Contents

Introduction...............................................................................................................................................4
1. Communication Objective:...............................................................................................................5
2. Competitor Analysis:.........................................................................................................................9
Fresh Up.................................................................................................................................................9
Trident..................................................................................................................................................10
FUSEN..................................................................................................................................................11
EXTRA.................................................................................................................................................12
Segmentation:..........................................................................................................................................14
Geographical segmentation.................................................................................................................14
Demographic segmentation.................................................................................................................14
Behavioral segmentation.....................................................................................................................14
Psychographic segmentation...............................................................................................................15
Target Market:........................................................................................................................................15
Positioning:..........................................................................................................................................16
Communication Design...........................................................................................................................17
Message Strategy:................................................................................................................................17
Product attribute benefit:.................................................................................................................17
Social Benefit:...................................................................................................................................17
Message Framing:.................................................................................................................................17
a. Creative design:.......................................................................................................................17
b. Message source:........................................................................................................................18
Message:...............................................................................................................................................18
Communication Channel........................................................................................................................20
Personal communication:....................................................................................................................20
1. Advocate:..................................................................................................................................20
2. Social.........................................................................................................................................21
Non-Personal Communication:..........................................................................................................21
Advertising:.......................................................................................................................................21
1. Sales Promotion:.......................................................................................................................22
2. Events:.......................................................................................................................................22
3. Public relations:.......................................................................................................................23

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 4. Social Media:............................................................................................................................29
5. Direct Marketing:......................................................................................................................29
Communication Plan:.............................................................................................................................30

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 Introduction
Ding Dong is the product of Hilal Food pvt. Ltd., which is, in fact, one of the leading foods and
confectionary brands of Pakistan. They export to more than 20 countries. Their Moto is
“Increase Imagination and let them be kids a little longer.

SWOT:
1. Product recall is great, since most of us can recall it due to jingle.
2. It is also exported to Middle East, Europe and America.
3. Great in taste

Weakness:

1. Flavor needs to increase.

2. Packaging needs to improve.
3. Lack of visibility due to lack of promotions.

Opportunities:

1. Social Media is a great way to reach the many, with great social media campaign.
2. CSR;
1. Rescuing stray cats and providing them shelter.
2. Since their moto is to increase children’s imagination, they can hold art contest for children
and recognize disabled children with art talent.

Threat:

1. Competition within the industry is intense, since a lot of imported brands are now available in
the market.
2. Competitors are finding new ways to compete.

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 1. Communication Objective:
Before we write down the startegies to bring back Ding Dong up and running into the market.
We had to know, what went wrong in the first place and what consumers really want. So we
conducted extensive survey, where we asked more than 50 questions (few open-ended
questions) which were done by 80 individuals. We have come to realise that people love the
flavour od Ding dong way too much, it’s sweet, juicy and flavourful for them, however, this left
us wondering what actually caused it to go down in the market. So, we asked them what went
wrong from our side. And they didn’t disappoint us.

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Let’s discuss them briefly about the current problem:

A. Quality: Consumers/respondent didn’t hesitate to tell us that after chewing the ding dong
for a while bubble itself became hard to chew, or it develops this weird texture and it isn’t
long lasting in terms of its flavor. And few find it to be of average quality.
B. Packaging: Well, since most of the respond loved ding dong, we think packaging played a
major role for ding dong to be at decline stage at It’s product life cycle stage. We couldn’t
agree more when the respondent stated that the packaging has basic flavors, the packaging
doesn’t excite consumers to buy ding dong and they were sadden when ding dong removed
those colored pictures from their packaging.
C. Perception: Even after being loved by many, few still think that ding dong is not good as the
other chewing gums in the market. It very basic in terms of it’s value, as it has one flavor and
others are not liked very much, there is not market for it, kids eat it and someone of my age
will be reluctant to eat it in public, hence, no recognition.
D. Product: Like I mentioned earlier, the taste doesn’t last long and chard to chew and lacks
flavors where competitors in the market provide variety of flavors.

