Branding activity Sheenlac Paints

Branding Activity

Pan India FY2015-16

BTLBelow the Line

Activity

Branding Activity

Dealer Board (Glow Signage, Flex Board and Arch Gate)

Painting Shutter & Wall

Table Tops & Stationary items

In shop Branding(Foam Boards, Wall Mount & Mini Stands)

Road show kiosk & give away

Meetings (Dealer, Sub Dealer, Painter & Carpenter)

Branding Activity

Dealer Board (Glow Signage, Flex Board and Arch Gate)

Painting Shutter & Wall

Table Tops & Stationary items

In shop Branding(Foam Boards, Wall Mount & Mini Stands)

Road show kiosk & give away

Meetings (Dealer, Sub Dealer, Painter & Carpenter)

Dealer Boards

Strength •High Visibility in both day and night, Durable and last more than a year

Weakness •High budget so cannot give to all dealer, limited to special dealer

Opportunity •To Build close approach with dealer and Sale Officer, increase in Local area brand visibility

Threat •Competitor may occupy our board space and Natural damage

Budget

150 SKU Pan India

Rate per sq ft Rs. 175/-

Approx size 10 x 5 Feet or 50 Sq ft

Total cost Rs. 8750/- Per Shop

Total Budget Rs. 13,12,500/-

Dealer Boards

Strength •High Visibility in day light, Many boards shall be fixed till sub dealer level and cover maximum area

Weakness •Comparative to Glow Sign it is less preferred

Opportunity •Brand presence could be achieved upto rural areas

Threat •Competitor may occupy our board space and Natural damage

Budget

1,500 Dealers Pan India

Rate per sq ft Rs. 55/-

Approx size 10 x 5 Feet or 50 Sq ft

Total cost Rs. 2750/- Per Shop

Total Budget Rs. 41,25,000/-

Dealer Boards

Strength •Seasonal Visibility, Many Arch gate shall be fixed till sub dealer level and cover up to rural areas

Weakness •Erection requires time so timely communication must be planned

Opportunity •All new product launch, Periodical Scheme and consumer offer can be communicated in effective way

Threat •Less space at dealer point and Natural damage may happen easily

Branding Activity

Dealer Board (Glow Signage, Flex Board and Arch Gate)

Painting Shutter & Wall

Table Tops & Stationary items

In shop Branding(Foam Boards, Wall Mount & Mini Stands)

Road show kiosk & give away

Meetings (Dealer, Sub Dealer, Painter & Carpenter)

Painting

Strength •Traditional Visibility, Make our dealer place filled by our brand name on walls and shutter

Weakness •Average Visibility compared with other resources

Opportunity •Moral attachment with dealer, we can also use our outdated or damage paint stock

Threat •Paint his other belongings (Branch or next door)

Budget

1500 Dealers Pan India

Rate per sq ft Rs. 15/-

Size 20 x 10 Feet or 200 Sq ft

Total cost Rs. 3000/- Per Shop

Total Budget Rs. 45,00,000/-

Branding Activity

Dealer Board (Glow Signage, Flex Board and Arch Gate)

Painting Shutter & Wall

Table Tops & Stationary items

In shop Branding(Foam Boards, Wall Mount & Mini Stands)

Road show kiosk & give away

Meetings (Dealer, Sub Dealer, Painter & Carpenter)

Stationary

Strength •Individual Visibility till end consumer level and also direct customer

Weakness •Data management and updating required

Opportunity •We can create a solid data base of our core customers and regular communication increases

Threat •In future Dealer may demand the same service every time

Budget

150 SKU Pan India

Rate per set Rs. 500/-

Visiting card 200nos and envelop 100nos

Total cost Rs. 500/- Per Shop

Total Budget Rs. 75,000/-

Branding Activity

Dealer Board (Glow Signage, Flex Board and Arch Gate)

Painting Shutter & Wall

Table Tops & Stationary items

In shop Branding(Foam Boards, Wall Mount & Mini Stands)

Road show kiosk & give away

Meetings (Dealer, Sub Dealer, Painter & Carpenter)

In-shop Branding

Strength •Superior Brand visibility at shop premises, economical display rates

Weakness •Need to use optimum visible space and more creative files required

Opportunity •Display merchandising and product display unit could be installed in future

Threat •Competitor may occupy our space

Budget

150 SKU Pan India

Rate per sq ft Rs. 110/-

Foam board occupation 100 sq ft

Total cost Rs. 11,000/- Per Shop

Total Budget Rs. 16,50,000/-

Branding Activity

Dealer Board (Glow Signage, Flex Board and Arch Gate)

Painting Shutter & Wall

Table Tops & Stationary items

In shop Branding(Foam Boards, Wall Mount & Mini Stands)

Road show kiosk & give away

Meetings (Dealer, Sub Dealer, Painter & Carpenter)

Road Shows

Strength •Direct visibility, direct interaction with consumer and customer

Weakness •Coverage of customer is based on Dealer shop foot fall

Opportunity •Increase trust and give demo to walk in customer

Threat •Less space at dealer place is constraint

Budget

150 SKU Pan India

Rate per sq ft Rs. 30/-

Pen and key ring each 100nos

Total cost Rs. 3000/- Per Shop

Total Budget Rs. 4,50,000/-

Branding Activity

Dealer Board (Glow Signage, Flex Board and Arch Gate)

Painting Shutter & Wall

Table Tops & Stationary items

In shop Branding(Foam Boards, Wall Mount & Mini Stands)

Road show kiosk & give away

Meetings (Dealer, Sub Dealer, Painter & Carpenter)

Meetings

Strength •Direct interaction with Dealer, Sub-dealer, Carpenter and Painter

Weakness •Regional language presenting tools is must

Opportunity •Increase business network

Threat •Gathering useful crowd depends on SO and dealer list

Budget

40 SKU Pan India

Total cost Rs. 1,00,000/- Per Shop

Total Budget Rs. 40,00,000/-

S No Description Rate

1 Invitation card (100Nos) 2,000

2 Banquet (100 packs) 45,000

3 Back drop 3,000

4 LCD & Projector 1,500

5 Consolation Gifts (100 packs) 45,000

6 Miscellaneous 3,500

TOTAL 1,00,000

Total Budget FY 2015-16

S. No BTL ACTIVITY Coverage Total

1 Glow Signage 150 SKU 13,12,500

2 Flex Board 1500 Dealer 41,25,000

3 Wall paint 1500 Dealer 45,00,000

4 Stationary 150 SKU 75,000

5 In-shop branding 150 SKU 16,50,000

6 Road Show 150 SKU 4,50,000

7 Meetings 40 SKU 40,00,000

TOTAL 1,61,12,500

1.6 Cr or 0.3% Budget of Target Sale

Timeline

QUARTER Q2 Q3 Q4

MONTH JULY AUGUST NOVEMBER DECEMBER JANUARY FEBRUARY MARCH

WEEK 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4Glow Signage Flex Board

Wall paint

Stationary

In-shop branding Road Show

Meetings

Zone Wise timeline will be made

Other Event

Movie tickets issue to dealers

Birthday Greetings to dealers

Mass Email to clients

Social Network engagement

Thank You…