Asset mendesh dm4_np_danone

Digital
Marketing
Strategy for New
Product launch
“Don’t find customers for your products, find products for
your customers.”
- Seth Godin
Asset Mendesh,
Almaty,
2019

Introduction
There are three parts of the document:
1. Target Market Looks in to the buying behaviour and
Trends of the target audience based on survey
2. Branding Strategy deals with the positioning of the
new brand and product in the market
3. Digital Marketing Strategy deals with the
promotions of the new brand in the market

Flow Chart – Target Audience - Tactics
All 18-35
Targeting
by having
children
Targeting
by
interests,
places,
Keywords
Digital
TA Media Tactics
«Золото Хана» as
a natural product
Female workers,
Students
Mothers All 25-45
TargetImage Platform
Facebook
(+Instagram)
Google Ads +
YouTube
Yandex
All 18-25
• Digital allows us segment target audience and show different
creative to different segments.
• We also target the audience of the parent and potential students of
the program in different ways.
Target
Audience

Survey methodology (online):
• SurveyMonkey tool: 15 MCQ questions
• Motivation given/Prize: Bluetooth speaker
• Distribution channels: Own Facebook page, Facebook Groups,
Friends’ reposts, Whatsapp groups
• Results:

Customer insight overview:
Online survey – 80 respondents
• According to consumer trends and market data analysis
our target market consumers are cautious spenders.
• 62% of respondents have extremely positive attitude
towards natural diary product coming directly from the
farm.
• 76% perceive such product as with superior quality,
healthy and hormone free but they don’t quite think
that it is an innovative product.
• 46% agreed that they indeed need such product,
moreover 25% noted that they would definitely buy it
and 33% are very likely to buy it, 28% said “maybe”.
• 39% said to be ready to switch from current favourite
diary product to “Золото Хана»
• Based on online survey done by me:
• https://www.surveymonkey.com/results/SM-
7JMX93TD7/
• 52% expect this product to cost from
400 to 600 KZT
• 25% expect this product to cost from
100 to 400 KZT
• 16% - 600 – 900 KZT
• 4% - 900 - 1500 KZT
• 1.25% - 1500 – 2000 KZT
Based on draft screening survey it is not
preferable to place a product in a
Premium Price segment, but rather Mid-
range one.

Survey cont. - Word Clouds of answers• Survey itself: https://www.surveymonkey.de/r/YQFV3CR
• Survey results: https://www.surveymonkey.com/results/SM-7JMX93TD7/
What you would like the most in this product?
In your own words, what would you like to
improve in this new product?

Survey cont. - Word Clouds of answers• Survey itself: https://www.surveymonkey.de/r/YQFV3CR
• Survey results: https://www.surveymonkey.com/results/SM-7JMX93TD7/
In your own words, what would you like to improve in this new product?
Если срок годности 10 дней то улучшить упаковку, применить вакуумную упаковку, пересмотреть режим пастеризации,
увеличить степень КОЕ, а лучше хотелось бы получить обоснование такого срока годности
Было бы здорово, если Айран произведен на закваске, правильнее будет сказать так. Естественно, на основе фермерского
сырья
Хотел бы, чтобы был сертификат от сторонней организации об органичности продукта типа USDA
Organic.
упаковку, чтобы можно было пить в пути.
Добавить уникальные свойства, использовать дополнительные ингредиенты в виде семян чиа/ овса/ отрубей
Возможно более удобную упаковку чем классическая бутылка или картонные пакет

Online behavior with regards to ads in SM:

Google Keyword Planner results: Almaty and KZ
Average traffic (12 weeks or 3 months) = 720 clicks *3 months = 2 160 clicks

Yandex WordStat estimation:
897 impressions * 3 months = 2 691 impressions 2 691 impressions * 15% = 403 clicks per 3 month

Facebook Ads reach estimation
Average reach = 1 600 000 users/2= 800 000 800 000 users * 5% = 40 000 clicks

