VM elements

May 2008 to Aug 2008

 May - 2008

International May-08
Mothers Day
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MEGA DAY
International Mothers Day
Event International Mothers Day

Offer . Mothers day promotion

% Off on women's wear & women's category.

Objective Celebrate International Mother Day at Debenhams.

Give away good offers to all the customers visiting the
store on the occasion of mothers day
Promote gifting options available with us
Give opportunity to our customers to win gifts for their
Moms

Strategy Special offers for Women's

Gifting ideas for customers to gift their mothers
To do tie ups & execute cross promotions

Time Period 10th & 11th May 2008

Ideas to celebrate Mothers Day

 Instore games with kids/ customers

 Message board

 Gift your Mom

 Drawing competition

 My Mom is the best

Instore games with kids/ customers

Emcee will play some interactive & exciting games like

tongue twisters, treasure hunt or few more interesting games
with all the kids / customers coming to the store. Winners will
get Gift hampers from our side to gift their mothers on the
occasion of Mothers Day.

Activity date : 10th & 11th May 2008

Gifts : To be sourced from Cosmetic brands
Cost of Emcee : Rs, 10, 000/-(2 days @ Rs, 5000 pr
day)
Cost of promoter : Rs, 4000/- (2 days @ Rs, 2000 pr day)
Total cost : Rs 14,000/-
Message board
All the customers visiting the store on 10th & 11th May will be
requested to write message for their mothers, best 3 messages each
day will get a surprise gift from Debenhams.

Activity date : 10th & 11th May 2008

Gifts : Gift hampers to be sourced from Cosmetic brands
or Debenhams gift voucher worth Rs, 3000 (@1500
each day)
Cost : Cost of Promoter Rs, 4000/- (2 days @ Rs, 2000 pr
day), flex printing & cost of iron frame will be
around 5,000 to 7000/-depends on the size of the
message board + cost of messages e.g.. post it paper
Total Cost : Approx Rs, 12500/-
Gift your Mom
We could look at doing barter deal with some electronics, jewelry or
home furnishing brand, we’ll display few of their products in our store
like Washing Machine, Microwave Owen, Refrigerators, and Jewelry
etc. and organize a lucky draw contest for the customers. The
promotion will be designed to increase the sales & give our customers
a good shopping experience. Promotion could be “Shop for Rs, 5000/-
& win exciting gifts for your mother on the occasion of Mothers Day”

Activity date : 3rd to11th May 2008

Gifts : To get sponsored from brands or purchase the same.
Cost : Cost of POP material Rs, 25000 /- lucky draw
coupons Rs, 7000/-
Cost for Insert : Rs, 31000/-
Total cost : 65000/-
Drawing Competition
We’ll invite all the kids to participate in the drawing competition
which will be organized in the store. Kids will be divided into 2
categories from 2 yr to 5yr and 6yr to 12yrs.In both the
categories 1st,2nd, & 3rd prize winners will be declared.
Certificates will also be given along with the prizes. Competition
will be organized in the kid’s area.

Activity date : 11th May 2008

Cost : Cost of drawing material (colours + drawing
sheets + certificates), Rs 5000 /-, cost of gifts
Rs,10,000/-
Total cost : 15,000/-
: Not including cost of Emcee & promoter.
My Mom is the best
One of the Radio Channels will be invited to come & do a fun
loving interesting activity or play some exciting games with
customers visiting the store. RJ will interact and ask the customers
why they think their MOM is the best in the world or play some
other activity with them, and if the customers gives the correct
answers they can win exciting goodie bag or Gift Vouchers from
Debenhams for their Moms.

Activity date : 10th & 11th May 2008

Timing : 4 – 7 pm
Gifts : Gift hampers to be sourced from Cosmetic brands
or Debenhams gift vouchers.
Total Cost : Will update once i get in touch with the radio
channel & take the costing for such kind of
activity.
 May – 2008 – MEGA DAY

May-08
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MEGA DAY
Event MEGA Day

Offer MEGA Day – Upto 25% Off

Objective To liquidate the excess stock in our kitty

Highlight the discount on slow movers

Strategy ` via Press Ad & Radio Channel.

Advertise the offer
Personalize Invitation to the customers who have already
shopped with us.
SMS & E-mailers to be sent on Debenhams database

Time Period 28th, 29th & 30th May 2008

 Back to School 21st June to 6th July

June-08
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Back to school
Event Back to School
Offer Special offer & Free gift for kids
Objective Give kids a lovely shopping experience at our store
Run exciting offers on kid’s merchandize
Get some PR coverage for Debenhams
Strategy
Organise In-store activities like tattoo maker,
caricature artist, drawing competition, magician &
kids workshops
Highlight kids offers in the store.
Tie up with a Kids play school or amusement park.
SMS & e-mailer to be sent to Debenhams database

Time Period 21st June to 6th July

Marketing activities for Back to school

 Magic show

 Tattoo marker

 Caricature artist

 Car racing competition

 Art & craft

 Shop & win

 Magic Show

Magic show is always appreciated by the kids, they love

to watch the handy trick shown by magician, we can
arrange for a good magician who can come to the store
and showcase his tricks to make the kids & other
customers happy.
Date : 21st & 22nd June, & 5th July
Timing : 1pm – 8 pm
Costing : Rs, 15,000/- ( @ Rs,5000 per day)
 Tattoo Maker

Tattoo Artist - Kids love the tattoo making art and are
eager to get themselves painted with it. Tattoo maker can
be placed in the store where the kids can come and enjoy
free tattoo activity.

