176
COFFEE BY DI BELLA
| Date post: | 23-Jan-2018 |
| Category: |
Marketing |
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COFFEE BY DI BELLA
● AUSTRALIAN BRAND STARTED IN 2002 IN BRISBANE
● FOUNDED BY PHILLIP DI BELLA
● “DI BELLA” COMES FROM ITALIAN WORD “BELLA”
MEANING BEAUTIFUL
● STORES ACROSS AUSTRALIA, CHINA, USA, NEW
ZEALAND AND INDIA
● BELIEVES IN CROP TO CUP PHILOSOPHY
INTRODUCTION
PRESENCE IN INDIA● INTRODUCED IN 2011
● 11 LOCATIONS ACROSS MUMBAI
● STRATEGICALLY LOCATED LIKE NEAR COLLEGES,
BEACHES AND MALLS
● PLANNING TO INVEST USD 2.5 MILLION DOLLARS IN
2017*
● INDIAN CHAI ADDED TO MENU
*SOURCE - BRAND EQUITY -20/03/17
SOCIAL MEDIA
PLATFORMS PRESENT ON
POSTING PATTERN
FOR DATA FROM 1/01/17-
01/05/17
IMAGE VS VIDEO
FOR DATA FROM 1/01/17-
01/05/17
FOLLOWERS
FOR DATA FROM 1/01/17-
01/05/17
FOR DATA FROM 1/01/17-
01/05/17
NUMBER OF FANS
FOR DATA FROM 1/01/17-
01/05/17
FOR DATA FROM 1/01/17-
01/05/17
NUMBER OF FOLLOWERS
FOR DATA FROM 1/01/17-
01/05/17
TOP HASHTAGS
#CBD
#DIBELLA
#COFFEEBYDIBELLA
#CBDONTHEGO
#SUMMERWITHDIBELLA
FOR DATA FROM 1/01/17-
01/05/17
DELIVERY PARTNERS
ZOMATO
SWIGGY
UBEREATS
PROMOTION PARTNERS
FRAPP
HASHTAG LOYALTY
CAMPAIGNS & CONTESTS
#GOTWITHDIBELLA
#CBDVALENTINE
USED #DROPAHINT IN CREATIVE
USED #CBDVALENTINE
#OKCUPID
GET PETS AND GET 20% OFF
SPECIALITY
USED AS BUILD UP FOR SPECIALITY COFFEE MENU
DID NOT USE ONE HASHTAG
COMPETITIVE ANALYSIS
CAFE COFFEE DAYMOTHER’S DAY CAMPAIGN
● RUNNING ON FACEBOOK, INSTAGRAM AND TWITTER
USING #MOTHERSDAYWITHCCD
SUMMER CHILLERS
● INTRODUCING SUMMER SPECIALS
● RAN ON INSTAGRAM, FACEBOOK & TWITTER
● USING HASHTAGS #CITRUSCOLDBREWCOFFEE
#SUGARCANEREFRESHER
● NOT USING ONE SINGLE HASHTAG FOR THE ENTIRE
CAMPAIGN LIKE #SUMMERCHILLER
#MAGICALBREWTALES
CAMPAIGN FOR CHRISTMAS
FACEBOOKPOSTS AS PER DAY
FOR DATA FROM
05/04/17 - 04/05/17
TYPE OF POSTS
FOR DATA FROM
05/04/17 - 04/05/17
INSTAGRAMPOSTS AS PER DAY
FOR DATA FROM
05/04/17 - 04/05/17
TYPE OF POSTS
FOR DATA FROM
05/04/17 - 04/05/17
STARBUCKS#COMINGSOON
USED TO CREATE HYPE FOR LOYALTY APP
ONLY ON INSTAGRAM
USING MINIMALIST DESIGNS
#SHOWYOURFLAVOUR● RAN ON FACEBOOK, INSTAGRAM AND TWITTER
FACEBOOKPOSTS AS PER DAY
FOR DATA FROM
05/04/17 - 04/05/17
PICTURES VS VIDEOS
FOR DATA FROM
05/04/17 - 04/05/17
INSTAGRAMPOSTS AS PER DAY
FOR DATA FROM
05/04/17 - 04/05/17
PICTURES VS VIDEOS
FOR DATA FROM
05/04/17 - 04/05/17
CCD VS DI BELLA VS STARBUCKS FB
