Phillips Syrups and Sauces- Marketing Plan (V1.0) Revised Flipbook PDF

Phillips Syrups and Sauces- Marketing Plan
Author:  d

78 downloads 132 Views 1MB Size

Recommend Stories


Marketing plan
Mercadotecnia. Mercadeo. {DAFO} # Assignment. Mission statement. Market definition. Internal Analysis. Distribution. Strategies

PLAN DE MARKETING TURÍSTICO
2011 PLAN DE MARKETING TURÍSTICO Patronato Provincial de Turismo de Castellón Uso de este documento: Gracias por descargar el Plan de Marketing de

Plan de Marketing Estrategia
Plan de Marketing Plan de Marketing Estrategia La estrategia es el “camino”, “la acción” para lograr el objetivo Todas las empresas deben tener una

Story Transcript

E C O M M E R C E S T R AT E G Y

Created By Luis Despiau for Tradefull

Sumary Introduction This document is intended to set out the main objectives of the Ecommerce strategy for the Phillips Syrups & Sauces client. In this way we can have a general idea of various factors such as project timeline, development process, budget and how progress will be measure the results.

Business Overview Phillips Syrup is a Coffee is a company that has been in the industry for over 90 years and the main focus is to provide gourmet syrups, sauces, and toppings for customers all over the world. Focusing on taste trends. Products are handcraft in small batches using finest ingredients.

Target Market Through the market study that I make focused on Amazon top sellers, I was able to determine that the product is aimed at men and women of adult ages approximately 25-40 years, which have a lifestyle of high standards. Of which there are approximately 1000 results, this being a product with medium competition and premium pricing. According to trends, it seems to be a market with YOY grouth, and shows that has two important points as a peak, one during the beagining of the Sprint to the Summer and then increases again at Winter. The range of this product on Amazon is roughly in the range of $ 16.97 - $ 23.23+ and for the highest quality product can go up to $45+ on packages of 4.

Goals With this strategy, it is intended to generate a guide to introduce a new line of products to Amazon, and in the beginning to be able to generate good results using SEO initiatives, and digital marketing, to expand the markets to which the client is directed and reach New customers.

1

Strategy Summary Launching Strategy Being a new product on Amazon and not having data based on the behavior of direct users in that marketplace, my idea proposes to use combining information based on data extracted from research to current competitors, keyword research, information extracted from current reviews, and existing information , in order to launch the product and generate traffic organically in its initial stage. As part of the listing production process, we have to analyze the current content and determine what we would need in the context of text, or photography. Once analyzed, it will be possible to begin with the generation of text through Copywriting techniques using as main focus, keywords extracted from previous research, without limiting itself to adding current content and general text. Then, the visual content will be created for the main images and the design of the A + Content if available. Some examples could be infographics, or designs based on the flavor of the product. Once these processes are completed, it would only be necessary to review the final product and be approved to upload it to the marketplaces.

PPC Strategy Regularly, it is recommended to wait 2 ~ 3 weeks after the launch process is completed to be able to analyze data related to traffic, sales, and different metrics that will help to understand how the performance has been during the previous time. Once results are obtained, that data will be used to identify and prioritize high-impact initiatives such as listing optimization and as well as reinforcing the established strategy. Once the products start to generate organic results and are already optimized with data obtained through analystics tools and performance, my recommendation would be to start with the paid advertising initiatives. In this process, a category hierarchy strategy would be implemented or in simpler words, create ad campaigns grouped by product categories or product types. In this way, it is not only an organized way to create campaigns, but it also has positive results in terms of the process that Amazon uses so that its Machine Learning algorithm can better understand the ad groups, thus generating a better selection of automated and optimized keywords for the grouped product type. In turn, it is recommended to generate manual campaigns with different data models from the information previously extracted manually and groups of variations with data extracted from the automatic campaigns simultaneously. Once there are significant results, optimize them by revising the actual ads, audience, keywords, and different parameters in order to increase factors that positively affect sales and reduce costs.

2

Phillips Syrups & Sauces

Marketing Plan Audience

Strategy

Activities

Target Persona

Marketing Goals

Marketing Channels

Men & Women aged 25 - 40 Affluent professionals, high-income ($90K) Aware of social status Technology early-adopters Heavy mobile users Enviromentally & socially conscious Read a lot and stay up on news and trends Laid back but driven; flexible to change

1. 2. 3. 4. 5.

Generate Online Sales Expand Online Marketplace Channels Building Brand Awarenes Attributing Marketing Activities to Rev. generation Advertizement Strategy & Campaign Development

Customer Journey • Awareness ◉ New customer acquisition strategies ◉ In-market targeting • Consideration ◉ Generic / Competitor Keyword Targeting ◉ Similarities ASIN Targeting • Awareness ◉ ASIN Retargeting ◉ Product/Brand Keyword Targeting (Sponsored)

Handcrafted gourment products made in USA.

Client:

Phillips Syrups & Sauces

3

Ecommerce Marketplaces Marketplace SEO Paid Search - On/Off Amazon Promotions - Percentage / Lightning Deals Email Marketing

Key Strategies

Tactics & Activities

1. 2. 3. 4. 5. 6.

Follow Amazon Best Practices recommendations Product Images - Value / Infografics PPC Campaigns by Prod. Categories Push Taste / Flavors Push sugar free products Review Strategy / Early Review Program, to have at least 250 reviews. 7. Business Discounts in bulk

Value Proposition Provide customers with the convenience of being able to purchase products on a platform with which they are already familiar.

• • • • •

• • • • •

Marketing Campaigns Taste / Flavor focus Advertising Promotional / Seasonal Banners Product Inserts promoting other flavors Packages / Subscriptions

Pricing & Positioning • • • • •

Measures of Success - KPI

Price Average (Competitors): $190~$25 Competitors: Over 1000 results Reviews: 250~>5000 1:1 ratio on Prime vs Non-Prime Rating: 4.5 Average

Created By:

Luis Despiau - Tradefull

Daily/Weekly/Monthly/Quarthly/Anual: • Revenue / Per Channel / Per Product • Number of Transactions / Average Order Value • Traffic / CTR / Conversion Rate • Cost per Adquisition (CPA) • Repeat Customer Rate / Customer Retention Rate • Subscription Rate • Buy Box

Date:

JAN

Iteration:

18

2021

Version 1.0

Visual Communication Lifestyle focus design When doing a study of the competitors and from previous experience, I see a pattern of using images that make customers feel a more personal connection, using images that have lifestyle elements such as in this image that I download from the website by Phillips Syrups, with a simple edition I was able to highlight some details and totally change the environment in which the product is located. In this way, the client feels more comfortable and additionally provides a more modern touch to the image. Just touch up the reflection of the original image a bit so that attention can be focused on the product label. Very strong lights sometimes make the product lose details. Also use a kitchen background to establish a more specific location and added a coffee brewer in the background as a small detail.

4

Phases and Stages of the Development Process

02 01

1. Planification • Product / Market • Audience / Target • Marketing Channels

5

2. Design • Content Documentation • Photo / Digital Content • Copiwrite

04 03

3. Development • Listing Production • Content Import • Feedback

05

4. Launching • Design Quality • Testing & Revisions • Final Product

5. Maintnence • Improvement • Implementations • Updates

Get in touch

Social

© Copyright 2013 - 2024 MYDOKUMENT.COM - All rights reserved.