proposed business plan for biotique

Business Plan

About Biotique

• BIOTIQUE is synonymous with serious skin and hair care developed from Ayurveda. It embodies the collection of traditions developed by the ancient sages, passed down from generation to generation.

Mission

• To Achieve 10 Lakhs Sales By End of December 2013

• Target 25 Lakhs in Next Six Months through Internet Sales.

• To Make Biotique A Household Brand

Objectives

• Brand Awareness & Expansion• Network & Online Visibility• Traffic & Conversions• Customer Relationship Management• Increased Credibility & Trust With Users• Brand Recall

Digital Marketing Model

Traffic Review( 6 Months)

Nov 25 2012-April 24 2013 April 25 -September 2013

Direct Traffic 11751 28716

Organic Traffic 27537 43551

Referral Traffic 2282 4621

2500

12500

22500

32500

42500

Chart Title

Traffic Review( 3 Months)

April 6 - June30, 2013 Jul1-September 24, 2013

Direct Traffic 10785 20131

Organic Traffic 27185 22175

Referral Traffic 2521 2507

2500

7500

12500

17500

22500

27500

Chart Title

Approximate last 3 months traffic trends

Points To Ponder

• Last Six months traffic analysis indicates increase in traffic – Direct, Referral & Organic.

• We can observe a drop in Organic traffic in last three months.

• Facebook as a referral seems to be an ideal platform to work on & invest.

Keyword Analysis ( 3months)Keywords April 6 - June30, 2013 Jul1-September 24, 2013

Biotique 8,834 5815

Boutique Products 1311 934

Boutique Hair Oil 102 20

Biotique Products Reviews 207 133

Not Provided 10401 9770

Www.Biotique.Com 256 174

Biotique.Com 323 184

Biotique Shampoo 138 108

Biotique Botanicals 106 68

Biotique Hair Products 65 59

Points To Ponder

• Our major traffic generating keywords are Brands keywords , which is good as Biotique is being recognized and searched.

• Insertion of Generic keywords, could increase the traffic on site. Presently we have minimal generic keywords.

Location Targeting ( Biotique)

Geographic Traffic ( 3 months)

Country Jul1-September 24, 2013 April 6 - June30, 2013

India 31357 26694

United States 3466 3518

United Kingdom 1016 845

Russia 904 594

France 850 517

Japan 509 331

Australia 423 350

Canada 383 346

Points To Ponder

• India is our primary location with highest order value

• United Kingdom & United States are the seems to have less traffic but still we fetch good orders from here

• Russia & France are not in primary list.

Website Health Status Benchmarking (25 September 2013)

Domain Registered 24-Mar-99

Google PR 1

Majestic backlinks 46,181

Maestic Referring Domains 147

Alexa Rank ( India) 79,439

Alexa Backlinks 109

Domain Expires 24-Mar-16

Strategy Drawn (Phase 1)• Adding of Generic Keywords in the brand keywords list with a ratio of 60:

40, with 60 – Brand and 40- Generic keywords. Focus on Brand is deliberately made as want it to stand out which would be done by our SEO activities.

• Location targeting, since we have two different panels of India & International, different keyword strategy would be adopted for each; provided that is enabled in the module.

• Website health Check up report suggest we need to work on the Google PR , Alexa ranks & backlinks. Their improvement would effect the website performance on search engines.

• Regional targeting through Content Marketing

Strategy Drawn (Phase 1)• Geographical targeting by development of Biotique Microsites for

the region. Microsites would be country specific and would carry only top priority products for the country according to historical product data.

• This year our top selling products online have been BIO BASIL & PARSLEY, BIO BHRINGRAJ, BIO ALMOND OIL, BIO CUCUMBER. Effective Content Promotion of these articles can eventually increase their sales.

• BIO MOUNTAIN EBONY, BIO MUSK EBONY, BIO KELP & BIO GREEN HELP have been the most viewed products and there their effective promotion can help us in sales.

Social Know How

Indicates that Biotique is talked about. A little effort from our side in Social Media could increase the overall revenue from the product

http://addictomatic.com/topic/biotique

Current Status

• Facebook.com – 4600 Active Friends• Twitter – Dormant Account• Pinterest - Dormant Account

• Our fans talk about us on their social media accounts and networks, thus if we reach them we get a chance to increase engagement and Product ROI.

What are we missing?

Tapping Social Media ( Phase I )

• ROI & Brand Driven Social Media Strategy• Opening of an Online Store on Facebook• Setting up Social Media Profiles and Increasing networks for

Brand enhancement• Utilizing Facebook and Twitter ads to reach large masses.• Feedbacks of customers such that we maintain a continued

relationship with them• Increasing Fan Base on Social Media Platforms in order to

increase brand awareness and conversions.• Creation of “Miss B” as Brand Entity on Social Media

Platforms.

Newsletter & Email Marketing (Phase 1)

• Email & Newsletter Marketing helps in developing the overall brand & increase sales. Providers like Jangomail / Sendgrid cost as less Rs 2 per email.

What we need to do ? Development of Standard html templates for Biotique for increasing

customer loyalty and sales through website.

Retaining & Loyalty Programs ( Phase 1)

• Adopting Loyalty Programs like https://www.payback.in

• Discount Coupons to Customer ( ex: who purchase for Rs 1000 or more ) on their next purchase with Biotique.

• Mailers to one time (dormant customers) of discount coupons and bringing them back on Biotique site.

CPC & Display Advertising

• As the name suggest Pay Per Click, is the amount you need to pay each time a customer clicks on your ad.

• We should adopt Display Advertising for Online Branding. CPM Based.

• Our targeted countries - India & United States & United Kingdom.

Affiliation & Comparison Sites

www.sephora.comwww.ulta.com www.skinstore.com www.hsn.comwww.dermstore.cowww.drugstore.comwww.etsy.comwww.picsity.com

• www.pricegrabber.com• www.shopzilla.com• www.become.com• www.pronto.com• advertise.bingads.micro

soft.com/en-us/bing-shopping

• www.thefind.com

Overall Desired Results

Leads / Sales

TrafficCustomer

Relationship Online Visibility

BrandingOnline Reputation Management

Video Marketing & Testimonials

• Creation of Biotique Videos & optimizing them• One of the greatest ways to reach the

audience online.• Being the second largest search engine, it is

good to harness the productiveness of YouTube.

• Also making Biotique Videos visible on other video platforms.

Banner Advertising

• Banner Advertising is a popular tool to attract eyeballs and thereby conversions. It helps in Online Branding and increases your visibility.

Some of the good sites for banner advertisingwww.google.com/doubleclick/http://web.blogads.com/http://www.adroll.com/http://www.cj.com/

Guest Blogging & WriteUp

• Paid Write Ups on Blogs. Getting Biotique on some of the reknowned beauty blogs of India and United states. http://reviewedbymom.blogspot.in/

• Being a part of blogging Beauty & Fashion

networkshttp://www.ifabbo.com/

Email / Newsletter Marketing

• Behavioral targeting through our Emailers and Newsletters.

• More Segmentation to adopted to gather sales and retain customers

Enhancement of Campaigns

• Crossing the initial steps, we would further refine, segment & distribute our customer base.

• Adopting mobile sites / mobile store could be started by end of Phase II.

• SMS marketing and Client Servicing on SMS could be thought by next year.