Concept Note - PJFI Presentation
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Transcript of Concept Note - PJFI Presentation
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Concept Objective:• Be noticed as a kid’s wear shopping destination.
• Garner visibility for our enhanced portfolio through a kid’s fashion show.
• Register the kids brands, make a connect with Parents & Children to Involve them further with Pantaloons.
• Achieve growth in the sales of kids offering , by actively involving consumers & creating an experience which will give top of the mind recall for long.
• Stronger, wider play in the kid’s wear segment spanning 0 – 15 years
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Pantaloons Junior Fashion Icon
• What is PJFI?
• An open platform for kids to showcase their Fashion quotient. It is aimed to give a huge
exposure to Pantaloons Brand and create a personal connect with our consumers
Competition for Kids in 3 different age groups• 4- 7 years• 7- 11 years• 11- 15 years
• Duration• Registrations for 3 Weeks.
• Call for entries• In-store activation• Activations at schools• Activations at societies• Activations at Dance Academies & other BTL Tie Ups
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• Zones to be divided in Clusters for Auditions.. • Registrations to be held in all the Stores falling in Clusters for 3 weeks to tap
in Maximum entries for the contest.• 5 Clusters to be mapped per zone.
Registrations
•Kids to be divided in 3 Categories as per Age group . •Auditions to be done in select stores in each cluster. •Zone to decide in which Centers auditions are to be held in case of multiple stores in a city.•Selected 60 Kids (10 boys & 10 Girls in each age group) to be contesting in regional Finale.
Auditions (Cluster Wise)
• Finalist from all clusters of the zone to be called to the Metro city.• Regional Finale to happen in Four Major Cities i.e. Mumbai , Delhi ,
Kolkata , Bangalore. • It will be an open event to be held at a prominent Mall atrium where
Pantaloons is present. • Media buzz to be created around the same • Winners from each age group per cluster will be given for the title
Regional Finale
Flow Of the Event
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Tools to Reach Customers
Tools to
reach custom
ers
BTLCommunication
ATL (select Markets)
In store Communicatio
n
Online & SOCIAL MEDIA
Buzz
Mall Branding
SMS & Emails to the Base
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SMS BLAST
• DURATION- To inform start of Call for Entries – A day before & a day after .- To inform End of Call for Entries – A day before & a day after. - To communicate Regional Finale in the Zones
• OBJECTIVE- To create awareness about Pantaloons Junior Fashion Icon - To extend the communication to a wider audience
• PREFERENCE- All the Shopper & Plain Payback base shopping with
a trend of shopping for Kids. - Local Customers situated in the store location
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BRANDING @ BTL PARTNERS
• PREFERENCE- Multiplexes - Restaurants & Hangouts - Salons & Spa .
• DURATION- A day before Start of Call for Entries , till end of the Activity.
• OBJECTIVE- To create awareness and excitement about PJFI to immediate catchment , Capturing
eyeballs @ the BTL Partners • To tap in Visibility with mall partners which are in Complimentary business like , food ,
entertainment , Grocery etc.
• Collaterals:• Standee, Tent Cards , Leaflet distribution etc to be placed across .
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Online Promotion
• OBJECTIVE- To create a Buzz around PJFI- To make our Online base participate & hence turn up to the
stores.
• CONCEPT- Basically for promotional purpose, will reach customers , also can excite customers to
pay a visit @ the store once they are made aware of the Contest.
• PREFERENCE- Pantaloons Website - Social website: twitter, facebook, LinkedIn etc.
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In store Communication
• DURATION⁻ Start of the call for Entries – till Regional Finale.
• OBJECTIVE- To create Visibility across store & take maximum registrations possible.
• CONCEPTVM collaterals to talk about PJFI & CSD & Cash tills to have signage encouraging
customers to register their kids for same.
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Mall Branding
• PREFERENCEOne or Two prominent Sites in every mall to communicate
about PJFI.
• OBJECTIVE- To create awareness to masses- To enhance visibility of PJFI property & hence creating
excitement to initiate walk ins .
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North West South East
Audition Clusters
No. Of Audition centers
Audition Clusters
No. Of Audition centres
Audition Clusters
No. Of Audition centers
Audition Clusters
No. Of Audition centers
Delhi NCR 3 Mumbai 3 Banglore 2 Kolkata 3
Lucknow 1 Pune 2 Hyderabad 2 Ranchi 1
Allahabad 1 Ahmadabad 1 Chennai 2 Guwahati 1
Chandigarh 1 Nagpur 1 Vizag 1 Bhubhneshwar 1
Bhopal 1 Baroda 1 Mangalore 1 Patna 1
Total 7 Total 8 Total 8 Total 7
Registrations will be taken in 21 stores.
Registrations will be taken in 24 stores
Registrations will be taken in 20 stores
Registrations will be taken in 15 stores
Regional Finale - Delhi Regional Finale - Mumbai Regional Finale - Bangalore Regional Finale – Kolkata
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Schedule
Schedule
Activities Dates
Call for Entry Starts 8th April 15
Call for Entry Ends 26th April 15
Short listing Tele calling & Informing Candidates 27th & 28th April 15
Auditions 29th -30th April 15 & 1st-2nd May 15
Zones to confirm upon the audition schedules in the audition centers between 4 dates mentioned above
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Thank You