ooh 2000 strategy
TRANSCRIPT
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VISION & OBJECTIVES
OUT OF HOME
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LBPL OBJECTIVES FOR 5 YEARS
(in 000)2000 2001 2002 2003 2004
Volume 1 2 4 6 8
Coverage 18 20 30 40 50Branding 3 3 3 3 3
Vending 0.1 1 2 4 5
Institutions 0.5 1 2 3 4
DSRs 150 200 300 400 500
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CHANNEL ARCHITECTURE
LEISURESERVICE
InstitutionsTRAVEL
OUT OF HOME
SERVICE
Commercial
MILITARY
SCHOOLS
OFFICES
HOSPITALS
RAILWAY
AIRPORTS
PETROLSTATION
FAST FOODRESTAURANTSHOTELS
PARLOURSHOT TEA SHOPS
RECREATIONTHEME PARKSPORTS
CENTER
CINEMASEXHIBITIONEVENTS
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CHANNEL STRATEGY
HOT TEA SHOPS
YEAR 2000 & 2001 OOH
GEOGRAPHY 120 Towns
VOLUME SCHEME YES
DSR COST SHARING YESHIGHWAY CAF YES
DSR TRAINING YES
DSR VOLUME COMP YES
BRANDING YES
BRANDED SCHEME YES
WEEKLY REPORT YES
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CHANNEL STRATEGY - 2000
CHANNEL GEOGRAPHICTOWNS
HOTEL & RESTURANTS 60 Towns
RECREATION & CATERING 60 TownsINSTITUTIONS 60 Towns
The promotional strategy shall be made in such a
manner that it creates greater purchasing inducement
along with creation of hype
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YEAR 2000 GOALS
To take significant share in the Out Of Home
consumption most populated cities/ town of
Pakistan
Achieve 1000 tons sales (LYL, SUP & PD)
To attain 100 tons sales of LYL teabags
To create high level of visibility and trial through
branding of 3000 HTS
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MEASUREABLE GOALS 2000
VOLUMES 1000
LYL Teabag 75
Branding 2,500Coverage 18,000
Institution 350
DSRs 160
Vending Points >100
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OOH STRATEGY
Dedicated OOH organisation
*Reach a coverage of 18,000 HTS
*Develop long-term relationship
Focus 120 most populated OOH Channel cities/towns with minimum biweekly service
Ensure continuous use of our brands through
branding and promotion
First capture the large and most conspicuousHTS and then other important ones
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OOH STRATEGY
All A class captured and converted outlets to be
retained by all means.
Ensure that OOH team is seen as the most
positive and motivated group.
Develop 200 Vending Points using LYL teabags
Achieve a breakeven Trading Contribution
Continued
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OOH STRATEGY 2000
ORGANISATION
1. CMG OOH - For Field Management
16 Field Managers designated as FM - OOH tomanage 150 DSRs in 120 Towns
2. CMG OOH - Area Management
6 Area Managers designated as AM - OOH to
manage 16 FM and motivate Key distributors in themajor Urban town
Organisation to be completed by end Q2, 2000
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OOH ORGANISATION 2000
MGR HTS
BDM - OOH
AMLHR
AMISD
MGR
VENDING
AM
KHI
3 FMKHI
3 FMLHR
3 FMISD
2 FMMUL
2 FMFSD
AMFSD
AMMUL
AMHYD
3 FMHYD
150 DISTRIBUTOR SALES REPRESENTATIVES
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OOH STRATEGY 2000
SALES/ COVERAGE
1. To capture sales volume turnover of 2000 tonsthrough the dedicated DSR- OOH (AWS 38.5)
2. Capture 95% of the A & B class HTS and ensurelong-term commitment developed
3. To attain 20,000 HTS under regular coverage andproductivity at 75% at an average of 500gm perHTS per day.
To be completed by End Q3, 2000
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OOH STRATEGY 2000
SERVICE (JUN ~ AUG)1. Each FM to spend 60% of their time per month on 3
most important distributor in terms of OUT OFHOME opportunity.
