Digital Marketing Plan Guide for Vitrus RTD Tea Brand

Assignment:
Digital Marketing
Plan
Part I, II, III & IV
WWW.IMADIGITALMARKETER.C
OM
My name is Weena. I am your

New Media Trainer (NMT) and I
will guide you in answering your
DM Plan assignment.
I will also be your NMT buddy all
throughout your Acceleration
Program journey!
WWW.IMADIGITALMARKETER.COM
Hello, AP students!
This PowerPoint presentation

contains everything you need in
order to answer and create your
own digital marketing plan.
a. Brand brief
b. Instructions
c. Answer sheet
You have successfully downloaded

CDMs Digital Marketing Plan
assignment.
(Weekly)
How to submit your assignment
for Parts I-IV:
1. Join our Facebook group.
CDM Acceleration Program Batch
9
2. Save your assignment as an image
file and upload your outputs in your
respective group albums that can be
found in the FB group page.
Do you want to get a peer feedback? Yes?

Good! Each week, you will comment on a
classmates assignment on our FB group.
Dont worry, you will only choose an

assignment from a group album that will be
assigned to you. I will announce it so stay
tuned!
Most active group will receive bonus points at the
end of the course!
Weekly Assignment Deadline:

Week
Deadline
Topic
(12 noon)
June 15 (Wed)
Week 2
II. Customer Journey

Map
June 22 (Wed)
Week 3
III. Right Message and

Platform Strategy
June 29 (Wed)
Week 4
IV. Campaign Evaluation
July 6 (Wed)
Week 5
Complete DM plan
July 13 (Wed)
Week 1
I. Target Shopper
Portrait & Purchase
Insight
Please read the brand brief and

instructions carefully. Lastly,
answer with all your might!
The arbitrary brand that we will

be working on the entire
assignment is VITRUS.
Ready? Lets start!
VITRUS
This brand brief is for educational purposes only. The information in this brief
(except for the Competitive Landscape) is fictional, and any similarities to
actual companies, past or present, is not intended.
Disclaimer
Frustrated with the lack of available healthylicious

option, in 2010, Micah together with her high
school best friends and gym buddies, Paula and
Angie, concocted a ready-to-drink healthy yet
delicious blend of caffeine-free tea sweetened
only with fruits and vegetables. And they called it
Vitrus.
The Vitrus Story
Brand Purpose
Value Proposition
To inspire people to live a

healthier lifestyle one bottle of
tea at a time
Satisfy your thirst while

staying healthy.
Caffeine-free tea. Naturally sweetened.
100% healthy
All About Vitrus
All About Vitrus

Vitrus is available in
healthylicious Micahs Tropical
Tea, Angies Grape Tea, and
Paulas Fruit Punch Tea
Size and Price

Vitrus is available in 500ml
returnable glass bottle for
Php 35.00
Flavors
Since its launch in 2010, Vitrus is only available at Healthy

Options stores and in the following fitness centers: Fitness
First, Golds Gym, and Slimmers World. But, this year, Micah,
Paula, and Angie decided to finally take the plunge and make
Vitrus available to more people. And they will be shipping their
first batch in three months.
However, being available in major supermarkets and groceries
means competing with more established RTD tea products.
Thus they need a kickass campaign to kickoff this big leap. As
their marketing consultant/expert, what will be your
recommendation?
The Challenge
The Challenge
Business Objectives
Forty percent (40%) increase in the number of bottles sold within
the next 12 months
Marketing Goals
Note: Based on the channels/platforms that you will
recommend, create S.M.A.R.T. marketing goals that
will lead to the achievement of the set business
objectives
Raise awareness of brand by 75% within the next 12 months
The Challenge
Php 800,000.00 allocated for a 3month digital marketing campaign
www.vitrus.com.ph - brochure
website
Facebook page with 150,000 likes

used as bulletin board to
showcase products
@vitrus (official Twitter account)

with 5000 followers echoes posts
on the Facebook page
Budget and Schedule
Digital Assets of
Vitrus
According to the recent market research report of Euromonitor

