Marketing Plan, Media Plan and Creative execution for a business app (capstone)
nuexiepan
CheunjaiTropicalIceCream__MarketingPlan_.pptxMARKETING PLAN
Hi everyone, I am Anocha. Today I am going to present the marketing plan for Cheunjai Ice Cream
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4Ps
Brand Positioning
Campaign Strategy & Objectives
Acquisition Plan
Media Plan & Budget
CRM & Lifetime Value
AGENDA
Here are the topics that will be covered in today’s presentation.
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- PRODUCT -
- PRICE -
- PLACE -
- PROMOTION -
Premium / High Quality
Thai-style Ice Cream
Tropical Fruits
Fair-trade Policy
Range = $1.60 - $8.30 (Premium)
AVG Order Price = $4.34
Size S THB 69 ($2.00)
Size M THB 129 ($3.50)
Size L THB 189 ($5.25)
Party Set THB 299 ($8.3)
Cost of living in Thailand is 49.72% lower than in NYC | Source: Numbeo. (2016, March). Cost of Living in Bangkok. Retrieved March 08, 2016, from http://goo.gl/NZ1HBg
Currency Exchange Rate: USD 1 = THB 35.68 | Source: Kasikorn Bank. (n.d.). Currency Exchange Rate. Retrieved March 06, 2016, from http://goo.gl/mJ4cSm
BANGKOK, THAILAND
CHEUNJAI Café
Pop-up Store
Catering Service
Advertising
PR
Event
Sales Promotion
Testimonials
Direct Mail
Let’s start with the 4P’s
Cheunjai is the premium Thai-style ice cream made of tropical fruits. The company also use fair-trade policy in doing business with our suppliers.
The price point is premium and the average order price is around 4 dollars. Please keep in mind that the cost of living in Thailand is almost 50% lower than in NYC.
The store will be opened in Bangkok Thailand. Our product is also distributed through pop-up stores in local events and catering service.
Lastly, for tour promotional plan, we will integrate all marketing tools to communicate to our target customers.
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THAI STYLE
WESTERN
STYLE
TROPICAL FRUIT
ICE CREAM
REGULAR ICE CREAM
Wall’s
Swensen’s
Jaiyen
Here is the perceptual map comparing Cheunjai with other competitors.
Most of the competitors offer Western-style ice cream while only “Farm to Table” offer slimilar ice-cream style like we do.
However, “Farm to Table” does not focus on a tropical fruit ice cream.
The main competitor who serve fruit ice cream is iberry.
While Wall’s and Swensen’s offer fruit flavors seasonally.
Therefore, in the space of thai-style ice cream plus tropical fruit flavors, we are the market pioneer.
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To ice cream & dessert lovers, 20 - 39, with trendy lifestyles, CHEUNJAI is a premium
Thai-style ice cream made of tropical fruits
making your day more delightful & refreshing
BRAND POSITIONING
So, our brand positioning is
To ice cream & dessert lovers, 20 - 39, with trendy lifestyles,
CHEUNJAI is a premium Thai-style ice cream made of tropical fruits
Making your day more delightful & refreshing
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BRAND LADDERING
Premium Thai-style ice cream made of tropical fruits
Ice cream café
Fair-trade policy
Cool down from heat
Fulfill desire of food / dessert
Feel refreshed & relaxed
Feel good from supporting local farmers
Feel excited from having new experience
Delightful & refreshing moment
With all the product attributes we have and benefits we offer, our brand value is “Delightful and refreshing moment”
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Value
Emotional Benefits
Functional Benefits
Attributes
TYPEFACE: Century Gothic
TAGLINE: A Fruitful Way To Refresh
TONE: Delightful / Relaxing / Friendly
BRAND MANTRA: Thai. Fresh. Natural
BRAND IDENTITY
This is our brand identity. We aim to create a delightful, relaxing and friendly brand personality.
Yet it still needs to represent Thainess and premium positioning of our brand.
