Final Project for IMC

1. Marketing Plan 2011
(Proposal)
By: Suleman Zafar
FAST Business School

2. Objective
for 2011

3. “ to increase sales of coca-cola by 3% ”

4. “ to create High Visibility of coca-cola ”

5. “ make coca-cola favorite brand among youth ”

6. Paint
the Town
Red
with
COKE

7. Objective of Activity
“ Objective is to create High Visibility of
coca-cola ”

8. 3 phases
Merchandising…
Area Storming…
Wall Painting…

9. Phase 1…
Merchandising…
Soft Merchandising
Permanent Merchandising

10. Regular
merchandising
Directional signs
Shelf Separators
Shelf Talkers
Posters
Racks

11. Permanent
merchandising
Cash counter Branding
Available Here Signs
Sun Shades
Gondolas
Racks

12. Must Win Channels
International Modern Trade Outlets
Local Modern Trade Outlets
Traditional Trade Outlets

13. MAXIMIZE
VISIBILITY

14. International Local Modern Local
Elements
Modern Trade Trade Trade
Category Gondola Branding   
Shopping bag branding   
Entrance branding  
Counter Branding  
Directionally Signs  
Shelf Separators  
V-end Branding  
One Way Vision   

15. International Local Modern Local
Elements
Modern Trade Trade Trade
Trolley Branding 
Poles Branding  
Floor Graphics   
Wind chimes   
Shelf Talkers   
Bunting   
Mobiles   
Posters  

16. Phase 2…
Area
Storming…

17. Area
Storming…
All efforts in one particular area at one time

18. Elements of Area
Storming… Branded Busses
Bus Stop Branding
Streamers
Banners
Rickshaws
Cutouts
Green Belt Decorations
Tree Branding
Road Safety Message

19. Gulberg
Cavalry Ground
Bharia Town
Muslim Town
Garden Town
Johar Town
Model Town
Faisal Town
Samna bad
Mozang
Shadman
Chaburji
Township
Mughalpura
Dharampura
Cantt
Sadar
Garri Shau
Iqbal Town
Liberty market
Eden
Canal
Green City
Paragon City
Valencia
PCSIR

20. Phase 3…
Wall
Painting…

23. Wall
Painting
Opportunities
in
Lahore

24. if you are coming from Khalid butt chowk towards firdous market
(Cavalry Market)

25. if you are coming from firdous market towards Khalid butt chowk
(Cavalry Market)

26. SKM Hospital towards Allah hoo Chowk
(right side near wapda office)

27. Model Town Link Road

28. Allama Iqbal Town Main Boulevard,
KIPS Building Toward Moon Mkt.

29. Jail Road,
if you are coming from Mozang Towords Shadman Chowk

30. Allama Iqbal Town Main Boulevard,
Moon Market

31. Johar Town, Main Boulevard
G1 Market Near Tobbaco Shop

32. Defense Main Boulevard
Towards Walton Road

34. Consumer Engagement Activity
“ Objective is to increase sales & give coca-cola
consumer benefits to make them loyal ”

35. Mechanics of the Activity
“ On the purchase of COKE DISCOUNT pack
Consumer get a chance to play WHEEL OF FORTUNE game ”

36. COKE DISCOUNT pack

37. WHEEL of FORTUNE game

38. WHEEL OF FORTUNE game

39. Key Chains

40. Coke Caps

41. Coke T-shirt

42. Surprise
Gift

43. Element of the Activity
Hoarding
Streamers
Standees
Uniforms

44. Hoarding

45. Streamer
&
Standees

46. Uniforms

47. Key Focus Areas
Hyper Marts
Makro
Metro
Hyper Star etc..
Modern General Stores
HKB
Al-Fatah etc..

48. Duration of Activity
3 months activity
June 2011 to August 2011

49. Estimated Cost
Cost of Activity per Month 1million
Total Cost will b 3million for 3 months

51. Objective of Activity
“ Make Coca-Cola favorite brand of soft drink
among youth ”

52. “ Most preferred thing in Youth
after MUSIC
is FOOTBALL ”