Marketing Strategy and Execution CONFIDENTIAL,

3 Kick-off Process : Week 1&2 Kick-off Meeting : Meeting to understand core teams mission and get introduced to relevant point of contacts on client team
Data Review (Day 1-3) : This is very important as this is what gives you the required edge and intelligence in future to perform well in marketing.
Website Review (Day1-3) : Critical for second stage of the marketing strategy when you get the customer attention through your marketing and now they have reached your website’s landing page. Hence, website/product is integral part of online strategy.
Social Media Review(Day1-3) : Assessment of current social media accounts by our account and category analysts
AdWords Campaign Budget Allocation (Day 1-7) : Allocation of budget for running sample campaigns as per the industry, product and client discussions.
AdWords Keyword Research (Day 1-7) : Analyzing customer search trends based on industry category and demographics to plan the most optimal marketing dollar spends
Setting up AdWords campaign strategy (Day 7-10) : Taking all the above steps into account designing the campaigns across platforms. In this case it will be Google, Facebook and Instagram.
AdWords Campaign Outcome Analytics (Day 10-14) : Analyzing the outcome of a campaign to fine-tune future campaigns as it takes 2-3 months of improvisation the get the most optimal strategy for a product typically.
Data Analytics and Insights (Day 4-14) : All the data available with xxx will be analyzed and recommendations will be given on operations, marketing, sales and business development. Paid online advertising and analytics will be the key focus for XXX, below are the key deliverables.<br>

4 Week 3&4 (Early Set-up and Ground Work) AdWords Campaign Continuation : The campaign execution process will continue.
AdWords Campaign Strategy Review : This is an ongoing process based on data collected from the earlier campaigns which stabilizes usually after Week 8 when different iterations have been tried.
Social Media Strategy Review : Fine tuning strategy based on the data from earlier phase
Content Marketing Initiation : Training the team on content marketing and basic induction on what it is. This has the highest ROI in long term.
You-tube Channel Setup : One of the most effective and valuable online real estate for medium to long term.
Video Creation : Producing at least 1 brand introduction video which will be circulated across social platforms ( The cost of video creation will be additional)
Blog setup Ideas : Producing at least 2 ideas for a blog post which will be circulated across social platforms. The blogs will not be written by Zorba. We will only brain storm on the topic and review the content.
Offline Marketing Review : Will review the offline marketing efforts by collecting all the data, interviewing the sales personnel and interacting with customers to understand ground realities.
Email Database Buildup : This will be utilized for Email campaigns that we will execute in the next phase, along with database email marketing.
SEO Review of the website Paid Campaign Fine Tuning, Social Media Strategy and Content Marketing Kick Starter<br>

5 Week 5-8 (Execution Accelerator) Google Analytics Insights : With all effort in last 4 weeks, we have some intelligence to gather from Google Analytics
AdWords Campaign Fine Tuning : This is an ongoing process based on data collected from the campaigns which stabilizes usually after Week 8 when different iterations have been tried.
Campaign Data Analytics : By this time, we will have great leads already on our product and also enough data to analyze and decipher what works better and what not so much.
Budget Allocation Review : Based on the findings with all the data from past 6 weeks, will revisit budget allocation strategy across online and offline channels.
Content Marketing accelerator : By now, we have all platforms ready for content marketing and it is time now for creating some kick ass content at a great pace which will be utilized over next 3-6 months.
Email Campaigns Execution : Running the email campaigns along with available email database.
Offline Marketing Strategy Review : Reviewing the outcome of changes to offline strategy and make changes accordingly.
Ongoing Data collection : Keep collecting and collating all the data being generated across channels. Also, we have to put effort on capturing customer journey and personas to consistently improve on marketing. Most important phase in execution, all ground work is done now and its time to execute in top gear<br>

6 Week 9-15 (Operationalization and Business Intelligence) Operationalize earlier stages : All the earlier stages will continue along with better data collection, analytics and strategy fine tuning.
High End Analytics : Some high end analytics will come into play here where we might do customer segmentation and targeting using regression models or come up with a data driven product enhancement insight based on app data analytics
Business Development : Analytics on restaurants/areas to explore in future for partnering based on insights from the sales and consumption data from past 8 weeks.
Mobile Marketing Solutions : Will explore options for marketing the app/product via mobile advertising. (Further Details after Week 4)
Location based marketing : Will explore and execute location based marketing when a user is in vicinity our partner restaurant. (Further details after Week 4)
Critical Online Collaborations : (Further Details after Week 4)
Product Pricing Review Key thing here is venturing into app Marketing via Mobile Ads and high end analytics for marketing and product improvement<br>

7 Week 15-24 (Targeting Exponential Growth) Further Details After Week 8. At this stage, we are ready with all the tools for exponential growth<br>

8 Past Experience and Work Profile<br>

9 Pricing(Excluding the campaign budget) In Fixed fee Model* (Does not include the ad spend):
Week 1&2 : INR 15k @INR 500/Hour (30 Hours)
Week 3&4: INR 37.5K @INR 1500/Hour (25 Hours)
Week 5-8 : INR 120K @INR 1500/Hour (80 Hours)
Video Creation : INR 5K per Video for an animated piece.

In Revenue Sharing Model* (Does not include the ad spend) :
25% commission on Sales or 3% commission on leads plus :
Week 1&2 : INR 12k @INR 400/Hour (30 Hours)
Week 3&4: INR 20K @INR 800/Hour (25 Hours)
Week 5-8 : INR 80K @INR 1000/Hour (80 Hours)
Video Creation : INR 5K per Video for an animated piece

Additional Investments : INR 5K/Month for Web data source for critical analytics<br>

Next Steps Response expected from xxx by May 20th. 10<br>

Thank You! 11 Zorba Consulting<br>