LAUNCH STRATEGY & TIMELINES

ONBOARDING A BRAND AMBASSADOR CAMPAIGN IDEA - #RewardYourself

IDEA: Encourage our TG to celebrate their personal milestones with our luxury
chocolates. Key Performance
IDEA: To rope in Deepika Padukone as our Brand Ambassador.
Indicators
OBJECTIVE: To establish our luxury chocolate brand as a companion that
REASONS: Strong influence on all age groups | Global Presence | encourages our TG to not be always harsh on themselves, and not forgetting to
Symbolize Class & Luxury | 75.5M Instagram Followers • Cost Per Acquisition
celebrate their little wins! • Click Through Rate
EXECUTION STRATEGY: • Engagement Rate
EXECUTION STRATEGY: • Conversion Rate
• A series of cryptic posts followed by a teaser video to be posted from • Billboards across metro cities will be used to create hype among the
Deepika’s official account. A PR agency will be utilized to create hype • Total Followers
masses. They will showcase a QR code in the form of a chocolate bar along • Repeat Sales
around these posts across platforms. with the headline – it’s time to #RewardYourself. Scan Now!
• After few days, an official product launch leveraging CGI will be • Users will be redirected to the landing page where they will be offered a flat
livestreamed on Deepika’s & Pladis Instagram Account. 5% off coupon, encouraging them to try our product for the first time.

YEARLY TIMELINE

Activity / Timeline Frequency Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Facebook/Instagram/Twitter
Static posts 8 posts/month ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Marketing
30-90 sec Reels & Youtube Shorts 4 Reels/month ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Platforms
Instagram Stories 12 stories/month ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
• Instagram
Paid Ads on Meta/Twitter/Youtube/Google
• Facebook
Reels promtion on Instagram 7 times/annually ✔ ✔ ✔ ✔ ✔ ✔ ✔ • Google display &
Google Shopping & Display Ads 4 times/annually ✔ ✔ ✔ ✔ shopping ads
E-Commerce & Quick Delivery platforms 2 posts/week • YouTube
BlinkIt 4 times/annually ✔ ✔ ✔ ✔
Swiggy Instamart 4 times/annually ✔ ✔ ✔ ✔
 LAUNCH STRATEGY & TIMELINES

ONBOARDING A BRAND AMBASSADOR CAMPAIGN IDEA - #RewardYourself

IDEA: Encourage our TG to celebrate their personal milestones with our luxury
chocolates. Key Performance
IDEA: To rope in Deepika Padukone as our Brand Ambassador.
Indicators
OBJECTIVE: To establish our luxury chocolate brand as a companion that
REASONS: Strong influence on all age groups | Global Presence | encourages our TG to not be always harsh on themselves, and not forgetting to
Symbolize Class & Luxury | 75.5M Instagram Followers • Cost Per Acquisition
celebrate their little wins! • Click Through Rate
EXECUTION STRATEGY: • Engagement Rate
EXECUTION STRATEGY: • Conversion Rate
• A series of cryptic posts followed by a teaser video to be posted from • Billboards across metro cities will be used to create hype among the
Deepika’s official account. A PR agency will be utilized to create hype • Total Followers
masses. They will showcase a QR code in the form of a chocolate bar along • Repeat Sales
around these posts across platforms. with the headline – it’s time to #RewardYourself. Scan Now!
• After few days, an official product launch leveraging CGI will be • Users will be redirected to the landing page where they will be offered a flat
livestreamed on Deepika’s & Pladis Instagram Account. 5% off coupon, encouraging them to try our product for the first time.

YEARLY TIMELINE

Activity / Timeline Frequency Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Facebook/Instagram/Twitter
Static posts 8 posts/month ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Marketing
30-90 sec Reels & Youtube Shorts 4 Reels/month ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Platforms
Instagram Stories 12 stories/month ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
• Instagram
Paid Ads on Meta/Twitter/Youtube/Google
• Facebook
Reels promtion on Instagram 7 times/annually ✔ ✔ ✔ ✔ ✔ ✔ ✔ • Google display &
Google Shopping & Display Ads 4 times/annually ✔ ✔ ✔ ✔ shopping ads
E-Commerce & Quick Delivery platforms 2 posts/week • YouTube
BlinkIt 4 times/annually ✔ ✔ ✔ ✔
Swiggy Instamart 4 times/annually ✔ ✔ ✔ ✔
 Distribution Plan

 Corporate Gifting
 Fine-Dining Restaurants
 Events and Exhibitions
 Specialty Food Stores
 Collaborations with Influencers and Brands
 Online Marketplaces
 Concierge Services
 Luxury Boutiques
 Wedding and Event Planners
Delhi
 Premium Cafés
 Subscription Boxes
Ahmedabad
 Airport Lounges
Pune  Direct-to-Consumer (DTC) Online Sales
Kolkata  Pop-Up Stores

Hyderabad
 Demographic Segmentation:
Mumbai  Prime Customer Age: 30
 Young Adults (18-30 years): 15%
 Middle-Aged Adults (31-50 years): 10%
Chennai
Bangalore  Older Adults (51+ years): 5%
 Income: 25%
 High-Income (Above INR 10 lakh/year): 15%
 Middle-Income (INR 5-10 lakh/year): 8%
Number of Outlets- 4  Moderate-Income (INR 2-5 lakh/year): 2%
 Gender: 15%
 Female: 8%
 Male: 7%