Table of Contents

Certificate of Approval
Abstract
Executive summary
About Miracle Drinks
Industry Analysis
Website Development Strategy & Planning
Website SWOT Analysis
The Elements of User Experience
SWOT analysis
Sitemap
End Result
Digital Marketing Plan
References
ABSTRACT
Miracle Drinks is the product of a company started in 1998 with the objective of growing flowers
and medicinal plants and marketing. In 2005, it diversified its business from floriculture to
hospitality business.
Accordingly, the company name amended from Mallur Flora Private Limited to Mallur Flora and
Hospitality Private Limited. Meanwhile in 2015 it has brought 14 formulae of Ayurvedic proprietary
medicines for treating various incurable health disorders from Shri. S. M. Raju, who is principal
secretary to government of Bihar.
The inventor has given the formula with the condition that 50% of profit shall be used for rural
meritorious students education in gurukul ashram concept from 6th standard to 12th standard by
inculcating CBSE syllabus with English medium.
Lumos will aim to provide digital marketing services to Mallur flora and provide constant vision and
aid in developing, advertising and marketing the product Miracle Drinks
This Project Report will deal with the following responsibilities.
Create a complete website development strategy
Identify, recommend and implement on-page website SEO optimization
Identify, configuration and duplicate content issues and recommend remedies
Perform Information Architecture and User Experience reviews
Create optimized site maps
Conduct back link analysis, opportunity identification, solicitation and optimization
Creating content for optimized landing pages.
Google Analytics, Google/ Bing Webmaster tools.
Create a complete digital marketing plan and strategy
Social Media Marketing in Facebook, Twitter, Google+
SEO, SMO - Creatively promoting on Social Media
Promoting Blogs
Maintain Social Media Accounts
Traffic Generation
Content Writing / Marketing
Other work related to SEO (Off Page and On Page) and SMO
 EXECUTIVE SUMMARY

WEBSITE DEVELOPMENT STRATEGY, IT CONSULTANCY AND DIGITAL MARKETING

PLAN FOR THE PRODUCT MIRACLE DRINKS

Ayurveda has a brilliant future in India as a business proposition due to the ever-increasing demand

for natural therapies. This huge demand is driven due to various factors like the stressful working

culture, exhaustive lifestyle, the endless quest of peace, the growing ailments with less healthy

environment.

This translates into a huge potential in the market for the different verticals that Ayurveda spans out

in times to come. It has the unique advantage of having something to offer for every class of the

society. The opportunity is really vast as it spans through all the possible verticals like Yoga centers,

Ayurvedic spas and Herbal medicines. Yoga centers are growing at a rate never seen before as are

spas that offer herbal treatment. Combined with the recent trends of increasing acceptance of natural

medication, this accounts for a huge potential in the up and coming times for Ayurvedic products.

The business prospects amount to a $20 billion ready market, which is growing at a very fast rate and

would become a $5 trillion market worldwide by 2050. It goes without saying that large portions of

this market would be centered in India being the origin. The total size of the Indian Ayurvedic market

is INR 50 billion and it is growing substantially at a rate between 10-15 percent, with the same growth

rate targeted for the next 10 years.

There are two big advantages in this industry to be gained by prospective investors. First, that it is

recession proof as the healthcare industry has always been. Second, it reaches out to a larger chunk of

target consumers across all income groups. As such, this happens to be a great time to be in the

Ayurveda market as it is expected to grow exponentially in the next few years.

About Miracle Drinks

ABOUT THE COMPANY

The company started in 1998 with the objective of growing flowers and medicinal plants and

marketing. In 2005, it diversified its business from floriculture to hospitality business. Accordingly,

the company name amended from Mallur Flora Private Limited to Mallur Flora and Hospitality

Private Limited. Meanwhile in 2015 it has brought 14 formulae of Ayurvedic proprietary medicines

for treating various incurable health disorders from Shri. S. M. Raju, who is principal secretary to

government of Bihar.

The inventor has given the formula with the condition that 50% of profit shall be used for rural

meritorious students education in gurukul ashram concept from 6th standard to 12th standard by

inculcating CBSE syllabus with English medium.

At present the company has started to produce 8 products namely:

Anti-Ageing Support, Ortho support, Cardio Vascular Support, Liver Care Support, Renal Support,

Gastro Support, Immune Care Support, Sugar Care Support.

These products have been given to MIRACOLA Drinks Private Limited Company, to reduce the

work pressure. The Company is also promoting tribals across the country by the way of procuring

various forest minor products, directly or indirectly which will give livelihood for thousands of

people.

The company has created the factory in WHO standards, by following all the necessary parameters.

