rajveer Allahbadia) to promote the
platform to users.
-Geo Targeted and device targeted Google ads
-Social media ads (YouTube ads, Facebook ads, Instagram ads)
-Collaboration with corporates and colleges to conduct webinars and case competition and rewarding winners
discount coupons
-Targeting one city at a time
-Continue with the existing plan as well

Metrics of measurement are given in detailed format below under each strategy
SEO Strategy
SEO is an integral part of digital marketing. It is responsible to take the website visibility to a higher
position and keep Oolsum above all competitors. It increases website visibility, user traffic, conversion
rate, and ROI.
Steps to be taken priority wise: High Priority Low Priority

Secure and Accessible website:

1. Make the website well coded so that Google’s bot can crawl and reach
2. Enable SSL to secure website with HTTPS
Page Speed: Page is mobile friendly but need to fix certain issues
Optimize Content:
1. Present the content in video format
2. Content title and description relevant to current trend
3. Content length
4. Improve backlinks
5. Social media posts
6. Rolling Images
Technical SEO:
1. Create a meta description that both entices reader and includes the keyword phrase
2. Keep meta description short and catch at around 160 characters
3. Use keyword phrases in images and tags to show how the images are relevant to main
content
4. Include alternative text to ease of navigation for visually impaired who use screen reader
Social Signals and Links:
1. By engaging with bloggers and vloggers who can tag the link in their website so as to
increase inbound links
2. All the content should be taken from authorized sites and link them back which will
increase outbound links
Real Business Information:
1. NAP (name, address, phone number)
2. Business listing on Google My Business and Facebook
3. Reviews on both those sites and relevant directories like Yelp and others
4. Include right local search terms
KPI need to address
 Sign Ups
 Site traffic
 Bounce rate
 Search ranking
 Click-through rate
 Dwell Time
Screen Shots and Insights – SEO Strategy

• According to Cisco, video content will

represent a whopping 80% of online
traffic by 2021.
• 79% of people would rather watch a
video than read a blog post

NAME
ADDRESS
PHONE

Application Store Optimization

It is highly important to be relentless in investing in App Store Optimization so as to boost the visibility and
in turn convert more users to download the app.
1. Need to use go for mid and long tail keyword to increase the probability of addressing user
query
2. Use of Unicode like ✔❖➜ for visual organization
Existing user pain point and play store description: (Snap shot from play store)
Enhanced play store description: (new content to be displayed in Play store)

Need for AB Testing:

As per the customer review in play store Oolsum need to conduct AB testing for feature like Navigation,
Design Layout.
Suggested Frame work: PIE (Potential, Importance, Ease) Prioritization Framework

New feature description

On Meta data:
Oolsum need to change the play store description with trending key word to increase reach and visibility
- New offer can be added to description
- Value proposition for each stake holder can be added to play store description
Social Media Engagement Strategy

• Oolsum’s Facebook has only 667 likes and Instagram has less than 150 followers. So, its first
strategy should be to get more audience’s attraction.
• The content is more or less same in both the platforms however its strategy should be such to
target different audience.
• For Instagram, they can run contests asking their existing users to post snippets of their daily
diet and who will get highest likes will get 1 or 2 free consultation.
• For Facebook, it’s easier to reach a larger audience. They can ask the dieticians to come live on
their page for 1 hour weekly and answer the queries of the viewers.
• Beside Facebook and Instagram, Whatsapp can be an easy and cost effective way to get
attention of the audience. They can contact the viewers who are asking queries in their live
sessions or posting comments and ask if they want to get added to any Whatsapp group. Once
added, this can serve as a customer database as well as the customers will get daily updates and
special offers.
• After 2 months, they need to introspect if this campaign is working or not. If it is a success, they
can think of collaborating with small social influencers who post content about food or
fitness. By featuring their stories, viewers will be able to connect more with the brand.
• Share user testimonials and feedbacks on all social media handle
• Conduct various contest asking users to tag their friends or sharing their transformation pictures
on social media handles and tagging the company’s social media handles.

Acquiring more customers

 Best way to retain old customers and gain new customer is by providing a better UI experience for user.
 Need to start an online cult community in website and app where in the customers can share their
transformation stories, share their experience and get a platform to interact with each other
 Website and app needs to provide testimonials and video feedback of the users which will attract a lot of
new customers their by helping Oolsum to increase its customer base.
 Introduction of gamification in website and app which can provide some discount coupons to users and will
force them to return back to the app or website.
 Introduction of calorie tracker will also help users track their intakes.
 Blogs on yoga, fitness can also be introduced to increase customer engagement.
 A Chabot or a help assistance can also be introduced which can help user when they are stuck.
 The website should also have a dedicated section explaining Vision, mission and goal of the company this
helps user build trust in the company
 A dedicated section with contact details and address of the company along with Google map for
authenticity.
 Customized slot booking for users
 Conduct online quizzes on website about fitness awareness and displaying the winners’ video testimonial
on website and app will help user get self-identity and can act as influencers themselves.
 Providing user an easy sign up option.
 Referral programs
 3 days free consultation camp slot wise in 5th- 6th week so as to give user a first-hand experience of the app
and let them test quality of dietician. This will also help dietician get exposure. Camp announced over all
social media handles.

