Management Development Institute, Gurgaon

Team – Good Fellas

Building Meal Replacements Via Digital

Nirav Devpura Sarvagya Kala Sanket Verma

 Flow of the Presentation

MLR Consumer Industry Best Website and Social

and his journey Practices Media Analysis

The Big Idea

Implementation Impact Analysis

Reaching
100Cr
Sales
 Meal Replacement Consumer
MLR Consumer Segmentation Consumer Speaks

Non user Low level of Purchase led by

Passives
of category awareness taste & habits
55%
Click to Play
Video

Beginners Lack of Look for instant

20% education gratification Consumer Insights

Actives Look for credible Follow health and Low awareness Seeks advocacy Unaware about right
15% claims of benefits wellness information and education before buying way of consumption

Believers Early Highly Opinion Concern about Increase in taste and High dropouts
10% adopter aware leader processed ingredients convenience moments in first two months

Meal Replacement Category is a high involvement category

 Shopper Journey : Meal Replacement Shake

Awareness Education Decision Making Purchase Post-Purchase

Explores options like Purchases the

gyms, meal product, online
replacement etc or offline

Ravi realizes he Decides to go for Rebuys the

needs to lose meal replacement; product or
weight Finalizes the brand drops off

Key Focus Key Focus

Spread awareness Educate the user Provide advocacy Engage the Drive
about ill effects of obesity about the category through influencers user repeat purchase

Effective post-purchase engagement drives repeat purchase and minimize drop outs
 Understanding Industry Best Practices
Company Strategy Impact

Users had to register on their Facebook page to

receive a coupon over emails & text messages Valuable Increased
Free Pizza Coupon Campaign which was redeemable across North America walk –in & sales
Audience Data
(Sells pizza globally)

Focussed on generating impressions through

Testimonial and Success Stories testimonials of influencers and consumers Increased social Triggered word-
(meal replacement drink in a bottle) media engagement of-mouth marketing

Introduced a referral program via Invite

Partnership with Invite Referrals Referrals to reach out to a wide array of users Decreased 500k users in
(Marketplace of health & nutria. supplements) across various social media platforms CAC 2 months

Launched Bodykey which uses genetic testing

to assess which physical activity will be most Increased reach Up-selling products
Weight Management Program
beneficial for an individual & conversions through application
(sells health, beauty and home care products)

Launched a YouTube channel that produced

How to style videos How-to-style videos on using hair extensions Increased 3 million Youtube
(sells clip in hair extension) website traffic Subscribers
Innovative digital initiatives drives sales and brand equity
 Social Media, Website and Search Analysis

Social Media Analysis

Instagram Stats Facebook Stats YouTube Stats

2.54% eng. rate 28,626 likes 5.4 Mn View
778 followers .03 posts/day 861 Subscribers Concerned about Concerned about
consumption under price and flavours
health issues
Website Analysis

52.3% 1,950 4:43 min

Traffic through Monthly Unique Daily Time SEO to drive Time spent on website
Search Visitor Spend on Site organic traffic At par with industry

Search Analysis

Top 2 Keywords searched % of traffic

saffola active slimming nutri-shake 27.82%
Use generic Link with various
saffola active slimming nutri-shake review 18.17% keywords health blogs

Instagram will serve as a key social media platform to drive product awareness
 Get Slim The Right Way Campaign

Objective: To Make Saffola Active Slimming Shake a 100Cr digital brand in 2 years

#getslimtherightway
 Get Slim the Right Way Campaign : Key Elements
Objective of the campaign

Engage the user at Ensure positive influence Minimize Drive word

each touchpoint at each digital interaction drop outs of mouth

Who are we talking to? Touch Point Matrix

Personal, High
Engagement Subscription
Discussion App
Young working Urban Website Forums

