PC - 40092919 - December 2022 - 1669348017655

PLANNING CAMPAIGNS |RAISING Brand Awareness| MEMBERSHIP NO: 40092919
Contents
TASK 01 - BREAFING PAPER ............................................................................................................................
TASK 01- 1.A ORGANIZATION BACKGROUND ......................................................................................... 1
1A.2 ORGANIZATION INFORMATION ...................................................................................................... 1
1. A.2.3 CUSTOMER BASE......................................................................................................................... 1
1. A.4 Key customer segment .................................................................................................................. 2
1A.2.4 MAIN COMPETITORS .................................................................................................................... 2
1. B.1 Campaign plan ................................................................................................................................ 3
1. B.2 Creative brief .................................................................................................................................. 3
1. B.3 External agencies ........................................................................................................................... 4
1. C.1 External environment .................................................................................................................... 4
1. C.3 INTERNAL ENVIRONMENT ............................................................................................................. 5
1. C.6 BCG Metrix ..................................................................................................................................... 6
1. C.7 PAST CAMPAIGN EVALUATION...................................................................................................... 6
References ..................................................................................................................................................... 7
Bibliography ................................................................................................................................................... 8
TASK 02 - CAMPAIGN PLAN........................................................................................................................... 9
2. A.1 KEY STRENGTHS ........................................................................................................................... 10
2. A.2 WEAKNESES.................................................................................................................................. 10
2. A.3 OPPORTUNITIES ........................................................................................................................... 10
2. A.4 THREAT ............................................................................................................................................. 10
2. A.6 TARGET GROUP ............................................................................................................................ 12
2. B.1 RECOMONDED MEDIA OF CAMPAIGN PLAN .............................................................................. 14
2. B.2 Media Integration of campaign plan ........................................................................................... 15
References ................................................................................................................................................... 22
TASK 03 – REPORT....................................................................................................................................... 23
3. A. BENEFITS OF MONITORING A CAMPAIGN .................................................................................... 24
3. A.3 TRACKING MARKETING CHANELLS .............................................................................................. 24
Dashboards are the tools used to track and demonstrate the performance by measure metrics ..... 25
References ................................................................................................................................................... 27
TASK 01 - BREAFING PAPER

Task 01- 1B to 1C (Word Count – 1253)
To: The Marketing Brand Manager of Maliban Company

From: Marketing Executive Manager
Subject: Raising brand awareness of Maliban Lemon Puff for the year of 2022
Date: 25th of November 2022
Executive Summary
Maliban Biscuit Company is the pioneer biscuit company of Sri Lanka. The purpose of this report is to
present Maliban Biscuit Company with a campaign for Maliban Lemon Puff with the goal of preserving
and enhancing the brand reputation while increasing the Market Share, Market sales and brand
awareness. This report present how to maintain the brand reputation and reputation and outlining the
Maliban’s business history.
The first task examined the history of the corporation and key customer segments, stakeholder analysis
and creative brief for the lemon puff biscuit. Besides this report discover the corporation’s strengths and
weaknesses (internal), opportunities and treats (external) based on PESTEL and SWOT analysis.
TASK 01- 1.A ORGANIZATION BACKGROUND METRIC 2019 2020 2021

1A.1 ORGANZATION NAME (LKR) (LKR) (LKR)
Revenue 15,260,656 15,389,,568 15,405,391
Maliban Biscuits Manufacture (PVT) LTD
Gross profit 8,596,965 8,661,171 8,690,728
Profit before 5,520,472 5,867,807 5,993,717
tax & vat
Total assets 33,034,096 33,583,289 33,273,263
Retail outlets 5400 5620 6000+
Employees 1000 1250 1300+
Table 1 Criteria Measuring Organization
1A.2 ORGANIZATION INFORMATION

Maliban is the renowned biscuit manufacturer 1A.2.2 RANGE OF PRODUCTS AND SERVICES
in Sri Lanka. In 1862 company was founded by
Maliban biscuits, Maliban agri and Maliban kiri
visionary Mr. Angulugaha Gamge based on
are the main three product categories comes
Colombo. Even today it is recognized as one of
under different market of the company.
the best biscuit manufacturing facilities in Asia.
Maliban is an SLS 8000, ISO 9001, ISO 14001, Ranges of the Biscuits are mention in the
ISO 22000 and OHSAS 18001 certified company following table.
(annual reports of maliban 2021)
Range Product
Cracker range Smart cream cracker, Real bran

Throughout the 60 years of excellence Maliban cracker, spicy cracker
Cream Range Orange cream, custard cream
has become the most trusted and peoples Chocolate cream
brand among the industry. Puff Range Lemon puff, chocolate puff
White chocolate puff
1A.2.1 SIZE OF ORGANIZATION Sweet Range Gold Marie, chocolate
marie,vanillawafers,
Maliban started their exports in 1964. Today Health Range Bran cracker
Maliban products are enjoyed by consumers in Sugar free
over 35 countries across continents. Table 2 Rangers of Biscuits of Maliban
(Annual Report, 2020)
1. A.2.3 CUSTOMER BASE

