Dip Shop is an ice cream store catering in Karachi having its seven stores currently operational. They have been the pioneer to introduce the concept of ice cream toppings in Pakistan, having a wide range of variety including ice cream flavors, dip cones, slush, marble slab ice cream and desserts. The price which they are offering ranges from Rs. 90-350, which is quiet affordable as compare to its competitor. Since no efforts have been done so far in terms of marketing, they are still catering to their old and loyal customers only, targeting to Socioeconomic Class B. They are located in seven major areas in Karachi but people are not much aware of the fact that dip shop still exist and the wide variety which they are offering.

Required:

i. What initiative would you take to increase the footfall in their outlets? How would they attract new customers?

ii. What would be the most effective advertising communication medium for them (consider their target market)? Develop its advertising Strategy.

iii. If they were to develop strategic alliance with any other brand, which brand/brands would best benefit them and how?

iv. You need to make one year advertising calendar with proper structuring and reasoning. Also share your 6 months planning to establish Brand Reputation and Brand Image in local market.