Date : 21st & 22nd June, & 6th July

Timing : 1pm – 8 pm
Costing : Rs, 12,000/- ( @ Rs,4000 per day)
 Caricature artist

Caricature is an art of making a funny face, it is like a

cartoon drawing of your own face and body. Any feature
of your face are exaggerated and yet the resemblance to
your face is not fully lost so as to establish the identity.
Artists can create the caricatures which look funny yet
good and not ugly. Kids will love to portrait themselves
to this art .
Date : 28th & 29th June , 5th & 6th July.
Timing : 3pm – 8 pm
Costing : Rs, 16,0000/-( @ 4000 per day)
 Car race competition
Every kid is passionate for toy cars, and want to have
good looking & smart cars in his kitty of toys. We could
organize Kids car racing competition in the store, kids
will be divided in 2 age groups 4yr – 8yrs & 9 and above.
Winners in both the age groups will get exciting prizes
from Debenhams. .

Date : 22nd, 29th June, & 6th June

Timing : 3pm – 7 pm
Costing : Emcee ,Rs 5,000/-pr day +promoter
2,000 pr day
Gifts : To get sponsored by some brands,
if not to be procured locally
 Shop & win
We could look at doing barter deal with some Computer brand & run a
ATV driven scheme during this event, we'll display few of their
products in our store like computer, laptop etc. and organize a lucky
draw contest for the customers. The promotion will be designed to
increase the sales & give our customers a good chance to win computer
for their kids. Promotion could be “Shop for Rs, 5000/- from kids
section & get a chance to win exciting gifts.

Activity date : 21s June – 6th July

Gifts : To get sponsored from any computer brand
Cost : Will get back to you on the same
 Art & craft workshops
Origami - ori meaning "folding", and kami meaning "paper" is
the ancient Japanese art of paper folding. The goal of this art is to
create a given result using geometric folds and crease patterns
preferably without the use of gluing or cutting the paper medium.
"Origami" nowadays refers to all types of paper folding, even
those of non-Asian origin.
We could invite somebody to our store and ask him to take some
workshops on origami / art & craft, this will keep the kids busy
and will come back again in the zeal to learn more.

Date : 21st, 22nd, 28th,29th June,5th & 6th July

Timing : 3pm – 7 pm
Costing : Need to get back with details
 EOSS - 1st Aug to 31st Aug

Aug-08
S S Sale’08
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Blue Cross
Sale
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Event EOSS & BLUE CROSS SALE - Upto 70% Off

Objective To liquidate the excess stock in our kitty.

Give mark down Upto 70% Off on most of the
merchandise during Blue cross sale.
Increase the footfall of the store.
Achieve targets.

Strategy Advertise the offer via Press Ad, outdoor Radio Channel.
Personalize Invitation to the customers who have already
shopped with us.( SMS & E-mailers)
Newspaper Insertion
Promotion / Tie up with Barista, Food courts, Multiplexes.
Time Period 1st August to 31st August 2008
Marketing activities for EOSS

 Promotion / Tie up
 Distribution of flyers from Toll plaza
 Cinema slides
 Distribution of flyers from Multiplexes ticket
counter& Mall parking area
 Direct mailer activity
 Branding on Mall lifts
 SMS to Airtel / Vodafone customers
 Sale communication flyer to be couriered with
Bank credit card statements
 Proposed Marketing activities

Promotion / Tie up – Marketing tie ups could be done

with barista, Multiplexes to promote our End of season
sale. Hopefully mall will also start getting some good
footfalls once the food court multiplex gets Operational.
We could look at putting our Sale communication at
Food court & get some visibility at the multiplex
premises.
Cost for the same need to be crosschecked with Mall &
Multiplex, will get to you over the same.
 Distribution of flyers from Toll plaza

Heavy traffic flow at Toll plaza could be used to

communicate customers for our EOSS. Event flyer could be
given to every vehicle going towards Ambi Mall / Gurgaon
and we could inform the customers well in advance so that
they can plan accordingly for their shopping.

Cost for the same need to be crosschecked with Mall &

Multiplex, will get to you over the same.
 Cinema Slides

Cinema slides could be taken to promote our EOSS. It is

good option to communicate our Sale as the visibility
factor is high. Multiplexes like PVR & DT could be
targeted for this activity.

Cost for the same need to be crosschecked with Mall &

Multiplex, will get to you over the same.
 Distribution of flyers from Multiplexes & Parking

Small flyers could be designed specially for the EOSS

event communication, which could be distributed from
the Multiplexes located in Gurgaon along with the movie
tickets. Also the same could be utilized and given with to
every customer entering the mall from the parking area.

Cost for the same need to be crosschecked with Mall &

Multiplex, will get to you over the same.
 Direct Mailer Activity

A Direct Mailer could be drafted and send across to all the

Debenhams customers who have shopped with us in the
past. This will act as a good tool for communicating our
EOSS.

Cost of printing DM : Rs,12 – 15/- pr mailer

Cost of courier : Rs, 10 each packet

 Branding inside the Mall

Mall lifts could be used for highlighting Debenhams End of

Season Sale. Mall will be getting good no. of customers
during that time and if we could divert half the traffic towards
our store we’ll achieve good numbers.

Cost for branding : Rs,25000/- pr month for 1 lift

branding
Proposed lifts : 3 ( 1 at the entrance of our store on
ground floor, 1 near reliance and 1 near atrium)
 SMS activity

SMS is considered very effective method used to give any

kind of information to the customers, also it is low budget
marketing tool. We could look at availing the services of
Airtel & Vodafone to send SMS to their premium customers.

Cost for the same need to be crosschecked with Mall &

Multiplex, will get to you over the same.
 Bank Mailer activity

Debenhams End of Season Sale flyer could be sent along

with credit card statement of banks like American Express,
Citibank, ABN Amro etc.A5 size flyer could be sent along
with the credit card statements.

Cost for the same need to be crosschecked with Mall &

Multiplex, will get to you over the same.