Company is also planning to produce in addition to Ayurvedic medicines, health supplements too.
Company is also planning to obtain US FDA certification soon by following all the US FDA

parameters.

At present the Ayurvedic proprietary medicines has been produced by following all the US FDA

parameters by testing both raw materials and medicines from the NABL accredited laboratories.

VISION OF THE COMPANY

By 2020, Company is planning to make available its products globally to prevent and treat millions

of people having incurable health disorders and also to let people know the power of Indian

Ayurveda to the whole world.

MISSION OF THE COMPANY

By 2020, Company is planning to construct at least one residential school, by creating infrastructure

for 600 to 700 students, and also to open an Ayurvedic hospital in the factory campus itself.
Industry Analysis

Ayurveda Industry in India

Ayurveda is predominant among Indias traditional health systems. It runs parallel to the modern

health care sector and has a 70% share of the formal medicine market.

Organized Sector:

The large manufacturing units comprise the well-established manufacturers who operate in both

domestic and international markets.

The major players in this category are:

Dabur, Patanjali, Zandu, Himalaya Drug Company, Charak Pharmaceuticals, Vicco Laboratories,

Aimil Pharma & Emami group.

Unorganized Sector:

Small manufacturing units manufacture a few medicines and operate in a small area. The

unorganised sector includes practicing ayurvedic experts (Vaidya) and micro-units manufacturing

only a few products and operating at local level. Nonetheless, at times such units are quite strong in

their area of operation. There are certain small manufacturing units who cater to export markets

only.

WORLD HERBAL INDUSTRY

Herbal Products Market: USD 80 billion

Annual Growth Rate: 7%

By 2050: will reach 6 trillion

INDIAN HERBAL INDUSTRY

Indian Market: Estimated as Rs. 4205 crores

Export of Ayurvedic drugs 8. allied herbal products: Estimated as Rs. 440 crores

Potential by 2020: Estimated as Rs. 7000 crores

#Source : EXIM Bank Report

Website Development Strategy & Planning

1. Find Shortcomings with the current product

2. Requirement Elicitation

3. Development Strategy

4. Resource Allocation

5. Content Management

6. Agile Development Management

7. Maintenance
 Website SWOT Analysis

Strengths

1. Quick Load Time

2. Dynamic website design

3. Responsive

4. 100% mobile and tablet compatibility

5. About us section very well written

6. Security optimization done

7. High site performance

8. Great server behaviour

Weakness

1. Tough to know about the product in the first eye contact.

2. Font problems.

3. Headings code not suitable for high SEO ratings.

4. Product categorization not visible straightaway.

5. Product search option not there.

6. Price not showing.

7. Similar Images used everywhere.

 8. Testimonials should be in the main content.

9. A total of 151 errors and 60 warnings were found on the 5 pages tested.

10. Social media marketing on the weaker side.

Opportunity

1. Product categorization should be in the front.

2. Add Email support and boast of product quality (return if no effects).

3. References/news

4. Video testimonials

5. Product differentiation i.e. advertise being an Indian product

6. Price 2100 1999, you save 101

7. Sort by options

8. Incorporate customer feedback and reviews

9. Customer support and delivery time detail

10. Social media content sharing

11. More info about product in the description

Threat

1. Amazon, flipkart, patanjali already offering products.

2. Lack of product diversification.

The Elements of User Experience
 1. Strategic Planning
Questions:
What do we want to get out of the site?
Who are our users?
What do our users want?
What experience are we trying to provide?
How will we measure success?
Q1: What do we want to get out of the site?
Convey the mission and vision of our project
Communicate the value and the core competency of the product
An x% increase in the number of visitors
Sell our products to a wider market
Increase our visibility in the marketplace by establishing our expertise
Develop, Expand and retain the customer base across multiple countries
A mixture of B2B & B2C website
Q2: Who are our users?
20+ years old males/females
Urban and Rural areas
Multiple Languages
Around the world (not limited to India)
Visiting the website for both information and purchase
What are their specific limitations?
May not be efficient with online ecommerce portals
May not be aware about the causes, symptoms, effect of the disease
Problems might not be diagnosed properly
Q3: What do our users want?
Find out the what, how, why of our project
A website that is easy to navigate and understand
Know about all the different products and their prices
Why should they purchase the products, what is the USP ?
Shopping cart system should be easy to use, dynamic and engaging in nature
Additional information and help (Blogs, Live chat)
The website should engage the users (about us section)
Q4: What experience are we trying to provide?
Dynamic
Engaging
 Simple and straightforward
Easy to navigate
Informative

Q5: How will we measure success?

