HORECA Event By PMI
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Transcript of HORECA Event By PMI
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Retailer assistant is a concept where a person support retailers to leverage the sale.
HoReCa/Event RA is a concept of Point of Sale Advertising through which the brand is promoted at the restaurants or clubs and presented in a catchy displays in vendor shops and kiosks.
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8 female promoters will be working weekly 1/2 days for the brand
in some most prestigious and popular restaurants/lounge
They will be communicating the brand directly with the
customers in some innovative way
Promoters will be from such profile that the customers must listen
to her and interact
This communication might translate into some instant sales and
to create a long term equity for the brand
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Promote and enhance the brand image
Make loyal customers by leveraging the Brand Equity
To make a strong positioning in consumers mind
Convert the temporary customer in to a loyal customer
Direct interaction with existing and potential customers in
some innovative way
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Point-of-sale advertising provides an opportunity
for the tobacco industry to communicate with
current and potential smokers. Our objective was
to promote Marlboro through point-of-sale
advertising to all Big Restaurants, Clubs and
hangout places
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Create a Platform from where the consumers can directly
associate with the brand as well as to buy the product .
Establishing direct association with consumers by deploy
smart, young, good looking and fashionable brand
promoter to attract the consumer .
Enhancing the brand image through indoor branding like
Cigarette Stand or self with product logo and tag line.
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Our Focal Target Group
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Demographic Profiling:
Age 18 and more
SEC A Male
Profession: Students, Corporate Executives, Businessman
Education: minimum under graduation program, English Medium Background
Family Income: 50,000 BDT monthly at least
Geographic Location: Dhaka
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Psychographic Profiling: Lifestyle:
Fun lover: friend circle, party, dj shows
concerts and similar kind of gatherings
are their most preferred way of
entertainment
Café and Pool lovers
Gets less motivated with the message from media. He has his own way of verification
Words of mouth might be a very strong tool for purchase decision making.
Brand loyalty is observed
Sensitive about Price and brand image
Bike, Car, gadgets are their part of life
Internationalism is being observed in
their life style, from their food, clothing
to their role model
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Psychographic Profiling: Values:
They prefer to take their decision by themselves and less sensitive about others values. Highly confident.
Highly ambitious
Less sensitive about religious issues
Less patriotic, Self centered and bit
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Psychographic Profiling: Interests:
Sports, Music, Travelling is common field of interest for these people
Girls are their focal point of interests
DJ Party, Concerts are more preferred area of entertainment
Oversea travelling is more preferred than travelling own country
Internet is their most preferred source of entertainment rather than traditional media
More interested in non traditional foods
Fashion and brand conscious
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Psychographic Profiling: Media Habits (Hypothetic Consideration):
TV: Musical Show, Lifestyle Programs
Radio: Mostly biased towards FM stations
Preferred Radio Programs: Bhoot FM(Radio Foorti), Amar Valobasha (Radio Amar) and other musical programs on international/local songs
Print Media:
Lifestyle Features
Sports/Sport News
Tech News
Movies:
Downloaded movies from internet
Movie theater goer (Blockbuster/Star Cineplex)
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The project will run for the next 1 year
Hypothetically in FY 2015
Number of Event : 32 Units (Per Month)
Number of Ushers : 8 person
Number of Coordinator : 1 persons
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Selection, Training, Coordination with RA, Supervisor/Coordinator
Managing Transportation
Providing I PAD/Tab for brand communication
Ensuring food and others logistics
BSU fitting & fixing with transport
Evaluation and rectification
Report generation
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Selection of a RA Venue Permission Logistics
Arrangement
Briefing of the RA
& Coordinator BSU Setup
Product Collection Event Execution Report & Feedback
Sharing with Clients
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Venue Confirmation
Selection of RA
Training and Briefing for RA/Coordinator/Supervisors
Ensuring Logistics for the event
BSU fitting & fixing with transport
Products collection from client
Ensuring Uniform for the RA
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RA will be prepared according to the brief of the agency/company.
Venue decoration and setup according to the requirements.
Presence of RA and ensuring Products placement in that particular POS
Transport and Food
Sales Penetration and equity building through communication
Maintaining Clients datasheet for further communication
Ensure the maximum Products visibility through BSU and RA
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Data sheet collection from the RA after every events
Data Sheet compilation for every venue
Weekly Report generation and sharing
Analyzing clients feedback and consider client’s observation for the next event
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Project Plan with Timeline (Weekly plan)
Event/Acitivity will be conducted on every
Thursday and Friday night of each month following
the whole year.
6-8 am 8-10 am
10-12
pm 12-2 pm 2-4 pm 4-6 pm 6-8 pm
8-10
pm
10-12
pm 12-2 am 2-4 am 4-6 am
MONDAY
TUESDAY
WEDNESDA
Y
THURSDAY PMI Event
FRIDAY PMI Event
SATURDAY
SUNDAY
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Project Timeline - Year plan December 2014 – November 2015
Thi is an example text.
Event will be conducted on the highlighted date Starting from December 2014 to November
2015
Total Number of Events is 104 Unit.
Month/Year 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31December
2014
JANUARY
2015
FEBRUARY
2015
MARCH
2015
APRIL
2015
MAY
2015
JUNE
2015
JULY
2015
AUGUST
2015
SEPTEMBER
2015
OCTOBER
2015
NOVEMBER
2015
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ID Task Name Duration 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
1 Share the RA profile with clients for feedback 6
2 Selection of RA 4
3 Venue List from Client 2
4Final confirmation and permission for the
event. 5
5Logistics confirmation for the events
5
6 Briefing of the RA & Coordinator 2
7 RA sales and activity procedure demonstration 1
8BSU setup in the venue for the event day (if
needed) 4
9Product and other materials collection from
client for the event2
Nov-14
No
v-1
4
Project Prework Schedule
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
M T W T F S S M T W T F S S M T W T F S S M T W T F S S T W T
1 Event Day 2
2Report Prepare and
compilation2
3 Venue List from Client 2
4
Report Sharing with Client
and Venue confirmation for
the next event
1
5
Feedback compilation and
product Collection for the
next event
1
During Project Workflow
MonthDurationTask NameSl No
De
c-1
4
Dec-14
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Smart, young and fashionable
From a reputed university
Fluency in English and Bangla
Willing to work with the brand and also willing to work till late night
Willing to wear uniform provided by the Agency/Company
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Estimated budget
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Some conditions for execution
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Ethically and by our company principle we can not promote by girls with such clothes that are still considered as taboo
This is directly against our fare business policy
Question of image and equity for both brand and agency
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Smoking Kills