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Johnny Walker Multi-Channel Shopper Marketing Platform
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Johnny Walker Multi-Channel Shopper Marketing Platform

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Johnny Walker Multi-Channel Shopper Marketing Platform for Dubai-MENA-GCC Region.

Johnny Walker Multi-Channel Shopper Marketing Platform for Dubai-MENA-GCC Region.

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  • 1. What needs to happenBudget 400,000 AEDDevelop, execute and evaluate the Johnnie Walker Flavour is Kingcampaign in the Domestic On trade and Retail channels in the UAEAchieve low cost but high impact initiativesDemonstrate flexible turnaround times, adequate resource allocation, processefficiency and internal management synchronization.Adhere to: Regional legislation and regulations regarding the marketing and sale of alcohol beverages The Diageo Marketing Code The Johnnie Walker campaign toolkits and guidelinesEffective measurement and evaluation of all campaign activity, from both acommercial and equity building perspective
  • 2. BackgroundWhile age matters for Chivas….It doesn’t for Johnnie Walker
  • 3. We believe in craftsmanship!
  • 4. Because the liquid is made from different maltsand because each malt has a unique flavour andcharacter; regardless of age.The secret of great Scotch whisky is in the art ofblending. how the master blender selects thedifferent malts and mixes them to deliver anoutstanding liquid.
  • 5. The masterful art of blending the malts thenfiltered in the essence of our elixir HENCE...
  • 6. 7
  • 7. Thus, you’ve requested frOm us…
  • 8. ObjectivesBecause we believe in the art of blending, we need to bring the taste effectsof Johnnie Walker to life, enticing consumers to physically experience the big,bold flavours in as sensory and visceral way possible.Entice consumers to physically experience the big, bold flavoursof Johnnie Walker Black Label.Drive front of mind awareness for Johnnie Walker Black Label with disruptivecommunications.Re-engage the African + Eastern sales force and key customers withJohnnie Walker Black Label brand.Win battle, for both African + Eastern and Diageo, is to returnJohnnie Walker Black Label to leadership status and No.1 by market share in the region.Deliver incremental sales of 3,000 x 75cl bottles of Johnnie Walker Black Label.123456
  • 9. To complete our missionWe need to dig deep to discoverthe barriers and find the insights
  • 10. The Barriers(between us and the objectives)
  • 11. Barriers 1.1 RetailerThe staff don’t care for the products, they seriously think about the money.The staff lacks in depth knowledge about the different brands.They lack theatre in the way they serve. So there is no element ofsurprise/ intrigue/ specialness.They feel threatened to be overshadowed by other brands if they allow frequent andbig activations.On trade:They are limited to the channels/media they can use due to government regulations.So they focus on in-store communication and e-newsletters.The government imposes a 30% tax on all liquor. It’s something the retailer can’t avoid andhas to pass onto shoppers who ends up buying from the duty free or illegal channels.OFF trade:
  • 12. Barriers 1.2 ShopperWe are not top of mind on their consideration set.People usually go out in groups, so they tend to order a bottle of liquor that the majorityenjoys (mainly vodka) = Peer pressure/ influence from the group.On trade:We are not top of mind on their consideration set.People prefer buying from the duty free or illegal channels where it is tax free vs. buyingfrom the shops at a 30% tax that is imposed by the government.OFF trade:
