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Final sample for submisson.pdf
- 2. Key Challenges • Product clustering and display • Visual Merchandising refresh in-store Objective • Continue to drive Chere as a Premium and stylish brand • Drive new customers to the store How? • Connect with youth centric events • Create an experience of buying • Engage at strategic location and on social media
- 3. Communicate and engage Enhance the experience In- Store Radio Digital product Content Enhance Visibility Mall Events Tie-up with Youth Centric Brand Store Support Anniversary Gifts Enhance the experience Unboxing experience Gifts with products Communicate and engage Increase frequency of talking to the consumer Listening to customers - Insight from customer feedback received
- 4. • In-store Visual Change – twice in all stores + Mid season 2 to 3 elements to twice in metro cities • Window Refresh – 7 to 8 times in a year • Product tent cards – approx. 10 to 12 • Standee refresh – 7 to 8 times
- 6. Regional Festivals and Special days EOSS Navratri Rann Utsav Uttarayan National days Independence Day Republic Day Black Friday Day Festivals Janmashtami International Kite Festival Modhera Dance Festival
- 9. • Time for summer vacations to begin • Cricket fever begins with IPL • software – the hot topic • Women’s - 1.Wedding 2. Summer POP range • Entire comfort range (Massager effect & cushion sole) Promotions Date Festival 2nd Chaitra Navratri, Ugadi, Gudi Padwa 10th Ram Navami 11th Chaitra Navratri Parana 14th Baisakhi, Ambedkar Jayanti 16th Hanuman jayanti Key Focus
- 10. Here’s the plan for April Key Story SS 22 – Launch of SS 22 campaign & Colour Pop Product Wedding (Mojri, Kolhapuris) + Colour Pop up Festive / Promotio ns Ugadi, Gudi Padwa & Bihu Online Loyal ty Outdo or Newspa per Below The Line Radio
- 11. May- What’s Hot ? • Ramzan Begins • Summer vacations continues • IPL hands over the Cricket fever to ICC world Cup • Elections – last phase & results • Wedding dates - 2, 3, 4, 9, 10, 12, 18, 20, 21, 24, 26, 27 Key Focus • SS 22 campaign • Women’s - 1. Colour Pop-Up 2.Wedding 3. Eid - wedding bling and ethnic Promotions Date Festival 2nd Ramadan 3rd Akshay Tritiya 8th Mother's Day Mother’s Day – 8th May (cross tie-up or offer on women’s merchandise)
- 12. Here’s the plan for May Key Story SS22 – Launch of SS-22campaign & Colour Pop Product Wedding Women’s Eid collection -Mojri Pathanis , Kolhapuris) Festive / Promotio ns Ramzan & Mothers day Online Loyal ty Outdo or Newspa per Below The Line Radio
- 13. June- What’s Hot? • Cricket fever world cup continues • Monsoon Begins • Wedding dates - 01, 05, 06, 08, 10, 11, 14, 17, 20, 21, 22, 23 Key Focus • EOSS to begin • Rainy wear collection for women Rainy wear collection for women Promotions Date Festival 19th Fathers Day 21st International Yoga Day
- 14. Here’s the plan for June EOSS Key Story Product Monsoon range Festive / Promotions Eid Offer continues Online Loyal ty Outdo or Newspa per Below The Line Radio
- 15. July- What’s Hot? Key Focus • EOSS continues • Rainy wear collection for women continues Promotions • No Major Events • Only 2 wedding dates - 6 & 7 Rainy wear collection for women continues Date Festival 1st Rath Yatra 13th Guru Purnima 9th Eid ul-Adha 24th Parents Day 31st Hariyali Teej (Shravan Teej or Choti Teej)
- 16. Here’s the plan for July Product Rains Collection & Women Casuals Key Story EOSS Online Loyal ty Outdo or Newspa per Below The Line Radio
- 17. August- What’s Hot? • No wedding dates • Festivities begin with Rakhi… Key Focus • Product lead festival – To be closed • Friendship day – Friendship bands/ key chains free + product story – twin with ur friend Independence day Promotions Date Festival 11th Raksha Bandhan 15th Independence Day 19th Sri Krishna Janmashtami 31th Ganesh Chaturthi
- 18. Here’s the plan for August Product Festival Key Story Festive / Promotions Others Rakshabandhan – Video Friendship day – Video + radio + free friendship bands Independence Day Online Loyal ty Outdo or Newspa per Below The Line Radio
- 19. September - What’s Hot? Key Focus • Focus on Brands –Work wear • Festive – towards the end of Sept Promotions • Month where festivals begin • No wedding dates Navratri Offer Date Festival 5th Teachers Day 8th Onam 9th Ganesh Visarjan 17th Vishwakarma Puja 26th Sharad Navratri Begins
- 20. Here’s the plan for September Key Story Product Jutis- Kolhapuris ,Festive Festive / Promotio ns Key Product Fest of Aug to continue. Workwear under at Chere to begin Durga Pooja and Dasehra offer + Navratri Online Loyal ty Outdo or Newspa per Below The Line Radio
- 22. Marketing spend has been divided into three parts Marketing spent, Visual Merchandising budget and Spare Amount (emergency fund ) Marketing Spends 60% Visual Merchandisi ng spends 30% Spare Amount 10% Expenses Chart *Marketing Spends include both Offline and Online Marketing
- 23. Considering the budget given for marketing for the financial year 2022-23 is 1 cr. From which 60 lakh Rs. For Marketing Activities (30 lakh for Offline and 30 lakhs for Online media ) have been kept. Offline activities include :- Bus Branding + Bus Shelters Auto Rickshaw Branding News Paper ads. + Radio promotion + Magazine Hoarding Mall Activation In-Shop Radio In-Store promotion
- 24. 0 2 4 6 8 10 12 Mall Activation Vehicle Branding In Shop Radio Hoarding Instore Promotion News Paper + Magazine + Radio 30 lacs Amount in Lakhs 30 lacs Amount in Lakhs * Vehicle Branding include Bus branding + bus Shelters & Auto rickshaw branding
- 25. •Social Media Activities include running campaign and other promotional posts in All the Social media Platform + SEO +Google Ad words •Promotion on Institutional sites include running promotional campaign on Amazon, Flipkart, Myntra etc. Online Marketing Social Media activities Influencer Marketing Institutional Sale
- 26. Store Layout Store Façade Standee Manqué Product Tent Cards Interior Display