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Satva Organic - IIM V

The document outlines a marketing plan for Satva Organic to promote its organic products. It recommends focusing on relationship marketing by highlighting the farming and production process. It suggests sales promotions through discounts and samples at stores and exhibitions. Personal selling through trade shows and workshops is also advised. Public relations through partner events and influencers can increase visibility. Direct marketing options like push notifications and email are included. Areas to improve social media strategy on Facebook and Instagram are provided. The document also discusses branding, positioning, packaging changes, and website improvements.

Uploaded by

Deepak Saxena
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188 views11 pages

Satva Organic - IIM V

The document outlines a marketing plan for Satva Organic to promote its organic products. It recommends focusing on relationship marketing by highlighting the farming and production process. It suggests sales promotions through discounts and samples at stores and exhibitions. Personal selling through trade shows and workshops is also advised. Public relations through partner events and influencers can increase visibility. Direct marketing options like push notifications and email are included. Areas to improve social media strategy on Facebook and Instagram are provided. The document also discusses branding, positioning, packaging changes, and website improvements.

Uploaded by

Deepak Saxena
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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‘Grower Producer’ PROMOTIONS HIGHLIGHTING USP OF

BEING GROWER-PRODUCER
Promotion for Satva Organic
IDENTIFY TARGET AUDIENCE & BUYER READINESS STAGES ADVERTISING: Focus on relationship marketing with
elements of testimonials from internal customers i.e.
farmers. Production process including, farming, sun-
drying & hand pounding must be included in marketing
communications.

SALES PROMOTIONS: Sales through kiosks offering


CONSUMER DECISION MAKING PHASES INFLUENCED BY PROMOTIONS discounts, coupons, samples & testers of products at
prominent super markets & exhibitions at Gujarat,
Mumbai, Delhi & Hyderabad.

PERSONAL SELLING: Personal connect of Mr. Patel


with customers must be leveraged through trade
shows & diet workshops along with currently practiced
exhibitions.

EXECUTION OF PULL STRATEGY PUBLIC RELATIONS: Public Relations multiply the


visibility of the brand with partnering events, brands &
influencers. Health workshops, diet bloggers & health
influencers can act as great PR.
PROMOTION CONSUMER
SALES
AS A GROWER DEMAND
PRODUCER VACUUM DIRECT MARKETING: Direct Marketing can be
implemented through push-notifications on instagram,
blogs & e-mail based on consumer history preferences
of organic & natural food products.
Areas where the company can improve to gain new
customers
Facebook Strategy Instagram Strategy:
5.7k 74

● Live Q&A sessions ● Profil Boost opt in - to gain basic


● Feature users sharing in recipies using minimum traction and user flow
the SATVA products ● Shift from Own to User generated
● Push product purchases through Content - Invite existing consumers to
Facebook Marketplace put stories, videos, reviews about the
product
Email Marketing
● Featuring #UseroftheWeek
● Engage the customers into monthly
● Put up Expert interviews upon using the
Newsletter -> after 4 months shift to Bi-
Monthly Blogs product in multiple ways
● Add Blog section to website - put out the ● Going Live with users to convey Brand
health benefits of the products, Multiple USP and reasons to opt in, Showcasing
usage of product the manuf. Process
● Recipe Section in blogs using Satva ● #MeriSatvaStory - 30 sec video how
products satva has impacted the live so far
BRANDING STRATEGY POSITIONING STRATEGY
● Brand Promise : Sustainability & ● Key Competitors: Pro Nature, Organic
environmental friendly processing Tattva, Organic Garden, Vision Fresh, 24
initiatives Mantra
● Employee Actions: Engagement of ● Brand Personality: Caring, Dedicated,
manual labour in traditional stone based Economical, Innovative, honest, Sensible
grinding & Trustworthy
● Customer Reviews: Increase consumer ● Symbol: Product adds a value to me by
trust & confidence for the brand with the becoming environmentally conscious, act
use of consumer testimonials as a Healthy alternative to existing
● Market Orientation: Direct servicing of chemically processed products
retailers with no distribution machinery ● Brand USP: Sustainability, Environment
● Recommendations: Leverage personal friendly, Waste reduction, richness of
connect with customers to increase traditional Stone based Mortar-Grinder -
recommendation ability of the products Natural Aroma / Light Fragrance
● Strategic Management Tools: Advertise ● Needs Targeted: Physiological - Food,
the scope of the brands derived from Safety - Health, Esteem needs - Prestige
strategic management tools such as & Accomplishment
SWOT & PESTLE
Prevention of duplication of Satva
products
1. Embedded QR Codes on each and
every pack to check for genuinity of
the product. A working QR Code
2. Use of Bar codes using Hologram -
Highly rare to get copied
3. Use of Warranty Cards inside the pack
- imposters would always refrain from
giving out warranty in written format. -
In Annexure

Example
Changes in Packaging Design
Existing flaws as per consumer survey Proposed changes
● Does not appeal as a ginger product ● Add Transparency in the bottom to have
● Ginger being a root plant, the tree seems more Know and Feel component to the
misleading to the customers packaging - People judge what they see
● Overall aesthetic appeal is dull better
● Not eye catching enough for a consumer ● Add Product journey to the back to
to consider the product in Evoked set communicate the value possessed
● Lack of key info on the back - key USP of within
the brand and a call to action ● List down key usage or benefits of the
● Brown Color hides the Satva Organic logo product to improve knowledge
and adds poor visibility to other elements ● Add instructions as to how the product
of packaging can be used to get superior performance
● Adding QR-Code for authenticity
● Using White color instead of existing
Updated Poster in the
APPENDIX - Slide 9 & 10
THANK YOU
Appendix
● Warranty Card

Front Back
● QR Code - redirecting to website Website Shortfalls
● Favicon - displays wordpress logo and showcases
poor branding
● Social Links - the website lacks any backlinks to
Social media accounts like Facebook and Instagram
● Blog section - Nowhere to be found on the website
though they do exist on the bottom of the page -
add the tab in the upper bar alongside shop and
about us

Instagram Shortfalls
● Followers - mere 74 followers with 16 posts
● Content - irrelevant content as per the medium

Facebook Shortfalls
Key Competitors: ● Followers - 5.7K likes - good no., but no action on
https://freekaamaal.com/food/organi the posts in terms of likes/shares/comments
c-food-brands-in-india ● Posts too dull to attract new customers and keep
the incoming visitors engaged
PACKAGING - FRONT

Increased
Branding
Product
Authentication

Visible Space for


viewing product
PACKAGING - BACK

Branding
Trusted Icon
Awards &
Recognitions
Value
Chain

Product
Benefits

Ingredient
composition

Product
Details

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