Multi brand operations Albania, Kosovo
April July 2010
Albania
Coverage:
10 bigger cities all over Albania,
From 13th of April till 10th of July, 3 month
April-May: cities in central part
May-July: cities in central part + sea side
cities
Cities
Tirana, Durres, Elbasan, Lusnje, Fier,Skhoder, Korca,
Pogradec, Vlora, Sarande
(routes should be provided by Supervisor/Coordinator daily in
GT/HoReCA
and by night in HoReCa)
Mechanics:
Offer right brand to right SOB
Contracted POS Area / Trade Horeca
Trade&HoReCa:daily activity Tu Fri (from 10am 3pm)
Horeca: nightly activity Fri-Sat (from 8pm 1am)
Questioners data filling (AS franchise or SOB: Winston
or Camel)
Reward for responded AS: non branded lighters
Promo teams:
5 teams (3 promoters) + 5 promo supervisors
Albania
Criteria Cost Estimation
Successful contacts per Day (average 5 hours) 50 contacts per promoter
Successful contacts 50 000
Budget 80.000 eur
SOB matrix
Build equity to
CONTACT STRUCTURE support Awareness;
BRAND
volume growth; Trial
OBJECTIVE
SUCCESSFUL CONTACTS Awareness Volume growth
Trial
SOB FRANCHISE KS: Merit, L&M,
TRIAL CONTACTS IMAGE,LOYALTY CONTACTS Philip Morris
Peter S, Pall Mall
SOURCE OF Marlboro, Lucky Strike,
SS: Karelia Slims,
BUSINESS Kent
Rothmans Legerra,
Virginia Slims, Assos,
Merit SS
FERRARI CAR SHOW
Objectives
Strengthen Winston & Camel brand equity
Increase awareness
Where? Tirana ( City Park and City Center)
When? From May (2nd phase)
1st of May Saturday (City Park-inside the mall, day activity)
2nd of May Sunday (City Park-inside the mall, day activity)
Mechanics:
Ferrari Car show ( 2 Ferraris': yellow and light blue)
Photo session for franchise and SOB smokers
Activities in Ho Re Ca, nightly activity Fri Sat (from 8pm 1am)
Photo session with Ferrari at the entrance
Selected SOB interviewed smokers will have the opportunity to get a ride
WINSTON SUPER PARADISE WEEKEND
DHERMI
Objectives
Strengthen Winston brand equity
Increase awareness
Generate trial
Strategies
Focus on image-building activities
Establish selective program approach to
provide greater impact amongst
qualitative SOB contacts
Ensure CRM
Activities
Party for 50 SOB consumers
Renting Apartments (30 cabins)
Barbeque, Music
Time:
15.05. Event (organized and in charge by
DHERMI
agency -McCann Ericsson Albania)
GIFTS: branded gifts TBD
CAMEL SUPER PARADISE WEEKEND
DHERMI
Objectives
Strengthen Camel brand equity
Increase awareness
Generate trial
Strategies
Focus on image-building activities
Establish selective program approach to
provide greater impact amongst
qualitative SOB contacts
Ensure CRM
Activities
Party for 50 SOB consumers
Renting Apartments (30 cabins)
Barbeque, Music
Time:
DHERMI
22.05. Event (organized and in charge by
agency -McCann Ericsson Albania)
GIFTS: branded gifts TBD
Cost estimate
Promo team costs : 38 250 Eur
KPIs: total 50 successful contacts per promoter per day = total successful contacts
during whole activity 50.000
Uniforms = 15 X 150 Euro=2250 Euro
Cost of lighters = 50.000 pcs X 0,40 Euro/per pcs = 20.000 Euro
Winston, total cost without trade gifts: 45.000 Euro
Camel, total cost without trade gifts: 20.000 Euro
