Digital Marketing Plan For VH Sauces

Since the end of 1950’s, VH sauces is an essential kitchen ingredient found in

every North American house.
About VH sauces

• Mr. Vincent Harrison the inventor of VH sauces

traveled all over Asia post war to collect the most
authentic Asian spices & seasoning to prepare the
most supreme North American sauce.

• Every Canadian home trusts VH sauces when it comes

to preparing delicious home-style Asian food.

• According to Statista 2019, The above graph depicts the steady

increase in the sauces & condiments industry over the years.
• In the year 2021, there is an estimated increase of $ 137,869
millions in USD.

According to September 2019 stats, U.S has the highest • This shows there is a potential increase in the market & VH
consumption in the world in the sauces & condiments sauces should aggressively promote their sauces to make
category.
utmost use of it.
North American market for sauces is estimated to grow by CAGR 4.6% in the
next two years, VH sauces should take utmost advantage of this potential
growth & lead for vigorous digital marketing strategies.

Current situation analysis Value, impact & contribution of VH sauces

Due to the global pandemic of COVID-19, the sales of VH
on the community
sales around the globe have seen a very noticeable decline.

Due to the shut down of restaurants & governments strict

Inspiration for chefs around the globe to try and

policies of social distancing, sales of VH sauces are constantly deliver unexpectedly delicious cooking results.
on low volumes.
Encouraging amateur cooks to try home-style
Conagra Brands Inc. announced a decline in total sales of
Asian food with ease & convenience.
-6.13 percent in the initial 2020 quarter, which has affected

the company dreadfully. Offering distinct, flavorful & aromatic sauces

To overcome the losses caused by the current pandemic, VH since 1950’s.
sauces should develop an aggressive digital marketing

strategy for the year 2021.

Objectives of the digital marketing campaign 2021

To increase To acquire at least

To increase sales by To introduce at least 10% more market
customer retention
at least 15% by the five new line of share than the
by 10% by current share by the
end of 2021. sauces by mid 2022.
October’21. end of 2021.
VH Sauce can solve the problem for Canadians to cook food in a time saving and less
hectic manner.
Marketing Objectives Target Audience
Increase in customer acquisition by 30%, annually. Cooking enthusiasts.

Increase the spontaneous brand awareness for VH Foodies; who want to try new cuisines, recipes and flavors.
Sauces by 25% by Dec 2021.
People who don’t have much time to cook, or don’t know how to cook.
Increase in total value of shares traded, i.e. dollar
volume, by 10% by the end of the year 2021.
Also, there is a very niche category of audience; people who wants to cook fast and doesn’t
To increase market share by 5% by the end of the want to spend much time on cooking, but still wants a good taste in their food.
year Dec 2021.
Insights
Audience Base For Canadians, good
taste and flavor is
Roundly, about 6 million families with kids in the important in their food.
geographical region of Canada.
Majority of Canadians
65% consumers who are open to trying think cooking is a time-
ethnically inspired cooking, in Canada. consuming task.

Cumulatively, about 50% of Canadians who And even if time is not

don’t have time to cook or does not enjoy an issue, then the
cooking or they are under-confident about process is the issue; lot
cooking. of them don’t know
how to cook.
VH Sauces can integrate its marketing tactics using digital
channels
Communication Objective:
• Connecting to the targeted audience about different VH sauce flavours.
• Roll out the seasonal programmes information and promotional activities
using platforms.
• Mainly focusing on the younger generation and women to try out the
different tastes of VH.

Digital Channel Use:

• SEM
• Social Media (Digital Ads)
• Email Marketing
Regional Assorting:
• Covering the whole Nation of Canada but focusing more in Ontario and
Quebec
• Both Ontario and Quebec together hold about 86% of the population and is
Source: https://www150.statcan.gc.ca/t1/tbl1/en/tv.action?
known for great profitable business. pid=1710000901
 Through SEM, VH sauce can continue to grow and appear higher in the search
results in Google.

Goal:
 Increases the recurring traffic and clients while engaging customers
with the brand.

 Targeting a new customer base.

Execution Tactic :
o Creating Google ads (ad words) which includes related keywords.

For example :

Search for “Simple tasty recipes to cook for kids at home” in search
results.

 It creates measurable result and helps in targeting the correct

demographics based on the searches and the clicks that they receive.

CTR :

 Market Research share shows that Google owns nearly 76% of the
search engine market which will become a great benefit and target
advertisements for VH sauces.
Keywords searches can integrate words and phrases that people use in search
engine with the ultimate goal of optimizing content.

On an average the potential audience size

who search for these words is shown are
more than 1M people per month.

Keyword search can impact the

performance of the VH sauce in every
other SEO task, including finding content
topics on-page SEO and outreach the
promotions.

