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An Activation Proposal on
An Activation Proposal on

Somogel and Rashnil

Agency’s Task
Agency’s Task
Agency’s Task
The Objectives
The Objectives

The Objectives • •
The Product REASON TO BELIEVE PRODUCT BENEFIT To provide instant relief and treat soreness caused
The Product
REASON TO BELIEVE
PRODUCT BENEFIT
To provide instant relief and
treat soreness caused by
mouth ulcers and related
ailments of the buccal cavity.
Somogel Tube contains
Menthol BP, Eucalyptol &
Ethanol
The Product
The Product
REASON TO BELIEVE PRODUCT BENEFIT Provides fast relief from nappy rash (Treatment), Provides continued protection
REASON TO BELIEVE
PRODUCT BENEFIT
Provides fast relief from nappy rash
(Treatment), Provides continued protection
from nappy rash (Prevention), Combines
Rashnil Tube contains two ingredients
of Zinc Oxide and Benzalkonium
Cholride. Acts as an ingredient and
effective antiseptic and astringent actions
antiseptic, Provides protection by
in a non-greasy, non staining and unscented
cream.
forming a protective barrier on skin
Geo Scope KARACHI
Geo Scope
KARACHI
Channels
Channels
WAY TO GO FORWARD • IMT’s (Hyperstar) • LMT’s (Naheed Supermarket, Imtiaz Supermarket, • Malls
WAY TO GO FORWARD
• IMT’s (Hyperstar)
• LMT’s (Naheed Supermarket, Imtiaz Supermarket,
• Malls
• Clinics
Target Audience
Target Audience

PRIMARY

Chemist

Retailers/Pharmacist

Doctors

Gynecologists

Pediatricians

Physicians

SECONDARY

Mothers

• Retailers/Pharmacist • Doctors • Gynecologists • Pediatricians • Physicians SECONDARY • Mothers
Its time to ACTIVATE our Product….
Its time to
ACTIVATE
our Product….
The Big Idea Rashnil
The Big Idea
Rashnil
A Mother’s first love is always her child. Bonding is intense attachment that develops between
A Mother’s first love is always her child. Bonding is
intense attachment that develops between a baby and
her mother.
Brand Positioning: RASHNIL is protection with LOVE
Communicate the message of Rashnil’s daily usage
Execution Mechanics Stalls set up to be installed inside or outside Day Cares/Retail Outlets/Malls/Clinics
Execution Mechanics
Stalls set up to be installed inside or outside Day
Cares/Retail Outlets/Malls/Clinics

BA’s to intercept and brief mothers about Rashnil Trial Generation to prove its premium quality
BA’s to intercept and brief mothers about Rashnil
Trial Generation to prove its premium quality
Stalls for sampling can be set up. Demonstration videos on
screens.
Engage Mothers at retail outlets by giving them free samples of
Rashnil
Free Nutrition Advice from a well known Pediatrician. Customers
to get free Voucher on Purchase of Rashnil.
Set-up to have a Photo Booth where mothers can have picture
taken with their babies. A BA to upload the pictures on Rashnil’s
Facebook paeg.
Engage Mothers to visit Abbott’s Facebook Page and encourage
their friends and families to like their picture. The picture to get
maximum likes wins a gift hamper.
and encourage their friends and families to like their picture. The picture to get maximum likes
BA Uniforms BA’s to distribute samples along with baby scrap book
BA Uniforms
BA’s to distribute samples along
with baby scrap book
Activity Set-up
Activity Set-up
Merchandises for Rashnil
Merchandises for Rashnil
Activity Mechanics Somogel
Activity Mechanics
Somogel
Activity Mechanics
Activity Mechanics

Retailers and Chemists to be given sales targets

Engage retailers/chemists by giving them incentives on achieving targets.

Retailers to get gifts on achieving targets

Best retailer/chemist competition to held at the end of the activity Motivate the retailers to recommend Somogel and Rashnil to customers

Best Retailer Award and prizes

Chemist & Retailer Engagement Program
Chemist &
Retailer
Engagement
Program
Chemist & Retailer Incentives
Chemist & Retailer Incentives
Chemist & Retailer Incentives Announced among the retailers through a Trade Letter that Abbott will award

Announced among the retailers through a Trade Letter that Abbott will award the Best Retailer (those who

achieve targets) in town leading to some precious prizes like Mobile, LCD, Home Theatre etc., Best retailer is on the basis of given sales target.

Invite Chief guest (Chairman of Retailer’s Association) Invite top retailers (200-250 persons) Give them brand
Invite Chief guest (Chairman of Retailer’s Association) Invite top retailers (200-250 persons) Give them brand
Invite Chief guest (Chairman of Retailer’s Association)
Invite top retailers (200-250 persons)
Give them brand presentation.
Announce best retailer award and prizes followed by dinner.
Merchandises for Somogel
Merchandises for Somogel
Merchandises for Somogel
In – Store Dress Up
In – Store Dress Up

Objectives

Create Brand Visibility in Channels

Induce sales through experience and free sampling

Weekend activation in strategic outlets

Dress up in key strategic outlet

To ensure outlet’s push and pull

Tools:

POS

Touch and feel table top

Special Display

Standees

Thank You
Thank You