Launch Activation Plan For

PakolaMILK FLOW

OBJECTIVE

• Maximum Brand Awareness among the target audience• Brand Identity• Maximum reach among the target audience• Sales

Target Audience

• A, B & C profile in Karachi• Females (age group 15 – 55)• Kids

Competitors

• Dairy Omung (Engro foods)• Dairy Pure (Shakarganj Food Products)• Diary Rozana (NurPur)

Current Standing of Competitors

40%

30%

10%

5% Dairy Umang

Fresh Milk

Dairy Rozana

Dairy Pure

Both Fresh & Package milk

15%

Reason for Choosing the Brands ???%

Res

pond

ents

Easily Available Taste Good Cheaper Children Like to drink

Brand’s name

35%

19%23%

14%9%

* Easy Availability is the major reason for choosing a milk Brand followed by taste and price

Amount of milk consumed on average daily..

* Half to One Litre consumption of a milk is in majority

Amount Of Milk Consumption in %

Less than Half Litre 8%

Half – 1 Litre 23%

1-2 Litre 39%

2-3 Litre 20%

3-4 Litre 5%

4-5 Litre 2%

> 5 Litre 2%

Conclusion• There is a Vacuum in the industry & among other dairy products players

• Product Availability & prices are the major problems

• Majority people use a Litre of Milk in daily house hold

• The Taste of the milk matters for the people & children

Strategy

Launch Activity

Product availability

On Ground activities

Maximum Reach

Brand Awareness

Credibility with

Consumer

Sales

Activation Plan

LAUNCH ACTIVATION PLANWILL BE DIVIDED INTO IV PHASES

PHASE - I LAUNCH TIMER

PHASE - II Promotional activities

PHASE - III Cable TV Promotion

PHASE - IV Sales Push

PHASE - I

LAUNCH TIMER

• 3 Days Before The Launch Branded Wall Timer in LMT’s IMT’s & Malls

P H A S E - I

Proposed Channels:

• Malls ( Millennium mall, Saima Mall, Pari Mall, Dolmen mall hyderi & tariq road )

• IMT’s ( Metro, Hyperstar)

• LMT,s (Imtiaz, Naheed, Binhashim, Aghaz, Motaz & etc.)

Moreover 10,000 Balloons will be left in the air With a message tied to the string

P H A S E - I

Advantages :

• Can Create Curiosity among the target audience

• Lower required investment Maximum Reach

• Long lasting visible results

P H A S E - I

PHASE - II

Promotional Activities

'' Milk Matters''Idea!!

P H A S E - I I

P H A S E - I I

Promotional Activities1. Malls 2. Schools 3. Out Door Promotion

1. Malls

Why do consumers go to shopping malls?

No matter what mall you visit, there is always a group of people walking around. Malls are one of the friendliest places. They are almost like an indoor park.If a certain promotion, sale, or giveaway is being offered, the companies know that the mall is the best place to target people. You'd be surprised at how many offers are present in the mall. One day you might get lucky or discover a unique product.

P H A S E - I I

Execution plan:• Based on milk & Needs of Calcium we’ll target kids at the malls that will automatically intercept the decision maker i.e. The Parents.

• We will grab their attention of kids through interactive games like maze and hammer game.

• Through games we will create brand awareness in terms of daily need of calcium. (handouts)

• Free give aways for kids like coloring books & etc.

• Product brief to the parents.

• A mascot will be used to make it more interesting.

P H A S E - I I

• Mascot To make the activity more interesting

• Moreover kids can press the nose of the mascot to get free gifts

1. Schools

Why Schools?

Why Schools?My brand relates to kids???

Do the kids are decision maker??

P H A S E - I I

Companies spend billions each year to get young consumers on board with their brands.Some are purely marketed towards children and will be abandoned once the kids get older. Others try to gain valuable lifelong customers by getting them hooked early.Young children are increasingly the target of advertising and marketing because of the amount of money they spend themselves, the influence they have on their parents spending (the nag factor) and because of the money they will spend when they grow up. Whilst this child- targeted marketing used to concentrate on sweets and toys, it now includes clothes, shoes, a range of fast foods, sports equipment, computer products and toiletries as well as adult products such as cars and credit cards.

P H A S E - I I

Execution plan:• Based on milk & Needs of Calcium we’ll target kids at the Schools that will automatically intercept the decision maker i.e. The Parents.

• We will grab their attention of kids through interactive activities e.g. quiz, Maze & etc.

• Through games we will create brand awareness in terms of daily need of calcium. (handouts)

• Free give aways for kids like coloring books & etc.

• Product brief to the parents by sending them a document.

• A mascot will be used to make it more interesting.

