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
Caf 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)

 The project will run for the next 1 year

Hypothetically in FY 2015

Number of Event
Number of Ushers
Number of Coordinator

: 32 Units (Per Month)

: 8 person
: 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

Briefing of the RA
& Coordinator

BSU Setup

Product Collection

Logistics
Arrangement

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 clients observation

for the next event

Project Plan with Timeline (Weekly plan)

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

MONDAY

TUESDAY
WEDNESDA
Y
THURSDAY

PMI Event

FRIDAY

PMI Event

SATURDAY

SUNDAY

Event/Acitivity will be conducted on every

Thursday and Friday night of each month following
the whole year.

4-6 am

Project Timeline - Year plan December 2014 November 2015

Month/Year
December
2014
JANUARY
2015
FEBRUARY
2015
MARCH
2015
APRIL
2015
MAY
2015
JUNE
2015
JULY
2015
AUGUST
2015
SEPTEMBER
2015
OCTOBER
2015
NOVEMBER
2015

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

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.

Project Prework Schedule

Nov-14

ID

Task Name

Duration

Share the RA profile with clients for feedback

Selection of RA

Venue List from Client

5
6

Final confirmation and permission for the

event.
Logistics confirmation for the events
Briefing of the RA & Coordinator

7 RA sales and activity procedure demonstration

8
9

BSU setup in the venue for the event day (if

needed)
Product and other materials collection from
client for the event

5
5
2
1
4
2

Nov-14

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

During Project Workflow

1
2
3

Task Name
Event Day
Report Prepare and
compilation
Venue List from Client

Duration Month
2
2
2

Report Sharing with Client

and Venue confirmation for

the next event

Feedback compilation and

product Collection for the

next event

Dec-14

Sl No

Dec-14

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

M T

W T

M T

W T

W T

 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

Estimated budget

Some conditions for execution

 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