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Fairy Launch Plan - Pakistan Team: FY03 University: IoBM Team Lead: SajjadHussain Team Members: Shabbar Rashid, Ghazanfar Ali, Amber Riaz, Arshela Amir Ali, Saad Bhutta, Omer Mirza
Presentation Flow Given Parameters Overview Market Share Calculation Sourcing Plan (Costing) Product Marketing Plan Advertising Strategy Media Strategy TV Radio  Print Digital Activations Sales Channel splits Financial Plan Conclusions Recommendations
Given parameters
Market share & demand Calculation Triangulation Method
Marketing Plan
Why THEY buy what they BUY? What is the need? Utensils cleaning What is required? A product that helps in washing of utensils Why will they want liquids? Ease of Use Why would they want “FAIRY”? Ok lets find out!
High Performance Secondary Demand Gentleness on skin Demand Cost per wash Primary Demand Ease of Use
Why THEY buy what they BUY? Contd. Involvement (How involved we are?) Emotion (how emotionally involved we are?)
Factors influencing consumer involvement Low Involvement Hi  Involvement Price Frequency of purchase Symbolic meaning Social visibility Time commitment Potential for harm Potential for poor performance
FCB Planning Grid Feel Think High Involvement Think, Feel, Act Feel, Think, Act Act, Think, Feel Act, Feel, Think Low Involvement
Low EmotionChoice Mere exposure Post-hoc rationality Non-rational preference Warmth Emotion as signal Emotion as information
Finally how will we make them do what we want them to do!
Lets Position it now!
Fairy is a high mileage tough stain remover liquid detergent for utensils
Communication
Unique Product Displays Sampling Events Relationship Marketing IRC - Rebates Radio Shopper Marketing Activities Print TV On-Pack On-Line Public Relations In-Store Signage Retailer Database Targeting Shopper Marketing Activities
TVC Ad
Medium of Advertisements TV: Two pronged strategy Advertisements Content Integration Print Newspapers Lifestyle Magazines Direct Promotional Materials Radio Major FM channels Outdoor 380 high traffic points in 13  cities Digital Internet  Mobile Phones
Vehicle Selection ,[object Object]
SHE
Visage
Women’s own
Fashion MAGTV Channels PTV home Samaa TV Hum TV Metro One News One TV one Geo Entertainment Geo News Apna Channel Ary Digital Ary News AryZauq DunyaTv G kaboom Aaj TV
Television Advertisements Target GRPs 800 through ads in launch month CPRPs of 24,000+ and below Content Integration  Product Placement Morning Shows Cooking Shows Drama Integration
Digital Communication Internet Website: www.fairy.com.pk Interactive website catering to target audience´s everyday needs:  website containing product updates, activity updates, recipes, kitchen tips, tutorial videos Social Networks Facebook Twitternd Blogs Web Advertisements Using Google advert to redirect traffic from other websites to our own Mobile phone communication Sms notifications about activities and updates sent to registered users Mobile Applications Fairy Bubble Buster and Bubble Creator
Activations
Setting a World Record for most dishes washed simultaneously across the country Keeping the event near Independence Day to create patriotic theme , “Go Green” Selecting different venues across the main cities where event is to take place Generating hype by use of TV, print and digital channels Encourage existing and potential users to be part of a globally recognized achievement Create lasting memories among the participants with Fairy Outdoor dish washing activity Team  of four to six members will go to different apartment buildings and residential areas with a wash basin Will challenge to wash all their dirty dishes, highlighting the cleaning and long lasting attributes of the product This activity will also serve as a tutoring lesson for people on how to use Fairy liquids better Camera crew will record events which can be later on used as promotional videos $
Dish Washing Competitions Organizing small competitions for women, where they can demonstrate their washing skills and win prizes Giving people the opportunity to experience Fairy first hand It  will create awareness of the brand and the core benefits being offered People who try it,  are more likely to buy it Informational Kiosks Kiosks spread out at different locations to educate people about the brand and the features being offered Road shows Challenging to wash dishes from any near by food outlets All about helping people enjoy themselves with some lively music
Demonstrations Demos will be held at major outlets and stores throughout the country They will also be held around shopping centers and malls Remind people about the brand at the point of purchase Create awareness among shoppers  ´´Fairys make wishes come true´´ activity where we make wishes come true for youngsters This will be a program in which we select one lucky person every two weeks Decision is based on their letters and emails telling us about how creative they can be with a bottle of fairy 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 Also have an off-shoot for a CSR project, helping less-priviledged fairies in getting married, education etc
Sales Plan
Target Outlets
Retail Reach Hypermarkets and superstores Supermarkets Discount stores Convenience stores Drugstores Cash & carries
Sales Tactical Approach Incentive Based competition between DSR – Every Quarter Slab based performance incentives  for achieving volumes Slab based performance incentives  for merchandising – Display Competition Who ever win both the competitions will get double incentive
Sales Tactical Approach contd. Distributor Incentive for volume achievement Gift Scheme for Traders for achieving the targets Pay raise for DSRs for improving Weighted distribution and productivity
Increase Coverage Increase visibility through visibility drive Increasing product SOV on shelf Increasing the outlet distribution and coverage both in terms of Numeric and Weighted
MT activations Front end activations Bringing brands alive at Point of purchase Shopper interactions Sampling Makeovers Live kitchens
finances
P &L statement
Situation Analysis
What we will do We will become very focused on: TV , Print Selective but effect advertising  The saved amount will be used in Channel Development

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Fairy Launch Plan Pakistan

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