Digital Marketing Strategy - ASEAN Condiments

Digital Marketing Strategy
for ASEAN Condiments
Shrishti Gupta
Business Consultant -
Media & Entertainment
at Ernst & Young, India
1
Nicole Dörfler-
Wojczik
Entrepreneur &
Consultant – Marketing
2
Rodolfo Juliani
E-commerce
coordination at Your ID
Store
3
Alfred Anthony
Sr. Management
Professional in Kuala
Lumpur, Malaysia
5
Thomas Haas
EMEA Direct Marketing
Solutions & Services
Principal at Ricoh
Europe
4
Presentation by Group 7

Brand vs Compete & Market
Strategy Generation
& Selection
Execution
Planning
MetricsSegmentationObjectivesBrand
ASEAN Condiments
ASEAN Condiments is a company that manufactures
and trades variety of condiments, seasoning sauce,
seasoning powder, food dressings and dipping sauces.
Brand Kitchen Mate
ASEAN Condiments plans to come up with a wide range
of products under the brand name Kitchen Mate
 Simple positioning as the word ‘Kitchen’
emphasizes where the product belongs
 Easy to use packaging making the brand ‘Friendly’
 International brand name such that it is easily
relatable & pronounced by foreign costumers
6.1
8.6
2014 2020 (P)
Condiment’s Market in Asia (in USD Bn)
Roy ThaiDek Somboon
Thai and Asian Condiments available in
China & Asia markets via e-commerce
distribution
Direct Compete
 With Increasing tourism and rapid changes in food consumption patterns, many leading food
manufacturing companies are entering the condiments market to cater to the demands
 In the past 4 years, the market has seen rising consumption of Asian flavoured condiments
and sauces in regions across Australia, Europe & USA
What is driving the growth of Asian Condiments and Sauces around the Globe?

Strategy Generation
& Selection
Execution
Planning
Objectives for ASEAN Condiments
Business Objectives Marketing Objectives
 Under ASEAN Condiments, launch a wide range of new
products by brand name ‘Kitchen Mate’
 Enter a new geographic market; especially penetrate in
International Markets
 Create differentiated offerings in both Business-2-
Consumer and Business-2-Business models
 Move to different online and offline distribution
channels to widen reach & supply
 Offer competitive pricing for product ranges with
authentic tastes and quality
 Eventually also offer product customizations
 Gain market insights into customer needs & stay
relevant in the evolving market & business
 Increase brand awareness via various mediums in
local and global markets
 Acquire International customers by offering them
wide variety of authentic Asian Condiments
 Increase customer word-of-mouth, amplifying brand’s
visibility across core TG & market
 Increasing frequency of purchase increasing share-of-
wallet of existing customers

Strategy Generation
& Selection
Execution
Planning
ASEAN Condiment’s Current Public Digital Presence
 ASEAN Condiments or brand Kitchen Mate has NO digital presence at all. It will need to start building its entire ecosystem from scratch!
Digital Ecosystem
for Kitchen Mate
Brand &
Product
Website & App
Social
Media
Presence
Email
Marketing
Content
Production &
Distribution
Integration
with e-
commerce
ATL & BTL
Activation
Programs
WhatshouldASEANCondimentsdo?
Website & Mobile App
Social Media Presence
Email Marketing
Content Production
E-commerce integration
Activation Programs
 Information & e-commerce destination for all Kitchen Mate Products
 Platform for customers to connect & collaborate with one another
 Enhance brand awareness, acquire new customers & manage brand sentiment
 Drive commerce & customer engagement along the marketing funnel
 Increase the frequency of customer engagement along the CLV
 Promote various product offerings & sales campaigns increasing wallet share
 Create videos, white papers, other content to stay relevant with the customers
 Drive International distribution in affiliation with e-commerce partners
 Offline & online events to allow customers to connect & collaborate

