REPORT

ON

INNOVATIVE GENES AGENCY

Prepared By

Rupama Joshi

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TABLE OF CONTENTS Page No

 Introduction of the Company (About, Objective, Goal) 3

 Segmenting, Targeting and positioning 7
 Digital Marketing Plan 13
 Budgets 16
 Scheduling 21

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 INTRODUCTION

INNOVATIVE GENES AGENCY

 Full-Service Marketing solutions for Healthcare, Hospitality, Start-ups, Manufacturing &

E-commerce sectors
 Growth Hacking & Performance-Based Digital Marketing Agency in Thane, Mumbai &
Pune
 Our passion has led us to create bespoke innovative strategies in relation to digital
marketing & web development services.
 Our Core belief lies in providing Real, Tactical, & Innovative Digital Marketing
Solutions.

We are a creative company based on digital talent and cutting-edge technology that designs,
creates, and produces solutions, developments and digital content for the competitiveness and
productivity of companies, brands, and businesses of our customers, helping the growth and
development of their markets.

We have an extensive network of collaborators and specialized partners, which allows us to offer
global strategies in communication and design services.

We conceive the design as a communication tool and it is from a deep analysis of each project
that we find and develop ideas. New forms of communication help our clients to create their
brand image and positioning, attracting new clients, or enhancing relationships with the current
ones. Our experience of many years allows us to obtain a global conception of each case in order
to understand and anticipate any need and make each project unique.

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MISSION

Design strategies, create experiences and produce contents for the development, expansion and
positioning of the businesses, brands, goods, and services of our clients in the digital
environment and in the global market, supported by the talent of professionals of great trajectory
and recognized internationally.

VISION

Our goal is to be the leading creative industry in technology with the best digital talent in the
market, offering clients innovative solutions and technological developments according to their
needs for competitiveness, productivity and improvement of quality and administrative and
commercial processes.

WHY INNOVATIVE GENE

Art, Copy, and Code in House

We believe in ethical business practices and working with companies that give back. We believe
in transparency and honesty in our policies and practices. We are equal parts branding,
packaging, and web. We are experts in all three. Synergy and unique insights are produced
through the diversity of our knowledge.

Diversity Makes us Stronger

We come from a variety of disciplines and backgrounds. Our designers, writers, strategists,
photographers, and coders collaborate from the start to finish of a project. There are no hand-
offs. This open collaboration allows us to produce holistic solutions that benefit from diverse
perspectives.

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OUR VALUES

GRATITUDE

We acknowledge our eternal gratitude and honor our Creator for his mercy, vision and protection
in each of the activities, creations, and works that we develop.

AUTHENTICITY

In all our designs, the originality and creativity of our solutions will be evident. We believe that
everything we do should be imbued with something special.

INTERPRETATION

The ability to interpret the advertising needs of our clients will be the greatest stimulus to our
creativity. We believe in strategic growth. We believe in growth as positive change

SOCIAL FUNCTION

Empathy is a tool we use. We will endeavor to fulfill a social and patronage function with the
business sector, especially with new and small companies.

GEN128

GEN128 is the code of creation in the digital world.

He is the modern hero in the mythology of the digital world who from his mind projects a beam
of light, reminding us of the creative power of human ideas. Its origin dates back to the proto-
Indo-European root words geng- gn- (―to produce‖, ―to beget‖, ―to be born‖, ―to give birth‖, ―to
give birth‖). The word gene has been kept alive in modern languages through words like genesis,
which refers to the creation and the maximum display of creativity and ingenuity ever known,
the origin of everything that exists – the organic, what comes to life.

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In this sense, the gene is considered by scientists who investigate the origin of life as the unit of
storage of genetic information and unity of the inheritance, because it transmits that information
to offspring.

In the digital world, the equivalent of the gene is the byte, a complex information unit that
usually groups 8 binary digits or a sequence of bits that stores the information required to
transmit information between machines or computers. Each bit, according to its position from
right to left, represents a binary value in the byte, starting with the smallest one, equivalent to 20;
ending with the highest value bit, equivalent to 27, which is the same as 2x2x2x2x2x2x2 which
is equal to 128.

