Upload
yash-mehta
View
82
Download
3
Embed Size (px)
Citation preview
IQ CHOCOLATEDIGITAL MARKETING PLAN 2018Marta Molesini Noor Kanoo Yash Metha Paige Sun
ANALYSIS ARTICLE◇ http://mashable.com/20
17/03/21/healthy-chocolate/#lvhZVBHuO05d
◇ Chocolate really can be healthy - and this startup is proving
◇ Published: 21 March 2017
TABLE OF CONTENTS1. RESEARCH2. PLANNING3. IMPLEMENTATION4. EVALUATION
RESEARCH
COMPANY BACKGROUND ◇ IQ Chocolate is a start-up company founded by
Jane Shandley in Scotland◇ Super delicious healthy chocolate from
“bean-to-bar”
CHOCOLATE INDUSTRY
Annual growth: 1.8%Revenue: $ 1.7 bnProfit: $933.3 mnTop companies: Hershey, Mars, Nestle, Lindt
US CHOCOLATE INDUSTRY
CURRENT PERFORMANCE
Health concernsIntroduction of new products with low calories and sugar
TARGET AUDIENCE◇ Both men and women◇ Aged 25 to 40◇ Household income of
$70,000◇ Healthy and active
lifestyle ◇ Enjoy sports, outdoor
activities and trying new experiences with friends.
◇ They shop at Whole Foods and Patagonia
COMPETITORS IN THE US MARKET
ANTIDOTE100% cacao markUSDA Certified Organic
ENDANGERED SPECIES88% dark chocolateDonate 10% of net profit to the African Wildlife Foundation
ALOHASuper pure, almost-all-organic ingredientsHealthy bonus: “Daily Good Greens Power”
RAAKA71% dark chocolate with sea salt
MARKET INSIGHTS ◇ Reduced-fat, dark or organic chocolate will
increase because of the health conscious mega trend
◇ Based on the population being more health conscious, chocolate consumption will go down but will grow in submarkets with dark, low calories and healthy varieties
◇ The population will increase but the chocolate industry will stay approximately the same because of health concerns
PROS: ◇ Colorful and catchy ◇ It communicates the value proposition of the
brand ◇ Optimized for multiple devices
CONS: ◇ No ‘about us’ section that answer to the
question “who we are”◇ The design of the website is dated ◇ Doesn’t relate to target audience ◇ Not all social media accounts are linked
1,816 LIKESFACEBOOK
2,319 FOLLOWERSTWITTER
964 FOLLOWERSINSTAGRAM
PLANNING
GOAL Establish IQ Chocolate as the leading healthy chocolate brand in the US
OBJECTIVES AND STRATEGIESIncrease awareness
within the target audience in the US to
30%
Increase awareness of the brand via promotion on Digital Platforms. interact & engage with the audience by making them aware of IQ chocolates entering the United
States market.
Positively impact overall sales by 40%
Push US sales as a priority for IQ chocolate by getting the chocolate bars in as many
Health Food stores in the US & positioning the brand as a leader in the super food
market.
IMPLEMENTATION
MARKETING TIMELINE
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECBUILD AWARENESS
SOCIAL MEDIA POSTS
INFLUENCER MARKETING SEO, SEM & PAID DIGITAL ADS
INCREASE SALES EVENT OOH DIGITAL SCREENS STRATEGIC PARTNERSHIP
BUILD AWARENESS
◇ Regular posts related to Your Guilt FREE Pleasure campaign
◇ Comments, user feedback and engagement will be monitored and analyzed in a timely fashion
◇ Collaboration with retailer accounts to cross promote IQ chocolate
◇ 3rd party endorsements with key social media influencers & celebrity ambassadors○ Engaging on their social media platforms ○ In turn generating content for IQ chocolate to
repost◇ This will be leading up to the event where
influencers can engage in person with the TA ◇ Generate PR placements within digital medias our
target reads; Refinery29, Insider Food, Tasty on Buzzfeed, Huffington Post
◇ Paid Digital Ad’s
○ Women’s Fitness, Men’s Fitness, Self, Remedy’s Healthy living
→ Advertorials ◇ Paid Video Ad’s
○ Hulu, Youtube ◇ SEO & SEM
INCREASE SALES
◇ IQ Chocolate Yoga in the Park NYC
◇ Goals:◇ Influencer/ celebrity engagement ◇ FB LIVE event coverage ◇ SnapChat geo tagging ◇ Instagram & Twitter Hashtags◇ Taste testing
◇ Email Marketing to all Equinox members with a discount code to buy IQ Chocolate
◇ In store tasting experience
Budget Allocation
EVALUATION
SOCIAL MEDIAMeasured by number of likes, followers, comments and the use of the hashtag #IQchocolate
PUBLIC RELATIONSMeasured by press clippings, website traffic and social media mentions.
PAID ADSMeasured by Conversion rates & Click Through rates
SEOTracking by the increase in organic search trafficTrack increase via Google Analytics
EVENTMeasured by the number of attendees and chocolate bar sales
Additionally measured by number of Comments, Likes, Reactions & Interactions on FB live
OOHGeopath Tracking to measure audience locationMeasure by SalesWebsite trafficNumber of Snapchat unlock filter and snaps sent and received
MEASUREMENT
PARTNERSHIP Measured by number of discount codes used to buy IQ chocolate online or in the store
FUTURE GOALS ◇ To penetrate the market
in Europe and Asia
◇ To be present in more Social Media platforms (i.e Pinterest)
◇ To create new product lines (i.e healthy chocolate snacks)
◇ To partner with cooking programs on TV
ANY QUESTIONS?
RESOURCEShttp://digiday.com/media/what-online-ads-really-cost/
http://www.digitalcurrent.com/seo-engine-optimization/how-much-does-seo-cost
https://www.instagram.com/iqchocolate/
https://www.facebook.com/pg/IQChoc/photos/?tab=album&album_id=154254698013291
http://www.iqchoc.com/press/
https://www.buzzfeed.com/tasty