Telenore

Activation Plan

Back Ground
M/s Al Hilal (hereinafter referred to as Client), an eminent business house in food Products. As an aid to the overall marketing campaign, Client has a Below the Line Marketing activities plan to promote Fresher Juice.

Target Audience
The primary target audience is : Male and Females of

& A+ socio-economic class

Object
The plan is going towards createa greater Top of Mind Brand Awareness at the enduser level leading to inducing trial and brand switchover

Activities

Cyclo-Van Project MMU with product Mascots Store Intercept

Cyclo-Van Project
15 Branded Cyclo-Vans for this activity Staff to wear Brand Colors/Uniforms Staff to move in assigned Target areas/routs Staff will sale Fresher juice during the activity

Mechanics : City Quake

Short listing & Selection of 15 Staff members for the activity Short listing of supervisors Training and briefing about activity/ product Selection of target areas Rout Plan Permissions from local authorities Arrangement of Uniforms Transportation Product stock from client Daily reporting

Costing Sheet Fresher Juice Cyclo Van Project Activity: Selling of Fresher Juice
27-Mar-09
Parameters Lahore

Male Promoters Supervisor Cyclo Van Workdays/month

Operational Cost Rate Rs.

15 3 15 30
Total Amount Rs.

Promoter -Salary (Salary Rs.400/day, Travelling Rs.50/day & Food Allowance Rs.50/day) Supervisor - Salary Supervisors fuel allowance Cart/cycle rent Transportation Uniform (T-Shirts + P-Caps 2 pair/person)
Reporting&Communication (Rs.25/person/day)

Briefing & Training Expenses Sub Total Management Fee Sub Total W/Tax @ 6%

500 800 150 50 1,000 500 25 500 15% 0.94

225,000 72,000 13,500 22,500 30,000 15,000 11,250 9,000 398,250 59,738 457,988 29,233

Total Cost Rs.

487,221

Mobile Market Unit (MMU)

We will conduct a Mobile Market Unit activity to create Top of Mind Brand awareness amongst target audience in different markets of Lahore. A mascot squad consisting of Product mascot along with fruit mascots will roam around the activity area to create product hype. A guitar/ violin player will accompany mascots and will play different tunes to attract the target audience. An anchor will tell target audience about the product features. He will also involve target audience into different activities. Fresher juice TVC will also be shown on plazma TV at the spot. A kiosk will also be placed for the product taste trials and product sales.

Mechanics : MMU
Short listing, selection and training of staff for the MMU activity Designing and fabrications of Mascots. Branded van for the activity Arrangement of Plazma TV, Sound system, DVD Player Branded portable kiosk for the activity Short listing of markets/ high traffic areas for the activity Obtaining permissions from the local authorities

Parameters

Lahore

Female Promoters "A" Category Male Promoters " A" Category Wheel of fortune Portable Kiosk Branded Guitarist Supervisor Workdays
Costing Rate Rs.

5 5 5 5 1 1 26
Abbotabad

Female Promoters "A" Category Male Promoters " A" Category Guitarist Supervisor Supervisor - Travelling Exp on Bike Wheel of fortune Portable Kiosk Branded
Reporting, Communication, Printing & Stationary Uniform (per promoter 2 uniforms)

Briefing & Training Expenses Sub Total Management Fee Sub Total W/Tax @ 6%

800 800 1500 1000 150 15000 12000 150 1000 500 15% 0.94

104,000 104,000 39,000 26,000 3,900 75,000 60,000 3,900 20,000 5,500 441,300 66,195 507,495 32,393

Total Cost Rs.

539,888

Store Intercept
Store intercept activity is highly recommended to induce sales. We will conduct an interesting store intercept to mature/convert more customers to our brand. A female brand ambassador will stand along with the juice category product rack. She will intercept all the customers coming there for purchasing Juices. She will explain the product feature and convince the customer to purchase Fresher Juice. She will also tell the customer about the wheel of fortune game setup outside the store in which the customer can participate after purchasing the Fresher Juice. Male Brand ambassador will be deputed outside the store, and will cater to the customers who have purchased the Fresher juice. He will guide the customers regarding Wheel of fortune game. All the prizes will be displayed on the portable kiosk for the customers attraction.

Mechanics
Short listing, selection and training of staff Selection of stores Obtaining permissions from the selected stores Branded kiosks Wheel of fortune Uniform Prizes/ giveaways Daily reporting

Parameters

Lahore

Female Promoters "A" Category Male Promoters " A" Category Wheel of fortune Portable Kiosk Branded Guitarist Supervisor Workdays
Costing Rate Rs.

5 5 5 5 1 1 26
Abbotabad

Female Promoters "A" Category Male Promoters " A" Category Guitarist Supervisor Supervisor - Travelling Exp on Bike Wheel of fortune Portable Kiosk Branded
Reporting, Communication, Printing & Stationary Uniform (per promoter 2 uniforms)

Briefing & Training Expenses Sub Total Management Fee Sub Total W/Tax @ 6%

800 800 1500 1000 150 15000 12000 150 1000 500 15% 0.94

104,000 104,000 39,000 26,000 3,900 75,000 60,000 3,900 20,000 5,500 441,300 66,195 507,495 32,393

Total Cost Rs.

539,888