2. Each FM to spend the remaining 40% of their timeper month on 4 most important distributor in termsof OOH opportunity.
3. Provide atleast twice per week service4. Each FM to Set weekly stretching targets for each
distributorTo be completed by End August 2000
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OOH STRATEGY 2000
SERVICE (SEP ~ DEC)1. Each FM to spend 60% of their time per month on
3 largest distributor in terms of total potential
2. Each FM to spend the remaining 30% of their timeper month on 4 WEAKEST distributor in terms ofOOH opportunity captured,
3. Remaining time to be spent with the rest of thedistributors
4. Each FM to Set weekly stretching targets for eachdistributor
To be completed by End September 2000
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OOH STRATEGY 2000
BRANDING1. Each AM & FM to select HTS (already identified by
the DSR) belonging to A & B class captured forbranding.
2. Each AM & FM to ensure the branding elementshave been agreed by the HTS, and that morally heis bound to use exclusively LYL / sup or PD brand.
3. Each AM & FM to estimate and know fully well howmuch spending he is approving as per guideline forthe particular HTS
On going process
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CLASSIFICATION OF OUTLETS
A Type HTS: Consumes more than 15 Kg Tea per week
High Traffic Area
Prominent from a distance of + 400 meters Located in high income locality
Mid to high income class clientele
Possibility of Teabag consumption Relatively clean & neat
BASED ON VOLUME, LOCATION AND CLIENTELE/ IMAGE
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CLASSIFICATION OF OUTLETS
B Type HTS
- Consumes between 5 to 15 Kg tea per week
- Good Traffic Area
- Prominent from a distance of 200 - 400 meters- Located in medium/ low income locality
- Middle class clientele
- Fairly clean placeBASED ON VOLUME, LOCATION AND CLIENTELE/ IMAGE
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CLASSIFICATION OF OUTLETS
C Type HTS
Consumes between 1 to 5 Kg tea per week.
Residential/ low traffic area
Prominent from a distance of 50 - 100 meters Mid to lower-medium class clientele
Small and less clean outlets
BASED ON VOLUME, LOCATION AND CLIENTELE/ IMAGE
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OOH STRATEGY 2000
SPECIAL PROMOTION1. Each AM & FM will carefully review the progress of
each distributor and if required prepare a proposalfor a special scheme.
2. While preparing special promotion to convert nonusers a well thought out plan to be put togetherwith the proposed special promotion. Factors toconsider are What needs to be done, Where,When, Why and by Whom and How it is to be done
3. Monitor results and learn from each
On going process
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OOH STRATEGY 2000
RECORDS1. Each FM to Implement (through the DSR- HTS)
the following forms:
a) Section - wise customer cardsb) Weekly sales turnover by DSR & by distributor
c) Maintenance of Cash memos sequence andcounter records
d) Proper recording of giveaway and reportinge) List of OOH channel and its opportunity
On going process
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OPERATIONAL GOALS
& ISSUES
OUT OF HOME
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ACHIEVEMENTS Wk1 ~ Wk 39
0
5
10
15
20
25
30
35
WK
2WK
4WK
6WK
8
WK
10
