www.ikana.co
Construction and Positioning
of the digital Ecosystem of ICG Pharma Brands
for the Spanish speaking Market. GOAL: Brand positioning and additionally to make HOLIEF, HERBO, HOLIHEMP, HIALOLEX & SUNDAYSELTER brands profitable. ESTRATEGY: To build up and position each Brand digital ecosystem with a solid structure in digital channels that respond to Internet Market. AIMED TO: Profile Objectives on every segment in the commerce channel ( one to one ) , to institutional channels. (Sectors such as Hotels, Health, Clubs, Retail and Beauty among others). According to 2019 Census, there are more less 60 million Hispanics living in United States soil, 98 % are adults and 92 % are Latin-Americans.
Phase 1 Development and Content
In this first phase we will generate Content based of the strategy that will allow us to build up the channels foundations to launch them. This content will obey both to tone and style of the objective market with key factors such as clue of empathy, tropicalization and approach according to each audience interest. So, content will be multiform, textual, audiovisual, photographic and interactive. Content construction Phase will provide to each brand a sustainable time with their own needed input to impact its audience taking into account their own referents of the Hispanic Cultures on American soil. Regarding to their look, way to speak and persuasive messages.
Phase 2 Development and content
INBOUND
Attract
Unknown
Knowledge
Convert
Visitor
Close
Lead
Consideration
Loyalty
Customer
Conversion
Prescriber
Loyalty
Construction of Digital inputs in Spanish will allow the brands to come up on a right time of the Customers Buying cycle starting from the moment in which is absolutely unknown in the market attracted to visit us due to the brand content . Arising interest on buying the products to become subsequently on a subscriber even able to refer us within his social circle. This construction will be done over the actual base of the digital input of each brand keeping identity and graphic line as well with the support of the IGC staff in order to achieve synergies between the teams and facilitate access to information on a detailed way , pleasant and multi-channel impacting the whole of the digital surroundings: • • • • • • • • • • •
Web responding to any kind of device Quality an up dated content Blog Dynamic an fun infographics E-books with professional information Explicit catalogues with commercial information Videos Landing Pages E-commerce Action calls Social networks Facebook and Instagram Testimonials.
ÂżWHAT HAS CHANGED?
90 % of buyers are looking forward having online information, along the Buying Process.
Source : Comscore
70 % of Buying processes are defined before receiving contact with a comercial agent.
7 out of 10 buyers look on internet alone the Buying process Phase.
An average of 13 content pieces are consumed online during the buying process.
• Massive • Its the ideal channel to send messages of segmented positioning according to objective target. • There are more tan 30.000.000 SPANISH speakers there, 15.000.000 of women and more than 5.000.000 people interested with topic regarding to the brands.
Source : Facebook
• Fun and visual Network • Its key function is to share images or short videos to strengthen brands creative communication.
Phase 3 Brand Positioning and Community Construction
Right after digital Ecosystem construction and content display efforts will be focused on Brand Community growing and positioning them before the audience. We will generate no invasive daily content that answer the audience needs with defined thematic such as: Educational Inspirational Emotional Commercial
Phase 4. Audience Strengthening and Loyalty With clear loyalty Strategies we will focus our efforts on building loyalty and strengthening audience relationships, listening to their needs and acting in a timely manner to be closer. We will generate different dynamics that keep the community active and faithful such as: -
Contest Trivias Challenging activities Paid Surveys
To keep in contact with customers the flow to a qualified sale.
Phase 5 Transaction E- Commerce activation will facilitate the opportunity to generate transactions through the brands own channels, even though direct traffic will be generated to the physical places and digital stores where the brand has presence. Managing e-commerce properly, every brand inventory will keep up dated generating valuable information that allow to know stock behavior in the transactional channel.
KEEPING THE RELATION: SALE CYCLE AUDIENCE
QUALIFIED LEADS
VALIDATION
YES
NO
OPPORTUNITY
BUDGET DECISION
NOT VALID SQL
COMMERCIAL PROCESS
SQL NOT GAINED
CUSTOMER
PHASE 6
LOYALTY AND REPURCHASE
By measuring Audience Digital Consumption we will know their likes in order to reach their channels appropriately with timely commercial reports, products related to their affinity and effective loyalty programs through a solid email marketing strategy.
PHASE 7 SUPPORT
From here on the strategy will each one of the former phases dynamically adjusting and tuning each point to be strengthened and favoring effective results along the way. Generation and monthly report release.
MONTHLY FEE DIGITAL ECOSYSTEM CONSTRUCTION: Web site construction and managing for each brand. E-Commerce construction and managing for each brand. Blog construction and managing for each brand with a weekly content. Two social network managing activation for each brand with a daily content per Net. Video and photographic material generation to feed the channels on a daily basis. Monthly fee for 12 months US $ 6,190 Total annual fee: US $ 74.286 Advance to start the Project: First month’s fee US $ 6.190 Furthermore ICG should pay Ikana a percentage equivalent to 15 % of the value of the advertising on digital channels for its administration on digital channels. All these values correspond to at least a contract of 12 months.
FORECAST: RETURNS With the construction and administration of the digital channels we are ready so from the moment of the signing of the contract, we begin to build the digital Ecosystem and implement the advertising strategy in the channels that will deliver the necessary traffic to achieve the commercial objectives in the market digital directed to own and third party channels: NOTE : PROJECTED RETURNS ARE DUE TO THE IMPLEMENTATION OF THE ADVERTISING GUIDELINE AS FOLLOWS : SUMMARY MONTHLY FEE IN US DOLLARS ADVERTISING FEE IN US DOLLARS TOTAL MONTHLY FEE IN US DOLLARS TOTAL MONTHLY INVESTMENT TOTAL MONTHLY INVESTMENT IN US DOLLARS TOTAL ANNUAL INVESTMENT IN US DOLLARS ESTIMATED RETURNS IN US DOLLARS
$ 6,190 $ 870 $ 7, 060 $ 5,800 $ 12,860 $ 154,326 $ 1,144,526