Flow Chart – trigger trial
2 160 clicks
W1 W2
Google Search Ads
W3 W4 W5 W7
ABR
37,78
%
26 000 people
Conv. (%)
2%
520
trials
• According to the projections from Google Keyword Planner and Yandex Wordstat, we
plan to get two thousand users who will be interested to visit the web-site and 5 ads,
since there is no statistical data on the conversion rate, and the proposal is aimed at a
very narrow audience, we set an average conversion percentage of 2%.
W8 W9 W10 W11 W12W6
40 000 clicks
Facebook ads
(maximize clicks)
Conversions: Search ads  Landing Page visits  Trigger trial
ABR = Average Bounce Rate
520 conversions per 3 months to motivate customers to try product are too insignificant and should not be used as a main channel, therefore Search ads
Should be used only as a support of overall 5 Stages campaign on later stages, closer to the Stage 5 with min. budget . See next.
Let’s test how good are Search Ads + Facebook ads in terms of Conversion

Facebook Ads on Driving Awareness
Let’s take a look on Driving Awareness potential of Dispay ads:

Google Display Network estimates:
Let’s take a look on Driving Awareness potential of Dispay ads:

Flow Chart – Drive awareness
5 800 000 impressions (based on vCPV)
W1 W2
Google Display Ads
W3 W4 W5 W7
ABR
60%
2 880 000 clicks
Conv. (%)
0.59%
16 992
trials (3 months)
• According to the projections from Google Keyword Planner and Yandex Wordstat, we
plan to get 33 thousand users who will be interested to visit the web-site and 5 ads, since
there is no statistical data on the conversion rate, and the proposal is aimed at a very
narrow audience, we set an average conversion percentage of 2%.
W8 W9 W10 W11 W12W6
1 400 000 impressions
Facebook ads
(maximize reach)
Conversions: Search ads  Banner and video ads Endorse Consideration Credibility  Trigger trial of product
 become a loyal consumer
ABR = Average Bounce Rate
https://www.wpromote.com/blog/got-high-bounce-rates-
consider-3-things-pressing-panic-button
Fuller conversion rate estimation will be presented in a Budget allocation section

Effective Marketing
Means and Channels
• Marketing channels which can be
used for reaching your target
market are social media, digital
marketing, word of mouth
marketing ( recommendations);
this will be a tricky task and
Danone will use cost effective
mean to generate word of mouth
marketing through online
mediums to reduce time, money
and efforts for this purpose
(Marketing strategy section will
take care it)
Source: TNS Media

Branding
Strategy
BRANDING STRATEGY DEALS WITH THE NEW
PRODUCT’S IMAGE IN THE MARKET AND
POSITIONING IN THE MINDS OF ITS TARGET
MARKET (ITS CONSUMERS) AS DANONE IS
OFFERING A TRADITIONAL FOOD PRODUCT.
FURTHERMORE, THE BRANDING STRATEGY WILL
HELP IN TRANSLATE THE GIVEN BRANDING
STRATEGY INTO VISUAL DESIGNS.

Brand Personality for Story
A contemporary urban mother in her
late 25-45 is looking for a natural
diary product for her family.
These are those people with whom
she finds an attachment through
traditions of her own childhood and
passion for a better and more natural
drink with a local taste.
She also wants to share the authentic
taste of Ayran, which she associate
with not only original taste of ayran
she tried long time ago, but also with
people…
She is cheerful, energetic, witty when
recall these moments. She wants her
family to have connection to the taste
which they or their grandparents
enjoyed once.

Brand’s
Personality
Traits for
Danone’s New
Product
Hard-working
and authentic
“We always put our hard work behind
every product prepared for you”. As
you would be offering traditional and
authentic taste which was once
enjoyed here.
Traditional
and Heathy
“We are different by keeping
traditions.” Danone knows that and
provides a taste everyone knew long
time ago, but still will try for the first
time.
Friendly and
unifying
Danone bring people, cultures and society
together in harmony through friendliness
in its brands to every culture and ethnicity
by occasionally addressing them
specifically in its marketing campaigns.
The best way would be to refer to their
any traditional folk lore or hospitality that
can be linked with food consumption
(Nauryz, Eid, etc.) .