Lemon Puff is a subsidiary of Maliban Silence
plc. It comes under b2c organization. Under
hygienic conditions company is producing 25
million packs for every month for the particular
states, sold in over 100000 stores in Sri Lanka.
Consumers are able to purchase easily from
retails stores all over the country. It reach of
Figure 1 The Market Overseas of Maliban global market extend 35 countries across 5
continents as well.
1|Page
Considering above charts and other researches

maliban seized that munchee lemon puff has
1. A.4 Key customer segment
increasing their sales by targeting the audience
Demographical All the age groups who passionate about healthy foods and also
Students, employees, the consumers only prefer the products with
families natural ingredients. Munchee lemon puff is
Geographical Urban /sub urban
Abroad targeting, implementing marketing plans to this
psychological Interested in gatherings and customer segment and they were able to build
parties,healthconcious their brand awareness strongly among these
Behavioral - customers.
Table 3 customer segmentation in this healthy customer segment maliban
1A.2.4 MAIN COMPETITORS lemon puff were performed a poor role of
Ceylon Biscuits LTD marketing and the marketing team of maliban
Munchee lemon puff decided to raise the brand
Sun rich Biscuits awareness in this healthy customer segment by
implementing effective marketing campaign to
1. A.3 STAKEHOLDERS maliban lemon puff’s existing and potential
Internal Marketing team, sales
customers.
stakeholders representatives
marketing directors, sales
directors
Connected Customers, Suppliers,
Stakeholders Shareholders, competitors
External stakeholders Government, Press/Media, Society performance of lemon puff
Local communities
30
Table 4 Stakeholders of Maliban
Rational for choice 25
In 2016 Maliban lemon puff has introduced to

20
the market. The following chart shows the sales
revenue of Munchee lemon puff and Maliban
15
lemon puff from 2019-2021
2019-2020 Munchee has raised their sales 10

revenue by 4.5 million which is 22% growth and
Maliban increased only 2.7%. 2020 to 2021 5
Munchee has grown by 15% and Munchee has
lost their sales by 1.3% 0
2019 2020 2021
The overall revenue growth of Munchee lemon
puff’ is 37% and according to financial reports, munchee lemon puff maliban lemon puff
Munchee owned 40% of market share in the
industry and at the same time Maliban lemon Chart 1 revenue of munchee and maliban lemon puff
puff has a 1.3% of revenue drop. Maliban lemon
puff only holds the 12% of market share.
(Annual Report, 2020)
2|Page
1. B.1 Campaign plan

The purpose of campaign plan for Maliban is to reach the marketing goals using effective comparative,
interconnected marketing strategies aligned with a relevant channels on a set timeline. Adopting
SOSTAC (framework will help to create a well-structured campaign plan for lemon puff to influence
customers and gain the brand awareness of lemon puff as well. Maliban Lemon puff may effectively
interact with its target audience while adhering to organizational and marketing goals. (Zook, 2019)
Situation analysis Helps to get a clear idea about the current situation of lemon puff. Internal environment,
(internal analysis) micro environment (porters 5 forces, macro environment (PESTEEL) . Internal
analysis gives detailed analysis about internal factors of Maliban (resources, assets, the potential
of employees/management )and rest provide the external factors of organization (quantity of
suppliers, current marketing practice of competitors,relavant government policies)
Objectives Identifying Root causes of key issues lemon puff currently facing and aligned with the overall
corporate plan. Considering marketing and communication objectives, these must be smart
(specific, measurable, achievable, realistic, time-bound (Smith & Zook, 2019).
Strategy Reach objectives of lemon puff by a course of action. This contains sub strategies to execute the
campaign for different markets with different communication elements.it must execute as
STP(segmentation, targeting, positioning) (smith and Zook, 2019)
Tactics Considered individual steps, how exactly lemon puff engage with consumers by using relevant
marketing tools and relevant media platforms (advertising, promotions, sponsorships etc.)
Actions This implementing stage will state resource allocation, media schedule ,time frame, project
plans etc.
Control and To measure the success of raising brand awareness aligned with overall corporate plan
evaluation
1. B.2 Creative brief

Creative brief is a short document which is provide a clear detailed explanation about lemon puffs
background and objectives that given to the creative agency in charge, creative agencies responsible for
generate and present ideas, strategies relevant to the briefed document.
1. Functional and directional
Functional elements are created by based on data Maliban Lemon puff

and directional elements are about target market,
objectives, content of the message, call to action of  Lemon puff’s history
lemon puff. Emotional and inspirational elements
 Features and benefits
are about psychology factors like the emotional
affection of a campaign, e.g. - consumers’ intention  Marketing approach of campaign
about lemon puff. Outline a message with a
 Target market of lemon puff
creative content for lemon puff, explain the
desired marketing approach, media plan to the  budget
agency, and demonstrate the results lemon puff
required are some of main role of creative brief
3|Page
1. B.3 External agencies
External agency
Senior
Management Pitching Selected
Creative brief External agency and process agency
Executives
External agency
Figure 2pitching process
Creative agency Research agency execute agency
To achieve marketing and Losing brand awareness, competitors Execution agencies provide media
communication goals, Maliban gaining are some of key issues that strategies and executes all the media
attended to hire agency for lemon puff currently face. Lemon puff media plans effectively to the target
accomplish their objectives in a decided to hire a research agency. For audience. Agency responsible for
creative manner. When the agency the market research, agency find planning, scheduling, organizing and
seized that what lemon puff was information by one to one confessions, monitoring the media plan towards the
expected ,they responsible for figure interviews, surveys etc. ground level.
out relevant strategies and make After the researches lemon puff will This executing the strategies aligned
creative ideas and fulfill the overall able to make informed decisions, helps with increase the demand and brand
marketing expectation of lemon to minimize the investment risk, easy to awareness.
puff.it will help to raise the figure out the threats and
awareness of lemon puff also opportunities.
Advantages - been experts for the relevant sectors, quality content for worth price experiences of their
past campaigns will impact for the success of current campaign and Not giving proper priority,
conflicting visions, poor quality, are some of worst factors can be lead the campaign unsuccessful
Refer appendix 01
1. C.1 External environment

