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Background
: LUCKY NEW YEAR : 25 November - 25 December 2011 : Our Primary target are family with Kids with ages 3 60 years old. and Our Secondary target is Teenager with ages 13 20 years old :
The Year of the Dragon comes about once of twelve years. This year is considered the year of luck because the a part of the Chinese Dragon meaning is good fortune in the areas of health, wealth and living a long, prosperous life. It is believed that anyone who holds an emblem of this divine mythical animal will be protected and safe. This all important ancient symbol is respected and beloved by the Chinese people. Chinatown like Pluit Village is a key focal point for Chinese New Year festivities in the few weeks leading to up to Chinese New Year and a few weeks following that. Visitors can immerse in the entire Chinese cultural experience and experience the festive hustle and bustle simply by walking the streets of Chinatown (ambiance from Mall Decoration) . Chinatown is also where local Chinese congregate year after year to shop for the necessary new year items for the home and to soak in the festive atmosphere. Base on that we also encourage new and loyal customer to shopping with Sales promo incentive program also supported event.
Objective
1. To increase tenant sales, 5 % compare to the same month last year 2. To increase customer traffic 3 % compare to the same month last year 3. To create Public Relation Value Rp. 1.000.000.000
Strategy
1. a) Creating Sales Promo Program : 1. Lucky Ang-Pao Tree (Lucky Dip) 2. Oriental Dream (Lucky Draw) b) Creating Special Offer Sale : - Fashion Night Out( Fashions tenant) - Reunion Rice (F&B Tenant)
2. Creating Event Activity :Barongsai performance,Gu Zheng Music Performance, Mei-mei & Tie-tie Competition, Oriental Coloring Competition, Fashion Show, Beijing Gallery Star Acrobatic Troupe and Many More. 3. The CSR Program Christmas time with orphan Foundation presented by Bina Nusantara Mandarin Club.
Tenant Participant
Tenant participant on this Chinese New year season will be 30% from F&B Tenant and 80% from mix tenant ( Fashion, Kids, Home Appliance, Stationary, Electronic & Gadget, Beauty & Heath. Etc) Tenant supporting prospect : (still on propose) 1. F&B
Fuji Restaurant Tawan Restaurant Raca Suki Hanamasa : Provide Dinner Package Lunch & Dinner voucher : Provide Dinner Package Lunch & Dinner voucher : Provide Dinner Package Lunch & Dinner voucher : Provide Dinner Package Lunch & Dinner vouche : Provide Kids Product ( fashion product, Toys) for Lucky Dip : Provide free ticket for Lucky Dip : Provide Product for lucky Dip : Provide Shoes for Lucky Dip : Provide Shopping Voucher : Provide Electronic Product For Lucky Dip (TV, HP, DVD, Note Book) : Provide Book for Lucky Dip : Provide Voucher & gift
2. KIDS
Kids Station Time Zone
3. FASHION
MATAHARI The Little Things She needs
4. OTHERS
HAW-HAW Fresh Mart Best Denki Gramedia BDay Land BEAUTY & HEALTH Chandra Gupta Rudi Hadisuwarno
5.
PROMOTION PLAN
PUBLICITY
1.
ATL ( Media Print Add) Tabloid : - Info Pluit Kapuk Magazine (One color Page will be publish on 7th of January2011) News Paper : Suara Pembaruan (waiting for HO arrangement) Jakarta Globe (waiting for HO arrangement) Investor Daily (waiting for HO arrangement) Guo Ji Ri Bao (Sponsor) : Advetorial page full color ( January 6th, 21st & 27th)
: - Cakrawala (Adlips) : Adlips (January 4th 23th ) for 20 times : - ANTV (Barter Event) : Running Text and Promo Event (Still Propose) : - Detik.com : Advertorial (Still Propose)
PUBLICITY
2.