WK
12
WK
14
WK
16
WK
18
WK
20
WK
22
WK
24
WK
26
WK
28
WK
30
WK
32
WK
34
WK
36
WK
38
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0
5
10
15
20
25
30
JAN FEB MAR APR MAY JUN JUL AUG SEP
KHI
HYD
MUL
LHR
FSD
ISD
BRANCHWISE
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ACTUAL AWS
132 10.2
258 19.8
294 22.6684. T 17.5
Required
316 TonsAWS 24.3 Tons
VOLUME PERFORMANCE (LE)
PERIOD AWS
Q1 145 11.2
Q2 255 19.6
Q3 300 23.1Q1 ~ Q3 700 T 18.0
OCT 140 T 28.0
NOV 100 T 25.0DEC 76 T 19.0
Q4(Rev) 316 T 24.3
Year 2000 1000 T 19.2
PLAN ACTUAL
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KARACHI GOALS
BRANCH JUN JUL AUG SEP OCT NOV DEC
TOTAL 9 10 10 10 15 15 10
KHI CITY QUETTA THATTAHUB CHOWKI CHAMAN TURBAT
GOWADAR
7 CITIES FOR THE YEAR 2000(A l l Volume in Ton s)
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HYDERABAD GOALS
REGION JUN JUL AUG SEP OCT NOV DEC
TOTAL 20 25 25 30 40 40 20HYD CITY DADU JACCOBABAD
SUKKAR HALA LARKANA NAWABSHAH TANDO M. KHAN TANDO A.YAR SHAHDADKOT UMER KOT MORO
MATLI MIRPUR KHAS NEW SAEEDABADKHAIRPUR MIRS
15 CITIES FOR THE YEAR 2000
(Al l Volum e in Tons)
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MULTAN GOALS
BRANCH JUN JUL AUG SEP OCT NOV DEC
TOTAL 22 25 25 30 40 40 20MULTAN CITY BAHAWALPUR SAHIWALBAHAWALNAGAR KHANEWAL VEHARI
CHICHAWATNI CHISTIAN KHANPURMINCHINABAD SADIQABAD KABIRWALA
MUZAFARABAD ARIFWALAHAROONABAD PAK PATTAN
KAHROR PACCA AHMED PUR EASTBUREWALA RAHIM YAR KHAN
20 CITIES FOR THE YEAR 2000 (A l l Volume in Tons )
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LAHORE GOALS
BRANCH JUN JUL AUG SEP OCT NOV DEC
TOTAL 15 18 20 20 25 25 12LHR CITY GUJRANWALA SIALKOT
OKARA SHEIKHUPURA SEHNSA KASUR GUJRAT PATTOKI MIRPUR (AK) KAMOKE DINA
WAZIRABAD DASKA KAHNA NU RAIWIND HAFIZABAD NAROWAL
JHELUM BHAIPHERUWARBURTON RENALA KHURD
22 CITIES FOR THE YEAR 2000 (Al l Volume in Tons)
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FAISALABAD GOALS
BRANCH JUN JUL AUG SEP OCT NOV DEC
TOTAL 10 10 12 15 15 20 10FSD CITY SARGODHA JHANG GOJRA D. I. KHAN CHINOT KAMALIA BHALWAL MANDIBHAUDDIN BANNU TOBATEK SINGH KHUSHAB MIANWALI JARANWALA
PAINSRA
ISKANDARABAD PHULLARWAN DARYA KHANNANKANA SAHIB JAUHARABAD SHAHPUR SADDARTANDIANWALA SANGLA HILL
22 CITIES FOR THE YEAR 2000 (A l l Volume in Tons )
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ISLAMABAD GOALS
BRANCH JUN JUL AUG SEP OCT NOV DEC
TOTAL 8 10 10 15 15 20 10RAWALPINDI ISLAMABAD PESHAWAR
GUJJAR KHAN KOHAT CHAWKWAL
JAND BAGH RAWLAKOT MARDAN MANSEHRA ATTOK HARIPUR KAHUTA MUREE
TAXILA TALAGANG ABBOTABADMUZAFFARABAD(AK)
19 CITIES FOR THE YEAR 2000 (Al l Volume in Tons)
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GOALS SETTING
AMs to ensure each FM prepare OOH Channel-wiseopportunity listing ideally with consumption, and settheir goals by
CustomersSelect A & B customers first as a priorityThis does not mean C & D class customerswill not be converted.
Brand Ideally promote LYL as a top priority
Branding Only LYL shall be doneSelling According to the customer
Story
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GOALS SETTING
Format 1st Priority LYL Teabags1st Priority Yellow Label
2nd Priority Supreme
FM checksFM will check each DSRs section-wisecards and resets the DSRs goals ofconversion
Reviews the use of schemes and branding
and checks in the marketplace.