1C.2 PESTEEL Analysis
Environment factor Drivers Impact Importance
(opportunity or (L/M/H)
threat)
Political instability T H
political High taxation policies T H
Restrictions of trading policies T M
Higher inflation rates T H

Economical Covid 19 pandemic, curfew, T H
Change of consumers life styles O H

Social
People interest in products made by natural T M
ingredients
4|Page
Technological Shopping through online websites o M

High consume rate on social media T H
environmental Global warming O L
Ecological Go green concept T M
Legal New Consumer rights /current and future T L

legislations
.
1. C.3 INTERNAL ENVIRONMENT (REFER APPENDIX 02)
STAKEHOLDER ANALYSIS
Keep satisfied Key players
 Unions of consumer authority  Marketing directors

 Ministry of consumer affairs authority  Sales directors
 Government investors  Senior managers
 Investors of the company
Minimal effort Keep informed
 Janitors  Employees
 Security officers  Customers
 Public
1. C.4 PORTER’S FIVE FORCES
There are five forces to determine the competition of biscuits market around lemon puff and helps to
figure out strengths and weaknesses and applying relevant strategic plans to reach the goals.
Factors Drivers impact
Threat of new entrants There is a slight chance for new entrants due to the tax policies and higher Low
inflation rates but Maliban is used to provide all capital requirements for
lemon puff to being stable.
Bargaining power of Lemon puff has been dealing with more than 30 suppliers with different Low
suppliers countries and the quality of ingredients and materials are standardized
Bargaining power of Lemon puff is serving around 10 million(annual reports 2021) consumers, Med
buyers Munchee has grown up for serve 13.7mn and further has no specific
differentiation with competitors
Threat of substitutes Munchee and sun rich was introduced substitutes in puff range with different Med
flavors –cream puff, orange puff and it may impact harm on lemon puff.
Competitive rivalry Munchee was able to hold 40% of market share in 2021 (annual reports of High
Munchee lemon puff 2021)due to effective marketing activities specially
based on natural ingredients for healthy customer segment
5|Page
1. C.5 S.W.O.T analysis
Strengths Weaknesses
 Being a strong market leader in the industry  Potential of consumers to switch for other product due
 Having sufficient capital less market differentiation
 Owned many distribution channels and  Depending on suppliers for raw materials
dealing with international suppliers  Disability of proper marketing and advertising
 Available in 10000+ retail stores and  Low profit margins
supermarkets
Opportunities Threats
 Due to lockdowns and curfews increasing the  Instability of government, higher inflation (Reports of
utilization of confectionary items as lemon central bank, 2021) able to affect to the purchasing
puff. power of customer.
 New restrictions policies of imports is a huge threat in
 Consumers engagement in Online shopping order to import raw materials and ingredients
from supermarkets (Cargills, Laughs)  Strong marketing strategies using by competitors to
attract customers align to healthy customer segment
1. C.6 BCG Metrix

According to the BCG matrix,
1. C.7 PAST CAMPAIGN EVALUATION
 Lemon puff state as a star due its high Campaign name –connecting hearts
market share Details – in 2018 Maliban has launched a TV
 Maliban strawberry wafers is commercial campaign for Maliban gift collection
considered question mark according to package. Consumer’s age between 14-50 was
low market share the target audience. It’s about to influence
 Spicy crackers are cash cow for its high people to present their loved once by a Maliban
market share gift collection package. Due to the high
 gift collection package is in competitiveness of Munchee, Maliban was tend
diversification state as a dog to fail. Evaluation – Maliban expected 15%
minimum sales growth from the campaign.it
was increased by 4.5% only.
6|Page
References
Business To You, 2016. Scanning the Environment: PESTEL Analysis. [Online]

Available at: https://www.business-to-you.com/scanning-the-environment-pestel-analysis/
[Accessed 08 October 2022].
Daily FT, 2019. Maliban Lemon Puff sues Nagananda Kodithuwakku for Rs. 600 million for false
allegations. [Online]
Available at: https://www.ft.lk/business/Maliban-Lemon-Puff-sues-Nagananda-Kodithuwakku-for-Rs-
600million-for-false-allegations/34-714642
[Accessed 28 September 2022].
Daily Mirror (online), 2012. Maliban Lemon Puff relaunched; BNS Brand Ambassadors. [Online]
Available at: https://www.dailymirror.lk/Features/maliban-lemon-puff-relaunched-bns-brand-
ambassadors/185-21901
[Accessed August 2022].
Daily mirror Online , 2016. Maliban Biscuit relaunches iconic ‘Lemon Puff. [Online]
Available at: https://www.dailymirror.lk/116414/Maliban-Biscuit-relaunches-iconic-Lemon-Puff-
[Accessed September 2022].
https://www.malibangroup.com/, 2022. [Online]

