This document outlines the branding activities and budget for a pan-India branding activity in fiscal year 2015-16. It discusses seven below-the-line branding activities - dealer boards, flex boards, wall painting, stationary, in-shop branding, road shows, and meetings. For each activity, it covers the strengths, weaknesses, opportunities, threats, estimated budget, and proposed timelines across quarters and months. The total estimated budget for these seven branding activities is 1.61 crore rupees, which is 0.3% of the targeted sales budget.

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…