  • 13. Barriers 1.3 BrandUAE is a dark market and hence the brand is not allowed to have any ATL oronline communication.Online and social media communication should be unbranded, if any.Less love between the brand and the people due to lack of investment inbrand equity platforms.The brand is seen to be as “my father’s drink” since the people in this region werebrought up with it.Consumers can not articulate why Johnnie Walker is special or worth paying more for.Few brands have successfully activated relevant and engaging platforms in the on-tradewith scale.On trade:
  • 14. The Insights(to overcome the barriers)
  • 15. Insight 1.1 RetailerIs in search for new experiences/ services to offer their clientele andkeep them delighted.On trade:Looking for offering appealing offers/ value added services/ experiences that canoffset the perception of higher prices driven by the 30% tax.OFF trade:
  • 16. Core Target24 – 44 year old males (Influencers)Asians and Arab ExpatsConsumerCity Channel delivers 60% of totalJohnnie Walker Black Label salesVenues
  • 17. Deep insight = understanding themindset and the trip missionSo we can change the behaviour; toimpact the way our target acts &perceives our product
  • 18. Understanding our core targetExpats tend to maintain their behaviour from their home country; however, they feelbeing in the UAE (Dubai specifically) is an upgrade. They try to differentiate themselvesand demonstrate their status in a sophisticated way. They look for new experiences thatreinforce their image and new found success.They are men who like to drink substantial mature brands as a sign of their masculinity.AculturedBilingualBiculturedOne languageOn cultureHome/ family – 1 languageWork – 50/50Street – 100%
  • 19. Want to impress their friends by the choices they make when sharing their time withthem. This includes intimate circle and others around the table/bar.On trade (bottle serves):Insight 1.2 Shopper A
  • 20. How they feel, think, and actWalk like westerners, but have their heart in their home country.In a group of 3 to 4 men.Reserve a table.Order a bottle as a symbol of status, yet knowing they are getting more for less.Spend most of the money on attracting women.Compete to win women’s attention.Frequent the same set of bars to build relationships with the manager and staff.Keeps unfinished bottles for future visits.12345678
  • 21. Want to impress their friends by the choices they make when sharing their time withthem. This includes intimate circle and others around the bar.On trade (drink serves):Insight 1.2 Shopper B
  • 22. How they feel, think, and actWalk like westerners, but have their heart in their home country.Alone or with a group of friends.Walk in and doesn’t reserve.Order a special drink/cocktail that sets him apart from the crowd.Spend time attracting women and mingling.12345
  • 23. Smart about how they deselect their new found luxuries in lifeOff trade:Insight 1.2 Shopper C
  • 24. How they feel, think, and actWalk in with a semi clear idea of what they want to buy.Alone or with a friend.Ask for staff help in locating the different liquors; maybe even recommendations.Spend time looking around the shop to see what’s new and what special offersare available.1234
  • 25. A deep commitment to innovation & progress; two values that are evident in the whiskies- from the very beginning.This passion drives Johnnie Walker to continue breaking new ground; in search for newflavours and crafting new blends to responded to the changing tastes of consumers.Insight 1.3 Brand
  • 26. How is great Scotch Whisky madeWhat makes a great Scotch WhiskyThe Ingredients:Barley, Water, YeastThe Manufacturing steps:Malting, Grinding, Brewing, Fermentation, Distillation, Aging, Bottling12The regions and distilleriesThe craftsmanshipThe charred oak barrelsThe layers of flavour and aromas1234
  • 27. The maker andthe productThe presentationand serveThe bottleThe liquidThe flavourThe aromaExperience effectWhat we can influence(John Walker and Sons+ Johnnie Walker)
  • 28. In Conclusion
  • 29. ?Needs to reignite thelove betweenJohnnie Walker and thepeopleWants to feel and be seenlike the One and OnlyOff trade: Want their retailshop to be the 1st placepeople think of when they wantto purchase liquor for giftingand/or in home consumptionOn Trade: Want their Bars tobe the 1st place people thinkof, when they want to have anoriginal experience of luxury &sophisticationthe needs