The number 128 is the product of seven factors equal to 2, which is the same as the 7th power of
2, that is 27, on a decimal basis. In binary base, 128 is the highest value (27) represented by the
highest value bit, of the eight in which a byte is divided.

The byte is the smallest amount of complex data or unit of information that a computer is
capable of processing. In this way, GEN128 is the code of creation in the digital world. It is the
root of people, genuine, generation, genius, generosity, genesis and a large number of words that
come alive thanks to creativity.

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 THE SEGMENTATION, TARGETING, POSITIONING (STP) MARKETING MODEL

How to use Segmentation, Targeting and Positioning (STP) to develop marketing strategies

Today, the STP marketing model (Segmentation, Targeting, Positioning) is a familiar strategic
approach in modern marketing. It is one of the most commonly applied marketing models in
practice.

In our poll asking about the most popular marketing model it is the second most popular, only
beaten by the venerable SWOT / TOWs matrix. This popularity is relatively recent since
previously, marketing approaches were based more around products rather than customers. In the
1950s, for example, the main marketing strategy was 'product differentiation'.

The STP model is useful when creating marketing communications plans since it helps marketers
to prioritize propositions and then develop and deliver personalized and relevant messages to
engage with different audiences.

This is an audience-focused rather than product-focused approach to marketing communications

which helps deliver more relevant messages to commercially appealing audiences. The diagram
below shows how plans can have the flow from Audience options > Audience selection >
Production positioning.

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In addition, STP marketing focuses on commercial effectiveness, selecting the most valuable
segments for a business and then developing a marketing mix and product positioning strategy
for each segment. STP is just one of many strategic marketing tools included in our strategic
marketing training. Find out more about marketing solutions to accelerate your growth.

Applying Segmentation, Targeting and Positioning to digital communications

STP marketing is relevant to digital marketing too at a more tactical communications level. For
example, applying marketing personas can help develop more relevant digital communications as
shown by these alternative tactical email customer segmentation approaches.

This visual from Dave Chaffey of Smart Insights in his book Digital Marketing: Strategy.
Implementation and practice shows how Segmentation, Targeting and Positioning apply to
digital marketing strategy.

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It reminds us how digital channels offer new options for targeting audiences that weren't
available previously, but we need to reserve sufficient budget for. For example:

1) Search intent as searchers type keywords when comparing products they are interested in
buying
2) Interest-based targeting in Facebook, e.g. Prospecting for those interested in Gardening,
Gym membership or Golf
3) Targeting through email personalization and on-site personalization based on profile,
behaviour (e.g. content consumed)

There are also new opportunities to make a brand more compelling through offering new types
of value to consumers based on a digital value proposition or what Jay Baer has called Youtility.
This can be via content or interactive tools on websites or mobile apps.

How to use STP marketing?

Through segmentation, you can identify niches with specific needs, mature markets to find new
customers, deliver more focused and effective marketing messages.

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You can segment your existing markets based on nearly any variable, as long as it‘s effective as
the examples below show:

Well-known ways to segment your audience include:

1. Demographics

Breakdown by any combination: age, gender, income, education, ethnicity, marital status,
education, household (or business), size, length of residence, type of residence or even
profession/occupation.

An example is Firefox who sell 'coolest things', aimed at younger male audience. Though, Moshi
Monsters, however, is targeted to parents with fun, safe and educational space for younger
audience.

2. Psychographics

This refers to 'personality and emotions' based on behaviour, linked to purchase choices,
including attitudes, lifestyle, hobbies, risk aversion, personality and leadership traits. magazines
read and TV. While demographics explain 'who' your buyer is, psychographics inform you 'why'
your customer buys.

There are a few different ways you can gather data to help form psychographic profiles for your
typical customers.

1. Interviews: Talk to a few people that are broadly representative of your target audience. In-
depth interviews let you gather useful qualitative data to really understand what makes your
customers tick. The problem is they can be expensive and difficult to conduct, and the small
sample size means they may not always be representative of the people you are trying to
target.

