Fairy Launch Plan Pakistan

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Fairy Launch Plan Pakistan

  1. 1. Fairy Launch Plan - Pakistan<br />Team: FY03<br />University: IoBM<br />Team Lead: SajjadHussain<br />Team Members: Shabbar Rashid, Ghazanfar Ali, Amber Riaz, Arshela Amir Ali, Saad Bhutta, Omer Mirza<br />
  2. 2. Presentation Flow<br />Given Parameters Overview<br />Market Share Calculation<br />Sourcing Plan (Costing)<br />Product Marketing Plan<br />Advertising Strategy<br />Media Strategy<br />TV<br />Radio <br />Print<br />Digital<br />Activations<br />Sales<br />Channel splits<br />Financial Plan<br />Conclusions<br />Recommendations<br />
  3. 3. Given parameters<br />
  4. 4. Market share & demand Calculation<br />Triangulation Method<br />
  5. 5. Marketing Plan<br />
  6. 6. Why THEY buy what they BUY?<br />What is the need?<br />Utensils cleaning<br />What is required?<br />A product that helps in washing of utensils<br />Why will they want liquids?<br />Ease of Use<br />Why would they want “FAIRY”?<br />Ok lets find out!<br />
  7. 7. High Performance<br />Secondary Demand<br />Gentleness on skin<br />Demand<br />Cost per wash<br />Primary Demand<br />Ease of Use<br />
  8. 8. Why THEY buy what they BUY? Contd.<br />Involvement (How involved we are?)<br />Emotion (how emotionally involved we are?)<br />
  9. 9. Factors influencing consumer involvement<br />Low Involvement<br />Hi Involvement<br />Price<br />Frequency of purchase<br />Symbolic meaning<br />Social visibility<br />Time commitment<br />Potential for harm<br />Potential for poor performance<br />
  10. 10. FCB Planning Grid<br />Feel<br />Think<br />High Involvement<br />Think, Feel, Act<br />Feel, Think, Act<br />Act, Think, Feel<br />Act, Feel, Think<br />Low Involvement<br />
  11. 11. Low EmotionChoice<br />Mere exposure<br />Post-hoc<br />rationality<br />Non-rational<br />preference<br />Warmth<br />Emotion as<br />signal<br />Emotion as<br />information<br />
  12. 12. Finally how will we make them do what we want them to do!<br />
  13. 13. Lets Position it now!<br />
  14. 14. Fairy is a high mileage tough stain remover liquid detergent for utensils <br />
  15. 15. Communication<br />
  16. 16. Unique Product Displays<br />Sampling Events<br />Relationship Marketing<br />IRC - Rebates<br />Radio<br />Shopper Marketing Activities<br />Print<br />TV<br />On-Pack<br />On-Line<br />Public Relations<br />In-Store Signage<br />Retailer Database Targeting<br />Shopper Marketing Activities<br />
  17. 17. TVC Ad<br />
  18. 18.
  19. 19. Medium of Advertisements<br />TV: Two pronged strategy<br />Advertisements<br />Content Integration<br />Print<br />Newspapers<br />Lifestyle Magazines<br />Direct Promotional Materials<br />Radio<br />Major FM channels<br />Outdoor<br />380 high traffic points in 13 cities<br />Digital<br />Internet <br />Mobile Phones<br />
  20. 20. Vehicle Selection<br /><ul><li>Magazines
  21. 21. SHE
  22. 22. Visage
  23. 23. Women’s own
  24. 24. Fashion MAG</li></ul>TV Channels<br />PTV home<br />Samaa TV<br />Hum TV<br />Metro One<br />News One<br />TV one<br />Geo Entertainment<br />Geo News<br />Apna Channel<br />Ary Digital<br />Ary News<br />AryZauq<br />DunyaTv<br />G kaboom<br />Aaj TV<br />
  25. 25. Television<br />Advertisements<br />Target GRPs 800 through ads in launch month<br />CPRPs of 24,000+ and below<br />Content Integration <br />Product Placement<br />Morning Shows<br />Cooking Shows<br />Drama Integration<br />
  26. 26. Digital Communication<br />Internet<br />Website: www.fairy.com.pk<br />Interactive website catering to target audience´s everyday needs:<br /> website containing product updates, activity updates, recipes, kitchen tips, tutorial videos<br />Social Networks<br />Facebook<br />Twitternd<br />Blogs<br />Web Advertisements<br />Using Google advert to redirect traffic from other websites to our own<br />Mobile phone communication<br />Sms notifications about activities and updates sent to registered users<br />Mobile Applications<br />Fairy Bubble Buster and Bubble Creator<br />
  27. 27. Activations<br />
