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Marketing and Advertising Plan of Ding Dong Bubble Gum

Marketing and Advertising Plan of Ding Dong Bubble Gum

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Marketing plan of ding dong Marketing plan of ding dong Document Transcript

  • Advertising Term Project Marketing Plan of Ding Dong Bubble Gum Made by: AlinaSultani
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Contents Abstract ......................................................................................................................5 INTRODUCTION .....................................................................................................6 Vision ......................................................................................................................6 Mission ....................................................................................................................6 Brands .....................................................................................................................6 Objectives and Issues .................................................................................................8 Objectives ...............................................................................................................8 Issues .......................................................................................................................8 SWOT analysis ..........................................................................................................8 Strengths: ................................................................................................................8 Weaknesses: ............................................................................................................9 Opportunities: .........................................................................................................9 Threats: ...................................................................................................................9 Competitors ................................................................................................................9 Marketing Objectives ...............................................................................................10 Advertising objectives..............................................................................................10 Key Strategy Decision .............................................................................................11 Target audience ........................................................................................................11 Desired response ......................................................................................................11 Campaign duration ...................................................................................................12 Strategy ....................................................................................................................12 Strategy statement .................................................................................................12 Competitive Product Advantage ..............................................................................12 Product Image and Personality ................................................................................13 Product Positioning ..................................................................................................13 Creative plan ............................................................................................................13 Problem .................................................................................................................13 2
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Objective ...............................................................................................................13 Idea ........................................................................................................................14 Target Market........................................................................................................15 Creative Brief ...........................................................................................................15 Problem to be solved.............................................................................................15 Advertising Objectives .........................................................................................15 Creative Strategy...................................................................................................15 Target Market........................................................................................................15 Desired Behavior ..................................................................................................16 Positioning ............................................................................................................16 Execution ..............................................................................................................16 Media Plan ...............................................................................................................16 Objectives .............................................................................................................17 Strategy .................................................................................................................17 Competitive Strategy ............................................................................................17 Media Mix .............................................................................................................17 Media Reach .........................................................................................................18 Frequency ..............................................................................................................18 Geographical regions ............................................................................................18 Selecting Media ....................................................................................................18 Budget of Media Plan ...........................................................................................19 Basis of Selecting Cartoon Network.....................................................................20 Basis of Selecting Nick .........................................................................................20 Basis of Selecting Dawn .......................................................................................20 Impressions/ Exposures ........................................................................................21 Budgeting .................................................................................................................21 Billboard rates .......................................................................................................21 3
