Pre-campaign rough draft (I also emailed it, formatting didn't hold)

Client Overview:
Client Profile
http://liyihui.myweb.hinet.net/newstore2.html
Snow Factory is a homemade yogurt producer located in Taipei, Taiwan. It was founded in July 2007 by founders of the company. There are currently 3 employees. Snow factory offers on and offline purchases. Sales are made through online, phone, fax, email, yahoo bidding, skype and in store.

Market Analysis:
Snow Factories yogurt is made by 100% pure high quality milk from Taiwan. Sugar-free yogurt and jams with numerous choices of jam fruit flavors are offered. The company ensures quality in their products by not using milk powder and artificial additives. Snow factories current competitors include all yogurt producers; drinkable to scoopable types. They have one direct competitor that is in the same type of business and is located in Taipei, Taiwan. There current consumers are students and potential consumers are in the populations of; health conscious, diet, vegetarians, mothers and environmentalists. Snow Factories yogurt focus offerings position in the industry of dairy products is at the early majority position (34% users) of the S-curve. The company uses their blog as a social-networking marketing tool. Snow factory is unique in that they offer a wide variety of sugar-free fruit flavored toppings as well as being an exclusive online company.
Current Marketing:
Snow Factory offers a website for view of product offerings. Unfortunately the website is not structured in a user friendly way; all information on one page. We feel we can give the company some suggestions in how to improve the website. The website does not contain information on the background or development of the company. On the other hand it does have specifics about the yogurt, jams, purchasing, pricing, quality assurance and instructions. Advertising?
The website provides different detailed information for their customers. Instructions about keeping yogurt fresh: refrigeration time and time to eat it before it is spoiled.
Ammra please help us by adding more content to this area ( supposed to be a couple paragraphs)
Conclusion on how the Adwords campaign should align with the clients business
The campaign will focus on the value Snow Factories offers through its products and services. By identifying what provides value we can then know how to initiate the campaign. Our chosen campaigns all align with the unique attributes of the yogurt as well as what we think customers would be looking for. We feel this company has lots of room for improvement and we see adwords as a tool to jumpstart this improvement.
Proposed Adwords Strategy
Our Adgroups currently include; flavors, descriptive, benefits, occasion and ingredients.
Flavors Descriptive Benefits Occasion Ingredients
Dahu Strawberry Smooth Healthy Summer jam
Mango Creamy Diet milk
Blackberry Handmade Digestible No- milk powder
Lichee & honey Fruity Refreshing dairy
Papaya Fresh Beauty
Apple No-sugar Healthcare
Passion Fruit Dessert Body care
Sugar-free Yogurt (natural)
Low-calorie

Daily and Weekly plan for spending campaign budget
Our target audience settings are health conscious, diet, vegetarians, mothers and environmentalists.
Ad serving options
Keyword Bidding
Geotargeting
Goals
Metrics




Campaign structure and goal
Campaigns Markets Goals Ad groups
1 Customers who are health conscious Categorized by benefits and descriptive
2. Customers who are searching new tastes Increase our customer base Categorized by flavors and description of the products
3. Customers who have babies or young children Increase awareness of yogurt health benefits for the young Categorized by benefits



4. Costumers with environmental concerns Build an brand environmental image Categorized by Benefits