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CAMPAIGN OBJECTIVES
Business Objective
Numbers of New Customers / Year 3,000 customers
Purchases / Year / Customer 12 times
Numbers of Order / Year 36,000 orders (3,000 X 12)
Breakeven Third Year
Marketing Objective
Brand Awareness 600,000 impressions (3,000 / 0.5%)
Conversion Rate 0.5%
New Customer Acquisition 3,000 customers
Customer Retention Rate 60%
Our marketing objectives are to reach six hundred thousand impressions and acquire 3 thousand new customers.
This will help us reach our business goal which is breakeven in the third year.
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KEY MESSAGE
Experience the authentic Thai-style ice cream
Feel refreshed with the taste of tropical fruits
Help support Thailand’s local farmers
CHEUNJAI, YOUR DELIGHTFUL MOMENT
The key communication message is “Cheunjai, your delightful moment.”
Through our market message, we want to communicate ach benefit and differentiation
Including the authentic experience, refreshed feeling and our fair-trade policy.
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CAMPAIGN & ACQUISITION STRATEGIES
ACQUIRE
CONVERT
RETAIN
AWARENESS
INFORMATION
CONSIDERATION
DECISION
LOYALTY
OBJECTIVES
STRATEGIES
Advertising & PR
SEO / SEM
Content & Reviews
Advertising & PR
Product Samplings
Sales Promotion
CRM
Social Media (Advertising & PR)
Website & Blogs (Information)
Google AdWords / Search App
Flyers
Social Media (Promotions)
Website & Blogs (Reviews)
Events (Farmer Market / Flea Market / Food Expo)
E-mail & E-coupon
TACTICS & MEDIA
Social Media (Rewards)
Website & Blogs (Testimonials)
E-mail Subscription
Loyalty Program
Tell Your Friends
ADVOCACY
The objective of our marketing campaign is to acquire new customers, convert and retain them.
To achieve that goal, we need to create brand awareness, educate them about our product, accelerate their purchase decisions,
And make them become our loyal customers spreading the words to others.
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ACQUIRE
CONVERT
RETAIN
AWARENESS
INFORMATION
CONSIDERATION
DECISION
LOYALTY
ADVOCACY
OBJ.
MEDIA
SOCIAL MEDIA
COST
KPIs
GOALS
Reach 4,745,000 people / year (13,000 / day)
CTR 2.32%1
Clicks / Year 110,084 clicks
Conversion Rate 1.4%1
Conversions / Year 1,541 conversions
Boost 1 Post / Day $19.26 / day
Total Cost Per Year $7,030.80
Cost Per Acquisition $4.56 ($7,030.80 / 1,541)
# Reach & Impressions
# Page & post likes
# Shares
# Comments
# Conversion
TACTIC
Communicate all news & get in touch with customers
Boost posts & promote page
LINE OFFICIAL ACCOUNT
Followers: 3,000
FREE
# Likes
# Followers
# Comments
Subscribers: 3,000
FREE
# Subscribers
Post our photos and repost from customers
Promote news & offers
Communicate all news & get in touch with customers
1-to-1 communication (customer service)
1 ECommerceMILO. (2015, January 22). What is the average CTR, CPC, CPM of Facebook ads? Retrieved March 17, 2016, from https://goo.gl/pUAzIA
The first tactic is social media.
We will use 3 channels including Facebook, Instagram and Line.
We will create paid advertising only on Facebook. The rest, we will just create an account to keep in touch with our customers.
Our Facebook ad strategy is to boost our posts and promote page.
We will post once per day and every day all year long.
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Cheunjai Ice Cream
It is time to give yourself a refreshing treat. Delight your day with
Cheunjai Ice Cream, Thai-style ice cream made of tropical fruits.
Buy 1 Get 1 Free!
Sign up to our email to get special offers.
www.cheunjai-icecream.com
CHEUNJAI
Welcome to Cheunjai.
Thank you for subscribing to our Line account.
We would like to offer you 50% discount on our DIY Party set.
Just show the coupon code at our ice cream café.
Welcome Offer
Expires April 30, 2016
CHEUNJAI
This is an example of our Facebook ad.
It drives customer to like our Facebook page, visit our website and sign up to our email list to get special offers.
On the right hand side is our Line account. It is a free media but very effective because it is an one-to-one communication and we can send news and offers to all subscribers.