And then we asked the respondent for a possible solution. We asked them what they were looking for in
Ding Dong. Well, majority wanted Ding Dong to have long lasting Flavor and wanted softness to
increase. Some wanted packaging to improve, while few others wanted Ding Dong to introduce Sour
version.

And What made current competitors’ standout was equally important to know to combat the
competition. The competitors provided variety of flavors, long lasting flavor, easy to chew, and they
maintained taste overtime and moreover had better packaging.

And to provide consumers with something better and outstanding, we had to listen to them, we had to
be better than the others in the market, be unique and provide the greater good to every kids.

So, we brought what will be irresistible to not only to kids but adults too. One solution to every taste
bud and we didn’t leave the fun for the kids with diabetes. We now bring to you Cocktail box of 72
pieces.

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Ding Dong brings to you Cocktail box which has 6 flavors; Watermelon, Mint, Peach, Berry (sweet and
sour), Mango, and Kiwi (sour). It’s one stop solution to your need for variety, long-lasting flavors,
softness, freshness and sugar-free. So, we are not just one box, but a box with a lot to celebrate for, we
are bringing back the pictures in the packaging, but those pictures will be in drawing which will be left
for you, your children and sibling to color.

What will compel you to buy it?

1. If you are crazy for variety than this is perfect for you.
2. Since in a household mostly everyone has different likes and this cocktail box will be a one stop
solution for you to bring back home the box which will satisfy the everyone since they all will
have 2 or at least 1 favorite flavor.
3. Pictures in the packaging which can be colored and this means that most consumer will not only
be consuming the bubble but will also have a little recreational activity.
4. Packaging is better now, there is nothing basic but fancy and colorful.
5. Flavors which can be enjoyed by everyone, Mint (Mild) which can be consumed by young adults
since they are more concerned about mouth freshness, whereas, kids want sweet and sour
things to taste.

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We did ask our 80 respondents will they buy the product if we bring the relevant changes, where 76.3%
respondent have agreed to buy the product, 18.8% may or may not buy the product and a very low
significant people will not buy the product. So, if we look at the percentage of people going to buy it is
pretty good and we are confident that they are going to love it.

2. Competitor Analysis:
Ding Dong currently has four competitors: Fresh up, Fusion, Extra, and Trident. We will
be discussing briefly about the background, their marketing mix, and benefit they
provide.

Fresh Up
Fresh Up is the only direct competitor of Ding Dong out of the four as it is also a product of
Hilal. It comes in 4 Flavors namely Ice Mint, Spearmint, Peppermint and Strawberry.

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Fresh Up has been in the Market for more than 10 years and is one of the highest selling
chewing gum/bubble.
Product: The product is a chewing gum/bubble that an individual chews, enjoys the flavor and
then throws it away. The demand for this product is build through the need of refreshing the
mouth with flavor and smell. It replicates the idea of chewing gum through Ding Ding which is
also a product of Hilal but it comes in different shape, slightly different ingredients and more
flavors which makes the product interesting and attractive to the general public or potential
customers.
Price: Fresh Up's 36-piece box is sold at the price of Rs 67.00 whereas a single peice Fresh Up
bubble is available at the price of Rs 2.00 at a local store in Karachi. It also comes in a 10-Pieces
stick available in 15.00 Rs.
Promotion: Hilal's Fresh Up is promoted through various channels like any other Hilal product
such as TV, Magazines and Billboards etc.
Place: Fresh Up is available all across the country and is also exported to 20 different countries
just like any other Hilal product. The product is usually placed near the counter at any grocery
store or a superstore as many shopkeepers and sales person in the country have the habit of
handing out chewing gums when change is not available.
Benefit:
1. They are affordable.
2. They have variety of flavors.

Trident

Trident first came into the market in the US in the 1960s when an artificial sweetener was
replaced by saccharin and Trident was introduced as it was a sugar-free chewing gum. It was
manufactured and brought in the market by the US company American Chicle which was then
bought by many companies and today it is owned by Mondelez International which was a
successor to Kraft Foods.