Professional(20-35) Housewife(30-45) Email

campaigns
Influencers Peer group, gym Peer group, Quick Long Term
Testimonials Health
they seek trainers dieticians dieticians, nutritionist Interaction magazines Interaction
Search Blogs /
Digital & Content
Social YouTube Influencer
media
Internet Affinity video,
channels
ads Horizontal Axis : Interaction time
Digital Social media, blogs, Social media, with the brand’s communication
Mass Market, Vertical Axis : Personalized or
Touchpoints search engine, Youtube youtube, blogs Mass-market message
Awareness

Creating an ecosystem is key to drive customer engagement at each shopper stage

 Approach to create a 100Cr brand in 2 Years

Retain & Believers Engage & drive

leverage to purchase from
drive current website
opinion and mobile APP

Educate;
Actives
Increase
frequency Last Mile Provide
of purchase enhanced post
Conversion sale experience

Create Beginners
awareness;
Induce
trials
Drive sales
through
Passives ecommerce
platform

Believers and Actives will lead the path for Saffola Active Slimming Nutri Shake
 Implementation Plan

Pilot Stage Execution Stage Final Stage

6 months 1 year 6 months

Apply multiple strategies to Focus on executing Drive customer

understand effectiveness shortlisted strategies retention & loyalty
 Implementation : Awareness and Education Stage
Digital Strategies for Pilot Phase

Blogs and Videos Influencer webinars on social media Search Engine Optimization
and health forums

Paid Paid content on Blogs on Via Facebook, Health Forums such Use relevant keywords such as – “how
partnerships online Health Saffola Instagram, as Health24, to lose weight”, “how to lose weight
with TVF, EIC magazines - Men’s website YouTube, Quora doctor.ndtv.com fast”, ““how to reduce weight at
Health Healthline home”, “weight loss tip”, “obesity”

Why this Strategy? Implementation

11X
Higher ROI Increased Builds
Partner with Focus on product Q&A sessions
compared to conversion confidence and
influencers like Bani J, USPs and with influencers
other media rate credibility
Anupiya Kapoor benefit across platform

Influencer webinars across platforms will build user confidence and credibility in the category
 Implementation : Decision Making Stage
Digital Strategies for Pilot Phase

Product ingredient videos Social Media Brand

Videos of User Generated Content
ambassador Program

Emphasize on Highlights Publish Reviews by Short ads of Incentivize users Multi-channel

Ingredient product content across customers under 30 to become homogenous
quality formulation platforms across platforms seconds brand ambassadors communications

Why this Strategy? Implementation

Reinforces belief Expanding Drives

in category social reach & strong word
and Saffola SEO value of mouth

User generated content will drive strong organic growth for our category
 Implementation : Purchase Stage
Digital Strategies for Pilot Phase

Website Optimization Remarketing Network Calendar

4 click Explainer video Reminder for Display Multi-channel Devise network Publish contextual
Purchase on website users who have and search marketing Content event specific
process landing page shown interest ADs effort Calendar posts

Why this Strategy? Implementation

Higher Lower Cost to Triggers

Conversion Sales ratio purchase
rate process

Automated nudging through remarketing engages the prospective user

 Implementation : Post-Purchase Stage
Digital Strategies for Pilot Phase

Post purchase email campaigns How to do Guides Customer Feedback

Email Monthly Product guide Personalized Live Feedback on Drive

Receipts with Replenishment booklet with tips via interaction product customer
some upsell campaign every purchase Whatsapp with experts effectiveness testimonials

Why this Strategy? Implementation

Educates Ensures Leads to Leverage Chatbot How to

the Right product repeat Whatsapp for live consume
user usage purchase for business Interaction videos, guides

Educating user on right way of product consumption drives repeat purchases and increase advocacy
 Last Mile Conversion

Saffola’s Website & Revofit App Ecommerce Platforms

1.Trigger Marketing and Cart Abandonment Campaigns 1. Encourage Customer Reviews

Targeted emails basis Cart Social Proofing Timely emails and SMS Generate feedbacks Send a “Thank You”
user’s actions on abandonment on landing to encourage product on Amazon with note asking for
website campaigns pages review on various 3 party services –
rd
reviews along with
platforms Feedback Five product delivery

