FOOD MADE WITH LOVE

iD Fresh Food

Made by: Ashish Thawani, Pulkit Sharma, Aditi Garg,

Shikhar Negi, Surabhi Pandey, Heema Joshi, Malhar
Vyas
Marketing Task
Digital media strategy solution to solve
the problem of iD foods
Convert:     
- people who make batter/ parotas/ chapathis at home to use iD.

- young adults who eat out

Media TG – All adults, 25-45

Target geo: Bangalore, Chennai, Mysore, Mumbai, Mangalore, Pune,

Hyderabad

The end objective is position iD as brand which makes food with love

and care – which is as good as homemade.

 Problem Identification

Perception Standalone product Close match

People do not associate the The offerings under the brand People wouldn't be readily

brand with being "healthy". aren't standalone and require acceptable to this replacing

pairing with other food items home cooked food

 Consumer Profiles

SOCIAL SURABHI PREOCCUPIED PULKIT

SPORTY SHIKHAR
Has a very hectic lifestyle. Wants to eat
Loves to host parties at her home and
Goes to the gym daily, on a lookout
healthy home-made food but does not find
try out new cuisines. Might not have the
for new health trends. Socially the time to make it himself. Doesn't have
time to make home-made food but is

active and seeks adventure in life. time to search for alternatives on social
financially capable of outsourcing.
media but looks for relevant content which

organically appears in his searches.

Individual Channel
Strategy
SEARCH, DISPLAY AND SOCIAL
 Social

FACEBOOK
INSTAGRAM YOUTUBE FOOD/HEALTH BLOGS

We will add carousal

Our products can be promoted using
We can do giveaways and By linking ads to the
advertisements showcasing
UGC (User generated content) in the
free samples to the YouTube influencers that
the product and will try to
form of food bloggers who will use
participants of we're collaborating with,
lure people who follow
our products and then review them in
engagement campaigns in we can show banner ads
pages related to food
their platforms of engagement.
form of challenges and and display ads on their
items or ready to eat
quizzes. videos and websites (if
products.
they have any).
Display 
We will be using Contextual targeting which a form of display

advertising that uses keywords to find relevant website to show to

show your ads on.This will include keywords like ready-to-eat,

quick recipes, authentic food, Idli, Dosa, Parota.

The advertisements will be Video ads. Positioned through content

and video on Instagram & Youtube. Site placement advertising,

contextual advertising, and retargetting are required to meet

conversion goal.

5 placements that have been certified by IAB to be most effective

are:- Half pagers

Sliders
Push down
Sidekick
Billboard
Search
Search Engine Marketing & Optimization (SEM) & (SEO)

SEM and SEO are two types of online advertising that promote

content and increase visibility through searches.

Carousal ads: This will be used on Facebook that will cater to a

large target audience.

 Measurement Metrics
OVERALL WEBSITE
TRAFFIC
Your website serves as your home base,
and the face of your brand. Therefore,
all of your digital marketing efforts will
likely focus on driving traffic there.
BOUNCE RATE
Different from Exit Rate, the
Bounce Rate metric is the
percentage of people who leave
(bounce away) from your website
after viewing only one page.
NEW VISITORS VS. SESSIONS AND AVERAGE
RETURNING VISITORS
SESSION DURATION
The value of this dual metric is that it
Depending on your website’s function
helps you determine how relevant your
(informational, e-commerce, etc.) or the
website content is over time. Multiple
industry, the time on site metric can vary
visits can indicate you are providing
in its relevance to your campaigns.
information that people find so valuable,
that they keep coming back.
SOCIAL
IMPRESSIONS
Sometimes confused with reach,
ENGAGEMENT
Social Engagement reflects the total
an impression is the larger overall
number of interactions made on any given
number of views your content or
social media post. This could mean: clicks,
advertisement receives.
shares, likes, retweets, comments, and
more.