Available at: https://www.malibangroup.com/
Lakmini, H., 2016. Marketing - Maliban Sri Lanka. [Online]

Available at: https://www.academia.edu/42823636/Marketing_Maliban_Sri_Lanka
Maliban Company , 2021. Annual Report 2020/21, Colombo: Maliban Company .
Maliban, n.d. MALIBAN INCREASES FOCUS ON PRODUCT INNOVATION. [Online]

Available at: https://www.malibangroup.com/pr-ceo-interview/
Perera, G., 2009. House of Maliban - Sri Lanka's number one choice. Sunday Times , Issue Wijeya
Newspapers Ltd.Colombo.
Perera, G., 2009. Maliban Biscuits Customer Care to Perfection. Sunday Times , Issue Wijeya Newspapers
Ltd.Colombo. Sri Lanka.
Perera, G., 2010. Maliban creates history with 'World's Biggest Lemon Puff Biscuit'. The Sunday Times ,
12 December .Issue Wijeya Newspapers Ltd.Colombo.
Quick MBA, 2015. BCG Growth Share Matrix. [Online]

Available at: http://www.quickmba.com/strategy/matrix/bcg/
[Accessed September 2022].
7|Page
Slide Share, 2016. strategic group analysis of maliban biscuits (MFG) Ltd.. [Online]
Available at: https://www.slideshare.net/RuviniMadhushani1/strategic-group-analysis-of-maliban-
biscuits-mfg-ltd
Sunday Times, 2011. Maliban gains Global excellence. Sunday times, Issue Wijeya Newspapers
Ltd.Colombo. Sri Lanka.
Bibliography
Anon., 2012. mastering Stratergic Management. s.l.:Saylor Academy .
Zook, P. S. Z., 2019. Marketing Communication. 7th Edition ed. s.l.:Kagan page .
8|Page
TASK 02 - CAMPAIGN PLAN

Task 02 (Word Count – 2145)
Executive Summary
The task two present the inherent problems that faced by the Maliban lemon puff and the methods to
achieve company’s important objectives. Beside this study presenting how to enhancing brand
awareness and via market share and increasing sales. Another component is the best online and offline
channels and some other strategies that is used by Maliban lemon puff. This report included some
budget components, cost identification analysis and some other resources.
9|Page
2. A.1 KEY STRENGTHS

Throughout 60 years of excellence Maliban was able to fulfill their customer’s satisfactions and create a
strong brand name in the industry. Maliban holds certifications for ISO 9001, ISO 14001, ISO 22000 and
OHSAS 18001, (Maliban website) Lemon puff has won the best people’s choice award in 2018 (Maliban
website).Currently the purchasing capability of lemon puff has reach for 6000+ retail outlets and all
above factors could lead the campaign success of lemon puff
2. A.2 WEAKNESES
There is an unavailability of raw materials as wheat flour, corn flour, glucose syrup for the
manufacturing therefore company is exporting raw materials from china and india.it causes to increase
cost of production and regards to it, the selling price has gone high and it losing consumers purchasing
power.
2. A.3 OPPORTUNITIES
Due to the lockdowns and curfew the utilization rate of instant foods as sweets, confectionary has gone
higher and charity organizations started to donate for the people in bulks by dry and instant foods living
in rural areas (Lankadeepa, 2021) Interest in social media and spending time has also gone higher.
2. A.4 THREAT
Due to higher inflation rate, the purchasing power of consumers is decreasing, further new import
restrictions some of import ingredients got restricted.
2. A.5 OBJECTIVES
When to proceed the campaign, there is a hierarchy of objectives which is important to the campaign
success. All these objectives linked to each other and success of each objective will conduct to raise the
brand awareness and overall campaign success.
Time period
Senior management  To increase the revenue by 8 million LKR
 Increase brand equity by 4%
Business objectives Public  Build strong corporate image for maliban

 Build awareness of natural ingredients used
in maliban lemon puff.
10 | P a g e
employees Increase employees satisfactions(salary, cost of

living, incentives, bonus)
Marketing objectives Brand awareness  Grow market share by 10%

 Increase the brand awareness and
engagement via digital platforms e.g.- (TV
,youtube, instagram, Fcebook)
Reputation  Improve the customer experience