  • 30. Inspire people to embraceJohnnie Walker as theirperfect companion for alloccasions and channelsThe commonality
  • 31. Where Flavour is kingThe creative idea
  • 32. Shopper journey1 Assessing(realizing I/we need something)4 Assessing (product)(I/we revaluate the product attributesand if it did match my/our needs )5 sharing(I/we share our experience with the productand recommend to others)3 Consuming(How I/we consume the product)2 STOCKING(How I/we store/ showcase the product)1 Assessing (product)(I/we evaluate the overall purchaseexperience and the impression it made on me/us)6 Purchasing(I/we have understood andwilling to give it a try)5 SELECTING(I/we feel & think have found theperfect match with my/our needs)4 Evaluating(I/we compare which product hasthe right attributes: promise,price, solution)3 Deselecting(realizing I/we need something)2 Search & Discovery(I/we encounter of the wholechannel)1 ARRIVING(On my/our way to the channel)2 Listing(Preparing a list of the things I/we need)3 Coordinating(How do I/we get the things on the list)
  • 33. people’s Path toPurchaseOn Trade (Bottle serve)
  • 34. “I have worked long and hard this week, so I deserve a sophisticated pleasure anddelight. I need to have drinks with my friends at one of our favorite bars.”1 Mindset:“I’m going to message/email/call/facebook my friends to let them know where I will beand/or ask them to join me for a drink at home and/or join me at the bar.”2 Mindset:“I have to take a taxi so I can enjoy my night out and drink as much as I want withouthaving to worry about driving after the party.”3 Mindset:Media: (None)1
  • 35. 2“I’m all set and on the way to hit the bar and start the night.”1 Mindset:“I feel like drinking something special and I’m always searching for a bigger delight. Idon’t always settle for what everyone is drinking, it doesn’t delight me enough.”2 Mindset:“I’m thinking of a hard liquor. I feel like having Vodka/Gin/Rum/Scotch. If I chooseScotch, should I choose Johnnie Walker or Chivas.”3 Mindset:
  • 36. “I know that Chivas is in – a lot of people order it - and that Johnnie Walker is good, but Idon’t know much about Scotch Whisky and which one I should order.”4 Mindset:“Should I follow the herd or take a new stance and stand out?”5 Mindset:“I believe I will be delighted by Johnnie Walker beyond my wildest dreams. I think I’mfeeling a sophisticated sense of delight.”6 Mindset:Media: (bar entrance, bar comms, bar staff, experience,presentation & serve)2
  • 37. 2bar entrance
  • 38. 2Experiential: mini mentor
  • 39. 2Experiential: photo booth
  • 40. 2reserved sign - option 1- side 1
  • 41. 2reserved sign - option 1- side 2
  • 42. 2reserved sign - option 2
  • 43. Identifying the right mixRecommend running “MixLab” MixLab is a tasting session among core consumers intended to: Identify the winning cocktail (1 or 2 out of 5) Identify opportunity to alternate cocktails (e.g. seasonal…)
  • 44. 2Pop up table top
  • 45. 2Pop up table top
  • 46. 2scented coasters
  • 47. 2presentation and serve
  • 48. 2Bottle cap
  • 49. 2video
  • 50. “All of this memorable delight has made a great impression on me. I now know moreabout Johnnie Walker Scotch Whisky and understand the secret behind this delight.”1 Mindset:“I can’t wait to show off my knowledge with my friends, they will appreciate such an ex-perience and would want to go through it themselves.”2 Mindset:Media: (presentation & Serve, bar staff, giveaway, word of mouth)3
  • 51. 3Flavour gift box - wave 2
  • 52. On Trade (Bottle serve)Tactical map
  • 53. people’s Path toPurchaseOn Trade (drink serve)
