Mahrukh Fatima (8969)

Name : Mahrukh Fatima (8969)

Subject:Introduction to Social Media SubmissionDay/Date:Mon&Wed(08:30 – 11:00)

Instructor: Muhammad Ehtesham Khan Submission Duration: 2.5 Hours
Program: BBA Max. Marks: 25

Question 1 Maximum marks 10 (word limit 300 to 350 words)

“Jolly” is a new Donut Chain in Karachi with an aim of providing you the most delicious,
fresh and hygienic donuts which can be delivered through our call center and through our
outlet located at Five Star, North Nazimabad. After Covid 19 the online market has grown
and now the owner is willing to tap the online marketplace as well. He has hired you as a
digital marketing expert and wants you to make “Jolly” digital strategy after understanding
the digital trends 2021 of Pakistan. The owner aims to increase the relevant traffic on his
website, mobile application and social media platforms to gain maximum reach to his
targeted customers, so that he can get more business from them. Your job is to provide him
the digital plan that how he can increase his reach on online platforms keeping in mind the
marketing process.

To market a food product and to ensure an action/conversion, it is very necessary that it reaches
out to the right audience, on the right time and with the easy and convincing measures. Food is
what people is looking for most of the time and fortunately it is where people don’t think a lot
before investing money. However, they do make comparative analysis among multiple options
before purchase. Therefore, we need to firstly make sure that our product should be the first one to
reach them and most repetitively too so they can not think of or reach other options. Secondly, if
they reach other option than still our product should take the edge in the following measures:

Ad/Image should b tempting enough

Price/affordability plus free delivery
Credibility/reviews
Ease of order/shorter delivery time
Value: Economical/ family Deals (for more no. of people in less price)

To market this Jolly Donuts:

Create a Blog for Your Business

It will create brand awareness and enable more people to know about this brands/product’s
existence.
Strangersvisitorspurchasers.

Post Tempting ads to Facebook and Boost the post.

Ads should be uploaded on stories/status during the evening hours when appetite strikes and
people look for something light to eat so donuts might be best or while early morning so they
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may grab one along with a cup of hot coffee for a perfect breakfast. This activity has to be
boosted over the weekend, as well.
Also, drive paid traffic towards the blog page on website with HUGE “order now for free”
option.

Get the donuts prmoted through a food Blogger who has quite good following.
People will eventually get influenced and follow what he does.This is one of the most effective
techniques in recent era.

Approach Schools and Universitites

Donuts are usually liked by children and youngsters. Therefore, it is the best way to reach them
directly, offer free sampling during lunch times, distribute brochures, aware them of your
physical stores as well as online appearance give them special students’ discount vouchers when
they order online.

Continguency Plan
Now when schools/universities are online, somewhat get the access of the online teaching portals
(zoom, blackboard, etc) and set a trend to roll ads during the break between classes. It’s not
happening as yet, but we can be the pioneers.

Create Social Media Buzz

Introduce tongue twisters related to the brand (e.g Rolly Polly, Jolly Only)
Roll out contests and ask for maximum shares and tags (win the contest to earn free donut box).
This will maximize engagements.

Promote During a festival

Make sure ads are more visible at times to celebration, such as , Eid, Christmas, Diwali, etc.
Beyond this we can introduce the culture of having donust during wedding, as well, rather than
“mithaai”. Through our ads, we need to show wedding season and donut boxes being given as
gifts, or used during the bride groom “rasam”.

Use Fb Groups
One of the Major groups people market their product is “SWOT”. From my personal experience,
it is the most effective medium for conversions. It makes even the roadside vendor(dhaaba) a
popular eatery. People do follow the recommendations posted on this group and they do visit the
outlet along with bunch of their friends and family. Therefore, posting a positive review here
(including everything: best ambiance, low price, friendly staff, easy app, best quality, amazing
experience) along with a lot of supporting comments would do the job alone.

Association with other outsourcing delivery platforms.

Make sure Jolly donuts have food panda and all other services’ membership and they keep the
Jolly outlet always on top. Whenever people search for a dessert or breakfast items it should pop-
up.
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Market via Youtube

As more traffic has now divetrted to youtube rather than TV, make sure small yet mouth
watering ads are posted during videos/ drama and the whole message to be given in first 5
seconds before someone could skip.

Promote Safety and Hygiene

In this time of Pandemic, people are extra vigilant about safety and hygiene. Therefore, make
sure you often make ads/posts promoting these things and ensure that all Jolly outlets are
adhering to all SOPs. Promote CSR by giving free masks and sanitizers to low locality and
spreading hygiene awareness in those areas.
Maintaining social distancing in the outlets.

Ensure Best Customer Experience

Always make sure, whenever any interaction occurs with the audience (whether customer or
stranger) it should be pleasant. Don’t be hard with any policy. Always make out solutions for
them and create pleasing experience for them because experience matters more than the product
itself. Whenever you deliver food, ask them for a feedback. This will increase the credibility of
the platform and also engagements.

Infographics
Infographics have the ability to turn even the most boring data into a visually appealing
presentation. It simplifies information and allows you to communicate your ideas in a brief yet
clear manner.

Launch Sugar-Free Donuts

Grab market of Diabetics or health conscious individuals as well.