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MARKETING RESEARCH
AZINC par
Jérôme Petitprez / Marco Pulido / Nikita Sorokin MSc IMBD 2013/14
DIGITAL STRATEGY
PROBLEM DEFINITION
What digital communication strategy should Arkopharma implement
for the launch of new Azinc products targeting students ?

AZINC digital strategy
RESEARCH PLAN
OBJECTIVES AND DESIGN
RESEARCH PLAN
OBJECTIVES
• Determine to which kind of digital communication students are more
responsive
• Study the usage of social media by brands
• Give recommendations based on personal researches and studies for
Arkopharma to communicate digitally efficiently with students
DESIGN - EXPLORATORY RESEARCH
• Secondary data analysis (Web information directory, website analysis tool)
• Primary data analysis (Online survey)
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
SECONDARY DATA
Web information analysis
AZINC.FR ANALYSIS
TOOLS
• Woorank / Google Trends / Alexa
• SEO and websites analysis tools
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
TRAFFIC ESTIMATION AND SOURCES
Bion.fr - Daily Page views per Visitor = 1.20 (-8,66 % versus previous 3 month )
Azinc.fr - Daily Page views per Visitor = 1.60 (- 46.46% versus previous 3 month)
AZINC digital strategy
Research plan Secondary data Online survey Limitations Recommendations
Websites ranking
• Azinc.fr - 4 595 920
th
• Bion.fr - 913 770
th
• Alvityl.fr - 4 219 095
th
• Supradyn.com - 2 366 485
th
Sources:GoogleTrends&Alexa
BACKLINKS
Incoming links to the website
AZINC digital strategy
Research plan Secondary data Online survey Limitations Recommendations
Sources:Woorank&Alexa
Azinc.fr backlinks Bion.fr backlinks
META KEYWORDS
• Being consistent with the use
of keywords is vital
• To improve the chances of
being ranked on the top of
the page when doing a
research
• Use the most important
keywords consistently in the
title, description, H titles,
internal links anchor text and
backlinks anchor text.
AZINC digital strategy
Research plan Secondary data Online survey Limitations Recommendations
Source:Alexa
IN TEXT KEYWORDS CLOUD
• Creating content based on
technical terms that only
experts are familiar with
hardly attract final
consumers to the website
• There is a need to obtain
insights to know what
keywords common web
surfers type to get
information about food
supplements
Azinc.fr
Bion.fr
Alvityl.fr
Supradyn.com
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
Source:Woorank
ONLINE SURVEY
PRIMARY DATA ANALYSIS
PROCESS
• 25 questions based on search engines
usage, online purchases behavior,
social networks activities and mobile/
tablet habits
• Sampling tested on 10 people to check
the consistency of the survey - Implying
some modifications
• Posted on November 6th until the 15th
(10 days)
• Distributed via Facebook through our
personal timelines, and on the Skema
group, and by email
• At last, 124 french students interviewed
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
POPULATION
• 98 % of the respondents
are between 20 and 24 yo
• 90 % are students in
business school (5% study
engineering)
• As seen attached, the
majority of respondents are
female
63 %
37 %
Male Female
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
FOOD SUPPLEMENT CONSUMPTION
• 40 % of the interviewed
population consume food
supplements
• The graph shows that the main
reason students consume
supplements is to gain energy
and tonus (at 34 %)
• The buying process of
supplements is a thoughtful act
motivated by friends and family
(at 48 %)
6 %
15 %
34 %
28 %
13 %
4 %
Physical performance
Memory/concentration
Immune system strengthening
Energy/tonus
Beauty/well-being
Other
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
INTERNET AND SOCIAL MEDIA
• 10 % of students used to visit
websites and forums related to
health - The most important is
Doctissimo.fr
• Without surprise french
students use in majority Google
to make their internet searches
• Students are used to purchase
online - 66 % of them regularly
use voucher codes to get
promotions
27 %
65 %
8 %
Constantly Regularly
Rarely Never
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
INTERNET AND SOCIAL MEDIA
• 100 % of students have signed up to at
least one social network - 89 % of them
are connected several times a day
• They usually use them to stay in contact
with friends and share their experience
• 10% of them also use social networks
to follow their favorite brands’ news
• 81 % of respondents follow at least one
brand, and 34 % follow 6 brands or
more
• 37% of the respondents share brands’
posts to their own audience (regularly or
occasionally)
13 %
53 %
34 %
29 %
52 %
100 %
Facebook Twitter
Google + Instagram
Youtube Pinterest
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
