Prepared By:-Amit Sinha

PROPOSAL for Roadside Marketing for Kuchai Silk Expo and future events
Executive Summary Roadside marketing refers to the marketing activities to attract the target prospect mainly for educational purpose and to increase the footfall of a retail store. Roadside marketing campaign includes: Educating prospects about the existence of the company. Educating about the various offerings of company Educating customers about new products/events Distribution of leaflets Advertisement of nearby stores/outlet. Distribution of passes of events Distribution of special coupons etc

What is Roadside Marketing? It is mainly a temporary marketing or advertisement activities through which we can educate unaware prospects about our company Jharcraft and its various offerings. It is basically a kind of stall that has to be in a traffic area, preferably before red light crossing or nearby shopping centre to get the attention of maximum prospects. With 1 or 2 executive representing the company and its offering and distributing the leaflets coupons etc The stall must reflect and highlights the brand name followed by companys new offerings/events like Kuchai Silk Expo This marketing activities is effective only in those region where jharcraft outlet does not exist like in Ranchi we have Dhurva, Kanke, Lalpur, Birsa Chouk location Etc.

Prepared By:-Amit Sinha

Objective: To attract more customer for the Kuchai Silk Expo. Increase the footfall of jharcraft outlet Educate people about the offerings of jharcraft. To Increase customer database.

Processes: Location:The first and most important part is selection of location and to make this campaign a success we must select the right location for the stall,and therefore i have selected Birsa Chouk, HEC dhurwa,Lalpur Chouk,Kanke Information/Content:We must decide the information that we are going to share with the prospect. eg:Kuchai Silk Expo organised by Jharcraft from 12 sep to 16 sep in Radisson blu. defining what kuchai silk expo is all about. Leaflets/Invitation card: Proper designing of leaflet containing the exact information that we are going to share Making of stall: Stall must be clean and balanced in size containing all the required signages and branding. Manpower: Atleast 1 executive is required at stall to educate the prospect and give details to the visitors. Duration: keeping in mind the date of kuchai silk expo in Ranchi we can go for 10-12 days roadside activities simultaneously at all above mentioned location. Preferably from 1st sept to 12th sept or we can extent it to 16th sep

Budget: Stall with flex and signages-6000/stall Leaflets-50 paisa/pc*1000=500/stall Manpower=1 person/stall Total=6500/ stall

Prepared By:-Amit Sinha

Advantages: Will generate crowd at the expo Will increase the footfall of outlets Will increase the customer database of jharcraft Will help in branding of jharcraft. Can easily tapped the prospect from untapped area

Mr Sudhir Kr Sinha a field officer in IMRB research international says with the huge traffic in news paper advertisement, live storytelling and live demonstration or roadside activities getting more attention from the viewer. Many companies from different industries have adopted this strategy and gain competitive advantages over its customer. Eg:Retail Industries: Future Group, Life Style, Geetanjali etc Aoutomobile industries: Bajaj, Hero, Kinetic, Chevrolet etc Financial industries:-ICICI, Muthoot Finance etc Telecom industries: Vodafone, Idea, Airtel, MTS etc