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Diploma in Digital Marketing (DDM)

DDM I 2023 - Part I Group Assignment

Assignment Topic : “Karas Karas Cracker Biscuit”

Diploma in Digital Marketing (DDM)
Group Assignment

Assignment Topic : “Karas Karas Cracker Biscuit”

Group Members
Name Student Registration No.
Miss N E R COORAY 55895
Mr. P L A D Y MADURANGA 55896
Mr. W R GEETH LAHIRU 55897
Mr. U L S M PERERA 55900
Ms B T R N RASADARI 55901
Mr. M P S MUDALIGE 55916
Miss G D I FERNANDO 55917
Mr. T L LIYANAGE 55920
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Introduction

• The Karas Karas Cracker Biscuit Marketing Plan focuses on capturing the consumer's mind
through strategic positioning and innovative campaigns.
• Emphasizing quality and unique flavors, the plan includes targeted social media promotions,
collaborations with influencers for product endorsements, and engaging visual content to
create a strong online presence.
• Additionally, offline channels like supermarkets and convenience stores will be utilized,
accompanied by in-store displays and promotions to enhance visibility.
• The primary objective of this marketing plan is to shift consumers' perceptions of the "Karas
Karas" brand from a health-related cracker to a versatile cracker that can be used for any
occasion.
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Akalanka Dissanayake
Freelance Web Writer & Photographer

Price Avenue, Battaramulla, Colombo

www.yomint.com|772004523
PERSONA

LIKES & BEHAVIORS GOALS & PAIN POINTS

• Frequently ventures to offbeat • Discover new snak that complement his

destinations for photography and travel lifestyle.
creating captivating blog posts.
BUYER

• Pain Point (1) - Struggling to find

ABOUT • Enjoys experimenting with diverse snacks that travel friendly and
He is a 25 years old & unmarried .He is a food combinations and flavor interesting in terms of taste and texture
freelance web writer and Photographer profiles.
exploring new places and cuisines. Most of • Pain Point (2) - Traditional snaks brand
the times he used to travel with his huge bag • Prefers products with visually don't appeal to his desire.
with laptop and other camera things. striking and dynamic lifestyles.
• Pain Point (3) - Skipping meal terms
• Keeps up with food and travel due to traveling.
influencers on various social media
platforms.
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Suramya Gajanayaka

PERSONA
Health & Fitness Instructor

Wards Bulk, 3rd Floor, Chattem Street, Colombo 01.

BUYER
[email protected] | 077 501 2435

“Tell me what you eat & I will tell you what you are.”

LIKES & BEHAVIORS GOALS & PAIN POINTS

• Actively seeks out products that • Maintain a balanced diet while enjoying
align with health tasty snacks

• Enjoys experimenting with new • Pain Point (1) - Struggle to find

ABOUT recipes and creating healthy snacks convenient and healthy snack
She is a 28 years old single women. Holding a at home
Bachelor’s degree holder in Nutrition and • Pain Point (2) - Often feels that
dietetics and work as a certified fitness expert • Participates in wellness events and traditional biscuit brands don't cater to
.Her approach to health is rooted in the belief fitness workshop her health requirements.
that true well-being comes from a balanced
lifestyle, where nourishing foods and • Actively share their fitness journey • Pain Point (3) - Lack of time to meal
invigorating physical activities harmoniously and food choices on Instagram preparing and cooking
intersect
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Digital and Non Digital Touch

points

Non-Digital Touch Points

● Print Advertisements
● Television Commercials

REACH
Digital Touch Points
● QR Codes
● Influencer Partnerships
● Display Ads
● Social Media Advertising
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Digital and Non Digital Touch

points
Non-Digital Touch Points
● Retail Store Displays
● Limited Time Offers
● Seasonal Decorations
● Collaborations
ACT

Digital Touch Points

● Interactive Website
● Mobile App Engagement
● E-commerce Partnerships
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Digital and Non Digital Touch

points

Non-Digital Touch Points

● Unique Packaging Materials
● Pop-Up Shops
● Interactive Displays
CONVE
RT
Digital Touch Points
● Engaging Content
● User-Friendly Website
● Seamless Checkout Process
● Customer Support
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Digital and Non Digital Touch

points
Non-Digital Touch Points
● Product Sampling at Events
● Thank-You Notes
● Direct Mail
● Holiday and Birthday Cards
Engag
e
Digital Touch Points
● Tailored email campaigns
● Engaging Social Media Content
● Regular Content Updates
● Community Forums
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Digital Competitor Analysis

Maliban and Manchee Biscuit brands in Sri
Lanka

WEBSITE
• Design of the website
• User experience
• Content Quality

SOCIAL MEDIA
• Facebook
• Instagram
• LinkedIn

SEO Analysis
• Consider concentrating on keyboard terms
• Local SEO
• Evaluations on Google and other pertinent
review sites
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What competitors do for RACE framework?

