Download - Pakola milkflow launch plan for tetrapak
Launch Activation Plan For
PakolaMILK FLOW
OBJECTIVE
• Maximum Brand Awareness among the target audience• Brand Identity• Maximum reach among the target audience• Sales
Target Audience
• A, B & C profile in Karachi• Females (age group 15 – 55)• Kids
Competitors
• Dairy Omung (Engro foods)• Dairy Pure (Shakarganj Food Products)• Diary Rozana (NurPur)
Current Standing of Competitors
40%
30%
10%
5% Dairy Umang
Fresh Milk
Dairy Rozana
Dairy Pure
Both Fresh & Package milk
15%
Reason for Choosing the Brands ???%
Res
pond
ents
Easily Available Taste Good Cheaper Children Like to drink
Brand’s name
35%
19%23%
14%9%
* Easy Availability is the major reason for choosing a milk Brand followed by taste and price
Amount of milk consumed on average daily..
* Half to One Litre consumption of a milk is in majority
Amount Of Milk Consumption in %
Less than Half Litre 8%
Half – 1 Litre 23%
1-2 Litre 39%
2-3 Litre 20%
3-4 Litre 5%
4-5 Litre 2%
> 5 Litre 2%
Conclusion• There is a Vacuum in the industry & among other dairy products players
• Product Availability & prices are the major problems
• Majority people use a Litre of Milk in daily house hold
• The Taste of the milk matters for the people & children
Strategy
Launch Activity
Product availability
On Ground activities
Maximum Reach
Brand Awareness
Credibility with
Consumer
Sales
Activation Plan
LAUNCH ACTIVATION PLANWILL BE DIVIDED INTO IV PHASES
PHASE - I LAUNCH TIMER
PHASE - II Promotional activities
PHASE - III Cable TV Promotion
PHASE - IV Sales Push
PHASE - I
LAUNCH TIMER
• 3 Days Before The Launch Branded Wall Timer in LMT’s IMT’s & Malls
P H A S E - I
Proposed Channels:
• Malls ( Millennium mall, Saima Mall, Pari Mall, Dolmen mall hyderi & tariq road )
• IMT’s ( Metro, Hyperstar)
• LMT,s (Imtiaz, Naheed, Binhashim, Aghaz, Motaz & etc.)
Moreover 10,000 Balloons will be left in the air With a message tied to the string
P H A S E - I
Advantages :
• Can Create Curiosity among the target audience
• Lower required investment Maximum Reach
• Long lasting visible results
P H A S E - I
PHASE - II
Promotional Activities
'' Milk Matters''Idea!!
P H A S E - I I
P H A S E - I I
Promotional Activities1. Malls 2. Schools 3. Out Door Promotion
1. Malls
Why do consumers go to shopping malls?
No matter what mall you visit, there is always a group of people walking around. Malls are one of the friendliest places. They are almost like an indoor park.If a certain promotion, sale, or giveaway is being offered, the companies know that the mall is the best place to target people. You'd be surprised at how many offers are present in the mall. One day you might get lucky or discover a unique product.
P H A S E - I I
Execution plan:• Based on milk & Needs of Calcium we’ll target kids at the malls that will automatically intercept the decision maker i.e. The Parents.
• We will grab their attention of kids through interactive games like maze and hammer game.
• Through games we will create brand awareness in terms of daily need of calcium. (handouts)
• Free give aways for kids like coloring books & etc.
• Product brief to the parents.
• A mascot will be used to make it more interesting.
P H A S E - I I
• Mascot To make the activity more interesting
• Moreover kids can press the nose of the mascot to get free gifts
1. Schools
Why Schools?
Why Schools?My brand relates to kids???
Do the kids are decision maker??
P H A S E - I I
Companies spend billions each year to get young consumers on board with their brands.Some are purely marketed towards children and will be abandoned once the kids get older. Others try to gain valuable lifelong customers by getting them hooked early.Young children are increasingly the target of advertising and marketing because of the amount of money they spend themselves, the influence they have on their parents spending (the nag factor) and because of the money they will spend when they grow up. Whilst this child- targeted marketing used to concentrate on sweets and toys, it now includes clothes, shoes, a range of fast foods, sports equipment, computer products and toiletries as well as adult products such as cars and credit cards.
P H A S E - I I
Execution plan:• Based on milk & Needs of Calcium we’ll target kids at the Schools that will automatically intercept the decision maker i.e. The Parents.
• We will grab their attention of kids through interactive activities e.g. quiz, Maze & etc.
• Through games we will create brand awareness in terms of daily need of calcium. (handouts)
• Free give aways for kids like coloring books & etc.
• Product brief to the parents by sending them a document.
• A mascot will be used to make it more interesting.
