Launch Strategy For a New Product (Rice Milk)

I created the following strategy for a hiring assessment. I was required fo to include:

Launch Plan (start to finish)

Content and Distribution for each platform (along with cadence)

Metrics and KPIs that we will evaluate as a team to determine success and next steps

Product: Rice Milk

About the product: A plant milk made from rice, usually using brown rice and brown rice syrup.

Pre-Launch

Packaging Ideation

Glass bottles

Label Content

Best before 7 days from the day of packaging. Please refrigerate. Sediment may sometimes appear in your rice milk.

Photoshoots & Design

Create a mood board

Source props

Edit picture and video content before launch

Social Media

Countdown on Instagram Stories

Launch Day

Launch Day Checklist

Make product and pop-up live on the website

Announce on Instagram and Facebook

Post a series of Instagram Stories

Send out newsletter

Message customers on Whatsapp

Content

Rice to meet you!

Introducing our first plant milk made with the goodness of brown rice and no added sweeteners. It tastes just like the milk you grew up with! Produced sustainability in our farms, our rice milk is fortified with vitamins and nutrients.

Our reusable glass bottle packaging is good for you and the environment. It preserves taste and vitamins and does not contain any chemicals that can leach into food, unlike plastic. It is easy to reuse at home and can be recycled over and over in a resource-efficient manner.

(order details)

Post-Launch

Website

Home Page

Pop up with a clickable button to add rice milk to the cart.

Blog

Search engine optimised blogs for keywords: rice milk, rice, plant milk, sustainable milk, sustainability. Topics can include:

1. Benefits of rice milk

More sustainable than cow or nut milk. Consistency is closest to cow milk. Commonly fortified with protein and micronutrients, such as vitamin B12, calcium, iron, or vitamin D.

2. Types of plant milk

Rice, Oat, Almond, Cashew, hazelnut

3. Oat milk vs rice milk

Rice milk does not need added sweeteners. It has the least amount of fat and cholesterol compared to all other alternatives. It is also the least likely to trigger allergies.

4. 7 Unique ways to enjoy rice

Rice milk, dessert sushi, rice pudding

KPIs

Successful checkouts

Click-through rate from the pop-up and blog

Increase in number of visitors via SEO

Social Media

Instagram Stories

1 story every day for 2 weeks featuring the product with a swipe up hyperlink leading to the product page to convert viewers into customers.

Incorporating polls, questions, quizzes to increase engagement.

Story Series

What is rice milk? Benefits of rice milk.

BTS of making rice milk

Smoothie recipe

Horacha recipe

An Instagram LIVE answering questions regarding the product.

Instagram and Facebook Feed

1 announcement and 1 follow-up post after 2 weeks.

Giveaway of a month-long supply of rice milk.

Repost user-generated and paid media generated content.

Include hashtags: #ricemilk #plantmilk #sustainableliving #allnatural #organic #makeinindia

Paid Media

Bloggers

Send DIY kits with a smoothie recipe card to up to 10 bloggers - a barter or paid collaboration with deliverables: 1 reel or video post and 3 Instagram Stories

Features

Barter or paid features on Food Talk India, DSSC, LBB, SoDelhi and more. Listicle Carousels on Instagram are very trendy at the moment.

Advertising

Set budgets for and create

Amazon Ads

Instagram Ads

Facebook Ads

Google Ads

Target audience: Men and women aged 18 to 40 in Delhi and Gurugram interested in plant milk, healthy eating, sustainability, gluten-free living, veganism, fitness and wellness.

Content: Rice Milk! It tastes just like the milk you grew up with!

Order our plant milk made with the goodness of brown rice and no added sweeteners. Produced sustainability in our farms, our rice milk is fortified with vitamins and nutrients.

KPIs

Swipe-up and ad clickthroughs

Accounts reached

Content Interactions

Increase in followers

Social Listening via direct messages and mentions, Facebook groups and Amazon reviews

Offline

In-store Experiential Marketing

A blind taste test of 3 types of milk - Cow, Almond, Rice at the store for walk-in customers.

Request permission to record their reaction and a testimonial.

Share these experiences on social media.

Pop-ups

Smoothie bar with smoothies made with rice milk at artisanal farmer’s markets like (redacted for privacy).

Print

Sending pamphlets with each outgoing order received via website, amazon and in-store.

Corporate Social Responsibility Activity

Donating rice to underprivileged children while partnering with an existing NGO. Most prepare their own food but they are always happy to receive ration.

KPIs

Increase in product awareness

Whatsapp & Newsletter

Announcement Message: Rice to meet you. Try our brand new rice milk made with the goodness of brown rice and fortified with vitamins and nutrients.

Message to sustainable segment: Did you know rice milk tastes just like the milk you grew up with but is far more sustainable? Click to find out more (hyperlink to benefits of rice milk blog)

Message to health and wellness segment: Have you tried our rice milk yet? It has the least amount of fat and cholesterol compared to all other plant milk alternatives. It tastes just like the milk you grew up with and is rich in vitamins and nutrients!

Feedback messages for people who ordered it: Hello, how did you find your recent rice milk order from us? We would love your feedback on our new product. Please let us know if there is anything we can improve upon.

KPIs

Email opens

Messages read

Clickthrough rates

Product sales