2. Surveys: Surveys let you reach more people than interviews, but it can be harder to get as
insightful answers.

3. Customer data: You may have data on what your customers tend to purchase from you, such
as data coming from loyalty cards if an FMCG brand or from online purchase history if you
are an ecommerce business. You can use this data to generate insights into what kind of
products your customers are interested in and what is likely to make them purchase. For
example, does discounting vastly increase their propensity to purchase? In which case they
might be quite spontaneous.

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 3. LIFESTYLE

This refers to Hobbies, recreational pursuits, entertainment, vacations, and other non-work time
pursuits.

Companies such as on and off-line magazine will target those with specific hobbies i.e.
FourFourTwo for football fans.

Some hobbies are large and well established, and thus relatively easy to target, such as the
football fan example. However, some businesses have found great success targeting very small
niches very effectively. A great example is the explosion in 'prepping' related businesses, which
has gone from a little heard of fringe activity to a billion dollar industry in recent years.

4. BELIEF AND VALUES

Refers to Religious, political, nationalistic and cultural beliefs and values.

The Islamic Bank of Britain offers Sharia-compliant banking which meets specific religious
requirements.

A strange but interesting example of religious demographics influencing marketing that you
might not have guessed is that Mormons are really into 'multi-level marketing. They're far more
likely to be engaged in the practice than any other US group. Going the extra mile with
demographic research can lead to discovering new marketing opportunities and thinking outside
the box. For example, did you know the average age of a Cadillac driver is 47.1 years old? But
you don't tend to see them in the car ads. An opportunity waiting to be seized!

5. LIFE STAGES

Life stages is the Chronological benchmarking of people‘s lives at different stages.

An example is Saga holidays which are only available for people aged 50+. They claim a large
enough segment to focus on this life stage.

6. GEOGRAPHY

Drill down by Country, region, area, metropolitan or rural location, population density or even
climate.

An example is Neiman Marcus, the upmarket department store chain in the USA now delivers to
the UK.

7. BEHAVIOUR

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 Refers to the nature of the purchase, brand loyalty, usage level, benefits sought, distribution
channels used, reaction to marketing factors.

In a B2B environment, the benefits sought are often about ‗how soon can it be delivered?‘ which
includes the ‗last-minute‘ segment - the planning in advance segment.

An example is Parcelmonkey.co.uk who offer same day, next day and international parcel
deliveries.

8. BENEFIT

Benefit is the use and satisfaction gained by the consumer.

Smythson Stationery offer similar products to other stationery companies, but their clients want
the benefit of their signature packaging: tissue-lined Nile Blue boxes and tied with navy ribbon!

MARKET TARGETING

The list below refers to what‘s needed to evaluate the potential and commercial attractiveness of
each segment.

 Criteria size: The market must be large enough to justify segmenting. If the market is small, it
may make it smaller.
 Difference: Measurable differences must exist between segments.
 Money: Anticipated profits must exceed the costs of additional marketing plans and other
changes.
 Accessible: Each segment must be accessible to your team and the segment must be able to
receive your marketing messages
 Focus on different benefits: Different segments must need different benefits.

PRODUCT POSITIONING

Positioning maps are the last element of the STP process. For this to work, you need two
variables to illustrate the market overview.

WHAT TO WATCH FOR IN SEGMENTATION, POSITIONING AND TARGETING

MARKETING STRATEGY

 Make sure the market is large enough to matter and customers can be easily contacted.
 Apply market research to ensure your approach will add value to the existing customer
experience, above and beyond competitors.

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 As martech continues to become more sophisticated, to support digital marketers' wants and
needs, consider the developments in relation to your product/service.

DIGITAL MARKETING PLAN

The core steps of digital growth marketing plan for building a successful business venture are
as follows;

 Understanding customer needs

 Developing the product/service with consumer involvement
 Ideation (Laying the foundation to market the product/service)
 Execution (Actual implementation of marketing strategies)

The Golden Rule: Systematic Ideation x Accurate Implementation = Optimum ROI

Our Growth hacking team at Innovativgenes is deeply involved in developing revenue-oriented

processes for our consumers optimizing their budget spending to achieve maximum revenue
generation.

