Recommended strategy based on insights and the proposed overall direction/POA -

1) Brand Awareness (the built up)

Brand Awareness will play an important role here in generating sales. Today, consumers
like to build an emotional “relationship” with a brand. When competing against a brand
like Amul, it’s important to understand that we are in no way to offend the competitor’s
loyal fan base. Instead of using the disruption model, I would use ‘brand alignment’ and
factor in keywords and phrases such as ‘fusion’ ‘desi’ and ‘tickling Indian Taste buds’ etc
apart from the already existing tagline ‘The way butter should be’ simply because the
tagline may across as slightly aggressive rather than assertive. Of course, we can’t change
the tagline, but I would suggest floating a slightly different ‘mood’ when it comes to online
brand awareness where the brand and the product are cohorts to Indian taste-buds and
Indian sensibilities. Linking to this to a direct impact on sales would be a comparative study
of the cheese market in India. In 2006, even with low penetration, Amul enjoyed a market
share of about 64% while Britannia came in a proud second with a very respectable 45%
share. The rest 1% was divided amongst the foreign players who had entered the market a
couple of years ago along with a few non-descriptive regional brands. However, by 2015
the situation had changed. Amul now had 65% of the market (though it enjoyed a jump in
sales by 25%) Britannia was down from 45% to 25% when it came to overall market share.
The newer players and more diversified regional players had eaten into Britannia’s market
share and a large part of the reason was the ‘messaging’ attached to the individual brands.
Amul retained it’s ‘Of the Indian, by the Indian and for the Indian’ sentiment while
Britannia had chosen to market itself on the aspects of health, nutrition and freshness (as
does Basillio) but more effective communication from Laughing Cow (re-invent snacking)
and Le Bon (Fresh LePaneer) managed to beat back Britannia on sale volumes. One
category that Britannia managed to retain both brand equity as well as sales was the ‘sliced
cheese’ category where there was a clear communication of ‘one cheese slice equaling the
goodness of one entire glass of milk!’ which tied the more generic parameters of ‘Health
and Freshness’ to a unique selling proposition. In my experience, no where is it easier to
create and emphasize upon an USP than through digital communication design. We can
alter the mood of the core messaging or to simply add to it (even if the client does not want
to do so on mainline mediums) through keywords, specially created hashtags and dedicated
blogs.

2) Hyperlocal Targeting to optimize spends vs sales

Increasingly social media ads are being targeted towards audiences that aren’t even the
brand’s target group. With a broad consumer profile of a ‘Modern Mother (Sec A & B)
between the age of 18-45 who aspires to keep her family happy and always takes care of
others’ I personally feel that we won’t be reaching the relevant profiles. Platforms like
Facebook have multiple targeting options with which we can target potential prospects not
 only city wise but even with pin code base targeting. Dairy Business is a low margin one
and ad-spends are limited and in my opinion one of the best ways to stop wasting
advertising budget is to make 2-5 persona profiles of the target group and replicate them
exactly on the social media platforms in a phased manner. This divides the relevant share
among the specific target groups, giving us a better return on investment or ROI on every
rupee spent on a given platform.

From the target group shared, I could easily draw two distinct set of consumers – 1)
Working women 2) Stay-at-home-moms but equally important would be sub groups such
as women interested in health foods, diets (such as Keto), quickie snacks, gourmet foods
and wines.

I have drawn out a one such detailed consumer profile as sample (attached)

Now, this brings me to the third point –

3) Using the right message for the right target group/consumer profile

Getting the consumer profiles down to the tee is only half the battle won. The other half is
providing them the right message that will attract them to interact with our content on
digital platforms.

For example, the messaging (communication design) targeting for the working mums
would be completely different from that targeting stay-at-home moms.

For working mums, I would use the brand asset “An everyday mouthwatering and
delectable experience” with the image (under awareness objectivity) of high quality butter
which is easy-to-spread to bring in the connotation that during the morning rush hour there
is always one thing that the multitasker mum can always depend on for taste, health and
even for saving time! i.e Basiilio whereas for stay-at-home mums I would bring together
“Butter, the way it should be” with “a delectable experience.” Stay-at-home mums are often
not only very keen on optimizing nutrition for their family but often can be found trying to
cook up fancier dishes that would compete with ‘food from outside.’ This is where we
entice the mum to include Basillio to create her own ‘fusion’ dishes that would match the
discerning taste buds of her family members ( SEC A & B, who are now engaging more
and more with global platters/world cuisine.)

Thus, while using Facebook ads, I would try to get our potential reach bar on Facebook to
specific personas which will enable us to show our messages to relevant target groups.
With Google AdWords I would bid on keywords which have higher volumes while adding
words and phrases as negative keywords which have higher impressions but with lower
conversions.
4) Designing content which is shareable

Content is still ‘king’ when it comes to digital marketing and to achieve organic growth
(word of mouth publicity) it’s imperative that we create a dedicated content strategy by
harnessing topical and relatable ideas.

For example, for a Mother Dairy campaign promoting their new easier to digest cow milk,
we had created a short viral video series called “Chef Unplugged” where we had the chef
singing out the recipes as she created magic in the kitchen. She was accompanied by a beat
boxer to up the ‘wow’ factor of the video and thus increasing the likelihood of people
sharing the videos (TG was young professionals in their 20’s looking for quick and fun
recipes, both male as well as female)

5) Affiliate Marketing, Leveraging Influencers and tying online push to BTL activities in
Modern Trade

Convenience to buy is an interesting concept as we live in a 24/7 always-on world. The

concept of shopping from 9am to 5pm, is gone. Affiliate marketing has picked up pace
rapidly. Be it Flipkart, Amazon Go, Hypercity, Big Bazaar Grocery or Nature’s Basket
have on boarded various affiliates. These micro influencers combined with dedicated
websites such as Cashkaro (which passes back some amount of affiliate commission to
consumers) are powerful mediums to growth hack into acquiring new customers at a faster
pace.

