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Strictly Private and Confidential
Edelweiss Exchange Traded Scheme (EES)
Event Management Plan: Launch Campaign
Business: Manas, Seemant
Overall Project Manager: Ankit
Apr 13, 2015
2
Index
Sr. No. Particulars Slide No.
1 Project Overview 3
2 USP & Talk Points 4
3 EES Launch Plan 5
4 Media Round Table 6
5 IE Client Meet 9
6 Institutional Brokers Meet 10
7 Website/ Micro site 12
8 Marketing Collaterals 14
3
Objective: Create awareness for the following
• Edelweiss launching the ETF Business
• Nifty EES launch
Opens: 24th April, 2015 | Closes: 4th or 7th May, 2015 (Tentatively) | Reopens: 11th May, 2015
Target Audience: Institutional Brokers, Institutional Clients, Media
Product Launch: NiftyEES
Business Stakeholders:
SPOC: Manas Shukla
Approvers: Vikaas Sachdeva, Seemant Shukla, Manas Shukla
Project Overview
4
Ease & Innovation
High Liquidity Ensure easy entry and exit for our investors due to ( define the expression) Leverage in-house expertise on market making to accommodate higher volumes
Low Spreads Keep the bid-ask spread tight to enable easy two-way trading for the investors Seeks to ensure that there is no value erosion due to high spreads
Low Pricing Aims to be amongst the most cost effective ETFs in India Seeks to provide better post-expense returns to the investors
Low Tracking Error Through group expertise in basket trading Process to ensure active re-balancing w.r.t. index changes
USP & Talk Points
5
EES Launch Plan
Sr. No. Activity Description Status Responsibility
1 Media Round Table Select media meet (around 15 journalists) over Lunch at Palladium, Lower Parel
Venue Blocked for 22nd April 2015
George, Devlina, Rajesh, Bhavisha & Manas
2 IE Client Meet Nifty EES Launch Event over Single Malt Tasting Session followed by Dinner
Venue Blocked for 24th April 2015
Rajesh, Bhavisha & Manas
3 Institutional Brokers Meet
Nifty EES Launch Event followed by Cocktails & Dinner (IPL Screening - MI vs. DD)
Scheduled for 23rd April, 2015
Rajesh, Bhavisha & Manas
4 Website/Micro site Designing the EES website and assisting in making it live
Designs shared with Business and BSG
Ankit, Manas, Ravi, Satish
5 Marketing Collaterals Logo Unit and Launch Mailers to be finalised
WIP Ankit, Manas
6
Activity - Select media meet Date: 22nd April, 2015
Venue: 7 Kitchen - Palladium, Lower Parel Approx. Cost – Rs. 42,000/-
Around 15 journalists Service - Over Lunch
Media Round Table
Media Round Table Responsibility Status
Start Time of event George, Devlina 12.00 pm
Local Media
Short listing of media George, Devlina Finalised
Draft invitation Perfect Relations Finalised
Final invitation George, Devlina Finalised
Media Faqs George, Devlina George, Devlina to send by 19th April 2015
Distribute local invitations Perfect Relations Perfect Relations to send by April 19th
First round of follow-ups Perfect Relations Follow up with local media – April 20
Second round of follow-ups Perfect Relations Follow up with local media – April 21
Final status check Perfect Relations Follow up with local media – April 22 (morning)
7
Media Round Table - Checklist
Media Round Table Responsibility Status
Press Kit Contents
Folders George, Devlina Folders to be sent with the Press Kit content to Perfect
Press Release First Draft George, Devlina Shared with EAMC on April 16
Press Release Final George, Devlina to send Perfect
To be shared with Perfect Relations April 17
Day of Event
Final Media turnout status Perfect Relations Perfect Relations to update George, Devlina on April 22
Press Release Dissemination Perfect Relations Pan India Press Release dissemination on April 22
Media lunch Bhavisha, Rajesh Booked at Palladium on April 22
Post Event activities
Post event report Perfect Relations Tracking and reporting Starting April 23
Coverage report Perfect Relations Tracking and reporting - Second round on April 24
8
Target Media List
Publication Mutual Fund / Markets Banking
Financials
The Economic Times Prashant Mahesh Palak Shah / Saikat Das
ET Wealth Dr. Narendra Nathan Sanket Dhanarkar
Mint Kayezad Adejania / Ami Shah Lisa Pallavi Barbora
Business Standard Chandan Kishore Kant Neelasri Barman
The Financial Express Chiraj Madia Aveek Datta
Financial Chronicle Ashwin Punnen Ravi Ranjan Prasad
Mainline
The Times of India Partha Sinha Mayur Shetty
Hindustan Times Nachiket Kelkar Ramsurya Mamidenna
The Indian Express George Mathew George Mathew
The Hindu Ommen Ninain Lalatendu Mishra
Wires
PTI Kumud Das Ashwin Panchal
Bloomberg Shantanu Chakroborthy Divya Patil
Reuters Himank Sharma Rafael Nam
Magazines
Business Today Mahesh Nayak Mahesh Nayak
Money Today Tanvi Varma Shoaib Zaman