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It comes in many flavors, a few of them are Spearmint, the Original Flavor, Tropical Twist and
Watermelon including so many other flavors.
Product: The product is a sugar-less variant of a chewing gum which is less in size than most
chewing gums which more flavor. The unique sugar-less chewing is attractive for diabetic
patients who like to chew as well as other general public or potential customers.
Price: Trident comes in different flavors and different sizes but prices vary when it comes to
size. It is available in a 12-peice stick/packet at the price of Rs 215 (27 grams) Whereas the box
which contains 14 such packets is available at Rs 2,199.
Promotion: Trident is usually promoted through TVCs, Magazines, Social Media Ads and
through Ads on Wheels. It also uses RFID technology to promote the brand/product.
Place: Trident is usually located near the counter at any grocery store/ super mart similar to any
other chewing gum. It is also available at local Pan shops across the country.
Benefit:
1. Long-lasting flavor: it has long-lasting taste which shows how they are looking after the
needs of consumers.
2. Maintained standard: It is a mark of good quality.
3. Packaging: The Packaging itself is exciting.

FUSEN
FUSEN gum is basically originated from Japan, it is a brand that is locally produced over
there and the literal meaning of the word define as balloon in Japanese. This product is
exported globally all around the world including Pakistan as well, that means we can
identify this brand as an indirect competitor of Ding Dong. FUSEN belongs to
MARUKAWAGUM named company that is located in Japan and operates since 1948. The

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 basic four p’s of marketing mix that the brand follows can be explained as, first of all the
product itself it is for its targeted audience and the standards they follow to distinguish
themselves from the remaining competition. The product has a vital role in developing
the strategy for the overall marketing mix that includes other three factors (price, place
and promotion), FUSEN has always tried to maintain their unique taste and the quality
they offer against the price is hence reasonable as the flavor of the gum is different and
good, the texture of the gum is soft and chewy, the flavor is long lasting compared to
other gum and the ingredients used are of good quality. However in recent times the
quality of the bubblegum is decreasing and the company should look upon this quality
issue. Secondly moving further to pricing strategy, when the brand initially entered the
market their price for per bubble gum was rupees 5 that means they were a little above
the average price of any local brand that were offering, so we can easily consider it as
premium pricing as the company was charging the little extra amount for its higher
quality and taste. However the current pricing of FUSEN is still above many competitors
in the market and tends to increase the future as due to the heavy taxes and absence of
local production of the company that makes them to charge extra price compared with
other brands of bubblegum. Third p of the marketing mix place, FUSEN is usually
available at small stores as well that means the supply of the chewing gum is readily
available and the potential customers can easily find it on many different small and big
stores. FUSEN places them as a chewing gum that can be easily available and the
customers shouldn’t have to go different places to find it. They are also available at
many online stores as well including daraz.pk from where we can order their small
boxes of bubblegum. Lastly the promotional offers that the company uses are that there
discounts available at different online websites and we can also gain discounts on bulk
purchasing form any big store, however the company directly does not have any
promotional schemes being offered currently on individual purchase and they have to
look upon this area of the brand in order to compete against other brands that offer
much better promotional schemes.

Benefit:

1. Taste: respondent really liked its taste.

2. Packaging: It is fine.
3. Softness: it is soft too.

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 EXTRA
 Extra is a brand basically that first started selling their gums with the name of sugar free
as it is a product of Wrigley Company and was their first ever sugar free product. It
became popular in the US within few years. However, in UK similar bubblegum is sold
with the name tag of Orbit with 14-piece package. The marketing mix strategy for the
brand follows revolves around various factors. First of all the product itself, Wrigley the
parent company has many other brands as well of chewing gums, and they have
different gums introduced in different part of the world marketed at different levels. For
example their one brand Xylitol claims that it does not provides cavity to the user’s
mouth. The pricing strategy of the company is to provide low pricing to the average
consumer so that they can use their product on regular basis and can result in pocket
friendly for the consumers as well, this makes their sales to increase globally and locally
ion Pakistan as well, as extra is largely consumed over here as well but however when
we compared it with other local brands the pricing used over here is a little on a higher
side which makes them limited for a percentage of consumers. Similarly compared with
other indirect competition in Pakistan extra comprises on low sales but have an edge on
higher number of sales in the market. Wrigley’s extra bubblegum placing strategy in
Pakistan is also similar to many other numbers of brands as they also tend to be
available on many small stores for its potential customers, they are always available on
shelves of supermarkets on the bill counter and can easily be bought from there as well.
Wrigley as internationally produces gums in 14 countries, and sells to more than 50
countries. The company has presence from premium retailers to small retailers. Wrigley
the company itself and the brand extra’s biggest source of promotion is the chemist
since it is positioned in such a way that it provides complete dental care. Moreover, the
company also ensures that their promotional activities are inline in such a way that
appeals the targeted customers such as extra has introduced many different flavors with
new colors and they also use the concept of macro pack and micro price to offer lower
prices and high-volume sales.

Benefit:

1. Sugar-free: All extra bubbles are sugar-free.

2. Variety of flavors: They have wide range of flavors for
consumers to choose from.

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 Product Fresh Extra Trident Fusen
Benefit Up
Variety of Advantage Advantage Advantage Disadvantage
Flavors
Long-Lasting Disadvantage Advantage Advantage Disadvantage
flavor

Packaging Advantage Advantage Advantage Advantage

Price Advantage Disadvantage Disadvantage Disadvantage

Promotional Disadvantage Disadvantage Disadvantage Disadvantage

Activities

Segmentation:
Geographical segmentation
For now, we are just targeting Pakistan with the new Cocktail flavors box, and the chosen flavors were
suggested by the respondents who live in Pakistan (Urban cities). Therefore, if we get the positive
response, we are hoping for in Pakistan, our future plan is to expand middle east market with these new
flavors or flavors of their choice.

Demographic segmentation
In demographic segmentation, we are targeting both Male ad Female.

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  The product is made to the likeness of all age groups.
 Considering that that we are bringing in The cocktail box which has 72 pieces, we believe it
perfect for any family since it will have something for everyone.
 We are considering lower middle to Upper middle class.

Behavioral segmentation
Considering that everyone likes to chew while working and studying as studies have proven that
chewing gum helps you to concentrate on your work, so we have different flavors to suite your different
mood and need with improved quality and taste.

Since we 28% are quite

neutral towards price sensitivity and 18% are price sensitive. We did ask them about the price of new
and improved 32-piece box and this is what they had to say: But we are bringing in 72-piece box which
will be priced higher a bit.

Psychographic segmentation
 Lifestyle includes families with kids, it is a fun pack as it not only gives variety in a box but a small
recreational activity for the family as kids can color the drawings and re-create the story from it.

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  Kids who are growing up who crave for more tasty food and snack with different flavors as
comparatively to grown-ups.
 Parents who do not want their kids to have excessive amount of sugar, this is best option for
them since it is sugar-free.
 And we didn’t want to leave out with juvenile diabetes because we didn’t want them to miss out
the fun.

Target Market:
 Our main target audience is children, youngster and adults. Basically, everyone who comes
under generation Z and Y.
 We are targeting students, employees, entrepreneurs, children with diabetes and parents. Since
employees, entrepreneurs have a lot of public dealing and they want to have constant
refreshing breath to compliment their personality for them we are bringing in Mint flavor and
sugar free.
 We are bringing in sugar-free bubble for diet conscious people and children with diabetes.
 We are bringing in this family pack for the families since it has something for everyone to enjoy.

Positioning:
After analyzing the survey, we have come to the conclusion that people love the flavor of Ding Dong but
they think it is basic as it had only one flavor, boring packaging and very less to zero promotional
activity.

And we are here to change it, we will no longer be basic but extraordinary and unique.

