Final PPT

 Sai Jyothi
 Shilpa Saini
 Vidushi Verma
 Outline
 Introduction  Suggestions for website
 Competitor analysis  Facebook and Instagram ad
 Influencer marketing campaigns
 Customer Survey Analysis  Campaign analysis
 Website Audit  Plan of Action
 Website analysis using
Customer In-depth
interviews

2
 Introduction
Objectives: Approach and methodology:

• Embedding Virality • Research about the buying process of

consumers
• Studyding best practices
• Analyzing competitors’ strategies
• Digital Sampling
• Analysed current situation using survey method
• Creating Ad and content and in-depth interview method

strategy for media handles • Mapped the social media algorithms with

and website campaign strategies

• Conducted website audit and analysed various

• Testing the efficacy of the
perspectives of customers
strategies by implementing
• Selective sampling through ad campaigns
them.
• Listed marketing KPI’s for testing the efficacy 3
 Competitor analysis

Mamaearth  Targeted more traffic on the website as it is one of the

primary source of sales for Parama Naturals.
Kama  Linked the website with google analytics which can be
 
Ayurveda used to uncover a tremendous amount of data about the
website for further enhancing future marketing and growth
Companies The tribe
selected concepts strategies.
 Ideas were gathered to know how other brands outsmart
Khadi the social media algorithms.
essentials
 Initial step in discovering what kind of campaigns on
Facebook and Instagram can be launched which gathers
Juicy
chemistry more attention of the target audience.
 Importance
80% of marketers say influencer marketing is effective, and 89% say it

Influencer works just as well (if not better) than other marketing channels.
71% of marketers say the quality of customers and traffic from
Marketing influencer marketing is better than other sources.
49% of consumers today depend on influencer recommendations for
their purchase decisions. 60% say they've been influenced by a
recommendation when shopping in-store.
Google searches for "influencer marketing" grew 1500% in the last
three years.

What Next

 Researched 50 nano influencers based on reach and content

 Through Campaigns many nano influencers has DM for
collaborations those can be further analyzed whom to
approach
 After reaching a good enough number of followers we
can use micro influencers for campaigns
5

Objective
• To analyze the brand awareness
of parama naturals
• What Sources are affecting the
purchase behavior of
consumers
• To know what media channels
can be targeted based on
consumer preferences
Survey
Questions
• Survey consisted of both
open and closed ended
questions
• Questions related to social
media influence and
purchasing behavior of
audience were taken
Responses
• Overall, 123 responses were
received
• Response density was
received from age group of
18-36 years
 Inferences and insights
Brand Awareness
• Brand Awareness is limited, Out of 123
responses only 27 were aware of Parama
naturals
• Majority of respondents were aware about
Parama through e-commerce sites and friends
Media Channels
• 82% of consumers mentioned that they get to
know about ayurvedic/natural products
through social media & influencers
Recommendations
• Majority of respondents follow their friends
and family members’ recommendation for
trying skincare products
Influence
• Age group of 21-27 are influenced by
campaigns, influencers and advertisements
• Age group of 20,28-30 are influenced by
campaigns, reviews and doctor
recommendations
Social Media
• Majority of respondents follow social media of
the brands to know about new products,
usage of products and for updates on offers
and discounts
Purchase Preference
• Majority of respondents shop
natural/ayurvedic products from shops, retail 7
stores and E-commerce sites
 Website Audit

https://www.semrush.com/siteaudit/campaign/5215024/review/#overview
Auditing Site - Semrush
 Suggestions – Website Audit
• Add targeted keywords in meta
description
• ‘Natural products’, ‘Organic
Products’, ‘Ayurvedic cosmetics’,
‘100% pure products’ etc can be
added as keywords
• Name of the products like ‘Essential Meta Description
Oil’, ‘turmeric soap’, ‘Body Oil’ can
be added to meta description
• Shop Now ad via Amazon, website
should be there on google
 Website Interviews
• Objective – To know about how Page Design
people are liking Parama Naturals’
website and what is their
perception about it Customers’ perception about a
company with a good website

• Interviewed 7 customers and 5

non-customers Blogs

• The questions were based on a Content of the Navigation & other

variety of parameters landing page technical aspects

Visual Appeal
Issues with website
Key Findings
Identified top issues with the website

Add Chatbots 3

Add Customer reviews 5

Improvement in product filters 4

Text-heavy 4

Add more visuals (Photos & Videos) 6

Product Categorisation can be better 7

Visual appeal can be better 8

0 1 2 3 4 5 6 7 8 9

No. of Interviewees
 Content Strategy for Website

Add more powerful Make the product images Add customer reviews to Sitemap can be added for
photos and more clearly visible on the build consumers’ trust for indexing the content of
videos to the website website the company the website.

