Digital Marketing Strategy by Hitesh Makaney - Coffee by Di Bella

1. COFFEE BY DI
BELLA

2. ● 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
INTRODUCTION

3. 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*
*SOURCE - BRAND EQUITY -20/03/17

4. SOCIAL MEDIA
PLATFORMS PRESENT ON

5. INSTAGRAM
POSTING PATTERN
FOR DATA FROM 1/01/17-
01/05/17

6. IMAGE VS VIDEO
FOR DATA FROM 1/01/17-
01/05/17

7. FOLLOWERS
FOR DATA FROM 1/01/17-
01/05/17

8. FACEBOOK
FOR DATA FROM 1/01/17-
01/05/17

9. NUMBER OF FANS
FOR DATA FROM 1/01/17-
01/05/17

10. TWITTER
FOR DATA FROM 1/01/17-
01/05/17

11. NUMBER OF FOLLOWERS
FOR DATA FROM 1/01/17-
01/05/17

12. TOP HASHTAGS
#CBD
#DIBELLA
#COFFEEBYDIBELLA
#CBDONTHEGO
#SUMMERWITHDIBELLA
FOR DATA FROM 1/01/17-
01/05/17

13. DELIVERY PARTNERS
ZOMATO
SWIGGY
UBEREATS
PROMOTION PARTNERS
FRAPP
HASHTAG LOYALTY

14. CAMPAIGNS & CONTESTS
#GOTWITHDIBELLA

15. #CBDVALENTINE
USED #DROPAHINT IN CREATIVE
USED #CBDVALENTINE

16. #OKCUPID
GET PETS AND GET 20% OFF

17. SPECIALITY
USED AS BUILD UP FOR SPECIALITY COFFEE MENU
DID NOT USE ONE HASHTAG

18. COMPETITIVE
ANALYSIS

20. CAFE COFFEE DAY
MOTHER’S DAY CAMPAIGN
● RUNNING ON FACEBOOK, INSTAGRAM AND TWITTER
USING #MOTHERSDAYWITHCCD

21. 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

23. #MAGICALBREWTALES
CAMPAIGN FOR CHRISTMAS

24. FACEBOOK
POSTS AS PER DAY
FOR DATA FROM
05/04/17 - 04/05/17

25. TYPE OF POSTS
FOR DATA FROM
05/04/17 - 04/05/17

26. INSTAGRAM
POSTS AS PER DAY
FOR DATA FROM
05/04/17 - 04/05/17

27. TYPE OF POSTS
FOR DATA FROM
05/04/17 - 04/05/17

28. STARBUCKS
#COMINGSOON
USED TO CREATE HYPE FOR LOYALTY APP
ONLY ON INSTAGRAM
USING MINIMALIST DESIGNS

29. #SHOWYOURFLAVOUR
● RAN ON FACEBOOK, INSTAGRAM AND TWITTER

30. FACEBOOK
POSTS AS PER DAY
FOR DATA FROM
05/04/17 - 04/05/17

31. PICTURES VS VIDEOS
FOR DATA FROM
05/04/17 - 04/05/17

32. INSTAGRAM
POSTS AS PER DAY
FOR DATA FROM
05/04/17 - 04/05/17

33. PICTURES VS VIDEOS
FOR DATA FROM
05/04/17 - 04/05/17

34. CCD VS DI BELLA VS STARBUCKS FB
FOR DATA FROM
05/04/17 - 04/05/17

35. NUMBER OF FANS
FOR DATA FROM
05/04/17 - 04/05/17

36. TOTAL REACTIONS, COMMENTS & SHARES
FOR DATA FROM
05/04/17 - 04/05/17

37. ENGAGEMENT VS NUMBER OF POSTS
FOR DATA FROM
05/04/17 - 04/05/17

38. ENGAGEMENT VS GROWTH

39. CCD VS DI BELLA VS STARBUCKS IG
FOR DATA FROM
05/04/17 - 04/05/17

40. ENGAGEMENT
FOR DATA FROM
05/04/17 - 04/05/17

41. ENGAGEMENT VS NUMBER OF POSTS
FOR DATA FROM
05/04/17 - 04/05/17

42. ENGAGEMENT VS GROWTH

43. BUYER PERSONAE

44. TARGET
TARGET AUDIENCE IS PEOPLE AGED BETWEEN 16-35
SEGMENTATION
SEGMENTATION ON BASIS OF AGE, OCCUPATION AND
LOCATION
1. AGE BETWEEN 16-21 i.e STUDENTS
2. AGE BETWEEN 22-27 i.e YOUNG PROFESSIONALS
3. AGE BETWEEN 28-35 i.e ESTABLISHED
PROFESSIONALS AND ENTREPRENEURS
ONLY TARGETING AUDIENCE WITHIN THE 4KM RADIUS
OF EACH DI BELLA LOCATION