Changes:

 We are coming up with 6 different sugar-free flavors for you to choose from, according to your
mood or need. We are the first Pakistani to bring so many sugar-free long-lasting flavors in one
box that too at very affordable price.
 Since the promotional activities are less to zero, we believe we can only compete if we involve
consumers while revitalizing. We let them be a part of Ding Dong. Consumers loved the idea of
re-designing the logo, packaging of Ding Dong. We gave them the opportunity to customize their
own box for themselves or for their loved ones. This custom packaging can be your personal box
with your name on it and it can be a box designed for celebration. We did color contest where
we asked kids to color the picture of the cat. We are now bringing Ding Dong Coloring book for
kids for just Rs.50.

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  CSR: We believe that people with creativity need to be recognized especially people who are
differently abled, since we don’t have platform to showcase our youth’s talent. And we believe
differently abled kids and adults need to be celebrated and showed off at national and
international level. And our focus is also on children with diabetes. We believe this is a growing
disease in Pakistan with very little awareness. And we ought to contribute in creating more
awareness, fund the research for the cure because we want the kids to increase their
imagination and be a kid little longer.

Communication Design

Message Strategy:

1. Positioning: We will be providing product attribute benefit and social benefit.

Product attribute benefit:

a. Extra softness:

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 b. Sugar-free: We want everyone to enjoy the bubble gum.
c. New and improved packaging for six different flavors, cocktail box and custom packaging.
d. Improved quality: it won’t easily get dissolved, better taste and long-lasting flavor.
e. Long-lasting flavor: Now, the taste will last longer than your mood.
f. Bigger size: It will now be in bigger size for you to enjoy or share.
g. Packaging with pictures to color: We are bringing back the pictures in the packaging, the fun
is back. The pictures can now be coloured.

Social Benefit:
Our CSR campaign, we believe everyone deserves to be cherished and live normally with equal
opportunities and more recognition for their talent. And we believe kids deserves to have fun
and we didn’t want kids’ diabetes to miss out the fun. And we want them to live to the fullest
and explore everything that they should be doing in their childhood. We want them to increase
their imagination and let them be a kid a little longer.

Message Framing:
We used “Story-telling and Pathos” technique for message framing. We wanted to build
instant connection with the audience, so there is no better way to do it than emotionally
connecting with them. So, we targeted their emotions by telling a story of man who misses
his old days. And introduced Ding Dong new cocktail flavor box.
a. Creative design: Advertisement design is rather Personal appeal, since we are
re-branding, and Ding Dong advertisements before are quite memorable and
were fun to watch and it’s very hard to beat the popularity of the animated ad
since it had a memorable Jingle “Ek moti Billi tazi thi baray mazay se Ding Dong
khati thi”. So, the best way we believe to grab the attention was by appealing to
one’s emotion. We showed Father-son duo, were father feels sad remembering
the past when he use to have Ding Dong and then he realized how much his son
likes it, so he grabs the box from his son’s hand and runs (teasing) and the sons
follows when he was able to catch his father, they both laughed and had the
New Ding Dong Cocktail flavor box. A treat for everyone.
b. Message source: We have not chosen any celebrity endorsement as of yet.
Although we are well aware of the fact that celebrity endorsement persuades
the consumers faster but we wanted the audience to relate to someone like
them. Someone they can connect with and feel the emotion in the same way.
Emotions are felt in the same whether they are endorsed by celebrity or
someone like us.

Message:
here will be 3 scenes
 Scene 01: present
2 log hongy ek baap and ek bacha 10 years or less. Son’s name will be sami and the
father’s name will be subhan (you can change the names if you want) bacha coloring

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 book me color krrha hoga or uske barabar me yellow color ki 2 ding dongs pri hongi
table pr. Baap office se akr us k barabar me bethey ga then unlogon me baat start hogi.
Baat krty krty baap flashback me chla jayega.

