Lingerie Event

11th April’08 – 20th April’08

Event : Get Fitted
Date : 11th April’08- 20th April’08

What it is all about:

To further support the focus, we will be holding a Bra

Fit Event. This is a perfect opportunity to promote not
only our improved method of Bra Fitting but also the
wider lingerie offer. Links with the Women swear,
Accessories, Health and Beauty, Weddings and Personal
Shopper teams are key to assist you in promoting the
Bra Fit service. The main aim of this event is to
promote the service throughout.
Objective
Drive Lingerie Sales

To educate women about the difference

between looking ok or looking fantastic.

Increase footfall into the Lingerie Dept

Promote DEBENHAMS Free Bra Fit

Service
Strategy
Reach more and more Target audience ( Women Segment).

Release Newspaper Advertisement in Delhi Times for the event.

Highlight the promotion inside the store through lot of event

communication at strategic location.

Maximum training to all the lingerie staff members and to make sure they are
Bra Fit trained.

Increase Visibility and awareness of the Bra Fit Services.

Lingerie Trial Room to speak about only Bra Fit event.

Staff to wear Pink coloured ribbon tag to create buzz in the store for the event
from 11th April’ 08.

Tie up with Clinique ( Free gift pack on purchase of some amount from
lingerie section).

Tie up CPAA.
Tie up with CPAA (Cancer Patient Aids Association) for some social
cause:
Established in 1969, CPAA has a tradition of untiring service to
needy cancer patients from all over India, and even neighboring
countries like- Bangladesh, Bhutan, Nepal and Pakistan. CPAA is an
empathetic, reassuring, non-medical presence that has supported the
treatment and overall needs of more than 40,000 cancer patients.

Deliverables from DEBENHAMS for CPAA:

1) To give space to CPAA for keeping Drop boxes to raise funds for
their NGO.

Deliverables from DEBENHAMS for CPAA:

1) 5 Drop boxes for fund raising activity. To be placed at all cash
points.
2) Literature on Brest Cancer to be provided for us, which will be kept
along with the drop boxes.
Instore POP Elements for Lingerie Event - Checklist
Description Status Responsibility

A2 Yes Rajesh

Standee Yes Rajesh

A4 Tent Card Yes Rajesh

Swing Tag No N/A

4 Backlit Window No N/A

Main Window Yes Shveta

Drop down danglers Yes Shveta

Instore POP Elements for Lingerie Event - Checklist

Description Status Responsibility

Cash points Yes Shveta

Column signage's Yes Shveta

Backwall signage's Yes Shveta

Acrylic headers Yes Shveta

Rail Browsers Yes Shveta

Promotional Area Yes Shveta

Front
Promotional Area Yes Shveta
Side
A2 Creatives
A2 – store look alike
Standee creative
Standee creative
A4 - Tent card- Creatives
A4 - Tent card look alike
Costing for Lingerie Event- Break up

cost pr
Sino Description size Qty pc Total Material
Digital print on
1 A2 2' x 1.5' 60 180/- 10800 PMO material
3 Standee 6' x 2.5' 5 5/- 1125 Flex printing
Digital print on 2
4 A3 dangler 1' x 1.5' N/A 180/- N/A mm sunboard
Digital print on
5 Tent Card A4 30 70/- 2100 PMO material
Instore To be sourced
6 announcement N/A N/A N/A N/A from Store only
Satin ribbon,
7 Miscellaneous N/A 150 - 500 safety pins
Measuring Tapes
for Sales
advisors in the To be given by
8 Lingerie section N/A # # # UK team
Sub total
A 14425
Costing for Lingerie Event- Break up

VM Costing
S.No Description Total Cost
1 FREIDA 7020
2 DESIGNER RAILS 280
3 HANGING BANNERS 12380
4 BACKLITS 5130

PROMO AREA SIDE AND FRONT

5 VISUALS 12880
6 CASH POINTS 2964
7 COLUMN SIGNAGE 6000
8 BACKWALL 8800
9 SENSORMATICS 15000
10 SASHES sourcing a vendor