Winston Trade gift = 36.000 X 0.92 Euro = 33.120 Euro
Camel Trade gift = 14.000 X 1.16 Euro = 16.240 Euro
Sobranie - Albania
Coverage:
7 bigger cities all over Albania,
From 10th of April till 10th of July, 3 month
April-May: cities in central part
APRIL
Friday Evening: Block area from 8pm 01am -> Tirana (last week on April)
Saturday Evening: Restaurants from 8pm 10pm, Clubs from 10pm 1am -> Tirana
Sunday, lunch time from 12 am 4pm, Durres or Vlora
May-July: cities in central part + sea side cities
Cities
Tirana, Elbasan, Fier,Shkoder,Durres, Sarande, Vlora
(routes should be provided by Supervisor/Coordinator in HoReCa )
Mechanics:
Offer right brand to right SOB
Questioners data filling (AS franchise or SOB)
Reward for responded AS: non branded black lighters
Bentley, sky blue color from May(2nd phase) - TBD
Promo teams:
1 team (2 promoters) + 1 promo supervisors
SOBRANIE PROMO TEAM
Promo girls
Supervisor
Cost estimate - Sobranie
Promo team costs : 2640 Eur
KPIs: total 30 successful contacts per promoter per day = total successful contacts
during whole activity 2.000
Uniforms = 2 X 110 Euro=220 Euro
Cost of Sobranie non branded lighters = 2500 pcs X 0,50 Euro/per pcs = 1250 Euro
Sobranie, total cost without trade gifts: 4.400 Euro
Sobranie Trade gift = 2.000 X 2.5 Euro = 5.000 Euro
Kosovo
Coverage:
10 bigger cities all over Kosovo,
From 13th of April till 10th of July,
3 month
Cities:
Pristina, Urosevac, Mitrovica, Prizren,Pec,
Gnjilane, Djakovica,Podujeva,Ferizaj,Viti
(routes should be provided by Supervisor/Coordinator,
daily in GT and by night in Horeca)
Mechanics:
Offer right brand to right SOB
Contracted POS Area / Trade Horeca
Trade&HoReCa: daily activity Tu-Fri (from 10am 3pm)
HoReCa: nightly activity Fri-Sat (from 8pm 1am)
Questioners data filling (AS franchise or SOB:
Winston or Camel)
Reward for responded AS: non branded lighters
Promo teams:
4 teams (3 promoters) + 4 promo supervisors
Kosovo
Criteria Cost Estimation
Successful contacts per Day (average 5 hours) 50 contacts per promoter
Successful contacts Budget 40 000
55.000 eur
SOB matrix
Build equity to
support volume Awareness Awareness
BRAND
growth Trial; Trial;
OBJECTIVE
Awareness Volume growth Volume growth
CONTACT STRUCTURE Trial
KS: Lucky Strike,
SUCCESSFUL CONTACTS
West,Prestige,
Ronhill,Wallter Wolf Karelia Slims,
Marlboro,
SOB FRANCHISE SOURCE OF SS: Karelia Slims, Style Slims,
Lucky Strike,
BUSINESS Ronhil Slims, Agenda Slims,
TRIAL CONTACTS IMAGE,LOYALTY CONTACTS Dunhill
Style Slims, Voque Slims
Prestige Slims
Cost estimate
Promo team costs : 30 600 Eur
KPIs: total 50 successful contacts per promoter per day = total successful contacts
during whole activity 40.000
Uniforms = 12 X 150 Euro=1800 Euro
Cost of lighters = 40.000 pcs X 0,40 Euro/per pcs = 16.000 Euro
Winston, total cost without trade gifts: 27.000 Euro
Camel, total cost without trade gifts: 15.000 Euro
Glamour, total cost without trade gifts: 9.700 Euro
Winston Trade gift = 22.000 X 0.81 Euro = 17.820 Euro
Camel Trade gift = 10.500 X 1.15 Euro = 12.075 Euro
Glamour Trade gift = 7.500 X 0.80 Euro = 6000 Euro
THANK YOU!
