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Submitted By: Group 2

NAME SAP ID
Advait Mandawade 800121000729
Rahul B 80012100741
Saumya Puri 80012100311
Vipul Chaudhary 80012100253
Contents
COOKIE MAN ............................................................................................................................ 3
About the Brand ......................................................................................................................... 4
Values .................................................................................................................................... 5
Genuineness .......................................................................................................................... 5
Professionalism ...................................................................................................................... 5
Passion .................................................................................................................................. 6
Social Responsibility............................................................................................................... 6
Communication Strategy ............................................................................................................ 7
Objectives: ............................................................................................................................. 7
“Whatever we dough, we dough it for you” ............................................................................. 7
“Do not lose the kid in you” ..................................................................................................... 7
“Healthy cookies not just for you but kids as well” ................................................................... 8
“Lightning-Fast Delivery” ........................................................................................................ 8
Target Audience......................................................................................................................... 9
Goals ...................................................................................................................................... 9
Media channels .....................................................................................................................10
Message and Idea behind Message:.........................................................................................10
COOKIE MAN
About the Brand
CookieMan is a brand which specializes in various types of craft cookies. They specialize in
various types of soft baked cookies of various flavors like chocolate, Nutella, Red Velvet,
Hazelnut. They are known for freshness and quality of their ingredients, lightning doorstep
deliveries, and customizations according to taste and preferences of their customers.

CookieMan is also
famous among health-
conscious people for
their healthy cookie
variants which are not
only made of healthy
ingredient alternatives
but they are also
nourishing and protein
rich. These cookies are
also famous among
kids and their parents
for nutritional
qualities.

Due to these unique selling proportions, CookieMan has been able to cross a mark of 1 million
customers in the last 3 years since its inception .
Values

Genuineness
CookieMan ensures that they are genuine with their customers and place them above every other
agenda.Afterall , they have succeeded in this business due to the genuinity of their products which
appealed to their customers the most who chose them over other bigger brands who sold basic
cookies with overpriced price tags.

Professionalism
CookieMan abides by their values of professionalism strictly. Their responsibility not only ends
with baking and delivering cookies , but they also ensure that their service and communication
aspect is maintained to the predetermined standards . Packaging , timely deliveries , feedback
collection , modifications according to suggestions of customers for continuous improvement
indicate the professionalism of the brand.
Passion
Sole reason behind the existence of CookieMan is sheer passion towards baking the best cookies
and making it available for Cookie lovers.Deep rooted passion towards Cookies is reflected in
their product and service which is also their success mantra. Passion helps them to find a true sense
of satisfaction in what they do and do a little better everyday in what they do.

Social Responsibility
CookieMan being a successful profit making business also realizes its responsibility towards
society and contributes accordingly. They aim to contribute towards an educated , skillful India
where the youth is educated , self dependent and helps families to overcome poverty. To achieve
this goal , they contribute a part of their profit towards educating underprivileged kids, providing
them with resources to continue their education and gain basic job ready skills . This long term
social investment in the upcoming generations of the country will surely create a considerable
impact aligning with the goal of CookieMan.
Communication Strategy
CookieMan emphasizes on their taglines “Whatever we dough, we dough it for you”, “Don't
lose the kid inside you”. They appeal to their customers by giving them nostalgia around their
childhood which everyone wants to relive. Apart from this, they also give a sense of entitlement
to customers by highlighting the customization factor, and the statement that they dough perfectly
according to the needs of their customer.

Along these lines, CookieMan specializes in lightning-fast delivery of their products and excellent
packaging according to the needs and occasion of their customers.

Apart from this, CookieMan also has a product line for Health-Conscious customers and kids
where their products are of high nutritional value and do not cause any negative impact on health.
They have been actively propagating these products through their commercials.

Objectives:
CookieMan communication strategy is all about creating awareness about the brand, strengthening
the current brand image, transforming the views of customers about cookies and CookieMan brand
and creating a replacement image of cookies and consequently Cookie Man for New customers.