Yet, cart abandonment happens and no where it happens as quickly as it does online.

Lauterborn, the father of the 4C model in Planning, put forth the 4th ‘C’ as communication
but not just any form of communication. His view of communication was a dialogue or a
two-way conversation, between company and customer. Applying this in a digital sense
would mean we can see customers (including potential buyers) creating communications
through quickly evolving user generated content such as the comments section on an
influencer’s Instagram or YouTube post. One of the effective ways to ensure that our butter
does not get dropped from the cart would be to reach out to not only influencers or ‘experts’
from the ‘food’ category but also to influencers from other domains such as ‘beauty,’
makeup’ and ‘skincare’ which our key consumer profiles follow. For example, Shruti
Anand from Bangalore, Rickshawalli from Chennai, Shreya Jain and Sherry Shroff who
have followers from Pan India are known to cross promote/endorse products from different
categories.
Another way forward would be to integrate online, or targeted digital ad spends around a
5-7 Km physical area radius of where the modern trade stores/standalone outlets selling
Basillio would be located to maximize upon sales. Added advantage would be to have
online and offline incentives (lucky draw, hourly jackpot discounts etc) being driven
through promoters engaging with customers on ground, collecting vital data inputs such as
 interest levels of TG, actual persona descriptors and even email addresses to further narrow
down on consumer personas for continued message hammering.

POA with Budget (tentative)

A phase wise deployment s recommended.

Step 1 : Marketing strategy (roadmap/blueprint) to establish brand equity and generate sales
through different mediums (DM, online and event specific). This includes Market research,
competitor mapping, trend analysis, core creative theme, food pairings in tandem, promotional
schemes etc

Step 2 : Online Design Communication. Keeping in sync with the core theme decided and agreed
upon by client (Basillio) - Copy, creative Content (heads and body), layout, design frame, design
renditions and complete hygine (photo clean ups, colour corrections etc) on approval for print,
open files (high resolution for print) as well as digital or low res formats (PDFs/JPEG/PNG)

Also creating organic content, especially when it comes to marketing through Pinterest,
published blogs with recipes and reviews etc. There is no better way to ‘humanize’ a brand than
through Pinterest and other organic routes in the Digital world.

Rolling Cost for 3 months (at a minimum to start seeing traction)

Step 3: Social Media Management

All content, Copy as well as Design, keeping in tandem with market research and core theme

Deliverables per month -

-Strategies and Campaign Ideas for each month
-Creative copy and unique designs for each post
-Monitoring all the social media activities and engagements
-Regular check on each platform for audience interactions
-Creating unique #Hashtag for each series.
-Influencer engagement (food blogger/vlogger/insta celebrate etc)

Deliverables on each platform

Facebook:-
1. 60 posts will be made every month.
2. All content for the page will be created by us.
3. Campaign Designing.
4. Contest Creations.
5. Complete Page Maintenance.
6. Facebook Ad Creation and Optimization.
7. Interaction and reply to the comments will be on a regular basis

Instagram:-
1. 2 post per day
2. All the content and creatives will be made by us.
3. Complete Page Maintenance.

Twitter:-
1. We will have 5 unique tweets per day
2. Complete twitter page maintenance
3. Hygiene check and followers interaction on a regular basis
4. All the creatives and content for twitter will be made by us

YouTube:-
1. Creating content with video descriptions and tags.
2. Complete page maintenance.
3. Optimizing ads for maximum views and impressions.

Agency fee for all above mentioned inclusions should be around 1,25,000 INR per month.

Social Media Ads *On Actuals

Content Platform - Facebook

Nature of Advertising - Facebook Ads
Amount Total Spend - 85,000 INR
Facebook 1st month Boost - Rs.10,000 INR
Facebook 2nd month Boost - Rs 75,000 INR
Expected Daily Reach - 5000, - 30,000 reach
Expected Outcome Targeting - 75,000 - 100,000 views

Content Platform - YouTube

Nature of Advertising - Paid Ads on YouTube
Total amount spend - 70,000 INR
First Month Boost - 25,000 INR
Second Month Boost - 50,000 INR
Expected Daily Reach - 7,000 - 10,000 reach
Expected Outcome Targeting - 70,000 to 90,000 views

Content Platform - Instagram

Nature of Advertising - Sponsored Ads
Total amount spent - 75,000 INR
First Month Boost - 15,000 INR
Second Month Boost - 50,000 INR
Expected Daily Boost - 8000 - 16000 reach
Expected Outcome Targeting - 8000 views

Influencer Marketing (Digital PR)

During 3 months - 150,000 INR

Please note for social media ads, taxes will be additional on the actuals along with a service fee
of 15% on the actual ad spends.

I have taken the entire budget spend by the client to be between 5.5 to 6 Lacs INR per month.
This is exclusive of the Audio-Visual content that needs to be developed for YouTube as there is
a significant production cost involved there.
Now, the brand being (hypothetically) a large scale MNC with an established international
presence may want to spend more which then can be accelerated keeping this basic budget
framework in mind.

In my own humble experience, I have rarely met clients willing to spend beyond 7 -10 lacs INR
per month on Digital Spends (this is including specially curated audio-visual content for
YouTube and other platforms), especially if it’s a new venture and they are still trying to
understand the market at large. Thus, the budgeting typically reflects my own experiences and
my personal understanding of the industry.

I would also strongly recommend starting with targeted ad spends on a relatively smaller scale and
then building up traction, as we track the market growth rate, potential reach etc.