IIM CALCUTTA - EPDSMMS BATCH 07

PROJECT REPORT
On
Zanducare

Presented to -
Prof. Saravana Jaikumar

Project Mentor –
Prof. Saravana Jaikumar

Group 7
Saket
Sarang
Rajini
Sanjoy
Saloni
Sarthak
 Table of Content

S. No. Description

1 Introduction

2 Objectives of the Study

3 Company Profile

4 Strategy

5 SEO & PPC Analysis

6 Social Media Campaigns

7 Outcome

1. Introduction
As part of Executive Program on Digital and Social Media Marketing Strategy by IIM –

Calcutta, a project was undertaken by Group 7 to carry out in-depth research on a company and

its efforts in adopting SEO, PPC and social media marketing. We are thankful to our project

mentor, Prof. Sarvana Jaikumar., for his constant guidance and motivation.

Group 7 has chosen “Zanducare” which is an international pharmaceutical company based in

Mumbai, India. Company's core business of manufacturing and dealing in ayurvedic and

medicinal preparations

2. Objectives of the study

 To increase Social Media Presence on Facebook, Instagram, Twitter & Linkedin

 To generate leads from SEO & PPC activities

 To generate revenue

3. Company Profile – Zanducare

Zandu Realty Limited is an international pharmaceutical company based in Mumbai, India.

Company's core business of manufacturing and dealing in ayurvedic and medicinal

preparations.

Zandu Care is one of the best online ayurvedic stores in India. Buy a wide range of ayurvedic

medicine and products for various health and lifestyle needs at the best prices. Zandu Care

products are 100% natural, safe, and free of side effects

Establishes Omni channel presence for Brand Zandu

• Positioning: Badalti Zindagi Ka Health Expert

• Targets primarily: M/F SEC A, B Age: 30+ Ecommerce buyers

By introducing Zandu Care, Emami tried to redefine the health and wellness
sector by providing a virtual platform where the customers can assess,

research, compare and appraise before purchasing an Ayurvedic product.

4. Strategy:

While evaluating the website and social media aspects. We realized that we need to do SEO,

PPC and social media for Zanducare. Based on the past data analysis we realized that the

organic traffic can be increased as there were more SEO issues

5. SEO & PPC Analysis (Website):

SEO issues were:

 Missing H1 tags from 56 pages

 Meta descriptions were missing in 490 pages

 Duplicate title tags for 494 pages

 No anchor text links for 1000+ urls

 Duplicate Content for 400 plus pages

These issues we have shared with Zanducare team.

PPC Analysis:

We did competitor analysis on Jiva Ayurveda and we have comeup with 50 ad copies and

respective keywords

The CPC we have bid 20% from normal. We have created the ad copies for the relevant

keywords.

https://docs.google.com/spreadsheets/d/1PRxMFRttFx0T_s0GEF7XeVtCQhn8rbi1q6B_u5ec5Ss

/edit?usp=sharing
Backlink Audit:

We have also done backlink audit to give recommendations. We have identified the lost

backlinks and if Zanducare use this recommendation they can improve more organically

https://docs.google.com/spreadsheets/d/1In4wgMzovvecusJRzB_rbexZwcp5DyzYQw91p5D8g

MU/edit?usp=sharing

6. Social Media Campaigns:

Facebook Strategy:

Engagement Strategy: As per analysis, we understand that the Facebook’s revenue is highest

among all other social media platform however is engagement and reach compared to its

competitor is way too low, and while we reviewed the Facebook account, we noticed the few

loop holes that needs to be fixed in order to boost the engagement and reach.

On the social media platform, the most important thing in order to improve engagement is

respond the queries of customer.

We noticed that the status is always “Away, ideally it should be responsive within few hours or

max a day. Since its highest revenue generation platform, they could add the customer support

phone number where they could dial instantly and place order, this will ensure good customer

experience and a faster service.

There is “Review tab” where in customers can leave their comment regarding the products and

experience. This is filled with all negative product reviews and dis-satisfied customers and no

one has responded to them and addressed their queries.

Solution: Either the tab should be removed, or team needs to be more responsive to efficiently

handle and address these negative comments that create a bad impression about the brand and its

service.

Most of the comments are regarding the Packaging of the products which needs to be addressed

at the earliest.

With regards to the “live session or events” they need to be more active as last event hosted on

Facebook is in month of February.

In terms of posts, we found the “video” post that are not just product centric but talks more about

health issues and its solutions are more engaging hence such posted should be boosted.

Further post that are more of question/answer format where in gets a chance to comment and

share their thoughts could you be used.

For example- Due to the pandemic situation everybody these take immunity booster (Kadha) so

they could release post stating:” what kind of home remedies they use to boost their immunity?

Based upon the answers received in comments section – relevant Zanducare product could be

suggested. This will drive engagement and advertise the product at the same time.

It was also noticed all the Post uploaded by them are not that appealing in terms of the static

color choices they have made – which is all shades of “Yellow”. They need to really work on to

add some color/contrast to their post to make it more appealing and attractive rather than having

just one color them to all their Post.

Facebook Reels is something they could use as they help in engaging more customer, they could

start with 5-6 reels a week, and increase it later.

Most of the post on Facebook have been released in evening between 5-8 PM IST. Since their

main TG is 30+ they should try posting in afternoon between 2-4 PM IST or morning between 8-

10 AM IST

Twitter Strategy:

Revenue from Twitter is 0 as per the Analytics reports, further customer engagement is low or

negligible.

The post is same as to what they have on Facebook. They need add different post. Since the

engagement is very low, the engagement needs to increase by adding post that people relate to.

As it’s a health-related website; and food is something that everybody relates to we have post

related to healthy food habits, quick recipes focusing on importance of food habits and co-relate

it to Brand.

Post related to early morning, Yoga session which could be more engaging and number of posts

should be increased.

A weekly calendar could be maintained where they could keep a track of post. They should at

least have 3-4 post which have contents having a call to action for example: tag your friends etc.

Instagram Strategy:

Posts should have more color to it. same color combination has made the posts very

cumbersome.

They should give more offers regarding the pandemic situation.

They should add more stories to keep customer engagment high.

Like the competitor zanducare should also suggest their brands products for

illness/diseases. for eg the latest post of “jivyaayurveda” says treat psoriasis with ayurveda jiva

has gained lot of customer engagment and lead to higher sales.

Zanducare should start award system and promote on social media.every product one buys the

customer gets points which can be redeemed in the next buy, thus i feel this could increase

customer engagment and sales.

Compared to other competitors there followers are much less they should start instagram

campaign to increase followers

In this era looking good is one that everyone concentrates on they should advertise more skin

ayurvedic products.

Since the er rate is less compared to other competitors adding the above i feel could help the

brand to increase er rate."

7. Outcome:

As we don’t have access to the CMS portals of Zanducare we could only give suggestions and

recommendations to the marketing team and they have accepted our recommendations and the

sheets we have shared.

Exhibit: