Mango Magic

You’ve got every sip Magical! - proposal

Where every sip is Magical! - proposal
Turning every sip into magic – proposal
Choose to be wonderfully magical – proposal
You’ve got the Magic! – proposal
Casting mango magical spells! - proposal

M ARKETING S TRATEGY
OCTOBER 9, 2018
JAP POLENDEY
 Launch/ Introduction Phase
Zero Moment Of Truth (ZMOT)
moment when customers didn’t know about the brand/product. Also called as the
stimulus phase.

Inspire and build community of transient millenials.

Asset: Nothing But Desserts facebook page with 2,097 followers (To help Mango Magic Page to gain likes and followers)

Social Media Noise (Facebook and Instagram)

Paid advertisements, Creative Ads (Minimal design – because millenials like it, ex. Starbucks), GIF and Short Video
tackling emotions (example: Cornetto #Conefessions) and Inbound Mktg. (Bloggers, Vloggers, Media Personalities – local)
 Launch/ Introduction Phase

Video Ad will be posted at TIF (SocMed) platform 1 week after the launching of Mango Magic
to use the percentage of customer’s perceived value.

Storyline of the 15 seconder ad: (2 Casts only) – (Concept under Idea Generation)
Nurse Hannah as main cast (proposed)
Mr. as mystery guy (remain secret until the half end of the trilogy video)
 Launch/ Introduction Phase
First Moment Of Truth (FMOT)
moment when customers chooses a product over competitors

Strengthening the perceived value from customer by enhancing brand message thus building
brand recall resulting to more purchases and repeat purchase:

1. Interactive design, fun and instagrammable or camera worthy cups.

2. Aggressive Marketing (Cart Collaterals, Pavement/ Road Standees, Exhausting Logos)
3. Couponing (20% off in first purchase), Promo (Buy 1 take 1), Free Extra Add-On (Mangoes or
Crushed/Chunked Grahams), Buy 1 and get 1 for 20% off, Small Cup or mini cup taste test
(Trial for habitual buyers of sweets or desserts)
 Marketing Activities
Second Moment Of Truth (SMOT)
moment when the consumer personally experienced the quality of the product, reinforcing or
debunking the brand's message and influencing their decision to buy again.

1. Iconic Cart (stands out from every competing carts) example: 3D cart with emboss logo or
3D Logo Billboard. See picture below.
2. Monthly or twice a week Promos (ex. Mango Magic Hour or The Magical Hour – price off
or percent discounts etc.)
3. Facebook and Instagram Activities/Contests
4. Inbound Marketing (Bloggers, Vloggers, Media Personality)

Mango Magic
Information Needed

1. Target Market
2. Insighting and Brand Essence
3. Brand Message
4. Positioning
5. SWOT Analysis

To be discussed.