Marketing and Advertising Plan of Ding Dong Bubble Gum

1. Advertising Term
Project
Marketing Plan of Ding Dong
Bubble Gum
Made by:
AlinaSultani

2. 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
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3. 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
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4. 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
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5. 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.
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6. 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
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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
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8. 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.
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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
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10. 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.
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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.
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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.
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13. 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.
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14. 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
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15. 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.
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16. 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.
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17. 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.
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18. 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.
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19. 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
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20. 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
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21. 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
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22. 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.
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23. 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‟.
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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.
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25. 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.
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