Coke Campaign Final ModifiedM

8/14/2019 Coke Campaign Final ModifiedM

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Project swankFor

Coca Cola Pakistan Limited

The comprehensive attack plan to getBrands own niche


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2

Strategic Partnership of TwoOrganizations


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Objectives

To develop corporate image as internationalstandard

To develop brand image as the best

To develop brand equity To enhance the confidence level of different

trade & to gain their trust

To involve traders in different attractive

activities through volume driven activities To interact with consumer with long term

engagement

To get a boast in business


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5

concepts

Of course all activities will be launch to achieve our objectives, but we

will launch all activities in a sequence to get desired results First of all we will suggest to start as such activities those will be helpful

to develop corporate image & brand image according to theinternational standards of Coca Cola Company, as well as we will launchthose activities which will be resulted to gain traders trust andconfidence on our profitable brands

Simultaneously we will start the campaigns those will be supporting usto introduce a trend in consumer, and through the fabulous trendconsumer will engage with brand regularly, these activities will bebased on purely marketing objectives and most of them will be volumedriven

To develop maximum recalling factors we will use merchandising andevents based activities to encounter any competitive strike as well asto sustain Corporate and Brand image.

After then we will start sales driven activities in which traders will be

involved with confidence and will play its role according to ourexpectations and requirements, consumer interactive campaigns willsupport us to promote trade numeric


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Campaigns & activities

Trade & consumer promotion activity Category Captain Activity (volume driven, merchandising &interactive activities)

Store interception Activity

Kiosk Activity (Instant Lucky Draw)

Redemption Scheme (to build Inventory @ Stock depth & widthvolume driven activity)

Mystery Shopper Activity (volume driven activity)

Trade competition Activity (Volume driven activity)

Marriage hall & cater services activity (volume driven)

Institution coverage activity (Merchandising, volume drivenand consumer interactive activity)

Office drive Chilled Coke activity

On road Chilled Coke take away activity


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Phase wiseTargeted Campaigns &

Activities



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Phases (February 2009 to March 2010)

Activities Phase 1 Phase 2 Phase 3 Phase 4

Hoardings, Signboards & Skins

Buses merchandising x x

Floats Activity x

Trade Merchandising

Walls Chalking

Club Activities x

Mall Merchandising x

Events & Exhibitions x

Food center activities

Coca Cola Sport Activity x

Category Captains activity

Store Interception activity x

Trade Kiosk Activity x x

Trade Redemption Scheme Mystery Shopper Activity x x

Trade Competition Activity x

Marriage hall & Cater services activity x

Institution coverage activity x

Office drives x

Take away Activity x


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Matrix, Mechanics, modalities &Costs

Activities& segmentation wise



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Modalities

Coca Cola Pakistan will select the locations wherehoardings will be placed.

City marketing network will acquire the location for aparticular term.

City marketing network will be responsible tomaintain the site (during the tenure of possession).

City marketing network will provide the skins for allsites.

City marketing network will arrange theinstallation/placing of signboards. Costing of individual site will be provided after the confirmation of

location

Costing of sign boards will be provided after the receiving of designand standard art work from the company.


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Trade merchandising



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Merchandising Segments wise costing

Wall chalking Per square foot (monogram, product image, jingle and brand message)

standard art work will be provided by the company

Backlight Shops board Per square foot with lightening (standard art work will be provided by the

company

Pole signage (with & without light) Company will provide the art work and also give us the list of locations

CMN will arrange the development and installation processes with thepermission of concerned departments

Area wise quotation will be quoted after the confirmation of locations andnumbers

CMN will provide the display stands and gondolas andother merchandising tools according to the companysdemand (quotation will be coated after the receiving ofthe individual design merchandising tools).


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Merchandising

CMN will arrange the any kind of POS materialaccording to the companys demand i.e.

Banners

Posters

Wobblers

Stickers

Broachers

Sticker books

Branded Uniforms

Branded giveaways

Etc CMN will coat the quotation for any POS material after the

receiving of art work, sizes and quantities.


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Branded Buses march



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modalities

Company will provide the art work along withbuses routes (city wise and highways wise)

CMN will arrange the buses according to therequirement and availability

All the official approvals regarding buses andbranding will be taken by CMN and the taxes willalso be paid according.


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Samples


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Branded Float march



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Samples


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Musical float

Objective To highlight the brand with theme (brrrrrrrrrr or kha ley pe ley jee ley Coke zindagi)

Modalities CMN will arrange the floats along with branding and equipments according to decided criteria Coca Cola will provide us the route plan for float march Coca Cola will provide the brands jingle along with Coca Cola international Song CMN will arrange the float march accordingly CMN will conduct training for float team to perform according to the company theme dance with usage of body language and

face expressions.