 Scene 02: past (flashback)

Subhan apne khud k past me jaye ga where he is a kid same age as sami 10 years or less,
subhan tv ya laptop k samne leta hua hoga bachin ki trhan ding dong kha rha hoga or us
k barabar me 2 3 dingdong pri hui hongi and samne t ya laptop pr ding dong ka add chl
rha hoga or wo khushi khsuhi use mazay se wo advertisement dekh rha hoga or ding
dong ka song gar ha hoga .bs (flashback ends here)

 Scene 03: present again (after flashback)

Jb baap ka flashback end hoga, baap abhi sochin m hi hoga k bacha ba ko hath se pkr kr
hilaye ga then ophir in me baat cheet hogi phir ek dam se baap k chehre pr shrarti
expression ayega or wo jldii se usk k betay k pas jo ding dong rkhi hogi wo utha kr bhagy
ga , matab betay ko tang kre ga or beta baao k peeche bhagy ga, jese bap beta khel khel
me kisi cheez k liye lrty hain or video blur hogi and screen pr dingdong ka new cocktail
flavors ka dabba aye gaa.
 DIALOGUES
 Father: subhan
 Son: sami
 Scene 01: present
 *son coloring*
 *Father comes home from work and come sits with the son*
 Father: sami beta kia krrhy ho? (bht pyar se akr bethta hai)
 Son: kuch nahi papa me bs coloring krrha hun. (color krty krty bolega or mun neeche
hoga)
 Father: arey wah, ye book to bht achi hai ye ap kahan se laye.
 Son: papa mene ye ding dong k new flavor khareeda at old price jis k sath mujhe
dingdong ki coloring book mil rhi thi for only 50 rs. ( smile kr k bole ga excitement me )
 Father: acha ding dong k new flavors, ( ding dong dekh kr bolega baap wo be cocktail
flavors me, hairan hokr) (zyada hairan nhi bs thora)
 Son: ji hn, or mujhe ye new favor bht mazay k alga
 Father: mujhe abhi bhi yad hai jb hum choty thy, to hamare zamane me srf ek flavor
hota tha (expression aesa hoga peechle dinon ko yad krty hue

*flashback starts from here*

 Scene 02: past (flashback)
 *inserts fashback ka effect or filter*

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 just ad on hoga on laptop or tv, or sog chl rha hoga dingdong ka or bacha matlab subhan
ka bachpan (Abdullah) ad dekh rha hoga khushi khushi us k pas 2 3 ding dong pri hongi
or wo sing k sat k apna sir move krrha hoga ya phir ding dong k sath song sing krrha
hoga. 10 sec ka ad hoga and then flashback ends.
 Scene 03: present again (after flashback)
Subhan ka present face ayega with the thinking expression with a side smile and beta
usko hath se halka sa hilaye ga bacha use dekh rha hoga jb flashback end hoga or
pooche ga
Son: papa kia hua ?
or subhan socho me se nikle ga or
father: kuch nahi beta (beta k sir pr hath herta hua bolega ) bs purani din yad agye thy jb
me apk jitna tha.
 Beta hanse ga halka sa
 Phir subhan k chehre pre k shrarti pan ajaye ga or woe k dam se sami ki bubbles le kr
bhegna shuru hojaye ga waheen room me or use tease kre ga or ek usi wqt khol kr kha
lega akhir me video blur hojaye gi or screen pr cocktail ka dabba ajaye ga with the text
 * ab har flavor ek box me*.
 *ao milbaattein khushiyan*(Tagline)

Communication Channel

Personal communication:
1. Advocate: Since Ding Dong is currently not involved in any promotional activity. It is
very important to interact with consumers in today’s time to combat the competition.
The more consumers are involved are going to be involved the better will be the
relationship with Ding Dong and be loyal. So, to do that Ding Dong needs to be active on
social Media. Our Target audience is on Social Media, it is the best way to get consumer
involved.
 So, for that we kept competition where we upload the Cat picture and link to download
it. So, kids had to use their creativity to color that picture and the kids didn’t disappoint
us.