Values for
Danone’s New
Product
The values that «Золото Хана» would be strongly
associated with:
1. Committed to provide best quality Ayran with value
for money
2. Striving to bring people together on different
occasions
3. Always working to provide the best consumer
experience
They are more specific than brand character traits and can be
understood as the reflection of the character traits upon specific
matters. They should also be explicitly mentioned in the branding
literature unlike character traits. These should be repeated in
advertisements, although in a subtle manner. Danone should
have the following values

Unique Selling
Propositions
• A unique selling proposition will set Danone’s
«Золото Хана» ayran in the market apart by giving
it an identity of its own. It would be crucial in
competing with the other eateries located in the
city in general and near your location specifically.
1. Ayran with authentic traditional taste
2. Quality and freshness, healthy product
3. Presented by the parent brand “Danone” that
has decades of experience in food products and
their efficient delivery nationwide that helps in
providing the fresh taste to each customer

Suggested brand
colours:
Colour pallete
• The colours have been
selected on the basis of their
ability to convey the brand’s
personality, function and
most importantly they also
have better chances of
resonating with local
population. They have
similarity to the national
heritage and beauty of
steppes.
• These colours are connected
with white, rose gold. This
refers to the name of the
brand “Золото Хана»

Key visuals & Brand
Positioning
• All key visuals have a central
colour theme of golden colour in
a golden field. Most importantly,
the main atmosphere is created
via elements on the scene:
• Sunrise sky
• Mountains with snow
• Animals (cow is blurred)
• Yurt
• Golden grass
• Steppe
Such colour choice creates a parallel
with the brand “Золото Хана”
Золото Хана – это не золотые убранства, и даже не жемчуг и не изумруд;
это бескрайняя казахская степь, величавые горы, величественные
тулпары и коровы, а продукт всего этого –исконно традиционный
напиток Айран. Это и есть «Золото Хана»!

Branding options:
Logos and packaging
• The logo is associated with
golden fields, although it is
less connected to steppe,
small hills’ have round
shapes perfectly associating
them with coins. Therefore,
“White Gold of the steppe”
is a perfect fit to this logo.
• Stars are the symbols of
purity, dreams, good luck. It
is meant to represent the
look of the starts from the
shanyrak. Also, it refers to
the Danone’s logo.

Branding options:
Logos and packaging
• Other alternatives.

Branding options:
Facebook page look
• C and D – the elements of
the page and a friends list
will be strategically set.
• Button “Where to find” or
“More details” is to be
added
• @AyranZolotoKhana is to be
set as a username
• Static Facebook Cover can
be changed to dynamic
video of the production of
ayran.
Айран «Золото
Хана»
Айран «Золото
Хана»

Marketing
Strategy and Plan
(Communication
Funnel)
This strategy would provide a communication funnel to Danone to
reach to a relevant audience on the internet in a stagewise divided
plan. In this way, the marketing strategy would yield greater returns
on investment as the audience would become receptive at each
stage. As per the analysis and recommendation the best strategy
that is suitable for the product has been developed and divided in to
five stages.
This strategy can be implemented on one-time marketing content
like a brochure, electronic mail and one on one conversation, Google
ads, etc by dedicating a separate phrase, sentence or paragraph to
each phase.
Similarly, it can also be implemented in four different phases of time
like in weeks or months or any time phases on social media and
Google ads. Here it is developed by dividing it over 12 weeks as per
the requirement of the work.

Marketing
Strategy
This section of the document will guide regarding the marketing of
Danone’s new product. The marketing strategy has been developed in a
way to establish brand’s strong presence in the market through its well-
structured launch.
As the product is being offered nationwide so, using online medium
through digital marketing strategies and promotions’ plan would be
very important for Danone.

Customer Path to Purchase: standard model
• Google and Procter and
Gamble once provided a
solid support and extension
for AIDA model where we
consider ZMOT, FMOT and
SMOT of Customer Path to
Purchase. Based on it, we
can see this path:
Zero Moment of
Truth
• Here we
introduce our
product to the
customer
First Moment of
Truth
• We use this stage
to influence
consideration
and arose desire
for the product
Purchase
• Use Push and Pull
techniques to
Motivate
customer to try
«Золото Хана»
Second moment of
Truth
• Customer tries and
evaluates product
and decides on
purchase
Post-Purchase
• Assimilation of
experience
• Repeated
purchase
• Word of mouth

