Client: Roasty Tasty (by Pioneer Foods)
Industry: Roasted & Healthy Snacks & Namkeen
Service Provided: Fractional CMO & Marketing Strategy
Geography: Pan-India across all Channels & Marketplaces
Background
Roasty Tasty, a brand under Pioneer Foods, specializes in 100% roasted, non-fried snacks made from millets, pulses, and seeds. Established in 2006, the brand has expanded its reach to over 20 countries, including the USA, Canada, UAE, and Japan. Despite its global presence, Roasty Tasty faced challenges in streamlining its marketing operations across various channels like Instamart, and scaling its direct-to-consumer (D2C) presence.
Objective
The primary objective was to serve as the Fractional Chief Marketing Officer (CMO) to:
- Streamline and integrate marketing efforts across multiple channels.
- Develop and implement a cohesive D2C strategy.
- Optimize existing marketing processes and infrastructure.
Strategy
- Integrated Multi-Channel Marketing
- Swiggy Instamart Optimization: Developed targeted strategies to enhance visibility and sales on food delivery platforms.
- Expansion to Blinkit: Initiated and executed marketing strategies to launch Roasty Tasty on Blinkit, tapping into new customer segments.
- Direct-to-Consumer (D2C) Strategy Development
- Unit Economics Analysis: Conducted a thorough analysis to understand cost structures and profitability.
- Product Strategy Alignment: Ensured product offerings aligned with customer preferences and market trends.
- Advertising Campaigns: Designed and implemented digital advertising strategies to drive traffic and conversions on the D2C platform.
- Website Optimization
- Enhanced the website’s UI/UX to facilitate seamless online shopping.
- Implemented e-commerce best practices to improve conversion rates and customer satisfaction.
- Retention Marketing Initiatives
- Launched email campaigns to engage existing customers and encourage repeat purchases.
- Marketing Infrastructure Enhancement
- Established standardized processes for campaign planning, execution, and analysis.
- Developed dashboards for real-time monitoring of key performance indicators (KPIs) to inform decision-making.
Results
- Instamart: Achieved a 10% reduction in Advertising Cost of Sale (ACOS) through strategic campaign management.
- D2C Growth: Successfully built a D2C channel from the ground up, encompassing product strategy, pricing, and marketing.
- Website Performance: Improved website metrics, leading to increased traffic and higher conversion rates.
- Operational Efficiency: Streamlined marketing processes, resulting in more efficient campaign execution and better resource allocation.
Conclusion
By integrating marketing efforts across various channels and developing a robust D2C strategy, RoastyTasty was able to enhance its brand presence, optimize marketing spend, and drive sustainable growth. This comprehensive approach not only improved immediate performance metrics but also laid the foundation for long-term success in the competitive snack industry.