Ooh 2000 Strategy

8/10/2019 Ooh 2000 Strategy

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VISION & OBJECTIVES

OUT OF HOME


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LBPL OBJECTIVES FOR 5 YEARS

(in 000)2000 2001 2002 2003 2004

Volume 1 2 4 6 8

Coverage 18 20 30 40 50Branding 3 3 3 3 3

Vending 0.1 1 2 4 5

Institutions 0.5 1 2 3 4

DSRs 150 200 300 400 500


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CHANNEL ARCHITECTURE

LEISURESERVICE

InstitutionsTRAVEL

OUT OF HOME

SERVICE

Commercial

MILITARY

SCHOOLS

OFFICES

HOSPITALS

RAILWAY

AIRPORTS

PETROLSTATION

FAST FOODRESTAURANTSHOTELS

PARLOURSHOT TEA SHOPS

RECREATIONTHEME PARKSPORTS

CENTER

CINEMASEXHIBITIONEVENTS


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CHANNEL STRATEGY

HOT TEA SHOPS

YEAR 2000 & 2001 OOH

GEOGRAPHY 120 Towns

VOLUME SCHEME YES

DSR COST SHARING YESHIGHWAY CAF YES

DSR TRAINING YES

DSR VOLUME COMP YES

BRANDING YES

BRANDED SCHEME YES

WEEKLY REPORT YES


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CHANNEL STRATEGY - 2000

CHANNEL GEOGRAPHICTOWNS

HOTEL & RESTURANTS 60 Towns

RECREATION & CATERING 60 TownsINSTITUTIONS 60 Towns

The promotional strategy shall be made in such a

manner that it creates greater purchasing inducement

along with creation of hype


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YEAR 2000 GOALS

To take significant share in the Out Of Home

consumption most populated cities/ town of

Pakistan

Achieve 1000 tons sales (LYL, SUP & PD)

To attain 100 tons sales of LYL teabags

To create high level of visibility and trial through

branding of 3000 HTS


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MEASUREABLE GOALS 2000

VOLUMES 1000

LYL Teabag 75

Branding 2,500Coverage 18,000

Institution 350

DSRs 160

Vending Points >100


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OOH STRATEGY

Dedicated OOH organisation

*Reach a coverage of 18,000 HTS

*Develop long-term relationship

Focus 120 most populated OOH Channel cities/towns with minimum biweekly service

Ensure continuous use of our brands through

branding and promotion

First capture the large and most conspicuousHTS and then other important ones


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OOH STRATEGY

All A class captured and converted outlets to be

retained by all means.

Ensure that OOH team is seen as the most

positive and motivated group.

Develop 200 Vending Points using LYL teabags

Achieve a breakeven Trading Contribution

Continued


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OOH STRATEGY 2000

ORGANISATION

1. CMG OOH - For Field Management

16 Field Managers designated as FM - OOH tomanage 150 DSRs in 120 Towns

2. CMG OOH - Area Management

6 Area Managers designated as AM - OOH to

manage 16 FM and motivate Key distributors in themajor Urban town

Organisation to be completed by end Q2, 2000


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OOH ORGANISATION 2000

MGR HTS

BDM - OOH

AMLHR

AMISD

MGR

VENDING

AM

KHI

3 FMKHI

3 FMLHR

3 FMISD

2 FMMUL

2 FMFSD

AMFSD

AMMUL

AMHYD

3 FMHYD

150 DISTRIBUTOR SALES REPRESENTATIVES


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OOH STRATEGY 2000

SALES/ COVERAGE

1. To capture sales volume turnover of 2000 tonsthrough the dedicated DSR- OOH (AWS 38.5)

2. Capture 95% of the A & B class HTS and ensurelong-term commitment developed

3. To attain 20,000 HTS under regular coverage andproductivity at 75% at an average of 500gm perHTS per day.

To be completed by End Q3, 2000


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OOH STRATEGY 2000

SERVICE (JUN ~ AUG)1. Each FM to spend 60% of their time per month on 3

most important distributor in terms of OUT OFHOME opportunity.

2. Each FM to spend the remaining 40% of their timeper month on 4 most important distributor in termsof OOH opportunity.

3. Provide atleast twice per week service4. Each FM to Set weekly stretching targets for each

distributorTo be completed by End August 2000


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OOH STRATEGY 2000

SERVICE (SEP ~ DEC)1. Each FM to spend 60% of their time per month on

3 largest distributor in terms of total potential

2. Each FM to spend the remaining 30% of their timeper month on 4 WEAKEST distributor in terms ofOOH opportunity captured,

3. Remaining time to be spent with the rest of thedistributors

4. Each FM to Set weekly stretching targets for eachdistributor

To be completed by End September 2000


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OOH STRATEGY 2000

BRANDING1. Each AM & FM to select HTS (already identified by

the DSR) belonging to A & B class captured forbranding.

2. Each AM & FM to ensure the branding elementshave been agreed by the HTS, and that morally heis bound to use exclusively LYL / sup or PD brand.