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Newspaper.............................................................................................................21 Dawn ..................................................................................................................21 Bugeting .............................................................................................................21 Communication Plan ................................................................................................22 Public Relations ....................................................................................................22 Direct Marketing ...................................................................................................22 Sales Promotion ....................................................................................................22 Implementation for the year of 2014 .......................................................................23 January-February ..................................................................................................23 March-April ..........................................................................................................23 May .......................................................................................................................23 June -July ..............................................................................................................23 August-October .....................................................................................................23 November ..............................................................................................................23 December ..............................................................................................................24 Total Budget of Campaign .......................................................................................24 Evaluation of Advertisements ..................................................................................24 Pre-Testing ............................................................................................................24 Storyboard Idea .....................................................................................................25 Concurrent Testing ...............................................................................................25 Post Testing (After Execution Research) .............................................................25 Fund Raised .......................................................................................................25 Feelings of Customers .......................................................................................25 Behavior .............................................................................................................25 4
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Abstract In this reportrepositioning of Ding Dong Bubble gum is done and its marketing and advertising objectives are decided by deciding on a key strategy that it should be associated with studies and daily life of children. For this purpose after doing situational analysis and pondering on marketing objective a whole creative, media and communication plan is made. Implementation plan of the whole advertising campaign in a year of 2014 is also described and evaluation of this campaign is also described in detail. The total budget of whole campaign is also described in this report. 5
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum INTRODUCTION Hilal is Pakistan‟s No. 1 confectionery and cake manufacturers with its products exported to over 20 countries around the world. We are dedicated to the art of producing fun, innovative and delicious products for sweet lovers of all ages. Hilal‟s products offer tantalizing experiences that sparks the imagination in people who eat our candy. Of course, this has been our goal all along since our inception in 1957. Today, Hilal Candy continues to make some of the best candy in Pakistan and perhaps even in the world. Along with candies, we also help inspire kids to be creative and dream up new worlds. We believe in our credo to help kids have more imagination and to let them be „kids‟ longer. Hilal products can be enjoyed by kids and adults alike, and our products come in an array of flavours, shapes and sizes. Vision To become a global food leader by spreading smiles through diversified halal products. Mission As Pakistan‟s leading Confectionery Company, our mission of giving you, “Reasons to Smile” is to provide consumers with the best tasting, most delicious choices in a wide range of confectionery and beverages for all occasions. Brands Discover the versatile, innovative, fun and tasty range of Hilal Confectionery. Our portfolio covers every confectionery and beverage category giving consumers what they desire. Hilal has successfully managed to capture the sweet tooth of kids, teenagers and young adults across every section of society. Therefore, it is clearly associated with irresistibility and has become a household name. We firmly believe in developing our new and existing products giving our 6
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum valuable consumers valid „Reasons to smile‟. Hilal has been spreading smiles to its consumers with delicious and exciting products. Candies Chewing Gums Chocolate Cakes Jellies Pan Masala Powered Drinks 7