Increase in revenue
Site traffic
Increase in product orders
Customer retention or conversion into sales
2. Scope Planning
Questions:
What features will the site need to include?
What kind of detail will those features have?
What tools, skills and personnel will we need to build the site?
What is the timeline for building the site?
Q: What features will the site need to include?
Product Listing
All Products
Categories
Recommended
Testimonials, news, articles
Registration/Login
Shopping Cart
Search Bar
Social Media Marketing Links
Customer Reviews (Imp to engage)
Product Price
CMS
FAQ
Q: What technology is required to build the site? (Proposed)
Front end- HTML5, CSS3, JQuery
Backend- ASP.NET MVC
Database- SQL server 2005
Q: What is the timeline for building the site?
1. Requirement gathering and analysis - 15%
2. Design- 15%
 3. Coding- 30%
4. MVP (beta release) -
5. Testing, debugging and release - 15%

Initial Launce (1.25-1.5 months)

Partial Release (Only CMS, no shopping cart): 1 week
Shopping cart and other modules: 2 weeks
Campaign management: 1 weeks
Testing, debugging and release: 1 week

3. Structure Plane

How should the content be organized?

What are the navigation button names?

4. Skeleton Plane
How should forms and other interactive screens look?
Where should important information be located?
Wireframe diagrams
Low-fidelity usability testing
HTML sketches

5. Surface Plane
Actual coding and UI/UX
Screen navigation styles
How to display information effectively keeping in mind, search engine optimization
 SWOT analysis

Strengths Miracle Drinks can build on these important strengths

1. Natural, herbal and organic products

2. Tried and Tested Product (Very High Positive Testimonials)

3. Products for all ailments

4. Industry Growth (10%-15%)

5. Very High Production and Storage Capacity

6. High Product Differentiation: No other similar drinks

7. OTC Product and FDA approved

Weakness

1. Already established competitors with large market share

2. Undiversified Products

3. High Price and weak distribution channel

4. No Brand Value and Recognition

5. Product Still not proven on a large scale, Emerging company

6. Bad odor and no brand ambassador

Opportunity

1. Large domestic market

2. Still Untapped sector

3. Potential for exports

4. Miracle tablets (Cheaper rate)

5. Consumers are now buying more through online channels.

Threats

1. FMCG biggies like Himalaya and their ayurvedic divisions

2. Adaptive competitors like Dabur

3. Rise in imports of foreign if restrictions are loosened

4. Patanjali capturing the market

Sitemap

End Result:
Created a complete website development strategy
Performed Information Architecture and User Experience reviews
Created optimized site maps
Identified, recommended and implemented on-page website SEO optimizations
Identified, configuration and duplicate content issues and recommended remedies
Website Successfully Launched, Client Appreciation, high SEO optimization
The Desired Dynamic Structure and Layout Achieved, Created content for optimized landing
pages.
Other work related to SEO (Off Page and On Page) and SMO
Created SEO report (Audio Planet)
Digital Marketing Plan

CONTENTS

1. Objectives/goals

2. Maximization attributes

3. Pre-marketing strategy

4. Digital marketing strategy

5. Tactics

- Facebook

- YouTube

- LinkedIn

6. KPI matrix
OBJECTIVES

1. Website Traffic

Increase website traffic by product advertising and Develop Quality Traffic (More Sales per

website View)

2. Communication

Encouraging ongoing engagement

Communicating brand perception and key brand messages

Communicate updates and offers

Encouraging dialogue to find out more about miracle drinks

Reputation monitoring and management

3. Sales

Correct use of the social media channels can be directly linked to sales and purchase intent by

generating leads and sales which are activated online and offline.
ACHIEVE OBJECTIVES TO MAXIMIZE

1. Follower community size and interaction

2. Sales generated as user buys the product through the website

3. and also through stores and other means

4. Social Media Presence

5. Effectiveness of the social media actions (More users converted to sales)

6. Smart corporate partnerships

7. Investor Interest

PRE-MARKETING STRATEGY

Strategic initiatives
Set up our social media platforms and blog that are missing, and establish a brand look and feel

to which they will conform, become familiar with the social media platforms and comfortable using

them, built up a schedule of our social media activities for the next one month

built up a stock of blog posts, testimonials at least a month ahead, create an action plan to increase

the relevant followers on YouTube and Facebook, attract a considerable number of visits to our

website, ready the website for digital marketing initiative, Create dummy profiles.
DIGITAL MARKETING STRATEGY
LONG TERM PLAN

1. Content: To publish information that is genuinely useful to potential clients, for the mission

statement, drawing them closer to us and establishing us as experts in our field

2. Audience: To target the likely groups represented by the buyer personas

3. Interaction: To use the social media platforms to interact with our target clientele by using

social media to push potential clients towards our home ground, the website, the Facebook

page, the YouTube account and perhaps a new blog where they can learn more about our

services

4. Convert: To collect their email addresses or contact details to identify prospects and discuss

our services with them further. Encourage download of the company videos and a pdf

brochure.