*https://www.google.com/amp/s/neilpatel.com/blog/low-budget-online-marketing-strategies/amp/

User generated content is Users are 71% more likely to

90% of users trust peer 50% more trusted by internet make a purchased based on
recommendations users than traditional media social media referrals
Acquiring more dieticians

 The most easy way to attract a dietician onto this platform is by acquiring more number of
users which will give dieticians a large user base and help them in getting exposure
 The problem which a dietician may face is on-boarding his/her offline clients on the platform.
Company needs to collect the data from dietician and upload them into their database and send
registration emails to the clients
 Another problem which dietician may face is of losing their client to someone else so for this
while registering the clients on platform, Company can send them link which redirects clients to
the dedicated dietician page.
 Conduct webinars explaining the advantages of using the app and address dietician’s query.
 Allow dietician to display their own discounts and offers independently.
 Display weekly top dieticians on platform to get more exposure
 Push notifications to users whenever a new dietician on boards the platform.
Website Re-design

• 48% of users believe website design is the #1 factor when judging a business’s credibility.

• 38% of visitors will stop browsing a website if the layout is unattractive.
• The average user needs only 50 milliseconds to form an opinion about a website.
• 88% of users are less likely to return to a site because of bad user experience.
• 94% of users create their first impression of a website based on web design alone.
• Web design alone forms 75% of the judgment of a company’s credibility.
*https://review42.com/web-design-statistics/

Company Logo Book a slot Dietician ListServices Blogs Community About Contact

Offers & discounts, Dietician blogs, Best service

Gamification Quiz or contest

(Lucky wheel) Best Dietician
winners
of the week
video
testimonial

User feedback and testimonials

Company address, Contact details, Google map

 Importance of Contact
 Ease of convenience
 Increase Credibility
Commitmen
t

Time
Community building:

Browse Website
- Bring common interest people together

Follow on Social Media

- Add value to each stage of customer journey

Get Quote
- Increase customer life time value (CLV)

Read
service
Purchase a
Share Experience
review
Importance of Logo

Brand Champion
Refer to friend
• Brand Identity
• Recognition
• Build trust

Gamification: On click of gamification link on landing page as shown above user will be redirected to the
below shown page.

Using gamification for customer engagement strategies resulted in a 54% increase in trial usage and
a 15% increase in buy clicks.
*Autodesk

Book a slot Dietician List Services Blogs Community About Contact

Company Logo

Spin & Win

10% off
on first diet
plan

Live reward point winner

Better Luck Next time! Share with your friends to get 7 more
Get a free spin in next 12:00 Hrs for rewards! spin Free!

Company address, Contact details, Google map

Email Marketing and SMS marketing
Whenever a user logs in to the website or app his/her data is captured in database such as mail id, phone
number Oolsum can leverage on this opportunity to send consultation reminders, birthday wishes,
festive wishes to them using Email, SMS which will make user feel more valued.

54% digital marketers rated that email marketing is least difficult to execute,
cost effective and it is one of the effective way to penetrate the market

54%
89% marketer rated that email was their primary channel for lead generation

89%
*https://www.google.com/amp/s/neilpatel.com/blog/low-budget-online-marketing-strategies/amp/

RACE Planning Framework

REACH ACT
Buyer Stage: EXPLORATION Buyer Stage: DECISION MAKING
Invest in always-on and campaign activity Be worth of findings using clear persona
including organic and paid search, social customer journeys and a content hub that is
media, digital banners and influencer relevant, inspirational, and useful and creates
marketing leads
Key Metrics: Key Metrics:
• Audience Volume • Lead conversion rate
• Audience quality • Time on site
• Audience value and cost • Subscriber, Likes, and Shares