P H A S E - I I

• Mascot To make the activity more interesting

• Moreover kids can press the nose of the mascot to get free gifts

1. Out Door Promotion

Why outdoor media?Outdoor media has the potential to reach massive group of customers through a single ad. Outdoor ads are exposed in public for customers to access and gather brand information. The buying habit of customers is widely influenced through outdoor media. The reason is simple. Every section of customers moves outdoors for personal and professional reasons. Providing valuable brand information to all these customers, outdoor media of advertising is considered one of the most effective means of promotion products.

P H A S E - I I

IG IDEA!!BP H A S E - I I

A Big Pole Sign of a Milk Flow

Advantages :

• Can Create Maximum Brand Awareness among the target audience

• Maximum Reach

• Long lasting visible results

P H A S E - I I

PHASE - III

Cable TV Promotion

There are good reasons for an advertiser to run a campaign, and it is a challenge for them. One of the good reasons that an advertiser wants to promote his or her product or service is to earn a possible profit or returns of investment (ROI).

P H A S E - I I I

Advantages:

• Immediate reach

• Allows for in-depth product explanation

• Variety of creative commercial sizes and coloration

• Ads can be targeted to certain demographic groups through placement in specific sections Tangible

• Good for co-op advertising for local/national promotion

P H A S E - I I I

PHASE - IV

Sales PushInstore Trade Activation (ROI Based Campaign)

• in-store branding & Posm• Retail Management

1. in-store branding & Posm

Entrance GentryDoor BrandingTrolley BrandingBasket BrandingOut of Category Flag Category DividerShelf FrameShelf ExtenderCategory HeaderGondolaBrand Ambassador

P H A S E - I V

Entrance Gentry

• An entrance specially made for MILKFLOW .• Road side visibility.• Enhance brand image which makes MIKKFLOW top of mind.

Entrance Gentry

MDF Fixture4color Hi-res printing.

Door Branding/window branding

• People think that 1st impression is the last impression. • It helps Milk Flow to boost its brand image.• It plays a vital role to promote Milk Flow to enhance its sales.• Road side visibility.

Door Branding/window branding

• Specification:4Color Printing.One vision media.

Trolley Branding• It is a cost effective method.

• It gives maximum visibility at stores.

TrolleyBranding

• Specification:ABS material to be use

for pasting.Material is

unbreakable.4 color Eco solvent

printing has been pasted on it.

Basket Branding• It is also a cost effective method.

• It gives customer a quick reminder to get in his/her Basket.

Basket Branding

• Specification:ABS material to be use

for pasting.Material is

unbreakable.4 color Eco solvent

printing has been pasted on it.

Fixed with basket

Out of category flag• Flags will be executed on other categories.• Which will guide customer about aisle.• Tool to enhance sale.

Out of category flag

• Specification:PVC sheet for brandingWire frame 4color Eco Solvent.

Shelf frame• It will make shelve an eye catching look.• Enhance attraction of Milk Flow .• Tool to enhance sale.

Shelf frame• Specification:ABS unbreakable

Plastic.4color Eco solvent

printing.

Category Divider/ Separator

• Proper visibility to find shelve.• Easy way to remind to purchase. .

Category Divider

• Specification:Foamy Sheet4color Hi-res printingDual side branded

Gondola display• Clear visibility to every customer.• Product available to buy.• Never missed customer who forget to buy.

Gondola Display

• Specification:MDF fixture.4color Hi-res printing

Female Brand Ambassadors

• Product maintenance.• Brand Awareness.• Product briefing

• Specification:A Profile.Branded Costumes

Female Brand Ambassadors

2. Retail Management Program

All the factors thus far explained like increasing income, urbanization and consumer awareness hint at a potentially large market for goods and services in Pakistan. It, therefore, comes as no surprise that within the services sector, the country’s wholesale and retail trade sector has gained momentum in the past decade.

P H A S E - I V

Execution Plan:

• Top retail stores all across the city according to the target market will be selected• A proper shelf space at all selected shops.• china kiosk with BA’s.• in order to make relationship with retailer and to enhance sale & brand awareness we will offer some cash prize to retailer • some interesting offers for the consumer as well• free give aways for the children

Advantages:

• Immediate reach

• Allows for in-depth product explanation

• Good for Local promotion.

• ROI based

P H A S E - I V

Over all ROI Calculation

Value for your money

Intangible ROI

• Aided Awareness• Unaided Awareness• Activity awareness• Perceived Value• Other KPIs

Tangible ROI

• Business Impact• Activity P’n’L• Conversion• GRPs• etc

• In-house business data

Brand Equity tracking

• Brand experience & usage• Brand Image• Performance• Awareness

Tangible ROI

Intangible ROI

Prepared by :

Malik Muhammad AhadHead Of Strategy & PlanningRead Soul CommunicationMalik_ahad@hotmailcom