Flow Chart – Stages Timeline
STAGE 1
Arrival of the brand and the
new product
Product features
Brand Story
USP of the brand
Other preparatory work
STAGE 2
Brand as a whole
Product to provide
Complete authentic
traditional taste and
experience
Marketing campaign analysis
and improvement (refer to
MRAL model later on)
STAGE 3
Arouse desire among target
market
Product features
Introductory discount
(if possible)
STAGE 4
Call to action
Information about product
placement in the market at
stores
Special offers
STAGE 5
Facebook SMM and YouTube
for keeping the customers loyal
And maintain existing marketing
activities
6 weeks
before the launch
3 weeks
after the launch
3 weeks
after the Stage 2
The launch
3 weeks
after the Stage 3
Last 3 weeks
Based on the above path to purchase, I created 5 Stages which I will explain in the next slides:
Need a supporting event

Flow Chart – Goals and Channel mixes
Creating ad cabinets, ads ,
keywords and pages:
- Facebook and Instagram
- Google Ads and YouTube
pre-roll video 1, 2, 3
production
- Prepare visuals for GDN
- Landing page (LP) + SEO
Generate Awareness + A/B
testing:
- Facebook Ads / No SMM
- Instagram Ads and SMM
- YouTube pre-roll video 1
- Google Ads Display Network 
lead to the LP
Influence Consideration:
- Facebook ads / no SMM
- Instagram ads + SMM
- Google Display Ads
(+remarketing LP
- Google Search Ads support
in case of Google Searchers
(min. budget) – use “Золото Хана”
and «Danone» branded keywords
only!
Encourage Action:
- Facebook ads / no SMM
- Instagram ads + SMM
- Google Ads Display (+remarketing)
 LP
- Google Search Ads support (with a
minimum budget)
Retain or Boost Loyalty :
- SMM (Instagram and/or
YouTube)
- Email-marketing
- Google Ads Display
(+remarketing)
6 weeks
before the launch
3 weeks
after the launch
The launch
3 weeks
after the Stage 2
3 weeks
after the Stage 3
Last 3 weeks
After the Stage 4
Here we see a more detailed plan on the choice of channels, picked to reach a specific Goal of each Stage.

Post-launch
Stage Goals:
Each stage (3 weeks) will have a sub-
strategy to maximise efforts in reaching
the specific Goals outlined formerly.
3 weekly updates on Instagram according
to each Stage
3 YouTube video updates according to 1st
Stage will be launched on 2nd, 3rd and 4th
Stages respectively. Details are here.
5 Google Ad as per the Stage 4 and 5
every 3 weeks.

Stage 1
(preparation
phrase)
This stage should be started at least six weeks before the actual launch and should last
for 3 weeks. Company should attract the attention of the potential customer by reaching
them and telling them about
1. The arrival of ayran by Danone
2. Its differentiating features
3. Brand story and other preparatory works
This step will register the brand in the mind of the potential customer. This should be
done through Facebook, Instagram, YouTube and Google Display advertisements
targeting the local audience. Use short videos described here or attractive stills of
products’ different packaging at this point. Danone can also make a time-lapse video of
product development and dispatching to the market. The purpose of this phase of
marketing would be to introduce the target market with upcoming product.
Refer here.

Stage 2
This stage should start three weeks before the launch and also last for three
weeks.
When Danone tells its target audience about new product briefly and the
differentiating features of its ayran from others in the market, they will
recognize the brand and develop interest in its future advertisements. It is
important to not stuff the viewer with information, that is why this strategy
progresses in steps.
At this time, Danone should be able to present your brand in a coherent
whole and as a product that offers full authentic traditional taste experience.
This will be done through an engaging Facebook page or Instagram Profile
where the advertisements would redirect. Similarly, responding quickly on
Facebook and Instagram pages will also be very important.
The interest can be captured by highly attractive visual content and Danone
should aim to provide such content that will make it easier for the customers
to know what contents and process have been used for the production of the
product. This would be very important in keeping the audience interested.
Danone should get in partnerships with local stores to shelve the products
at better visibility, instore ads or local store-based promotions.