 Build the brand identity of lemon puff
stronger
 Rebranding and positioning lemon puff in
the market segment as a healthy product
which manufactured only natural
ingredients
Campaign objectives  Increase brand awareness by 15%
According to the S.W.O.T analysis, there are 2 key issues, Maliban lemon puff is manufactured only from
natural ingredients, further the quality of ingredients are also concerned. Although the competitors as
Munchee convinced by marketing strategies the ingredients which contain their products are natural
and quality is high to the consumers.
Maliban has failed to aware the consumers about bundle offers, new flavors, and promotions about
lemon puff meanwhile Munchee lemon puff maintain their official website and aware the consumers
about new improvements regard their brand. Also Munchee has a high amount of website visitors
The campaign objectives which going to implement by marketing team are specific, measurable,
achievable, relevant, time- bound. Lemon puff has recommended two smart objectives related to
brand building and changing attitudes and behavior of customers. These objectives are aligned to the
marketing and corporate objectives because it will help to drive the campaign in a proper path.
Objective (1) Raising up the brand awareness by 15% in the last 4 months of 2022.
Objective (2) to increase the amount of websites visitors by 150,000 within last 4 months of 2022.
11 | P a g e
2. A.6 TARGET GROUP

The Maliban lemon puff should find out from
Demographics Age between 18-40 (young adults)
segmentation to which target group to implement
the campaign. Gender is not considered
Geographic Island wide

As informed in rational and after the analysis
Maliban identified to raise the brand awareness Psychographic Health conscious consumers
2. A.7 CURRENT POSITIONING Behavioral Consumers who have a strong engagement

in digital platforms
Before the reposition, perceptual maps can help
to frame the mind of customers and analyze where the competitors are stablished in.Maliban was
positioned lemon puff as Low price product with a more tasty and currently by knowing the gaps in
market, decided to reposition it as a more healthy and tasty product to raise the brand awareness to
targeted customer segments.
More healthier
Less tasty More Tasty
Less healthier
Diagram 1 Repositioning map of Lemon puff
12 | P a g e
2. A.8 POSITIONING STATEMENT
Positioning statement is an effective way to address lemon puffs current position in the market and
helps to create what is Maliban is going to offer the target audience.
Health conscious (18-40) who interested in puff biscuits, Maliban lemon puff let them free from guilt
and take care about your health. According to the tests and researches done by reputed
universities, it was proved that Maliban lemon puff comes with only natural ingredients and gives
you an unmatched delicious taste with a healthy manner
2. A.9 KEY MESSEGE
Taste it naturally, live it healthy with Maliban lemon puff

Taste or health? Do you struggling with these yet?
Maliban lemon puff is a confectionary snack with an unmatchable taste and it
consist of high nutritional and healthy content completely free of artificial
ingredients, colors and flavors. Also Lemon puff is free from added preservatives
and other harmful substances.
The tests and researches done by most reputed universities all over the world
proofed that lemon puff is 100% healthy product consist with natural ingredients
and gives the real lemon flavor.SLS 8000 is also certified as a healthy product
Enjoy the sweetness without worries, eat healthy, stay healthy with Maliban
13 | P a g e
2. A.10 MARKETING MIX
Marketing mix element Proposed change Justifications
Product  The ingredients, nutritional  Currently people tend to being

value Clearly displaying on healthy and to figure out the
the package content of the product, giving a
clear description is important
Price  Price should be change  According to current inflation

according to the economic rates,covid 19 pandemics that
and social situations giving discounts for customers is
a opportunity to raise the
awareness
promotion  Offers a 30% discount for 2  Discounts, bundle offers provide
packages of 200g lemon puff. more purchasing power and
 for every purchase of helps to tend customers
maliban gift assortment offer eventually to the product
free 200g lemon puff
2. B.1 RECOMONDED MEDIA OF CAMPAIGN PLAN
STRATEGY TACTICS CAMPAIGN DETAILS JUSTIFICATION

Advertising Television  30 seconds spot placement,  Broadcasting on highly rated
(offline) with a frequency of 6+, 50% channels during news times will
of reach. Highlighting the allow to get higher viewership
healthiness and taste of the
product and broadcasting
during night time news on
Derana and Sirasa TV.
Billboards  Establishing billboards on  Can be located along highways,

strategic locations with around shopping malls and
highlighting the key supermarkets for higher
message visibility
Hand bills  Distributing hand bills  Handbills can Reach out for
around supermarkets and more people
Shopping malls
14 | P a g e
ADVERTISING Instagram  Influencing health conscious  Can be easily to engage with

(ONLINE)/Direct Facebook customer segment by using youth customer segment and
marketing influencers, online ads via will create more interest
Facebook and Instagram regarding to the product.
Tiktok  promoting the brand using  Customers get familiarized with

celebrities from attractive brand and increase the amount
tiktok dances and share the of website visitors
link of official website
website  Upgrade the website more  Giving access for more
attractively and more user information and informing
friendly while promotions, and price offers to
customers
Sales  20% discounts for  Promotions will encourage

promotions purchasing 3packages at customers for more purchases
same time. and able to switch customers
 BOGOF from competitors to lemon puff
2. B.2 Media Integration of campaign plan

Despite having vast range of communication tools, marketers struggle to spread a consistent message to
their target audience across all platforms (Camilleri, 2018).Using relevant marketing tools will lead to
make a strong link among communication activities, deliver the key message to existing customers.
TV commercials and handbills capable of differentiate lemon puff from competitors by delivering the
key message. Using these tools can reach higher amount of customers and raise the brand awareness
among existing customers as well. Billboards has a high visibility and it makes people to remind about
the product. Create more interest towards the product is a critical task in campaign; youth customers
segment is hanging out more time on Facebook, Instagram and tiktok. Displaying ads and create tiktoks
related to the key message make more interest and getting familiarized with brand. People able to get
more information from website and sales promotions tend customers to purchasing the product.
Differentiate Remind Interest Persuade

