In-bar Sales Promo/Activation Plan for Lager Beer (PowerPoint PPTX)

This marketing promotion plan is an editable template for in-bar sales promotion activation, for a brand of Lager beer.


It contains 24 powerpoint slides and may also be adapted for in-bar and in-store sales promotions for similar products, in the Food and Beverage (F&B) industry.


The plan includes aspects such as market and product overviews, activation strategy and execution -the 5Ms (Methods, Men, Minutes, Money and Measurement), various steps, activities, sequences and resources necessary for a successful in-bar promotion for a Lager brand.


It also comes with timelines and a spreadsheet budget and can be easily adapted for submission or presentation to marketing managers in the fast moving consumer goods (FMCG) sector, especially during pitches.


Here are some of the important elements you will come across:
-Product Background
-The Market
-Market Segments
-Competition
-SWOT Analysis
-Promotion Objectives
-Promotion Target Market
-Message Matrix
-Giveaway Illustrations
-Execution
-KPIs / Performance Metrics
ETC.


Excerpts:
-Excerpt from Overview: The major segments include Premium (e.g. Heineken, Budweiser, Stella and Tiger); National Premium (e.g Star, Harp, Gulder) and Value Brands (e.g. Trophy, Hero, Goldberg, 33). Golden Guinea Lager is situated within the Value (Value for Money –VFM)/Economy Segment.


-Excerpts from Execution: 106 Brand Ambassadors (BA), each to be deployed across one of 106 bars in 10 cities/towns for 9 days. However, of these 106 BAs, 63 will work for another 4 days (i.e festive days). All BAs have direct reporting lines to a Supervisor. Each BA has a standard recorder for updates of sales, details of winners, prizes given per day, etc.


-10 Supervisors (Super), each overseeing a specific city/town and reporting to the Project Manager. Supers have a standard recorder for updates.


-Excerpt from KPIs/Measurement: BRAND TRIAL -Golden Guinea Lager beer will be consumed in 106 bars across 10 cities and towns, in 13 days by an average total of 27,560 consumers (including average number of 5 unique/new drinkers per day per bar, i.e 6,890 first-time drinkers of Golden Guinea in 13 days).