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ACQUIRE
CONVERT
RETAIN
AWARENESS
INFORMATION
CONSIDERATION
DECISION
LOYALTY
ADVOCACY
OBJ.
MEDIA
WEBSITE
BLOGS
COST
KPIs
GOALS
Unique visitors 12,000/year (AVG 1,000/month)1
Conversion Rate 1%2
Conversions / Year 120 conversions
Hosting & Domain / Year $155.04 (12.92/month)
Cost Per Acquisition $1.29
# Unique visitors
AVG time spend on page
Bounce Rate
Reach Rate / Review 10%3 (10,000 people / Review)
Engagement Rate 12%3 (1,200 engagement)
Conversion Rate 1.4%1 (17 conversions)
Reviews / Year 20 reviews
Conversions / Year 340
Cost / 1 Review $2204
Reviews / Year 20 reviews
Total Cost / Year $4,400
Cost Per Acquisition $12.94
# of Views
# of Engagement
# Conversion
TACTIC
Mobile-friendly website
Provide information about brand, menu, locations, news, promotions
Monthly blogs about ice cream, tropical fruits, testimonials
Reviews from food bloggers on their blogs or FB pages (with 100,000+ followers)
Offer exclusive promotion through these blogs / websites
1 Reservation Ginie. (2012, October 16). Compare Your Restaurant Website Traffic to Typical Results. Retrieved March 11, 2016, from http://goo.gl/cs2Xrf
2 Khan, R. (n.d.). 10 Average Conversion Rate Benchmarks. Retrieved March 11, 2016, from http://goo.gl/Xqo72F
3 Cohen, D. (2015, April 22). STUDY: Facebook Page Posts Net 2.6% Organic Reach in March. Retrieved March 17, 2016, from http://goo.gl/ofxyhq
4 Siam Reviewer. (n.d.). Product Review Service. Retrieved March 17, 2016, from http://goo.gl/XV4lDs
Next is our website. We will create a mobile-friendly website with responsive design.
Content strategy is used here on our website.
We will post a blog every month about our ice cream and related topics.
For blogs, we will have our product reviewed my food bloggers and food websites.
We will choose only websites with more than 100,000 followers.
We will also offer some exclusive promotions just for these blogs to drive traffic to our ice cream store.
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This is an example of our website homepage.
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ACQUIRE
AWARENESS
INFORMATION
OBJ.
MEDIA
GOOGLE ADWORDS
COST
KPIs
GOALS
Impression / day: 1,000 = 365,000 / year
Clicks / day: 19 = 6,935 / year
Conversions Rate 5%1
Conversions 346
Daily Budget $6.50
Yearly Budget 2,372.50
Cost Per Acquisition $6.85
# Impressions
# Clicks
# Conversions
TACTIC
Google Ad by keywords
Promotion campaign and brand campaign
Refreshing & Delightful Ice Cream
www.Cheunjai-Icecream.com/menu
Delight your day with Thai ice cream.
Explore our unique tropical-fruit flavors.
It’s Free Cone Day
www.Cheunjai-Icecream.com/promotion
Your favorite day of the year is back.
Visit us at the store and get free ice cream.
KEYWORDS:
Thai Ice Cream, Fruit Ice Cream, Dessert Café in Bangkok,
Café in Sukhumvit, Iberry, Café with free Wi-Fi
1 Soames, C. (2012). Google Adwords conversion rate averages by industry [infographic] - Smart Insights Digital Marketing Advice. Retrieved March 17, 2016, from http://goo.gl/7nD4ld
Because our target customers are active Internet users. They tend to find everything on the internet.
So, we use Google Adwords to attract them during their searching stage.
We will select some keywords related to our business and product. Some competitor names are also included in the keywords list.
Below are some Google ad example. We will create both brand and promotion campaigns.
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1 Information from Wongnai sales representative.
ACQUIRE
AWARENESS
INFORMATION
OBJ.