P H A S E - I I
• Mascot To make the activity more interesting
• Moreover kids can press the nose of the mascot to get free gifts
1. Out Door Promotion
Why outdoor media?Outdoor media has the potential to reach massive group of customers through a single ad. Outdoor ads are exposed in public for customers to access and gather brand information. The buying habit of customers is widely influenced through outdoor media. The reason is simple. Every section of customers moves outdoors for personal and professional reasons. Providing valuable brand information to all these customers, outdoor media of advertising is considered one of the most effective means of promotion products.
P H A S E - I I
IG IDEA!!BP H A S E - I I
A Big Pole Sign of a Milk Flow
Advantages :
• Can Create Maximum Brand Awareness among the target audience
• Maximum Reach
• Long lasting visible results
P H A S E - I I
PHASE - III
Cable TV Promotion
There are good reasons for an advertiser to run a campaign, and it is a challenge for them. One of the good reasons that an advertiser wants to promote his or her product or service is to earn a possible profit or returns of investment (ROI).
P H A S E - I I I
Advantages:
• Immediate reach
• Allows for in-depth product explanation
• Variety of creative commercial sizes and coloration
• Ads can be targeted to certain demographic groups through placement in specific sections Tangible
• Good for co-op advertising for local/national promotion
P H A S E - I I I
PHASE - IV
Sales PushInstore Trade Activation (ROI Based Campaign)
• in-store branding & Posm• Retail Management
1. in-store branding & Posm
Entrance GentryDoor BrandingTrolley BrandingBasket BrandingOut of Category Flag Category DividerShelf FrameShelf ExtenderCategory HeaderGondolaBrand Ambassador
P H A S E - I V
Entrance Gentry
• An entrance specially made for MILKFLOW .• Road side visibility.• Enhance brand image which makes MIKKFLOW top of mind.
Entrance Gentry
MDF Fixture4color Hi-res printing.
Door Branding/window branding
• People think that 1st impression is the last impression. • It helps Milk Flow to boost its brand image.• It plays a vital role to promote Milk Flow to enhance its sales.• Road side visibility.
Door Branding/window branding
• Specification:4Color Printing.One vision media.
Trolley Branding• It is a cost effective method.
• It gives maximum visibility at stores.
TrolleyBranding
• Specification:ABS material to be use
for pasting.Material is
unbreakable.4 color Eco solvent
printing has been pasted on it.
Basket Branding• It is also a cost effective method.
• It gives customer a quick reminder to get in his/her Basket.
Basket Branding
• Specification:ABS material to be use
for pasting.Material is
unbreakable.4 color Eco solvent
printing has been pasted on it.
Fixed with basket
Out of category flag• Flags will be executed on other categories.• Which will guide customer about aisle.• Tool to enhance sale.
Out of category flag
• Specification:PVC sheet for brandingWire frame 4color Eco Solvent.
Shelf frame• It will make shelve an eye catching look.• Enhance attraction of Milk Flow .• Tool to enhance sale.
Shelf frame• Specification:ABS unbreakable
Plastic.4color Eco solvent
printing.
Category Divider/ Separator
• Proper visibility to find shelve.• Easy way to remind to purchase. .
Category Divider
• Specification:Foamy Sheet4color Hi-res printingDual side branded
Gondola display• Clear visibility to every customer.• Product available to buy.• Never missed customer who forget to buy.
Gondola Display
• Specification:MDF fixture.4color Hi-res printing
Female Brand Ambassadors
• Product maintenance.• Brand Awareness.• Product briefing
• Specification:A Profile.Branded Costumes
Female Brand Ambassadors
2. Retail Management Program
All the factors thus far explained like increasing income, urbanization and consumer awareness hint at a potentially large market for goods and services in Pakistan. It, therefore, comes as no surprise that within the services sector, the country’s wholesale and retail trade sector has gained momentum in the past decade.
P H A S E - I V
Execution Plan:
• Top retail stores all across the city according to the target market will be selected• A proper shelf space at all selected shops.• china kiosk with BA’s.• in order to make relationship with retailer and to enhance sale & brand awareness we will offer some cash prize to retailer • some interesting offers for the consumer as well• free give aways for the children
Advantages:
• Immediate reach
• Allows for in-depth product explanation
• Good for Local promotion.
• ROI based
P H A S E - I V
Over all ROI Calculation
Value for your money
Intangible ROI
• Aided Awareness• Unaided Awareness• Activity awareness• Perceived Value• Other KPIs
Tangible ROI
• Business Impact• Activity P’n’L• Conversion• GRPs• etc
• In-house business data
Brand Equity tracking
• Brand experience & usage• Brand Image• Performance• Awareness
Tangible ROI
Intangible ROI
Prepared by :
Malik Muhammad AhadHead Of Strategy & PlanningRead Soul CommunicationMalik_ahad@hotmailcom