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 We asked consumer to customize the packing of the 72-piece box, they were allowed
design their own box, write their name or of their loved ones, however, we wrote terms
and condition for designing the product.
Terms and condition:
1. We will not print any sacred names. Names like Muhammed, Ahmed, Ali.
2. We will not print, if the design is against any racial ethnicity.
3. We not print, if the design will send out negative message.
4. We will not print, if the design has a flag on it

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  Public Relations: With increase in social media usage, social media influencers have
become next big thing for the organizations, since they are cheaper than celebrities and
have a lot of fan following. Our target audience uses TikTok and currently they have a lot
of fan following and we will send them “The New Cocktail Box” and they can make
tiktok the jingle or our current ad.

2. Social: Word of Mouth endorsement is most effective and we believe now tables have
turned and things have been changed, now people around us influence the demand.
People around you tell you what to buy. So, if your friends and family members tell you
that the new it’s amazing, it satisfies everyone that definitely you will buy.

Non-Personal Communication:
Advertising:
 We have created ads and radio ads which we will view later.
 We have designed booklet for kids to color, billboard, display sign.

Advertisement 2: Display Sign 1

Advertisement 1: Booklet 1 Advertisement 3: Billboard 1

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1. Sales Promotion: We will give out the free samples in supermarkets, this will work
greatly as Word-of-Mouth promotion, let people try what good we have brought into
the market.
2. Events: Our event will revolve around CSR campaign. Since we are working on two
causes at this time. We host an auction basically where we will sell art work of
differently abled children and adults, money generated from auction will then be given
for research for diabetes in children.

Event: Event Poster 1

3. Public relations: we will focus on community relations because we believe we are

obliged to give to society. Our CSR program will be focused for public relation.
We will post the posters and the video we have prepared for our CSR plan.

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We paid tribute to the Unsung hero
of Pakistan, who might get
recognition abroad but not here.
We have immense talent but no
platform to showcase.

We believe it is our responsibility to

showcase such talent not only on
national but international level.

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 4. Social Media: We will be very active on social media to continuously engage with the
audience and since we are still stuck in pandemic, we believe we can have a lot of
activities that will keep us and our consumers engaged. Moreover, we TikToker will
endorse the Ding Dong since our target audience watches it.

5. Direct Marketing:
We have prepared email for email marketing for our valued consumers.

EMAIL(Sample)

Subject: Surprise something new for you!

Hello [Name];
All good things come to end… and we want replacement with something new innovative.

Next week, Ding Dong is launching new cocktail box which contain variety of flavor. It’s a step of
Ding Dong to fulfill demand of its customer.

We have noticed a demand of launching new flavor with different packaging from our dear
customer, so we have decided to launch new cocktail box which contain 6 flavors; Watermelon,
Mint, Peach, Berry (sweet and sour), Mango, and Kiwi (sour). It’s one stop solution to your need
for variety, long-lasting flavors, softness, freshness and sugar-free.

If anyone crazy regarding variety of flavor and wants long lasting flavor with new fancy and
attractive packaging contains picture with different color should try our new Ding Dong Cocktail
box.

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Communication Plan:
Channel/Platform Program/content Profile of Time
viewers Duration

TV Hum Tv, Cartoon TVC created using Kids, 1min 22sec

Network, emotional appeal youngsters and
Nickelodeon parents
Print Dawn, children Picture of “The New Fathers and Weekly ad for
coloring book Cocktail Box” children a month
Social Media Facebook and CSR campaign, Youngsters Daily ads for
Instagram Online Competition a 2 to 3
weeks
Event Auction Art pieces of Entrepreneurs, Auction will
differently abled will our valued be for 2 days
sold in an auction, consumers’
for which a % will be
paid to them and the
rest will spending on
researching cure for
the disease.

Communication Budget and Plan:

We have attached our excel sheet for communication budget and plan in GCR.

**We have attached excel sheet of our survey as a proof.

**We have attached the social media ad.

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**We have attached communication budget and plan.

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