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The Biggest Back To School Offer
For The New Year
For The New Year
The High School Market
•There are over 5,400 high schools in Kenya (2007)
•There are about 6 million youth aged between 13 – 19
•However, about 2.9 million of these are in high school
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•The rest are either in primary school, polytechnics, college or
dropped out after primary school
dropped out after primary school
*Information courtesy of Youth Dynamix Back 2
School Shopping Trax © 2007
High School Market Buying Power
•Of the three Back To School Shopping periods (January, February,
May & September), January is by far the biggest
•The 2.5 million teens spend about KShs. 9 billion in the January
Back To School period alone
•That’s about KShs. 3,600 per teen
*Information courtesy of Youth Dynamix Back 2
School Shopping Trax © 2007
The Shopping Basket Composition
•78% of urban students shop for most of their products from
supermarkets
•58% of rural students will shop for most of their products in shops,
57% will find time to pick up some of the stuff from supermarkets
on their way to school
*Information courtesy of Youth Dynamix Back 2
School Shopping Trax © 2007
The Shopping Basket Composition
•There are 120 Product Categories of interest to the students during
the Back To School period…
•There are over 3,500 Brand Choices at play during this period
FACT
•When teens are doing their Back To School shopping, once inside
retail the outlet 72% of their purchasing decisions are influenced
retail the outlet, 72% of their purchasing decisions are influenced
by brands
•Brand influence does not start inside the retail outlet, it is built
over time
•If you do not have a consistent, long term Back To School brand‐
building strategy, in essence you’re losing out on 72% of the back
to school shoppers
to school shoppers
Maximizing On Back To School Shopping
BRAND CHALLENGE
•You start influencing their purchase decisions before they step into
the supermarket.
•To achieve this you need a long term plan...
The Insyder Back To School 2010 Offer
•We’re giving you year‐long presence during the Back To School period
I 2011 Th I d ill B k T S h l Sh i G id
•In 2011, The Insyder will carry a Back To School Shopping Guide
•This shopping guide will be featured in the following months:
•January
•February (Form 1’s Back To School period)
May
•May
•September
•The Insyder offers you the opportunity to place your messages in‐between
the Back To School Shopping Guide
the Back To School Shopping Guide
•The Back To Shopping Guide will be laid out in a double spread format,
with ads being placed in‐between the spread for maximum visibility &
with ads being placed in‐between the spread for maximum visibility &
impact
2010 Shopping Guide offer is only applicable if ads are booked for all
•The 2010 Shopping Guide offer is only applicable if ads are booked for all
•The
four (4) Back To School editions of The Insyder i.e. Jan, Feb, May & Sept
2011
The Back To School Shopping Guide Offer
*This offer is valid for only Full Page & ½ Page Ads Only
This offer includes the following:
1. Ads in the four Back To School Shopping issues (Jan, Feb, May & Sept)
2. Ads placed within the “Back To School Shopping Guide” for 2011
3. Your product classified as a “BEST BUY” in all four issues
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4. Your product promoted in Facebook Fan Page (70,000 fans)
5. Get a massive 25% discount off the rate card!
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Full Page 90,000/‐ 150,000/‐ 240,000/‐
FOR MORE INFORMATION PLEASE CONTACT:
Ngaruiya Githegi
Email: ngaruiya@theinsyder.com
Tel: 020 3861623 or 020 2324788
Cell: 0722331567, 0735734734
THANK YOU