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Background

 A noticeable decline in sales was noted in the last quarter (January-March 2021).
 The marketing team was tasked to come up with a comprehensive and effective strategy that will grow unit sales by
running a campaign in the month of May and thereafter.
 The aim of the campaign is to create top of mind awareness and affinity towards the Givenchy brand in our target
audience’s minds when they think of luxury perfumes.
 The campaign theme and message will be premised on a lifestyle, anchoring on the theme, “Thrill of the Forbidden“.

Goals
 Increase sales by 35% month on month.
 Increase brand awareness.
 Build brand affinity & create brand loyalty.

Campaign Details:
 Theme: “Thrill of the Forbidden“.
 Promotion Dates: Saturday, 1st May to Sunday, 30th May 2021
 Promotion Duration: Four Weeks 2
Customer Participation Mechanics
 Buy any one of the luxury fragrances under the Givenchy brand worth US$400 and get a free
note & pen gift set.

Activation Mechanics
 Internal Staff Launch
• Brief all internal staff about the campaign focusing on background and objectives.
• Staff Challenge-An incentive package will be awarded to the top sales person in this campaign.
 External Launch
• Wet demo sampling executed with the aim of converting leads into sales by use of fragranced
strips in a A6 Givenchy brand catalogue by affording customers to experience the brand.
• Branded Apparel-Sales Reps will be given campaign badges to wear with a call to action and
the campaign theme.
• In store Pull-Up banners communicating the campaign.

Communication Plan-Below The Line

 Tele marketing & Email marketing-use of database to inform customers of the promotion.
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 Social Media Posts-Targeted Facebook and Instagram posts.
 Budget Item Quantity Unit cost US($) Total US($)
A6 Givenchy
20 $ 5.00 $ 100.00
Catalogue

Campaign Material In store Pull Up Banners 2 $ 35.00 $ 70.00

Thematic Campaign
3 $ 2.50 $ 7.50
Badges
Electronic Flyer for
Digital Posts-Social
1 $ 15.00 $ 15.00
Communication Plan Media & email
marketing
A5 Campaign Flyers 40 $ 1.00 $ 40.00
Branded Note and Pen
Trade giveaways 15 $ 14.50 $ 217.50
Gift Set
$ 50.00
Staff Incentive Sales Target Incentive 1 $ 50.00

Total $ 500.00 4
Best Case
Product Variable cost Retail Price % Discount No Of Units Sold Revenue Contribution % Contribution $ Promo Net
Current Proposed Current Proposed Increase Growth % Current Proposed Incremental Current Proposed Current Proposed Incremental Cost Contribution
Very Irresistible 50.00 75.00 75.00 0% 100 150 50 50% 7,500 11,250 3,750 33% 33% 2,500 3,750 1,250 500 750

Most Likely
Product Variable cost Retail Price % Discount No Of Units Sold Revenue Contribution % Contribution $ Promo Net
Current Proposed Current Proposed Increase Growth % Current Proposed Incremental Current Proposed Current Proposed Incremental Cost Contribution
Very Irresistible 50.00 75.00 75.00 0% 100 135 35 35% 7,500 10,125 2,625 33% 33% 2,500 3,375 875 500 375

Worst Case
Product Variable cost Retail Price % Discount No Of Units Sold Revenue Contribution % Contribution $ Promo Net
Current Proposed Current Proposed Increase Growth % Current Proposed Incremental Current Proposed Current Proposed Incremental Cost Contribution
Very Irresistible 50.00 75.00 75.00 0% 100 128 28 28% 7,500 9,563 2,063 33% 33% 2,500 3,188 688 500 188

Break Even
Product Variable Costs Retail Price % Discount No Of Units Sold Revenue Contribution % Contribution $ Promo Net
Current Proposed Current Proposed Increase Growth % Current Proposed Incremental Current Proposed Current Proposed Incremental Cost Contribution
Very Irresistible 50.00 75.00 75.00 0% 100 120 20 20% 7,500 9,000 1,500 33% 33% 2,500 3,000.00 500 500 -

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