3. Each AM & FM to estimate and know fully well howmuch spending he is approving as per guideline forthe particular HTS

On going process


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CLASSIFICATION OF OUTLETS

A Type HTS: Consumes more than 15 Kg Tea per week

High Traffic Area

Prominent from a distance of + 400 meters Located in high income locality

Mid to high income class clientele

Possibility of Teabag consumption Relatively clean & neat

BASED ON VOLUME, LOCATION AND CLIENTELE/ IMAGE


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B Type HTS

- Consumes between 5 to 15 Kg tea per week

- Good Traffic Area

- Prominent from a distance of 200 - 400 meters- Located in medium/ low income locality

- Middle class clientele

- Fairly clean placeBASED ON VOLUME, LOCATION AND CLIENTELE/ IMAGE


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C Type HTS

Consumes between 1 to 5 Kg tea per week.

Residential/ low traffic area

Prominent from a distance of 50 - 100 meters Mid to lower-medium class clientele

Small and less clean outlets

BASED ON VOLUME, LOCATION AND CLIENTELE/ IMAGE


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OOH STRATEGY 2000

SPECIAL PROMOTION1. Each AM & FM will carefully review the progress of

each distributor and if required prepare a proposalfor a special scheme.

2. While preparing special promotion to convert nonusers a well thought out plan to be put togetherwith the proposed special promotion. Factors toconsider are What needs to be done, Where,When, Why and by Whom and How it is to be done

3. Monitor results and learn from each

On going process


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OOH STRATEGY 2000

RECORDS1. Each FM to Implement (through the DSR- HTS)

the following forms:

a) Section - wise customer cardsb) Weekly sales turnover by DSR & by distributor

c) Maintenance of Cash memos sequence andcounter records

d) Proper recording of giveaway and reportinge) List of OOH channel and its opportunity

On going process


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OPERATIONAL GOALS

& ISSUES

OUT OF HOME


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ACHIEVEMENTS Wk1 ~ Wk 39

0

5

10

15

20

25

30

35

WK

2WK

4WK

6WK

8

WK

10

WK

12

WK

14

WK

16

WK

18

WK

20

WK

22

WK

24

WK

26

WK

28

WK

30

WK

32

WK

34

WK

36

WK

38


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0

5

10

15

20

25

30

JAN FEB MAR APR MAY JUN JUL AUG SEP

KHI

HYD

MUL

LHR

FSD

ISD

BRANCHWISE


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ACTUAL AWS

132 10.2

258 19.8

294 22.6684. T 17.5

Required

316 TonsAWS 24.3 Tons

VOLUME PERFORMANCE (LE)

PERIOD AWS

Q1 145 11.2

Q2 255 19.6

Q3 300 23.1Q1 ~ Q3 700 T 18.0

OCT 140 T 28.0

NOV 100 T 25.0DEC 76 T 19.0

Q4(Rev) 316 T 24.3

Year 2000 1000 T 19.2

PLAN ACTUAL


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KARACHI GOALS

BRANCH JUN JUL AUG SEP OCT NOV DEC

TOTAL 9 10 10 10 15 15 10

KHI CITY QUETTA THATTAHUB CHOWKI CHAMAN TURBAT

GOWADAR

7 CITIES FOR THE YEAR 2000(A l l Volume in Ton s)


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HYDERABAD GOALS

REGION JUN JUL AUG SEP OCT NOV DEC

TOTAL 20 25 25 30 40 40 20HYD CITY DADU JACCOBABAD

SUKKAR HALA LARKANA NAWABSHAH TANDO M. KHAN TANDO A.YAR SHAHDADKOT UMER KOT MORO

MATLI MIRPUR KHAS NEW SAEEDABADKHAIRPUR MIRS

15 CITIES FOR THE YEAR 2000

(Al l Volum e in Tons)


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MULTAN GOALS


TOTAL 22 25 25 30 40 40 20MULTAN CITY BAHAWALPUR SAHIWALBAHAWALNAGAR KHANEWAL VEHARI

CHICHAWATNI CHISTIAN KHANPURMINCHINABAD SADIQABAD KABIRWALA

MUZAFARABAD ARIFWALAHAROONABAD PAK PATTAN

KAHROR PACCA AHMED PUR EASTBUREWALA RAHIM YAR KHAN

20 CITIES FOR THE YEAR 2000 (A l l Volume in Tons )


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LAHORE GOALS


TOTAL 15 18 20 20 25 25 12LHR CITY GUJRANWALA SIALKOT

OKARA SHEIKHUPURA SEHNSA KASUR GUJRAT PATTOKI MIRPUR (AK) KAMOKE DINA

WAZIRABAD DASKA KAHNA NU RAIWIND HAFIZABAD NAROWAL

JHELUM BHAIPHERUWARBURTON RENALA KHURD

22 CITIES FOR THE YEAR 2000 (Al l Volume in Tons)


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FAISALABAD GOALS


TOTAL 10 10 12 15 15 20 10FSD CITY SARGODHA JHANG GOJRA D. I. KHAN CHINOT KAMALIA BHALWAL MANDIBHAUDDIN BANNU TOBATEK SINGH KHUSHAB MIANWALI JARANWALA