FOR DATA FROM
05/04/17 - 04/05/17
NUMBER OF FANS
FOR DATA FROM
05/04/17 - 04/05/17
TOTAL REACTIONS, COMMENTS & SHARES
FOR DATA FROM
05/04/17 - 04/05/17
ENGAGEMENT VS NUMBER OF POSTS
FOR DATA FROM
05/04/17 - 04/05/17
ENGAGEMENT VS GROWTH
CCD VS DI BELLA VS STARBUCKS IG
FOR DATA FROM
05/04/17 - 04/05/17
ENGAGEMENT
FOR DATA FROM
05/04/17 - 04/05/17
ENGAGEMENT VS NUMBER OF POSTS
FOR DATA FROM
05/04/17 - 04/05/17
ENGAGEMENT VS GROWTH
BUYER PERSONAE
TARGETTARGET AUDIENCE IS PEOPLE AGED BETWEEN 16-35SEGMENTATIONSEGMENTATION ON BASIS OF AGE, OCCUPATION AND LOCATION1. AGE BETWEEN 16-21 i.e STUDENTS2. AGE BETWEEN 22-27 i.e YOUNG PROFESSIONALS3. AGE BETWEEN 28-35 i.e ESTABLISHED
PROFESSIONALS AND ENTREPRENEURSONLY TARGETING AUDIENCE WITHIN THE 4KM RADIUS OF EACH DI BELLA LOCATION
PERSONA 1
NAME - SONIA CHAWLA
AGE - 19
GENDER - FEMALE
EDUCATION - BMM STUDENT
LOCATION - BANDRA
SOURCE OF INCOME - PARENTS
PERSONA 2
NAME - VARUN MALHOTRA
AGE - 24
GENDER - MALE
EDUCATION - ENGINEERING STUDENT
LOCATION - VERSOVA
INCOME - INR 2,50,000 TO 3,00,000 pa
PERSONA 3NAME - RANJIT GOYAL
AGE - 30
GENDER - MALE
EDUCATION - COMMERCE GRADUATE & MBA IN
MARKETING
LOCATION - COLABA
INCOME - INR 12,00,000 TO 15,00,000 pa
SEO AUDIT
SEO
TITLE - COFFEE BY DI BELLA INDIA
LENGTH : 26
META DESCRIPTION - THE BEST AUSTRALIAN COFFEE,
NOW IN INDIA. STORES ACROSS MUMBAI AND SOON
IN YOUR CITY TOO
LENGTH : 89
KEYWORD CONSISTENCY
TEXT TO HTML RATIO : 13%
NUMBER OF PAGES - 7
NUMBER OF IMAGES - 5
IMAGE ALT TAGS - 3 OUT OF 5 DO NOT HAVE ALT TAGS
BROKEN LINKS - NONE
OUTWARD BACKLINKS - NONE
XML SITE MAP - MISSING
TOTAL SIZE - 2.77 MB
RENDERED FOR DIFFERENT DEVICES - YES
NOT CONNECTED FACEBOOK
NOT CONNECTED TWITTER
NOT CONNECTED INSTAGRAM
TOP 10 BACKLINKS
RECOMMENDATIONSLINK SOCIAL MEDIA ACCOUNTS
ADD ALT TAGS TO IMAGES
USE META DESCRIPTION FOR ALL THE PAGES
ADD XML SITEMAP
ADD MORE PAGES IN THE MENU SECTION
START OWN COMPANY BLOG
KEYWORDS“COFFEE BY DI BELLA” AVG NO. OF SEARCHES - 100-1K
SERP RANK - 3
“DI BELLA” AVG NUMBER OF SEARCHES 1K - 10K SERP RANK - 5
“DI BELLA BANDRA” AVG NO OF SEARCHES : 100-1K SERP - 1ST ON 2ND PAGE
“COFFEE SHOPS IN BANDRA” AVG NO. OF SEARCHES 100-1K 2ND ON LISTICLE
“COFFEE BY DI BELLA MENU” AVG NO. OF SEARCHES 10-100 SERP RANK 5TH ON 1ST PAGE
PLATFORMS
CURRENT PLATFORMS
PINTEREST & YOUTUBE ARE NOT INDIA SPECIFIC
PLATFORM NOT PRESENT ON
