1ST QUARTER PLAN Sweet Well India – Increase Awareness

Overview •  Website –

•  Changes + Modification + New Features •  Blog Creation

•  Contest •  Promoted by displayed ads (on the websites suggested) •  Facebook ads

•  Search Engine Optimization

•  Advantages/Results of the strategy.

Competitive Analyses •  Sugar Free Is the only competitor who is actively doing Digital

activities. •  They have even booked various domain names by their products

which helps them to promote it on search engines. •  Sugar free also has included Sanjeev Kapoor recipes on their website

but is not promoting it. •  Equal does not have an Indian website •  Social Media is also not catered by the big giants under this category.

Website Suggestions •  Cosmetic Changes –

•  The graphics, creatives are displayed under low resolution. Which should be replaced. •  Layout/design changes would also be helpful. Which means we can improvise the current

design to look better and target our audience. •  There are many links which are dead/does not exist.

•  Structural Changes – •  New HTML, CSS and Jquery would be used to make it error free. Also there are many dead

links and coming soon pages, which would be created.

•  SEO friendly – •  Content would be written for products and services which would help in SEM of the website.

•  Shop Online – •  Either we can remove this function from here and promote it on health product websites •  Or we can create one shopping portal (over here)

•  Product Demo – This place should be replaced by video tutorials or product tutorials if any

•  Sweet Well Cooking – Video Tutorials for sugar free dishes

Video Recipes – Tutorials on website

These vides can also be uploaded onto youtube for SEM

Blogging/Blog •  Since our strategy is to promote the company via extensive article

and blog submissions (keywords based) so why not use the website itself to increase the information and traffic.

•  We would write weekly/daily articles along with recipes for various dishes which would be posted/uploaded on the website. This would keep the audience interested and would also help in viral through social media shares.

•  We can also use this for promoting it onto search engines vai paid mediums (sugar free recipes) and the visitor would be happy to see the desired results onto the landing page.

•  Requirement :- •  1 Content Writer (dedicated) •  1 Content Publisher •  Video Tutorials

Placement of Blog

When a user would click onto this link, then he would be directed to a blog where all the articles, recipes, suggestions etc would be shared. This would help in website popularity and increase in the visits.

Example of Blog

Search Engine Optimization

Social Media Initiative. •  Contest Idea :-

1.  Be Sugar Free - what would you do to stay healthy 2.  Sweetest Valentine – Share us the secrets how is your valentine is

sweet enough for you. 3.  Sugar Free Cook – share us your yummy sugar free recipes. 4.  Sugar Free Mom – how would you make dishes healthy for your

kids.

•  All the contest would have different TG. So the TG has to be specified first, (though the TG is 22+, but the ideas are for particular age group only) •  For Example Sweetest Valentine contest would be primarily for 20-30Males

and females only. This would be based on sharing pictures of your loved one (the act which you found cute)

•  We would need to build an application around the contest in order to make the audience indulge.

•  The application would be promoted through ADS

Idea – Social Media Initiative

Social Media Activities (on Facebook) • Glimpse of our plan :-

•  Launch the page on February end or as per the contest. •  Initially we would have 2-3 post about the contest, 1 for the brand

and 1 general.

•  We can shared recipes on the Facebook page which would be posted on website blog.

•  Videos would also be shared on facebook wall for the fans. •  Free samples to those who would share some good home made

recipe •  How to live sugar filled life (calorie free life) •  Thoughts, quotes around the sweet. •  Festivals and occasional branding with the products. •  Mini contest around the major festivals.

Paid Placements -health.com (suggestions)

Paid Placement - health.india.com (suggestions)

Time Frame & Notes •  Website

•  Cosmetic Changes within a month from go-ahead. •  Blog Ready Website – 15 Days Minimum •  E-commerce Website – 15 days minimum (normal one)

•  Search Engine Optimization – Suggested Keywords 20-50+. Some suggestions are attached in excel file. •  Please note single word keywords would not be promoted. As it would take

a long time to appear on search engines. •  Expected time of delivery for each keyword would be shared after the

keywords are selected.

•  Application (Facebook) – 15 Days to a month (vary on contest and complexity of the idea)

Expected Cost •  Website –

•  Cosmetic & Structural Changes (40-50k) •  Blog Ready- 40k •  Upload videos/tutorials – 10k

•  Search Engine Optimization •  Rs 1,000 Per Keyword/Monthly •  Rs 900 Per keyword/Monthly for 30+ keywords •  Rs 700 per keyword/Monthly for 50+ keywords •  Minimum service tenure (3 months) •  Content writing extra. Expected (Rs 20-30k for 50 keywords)

•  Media Buying •  Display Ads – 5,00,000 – 15,00,000 for the contest •  Facebook Ads – 2,00,000 – 4,00,000 •  Agency fee Display Ads – 10% + Taxes (includes creative) •  Facebook – 7% + Taxes

•  Contest •  Application – 20,000 – 1,50,000 (variable upon the contest type) •  Gratification – 2,00,000 – 5,00,000

•  Blogging •  1 Content Writer – Clubbed with SEO activities, we would require 2 person •  1 Content Publisher/Uploader – This can be taken care by us (Monthly 10k for maintenance)

Advantages •  Main objective is to increase the online presence. That would be

achieved through increased fan base and visits on the website.

•  Search Engine Optimization •  At the third month end, some keywords out of the 50+ would start appearing

onto the top 20 rankings. Which would bring visits onto the website. •  At the end of second quarter, we can see a rise of 2000-3000 visits onto the

website. Which would keep on increasing from 10-20% every month.

•  Facebook & Contest •  Connect, Engage and Influence is what would be achieved through Facebook

daily posting, contest and advertisements. Expected fan rise – 50,000 – 80,000

•  Media Buying – Display Ads •  This would bring further visits onto the website, helps in contest. Can add upto

30,000 fans along with 10,000 visits onto the website.