  • 54. “I have worked long and hard this week, so I deserve a sophisticated pleasure anddelight. I need to party with my friends at one of our favorite bars.”1 Mindset:“I’m going to message/email/call/facebook my friends to let them know where I will beand/or ask them to join me for a drink at home and/or join me at the bar.”2 Mindset:“I have to take a taxi so I can enjoy my night out and drink as much as I want withouthaving to worry about driving after the party.”3 Mindset:Media: (None)1
  • 55. 2“I’m all set and on the way to hit the bar and start the night.”1 Mindset:“I feel like drinking something special and I’m always searching for a bigger delight. Idon’t always settle for what everyone is drinking, it doesn’t delight me enough.”2 Mindset:“I’m thinking of a hard liquor. I feel like having Vodka/Gin/Rum/Scotch. If I chooseScotch, should I choose Johnnie Walker or Chivas.”3 Mindset:
  • 56. “I know that Chivas is in – a lot of people order it - and that Johnnie Walker is good, but Idon’t know much about Scotch Whisky and which one I should order.”4 Mindset:“Should I follow the herd or take a new stance and stand out?”5 Mindset:“I believe I will be delighted by Johnnie Walker beyond my wildest dreams. I think I’mfeeling a sophisticated sense of delight.”6 Mindset:Media: (bar entrance, bar comms,experience, presentation & serve)2
  • 57. 2bar entrance
  • 58. 2experiential: Scented balloons & sampling
  • 59. 2table top - side 1
  • 60. 2table top - side 2
  • 61. 2scented coasters
  • 62. 2video
  • 63. “All of this memorable delight has made a great impression on me. I now know moreabout Johnnie Walker Scotch Whisky and understand the secret behind this delight.”1 Mindset:“I can’t wait to show off my knowledge with my friends and tell them about my newlydiscovered drink, I’m sure they would like to try it.”2 Mindset:Media: (presentation & Serve, bar staff, giveaway, word of mouth)3
  • 64. 3Flavour gift box - wave 2
  • 65. On Trade (Rest of bars)Tactical map
  • 66. Create an incentive program that motivates the bar staff to activate the Flavour is Kingplatform up to standard and recommend Johnnie Walker.All participating venues will compete to win a AED 20,000 reward.To monitor the activation, a mystery shopper program will be put in place to score thevenues for the duration of the activation.The highest scoring venue, wins!Bar staff incentive program:
  • 67. people’s Path toPurchaseOFF Trade (STORE)
  • 68. “My friends are coming over this weekend and I’m running out of liquor. I should reallybuy some liquor today so I can offer them a delight.”1 Mindset:“I need to buy beer, but I’d also like to buy a hard liquor for me to enjoy.”2 Mindset:“I don’t usually buy from the stores, but it’s ok, it’s not that I always do it. Let me checkwhere is the nearest store to me. Plus they might have some good offers.”3 Mindset:Media: (email, website generic and promotional banners )1
  • 69. 1African + Eastern website banner
  • 70. 1Email
  • 71. 2“I found that there is an A+E store in XXX, I will go there to buy the beer and a treat formyself.”1 Mindset:“I got the beer, but I’m not sure which liquor to buy for me – Scotch/Rum/ Vodka.”2 Mindset:“I want to buy me a premium scotch, but not sure if I should go for a Johnnie Walkeror a Chivas.”3 Mindset:
  • 72. 2“I know that Chivas is in – a lot are buying it - and that Johnnie Walker is good, but Idon’t know much about scotch whisky and which one I should buy.”4 Mindset:“Should I follow the herd or take a new stance?”5 Mindset:“I believe I will be delighted by Johnnie Walker beyond my wildest dreams.”6 Mindset:Media: (store entrance, on shelf comms, store staff,experience, promotion, packaging)
  • 73. 2store entrance - before
  • 74. 2store entrance - AFTER
  • 75. 2
  • 76. 2store entrance - with screen
  • 77. 2cashier branding & showcase
  • 78. 2on shelf visbility
  • 79. 2in store visuals (where applicable) - BEFORE
  • 80. 2in store visuals (where applicable) - AFTER
  • 81. 2BEFORE
  • 82. 2after
  • 83. 2scented bottle neckhanger
  • 84. 2Value added offer
  • 85. 2Value added offer
