the biggest shopping festival of kolkata. & presents…

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The Biggest Shopping Festival of The Biggest Shopping Festival of Kolkata Kolkata

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Page 1: The Biggest Shopping Festival of Kolkata. & Presents…

The Biggest Shopping Festival of The Biggest Shopping Festival of KolkataKolkata

Page 2: The Biggest Shopping Festival of Kolkata. & Presents…

&&

Page 3: The Biggest Shopping Festival of Kolkata. & Presents…

Presents…Presents…

Page 4: The Biggest Shopping Festival of Kolkata. & Presents…
Page 5: The Biggest Shopping Festival of Kolkata. & Presents…

• To make Kolkata an attractive / preferred shopping destination.

• To ride on the peak tourism and shopping period and ensure an overall increase in off-takes.

• To re-focus attention on shopping and entertainment across different customer profiles : tourists, NRI and locals.

• To create an enduring property which involves all the consumer touch points and ensures value for the participant.

• To produce the largest ever initiative of its kind.

Objectives of GKSFObjectives of GKSF

Page 6: The Biggest Shopping Festival of Kolkata. & Presents…

Festival at a glanceFestival at a glance• The festival will be held for 30 days across all formats of retail establishments across the city of Kolkata • The festival would be accompanied by a mega advertising and promotion campaign • During the festival the consumer would be encouraged to shop with the participating outlets.

• To ensure that the consumer can identify the right outlet, the MEs would be branded with POS material pertaining to the festival. • Upon a spend of Rs. 150 to Rs.10,000 the consumer would get a lucky coupon (or multiples) wherein he stands to win prizes and gifts.

• The main attraction for the consumer is the possibility of winning gifts like cars, residential flat, durables, holiday packages, Gold gift vouchers, gift hampers etc.

Page 7: The Biggest Shopping Festival of Kolkata. & Presents…

• Instant prizes on every purchase!!!• 2 residential Flats for Mega draw• One Maruti SX 4 for Mega draw• 15 Maruti WagonR Due for weekly draw• 15 return tickets from London for weekly draw• 15 Tanishq gift vouchers worth Rs.1 lakh each for weekly

draw• Crores of instant prizes!!!

Shop & Win!Shop & Win!

Page 8: The Biggest Shopping Festival of Kolkata. & Presents…

a) Enlistment advertisements in leading print media & internet

b) A series of direct marketing initiatives.

c) Involvement of associations.

d) An interactive media campaign.

e) A series of road shows and promotions across the city of

Kolkata

The enlisted stores also get free coupons for the festival as below:

Category A: Enlistment fee – Rs. 5,000, 50 coupons free

Category B: Enlistment fee – Rs. 15,000, 150 coupons free

Category C: Enlistment fee – Rs. 25,000, 250 coupons free

Category D: Enlistment fee – Rs. 50,000, 500 coupons free

Enlistment ProcessEnlistment Process

Page 9: The Biggest Shopping Festival of Kolkata. & Presents…

Merchant Establishment: Merchant Establishment: MechanicsMechanics

Category Slabs (Rs.)POS

worthFree Coupons

Transaction Value as per slab

Value of extra coupon as per slab

Silver 5000 500 50 150 5

Gold 15000 1500 150 500 15

Platinum 25000 2500 250 1000 20

Diamond 50000 5000 500 10000 50

Silver: Grocery shops / Dry-cleaner / Astrologer / Mobile Shops/ Car-accessories / Small book shops / Second hand car dealers / Beauty Parlor / Sweet Shop / Confectionery / Restaurants / Electrical shops / Sanitary items / Optical Shops

Gold: Garments / Super markets / Footwear / Luggage shops / Sari shops / Cinema halls / Fitness Shop

Platinum: CD shops / Mobile handsets shops / Music shops / Furniture

Diamond: Jewellery / Real Estate / Cars / Designer shops / Organised lifestyle retail ( shoppers stop , Westside etc.)