“Whatever we dough, we dough it for you”

The tagline which CookieMan emphasizes indicates the priority they give to their customers. They
place their customers above all other agenda’s they have in the business.This also indicates the
customizations they do according to the needs of their customer’s tastes and preferences . This
clearly sends out a message to the pool of customers out there that they will be heard, considered
and their order will be tailored according to their needs.The impact this will create is that customers
will move towards CookieMan than any other brands available in the market which provide the
same product to their customers.

“Do not lose the kid in you”

Many of us will relate cookies to our childhood which is the happiest and carefree phase of our
life. Everyone has a fair share of Childhood memories still fresh in their minds and we all wish to
live those years again. CookieMan has correctly identified this factor and their commercials,
promotions also include the message that we should nurture the kid in us. Objective of this strategy
is that customers relate to that childhood nostalgia and are drawn towards CookieMan to relish the
same taste again and relive those memories.
“Healthy cookies not just for you but kids as well”
this message propagated towards health conscious people, aged people, patients with illnesses like
Diabetes, blood pressure , heart diseases cholesterol issues who avoid sweet items like Cookies
and bakery products still crave for Cookies and similar products as it’s a basic human nature. To
satisfy their need while taking care of their health, CookieMan has introduced a health cookie
variant. The above tagline fulfills the strategy to reach out to potential customers of similar needs
and appeal to them. Also, many customers are reluctant to feed such things to their kids due to
increased food adulteration and their side effects on kids. This product also ensures that
CookieMan’s products are adulteration free and hence attempts to draw attention of such
customers as well.

“Lightning-Fast Delivery”
is another aspect highlighted in the communication of CookieMan.In today’s busy world, Time
matters the most to customers. Hence CookieMan highlights the factor explicitly in their
communications that they deliver within 30 minutes of order.Many customers do not like to visit
the outlet and like to order food from the comfort of their home / workplace.This aspect of
CookieMan’s Communication is objected to target them.
Target Audience
CookieMan is famous amongst people of all age groups and professions. They have identified their
target audience as given below:

Kids - Kids are the major target audience of CookieMan. Kids usually love these sweet baked
delicacies hence CookieMan has products specially tailored to appeal to kids. They have
introduced Cookies of Avengers, Marvel, and Cartoon characters to increase the visual appeal.

Young, bachelor people who stay away from their home or frequently eat outside,like to try new
dishes, are another group of customers which CookieMan is targeting.To cater this group of
customers,CookieMan introduces various new flavors,new variants from time to time to arouse
the interest of this group and keep them connected to the brand.They also introduce various
offers,packaging to attract this audience.

Old customers, people with health complications who are not allowed to consume sweets due to
several health conditions are targeted for health-conscious product lines which are made with
healthier alternatives and provide nutritional value to customers.
• Corporates who order in bulk for their events, parties, gift hampers of assorted cookies for
their employees, clients.
• Event Management companies who organize and cater to various parties, events,
marriages, and order in bulk.

Goals
CookieMan intends to increase its existing market share and clientele by implementing various
marketing communication strategies, reaching out to more customers , create brand awareness and
strengthen existing brand image and loyal customer base.In future , they also plan to diversify in
related segments like other bakery products and deserts and increase their number of outlets.
Media channels
CookieMan uses digital media like Instagram, snapchat , twitter , facebook actively for promoting
their products as majority of youth is found on these platforms and they can be easily targeted here.
They also use print media like local newspapers and magazines to promote their products for older
people who are more inclined towards this media and find this credible.

They also include outdoor media in their promotional activities to attract eyeballs of traffic.

Message and Idea behind Message:

Does your family bake sugar cookies or shortbread? Do they use a spritz or cookie cutters?
Christmas cookies are an essential part of the season, but when and how did this sweet tradition
start? In 1796, what is generally considered to be the first American cookbook was published with
the what might be the longest title ever: American Cookery: or, The Art of Dressing Viands, Fish,
Poultry and Vegetables, and the Best Modes of Making Puff-pastes, Pies, Tarts, Puddings,
Custards and Preserves, and All Kinds of Cakes, from the Imperial Plumb to Plain Cake.

