AIM

To recommend a Digital Marketing Strategy for Bliss Life Sciences

 TERMS OF REFERENCE
• Maximise ‘bang for the bucks’.
• Start-up hence a ‘Shoestring budget’.
• Guerrilla Warfare Strategy
 PRODUCT CATEGORY
• Two broad product categories:-
• Fortifications or Additives
• Supplements
PRODUCT CATEGORY – ADDITIVES/FORTIFICATIONS
• Additives – Raw material that are added to food products being made by
other companies. The raw material is provided by Bliss Life Sciences. Since the
raw material is being provided to other business enterprises, which add it to
enrich their product range, it is a B2B model. Primary additives that are
supplied in this model are :-
• Omega 3
• Conjugated Linoleic Acid (CLA)
• Medium Chain Triglyceride (MCT)
• Carb Blockers
• Fenugreek Extract
 PRODUCT CATEGORY - SUPPLEMENTS
• Supplements – These are the Capsules, Powders, Meals etc which are made
by Bliss Life Sciences and sold directly to the customers. Since these are being
directly supplied to the customers through distributors it is a B2C model.
Primary supplements that are supplied in this model fall in the following
categories :-
• Heart/Sugar health
• Kids health
• Body detox and Brain health
• Food & Nutrition
• Male health & sleep management
MARKETING STRATEGY – ADDITIVES/FORTIFICATIONS
• There are two aspects involved while preparing the marketing strategy for
additives:-
• Influencing the CEO, Marketing Head and Production Head of the target company to
purchase the additives. This involves the following:-
• It will help in sales.
• The company will have a ‘differentiated product’ as compared to his other competitors ,
which he can develop as a different ‘Healthy Product Line’
• It does not substantially increase the cost of his product. This increased cost can be recovered
easily from customers who are getting a healthier product.
• The additives do not affect the taste of the products.
• Finding out from the customers about their desire to get a healthier product in
various categories of products into which additives are added. For example “Will
they be willing to pay a little extra to get ‘Omega Fortified Milk/Butter/Ghee”. This
will involve direct interaction with customers/influencers
 MARKETING STRATEGY - SUPPLEMENTS
• Finding out from the customers about their desire to get supplements which
will aid in their desire to remain healthy. It primarily involves answers to the
following questions:-
• Do they feel that the lifestyle being followed by them is good for their health?
• Do they have time to follow the routine that they should follow to remain healthy?
• Are they taking any supplements to make up the deficiencies of the nutrients required by
their body?
• Will they like to eat ‘what they want’ (in reasonable quantity) without facing adverse
effects of eating ‘what they want’? For example will they like to eat fast foods without
getting fat (carb blockers), or will they like to eat ice cream which is not permitted (sugar
control).
• If yes to the above question, then what all supplements will they be interested in
 CONDUCT OF RESEARCH
• The 20 teams will be divided into 10 product categories, with two teams be
allotted to each category. The categories are as under:-
• Fortification
• Dairy , Beverages & Soups
• Kids Nutrition & Confectionary
• Snacks, Bakery & Fast Food
• Sports Nutrition & Energy Bars
• Breakfast Cereals & Salad Dressings
• Supplements 2 teams each
• Heart/Sugar health
• Kids health
• Body detox and Brain health
• Food & Nutrition
• Male health & sleep management
 CONDUCT OF PROJECT
• The broad progress of work of each team will be provided to Bliss Life
Sciences, by each nominated team leader through their email id
blissiimidr@gmail.com , which has been created only for this project.
This will assist in providing mid-course corrections, if required, as also
to monitor the progress of the survey. Feedback to each team will be
provided by Bliss.
• Physical interactions will be carried out with the participants
PROPOSED QUESTIONS FOR PRODUCT & COMPETITION ANALYSIS (FIRST WEEK)

• Additives/Fortifications

• In which all categories of food products are the fortifications available?

• In which all countries are the food products available, and in which all categories?

• What is the cost difference between a normal product and the fortified product?

• Which all companies are involved in producing/marketing the fortified product?

• What are sales of the fortified products?

• Supplements

• Categories in which supplements are available in the market?

• Target customers of each supplement by the producing companies?

• Which all Indian & Foreign companies are involved in producing these products?

• Which all Indian & Foreign companies are involved in selling these products?

• What is the cost of production/sales of each of these companies?

PROPOSED QUESTIONS FOR ANALYSIS OF VISIBILITY PLATFORMS (SECOND WEEK)
• Analysis of each of the below mentioned platforms:-
• Facebook
• Twitter
• Instagram
• Linked in
• You Tube
• Search Engines
• Other platforms
• Parameters for Analysis
• Why this platform?
• What is required to be done to get maximum and effective output from the platform?
• Target audience for the platform?
• How can the targets be segmented?
• How to target specific segment?
• How to list on each platform?
• Procedure
• Cost
• Design cost
• Manpower cost
• PPC
• Visibility duration
• Presence of competition on the platform
• Recommended platform for each targeted segment