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Brand Activation Orientation

15th Aug 2011

Fahad Riaz Ansari

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4 Ps…

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Promotion…

Promotion includes all communication and sellingactivities to persuade uture prospects to !u" the

product# Promotion decisions include$

%Advertising%&edia '"pes

%&essage

%Budgets

%Sales promotion%Personal selling

%Pu!lic relations

%(irect mar)eting

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Belo* the line##+

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Brand Activation##+

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“A marketing interactionbetween consumers and thebrand, where consumers canunderstand the brand betterand accept it as a part of theirlives.”

“A marketing interaction between

consumers and the brand, whereconsumers can understand the brand

better and accept it as a part of their

lives.”

“Brand Activation a relatively new"term" in the industry. It's pretty

simple really; it's all aboutbringing the spirit of brands

to life

“Brand activation is a

 process that starts with a

very lucrative idea of making

 your targeted consumers to

try your product and it ends

with the repeat purchase by

the same consumers

Brand Activation is thecore marketing process

through which we bring abrand to life consumer!I#$ through a varietyof brand e%periences.

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or  this reason,the term -!rand activation- has entered the

lingo in the current mar)eting scenario. and is

revolutionizing advertising…##

Brand activation is not a theor"/ it is a

practical and logical orm o integration that

ena!les a compan" or its !rand to ocus on

delivering activities. rooted in the a!ric o the

!rand. that engage *ith customers##

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Radio Channels

Newspaper

Magazines (50+)

Cable TV

Web Online Point o !ale

"illboards

#nstore $ Onstore

%er&handising

Word o Mo'th

Cine%a

O't o o%e

ire&t Mar*eting

!a%pling,ents$!ponsorship

Road !hows

Integration of Media

PR

Tele,ision

Mobile$!M!

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Outdoor media

Float drivesFloat drives

Instore Promotions

Stall operations

Instore Promotions

Stall operations

MerchandisingMerchandising

Channel Marketing

Support

Channel Marketing

Support

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

Event MarketingEvent Marketing

Attack PlanAttack Plan

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

Channel Marketing

Support

Channel Marketing

Support

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

MerchandisingMerchandising

Channel Marketing

Support

Channel Marketing

Support

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

Instore Promotions

Stall operations

Instore Promotions

Stall operations

MerchandisingMerchandising

Channel Marketing

Support

Channel Marketing

Support

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

Float drivesFloat drives

Instore Promotions

Stall operations

Instore Promotions

Stall operations

MerchandisingMerchandising

Channel Marketing

Support

Channel Marketing

Support

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

Outdoor media

Float drivesFloat drives

Instore Promotions

Stall operations

Instore Promotions

Stall operations

MerchandisingMerchandising

Channel Marketing

Support

Channel Marketing

Support

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

Outdoor mediaOutdoor media

Attack PlanAttack Plan

Float drivesFloat drives

Outdoor mediaOutdoor media

Attack PlanAttack PlanAttack PlanAttack Plan

Event MarketingEvent Marketing

Attack PlanAttack Plan

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

Channel Marketing

Support

Channel Marketing

Support

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

MerchandisingMerchandising

Channel Marketing

Support

Channel Marketing

Support

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

Instore Promotions

Stall operations

Instore Promotions

Stall operations

MerchandisingMerchandising

Channel Marketing

Support

Channel Marketing

Support

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

Float drivesFloat drives

Instore Promotions

Stall operations

Instore Promotions

Stall operations

MerchandisingMerchandising

Channel Marketing

Support

Channel Marketing

Support

SPV operationsSPV operations

Event MarketingEvent Marketing

Attack PlanAttack Plan

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o!ectives

enhance !rand image euit"

provide !rands *ith uniue !rand

platorms through *hich the" can gain

ma3imum mileage or their product#

activate !rands in a revolutionar" *a" o

standing out o the clutter and o!taining

dierentiation and competitive edge#

nhance and induce !rand trial to

speciic target mar)et#

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activation ideareative theme derived rom the

 Activation Platorm. that can*or) across channel6speciic

activities. to achieve the !rand7s

mar)eting and communication

o!ectives

platorm A ph"sical or emotional space inconsumers7 lives that ena!les the

!rand to interact in a distinctive and

meaningul *a"#

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process

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process

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Brand

Brie 

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8etting the right

agenc" on6!oard##

3ecution Po*er 

 Account &anagement

9trategic Po*er 

'ransparenc"

Responsiveness speed

reative Po*er 

ost eective

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:e" proect cost

elements##

Fi3ed 6 ;aria!le

Fa!rication

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evaluation##Punctualit"

?ualit" o

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than) "ou