Page 7 - PowerPoint Presentation

OBJECTIVE OF THE CAMPAIGN

The objective of the campaign was to create product awareness, wholesaler and retailer

visits, Customer engagements, selling our products, gathering of customer feedback and

Competitors feedback. The project was conducted on daily basis in a period of 34 days from
nd
th
22 October to 24 November consecutive.
GeneralObjectives:

To expand the market coverage of ASAS UHT Milk in Upcountry Market and tackling various

issues that impede the growth of ASAS milk in the market.

Specific Objectives:

 Outlet engagement and listing both retailers and wholesalers

 Consumer engagement and sampling to recruit new consumers & re-recruit lapsed
consumers into the brand through Community gathered sampling and Social Groups

Sampling

 Increase ASAS UHT Long life talkability (Top of Mind) through our disruptive engagement
& education on product knowledge

 Reinforce ASAS UHT long life brand positioning (a natural milk from cow)

 Yield sales and ensure product availability to all outlets across Arusha.

Regions:

TANGA | KILIMANJARO | ARUSHA | MANYARA | SINGIDA | DODOMA | MOROGORO.

TARGETEDAUDIENCE

 PrimaryTarget:

• Outlets both wholesale and retailers

• Consumers from households especially mother as decision makers, especially with children

ages 3 – 12, teenagers, children and other community member of all age ranges across all
social classes that associate with ASAS UHT Milk.

 SecondaryTarget:

• Professionals, casual laborers, students and Mama Lishe with a frequency in using Milk and
require a brand that is effective