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DUTCH LADY ACTIVATION PROGRAM 2007

DUTCH LADY ACTIVATION PROGRAM 2007. 1. BACKGROUND. 1/ Thousands people (target shopper – mainly household mothers) come to public market every day for shopping needs for family use at home.

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DUTCH LADY ACTIVATION PROGRAM 2007

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  1. DUTCH LADY ACTIVATION PROGRAM 2007

  2. 1. BACKGROUND • 1/ Thousands people (target shopper – mainly household mothers) come to public market every day for shopping needs for family use at home. • 2/ Not yet have a lot of people buying and selling milk at the public markets (compared with shops, HPM and SPM… etc) • 3/ DLV had run sampling & activations at 116 markets in year 2006 (phase 1: March-April, phase 2: August 2006 and phase 3: October-November 2006). Each market, our activation operated in 2 days, The results as: • No. Approached shoppers per day per market in 1.058 people • No. Activated shoppers per day per market: 145 people • No. New outlets handled DL products: 2 new outlets per market • Sales achieved per market per day: 6 min VND

  3. 2. OBJECTIVES • Creating influence market stall owners and shoppers behaviors, ask them buy and sell DL products immediately and after that. • Building up DL brand awareness in consumer’s mind at public markets

  4. 3. GOALS • 250.000 target shoppers to be approached the activation • 40.000 target shoppers to be activated to buy DL products • 300 new market outlets will buy DL products to sell • Sales target: 1.5 bin VND • Sales growth 20% at these at 100 markets, achieving value sales of 120bln VND throughout year 2007

  5. 4. TIMING & SCOPE • * Scope: • 1st phase: 50 markets in Central, East, Me-kong in period April 2007 • 2nd phase: 20 other markets in East, Me-kong in period June 2007 • 3rd phase: 50 markets in Central, East, Me-kong have the 2nd times of activation in period August-September 2007 • 30 markets in HCM, Can Tho and Bien Hoa have our sampling in period November-December 2007 • * Time:7 am – 11.30 am everyday. 2 days per market

  6. 5. DETAIL PROPOSAL 5.1 Target shoppers:Market goers - mainly household mother 5.2 Target channels: All of the stall outlets belong to the allocated public markets. 5.3 Target products: Focusing on DL brand and under DL brand : SCM (DL Exe, COMPLETA, LONGEVITY, UHT (DL UHT), IMP (DL main stream, DL GUM) and others 5.4 Key massage “Drinking Dutch Lady milk three times milk to get ready”

  7. 5. DETAIL PROPOSAL 5.5 Operation

  8. 5. DETAIL PROPOSAL • 5.6 Machanism • The target shoppers who buy Dutch Lady products, they will receive coupon from stall owner. (28.000VND/coupon) • - Bringing the products with the coupons to the moving cart, they will be requested to show coupons and the Dutch Lady products. (Coupons won’t be returned). • - If everything is valid, activated shoppers will be offered to take the promotion gifts, meanwhile PG will use the pen whose pink on the plastic can't be wiped off to remark "Sold" on the products to prevent these from coming back the stalls. • For 1 coupon - promotion gift values 3.000 VND • From 4 coupon and over – promotion gift values 14.000 VND • From 8 coupon and over – promotion gift values 34.000 VND • - Joining the interesting game to get more attractive gifts

  9. 6. MATERIALS 6.1 Dutch Lady moving cart (Click here) • Moving cart will be made light materials, easy to move and transport. • Dutch Lady’s logo, selling line and premium gifts and prizes pictures will be designed on the moving cart. • Moving cart contains speakers, promotion gifts, prizes, tools of game. • A backdrop will be set moving cart’s back, designed pictures of game 6.2 Cross-banner: Cross-banner will be designed with DLV’s logo, products, venue, time and the theme of the program. (click here) 6.3 Coupon: They will contain theme of the program, promotion gifts, time (within two days). (click here) 6.4 Leaflets: They will develop the contents, the machanism, the promotion gifts to motivate market goers joining the program. (click here)

  10. 6. MATERIALS 6.5. Uniform Active, comfortable White and blue main colors Logo must be in line with brand guidelines Keep consistently DL brand images

  11. 7. ORGANIZATION • Design and operate materials (approved of DL before taking out) • Quotation (click here) • Select markets and good location for operation/ work with market managers to have places for our operation. (click here) • Liaise and coordinate with Sales region to having support better • Good location for operation • Get license • Recruit, training and manage employees • Prepare logistics, gifts, POSM…etc. • Implement

  12. 8. REPORT • Than Nu will report progress to Dutch Lady (once per two days) • Than Nu will have report and analysis to Dutch Lady weekly. • Than Nu will provide Dutch Lady list of consumers, stall outlets joining the program • Than Nu will send final report and photos at the end the program.

  13. THANK YOU FOR YOUR ATTENTION

  14. CONTACT Than Nu Experiential Marketing Co. Add: 43 Tran Nhat Duat str., Tan Dinh ward, dist. 1, HCMC Tel: 08-5265278/ 5265279 Fax: 08-5265212 Duong Cam Ly Account Manager Mobile: 0917 136 999 Email: camly_thannu@yahoo.com

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