Various Activities

1. CIG

2. CIG
“Its Slanty Time”
Slanty School Contact Activity
(Feb’08 - Mar’08 )

3. CIG
Plan

4. CIG
 We are targeting 28 thousand students of
Lahore Region (70 schools) with break-
up as :-
 Lahore 28 Thousand

5. CIG
 This will be a Brand building exercise in which we
would engage our primary audience (students) with
different interactive activities projecting the theme of
Slanty
“ITS SLANTY TIME”.
 This will be a 04 phase project starting from permission
and end with a grand draw (school premises) hitting all
the students continuously over a span of 15 days.

6. CIG
Objectives

7. CIG
 The nucleus of exercise is “ITS SLANTY TIME” all the
communication via proposed BTL will lead towards the
brand message. This will be a Brand Building cum Sales
Oriented exercise with a main objective to get involve
the primary audience with the brand with some gimmick
followed by some other objectives like….

8. CIG
 To Hit Primary Audience Cost Effectively.
 Trial Generation.
 Registration of New Price.
 Sales.
 To Gain Share of Heart.
 To Involve Them with some Interesting Activities.
 TCM - Communication & Motivation of School Canteen.

9. CIG
Modality

10. CIG
I :- Permission.
II :- Program in School – Event Day.
III :- Merchandising.
IV :- Grand Draw & Delivery of Gifts.
The IV Phases Plan is as follows:-

11. CIG
Permission &
Banner Placement
Event Day
Merchandising
Grand Draw

12. CIG
 In 1st
phase the permission team (with a list of schools
approved by FG with a provision of 25%) will
coordinate all the listed schools for permissions, they will
meet the management of school and canteen for
acquiring permission of Kiosk Operation - Selling, free
sampling, branding, Communication, Lucky draws.
 After having the permissions the project supervisor will
inform the relevant SO for availability of stocks at the
canteen.
Phase I - Mechanics

13. CIG
Phase II is the main event day comprise of following activities:
 Branding of School for Due Hype of event & brand endorsement.
 Interaction of Host with students via different interactive activities like
Musical Competition, Slanty Based Quiz Program etc
 A Mascot will perform on a (story) voice over (Importance of Time will be the
moral of story that will delivered with a constructive script for kids that will
teach them the importance of time & project the main theme Its Slanty
Time)
 Kiosk Operation for Sampling & Flyer Distribution (the flyer will communicate
the core message of brand with the modality “how to enroll in grand draw
via this CO)
 Interest Arousal & Hype for Date of Grand Lucky Draw by the host.
(The team will take 02 hours to complete the whole segment with all said ingredients.)
Phase II - Mechanics

14. CIG
 Each participant will get a free sample of Slanty.
 For enrolment in draw they have to purchase 03
more packs of Slanty (any flavors) from any where
either canteen of school or a neighbor hood store
 In this way they will be entitled to get enter into the
grand lucky draw that will be held after 10 – 15 days
in their own school by insertion of their coupons
(flyers) along with 03 empty pack of Slanty.
Consumer Offer + Sampling

15. CIG
 This will be a follow – up exercise based on
merchandizing of branding tool like banner,
motivation of canteen operator, availability of
stocks, status of drop box. Lastly the team will
take the permission of grand draw from school
and canteen person.
Phase III - Mechanics

16. CIG
 The last activity in which the team along with canteen
operator will arrange a formal draw in the school
inviting all the students and the school management.
The team will conduct the draw & announce the results
along with school management .
 Proposed prizes are: 1 Mega Prize (BMX Cycle) and
Other Prizes ( Bay blade, Yo Yo, Cricket Bats, Pencils
Pouches, School Bags etc.)
Phase IV - Mechanics

17. Timelines :-
CIG
 Project’s Budget Approval and list of proposed schools (100 schools) to be
given to Forefront by FG latest by 15th January.
 Mr. Shakeel (Representative of Forefront) will represent a detailed plan on
Slanty School Contact Activity along with budget details, modalities etc.
on 18th January.
 Soon after getting project approval by FG latest by 15th Jan, Mr. Shakeel
will start getting permissions from Schools and this phase will be completed
latest by 28th Jan.
 Finalization of H.R (8 in numbers) during 18th to 20th Jan by Mr. Shakeel,
who will be conducting Slanty School Contact Activity.
 Uniform (2 suits & caps for each H.R) & discipline lines finalization for
selected H.R by Mr. Shakeel latest by 25th Jan.
 Orientation to the selected H.R by Mr. Asif (FG) starting from 22nd Jan till
25th Jan.
 Commencement of the activity in 2nd week of Feb ’08.

