Marketing Proposal v1.2

1. Marketing Proposal v1.2 Date: 16-Jan

2. Objective • To create brand awareness about Good earth • To generate sales for Goodearth.in • To increasing brand recall and brand conversation

3. About Good earth • Established in 1996 with its first store at Kemps Corner, Mumbai, Good earth set standards for stylish luxury across India • Good Earth provides an array of beautifully designed products such as fine tableware and glasses, luxurious bed linen, cushions and pillows, pure authentic skincare and home fragrances, silver plated accessories and a unique line of apparel based on natural, hand-spun fabrics, using traditional craft skills.

4. Why Online marketing for Good earth • Because your target audience is online • To increase reach • To improve awareness about Good earth and increase brand recall.

5. Why Online marketing is a must for Good earth Our target audience spends an average of 45 hours a week online, excluding e-mail comparedto 11.6 hours watching TV and 6 hours reading books and magazines

6. Iksula’s Prognosis

7. Search engine optimization

8. Search engine optimization • Feature your website on first page of search engines Keyword that our customers will search Our site

9. Search engine optimization Onsite optimization – Onsite elements Meta description Page title Standardized URL H1 tag Alt Image tag Keyword seeded Product content

10. Search engine optimization Onsite optimization – Onsite elements

11. Search engine optimization Onsite optimization – Schema implementation Normal search result Rich snippet result • Advantages of implementing Schema • Improvement in CTR of search results due to rich snippet • Better interpretation of product page • Common micro data format for all search engines

12. Search engine optimization Off page optimization – Co-citation • Co-citation Transitive Property: The transitive property works with three or more websites. The idea here is that one website could help another website even if they have never been in contact. As long as the two websites have another website in common through linking, the link juice can be passed backwards and forwards. Website A links to Website C. Website A also links to Website B. The authority connected with Website C is also going to affect Website B.

13. Search engine optimization Off page optimization – Co-citation • Co-citation Semantic Similarity: This is the aspect of cocitation that really has people in the industry talking. It refers to the words around the links within a piece of content. Sites are now ranking for keywords that are not used as anchor text for links, but rather just around the text. Eg: To checkout great collection of dinnerware online visit Goodearth.in Because the words “dinnerware online ” appears next to the link(Goodearth.in), it shows Google that the link must be related to “dinnerware online ”.

14. Search engine optimization Off page optimization – Anchor text • Anchor text: If Google detects a pattern of same keywords being used as Anchor text in the links pointing to a site, it may take it as evidence that the site owner intentionally placed or paid for those links. In order to showcase natural links we should also use anchor text such as click here, know more, visit.

15. Search engine optimization Off page optimization – Online PR Building quality back-links from popular and high authority websites in the form of: • Guest blogging on Lifestyle website • Getting links and mentions from top lifestyle, fashion and home décor website. • Some websites that can be approached • Miss Malani - http://www.missmalini.com • GQ India - http://www.gqindia.com • PR campaign • Leveraging news and creating positive content stories about Good earth and its brands in order to generate high quality links and mentions for the website and the brand

16. Search engine optimization Off page optimization – Online PR • Bloggers campaign • Engaging with top lifestyle and fashion bloggers and getting them to talk about the brand and link back to Goodearth.in Globus covered by top fashion bloggers of India

17. Email marketing

18. Email marketing Retention marketing • Using relationship marketing to cross sell products • Personalizing each email based on data such as last purchased, time of purchase, category etc Sending Emailer related to.. Palmeraie Petit Platter Lime Customers Purchased PalmeraieCanapes Plate Lime

19. Email marketing Drip marketing Procuring high quality database and implementing drip marketing strategy

20. Email marketing Sample creatives

21. Social Media

22. Social Media Driving engagement Iksula proposes that Social Media should be done inhouse because your understanding of the brand is far superior than Iksula. Iksula expects that Social media post should have inward links to the eCommerce website

23. Social Media Driving engagement Desktop feed Ads Mobile feed Ads Iksula proposes that Social Media should be done inhouse because your understanding of the brand is far superior than Iksula. Iksula expects that Social media post should have inward links to the eCommerce website FB homepage gets 50% more eyeballs than the TOI front page 13.9 Million 7.4 Million 3.7 Million

24. Analytics

25. Analytics Advance web analytics Converting Data > Information > Insight

26. Analytics Conversion Rate Optimization • Convert your website into a funnel • Implementing heat maps to track user behavior and interaction and redesign the layout accordingly

27. Analytics Click tracking • Click tracking lets you make a visual assessment of how users interact with your web pages, and helps you answer questions like: • Is the layout optimal for what I want users to accomplish on the page? • Are my users seeing the content I want them to see? • Are my users finding what they're looking for on the page? • Are my calls to action motivating or visible enough? • What links are users clicking?

28. Analytics Advance remarketing • Creating visitor list based on data such as time on site, page visited, number of clicks etc • Unique Ads for each list

29. Key takeaway for Good Earth

30. Key takeaway for Good Earth Content distribution Order conversion Customer retention Iksula’s responsibilities • Conversion rate optimization • Advance web analytics • Retention marketing • Remarketing • SEO • Out reach

31. Why Iksula

32. Why Iksula • Combined internet retail experience of 18 years • Founded in 2007 by ex-eBay’ites • 250+ employees • 200+ ecommerce apps powered by Iksula • Offices in Mumbai, Delhi, NJ & Singapore

33. Leadership Team D.J. Basumatari: President Global Delivery John BaRoss : President - Marketing Business Development (North America) OptimizationIIM-CAdventurous ContentJazz Analytics EnthusiasticSocialPerfectionist ISM Excellence Travelling Formula One Samarjeet Singh: President & CEO Collaboration AT&T Georgia Tech BS.MS Offshore Expert Innovative SocialNegotiator Visionary ConfidentHumorous Poker VeteranEbaySalesBaazee.comCRICKET Talkative MotivationalTajonlineRelationship Positive LEADER Black Label Somokanta Sharma : Head - Engineering & Technology Neerav Parekh : Director - Internet Marketing Marketing COOL CitiBank Dynamic Experienced Movies Family Creativeevatan.com Brand Management WhizHonest Open Architect SolutionsCHICKEN Algorithm Development Mentor TechnologyHardworkingGeek

34. Clientele

35. Proposal

36. Scope of work

37. Scope of work • Activities done inhouse • Social media • Creatives • Content

38. Paid marketing estimates

39. Proposal • Third party spends if any to be borne by Goodearth

40. Iksula Mumbai Delivery Center

41. Iksula Team

42. Thank you