trade plan for "i love cosmetics" launch (russia, 2012)
DESCRIPTION
Let's me share with you a Trade plan for new brand launch (I Love Cosmetics) in Russia at 2012, which I provided as case for Melson's Group (official distributor). I'd like to mention that I decided to choose untipycal choice - retail "Ol! Gud" (Ол!Гуд), where for my opinion we can easy "join and win". Also at slide 11 and 12 I put general plan. If you have any questions, then feel free to drop me message or call. P.S.: It's only my way of thinking, It may be kind of confused, but I'm really looking forward back questions for it ;)TRANSCRIPT
“I love cosmetics”TRADE Launch support for at
Ol!Gud (Ол!Гуд)
17th of February, 2012
…background• “Ol! Gud” is a national retail Perfumery/ Cosmetic/ Household
chain with a wide perfumery & cosmetic assortment. • By Feb’12 “Ol!Gud” has stores at Moscow and TOP bigest cities on
Russian Federation.
• “Ol!Gud” belong on of biggest customer at Ekaterinburg, Kazan, Novosibirsk.
• There’re all competitive brands (P&G, L’Oreal, Unliver).
• Strong competitive presser: massive displaying, price promotions, Buy&Get promo
• Customer started switched Shopper Based Desing Category
• Win at First Moment of Truth (FMOT)
• Support sales due bright new launch “I love cosmetics” with promo for shoppers
• Out-of-door & radio
• Internet advertising across local implementation
• Drive Internet sales across OL!Gud website “Buy it Now”• http://shop.ol-gud.ru/
• Massive displaying (POSM installation and stores decoration)
…MAIN idea
• Listing general “I love cosmetics” 33 SKU (selling bestsellers – first, gift-
set for holiday’s shopping)
• Put “I love cosmetics” displays at every store
• Customized promo Buy&Get – creativity contest with gift set (candles)
– certificate for shopping as main prize.
• Outdoor, radio and Internet advertising,
– featuring announcing B&G / promo with gift certificate
• POSM instillation and decoration with hearts, flowers and touchables
…KEY elements & actions
…how IT should be!!!
…how IT should be!!!
Highly successful mechanism of Internet advertising and value driving in future
Key Outlines/Points:
• 360º advertising attract maximum shoppers at stores
• Internet is a cheap and effective for reaching target shoppers
• Customized promo with creativity contest grow brand loyalty
Thank you!
Contact details:Anton [email protected]+7 916 705 80 04skype: anton-razumov
P.S.: I love…BackUPs
Full toolbox (calendar of activities)
focus on fast WD and awareness build-upMarch’10 Sept’12Apr-May’12
15” sec (optional)
Joint local prints with customers
Only basics – attraction across Vkontakte, website, twitter
PR coverage in top titles
Local celebrity endorsment
BIG “I love co…” TOUCH!
TV
Bloggers contest Youtube. Prize – advertorial in top glossy
Oct’12 Nov’12 Dec’12
DIGITAL
PR
Influencer
Top bloggers event
National PR event
Buzz around pre-sell
FMOT
BASE PRINT AD + education advertorials
• SRP tools to accelerate listing in Discounters (fe. Pyaterochka and etc.)
• Ambassador program in outlets together with Pure Dream/Bath Therapy
• PSR motivational incentive to drive fast weight Distribution
Optional:
• Beauty Event to drive awareness on all Top Customers
• Face-to-face meetings with 5 key accounts (Apr’11)
• Coverage in top magazines (6 magazines in May-June though Sept-Oct)
…FASTER weight Distribution BUILD UP