International on RTD Tea in the Philippines, Universal Robina Corps C2
Green Tea remained leading in the RTD Tea category, with a retail value
share of 76% in 2015. Behind it are Lipton of PepsiCo International and The
Coca-Cola Export Corps Real Leaf, the second and third placers,
respectively.
Source: http://www.euromonitor.com/rtd-tea-in-the-philippines/report
Note: Learn more about the mentioned brands by doing further research. Visit their
official websites and social media accounts.
Competitive Landscape
Planning and
Research
Creating the
Creating the
Platform
Platforms
Strategy
Objectives
Customer Profiling
& Customer
Journey Map
Target Shopper
Portrait
Right Message and
Big Idea
Strategy:
Production of
Owned Platforms
Publicizing
the Platforms
Analysis and
Measurement
Integrated
Touchpoint
Planning
Strategy:
Publicizing of
Owned Platforms
Conversion Funnel
KPIs and Metrics
Digital Marketing Framework
Co
R nc
ec ep
al t
l
Planning and
Research
Part I
Target Shopper Portrait
Lets start by knowing your target shopper. A brand should know
where to spend their money and energy to maximize ROI and profit.
You are free to identify a new target market, and then come
up with a detailed description of him or her.
Creating the Platforms

Publicizing the Platforms
Analysis & Measurement
Once you have identified your target market (i.e. ABC male and female, 1-10 y/o),
imagine a specific person from within that range and describe him or her as extensively
as you can, just like what you did with your group activity in the classroom session.
This is now your Target Shopper Portrait. Profile them by:
Sex
Age bracket
Lifestyle
Buying behavior
Digital usage habits
Content / Media consumption (e.g. Facebook - 3 hours per day)
Others (You may add you own!)
Target Shopper Portrait
Purchase Insight
Co
R nc
ec ep
al t
l
A Purchase Insight is a not-so-obvious truth or revelation about the

shoppers/customers.
It is a deep new understanding about the shoppers/customers.

You can look at the reasons why they buy, their fears, motivations,
perceptions, culture, way of life, way of thinking, their desires, values, and
the media platforms they use.
Finding the Purchase Insight is digging deeper into these aspects so that
you will have a strong grounding for your campaign.
After profiling your customer and thinking deeply about the aspects stated
above, what is now your insight?
INSTRUCTIONS: Fill in your answer on the next slide and provide a

sample photo of your target shopper.
Save this slide as image (.jpeg) file or take a screenshot of this. Send
to your group leader to be posted on FB group.
Note: You may add more slides to suffice this part of your activity
Sex
M/F
Age bracket
15-35y.o.
Lifestyle
Has a regular 9-5 type work for a BPO Agency; Tries to squeeze
in being fit by going to the gym 2-3 times a week; Joins a
maranthon/biathlon/triathlon 3-4 times a year; Foodie;
Adventure Junkie;
Buying behavior
Conformist; Often buys from convenience stores;
Digital usage habits & Content Media Usage
Watches TV 2-3 hours a week; On social media 10-15 hours a
day (fb, twitter, snapchat, instagram, etc.)
Shoppers rarely look at the content/ingredients

of a product. Consumers tend to go for products
that are easily available anywhere.
Dabertte Jemimah B. Sanchez (Group
(Paste photo
here)
Name: Mikhail Gonzales
Age: 26
Gender: M
Alright! Part I ends here.

That ones easy! You may now
upload it in your respective group
albums on our Facebook group.
Next slides contain the instructions for Part II.
Deadline: June 15, 12nn
Planning and
Research
Part II
Customer Journey Map
After knowing who your target shoppers are, their
journey to conversion is next to consider. Imagine
your target shopper and trace their journey!