  • 86. 3“All of this memorable delight has made a great impression on me. I wish to learn moreabout Johnnie Walker Scotch Whisky and understand the secret behind this delight.”1 Mindset:“I need to treat and display my Johnnie Walker bottle in a special way on my bar. I willtreat myself and my friends for a delightful drink.”2 Mindset:“I now know it’s best enjoyed in a high ball glass and the drinks are easy to prepare,maybe I should buy a couple of glasses and some ingredients. I can prepare a drink forme and my buddies.”3 Mindset:
  • 87. 3“I’m falling in love with Johnnie Walker and can finally understand the secret behind thisdelightful drink.”4 Mindset:“I can’t wait for the weekend to prepare and serve a Johnnie Walker drink for my buddiesand tell them all about it.”5 Mindset:Media: (loyalty program, packaging, product info, promo,giveaway, word of mouth)
  • 88. 3bag
  • 89. 3flavour gift box
  • 90. 3SHOPPER Loyalty program
  • 91. Off Trade (Store)Tactical map
  • 92. Trade giveaway
  • 93. Giveaway - option 1
  • 94. giveaway - option 2
  • 95. Status venues(opportunity)
  • 96. in bar mentor
  • 97. Opportunitiesfor the Future
  • 98. Brand and People:Brand and Retailer:Unbranded Social Media activationsIncreased frequency of the experiential activationsIncreased number of participating venuesInvestment in hardware (eg. screens)Cutomised POS kits for each venueCustomised incentive program per on trade channel
  • 99. ImplementatioN
  • 100. JAN 23 FEB 28Delivery ofall collateralDelivery ofall collateralDelivery of SalespresentersApproval on all quotesConfirmation on Qtysfor all collateralFinal artwork approvalApproval on allcollateralConfirmation ofassignmentPresentationFEB 1 MAR 1FEB 15 MAR 15MAR 30APR 1 MAY 1Note:Subject to confirmation of 3rd party suppliers (ex. Scented coasters, candles, balloons, etc.)Extra funds required for shipping by airChina is closed throughout of February
  • 101. Channel bActivity Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarBottleserveBar collateralPresentationand serveMini Mentor Post RamadanDrinkserveBar collateralCocktailSampling/promotionPost RamadanStatusvenues Mentor Post RamadanRetailStore collateralOnline genericbannerOnline promotionalbannerPromotionSalesteamSales kit(Bottle and Serve)Trade leave behindSales kit(Status venues)Trade leave behind
  • 102. Channel bActivity Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarBottleserveBar collateralPresentationand serveMini Mentor Post RamadanDrinkserveBar collateralCocktailSampling/promotionPost RamadanStatusvenues Mentor Post RamadanRetailStore collateralOnline genericbannerOnline promotionalbannerPromotionSalesteamSales kit(Bottle and Serve)Trade leave behindSales kit(Status venues)Trade leave behind
  • 103. MEASUREMENTand ROI
  • 104. Our sales objectiveOur challengeRealitiesDeliver incremental sales of 3,000 bottles (250 cases) =around 3% sales increase (current 7900 cases)Measuring effectiveness of the FIK programSetting metrics leading to ROILimited resources available to us to run a year round programFocused roll-out approach within a defined encatchmentFurther focus across channels
  • 105. Our proposed approachIdentify a control group universe per channel within our definedencatchmentDeploy a mix of quantitative and qualitative tools to measure resultsQuantitative Tools Bottle Serve + Mixer Serve outlets Measure traffic – through outlet’s data or by introducing door sensors Measure and compare sales pre, during and post activation Sell in rates to the outlets Outlet sales Benchmark sales versus control group outlets Retail outlets Measure and compare sales pre, during and post activation Benchmark sales versus control group outlets
  • 106. Qualitative Tools Design a set of focused conversational open-endedquestions to be asked by the mystery shoppers (as theytrack performance for the “staff incentive” program)with the objective of capturing likelihood of customers toengage with the Brand during the activation period Mystery shopping feedback
  • 107. CostsAll costs are approximates and subject to changebased on quantities and competitive supplier quotes
