MYDIN Digital Marketing Strategy

(with a focus on cost)

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Data captured date 21/08/2015

Target set

Location: MalaysiaLanguage: EnglishDisplay on: Google and search partnersCategory: Food & GroceryDate range: last 12 months

Keyword (exclude variations) Average monthly searches Google suggested bid (RM) Competition level

“milk” 4,400 4.28 Low“dutch lady” 6,600 3.23 Medium

“Paper” 2,900 0.83 Low“Shop” 2,400 1.95 Low“halal” 5,400 0.53 Low“Sale” 2,900 3.1 Low“milo” 6,600 0.24 Low

“vegetables” 2,400 0.32 Low“Beef” 3,600 0.84 Low

• Different target setting results in different search volume and data analysis• Other setting include: language, store locations, network, match type

Data forecast date 22/08/2015

Target set

Location: MalaysiaLanguage: EnglishDisplay on: Google and search partnersCategory: Food & GroceryMatch type: broad match(include misspellings, synonyms, related searches and other relevant variations)Data forecast based on: Aug.22-Dec.31,2015

Ad group MYDIN top 20 best sellers based on SALESMYDIN Top 20 best-sellers based on QUANTITY plus generic supermarket keywords

Tested keywords group“agar agar milo” “ayam” “beef” “chicken” “milo” “sotong” “udang” “vegetables”

“watermelon” “Red bull” “nescafe” “Sugar” “Oil” “milk” “dutch lady” “Paper” “Shop” “giant hypermarket” “halal” “halal jakim” “Sale”

Bid set RM 8 RM 26

Monthly impressions 84,420 130,000

Monthly clicks 758 ~ 926 1230~1500

Monthly cost RM 3.9k ~ RM4.77k RM 10300~12500

CPC RM 5.15 RM 8.35

Estimated good performance keywords

“milo” “beef” “vegetables” “milk” “dutch lady” “sale”

• Different target setting results in different search volume and data forecast• Other setting include: language, store locations, network, match type

Target group setRecommended advert format

Mechanic

Estimated daily

bid price(RM)

Estimated Daily reach

Click through rate

(Average in Malaysia market)

Estimated daily clicks to

MYDINwebsite

Location: Malaysia Age: 16-70Gender: All

Website promotion CPC 23 5,200 – 14,000

0.788% 195 - 520

Conversions increase

CPC 23 5,200 – 14,000

App installation promotion

CPC 23 4,900 – 13,000

Post promotion CPC 23 9,500 - 25,000

• In practical, the reach and bid vary based on different targeting, detailed ads format selection and other competition advertisers’ bidding• Reach rate will be higher if the promotion content contains competition element

Platformrecommended

Cost Duration Reach CTREstimated clicks

to MYDIN website

Benchmark RM 966.36 1 month 50,0002.6%

(benchmark for ecommerce)

1,300

• Based on 50,000 subscribers• Assuming just send out 1 round of emails per month• Price and results may vary based on if use personalised targeting. E.g. Segment email list based on purchase history, subscriber engagement, geolocation etc. (more personalised the campaign, the higher the CTR)

Recommended platform

Format Ad Unit Duration CostEstimated

Reach

Estimated click

through rate

Estimated clicks to MYDINwebsite

Malaysiakini.com banner ads（desktop +

mobile)

Desktop Homepage Leaderboard 1 Day Daily RM 3,000 45,000

0.01% - 0.12% Daily 12.5-150Desktop Homepage

Medium Rectangular I

1 Day Daily RM 2,000 80,000

Mobile Homepage Leaderboard I 7 days Weekly RM 5,000 80,000 0.10% - 0.60% Weekly 80-480

Thestar.com.mybanner ads（desktop )

- 7 daysWeekly RM

30,000500,000 0.01% - 0.12% Weekly 50-600

Other web portals to invest: Maybank2u.com.my Mudah.my Lelong.com.my

Channels Average estimated CPCAverage estimated

Cost Per Impression

Facebook advertising RM 0.39 RM 0.002

Email Marketing RM 0.743 RM 0.0193

Google SEO RM 5.87 RM 0.07

Web portal advert placement

RM 65+ RM 0.05

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ChannelEstimated click to MYDIN

websiteTotal estimated cost (RM)

Email marketing 100,000 74,300

Facebook advertising 200,000 78,000

Google SEO 50,000 293,297

Estimated total RM 445,597 for 350,000 visits in 3 months

*IMPORTANT: In practical, advert channel selection and budget for each channel are flexibly adjusted based on Cost Per Click from each Channel (more invest on lowest CPC channel), to keep optimising the best combination of channels to maximise click through rate with lowest cost;- The estimated clicks here do not include organic clicks or clicks from other digital campaigns, e.g. KOL Engagement

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