MBA 361M: DIGITAL MARKETING CIA-I
DIGITAL MARKETING PLAN
FOR
SWOON AND SWIRL
By
ASHLESH BHANDARKAR (2327912)
ABISHEK P B (2327502)
ROSHAN C R (2328147)
SARTHAK VATS (2327955)
SANGHEET V MATHEWS (2327747)
TEJAS B (2327963)
Under the Guidance of
Prof. Deepak Ramanan
MBA PROGRAMME
SCHOOL OF BUSINESS AND MANAGEMENT
CHRIST (DEEMED TO BE UNIVERSITY), BANGALORE
FEBRUARY 2024
DIGITAL MARKETING CAMPAIGN PLAN FOR SWOON AND SWIRL
Company Profile:
Swoon and Swirl is a newly established ice cream store located in Hyderabad, India. The
store specializes in offering a wide range of premium artisanal ice cream flavors, sundaes,
milkshakes, and other frozen treats. With a commitment to quality and excellence, Swoon and
Swirl aim to provide customers with indulgent and memorable ice cream experiences.
Services:
Swoon and Swirl offer premium artisanal ice cream flavors, sundaes, milkshakes, and other
frozen treats.
Current Web Presence:
Swoon and Swirl has just launched, and while it has begun establishing a presence on
Instagram, it is in the early stages of developing its online footprint, with plans to expand to
other platforms in the near future.
Instagram: @swoonandswirl
Link: https://www.instagram.com/swoonandswirl?igsh=MWE3aTZzdGZ2c2lyNg==
Summary of Products or Services Offered:
Swoon and Swirl offer a diverse range of premium artisanal ice cream flavors, sundaes,
milkshakes, and other frozen treats, providing customers with delicious and indulgent options
to satisfy their cravings.
Summary of the Target Market:
The target market for Swoon and Swirl includes ice cream enthusiasts of all ages residing in
Hyderabad, India. Based on demographic insights, the breakdown of the target audience is as
follows:
Groups
- Families with young children
- Young adults
- Couples
- Professionals
- Tourists and visitors
AGE
(5-12)
(18-25)
(26-35)
(35-50)
Footfall
30%
25%
20%
15%
10%
Key information about the customers/ target audience:
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Valuing unique and creative flavors: The target audience appreciates and seeks out ice
cream flavors that are innovative, interesting, and different from traditional options.
They are likely to be intrigued by creative combinations and unique offerings.
Seeking high-quality and locally sourced ingredients: This audience prioritizes quality
in their food choices and prefers ice cream made from fresh, high-quality ingredients.
They also prefer supporting local businesses and products sourced from nearby
suppliers.
Enjoying social experiences: The target audience enjoys socializing and sees ice
cream consumption as a social activity. They may visit ice cream shops with friends
or family to share the experience and create memories together.
Being active on social media: Members of this audience are frequent users of social
media platforms such as Instagram, Facebook, and Twitter. They enjoy sharing their
experiences, including food-related activities, and engaging with content from brands
and businesses.
Responding well to promotions and discounts: This audience is receptive to
promotional offers and discounts when making purchasing decisions. They may be
motivated to visit Swoon and Swirl in response to special deals, coupons, or limitedtime promotions.
Potential Competitors for Swoon and Swirl in Hyderabad and Competitive Analysis:
Several potential competitors exist in the Hyderabad ice cream market, each with unique
strengths and weaknesses. Key competitors include:
1. Naturals
- Strengths: Strong brand recognition, Strong Digital presence, focus on niche market,
multiple outlets in Hyderabad.
- Weaknesses: Limited flavor variety compared to others, higher price point.
2. Cream Stone
- Strengths: Wide variety of flavors, familiar brand name, multiple outlets in Hyderabad.
- Weaknesses: May be perceived as less unique than smaller shops, focus on quantity over
quality.
3. Ibaco
- Strengths: Unique concept, focus on freshness and personalization, growing social
presence in Hyderabad.
- Weaknesses: Limited menu compared to some smaller chains with less brand awareness.
4. Pabla's Ice Cream
- Strengths: Strong local presence, unique traditional flavors, loyal customer base.
- Weaknesses: Limited online presence, smaller shop size, limited marketing efforts.
5. Frozen Bottle
- Strengths: Unique experience, visually appealing products, growing trend of nitrogen ice
cream.
- Weaknesses: Limited menu compared to others, a smaller chain with less brand
awareness.
Additional considerations include local ice cream parlors, supermarket ice cream brands, and
dessert cafes and restaurants. Competitive analysis involves comparing pricing strategies,
menu offerings, online presence, social media engagement, customer reviews, brand
reputation, and unique strengths and weaknesses of each competitor.
Current Sales Strategies for Swoon and Swirl:
Swoon and Swirl, as a newly opened ice cream store, employs a combination of offline and
online sales methods to attract customers and drive sales. Currently, the footfall of customers
primarily occurs due to the strategic location of the store and the introduction of enticing
introductory offers.
Offline Sales Strategies:
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Location Advantage: Leveraging the strategic placement of the store in a high-traffic
area, Swoon and Swirl capitalizes on spontaneous foot traffic, drawing in passersby
who are tempted by the inviting storefront.
Word-of-Mouth Marketing: Encouraging satisfied customers to spread the word
about their delightful experiences at Swoon and Swirl, the store benefits from positive
word-of-mouth referrals, amplifying its reach within the local community and driving
repeat visits.
