the biggest shopping festival of kolkata. & presents…
TRANSCRIPT
The Biggest Shopping Festival of The Biggest Shopping Festival of KolkataKolkata
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Presents…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
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.
• 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!
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
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
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:
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
•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!!!
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:
Print: 1Print: 1
Print: 2Print: 2
Outdoor: Outdoor:
WebsiteWebsite
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!
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
Grand Kerala Shopping Festival – 2007-08
A Showcase
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
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
Sales Tax Comparison
Higher sales tax collection: December month
Come Join In!!!Come Join In!!!