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Objectives and Issues Objectives The objectives of Ding Dong Chewing Gum ad are defined as below To increase Ding Dong Chewing Gum shares in current market of Chewing Gum. To increase the growth of Ding Dong Chewing Gum in Pakistan To satisfy its customers To keep modifying and improving its production for customer benefits To improve production capacity in advance to cater the demands To extent its product line to satisfy needs and demands of Ding Dong targeted market To add new features in the packaging Issues These are the issues which Ding Dong Chewing Gum will be facing The brand is not popular in the market. Difficult to predict how consumers will response. SWOT analysis Strengths: Good quality of products offered. Brand recall is high. Positioned as a quality brand. 8
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Is exported Weaknesses: Lack of promotional activities. No focus strategy how to position the brand. Lack of innovation and new product launches. Opportunities: Expanding market size. Social media marketing provides an opportunity of mass marketing. Threats: Competition within the industry and entry of new competitors Innovative marketing strategies of competitors Competitors Bling (candyland) Giant Gum (candyland) Power bubble gum (candyland) Kidco bubble gum (kidco) Tiger bubble (mayfair) Orbit Boom boom Bling 9
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Marketing Objectives Our marketing objectives would be based on AIDA model. For capturing attention of our target audience we would place a TV advertisement For making our target audience interested in our brand we would place advertisements in kids magazine and newspaper For creating desire in our target audience we will place use promotional materials like tattoos, sticker books Action for our target audience is very important for this purpose we will organize campaigns and competitions in different schools For repurchase from our consumers we will organize funfair which would be our PR activity and our stall in Kidz Expo in which we would be targeting chunk of our audience. Advertising objectives Following are the core objectives of advertisement:Capturing the sound share of mind and heart; children will recall the brand, taste and flavor of “Ding Dong Chew Gum” as and when they would like to. Creating word of mouth; customer will call “Ding Dong Chew Gum” at first as and when they will be asked for their favorite Chew Gum. Repetitive bombardment of Ads helps customers to retain the brand name in their forebrain. 10
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Ultimately, if aforesaid objectives are met, the revenue and then bottom-line will be enriched with money volume. Key Strategy Decision The key strategy decision of our advertisement would be linking Ding Dong with studies. It has never been done before and it would be a turning point for our brand. Target audience All flavors manufactured for kids will objectively be targeted for Kids. Only kids will be casted in audience campaign Desired response The firm would desire following response from market:The attention of targeted customers The retention of brand name in the mind of current and potential customer Customers will definitely have good word of mouth (publicity) for our advertisement brand. 11
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Campaign duration The duration of intensive advertisement will be 6 weeks. The planned period is neither too short nor too long. It is enough to create its space in the mind and heart of customers. After 6 weeks, campaign will go sketchy rather than intense bombardment of Ads. Strategy The advertisement mix will base on number of customers focus. Nowadays television is most leading media and social media like Facebook would be used as well. Nowadays mobileobjects are also being used to attract customers. Billboards are also very important in today‟s marketing. We will focus through all aforesaid sources. Strategy statement Ding Dong Chewing Gum is local brand, customers especially children and all social classes are offered long and continuous range of delicious flavours. Ding Dong Chewing Gum top priority to convey its values and pioneering products to each and every corner of the market through all media tools available in market. Competitive Product Advantage The competitive product advantage of our product is brand value and recognition. It is the most established brand in Pakistan and has been here for many years. 12
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Product Image and Personality The main objective of our advertising campaign is to change product image and personality in consumers mind. Till now Ding Dong has been viewed as a fun brand but this campaign would be associating DingDong with daily life of students. Product Positioning Product Positioning would be changed and children would be motivated to purchase it daily and make it part of their daily life. The association of brand with studies is very strong as children study on daily basis so it will help them in building their association easily. Creative plan Problem The brand Ding Dong is just portrayed as a fun brand and children want to consume it in picnics, parties and play. But there is no association of brand with daily life of children. A child is busy in different activities nowadays therefore Ding Dong has no association in daily life of its target audience. Objective The objective of the advertisement would be: Create awareness among 90 percent of target audience. 13
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum To make children associate Ding Dong with their daily life by using repetitive advertising in magazines and TV. In this way awareness of Ding Dong bubble can be created. 95% of the target audience would be targeted To attract children through new rhyme and dance of Ding Dong so that it can become talk of the town. It will create interest of 80% of the target audience Positive feeling would be created in children about Ding Dong bubble by linking it with their studies in this way 55% of the target audience would prefer Ding Dong Ludo will make children to purchase it and play with it in this way 35% of the target audience will take action Continued advertising and whole campaign would be made to maintain regular purchase Idea The creative idea of the advertisement is the occupied and busy life of every child. It is repositioning of Ding Dong in a way that its target audience does not perceive it just as a fun brand and consume it in fun moments but it is motivated to consume Ding Dong in regular life. In this way Ding Dong can be consumed in free and occupied moments by children. In this way it will increase its repurchase. The dance of Ding Dong is also introduced in the advertisement so that brand recall can be made and children can build association of dance with Ding Dong Bubble. This brand would be portrayed as a comfort and refreshing for children to give them a relaxation from their occupied life. The advertisement would be about a child who is completely frustrated from his daily life and he is becoming burdensome because of the 14
