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BTL MARKETING & BRAND ACTIVATION PLAN 2011 For Surya TMT
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Page 1: Btl Marketing & Brand Activation Plan 2011

BTL MARKETING & BRAND ACTIVATION PLAN 2011

For Surya TMT

Page 2: Btl Marketing & Brand Activation Plan 2011

BTL MARKETING & BRAND ACTIVATION

For increasing the market share and maintaining brand connect with desired T.G (target group), marketing communication strategy of executing BTL services is very helpful in influencing buying tendency of consumer/influencer group.

Below-the-Line (BTL) Marketing and Brand Activation are two such marketing methodologies, which have a substantial weight-age in marketing and sales initiatives taken by the company to improve sales and garner market share.

As decided during the meeting, BTL Marketing will be done in the following three regions:

1. Delhi/NCR2. Haryana3. Rajasthan

Page 3: Btl Marketing & Brand Activation Plan 2011

Phase 1 - Strategy Planning

Phase 2 - Creative Designing

Phase 3 - Strategy Implementation (Rolling out of the campaign)

BTL MARKETING PHASES

Page 4: Btl Marketing & Brand Activation Plan 2011

STRATEGY PLANNINGOur creative and marketing teams will conceptualize, strategize and plan activities to become an exciting and vibrant experience, which will consequently help your business flourish. This includes:

1. Theme ideation2. Campaign visualization3.Giving an appropriate name to the campaign to connect with our target group. For instance we can refer to this campaign as “Experience Surya”.4. Pre- launch planning5. Planning and allocating time frame6. Planning manpower requirement for smooth execution7. Geographical planning

Page 5: Btl Marketing & Brand Activation Plan 2011

PROJECT “EXPERIENCE SURYA – SHAKTI SURYA KI”

Objectives of the campaign:

a) Establish Suya as a brand in TMT bars within the trade community.

b) Announce Surya TMT as a quality product.c) Create clear brand positioning of Surya TMT.d) Create awareness about the product and its

features.e) Inform the trade community regarding the

advantages of working with Surya TMT.

Page 6: Btl Marketing & Brand Activation Plan 2011

TARGET GROUP FOR THE CAMPAIGN

1.Dealers across Rajasthan, Haryana, Delhi NCR—40% leverage

2. Architects in Jaipur and Delhi NCR --10%3. Builders—5%4. Masons—10%5. Retail Consumer-20%6. Institutional Buyers-15%

Page 7: Btl Marketing & Brand Activation Plan 2011

CREATIVE DESIGNINGMoving the brand/sales objectives from a visual strategy to an implementable creative transition. We set the designing process in place by first understanding the product, analyzing the target group and keeping branding and marketing objectives in mind. This includes designing of:

• POP material• Kiosks, sign, Banner and flex • Pre-invitation mailers• Stall backdrop design• Event collateral design• AV presentation• Post-event mailers • Gift ideas• CD covers• T-Shirts, caps etc• Visual merchandising

Page 8: Btl Marketing & Brand Activation Plan 2011

This phase will incorporate the actual initiation of Experience Surya and execution of the plans and strategy conceived in the first phase with the help of the following marketing communication methodologies.

1. Activation2. Trade Marketing 3. Direct Marketing4. OOH to extend the communication5. BTL Marketing-Integrated Marketing Campaign

STRATEGY IMPLEMENTATION (ROLLING OUT OF THE CAMPAIGN)

Page 9: Btl Marketing & Brand Activation Plan 2011

BRAND ACTIVATIONBranding is much more than advertising, merely offering supreme product features on a functional or emotional level is not sufficient as the consumer is educated and well aware now. Brand activation under BTL marketing offers focused audience branding at low cost. Activation plays an important role if a product is new or has been dormant in a particular segment of target group or region. We will be using the following tools for “Experience Surya”:

• Road show• Dealer/retailer activation programs• Mason activation programs • Architect activation programs

Page 10: Btl Marketing & Brand Activation Plan 2011

ROAD SHOW

As the product is fairly new, the strategy behind using a van for publicity is to create brand awareness.

The van will go around steel and iron markets in the main cities of the three states mentioned above.

We will narrow down the number of cities which will be covered by the van state-wise. Based on the geographical area, we will draw a road map for the van and allocate number of days required for the campaign.

Page 11: Btl Marketing & Brand Activation Plan 2011

ROAD SHOW(cont.) A professional emcee (presenter) will also be hired. We will provide him

a speech, which he will use to grab the attention of our target group and provide information about Surya as well. He will also try to engage with the target group by playing some impromptu games and contests. Items like diaries, pens, key chains etc will be used as gifts and prizes.

We will hire a team of promoters, which will be responsible for carrying out the campaign.

We will design the overall look of the van, which will include designing the flexes, banners, poster and stickers.

T-shirts and caps for the promoters will also be designed by us.

We will distribute the following items during the promotion:1. Leaflets2. Key chains3. Pens4. Cds

Page 12: Btl Marketing & Brand Activation Plan 2011

Retailer/dealer Meets: We will be involved in planning and strategizing the meets. This will include:1. Preparing educational AV presentations. 2. Designing the whole look and feel of the meet.3. Designing back drops, invitation mailers, gift items, t-shirts, caps and event collateral design.4.Preparing the speech and other communication material.