PAINSRA

ISKANDARABAD PHULLARWAN DARYA KHANNANKANA SAHIB JAUHARABAD SHAHPUR SADDARTANDIANWALA SANGLA HILL

22 CITIES FOR THE YEAR 2000 (A l l Volume in Tons )


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ISLAMABAD GOALS


TOTAL 8 10 10 15 15 20 10RAWALPINDI ISLAMABAD PESHAWAR

GUJJAR KHAN KOHAT CHAWKWAL

JAND BAGH RAWLAKOT MARDAN MANSEHRA ATTOK HARIPUR KAHUTA MUREE

TAXILA TALAGANG ABBOTABADMUZAFFARABAD(AK)

19 CITIES FOR THE YEAR 2000 (Al l Volume in Tons)


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GOALS SETTING

AMs to ensure each FM prepare OOH Channel-wiseopportunity listing ideally with consumption, and settheir goals by

CustomersSelect A & B customers first as a priorityThis does not mean C & D class customerswill not be converted.

Brand Ideally promote LYL as a top priority

Branding Only LYL shall be doneSelling According to the customer

Story


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GOALS SETTING

Format 1st Priority LYL Teabags1st Priority Yellow Label

2nd Priority Supreme

FM checksFM will check each DSRs section-wisecards and resets the DSRs goals ofconversion

Reviews the use of schemes and branding

and checks in the marketplace.


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PROMOTIONAL

ACTIVITIES

OUT OF HOME


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THE PAST (Till 1st Qtr, 2000)

MOSTLY NATIONAL SCHEMES TARGETEDTOWARDS ALL THE HTS IRRESPECTIVE OFCLASSIFICATION & TYPE OF HTS

(I.e. A, B, & C Class HTS)


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THE PRESENT (April - May 2000)

SCHEMESAPRIL 2000 60GM FREE PACK SCHEME IN

STRATA 1,2 & 3 ONLY.

MAY 2000 HTS SERVICE TRAYS SCHEME INSTRATA 1,2 & 3 ONLY.

CONVERSION SCHEMES

LIPTON SPOONS WITH PACKS FOR LARGE

NON-USERS HTS ONLY. 60GM PACK PLUS LIPTON SPOON IN LAHORE

CITY FOR A & B CLASS NON-USERS ONLY


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FUTURE ( June - Dec 2000)

Customized Schemes according to classificationof HTS.

Promotional items passed through schemes

would vary for different class of outlets. Local/ Regional according to need of the area.

Focus towards conversion.

Few volume driver schemes on national basis.

Medium to long term schemes maintaininginterest of the HTS.

(e.g. 10 cases = Tape recorder)


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FUTURE ( June - Dec 2000)

PROMOTIONAL ITEMS IN THE MAKING:ITEM STATUS

YL MUGS ORDERED

YL TABLE COVERS ORDEREDPLATE MENU TIN DELIVERED &

INSTALLATION HASSTARTED

YL APRONS DELIVEREDPD JUGS & GLASSES DELIVERED

DSR SHIRTS DELIVERED


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FUTURE IDEAS ( June - Dec 2000)

ITEM STATUSSERVING JACKETS TO BE ORDERED

CERAMIC TEAPOT Year 2001

BILL FOLDER Year 2001SALT N PEPPER HOLDER Year 2001

SUGAR POT Year 2001PRODUCT COUNTER IN DEVELOPMENT

ASH TRAYS IN DEVELOPMENTWALL CLOCK IN DEVELOPMENT

TEA-BAG PACKAGE IN DEVELOPMENT


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BRANDING

OUT OF HOME


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PAST (1999 ~ APR 2000)

BRANDED HOT TEA SHOPSBRANCH 1999 2000 (YTD APR)

- KARACHI 25 290

- HYDERABAD 224 235- MULTAN 105 300

- LAHORE 80 395

- FAISALABAD 104 325

- ISLAMABAD 56 170TOTAL 594 1715


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A Type HTS

Consumes more than 15 Kg Tea per week

High Traffic Area

Prominent from a distance of + 400 meters Placed in high income locality

Mid to high class gentry

Possibility of Teabag consumption

Very clean & neatBased on Volume, Location and Clientele/ Image


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B Type HTS

- Consumes between 5 to 15 Kg tea per week

- Good Traffic Area

- Prominent from a distance of 200 - 400 meters- Placed in medium/ low income locality

- Mid class gentry

- Fairly clean place

Based on Volume, Location and Clientele/ Image


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C Type HTS

Consumes between 1 to 5 Kg tea per week.

Community area Prominent from a distance of 50 - 100 meters

Mid to lower-medium class gentry

Literate/ semi literate customers

Based on Volume, Location and Clientele/ Image


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HTS BRANDING ELEMENTS FUTURE

BRANDING OF A & B CLASS HTS ONLY

QUALITY OF BRANDING TO BE IMPROVED

PLASTIC SIGNS FOR A CLASS OUTLETS. TABLE COVERS

JUG & GLASSES

BRANDED MENU BOARD

SHOP SIDEBOARDS


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FUTURE (HTS BRANDING)

Ooh 2000 Strategy

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