  • 108. on budget
  • 109. Agency fee Cost Breakdown in AED Total in AED Remarks and assumptions RequirementsStrategy 0.0075,000.00Covered by Retainer feeIdeation and conceptualization 0.00Artwork 0.00 To be included within the contracted quotaManagement fees 75,000.00Channel Cost Breakdown in AED Total in AED Remarks and assumptions RequirementsPrint collateralBottle serve venues 50,000.00125,000.0015 x Dubaiglasses + ice buckets + ice molds + tray+ stirers to be supplied by the client5 x AUHDrink serve venues 40,000.00 15 x Dubai5 x AUHRetail 35,000.00 8 x Dubai2 x AUHRetail Promotional offer 25,000.00 25,000.00 1 x JW Black + 1 x JW Red (total 600 packs) 300 ice molds + 300 glasses to be supplied by the clientGiveaway box 20.00 60,000.00 3000 boxesExperientialPromoters for Bottle serve venues 16,000.00 16,000.008 x Dubai ( 4 hrs x 2 promoters )Product sampling required ( 20 bottles) + joint training2 x AUH ( 4 hrs x 2 promoters )Promoters for Drink serve venues 25,600.00 25,600.006 x Dubai ( 4 hrs x 2 promoters )Product sampling required ( 16 bottles) + joint training2 x AUH ( 4 hrs x 2 promoters )Promoters for Status venues 16,000.00 16,000.00 4 x Dubai ( 4 hrs x 5 promoters ) Product sampling required ( 8 bottles) + joint trainingPOS production - Mini mentor 30,000.00 30,000.00 1 setupPOS production - Status venue mentor 20,000.00 20,000.00 1 setupPrint production - Drink Serve 40,000.00 40,000.00 8 kitsPromoter outfits 500.00 2,000.00 off the shelfEvent management fees 32,000.00 32,000.00OnlineWebsite banner 11,000.00 3 ( 1 x generic + 2 x promotional)Email blast 5,505.00 2 (same design template)IncentiveTotal reward 20,000.00ProductJohnnie Wlaker Black Label x 36bottles 7,920.00 1 case x 6 bottles to be supplied by clientSales collateralSales presenter 4,000.00 20F&B kit 22,000.00 40 44 x 37.5cl bottles to be provided by clientEvaluationMystery shopping ( 6 months x 40 venues) 48,000.00 to be conducted by A+E sales teamPlanned Budget 400,000.00Over budget 22,520.00
  • 110. over budget
  • 111. Agency fee Cost Breakdown in AED Total in AED Remarks and assumptions RequirementsStrategy 0.0075,000.00Covered by Retainer feeIdeation and conceptualization 0.00Artwork 0.00 To be included within the contracted quotaManagement fees 75,000.00Channel Cost Breakdown in AED Total in AED Remarks and assumptions RequirementsPrint collateralBottle serve venues 50,000.00125,000.0015 x Dubaiglasses + ice buckets + ice molds + tray+ stirers to be supplied by the client5 x AUHDrink serve venues 40,000.00 15 x Dubai5 x AUHRetail 35,000.00 8 x Dubai2 x AUHRetail Value added offer 25,000.00 25,000.00 1 x JW Black + 1 x JW Red (total 600 packs)300 ice molds + 300 glasses to be supplied by the clientFlavourful gift box 20.00 60,000.00 3000 boxesExperientialPromoters for Bottle serve venues 16,000.00 16,000.00 8 x Dubai ( 4 hrs x 2 promoters )Product sampling required ( 20 bottles) + joint training2 x AUH ( 4 hrs x 2 promoters )Promoters for Drink serve venues 25,600.00 25,600.00 6 x Dubai ( 4 hrs x 2 promoters )Product sampling required ( 16 bottles) + joint training2 x AUH ( 4 hrs x 2 promoters )Promoters for Status venues 16,000.00 16,000.00 4 x Dubai ( 4 hrs x 5 promoters ) Product sampling required ( 8 bottles) + joint trainingPOS production - Mini mentor 30,000.00 30,000.00 1 setupPOS production - Status venue mentor 20,000.00 20,000.00 1 setupPrint production - Drink Serve 40,000.00 40,000.00 8 kitsPromoter outfits 500.00 2,500.00 off the shelfEvent management fees 37,000.00 37,000.00OnlineWebsite banner 11,000.00 3 ( 1 x generic + 2 x promotional)Email blast 5,505.00 2 (same design template)IncentiveTotal reward 20,000.00ProductJohnnie Wlaker Black Label x 44 bottles 9,680.00 1 case x 6 bottles to be supplied by clientSales collateralSales presenter 4,000.00 20F&B kit 22,000.00 44 44 x 37.5cl bottles to be provided by clientEvaluationMystery shopping (6 months x 40 venues) 48,000.00 to be conducted by agency or 3rd partyPlanned Budget 400,000.00Overbudget 189,785.00
