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Pran SpicesRevitalizing life
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Presented By Market Access Providers Limited
Spices are a vital ingredients in the sub continent food style. It has been alsoobserved that more spices are used our curries compared to the western foods.
The spices that are used in our foods are not only used as taste maker but alsothese spices are natural ingredients, which are beneficial to human body.
Pran Spices (i.e. Red Chili, Turmeric, Coriander & Cumin Seed) claims that theirprocessing technology tries to preserves the minerals in the spices which makesthe spices healthier to consumes.
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Activation Objectives:
Create Hype among the TG
Aware and Educate the TG
Initiate to build on new customers
Place the brand and its communication in TOM
Increase repeat purchase in trade
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Project Parameters
Target Group
Young Ladies
Housewives
SEC- A, B & C
Target Area3 Major Divisional HQ
- Dhaka Metro- Chittagong Metro- Sylhet Metro
DHK
Metro
CTGMetro
SYL
Metro
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Concept of the Activation
Through this activation, the idea is to reach to the TG directly and establish a 1on 1 contact with the TG to aware and educated them about the brand and itsbenefits in an interactive manner.
So that the communication can be placed in TOM of the TG and hence caninfluence her in the purchase decision.
Also the communication can help convert others to the brand and build futurecustomers.
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Proposed Routes for the Activation
School Activation
Shopping Mall Activation
Outdoor (mothers engagement)
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Activation Plan(Route Wise)
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School ActivationOutdoor mother engagement activity
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School Activation (Outdoor)Concept rationale
It has been seen that mothers are available near primary schools afterleaving their children to their school.
A group of mothers spend their half of the days outside their childrens
schools.
Hence approaching the mother near the schools will be very mucheffective, as the communication will be reaching the proper TG.
The target group that is being approached areDecision MakersMostly purchase the products for householdsUsers of the Spices in daily bases
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School Activation (Outdoor)Modality
In this activation, the activity will be as following:
Interactive communication:The communication will initiate with an interactive communication and will start with questions. Agame board with brand and its attribute communication will be communicated.
Briefing of the brand and its attributes:Aligned with the interactive communication, a brand brief and its attributes will be communicated to
the audiences through a BP. The idea is to create awareness and educate them.
Booklet distribution:After all the communication will be over the booklet of Pran spices will be given out to theaudiences, moreover the communication of the contest will be also communicated to theaudiences.
Inputs of the customers:
Lastly data of the audiences will be taken through a questionnaire. The questionnaire will consistsof the 5 question where few objective related factors will be revealed.
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Interactive Communication
Health issues that occursas age increases
Acidity
Blood Pressure
Cholesterol
Skin Pigmentation
Rheumatic pain
Cancer
Loss of Appetite
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Interactive Communication
Health issues that occursas age increases
Acidity
Blood Pressure
Cholesterol
Skin Pigmentation
Rheumatic pain
Cancer
Loss of Appetite
antacid
X med
Tonic
Chemo
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Interactive Communication
Health issues that occursas age increases
Acidity
Blood Pressure
Cholesterol
Skin Pigmentation
Rheumatic pain
Cancer
Loss of Appetite
antacid
X med
Tonic
Chemo
Spice Name:PropertiesEffect on the body
Spice Name:PropertiesEffect on the body
Spice Name:PropertiesEffect on the body
Spice Name:PropertiesEffect on the body
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School Activation (Outdoor)Modality
In this activation, the activity will be as following:
Interactive communication:A game board where common disease that are known to
common people will be in a side. In the middle column basic simplymedicine for the treatment as per the layman know will be placed. Wherethe communication will be that all these chemical are relieving you fromtemporary pain as they are all chemical and has side effects.
But our product preserve the nutrients in them from production and henceprovide the body with herbal remedies and in long run it will keep youhealthy and beautiful. (the communication will be after the last part isrevealed).
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School Activation CoveragePer Day
Team 1 female, 1 male
Per team Per day contact Primary 50 mothers
Secondary 20 mothers
Total- 70 mothers
1 Supervisor for 5 teams
Per day total School - ??????
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Total coverage
Schools that will be covered
Dhaka 150Chittagong 50
Sylhet 20
Total School -220
Total coverage
220 x 70 = 15400.
School Activation Coverage
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HR Plan
Project Manager
Project
Coordiantor
Supervisor
(Activation)
Supervisor
(Logistics)
BP (Male) BP (Female)
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Shopping Mall Activation
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Shopping Mall ActivationConcept rationale
In the Shopping Mall Activation, a huge number of people gather regularly atthe shopping malls. There is a great possibility to attract potential consumersthrough engagement activities.
The traffic of ladies are immense in these shopping mall.
These ladies are prospective TG for Pran Spices
The target group that is being approached areDecision MakersMostly purchase the products for householdsUsers of the Spices in daily bases
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Use of Interactive
Communication tools
Awarding the winners
Brochures
Brief About Pran Spices
3-4 min
1 min.
1 min.
2-3 min.
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Interactive Communication tools
For shopping mall activation our experience says people
especially women age range between 25-45 will not waste
their time to know about something they are already using.They normally do not waste their time for other products
beside the target product for which they go for shopping. So
our strategy in the shopping mall has to be different and
entertaining, that will give them pleasure and a happy
experience with the product.
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Here is an example given how the application will work
There will be an experience
booth in the Shopping mall
where a laptop and a LCD
screen will show an
application especially madefor this activation.
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- The application will take place in all the shopping malls.
- It would take only 2 or 3 minutes to complete the task.
- The task itself would increase the attraction amid the visitors
- As there will be gifts for the winners, from our experience wecan say that mother or women at the target age like to get
gifts that is helpful for the household chores.
- BP will also use POSMs. Related to the communication tool
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Description of the Application
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HR PlanHR Plan
Project Manager
Project
Coordiantor
Supervisor
(Activation)
BP (Logistics)
BP (Male) BP (Female)
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Here The HR plan would be similar to School activation but an
additional computer handler would be there to control the
application works.
Total CoverageShopping Mall Coverage
Total people will be covered - ??????
Total Shopping Mall - ????
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In Conclusion
In this plan, there has been four routes that have been thought off, inwhich prospective TG will be engaged in the activation.
The activation, will place the brand in the TOM of the audiences who willbe present in the activation as the communication will be interactive.Moreover through this idea awareness and education of the brand andits attributes will be provided to the audiences.
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Thank You
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