Stage 3
This stage should start by the launch and should last for 3 weeks.
Once Danone has developed the interest of its audience in its new product, the
desire for taking action (buying the product) will increase.
We use different kinds of remarketing banners at different stages. At this stage we
are “warming up” potential buyers to trigger consideration and can offer to try the
product at their nearest mall and have a chance to win a prize, for example.
To arouse the desire in them to buy, the company should provide the target
market with detailed features and description of the product and should also
offer an introductory discounted price. Deals generally help gain more revenue
than the value added, hence increasing profit.
The advertisements at this stage should use a minimal the language and design as per
the branding strategy. Desire can also be spurred through asking the followers on social
media or influencers to give the product a shout-out through their social media
profiles etc. Danone should also hold a social media challenge for this by making
hashtags that must be used by people to avail discounts etc. This step will help in
creating a lot of consumer generated content about the brand that will eventually lead
to word of mouth marketing. Word of mouth marketing is very important for the target
audience.

Stage 4
This stage should start by the end of stage 3 and similarly it should also last for three
weeks.
At this stage, the potential customer would be willing to buy, so company should make
this process as smooth as possible. The call-to-action, to tell people where to head or
where they could find the product to maximize attention. Special offer would also be
very relevant in encouraging action.
For example, we can place a 360 degrees photo-booth in a famous pedestrian street
Panfilov and trigger trials of new product asking them to give a feedback for a small
branded prize. We then share 360 degrees photos with our product logo on them with
those people participated in outdoor promo. They then will share these photos on their
own Instagram profile promoting our product among their friends (e-word-of-mouth).
We also can take a video from the drone and upload it to our Instagram channel.
At this point people may still Google branded keywords to find out more about the
product. Hence, we need to have a small amount of budget dedicated to the Search ads
by branded keywords.
Remarketing at the Stage 4 is essential as we encourage qualified leads to take an action,
therefore we need to be in their minds, i.e. keepin their evoked set of products.

Retention
(Stage 5)
This stage should remain actively in place continuously.
This is a way to turn one-time buyers into loyal customers by providing them some value
to motivate them to buy again. Danone can use vlog or use YouTube (SMM) about the
latest developments with the products upcoming new flavours etc. or a new entry that
company is introducing. Danone can popularize the vlog and own YouTube channel
through adding QR codes with links on the packaging that customers can then be
scanned to know more about the product.
Email-marketing is a good way to keep loyal auditory retained through the engaging and
entertaining content shared via newsletters but only if users will opt in subscription!
This way the campaign will lead the potential customer towards buying from Danone.
This division of steps will make the marketing simpler as it would be easier to know the
current stage the brand is at and what kind of content is required now.
And finally, we use remarketing to keep our customer ready and “warm” to make the
repeated purchase.

Budget Allocation - 3 month
Channels: Total USD 40,000 KPI 1: Awareness & consideration KPI 3: Action/ Conversion
Social Media:
1. Instagram SMM (5 posts per
week)
2. Sponsored Facebook post
3. Instagram Sponsored post +
Stories
4. Contests (prize fund)
1000 USD
3500 USD
7000 USD
1000 USD
1000 USD
Subscribers: minimum of 15 000
Engagement rate: minimum of 5%
Reach: 4 500 000 countrywide
Reach: 10 500 000 countrywide; Clicks: 560 000 clicks (given 47% BR)
45 conversions (3% conv. rate) – these
are organic conversions of subscribers
via SMM activities (contests, etc.)
3304 conversions (0.59% conv. rate) –
this is minimum of what is possible
YouTube:
1. Promo-video production (Three
15-60 seconds video sequence)
2. Pre-roll ads
6500 USD
7500 USD
Tone of video: funny, entertaining; Theme: family & traditions
1st video: Teaser-video to introduce “Золото Хана” & grab attention
2nd video: Lunch-video (product benefits) to stimulate consideration
3rd video: Promo-video with special offers to give added value for action
10 500 000 reach
2 500 000 views
14 750 conversions (0.59%)
Google Ads:
1. Search
2. Display Network
1500 USD
6000 USD
~900 000 impressions  2 160 clicks  1 339 retained Clients (after ABR)
1 200 000 impressions  750 000 clicks
We need search ads to influence
consideration and support action st-s.
13 688 conversions (0.59% conv. rate)
Separate landing page + SEO 2500 USD ~1 000 organic visits
E-mail marketing (loyalty schemes,
special offers, news, fun facts)
2500 USD (Emarsys or Mailchimp licence for 3 month) 5 000 conversions
Please note: this is just rough estimates based on Google Keyword planner, Facebook Ads predictions and average bounce rate + conv. rate