The festival is open for participation to any retail establishment across the city of Kolkata at a cost based on their category:

*All these outlets will get a gate infront of the outlet

Page 10: The Biggest Shopping Festival of Kolkata. & Presents…

Advertisement campaign planAdvertisement campaign plan

• 8,000 cc ad in ABP & TT

• Pre-Event Advertisement campaign for the festival would start

from November 5th - this is basically to enthuse ME’s

participation and also snowball into informing the Kolkattan

population at home and elsewhere - about the Festival.

• The main Ad campaign will kick-off from December 3rd week.

Print:Print:

Page 11: The Biggest Shopping Festival of Kolkata. & Presents…

Advertisement campaign planAdvertisement campaign plan

TV & Internet:TV & Internet:

• TVC in Star Ananda, Star Jalsa (prime time)

• TVC in CNN-IBN, Times Now (prime time) to attract National players

• Radio : Friends FM

• Launching of WEBSITE: www.greatkolkatashoppingfestival.com

• Internet Advertising

Page 12: The Biggest Shopping Festival of Kolkata. & Presents…

•100 Hoardings including Bus Shelters, Tram painting, Metro

Railway

•2000 gates in Kolkata outside the participating ME’s

•4 big arches in strategic locations in Kolkata

•20 important streets will be decorated with lights

Advertisement campaign planAdvertisement campaign plan

Outdoor:Outdoor:

Kolkata will decorate like Durga Kolkata will decorate like Durga Puja!!!Puja!!!

Page 13: The Biggest Shopping Festival of Kolkata. & Presents…

Advertisement campaign planAdvertisement campaign plan

•National PR agency will handle national releases in all the main

line dailies, TV & Internet

•Regular press releases, Conferences will be issued/conducted

•Gala Inauguration program in Nazrul Mancha with Ministers &

celebrities & singers on 24th December

PR & Mega Functions:PR & Mega Functions:

Page 14: The Biggest Shopping Festival of Kolkata. & Presents…

Print: 1Print: 1

Page 15: The Biggest Shopping Festival of Kolkata. & Presents…

Print: 2Print: 2

Page 16: The Biggest Shopping Festival of Kolkata. & Presents…

Outdoor: Outdoor:

Page 17: The Biggest Shopping Festival of Kolkata. & Presents…

WebsiteWebsite

Page 18: The Biggest Shopping Festival of Kolkata. & Presents…

The Biggest Sales OpportunityThe Biggest Sales Opportunity

• GKSF will provide an opportunity for retail segment in Kolkata

to beat the economic slow-down

• GKSF will experience a sales boom in the retail category by

150 crores (expected)

• Opportunity for your brand to drive sales by developing top of

mind recall during this festival time through special offers &

discounts!

Page 19: The Biggest Shopping Festival of Kolkata. & Presents…

Advertising Incentive Program Advertising Incentive Program (AIP)(AIP)

Option 1:

A. Give 30cc ad in ABP before 24th December and get a free

participation in the Festival for one outlets

B. Give 60cc ad in ABP before 24th December & get two outlets for

free

C. Give 100cc ad in ABP before 24th December & get 4outlets for

free

Option 2:

A. You need to offer a special discounts on your products between

15th December 2008 to 22nd January 2009

B. Use GKSF logo in your advertisement campaign

C. And get an exciting never before discount on advertising rate

from ABP

Page 20: The Biggest Shopping Festival of Kolkata. & Presents…

Grand Kerala Shopping Festival – 2007-08

A Showcase

Page 21: The Biggest Shopping Festival of Kolkata. & Presents…

Overall

311

92

635

164215

94

0

100200

300400

500600

700

Gold Automobiles Textiles Supermarket Electonics Furniture

Overview Of Retailers Participation….

Total ME participation - 2195

Page 22: The Biggest Shopping Festival of Kolkata. & Presents…

39.6

49.6

3.72 2.11 0.89 1.28 1.28 1.520

10

20

30

40

50

60

Series1

Segment wise Percentage of Additional coupon purchase

Page 23: The Biggest Shopping Festival of Kolkata. & Presents…

Sales Tax Comparison

Higher sales tax collection: December month

Page 24: The Biggest Shopping Festival of Kolkata. & Presents…

Come Join In!!!Come Join In!!!