  • 112. LOng term investmentCRM programOff Trade Item qty Total cost in AED RequirementsShopper Loyaty Program Loyalty packs 500 100,000 +Production of kits + software development +swipping machines
  • 113. KIT ASSUMPTIONS
  • 114. Print collateralChannel Item qty Total cost Number of kitsBottle serve venuesEntrance board 150,00020 kitsScent cones 10 x 4Scented coasters 1000Reserved sign 200Bottle cap 200Video 1Table top 200Drink serve venuesEntrance board 140,00020 kitsScent cones 10 x 4Scented coasters 1000Table top 200Video 1RetailCandles 20 x 435,00010 kitsBottle sleeves 200Entrance board 1Cashier branding 1Neckhanger 300bag 300Visual on units ( if applicable) 1Shelfstrips 10Glorifier 1value added offer packs 2 x 300 25,000 60 per storeExperiential collateralChannel Item qty Total cost Number of kitsMini mentor 1 setup 1 50,000SamplingBalloons 120040,000 150 per eventScroll 1200leaflet + pin 1200Status venues mentor 1 setup 20,000Sweet box 3000 60,000 60 per venue/store
  • 115. BIOS
  • 116. Raja SowanRegional Director, Retail Engagement PracticelebaneseLeo Burnett UAERaja started his career with Leo Burnett in 1982 as an Account Executive working on a portfolio of local businesses in Lebanon. He worked his way to theposition of an Account Director handling a portfolio of multinational and local clients ranging from financial institutions and services to FMCG’s.In 1986, he moved to Dubai as General Manager to start up the Leo Burnett operation covering UAE and Oman and handling the Philip Morris and P&Gcommunication business in these two markets.He had since held a number of positions with the Leo Burnett Group of companies in Dubai including the creation of a media planning and buying cellfollowed by regional account management across a range of multinational, regional and local businesses. He had also led and developed the GeneralMotors assignment across the Middle East region since it was won by Leo Burnett in 1999.Since 2001, Raja held a number of leadership positions across Group owned agencies. He started up the D’Arcy operation for a year and half managingrelationships with Mars, Philips, P&G and Western Union. In 2002, and after the Group was purchased by Publicis and the D’Arcy brand was rationalized,he transformed the team into Black Pencil delivering communication solutions for medium sized local and regional businesses.In 2006, Raja merged Black Pencil with Arc Worldwide transforming the agency into a Digital, one-to-one and promotional marketing agency. In 2009,Raja led the learning & development in-house training program and devoted time and energy to train agency and client teams in Riyadh and Cairo. Inaddition, he had worked on special assignments including the set up of an online knowledge and information sharing platform across the MENA region,and the creation and implementation of the Leo Burnett MENA website.Today, Raja is leading the retail / shopper marketing engagement competence across the MENA region managing with a dedicated team the shopperbusiness for P&G, Diageo, Kellogg’s and other clients across the MENA region out of Dubai.Born and raised in Beirut, Lebanon, Raja received his Bachelor of Arts in Economics from the American University of Beirut in 1982. He currently lives inDubai with his wife Marie and his three teenagers Rea, Gaea and Rey. He still drives a GM car, smokes Marlboros, can be reached on his du number, andhis family use quite a mix of P&G and Kellogg’s products.
  • 117. Leonardo RossCreative Director, Retail Engagement Practicepuerto rican/americanLeo Burnett UAENothing is more exciting to him than to discover emerging trends, cutting-edge creative or shopper marketing ideas that win new business and moveconsumers into shoppers.And, it’s the job of a Creative Director & Strategic Planner to be able to decipher trends that are actionable, ideate & recognize excellent creative, andleverage planning skills to produce Marketing Platforms/Programs that sell. 

