Product Concept: Vegan Snacks
South Asian Taste | British Standards
Cofresh brings you a new, innovative and exciting snack, using only the best ingredients and flavours inspired from India
Vegan Chilli flavoured Potato hoops. Spicy and made from the finest quality ingredients bringing an authentic and exotic taste
Quantity: 80g
RRP: £0.99 – cost price £0.16 (guesstimate)
Objectives
Campaign will take place over a period of 3 months:
Month 1 – Awareness – To build product exposure by increasing website traffic
Month 2 – Launch – To promote the product over 4 weeks
Month 3 – Retention – To build lead generation through ecommerce sales
KPIs
Self KPIs
1 – Build market share by 20%
2 – Achieve a conversion rate of 10% through paid media
3 – Distribute 12 blog posts across 4 social channels
Audience KIPs
1 – Increase social engagement rate by 5%
2 – Build international network of 5 vegan influencers
3 – Add 1000 subscribers to email list
Market Research
Buyer Personas
Before we can identify areas of improvements, we need to understand our key buyer personas so we can tailor our marketing efforts towards them. I have listed 3 potential target markets
Vegan
Name: Anjali
Diet: Vegan
Career: Teacher
Location: Birmingham
Gender: Female
Age: 27
Bio: Anjali is university educated & vegan by faith & is BAME heritage
South Asian
Name: Raj
Diet: Flexitarian
Career: Accountant
Location: London
Gender: Male
Age: 40
Bio: Raj is post graduate educated, enjoys traditional South Asian snacks
Health Conscious
Name: Danny
Diet: Ethical Buyer
Career: Student
Location: Manchester
Gender: Non-Binary
Age: 20
Bio: Danny is a health conscious fitness enthusiast who prefers low calorie snacks
Similar Brands
Similar Vegan confectionery Brands on the market
Walkers Crisps
A global heavyweight in savoury snacks under the Pepsico brand. Walkers have 2 product brands that are in direct competition with Cofresh; Sunbites & Sensations.
Sunbites specialises in low calory healthy snacks while Sensations boasts exotic flavours & a premium experiance.
Nakd
With over 14 years experiance, Nakd are committed to creating healthy “feel good” snacks. What sets Nakd apart is the positive and natural lifestyle created around the product.
Kallo
Healthy eating is at the core of Kallo’s brand. Specialising in rice cakes, breadsticks, cereals, stocks and gravies using natural ingredients.
Branding
Logo up-fresh
Original Logo
New Logo
New logo focuses around the vegan aspect of the brand. Healthy green & premium gold convey an upmarket look. The green leaves are instantly recognised as vegan products
Fonts
Poppins Bold
COFRESH
Poppins is a traditional geometric sans serif typefaces that has been a popular design tool ever since these actors took to the world’s stage.
Each letterform is nearly monolinear, with optical corrections applied to stroke joints where necessary to maintain an even typographic color.
Leafy Regular
The font is made for everything that needs a personal handmade feel. 95 characters made by hand, every letter unique and with its own character.
Colours
The new colour pallet pays homage to the Indian sub-content, mostly from the Indian flag, with gold replacing the deep saffron.
Green
Forrest green encourages fresh and healthy imagery and enforces the brands vegan heritage
White
Pure white helps show the simplicity of the brand and product. Tasty & authentic vegan snacks
Gold
Goldenrod Gold is used to add a premium elegance to the brand aesthetic, demonstrating high quality
Authority Icons
The use of authority icons can assist in telling the brands story.
100% Vegan symbol – easily recognisable
British quality is recognised globally
South Asian map resonates with core market & authenticates a true desi taste
Product Packaging
Original
New Packaging
Premium packaging has vegan snacks front and centre. Stating exactly what the item is. Paisley pattern is strongly associated with South Asia, showing an authentic & exotic product. Multi regional packaging helps sell the product in non English speaking regions.
