HERSHEY’S

1

Exotic_K

DARK

Communication Challenge

I want to convince my target audience that Hershey’s Dark Chocolate takes them on an exotic experience through the swirl of an intriguingly delicious combination of dark cocoa rich chocolate with several exotic fruity flavours.

Campaign Budget

• Rs 1.37 crores
• The average cost of a 100g Hershey’s product is approx Rs 152. Our sales target is 1 lakh units. So our sales target is Rs 1.52 crores. We reduced 10% from it to arrive at Rs. 1.37crores

• We chose this because Brand campaigns will give us maximum sales

• Budget given as 50% to brand campaign, 30% to Generic campaign and 20% to competitor campaign

Campaign Objective

• Objective: Website Traffic

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• As Hershey’s doesn’t have its own website and it sells its products on a 3^rd party website, we will send traffic to that 3^rd party website, i.e. Amazon.

Campaign Bidding Strategy

• Maximise Clicks
• It will optimize our campaign to get as many clicks as possible.
• We want more and more people who click on our ads to visit our landing page.
• We can have a good conversion rate and increase volume on the site.

Campaign Structure

Brand

Exact

Dark

Exotic

Blueberry

Phrase

Dark

Exotic

Blueberry

Generic

Exact

Dark

Gift

Healthy

Premium

Phrase

Dark

Gift

Healthy

Premium

Competition

Exact

Dark

General

Premium

Phrase

Dark

General

Premium

Brand Exact

Total budget for Brand_Exact= 50% of 1.37 cr. i.e

Rs. 68,50,000.

Brand_Exact= 68,50,000/2 i.e Rs. 34,25,000.

Daily budget= 34,25,000/90= Rs.38,055.00

Brand Exact Adgroups

Adgroup 1 Dark

Adgroup 2 Exotic

Brand Exact Adgroup

Ad group 3 Blueberry

Brand Exact Ad Copies

Ad copy 1 Dark

Ad copy 3 Rasberry

Ad copy 2 Exotic

Brand Phrase

Total budget for Brand_Phrase= 50% of 1.37 cr. i.e

Rs. 68,50,000.

Brand_Phrase= 68,50,000/2 i.e Rs. 34,25,000.

Daily budget= 34,25,000/90= Rs.38,055.00

Brand Phrase Adgroups

Adgroup 1 Dark

Adgroup 2 Exotic

Brand Phrase Adgroups

Ad group 3 Blueberry

Brand Phrase Ad Copies

Ad copy 1 Dark

Ad copy 3 Rasberry

Ad copy 2 Exotic

Competition Exact

Total budget for Competition_Exact= 20% of 1.37 cr. i.e

Rs. 27,40,000

Brand_Exact= 27,40,000/2 i.e Rs. 13,70,000.

Daily budget= 13,70,000/90= Rs.15,222.00

Competition Exact Adgroups

Adgroup 2 General

Adgroup 1 Premium

Competition Exact Adgroups

Adgroup 3 Dark

Competition Exact Ad Copies

Adgroup 1 Premium

Ad copy 2 General

Ad copy 3 Dark

Competition Exact

Total budget for Competition_Phrase= 20% of

1.37 cr. i.e Rs. 27,40,000

Brand_Phrase= 27,40,000/2 i.e Rs. 13,70,000.

Daily budget= 13,70,000/90= Rs.15,222.00

Competition Phrase Adgroups

Adgroup 1 Dark

Competition Exact Adgroups

Adgroup 2 General

Adgroup 2 Premium

Competition Phrase Ad Copies

Adgroup 1 Premium

Ad copy 2 General

Ad copy 3 Dark

General Exact

Total budget for Generic_Exact= 30% of 1.37 cr. i.e

Rs. 41,10,000

Generic_Exact= 41,10,000/2 i.e Rs. 20,55,000.

Daily budget= 20,55,000/90= Rs.22,833.00

General Exact Adgroups

Adgroup 1 Dark

Adgroup 2 Gift

General Exact Adgroups

Adgroup 3 Healthy

Adgroup 4 Premium

General Exact Ad Copies

General Phrase

Total budget for Generic_Phrase= 30% of 1.37 cr. i.e

Rs. 41,10,000

Generic_Phrase= 41,10,000/2 i.e Rs.

20,55,000.

Daily budget= 20,55,000/90= Rs.22,833.00

General Phrase Ad Groups

Adgroup 1 Dark

Adgroup 2 Gift

General Phrase Ad Groups

Negative Keywords

Negative Keywords

Adgroup 3 Healthy

Adgroup 4 Premium

General Phrase Ad Copies

Thank you!