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Brand Activation Orientation
15th Aug 2011
Fahad Riaz Ansari
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4 Ps…
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Promotion…
Promotion includes all communication and sellingactivities to persuade uture prospects to !u" the
product# Promotion decisions include$
%Advertising%&edia '"pes
%&essage
%Budgets
%Sales promotion%Personal selling
%Pu!lic relations
%(irect mar)eting
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Belo* the line##+
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Brand Activation##+
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“A marketing interactionbetween consumers and thebrand, where consumers canunderstand the brand betterand accept it as a part of theirlives.”
“A marketing interaction between
consumers and the brand, whereconsumers can understand the brand
better and accept it as a part of their
lives.”
“Brand Activation a relatively new"term" in the industry. It's pretty
simple really; it's all aboutbringing the spirit of brands
to life
“Brand activation is a
process that starts with a
very lucrative idea of making
your targeted consumers to
try your product and it ends
with the repeat purchase by
the same consumers
Brand Activation is thecore marketing process
through which we bring abrand to life consumer!I#$ through a varietyof brand e%periences.
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or this reason,the term -!rand activation- has entered the
lingo in the current mar)eting scenario. and is
revolutionizing advertising…##
Brand activation is not a theor"/ it is a
practical and logical orm o integration that
ena!les a compan" or its !rand to ocus on
delivering activities. rooted in the a!ric o the
!rand. that engage *ith customers##
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Radio Channels
Newspaper
Magazines (50+)
Cable TV
Web Online Point o !ale
"illboards
#nstore $ Onstore
%er&handising
Word o Mo'th
Cine%a
O't o o%e
ire&t Mar*eting
!a%pling,ents$!ponsorship
Road !hows
Integration of Media
PR
Tele,ision
Mobile$!M!
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Outdoor media
Float drivesFloat drives
Instore Promotions
Stall operations
Instore Promotions
Stall operations
MerchandisingMerchandising
Channel Marketing
Support
Channel Marketing
Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Event MarketingEvent Marketing
Attack PlanAttack Plan
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Channel Marketing
Support
Channel Marketing
Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
MerchandisingMerchandising
Channel Marketing
Support
Channel Marketing
Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Instore Promotions
Stall operations
Instore Promotions
Stall operations
MerchandisingMerchandising
Channel Marketing
Support
Channel Marketing
Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Float drivesFloat drives
Instore Promotions
Stall operations
Instore Promotions
Stall operations
MerchandisingMerchandising
Channel Marketing
Support
Channel Marketing
Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Outdoor media
Float drivesFloat drives
Instore Promotions
Stall operations
Instore Promotions
Stall operations
MerchandisingMerchandising
Channel Marketing
Support
Channel Marketing
Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Outdoor mediaOutdoor media
Attack PlanAttack Plan
Float drivesFloat drives
Outdoor mediaOutdoor media
Attack PlanAttack PlanAttack PlanAttack Plan
Event MarketingEvent Marketing
Attack PlanAttack Plan
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Channel Marketing
Support
Channel Marketing
Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
MerchandisingMerchandising
Channel Marketing
Support
Channel Marketing
Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Instore Promotions
Stall operations
Instore Promotions
Stall operations
MerchandisingMerchandising
Channel Marketing
Support
Channel Marketing
Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
Float drivesFloat drives
Instore Promotions
Stall operations
Instore Promotions
Stall operations
MerchandisingMerchandising
Channel Marketing
Support
Channel Marketing
Support
SPV operationsSPV operations
Event MarketingEvent Marketing
Attack PlanAttack Plan
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o!ectives
enhance !rand image euit"
provide !rands *ith uniue !rand
platorms through *hich the" can gain
ma3imum mileage or their product#
activate !rands in a revolutionar" *a" o
standing out o the clutter and o!taining
dierentiation and competitive edge#
nhance and induce !rand trial to
speciic target mar)et#
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activation ideareative theme derived rom the
Activation Platorm. that can*or) across channel6speciic
activities. to achieve the !rand7s
mar)eting and communication
o!ectives
platorm A ph"sical or emotional space inconsumers7 lives that ena!les the
!rand to interact in a distinctive and
meaningul *a"#
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process
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process
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Brand
Brie
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8etting the right
agenc" on6!oard##
3ecution Po*er
Account &anagement
9trategic Po*er
'ransparenc"
Responsiveness speed
reative Po*er
ost eective
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:e" proect cost
elements##
Fi3ed 6 ;aria!le
Fa!rication
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evaluation##Punctualit"
?ualit" o
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than) "ou