2nd Marketing Strategy and Plan
Social media is a two-way
street. It’s important that the
brand provides its social media
(Instagram) connections, who
have the potential to become
its buyers, with valuable
information – not just content
that serves the brand’s own
interests.
Follow the 7-4-3 rule
developed for the product –
which represents the ratio of
types of content recommended
for posting across social
networks.
Share seven pieces of
product information
(information about the
attributes of product, its
features and benefits),
For every four posts that
engage people (such
general food related tips
and hacks for using “Золото
Хана»)
Three posts about your
brand as a whole (its
values).

Description
of Content
Matrix
This matrix covers all three goals -Awareness Consideration and Conversion
Awareness
• Quizzes: To ask questions about traditional taste, history and ingredients of the drink. Give
coupon for a free drink to winners
• Competitions: Social media challenges for share and hashtags to win free products. Most shares
and like will win.
• Virals: Short video clips of 15 sec that should just show steppe, dawn, a cow, a woman and then
should end by asking question “what is new coming up, can you guess?”
• Branded Videos: Videos of 15 to 75 sec featuring different aspects of the product.
Emotional appeal through entertainment to create awareness
• To show product and its strong bond with tradition and traditional taste
• Press Release: Company to announce the product launch and cities which are included in
distribution plan
• E-news and blog posts: Sponsored e-news and own blog posts to educate target market about
product’s features and benefits. Food and lifestyle blogs, local blogs and E-news sites.
Rational appeal through education to create awareness

Description
of Content
Matrix
Conversion/Purchase
• Community forums: Community should be made on Facebook and also third-party forums
to clarify questions about the product and let people discuss among themselves about the
product
• Ratings: Product ratings on Facebook page and third-party rating platforms like Yelp
• Reviews: Reviews of customers about the product on the website, social media page,
community forums and third part rating sites. Respond appropriately to the reviews
• Events: To relate the product with the national events coming up. Special discounts to be
offered (10%)
Emotional appeal to inspire people to buy
• Interactive demos: 3D animated demos of the product in video to let people get to see the
texture of the bottle, drink and its ingredients.
• FAQs: Answer sufficiently all questions on the website which are being asked or could be
asked about the product
• Product features: Detailed description of the product features
• Pricing Guide: Introducing introductory price. 15% discount at retail price.
Rational appeal to convince people to buy

Content types: Social Media posts, Ads, Videos
Tone of video: heart-warming, entertaining; Theme: family & traditions
1st video: Teaser-video to introduce “Золото Хана” & grab attention
2nd video: Lunch-video (product benefits) to stimulate consideration
3rd video: Promo-video with special offers to give added value for action
1го Сентября у Вас будет
уникальная возможность
получить Золото Хана
Сегодня Вы можете Получить
Настоящее «Золото Хана» –
белое золото степей
Ведь натуральный айран дороже горы
золотых монет.
I know that creative agencies can do it better, but just like an example =)
Like it?
Then check this out
Let’s imagine we have
a launch of “Золото
Хана» at the 1st
September

Example:
Promo-video plot: “Times changes, taste remains”
• Campaign «Времена меняются; вкус остается»
Since ancient times “Золото Хана” – was not about gold and wealth, it was about the untouched nature of homeland steppes, it was about the
heritage left by fauna, it was about the white gold of the Stepps – it was about Ayran. Traditional taste of Ayran in every sip of «Золото Хана»!
We show golden rings etc. Contrast it with beautiful scenery
Where we can see yurt with
a family in it
Show the fauna of the steppe Cows and grass A woman is coming from the yurt
getting closer to cows
She takes a wooden bowl and pull her hands
Fresh milk is pouring into
the bowl in her hands
We now can see her in a national
dress drinking the bowl full of ayran
Her face gradually lines up with her in a modern flat and with a gradual fade
of the former scene we see her drinking milk and sharing it with her family

Social Media
Strategy
• The content that the brand should generate on
social media can be divided into three
categories: Owned, Paid, and Earned.