Vegan Snacks Logo
Customer Journey
Customer Journey Overview
Paid Earned & Owned Model
Paid Media Strategy - Social Media - Pre
Adset 01 – Vegan
Audience Size: 140K
Female, 25-34
Careers: Arts, Education, Healthcare
Interests: Veganism, Vegan nutrition
Daily Reach: 650-1.9K
Budget: £7 per week
Duration: 4 Weeks
Goal: Awareness
Method: Reach
Adset 02 – South Asian
Audience Size: 160K
All, 35-44
Careers: Business, Management, Sales
Interests: semi-vegetarianism
Daily Reach: 678-2K
Budget: £7 per week
Duration: 4 Weeks
Goal: Awareness
Method: Reach
Adset 03 – Health Conscious
Audience Size: 280K
Female, 18-24
Careers: Student at University
Interests: Ethical Consumerism, LGBT community, organic food, chocolate
Daily Reach: 830 – 2.4K
Budget: £7 per week
Duration: 4 Weeks
Goal: Awareness
Method: Reach
Paid Media Strategy - Social Media - Launch
Adset 01 – Vegan
Duration: 4 Weeks
Goal: Engagement
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Traffic
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Catalogue Sales
Method: Impressions
Budget: £7 per week
Adset 02 – South Asian
Duration: 4 Weeks
Goal: Engagement
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Traffic
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Catalogue Sales
Method: Impressions
Budget: £7 per week
Adset 03 – Health Conscious
Duration: 4 Weeks
Goal: Engagement
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Traffic
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Catalogue Sales
Method: Impressions
Budget: £7 per week
Paid Media Strategy - Social Media - Post
Adset 01 – Retarget
Duration: 4 Weeks
Goal: Traffic
Method: Reach
Budget: £7 per week
Adset 02 – Sales
Duration: 4 Weeks
Goal: Catalogue Sales
Method: Impressions
Budget: £7 per week
Adset 03 – Giveaway
Duration: 4 Weeks
Goal: Engagement
Method: Reach
Budget: £7 per week
Paid Media Strategy - Social Media - FB/IG
Daily Budget | Audience size | Est reach | Duration | |
|---|---|---|---|---|
Acquisition Ads (PRE During) | £3 | 580,000 | 2.1K – 6.3K | 4 weeks |
Consideration (Launch During) | £6 | 580,000 | 2.1K – 6.3K | 4 weeks |
Conversion Ads (Launch During) | £3 | 580,000 | 2.1K – 6.3K | 4 weeks |
Retention (Post) | £3 | 580,000 | 2.1K – 6.3K | 4 weeks |
Based on data, audience can be adjusted to target more niche audience. I estimate that audience size will lower as we go down the funnel, keeping budget high will help better convert engaged audience. Based on real time data during campaign, budget can be adjusted and ad sets can be turned off.
Paid Media Strategy - Amazon
Avg CPC | Daily Budget | Est clicks | Conv goals (sales) (at 2%) | Duration | |
|---|---|---|---|---|---|
Acquisition Ads (PRE During) | |||||
Brand Ads
| £0.27 | 0.49 | 40 | 1 | 4 weeks |
Product Ads
| £0.27 | 0.49 | 40 | 1 | 4 weeks |
Consideration (Launch During) | |||||
Product Ads
| £0.27 | 0.82 | 60 | 2 | 4 weeks |
Retention (Post) | |||||
Remarketing
| £0.27 | £0.82 | 60 | 2 | 4 weeks |
Paid Media Strategy - Google/Bing
Avg CPC | Daily Budget | Est clicks | Conv goals (sales) (at 2%) | Duration | |
|---|---|---|---|---|---|
Acquisition Ads (PRE During) | |||||
Brand Text Ads
| £0.27 | 0.49 | 40 | 1 | 4 weeks |
Product Text Ads
| £0.27 | 0.49 | 40 | 1 | 4 weeks |
Display campaign
| £0.27 | 0.49 | 40 | 1 | 4 weeks |
Consideration (Launch During) | |||||
Remarketing
| £0.27 | 0.82 | 60 | 2 | 4 weeks |
Conversion Ads (Launch During) | |||||
Google Shopping | £0.27 | £0.82 | 60 | 2 | 4 weeks |
Retention (Post) | |||||
Gmail ads
| £0.27 | £0.82 | 60 | 2 | 4 weeks |
Remarketing
| £0.27 | £0.82 | 60 | 2 | 4 weeks |
Earned Media Strategy - SEO
Keyword | Monthly Searches | Avg CPC |
|---|---|---|
vegan snacks | 60,500 | 0.48 |
vegan chips | 14,800 | 0.44 |
vegetarian snacks | 8,100 | 0.69 |
healthy vegan snacks | 6,600 | 0.54 |
easy vegan snacks | 1,900 | 0.82 |
Technical SEO: HTML tags, image alt tags, schema, site maps, mobile friendly, excript, readability, page load time
Off Page SEO: Link Building, Blogger outreach, news sites & vegan digests, social media, competitions / giveaways
Facebook Audience Size
Keyword | Global Audience Size |
|---|---|
Veganism | 366,023,315 |
Vegetarianism | 223,745,764 |
South Asian cuisine | 4,392,920 |
Healthy diet | 177,299,062 |
Snack food | 219,991,820 |
Confectionery | 155,293,040 |
Earned Media Strategy - Digital PR with Influencers & Bloggers
Brand Growth in 2020 depends heavily on working alongside Influencers and Bloggers with high engagement to bring the product to the target customers. I have highlighed 3 that suit our buyer personas
Yasmin
- Vegan Mummy Blogger
- South Asian Heritage
- 22k+ Followers across Instagram, Twitter & Youtube
Jess
- Vegan & Japanese Fashion Influencer
- UK Based Vegan
- 16k+ Followers across Instagram, Twitter & Youtube
Reshma
- Health & Fitness Influencer
- Qualified PT
- 43k+ Followers across Instagram, Tiktok & Youtube
Owned Media Strategy
Multichannel organic broadcast of blog content across email and social:
– 10 Healthy Breakfasts
– Guilt free pleasures – healthy snacks
– Recipes that involve vegan confectionery
Email Design
COCO & EVE are a great example of engaging email marketing designs. Utilising eye catching Gifs & minimal headlines to catch the readers attention. COCO & EVE bring blog style content to their newsletters to help develop a relationship with the customers.
