Launch Strategy For a New Product (Rice Milk)
Yogini Jhingan
Like this project
Posted Oct 21, 2021
I created the following strategy for a hiring assessment in 2021.
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