Launch Plan: 21st Sep Onwards

We are planning to launch our 4 variants of Milk in retail market of Bhopal from 21 st of September. The
variants are FCM, Cow Milk, Chai Chuski & Choto Gopal. The proposed plan of launch is as follows:

Phase 1 Launch :
1. Arera Colony (Shahpura, Rohit Nagar, Bawadiya Kalan, Akriti Eco City, Pallavi Nagar, Trilanga,
Gulmohor)
2. Katara Hills ( Katara Hills, Bagsevania, Danish Chouraha, Barrei, Rajat Bihar Colony, Om Nagar)
3. Hoshangabad Road ( Shri Rameshwaram, Chinar Fortune City, Nirmal Estate, Misrod)
4. Kolar Road (Kolar, Amarnath Colony,Mahabali Nagar, Sarvadharam, Mandakini Colony, JK
Hospital Road)
5. New Market ( New Market, Roshanpura, GTB Complex, Nehru Nagar, Kotra, Panchsheel, Mata
Mandir)
6. Minal Residency ( Minal, Ayodhya Bypass, Indrapuri, Sonagiri)
7. Lalghati ( Airport Road, Vijay Nagar, Sanjeev Nagar, Panhwati Colony, Data Colony)
8. Bairagarh (Sanjay Nagar, Behta Village, Mochipura, Mathai Nagar,Raksha Vihar)

Distributor Status:
1. Arera Colony : Ajay Singh – E Tech Service
2. Katara Hills : Pathak
3. Kolar Road – Jitendra Lohiya & Adarsh Dairy
4. New Market – Santosh Joshi
5. Indrapuri – Annirudh Unniyal
6. Hoshangabad Road – TBA
7. Lalghati – TBA
8. Bairagarh – TBA

No of Key Retail Outlets:

1. Arera Colony – 20
2. Katara Hills – 18
3. Kolar Road – 21
4. New Market – 14
5. Minal Residency – 14
6. Hoshangabad Road – TBI
7. Lalghati – TBI
 8. Bairagarh – TBI
9. Total KRO – 87 + TBI

POP material required:

1. Flex Board – 100
2. Banners – 100

Sales Promoters:
12 Sales Promoters have been taken from Shrirang Nasery and they will be operational in field from 20 th
Sep onwards. Training to the promoters will be given on 19 th By Alam, Manoj and Myself.

In Shop Promotion:
1. Free Coupon Scheme for 1 month to be given to consumers who will be opting for our milk from
the retailers.
2. In Shop promoters will be handling over the Coupon promotion to the customers post noting
down their details
3. Customers after purchase of 24 days of milk will be getting 6 days of milk free from retailers
4. Retailers will have to keep the coupon and submit the same to our DB who will be paying them
for the rest 6 days.
5. DB has to submit a claim with respect to the coupon to GNPL for their payment.

Launch Plan – Phase 1:

1. We will be starting with 5 areas from 21 st onwards with Promoters doing the round of outlets on
20th of Sep.

Launch Area Order Collection Launch Activity

Arera Colony 20.09.2020 21 & 22nd Sep
Katara Hills 22.09.2020 23 & 24th Sep
Kolar Road 24.09.2020 25 & 26th Sep
New Market 26.09.2020 27 & 28th Sep
Indrapuri 28.09.2020 29 & 30th Sep
Hoshangabad Rd 30.09.2020 01 & 02nd Oct
Lalghati 02.10.2020 03 & 04th Oct
Bairagarh 04.09.2020 05 & 06th Oct

2. Upcountry like Sehore, Mandideep & Abdullaganj would be launched from 01 st Oct onwards.
3. Phase 2 Launch Plan would be from 07 th Oct onwards.
Volume fig for launch:
Launch Area Vol in LPD Vol in CPD
Arera Colony 240 LPD 20 CPD
Katara Hills 240 LPD 20 CPD
Kolar Road 240 LPD 20 CPD
New Market 240 LPD 20 CPD
Indrapuri 240 LPD 20 CPD
Total Vol 1200 LPD 100 CPD
Total Value for Launch 18,36,000.00

Budgeting for Launch:

Sl No Particulars Rate in Rs Total Budget in Rs
1 2 packets free offer on every crate for 1 51 153000.00
month
2 Coupon Scheme (6 days free for 500 152 76500.00
coupons)
3 Banners 72 7200.00
4 Flexes Framed 200 20000.00
5 Dress Code for Promoters 400 20000.00
6 Miscellaneous Expenses 5000.00
Total Budgeting for Launch 2,81,700.00
Total % of Budget against Launch 15.34%