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2011 Back To School Offer



Did you know that the Back-To-School Shopping period is the most lucrative shopping period after Christmas? The Back-To-School Shopping time is worth a collective total of KShs. 24 billion annually. ...

Did you know that the Back-To-School Shopping period is the most lucrative shopping period after Christmas? The Back-To-School Shopping time is worth a collective total of KShs. 24 billion annually.
Of the three Back To School Shopping periods (January, February, May & September), January is by far the biggest, with the 2.5 million high school going teens blowing about KShs. 9 billion in just one week! That immense spend translates to Kenya’s high school going teens spending an average of about KShs. 3,600 per person, per term.
Perhaps it’s time you started asking yourself this question: Just how much of the Back-To-School-Shopping pie you getting?



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    2011 Back To School Offer 2011 Back To School Offer Presentation Transcript

    • 2011 OFFER!The Biggest Back To School Offer  For The New Year For The New Year
    • The High School Market•There are over 5,400 high schools in Kenya (2007)•There are about 6 million youth aged between 13 – 19•However, about 2.9 million of these are in high school , g•The rest are either in primary school, polytechnics, college or dropped out after primary schooldropped 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 supermarketson 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•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  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 to school shoppers
    • Maximizing On Back To School ShoppingBRAND CHALLENGE•How do you get inside the heads of teen shoppers to ensure your•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   I 2011 Th I d ill B k T S h l Sh i G id•In 2011, 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 •May •September Th h i id ill hi hli ht li t f “BEST BUYS” i t l t 20•The shopping guide will highlight a list of “BEST BUYS” in at least 20 key product categories 
    • Advertising Opportunities•The Insyder offers you the opportunity to place your messages in‐betweenthe Back To School Shopping Guidethe 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 & with ads being placed in‐between the spread for maximum visibility &impact •The 2010 Shopping Guide offer is only applicable if ads are booked for all•The 2010 Shopping Guide offer is only applicable if ads are booked for allfour (4) Back To School editions of The Insyder i.e. Jan, Feb, May & Sept 2011
    • The Back To School Shopping Guide Offer *This offer is valid for only Full Page & ½ Page Ads Only This offer includes the following: 1. Ads in the four Back To School Shopping issues (Jan, Feb, May & Sept) 2. Ads placed within the “Back To School Shopping Guide” for 2011 3. Your product classified as a “BEST BUY” in all four issues d l f d “ ” ll f 4. Your product promoted in Facebook Fan Page (70,000 fans) 5. Get a massive 25% discount off the rate card!* Ad Size Discounted Rate Rate Card Savings (4 months) ½ Page 50,000/‐ 90,000/‐ 120,000/‐ g Full Page 90,000/‐ 150,000/‐ 240,000/‐
    • FOR MORE INFORMATION PLEASE CONTACT:Ngaruiya GithegiEmail: ngaruiya@theinsyder.com Tel: 020 3861623 or 020 2324788Cell: 0722331567, 0735734734 THANK YOU