Brand building campaign

Proposed by: Linkers Communications Ltd., Flat A1, House 119, Road 1, Block F, Banani, Dhaka Tel: 9872799, 8857361, Fax: 8857361, Email: info@linkersbd.com

Introduction
‡ This promotion program particularly intended for Agora during Pohela Boishakh ‡ It does not give directions for long term brand promotion or does not relate with any promo activities in the past or in the future ‡ This promo program is done through descriptive study only, research support is absent here

Objective ‡ Creating hype through celebrating Pohela Boishakh ‡ Tying up the brand with Pohela Boishakh by associating the feeling of its legacy ‡ A campaign to build relationship among national heritage. customers and the brand .

Expected outcome ‡ Increase outlet trafficking as well as boost sales ‡ Enhance image ‡ Add value to the brand .

Program Outline ‡ Sales promotion offer for creating an impression of strong bondage with Bengali inheritance. thus to create hype ‡ In-shop lucky offers ‡ Festive decoration with traditional arts for the branches during campaign ‡ Followed by ATL and BTL coverage .

Program Outline ‡ Agora will offer famous Bengali books by raffle draw on certain amount of purchase .

Precisely three/assorted gifts of different values can be given in three different times (off peak.15-1000 ‡ Gifts may be in the form of Music CD/cash benefit/gift voucher/discount voucher/agora item .Program Outline ‡ Agora can offer lucky trolley as instant gifts during campaign. peak. ‡ Specially identified trolley can be put on as per time slab ‡ Gifts can be limited between Tk. super peak sales period).

Program Outline ‡ During campaign customers may get Free slip pad with a purchase of minimum Tk. 222 .

Program Outline ‡ Agora can offer special discount on Hilsa fish for a limited days during campaign .

Program Outline ‡ Agora may install a decorative gate at the branch entrance ‡ Decoration would be with deep-stated Pohela Boishakh flavor Bengali inheritance and ‡ Campaign offer can be displayed in banners/festoon at gate .

Jugantor and Daily Star ‡ Vertical Banner/Festoon at branches ‡ Flyer for area promotion .Communication ‡ A 25 CI advertisement in Prothom Alo.

Campaign Schedule: Boishakh 1413. (April-May) ress Ad Flyer Banner Fes o on ¤ ¤ ¦ ¥ ¤ £ ae e cora ion ¡ W-1 W- W-3 W-4 w- w-1 w-   ¨§ ¨§ Apr- May-   ¢ .

Press Ad Schedule Apr-06 Newspaper Daily Star Prothom Alo Jugantor Total 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Position Color PCI rate #Inst CI M T W T F S S M T W T F S S M T W T 25 25 25 3rd Pg Color 3rd Pg Color 3rd Pg Color 2500 3750 3750 2 2 2 1 1 1 1 May-06 1 F 1 1 2 S 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 .

Flyer distribution April 13. 25000 25000 25000 15000 . 2006 Branches Dhanmondi Gulshan Moghbazar Sobhanbagh Flyer Qty.

Banner and Gate To be erected for the period of April 14 .e.May13 i.. for the whole Boishakh .

Cost benefit issues Need to consider average monthly sales. sales during national events. sales growth for individual branches. sales during promo campaign. forecasted sales etc and the campaign cost Campaign cost may be 1%-5% of total estimated sales to achieve sales target through promotion .

000 2.000 25.02.000 Total Amount All cost in BDT 9.27.000 80.Estimated campaign budget Press Ad Flyer Banner Gate Gifts Agency fees 4.00.563 2.00.000 20.563 .

Campaign Title Boi Badole Boishakh .

Campaign logo .

Press Ad (5 col x 5´) .

Flyer Size: Paper: Print: A4 100 gsm Art paper 4 color offset .

Vertical Banner at gate Size: Media: Print: 6¶ x 4¶ PVC Digital .

.Thank You.

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