Please click on each image to see the animations
eCommerce Website Planning
Enhanced ecommerce experience by showing brand authority & using user generated content to encourage the customers to purchase.
- Highlight CTA
- Add Quick Buy
- Add Trust Symbol (Secure checkout)
- Added distraction free USP’s
- Added trustpilot reviews for more authority & trust
- Added user feedback for product taste
- Showcase text reviews more broadly, filling the screen
- Added video reviews from users and bloggers / influencers
- Added trustpilot reviews for more authority and trust
Amazon Listing
Content optimization can increase the click-through rate (CTR) in the search result and the conversion rate (CR) on the product page. Both, in turn, contribute to an increase in sales and thus a higher ranking.
Optimise the Content
There are many factors to a successful Amazon Product listings. One of the most important is the product image that should contain the following points:
- Primary product photo
- Additional Product Photos
- Quality Infographics
- Enhanced Lifestyle Images
- Credibility Enhancing Graphics
Amazon Ranking Optimisation
Another aspect of a successful Amazon is the SEO, optimise for Humans and Machines for Best Results:
- Product Title: Place your top 5 keywords in the product title.
- Bullet Points and Product Description – You can place more keywords here, but only if it doesn’t disrupt the informative clarity of the product texts
- Additional & Backend keyword – Assign additional product information to your product. Fill in this information as thoroughly as possible because customers can access it via the filter navigation and specific product finders.
Customer Reviews and Questions & Answers
Reviews are also critical to the CTR and CR of a product. There are two parts to consider, Amount & Stars
The questions that customers can ask on the product page are just as important. Customers often ask about specific details of the application or other information they can’t find on the product page.
Data Planning
- Establish Marketing Platforms: Web, Social, Email
- Outline Objectives: Phase 1 Awareness, Phase 2 Launch, Phase 3: Retention
- Get Baseline & Set Goals: Highlight Trends & set SMART goals based on KPIs
- Collect Data at touchpoints: Customer Reviews & Heatmaps
- Use Data to build on customer personas: Highlight specific characteristics
- Run Test and improve campaigns: via Split tests etc
- Report changes and findings for future campaigns
Analytics Planning
- Collect and prepare data
- Analyse data
- Deliver analytics
- Adjust models
Data Tracking
Track Data, Events & Conversions via:
- Google Analytics
- Bing Analytics
- Facebook Business Manager
- Instagram Insights
- Email Marketing Analytics
- CRM Insights
Resources
Logistics (in house):
Content Writer – Blogs, Email, Descriptions
SEO/PPC – google ads, organic SEO
Social Media – Engagement, PR with Influencers, paid social
Graphic Design – Video & graphics for site, blogs, email, social
Software:
Adobe CC – £49.94/mo
Adobe Stock – £47.99/mo
Motion Array – £29.99/mo
Klaviyo Email Marketing (10k email list) – £149.99/mo
Salesforce – £19.99/mo
Budgets (per month)
Social Ad Spend: £90 – £180
Ad Spend – Amazon: £29.40
Ad Spend – Google/Bing: £49.20
PR / Influencer costs: £150
Software & resources costs: £297.9
ROI
Total Spend (full campaign): £2119.5
Units to break even (£0.99 RRP, £0.83 after removing cost price): 2554 units
Timeline
Thank You