• Owned:https://www.facebook.com/danone.kaz
akhstan/
• Owned content is that which you own such as
the company’s website, Facebook, and other
Social Media handles. The content that
company generate is fully under its control. It is
also free other than the hosting or development
fees of the website. However, this is also
unlikely to be popular unless paired with the
other two types of contents.
• For SMM it is better to focus on Instagram only
since our TA is more likely to be there.

• Paid media/channels for
• Paid content is the promotional material that Danone will
pay for.
• Facebook and Instagram ads.
• Social media influencers/opinion leaders
(Viners/Vloggers/YouTubers) paid promotions.
• It is necessary to increase the reach of owned content
hence this should be used to promote the owned
content, so the eventual costs decrease in the long-term.
• Example: create “Time changes, taste remains” campaign
ads for Facebook and Instagram with the correct
targeting.

• Earned
• Earned content is the most valuable social media marketing for the
new product. It is that content which is produced by people
themselves for the brand. Danone won’t have control over it, but it
is an excellent source of e-word of mouth marketing and
generating this type of content should be the ultimate social media
goal. People should be encouraged to write and talk about the new
product on their social media. Danone should ask for certain
activities of its followers such as a product spotting
challenge/contests to win free products etc. to increase this type of
content.
• The blogs/YouTube videos should be an excellent way to engage
people and encourage them to make content. If a customer publicly
posts a review of the product on any online reviewing site like Yelp,
that will also be a type of earned content. This can only be done by
building a long-term relationship with the customers so that they
own this relationship and recommend the product to others too.
• Example: Everyone loves taking pictures on a picnic. We can contest
three photoshoot Trips to the Big Almaty lake or Ushkonyr for those
who would take a picture of someone drinking “Золото Хана” on a
picnic with the hashtag #FieldsofGold for example.

• Danone should also boost the content on social
media in line with the target market. Make sure
to focus on a very localized and targeted
audience so the spending on ads is not wasted.
• The company can also target people through
the kind of content they are following on
Facebook. For example, it can put in activities
that the target audience would be more
interested in while defining the target audience
on Facebook and Danone will have a better shot
at targeting the right people.

Facebook
Strategy
• Facebook would be very effective in marketing to
target the audience because the company can
easily segregate csustomers by their location on
Facebook. The Facebook content should also be
advertised at regular intervals.
• There are many types of Facebook content such
as posts, photos, videos, stories, and live content.
However, Content Marketing or SMM with
regular Posts for Facebook can be a waste of
budget. Therefore, I would suggest focussing on
Instagram content and community management
and mirror the content to the Facebook page, but
the latter is not in the great importance.

Instagram
Strategy
• The Instagram, due to its nature, TA and
compatibility with the food products
advertisements would be very effective in
giving the brand a professional outlook and
also it would act as a landing page for our
advertisements and informal communication
with our target audience. The reach of
Instagram content depends heavily on the
choice of hashtags if we are talking about user-
generated content. Instagram is a great
platform to launch different
challenges/contests for diary products.
• The content on Instagram should be light-
hearted and informal. It is also a good idea to
share photos of products in production and
development phase. This ‘behind-the-scenes’
content usually helps to build rapport with the
target audience. It is also important to share
small bits of information with the IG followers
in photo posts.

YouTube
Strategy
• YouTube is the emerging medium for establishing the brand’s credibility,
followership and equity in the market. Having a YouTube channel is like
having the brand’s own TV channel to promote it. Danone should make
a channel with the product name and post videos of 7 to 10 minutes on
it. One to two videos in a week. Video should be in the form of
informative clips with narration in the background. The uniqueness of
the channel will be that it will be focused specifically on brand’s
functions. The brand should talk about the following things and should
place the product in them.
Yes, it may be hard to launch own brand YouTube channel for “Золото
Хана”. Therefore, I would suggest that next types/topics of videos can be
shares on Instagram as well:
• The journey of the brand and the product
• Short bits of information about the brand
• The product and its distinctive features
• Production and development process
• Sourcing of ingredients and raw materials
• Advertise them on the following videos
• Trending videos in the locality
• Videos related to food, lifestyle, etc
Other from this, YouTube pre-rolls via Google Ads portal would be
the best for the first 3 steps of the Strategy, but in the long run we
will see other competitors using this prospect as trend suggests that
in order to reach customers, YouTube channel with entertaining
videos is absolutely essential for each business!

