2010 Back To School Offer
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2010 Back To School Offer

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A long term strategy on how brand can maximize on the KShs. 24 billion worth Back To School period in 2010

A long term strategy on how brand can maximize on the KShs. 24 billion worth Back To School period in 2010

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2010 Back To School Offer 2010 Back To School Offer Presentation Transcript

  • 2010 OFFER! The Biggest Back To School Offer For The New Year
  • The High School Market •There are over 5,200 high schools in Kenya (2007) •There are about 6 million youth aged between 13 – 19 •However, about 2.5 million of these are in high school •The rest are either in primary school, college or dropped out after primary school *Information courtesy of Youth Dynamix Back 2 School Shopping Trax © 2007
  • High School Market Buying Power •Of the three Back To School Shopping periods (January, February, May & September), January is by far the biggest •The 2.5 million teens spend about KShs. 9 billion in the January Back To School period alone •That’s about KShs. 3,600 per teen *Information courtesy of Youth Dynamix Back 2 School Shopping Trax © 2007
  • The Shopping Basket Composition •78% of urban students shop for most of their products from supermarkets •A further 51% will supplement this shopping with products from shops and 30% will add a few products from kiosks •58% of rural students will shop for most of their products in shops, 57% will find time to pick up some of the stuff from supermarkets on their way to school *Information courtesy of Youth Dynamix Back 2 School Shopping Trax © 2007
  • The Shopping Basket Composition •There are 120 Product Categories of interest to the students during the Back To School period… •There are over 3,500 Brand Choices at play during this period • •On average, this population buys a minimum of 10 products each term
  • Brand Influence on Back To School Shopping FACT •When teens are doing their Back To School shopping, once inside retail the outlet, 72% of their purchasing decisions are influenced by brands •Brand influence does not start inside the retail outlet, it is built over time •If you do not have a consistent, long term Back To School brand- building strategy, in essence you’re losing out on 72% of the back to school shoppers
  • Maximizing On Back To School Shopping BRAND CHALLENGE •How do you get inside the heads of teen shoppers to ensure your brand is preferred over others inside the retail outlet? •You start influencing their purchase decisions before they step into the supermarket. •To achieve this you need a long term plan...
  • The Insyder Back To School 2010 Offer •We’re giving you year-long presence during the Back To School period •In 2010, The Insyder will carry a Back To School Shopping Guide •This shopping guide will be featured in the following months: •January •February (Form 1’s Back To School period) •May •September •The shopping guide will highlight a list of “BEST BUYS” in at least 20 key product categories
  • The Insyder Back To School 2010 Offer What the Shopping Guide Offers Your Brand • It will include a picture of your product, price of product, size variants, special promotional offers and a “Best Buy” Recommendation courtesy of The Insyder • It will be in a Back To School Product Directory – where products will be listed; first by category and then in alphabetical order. • Product categories will include: Drinks (powder & liquid), body lotion, hair gel, shampoo, antiseptic, bar soap, detergent, analgesic, toiletry, tampon/pads, confectionery, etc. • The shopping guide will be executed via a double spread
  • The Rate Card •The Insyder offers you the opportunity to place your messages in-between the Back To School Shopping Guide •The Back To Shopping Guide will be laid out in a double spread format, with ads being placed in-between the spread for maximum visibility & impact Size Rate ¼ Page 40,000/- ½ Page 60,000/- Full Page 80,000/- •These rates are only applicable if ads are booked for ALL four (4) Back To School editions i.e. Jan, Feb, May & Sep 2010 •If booking is only for a one-off, normal rate card rates apply; more than 2 ads negotiable •VAT is NOT included in the above figures •Agency fees NOT included in above figures
  • FOR MORE INFORMATION PLEASE CONTACT: Ngaruiya Githegi Email: ngaruiya@theinsyder.com Tel: 020 3861623 or 020 2324788 Cell: 0722331567, 0735734734 THANK YOU