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Target Market The target Market of the advertisement would be school going children aging from 7-11. As Ding Dong would be linked to their daily life therefore it would be easier to increase sales of Ding Dong. Creative Brief Problem to be solved The main thing which we will keep in mind is that it will use soft-sell approach in order to create a psychological appeal in the minds of the customers. Advertising Objectives The objectives of the advertisement of Ding Dong are not only increasing market share in Pakistan but rather building long-term relationship with customers through the use of emotional strategy. Creative Strategy The creative strategy of Ding Dong Bubble gum would be to emphasize that Ding Dong is the only bubblegum for children and it also has an association with their studies. Target Market The target market chosen byDingDong through this advertisement is all the children who are studying especially Middle and upper class. The main reason for it is that if these classes become regularconsumers of DingDong, it can serve their life-time value to the company. 15
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Desired Behavior The desired behavior which we would be looking for is to make our target audience regular purchasers of our brand. We want to motivate them to buy our brand in their daily life. Positioning There is a minor difference in the taste of Ding Dong and its competitor‟s brands and all of them are used for the same need, so Ding Dong is trying to differentiate itself by showing that a great number of children including every age and social class consume it. It is trying to capture market on the basis of creating psychological appeal for its products in the minds and hearts of it customers. Execution The execution of the advertisement shows the way it is being presented. This advertisement is using a friendly tone to address with its customers. It reflects their emotions and attitude towards target market in order to create an evoked set by positioning itself on the highest place in the minds of its customers. Media Plan Target audience would be reached through Television, magazines, marketing billboards and campaigns and different competitions in schools. Application on Facebook of Angry cats would be developed. In this way our audience would be targeted thorugh above the line, below the line and through the line activities. 16
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Objectives Objectives of our media plan would be: To help our target audience retain the message which is being given through different channels To reposition the brand in such a way that its association with the cat remains there but children will get some practical occasions in which they can consume Ding Dong. Strategy Our media strategy would be as follows: Budgets would be managed by organizing competitions in schools by taking small fee from children and gifts would be given to winners Festivals and summer camps would help in making theme of Ding Dong advertisement absorbed in minds of target audience Magazines will help in making children follow our brand Competitive Strategy Campaign through magazines and school programs is being run by different soap brands but in category of bubble gum there is no brand which has an association with schools. Therefore it would serve as our unique selling proposition. Media Mix Our media mix would be of advertisements on TV, press releases in magazines, competitions in schools and events in Kid‟s festival of expo center. In this way we will have our integrated marketing campaign supporting our brand. 17
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Media Reach We are intending to reach 2.8million of our target audience through our media plan by advertising on television, magazines and in different events. During a specific time we are intending to reach 30% of our target audience. Frequency As we will run an advertisement for a month and we are also placing advertisements in children magazine therefore a person would be exposed to the advertisement 10 during the specific time frame. In this way by proper hammering our strategy of repositioning Ding Dong would be fulfilled. Geographical regions We would be penetrating in all the geographical regions through billboards, television advertisements and magazines. Selecting Media The target consumer, the product or service being advertised, and cost are the three main factors that dictate what media vehicles are selected. Additional factors may include overall business objectives, desired geographic coverage, and availability of media options. Therefore we have decided to select cartoon network and Nick for advertisements of Ding Dong. Dawn Newspaper would also be used in Sundays for advertisements. 18
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Budget of Media Plan TV Channe l Slot Days Time Rate/mi n Total cost of an advertiseme nt Rate per frequenc y of Ads Rate of Ad per week Total cost of ad in whole our campaig n NICK Nick Toons Mon-Fri 14:30 19:00 10:30 -1200 20000 30000 150000 750000 4500000 20000 30000 90000 90000 540000 Sunday 12:00 13:30 20000 30000 60000 120000 720000 Saturday 14:30 18:30 20000 30000 240000 144000 0 1440000 Saturday -Sunday 18:30 20:00 20000 30000 60000 60000 360000 Monday -Sunday 18:00 21:00 14:00 18:00 9:0014:00 90000 135000 1080000 756000 0 4536000 0 70000 105000 840000 168000 0 1008000 0 36000 54000 540000 108000 0 6480000 Nick Back to Back Toons Nick Movie Theate r Nick Back to Back Toons Nick Movie Theatr e Cartoon Prime Networ Toons k Super Toons Block Buster Sunday Monday -Friday Saturday -Sunday 19