45. PERSONA 1
NAME - SONIA CHAWLA
AGE - 19
GENDER - FEMALE
EDUCATION - BMM STUDENT
LOCATION - BANDRA
SOURCE OF INCOME - PARENTS

47. PERSONA 2
NAME - VARUN MALHOTRA
AGE - 24
GENDER - MALE
EDUCATION - ENGINEERING STUDENT
LOCATION - VERSOVA
INCOME - INR 2,50,000 TO 3,00,000 pa

49. PERSONA 3
NAME - RANJIT GOYAL
AGE - 30
GENDER - MALE
EDUCATION - COMMERCE GRADUATE & MBA IN
MARKETING
LOCATION - COLABA
INCOME - INR 12,00,000 TO 15,00,000 pa

51. SEO AUDIT

52. 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

53. KEYWORD CONSISTENCY

54. 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

55. XML SITE MAP - MISSING
TOTAL SIZE - 2.77 MB
RENDERED FOR DIFFERENT DEVICES - YES
NOT CONNECTED FACEBOOK
NOT CONNECTED TWITTER
NOT CONNECTED INSTAGRAM

56. TOP 10 BACKLINKS

57. RECOMMENDATIONS
LINK 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

58. KEYWORDS
“COFFEE BY DI BELLA” AVG NO. OF SEARCHES - 100-1K
SERP RANK - 3

59. “DI BELLA” AVG NUMBER OF SEARCHES 1K - 10K
SERP RANK - 5

61. “DI BELLA BANDRA” AVG NO OF SEARCHES :
100-1K SERP - 1ST ON 2ND PAGE

62. “COFFEE SHOPS IN BANDRA” AVG NO. OF
SEARCHES 100-1K 2ND ON LISTICLE

63. “COFFEE BY DI BELLA MENU” AVG NO. OF SEARCHES
10-100 SERP RANK 5TH ON 1ST PAGE

64. PLATFORMS

65. CURRENT PLATFORMS
PINTEREST & YOUTUBE ARE
NOT INDIA SPECIFIC

66. PLATFORM NOT PRESENT ON
SNAPCHAT IS A WAY FOR REACHING YOUTH
STORIES ABOUT COFFEE CAN BE SHARED
USE INFLUENCERS TO START

67. CONTENT BUCKET

68. FOR THE MONTH OF MAY 2017

72. CAMPAIGNS

73. #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

81. #COFFEEBUDDY
ALTERNATE HASHTAG - #COFFEECOMPANION
ASK THEM THEIR FAVOURITE THINGS TO DO WITH
COFFEE
POST PICTURES WITH YOUR #COFFEEBUDDY
INCREASE ENGAGEMENT
IMPROVE RELATIONSHIP SCORE

88. #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

96. #COFFEESPEAKS
FACTS ABOUT COFFEE
PRESENTED IN A WAY, IF COFFEE COULD SPEAK

101. #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

102. 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

105. BRAND MOOD
BOARD

110. BLOGS

111. HISTORY OF COFFEE
ABOUT COFFEE
TRACE IT TO ROOTS
ADD TIMELINES
USE INFOGRAPHICS

113. TOP 5 COFFEE BLENDS
SHOW DIFFERENT TYPES OF COFFEES
PUSH 2 OR 3 PRODUCTS OF DI BELLA

114. WORLDWIDE DI BELLA
SPEAK ABOUT DI BELLA’S WORLDWIDE PRESENCE
SIMILARITIES & DIFFERENCES IN CONSUMPTION HABITS
ACROSS AUSTRALIA, CHINA, USA & INDIA

115. COFFEE & MOVIES
TOP FIVE MOVIES ABOUT COFFEE
TOP TEN COFFEE REFERENCES IN MOVIES
TOP FIVE COFFEE REFERENCES IN TV SHOWS

116. CROP TO CUP
BUILDING DIRECT RELATIONSHIPS WITH COFFEE
GROWING COMMUNITIES
ABOUT PEOPLE
PROCURING, PICKING, PROCESSING, SCREENING,
BLENDING AND ROASTING