Maliban and Manchee Biscuit brands in Sri
Lanka

Maliban and Manchee would concentrate on boosting their

REAC act brand's online presence and broadening the scope of their

H audience

It's important to keep in touch with customers and keep

CONV ENGA
them interested in the business.
ERT GE
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SWOT : Analysis

• High Brand recognition

• The product's versatility
• Existing Distribution Network

S T
4
• Heritage and Trust

1
• Outdated Brand Image

W
• Sales Reduction
• Competition
• Limited Digital Presence
• Changing consumer
2 preferences
• Negative online
reputation

•
•
•
Digital Marketing
Content Marketing
Expanding online sales
3
O
• Health and Wellness Trends.
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Macro Environmental audit – PESTLE Analysis

Economic:
Political:
Consumer Spending
Compliance
Digital Marketing
Trade Agreements
Costs

Social: Technological;
Health E-Commerce
Consciousness Platforms
Digital Engagement Data analytics

Environmental; Legal
Sustainability Data protection
Ecological practices Advertising rules
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SMART strategic communication objectives

SMART communication objectives for the KARAS KARAS Cracker Biscuits

which targeted to reposition among the young millennials who is Tech
savvy and live in the moment.We built the two personas hypothetically
with aiming the above target audience and Build the SMART
communication objectives as follows.
Increase the awareness up to 90% among the young Achieve the no 1 top ranking search
millennials within the 6 months. web site/brand on google and other
Increase the organic website and social media traffic up to search
80%To reposition the product as healthy, delicious, different engines by July 2024.
flavors & tasty and easy
Achieving an Increase of online sales
buying snack on the market among the 80% of 20-45 years by 120% in direct sales from the
crowd within next 12 months or 75000 visitors within next website andsocial media from next 12
six months. months.
To reposition the product as healthy, delicious, different Increase of 80% offline sales within
flavors & tasty and easy buying snack on the market among the one year.
the 80% of 20-45 years crowd within next 12months.
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Big Campaign Idea for the Karas Karas Cracker

Biscuit

Fuel Your
Adventure
Anytime,
Anywhere!
Our campaign, “Karas
Campaign Karas: Your Ultimate On-
Karas Karas: Slogan
Your Ultimate The-Go Fuel”, aims to
On-the-Go Fuel introduce a revolutionary
snack that seamlessly
integrates into your active
Campaign
lifestyle.
Title
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Metrics of
Success

• Increased brand
awareness through
Campaign social media
Elements engagement and
website traffic.
Key • Growth in sales and
• Product Launch distribution in targeted
Messages
• Social Media Blitz markets.
• Influencer Partnerships • Positive customer
• Convenience Meets reviews and feedback.
• Interactive Website
Nutrition • Expanded influencer
• Anywhere, Anytime • Mobile App network and
• Outdoor Adventures partnerships.
• Variety and Flavour
• Sample Stations • Decreased customer
• Nutritional
acquisition cost due to
Transparency • Sustainability Initiatives effective marketing
• Giveaways and strategies.
Contests
• TV Advertisement
• Radio Commercial
• Print Ads
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Social / Digital Media Platforms

● Instagram
● Facebook
● YouTube
● Tiktok
● Pinterest
● Email Marketing
● Online Marketplaces
● Influencer Marketing
● SMS Marketing
● Uber Eats and Pickme Food
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How would bring the campaign idea to

life?
INSTAGRAM Collaborating with influencers such as Sachini Nipunsala through
Instagram takeovers. Organizing contexts, sharing quizzes and polls.

FACEBOOK Sharing engaging images and videos. Posting live videos and stories
during sampling events. Organizing Facebook contests.

YOUTUBE Uploading videos that emphasize the versatility of the brand, product
demonstrations, and product reviews with influencers such as Sachini
Nipunsala and Travel with Wife.

TIKTOK Collaborating with TikTok influencers such as Lochi and encouraging

customers to post their moments with Karas Karas biscuit on TikTok.

PINTEREST Share creative recipes that incorporate the cracker and publish user-
generated content of the customers
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How would bring the campaign idea to

life?
EMAIL Sending emails introducing new flavors, sales, and special deals.
MARKETING

ONLINE Listing the products on the online market places such as Kapruka and
MARKETPLACES Daraz

INFLUENCER Make engaging content to showcase the brand in a variety of

MARKETING contexts by collaborating with influencers such as Sachini Nipunsala
and Travel with Wife.

SMS MARKETING Sending promotional SMS messages to the target audience by

providing them with various discounts, timely promotions, or product
updates.

UBER EATS AND Providing special offers to motivate customers buy the product
PICKME FOOD through these platforms.
Summary
● To achieve the primary ● We have set up SMART
objective, we have strategic objectives and
identified two main developed a big idea
audience personas who with the campaign title
connect with the brand “Karas Karas: Your
along with the digital Ultimate On-the-Go
and non-digital touch Fuel”.
points. ● Finally, we have
● After that, we identified the most
conducted a competitor relevant social and
analysis and identified digital media platforms
the strengths, to bring this campaign
weaknesses, idea to life.
opportunities, and
threats.
Thank
You