Luxury Travelers “Status Lovers”
 50% Men | 50% Women | Age 22 – 60 years |
Urban/ Downtown Residents | Mansion & Cars
 Somewhat digital-savvy users | more Traditional
Media & Advertising followers
 Financially independent | High Spend only on
Premium Products | Cash or Credit Card Users
 Comfort comes first| Experiments only with food &
that represents uber & luxury
 Premium brand lovers | Prefer unique experiences
each time | Trend setters | Difficult to influence
 Late Adopters of Technology | Rely more on Paid
Advertising | High usage of iOS & multiple gadgets
DemographicsPsychographicsTechnographics
Strategy Generation
& Selection
Execution
Planning
Customer Segmentation – Core TG
Economy Travelers “Newies / Backpackers”
 60% Men | 40% Women | Age 22 – 45 years |
Urban/ Suburban Residents| 2-3 room Apartment
 Digital-savvy users | Online Explorers | Spend time
researching online before making a purchase
 Financially independent | Mid-high spending power |
Cash-on-delivery, payment wallet users
 Likes cooking | Hands-on | Interest in Asian cultures |
Experiments with lifestyle
 Brand agnostic| Prefer multi-cultural consumption
experience | Travelers & Explorers | Easy to influence
 Early Adopters of Technology | Present on most
social networks | Smart Phones (Android / iOS)
DemographicsPsychographicsTechnographics

Strategy Generation
& Selection
Execution
Planning
Customer Segmentation – B2C & B2B Models
Influencers / Advocate TG
 Bloggers and Vloggers who talk about newly
launched products in the market
 Local and international chefs, restaurants that have
high following on social media
 Celebrities, influencers, publishers who review food &
endorse brands
 Customer Network that advocates the brand!
 Age 25 – 45 | independent of gender | Live in urban
areas of Western Europe, North America, Latin
America and Australia | Early adopters of technology
Resellers / Distributors
 Offline & Online - Global Food Traders / Merchants
/ Resellers in Local Markets / Companies in areas of
Western Europe, North America, Latin America and
Australia
 Professional buyers of spices, condiments and
sauces such as Restaurants. Their interest will be to
grow their portfolio of goods and to build profitable
business relationships.
 Partners on B2B Social Media (like LinkedIn), certain
internet directories (like Alibaba), certain food-
specific web portals (bigbasket.com)

Strategy Generation
& Selection
Execution
Planning
Value Propositions & Challenges for each TG (1/2)
Economy Travelers “Newies / Backpackers”
1. Marketing Objective
2. Value Proposition
3. Barriers / Challenges
 Gain market insights into customer needs & stay relevant in the
evolving market & business
 Acquire customers with authentic and varied product offerings
 Increasing frequency of purchase increasing share-of-wallet of
existing customers
 Competitive pricing with authentic taste against other brands
 Experiment & improvise with Asian flavours in cooking to make a
difference to your routine
 Good for health, must have with most meals positioning for
enhanced customer relationship
 Competitive landscape with established brands; it will take time
for customers to trust the new brand & become loyal users of the
condiments & sauces.
 High CAPEX & OPEX required to setup the distribution network
Luxury Travelers “Status Lovers”
 Position brand as premium must-have product in one’s kitchen &
set first footprint into International Markets
 Increasing frequency of purchase increasing share-of-wallet of
existing customers
 Carefully selected ingredients, customized products for special
tastes, exclusive packaging & storing options
 Good for health, must have with most meals positioning for
enhanced customer relationship
 TG is very difficult to influence and also hard to reach, hence
conversion rate for customers to trust the new brand & become
loyal users will be very high
 High CAPEX & OPEX required to setup the distribution network

