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DUTCH LADY ACTIVATION PROGRAM 2007
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1. BACKGROUND

• 1/ Thousands people (target shopper mainly
  household mothers) come to public market every
  day for shopping needs for family use at home.
• 2/ Not yet have a lot of people buying and
  selling milk at the public markets (compared with
  shops, HPM and SPM etc)
• 3/ DLV had run sampling activations at 116
  markets in year 2006 (phase 1 March-April, phase
  2 August 2006 and phase 3 October-November
  2006). Each market, our activation operated in 2
  days, The results as
• No. Approached shoppers per day per market in
  1.058 people
• No. Activated shoppers per day per market 145
  people
• No. New outlets handled DL products 2 new
  outlets per market
• Sales achieved per market per day 6 min VND

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2. OBJECTIVES

• Creating influence market stall owners and
  shoppers behaviors, ask them buy and sell DL
  products immediately and after that.
• Building up DL brand awareness in consumers
  mind at public markets

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3. GOALS

• 250.000 target shoppers to be approached the
  activation
• 40.000 target shoppers to be activated to buy
  DL products
• 300 new market outlets will buy DL products to
  sell
• Sales target 1.5 bin VND
• Sales growth 20 at these at 100 markets,
  achieving value sales of 120bln VND throughout
  year 2007

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4. TIMING SCOPE

• Scope
• 1st phase 50 markets in Central, East, Me-kong
  in period April 2007
• 2nd phase 20 other markets in East, Me-kong in
  period June 2007
• 3rd phase 50 markets in Central, East, Me-kong
  have the 2nd times of activation in period
  August-September 2007
• 30 markets in HCM, Can Tho and Bien Hoa have our
  sampling in period November-December 2007
• Time 7 am 11.30 am everyday. 2 days per
  market

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5. DETAIL PROPOSAL
5.1 Target shoppers Market goers - mainly
household mother 5.2 Target channels All of
the stall outlets belong to the allocated public
markets. 5.3 Target products Focusing on DL
brand and under DL brand SCM (DL Exe, COMPLETA,
LONGEVITY, UHT (DL UHT), IMP (DL main stream, DL
GUM) and others 5.4 Key massage Drinking Dutch
Lady milk three times milk to get ready
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5. DETAIL PROPOSAL
5.5 Operation
Before Hanging banner/ delivering leaflets and coupon/ communicating to announce the program to stall owners and target shoppers
During Delivering leaflets and coupons/ taking to motivate target shoppers/ using moving cart to reach target shoppers (minimum 3times moving per market)/ redeeming promotion gifts/ organizing the game
After Building up Dutch Lady brand awareness Buying and using Dutch Lady product after that
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5. DETAIL PROPOSAL

• 5.6 Machanism
• The target shoppers who buy Dutch Lady products,
  they will receive coupon from stall owner.
  (28.000VND/coupon)
• - Bringing the products with the coupons to the
  moving cart, they will be requested to show
  coupons and the Dutch Lady products. (Coupons
  wont be returned).
• - If everything is valid, activated shoppers will
  be offered to take the promotion gifts, meanwhile
  PG will use the pen whose pink on the plastic
  can't be wiped off to remark "Sold" on the
  products to prevent these from coming back the
  stalls.
• For 1 coupon - promotion gift values 3.000 VND
• From 4 coupon and over promotion gift values
  14.000 VND
• From 8 coupon and over promotion gift values
  34.000 VND
• - Joining the interesting game to get more
  attractive gifts

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6. MATERIALS

• 6.1 Dutch Lady moving cart (Click here)
• Moving cart will be made light materials, easy to
  move and transport.
• Dutch Ladys logo, selling line and premium gifts
  and prizes pictures will be designed on the
  moving cart.
• Moving cart contains speakers, promotion gifts,
  prizes, tools of game.
• A backdrop will be set moving carts back,
  designed pictures of game
• 6.2 Cross-banner Cross-banner will be designed
  with DLVs logo, products, venue, time and the
  theme of the program. (click here)
• 6.3 Coupon They will contain theme of the
  program, promotion gifts, time (within two days).
  (click here)
• 6.4 Leaflets They will develop the contents, the
  machanism, the promotion gifts to motivate market
  goers joining the program. (click here)

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6. MATERIALS
6.5. Uniform Active, comfortable White and blue
main colors Logo must be in line with brand
guidelines Keep consistently DL brand images
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7. ORGANIZATION

• Design and operate materials (approved of DL
  before taking out)
• Quotation (click here)
• Select markets and good location for operation/
  work with market managers to have places for our
  operation. (click here)
• Liaise and coordinate with Sales region to having
  support better
• Good location for operation
• Get license
• Recruit, training and manage employees
• Prepare logistics, gifts, POSMetc.
• Implement

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8. REPORT

• Than Nu will report progress to Dutch Lady (once
  per two days)
• Than Nu will have report and analysis to Dutch
  Lady weekly.
• Than Nu will provide Dutch Lady list of
  consumers, stall outlets joining the program
• Than Nu will send final report and photos at the
  end the program.

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THANK YOU FOR YOUR ATTENTION
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CONTACT

• Than Nu Experiential Marketing Co.
• Add 43 Tran Nhat Duat str., Tan Dinh ward, dist.
  1, HCMC
• Tel [phone]
• Fax [phone]
• Duong Cam Ly
• Account Manager
• Mobile [phone]
• Email camly_thannu_at_yahoo.com