2. Gamification Campaign 2. Enhance Listings

Provide BMI and Leaderboard rewards Use relevant Tap ecommerce

BBC calculator with to incentivize users to keywords for partners - PharmEasy,
purchase link reach target price, description Snapdeal, NetMeds

Consumer reviews across e-commerce platforms are the biggest influencing medium for our category
 Saffola Nutrition Network
Features Implementation

Integrate features
with Revofit
Exclusive Compare shake Connect with Live Chats, health
Member only Nutrition with other users library with articles
platform daily diet and experts and videos Free 3 month trial
for the user
Good Morning
Today’s Meal Comparison Schedule
Sarvagya
Partnerships with
31 Oct
st
Dr. XYZ nutritionist, consultants,
doctors, dieticians etc
30st Oct Webinar
310 Calories 100 Impact
Nutri Shake
Fibre 10.9g
6PM Creation of
6g time
My profile Saffola as health
Community Expert of the day
centric brand
Health Library 10g Protein 17.3g
Purchase History Launch pad to
My Coupons venture into
90mg Calcium 150mg Mr.XYZ
Fvourites new categories
Nutritionist

Integrating with RevoFit opens up newer avenues & revenue streams making it a one-stop platform
 Impact Analysis
To create Saffola Slimming Shake as 100Cr brand in 2 years, implementation has to be done across 3 stages: Pilot, Execution and Final Stage

1 year Revenue Estimate

6 months 6 months
Pilot Stage Execution Stage Final Stage
Pilot Execution Final
Stage Stage Stage Revenue Revenue Total Target Revenue
  Total Target Base Generated Total Target Base Generated Base Generated

Assumptions for Calculations

Passives 8,25,000 8,16,750 16,50,000 1,63,35,000 22,00,000 4,35,60,000

1. Target consumer include young Beginners 3,00,000 29,70,000 6,00,000 1,78,20,000 8,00,000 3,56,40,000
professional(25-35+) and
housewife(30-45) Actives 2,25,000 2,70,64,125 4,50,000 18,94,48,875 6,00,000 21,38,40,000

Believers 1,50,000 3,07,39,500 3,00,000 21,65,13,000 4,00,000 22,17,60,000

2. According to primary research-
Passives(55%), Beginners(20%), Total 15,00,000 6,15,90,375 30,00,000 44,01,16,875 40,00,000 51,48,00,000
Actives(15%), Believers(10%)
Total Revenue = Rs. 1,01,65,07,250
3. Conversion rates are taken as per
Expenditure Estimate
industry standards
Cumulative Cost for stages Detailed Calculation
4. After completing 6 months pilot Pilot Stage 2,21,10,000
stage, reallocation of resources Execution Stage 7,72,00,000
Detailed
efficiently will increase conversion Final Stage 4,50,00,000 Calculation Sheet
rate in the next 2 stages across
Total Cost 14,43,10,000
various consumer lifecycles
Thank You
Appendix

Conversion Rates

Channel Conversion Rate Source

Email 0.55% Marketo

Inbound/Blogs 3.82% Marketo

Webinar 1.61% Marketo

Social Media 1.95% Marketo

Influencer Marketing 2.55% Marketing and Growth Hacking

Average 2.10%
 References
• https://medium.com/thrive-global/20-top-marketers-share-their-3-most-powerful-digital
marketing-strategies-39f9ca214f8c

• https://www.convinceandconvert.com/digital-marketing/killing-it-with-digital
marketing-campaigns/

• http://www.digitalmarket.asia/four-viral-d2c-brands-top-notch-marketing
strategies/

• https://www.forbes.com/sites/matzucker/2017/02/22/marketing-healthy
food/#12e0d5d662e8

• https://www.bluecorona.com/blog/new-digital-marketing-funnel-strategies

• http://www.fourthsource.com/search-marketing/seo/digital-marketing-strategies
customer-journey-buying-cycle-17530

• https://www.forbes.com/sites/allbusiness/2014/01/16/12-e-commerce-strategies
to-grow-your-business-this-year/#2f6877896a9a

• https://digitalready.co/blog?page=1