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    CJ Jayakanth - Madeline Church - Kyle Shurm: Presented by

    Uploaded by

    Chandhni Jayakanth
    The document recommends that Soylent utilize sponsored brand ads on Amazon to raise brand awareness and combat competitors who are outbidding Soylent on its own branded keywords. Specifically, it proposes running ads featuring Soylent's meal replacement shakes with the headline "Fuel Your Hustle", targeting consumers interested in health, nutrition and convenient meal options. Metrics like cost-per-click would be used to measure ad performance. The objective is to increase Soylent's visibility and prominence in the saturated meal replacement market on Amazon.

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    CJ Jayakanth - Madeline Church - Kyle Shurm: Presented by

    Uploaded by

    Chandhni Jayakanth
    221 views11 pages
    The document recommends that Soylent utilize sponsored brand ads on Amazon to raise brand awareness and combat competitors who are outbidding Soylent on its own branded keywords. Specifically, it proposes running ads featuring Soylent's meal replacement shakes with the headline "Fuel Your Hustle", targeting consumers interested in health, nutrition and convenient meal options. Metrics like cost-per-click would be used to measure ad performance. The objective is to increase Soylent's visibility and prominence in the saturated meal replacement market on Amazon.

    Original Title

    Soylent Presentation

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    The document recommends that Soylent utilize sponsored brand ads on Amazon to raise brand awareness and combat competitors who are outbidding Soylent on its own branded keywords. Specifically, it proposes running ads featuring Soylent's meal replacement shakes with the headline "Fuel Your Hustle", targeting consumers interested in health, nutrition and convenient meal options. Metrics like cost-per-click would be used to measure ad performance. The objective is to increase Soylent's visibility and prominence in the saturated meal replacement market on Amazon.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    221 views11 pages

    CJ Jayakanth - Madeline Church - Kyle Shurm: Presented by

    Uploaded by

    Chandhni Jayakanth
    The document recommends that Soylent utilize sponsored brand ads on Amazon to raise brand awareness and combat competitors who are outbidding Soylent on its own branded keywords. Specifically, it proposes running ads featuring Soylent's meal replacement shakes with the headline "Fuel Your Hustle", targeting consumers interested in health, nutrition and convenient meal options. Metrics like cost-per-click would be used to measure ad performance. The objective is to increase Soylent's visibility and prominence in the saturated meal replacement market on Amazon.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 11

    presented by:

    CJ Jayakanth | Madeline Church | Kyle Shurm


    2

    Product Overview
    Soylent is shipped and sold by Amazon.

    This brand offers a variety of flavors in their meal replacement shake.

    In addition, Soylent also offers other meal replacement options including a “100 Calorie Mini Meal Bar”, protein powder,
    a nutritional shake for the ‘in-between’ meal and “STACKED” which is a nootropics drink.
    3

    Current Amazon Status


    Soylent’s products appear on branded keyword searches. As the scope of search expands, Soylent loses its footing
    above the fold.

    Competitor brands have bid on Soylent’s turf. Later, we’ll recommend how to combat this.

    Category keywords yield results below the fold. The meal replacement shake market is saturated, so we are aiming to
    raise Soylent’s brand awareness.

    Soylent appears above the fold in its


    own branded keyword search, however
    a competitor takes the top spot.
    4

    Competitive Review
    Protein Sugar Carbs Price per one Calories
    container

    Soylent 20g 9g 36g $1.42 (8 fl oz) 400

    Ensure 9g 15g 33g $1.1 (8 fl oz) 220

    Glucerna 10g 4g 16g $1.50 (8 fl oz) 180

    Boost 10g 20g 41g $1.2 (8 fl oz) 240

    Carnation 10g 15g 41g $1 (8 fl oz) 240


    Instant
    Breakfast

    SlimFast 20g 1g 6g $1.9 (8 fl oz) 180

    Atkins 30g 1g 8g $2.1 (8 fl oz) 180

    Pirq 12g <1g 8g $2.7 (8 fl oz) 110


    5

    Amazon Media Recommendation

    As a team, we are recommending Soylent utilize


    sponsored brand ads.
    ● Raise brand awareness for Soylent
    ● Own our brand keyword search
    ● Promote Soylents range of products
    In summary, the objective is to have Soylent’s brand
    stand out in the saturated category of meal
    replacements as a whole.

    We also recommend that Soylent includes an image


    of a 12-pack instead of a single beverage.
    Currently, they only show one drink paired with their
    $39 price which could turn the consumer away
    because it is misleading.
    6

    Sponsored Brand Ads


    The use of sponsored brand ads will raise awareness for Soylent, allow the brand to own their brand keyword search,
    and promote Soylent’s range of products.

    Competitors are bidding on Soylent’s branded keywords; our recommendation is to increase spending on Soylent’s
    own turf.

    Sponsored brand ads will include three flavors of Soylent’s meal replacement shakes with the headline “Fuel Your
    Hustle.”

    These ads will be placed on search results using contextual targeting. We will target similar consumers who interact
    with healthier lifestyles and have similar shopping habits.

    For more broader searches, we propose to bid on category keywords.


    7

    Rationale

    There are a number of buzzwords in the nutrition drink


    category.

    Since Soylent offers a diverse set of products, they are able


    to attract a range of consumers.

    One reason Soylent stands out among their competition is


    having 20 grams of protein.

    We want to capitalize on this because the graph to our


    right tells us that the vast majority of consumers seeking
    this kind of product, care about protein.
    8

    Rationale

    In addition, Soylents products also hit on healthy


    snacking, convenience and boosting energy.

    The graph on the right tells us that many consumers


    seek these things when selecting a drink.

    Therefore, we will be focusing on contextual


    targeting through the diversity offered in Soylents
    products.
    9

    Analytics
    Sponsored Brand Ads will be measured using the cost-per-click (CPC) metric.

    Soylent also has the freedom to change their metric and the amount they would like to bid per click.
    10

    Recommended Keyword Summary


    Broad Match Meal Replacement Nutritious

    Protein Drink Protein Powder

    Nutrition Vegan Protein Shake

    Meal Replacement Shake Ready to Drink

    Blender Bottle Protein Shake

    Plant Protein Shake Plant Protein Powder

    Soy Protein

    Exact Match Soylent

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