Coke Campaign Final Modifiedm

Project “swank” For Coca Cola Pakistan Limited The comprehensive attack plan to get Brand’s own niche

Strategic Partnership of Two Organizations

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agenda

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Objectives Concept Campaigns Phases schedule & targeted territories Matrix & Mechanics of individual campaign Costing

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Objectives

• To develop corporate image as international standard • 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 4

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 the international standards of Coca Cola Company, as well as we will launch those activities which will be resulted to gain trader’s trust and confidence on our profitable brands • Simultaneously we will start the campaigns those will be supporting us to introduce a trend in consumer, and through the fabulous trend consumer will engage with brand regularly, these activities will be based on purely marketing objectives and most of them will be volume driven • To develop maximum recalling factors we will use merchandising and event’s based activities to encounter any competitive strike as well as to 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 our expectations and requirements, consumer interactive campaigns will support us to promote trade numeric

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Campaigns & activities • Merchandising Activity – Hoardings, sign boards and skins – Bus’s merchandising – Floats (backlight trucks with musical equipments and makrani brrrr dancers) – Trade Merchandising – Wall Chalking – Club activities (Merchandising, kiosk and entertainment) – Malls Merchandising (along with consumer interactive activities) – Event & Exhibition Management (along with consumer interactive activities & musical gala) – Food centers activities (along with volume driven activity) – Coca Cola sports activities

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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 & width “volume 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 driven and consumer interactive activity) – Office drive “Chilled Coke” activity – On road “Chilled Coke” take away activity

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Phases schedule & targeted territories • Duration 1 year – – – –

Phase Phase Phase Phase

1 2 3 4

(1st Quarter) (2nd Quarter) (3rd Quarter) (4th Quarter)

• Targeted Territories – Metro & Urban areas of Pakistan

• After the accomplishment of annual projects we will launch activities on national level with deep towns coverage including rural areas • If Coca Cola Pakistan would like to start any activity or activities on national level during 1st year phases then we are well equipped to do it! 8

Phase wise Targeted Campaigns & Activities The comprehensive attack plan to get Brand’s own niche

Phases (February 2009 to March 2010) Activities

Phase 1

Phase 2

Phase 3

Phase 4

Hoardings, Signboards & Skins

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Buses merchandising

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x

x

Floats Activity

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x

Trade Merchandising

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Walls Chalking

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Club Activities

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x

Mall Merchandising

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x

Events & Exhibitions

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x

Food center activities

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√

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Coca Cola Sport Activity

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x

Category Captains activity

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Store Interception activity

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x

Trade Kiosk Activity

x

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x

Trade Redemption Scheme

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√

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Mystery Shopper Activity

x

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x

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Trade Competition Activity

 

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x

Marriage hall & Cater services activity

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√

√

x

Institution coverage activity

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√

√

x

Office drives

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x

Take away Activity

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x

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Matrix, Mechanics, modalities & Costs Activities& segmentation wise The comprehensive attack plan to get Brand’s own niche

Hoardings, signboards & skins The comprehensive attack plan to get Brand’s own niche

Modalities • Coca Cola Pakistan will select the locations where hoardings will be placed. • City marketing network will acquire the location for a particular term. • City marketing network will be responsible to maintain the site (during the tenure of possession). • City marketing network will provide the skins for all sites. • City marketing network will arrange the installation/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 design and standard art work from the company. 13

Trade merchandising

The comprehensive attack plan to get Brand’s own niche

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 Shop’s 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 the permission of concerned departments • Area wise quotation will be quoted after the confirmation of locations and numbers

• CMN will provide the display stands and gondolas and other merchandising tools according to the company’s demand (quotation will be coated after the receiving of the individual design merchandising tools).

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Merchandising • CMN will arrange the any kind of POS material according to the company’s 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. 16

Branded Buses march

The comprehensive attack plan to get Brand’s own niche

modalities

• Company will provide the art work along with buses routes (city wise and highways wise) • CMN will arrange the buses according to the requirement and availability • All the official approvals regarding buses and branding will be taken by CMN and the taxes will also be paid according.

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Samples

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Branded Float march

The comprehensive attack plan to get Brand’s own niche

Samples

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Musical float •

Objective

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Modalities

– – – – – –

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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 brand’s 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) – – – – – – – – – –

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

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 The comprehensive attack plan to get Brand’s own niche

objectives • To get a boost in business with in modern trade through in store interception and different interactive built-in activities which will support us to 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 25

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 & key accounts • Promotional Activity @ Modern Trade – – – – –

Category Captains Gondolas Merchandising Branding Lucky draw or discount offer scheme for consumers

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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 enough involvement 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 modern trade/super stores/Key Accounts – We will give coupons to every consumer of all Modern Trade, Super Stores & Key Accounts who will purchase Coca Cola brands and they will rewarded by different instant prizes through 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 the company etc)

• Modalities – To attract the consumer, Stores will be merchandised through POS material and proper briefing/poster pasting of the particular activity . 29

Store Interceptors • Responsibilities of Store Interceptor – Presenting & Briefing to every customer. – Close Interaction with consumer and Company through enough 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

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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.

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Phase 2

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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 point earn/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 the activity. – 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).

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Phase 3 Event –

At the end of activity event will be held in which all traders who has been participated will 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 front of shop. – Briefer will intercept the consumer and brief about the offer against the purchase of any SKU of Coca Cola. – Offer will be instant gift/point redemption scheme/buy one get one free etc – Activity duration and targeted outlet list will be finalized by Coca Cola/CMN.

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Trade Competition Activity A+++ stores, key account 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/sales volumes consume by trader which should verified through distributors invoices shown by the customer. – On stocks purchasing briefer will give the coupons and customer will be 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 of each town will be awarded a good handsome gift. – Gift will be Omarah ticket/discount on total stocks purchase during the activity tenure/Motor cycle/ TV/Deep freezer/shop branding/visi chiller etc. – Standards will be forwarded after the approval of activity.

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Club Activities

The comprehensive attack plan to get Brand’s own niche

Modalities • Fun Gala at Clubs – – – –

Permission Branding/Banners Hanging Invitation Execution

• Four Gala’s 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 Cola Pakistan Frame) – Giveaways – On purchase of any SKU from Tac shop/stall, member would be eligible 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 Cola Pakistan 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 to participate 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 & Visi chiller. – On purchase of every SKU consumer will get a coupon through briefer for lucky draw which will be held on monthly basis. – Lucky Draw prizes will be 2 person Macdonald deal, One month fee & Annual Scholarship fee. – Best Coca Cola selling institute will be rewarded a grand prize .(Laptop or Split Unit 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 rewarded following incentives • Discount food coupons on purchase on Coca Cola which will be reimbursed by company. • 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 or Fans 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 to their 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 the approval. .

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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 hang on the back. – Activity will be operated at different signals/private colleges/ Universities etc. – Briefer will offer chilled Coca Cola brand (disposable bottles) to pass by consumers on subsidize rates. – Branded Coca Cola van will be moving around for refilling of bags. – 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

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