Parama Naturals
Summer Internship Project Plan
April – June, 2021
Sai Jyothi
Shilpa Saini
Vidushi Verma
Project Statement & Objectives
Project Statement: Creating and implementing cost effective digital
marketing strategies for awareness creation, penetration and conversion to sales
Project Objectives:
• Studying best practices and their relevance to Parama products
• Embedding virality for selected category of products that are available on the
website
• Digital Sampling of selected category
• Content strategy for effective use of FB, IG, Twitter, Kooh, Youtube, Linkedin,
Website effectively (the relevant media channels will be selected after analysis)
• Ad strategy on above media
• Testing of efficacy of different ideas live through implementation
Approach and Methodology
Studying best practices and their Content Strategy:
relevance to Parama Products: • Defining the objectives
• Research about the buying process of • Evaluating current situation wrt.
consumers to the defined objectives
• Analyzing competitors’ strategies • Understanding unmet needs of the
consumers
• Deciding the value proposition of
our product which will become
the compelling narrative for our
Embedded Virality target audience
• Defining USP for the selected • Critical Decisions – Which media,
product categories what content, how frequently
• Understanding algorithms of all the • Conducting website audit
social media platforms (through consumer interviews and
• Mapping algorithms with campaign then suggesting the required
strategies changes)
Approach and Methodology
Product Sampling:
• Selective Sampling
• Indirect sampling category-wise
Ad Strategy:
• Target the audience
• Corporate Gifting
• Creating an advertising campaign
• Targeting single Media Platform
• Creating Ads that involve social
media influencers – Social blade.
Testing of efficacy: • Making ads more relevant via
• Learn how target audience responded social listening
• Marketing KPIs
• Review effectiveness of campaign vs
objectives
Useful Insights
Particulars Instagram LinkedIn YouTube Website
Key Marketing 1 Better engagement – Comments 1 Generating 1 Generating 1 Website Audit
Tasks / Tags / Likes awareness awareness 2 Increase in
2 Conversion to sales 2 Corporate 2 Generating Traffic
3 Generating Awareness Gifting Trials 3 Conversion to
4 Generating Trials sales
Target Audience 1 Who value natural and pure 1 Young 1 General 1 All Audience
products professionals Audience
2 Who have skin problems 2 Corporate firms
3 Middle-age women
4 Young age group - Teenagers
Options of DM 1 Social Influencers 1 Sampling 1 Active Stories 1 SEO
Strategies 2 Reviews by doctors / customers 2 Content for 2 Paid 2 Landing Pages
3 Shopping feature Corporate Gifting advertisements 3 Exciting offers
4 Active Stories 3 Sponsored Ads 3 Collaboration 4 Blogging
5 Featured Ads (Paid) ( for creating with YouTubers 5 Content
6 Hashtags to create awareness awareness / 4 Content for 6 Loyalty points
about the brand product creating
penetration) awareness
Costs involved To be decided To be decided To be decided To be decided
Week Milestones to be completed
1&2 1. Competitors Analysis – Amazon, website, DM strategies, social media handles
2. Website Audit – changes
3. Company Analysis + Scanning of all the social media handles
4. Customer Survey – prepare questions to ask
5. Studying Analytics Report of all the social media handles and website
6. Create and implement a strategy to do product sampling, both direct and indirect.
Spread awareness about the offers that are there via sampling
3 1. Develop a Content Calendar
2. Target Instagram Handle first for social media influence and create content for LinkedIn
platform too simultaneously
3. Add / Modify Blogs
4. Make changes to the website architecture, if any required and provide suggestion to
improve the product catalogue (e.g, reviews etc)
4 Develop content and ad campaigns for media handles.
Mid Term Review
Week Milestones to be completed
5 Work on embedding virality of the products and continue with the website changes.
6, 7 1. Create and implement a strategy to do product sampling, both direct and indirect.
2. Spread awareness about the offers that are there via sampling.
3. Develop brand awareness on handles like FB, Twitter, Kooh, etc
8 Preparing results and fine-tuning the strategies for long-term usage for the company
End Term Review
Thank you