SNAPCHAT IS A WAY FOR REACHING YOUTH
STORIES ABOUT COFFEE CAN BE SHARED
USE INFLUENCERS TO START
CONTENT BUCKET
FOR THE MONTH OF MAY 2017
CAMPAIGNS
#FAKETOIDS
ALTERNATE HASHTAG - #FAKEQUOTES
PUTTING FAKE QUOTES ABOUT IMPLAUSIBLE
SITUATIONS
ABOUT STORIES HAPPENING AT DI BELLA
FOCUS ON HUMOUR
THEN ASK AUDIENCE TO SHARE THEIR DI BELLA
STORIES
#COFFEEBUDDY
ALTERNATE HASHTAG - #COFFEECOMPANION
ASK THEM THEIR FAVOURITE THINGS TO DO WITH
COFFEE
POST PICTURES WITH YOUR #COFFEEBUDDY
INCREASE ENGAGEMENT
IMPROVE RELATIONSHIP SCORE
#MUMBAICOFFEE
ALTERNATE HASHTAG - #COFFEEHANGOUT
POST PICTURES OF COFFEE HELD IN HANDS
AT POPULAR LOCATIONS OF MUMBAI
ASK AUDIENCE TO POST THEIR OWN HANGOUT SPOT
ASSOCIATE THE BRAND WITH THE CITY
POSITION AS A LIFESTYLE BRAND
#COFFEESPEAKS
FACTS ABOUT COFFEE
PRESENTED IN A WAY, IF COFFEE COULD SPEAK
#CROPTOCUP
MORE THAN JUST COFFEE, ABOUT PEOPLE
SUPPORT THE COMPANIES, ETHICAL RESPONSIBILITY
BUILD DIRECT RELATIONSHIPS WITH COFFEE GROWING
COMMUNITIES
TELL THE STORY OF COFFEE
FROM FARM TO FACTORY TO STORES
POST PICTURES OF COFFEE FROM DI BELLA
TAG ONE ACCOUNT TO IT
ONCE A PERSON TAPS ON THE IMAGE
GOES TO A PAGE SHOWING RAW MATERIALS FOR THE
COFFEE
BRAND MOOD BOARD
BLOGS
HISTORY OF COFFEE
ABOUT COFFEE
TRACE IT TO ROOTS
ADD TIMELINES
USE INFOGRAPHICS
TOP 5 COFFEE BLENDS
SHOW DIFFERENT TYPES OF COFFEES
PUSH 2 OR 3 PRODUCTS OF DI BELLA
WORLDWIDE DI BELLA
SPEAK ABOUT DI BELLA’S WORLDWIDE PRESENCE
SIMILARITIES & DIFFERENCES IN CONSUMPTION HABITS
ACROSS AUSTRALIA, CHINA, USA & INDIA
COFFEE & MOVIES
TOP FIVE MOVIES ABOUT COFFEE
TOP TEN COFFEE REFERENCES IN MOVIES
TOP FIVE COFFEE REFERENCES IN TV SHOWS
CROP TO CUP
BUILDING DIRECT RELATIONSHIPS WITH COFFEE
GROWING COMMUNITIES
ABOUT PEOPLE
PROCURING, PICKING, PROCESSING, SCREENING,
BLENDING AND ROASTING
HANGOUT SPOTS
TOP 5 SPOTS TO CHILL IN THIS SUMMER
SPEAK ABOUT NIGHTLIFE
FOCUS ON ESSENCE OF MUMBAI
WAYS TO GET SUBSCRIBERS
PERMISSION WHEN FREE WIFI IS GIVEN AT STORE
START ACCOUNTS FOR EVERY CUSTOMER
BUY 9 GET 10th FREE
NEEDS MOBILE NUMBER & E-MAIL ID
SOCIAL MEDIA ADS
FRIENDS DISCOUNT
SUBJECT - “KEEP YOUR FRIENDS CLOSE AND COFFEE
CLOSER”
BUY 4 COFFEES AND GET 5th FREE
LOYALTY
SUBJECT - “JUST WHEN YOU THOUGHT YOU WERE
OUT WE PULLED YOU BACK IN”
BUY 9 COFFEES AND GET TOth ONE FREE
WAFFLE
SUBJECT LINE - “GET BAFFLED WITH OUR WAFFLES”
OR “THE BATTER IS READY AND THE IRON IS HOT,
WHAT ARE YOU WAITING FOR?”
