Brand building campaign

Proposed by:
Linkers Communications Ltd., Flat A1, House 119, Road 1, Block F, Banani, Dhaka
Tel: 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)

Apr-06 May-06

W-1 W-2 W-3 W-4 w-5 w-1 w-2

Press Ad

Flyer

Gate Decoration

Banner/Festoon
 Press Ad Schedule

Apr-06 May-06
Total 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2
Newspaper Position Color PCI rate #Inst
CI M 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
Flyer distribution

April 13, 2006

Branches Flyer Qty.

Dhanmondi 25000
Gulshan 25000
Moghbazar 25000
Sobhanbagh 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 4,02,563

Flyer 2,00,000

Banner 20,000

Gate 80,000

Gifts 2,00,000

Agency fees 25,000

Total Amount 9,27,563

All cost in BDT
Campaign Title

Boi Badole Boishakh

Campaign logo
Press Ad (5 col x 5”)
Flyer

Size: A4
Paper: 100 gsm Art paper
Print: 4 color offset
Vertical Banner at gate

Size: 6’ x 4’
Media: PVC
Print: Digital
Thank You.