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Amazon Ads - Submission Format

An FMCG company launched an aromatic hand sanitizer product in 2021 to address skin dryness and strong alcohol odor issues, but growth has plateaued while the category is growing 30% annually. As the new Brand Manager, you must design a digital marketing plan to grow sales 50% in the next year by defining target customers, leveraging digital channels with a Rs. 1 crore budget, and setting key performance indicators to measure success and address challenges. The case provides recommendations on networking, research, assumptions, and Amazon Ads certifications to help answer questions on the plan.

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Deep Agrawal
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71 views2 pages

Amazon Ads - Submission Format

An FMCG company launched an aromatic hand sanitizer product in 2021 to address skin dryness and strong alcohol odor issues, but growth has plateaued while the category is growing 30% annually. As the new Brand Manager, you must design a digital marketing plan to grow sales 50% in the next year by defining target customers, leveraging digital channels with a Rs. 1 crore budget, and setting key performance indicators to measure success and address challenges. The case provides recommendations on networking, research, assumptions, and Amazon Ads certifications to help answer questions on the plan.

Uploaded by

Deep Agrawal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Round 2: Case Study

Problem statement

You have joined an FMCG company as a Brand Manager of a well-known consumer hygiene brand. The
company had conceptualized an aromatic sanitizer product and conducted a digital launch in India in October
2021. This new product tackled the issues of dryness of skin and a strong odor of alcohol after using the
sanitizer. The product had 3 variants for different skin types in the price range of Rs. 400-500 for 500 ml packs
and was available across e-commerce platforms only. However, despite the initial traction, the growth of new
customers for the product has plateaued whereas the category is growing at 30% YOY (online sales).

You have been tasked with building a digital marketing plan which will help grow the business by 50% in the
next year. Apply your learnings from our launch session, recommended sources and courses listed on our
learning console while addressing the following questions:

Q1) Design your target consumer group and the communication theme you’ll use to reach out to them.
(Maximum 150 words)
A1)

Q2) Which digital channels will you leverage to reach your customer and why? (Both organically and through
advertising) (Maximum 250 words)
A2)

Q3) Basis the objectives, and the target group defined above assuming you have a budget of Rs. 1 crore,
define a high-level annual digital media advertising plan. How will you measure the success of your media
plan? What metrics will you use as Key Performance Indicators and why? (Maximum 500 words)
A3)
Q4) What challenges do you foresee in the execution of your media plan? (Maximum 100 words)
A4)

Feel free to mention the assumptions taken while solving the case study.
Recommendations:
a) We suggest, you get in touch with your college alumni who are in a similar role and have related experience.
b) We suggest, you go through the following blogs that will help you in answering the above questions.
I. How to create your new product launch strategy
II. The importance of marketing metrics in digital advertising
III. What is media planning? A complete guide
IV. What is a media mix and why is it important?
c) Feel free to make necessary assumptions and clearly mention your assumptions wherever required while
answering the above questions.
d) For knowledge about Amazon Ads products, we recommend you to visit our global website which covers
various advertising products along with case studies.
e) Amazon Ads offers certifications that allow advertisers and marketing professionals to validate their
proficiency in specific topics. Individuals who successfully pass an Amazon Ads Certification Assessment will
earn an Amazon Advertising Digital Certification Badge for that topic.

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