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Brand building campaign
Proposed by: Linkers Communications Ltd., Flat A1, House 119, Road 1, Block F, Banani, DhakaTel: 9872799, 8857361, Fax: 8857361, Email: info@linkersbd.com
Introduction
• This promotion program particularly intended for Agora during Pohela Boishakh• It does not give directions for long term brand promotion or does not relate with any promo activities in the past or in the future• This promo program is done through descriptive study only, research support is absent here
Objective
• Creating hype through celebrating Pohela Boishakh
• Tying up the brand with Pohela Boishakh by associating the feeling of its legacy
• A campaign to build relationship among national heritage, customers and the brand
Expected outcome
• Increase outlet trafficking as well as boost sales• Enhance image• Add value to the brand
Program Outline
• Sales promotion offer for creating an impression of strong bondage with Bengali inheritance, thus to create hype• In-shop lucky offers• Festive decoration with traditional arts for the branches during campaign• Followed by ATL and BTL coverage
Program Outline
• Agora will offer famous Bengali books by raffle draw on certain amount of purchase
Program Outline
• Agora can offer lucky trolley as instant gifts during campaign. Precisely three/assorted gifts of different values can be given in three different times (off peak, peak, super peak sales period).• Specially identified trolley can be put on as per time slab• Gifts can be limited between Tk.15-1000• Gifts may be in the form of Music CD/cash benefit/gift voucher/discount voucher/agora item
Program Outline
• During campaign customers may get Free slip pad with a purchase of minimum Tk. 222
Program Outline
• Agora can offer special discount on Hilsa fish for a limited days during campaign
Program Outline
• Agora may install a decorative gate at the branch entrance• Decoration would be with deep-stated Bengali inheritance and Pohela Boishakh flavor• Campaign offer can be displayed in banners/festoon at gate
Communication
• A 25 CI advertisement in Prothom Alo, Jugantor and Daily Star• Vertical Banner/Festoon at branches• Flyer for area promotion
Campaign Schedule: Boishakh 1413, (April-May)
W-1 W-2 W-3 W-4 w-5 w-1 w-2Press AdFlyerGate DecorationBanner/Festoon
May-06Apr-06
Press Ad Schedule
13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2M T W T F S S M T W T F S S M T W T F S
Daily Star 25 3rd Pg Color 2500 2 1 1
Prothom Alo 25 3rd Pg Color 3750 2 1 1
Jugantor 25 3rd Pg Color 3750 2 1 1
3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1
Apr-06 May-06
NewspaperTotal
CIPosition Color PCI rate #Inst
Flyer distribution
April 13, 2006
Branches Flyer Qty.Dhanmondi 25000Gulshan 25000Moghbazar 25000Sobhanbagh 15000
Banner and Gate
To be erected for the period of April 14 - May13 i.e., for the whole Boishakh
Cost benefit issues
Need to consider average monthly sales, sales during promo campaign, sales during national events, sales growth for individual branches, forecasted sales etc and the campaign cost
Campaign cost may be 1%-5% of total estimated sales to achieve sales target through promotion
Estimated campaign budget
Press Ad 4,02,563Flyer 2,00,000Banner 20,000Gate 80,000Gifts 2,00,000Agency fees 25,000
Total Amount 9,27,563All cost in BDT
Campaign Title
Boi Badole Boishakh
Campaign logo
Press Ad (5 col x 5”)
Flyer
Size: A4Paper: 100 gsm Art paperPrint: 4 color offset
Vertical Banner at gate
Size: 6’ x 4’Media: PVCPrint: Digital
Thank You.
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