IN BAR SALES PROMOTION PROPOSAL

FOR CHELSEA LONDON DRY GIN

INTRODUCTION

Chelsea London Dry Gin since its re launch has been re-packaged to have a trendy look and positioned as a category leader. Therefore, its important that Chelsea London Dry Gin harnesses its leadership attributes by behaving in the market as a leader. And if we say, we are a lifestyle brand and the market leader, it therefore beholds on the market leader to expand the market and this should naturally increase the market leaders share of the cake.

Send an unambiguous message to competition that the brand and its parent company are not disadvantaged in terms of market spread, penetration and reach.

Help reinforce the agreed strategic positioning of the brand in the minds of our target.

Introduction of Chelsea Mixes to clubs i.e Propagate Chelsea mixes. Reward loyal consumers (Buy 2, Get 1
Free)

An opportunity to win a scholarship from Intercontinental Distilleries

OBJECTIVE
Celebrate Chelsea London Dry Gin in a manner that will excite its actual and potential customers and reassure them that Chelsea is worth trying (if not already a customer) and to keep patronizing (if already one).

Create a burst of positive publicity for Chelsea London Dry Gin as a leader in its category .

Ensure Top-of-the-mind awareness amongst the youths and to create an in-road to club shelves.

Gintle Rewards for Chelsea London Dry Gins loyal consumers and the trade

WHY?
1. Because consumers are our reason for existence and we very desperately desire their loyalty in an intensely competitive market such as ours. 2. Because we need the trade to love us, be our external sales force, advocating for us, giving us prime positions on the shelves etc.

THE BENEFIT CHART

Intercontinental Distilleries
By awarding scholarship prizes to winners, it would generate talkability for the brand for a very long time It would serve as a good medium to launder the companys image on the pages of newspapers. The marketing and sales team of the brand stands to benefit by getting to know new techniques for penetrating untapped markets.

Consumers
The promo would engender loyalty amongst consumers. They would be interested to know that the brand wants to reward them for patronage.

Agency
Agency will be glad to add to its portfolio the successful execution of the promo. It would further help to cement the already existing relationship between agency and client.

Just as people cherish gifts, so consumers would definitely appreciate whatever branded freebies they receive At the end, it would surely be a win win situation for Beneficiaries of the everyone, which is our scholarship will find reasons primary target. to keep patronizing the brand.

OUR EXECUTION TACTICS

Engagement of young, pretty - looking promotional canvassers in a sales driven manner in night clubs. We would help update the brands image, strengthen relationships with night club owners and attendees . We intend to help improve relations with our stakeholders. Recognize loyal customers and appreciate our most patronizing consumers Each club would be paid a corkage fee for Chelsea drinks that would be brought into the club premises. Two weeks before the in-bar promotions, there will be hypes on radio , anouncorial press ads, flyers to sensitize our target about the promotion and the bars to be visited.

THEME Ginger Ur Ginger

WHO IS THIS PROMO FOR?

Those who patronise pubs and night clubs, especially those who enjoy the premium taste of Chelsea London Dry Gin. Young persons within the age range of 18 45 years who still make out time to unwind in night clubs and bars. This is for anyone who loves to take Chelsea, whether straight or mix and have got swag, taste, style and a typical Naija attitude, which informs the theme, Ginger ur Ginger.

HOW WILL THE TARGET PARTICIPATE

By buying a 75cl bottle of Chelsea London Dry Gin during the promo period at designated bars and night clubs, and/ or a glass of cocktail mix qualifies one for a raffle ticket. For every (2) bottles of 75cl or (2) cocktail mixes purchased automatically qualifies one for a free bottle or a free cocktail mix, depending on ones choice and the more purchases made, the more ones chances of winning the grand prize of a scholarship Each buyer gets a free promotional item. i.e pen, wrist band, T-shirts e.t.c and raffle ticket for a draw on the last Friday of the month at each location.

PROMOTION ELEMENTS

Day Duration Locations

Lagos Portharcourt Benin

- Fridays - 1 month

6 Clubs 2 Clubs 2 Clubs

Publicity
Anouncorial Press Ad Radio Hypes Fliers Raffle Tickets

Media Relations
Punch Guardian Thisday City People Complete Sports Vanguard The Sun

Props Branded Chelsea Cubicle, Chelsea London Dry Gin,

Mixers soft and energy drink, Trays, Disposable Cups, Straw, Serviette, lime, ice cubes, Water

Promotion Materials
T Shirts Wrist band Pens e.t.c

Canvassers 4 girls per club

SAMPLE OF PROMOTION COMMUNICATION

GINGER UR GINGER with Chelsea London Dry Gin
Buy your bottle of Chelsea London Dry Gin or Chelsea Cocktail Mix at these night clubs Between 4th . - 25th .. 2012 Get instant benefits and raffle tickets to participate in the raffle draw to win various prizes.

PRIZES TO BE WON 1. 32 Inch LCD 2. Home Theatre 3. HP Laptop INSTANT BENEFITS 1. Buy 2 Chelsea London Dry Gin & get 1 Chelsea cocktail mixes free 2. Buy 2 Chelsea Cocktail mixes & get 1 Chelsea cocktail free 3. Buy Chelsea London Dry Gin or Chelsea cocktail mixes and get promotional gift items e.g. pens, T-shirt etc

SAMPLE OF PROMOTION ELEMENTS.

Roll-up Banner

SAMPLE OF PROMOTION MATERIAL

COST IMPLICATION
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Promotion Canvassers @ #15,000 per day x 12 canvassers x 10 nights Corkage / Club fee @ 200,000x 10 clubs Canvassers costume @ N5, 000 x 12 Agency Supervision fee @ #100, 000 per club Fliers Gift Packs (Promotion Material) Branded Cubicle Ice cubes Cocktail Glasses, straw and trays 32 LCD ( 1st Prize) Home Theatre (2nd Prize) HITV Decoder (3rd Prize) Contingency Fund Media Relations Radio Hype = N1,800, 000.00 = N2,000, 000.00 = N60,000.00 = N1,000,000.00 = N100,000.00 = Client = Client = Client =Client = N85, 000.00 = N45, 000.00 = N25, 000.00 =N100, 000.00 = N500,000.00 = N600, 000.00

Sub Total
Plus 7.5% agency fee Plus 5% VAT on agency fee Grand Total

= N6,215, 000.00
= N466,125.00 = N23,306.25

= N6,704,431.25

THANK YOU

FOR

GRANTING US AUDIENCE