 VH Sauces
 Homemade
 Recipes
 Dinner Ideas

Region:
As the major focus group are the people
who are residing in Quebec, Ontario and
other regions we should use translation
of words even in French along with Budget: SEM Marketing involves lesser cost.
English. It is about $ 3600.
SOCIAL MEDIA MARKETING
 With the help of Social Media Platforms like , Instagram , Twitter and Facebook , VH sauces will be
able to acquire more customers without spending any more money on marketing and will be one of
the most easiest and convenient ways to market their products.

WHEN WE TAKE SOCIAL MEDIA INTO CONSIDERATION , THE TACTIC CAN BE DIVIDED UNDER TWO SUB TOPICS
BEING

Media Reach With The Help Of Hash tags and Influencers.

• This tactic can be done with the help of hash tags (#)
• VH sauces can keep a contest wherein consumers and influencers who use hash tags with the most delicious and
aesthetic picture of their dish will get some points which they will be able to redeem when they buy VH sauces
the next time.
• When a family uses VH sauces for their favorite and delicious meals, they can click a picture and post on their
Instagram stories (A link of the website can be added to the photo) which other people can easily access and can
then post the picture using #Vhsaucemadewithoutanyflaws. This hash tag has a meaning behind it which states
the sauce is so delicious , nobody can resist it. Message in a hash tag is another tactic which is used by many
influencers so grab people’s attention instantly.
• This can be done on all social media platforms , Instagram being the most important followed by Facebook and
Twitter.

Media Reach By Collaborating With Cooking Shows , Famous Personalities

• Cooking shows like Good food application and collaborating with Hello Fresh, Amazon, helps consumers who live
a fast paced lifestyle , have very little time to cook , a way and a solution how with the help of VH sauces they
will be able to cook amazing and delicious food without wasting anytime and still manage to do everyday regime
in their day to day lives.
• This tactic will help VH sauces and other companies collaborating to promote their brand by engaging with its
customers, create more brand awareness and attract new customers and increase overall profit of the company.
 Apart from all other Social Media applications , Instagram and Facebook will be given more
importance as maximum number of consumers prefer using these apps .More budget allocated for
Collaboration with third parties in order to bring about a win-win situation for all of them

• Where : Number of people using various

social media applications in Canada is
shown in this figure.
• Facebook has higher number of users
compared to Instagram and hence will be
used for cooking shows airing online ,
cooking videos with the hashtag
#Vhsaucemadewithoutanyflaws which
will help attract new customers in the
overall market.

• Region : In Canada , region where VH

sauces will be marketed the most will be
Ontario region and Quebec region due to
the diversity and inclusivity in that area
which will not only target one segment
but will target all those segments having
interest in this product.

• Budget for Instagram Ads : 60,000

• Budget for Collaboration activities :
150,000
Influencer Marketing is extremely beneficial economical and the best way to reach target audience
by creating maximum brand awareness.

Influencer Marketing
Celebrities and professional bloggers bring
the most volume and engagement when
marketing a product.
This type of marketing builds trust and
enriches brand strategy.
Customers loyalty and trust increases rapidly.
Adds value and reached target audience.

Famous Food
bloggers and chefs
in the Ontario
region to build
network and add
credibility to the
product while
targeting
customers.
 Collaboration with well renowned companies like Hello Fresh and Amazon will add value to the
product as well the company which will increase sales and profitability.

Collaboration Influencer
 Quick, easy and very convenient to use. marketing
 Builds and increases expertise which will be collaborati
beneficial to all parties included. on and
 The most economical way of marketing after customer
Influencer marketing. engageme
 Helps companies to share media publications nt can be
including social media apps like Twitter , seen via
Instagram and Facebook. customer
 Hello Kit and Amazon are well known and well tweets on
established in the market and will add value and twitter.
credibility to VH sauces.
 Email Marketing and Campaign will help VH sauces to know what exactly are the needs and
requirements of their audiences and accordingly send them information about their seasonal offerings

Objective : To Get To Know Our Target Audience , Their Needs And Requirements ,
Send Them Offers Which They Will Make Use Of Which In Turn Increases Sales
And Add Value To The Product. This Will Result In Maximum Customer
Satisfaction. Increase customer response by 75%.
Mail Software: Can make use of HubSpot, Microsoft outlook , will have
integrated customer data for every individual and track the responds and make
changes to the offer accordingly.
Mail list to?
1) Direct mails to past , current and potential future customers (those who
purchased VH sauces only once in their life) about different offers and different
seasons
2)Direct mails to influencers , bloggers , celebrities and ask them to use various
tactics like PROMO codes the audiences can use while making purchases.
From : VH sauces : VHadmin@VHsauce.com
Subject of the mail : Seasonal offers using PROMO codes , discounted prices ,
Chinese new year , Grilling season and Fall season.
The goal of the Advertising in You Tube is to raise awareness of VH sauces and raise the audience’s interest for purchase through 15-sec
and 30-sec video during the campaign time.