Business India Sunil Damania / Dakshesh Sunil Damania
BusinessWorld Shailesh Menon Shailesh Menon
Fortune Rajiv Bhuva Rajiv Bhuva
Forbes Pravin Palande Pravin Palande
9
Activity – IE Client Meet to announce the launch of Nifty EES Date - 24th April, 2015
Venue – Taj Lands End, Bandra West Expected No. of Pax – 50
Event – Single Malt tasting over Dinner (Cocktail Dinner) Approx Budget – 3.5Lacs
IE Client Meet
Tentative Event Flow
Sr No. Agenda Timing
1 Intro - Manas 6.30pm to 6.40pm
2 PPT - Seemant 6.40pm to 6.50pm
3 Closure - Vikas 6.50pm to 7.00pm
4 Whiskey tasting session 7.00pm to 8.00pm
5 Drinks & Dinner 8.00om onwards
Elements Timelines Responsibility Update
Invitation (Clients) 17th April, 2015 Gautam (IE Team)/Manas Done
Invitation follow-ups 19th April, 2015 Gautam (IE Team)/Manas WIP
Invitation confirmation 22ndApril, 2015 Gautam (IE Team)/Manas WIP
Hotel booking & Cost approval 17th April, 2015 Rajesh/Manas WIP
Setup Cost Approval 17th April, 2015 Rajesh/Manas WIP
Collaterals Artwork 20th April, 2015 Rajesh/Manas Awaiting approvalGift Shaze Multimedia kit 19th April, 2015 Ritu WIP
10
Activity – NSE to announce the launch of Nifty EES to Brokers Date: 23rd April, 2015
Venue: Smash (Lower parel) Expected No. of Pax - 40
Event – IPL Live Screening (MI vs. DD) over cocktails & dinner Approx Cost – TBC
Institutional Brokers Meet
Tentative Event FlowSr No. Agenda Timing1 NSE PPT 5.30pm to 6.30pm2 Intro - Seemant 6.30pm to 6.40pm3 PPT - Manas 6.40pm to 6.50pm4 Closure - Vikas 6.50pm to 7.00pm5 IPL, Drinks & Dinner 7.00om onwards
Elements Timelines Responsibility Update
Invitation (Clients) 19th April, 2015 Manas/Seemant WIP
Invitation follow-ups 19th April, 2015 Manas/Seemant WIP
Invitation confirmation 22ndApril, 2015 Manas/Seemant WIP
Hotel booking & Cost approval 17th April, 2015 Rajesh/Manas WIP
Setup Cost Approval 17th April, 2015 Rajesh/Manas WIP
Collaterals Artwork 20th April, 2015 Rajesh/Manas Sample readyGift Shaze Multimedia kit 19th April, 2015 Ritu WIP
11
Manas to confirm with NSE for the following –
EES launch news update on NSE Terminal
EES launch news update on NSE Ticker
Series of SMS during the NFO stage
Banner on NSE website
NSE – Marketing Commitments
12
EES Website/ Micro site Layouts
Home Page Inside Page
13
Checklist: EES Website/ Micro site
Sr. No. Activity Timelines Responsibility Remarks
1 Designing the website layout 13th April, 2015 Ankit/ Manas Shared with the Business/ BSG
2 Approval on the design from Business 15th April, 2015 Manas Done
3 Approval on the design/ content from Compliance 15th April, 2015 Ritu Done
4 Finalization of the domain 15th April, 2015 Manas/ Ravi TBC
5 BSG to create and share the UAT with Business and M&C for approval
21st April, 2015 Ravi/ Satish TBC
6 Approval on UAT from Business and M&C 23rd April, 2015 Manas/ Ankit TBC
7 Website to be made Live 23rd April, 2015 Ravi/ Satish TBC
8 Make the ticker Live on Website 7th May, 2015 Ravi/ Satish TBC
14
EES Logo
Marketing Collaterals – EES Logo
Sr. No. Activity Timelines Responsibility Remarks
1 5 logo options were designed and shared with the Business
13th April, 2015 Ankit Above logo was approved by Vikaas Sachdeva and Shabnam Panjwani
Other Logo Options
15
Marketing Collaterals – Pre launch mailers
Sr. No. Activity Timelines Responsibility Remarks
1 Finalizing the concepts and sharing the same with Business
16th April, 2015 Ankit WIP
2 Approval on the design/ inputs from Business 17th April, 2015 Manas/ Seemant/ Vikaas
TBC
3 Sharing the final creative with Business/ Compliance for Approval
21st April, 2015 Manas/ Seemant/ Vikaas/ Ritu
TBC
4 Final mailers to be sent out by Business for dissemination
22nd April, 2015 Manas TBC
Concepts – Pre - Launch Mailers (Will be sent out on 22nd and 23rd April, 2015)
16
Marketing Collaterals –Launch mailers
Sr. No. Activity Timelines Responsibility Remarks
1 Finalizing the concepts and sharing the same with Business
17th April, 2015 Ankit WIP
2 Approval on the design/ inputs from Business 20th April, 2015 Manas/ Seemant/ Vikaas
TBC
3 Sharing the final creative with Business/ Compliance for Approval
23rd April, 2015 Manas/ Seemant/ Vikaas/ Ritu
TBC
4 Final Launch mailer will be sent out by Business 24nd April, 2015 Manas TBC
5 Reminder mailer 1 will be sent out by Business 29th April, 2015 Manas TBC
6 Reminder mailer 2 will be sent out by Business 4th May, 2015 Manas TBC
7 Last Day Mailer 7th May, 2015 Manas TBC
Launch Mailer will be sent out on 24th April, 2015
17
Cost Summary
Sr. No. Activity Approx. Cost (Rs.)
1 Media Round Table 42,000
2 IE Client Meet 3,50,000
3 Institutional Brokers Meet
2,00,000
4 Misc. 20,000
Total (Approx.) 6,12,000/-