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HORECA Event By PMI

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Shazzad Xico
Shazzad Xico

The document proposes a point-of-sale advertising campaign using promoters at restaurants and clubs to promote the Marlboro cigarette brand. It would involve hiring 8 female promoters to interact with customers at prestigious venues 1-2 days per week. The promoters would communicate with customers in innovative ways to drive instant and long-term sales while enhancing the brand image. The target demographic is male students, professionals and businessmen aged 18+ from upper-income families in Dhaka interested in partying, music and fashion.

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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.
 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
 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
 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
 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.
Our Focal Target Group
 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
 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
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
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
 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)
HORECA Event By PMI
 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
 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
Selection of a RA Venue Permission Logistics Arrangement Briefing of the RA & CoordinatorBSU Setup Product Collection Event Execution Report & Feedback Sharing with Clients
 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
 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
 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
HORECA Event By PMI
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
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 31 December 2014 JANUARY 2015 FEBRUARY 2015 MARCH 2015 APRIL 2015 MAY 2015 JUNE 2015 JULY 2015 AUGUST 2015 SEPTEMBER 2015 OCTOBER 2015 NOVEMBER 2015
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 4 Final confirmation and permission for the event. 5 5 Logistics confirmation for the events 5 6 Briefing of the RA & Coordinator 2 7 RA sales and activity procedure demonstration 1 8 BSU setup in the venue for the event day (if needed) 4 9 Product and other materials collection from client for the event 2 Nov-14 Nov-14 Project Prework Schedule
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 MT 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 2 Report Prepare and compilation 2 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 Dec-14 Dec-14
HORECA Event By PMI
 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
HORECA Event By PMI
HORECA Event By PMI
HORECA Event By PMI
Estimated budget
Some conditions for execution
HORECA Event By PMI
 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
Smoking Kills

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HORECA Event By PMI

  • 1. 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.
  • 2.  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
  • 3.  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
  • 4.  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
  • 5.  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.
  • 7.  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
  • 8.  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
  • 9. 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
  • 10. 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
  • 11.  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)
  • 13.  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
  • 14.  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
  • 15. Selection of a RA Venue Permission Logistics Arrangement Briefing of the RA & CoordinatorBSU Setup Product Collection Event Execution Report & Feedback Sharing with Clients
  • 16.  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
  • 17.  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
  • 18.  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
  • 20. 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
  • 21. 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 31 December 2014 JANUARY 2015 FEBRUARY 2015 MARCH 2015 APRIL 2015 MAY 2015 JUNE 2015 JULY 2015 AUGUST 2015 SEPTEMBER 2015 OCTOBER 2015 NOVEMBER 2015
  • 22. 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 4 Final confirmation and permission for the event. 5 5 Logistics confirmation for the events 5 6 Briefing of the RA & Coordinator 2 7 RA sales and activity procedure demonstration 1 8 BSU setup in the venue for the event day (if needed) 4 9 Product and other materials collection from client for the event 2 Nov-14 Nov-14 Project Prework Schedule
  • 23. 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 MT 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 2 Report Prepare and compilation 2 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 Dec-14 Dec-14
  • 25.  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
  • 30. Some conditions for execution
  • 32.  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