SMARTPHONES AND TABLETS
• 90 % of students have a
smartphone and/or a tablet
• Among them, 51 % have
already installed applications
developed by brands
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
Smartphones and tablets
are growing platforms for
brands’ communication
LIMITATIONS
LIMITATIONS
Secondary data analysis
• Difficulty to access the information and the
specific documents dealing with the study
• Reliability of the information (sources, date of
creation)
Online survey
• Population - Mostly students from Skema
Business School
• Lack of time - To collect and study the
information (about 3 weeks)
• Legitimacy of the answers (respondents tempted
by the « easy answer »)
• Impossibility to verify the identity of people
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
RECOMMENDATIONS
NEWS
AZINC digital strategy
SOCIAL MEDIA RECOMMENDATIONS
Create a specific Facebook
page for Azinc
• Using social media has
become a psychological
need for people and
companies, creating and
sharing contents
• Also, consider creating an
Azinc account on other
social media such as Twitter,
Google+, YouTube,
Instagram and Pinterest
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
TIPS TO IMPROVE FAN ENGAGEMENT
1. Keep your posts succinct
2. Include social media in whatever you do online or offline
• Not just the link, force your followers to participate, maybe offering something in
return
3. Contests and giveaways are guaranteed to grab attention
4. Interconnect and cross promote
5. Interact with your followers
6. Whatever you do, do it in high quality
• Quality photos grab immediate attention - Make sure you post something that
will grab your follower’s attention and hopefully initiate a conversation
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
TIPS TO IMPROVE FAN ENGAGEMENT
7. Post when your audience is not
busy
• Students usually check their
social network activity during
breaks between lessons,
during transit, at home after
school or in the evening
8. Post sharable content
• Posts that spark conversations
or encourage sharing generally
contain humor or interesting
trivia messages
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
Example
Pepsi on Google +
EXAMPLES OF POSTS
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
AZINC
EXAMPLES OF POSTS
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
PROMOTED POSTS
• According to Facebook, the most successful Promoted
Posts have been ones that promoted contests, sales or
discounts
• Promoted posts should include a direct call-to-action to
encourage engagement
• You should promote posts that have already been live and
have performed well
• According to the 2013 eNonprofit benchmark, posts with
photos get the most interaction
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
WEBSITE RECOMMENDATIONS
1. Add conversion forms - Newsletter, forum, personal area
• To collect users information and use it to interact with them
2. Add site META description, keywords, titles and headers to to increase you
ranking on search engines
3. Don’t only focus on Google, Yahoo and Bing are also popular among students
4. Create a blog page on the Azinc website
• On a regular basis,upload articles on your blog and promote them on the social
media - Be aware not to post the same updates on every social media, you
may have common followers on all your accounts
5. Improve the quality of backlinks to Azinc.fr creating partnerships with respected
and related sites such as Doctissimo.com and 1001pharmacies.com
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
MOBILE RECOMMENDATIONS
1. Create a mobile version of your website
and redirect visitors to it when they try to
enter normal site through their
smartphones or tablets
2. Design your personal mobile application:
• Time killer branded game like Bubble
Burst or Tetris (It is cheap, engaging and
narrow)
• Healthy living advisor – it is more
expensive, but may have a direct call to
action
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
The interest is to build brand awareness,
allowing users to share their scores and
to follow Azinc on the social media.
GENERAL RECOMMENDATIONS
1. Generate and offer coupon codes through newsletters and social media
posts, so that your audience can enjoy discounts of 10%, 15% or 20% on
your products on 1001pharmacies.com for example
2. Consider launching an e-commerce website for Arkopharma (if legally
possible)
3. Cooperate with leaders of public opinion, use B2B promotion, and help non
profit organizations
4. Appeal to the desired image (party killer, sporty, sexy, clever, successful, etc.)
creating a catch phrase, personalizing the brand with a mascot, and orienting
your promotions using themes students are interested in.