Add more product categories

Add relevant keywords in
like products for men, products Show pop-ups and
the content to optimize it
for women, haircare products, dynamic content with
for improving SEO
skin products, gifting collections, sales offers on first page
ranking
new products, sale etc
 Ad campaigns

Ad1: Parama Benefits Ad2: Parama-Customer reviews Ad3: Parama Shakti

 Brand awareness  Website purchase  Brand awareness Audience Details:

KPI’s:
• Post engagement, • Cost of engagement • Cost per purchase • Cost per search
• Reach • Link clicks • Cost per landing page • Purchase ROAS
• Impressions • Conversion rate view (return on ad spend)
• Click through rate • Cost per lead • Website content views • Cost per content
views
 Analysis inferences
Ab testing results
o Highest engagement was found in age group 18-54
overall. • Winning Campaign is Parama Benefits with
objective of brand awareness.
o Ad1 and ad2 were successful on Instagram and ad3
was successful through Fb in terms of various Selected • With an objective of conversion to sales, the
KPIs. winning campaign is Parama – Customer
Reviews.
o Ad1 and ad2 got a good response from male category
and in the age group 18-24 and 35-44 respectively, • Cost per engagement was very high for Ad3
while ad3 got good response from female category and very low for Ad1.
and in the age group 35-44. • Past ads were not focused on enhancing the
o Maharashtra topped in being successful but in Gujrat, reach. Certain ads should be focused on
Tamil Nadu, Delhi and Karnataka also the ads engagement also to enhance the reach.
performed quite well while west Bengal was on a
decent size.
o Highest reach during those 3 days as compared to past
6 months
 Other ad campaigns

Zingiber body oil – Zingiber survey

launched the ad to mix– experimented
increase more on how offers,
followers on media freebies and
handles, mainly discounts attract
Instagram consumers
Plan of Action
 Content Strategy for Instagram
When and how often to post?
• Objective: Creating brand awareness and enhancing reach
• How often to post: 1-2 times per day (1 is considered low & 3 is
considered high)
• When to post: 8-9am and 2pm (as per Digital Branding Institute) “Uploading images that are off-brand, or
inconsistent with your voice and tone can be
4pm – 9pm ( as per Parama’s Instagram Insights)
jarring to your followers who can be very
• Key Mantra is the consistency not the frequency! quick to unfollow you” - Forbes
• Excellent picture and video quality will help to breakthrough

Content themes
• Ask questions & conduct quizzes over polls feature in Insta stories (250 million average daily users)
• Tell about the brand story and meaning of Parama in initial phase through live videos interactions
• Product benefits and how to use the products
• Customer reviews and testimonials
• Create a branded hashtag of your own – For example - #Turmericforlife or #Paramaproducts
 Content Strategy for Instagram
Define your own style
• Creating a particular style guideline will make the brand distinct and
consistent (60% of top brands on Instagram use the same filter for every
post)
• Creating short videos that brief about what Parama is as a brand by
highlighting theme oriented things – For example – relevant background,
soft music, using natural ingredients in background, posters in background

Buyer Persona
• Demographics – Both genders, 18-45 years
• Buying triggers – Seeing fashion influencers and friends with skincare
products that work brilliantly, amazing shopping discounts and offers
• Customers’ pain points – Trust factor, efficacy, affordability

Other strategies
• Add shopping feature (70% of shopping enthusiasts turn to Instagram for product
discovery)
 Content Strategy for Facebook
When and how often to post?
• Objective: Creating brand awareness and enhancing
engagement through likes and comments Buyer Persona
• How often to post: 1 time per day • Demographics – Both genders, 25-55 years
• When to post: 1pm to 4pm (as per Digital Branding • Buying triggers – Natural and ayurvedic
Institute)
products which are true to itself,
discounts, product benefits
Content themes • Customers’ pain points – Trust factor,
• Active stories efficacy, affordability
• Frequently share website and purchase links
• Add a human element in the images and videos to
showcase the product is being used and how it is
being used
• Share more ayurvedic therapies just like Instagram to
attract people of higher age group
 Ad strategies for FB and Instagram

• Looking at the region breakup, focus should • Instagram is far more cost effective than FB in
be on executing regional programmes in terms to reach, more placements can be done
Pune, responding to local tastes and on Instagram than FB.
feedback, and always experimenting with
• Ad fatigue annoy the audience, avoid it and
new ways to communicate the Parama
evenly distribute the ads to your audience.
message.
• Increasing the CTR rate by at least 2 times – i.e,
• Engage local bloggers/ influencers and
interview them on their daily skincare increase the conversion rate by 50%.
routines and post those videos as ads to • Powerful visuals can be one power tool that
reach the local audience. can be used for it to make the type of content
• that our target audience wants to see.
The interview videos can be used for
relevant round up posts on Parama blogs • Launching varied ads frequently to increase the
and on Instagram and FB stories as well brand awareness.
• How-Tos, DIYs, reviews and ample
information on Instagram for natural
lifestyle- All things Hair
 Google ads
Importance
• Best tool for lead generation, reach people when they are looking for you
• People who search for turmeric products can be targeted directly
• Works faster than SEO
• Results can be tracked easily and quickly

What next

• Make a list of right keywords, use them while launching ads on google.
• Track the ROI, PPC and after analysis, modify the list
• Launch ads based on geography, Delhi, Gujarat, and Karnataka can be in the top list after
Maharashtra
• Bidding for displaying brief advertisements, product listings or videos to web users can be done
using cost optimization method, which will save money and enhance the reach
Engagement Strategies
• Conducting puzzles and giveaways to the followers on social media handles every
month based on events like contest or puzzle winners
• Conducting a simple survey questions on social media via stories before release of
products
• Reposting the stories and posts of the customers who tagged us
• Launching 'Sharing Your Haldi Experience' engagement campaign and posting the
stories of participants who took part in it
• Once in two months ask consumers to share the experience about our products and
giveaway gifts to the five best reviews

Embedding virality

 Word of Mouth virality – Share the good reviews about products and
nominate a person who is in need of Parama Natural products for their
skin problems
 Incentive Virality – Sharing gift coupons on the first purchase to redeem
the coupon on next purchase or refer to a friend
Thank you