A customer journey map is a framework that enables you to improve your

customer experience. It documents the customer experience through their
perspective, it helps marketers understand how the customers are
interacting with them and it helps identify areas for improvement moving
forward.
Following their journey will let you analyze their decisions to every path;
thereby you can track where and when you can get in touch with them to
make sure they will see your message and even interact with your brand.
Remember to focus on their digital behavior and experiences.
Customer Journey Map
INSTRUCTIONS: Fill in the table to describe the journey of your

customer from Awareness Research Purchase Out-of-the-boxexperience (OOBE). Save this slide as image (.jpeg) file or take a
screenshot of this. Send to your group leader to be posted on FB group.
Awareness
Research
Purchase
OOBE
Activities
Motivations
Questions
Barriers
Put your name here (e.g. Juan Dela
Great! Part II ends here.

Hope this exercise helped you in
analyzing your target shoppers path to
purchase!
Once youre done, you may upload it in

your respective group albums on our
Facebook group.
Next slides contain the instructions for Part III.
Planning and Research

Publicizing the
Platforms
Part III
Right Message and Platform Strategy
How about we spice things up a bit? What is the message of
your campaign and how do you intend to deliver that
message? Good luck!
Right Message
A Right Message is a single, simple message that you want to communicate to

your target customers. You can come up with this by reviewing your brand purpose
unique value proposition, target shopper portrait, and customer journey map. The
right message will entice and influence your target customers.
Great campaigns always have a clear and solid Big Idea. It takes a while to come up
with a Big Idea because a lot of analytical and creative thinking is involved.
However, it will be the unifying concept of your campaign. It will be the backbone of
your strategy and it will tie together your chosen platforms and content.
You will need a lot of time for a good Big Idea, but for now you may come up with a
Right Message for your campaign.
Platform Strategy
How do you come up with a good strategy?
You have to look back at the following:
The problem and objective of your business
The marketing goals that will help you address the problem and achieve the
business objective
The right message that you want to say to your target shoppers
You will also have to consider the following:
Duration of the campaign
Marketing budget allocated for the whole campaign
Current digital assets
After coming up with a Right Message for your campaign, its now time to deliver this
message to your target shoppers through digital channels and platforms. But its not as
easy as just picking out blindly which channels or platforms youll use. You will need a
good strategy.
Platform Strategy
For learning purposes, we have categorized the platform strategy into two:
production and publicizing.

This is where you will identify the owned platforms you will use and/or create.
e.g. If the goal is to establish the brands digital presence, you may choose to
create a website or a Facebook page for your brand.
Strategy for Publicizing:

- Now that you have decided to build a platform (the website), how will you make
sure that your target customers will know about it? You will now choose the
platforms or channels that will drive traffic and awareness to the owned
platform/s you have.
- This is were paid and earned media usually come in.
- e.g. You will use Google Search ads that will lead people to your website.
Strategy for Production:
INSTRUCTIONS: Present your strategy in A VISUAL WAY. Heres a

simple peg but feel free to use your creativity.
Save this slide as image (.jpeg) file or take a screenshot of this. Send
to your group leader to be posted on FB group.

Platform Strategy: Production

Business problem and objective
Marketing goal/s
Right message
.
Guide questions:
Are these are the best
platforms to use?
What specific purpose will
these platforms serve?
Is everything aligned
from the objectives up
until the KPI/s?
Owned Platform
Owned Platform
Role/Purpose
Content
Role/Purpose
Content
KPI/s
KPI/s

Publicizing the
Platforms
Platform Strategy: Publicizing

Business problem and objective
Marketing goal/s
Platforms for driving
traffic:
KPIs
Digital
Platform/
Channel
KPIs
Right message
Owned Platform
Owned Platform
Role/Purpose
Content
Role/Purpose
Content
KPI/s
KPI/s
KPIs
KPIs
Guide
questions:
Are these
are the best
platforms
and
channels
that can
drive you
traffic and
awareness?
Is
everything
aligned from
the
objectives
up until the
KPIs?
Are your
KPIs
realistic?
Paid ad
platform
Type
of ad
Platform Strategy
INSTRUCTIONS: Give an explanation of your strategy.
THIS IS TO BE INCLUDED IN THE WHOLE DM PLAN ON WEEK 5. NO NEED
TO POST ON FB.
Business problem/challenge:
Purchase insight:
Overall strategy:
Execution:
Amazing! Part III ends here. How was it?
You will include the explanations when

you submit your whole DM Plan on Week
5.
All clear? Comment away!
Next slides contain the instructions for Part IV.
Once youre done, you may upload it in your

respective group albums on our Facebook
group.