Strategy Generation
& Selection
Execution
Planning
Value Propositions & Challenges for each TG (2/2)
Influencers / Advocate TG Resellers / Distributors
 Offer platform or opportunities where influencers could advocate
the brand across their customer networks and amplifying brand’s
visibility across core TG & market
 Position strategies that honor causes that influencers support:
such as women empowerment.
 By implementing & promoting the concept where the condiments
are prepared by community of tribal women, the brand value &
sentiment would increase
 Staying in positive light always & maintaining the brand image with
the influencers as they have a huge fan following.
 Operational risks involved in executing & sustaining the concept of
having tribal women join the workforce
 Increase brand awareness and demand to attract more trade
partners and vendors at profitable prices
 Increase market share vs competitors with each trader/ vendor to
grow sales & in turn revenue
 Offer bulk products with innovative sales incentives
 Offer a platform where traders/ vendors can collaborate with each
other & the brand to drive sales
 Since the brand and product range is new, ASEAN may not be able
to mass produce the condiments in bulk in order to offer profitable
incentives and encash the deals
 Also there might be an initial resistance from the vendors to
positively push Kitchen Mate over other established brands

Strategy Generation
& Selection
Execution
Planning
360* Snapshot of strategies that Kitchen Mate could adopt
Offer users to connect with one another on website, app
& social media sites - encourage users to advocate
products, share their stories, their innovative recipes,
blogs, vlogs. To add, offer content with tips that will lead
to follow users, comment, like, & share
Allow users to collaborate & submit their
traditional/ secret recipes to be launched in
parallel to the existing product range. Add
user generated content to grow interactions
with Kitchen Mate across geographies
Customize the Kitchen Mate Condiments
products as per positioning for both core TGs.
Gain customer insights & needs via the
ecosystem created to know their lifetime value
to modify offerings to ensure repeat customer
purchase
By creating relevant content (video, white
paper, etc.) across both traditional, digital &
social media platforms, Kitchen Mate would
target the different customers segments in
their digital micro-moments & touchpoints
With a user-friendly mobile app & 24X7 online
& offline services – being accessible would be
key to ensuring Kitchen Mate Condiments
makes a presence & brand awareness in the
market & creates some brand awareness
amongst its TG Engage
Customize
Connect
Collaborate
Access
1 2
3
4
5
ASEAN
Condiments
Kitchen Mate

Strategy Generation
& Selection
Execution
Planning
Strategies for Luxury Travelers “Status Lovers”
Unique Marketing
Objective:
 Position brand as premium must-have product in one’s kitchen & set first footprint into International Markets
 Increasing frequency of purchase increasing share-of-wallet of existing customers
Access
Design omnichannel strategy to work
together for the same TG
 Be available and accessible 24X7 at various digital
and offline touchpoints for the customer
 Offer helpline support on-call / via chat & social
proposition for customer satisfaction & retention.
Drive commercial campaigns & CSR initiatives to
positively stay relevant & in-news at all times.
 Drive affiliate marketing as multi-platform play to
grow International footprint & visibility for the
brand
Additional features to increase International footprint
 List product and offers on most trade and
ecommerce sites
 Run SEO & SEM paid advertisements to show up on
native searches across the digital ecosystem
Customize
Tap onto the power of conversations in
digital era to influence TG
Additional features to encourage repeat and frequent
purchase
 Offer social customer service where you are
listening and responding to the customer with
relevant information
 As you reach out to this TG, customize the various
product offerings with innovations in the flavors
and the packaging of the bottles – made to look
more premium
 With using exclusive ingredients the pricing point
can be high and the product can be placed premium
in the category
Connect
Offer customized products as per consumer
demand and insights
Additional features to encourage repeat and frequent
purchase
 Offer personalized packaging, gift packing and
other Asian intricacies to make the product more
premium and desirable
 Thrive on advocacy and influential marketing in order
to position the brand as a must-have product in the
kitchen
 Pick the TGs behavior, brand’s perception & market
insights as you connect with them across the various
digital & social media touch points they access
 Use tools like Symfony & Radian six to monitor their
social media conversations and promote relevant
content/ product offering
1 2 3