117. HANGOUT SPOTS
TOP 5 SPOTS TO CHILL IN THIS SUMMER
SPEAK ABOUT NIGHTLIFE
FOCUS ON ESSENCE OF MUMBAI

118. 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

119. E-MAIL

120. FRIENDS DISCOUNT
SUBJECT - “KEEP YOUR FRIENDS CLOSE AND COFFEE
CLOSER”
BUY 4 COFFEES AND GET 5th FREE

121. LOYALTY
SUBJECT - “JUST WHEN YOU THOUGHT YOU WERE
OUT WE PULLED YOU BACK IN”
BUY 9 COFFEES AND GET TOth ONE FREE

122. 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

123. LISTICLE
SUBJECT LINE - TOP 5 BLENDS TO TRY AT DI BELLA

124. MANGO
SUBJECT LINE - “THIS SUMMER, manGO CRAZY WITH
OUR MANGO SPECIALS”

125. CONTENT INFLUENCERS

126. MALLIKA DUA
FACEBOOK - 200K
INSTAGRAM - 180K
YOUTUBE - 20K SUBSCRIBERS
GOOD PRESENCE ON SNAPCHAT
DOES CHARACTERS
DOES SPONSORED CONTENT

129. IMPLEMENTATION
MAKE VIDEOS WITH CHARACTERS
PROMOTE OFFERS

130. VARUN THAKUR
FACEBOOK - 173K
TWITTER - 73K
INSTAGRAM - 47K
STRONG SNAPCHAT FOLLOWING
VICKY MALHOTRA CHARACTER
STAND UP SET ABOUT COFFEE SHOPS
DOES BRANDED CONTENT

133. IMPLEMENTATION
PROMOTE BRAND ON SNAPCHAT
VICKY MALHOTRA CHARACTER SPEAKING ABOUT DI
BELLA
SPONSOR STAND UP VIDEOS

134. SHIFFA MERCHANT
FACEBOOK - 50K
INSTAGRAM - 62K
TWITTER - 9.9K
BLOG - SASSYSHIFSAYS
BACKLINKS - 92
*SOURCE - BLOGMINT

135. VISITOR DEMOGRAPHICS

136. FOOD BLOGGERS
MUMBAIFOODIE
INSTAGRAM - 240K
FACEBOOK - 16.5K

137. BIGBHOOKAD
INSTAGRAM - 25K
FACEBOOK - 22.4K
MUMBAI GLUTTON
INSTAGRAM - 19K

138. THE GREEDY GLUTTON
INSTAGRAM - 10.3K

139. BOMBAYBHUKKAD
INSTAGRAM - 32K
FACEBOOK - 2.7K
HUMAN TOUCH
IMPLEMENTATION
CONTESTS ON INSTAGRAM & FACEBOOK
POSTS FOR NEW PRODUCTS

140. #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

141. BOOKS ON TOAST
PODCAST 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

142. ORM PLATFORMS

143. ZOMATO

145. TWITTER
TRACK PEOPLE TALKING NEGATIVE ABOUT
COMPETITORS

146. GOOGLE REVIEWS

147. QUORA

149. YAHOO

150. MEDIA PLANNING

151. STUDENT DISCOUNT
OBJECTIVE - CONVERSION

153. LANDING PAGE - MESSENGER
BUDGET
350/DAY
BUDGET
ALLOCATION
=350*8=2800

155. VVVVV
NOTE THAT THIS CAMPAIGN IS ONLY ON TUESDAYS SO AD WILL RUN ONLY 8 DAYS IN A MONTH

156. AD FOR WAFFLES
OBJECTIVE - ENGAGEMENT

157. BUDGET
ALLOCATION =
300*31=9300

159. LEAD GENERATION

161. TOTAL BUDGET ALLOCATED
=700*30=21000

162. FORM

163. SLIDESHOW AD

164. GOOGLE DISPLAY ADS
MANGO AD
DAILY BUDGET - INR 300
MAX CPC - INR 8

168. MONDAY AD
DAILY BUDGET - INR 500
MAX CPC - INR 8
SCHEDULING - ONLY ON MONDAY

169. TARGETTING
USING AFFINITY AND IN MARKET AUDIENCES

171. OUT OF THE BOX

172. LOYALTY APP
REWARD 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

173. 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

174. COFFEE TABLE BOOK TABLE
COFFEE TABLE BOOK ABOUT EXOTIC AND PREMIUM
COFFEES
WHICH TURNS INTO A SMALL TABLE

175. 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

176. "A customer is not only buying your product but the entire
experience of the brand." - Phillip Di Bella