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Toons Basis of Selecting Cartoon Network Cartoons are favorite of children Early adolescence also watch Cartoon for mental relaxation It has good history with Pakistan Cartoon Network is one and only Channel which most of school students watch and they never miss their favorite cartoons, including TOM & JERRY, BEN10, Spider Man animated series, Justice League, BAT & SUPER MAN As our target market includes Children we have assumed that 85% of children watch Cartoons on regular basis, so we may capture that part of audience in that time Most of favorite cartoons for children run in the prime time including Tom & Jerry, Ben10 and others therefore we have chosen the slot of prime cartoons as well. Basis of Selecting Nick Nick is an adventurous TV channel for children therefore we have selected it. The chunks of children who are not watching Cartoon Network are watching Nick in prime time. Basis of Selecting Dawn The media being selected is newspaper. The advertisement will be using this medium because newspapers are published on daily basis due to which it is an economical way to give ad on it. The first campaign basically will focus on use of soft-sell approach by emotionally attracting the target audience. Second campaign will focus on fun and enjoyment element. Dawn is widely 20
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum distributed in Pakistan as well as has wide viewer ship so; it will prove to be more effective. Children read young times in Sunday‟s newspaper and newspaper also has cartons as well therefore we selected last page of newspaper. Impressions/ Exposures Inprint Media: 1120000 target audience TV: 1680000 target audience Budgeting Billboard rates Size: 2700 Sq. ft Rent for 1 month in A1 area: 850,000.00 Total No. of Billboards in Major 5 Major Cities Karachi, Lahore, Islamabad, Faisalabad and Peshwar are 25 Total Cost: 21,250,000.00 Newspaper Dawn We will advertise on back in Dawn news paper. We will place advertisements on 3 alternative Saturdays. Bugeting 21
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Advertisement on Back= 348840 For 3 days (Saturdays)=1046520 Communication Plan We will be using Public relations, Sales promotions, direct marketing and merchandising for our campaign. In this way we will follow an integrated marketing campaign for our brand. Public Relations We would be using „Momo‟, a character of Bulbulay for our PR. Most of the children are inspired by it and they even copy her acts. We will organize a trip to Funland for some of our target audience who would be selected in lucky draw. In this way children will be targeted through PR. Direct Marketing Responsive advertisements would be published in different newspapers which will require children to submit their names and information for lucky draw. In this way children would be given different gifts through lucky draw. Events would be organized in different schools and we will also have our stall in Kidz Expo in Expo Center. Sales Promotion For sales promotion a sticker book would be launched like Popeye and the children who will complete it would be given different gifts. Moreover tattoos would be given with Ding Dong bubble. 22
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Implementation for the year of 2014 January-February TV advertisements would be run for 3 weeks on Cartoon network and Nick. Advertisements on newspapers would be placed as well, March-April Sticker books and tattoos would be introduced and 2 weeks advertisements regarding this would be placed on television. May One week advertisement would be on aired on television. June -July Ding Dong summer camps would be introduced in the country so that students can participate in it by paying a nominal fee. August-October Advertisements on newspaper would be placed to give a children chance to participate in lucky draw for a trip to Funland with Momo. November A trip to Funland would be organized for children selected from lucky draw with our PR builder „Momo‟. 23
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum December In the event of Kidz Expo in Expo Center, we will place a stall for our BTL activities. In this stall we will organize different singing and drawing competition. Total Budget of Campaign The total media cost of placing advertisements on television, newspapers and billboards would be Rs.18355304 for our whole 6 weeks campaign. We will use task objective method as we are repositioning Ding Dong totally. Therefore we will spend 0.7 million on promotional materials and 1million on our BTL activites in Expo Center and different school. Evaluation of Advertisements The most important section of the Advertisement plan is its evaluation. This approach tells that whether we are on the right path for the achievement of the objectives or goals or not. Evaluation would be done through testing, monitoring, and measurement. Pre-Testing Pre testing helps the marketers to make a final go/no-go decision about finished or nearly finished advertisement. So in for this there will pre-test of whole Advertisement plan in real terms. 24
  • Advertising Project Marketing Plan of Ding Dong Bubble Gum Storyboard Idea For TV advertisement type of testing the method is a story board idea so the same factor will be evaluated to see that what message it delivers and how effectively it delivers it. Concurrent Testing Concurrent testing is evaluated throughout the whole execution process. It takes place while the advertisement is actually being run. It is evaluated trough these techniques like coincidental survey, attitude tests and tracking studies. Post Testing (After Execution Research) Post testing means to what extent the objectives are achieved. The objectives which are settled down in Advertisement plan and in message objectives are achieved or not. For post testing these are some techniques which will be used to see the results like Fund Raised In actual how much fund company raised during 30 days of advertisement campaign with comparison of last 6 month average month fund raising. Feelings of Customers In the post test the perception of the people about the brand is also an important indicator that what people think and feel about the company. Behavior The post test can also be evaluated by having a constant eye on the sale of the brand which will be the result of action of the customers who buy it. 25