Azink digital strategy - marketing research

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


SECONDARY DATA

Web information analysis

AZINC.FR ANALYSIS

TOOLS

• Woorank / Google Trends / Alexa

• SEO and websites analysis tools



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)



Websites ranking

• Azinc.fr - 4 595 920th

• Bion.fr - 913 770th

• Alvityl.fr - 4 219 095th

• Supradyn.com - 2 366 485th

Sour

ces:

Goo

gle

Tren

ds &

Ale

xa

BACKLINKS

Incoming links to the website



Sour

ces:

Woo

rank

& A

lexa

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.



Sour

ce: A

lexa

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



Sour

ce: W

oora

nk

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



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



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 performanceMemory/concentrationImmune system strengtheningEnergy/tonusBeauty/well-beingOther



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 RegularlyRarely Never



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 TwitterGoogle + InstagramYoutube Pinterest



SMARTPHONES AND TABLETS

• 90 % of students have a smartphone and/or a tablet

• Among them, 51 % have already installed applications developed by brands



Smartphones and tablets are growing platforms for brands’ communication

LIMITATIONS

LIMITATIONSSecondary 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



RECOMMENDATIONS

NEWS


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



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



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



Example Pepsi on Google +

EXAMPLES OF POSTS



AZINC

EXAMPLES OF POSTS



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



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



http://1001pharmacies.com

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



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.



THANK YOU FOR YOUR ATTENTION

Jérôme Petitprez / Marco Pulido / Nikita Sorokin MSc IMBD 2013/14

Marketing

Azink digital strategy - marketing research