ISB - DMA - W3 - Required Assignment 3.2 - Template

Required Assignment 3.
2:
Analyse a Brand’s Funnel Strategies
<Khushi Agarwal>
Suggested time: 90 minutes
Assignment Instructions
Record your responses in the table provided below.
Note: This is a required assignment and counts towards programme completion.
Analyse your organisation's or any brand’s digital marketing funnel and give recommendations
for improving their current strategies for each of the stages. If any of the funnel stages are not
currently implemented, suggest how they can be utilised.
My company, Nurrish, is a food & beverage company that produces oat milk and other
vegan/dairy-free products. While launching their oat milk and other vegan products, they use
the AIDAA model, which is the digital marketing funnel, to advertise their product.
During the first stage, the company must grab the attention of the customers to create brand
awareness about the product they are selling. They must research and come up with a
marketing plan to attract customers and pique their curiosity.
Nurrish usually starts by creating an advertisement which displays a plain poster that contains
words that are very vague without including any product details. This is posted on all social
media handles such as Instagram, Twitter & YouTube, and even on billboards & bus stations.
The campaign garners attention and creates a buzz amongst consumers who are waiting to
know more.
In my opinion, at this stage, Nurrish should also create a video with the posters to upload on
all channels along with a catchy tune for their other products, since the reach of static posts is
gradually declining. This will catch the attention of more of the Gen Z crowd.
Awareness
Digital Marketing and Analytics Page 1

During the second stage, it is important to get the customers interested. This includes
highlighting the advantages and benefits of the product and to show why it is a better option
over others.
Nurrish is doing this very well. Since they are a vegan company that produces oat milk and
other dairy-free products, they stress on the fact that their products are cruelty-free and
extremely healthy. They show how their products will improve their customers lifestyle since it
contains no added sugars and is low in fats. They also mention that it is an excellent
replacement for dairy products since many people are lactose intolerant and have a hard time
digesting it.
It is important to create a plan that can hold a customer’s interest and that is what Nurrish is
doing.
In my opinion, at this stage, Nurrish can also show how the oat milk and their other vegan
products are made since there are a lot of queries that come in about the production of their
products. Also, it is an exciting process and will keep customers interested.
Interest
The third stage involves the customers desire to purchase the product.
At this stage, Nurrish focuses on the cruelty-free part of the products and that it is a perfect
replacement for dairy products since they taste the same. They create advertisements which
includes a video on how dairy products are obtained which is a lengthy and cumbersome
procedure and involves a lot of cruelty to the animals.
Along with this, they show all the different ways the products can be used which includes in
pancakes, ice-cream, milkshakes and even in Indian sweets like gajar pak.
This creates a desire among consumers to buy the product.
In my opinion, Nurrish should use influencer marketing to promote their other products across
all social media channels which will create a sense of trust among customers. Influencers
have a greater impact than even celebrities among the Gen Z crowd and if they do that, they
will see a lot more consumer engagement and many will convert their interest into a desire to
buy the products.
Desire

This is the stage when the customers ultimately buy the product. It is the most crucial in the
digital marketing funnel.
At this stage, Nurrish comes up with different offers and pre booking methods. The first 100
people to pre book get a personalized mug & are featured on Nurrish’s Instagram stories.
Along with this, they hold contests with giveaways where a few lucky winners win Nurrish
hampers.
This helps a lot in the sale of the product.
However, oat milk and other vegan products are significantly more expensive than regular
milk products. Many customers point this out in their queries. In my opinion, Nurrish should
offer some discounts to the first few people who order their products. They can even give gift
cards along with giveaway hampers and free trials to customers which will provide greater
incentive for them to buy the products.
Action
Successful marketing doesn’t end at the action stage. In the final stage of the digital
marketing funnel, when the customer starts advocating for your brand, you know that your
marketing process has been a success. These customers vouch for your brand which brings
in more customers to start the process all over again.
Nurrish, however, is not implementing this stage during their marketing strategy. Thus, even
though their process is extremely good and brings a ton of sales, they do not get as many
new customers as they would get if they implement it.
In my opinion, Nurrish should include a section on their website where past customers can
leave reviews and post pictures of them using the products.
Influencers asking customers to spread the word on social media channels can also be an
excellent way to get past customers to advocate for the brand and bring in as many new
customers as possible.
Advocacy


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Required Assignment 3.

Record your responses in the table provided below.

Note: This is a required assignment and counts towards programme completion.

Digital Marketing and Analytics Page 1

Digital Marketing and Analytics Page 2

Digital Marketing and Analytics Page 3

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