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Opportunity •Moral attachment with dealer, we can also use our outdated or damage paint stock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