Professional Documents
Culture Documents
Objective
•Ensure successful launch of “Swift Dzire”
Salesmen
ATL activities
Training
Swift Dzire
Launch
In store
BTL activities
Branding
Swift Dzire Launch Program
In store
Press Meet
Press Meet
branding
Customer
Launches
Salesmen Outdoor
Training branding
Swift Dzire
The heart Car
TV / Radio / Print
Pre - Launch
Create Enthusiasm...
Create confidence….
Create belief….
Brand Building Activities
• In Store Experience
• All dealerships to have a festive look .
• Lots of excitement @ Dealership.
•Showrooms to be decorated with wobblers and steamers
• Should be talk of the town.
• Should increase the Customer Walk-in’s
•Sales team to be provided with Swift T-Shirt and caps as uniform
Brand Building Activities
In Summary
In – Store Experience...
Brand assurance….
Excitement !!!!
Market Activation
Brand Activations
• Demo at all Major malls and Super stores.
• Human Banners at key intersections.
• Rallies at all key town.
• Tagging Campaign.
• Personalized letters to prospect customers through bank credit card
database.
• SMS Campaign.
Continuous presence…..
Market Activation
In Summary
• 1 month of continuous Market activation.
• Complete and full team involvement – Sales /
Marketing / Service / Parts / Dealers / CSP’s / APS’s
Excitement !!!!
Budgeting
R
a
S. Qty/Size/N
Description o e Amount (NRS)
A Pre Launch 3
5
1 Sales Training for AIT and Dealers Staff
0
a) Hotel Room for Dealers (for 2 days) 10 0 70,000
b) Lunch & dinner 30 600 72,000
c) Tea and Coffee 8,000
d) Bags/Folders 15,000
e) Misc 25,000
Total 190,000
2 All dealership to have festive look
b) swift Dzire Backdrops 10 x 8 x 8 60
5 38,400
c) Standee 20 x 6x3 75 27,000
2
d) Wooblers 5000 5 26,250
e) Steamers 5000 5.5 27,500
f) Leaflets 2000 9 18,000
Total 137,150
3 Out Door activities
a) Banner Campaign (400 in KTM, 400 outside KTM) including
municipal charges 800 400 320,000
b) Swift Dzire Sticker Campaign 2000 7 14,000
c) Hoarding 5 KTM, 5 outside KTM ( 3months) 10 3 250,000
d) Flexes for Hoarding 225,000
7
e) tags 5000 5 18,750
Total 809,000
B Launch Qty/Size/No Rate Amount (NRS)
1 Press meet and Launch at KTM
Press meet flex 2 5,000
Banner (Silk with stickers) 2,000
Decoaration items 85,000
Gate at Pulchowk for a week 40,000
Name Plates 3,500
Service Charge 25,000
Invitation Cards 500 12,500
Bags 200 5,000
Folders 200 10,000
Photographs 5,000
Smoke/Light/Music 25,000
Gift to press media people 100 60,000
Dinner at Solatee 170,000
Drinks 25,000
Misc 25,000
Total 498,000
2 Launch and Press meet at Dealers network 3 150,000
3 Swift Dzire the heart car
Gift hampers for test riders
Gift hampers for testriders 500 300 150,000
Total 150,000
4 Rally
Swift Dzire the heart car rally 5 10,000 50,000
5 Eschange Mela - KTM (swift exchange)
a) KTM - Space booking at Bhrikuti Mandap 3 days 75,000
b) Refreshment 50,000
c) Models 60,000
d) Dresses for Models and Dealers personnels 10,000
e) Decoration at Bhrikutimandap 100,000
Total 295,000
6 Paper Ad
a) Teaser ad 204cc @ 3 days 397,800
b) Launch Ad 408 cc 265,200
c) Post launh ad campaign cum test ride ad camaign 600 cc 390,000
Total 1,053,000
7 Television ad
a) Kantipur TV 300,000
b) Avenues TV 225,000
c) Sagarmatha TV 175,000
Total 700,000
8 FM
a) Kantipur FM 50,000
b) Image TV 50,000
Total 100,000
9 Gifts for 3 lucky winners 3 150,000
GRAND TOTAL (NRS) 4,282,150
GRAND TOTAL (IRS) 2,676,343.75
Thank You