PUBLICITY
d. Umbul-Umbul ( 100 cm x 400 cm ) Installation 20 Pcs Umbul-umbul at all around Mall e. Sticker Lift ( 50 cm x 210 cm ) 10 set Sticker image of Christmas event will be displayed at main lift (GF, 1st, 2nd, 3rd, 4th, ) to rebranding customer during used the Lift facility
f. Hanging Corridor ( 60 cm x 90 cm ) 500 pcs hanging corridor Will be displayed along corridor at GF, 1st , 2nd, 3rd, and 4th floor
g. Indoor Banner (100cm x 400cm) 16 point with two side (20 pcs) of indoor banner will produces to decorate 2 side of PV atrium west and east
PUBLICITY
B. PR-Strategy
Timeline
Press release will be sent out on January 5th 12 (Pre event) Media monitoring will be done from January 6th - January 11th Press release will be sent out on December 24th 12 (Post event) Media monitoring will be done from December 25th - January 30th , 12
PR Release
January 5th 12, press releases will be sent out to , detik.com, (*media online) Guo Ji Ri Bao, Moms & Kiddy (*printed media) Media Indonesia, Suara Pembaruan, Kompas, Investor Daily, Jakarta Globe January 2th 11, press release will be sent out to Media Indonesia, Seputar Indonesia, Kompas, Tabloid Media Kawasan (Printed Media)
6 5 7
14 6 37 on the weekday & 49 on the weekend
100 35 49
252 108 744
5
6
TOTAL
Mechanism: - For every Rp. 100.000 purchase in a single receipt, shopper will receive a lucky draw coupon for a change to win the travel prize - Receipt valid in the same day - Receipt must completed with store name and stamp - Receipt must be register at Customer Service counter 1st floor
** Still on propose
No
1 ** Star Cruz Voucher
Item
Total/month
12 TOTAL
Mechanism: - Shopper can redeem a limited edition Angpao package free with minimum of Rp. 300.000,- purchase in a single receipt - Shopper need to fill in particulars (Name, address, email address, DOB, HP number) in a shopper redemption form and sign off during redemption. - Receipt valid in the same day - Receipt must completed with store name and stamp - Receipt must be register at Customer Service counter 1st floor
Provide by HO
No Item
TOTAL
SALE ACTIVITY
a. FASHION NIGHT OUT (Saturday , January 21, 2012) Time : 8 pm 11pm
On this promo we will collaborate with tenant who sale Fashion Item (Clothes, shoes, Accessories ) to give a special offer up to 70 % or Gift for every purchase at the selected tenant participant
SALE ACTIVITY
b. Reunion Rice (Sunday, January 22rd 2012 ) Time : Lunch ( 12 pm 2pm ) Dinner ( 7pm 9.30pm )
Chinese families would gather for a feast one day before the start of the Lunar New Year. This meal is known as literally "Reunion Rice", rice being the main staple of the Chinese. It is also translated as "Reunion Meal" or "Reunion Dinner", since it is almost always eaten after nightfall as the last meal of the old year.
Pluit Village would arrange with F&B Tenant for reunion package Lunch & Dinner with special price and Menu and also we will collaborate with Photo Studio (Tenant) to give free Photo season during Lunch & Dinner at participating F&B Tenant
MAIN ACTIVITY
a. Lion Dance Performance ( January 6th, 22nd, & 23rd 2012) Venue : Main Atrium Time : 5pm 6pm Lion dance is a form of traditional dance in Chinese culture, in which performers mimic a lion's movements in a lion costume. In Chinese Culture, Lion Dance also represent Luckiness, and Pluit Village would bring this performance on stage to be one of the attractive and festive moment in Chinese new year at Pluit Village.
MAIN ACTIVITY
b. Oriental Coloring Competition Saturday, January 7th 2012 Venue : Grand Atrium Time : 11 am 1 pm
This competition will be held to accommodate Panda Kids Club Members and will be free of registration. We would try to find partnership sponsored (Global Art or Faber Castle) to covered the winner prize. The Winner : The winner would Get : 1st Winner win prize Rp. 500.000 + Sponsor Gift + Trophy 2nd Winner win prize Rp. 300.000 + Sponsor Gift + Trophy 3rd Winner win prize Rp. 200.000 + Sponsor Gift + Trophy 4th Winner win prize Sponsor Gift + Trophy 5th Winner win prize Sponsor Gift + Trophy
MAIN ACTIVITY
c. Mandarin Singer Performance
(January, 7th, & 21st 2012) Venue : Grand Atrium Time : 7pm 9pm Mandarin Singer performance will present Tham Kuang Fuk with one of the largest Chinese community in North Jakarta will bring and invite the crowd to visit Pluit Village.
MAIN ACTIVITY
e. Sam Pek Eng Thai (Romance Operette )
(January, 8th 2012 ) Venue : Grand Atrium Time : 6pm 7pm Chinese Love story of Sam Pek Eng Thai its very Famous and inspiring, Pluit Village will bring this Story on stage to be act by Operette actor and actress. Sitting area will setting as a Theatrical Theme so shopper can be watch and enjoy the show comfort.
MAIN ACTIVITY
f. Beijing Gallery Rising Star Acrobatic Troupe
(January, 11th & 14th 2012 ) Venue : Grand Atrium Time : 7pm 7.45pm Famouse Chinese Acrobatic Troupe from China to entertain the shoppers and give the malls an attraction for publicity and advertising. The troupe will consist of a medley of performances including : Drum Juggling, Chinese Diabolo, Contortionist, Umbrella Juggling, Balancing Act and comedy Chef acts
MAIN ACTIVITY
g. Oriental Fashion Show
(January, 15th 2012 ) Venue : Grand Atrium Time : 7pm 7.45pm This event is arrange by HO to provide 8 Model for fashion show. Pluit Village also will arrange with Tenant fashion and Beauty (Salon) to sponsored Clothes and make up, hair do .
