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Ground Activation

Concept for
TeaMax

Pakistan’s First Full Service


Out-of-Home Media Company
Core Services
We know the business inside out!

EXHIBITION

SAMPLING LAUNCHING

BRAND ACTIVATION
1. Planning (strategy, creative, visualization)
2. Management (project coordination, client servicing,
IN-STORE account management, implementation) Community to
Activity Community

Campaign measurement
(Sales/database target setting
ROAD TALK SHOWS /
and evaluation) Seminars
SHOWS
Our Team Workflow
Brand / Client
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Account
Management &
Client Servicing

Project / Creative
Activities Idea
Implementations Development

Research
Strategic
Planning
& Measurement
Theme : JEET HAI !!
ATL : Dabbang based
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Tea Max
Liquid Tea Whitener
Campaign Brief
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This campaign aims to provide awareness about


Haleeb’s TEAMAX to general public, targeting all
the tea lovers nationwide thus rebuilding Haleeb’s
Image in the market as the only thickest milk
Provider in Pakistan.

The campaign is divided into 02 main activities :


Outdoor Activation
 Brandings at Hotels, Tea Stalls, Railway Stations, Bus
Stops & Highway hotels nationwide
Indoor Activation
 Promoters placements at renowned Hotels, Café’s & Tea
Stalls at all the rural areas of designated cities.
Target market
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Demographics:
Gender: dominantly males and females as well.
Age: 25 to 45
SEC: B, C and D

Psychographics:
Switch brands for some better deals but never
compromise on quality
 Brand conscious due to quality
 Smart decision makers
 Tea Lovers, have at least two to three cup a day.
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Ground
Strategy &
Activation
Concept
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Activations at Dhabbas
&
Roadside Tea Stalls
Why Dhabbas?
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• Directly intercepting consumers esp. Tea Lovers


covering large areas including shops & Offices
• Live Experience Zone for Consumer & Hotel
• Instant feedback from Tea Lovers
• Hype building for Tea Max via brandings
• Approx. target of around 5k cups per Hotel/Cafe

Target Areas
• All Cafes, Petrol Pumps & Major Restaurants'/Hotels
- G T Road & Motorway
- Railway Stations
- Major Metro Bus Stands
Concept Brief
 Railway Station’s Tea stalls
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 Metro Bus Stops


 Tea Stalls & Road side Cafes
 Complimentary Tea Max to Hotels
 Rs. 2 off on tea (dhoodpatti) for all
 Tea Max’s will be used as tea whitener
 Branding of TeaMax @ Hotels
 Creatives to be based on ATL
 Fascia
 Trays & Cups
 50 cups per hotel
 Aprons for waiters
Scope of Work
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Duration : 01 Month
Initial Launch : Nationwide ( KHI – LHR – RWP/ISB )
Annexure 1
Outdoor Activation: Identify key locations along with space for branding
Gain Permission for brandings and items
Objective: Attain more visibility & Strong presence at Hotels, GT Road, Motorway & Railways Stations
( LHR to PSH)

Annexure 2
Indoor Activation: Placement of Promoters at Hotels & Dhabbas
Promoters Requirement: C Category
( excellent vocal and communication skills)
Target Audience: C, D & E Categories, Urban Areas, Downtowns
Trainings: Initial Product Knowledge will be provided by Haleeb
Objective : Awareness & Brand recognition
Data Collection & MIS
Locations – KHI
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Tea Stalls, Café & Restaurants


• Sohrab Goth
• Maripur
• Saddar / Lines Area / Preddy
• Sultanabad & Keamari
• North Karachi
• Lyari / Kharadar
• Garden / Soldier Bazar
• Korangi ( All Sectors)
• New Karachi Cantt. Railway Stations
• Port Qasim City Station
• Hub Public Parks ( Polo Ground, HillPark, Nisar Shaheed Pa
Major Food Courts & Govt. Offices
• Super Highway
• National Highway
Locations – LHR
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Tea Stalls, Café & Restaurants


• Garri Shahu
• Dharam Pura
• Lorry Addaa
• Ichraa
• Bhagwan Pura
• Shalimar 1. Railway
• Bhatta Chowk Station
• Shahdara 2. Daewoo
• Old Lahore Station
• GT Road 3. Major Bus
Stops
• Motorway
4. Cinemas
(PAF, Cinegold,
DHA Cinema)
Locations – RWP/ISB
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Tea Stalls, Café & Restaurants


• Kacheri Chowk
• Mall
• Saddar
• Muree Road
• Raja Bazar
• Faizabad 1. Railway
• Golra Sharif Station
• G9 Markaz 2. Daewoo
• GT Road Station
• Motorway 3. Major Bus
Stops
4. Cineplex
Requirements
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Haleeb will deliver the followings:


 Creative based on ATL
 Trainings
 Marketing Collateral
 Feedback Form
 Giveaways & Productions Specs
 Data Collection Mechanics
Total
Cities
LAHORE
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10
ABBOTTABAD MULTAN

PESHAWAR
TEAMAX
FAISALABAD

Targeted
CITIES in
RWLP/ISB
Punjab GUJRNWALA

Region
CHAKWAL SIALKOT

JEHLUM
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3 days to each city x 10 = 30 days of activity + 1 week for transportation/travelling


Total Activity : 5 weeks
COMMUNICATION
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OBJECTIVES
• Brand name recognition and enhancement
in both Urban & Rural Markets.
• Reaching target audience effectively by
activating Top of the Line BTL
Concepts to compete in
Juice Industry.
• Refresh & evolve the brand’s equity
by making the entire communication
more vibrant & engaging.
• Make people buy TEAMAX
as a preferable brand.
• Speak out loud about the core
benefits and variants of the Brand.
OUR EASIEST CUSTOMER
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The Untapped Market: The supply that the present distribution


network of all the juice companies combined cannot meet

The Relying Customer :


One who relies on word of mouth for buying Tea Whitener &
dairy products

The Prize Promotion Adherent:


Who falls prey to prize promotions or bulk deals
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REPRESENTATIVES
18 UNIFORMED PROMOTERS
12 Misc. Sales & Marketing
Representatives
Total Representatives: 30 - 35
REPORTING
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DAILY REPORTING TO
HEADOFFICE FOR THE ACTIVITY
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ESTIMATED COST
One Month Activity – Covering 3
Cities
One time basic cost Rs.
1,000,000/-

Activation charges for one month Rs.


2,800,000/-

Total Cost Rs.


3,800,000/-
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Haleeb Branding at Tea Stall


Outcome
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1. Attract prime audience ( Chef/Public) to


experience the taste of Tea Max in
‘Dhoodh Patti Chai’

2. Caters all the sectors (B,C & D)

3. Exclusive branding at Tea Stalls will create a


positive hype amongst tea lovers for Tea Max.

4. Approx. 200 tea stalls & road side hotels will be


Targeted, which will cover over 40k tea lovers on
daily basis.
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Tea Shops
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Tea Shops
THANK
YOU!

Pakistan’s First Full Service


Out-of-Home Media Company