Digital Marketing Project

1. PROJECT OF DIGITAL MARKETING
TEACHER: Sir Ahsan Siddiqui
OUR BRAND IS BACHAA PARTY
INTODUCTION:
Mr. Ahmed Javed who is the founder of Bachaa Party felt the need for the kid’s store. This store would be the tool for parents
specially mothers for their kids. If we talk about kids, they are very hard to handle and tough in handling, now an offer to visit a toy
store would be a choice to make them behave, This is because a visit at toy store would be kind of holiday to them. This toy store
not only entertain kids, but also put an experience which is full of wonders and can give a feel to be back to kids again. So this
platform is for both the parents and the kids.
Bachaa Party is a one-stop shop for infants, adolescents and everyone in between. We promise exceptional quality products,
affordable pricing and excellent customer service; along with an extraordinary shopping experience; both in-stores and online
Bachaa Party aspires to provide everything for children between 0 – 14 years of age, under one roof. Since its inception in 2016,
Bachaa Party has managed to gain phenomenal success in terms of growth. After launching its first 3 stores in Karachi, Bachaa Party
was able to expand its wings to Hyderabad, Multan and Lahore, while having other cities in the plan & offering Nationwide Delivery
service. We promise to surprise and delight our customers with our exciting merchandise, amusing ambiance and remarkable
customer service. Bachaa Party aims to revolutionize the phenomenon of retail shopping for parents and kids across Pakistan.
Followers: 393,711 people follow this
Instagram Page: bachaa_party

2. Website: http://www.bachaaparty.com/
Contact Details: 0311-1444627
Facebook Page: https://www.facebook.com/bachaaparty
OUTLETS:
Bachaa Party is focused on Value added products with 6 outlets
1. Clifton Branch- Karachi
2. Lucky one mall – Karachi
3. North Nazimabad –Karachi
4. Emporium Mall branch- Lahore
5. Gulgasht Colony branch—Multan
6. Boulevard Mall Branch – Hyderabad
COMPETITOR ANALYSIS
APPAREL AND ACCESSORIES:

3. Mini Minor, Kids and kids and Zubaida’s are the competitors of Bachaa Party, Since Mini Minors are being into kids brand since 1998,
they have national presence in 19 cities and more than thirty outlets around the country. The category they have for kids is toys,
cloths, accessories and a lot more.
COMPETITIVE RIVALRY:
Mini Minors and Zubaida’s are focusing its target audience to upper- upper to lower upper class. They have the command over the
competitors by opening small store outlets at multiple locations. Also they are focusing on separate stores outlets in Lucky one mall
and Dolmen mall Clifton and it is in their business model to make multiple small outlets with limited range. On the other hand,
Bachaa Party focuses on Middle Class and couples under the age of 40 where mothers are the influencers to buy any product while
fathers are the buyers.
ONLINE USER ENGAGEMENT:
Bachaa Party has strategic alliance with Daraz, The platform with biggest e-commerce market in Pakistan; Daraz also got acquired by
Ali Baba. Bachaa Party is focusing on expansion on the products. E-commerce market for Bachaa Party has less conversion rate from
the online user chain as compared to the ecommerce market like Mini Minors.
Competitors:

4. Minnie Minors
Followers: 653,467 people follow this
Instagram Page: minnieminorspk
Website: http://www.minnieminors.com/
Contact Details: 0311-1555259
Facebook Page: https://www.facebook.com/minnieminors
Ochre Clothing:
Followers: 210,497 people follow this
Instagram Page: ochreclothingofficial
Website: https://ochre.pk/
Contact Details: 0311-1444920
Facebook Page: https://www.facebook.com/OchreClothing/
popular
Brand Face: Ahmed shah is our brand face he is well known popular celebrity in kids
Also present in Tv commercials and programs in Jeeto Pakistan and Ramzan transmission at ARY.

5. We organize budget of 5 lacs for celebrity endorsement from Ahmed Shah
For Example:
Budget Planning:
Platform Objective Type Audience Ad Formats Budget

6. Mod
ule
% of
Budget
Google Conversion Search CPC
Prospecting
New
Standard Search and Smart
Search
PK
600,000
30%
Google Traffic Search CPC
Prospecting
New
Standard Search and Smart
Search
PKR
200,000
10%
Google Traffic Dynamic CPC
Prospecting
New
Standard Search
PKR
50,000
3%
Google Traffic Display CPC
Remarketing +
Prospecting
Responsive Ads (Text +
Images)
PKR
100,000
5%
Google
Awareness/
Reach
YouTube
CPV/
CPM
Remarketing +
Prospecting
Video Ads
(Bumper/Instream Ads)
PKR
100,000
5%
Facebook
Awareness
and Reach
- CPM Prospecting
Multiple Formats (Video,
Carousel, Static)
PKR
140,000
7%
Facebook
Conversion/
Leads
CPM
Remarketing +
Prospecting
Multiple Formats (Video,
Carousel, Static)
PKR
800,000
40%
PKR
2,000,000
100%
Media Planning:

7. Hype
Platform Objective Targeting Module Rate Clicks
Impression
s Cost
Est.CT
R Views
Est.
VR
Facebook
Post
Promotio
n
Engagement/
Awareness
Pakistan CPM
PKR
250
8,000 400,000
PKR
100,000
2% - -
Facebook
Video
Promotio
n
Awareness/Views Pakistan CPV
PKR
0.03
200,000 13,333,333
PKR
100,000
1.50% 3,333,333 25%
Facebook TRAFFIC Pakistan CPC
PKR
10
10,000 400,000
PKR
100,000
3% - -
GDN TRAFFIC Pakistan CPC
PKR
9
22,222 3,703,704
PKR
200,000
0.60% - -
YouTube-
Bumper
Ads
Awareness Pakistan CPM
PKR
400
240 800,000
PKR
300,000
0.03% - -
YouTube-
Instream
Awareness Pakistan CPV
PKR
0.03
95238 47,619,048
PKR
300,000
0.20%
10,000,00
0
21%
Total 327,700 65,856,085
PKR
1,100,000
1.53%

8. Launch
Platform Objective Targeting Module Rate Clicks Impressions Cost Est.CTR Est.CPA Est.Conv
SEM Conversions Pakistan CPC
PKR
10.00 30,000 200,000
PKR
300,000 15%
PKR
5 60,000
GDN Conversions Pakistan CPC
PKR
9.00 33,333 6,666,667
PKR
300,000 0.50%
PKR
10 30,000
Facebook Conversions Pakistan CPM
PKR
0.50 18,000,000 600,000,000
PKR
300,000 3.00%
PKR
4 75,000
Total 18,063,333.33 606,866,667
PKR
900,000 1.61%
PKR
5.45 165,000