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Zanducare Group 7 Project: Rajni

Zanducare is an online ayurvedic store owned by Emami Ltd that sells ayurvedic medicines and products. The document discusses analyzing Zanducare's social media presence and engagement on platforms like Facebook, Instagram, and Twitter. It provides recommendations to improve social media strategy such as increasing active responses to customers, adding a phone number for quick customer service, testing different post times, including more relevant posts about health topics, and using videos to better engage users.

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Sarang Pokhare
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93 views25 pages

Zanducare Group 7 Project: Rajni

Zanducare is an online ayurvedic store owned by Emami Ltd that sells ayurvedic medicines and products. The document discusses analyzing Zanducare's social media presence and engagement on platforms like Facebook, Instagram, and Twitter. It provides recommendations to improve social media strategy such as increasing active responses to customers, adding a phone number for quick customer service, testing different post times, including more relevant posts about health topics, and using videos to better engage users.

Uploaded by

Sarang Pokhare
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Rajni

Saket Agrawala

Sanjoy

Saloni

Zanducare Sarang Pokhare

Group 7 Project Sarthak


A Brand Of FMCG major, Emami Ltd
About Zanducare
• Zanducare is a one stop shop platform for all Ayurveda needs of a household .

• Zandu Care is one of the best online ayurvedic stores in India. Buy a wide range of ayurvedic medicine and
products for various health and lifestyle needs at the best prices. Zandu Care products are 100% natural, safe,
and free of side effects

• Establishes Omni channel presence for Brand Zandu

• Positioning : Badalti Zindagi Ka Health Expert

• Targets primarily : M/F SEC A, B Age : 30+ Ecommerce buyers


Problem Statement

• Impact of Zandu Care Social media presence on its target audience

• Zanducare’s Social media users getting desired message/ engagement/


information/ insights, which the company wants them to know?

• What kind of language/posts/tweets/activities would the consumers prefer for


an ayurvedic health and wellness brand?

• Zanducare would like to know people’s opinion/suggestion about the social


media presence which can be useful for Zandu Care brand.
Scope Of Project
 To increase Social Media Presence on Facebook, Instagram, Twitter & Linkedin

 To generate leads from SEO & PPC activities

 To generate revenue
Strategy:
 SEO & PPC Analysis

 Missing H1 tags from 56 pages

 Meta descriptions were missing in 490 pages

 Duplicate title tags for 494 pages

 No anchor text links for 1000+ urls

 Duplicate Content for 400 plus pages


Strategy:
• We did competitor analysis on Jiva Ayurveda and we have comeup with 50 ad copies and respective

keywords and Backlink audit

• The CPC we have bid 20% from normal. We have created the ad copies for the relevant keywords.

• https://docs.google.com/spreadsheets/d/1PRxMFRttFx0T_s0GEF7XeVtCQhn8rbi1q6B_u5ec5Ss/edit?usp=sh

aring
Multi Channel Strategy
Health & Wellness
Zandu Care is a technology-enabled
one-stop-shop for Ayurvedic products.
Categories addressed:
• Immunity
• Digestive Health
• Sexual Wellness
• Mental wellness
• Bone & Joint Health

By introducing Zandu Care, Emami tried


to redefine the health and wellness
sector by providing a virtual platform
where the customers can assess,
research, compare and appraise before
purchasing an Ayurvedic product. 

Note- Brick and mortar outlets are in the pipeline.


Facebook T
W
I
T
T
E
R

-INSTAGRAM

 Facebook,  Twitter,  Youtube,
Post that grabbed more engagement
• Post that grabbed more engagement
Recommended post- need to work on the
Post appearance( Colour/contrast)

Seminar post

Ask question
Platform hygiene
From the Google analytics reports clearly the revenue contribution from
Facebook is highest so we reviewed the Facebook account to understand
how could we improvise it more to increase engagement and sales.

Status to reply a message is always away,


instead they could be more active to reply
Since its highest revenue generation platform, they could
customers within a day or so add the customer support phone number where they could
dial instantly and place order, this will ensure good customer
experience and a faster service.
Content recommendation

• Post Time
• It has been observed that Zandu care has a fixed time frame to upload
their post that is 5- 8 PM IST.
• They could try posting at different timings and also use various types of
POST not just featuring Products, but which has more relevance to real
life and customers could associate with it.
• Trending topics
• Events talking about trending topic of the age, staying home and social
distancing.
• Sharing real life experiences as to how the Product was helpful in
curing any health issues:
• Get personal with your audience. Telling stories is a great way to
connect with your Facebook followers on a different level. 
• Videos:
• Need to upload videos which are more informational, educational to
which customers can relate in terms of Health concerns.
Social Media Presence (Traffic Share)
NUMBER OF SOCIAL NETWORK USERS
IN INDIA FROM 2015 WITH A FORECAST
TILL 2023
Website Performance
CONVERSION FUNNEL
Current Status
• SEO, Instagram/Facebook ads and Email marketing currently generating traffic to
the website.

• Testimonials of customers have been added on the website domain to gain trust

• Customer loyalty is done through dynamic re marketing adds on Facebook and


instagram for retention and engagement

• Incentives and discounts of upto 15 % off on first purchases and free shipping for
purchase of above Rs 500 to boost sales

• Promotion videos are uploading in YouTube, stories are shared on Instagram and
Facebook

• Customer care 24x7

• Continuous surveys are sent out to buyers and customers to help improve on
various levels

• Google Analytics is used to track key KPIs and micro goals


Social Media Pain Areas For ZanduCare
• Facebook: To gain more engagement they need to add better posts/ questionere to keep the
consumers active
• Instagram: The brand needs to post stories and start instagram campaign to keep consumer
engagement.
• Twitter: Need to increase followers on twitter and increase posts
• A lot of respondents did notice the brand on networking sites in which some were unaided recall
and some were aided recall
• Although some don’t distinctly remember the brand presence on social networking sites but have
seen it in the past on traditional mediums
Proposed Recommendations
• Website SEO optimization which includes Increasing mobile site speed (Currently it is 7 sec),
detected critical errors in-between 200 to 250 and fixing them.
• To acquire more backlinks – We have identified the prospects (which were untapped) where in
we can build backlinks organically and increase organic traffic compared to competitors.
• Running Google Ads on the low revenue products by using Call Extensions and Site Link
Extensions
• Social Media Optimization by increasing engagement & Followers by doing Video testimonials
and posting (Video garners more attention than images)
• Conducting FB live, Insta Live sessions with Ayurvedic doctors for engagement and conversions.
• Community building (Reddit & Telegram) by joining health care and ayurvedic groups for pushing
organic content (Health related posts)

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