MEDIA
SEARCH APP
COST
KPIs
GOALS
Impression / day: 1,000 = 365,000/year1
Clicks / day: 20 = 7,300 / year1
Conversions Rate 5%1
Conversions 365
Daily Budget $13
Yearly Budget 4,745
Cost Per Acquisition $13
# Impressions
# Clicks
# Conversions
TACTIC
Advertising of restaurant search application called “Wongnai” (Yelp for Thailand)
Offer deals and discounts on the app
Popular Ice Cream Stores in Bangkok
Thai-Style Tropical Fruit Ice Cream
Cheunjai Ice Cream | Sukhumvit Road
“Nice Thai Ice Cream”
“Lovely Place with free wifi”
Open until 8pm
Area: Sukhumvit
#10 from 3,1333 dessert places in Bangkok
Search By Map
Available on both desktop & mobile
Another tactic is advertising on a search app called Wongnai. It is like Yelp for Thailand.
We can target both consumers who are interested in ice cream and customers who are near by our store.
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ACQUIRE
AWARENESS
INFORMATION
OBJ.
MEDIA
FLYERS
COST
KPIs
GOALS
# of Flyers 2,000 X 12 times
Expected Reach 24,000
Conversions 1%1 = 240
Printing Cost / Flyer $0.022
Distributing Cost / Flyer $0.032
Total Cost $1,200
Cost Per Acquisition $5
# Reach
# Conversions
TACTIC
Distribute flyers around neighborhood
News / Menus / Promotions / Coupon
1 Haskel, D. (2015, April 14). 2015 DMA Response Rate Report: Direct Mail Outperforms All Digital Channels Combined By Nearly 600%. Retrieved March 17, 2016, from http://goo.gl/lGxLBZ
2 Tonshabub. (n.d.). Flyer Price. Retrieved March 17, 2016, from http://goo.gl/HvqmVe
The next tactic is flyers which we will distribute around the neighborhood once a month.
They will be about our news and promotions.
Those who receive a flyer can bring it to the store to get a special offer.
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OBJ.
MEDIA
EVENTS
COST
KPIs
GOALS
# of Product Sampling 500 / day
Conversion Rate 10%
Conversion/day 50
# of Event / year 24 days
Conversion / year 1,200
Booth Rental Rent Expense
Spoon & Cup / Year $360
($0.03 X 500 X 24)
Cost Per Acquisition $3.33
# of Impressions
# of Conversions
TACTIC
Free product sampling at food expo, farmer market, flea market
CONVERT
CONSIDERATION
DECISION
1 Nagle, T. (n.d.). What is the average conversion rate of product samples to sales? Retrieved March 17, 2016,
from https://goo.gl/ywEZTL
2 Tumlaekaikong. (2015, September 11). Choose the Right Event for Your Business. Retrieved March 17, 2016,
from http://goo.gl/4cHYmP
To convert customer, we believe product sampling is very effective especially for food product.
Besides our ice cream store, we also sell our ice cream at events like flea markets and farmer markets.
In these events, we will have free samples for consumers to try.
The cost includes only spoons and cups because the booth rental cost is included in the rent expenses.
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OBJ.
MEDIA
EMAIL & E-COUPON
COST
KPIs
GOALS
Customers 3,000
Open Rate 30%1 = 900
CTR 6.5%1 = 58
Conversion Rate 10%1 = 5 / email
# of emails / year 12 = 60 conversions
Email service (Mail Chimp) Free
Cost Per Acquisition 0
# of Subscribers
# of Opens
# of Clicks
# of Conversions
TACTIC
Email subscription for news and e-coupon
Welcome, birthday, seasonal offers
CONVERT
CONSIDERATION
DECISION
1 Mage Daily. (2014, April 03). Conversion Stats and Best Practices for Using Coupons in Email Remarketing - MageDaily. Retrieved March 17, 2016, from http://goo.gl/7KxRge
The last tactic to drive sales is emails and e-coupons.
We will ask customers to sign up to our email list and we will send the news and special offers.
Even though the conversion per year is quite low comparing to other tools, there is no cost of doing email marketing.
We can distribute email for free by using a service from Mail Chimp.