CONVERT
ENGAGE Buyer Stage: PURCHASE
Buyer Stage: ADVOCACY Persuasion Marketing, Retargeting to
Satisfied customers are key to social media and ensure contextual relevance, brand trust
marketing, social proof, repeat sales and referral. and value drives conversion
Key Metrics: Key Metrics:
• Customer Life time value • Sales
• Brand satisfaction and loyalty • Revenue/profit
• Advocacy • Conversation and Order value
Estimated Financials
Cost
SEO
Influencer Cost
Pay Per Click Ad cost
Discount Offered
Website Improvement Cost
Contingency Budget
3 days free Consultation Camp 1,70,000
Total Budget
SEO Composition:
No. of Keywords  Total Discount
Competition Research  Winner
Keyword Analysis
Image Optimization
SEO-Friendly URLs
Meta Tags Optimization
XML, Robots Files Setup
Webmaster
Console Management
Webpage Interlinking
Classified Submissions
Directory Submissions
Social Media Sharing
Meta Tags Optimization
Article Writing/Submissions
PR Writing/Submissions
Blog Writing/Posting
Slide Sharing
Video Submissions
Monthly Reporting
Value in Rs. Assumption & Reference
(for 3 months)
60,000 Cost reference are taken from
*https://www.digitalvidya.com/blog/seo-cost/
63,000 Here we consider bloggers and vloggers as micro influencer.
(No of post 2, Charge $10 per post per 1000 followers)
*https://influencermarketinghub.com/influencer-rates/
3,72,750 Target impression 1 millions
( The cost of 1000 impressions to about $5)
*https://www.rankontechnologies.com/ppc-packages/
12,600 Quizzes and contests are conducted for brand presence.
15,000 Website improvement cost is consider 15000.
*https://www.concerninfotech.com/webmaintenance.html
1,04,002 We have consider 15% as contingency budget from total allocated
budget
Average 3 day fees for 1 customer Rs 170 considering the fact that
7 days consultation cost Rs 400. Suppose 1000 customer register.
6,93,350
Discount Offered Costs
Total Monthly Plan 2800
Number of winner per month 10
15%
10%
Runner Up 5%
Total Discount Cost Rs.4200
Three Month Cost Rs.12600
Risk evaluation metrics
Bounce rate must be analyzed per page/feature-wise, looking at user
journeys, to understand if a particular feature is experiencing
maximum bounce rate, it should be improved accordingly.
LTV:CAC Ratio: This is to understand how much company is
spending to maximize growth and revenue, on acquiring customer. If
it’s low, company needs to evaluate to cut down costs on customer
acquisition
Churn Rate: If churn rate is going up, Oolsum must analyse what
kind of users they are losing. As per their past trends, the users must
be offered customized deals/discounts through mails or notifications
(in case the app is still installed), to bring them back
Monthly Revenue: If the Cumulative Revenue is going down, per
feature revenue must be considered to see which feature is doing
well and which is not.
Inefficient implementation of the feature could cause distrust in users
about how a profile is verified, App reviews/ratings and Weekly
Active users can be tracked.
HEART Metrics to measure success
Goals Signals Metrics
Happiness User Satisfaction Total value of sales Average subscription value
App Rating
Engagement User Content Delivery Number of Active Average session per day, DAU/MAU,
Users Average screens per session, Session
Number of Sign ups frequency
Adoption User On-Boarding Number of diet plans Average time taken to value
Taken
App downloads
Retention Loyalty Number of referrals Life time customer value
Abandonment rate
Task Success User goals completion Number of uninstalls Number of diet consultation done

Mitigation Plan
When to go for mitigation plan?
Considering the fact that we are targeting PAN India in this digital marketing strategy total population
PAN India = 138 Crores. Number of population not having Internet access= 70 crores. Remaining
population with Internet access= 68 Crores. 90% of diet consultation comes from Tier 1 cities so total
population of Tier 1 cities (Delhi, Hyderabad, Mumbai, Bangalore, Chennai, Kolkata) = 4 crores. Target
Age Group = 50% of 4 crore= 2 crore. Considering the fact that the target segment in those region = 40%
of 2 crores = 80 lakhs.
If after 2 months of implementing the suggested strategy Oolsum doesn’t see a brand reach of at least 10%
of 80 lakhs (Considering market share of competitor) = 8 lakhs then Oolsum should go for mitigation
strategy.

Suggested Mitigation Strategy:

-Influencer marketing by acquiring most loved vloggers (Gaurav Taneja and Rajveer Allahbadia) to
promote the platform to users. These vloggers have huge following on Youtube, Twitter, Instagram if
Oolsum is promoted by these vloggers it has higher chance of getting higher conversion rate
-Geo Targeted and device targeted Google ads as the plan should be to target area wise rather than
targeting whole city at once and targeting those areas where huge population of target segment is present
-Social media ads (YouTube ads, Facebook ads, Instagram ads) for target audience will have greater impact
and increase in click through rate.
-Collaboration with corporates and colleges to conduct webinars and case competition and rewarding
winners discount coupons for better exposure of the brand and can also work as word of mouth marketing
when the webinar details are shared on social media platforms or other platforms.
-Targeting one city at a time starting with Chennai as Oolsum is from that area and it will be easy for them
to tap into user’s thought process.
-Side by side can also continue with the existing plan.

THANK YOU