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Ground Ground Activation Activation

Concept for Concept for TeaMaxTeaMax

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BRAND ACTIVATION1. Planning (strategy, creative, visualization) 2. Management (project coordination, client servicing, account management, implementation)

Campaign measurement(Sales/database target setting

and evaluation)

EXHIBITION

SAMPLING LAUNCHING

Community to Community

IN-STOREActivity

ROAD SHOWS

TALK SHOWS /Seminars

Core Services

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Our

Tea

m W

orkfl

owBrand / Client

Account Management & Client Servicing

Project / Activities

Implementations

CreativeIdea

Development

Research Strategic Planning

& Measurement

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Tea MaxLiquid Tea Whitener

Theme : JEET HAI !!ATL : Dabbang based

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ut! Campaign Brief

This campaign aims to provide awareness about Haleeb’s TEAMAX to general public, targeting all the tea lovers nationwide thus rebuilding Haleeb’sImage in the market as the only thickest milk Provider in Pakistan.

The campaign is divided into 02 main activities :Outdoor Activation

Brandings at Hotels, Tea Stalls, Railway Stations, Bus Stops & Highway hotels nationwide

Indoor Activation Promoters placements at renowned Hotels, Café’s & Tea Stalls at

all the rural areas of designated cities.

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ut! Target market

Demographics:Gender: dominantly males and females as well.

Age: 25 to 45SEC: B, C and D

Psychographics:Switch brands for some better deals but never compromise on quality Brand conscious due to quality Smart decision makers Tea Lovers, have at least two to three cup a day.

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Ground ActivationGround ActivationStrategy & ConceptStrategy & Concept

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Activations at Dhabbas &

Roadside Tea Stalls

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Why Dhabbas?

• Directly intercepting consumers esp. Tea Lovers covering large areas including shops & Offices• Live Experience Zone for Consumer & Hotel• Instant feedback from Tea Lovers• Hype building for Tea Max via brandings• Approx. target of around 5k cups per Hotel/Cafe

Target Areas• All Cafes, Petrol Pumps & Major Restaurants'/Hotels

- G T Road & Motorway - Railway Stations- Major Metro Bus Stands

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ut! Concept Brief

Railway Station’s Tea stalls Metro Bus Stops Tea Stalls & Road side Cafes

Complimentary Tea Max to Hotels Rs. 2 off on tea (dhoodpatti) for all Tea Max’s will be used as tea whitener

Branding of TeaMax @ Hotels Creatives to be based on ATL Fascia Trays & Cups

50 cups per hotel Aprons for waiters

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ut! Scope of Work

Duration : 01 MonthInitial Launch : Nationwide ( KHI – LHR – RWP/ISB )

Annexure 1Outdoor Activation: Identify key locations along with space for branding

Gain Permission for brandings and itemsObjective: Attain more visibility & Strong presence at Hotels, GT Road,

Motorway & Railways Stations ( LHR to PSH)

Annexure 2Indoor Activation: Placement of Promoters at Hotels & DhabbasPromoters Requirement: C Category

( excellent vocal and communication skills) Target Audience: C, D & E Categories, Urban Areas, DowntownsTrainings: Initial Product Knowledge will be provided by HaleebObjective : Awareness & Brand recognition

Data Collection & MIS

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ut! Locations – KHI

Tea Stalls, Café & Restaurants • Sohrab Goth• Maripur• Saddar / Lines Area / Preddy• Sultanabad & Keamari• North Karachi• Lyari / Kharadar • Garden / Soldier Bazar• Korangi ( All Sectors)• New Karachi• Port Qasim• Hub • Super Highway• National Highway

Cantt. Railway StationsCity StationPublic Parks ( Polo Ground, HillPark, Nisar Shaheed Park)Major Food Courts & Govt. Offices

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ut! Locations – LHR

Tea Stalls, Café & Restaurants • Garri Shahu• Dharam Pura• Lorry Addaa• Ichraa• Bhagwan Pura• Shalimar• Bhatta Chowk• Shahdara• Old Lahore• GT Road• Motorway

1. Railway Station2. Daewoo Station3. Major Bus Stops4. Cinemas

(PAF, Cinegold, DHA Cinema)

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ut! Locations – RWP/ISB

Tea Stalls, Café & Restaurants • Kacheri Chowk• Mall• Saddar• Muree Road• Raja Bazar• Faizabad• Golra Sharif • G9 Markaz • GT Road• Motorway

1. Railway Station2. Daewoo Station3. Major Bus Stops4. Cineplex

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RequirementsHaleeb will deliver the followings: Creative based on ATL Trainings Marketing Collateral Feedback Form Giveaways & Productions Specs Data Collection Mechanics

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LAHORE

FAISALABADTEAMAXTargeted CITIES in

Punjab Region

TEAMAXTargeted CITIES in

Punjab Region

MULTANABBOTTABAD

CHAKWAL SIALKOT

PESHAWAR

JEHLUM

RWLP/ISB GUJRNWALA

Total Cities 10

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3 days to each city x 10 = 30 days of activity + 1 week for transportation/travellingTotal Activity : 5 weeks

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COMMUNICATION OBJECTIVES• Brand name recognition and enhancement in both Urban & Rural Markets.

• Reaching target audience effectively by activating Top of the Line BTL Concepts to compete in Juice Industry.

• Refresh & evolve the brand’s equity by making the entire communication more vibrant & engaging.

• Make people buy TEAMAX as a preferable brand.

• Speak out loud about the core benefits and variants of the Brand.

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ut! OUR EASIEST CUSTOMER

The Untapped Market: The supply that the present distribution network of all the juice companies combined cannot meet

The Relying Customer : One who relies on word of mouth for buying Tea Whitener & dairy products

The Prize Promotion Adherent: Who falls prey to prize promotions or bulk deals

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REPRESENTATIVES18 UNIFORMED PROMOTERS

12 Misc. Sales & Marketing Representatives

Total Representatives: 30 - 35

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REPORTINGDAILY REPORTING TO HEADOFFICE FOR

THE ACTIVITY

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ESTIMATED COSTOne Month Activity – Covering 3 Cities

One time basic cost Rs. 1,000,000/-

Activation charges for one month Rs. 2,800,000/-

Total Cost Rs. 3,800,000/-

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Haleeb Branding at Tea Stall

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ut! Outcome

1. Attract prime audience ( Chef/Public) to experience the taste of Tea Max in ‘Dhoodh Patti Chai’

2. Caters all the sectors (B,C & D)

3. Exclusive branding at Tea Stalls will create a positive hype amongst tea lovers for Tea Max.

4. Approx. 200 tea stalls & road side hotels will be Targeted, which will cover over 40k tea lovers on daily basis.

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Tea ShopsTea Shops

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Tea ShopsTea Shops

THANK THANK YOU!YOU!

Pakistan’s First Full ServicePakistan’s First Full ServiceOut-of-Home Media CompanyOut-of-Home Media Company