Tv commericals Billboards fb/ig ads salespromotions
Handbills tiktoks
Diagram 2 DRIP MODEL
15 | P a g e
2. B.3 GANTT CHART

Operations Duration of campaign
September October November December
Task 1 Pre campaign
Internal analysis
External analysis
Key issues identification
Setting Objectives
Hiring external agencies
Recruit influencers
Staff workshops to skill

development
Task 2 Campaign in action
Broadcasting Tv
Commercials
Placing billboards
Hand bills
Instagram and Facebook

advertising
Tiktok campaign
Websites
Sales promotion
Task3 post campaign
Campaign monitoring
Predicted budget vs spent

budget
Feed back
16 | P a g e
2. B.4 BUDGET SETTING METHODS, COST IDENTIFICATION AND ANALYSIS
Budget setting Budget is set by senior management ,Top-Down approach

approach
Budget setting method Objective and task approach. Budget is decided accordingly to the campaign plan’s objectives
Allocated annual 9% of sales revenue from 2021

marketing budget
Campaign budget 60% of the annual marketing budget 2022
JUSTIFICATION
Task Cost
Sales
Television commercials 600,000
Billboards 200,000
Handbills 150,000
Facebook and Instagram advertising 200,000
Tiktok (celebrities and resources) 200,000

websites 250,000
Point of sales materials 200,000

TV commercials
Total 2,100,000
Billboards
Handbills
Facebook and Instagram
Tiktok
2. B.5 HUMAN RESOURCES (SKILLANALYSIS, TIME, WORKLOAD ALLOCATIONS, RESPONSIBILITIES)
The goals and budget will determine by the senior management. Marketing team is supervising all the
campaign activities.lemonpuff need to figure out the skills already have and required by a skill analysis.
This analysis will showcase skills gaps and due to lack of skills will recruit external agencies. Campaign
was planned to implement on second half of the year 2022.Relevant persons have been appointed for
relevant task by general managers. Results of each task should be informed to relevant head of
department and implement the campaign from given feedbacks and advises. Marketing team will
17 | P a g e
conduct special workshops to develop the skills for better results and to avoid delays and problems. For
each Tasks, relevant head of department should be responsible
2. B.6 INTERNAL AND EXTERNAL CREATIVE RESOURSES AND THE USE OF AGENCIES TO OUTSOURCED
SKILLS
MALIBAN LEMON PUFF
Finance Inventory Human resources Sales and marketing
Manager of sales Manager of marketing
Web designer Graphic designer Copy writer Marketing executive
External agencies
Creative agency Event management agency
Internal marketing teams will Responsible for plan, organize

Media buying agency
implement marketing activities which and execute events
Purchase appropriate media space, responsible for, creative agency will (exhibitions, outdoor events)
air time for reach the targeted introduce effective strategies and to reach the campaign
audience and execute other media marketing initiates for raise the brand objectives
activities awareness and campaign success
18 | P a g e
2. B.7 CONSIDERATION OF RESOURCE CONSTRAINTS
Considering pandemic Covid 19, economical situation, fuel shortage in the country.lemonpuff should
pay more attention towards the resource constraints. Many employees has to work from home due to
above reasons and to company will focus to use most effective communication tools to reach the
objectives.
2. B.8 PRINCIPALS AND PROCESS OF PROJECT MANAGEMENT
Work break down structure (WBS) is used to break the whole campaign to smaller tasks, strategy will
showcase the connection of Cost, schedule and quality in campaign. Simply lemon puff able to ensure
that is the campaign is on budget, time and expected quality.
Campaign
Pre campaign Campaign in Post campaign

action
Internal analysis Broadcasting TV

Campaign
commercials
monitoring
External analysis
Placing billboards Predicted vs spent
budget
Key issues
Handbills
identification
Setting objectives Instagram and

Facebook
advertising
Hiring external
Tiktok
agencies
Recruit influencers Website
Staff workshops Sales promotion
19 | P a g e
2. B.9 PRESENTING PLANS
Before execute the campaign plan lemon puff need to convince the senior management the campaign
will bring required ROI to the company. The resources and required budget is dependable on ability of
persuade. Campaign plan should be comprehensive, logical and robust.
Clear and realistic Expected objective approach by 2022
objectives
Corporate Increase the revenue by 8 million LKR
marketing Grow market share by 10%
Campaign Increase brand awareness by 15%
Evidence Results of market researches and competitor positioning maps demonstrates the trend of
youth and adult customer segment towards being health conscious
Logical speculation Repositioning maliban lemon puff as a healthy product for existing customers which include
only natural ingredients can be highly impact on overall business objectives
(ROI) ROI - Net profit * 100

Investment
Justification Presenting plan is a critical factor to get the internal support from the senior management.
These plans give a proper reason to management to commit resources for implementing the
plan. This can persuade that their investment of plan is worthy enough
2. B.10 ENGAGEMENT FOR THE CAMPAIGN
Stakeholders Engagement
Department of sales  Creating new pricing strategies,

 informing new activities related to sales
Department of HR  Conducting workshops to develop skills