We will allocate one consultant from our side, who will coordinate and arrange the meets with the help of a marketing person from your end.

RETAILER/DEALER ACTIVATION PROGRAMS

Page 13: Btl Marketing & Brand Activation Plan 2011

MASON ACTIVATION PROGRAMS

Mason Meets: The purpose of organizing mason meets is to educate masons regarding the quality and the technical advantages of the product along with the policies of the company and to give them an opportunity to engage with the employees of the company directly.

Page 14: Btl Marketing & Brand Activation Plan 2011

Architect Meets: This can be done to strengthen our institutional sales and to educate the architect lobby across the three states.

ARCHITECT ACTIVATION PROGRAMS

Page 15: Btl Marketing & Brand Activation Plan 2011

AREAS TO BE COVERED IN RAJASTHAN

•Ajmer •Alwar •Barmer •Bharatpur •Bhilwara •Bikaner •Chittorgarh •Churu •Jaipur

•Jaisalmer •Jhunjhunu•Jhodhpur •Kota •Nagaur •Sikar •Udaipur

Page 16: Btl Marketing & Brand Activation Plan 2011

•Ambala •Karnal •Jind •Sonepat •Faridabad •Gurgaon •Bhiwani •Hissar •Sirsa

AREAS TO BE COVERED IN HARYANA

Page 17: Btl Marketing & Brand Activation Plan 2011

•Peeragarhi (National Market)

•Rajouri Garden •Hauj Khas•Okhla •Najafgarh •Laxmi Nagar •Pithampura •Nangloi

•Kotla •Bhogal •East Of Kailash

(Garhi) •Noida (Sector 9) •Ghaziabad•Gurgaon

AREAS TO BE COVERED IN DELHI/NCR

Page 18: Btl Marketing & Brand Activation Plan 2011

TRADE MARKETING

This includes building demand at the middleman (wholesaler, distributor, dealer and retailer) level rather than the consumer level. To ensure that a retailer promotes your product against competitors', marketing of the product at middleman level is essential. Trade marketing might also include offering various tangible/intangible benefits to middleman for an increase in sales. Experience Surya will adapt the following tools:

• Shop branding (signage, board, certificate, POP distribution, product showcasing)

Page 19: Btl Marketing & Brand Activation Plan 2011

SHOP BRANDING Shop branding is a very vital initiative to push sales as this is

the only point of contact with the consumer.

The following items should be used for retail shop branding:1. Flex boards2. Dealer certificates3. Shop paint4. Product display racks5. All POP collateral6. Standees

POP collateral will include:1. Posters2. Banners3. Spiral Diaries4. Danglers5. Banners

Page 20: Btl Marketing & Brand Activation Plan 2011

DIRECT MARKETINGTo take long term leverage on your brand position it becomes quite important that you opt for direct marketing communication tool through which you have an improved chance to connect with your T.G directly, which in turn influences their buying behavior. Direct marketing tools incorporate:

• Direct mail• Telemarketing• Email Marketing

Page 21: Btl Marketing & Brand Activation Plan 2011

OOH – OUT OF HOME BRANDING

This will include using the following OOH mediums for branding, artworks for which will be designed by us:

• Hoardings• Kiosks• Bus Panels• Police Booth• Gantry • Wall Paint

Page 22: Btl Marketing & Brand Activation Plan 2011

INTEGRATED MARKETING CAMPAIGNS

It’s a complete 360° degree communication approach which incorporates all the aforementioned services for better consequences. Integrated marketing campaigns use a more holistic approach than those using a single marketing medium. It’s a more impactful, engaging and interesting medium and it is much more beneficial for realizing overall marketing objectives.

Page 23: Btl Marketing & Brand Activation Plan 2011

ADVANTAGES OF ADAPTING AFOREMENTIONED TOOLS

Using all the BTL methodologies mentioned above will render the following advantages:

1. Brand awareness.2. Direct communication and engagement with the target group.3. Creating a presence in the market.4. Brand recall value.5. Long term leverage in realizing our marketing goals.6. Gradual boost in the sales.

Page 24: Btl Marketing & Brand Activation Plan 2011

Time frame required for the whole project: 7 months.

First month required for strategizing and planning the execution of the campaign.

We will plan all the activities state-wise. 2 months can be allocated for each state and all the BTL and Activation tools will be used within that time frame.

OVERVIEW OF THE CAMPAIGN “EXPERIENCE SURYA”

Page 25: Btl Marketing & Brand Activation Plan 2011

A BRIEF PROCESS

Launch the OOH campaign

Approach trading community

Explain the USP of the product and brand to dealers

Distribute POPs in respective market areas

Page 26: Btl Marketing & Brand Activation Plan 2011

Implement POS displays at retail outlet

Conduct retailer/dealer meets

Conduct mason meets

Conduct AV shows

Sent direct mailers to architects, builders, institutional buyers

A BRIEF PROCESS (Cont.)