Fd presentation engish 2 14.5.13
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Transcript of Fd presentation engish 2 14.5.13
Introduction of Promotional Serviceby
Vacation Coupon
AdvancedAdvancedPromotional ServicePromotional Service
tunedtunedonon ““marketingmarketing
orientedoriented”” CompaniesCompanies’’needsneeds
in order to :in order to :
11--increase revenueincrease revenue22-- increase clientincrease client
'loyalty'loyalty33-- reach leadership inreach leadership in
marketmarket
Who we are
Formula Domina, already 6 years running in Russian Federation,is a Domina Group’s subsidiary, based in Moscow(www.formuladomina.ru ).Domina Group, based in Milan, is a multinational company, world
leader in real estate and tourism, owner of hotel chain(www.dominahotels.com ), including «Domina Coral Bay Hotel, Resort,SPA & Casino Coral Bay» in Sharm El Sheik, malls in Europe and MiddleEast.
Our philosophy
80% of people think vacation is the best present!
Our philosophy…We provide our company client with a strong &
effective emotional lever they use to motivatetheir costumers
Our formula’s U.S.P.
Our emotional lever is not the dream of everyone tohave free vacation in the most beautiful place in the
world!There are no restriction in term of business field, goods or services.
Every company, wherever running business, needs an effectivepromotional tool.
We have the solution, we provide them with what they need!
The concept …Good service
Company Client
Free Good vacation
More clientsMore client’s
loyalty
More clientsMore client’s
loyalty
The service …• We publish 2 times per year a special cataloguefor the exclusive use of Formula Domina couponuser
• Catalogue contains hotels in the most beautifulplace in the world
• Most of the hotels belong and are managed byDomina Hotels Group
• Catalogue shows hotel’s rack rates and specialrates for coupon user only. Coupon’s user canimmediately see advantages they are gettingusing Formula Domina services;in several selected period and hotels coupon
user have free of charge accommodation inB&B for 7 days for 2 persons!!!
• Perceived present’s value is up to 1000 euro
•100% of coupon user enjoy the advantageousgift. It is not a lottery!
Vacation Coupon•Coupon is a kind of “one use onlybonus card”.
•Coupon is up to 2 years valid.
• Coupon gives final users right tobook vacation from our catalogueeven free of charge according torules of use published in catalogueitself.
• Private customers cannot bycoupon.
•Formula Domina sells coupons onlyto selected corporate clients.
•Coupon owner can use it personallyor transfer it to another person
We have a common goal with our company client:take care of costumers!
We have a common goal with our company client:take care of costumers!
Our company client gives gift=coupon to customer upon shopping/getting service
Customer/coupon final userenjoy a wonderful vacation
Customer will have againvacation with DOMINA.
DOMINA reach one of itsgoal:
increase hotel clients
Customer will use again ourcompany client’s service
that reaches its goals:It get a loyal client, a repeater
And Increase revenue
Why it works …
High perceived value of present+
Strong Emotional Lever
High perceived value of present+
Strong Emotional Lever
Why it works …
50€
Perceivedvalue of gift
1000€
Average Costfor clientcompany
Promo action …Client shoppinggoods/servicesClient shoppinggoods/services
Client receive couponand catalogue
as a gift
Client receive couponand catalogue
as a gift
Client chose destinationfor vacation
Via FD Concierge
Client chose destinationfor vacation
Via FD Concierge
Client has one yeartime to choose
vacation
Client has one yeartime to choose
vacation
Client have a wonderfulvacation
Client have a wonderfulvacation
Loyalty program …
Loyalty program
Not based on moneyBased on money
Emotional lever
Privileges Club of loyalcostumers
Rational lever
Discount Bonuses
ADVERTISING & PR USE…
Every one knows that the best advertising is :“mouth to mouth”.
Happy and satisfied clients get repeaters (client loyalty) and bringother clients.
Coming back from a wonderful vacation your clients will be morethat happy!
To present potential or loyal clients with gift is a common use inPublic Relation.
Scientific studies confirm that more than 80% of customersconsider vacation the best gift.
Why is convenient …Advantages using Formula Domina promotional service
1. Small cost for high perceivedgift value
2. Acceleration ofproducts/service sale
3. Vertical increment of sale
4. Quick introduction of newproduct/service in market
5. Local Leadership inmerchandise belonging sector
6. Increase of Client’s loyalty
7. Quick store empting
8. Not tax for present receiver
Example of use …Mechanism of promo action:
Opening a new bank deposit for at least15000 rubles, client receive FormulaDomina’s Vacation coupon andcatalogue as a gift
Results after a few months of runningaction:
• More than 80.000 coupon activated
Promotional campaign:Banners in cityRadio
Example of use
Example of use• Mechanism of action:
• Every 3000 rubles of purchasecostumer receive 1 point
• When clients collected 3 points hereceive as a present FormulaDomina Catalogue and coupon
• Result after 1 months of runningpromo action:
• 3250 costumers received couponand catalogue
• 2700 activated coupon• 20% increase in average basket• Promotional campaign:• Inside and out side the shops
Example of use
Some of our Partners/client companies
Some of our Partners/client companies