 Conducting employee inspiring sessions
Department of Finance  Provide required financial resources on time
Senior management  Giving approvals for required activities and

supervising the campaign start to end
20 | P a g e
21 | P a g e
References
Anon., n.d. MALIBAN INCREASES FOCUS ON PRODUCT INNOVATION. [Online]
Available at: https://www.malibangroup.com/pr-ceo-interview/
Attewell, C., 2021. How to Integrate Online and Offline Activity to Make More Informed Marketing
Decisions. [Online]
Available at: https://www.mytotalretail.com/article/how-to-integrate-online-and-offline-activity-to-
make-more-informed-marketing-decisions/
Daily News , 2021. Maliban Biscuits honoured with ‘Most Loved’ brand. [Online]
Available at: https://www.dailynews.lk/2021/08/18/business/256906/maliban-biscuits-honoured-
%E2%80%98most-loved%E2%80%99-brand
Economy next, 2020. Maliban shines at Sri Lanka Best Brand Awards 2020. [Online]
Available at: https://economynext.com/brand_voice/maliban-shines-at-sri-lanka-best-brand-awards-
2020/
Maliban.net, 2016. Maliban Lemon puff hunt. [Online]

Available at: https://www.facebook.com/malibanbiscuits.lk/posts/1607434079563119/
Mind Tools, n.d. Critical Path Analysis and PERT Charts. [Online]
Available at: https://www.mindtools.com/atzj5xr/critical-path-analysis-and-pert-charts
N.I. Attanayake, G. P., 2016. Study on Customer Based Brand Equity of Munchee Lemon Puff Brand with,
Kelaniya: University of kelaniya.
perera, G., 2010. Maliban creates history with 'World's Biggest Lemon Puff Biscuit. Sunday Times , Issue
Wijeya Newspapers Ltd.Colombo. Sri Lanka.
22 | P a g e
TASK 03 – REPORT
Task 03 (Word Count – 642)
Executive Summary
The third task is focusing on the analysis of the final result of this campaign. This is focusing on the
success of the campaign. This task examined the benefits of monitoring and evaluating the campaign.
This report will be done by key metrics
Finally, the campaign will be evaluated with the findings and look how Maliban Lemon Puff will use this
campaign in future.
23 | P a g e
3. A. BENEFITS OF MONITORING A CAMPAIGN

Monitoring and evaluation is the final stage of the campaign plan, monitoring can measure the
campaign effectiveness by tracking campaign execution and progress towards settled objectives. From
customer satisfaction lemon puff can ensure whether the objective is achieved or exceeded. Monitoring
is also affecting to the future purchases and the recommendation will raise lemon puff awareness.
Financial implications helps to secure the budget for future projects.the campaign activities can reach
the specific objectives and some of them can be gone wrong. Through Proper data and analysis can
realize which activities should be change and adapt them for better campaign.
3. A.1 CAMPAIGN MONITORING
Google analytics – this method can used to track the traffic of website and helps to figure out customer
insights about brand awareness of lemon puff. Provides chance for lemon puff to measure the success
of marketing campaign.
The trade desk - helps to supervise and realize the brand awarenss towards Lemon puff
3. A.2 OBJECTIVE AND GOAL TRACKING
Category Objective KPI Source
Revenue Growth Financial statement

Corporate objectives Target vs achievement
Market researches
Brand equity Strength of brand Research of customer
satisfaction
Marketing Objectives Market share Percentage of gain % Market researches

Social mentions Sales reports
Campaign objectives Increase brand Impressions Tracking Social media
awareness sales followers
website traffic Website visitors
Surveys
3. A.3 TRACKING MARKETING CHANELLS
Tool Metric Target Source

Offline Reach 65% Reports from media scheduling
advertising agencies
Frequency 7
GRP 455
Online Reach 7 lakhs Social media researches

advertising Interaction 1000+
Amount followers 3000+
Amount of purchases 17% Information given outlets/retail

Activation shops
24 | P a g e
Market share 10% Market research
website Conversion rate 80% Google analytics

Bounce rate 45%
Dashboards are the tools used to track and demonstrate the performance by measure metrics
Figure 3 Dashboard of google analytics
Figure 4Dashboard of social media analysis
3. A.4 REAL-TIME MONITORING
Google real-time analysis can be used as a real-time monitoring tool.Lemonpuff able to see how many
people are referring the website, from where do they refer and by using this tool it simple to monitor
due on website traffic or social media traffic the next action of customer and more information this will
allow to observe, analyze and enhance the campaign.
3. A.5 CUSTOMER FEEDBACK
Customer feedback could have receive either way, good or bad. From the feedback lemon puff able to
get a rough idea about the campaign and it can measure by conducting online surveys, interviews and
by inserting website feedback forums. By using these tools can measure whether the campaign
objectives reach or not.
3. B.POST CAMPAIGN EVALUATION
Keeps financial indicators as the primary indicator of a company's success, along with metrics related
to learning and development, operational procedures, and customers. (Kaplan, 2010)
Viewpoints Objectives KPI
Customers Measuring brand Percentage of customer satisfaction index

awareness Bounce rate
Likes /comments
Financial revenue Revenue

Gross profit
Net profit
25 | P a g e
Internal business Product quality Customer reviews
Innovation and learning Technology improvement Technological training index

