Brand building campaign

Proposed by: Linkers Communications Ltd., Flat A1, House 119, Road 1, Block F, Banani, DhakaTel: 9872799, 8857361, Fax: 8857361, Email: info@linkersbd.com

Introduction

• This promotion program particularly intended for Agora during Pohela Boishakh• It does not give directions for long term brand promotion or does not relate with any promo activities in the past or in the future• This promo program is done through descriptive study only, research support is absent here

Objective

• Creating hype through celebrating Pohela Boishakh

• Tying up the brand with Pohela Boishakh by associating the feeling of its legacy

• A campaign to build relationship among national heritage, customers and the brand

Expected outcome

• Increase outlet trafficking as well as boost sales• Enhance image• Add value to the brand

Program Outline

• Sales promotion offer for creating an impression of strong bondage with Bengali inheritance, thus to create hype• In-shop lucky offers• Festive decoration with traditional arts for the branches during campaign• Followed by ATL and BTL coverage

Program Outline

• Agora will offer famous Bengali books by raffle draw on certain amount of purchase

Program Outline

• Agora can offer lucky trolley as instant gifts during campaign. Precisely three/assorted gifts of different values can be given in three different times (off peak, peak, super peak sales period).• Specially identified trolley can be put on as per time slab• Gifts can be limited between Tk.15-1000• Gifts may be in the form of Music CD/cash benefit/gift voucher/discount voucher/agora item

Program Outline

• During campaign customers may get Free slip pad with a purchase of minimum Tk. 222

Program Outline

• Agora can offer special discount on Hilsa fish for a limited days during campaign

Program Outline

• Agora may install a decorative gate at the branch entrance• Decoration would be with deep-stated Bengali inheritance and Pohela Boishakh flavor• Campaign offer can be displayed in banners/festoon at gate

Communication

• A 25 CI advertisement in Prothom Alo, Jugantor and Daily Star• Vertical Banner/Festoon at branches• Flyer for area promotion

Campaign Schedule: Boishakh 1413, (April-May)

W-1 W-2 W-3 W-4 w-5 w-1 w-2Press AdFlyerGate DecorationBanner/Festoon

May-06Apr-06

Press Ad Schedule

13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2M T W T F S S M T W T F S S M T W T F S

Daily Star 25 3rd Pg Color 2500 2 1 1

Prothom Alo 25 3rd Pg Color 3750 2 1 1

Jugantor 25 3rd Pg Color 3750 2 1 1

3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1

Apr-06 May-06

NewspaperTotal

CIPosition Color PCI rate #Inst

Flyer distribution

April 13, 2006

Branches Flyer Qty.Dhanmondi 25000Gulshan 25000Moghbazar 25000Sobhanbagh 15000

Banner and Gate

To be erected for the period of April 14 - May13 i.e., for the whole Boishakh

Cost benefit issues

Need to consider average monthly sales, sales during promo campaign, sales during national events, sales growth for individual branches, forecasted sales etc and the campaign cost

Campaign cost may be 1%-5% of total estimated sales to achieve sales target through promotion

Estimated campaign budget

Press Ad 4,02,563Flyer 2,00,000Banner 20,000Gate 80,000Gifts 2,00,000Agency fees 25,000

Total Amount 9,27,563All cost in BDT

Campaign Title

Boi Badole Boishakh

Campaign logo

Press Ad (5 col x 5”)

Flyer

Size: A4Paper: 100 gsm Art paperPrint: 4 color offset

Vertical Banner at gate

Size: 6’ x 4’Media: PVCPrint: Digital

Thank You.