The services we offer include:

1) Data Science (Market research and Data analytics)

2) Marketing A.I. (Artificial intelligence)
3) Sales funnel development and implementation
4) Marketing budget optimization
5) Sustainable business strategies
6) Business analytics and consulting
7) IT analytics and consulting

HOW WE CAN HELP YOU?

Inovativgenes is focused on creating niche & sustainable digital marketing strategies. We
provide branding, digital marketing & web development services all across the world.

SEO

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We are an effective & affordable SEO services agency in Mumbai that offer bespoke SEO
solutions to the clients.

SEM

'Simple & Efficient' | We have dedicated members who will help to systematically strategize the
spending of the budget as well as frame the google ad or campaign to be run according to the
need of the hour.

Google Analytics

'Work hard with a touch of smartness' | We believe in reverse market engineering, critical design
thinking & systematic competitor campaign analysis.

Social Media

We are a premium social media marketing agency in Mumbai who understand that social media
marketing is not an activity it is a calculated & effective investment for a digital future.

Pay Per Click (PPC)

We offer premium PPC strategy that use Google Ads to market your business to customers by
the keyword phrase, geographical location, age, gender, martial & financial status.

Brand Awareness

We are a premium branding agency in Mumbai that will boost your brand awareness to
positively impact marketing efforts, consumer perception & revenue.

Web Development

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We design & develop unique, creative & custom-coded responsive websites that it optimizes
user experience & make it SEO friendly to increase customer engagement.

Mobile Apps

We develop cross-platform & native mobile apps for all the mobile operating systems &
specialize in developing apps which are interactive & help in easing the user experience.

Graphic Designing

Our professional graphic design company in Mumbai will create stunning visuals to elevate the
consumer experience with your brand giving you an edge over your competitors.

1. SOCIAL MEDIA MARKETING & INTERNET ADVERTISING

Today‘s communication is unthinkable without Social Media. If you told somebody 15 years ago
that they will willingly share information about themselves on a platform where everyone can
see them, they would have called you crazy. Brands were just products and services. Any
communication with them was much harder. And now, through the digital revolution, this and
much more is possible. Social media became an part of the everyday life.

INTERNET ADVERTISING

 Distribution of the budget to maximize goals of the advertising campaigns on Facebook,

Instagram and Google.
 Proposing formats and channels for most efficient digital advertising, tracking conversion
and analyzing data, adjusting according to collected information.
 Quality targeting of audience (age, sex, location, interests…) which allows us to truly
offer clients‘ messages to those who will be interested in it.
 Complete analytical report at the end of each campaign with all key metrics, stats and
numbers, as well as propositions for further action.

DESIGN & DEVELOPMENT

CUSTOM DEVELOPMENT

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  We provide custom development services. Our team has many years of experience
developing web applications and games.
 We take full charge of the project: from the initial idea and concepts to design and
development. We have assembled an experienced team that has many years of experience
developing web applications.
 Our only goal is to do things right and that‘s why we take full charge of the project: from
the initial idea and concepts to design and development.

HOW MUCH SHOULD A CO MPANY SPEND ON DIGIT AL MARKETING?

No matter the size of your business, it‘s important to research how much you should spend on

digital marketing. Agencies vary in their digital marketing prices, but plenty claim that they offer

extremely cheap rates — and that is what your company needs to look out for when looking at

agencies.

In almost all cases, you get what you pay for in terms of digital marketing services. So ―cheap‖

services often don‘t drive the results you want.

hat is why it‘s critical to set a reasonable digital marketing budget. If you try to make your price

range as low as possible, you‘ll get what you pay for, unfortunately.

What is a reasonable budget, though?

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While several factors influence digital marketing budgets, like the size of your company and the

scope of your project, the average digital marketing budget ranges from $30,000 to $145,000 per

year for SMBs. Keep in mind that digital marketing is an ongoing strategy, so your budget may

change as you grow.

How much money should you spend on social media?

Social media marketing is crucial: Nearly one in every two people on the planet has a social

media account—and that figure is growing. But remember, your social media budget should be

one piece of a larger marketing pie.