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PROMOTIONAL
ACTIVITIES
OUT OF HOME
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THE PAST (Till 1st Qtr, 2000)
MOSTLY NATIONAL SCHEMES TARGETEDTOWARDS ALL THE HTS IRRESPECTIVE OFCLASSIFICATION & TYPE OF HTS
(I.e. A, B, & C Class HTS)
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THE PRESENT (April - May 2000)
SCHEMESAPRIL 2000 60GM FREE PACK SCHEME IN
STRATA 1,2 & 3 ONLY.
MAY 2000 HTS SERVICE TRAYS SCHEME INSTRATA 1,2 & 3 ONLY.
CONVERSION SCHEMES
LIPTON SPOONS WITH PACKS FOR LARGE
NON-USERS HTS ONLY. 60GM PACK PLUS LIPTON SPOON IN LAHORE
CITY FOR A & B CLASS NON-USERS ONLY
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FUTURE ( June - Dec 2000)
Customized Schemes according to classificationof HTS.
Promotional items passed through schemes
would vary for different class of outlets. Local/ Regional according to need of the area.
Focus towards conversion.
Few volume driver schemes on national basis.
Medium to long term schemes maintaininginterest of the HTS.
(e.g. 10 cases = Tape recorder)
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FUTURE ( June - Dec 2000)
PROMOTIONAL ITEMS IN THE MAKING:ITEM STATUS
YL MUGS ORDERED
YL TABLE COVERS ORDEREDPLATE MENU TIN DELIVERED &
INSTALLATION HASSTARTED
YL APRONS DELIVEREDPD JUGS & GLASSES DELIVERED
DSR SHIRTS DELIVERED
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FUTURE IDEAS ( June - Dec 2000)
ITEM STATUSSERVING JACKETS TO BE ORDERED
CERAMIC TEAPOT Year 2001
BILL FOLDER Year 2001SALT N PEPPER HOLDER Year 2001
SUGAR POT Year 2001PRODUCT COUNTER IN DEVELOPMENT
ASH TRAYS IN DEVELOPMENTWALL CLOCK IN DEVELOPMENT
TEA-BAG PACKAGE IN DEVELOPMENT
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BRANDING
OUT OF HOME
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PAST (1999 ~ APR 2000)
BRANDED HOT TEA SHOPSBRANCH 1999 2000 (YTD APR)
- KARACHI 25 290
- HYDERABAD 224 235- MULTAN 105 300
- LAHORE 80 395
- FAISALABAD 104 325
- ISLAMABAD 56 170TOTAL 594 1715
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CLASSIFICATION OF OUTLETS
A Type HTS
Consumes more than 15 Kg Tea per week
High Traffic Area
Prominent from a distance of + 400 meters Placed in high income locality
Mid to high class gentry
Possibility of Teabag consumption
Very clean & neatBased on Volume, Location and Clientele/ Image
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CLASSIFICATION OF OUTLETS
B Type HTS
- Consumes between 5 to 15 Kg tea per week
- Good Traffic Area
- Prominent from a distance of 200 - 400 meters- Placed in medium/ low income locality
- Mid class gentry
- Fairly clean place
Based on Volume, Location and Clientele/ Image
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CLASSIFICATION OF OUTLETS
C Type HTS
Consumes between 1 to 5 Kg tea per week.
Community area Prominent from a distance of 50 - 100 meters
Mid to lower-medium class gentry
Literate/ semi literate customers
Based on Volume, Location and Clientele/ Image
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HTS BRANDING ELEMENTS FUTURE
BRANDING OF A & B CLASS HTS ONLY
QUALITY OF BRANDING TO BE IMPROVED
PLASTIC SIGNS FOR A CLASS OUTLETS. TABLE COVERS
JUG & GLASSES
BRANDED MENU BOARD
SHOP SIDEBOARDS
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FUTURE (HTS BRANDING)