HR & Logistics Team Composition (Each Float)

Supervisor One Male & One Female brand ambassador Helper Driver Security Guard Mazda Truck Sound System along with operator Uniforms Visi chiller (will be provided by the company) Generator

Mechanics Supervisor will be responsible for smooth execution. Ambassadors will perform as per trend brrrrrrrr or kha ley pe ley dance amongst gatherings (Bus Stops, High

Schools, Colleges, Educational institute, industries and on way signals etc) Standard jingle will be broadcast through sound system Float team will visit the girls and boys school during recess timing and will perform accordingly Float team will visit the colleges, educational institutes, nearest place to offices and industries at closing timings

(schedule will be planned according to targeted area) and team will perform accordingly Float team will sale out chilled Coke brands on way Company will provide the stock for sales at once after then float team will buy the stock against the payment,

CMN will carried out the stock as requirement and estimates, stock will be provided to CMN on subsidized rates.


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Silent Float march with backlight

Objective

Branded float will be mobilize on decided routes

March Time 16hrs to 24hrs

Modalities List of routes will be provided by the company along with all targeted cities

and areas

CMN will arrange the float on following basis Branding with backlights

Permissions for merchandising and march from local bodies

Float fabrications

HR & Logistics Mazda Truck

Fabrication Branding

Permissions from concerned departments

Supervisor (Conditional) one supervisor will operate 5 floats

driver


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Modern trade&

Key accounts



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objectives

To get a boost in business with in modern tradethrough in store interception and differentinteractive built-in activities which will support usto develop Corporate Image

Brand Image Consumer interaction and engagement with brands and company

Merchandising on modern trade and key accounts

Availability of brands and products with all SKUs

Visibility of brands and products with all SKUs

Display of all brands and products with all SKUs

To build inventories of all SKUs

Through Trade push

Consumer pull


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Campaigns Criteria

Mechanics

Modern Trade Development Modern Trade Management

Key Accounts Development

Key Accounts Management

Promotional Activities for Modern Trade & Key Acc.

CMN will operate all Modern Trade Stores & Key Accounts.

Job Description

To Build/maintain good relations to achieve the Targets &Objectives

To Develop the Stock Width & Depth

To Merchandise Outlets as per company standards

To Coordinate with Business Development Team

Team will report to CMN head office


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Built-in activities at modern trade & keyaccounts

Promotional Activity @ Modern Trade Category Captains

Gondolas

Merchandising

Branding

Lucky draw or discount offer scheme forconsumers


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Category captain

Standards of Category Captain Qualified (Female)

Good Communication in English & Local Languages

Good Presenter

Pleasant Personality

Responsibilities of Category Captain Presenting & Briefing to every consumer.

Close Interaction with consumer and Company through enoughinvolvement of recalling factors (Gifts, Giveaways for Families Kids,Broachers, etc)

Coordinate with supervisors for Stocks, Merchandising & Activities(lucky Draw, Coupons collection, etc..)

Shelf Maintenance

etc (Detail will be attached with Master Plan)


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Lucky draw activity

Lucky draw for consumers at moderntrade/super stores/Key Accounts We will give coupons to every consumer of all Modern Trade,

Super Stores & Key Accounts who will purchase Coca Colabrands and they will rewarded by different instant prizesthrough lucky draw/scratch card/Point redemption schemes.

Activities Musical gala with Coca Cola theme (brrrrrrrr or kha lay pe lay

jee lay Coke zindagi) Quarterly basis

Lucky Draw

Prizes (gifts, home appliances or discounted products of thecompany etc)

Modalities To attract the consumer, Stores will be merchandised through

POS material and proper briefing/poster pasting of theparticular activity .


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Store Interceptors

Responsibilities of Store Interceptor Presenting & Briefing to every customer.

Close Interaction with consumer and Company throughenough involvement of recalling factors (Gifts,Giveaways for Families Kids, Broachers, etc)

Coordinate with supervisor for Stocks, Merchandising &Activities (lucky Draw, Coupons collection, etc..)

etc (Detail will be attached with Master Plan).


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Mystery shopper

Phase 1 Briefer Visit

Responsibilities of Briefer The team of briefers will visit at pre assigned routes and will brief the shop keepers

about the modalities of the activity. Briefer will make sure about the stocks availability, visibility and Merchandising .(prior to

execution Coca Cola will ensure the stocks availability) Briefer will visit the targeted shop once at the start of activity.

Phase 2 Responsibilities of Mystery Shopper

Mystery Shopper will visit the shops and evaluate accordingly. On successful visit,mystery shopper will show his identity and give coupons according to the pointearn/try again by shop keeper as per given criteria.

Traders who will participate in this activity will be entitle for event held at the end of theactivity.

Winners will be awarded instant gift through coupons. Mystery Shopper will visit all the targeted shop four time in a month on rotation basis(weekly).

Phase 3 Event

At the end of activity event will be held in which all traders who has been participatedwill be invited.


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Trade Kiosk Activity

Modalities Activity will be held in trade for stock liquidation support

and built the confidence level of customer on brand.

Branded Kiosk will be placed at prominent place in frontof shop.

Briefer will intercept the consumer and brief about theoffer against the purchase of any SKU of Coca Cola.

Offer will be instant gift/point redemption scheme/buyone get one free etc

Activity duration and targeted outlet list will be finalized

by Coca Cola/CMN.

