Brand Promotion Budget for every financial year

1. Branding Activity
Pan India FY2015-16

2. BTL
Below the Line
Activity

3. Branding Activity
 Dealer Board (Glow Signage, Flex Board and Arch Gate)
 Painting Shutter & Wall
 Table Tops & Stationary items
 In shop Branding(Foam Boards, Wall Mount & Mini Stands)
 Road show kiosk & give away
 Meetings (Dealer, Sub Dealer, Painter & Carpenter)

4. Branding Activity
 Dealer Board (Glow Signage, Flex Board and Arch Gate)
 Painting Shutter & Wall
 Table Tops & Stationary items
 In shop Branding(Foam Boards, Wall Mount & Mini Stands)
 Road show kiosk & give away
 Meetings (Dealer, Sub Dealer, Painter & Carpenter)

5. Dealer Boards
Strength
• High Visibility in both day and night, Durable and last
more than a year
Weakness
• High budget so cannot give to all dealer, limited to special
dealer
Opportunity
• To Build close approach with dealer and Sale Officer,
increase in Local area brand visibility
Threat
• Competitor may occupy our board space and Natural
damage

6. Budget
150 SKU Pan India
Rate per sq ft Rs. 175/-
Approx size 10 x 5 Feet or 50 Sq ft
Total cost Rs. 8750/- Per Shop
Total Budget Rs. 13,12,500/-

7. Dealer Boards
Strength
• High Visibility in day light, Many boards shall be fixed till
sub dealer level and cover maximum area
Weakness
• Comparative to Glow Sign it is less preferred
Opportunity
• Brand presence could be achieved upto rural areas
Threat
• Competitor may occupy our board space and Natural
damage

8. Budget
1,500 Dealers Pan India
Rate per sq ft Rs. 55/-
Approx size 10 x 5 Feet or 50 Sq ft
Total cost Rs. 2750/- Per Shop
Total Budget Rs. 41,25,000/-

9. Dealer Boards
Strength
• Seasonal Visibility, Many Arch gate shall be fixed till sub
dealer level and cover up to rural areas
Weakness
• Erection requires time so timely communication must be
planned
Opportunity
• All new product launch, Periodical Scheme and consumer
offer can be communicated in effective way
Threat
• Less space at dealer point and Natural damage may
happen easily

10. Branding Activity
 Dealer Board (Glow Signage, Flex Board and Arch Gate)
 Painting Shutter & Wall
 Table Tops & Stationary items
 In shop Branding(Foam Boards, Wall Mount & Mini Stands)
 Road show kiosk & give away
 Meetings (Dealer, Sub Dealer, Painter & Carpenter)

11. Painting
Strength
• Traditional Visibility, Make our dealer place filled by our
brand name on walls and shutter
Weakness
• Average Visibility compared with other resources
Opportunity
• Moral attachment with dealer, we can also use our
outdated or damage paint stock
Threat
• Paint his other belongings (Branch or next door)

12. Budget
1500 Dealers Pan India
Rate per sq ft Rs. 15/-
Size 20 x 10 Feet or 200 Sq ft
Total cost Rs. 3000/- Per Shop
Total Budget Rs. 45,00,000/-

13. Branding Activity
 Dealer Board (Glow Signage, Flex Board and Arch Gate)
 Painting Shutter & Wall
 Table Tops & Stationary items
 In shop Branding(Foam Boards, Wall Mount & Mini Stands)
 Road show kiosk & give away
 Meetings (Dealer, Sub Dealer, Painter & Carpenter)

14. Stationary
Strength
• Individual Visibility till end consumer level and also direct
customer
Weakness
• Data management and updating required
Opportunity
• We can create a solid data base of our core customers and
regular communication increases
Threat
• In future Dealer may demand the same service every time

15. Budget
150 SKU Pan India
Rate per set Rs. 500/-
Visiting card 200nos and envelop 100nos
Total cost Rs. 500/- Per Shop
Total Budget Rs. 75,000/-

16. Branding Activity
 Dealer Board (Glow Signage, Flex Board and Arch Gate)
 Painting Shutter & Wall
 Table Tops & Stationary items
 In shop Branding(Foam Boards, Wall Mount & Mini Stands)
 Road show kiosk & give away
 Meetings (Dealer, Sub Dealer, Painter & Carpenter)

17. In-shop Branding
Strength
• Superior Brand visibility at shop premises, economical
display rates
Weakness
• Need to use optimum visible space and more creative
files required
Opportunity
• Display merchandising and product display unit could be
installed in future
Threat
• Competitor may occupy our space

18. Budget
150 SKU Pan India
Rate per sq ft Rs. 110/-
Foam board occupation 100 sq ft
Total cost Rs. 11,000/- Per Shop
Total Budget Rs. 16,50,000/-

19. Branding Activity
 Dealer Board (Glow Signage, Flex Board and Arch Gate)
 Painting Shutter & Wall
 Table Tops & Stationary items
 In shop Branding(Foam Boards, Wall Mount & Mini Stands)
 Road show kiosk & give away
 Meetings (Dealer, Sub Dealer, Painter & Carpenter)

20. Road Shows
Strength
• Direct visibility, direct interaction with consumer and
customer
Weakness
• Coverage of customer is based on Dealer shop foot fall
Opportunity
• Increase trust and give demo to walk in customer
Threat
• Less space at dealer place is constraint

21. Budget
150 SKU Pan India
Rate per sq ft Rs. 30/-
Pen and key ring each 100nos
Total cost Rs. 3000/- Per Shop
Total Budget Rs. 4,50,000/-

22. Branding Activity
 Dealer Board (Glow Signage, Flex Board and Arch Gate)
 Painting Shutter & Wall
 Table Tops & Stationary items
 In shop Branding(Foam Boards, Wall Mount & Mini Stands)
 Road show kiosk & give away
 Meetings (Dealer, Sub Dealer, Painter & Carpenter)

23. Meetings
Strength
• Direct interaction with Dealer, Sub-dealer, Carpenter and
Painter
Weakness
• Regional language presenting tools is must
Opportunity
• Increase business network
Threat
• Gathering useful crowd depends on SO and dealer list

24. Budget
40 SKU Pan India
Total cost Rs. 1,00,000/-Per Shop
Total Budget Rs. 40,00,000/-
S No Description Rate
1 Invitation card (100Nos) 2,000
2 Banquet (100 packs) 45,000
3 Back drop 3,000
4 LCD & Projector 1,500
5 Consolation Gifts (100 packs) 45,000
6 Miscellaneous 3,500
TOTAL 1,00,000

25. Total Budget FY 2015-16
S. No BTL ACTIVITY Coverage Total
1 Glow Signage 150 SKU 13,12,500
2 Flex Board 1500 Dealer 41,25,000
3 Wall paint 1500 Dealer 45,00,000
4 Stationary 150 SKU 75,000
5 In-shop branding 150 SKU 16,50,000
6 Road Show 150 SKU 4,50,000
7 Meetings 40 SKU 40,00,000
TOTAL 1,61,12,500
1.6 Cr or 0.3% Budget of Target Sale

26. Timeline
QUARTER Q2 Q3 Q4
MONTH JULY AUGUST NOVEMBER DECEMBER JANUARY FEBRUARY MARCH
WEEK 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Glow
Signage
Flex Board
Wall paint
Stationary
In-shop
branding
Road Show
Meetings
Zone Wise timeline will be made

27. Other Event
Movie tickets issue to dealers
Birthday Greetings to dealers
Mass Email to clients
Social Network engagement

28. Thank You…