Strategy Generation
& Selection
Execution
Planning
Strategies for Economy Travelers “Newies / Backpackers”
Unique Marketing
Objective:
 Acquire customers with authentic and varied product offerings
 Increasing frequency of purchase increasing share-of-wallet of existing customers
Engage
Become a destination for valued content for your TG
 Engage with customer in their ‘I-want-to-know’ micro moment,
when they are seeking information
 Create 2 minute short recipe videos of Asian cuisines and dishes
that use condiments and sauces from the wide range of Kitchen
Mate products Publish these videos on multi-platform networks
including brand’s YouTube channel, Facebook page, Intagram,
etc.
Additional features to enhance customer engagement & acquisition
 Have an interesting personality – true to Asian – be a face of these
videos. Somewhat like a YouTube star!
 Once you’ve established a brand presence, at a latter stage you
can also allow user generated content with kitchen mate recipes to
be featured onto these platforms
Connect
Ask your customers for ideas about your business
 Design and run campaigns where customers can share their
innovations or secret recipes on the condiments and sauces
 Get users to connect with one another cast votes on their
favorite recipes. Through this, measure customer needs & brand
sentiments
 Select unique ideas/ recipes from the pool of contributions to
launch new products along with the existing range of condiments
Additional features to encourage repeat and frequent purchase
 Offer social customer service where you are listening and
responding to the customer with relevant information
 Add a layer of value where customers are rewarded for high level
engagement and contribution to the brand online
1 2

Strategy Generation
& Selection
Execution
Planning
Strategies for Influencers and Distributors
Collaborate
Onboard Influencers to passively & actively contribute to brand
 Partner with influencers such a famous hoteliers, chefs, food
experts, and other celebrities that have a long list of followers
across social
 As these influencers travel internationally or to Asia and share
live videos or Facebook posts or tweets, design the content to
allow integration of Kitchen Mate condiments in their posts
 Re-publish these posts on brand’s multi-platform networks
including YouTube channel, Facebook page, Intagram, etc.
Connect
Create an online and offline forum for your trade partners
Influencers / Advocate TG Resellers / Distributors
 Offer platform or opportunities where influencers could advocate the
brand across their customer networks and amplifying brand’s visibility
across core TG & market
Unique Marketing Objective:
 Increase brand awareness to attract more trade partners and vendors
at profitable prices. Increase market share vs competitors with each
trader/ vendor to grow sales & in turn revenue
Unique Marketing Objective:
 Onboard partners, vendors etc. from across the globe onto the
online forum to help them connect with one another.
 Offer services such as International News around trade policies
and market insights to keep engagement & relationship
 Offer offline and online incentives and reward points across the
ecosystem of distribution to ensure higher sales & growth in
market share and revenue for the brand

X Ask customers ideas to grow your business
Strategy Generation
& Selection
Execution
Planning
Strategy Implementation - Priority MappingHighPriorityNextStepsLowPriority
Quick Wins Big Play
X Onboard Distribution Partners
X Partner with Influencers & Celebrities
X Be accessible at all possible digital touchpoints
X Gather customer insights & needs from conversations
X Customize Product Offerings for different TGs
X Partner with International e-commerce players
X Offer relevant content across digital ecosystem
X Offer rewards & incentives for collaborating stakeholders
X Offer platform for stakeholders to collaborate