Suggested
content
mediaplan
for Instagram
Day Strategy
Sunday A photo post about the brand and its promise
Monday A photo post about a taste of the product
Tuesday A Photo post about initial discounted price of the product
Wednesday A video from YouTube to be shared
Thursday A photo post or a video containing customer testimonial of the
product
Friday A specific promotion on any special occasion
Saturday Photo post with link to the new video of YouTube

MRAL Strategy for Instagram
Monitor: The brand should
look for trends and see
what kind of posts are on its
timeline (this strategy
would be more effective if
its following a lot of people
from the target audience).
It can also monitor trends
by analysing the
performance of its own
posts (see if a different
hashtag is performing
better). In this way, the
brand will have an idea of
what kind of content is
getting traction.
Respond: The brand responds
to these trends by making
content along these lines. It
can cash in on the recent
trends by producing similar
content. It should try to make
posts for each of the top
three/five trends that are
doing well. This would be its
response to the trends.
Amplify: In any case, some of
the response posts would do
better than the others. At this
step, it should amplify the
content of the posts that are
doing better and make more
similar content. This would
increase the reach of the posts
as people would be getting
only the content which they
like.
Lead: When it has built a large
following for a certain kind of
posts it can place the product
directly in them. This positioning,
that you would do after
implementing the MRAL strategy
would have high conversion rates
from post views to buying the
product because people would
already be interested in your
posts. Instead of reinventing the
wheel, Danone will capitalize on
the followership it has already
created through its posts.

Dream Team
for DM of
“Золото
Хана”
• Having said that, let’s think about the Dream Team for this
project:
Digital Marketing
Manager (Head)
Strategy and Management
Social Media Content
and Community
mngr + Online PR
Instagram, Facebook SMM
and community management
Ads manager
Google Ads, Facebook/Instagram
ads
Digital Marketing Executive +
project manager
Implementation and Project
management
Service suppliers: Creative works can be done externally (idea-generation, concepts, design and
copywriting), market research, web-site development, SEO, Inbound marketing, IT-support.
If qualified can perform a
function of Ads manager.
Then, there is no need for
the role of Ads manager
Inhouse

Key Performance Indicators or how to measure
effectiveness
Consumer surveys
It should ask its customers to fill an online small survey form (to get discount coupon for the next
purchase) after they buy the products to get to know about their satisfaction level and the channel
through which they got to know about the brand and product.

Let’s talk about monetary metrics…
Sales Growth
One of the best ways to judge your marketing’s success is by measuring its growth in sales revenue.
Once the brand start measuring its marketing’s effect on sales growth, it will initially take some
adjusting to weed out the marketing that doesn’t drive sales. Measuring the sales growth is crucial
to the long-term health of the business. The company should measure percentage increase in the
sales between the time-periods where a certain marketing budget has been spent.

Let’s not forget about the LVC as a strategic
KPI
• Lifetime Value of a Customer
• This Key Performance Indicator measures what is a customer worth to the brand and the
business over the lifetime of its relationship. It calculates all potential sales an average
client has initiated/ is expected to initiate over the course of your relationship. This will
be more helpful in measuring the value of long-term returning customer. The following
formula can measure this:
Revenue*Growth Margin*Average # of Repeat Customer
• The growth margin is the average increase in the purchase amount of the same customer
when he/she buys again. Revenue is the total sales you generate in a set time period e.g.
a year. This would get more accurate as it gets more and more customers so it’s only a
long-term performance measurement strategy.

And lastly
• Cost of Customer Acquisition (COCA)
• The cost of customer acquisition is the cost
associated in convincing a prospective customer
to purchase the product. This can be measured
simply by using the given formula:
Total Marketing Expenditure / # of Total
Customers Acquired

Thank You
Done by Asset Mendesh for

Asset mendesh dm4_np_danone

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