1. Business Plan

2. About Biotique
• BIOTIQUE is synonymous with serious skin and
hair care developed from Ayurveda. It
embodies the collection of traditions
developed by the ancient sages, passed down
from generation to generation.

3. Mission
• To Achieve 10 Lakhs Sales By End of December
2013
• Target 25 Lakhs in Next Six Months through
Internet Sales.
• To Make Biotique A Household Brand

4. Objectives
• Brand Awareness & Expansion
• Network & Online Visibility
• Traffic & Conversions
• Customer Relationship Management
• Increased Credibility & Trust With Users
• Brand Recall

5. Digital Marketing Model

7. Traffic Review( 6 Months)
Nov 25 2012-April 24 2013 April 25 -September 2013
Direct Traffic 11751 28716
Organic Traffic 27537 43551
Referral Traffic 2282 4621
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Chart Title

8. Traffic Review( 3 Months)
April 6 - June30, 2013 Jul1-September 24, 2013
Direct Traffic 10785 20131
Organic Traffic 27185 22175
Referral Traffic 2521 2507
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Approximate last 3 months traffic trends

10. Points To Ponder
• Last Six months traffic analysis indicates
increase in traffic – Direct, Referral & Organic.
• We can observe a drop in Organic traffic in last
three months.
• Facebook as a referral seems to be an ideal
platform to work on & invest.

11. Keyword Analysis ( 3months)
Keywords April 6 - June30, 2013 Jul1-September 24, 2013
Biotique 8,834 5815
Boutique Products 1311 934
Boutique Hair Oil 102 20
Biotique Products Reviews 207 133
Not Provided 10401 9770
Www.Biotique.Com 256 174
Biotique.Com 323 184
Biotique Shampoo 138 108
Biotique Botanicals 106 68
Biotique Hair Products 65 59

12. Points To Ponder
• Our major traffic generating keywords are
Brands keywords , which is good as Biotique is
being recognized and searched.
• Insertion of Generic keywords, could increase
the traffic on site. Presently we have minimal
generic keywords.

13. Location Targeting ( Biotique)

14. Geographic Traffic ( 3 months)
Country Jul1-September 24, 2013 April 6 - June30, 2013
India 31357 26694
United States 3466 3518
United Kingdom 1016 845
Russia 904 594
France 850 517
Japan 509 331
Australia 423 350
Canada 383 346

15. Points To Ponder
• India is our primary location with highest
order value
• United Kingdom & United States are the
seems to have less traffic but still we fetch
good orders from here
• Russia & France are not in primary list.

16. Website Health Status
Benchmarking (25 September 2013)
Domain Registered 24-Mar-99
Google PR 1
Majestic backlinks 46,181
Maestic Referring Domains 147
Alexa Rank ( India) 79,439
Alexa Backlinks 109
Domain Expires 24-Mar-16

17. Strategy Drawn (Phase 1)
• Adding of Generic Keywords in the brand keywords list with a ratio
of 60: 40, with 60 – Brand and 40- Generic keywords. Focus on
Brand is deliberately made as want it to stand out which would be
done by our SEO activities.
• Location targeting, since we have two different panels of India &
International, different keyword strategy would be adopted for
each; provided that is enabled in the module.
• Website health Check up report suggest we need to work on the
Google PR , Alexa ranks & backlinks. Their improvement would
effect the website performance on search engines.
• Regional targeting through Content Marketing

18. Strategy Drawn (Phase 1)
• Geographical targeting by development of Biotique Microsites for
the region. Microsites would be country specific and would carry
only top priority products for the country according to historical
product data.
• This year our top selling products online have been BIO BASIL &
PARSLEY, BIO BHRINGRAJ, BIO ALMOND OIL, BIO CUCUMBER.
Effective Content Promotion of these articles can eventually
increase their sales.
• BIO MOUNTAIN EBONY, BIO MUSK EBONY, BIO KELP & BIO GREEN
HELP have been the most viewed products and there their effective
promotion can help us in sales.

20. Social Know How
Indicates that Biotique is talked
about. A little effort from our
side in Social Media could
increase the overall revenue
from the product
http://addictomatic.com/topic/biotique

21. Current Status
• Facebook.com – 4600 Active Friends
• Twitter – Dormant Account
• Pinterest - Dormant Account
• Our fans talk about us on their social media
accounts and networks, thus if we reach them
we get a chance to increase engagement and
Product ROI.

22. What are we missing?

24. Tapping Social Media ( Phase I )
• ROI & Brand Driven Social Media Strategy
• Opening of an Online Store on Facebook
• Setting up Social Media Profiles and Increasing networks for
Brand enhancement
• Utilizing Facebook and Twitter ads to reach large masses.
• Feedbacks of customers such that we maintain a continued
relationship with them
• Increasing Fan Base on Social Media Platforms in order to
increase brand awareness and conversions.
• Creation of “Miss B” as Brand Entity on Social Media
Platforms.

26. Newsletter & Email Marketing (Phase 1)
• Email & Newsletter Marketing helps in
developing the overall brand & increase sales.
Providers like Jangomail / Sendgrid cost as less
Rs 2 per email.
What we need to do ?
Development of Standard html templates for Biotique for increasing
customer loyalty and sales through website.

28. Retaining & Loyalty Programs
( Phase 1)
• Adopting Loyalty Programs like
https://www.payback.in
• Discount Coupons to Customer ( ex: who
purchase for Rs 1000 or more ) on their next
purchase with Biotique.
• Mailers to one time (dormant customers) of
discount coupons and bringing them back on
Biotique site.

30. CPC & Display Advertising
• As the name suggest Pay Per Click, is the
amount you need to pay each time a customer
clicks on your ad.
• We should adopt Display Advertising for
Online Branding. CPM Based.
• Our targeted countries - India & United States
& United Kingdom.

32. Affiliation & Comparison Sites
www.sephora.com
www.ulta.com
www.skinstore.com
www.hsn.com
www.dermstore.co
www.drugstore.com
www.etsy.com
www.picsity.com
• www.pricegrabber.com
• www.shopzilla.com
• www.become.com
• www.pronto.com
• advertise.bingads.microso
ft.com/en-us/bing-
shopping
• www.thefind.com

33. Overall Desired Results
Leads / Sales
Traffic
Customer
Relationship
Online Visibility
Branding
Online
Reputation
Management

35. Video Marketing & Testimonials
• Creation of Biotique Videos & optimizing them
• One of the greatest ways to reach the
audience online.
• Being the second largest search engine, it is
good to harness the productiveness of
YouTube.
• Also making Biotique Videos visible on other
video platforms.

36. Banner Advertising
• Banner Advertising is a popular tool to attract
eyeballs and thereby conversions. It helps in
Online Branding and increases your visibility.
Some of the good sites for banner advertising
www.google.com/doubleclick/
http://web.blogads.com/
http://www.adroll.com/
http://www.cj.com/

37. Guest Blogging & WriteUp
• Paid Write Ups on Blogs. Getting Biotique on
some of the reknowned beauty blogs of India and
United states.
http://reviewedbymom.blogspot.in/
• Being a part of blogging Beauty & Fashion
networks
http://www.ifabbo.com/

38. Email / Newsletter Marketing
• Behavioral targeting through our Emailers and
Newsletters.
• More Segmentation to adopted to gather
sales and retain customers

39. Enhancement of Campaigns
• Crossing the initial steps, we would further
refine, segment & distribute our customer
base.
• Adopting mobile sites / mobile store could be
started by end of Phase II.
• SMS marketing and Client Servicing on SMS
could be thought by next year.