Tap the Opportunity! - Brand Engagement Center

Tap the Opportunity!!
Sponsorship & Partnership Opportunities!
Content:!
1. 
The Overview Of The Initiative.!
2. 
The Festival Format.!
3. 
The Retailers’ Profile.!
4. 
The Marketing & Advertising Plan.!
5. 
Partnership Opportunities.!
6. 
Next Steps.!
7. 
Contact Details.!
The Delhi Grocery Fes/val is conceptualized, organized and produced by AaramShop Private Limited. All rights are reserved. Overview:!
Delhi Grocery Fes/val has been designed to be the largest ever mul/-­‐brand FMCG / CPG category focused ac/va/on in the country. The fes/val’s core objec/ves are to: 1. 
Create frills for the consumers and thus ensure a renewed enthusiasm. 2. 
Connect consumers to their neighborhood retailers. 3. 
Create business opportuni/es for the stakeholders (the retailers and the brands). 4. 
Sample products and create brand advocacy. 8 fun filled days. (5th to the 12th of January, 2013) Fes/val within 1100 AaramShops. Across Delhi & NCR. Huge Marke/ng & Adver/sing Campaign. Shopping Rewards & Mega Prizes. Festival Format:!
The Delhi Grocery Fes/val would be organized across the Delhi & NCR and at over 1100 AaramShops. AaramShops are independently opera/ng neighborhood retailers who are specialized on FMCG products and brands. The consumers can shop at any of the par/cipa/ng outlet and every /me they spend Rs. 300/-­‐ (or mul/ples thereof) they receive a lucky coupon. The numbered coupon has a scratch and win op/on – which enables instant gra/fica/on and rewards (small value FMCG products). The shoppers are encouraged to review the products (gi[s) on AaramShop.com and win Advocacy Rewards. Further more all shoppers qualify to par/cipate in daily draws to win mega prizes like jewellery, white goods, mobile devices, holidays and a lot more. Retailers’ Profile:!
The over 1100 par/cipa/ng outlets are the familiar, popular and preferred neighborhood retailers across Delhi and NCR. The par/cipa/ng retailers are part of the AaramShop network in the region and are hand-­‐picked to ensure quality, product range & availability and geographical coverage. Par/cipa/on in the Delhi Grocery Fes/val is by invita/on and a nominal fee. Brands can addi/onally choose to nominate their preferred retailers. The par/cipa/ng outlets would be adorned by fes/val merchandise and would prominently display their par/cipant status. The outlets are a mix of independently owned stand-­‐alone outlets and chain outlets. All par/cipa/ng outlets address walk-­‐in, on-­‐phone orders and web based orders. Marketing & Advertising Plan:!
The grocery fes/val would be accompanied by a comprehensive marke/ng and adver/sing campaign, which would be addressed towards the grocery buying popula/ons across Delhi & NCR. The mul/-­‐channel campaign would be lead by print adver/sements (newspapers & city magazines), and would be supported by radio, OOH, television, in-­‐theaters, in-­‐store media, in-­‐store POSM and comprehensive internet based adver/sing both on social and content sites. The campaign would use media worth 1.2 crores. Targeted Audience Profile.  
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Urban households within Delhi & NCR. SEC A1 to B2. Females & Males. 18 to 50 years. Grocery brand decision makers. The Delhi Grocery Fes/val has been purposefully structured to go far beyond been just a fes/val of “freebies”. The fes/val, targeted at the /me of monthly purchases undertaken by most household, has been designed to ensure large scale sampling and trails which lead into advocacy of the brands. Partnership with all brands has been designed to ensure relevant audience gets to be sampled and post product sampling the shopper advocates about the product and its advantages to his / her peers. Partnership Opportunities:!
This edi/on of the Delhi Grocery Fes/val is the 1st in the series of mul/-­‐city engagements which are planned and all partnerships are ideally expected to be of a longer term. The benefits offered to partners are mul/ple: 1. Relevant Project Associa3on: While brand awareness is an obvious opportunity, more important is the “leadership” posi/on within the grocery category for the sponsors. Enhance your percep/on in the community by partnering with the fes/val. 2. Increased Sales: The shoppers are not just likely to purchase the product / brand during the fes/val, but the LTV from the converted shoppers is going to high. 3. Relevant Sampling: The fes/val has been designed to provide direct product interac/on and educa/on to a targeted group of consumers. 4. Promo3onal offers leading to Advocacy: Brands can further distribute re-­‐
5. Database building: Integrate promo/onal elements that provide demographic and buying behavior informa/on. 6. One-­‐to-­‐one marke3ng with the retailers / channel: The fes/val offers a unique and relevant opportunity to build a strong with the trade and help the trade grow their businesses. 7. Sophis3cated Promo3onal Campaigns; Work with the fes/val team to develop fun, crea/ve, print and radio promo/onal campaigns aligned with specific Fes/val events. purchase coupons, create sweepstakes or contests, etc. to maximize return and brand advocacy. FMCG / CPG Brand Partnership Opportuni/es: The sponsorship amount for the FMCG brands has been structured in two parts namely monetary contribu/on and product contribu/on. The products need to be in form of samples which would be handed over to consumers during the fes/val as gi[s. The value of the individual product sample needs to be above Rs.30/-­‐ A: Title Sponsorship (limited to 2) : 15 lacs + 20 lacs worth of products. B: Associate Sponsorship (limited to 2) : 7.5 lacs + 12.5 lacs worth of products. C: Co-­‐sponsors : 3 lacs + 7 lacs worth of products. Next Steps:!
Thank you for taking the /me to read our sponsorship proposal. Please remember that the indica/ve sponsorship packages outlined in this proposal are a guide and should you require a unique configura/on, we would be more than happy to discuss your requirements. If you are interested in suppor/ng the 1st of its kind of fes/val which celebrates the business of grocery brands buying and selling & helps brands strengthen their roots with the retailers and the consumers you can contact any one from our team to discuss the project in detail further. Contact Details:!
Sujoy Sahu, Vice President – Brand Engagement [email protected] or call +91. 9999020036 or Ashutosh Malik, COO [email protected] or call +91.8800375554 AaramShop Private Limited, N114, Level 2, Connaught Place, New Delhi – 110 001 +91.11.6478 0452 to 59 or visit www.aaramshop.com To further enhance the presence of your brands on AaramShop.com and self manage your lis/ngs please visit the Brand Engagement Center. www.brandengagementcenter.com