5. Share the interests of students, become involved in their activities, it is a good
way to become associated with their own life.
Research plan Secondary data Online survey Limitations Recommendations
AZINC digital strategy
THANK YOU FOR
YOUR ATTENTION
Jérôme Petitprez / Marco Pulido / Nikita Sorokin MSc IMBD 2013/14

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Azink digital strategy - marketing research

  • 1. MARKETING RESEARCH AZINC par Jérôme Petitprez / Marco Pulido / Nikita Sorokin MSc IMBD 2013/14 DIGITAL STRATEGY
  • 2. PROBLEM DEFINITION What digital communication strategy should Arkopharma implement for the launch of new Azinc products targeting students ? AZINC digital strategy
  • 4. RESEARCH PLAN OBJECTIVES • Determine to which kind of digital communication students are more responsive • Study the usage of social media by brands • Give recommendations based on personal researches and studies for Arkopharma to communicate digitally efficiently with students DESIGN - EXPLORATORY RESEARCH • Secondary data analysis (Web information directory, website analysis tool) • Primary data analysis (Online survey) Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 6. AZINC.FR ANALYSIS TOOLS • Woorank / Google Trends / Alexa • SEO and websites analysis tools Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 7. TRAFFIC ESTIMATION AND SOURCES Bion.fr - Daily Page views per Visitor = 1.20 (-8,66 % versus previous 3 month ) Azinc.fr - Daily Page views per Visitor = 1.60 (- 46.46% versus previous 3 month) AZINC digital strategy Research plan Secondary data Online survey Limitations Recommendations Websites ranking • Azinc.fr - 4 595 920 th • Bion.fr - 913 770 th • Alvityl.fr - 4 219 095 th • Supradyn.com - 2 366 485 th Sources:GoogleTrends&Alexa
  • 8. BACKLINKS Incoming links to the website AZINC digital strategy Research plan Secondary data Online survey Limitations Recommendations Sources:Woorank&Alexa Azinc.fr backlinks Bion.fr backlinks
  • 9. META KEYWORDS • Being consistent with the use of keywords is vital • To improve the chances of being ranked on the top of the page when doing a research • Use the most important keywords consistently in the title, description, H titles, internal links anchor text and backlinks anchor text. AZINC digital strategy Research plan Secondary data Online survey Limitations Recommendations Source:Alexa
  • 10. IN TEXT KEYWORDS CLOUD • Creating content based on technical terms that only experts are familiar with hardly attract final consumers to the website • There is a need to obtain insights to know what keywords common web surfers type to get information about food supplements Azinc.fr Bion.fr Alvityl.fr Supradyn.com Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy Source:Woorank
  • 12. PROCESS • 25 questions based on search engines usage, online purchases behavior, social networks activities and mobile/ tablet habits • Sampling tested on 10 people to check the consistency of the survey - Implying some modifications • Posted on November 6th until the 15th (10 days) • Distributed via Facebook through our personal timelines, and on the Skema group, and by email • At last, 124 french students interviewed Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 13. POPULATION • 98 % of the respondents are between 20 and 24 yo • 90 % are students in business school (5% study engineering) • As seen attached, the majority of respondents are female 63 % 37 % Male Female Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 14. FOOD SUPPLEMENT CONSUMPTION • 40 % of the interviewed population consume food supplements • The graph shows that the main reason students consume supplements is to gain energy and tonus (at 34 %) • The buying process of supplements is a thoughtful act motivated by friends and family (at 48 %) 6 % 15 % 34 % 28 % 13 % 4 % Physical performance Memory/concentration Immune system strengthening Energy/tonus Beauty/well-being Other Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 15. INTERNET AND SOCIAL MEDIA • 10 % of students used to visit websites and forums related to health - The most important is Doctissimo.fr • Without surprise french students use in majority Google to make their internet searches • Students are used to purchase online - 66 % of them regularly use voucher codes to get promotions 27 % 65 % 8 % Constantly Regularly Rarely Never Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 16. INTERNET AND SOCIAL MEDIA • 100 % of students have signed up to at least one social network - 89 % of them are connected several times a day • They usually use them to stay in contact with friends and share their experience • 10% of them also use social networks to follow their favorite brands’ news • 81 % of respondents follow at least one brand, and 34 % follow 6 brands or more • 37% of the respondents share brands’ posts to their own audience (regularly or occasionally) 13 % 53 % 34 % 29 % 52 % 100 % Facebook Twitter Google + Instagram Youtube Pinterest Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 17. SMARTPHONES AND TABLETS • 90 % of students have a smartphone and/or a tablet • Among them, 51 % have already installed applications developed by brands Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy Smartphones and tablets are growing platforms for brands’ communication