According to the Business Development Bank of Canada, a common rule of thumb is that B2B

companies should allocate 2-5% of revenue on marketing, while B2C companies should spend

between 5-10%.

The same research found that small businesses in Canada spend an average of $30,000 a year.

Mid-sized businesses (20-49 employees) spend an average of $60,000, and companies with more

than 50 employees spend more than $100,000 annually.

So how much should social media marketing cost? Before deciding how much of your marketing

budget to allocate to social, research your customers and determine how social media will help

you achieve your marketing objectives. For instance, if a significant percentage of your sales

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come from the Internet, it may make sense for your brand to spend more on social media than

print, broadcast, direct mail, or other marketing channels.

According to this year‘s CMO Survey over the next five years, the percentage of marketing

budget spend on social media breaks down as follows:

 B2B Product: 16.6%

 B2B Services: 20.5%

 B2C Product: 20.9%

 B2C Services: 24.7%

Use these averages as benchmarks for our business, and then tailor them around your goals and

resources.

6 COMPONENTS TO INCLUDE IN YOUR SOCIAL MEDIA BUDGET

These are the core components you should include in your social media marketing budget.

1. CONTENT CREATION

Content is and always will be king. And as such, it should account for a significant portion of
your budget. Many social marketers spend more than half of their social media budget on content
creation alone. Here are some of the line items you may need to include in this section:

 Photography and graphics. The importance of high-quality visuals can‘t be understated,

which is why setting aside funds to hire professional photographers and illustrators is
worthwhile.
 Video. From cameras and equipment to videographers and editors, production costs range
depending on the project. For high-production shoots, directors, producers, location scouts,
stylists, and other staff may also be required.
 Talent. From actors, models, and extras, to social media influencers, be prepared to
compensate your stars.

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  Production costs. Factor in related production costs, from travel and meal expenses to
props and location rentals.
 Copywriting. Copywriters are paid by the word or by the hour. A good guide for rates
can be found on the Editorial Freelancers website. Depending on the material, it may be
necessary to budget for a fact checker and proofreader as well.
 Translator. If you‘re a global brand or serve customers in multiple languages, be sure to
budget for a translator. Like copywriters, translators are typically paid by the word or hour.

2. SOFTWARE AND TOOLS

Equip your social media budget with these tools and platforms.

 SEO and keyword research. Use Google AdWords to research and bid on relevant
keywords. This can also be used to inform your social content strategy.
 Content hosting. Your website, microsites, and landing pages will need to be hosted.
Some of these hosting providers include domain names, but if not, that will need to be
purchased, too.
 Editing tools. Creators deliver brand assets, but it‘s useful to have tools such as Adobe
Creative Cloud in-house for various editing needs, from image resizing,, to applying
branding.
 Project management systems. Platforms like Trello or Wrike can help to streamline
production and project management behind-the-scenes.
 Social media management platform. We‘re obviously partial to Hootsuite, especially
thanks to its time-saving scheduling capabilities.
 Marketing automation. Tools like Marketo and MailChimp can help with email
marketing and more.
 Analytics tools. Track your social media campaigns with tools like Hootsuite Analytics.

3. PAID ADVERTISING

All social media strategies should include organic content and—if your budget allows—paid
advertising. Every social media channel offers marketers ways to boost posts or run full-fledged
campaigns, here are some that you might consider including in your social media budget:

 Facebook ads. From slideshow to Instant Experience ads, Facebook offers a variety of
formats, campaigns, and targeting capabilities.
 Facebook Messenger ads. Placed in the Messenger inbox feed, these ads can be good at
starting conversations.
 Instagram ads. Backed by Facebook‘s campaign capabilities, use Instagram ads to reach
its community of one billion monthly active users.
 LinkedIn ads. Reach a professional audience with sponsored InMail, text ads, and more.
 Pinterest ads. Pinterest‘s promoted Pins will help you reach its DIY network of planning
Pinners.

