Swift Dzire Launch Plan and budgeting

Objective
•Ensure successful launch of “Swift Dzire”

•Create Huge Excitement with our Customers, Dealers, Employees and

Trade Partner(s),&

•Establish “Swift Dzire” as a strong player in Sedan Segment which is

growing segment.
 Press Meet
&
customer
launch

Salesmen
ATL activities
Training

Swift Dzire
Launch

In store
BTL activities
Branding
Swift Dzire Launch Program

Phase 1 – Pre Launch Actions

Phase 2 - Brand Building

Phase 3 - Market activation

 Pre - Launch
Pre - Launch Brand Building Market Activation

In store
Press Meet
Press Meet
branding
Customer
Launches
Salesmen Outdoor
Training branding
Swift Dzire
The heart Car
TV / Radio / Print
Pre - Launch

•Press meet in KTM, Pokhara, Butwal and Biratnagar

•Exclusive launch meet for all Media agencies one day before customer launch
in KTM
•Exclusive launch meet at Pokhara, Biratnagar and Butwal as wel.
• All press (News paper, Magazines.), TV to be called for Press meet.
 Pre - Launch

• Distributor Sales team Training & Dealer salesmen training

• Trainers from India to conduct training
• Product conviction and Sales Training
• Off site
• Visual aid based training
 Pre - Launch

Create Enthusiasm...

Create confidence….

Create belief….
 Brand Building Activities

• In Store Experience
• All dealerships to have a festive look .
• Lots of excitement @ Dealership.
•Showrooms to be decorated with wobblers and steamers
• Should be talk of the town.
• Should increase the Customer Walk-in’s
•Sales team to be provided with Swift T-Shirt and caps as uniform
 Brand Building Activities

• Out Door Branding Activities

• Banner Campaign.
• Decorated Swift rally
• Swift Dzire Sticker Campaign.
• Hoarding (To have at least 5 in KTM and 5 outside KTM)
• Press Ads
• Radio Jingle
• TV commercial – High decibel
 Brand Building Activities

In Summary
In – Store Experience...
Brand assurance….
Excitement !!!!
 Market Activation

“Swift Dzire The heart Car”

•Test ride campaign in 3 towns along with Rally.

• To be done over 15 days period.
• Fully loaded Swift.
•Test ride with Beautiful women.
• One week market promo (Banner, Tags, Press ad, Wall Poster
Campaign..)before the test ride campaign.
• Free gift for each customer.
•Bumper gift to 3 lucky test riders on 15th Day.
• Coverage on TV & Radio
 Market Activation

Brand Activations
• Demo at all Major malls and Super stores.
• Human Banners at key intersections.
• Rallies at all key town.
• Tagging Campaign.
• Personalized letters to prospect customers through bank credit card
database.
• SMS Campaign.
Continuous presence…..
 Market Activation

In Summary
• 1 month of continuous Market activation.
• Complete and full team involvement – Sales /
Marketing / Service / Parts / Dealers / CSP’s / APS’s

Excitement !!!!
Budgeting
 R
a
S. Qty/Size/N
Description o e Amount (NRS)
A Pre Launch   3   
5
1 Sales Training for AIT and Dealers Staff      
0
  a) Hotel Room for Dealers (for 2 days) 10 0 70,000
  b) Lunch & dinner 30 600 72,000
  c) Tea and Coffee     8,000
  d) Bags/Folders     15,000
  e) Misc     25,000
  Total     190,000
2 All dealership to have festive look      
  b) swift Dzire Backdrops 10 x 8 x 8 60
5 38,400
  c) Standee 20 x 6x3 75 27,000
2
  d) Wooblers 5000 5 26,250
  e) Steamers 5000 5.5 27,500
  f) Leaflets 2000 9 18,000
  Total     137,150
3 Out Door activities      
a) Banner Campaign (400 in KTM, 400 outside KTM) including
  municipal charges 800 400 320,000
  b) Swift Dzire Sticker Campaign 2000 7 14,000
  c) Hoarding 5 KTM, 5 outside KTM ( 3months) 10 3  250,000
  d) Flexes for Hoarding     225,000
7
  e) tags 5000 5 18,750
  Total     809,000
B Launch Qty/Size/No Rate Amount (NRS)
1 Press meet and Launch at KTM      
  Press meet flex 2   5,000
  Banner (Silk with stickers)     2,000
  Decoaration items     85,000
  Gate at Pulchowk for a week     40,000
  Name Plates     3,500
  Service Charge     25,000
  Invitation Cards 500   12,500
  Bags 200   5,000
  Folders 200   10,000
  Photographs     5,000
  Smoke/Light/Music     25,000
  Gift to press media people 100   60,000
  Dinner at Solatee     170,000
  Drinks     25,000
  Misc     25,000
  Total     498,000
2 Launch and Press meet at Dealers network 3   150,000
3 Swift Dzire the heart car      
  Gift hampers for test riders      
  Gift hampers for testriders 500 300 150,000
  Total     150,000
4 Rally      
  Swift Dzire the heart car rally 5 10,000 50,000
5 Eschange Mela - KTM (swift exchange)      
  a) KTM - Space booking at Bhrikuti Mandap 3 days   75,000
  b) Refreshment     50,000
  c) Models     60,000
  d) Dresses for Models and Dealers personnels     10,000
  e) Decoration at Bhrikutimandap     100,000
  Total     295,000
6 Paper Ad      
  a) Teaser ad 204cc @ 3 days   397,800
  b) Launch Ad 408 cc   265,200
  c) Post launh ad campaign cum test ride ad camaign 600 cc   390,000
  Total     1,053,000
7 Television ad      
  a) Kantipur TV     300,000
  b) Avenues TV     225,000
  c) Sagarmatha TV     175,000
  Total     700,000
8 FM      
  a) Kantipur FM     50,000
  b) Image TV     50,000
  Total     100,000
9 Gifts for 3 lucky winners 3 150,000
  GRAND TOTAL (NRS)     4,282,150
  GRAND TOTAL (IRS)     2,676,343.75
Thank You