Objectives:
• Raise target customers’ awareness on VH sauces, as well as increasing
interest to purchase and taste VH sauces. Actively promoting through
YouTube promotion from March 1st, 2021 to September 30st, 2021.
• Quantifiable goal: 15-sec and 30-sec advertising tactics in YouTube will be
used in the actively time to raise awareness and increase interest to
purchase media from clicking the ads by 25%.
Execution and Tactics:
 What: 15-sec and 30-sec video in You Tube. Audience usually watch video
ads in You Tube before any video.
 How: Paid Advertising ($0.50 per click/impression): By paying for the click
to advertise the VH sauces customers will watch the video mandatory. It
help to VH sauces to become top the mind product when its come to
sauces.
 Region: Due to the high percentage of Asian customers in Vancouver-
44%, Toronto-37%, Calgary-24%, Edmonton 19% these regions would help
to increase brand awareness, or generate leads and convert prospects.
 Timing: From March 1st to September 30st, between 7 p.m and 10 p.m on
weekend.
Based on the fluctuating keyword trends and pricing, the total budget of
$900,000 is split with an upper limit keeping in mind, with a saving for
management reserve
Digital Marketing ( Search Engine Marketing, Pay per click, Premium
$ 3,600.00
membership, Email Marketing, yearly)

YouTube Ads $ 40,000.00

Instagram Ads $ 60,000.00

Partnerships with Good Food and HelloFresh (Meal Kit Delivery) and Amazon $ 150,000.00

Influencer Marketing $ 100,000.00

Experimental Partying (Food Parties and Events, Showcases etc.) $ 350,000.00

Total Budget $ 703,600.00

Management Reserve $196,400.00

 Campaign Map for VH sauce
Financial Year 2021
Septembe
Campaign Objectives January February March April May June July August r October November December
 To introduce at least five new
line of sauces
 To attain customer base

 Using SEM tool to increase the

customer base

 Social Media Marketing

 Roll out the Promotional

Activities by Email Marketing

 To increase the sales

 To acquire at least 10% more

market share than the current
share
Majority of Target Audiences find out new products through social media which will ultimately
create huge revenue to the VH sauce and these platforms will help in understanding way more
easier than Search engines.

 After a peer understanding of the VH sauce  Although there are benefits in adopting
the SEM, studies state that more than
Market, the best marketing execution for the
70% people use social media platforms
business is to go with the Social Media like Facebook, Instagram, Youtube to
view the ads and tend to buy the
Marketing.
products.
 The costs occurred in creating these marketing
 But for SEM (Google ads) only 56% of
campaigns is minimal but the company can gain
people tend to shop through the search
huge amounts of profits through these engines.
campaigns.
 Probability of Increase in the retention rate and
increase in sales are much more higher than
compared to the Digital Marketing.

Therefore, we suggest that VH Sauces should invest more in social media marketing campaigns.
 CONTACT US
Our Canadian headquarters is located in Mississauga, Ontario. We have a sales
office in Boisbriand, Quebec that is strategically located to best meet our
customers' needs. We also have manufacturing facilities located in Boisbriand,
Quebec and Dresden, Ontario.
If you have any queries or concerns about our products,
Please contact us at 1-800-461-4556, or send us an email to
Vhflavourssolutions@vh.com

Our Canadian Head Office Boisbriand Office

Main Line: 416-679-4200 Main Line: 450-433-1322

APPENDIX

 FIG 1 Source :
Eating out – How Often and Why, Government of Canada, Statistics Canada,
10 Jan. 2019, www150.statcan.gc.ca/n1/pub/11-627-m/11-627-m2019003-
eng.htm.
FIG 2 Source: FIG 3 Source:
Www, www-statista- Www, www-statista-
com.libaccess.senecacollege.ca/statistics/478951/av com.libaccess.senecacollege.ca/statistics/495930/attitud
erage-size-of-families-with-children-in-canada/. es-towards-cooking-canada/.
FIG 4 Source:
FIG 5 Source:
Www, www-statista-
Www, www-statista-
com.libaccess.senecacollege.ca/statistics/973161/frequency-of-cooking with-
com.libaccess.senecacollege.ca/statistics/495921/reasons-for-not-
fresh-ingredients-canada/. cooking-at-home-among-consumers-canada/.
Fig 6 Source: Fig 7 Source:
Www, www-statista- Www, www-statista-
com.libaccess.senecacollege.ca/statistics/554060/attitude- com.libaccess.senecacollege.ca/forecasts/998466/purchase-
cooking-ethnic-foods-canada/. criteria-for-food-in-canada.
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