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  • Marketing and Communication Plan: Low Grain Chicken and Pomegranate Adult Food

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    AKSHAT SHARMA
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    This document outlines a marketing and communication plan for a new dog food product called ND: Low Grain Chicken and Pomegranate Adult Food. It discusses the product details, mission and vision statements, target demographics, competitors, pricing, marketing objectives, and proposed digital and traditional marketing strategies including social media, websites, Google ads, and metrics to measure performance. The goal is to create awareness, build connections with customers, and convert one-time buyers into regular customers.

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    This document outlines a marketing and communication plan for a new dog food product called ND: Low Grain Chicken and Pomegranate Adult Food. It discusses the product details, mission and vision statements, target demographics, competitors, pricing, marketing objectives, and proposed digital and traditional marketing strategies including social media, websites, Google ads, and metrics to measure performance. The goal is to create awareness, build connections with customers, and convert one-time buyers into regular customers.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    6 views19 pages

    Marketing and Communication Plan: Low Grain Chicken and Pomegranate Adult Food

    Uploaded by

    AKSHAT SHARMA
    This document outlines a marketing and communication plan for a new dog food product called ND: Low Grain Chicken and Pomegranate Adult Food. It discusses the product details, mission and vision statements, target demographics, competitors, pricing, marketing objectives, and proposed digital and traditional marketing strategies including social media, websites, Google ads, and metrics to measure performance. The goal is to create awareness, build connections with customers, and convert one-time buyers into regular customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 19

    ND: Low Grain Chicken and Pomegranate

    Adult Food

    Marketing and Communication Plan


    GROUP 8
    Anshul Rajawat (20RM908)

    Disha Gupta (20RM915)

    Kanika Rajput (20RM923)

    Shubham Dixit (20RM943)

    Akshat Sharma (20RM952)


    ABOUT THE PRODUCT
    • High quality dog food comprising of 70% animal
    ingredients and 30% vegetables, fruits, vitamins and
    minerals.
    • High level of fresh protein, limited carbohydrate, low fiber
    formulas
    • Complete dog food for all life stages
    • Gluten free, no peas, lentils or pea protein
    • Rich in high quality vitamins that have a longer lasting
    effectiveness.
    • Contains no artificial preservatives.
    MISSION AND VISION
    STATEMENT
    Our vision is that we believe that healthy
    Our mission is to develop the best all
    food can also be good because it is our
    natural, nutritious and scientifically
    belief that good food comes from good
    validated food that dogs will love.
    ingredients.
    Marketing Components

    Demographics Competitors Price


    • Around 36.5% owns at least one dog.
    • 39% of all adults have at least one dog. Men are
    slightly more likely to own a dog than women
    • Living in a rural environment makes a household • PEDIGREE: Rs.265 Per Kg.
    more likely to own a dog • PURE PER: Rs.275 Per Kg.
    • People in the 30-49 age demographic are the most • DOG FOOD AV NUTRIENT: Rs.280 Per Kg.
    likely to own a dog or any other pet. The least likely is • ORIJEN: Rs.700 Rs. Kg.
    the 65+ age demographic as only 1 in 4 seniors owns
    • ARDEN GRANGE: Rs.1650 Per Kg.
    a dog.
    • Adults who do not have children of their own that
    think of their dogs as their children. ND PRICE: 850 Rs. Per Kg.
    Marketing Components

    Buying Habit
    FACTOR:
    1) Price
    2) Availability of Product
    3) Fast Delivery
    4) Nutrition and Ingredients

    PATTERN:
    • Weekly And Monthly Purchase
    • Mostly Offline and opportunity in e-commerce
    • Customer loyalty plays important role.
    Marketing Objective

    To create
    awareness To create a
    among connection
    target with target
    customers Audience

    Converting one-
    To stay time customers
    ahead of into regular
    competitors customers
    SOCIAL MEDIA STRATEGY DIGITAL STRATEGY

    • SEO – Organic Search


    • Promoting the product through • Collaboration with E-Commerce
    influencers platforms
    • Featured posts and stories • Monthly blogs
    • User generated content • Educate and entertain leads and
    customers. Eg. BuzzSumo
    Marketing Plan

    DIGITAL PLATFORM

    • Facebook
    • YouTube
    • Instagram
    • In-website advertisement

    TRADITIONAL PLATFORM

    • Campaigns include mediums such as


    TV, newspapers, magazines, and Radio.
    WEBSITE

    Traffic Sources Metrics to Measure Performance

    Display ads Traffic to the website

    Google ads Conversion rate

    Social media adverts Bounce rate

    Organic search Unique visitors


    GOOGLE AD
    (SEM)

    Metrics to Measure
    Performance:
     CTR
     CPC
    TOOLS KPI’s

    • Post
    • Photo Ads
    Digital Marketing strategies

    Sponsored Ads Branded


    Stories
    Hashtags

    Partner with
    Posts Reels
    Influencers
    Stories
    Posts

    Hashtags
    • Follower Growth Rate
    Metrics to Measure Performance
    • Engagement Per Follower

    • Link Clicks

    • Comments Per Post

    • Instagram Stories Engagement

    • Reach
    Digital Marketing Strategies

    YouTube Ads Thumbnail

    Optimizing

    Video Listing
    Round 2

    Point 1 Point 1
    Metrics to Measure Performance

     Impressions
     No. of Views
     CPV (Cost Per View)
     Total Watch Time
     Viewer Retention
     Growth of No. of Subscribers
     Likes

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