5. To actively pursue opportunities to write on other popular forums and sites in our industry

SHORT TERM PLAN

1. Start implementing points 1-4 of the long-term strategy

2. Start working on the social media platforms that are missing

3. Focus on establishing a smooth procedure for the production of blog posts and longer written

material, including a schedule

4. Build up a very strong core of at least 10 relevant accounts (Facebook groups/pages and

YouTube channels) to follow and target as potential clients locations

5. Spend time daily browsing Twitter and Facebook feeds, as well as relevant blogs in the

industry, to familiarize ourselves with the platforms

SOCIAL MEDIA MARKETING
FACEBOOK FRAMEWORK

WHAT TO POST ON FACEBOOK

The goal of the Facebook posts would be to provide information and advice that our target groups

find genuinely useful, the focus must be on helping with their problems and goals, not writing only

about the product. Material directly about the company should make up no more than three in four

blogs posts. Schedule one post a week for each of our target groups (on the basis of diseases). Try

to include relevant key words for SEO purposes

At the end of every post, include the next step we want them to take to engage more closely: for

example, a link to another relevant post, or to an advertised job.

Each post should include a large, related picture, Define a set of 2-3 hashtags to highlight the

content were sharing.

Checklist for Facebook

1. Invite people to like the page

2. Make it more engaging for everyone

3. Easy to make health drinks at home

4. Lemon drinks, flaccid drinks

5. Tip of the week

6. Expert Speak

7. Motivational Quote related to health

8. Analytics Integration to the page (No of likes and shares)

9. Dummy accounts for getting more visibity

10. Post on Health forums, Video Sites, Disease Groups on social media platforms

11. Alternative healing/medicine websites

12. Comment on forums

13. Create dummy IDs and increase miracle drinks related activities

14. Create a discussion and keep it alive

15. Give stories not articles, specifics, photograph, testimonials, authentic.

16. The person who is sharing will make a lot of impact.

17. The person whose testimonials it is should forward it to multiple people to start a multiple

chain.
YOUTUBE FRAMEWORK
PURPOSE
To expand the reach of the brand and educate them about the product, to drive traffic back to the

website and other social media and to engage with potential clients

KEYS

Post material that is of genuine interest to the target audience.

SEO of video (Miracle drinks) - Include top, trending and popular keywords, proper content

(example flaccid)
WHAT TO POST ON YOUTUBE

Short and easy to understand videos

Go subject by subject (ortho and gastro), fast selling and most popular

Triggers created at the end of the video, or on the video channel (subscribe and share), drive the

user towards the site

When posting links, try to include a comment on, or introduction to the content

Where possible, encourage conversation by posing questions (Do you agree? What do you

think? Tell us about your experiences)

Tone: Professional, friendly, entertaining

Checklist for YouTube

1. Invite people to subscribe

2. Make it more engaging for everyone

3. Easy to make health drinks at home

4. Lemon drinks, flaccid drinks

5. Expert Speak

6. Analytics Integration to the page (No of likes, shares and subscribe)

7. Dummy accounts for getting more visibity

8. Post videos on Health forums, Video Sites, Disease Groups on social media platforms

9. Comment on forums

10. Create dummy IDs and increase miracle drinks related activities

11. Create a discussion and keep it alive

12. Upload product launch videos, testimonials of ministers

Checklist for LinkedIn

1. Create a profile for Mr. Raju

2. Get 400-500 people into the network

3. Create a vibrant online presence of miracle drinks

4. Create dummy profiles to get people talking about miracle drinks

5. Mr. Raju can tap into his vast network to advertise about miracle drinks as an upcoming brand

in the ayurvedic medicine sector

KPI MATRIX
Work Done for other clients: -

Audio Planet (SEO Report)

Indiaincensesticks (Website Analysis)

Keerthi Group (Sitemap)

Ohana Fine Events & Dcor (Sitemap and Website Analysis)

Radical Edge (Sitemap and Digital Marketing Content)

The Tamil Weddings (Digital Marketing Content)

 References

The ayurvedic medicine industry in India by Subhuti Dharmendra, Ph.D., Director, Institute for

Traditional Medicine, Portland, Oregon

Ayurveda: the next big opportunity in retail & franchising (www.francorp.in)

Philip Kotler. (2012). Marketing Management. New Jersey: Pearson Education