(for future campaigns) Developing skills of
employees
3. B.1 FEEDBACK LOOP WITH INTERNAL AND EXTERNAL STAKEHOLDERS
Simply in this stage lemon puff considering the respond of internal stakeholders and staff, reviewing
effectiveness of the campaign to improve future campaigns. The feedback can gathered by conducting
surveys, comments of Instagram and Facebook posts, questionnaires. After analyzing gathered
feedbacks company can get a clear message what are the areas should improve and the learning
outcome will improve future campaigns.
3. B.2 EVALUATION REPORTS FOR STAKEHOLDERS
Use of marketing dashboard will help to demonstrate the performance of campaign. Which provides a
visual descriptions of campaign information. Dashboards should include the information of current
situation of lemon puff and inform progress at three levels
 Strategic – achievement of business and marketing goals of organization

 Operational – monitoring the execution of objectives and strategies used by lemon puff
 Tactical – monitoring the delivery of tactical campaign elements
26 | P a g e
References
Demand science , 2022. Ways to Measure the Success of a Campaign. [Online]
Available at: https://demandscience.com/resources/blog/ways-to-measure-campaign-success/
[Accessed 10 November 2022].
Pretorius, F., 2016. THE IMPORTANCE OF MONITORING YOUR MARKETING RESULTS. [Online]
Available at: https://www.linkedin.com/pulse/importance-monitoring-your-marketing-results-francois-
pretorius/
[Accessed 08 November 2022].
27 | P a g e

PC - 40092919 - December 2022 - 1669348017655

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

PC - 40092919 - December 2022 - 1669348017655

Uploaded by

Copyright:

Available Formats

PLANNING CAMPAIGNS |RAISING Brand Awareness| MEMBERSHIP NO: 40092919

PLANNING CAMPAIGNS |RAISING Brand Awareness| MEMBERSHIP NO: 40092919

TASK 01 - BREAFING PAPER

To: The Marketing Brand Manager of Maliban Company

TASK 01- 1.A ORGANIZATION BACKGROUND METRIC 2019 2020 2021

1A.2 ORGANIZATION INFORMATION

Cracker range Smart cream cracker, Real bran

(Annual Report, 2020)

1. A.2.3 CUSTOMER BASE

Considering above charts and other researches

Rational for choice 25

In 2016 Maliban lemon puff has introduced to

2019-2020 Munchee has raised their sales 10

1. B.1 Campaign plan

1. B.2 Creative brief

1. Functional and directional

Functional elements are created by based on data Maliban Lemon puff

1. B.3 External agencies

Figure 2pitching process

Creative agency Research agency execute agency

1. C.1 External environment

Higher inflation rates T H

Change of consumers life styles O H

Technological Shopping through online websites o M

environmental Global warming O L

Ecological Go green concept T M

Legal New Consumer rights /current and future T L

1. C.3 INTERNAL ENVIRONMENT (REFER APPENDIX 02)

Keep satisfied Key players

 Unions of consumer authority  Marketing directors

1. C.4 PORTER’S FIVE FORCES

1. C.5 S.W.O.T analysis

1. C.6 BCG Metrix

Business To You, 2016. Scanning the Environment: PESTEL Analysis. [Online]

https://www.malibangroup.com/, 2022. [Online]

Lakmini, H., 2016. Marketing - Maliban Sri Lanka. [Online]

Maliban Company , 2021. Annual Report 2020/21, Colombo: Maliban Company .

Maliban, n.d. MALIBAN INCREASES FOCUS ON PRODUCT INNOVATION. [Online]

Quick MBA, 2015. BCG Growth Share Matrix. [Online]

TASK 02 - CAMPAIGN PLAN

2. A.1 KEY STRENGTHS

Business objectives Public  Build strong corporate image for maliban

employees Increase employees satisfactions(salary, cost of

Marketing objectives Brand awareness  Grow market share by 10%

Reputation  Improve the customer experience

Campaign objectives  Increase brand awareness by 15%

2. A.6 TARGET GROUP

Geographic Island wide

2. A.7 CURRENT POSITIONING Behavioral Consumers who have a strong engagement

Less tasty More Tasty

Diagram 1 Repositioning map of Lemon puff

2. A.8 POSITIONING STATEMENT

2. A.9 KEY MESSEGE

Taste it naturally, live it healthy with Maliban lemon puff

2. A.10 MARKETING MIX

Marketing mix element Proposed change Justifications

Product  The ingredients, nutritional  Currently people tend to being

Price  Price should be change  According to current inflation

2. B.1 RECOMONDED MEDIA OF CAMPAIGN PLAN

STRATEGY TACTICS CAMPAIGN DETAILS JUSTIFICATION

Billboards  Establishing billboards on  Can be located along highways,

ADVERTISING Instagram  Influencing health conscious  Can be easily to engage with

Tiktok  promoting the brand using  Customers get familiarized with