trade plan for "i love cosmetics" launch (russia, 2012)

“I love cosmetics”TRADE Launch support for at

Ol!Gud (Ол!Гуд)

17th of February, 2012

…background• “Ol! Gud” is a national retail Perfumery/ Cosmetic/ Household

chain with a wide perfumery & cosmetic assortment. • By Feb’12 “Ol!Gud” has stores at Moscow and TOP bigest cities on

Russian Federation.

• “Ol!Gud” belong on of biggest customer at Ekaterinburg, Kazan, Novosibirsk.

• There’re all competitive brands (P&G, L’Oreal, Unliver).

• Strong competitive presser: massive displaying, price promotions, Buy&Get promo

• Customer started switched Shopper Based Desing Category

• Win at First Moment of Truth (FMOT)

• Support sales due bright new launch “I love cosmetics” with promo for shoppers

• Out-of-door & radio

• Internet advertising across local implementation

• Drive Internet sales across OL!Gud website “Buy it Now”• http://shop.ol-gud.ru/

• Massive displaying (POSM installation and stores decoration)

…MAIN idea

• Listing general “I love cosmetics” 33 SKU (selling bestsellers – first, gift-

set for holiday’s shopping)

• Put “I love cosmetics” displays at every store

• Customized promo Buy&Get – creativity contest with gift set (candles)

– certificate for shopping as main prize.

• Outdoor, radio and Internet advertising,

– featuring announcing B&G / promo with gift certificate

• POSM instillation and decoration with hearts, flowers and touchables

…KEY elements & actions

…how IT should be!!!

…how IT should be!!!

Highly successful mechanism of Internet advertising and value driving in future

Key Outlines/Points:

• 360º advertising attract maximum shoppers at stores

• Internet is a cheap and effective for reaching target shoppers

• Customized promo with creativity contest grow brand loyalty

Thank you!

Contact details:Anton Razumovanton.razumov@gmail.com+7 916 705 80 04skype: anton-razumov

P.S.: I love…BackUPs

Full toolbox (calendar of activities)

focus on fast WD and awareness build-upMarch’10 Sept’12Apr-May’12

15” sec (optional)

Joint local prints with customers

Only basics – attraction across Vkontakte, website, twitter

PR coverage in top titles

Local celebrity endorsment

BIG “I love co…” TOUCH!

TV

PRINT

Bloggers contest Youtube. Prize – advertorial in top glossy

Oct’12 Nov’12 Dec’12

DIGITAL

PR

Influencer

Top bloggers event

National PR event

Buzz around pre-sell

FMOT

BASE PRINT AD + education advertorials

• SRP tools to accelerate listing in Discounters (fe. Pyaterochka and etc.)

• Ambassador program in outlets together with Pure Dream/Bath Therapy

• PSR motivational incentive to drive fast weight Distribution

Optional:

• Beauty Event to drive awareness on all Top Customers

• Face-to-face meetings with 5 key accounts (Apr’11)

• Coverage in top magazines (6 magazines in May-June though Sept-Oct)

…FASTER weight Distribution BUILD UP