  28. 28. Setting a World Record for most dishes washed simultaneously across the country<br />Keeping the event near Independence Day to create patriotic theme , “Go Green”<br />Selecting different venues across the main cities where event is to take place<br />Generating hype by use of TV, print and digital channels<br />Encourage existing and potential users to be part of a globally recognized achievement<br />Create lasting memories among the participants with Fairy<br />Outdoor dish washing activity<br />Team of four to six members will go to different apartment buildings and residential areas with a wash basin<br />Will challenge to wash all their dirty dishes, highlighting the cleaning and long lasting attributes of the product<br />This activity will also serve as a tutoring lesson for people on how to use Fairy liquids better<br />Camera crew will record events which can be later on used as promotional videos<br />$<br />
  29. 29. Dish Washing Competitions<br />Organizing small competitions for women, where they can demonstrate their washing skills and win prizes<br />Giving people the opportunity to experience Fairy first hand<br />It will create awareness of the brand and the core benefits being offered<br />People who try it, are more likely to buy it<br />Informational Kiosks<br />Kiosks spread out at different locations to educate people about the brand and the features being offered<br />Road shows<br />Challenging to wash dishes from any near by food outlets<br />All about helping people enjoy themselves with some lively music<br />
  30. 30. Demonstrations<br />Demos will be held at major outlets and stores throughout the country<br />They will also be held around shopping centers and malls<br />Remind people about the brand at the point of purchase<br />Create awareness among shoppers <br />´´Fairys make wishes come true´´ activity where we make wishes come true for youngsters<br />This will be a program in which we select one lucky person every two weeks<br />Decision is based on their letters and emails telling us about how creative they can be with a bottle of fairy<br />Selected individuals every month will get an opportunity to have one wish fulfilled, be it fairy queen for a day, a day in your dream career, makeovers, shopping etc<br />Also have an off-shoot for a CSR project, helping less-priviledged fairies in getting married, education etc<br />
  31. 31. Sales Plan<br />
  32. 32. Target Outlets<br />
  33. 33.
  34. 34. Retail Reach<br />Hypermarkets and superstores<br />Supermarkets<br />Discount stores<br />Convenience stores<br />Drugstores<br />Cash & carries<br />
  35. 35.
  36. 36. Sales Tactical Approach<br />Incentive Based competition between DSR – Every Quarter<br />Slab based performance incentives for achieving volumes<br />Slab based performance incentives for merchandising – Display Competition<br />Who ever win both the competitions will get double incentive<br />
  37. 37. Sales Tactical Approach contd.<br />Distributor Incentive for volume achievement<br />Gift Scheme for Traders for achieving the targets<br />Pay raise for DSRs for improving Weighted distribution and productivity<br />
  38. 38. Increase Coverage<br />Increase visibility through visibility drive<br />Increasing product SOV on shelf<br />Increasing the outlet distribution and coverage both in terms of Numeric and Weighted<br />
  39. 39. MT activations<br />Front end activations<br />Bringing brands alive at Point of purchase<br />Shopper interactions<br />Sampling<br />Makeovers<br />Live kitchens<br />
  40. 40. finances<br />
  41. 41. P &L statement<br />
  42. 42.
  43. 43.
  44. 44. Situation Analysis <br />
  45. 45. What we will do<br />We will become very focused on:<br />TV , Print<br />Selective but effect advertising <br />The saved amount will be used in Channel Development<br />
  46. 46. Invest behind compelling Fairy’s propositions that reinforce value of the brand and propel WOM and not focusing on price<br />Ensuring availability and packing more value into small packs<br />Utilize low cost but high impact channels – In-Store, PR, Digital<br />
  47. 47. Study shows: Trade & PR cost the least in a marketing mix but generate highest ROI<br />Select the Must Have Media that gives the most mileage <br />Establish quality parameters for long term benefits<br />Trade to 85% of the budget so that we can build in the contingency <br />Have plan B<br />Building channel partners for maximum output at low cost<br />Use the P&G muscle to use get FOC media spots<br />
  48. 48. Shopkeeper recommendation<br />Tagline (kumlagayziadachalay)<br />Incentives to Salesmen and Shopkeeper<br />Bundling of Fairy with other brands of P&G<br />
  49. 49. Thank You for your patience …. Have a Very Fairy Day <br />

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