MAIN ACTIVITY
MAIN ACTIVITY
MAIN ACTIVITY
MAIN ACTIVITY
k. Chinese Spring Festival 2012 Glory Of The Dragon (BMNC Charity Program)
(January, 13th, - 23rd 2012) Venue : Main Atrium Time : 12.30 14.30 This event presented by Bina Nusantara Mandarin Club. Glory of the Dragon is a Symbol of Glory and Wealthy to welcoming Chinese New Year 2012. In this event BMNC will build framework of huge Dragon in content the to replace the Dragon scales with 2563 angpao with the money inside . BMNC would visit schools , Campus, Office and also public are to collect fundraises and the money after will be put in to the Angpao after that the Angpao will use as Scales of The Dragon and at the end of the event Chinese Spring Festival 2012 the Money will be given to the Orphan Foundation The Dragon will be display at Main Atrium Pluit Village from January 13th - 23rd 2011. Charity day for Orphan Foundation will be held on January 15th 2012. Glory Of the Dragon Scales (2563 gold Angpao) will be listed as GUINESS BOOK OF RECORD
MAIN ACTIVITY
l. Chinese Spring Festival 2012 Celebration Day
(January, 15th 2012) Venue : Main Atrium Time : 2pm 9pm
This event presented by Bina Nusantara Mandarin Club. Celebration day for Chinese Spring Festival 2012 presented by BNMC will be held on January 15th with many activity and performance, such : Lion & Barongsai Performance, Mandarin Artist performance, Chinese Choir performance, Wushu performance, Kaligrafi Workshop and also Fire Work for the closing time.
m. Mei-Mei & Tie-TieCompetition Sunday, January 22nd 2012 Venue : Grand Atrium Time : 1pm 3pm
Mei-mei & Tie-tie is a competition for kids, in adult its called Koko-Cici. First time we create this competition is CNY 2011 and get positive impact and response from participant and tenant. Costume and performance on stage is the biggest point to be a winner. The Winner : The winner would Get : 1st Winner win prize Rp. 1000.000 + Sponsor Gift + Trophy 2nd Winner win prize Rp. 750.000 + Sponsor Gift + Trophy 3rd Winner win prize Rp. 500.000 + Sponsor Gift + Trophy 4th Winner win prize Sponsor Gift + Trophy 5th Winner win prize Sponsor Gift + Trophy
MAIN ACTIVITY
n. Oriental Photo Corner January 6th 23rd 2012 Venue : Grand Atrium Time : 10am - 10pm
In this memorable season of Chinese New Year 2011, every body want to have a special moment capture during CNY 2012 season time, so PV will working together with photo studio to provide background also Chinese traditional clothes. On this event we will working together with M-studio (Tenant) or Outsider Photograph (tentative)
10
11 -Acrobatic Troupe
12
13 -Abadi Soesman -Gu Zheng Music -Oriental Photo Contest -Oriental Harmony -Glory Of The Dragon
14 -Acrobatic troupe -Oriental Photo Contest -Oriental Harmony -Glory Of the Dragon
15 -Oriental Fashion Show -Oriental Harmony -Glory of the Dragon - Celebration Day
January 2011
Mon 16 Tue 17 Wed 18 Thurs 19 Fri 20 - Abadi Soesman Sat 21 -Mandarin Singer Performance -Chinese Drum Performance Sun 22 - Lion Dance Perform
23
24
25
26
27
28
29
- Abadi Soesman
Red and Gold will still dominate the ambiance of decoration, dragon ornamen and lampion will be the main festive item to show Stage will be build at Grand Atrium to be an center of stage performance. Atrium will covered with red carpet to bring strong ambiance of CNY 2012.
Main entrance foye will decorate with festive tree with coloring small lampion and would be use as lucky dip tree for sales promo program also can be sweet decoration for welcoming the shopper.
Chinese Gate such a old Ancient Dynasty will be a good place tfor shopper take a picture, and also festive welcoming for shoppers
For Man
For Women
BNI Cash Money (Still Propose ) BRI Cash Money (Still Propose ) MANDIRI Cash Money (Still Propose ) Hotel Batavia give 2 Room Package Voucher (Still Propose ) Hotel AKMANI give 2 Room Package Voucher (Still Propose ) Waterboom Entrance Ticket (Still Propoese ) Entrance Ticket of Trans Studio Bandung ( Still Propose) Star Cruz give trip ticket (Still Propose)
Media Partner : (still negotiation) a. Guo Ji Ri Bao Newspaper b. Detik. Com c. Tabloid Mom & Kiddy d. SINDO (Seputar indonesia) e. Space Toon f. ANTV g. Jak FM h. Parenting
: free advertisement page full color : Advetorial : Space Free Promo : Space Event Promo : free Runing Text and Event : free Runing Text and Event : free Runing Text and Event : Space event promo
Prepared by:
Approved by:
Marketing Manager
Center Director
Reviewed by:
Regional Marcomm
Portfolio Marcomm