Part IV
Campaign Evaluation
To wrap it all up, lets do the (simple) math! This is where
you will determine if your plan will have a positive result.
Good luck!
Analysis &
Measurement
Campaign Evaluation
Conversion Funnel
Since the campaign is not yet

implemented, you just need to
make sure the path to
conversion/goal will be
effective. You can do this by
creating the conversion funnel.
A conversion funnel is a
navigation path which you
expect your target shoppers to
follow to achieve your goals or
conversion.
Sample
Budget for
production
*if applicable
*Please detail
PHP 800,000
Platforms/channels
Budget for
media:
*if applicable
*Please detail
[Path 1]
Overall
campaign
budget
Platforms/channels
[Path 2]
[other costs]:
*if applicable
*Please detail
Platforms/channels
[Path 3]
Thats a wrap! Part IV ends here.
Deadline: July 6 (12nn)
Next slides contain the instructions for the last assignment.
Once youre done, you may upload

it in your respective group albums
on our Facebook group.
Last assignment:
You may revise your answers

based on all the feedback
youve collected.
For bonus points, you may
include images or
screenshots of sample
content for your campaign.
e.g. screenshot of FB post
You may use these slides or transfer

to a new one.
Make sure the file name is in this
format:
DM PLAN_Surname, First Name
Please submit your whole plan to

me:
rowena@elearningedge.com
on July 13 on or before 12:00 nn
What new things have you learned?

Review an old marketing plan you have created; what
changed? What improved?
What are the things you enjoyed doing while creating the
plan?
Please share your answers to these questions on our
Facebook group. Hope you had fun learning!
Thank you!
Acceleration Program ends here.

Digital Marketing Plan Guide for Vitrus RTD Tea Brand

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Assignment:

My name is Weena. I am your

This PowerPoint presentation

You have successfully downloaded

Do you want to get a peer feedback? Yes?

Dont worry, you will only choose an

Weekly Assignment Deadline:

II. Customer Journey

III. Right Message and

IV. Campaign Evaluation

Please read the brand brief and

The arbitrary brand that we will

Frustrated with the lack of available healthylicious

The Vitrus Story

To inspire people to live a

Satisfy your thirst while

All About Vitrus

All About Vitrus

Size and Price

Since its launch in 2010, Vitrus is only available at Healthy

Raise awareness of brand by 75% within the next 12 months

Php 800,000.00 allocated for a 3month digital marketing campaign

Facebook page with 150,000 likes

@vitrus (official Twitter account)

Budget and Schedule

According to the recent market research report of Euromonitor

Digital Marketing Framework

Creating the Platforms

Target Shopper Portrait

A Purchase Insight is a not-so-obvious truth or revelation about the

It is a deep new understanding about the shoppers/customers.

INSTRUCTIONS: Fill in your answer on the next slide and provide a

Shoppers rarely look at the content/ingredients

Alright! Part I ends here.

Next slides contain the instructions for Part II.

Deadline: June 15, 12nn

Creating the Platforms

A customer journey map is a framework that enables you to improve your

Customer Journey Map

INSTRUCTIONS: Fill in the table to describe the journey of your

Great! Part II ends here.

Once youre done, you may upload it in

Deadline: June 22, 12nn

Next slides contain the instructions for Part III.

Planning and Research

Analysis & Measurement

A Right Message is a single, simple message that you want to communicate to

production and publicizing.

Strategy for Publicizing:

Strategy for Production:

INSTRUCTIONS: Present your strategy in A VISUAL WAY. Heres a

Planning and Research

Platform Strategy: Production

Put your name here (e.g. Juan Dela

Planning and Research

Platform Strategy: Publicizing

Analysis & Measurement

Put your name here (e.g. Juan Dela

Amazing! Part III ends here. How was it?

You will include the explanations when

Deadline: June 29, 12nn

Next slides contain the instructions for Part IV.

Once youre done, you may upload it in your