Strategy Generation
& Selection
Execution
Planning
Traditional Marketing that will support the Digital Strategy
Paid Digital Advertising
Email, paid search, paid social media, display
ads, video ads, etc
 Email marketing is a very useful tool while trying
to reach out to your TG. It could give your
campaign high reach for very minimal costs.
 Email marketing will help engage existing
customers to make a repurchase, remind inactive
customers to engage with the brand again, inform
the TG about latest product offerings, any
discounts, local or online events etc.
 Email marketing can help reach out, not only to
existing customers but also to potential customers
 Paid Search & Display Ads are a good way to target
and retarget customers who have shown some
interest in your brand.
 Paid search will help captivate several new
impressions which are likely to convert to loyal
customers
 Video ads has high CPCV & not so high ROI, so
Kitchen Mate could wait before implementing this
advertising
Traditional BTL
Broadcast, out-of-home, direct mail, etc.
 Kitchen Mate condiments could set up face-to-face
events at tourist entry-points such as airports and
train stations & at tourist destinations where it is
likely to see high footfall of International TG
 Physical customer service is not so relevant here as
Kitchen Mate could set up an e-service with social
media and mailing options
 Kitchen Mate could also set up live cooking classes
using its condiments to enhance its point-of-sale
 To encourage the traders and distributors, it could
offer them locally organized networking events to
improve its relationships and negotiations with the
partners
 Similarly, Kitchen Mate could also host local events
inviting food experts and bloggers to come &
compete against each other using condiments
 All of these BTL activities are great to drive
visibility and point of sale at the venues
Traditional Advertising
Face-to-face events, media relations, point-of-
sale, customer service, etc.
 Broadcast Ads and OOH in International Markets
could become very cost intensive for ASEAN
Condiments as it is a new company and is launching
its new product line.
 Incase ASEAN manages to raise high funding, it could
consider undertaking broadcast and OOH advertising.
 Direct mail is not a bad option if
Kitchen Mate has an existing database of people who
might be interested in their products. Along with the
pamphlet, Kitchen Mate could also send a few
samples of its condiments in the direct mail.
 This is likely to increase the conversion rate and
encourage purchase & repeat purchase.
1 2 3

Strategy Generation
& Selection
Execution
Planning
Partners & Skills required to execute Strategies (1/3)
What range of skills will Owners of Kitchen Mate Condiments need in order to drive the strategies?Skillsets
 Knowledge about competitors, market landscape and innovations that organizations across the globe are adopting
 Knowledge and support in technology & design in order to build the website, the app and other digital presence
 Understanding of UI / UX in order to design a seamless customer experience with the brand’s multi-platform strategy
 Creative understanding of consumer needs in order to design relevant content which can be targeted at them
 Analytical understanding to draw optimum inferences & predictions from consumer data to strategize better
 Understanding of strategies around customer acquisition, customer retention and life time value to the brand
 Up-to-date knowledge of current affairs to stay positive in the news and with the influencers and customers
 Know-how of which influencer has what kind of TG following in order to strategize partnerships better
 Knowledge in social media marketing, SEO and SEM to drive digital advertising across the ecosystem
 Knowledge of campaign’s ROI validation and metrics measurement to optimize budgets and impacts at each step
 Business & negotiation skills in order to tap the right distribution & e-commerce partners & decide mutually comfortable terms of trade
 Knowledge of International markets, their trade policies, taxation laws etc.
 Knowledge of spices and cooking in order to drive product customization and product offerings for the relevant TG

Strategy Generation
& Selection
Execution
Planning
Who all will Owners of Kitchen Mate Condiments partner with in order to drive the strategies?Teams & Networks
 Customer Network – this is one of the most important elements that will help drive the business and marketing campaign
 Existing Customers: Encourage them to blog, vlog or upload their recipes to advocate the brands & products and engage them to
drive contests and come up with varied innovations around the products.
 People who is interested in traveling to Asia next: This is prospective TG who might be interested in Asian cultures and cuisines and
could potentially become a loyal customer of the brand
 Influencers/ Food Experts: Partner with them to drive brand visibility across the various mediums both online and offline. Get them
to engage in conversations with the audiences to subtly promote Kitchen Mate products
 Investors and Stakeholders – ASEAN Condiments will need to raise investments in order to optimally implement the access strategy – i.e.
have a 24X7 digital presence across the various customer touch points
 Internal Teams – consists of Products & Innovation, Tech + UI/UX, Business Development, Social Media Managers, Customer Acquisition
Strategy & Sales, Marketing & Brands, Customer Insights & Analytics, Legal & Finance, Content Producers, Food Science, and Chefs