  • 19. LIMITATIONS Secondary data analysis • Difficulty to access the information and the specific documents dealing with the study • Reliability of the information (sources, date of creation) Online survey • Population - Mostly students from Skema Business School • Lack of time - To collect and study the information (about 3 weeks) • Legitimacy of the answers (respondents tempted by the « easy answer ») • Impossibility to verify the identity of people Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 21. SOCIAL MEDIA RECOMMENDATIONS Create a specific Facebook page for Azinc • Using social media has become a psychological need for people and companies, creating and sharing contents • Also, consider creating an Azinc account on other social media such as Twitter, Google+, YouTube, Instagram and Pinterest Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 22. TIPS TO IMPROVE FAN ENGAGEMENT 1. Keep your posts succinct 2. Include social media in whatever you do online or offline • Not just the link, force your followers to participate, maybe offering something in return 3. Contests and giveaways are guaranteed to grab attention 4. Interconnect and cross promote 5. Interact with your followers 6. Whatever you do, do it in high quality • Quality photos grab immediate attention - Make sure you post something that will grab your follower’s attention and hopefully initiate a conversation Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 23. TIPS TO IMPROVE FAN ENGAGEMENT 7. Post when your audience is not busy • Students usually check their social network activity during breaks between lessons, during transit, at home after school or in the evening 8. Post sharable content • Posts that spark conversations or encourage sharing generally contain humor or interesting trivia messages Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy Example Pepsi on Google +
  • 24. EXAMPLES OF POSTS Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy AZINC
  • 25. EXAMPLES OF POSTS Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 26. PROMOTED POSTS • According to Facebook, the most successful Promoted Posts have been ones that promoted contests, sales or discounts • Promoted posts should include a direct call-to-action to encourage engagement • You should promote posts that have already been live and have performed well • According to the 2013 eNonprofit benchmark, posts with photos get the most interaction Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 27. WEBSITE RECOMMENDATIONS 1. Add conversion forms - Newsletter, forum, personal area • To collect users information and use it to interact with them 2. Add site META description, keywords, titles and headers to to increase you ranking on search engines 3. Don’t only focus on Google, Yahoo and Bing are also popular among students 4. Create a blog page on the Azinc website • On a regular basis,upload articles on your blog and promote them on the social media - Be aware not to post the same updates on every social media, you may have common followers on all your accounts 5. Improve the quality of backlinks to Azinc.fr creating partnerships with respected and related sites such as Doctissimo.com and 1001pharmacies.com Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 28. MOBILE RECOMMENDATIONS 1. Create a mobile version of your website and redirect visitors to it when they try to enter normal site through their smartphones or tablets 2. Design your personal mobile application: • Time killer branded game like Bubble Burst or Tetris (It is cheap, engaging and narrow) • Healthy living advisor – it is more expensive, but may have a direct call to action Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy The interest is to build brand awareness, allowing users to share their scores and to follow Azinc on the social media.
  • 29. GENERAL RECOMMENDATIONS 1. Generate and offer coupon codes through newsletters and social media posts, so that your audience can enjoy discounts of 10%, 15% or 20% on your products on 1001pharmacies.com for example 2. Consider launching an e-commerce website for Arkopharma (if legally possible) 3. Cooperate with leaders of public opinion, use B2B promotion, and help non profit organizations 4. Appeal to the desired image (party killer, sporty, sexy, clever, successful, etc.) creating a catch phrase, personalizing the brand with a mascot, and orienting your promotions using themes students are interested in. 5. Share the interests of students, become involved in their activities, it is a good way to become associated with their own life. Research plan Secondary data Online survey Limitations Recommendations AZINC digital strategy
  • 30. THANK YOU FOR YOUR ATTENTION Jérôme Petitprez / Marco Pulido / Nikita Sorokin MSc IMBD 2013/14