An Activation Proposal on

Somogel and Rashnil

Agency’s Task

The Objectives

•

•

The Product

REASON TO BELIEVETo provide instant relief and

treat soreness caused by mouth ulcers and related

ailments of the buccal cavity.

PRODUCT BENEFITSomogel Tube contains

Menthol BP, Eucalyptol &Ethanol

The Product

REASON TO BELIEVEProvides fast relief from nappy rash

(Treatment), Provides continued protection from nappy rash (Prevention), Combines

effective antiseptic and astringent actions in a non-greasy, non staining and unscented

cream.

PRODUCT BENEFITRashnil Tube contains two ingredients

of Zinc Oxide and BenzalkoniumCholride. Acts as an ingredient and antiseptic, Provides protection by

forming a protective barrier on skin

Geo Scope

KARACHI

Channels

WAY TO GO FORWARD• IMT’s (Hyperstar)

• LMT’s (Naheed Supermarket, Imtiaz Supermarket,

• Malls

• Clinics

Target Audience

PRIMARY

• Chemist

• Retailers/Pharmacist

• Doctors

• Gynecologists

• Pediatricians

• Physicians

SECONDARY

• Mothers

Its time to

ACTIVATEour Product….

The Big Idea

Rashnil

A Mother’s first love is always her child. Bonding is intense attachment that develops between a baby and

her mother.

Brand Positioning: RASHNIL is protection with LOVECommunicate the message of Rashnil’s daily usage

Execution Mechanics

• BA’s to intercept and brief mothers about Rashnil• Trial Generation to prove its premium quality• Stalls for sampling can be set up. Demonstration videos on

screens.• Engage Mothers at retail outlets by giving them free samples of

Rashnil• Free Nutrition Advice from a well known Pediatrician. Customers

to get free Voucher on Purchase of Rashnil.• Set-up to have a Photo Booth where mothers can have picture

taken with their babies. A BA to upload the pictures on Rashnil’sFacebook paeg.

• Engage Mothers to visit Abbott’s Facebook Page and encourage their friends and families to like their picture. The picture to get maximum likes wins a gift hamper.

Stalls set up to be installed inside or outside Day Cares/Retail Outlets/Malls/Clinics

BA Uniforms

BA’s to distribute samples along with baby scrap book

Activity Set-up

Merchandises for Rashnil

Activity Mechanics

Somogel

Activity Mechanics

Retailers and Chemists to be given sales targets

Engage retailers/chemists by giving them incentives on achieving targets.

Retailers to get gifts on achieving targets

Best retailer/chemist competition to held at the end of the activity

Motivate the retailers to recommend Somogel and Rashnil to customers

Best Retailer Award and prizes

Chemist &

Retailer

Engagement

Program

Chemist & Retailer Incentives

Announced among the retailers through a Trade Letter that Abbott will award the Best Retailer (those who achieve targets) in town leading to some precious prizes like Mobile, LCD, Home Theatre etc.,

Best retailer is on the basis of given sales target.

Invite Chief guest (Chairman of Retailer’s Association)

Invite top retailers (200-250 persons)

Give them brand presentation.

Announce best retailer award and prizes followed by dinner.

Well groomed and presentable female ushers to be selected for the activity

Merchandises for Somogel

In – Store Dress Up

Objectives• Create Brand Visibility in Channels

• Induce sales through experience and free sampling

• Weekend activation in strategic outlets

• Dress up in key strategic outlet

• To ensure outlet’s push and pull• Tools:

• POS

• Touch and feel table top

• Special Display

• Standees

Thank You