Situation
Overview
A major textile company wanted to successfully launch a new brand for their premium lawn collection across key cities
Objective
- Launch 16 different products in key retail outlets of 7 main cities
- Host a large 3 day exhibition in 2 metro cities
- Design complete product packaging, promotion materials and brochures
- Source vendors for product packaging, promotional material and marketing activities
- Develop and execute the complete promotional plan for the launch
- Manage product distribution in major retail outlets in all key cities
- Manage the entire marketing budget of Rs.20 million for the launch
Action
How Polestar helped
- Developed the launch strategy and allocated the budgets to be spent on each activity
- Arranged the catalogue design & photography
- Arranged pack designs, all outdoor visibility, POS, press & electronic campaigns by appointing & leading a consortium of specialized vendors
- Coordinated between the designer and the factory to meet production timelines & quality targets
- Managed the entire operations of the 3 day exhibitions held in 3 cities i.e. Karachi, Faisalabad & Lahore by leading an activation partner
- Managed activities of a PR company to organize press conferences ,articles in press (incl. TV chat Shows)
- Lead distributors and salesforce to achieve availability targets
Results Achieved
Key Results Achieved
- Hosted 10,000 clients during 3 day exhibition
- Gained maximum mileage from marketing budget
- Achieved all awareness goals for targeted customer base
- 100% of the product launched was sold within 30 days of launch
- Created high equity and brand recall for new brand of premium lawn;
- Recognized by CEO for providing excellent service throughout engagement and have continued to receive business