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  Twitter ads. Drive website clicks, Tweet engagements, and more with Twitter‘s suite of
ads options.
 YouTube ads. Formats on YouTube range from non-skippable video ads to TrueView ads
to boosting your own videos.
 Snapchat ads. Branded filters, story, and collection ads might be right for your next social
campaign.
 TikTok ads. The popular-with-teens video app has opened things up to advertisers with
full-screen ad placements, hashtag challenges and more.

4. PAID PARTNERSHIPS

From influencer marketing to co-branded campaigns, pad your social media budget with room
for paid partnerships, if they‘re part of your strategy.

 Influencer campaigns. Social media influence rates can vary, but you can use this basic
formula as a benchmark for your budget. From Instagram‘s partner tag feature, to
YouTube influencer partnerships, there are many collaboration possibilities your company
should budget for.
 Co-branded campaigns. They may not require more funding for content than a typical
campaign, but they will demand organization and planning time from the appropriate
personnel.

5. TRAINING

There are lots of free social media training resources out there, but it‘s always worthwhile to
invest in training for your team. Depending on your team‘s skill levels and campaign needs,
these are a few training options you should consider including in your social media budget:

 LinkedIn Learning. If LinkedIn‘s community is a target demographic for your business,

these online courses may be worthwhile.
 Blueprint Live. While Facebook‘s one-day workshops are currently invitation only, keep
an eye out for sign-up options in the future. Meanwhile, consider Blueprint certification
courses or free Blueprint e-learning classes.
 Hootsuite Academy. From single courses to certificate programs, Hootsuite Academy
offers a catalog of courses taught by industry pros and tailored for businesses.

6. MANAGEMENT

While there are tools or outsourcing options for social media management, it‘s good practice to
have at least one person in-house supervising social at least part of the time.

Social media managers or teams must oversee:

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  Social media management (scheduling, publishing, listening, engagement)
 Audience research and growth
 Strategy and analytics
 Content creation
 Community management
 Campaigns and promotions

THE ART OF SCHEDULING

Day-to-day differences between companies and their plans will always combine to make
scheduling a tricky task.
With this in mind, it‘s vital to have efficient systems in place to ensure you‘re properly equipped
to deal with all the projects you‘re managing.

SO HOW EXACTLY DO WE MANAGE WORK EFFECTIVELY?

In an ideal scenario, a project would begin on a Monday with the exact amount of developer time
available to complete any tasks. There would also be zero amends required as the build
progressed. But this simply isn‘t realistic.
Instead, you have to plan in concurrent project tasks as best as possible - and this is achieved
through scheduling. At Evoluted, the tools we use to do this help us to ensure:

 Everyone has something to do

 Disruptions are minimised
 High-priority work can be sorted as quickly as possible
 Work is completed in a timely manner

To help show how we keep things running smoothly, we‘ve broken down our processes for
planning, project management, time tracking and development amends.

FORECAST - PROJECT PLANNING

We use a central diary system called Forecast to manage everyone‘s time. This is accessible to
the entire team and overseen by our Operations Director, who has an overview of all project
priorities.
Each morning, developers log in to the Forecast system to check their schedule for the day
ahead. The interface provides them with a breakdown of the work they need to complete; via a
series of milestones. These can relate to one or multiple projects. For example:

 Morning spent on Project A; adding new functionality

 Afternoon spent on amends for Project B

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In cases such as this - where there is more than one milestone for the day - we number
milestones for clarity.
Having tried several other different planning software solutions, we opted for Forecast because:

 It was easy to use

 It was easy to integrate into our other tools
 It could easily provide a snapshot of what the team is working on, at any one time

HARVEST - TIME TRACKING

To help us track time across a project and the team, we use Harvest, which is integrated with
Asana.
When a developer starts work, they can hit the Harvest timer button in Asana to start logging
their time to a particular task within the project they‘re working on.
Harvest is very handy because:

 If you start a new timer, it stops the old one for you. This removes the risk of stats
becoming erroneous.
 There is a desktop app that makes it easy to book time to non project-related tasks. These
could include project kick-off meetings or the morning stand-up session.
 Project Managers can keep an eye on the tracked time as it accumulates for a project, to
ensure budgets are appropriately maintained.

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