Proposal For BTL Marketing of Kashmir Banaspati

October 26, 2007.

Mr. M. Azhar Javed

Senior GM Marketing 

Kashmir Banaspati.

Subject:    Proposal for BTL Campaign of Kashmir Banaspati

Dear Sir,

With reference to our discussion, I am pleased to submit you the following proposal for your consideration.

BACKGROUND:

Pakistan is one of those countries which prefer semi-solid fats (Banaspati ghee) as their cooking medium like India & Egypt. This has originated from the initial preference of “Desi Ghee” and over the period of two decades, basabpati has taken the place of “Desi ghee” and is still consumed by 65% of the population. Pakistan’s per capita consumption stands at 16 kgs per person per annum. In this context keeping in view the potential of the edible oil market, Kashmir banaspati is serving this market from many years. With the support of BTL (direct consumer contact) activites Kashmir Banaspati’s ojectives are to enhance the brand equity & to achieve the targeted sales volume.

TARGET MARKET OF KASHMIR BANASPATI:

Housewives belonging to socioeconomic class B+, B & C.

BTL ACTIVITIES

Town Development Plan

Objective:

• Achieve agreed sales volumes
• Creation of mass awareness of the brand
• Meet availability and visibility objectives

Strategy:

City by city approach by activating trade and consumer.

A) Trade Activation Programme I

• Sales to ensure availability and visibility before the start of the activity.
• The merchandising teams to visit the store with the salesman and improve product display to facilitate off take.

POS materials

• Banners                      
• Posters                        
• Bunting          

Trade Incentive

• Mega Draw for Trade
• 01 motor bike

Key Elements

• Product selling to trade. Trade letter to be given to the retailer. A certain drop size to be decided and than a lucky draw coupon to be given. 
• Product Display
• Installation of POS material
• Stalls at Market places

Trade Focus Programme II

• Traders would be invited to movie (on movable multimedia screen).
• A dinner /refreshment for the traders (optional).
• A presentation based on the product story, company history brand ambitions etc. will be present to traders.

B) Consumer Activation Programme

Theme: “Kahsmir K Rung Her Ghar k Sung”

 Activities

1) “Kashmir Mela” Family Gala Show

• Cook the best dish & win the microwave oven.
• A cooking expert celebrity will be the judge.

Mechanics

• Pre program announcement through Cable channels/local FM Radio to create hype.
• Participation in the Kashmir Mela on purchase of cetain pack of Kashmir banaspati.
• Door to Door invitation & selling (invitation for the participation in Kashmir mela)
• Gathering of Housewives at Kahsmir Mela
• Cooking competition
• Fun games (throw a ring, small jumping castle, paint the animal contest )
• Lucky draws on weekly basis.
• Participants would be given a gift of Kashmiri recipe book.
• Testimonials of the users of Kashmir banaspati on FM radio & Local Cables.

2) Store Intecept Activity (list to be provided by brand)

• Each store would be assigned to “Category Captain girl”
• CC girl would be responsible to manage the shelf space of brand.
• Visiblity of the brand.
• Visibility of POS material.
• Sales Pitch & any promotional offer given by the brand to the potential customer.

3) College Storming Programme (engaging families through users.)

• Lecture by the cooking expert celebrity in selected girl colleges of the town.
• In each canteen of the collge cooking competition will be organized.
• Free gifts for the participants.

4) Market Storming Activity (support awareness programme)

• Kashmir Banaspati Box “larger than life”
• On Branded Shehzoo
• It could be both interactive and alone activity
• In interactive activity we have female promoters & DJ to engaging crowd.

5) Float with Stall (support awareness progrmme)

• Float with stall
• Games to involve the masses.
• Giving gratitudes.
• DJ for entertainment.
• Jingle of the Brand.
• Chips made from Kashmir banaspti for tasting.(product trial)

TIME DURATION

As per discussion with Brand team.

SCOPE & FOCUS

• Sargodha( Module will be replicated in other cities)

BUDGET

TBD with the brand after discussing the events.

Please feel free to contact me in case of any query.

Best regards,

Shoukat Ali  

Brand Pulse

Manager Client Services,

Cell: 0333-6282022

Phone: 5839847,5856612.

info@brandpulse.com.pk, www.brandpulse.com.pk