As a respected, award-winning executive he has a solid background working for high-profile (Regional, National, Global) accounts.He has learned the craft from the ground up working in roles such as Copywriter, Creative Director, Executive Creative Director and Shopper MarketingStrategic Planner.He is fully English/Spanish bilingual and have won numerous awards from organizations such as: the Cannes Advertising Festival, the London Film Fest,CRESTA, the NY Film Festival, National Addy, Advertising Age, Hispanic Advertising Age and more.

During his career he had the pleasure of working with a diverse group of Fortune 100-500 Companies: P&G (General Market), P&G (Hispanic), P&G (LatinAmerica), Kimberly Clark, Unilever, Wal-Mart, Nissan, Kellogg’s, Exxon, Anheuser-Busch, Nestle, SAM’S, Frito-Lay, Bristol-Myers Squibb, AstraZeneca,Walgreens, CVS, Wrangler, Capital One, Western Union, Levi’s, Bacardi, Miller Brewing, General Motors, McDonald’s, IBM, Motorola, AT&T, Sprint, GeneralMills, Ford, McDonald’s, Wendy’s, and Coca-Cola.Pharmaceutical experience:Launching Orencia “biomedic” medicine for “rheumatoid arthritis”Launching Prilosec OTC by AstraZenecaExperience with P&G NyQuil/DayQuil, Walgreens, CVS, Walmart Health & beauty categorySpecialties- Strategic new business approach
- Award winning creative thinking
- Digital/Social/Interactive media experience
- Package design experience
- Shopper marketing- Experiential Marketing- PR Communications
  • 118. Rasha El Ghoussainicommunication director, retail engagement practicelebaneseLeo Burnett UAERasha received her bachelor’s degree in Business Administration emphasis in Marketing from the American University ofBeirut in 2003. She joined the PR firm Manning Selvage and Lee where she worked as an account executive on brands suchas P&G and Diageo.She moved to Dubai in 2005, to join Leo Burnett as a communication executive on Dnata, Milco, and Oasis. In 2008, shewas promoted to a Communication Supervisor handling Diageo and Philip Morris with a key focus on launching new variantsand products in Travel Retail and domestic markets across the GCC and Levant.In 2012, she was promoted to a Communication Director on Diageo and Kellogg’s within the retail / shopper marketingengagement competence.She was an integral part in winning the McDonald’s assignment and have worked on multiple pitches for the Leo BurnettDubai office.Achievements: Leo Burnett Worldwide Star Reacher Award 2011Leo Burnett Worldwide Star Reacher nominee 2010Silver Effie 2009 for “Oasis Water for Africa Campaign” Diageo Best in Class Execution for two communication platforms
  • 119. Nancy KhuranAStrategic PlannerAmericanLeo Burnett UAENancy comes from a diverse background having graduated with a double BA in English Literature and Creative Writing fromthe University of Illinois Champaign-Urbana. Post graduation, she worked as a digital copywriter for Hallmark but craved exploration. After a one-way flight, Nancy taughtbusiness English in Madrid followed by working in London at a design trade association, where she served several agenciesthrough training programs, networking opportunities and executed a quarterly journal with a readership of 10,000. In 2009, Nancy moved to Dubai and entered into the world of advertising, initially in client servicing at a digital agency.Here, her digital skills and understanding were refined from implementing social media campaigns and microsites, mobileapplications and analyzing online trends. She also walked away with 2 Effies for the Nivea Angelstar online campaign. In 2011, Nancy joined Leo Burnett as a curious planner where she now handles Philip Morris MENA, P&G shopper marketingand Diageo. She specializes in understanding shopper behavior and retail engagement, generating insights, adapting global brandstrategies and has a voracious appetite for research and neuromarketing. She will one day own a Bernese mountain dog and write the great American novel.