Lipton Yellow Zone Program

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Lipton Yellow Zone Program

Activation Program


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The Brief

Period: September

Duration: 1 Month

Area: Market Centers in Urban Areas

Channel: Coffee shops/Restaurants/Eateries Coverage: 100 Outlets Nationwide

Target Market: 22 to 28 y/o adults in transition (YAITs)

First jobbers, women and men Chinese Skewed Optimistic, full of energy and decisive Enjoys life, but health conscious food and drinks

Still wants a drink that tastes good


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The Objective

Create / increase brand presence and

drive awareness

Increase store support and drive Permanisvolume

100 outlets

KUCs and Ex KUCs

Deliver brand impact at a powerful and cohesive level


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Strategy

2 tiers

Tier 1 To introduce, promote, persuade and sell the

Program to obtain outlet participation via a SpecialActivation Team with Lipton Yellow Zone fulfillingthe following criteria's:

Lipton Yellow Zone must involve the entire row of shopsor at least 80%

Outlets must have license to put up parasols at all times

Tier 2 Encourage consumption by sampling at outlet level


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Agencys Recommendation


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Barriers

Placing of parasols on walkways are

prohibited by law

Th

erefore,hawker centers are recommended:

Crowded

City Centre or within a highly populated housing

estate


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Touch points

KUCs

KL/PJ

JB

Penang

Ex KUCs

Seremban

Malacca Kuantan

Ipoh

60%

40%


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Touch points KL/PJ

Bangsar x 5

Hartamas x 5

Taman Megah x 5 SS2 x 5

Peak period : Dinner Crowd ( 7pm to 9pm)


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Touch points JB

Wong Ah Fook Hawker Centre x 10

Pelangi Hawker Centre x 10



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Touch points Penang

Gurney Drive x 10

Komtar x 10



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Touch points Seremban

Jalan Yam Tuan x 5

Market x 5



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Touch points Malacca

Esplanade x 5

Bunga Raya x 5



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Touch points Kuantan

Seafront x 5

Jln Beserah x 5



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Touch points Ipoh

Greentown x 5

Canning Gardens Hawkers row x 5



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ActivationT

eam

Roles & Responsibilities


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Promoter Force Team

8 teams for 7 touch points

Sampling and trial team

To encourage purchase

KL & PJ to have dedicated teams due to distance Each team comprise 1 supervisor cum driver and 3

promoters

Work hours are from 5pm to 10pm every night for one month

Preference for local team Dialect

Understanding of needs


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Promoters Targets

Each Promoter

45 drinks per night x 30 = 1350 drinks x 24 =

32400 drinks during promotion

Reach 100 consumers x 30 = 3000 potentials

engaged x 24 = 72,000 potentials aware

Effective sales target per promoter > 40 conversions


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Data card

Tear-off part of coupon

Tracking details beside personal

particulars Preference for drink

Taste and comments

Frequency of drinking outside

In home consumption

Preference of brand, type and why


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Contact Strategy

Supervisor will randomlyCheck with outlets onOrders/stocks

Promoters explain theAttributes of theDrink and promo

Promoterhands outThe promo coupon cumdatacard to

Consumer to redeemFrom outlet

PromotersThank consumers

ConsumerhandsCoupon to redeemFor Lipton RTD atOnly RM 1

PromotersApproach consumersand ask if they wouldlike to try

Outlet owner draws fromStock ordered. Each canWill be stamped promoPrice RM 1


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The Mystery Consumer

7 mystery consumers will be deployed

during the 1 month promo period to reward

a consumer and an outlet owner

Criteria for consumer

Drinking the drink

Criteria for outlet

Cleanliness and outlook

Prizes per day will be RM 100 each


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MO Plan

Recee team

1 month

Before promo

Identify outlets

& negotiate

2 weeks prior

Recruit and select

Promoters in each

state Training 5 days

prior

Launch

Sell in team

Set up team

Printing of

collaterals

30 days countdown

Design &

Manufacture

Promoters

uniform


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Measurements

Potential(Traffic)

Reach(Datacards)

ConversionPromoter target

Conversion %

3 KUCs 180000

(100 X 30 X 60

outlets)

90000

(50%)

18000 20%

4 EX KUCs 120000

(100 X 30 X 40

outlets)

60000

(50%)

12000 20%

Total 300000 150000 30000 20%


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Investment

Sell in & Maintenance Team*

Monthly Salary @ RM 2,500 X 14 RM 35,000

Transport Allowance RM 500 X 14 RM 35,000

Promoter Force*

8 teams x 3 promoters each @ RM 1,500 pm RM 36,000 8 supervisors @ RM 2,500 incl transport allowance RM 20,000

Logistics and pre prep RM 10,000

Mystery Consumer x 7 @ RM 1,000 pm RM 7,000

Gifts @ RM 200 X 30 RM 6,000

Agency Management Fee* 20% RM 25,200 Agency Coordination Fee RM 15,000

OOPs RM 5,000

TOTAL RM 194,200.00


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ROI

RM 194,200.00

Reach 300,000 potential = RM 0.64

With

data cards 150,000 = RM 1.29 30,000 Conversion = RM 6.47


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Post Promotion

Data collection, analysis and

report


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Data Collection

Agency will collate all data cards and

deliver to Clients office 2 weeks after

promotion


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Sales Analysis

Agency will provide Client with breakdown

of sales figures

By touch point weekly

2 weeks after promotion


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Report

Agency will compile a report of the promotion for

sharing with Client

From sell in

Training

During Promotion

Sales Figures vs data cards

Potential reach

Pictures on ground

Success rates in totality against measurements


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Thank You

Lipton Yellow Zone Program

Documents

Transcript of Lipton Yellow Zone Program