Trade Competition Activity A+++ stores key


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Trade Competition Activity A+++ stores, keyaccount Modern Trade

Modalities Trader will be communicated about rewards on point redemption &

coupons distributions on stocks through briefer.

Briefer will monitor the availability/visibility/merchandizing/salesvolumes consume by trader which should verified through distributorsinvoices shown by the customer.

On stocks purchasing briefer will give the coupons and customer willbe entitle for grand lucky draw held at the end of every quarter.

All the data compile at the end of activity and best three winners ofeach town will be awarded a good handsome gift.

Gift will be Omarah ticket/discount on total stocks purchase during theactivity tenure/Motor cycle/ TV/Deep freezer/shop branding/visi chilleretc.

Standards will be forwarded after the approval of activity.


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Club Activities



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Modalities

Fun Gala at Clubs Permission Branding/Banners Hanging

Invitation

Execution

Four Galas in a month on weekly basis

Activities (Movie show, fun area for Kids, Face Painting, lucky draw& different games)

Refreshments

Meal (McDonald Co branding)

Entertainment through different Competitions

Prizes & Gifts

Coca Cola Pakistan Award (with Colored Picture in Coca ColaPakistan Frame)

Giveaways

On purchase of any SKU from Tac shop/stall, member would beeligible to participate in activities through coupon.


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Bowling Activity

Fun at Bowling area Permission

Branding/Banners Hanging

Invitation

Execution

Bowling Activity On purchase of any SKU from Tac shop/stall, member would be

eligible to participate in activities through coupon

Activities (Movie show, Face Painting & lucky draw)

Entertainment through different Competitions

Prizes & Gifts

Coca Cola Pakistan Award (with Colored Picture in Coca ColaPakistan Frame).

.


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Mall Merchandizing

Mall Merchandizing Permission

Branding/Banners Hanging

Execution

Merchandizing CMN will merchandize the selected Malls with targeted brand.

Merchandizing scale will show Mall like a Coke Mall CMN will place a kiosk on prominent place and Coca Cola Dance( brrrrrrrrr &

Kha ley Gee lay pee lay Coke Zindagi) will be operated.

On purchase of any SKU from shop/stall, consumer would be eligible toparticipate in activities through coupon.

Activities (Coke Dance (Be a Coke Star) , Face Painting & lucky draw)

Prizes & Gifts

Coca Cola Pakistan Award (with Colored Picture in Coca Cola Pakistan Frame).

.


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Institution Activity

Institution Merchandizing

Permission Cafeteria Branding

Execution

Merchandizing Targeted Institutions will be sort out through CMN

CMN will merchandize the selected institutions canteens and provide branded

Dustbins. Institutions will be rewarded a price for having exclusive targeted brand at their

canteen on yearly basis.

Institution rewards will be branded benches, sponsorship of annual day & Visichiller.

On purchase of every SKU consumer will get a coupon through briefer for luckydraw which will be held on monthly basis.

Lucky Draw prizes will be 2 person Macdonald deal, One month fee & AnnualScholarship fee.

Best Coca Cola selling institute will be rewarded a grand prize .(Laptop or SplitUnit etc)

.


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Food Center Activity

Food Center Merchandizing

Permission Shop Branding/Merchandizing

Execution

Merchandizing Targeted shops will be sort out through CMN

Total numbers of shop to be target will be provided by Coca Cola.

CMN will merchandize the selected shops and brand them accordingly

On exclusive brand SKU wise availability on yearly basis, shop will rewardedfollowing incentives

Discount food coupons on purchase on Coca Cola which will be reimbursed bycompany.

Free branded Crockery

Free Visi chillers as per requirement

Branded uniforms for waiters

Shop board branding

Best Coca Cola selling food center will be rewarded a grand prize .(Split Unit orFans etc)

.


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Marriage Hall & Cater services Activity

Marriage Hall & Cater Service Activity

Permission No of marriage hall & cater service

Execution

Merchandizing Coca Cola will provide numbers of targeted halls and caters list.

Targeted outlets will be sort out through CMN

All selected outlet will be merchandize by targeted brand Briefer will brief the scheme of point redemption on purchasing of Coca Cola

stocks.

Point redemption booklet will be provided to all targeted customers.

On exclusive use of Coca Cola brand customer will offer a free couple dinner totheir clients at Pearl Continental/Marriot/Sheraton Hotel.

Dinner coupons will be directly courier to couples address.

Couple dinner amount will be reimbursed by Coca Cola.

Booklet, point basis and gifts will be design/decided after theapproval..


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Take Away activity

Take Away Activity Briefer will placed at different locations which are mutually

agreed and selected by CMN & Coca Cola

Briefer will be in branded uniform with chill coke cylinder hangon the back.

Activity will be operated at different signals/private colleges/Universities etc.

Briefer will offer chilled Coca Cola brand (disposable bottles) topass by consumers on subsidize rates.

Branded Coca Cola van will be moving around for refilling ofbags.

Briefer team will coordinate with their supervisor for refilling.

All teams will be allocated in different segmented area.

.


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LETS MOVE AHEAD

Thank you

Coke Campaign Final ModifiedM

Documents

Transcript of Coke Campaign Final ModifiedM