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MEDIA PLAN
| Media | Plan | JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEP | OCT | NOV | DEC |
| Social Media | Continuous | ||||||||||||
| Website | Continuous | ||||||||||||
| Blog | Seasonal | ||||||||||||
| Google AdWords | Continuous | ||||||||||||
| Search App | Continuous | ||||||||||||
| Event | Seasonal | ||||||||||||
| Flyers | Once / Month | ||||||||||||
| Once / Month |
Most of the media are distributed continuously. Only blog and event tactics will be implemented seasonally.
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| MEDIA | IMPRESSIONS / YEAR | CONVERSIONS / YEAR | TOTAL COST / YEAR | CPA | |||
| Facebook Ad | 4,745,000 | 82.75% | 1,541 | 36.59% | $7,030.80 | 34.70% | $4.56 |
| Website | 12,000 | 0.21% | 120 | 2.85% | $155.04 | 0.77% | $1.29 |
| Blog | 200,000 | 3.49% | 340 | 8.07% | $4,400.00 | 21.71% | $12.94 |
| Google AdWords | 365,000 | 6.37% | 346 | 8.21% | $2,372.50 | 11.71% | $6.86 |
| Search App | 365,000 | 6.37% | 365 | 8.67% | $4,745.00 | 23.42% | $13.00 |
| Event | 12,000 | 0.21% | 1,200 | 28.49% | $360.00 | 1.78% | $3.33 |
| Flyers | 24,000 | 0.42% | 240 | 5.70% | $1,200.00 | 5.92% | $5.00 |
| 10,800 | 0.19% | 60 | 1.42% | $0.00 | 0.00% | $0.00 | |
| TOTAL | 5,733,800 | 100.00% | 4,212 | 100.00% | $20,263.34 | 100.00% | $4.81 |
SUMMARY
Total Cost / Year
= $20,263.34
Marketing Budget 12.78% of Total Revenue ($158,535.87)
Facebook Highest Budget, Impressions, Conversions
Website & Email Lowest Cost Per Acquisition
The total marketing cost is around $20,000 or 13% of the total revenue.
We spend the highest amount of money on Facebook ad because our target customers are very active on Facebook.
So, it is the media that create the highest impressions and conversions to our brand.
For the cost per acquisition, website and email are the lowest.
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LOYALTY & ADVOCACY
Personalized messages and offers
Stamp card and VIP membership
Tell-your-friend postcard
Besides acquisition plan, we need to create loyal customers and make them talk about our brands positively.
Our strategy is to create personalized messages and offers through emails.
Also, we will have a stamp card for customer to collect points and redeem for free ice cream.
Customers can also apply to be our VIP member to get more privileges.
Lastly, we will have postcards placed at our store. Customers can get one for free and write it to their friends.
The receivers can bring the postcard back to the store and get special offers.
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CRM STRATEGY
TECHNOLOGY
Track and analyze customer database
Monitor feedbacks from online discussions
DATA
EMPLOYEE
Essential customer touch point
Engage and response to customers’ feedbacks
ACTION
PRODUCT & SERVICE
Use feedback to improve product and service
Use customer data to create personalized offers and relevant messages
IMPROVEMENT
To create a strong customer relationship, we will use technology to track and analyze customer database. We will also monitor their feedbacks.
Our employees are an essential customer touch point. They need to strengthen the relationship with customers.
Lastly, all feedbacks we get, we will use them to improve our product and service to better satisfy our customers.
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DATABASE PLAN
TRANSACTION
AVG sales / order
# of customers / day
Best-selling menu
EMAIL SUBSCRIPTION
Customers’ digital behavior
Customer profiles
Surveys
MEMBERSHIP CARD
In-depth customers’ data
Purchase behavior
Regarding our customer database. We will collect data through 3 methods: transaction, email subscription and membership card.
These data will help us understand more about our customers and their behaviors.