18. CIG
Biscuits Display Stand Activity

19. Objectives:-
CIG
 To place the product out of the conventional shelves/ racks.
 To use display stands as over & above place for the display
of the product along side conventional display points.
 Standard display at conventional racks/ shelves plus at
display stands i.e. more space for display.
 Placement of stands at A & B+ outlets.
 More depth of stocks.
 To help improve the sales ultimately.

20. Pilot Project:-
CIG
 Pilot Project (One Month) has been concluded at Lahore Gulberg &
Township Zones.
Pilot project started since 1st
January 2008.
 Placement at 10 selected shops (5 shops from each zone).
 Placement at prominent places of the shops i.e. near cash counter,
near biscuit shelves etc.
 Once the results from pilot project are gauged, only then the formal
roll out of the project at macro level would be decided/ initiated.

21. Images of Biscuits Display Stand:-
CIG
 Following are some of the images, which we have taken in the
markets of Gulberg & Township Zones during the activity.
The images depict the presentation of the stands.
Here are the images….

22. Township Zone
CIG

23. Township Zone
CIG

24. CIG
Township Zone

25. Gulberg Zone
CIG

26. CIG
Gulberg Zone

27. CIG
Gulberg Zone

28. CIG
Gulberg Zone

29. CIG
Biscuit Display Stand Sales
Last Three Months
Vs
Jan ‘08 Sales’ Comparison

30. Gulberg Zone’s Sales Comparison
CIG
2.1
-
2
4
6
8
10
Ali Baba Bakeri Mamoo Store Cothem TucShop SammayBakers Khan Store
Avg Sep'07 To Nov'07 Sales SalesFrom 01 TO 31 Jan'08 Sales
1.9
5.2
+278%
6.0 5.5
+91%
6.6
8.4
+128%
2.1
4.2+204%
1.8
8.6
+475%
GULBERG
"Biscuit Display Stand Activity" Sales
(From 01st To 31st Jan'08)
(Values In “000”)

31. Township Zone’s Sales Comparison
CIG
2.1
-
5
10
15
20
GraceMart New AskariStore BakeWellBakers IntBakers (nespak) AlRehmanStore
AvgSep'07To Nov'07Sales SalesFrom 01TO31Jan'08Sales
3.4
5.5
3.7
2.4
+66%
7.8
15.8
+202%
1.9
6.8
3.8
5.7
+149% +163% +352%
TOWNSHIP
"Biscuit Display Stand Activity" Sales
(From 01st To 31st Jan'08)
(Values In “000”)

32. The Outcome/ Result
CIG
2.1
-
20
40
60
80
GULBERG TOWNSHIP TOTAL GUL &LTS
Avg Sep'07 To Nov'07 Sales SalesFrom 01 TO 31 Jan'08 Sales
18.3
31.9
39.0
68.2
20.7
36.3
+175%
+174% +176%
TOTAL GULBERG & TOWNSHIP
"Biscuit Display Stand Activity" SALES
(1st To 31st Jan'08)
(Values In “000”)

33. The Outcome/ Result
CIG
Biscuit Display Stand Activity:
Last Three Months Avg. Sales = 39 K
Jan ‘08 Sales = 68.2 K
Achievement = 175%
 As obvious from sales of participating shops & the objectives achieved,
which have been mentioned above the result of the pilot project, is quite
encouraging and we may start thinking to expand the trial/ pilot project on a
wider scale.

34. CIG
Planogram ‘08

35. Objectives:-
CIG
To ensure all time display in a symmetrical way
across the board.
To make the display more prominent by placing
the right product at right place.
To help improve the brand recall probability by
the consumers.
To form a standardized way of display ensuring
the all important “VISIBILITY”.
To ultimately improve sales.

36. CIG
PLANOGRAM ‘08PLANOGRAM ‘08
THREE BASKET RACK
.Facings:- 16
SKU:- 17-
Basket 1 : - 13gm Slanty
Basket 2 : - (6gm Slnaty + 15gm
Snackers)
Basket 3 :- (MIX Products)
Rs. 7/-
Rs. 3&5/-
Rs.
20,15,10&5/-

37. CIG
2.1
7.8