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    Promotion Budget

    Uploaded by

    Ratidzai Muyambo
    The document outlines a marketing campaign for the Givenchy perfume brand. The campaign aims to increase sales by 35% month-over-month through May 2021 by creating brand awareness and affinity around the theme "Thrill of the Forbidden". Customers who buy a $400 fragrance will receive a free note and pen gift set. The campaign materials include catalogues, banners, badges and flyers with a total budget of $500. Mechanics include in-store sampling and incentives for sales reps. Communication methods are telemarketing, email marketing and social media posts.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Promotion Budget

    Uploaded by

    Ratidzai Muyambo
    38 views6 pages
    The document outlines a marketing campaign for the Givenchy perfume brand. The campaign aims to increase sales by 35% month-over-month through May 2021 by creating brand awareness and affinity around the theme "Thrill of the Forbidden". Customers who buy a $400 fragrance will receive a free note and pen gift set. The campaign materials include catalogues, banners, badges and flyers with a total budget of $500. Mechanics include in-store sampling and incentives for sales reps. Communication methods are telemarketing, email marketing and social media posts.

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    The document outlines a marketing campaign for the Givenchy perfume brand. The campaign aims to increase sales by 35% month-over-month through May 2021 by creating brand awareness and affinity around the theme "Thrill of the Forbidden". Customers who buy a $400 fragrance will receive a free note and pen gift set. The campaign materials include catalogues, banners, badges and flyers with a total budget of $500. Mechanics include in-store sampling and incentives for sales reps. Communication methods are telemarketing, email marketing and social media posts.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    38 views6 pages

    Promotion Budget

    Uploaded by

    Ratidzai Muyambo
    The document outlines a marketing campaign for the Givenchy perfume brand. The campaign aims to increase sales by 35% month-over-month through May 2021 by creating brand awareness and affinity around the theme "Thrill of the Forbidden". Customers who buy a $400 fragrance will receive a free note and pen gift set. The campaign materials include catalogues, banners, badges and flyers with a total budget of $500. Mechanics include in-store sampling and incentives for sales reps. Communication methods are telemarketing, email marketing and social media posts.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 6

    1

    Background

     A noticeable decline in sales was noted in the last quarter (January-March 2021).
     The marketing team was tasked to come up with a comprehensive and effective strategy that will grow unit sales by
    running a campaign in the month of May and thereafter.
     The aim of the campaign is to create top of mind awareness and affinity towards the Givenchy brand in our target
    audience’s minds when they think of luxury perfumes.
     The campaign theme and message will be premised on a lifestyle, anchoring on the theme, “Thrill of the Forbidden“.

    Goals
     Increase sales by 35% month on month.
     Increase brand awareness.
     Build brand affinity & create brand loyalty.

    Campaign Details:
     Theme: “Thrill of the Forbidden“.
     Promotion Dates: Saturday, 1st May to Sunday, 30th May 2021
     Promotion Duration: Four Weeks 2
    Customer Participation Mechanics
     Buy any one of the luxury fragrances under the Givenchy brand worth US$400 and get a free
    note & pen gift set.

    Activation Mechanics
     Internal Staff Launch
    • Brief all internal staff about the campaign focusing on background and objectives.
    • Staff Challenge-An incentive package will be awarded to the top sales person in this campaign.
     External Launch
    • Wet demo sampling executed with the aim of converting leads into sales by use of fragranced
    strips in a A6 Givenchy brand catalogue by affording customers to experience the brand.
    • Branded Apparel-Sales Reps will be given campaign badges to wear with a call to action and
    the campaign theme.
    • In store Pull-Up banners communicating the campaign.

    Communication Plan-Below The Line


     Tele marketing & Email marketing-use of database to inform customers of the promotion.
    3
     Social Media Posts-Targeted Facebook and Instagram posts.
    Budget Item Quantity Unit cost US($) Total US($)
    A6 Givenchy
    20 $ 5.00 $ 100.00
    Catalogue

    Campaign Material In store Pull Up Banners 2 $ 35.00 $ 70.00

    Thematic Campaign
    3 $ 2.50 $ 7.50
    Badges
    Electronic Flyer for
    Digital Posts-Social
    1 $ 15.00 $ 15.00
    Communication Plan Media & email
    marketing
    A5 Campaign Flyers 40 $ 1.00 $ 40.00
    Branded Note and Pen
    Trade giveaways 15 $ 14.50 $ 217.50
    Gift Set
    $ 50.00
    Staff Incentive Sales Target Incentive 1 $ 50.00

    Total $ 500.00 4
    Best Case
    Product Variable cost Retail Price % Discount No Of Units Sold Revenue Contribution % Contribution $ Promo Net
    Current Proposed Current Proposed Increase Growth % Current Proposed Incremental Current Proposed Current Proposed Incremental Cost Contribution
    Very Irresistible 50.00 75.00 75.00 0% 100 150 50 50% 7,500 11,250 3,750 33% 33% 2,500 3,750 1,250 500 750

    Most Likely
    Product Variable cost Retail Price % Discount No Of Units Sold Revenue Contribution % Contribution $ Promo Net
    Current Proposed Current Proposed Increase Growth % Current Proposed Incremental Current Proposed Current Proposed Incremental Cost Contribution
    Very Irresistible 50.00 75.00 75.00 0% 100 135 35 35% 7,500 10,125 2,625 33% 33% 2,500 3,375 875 500 375

    Worst Case
    Product Variable cost Retail Price % Discount No Of Units Sold Revenue Contribution % Contribution $ Promo Net
    Current Proposed Current Proposed Increase Growth % Current Proposed Incremental Current Proposed Current Proposed Incremental Cost Contribution
    Very Irresistible 50.00 75.00 75.00 0% 100 128 28 28% 7,500 9,563 2,063 33% 33% 2,500 3,188 688 500 188

    Break Even
    Product Variable Costs Retail Price % Discount No Of Units Sold Revenue Contribution % Contribution $ Promo Net
    Current Proposed Current Proposed Increase Growth % Current Proposed Incremental Current Proposed Current Proposed Incremental Cost Contribution
    Very Irresistible 50.00 75.00 75.00 0% 100 120 20 20% 7,500 9,000 1,500 33% 33% 2,500 3,000.00 500 500 -

    5
    6

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