Online Sales Strategies:
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Instagram Presence: Recognizing the importance of digital presence, Swoon and
Swirl has prioritized expanding its reach through Instagram. By showcasing visually
appealing images of its delectable offerings and engaging with followers through
interactive content, the store attracts online users, converting them into offline
customers.
Influencer Marketing: Embracing the power of influencer marketing, Swoon and
Swirl collaborates with local influencers and food bloggers to promote its brand and
products to a wider audience. Leveraging the influencers' credibility and reach, the
store successfully drives online engagement and offline foot traffic.
Introductory Offers: To incentivize online engagement and drive conversions,
Swoon and Swirl introduces special online-only offers and promotions through its
social media channels and website. These exclusive deals encourage online users to
visit the store and experience its delightful offerings firsthand.
Current Sales Split:
With a current sales split of 60% offline and 40% online, Swoon and Swirl strategically
balances its efforts between offline and online sales channels, capitalizing on the immediate
impact of location and word-of-mouth marketing while steadily expanding its digital
footprint to capture online audiences and drive long-term growth.
Digital Marketing Action Plan for Swoon and Swirl:
1. Optimizing Instagram Account:
• We will enhance Swoon and Swirl's Instagram presence by curating engaging content
that showcases the unique flavors and experience offered by the brand.
• Our team will implement a consistent posting schedule and utilize interactive features
like polls, quizzes, and stories to encourage customer engagement and interaction.
2. Google Business Listing:
• We will create and optimize a Google My Business listing for Swoon and Swirl,
including accurate location information, attractive photos of store outlets, and positive
customer reviews to improve local search visibility and attract foot traffic.
3. Online Sales and Marketing Platforms:
• Our team will list Swoon and Swirl on popular online delivery platforms such as
Swiggy and Zomato to tap into the growing trend of online food ordering and increase
accessibility to a wider audience.
4. Online Advertising:
• We will run targeted ads and promotional discounts on online delivery platforms to
attract online customers and drive sales.
• Our team will utilize features like sponsored listings, banners, and discounts to
increase visibility and incentivize purchases.
5. Website Development:
• We will develop a visually appealing and user-friendly website for Swoon and Swirl
to establish a strong brand presence, tell the brand story, and showcase the product
offerings in detail.
• Our website will include features such as online ordering, store locator, and customer
testimonials to enhance the customer experience.
6. Google Ads and Meta Ads:
• We will implement Google Ads and Meta Ads campaigns to target potential customers
based on demographics, interests, and geographic location.
• Our strategic approach will involve using keywords and ad placements to increase
brand visibility, drive website traffic, and encourage conversions.
7. SEO Optimization:
• Our team will conduct thorough keyword research and on-page optimization to
improve the search engine ranking of Swoon and Swirl's website in Hyderabad.
• We will optimize meta tags, headings, and content for relevant keywords to attract
organic traffic and increase visibility in search results.
8. Local Influencer Marketing:
• We will collaborate with local influencers, food bloggers, and tastemakers to amplify
brand awareness and reach a wider audience.
• Our approach will involve encouraging influencers to create engaging content
featuring Swoon and Swirl's products and share their experiences with their followers
to generate buzz and drive foot traffic.
Through these services, we aim to enhance Swoon and Swirl's online presence, increase
brand visibility, drive customer engagement, and ultimately boost sales and revenue for
sustainable business growth.
WEEK
WEEK-1 - END
ACTION PLAN
Optimizing Instagram Account
NO OF HOURS
10.-12 Hours per week
WEEK 2 – WEEK 3
Google Business Listing
15 Hours
WEEK 2 – WEEK 3
WEEK 3 -WEEK 5
WEEK 5 - END
WEEK 6 - END
Listing on the Zomato & Swiggy
Website Development
Google Ads
SEO Marketing
20 Hours
48 Hours
8 Hours per week
10 Hours per week
Budget and Resources:
- Budget: Hypothetical range of ₹50,000 - ₹1,00,000 for 3 months
- Resources: In-house marketing team (size depending on budget), freelance content creators
and designers (if needed), social media management tools, analytics, and reporting software.
Business Goals and Objectives:
The overall goals and specific objectives of the digital marketing campaign for Swoon and
Swirl are as follows:
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Overall Business goals:
- Increase brand awareness by 20% within six months.
- Drive a 15% increase in website traffic in 3 months.
- Boost social media engagement by 10% per month.
- Increase sales by greater margin
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Specific objectives:
- Driving maximum sales through Online delivery channels like Zomato & Swiggy.
- Run social media campaigns with targeted ads to increase customer footfall in the store.
- Partner with local influencers for promotion and creating the brand presence.
- Exploring the digital presence through website launch.
- Collect customer feedback and improve based on insights.
Geographical Range to be covered by the Social Media Campaign;
The geographical range to be covered by the social media campaign for Swoon and Swirl will
primarily focus on the local area of Hyderabad, where the store is located. However,
considering the potential reach of online platforms, the campaign will also extend its
coverage to surrounding areas within Hyderabad and nearby suburbs to maximize visibility
and attract customers from a broader radius.
Expected Use of Digital Platforms:
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Instagram
Google my business
Zomato
Swiggy
Google ad sense
Meta /facebook ads
Magic pin
Seo tools
Conclusion:
By aligning the digital marketing strategies with the target audience insights, competitive
analysis, budget, resources, and business goals and objectives, the digital marketing
campaign for Swoon and Swirl aims to establish a strong online presence, engage with the
target audience effectively, drive foot traffic and sales, and achieve measurable growth and
success in the competitive Hyderabad ice cream market.
Signature of the Client and the Team Head
CLIENT
TEAM HEAD