11 MAIN WINDOW : cupboard 20000

12 MAIN WINDOW : visuals 5382
13 MAIN WINDOW : vinyl decal 375
Sub Total B 96211
 Costing for Lingerie Event- Break up

Newspaper Ad
Ins
Mark Publicat Suppli sq Nett Cost
ert Shape Size W H
et ion ment cm (Rs.)
ion

100
Delhi Times of Delhi Horizontal Bottom cc
1 32.9 12.0 395 245,528
& NCR India Times Strip (appr
ox)

Sub Total C 245,528

 Costing for Lingerie Event- Break up

SMS Activity

Description Agency No. of SMS Date Cost

Suncilica/
SMS ABVP 8000 12th April '08 2700

Suncilica/
SMS ABVP 8000 19th April '08 2700

Sub Total
D 5400
Costing for Lingerie Event- Break up

Newspaper Insertion

Description size Qty cost pr pc Total Date

Newspaper 12th
Insert A4 50000 .62 pr insert 31000 April

Sub Total
E 31000
Costing for Lingerie Event- Break up

PR cost - event launch

cost pr
Description Media expected pc No of heads Total
20 Electronic
Media 500 20 10000
Press Gifts 20 Print Media 500 20 10000
Rs, 100 Meal
Press Voucher from Mc D
snacks / Barista 100 40 4000

Sub Total F 24000

Miscellaneous
Expense Sub total G 20000

Grand Total
A+B+C+D+E+F+G 436564
Cost excluding tax + VM cost of sashes
P.R. pre Event
 Press Release for Media.
 Media interaction with Sarah & team on lingerie
workshops ( platform for event launch)
 Push PR team to get good no. of Product shoot &
coverage in women's targeted magazines, for the month of
March & April’08
 Internet websites to be targeted.

P.R. post Event launch

 Event shoot & coverage thru electronic & print media.
PR Plan pre launch:
1) Press Release to be circulated much in advance.
2) Pre launch target list of magazines :
a) Images i) Wedding Affair
b) Go Now j) Beautiful people
c) Elle k) Marie Claire
d) Savy
e) Outlook Envy
f) L’Official
g) Designer Mode
h) Cosmopolitan
PR Plan pre launch:
1) Pre launch target list of Newspaper :
a) Asian Age i) Navbharat Times
b) Pioneer j) Hindustan
c) The Hindu
d) Metro Now
e) Mail Today
f) Mid day
g) Jagaran city plus
h) Statesman
The above mentioned list is only for those magazines & newspapers which
have special column that covers such kind of topics & will be interested to do
some story with us about this event. However we’ll push the same with
almost all the magazines & newspapers .
PR Plan pre launch:
1) Target list of Electronic Media to interact with Sarah for
Bra Fit workshop coverage :
a) NDTV Metro Now
b) Sahara Samay
c) INX
d) Dilli Aaj Tak
e) CNBC Awaaz
The above mentioned list is only for those channels which have
special segments that covers such kind of topics & will be interested
to do some story with us regarding this event. However we’ll push
the same to almost all the electronic media channels.
PR Plan pre launch:
Websites to be target are:
# India times
# Sifymax
# Stylekandy
PR Plan post launch:
1) Post launch Bra Fit event will be covered by most
of the electronic and print media to get good
visibility .
2) Targeted Media list as mention earlier.
Execution Plan:
1) POP Material to reach the store by 7th April ’08.
2) 10 A2 danglers (back to back) to be up with event
communication, 6 A2’s on ground floor & 4 on the ground
floor & 4 on the first floor.
3) 5 standees with event communication to be placed in the store,
2 on the main entrances, 1 near the escalator glass, 1 in home
section & 1 near the escalator on the first floor.
4) 25 tent cards, 5 on the cash points,1 on the exchange desk, 10
in the cosmetics section, 5 in the womenswear section, 4 in
barista & 5 in home section.
5) Instore announcement thru PA system to be done continuously
from 11th April till 20th April. Frequency every 20 mints.
6) Promotional desk to be placed close to lingerie section near
the escalator on the ground floor.
7) Staff to wear pink ribbon from 11th April till 20th April ‘08
Thanks !