Today's Christmas cookies need no such ripening or storage—they are frequently gifted,
exchanged, and greedily consumed all during the holiday season—but the tradition of cookies at
Christmas probably relates to that time when cookies were stored so they'd be on hand for guests.
"You can't do that with a pie, if you're expecting visitors over a prolonged period of time," said
Frederick Opie, Ph.D., professor of history and society at Babson College in Boston. "Christmas
in many cultures was a time of visiting. It was cold, so you weren't out farming, and you had time
to visit. Cookies were made in large amounts and with great care as something to share. And giving
gifts didn't mean going out and buying something. Most gifts were sweets or crafts."

Christmas cookie traditions around the world include peppery papparkakor from Sweden, lemony
krumkake from Norway, almond-flavored letterbanket from Holland, pfeffernüssen and spritz and
lebkuchen from Germany. But most homemade holiday cookies were simple rounds until
American import laws changed in the late 19th century, introducing inexpensive imported kitchen
utensils including cookie cutters made of tin, and cookies were made emphasizing shape. Those
cutters date back centuries to the carved wooden boards for springerle or speculaas cookies, said
Rosemary Henry of the Cookie Cutters Collector's Club. "Kings would have their seal or likeness
carved into the boards, and some were like the editorial cartoons of today, mocking the powers
that be. They were very ornate, and in order to save time, metal outlines were embedded into the
boards so that pressing them into dough would also cut out the cookies. Over time, the outline
became more popular than the board."
In the late 1800s, itinerant tinsmiths, or tinkers, went around the countryside, offering to repair
household items like a coffee pot or pan. The lady of the house might want a cookie cutter made
from the tin scraps, soldered on the back for support, sometimes with a handle. In the early 1920s,
mass-produced aluminum replaced tin, and in the '40s, plastic became cheaper than metal. In 1948,
Nettie Williams McBirney, who wrote a cooking column for the Tulsa World under the pen name
"Aunt Chick," patented a set of plastic cookie cutters shaped like Santas, stockings, and stars.

Setting out milk and cookies for Santa is a tradition rooted in celebrations of Saint Nicholas, a
third-century bishop who was known for his kindness to children, so on the eve of Saint Nicholas
Day (December 6th), children put out food for him—and what better fuel for a night's work than
Christmas cookies and milk? Dasher, Blitzen, Rudolph, and Santa's other reindeer probably get
hungry during the long sleigh ride, too.

Sole reason behind the existence of CookieMan is sheer passion towards baking the best cookies
and making it available for Cookie lovers.Deep rooted passion towards Cookies is reflected in
their product and service which is also their success mantra. Passion helps them to find a true sense
of satisfaction in what they do and do a little better every day in what they do.

CookieMan being a successful profit-making business also realizes its responsibility towards
society and contributes accordingly. They aim to contribute towards an educated, skillful India
where the youth is educated, self-dependent and helps families to overcome poverty. To achieve
this goal, they contribute a part of their profit towards educating underprivileged kids, providing
them with resources to continue their education and gain basic job ready skills. This long-term
social investment in the upcoming generations of the country will surely create a considerable
impact aligning with the goal of CookieMan.

CookieMan emphasizes on their taglines “Whatever we dough, we dough it for you”, “Don't lose
the kid inside you”. They appeal to their customers by giving them nostalgia around their childhood
which everyone wants to relive. Apart from this, they also give a sense of entitlement to customers
by highlighting the customization factor, and the statement that they dough perfectly according to
the needs of their customer. Along these lines, CookieMan specializes in lightning-fast delivery of
their products and excellent packaging according to the needs and occasion of their customers.
Apart from this, CookieMan also has a product line for Health-Conscious customers and kids
where their products are of high nutritional value and do not cause any negative impact on health.
They have been actively propagating these products through their commercials.