Strategy Generation
& Selection
Execution
Planning
What partners outside of business will Kitchen Mate Condiments collaborate with?Outside Partners
 Other Brands and Organizations - Partner with TG focused online brands & services - To drive cross promotional selling within the same TG
with attractive cross-branded discounts & privileges
 Chefs / Food Experts – innovate on product offerings that cater to larger TG - styles & tastes - thereby pushing more products & services
 Data analytic companies such as Custora and SaaS - To gather insights around customer behaviour & predictions; strategize & roll out
customized offerings for each TG segment
 Brand sentiment tool from companies such as Symfony and Radian six - To monitor social media conversations and strategize on relevant
content/ product offering
 Advertising Agencies - To strategize creatives and marketing/ advertising campaigns across traditional and digital media platforms
 Events & PR Agencies – To design and execute the ATL & BTL marketing plans across the whole customer and brand ecosystem
 Media Planning & Buying Agencies - To allocate and monitor the marketing budgets across the various channels for the brands

Strategy Generation
& Selection
Execution
Planning
Metrics Mapping & its Classes
Strategic Concepts
(Quick Wins, or Big Plays)
Audience
“Who did I reach?”
Channel Engagement
“How much attention /
interaction did I earn?”
Universal Engagement
“How did this effect my brand
/ customer relationship?”
Finance
“How did this effect my
bottom line?”
Engage with the customer in
the ‘I-want-to-know’ moment
- All audiences who were
looking for the keywords
relevant to the brand
- Drive high reach and
monthly unique visitors to
the website
- Google and Bing Ads SEO ads
that are directly linked to the
landing page of the product
purchase
- Increase in brand awareness
- customer sentiment which is
converted to lead generation
- customer satisfaction
- Generated revenue and
profits with the purchase,
- Acquired a new customer or
my existing customer made a
repeat purchase
- Increased ROI with increase
in market share
Ask your customers for ideas
about your business
- Existing customers who will
advocate my product in the
near future
- Traffic on brand website and
app to grow brand interaction
- Increase in brand sentiment
and eyeballs
- Increase in purchase intent
- Retained customers for
longer duration
- Increased market share
- Increased revenue
Social Media Campaigns for
Economy Travelers
- TG with intent to travel to
Asia and experience the
culture
- Potential new cutomers
- Social media platforms that
allow users to follow, share,
like, tweet, view videos, etc.
- Content engagement in
comments and chat section
- Increase in brand sentiment
and eyeballs
- Increase in purchase intent
- Lead generated
- New customer acquisition
- Increased market share

Strategy Generation
& Selection
Execution
Planning
Overall Digital Marketing - Metrics Mapping
Across the strategies rolled when customer passes through the stages of the marketing funnel, each campaign & its success can be measured
 Lead Generated across
digital campaigns
Conversion rate along most digital strategies can be measured via leads generated. From digital banners run on websites and mobile
apps, to email marketing campaign released, call to action paid SEO ads, pop-up inserts, video clicks - a success of all of such
campaigns can be measured by leads generated
 Consumption of varied
branded content online
Mapping user engagement and interactions along most of the social media and digital strategies such as collaborate on forums, user
generated recipe videos, comments on Facebook’s and retweets on twitter, like and share of videos and social media comments – all
help measure the customers engagement with the brand and brand’s sentiment
 Online purchases of
products across
distribution channel
Purchase of condiments and sauces and other products via offline/ physical traders and distribution units are one way of measuring
actual sales. Further, digital purchases are measured as the customer passes through the marketing funnel’s stages and clicks on the
pay button – either directly on the website of the brand or on partnered websites such as amazon.com and bigbasket.com
 Repeat purchases and
loyal customers
Customer lifetime value and customer retention time span can be measured using data analytics and consumer insights. And by
realizing the number of purchases a customer makes, along with the frequency of the purchase, the brand can predict the customers
next move and measure the spends accordingly
 Online and Offline
Purchases
Measuring average monthly footfall at the events vs digital imprints & sales, Kitchen Mate can measure its varied campaigns and its
successes in order to enhance its future strategies and spends to drive reach and revenue both.

Strategy Generation
& Selection
Execution
Planning
Thank You
- Group 7

Digital Marketing Strategy - ASEAN Condiments

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