2. Current Scenario
The traction of women at Prozone is very less as compared
to that at the local bazaars.
Reasons identified:
• Unfamiliar with the environment of the mall
• Find it far
• Don’t travel alone
• ‘Expensive’ image of the mall
• Product range not as per the taste
3. Understanding
The traction is less because:
• Women are not comfortable with the grandeur of the mall and
are lost when they enter the mall. They are not sure which
product will be available at which shop
• They are not familiar with the brands and are not sure if the
particular brand they are heading for will meet their
requirement. E.g.: Ladies do not know/ are not sure of the
offering from Shoppers Stop or Globus
• Due to this confusion, most of the women are either in the
wrong shop or have checked out expensive products and
walked out, thus confirming our concern of the ‘expensive
mall’ image
4. … contd
• Women while travelling alone, commute in autos which
they find very expensive since autos generally don’t run
on meters. Hence ‘very far’ holds true here too
• Also they do not prefer to travel alone and need either
their husband or son who will drive them to the required
location
• Brands available in the mall are ones which cater to tier 1
cities, Women in Aurangabad are not exposed to the
same resulting in the disconnect in the taste
5. Solution Suggestions
• At the entrance (inside the mall), map of the mall to be
placed with the starting price of each brand shown on it.
This map also to be placed near lifts.
• Locals (college students) to be arranged who will act as
guides/ attendants to the crowd walking in, helping them
with:
- Selecting a store
- Locating the store
These attendants should have knowledge of:
- Offerings from various brands
- Price range details
6. … contd
• Cab/ autos to be arranged which will provide pick up and drop
service. This service not to be limited to women only.
- This will be a ‘call a cab’ service
- Charges to be as per the meter
- Cabs to be stationed at various prime locations in the city
- This service to be made available for 6 months
• In addition, we could also launch a ‘free ride to Prozone’
scheme. A banner to be stuck on the backs of approx. 100
autos with a message saying – ‘hop into this auto and get a
free ride to Prozone’
• In case of budget constraints we could atleast offer 50% off
• All communications to be image oriented – aspirational images
which the women will look up to.
(It has been proven that real life images have a better recall
value for the campaign as against only illustrations/ images)
7. Priorities for Women
•The typical Indian woman is very family and child centric.
Especially so in Aurangabad, since the ratio of working
women versus housewives is skewed towards the latter.
•Therefore the 1st priority for the woman would be to
address or meet the requirements of their kids
•The 2nd would be their husband and entire family
•And last would be their OWN needs or requirements
8. Increase falls
1. ‘Chintu’ campaign
2. ‘Home Minister’ at Prozone
3. ‘Jhat Pat Dishes’ workshop
9. ‘Chintu’ Campaign
• Chintu is a very famous cartoon character
which is published daily in Sakal newspaper
• Recently movie has been made and released on the same
• We suggest that we get the child artists to Prozone and
create an activity.
• This is school book purchasing time and children and
parents could be enticed to come and buy their school
notebooks from Prozone and meet and greet Chintu
• Books wholesale dealer to be roped in from outside
Aurangabad for selling his stocks at Prozone
• Communication will be - - books & textbooks at
wholesale rate/ lesser than market rate only at Prozone
for students from 1st to 8th standard
10. ‘Chintu’ Campaign….contd.
• Along with books – covers & stickers to write names
on also to be sold
• The activity tenure will be 2 weeks
• Since schools will be starting approximately from mid
June, we suggest to roll out this activity immediately
• Other items related to school - - bags, umbrellas/ rain
coats, gum boots, etc. can be sold by retailers in the
mall
• This could also be given a CSR twist where Chintu
distributes books to the under-privileged
11. Home Minister at Prozone
• Home Minister is a very well known game show
aired on Zee Marathi at 6.30 pm on weekdays
• This is a women oriented game show which has very good response from
all tier 2 cities
• We suggest a tie up with this program for a week during which the Home
Minister team will come down at Aurangabad and conduct the program
• Winners will be given Paithani’s by Zee Marathi + Vouchers worth Rs. 2000
from Prozone
• In their episodes they will highlight gifting of vouchers along with saree
• Also as per their regular tradition of showing the winner wearing the saree
at the end of the program, the Home Minister team will also show the
winner shopping at Prozone and enjoying the experience
• This program will be a major contributor for increasing traction of women
at Prozone
• This activity can be repeated again during Ganesh Festival, Diwali, etc.
12. Sanjeev Kappor ‘Jhat Pat Dishes’ workshop
• Sanjeev Kapoor to be invited to Prozone to carry out workshop
for 4 days - - Monday-Tuesday & Wednesday- Thursday
• 2 batches, each batch 2 days
• Workshop focus will be on making evening snacks, food items
which will take only 5-10 mins for making
• Women who have shopped at Prozone for more than Rs. 1000
will be eligible to participate in this workshop
• On showing the bill at the CSD they will be handed over passes
to attend the workshop
• This activity will be a step towards changing/ improvising
lifestyles of the TG
13. Along with the above activities our brand campaign
targeting the latent needs of Women will be
rolled out addressing Women directly.
14. Support for the brand campaign
The campaign will be proliferated through
the following media:
• Print ads
• Newspaper inserts
• Hoardings
• In mall & facade branding
28. Execution
• Sale of school notebooks & visit of characters from movie Chintu
will be announced via print ads on 1st & 2nd June
• Visit of the kid actors will be on 3rd June
• Entire activity of Sale of school notebooks with ‘Chintu’ will end by
17th June
• Activity with Home mister will be announced via print ads on 16th
& 17th June
• Entire activity will end by 24th June
• Women specific campaign will be rolled out on 29th , 30th & 31st
June
• The ads will be released in series throughout the month in
alternate weeks on weekdays
• Hoardings with communication of the main campaign will be up
for 20 days post which communication will be taken forward at
the same locations.
