Market Activation Dl 30mar-07

822019 Market Activation Dl 30mar-07

httpslidepdfcomreaderfullmarket-activation-dl-30mar-07 114

1

DUTCH LADY

ACTIVATION PROGRAM 2007



2

1 Thousands people (target shopper ndash mainly household mothers) come to publicmarket every day for shopping needs for family use at home

2 Not yet have a lot of people buying and selling milk at the public markets(compared with shops HPM and SPMhellip etc)

3 DLV had run sampling amp activations at 116 markets in year 2006 (phase 1

March-April phase 2 August 2006 and phase 3 October-November 2006) Eachmarket our activation operated in 2 days The results as

No Approached shoppers per day per market in 1058 people No Activated shoppers per day per market 145 people No New outlets handled DL products 2 new outlets per market Sales achieved per market per day 6 min VND



3

Creating influence market stall owners and shoppers behaviors ask thembuy and sell DL products immediately and after that

Building up DL brand awareness in consumerrsquos mind at public markets



4

250000 target shoppers to be approached the activation 40000 target shoppers to be activated to buy DL products 300 new market outlets will buy DL products to sell

Sales target 15 bin VND

Sales growth 20 at these at 100 markets achieving value sales of 120blnVND throughout year 2007



5

Scope

1st

phase 50 markets in Central East Me-kong in period April 2007 2 nd phase 20 other markets in East Me-kong in period June 2007 3 rd phase 50 markets in Central East Me-kong have the 2nd times of activationin period August-September 2007 30 markets in HCM Can Tho and Bien Hoa have our sampling in periodNovember-December 2007

Time 7 am ndash 1130 am everyday 2 days per market



6

51 Target shoppers Market goers - mainly household mother

52 Target channels All of the stall outlets belong to the allocated public markets

53 Target products Focusing on DL brand and under DL brand SCM (DL Exe COMPLETA

LONGEVITY UHT (DL UHT) IMP (DL main stream DL GUM) and others

54 Key massage ldquoDrinking Dutch Lady milk three times milk to get readyrdquo





8

56 Machanism

- The target shoppers who buy Dutch Lady products they will receive coupon fromstall owner (28000VNDcoupon)

- Bringing the products with the coupons to the moving cart they will be requested toshow coupons and the Dutch Lady products (Coupons wonrsquot be returned)

- If everything is valid activated shoppers will be offered to take the promotion giftsmeanwhile PG will use the pen whose pink on the plastic cant be wiped off to remarkSold on the products to prevent these from coming back the stallsFor 1 coupon - promotion gift values 3000 VNDFrom 4 coupon and over ndash promotion gift values 14000 VNDFrom 8 coupon and over ndash promotion gift values 34000 VND

- Joining the interesting game to get more attractive gifts



9

61 Dutch Lady moving cart (Click here)

ndash Moving cart will be made light materials easy to move and transport ndash Dutch Ladyrsquos logo selling line and premium gifts and prizes pictures will be

designed on the moving cart

ndash Moving cart contains speakers promotion gifts prizes tools of game

ndash A backdrop will be set moving cartrsquos back designed pictures of game

62 Cross-banner Cross-banner will be designed with DLVrsquos logo productsvenue time and the theme of the program (click here)

63 Coupon They will contain theme of the program promotion gifts time (withintwo days) (click here)

64 Leaflets They will develop the contents the machanism the promotion gifts tomotivate market goers joining the program (click here)



10

65 Uniform

Active comfortableWhite and blue main colorsLogo must be in line with brand guidelinesKeep consistently DL brand images



11

Design and operate materials (approved of DL before taking out)

Quotation (click here)

Select markets and good location for operation work with market managers to haveplaces for our operation (click here)

Liaise and coordinate with Sales region to having support better

Good location for operation Get license

Recruit training and manage employees

Prepare logistics gifts POSMhellipetc

Implement



12

ndash Than Nu will report progress to Dutch Lady (once per two days) ndash Than Nu will have report and analysis to Dutch Lady weekly

ndash Than Nu will provide Dutch Lady list of consumers stall outlets joining theprogram

ndash Than Nu will send final report and photos at the end the program



13

THANK YOU FOR YOUR ATTENTION



14

Than Nu Experiential Marketing Co

Add 43 Tran Nhat Duat str Tan Dinh ward dist 1 HCMC

Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999

Email camly _thannuyahoocom



2

1 Thousands people (target shopper ndash mainly household mothers) come to publicmarket every day for shopping needs for family use at home

2 Not yet have a lot of people buying and selling milk at the public markets(compared with shops HPM and SPMhellip etc)

3 DLV had run sampling amp activations at 116 markets in year 2006 (phase 1

March-April phase 2 August 2006 and phase 3 October-November 2006) Eachmarket our activation operated in 2 days The results as

No Approached shoppers per day per market in 1058 people No Activated shoppers per day per market 145 people No New outlets handled DL products 2 new outlets per market Sales achieved per market per day 6 min VND



3





4






5

Scope

1st





6










8

56 Machanism







9











10

65 Uniform




11








Implement



12






13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999




3





4






5

Scope

1st





6










8

56 Machanism







9











10

65 Uniform




11








Implement



12






13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999




4






5

Scope

1st





6










8

56 Machanism







9











10

65 Uniform




11








Implement



12






13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999




5

Scope

1st





6










8

56 Machanism







9











10

65 Uniform




11








Implement



12






13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999




6










8

56 Machanism







9











10

65 Uniform




11








Implement



12






13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999






8

56 Machanism







9











10

65 Uniform




11








Implement



12






13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999




8

56 Machanism







9











10

65 Uniform




11








Implement



12






13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999




9











10

65 Uniform




11








Implement



12






13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999




10

65 Uniform




11








Implement



12






13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999




11








Implement



12






13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999




12






13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999




13




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999




14



Tel 08-5265278 5265279

Fax 08-5265212

Duong Cam Ly

Account Manager

Mobile 0917 136 999


Documents

Market Activation Dl 30mar-07