An Activation Proposal on

Somogel and Rashnil

Agencys Task
The Objectives

The Product
REASON TO BELIEVE
To provide instant relief and
treat soreness caused by
mouth ulcers and related
ailments of the buccal cavity.
PRODUCT BENEFIT
Somogel Tube contains
Menthol BP, Eucalyptol &
Ethanol
The Product
REASON TO BELIEVE
Provides fast relief from nappy rash
(Treatment), Provides continued protection
from nappy rash (Prevention), Combines
effective antiseptic and astringent actions
in a non-greasy, non staining and unscented
cream.
PRODUCT BENEFIT
Rashnil Tube contains two ingredients
of Zinc Oxide and Benzalkonium
Cholride. Acts as an ingredient and
antiseptic, Provides protection by
forming a protective barrier on skin
Geo Scope
KARACHI
Channels
WAY TO GO FORWARD
IMTs (Hyperstar)
LMTs (Naheed Supermarket, Imtiaz Supermarket,
Malls
Clinics
Target Audience
PRIMARY
Chemist
Retailers/Pharmacist
Doctors
Gynecologists
Pediatricians
Physicians
SECONDARY
Mothers
Its time to
ACTIVATE
our Product.
The Big Idea
Rashnil
A Mothers 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 Rashnils daily usage
Execution Mechanics
BAs 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 Rashnils
Facebook paeg.
Engage Mothers to visit Abbotts Facebook Page and encourage
their friends and families to like their picture. The picture to get
maximum likes wins a gift hamper.
Stalls set up to be installed inside or outside Day
Cares/Retail Outlets/Malls/Clinics
BA Uniforms
BAs to distribute samples along
with baby scrap book
Activity Set-up
Merchandises for Rashnil
Activity Mechanics
Somogel
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 Incentives
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 Retailers Association)
Invite top retailers (200-250 persons)
Give them brand presentation.
Announce best retailer award and prizes followed by dinner.
Well groomed and presentable female ushers to be selected for the activity
Merchandises for Somogel
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 outlets push and pull
Tools:
POS
Touch and feel table top
Special Display
Standees
Thank You