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CUSTOMER LIFETIME VALUE
1 Primary research, 20 – 39 years old, Bangkok Thailand.
2 Upserve. (2012, May 29). What Is Your Restaurant's Customer Lifetime Value? Retrieved March 13, 2016, from https://goo.gl/xW0gRd
AVG Price $4.34
AVG COS $1.22
Gross Profit $3.12
Gross Margin 72%
Ice Cream Consumption Frequency 1-2 times/week1
Duration of Loyalty 2.5 years2
Purchases Per Year 12 times/year2
Lifetime Purchases 30 times (2.5 X 12)
AVG Order Size $4.34
AVG Customer Expenditure Per Year $52.08 ($4.34 X12)
Lifetime Customer Expenditure $130.2 (52.08 X 2.5)
Lifetime Gross Profit (CLTV) $93.75 (130.2 X 72%)
Acceptable Customer Acquisition Cost $31.25 (93.75 / 3)
Finally, to calculate our customer lifetime value,
we assume that they will stay with us for 2 and an half year and buy our ice cream at least once a month.
Therefore, our customer lifetime value is around $90 per person.
In the beginning of our business, we plan to put lots of effort on the acquisition plan.
However, when our business is in the growth stage, CRM and retention plan are very important because it costs us lower to keep our current customers than acquiring new ones.
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THANK YOU.
APPENDIX
Cup Free
Bun Free
Cone Free
Coconut Shell + THB 30
1. Choose Container
S 1 scoop + 1 topping + 1 sauce THB 69 ($2.00)
M 2 scoops + 2 toppings + 1 sauce THB 129 ($3.50)
L 3 scoops + 3 toppings + 1 sauce THB 189 ($5.25)
2. Choose Size / Flavors / Toppings / Sauce
Scoop THB 60 ($1.60)
Topping THB 15 ($0.40)
Sauce THB 10 ($0.20)
3. Make It Extra!
Orange juice THB 89 ($2.50)
Pink lemonade THB 89 ($2.50)
Lychee soda THB 89 ($2.50)
4. Any Refreshing Drinks?
MENU & PRICE
And here is the price of our ice cream
It has been set based on our cost, our positioning and industry standard.
Regular ice cream comes with toppings and sauce which a customer can choose the size of ice cream.
Customers can also add more extra scoops and toppings if they want.
We also have some drinks menu to complete customer eating experience.
------
It may seem to be too low when converting to US dollar
but remember that this is in Thailand where the living cost is much lower than in the States.
According to my research, non-alcohol beverage is the most profitable item for a restaurant.
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“Social Network & Smartphone Addict”
Young Adults (18 - 34) are the biggest users of smartphones and social media
To connect with their friends and family to keep updating on each other’s activities
Taking selfies & posting on social media become a huge leisure activity
To shop, find out about store openings and promotional offers
3.1 hours/day on smartphone
90 mins/day on social media
Source: Digital Advertising Association (Thailand). (n.d.). Thailand Online Overview. Retrieved February 15, 2016, from http://www.daat.in.th/index.php/daat-aw/
Euromonitor International. (2015). Consumer Lifestyles in Thailand (Rep.).
The second trend is Thai people are addicted to social network and smartphone.
They spend 3 hours a day on smartphone and 90 minutes a day visiting social networks
They mainly use it to connect with friends and family and to keep updating on each other’s activities.
Additionally, taking selfies and posting on social media has become a huge leisure activity.
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Digital Activities of Internet Users in Thailand
Source:
Thailand’s Social Media Landscape
Source: Digital Advertising Association (Thailand). (n.d.). Thailand Online Overview. Retrieved February 15, 2016, from http://www.daat.in.th/index.php/daat-aw/
http://www.marketingoops.com/reports/metrix/infographic-thailand-social-media-landscape-2014/
https://www.facebook.com/daat.digital/photos/a.223347371124105.49906.170696083055901/543121419146697/?type=3&theater
http://www.daat.in.th/index.php/daat-aw/
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Thailand’s Social Media Landscape
Source: Digital Advertising Association (Thailand). (n.d.). Thailand Online Overview. Retrieved February 15, 2016, from http://www.daat.in.th/index.php/daat-aw/
http://www.marketingoops.com/reports/metrix/infographic-thailand-social-media-landscape-2014/
https://www.facebook.com/daat.digital/photos/a.223347371124105.49906.170696083055901/543121419146697/?type=3&theater
http://www.daat.in.th/index.php/daat-aw/
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