TRY OUR DELICIOUS WAFFLES
USE IMAGES
LISTICLESUBJECT LINE - TOP 5 BLENDS TO TRY AT DI BELLA
MANGOSUBJECT LINE - “THIS SUMMER, manGO CRAZY WITH
OUR MANGO SPECIALS”
CONTENT INFLUENCERS
MALLIKA DUAFACEBOOK - 200K
INSTAGRAM - 180K
YOUTUBE - 20K SUBSCRIBERS
GOOD PRESENCE ON SNAPCHAT
DOES CHARACTERS
DOES SPONSORED CONTENT
IMPLEMENTATION
MAKE VIDEOS WITH CHARACTERS
PROMOTE OFFERS
VARUN THAKUR
FACEBOOK - 173K
TWITTER - 73K
INSTAGRAM - 47K
STRONG SNAPCHAT FOLLOWING
VICKY MALHOTRA CHARACTER
STAND UP SET ABOUT COFFEE SHOPS
DOES BRANDED CONTENT
IMPLEMENTATION
PROMOTE BRAND ON SNAPCHAT
VICKY MALHOTRA CHARACTER SPEAKING ABOUT DI
BELLA
SPONSOR STAND UP VIDEOS
SHIFFA MERCHANTFACEBOOK - 50K
INSTAGRAM - 62K
TWITTER - 9.9K
BLOG - SASSYSHIFSAYS
BACKLINKS - 92
*SOURCE - BLOGMINT
VISITOR DEMOGRAPHICS
FOOD BLOGGERSMUMBAIFOODIE
INSTAGRAM - 240K
FACEBOOK - 16.5K
BIGBHOOKAD
INSTAGRAM - 25K
FACEBOOK - 22.4K
MUMBAI GLUTTON
INSTAGRAM - 19K
THE GREEDY GLUTTON
INSTAGRAM - 10.3K
BOMBAYBHUKKAD
INSTAGRAM - 32K
FACEBOOK - 2.7K
HUMAN TOUCH
IMPLEMENTATION
CONTESTS ON INSTAGRAM & FACEBOOK
POSTS FOR NEW PRODUCTS
#CBDFACEOFF
HOST COFFEE BLENDS COMPETITION ON SATURDAYS
AMONG BLOGGERS
USE BLOGGERS WEB PRESENCE TO ATTRACT CROWDS
WINNERS DECIDED BY CROWD
WINNERS BLEND GOES ON MENU AS A SPECIAL
HELP INCREASING SALES
BOOKS ON TOASTPODCAST ABOUT BOOKS
HOSTED BY ANUYA JAKATDAR & SHARIN BHATTI
GET POPULAR PEOPLE LIKE ROHAN JOSHI, DIA MIRZA AND
KANAN GILL
PEOPLE COMMONLY ASSOCIATE BOOKS WITH COFFEE
-6.2K SUBSCRIBERS -860 FOLLOWERS
-4.6K LIKES-2.4K FOLLOWERS
ORM PLATFORMS
ZOMATO
TWITTERTRACK PEOPLE TALKING NEGATIVE ABOUT
COMPETITORS
GOOGLE REVIEWS
QUORA
YAHOO
MEDIA PLANNING
STUDENT DISCOUNT
OBJECTIVE - CONVERSION
LANDING PAGE - MESSENGER
BUDGET
350/DAY
BUDGET ALLOCATION =350*8=2800
VVVVV
NOTE THAT THIS CAMPAIGN IS ONLY ON TUESDAYS SO AD WILL RUN ONLY 8 DAYS IN A MONTH
AD FOR WAFFLES
OBJECTIVE - ENGAGEMENT
BUDGET
ALLOCATION =
300*31=9300
LEAD GENERATION
TOTAL BUDGET ALLOCATED
=700*30=21000
FORM
SLIDESHOW AD
GOOGLE DISPLAY ADSMANGO AD
DAILY BUDGET - INR 300
MAX CPC - INR 8
MONDAY AD
DAILY BUDGET - INR 500
MAX CPC - INR 8
SCHEDULING - ONLY ON MONDAY
TARGETTINGUSING AFFINITY AND IN MARKET AUDIENCES
OUT OF THE BOX
LOYALTY APPREWARD POINTS FOR LOYAL CUSTOMERS
USE “BUY 9 GET 10th FREE”
PAY ONLINE
RECEIVE PERMISSION FOR COMMUNICATIONS
SEND OFFERS WHEN CUSTOMERS ARE NEARBY
ORDER COFFEE ON YOUR WAY TO THE LOCATION
SNG
SPONSOR BIG QUESTION WITH SNG COMEDY PODCAST
DO ONE PODCAST AT DI BELLA
INCREASE AWARENESS AND RECALL
COMEDIANS GETTING COFFEE AT DI BELLA
TALK SHOW WITH COMEDIANS
COFFEE TABLE BOOK TABLECOFFEE TABLE BOOK ABOUT EXOTIC AND PREMIUM
COFFEES
WHICH TURNS INTO A SMALL TABLE
BREAKFAST WITH CHAMPIONS
HOSTED BY GAURAV KAPOOR OF IPL FAME
CRICKETERS CHAT OVER BREAKFAST
EPISODE COULD SHOT AT DI BELLA
“BREAKFAST WITH CHAMPIONS” POWERED BY DI BELLA
"A customer is not only buying your product but the entire experience of the brand." - Phillip Di Bella
