1. The Biggest Shopping Festival of Kolkata

2. &

3. Presents…

5. Objectives of GKSF
To make Kolkata an attractive / preferred shopping destination.
To ride on the peak tourism and shopping period and ensure an overall increase in off-takes.
To re-focus attention on shopping and entertainment across different customer profiles : tourists, NRI and locals.
To create an enduring property which involves all the consumer touch points and ensures value for the participant.
To produce the largest ever initiative of its kind.

6. Festival at a glance
The festival will be held for 30 days across all formats of retail establishments across the city of Kolkata
The festival would be accompanied by a mega advertising and promotion campaign
During the festival the consumer would be encouraged to shop with the participating outlets.
To ensure that the consumer can identify the right outlet, the MEs would be branded with POS material pertaining to the festival.
Upon a spend of Rs. 150 to Rs.10,000 the consumer would get a lucky coupon (or multiples) wherein he stands to win prizes and gifts.
The main attraction for the consumer is the possibility of winning gifts like cars, residential flat, durables, holiday packages, Gold gift vouchers, gift hampers etc.

7. Shop & Win! Instant prizes on every purchase!!!
2 residential Flats for Mega draw
One Maruti SX 4 for Mega draw
15 Maruti WagonR Due for weekly draw
15 return tickets from London for weekly draw
15 Tanishq gift vouchers worth Rs.1 lakh each for weekly draw
Crores of instant prizes!!!

8. Enlistment Process
Enlistment advertisements in leading print media & internet
A series of direct marketing initiatives.
c) Involvement of associations.
d) An interactive media campaign.
e) A series of road shows and promotions across the city of Kolkata
The enlisted stores also get free coupons for the festival as below:
Category A: Enlistment fee – Rs. 5,000, coupons free
Category B: Enlistment fee – Rs. 15,000, 150 coupons free
Category C: Enlistment fee – Rs. 25,000, 250 coupons free
Category D: Enlistment fee – Rs. 50,000, 500 coupons free

9. Merchant Establishment: Mechanics
The festival is open for participation to any retail establishment across the city of Kolkata at a cost based on their category:
Category
Slabs (Rs.)
POS worth
Free Coupons
Transaction Value as per slab
Value of extra coupon as per slab
Silver
5000
500 50
150 5
Gold
15000
1500 15
Platinum
25000
2500
250
1000 20
Diamond
50000
10000
Silver: Grocery shops / Dry-cleaner / Astrologer / Mobile Shops/ Car-accessories / Small book shops / Second hand car dealers / Beauty Parlor / Sweet Shop / Confectionery / Restaurants / Electrical shops / Sanitary items / Optical Shops
Gold: Garments / Super markets / Footwear / Luggage shops / Sari shops / Cinema halls / Fitness Shop
Platinum: CD shops / Mobile handsets shops / Music shops / Furniture
Diamond: Jewellery / Real Estate / Cars / Designer shops / Organised lifestyle retail ( shoppers stop , Westside etc.)
*All these outlets will get a gate infront of the outlet

10. Advertisement campaign plan
Print:
8,000 cc ad in ABP & TT
Pre-Event Advertisement campaign for the festival would start from November 5th - this is basically to enthuse ME’s participation and also snowball into informing the Kolkattan population at home and elsewhere - about the Festival.
The main Ad campaign will kick-off from December 3rd week.

11. Advertisement campaign plan
TV & Internet:
TVC in Star Ananda, Star Jalsa (prime time)
TVC in CNN-IBN, Times Now (prime time) to attract National players
Radio : Friends FM
Launching of WEBSITE:
Internet Advertising

12. Kolkata will decorate like Durga Puja!!!
Advertisement campaign plan
Outdoor:
100 Hoardings including Bus Shelters, Tram painting, Metro Railway
2000 gates in Kolkata outside the participating ME’s
4 big arches in strategic locations in Kolkata
20 important streets will be decorated with lights
Kolkata will decorate like Durga Puja!!!

13. Advertisement campaign plan
PR & Mega Functions:
National PR agency will handle national releases in all the main line dailies, TV & Internet
Regular press releases, Conferences will be issued/conducted
Gala Inauguration program in Nazrul Mancha with Ministers & celebrities & singers on 24th December

14. Print: 1

15. Print: 2

16. Outdoor:

17. Website

18. The Biggest Sales Opportunity
GKSF will provide an opportunity for retail segment in Kolkata to beat the economic slow-down
GKSF will experience a sales boom in the retail category by 150 crores (expected)
Opportunity for your brand to drive sales by developing top of mind recall during this festival time through special offers & discounts!

19. Advertising Incentive Program (AIP)
Option 1:
Give 30cc ad in ABP before 24th December and get a free participation in the Festival for one outlets
Give 60cc ad in ABP before 24th December & get two outlets for free
Give 100cc ad in ABP before 24th December & get 4outlets for free
Option 2:
You need to offer a special discounts on your products between 15th December 2008 to 22nd January 2009
Use GKSF logo in your advertisement campaign
And get an exciting never before discount on advertising rate from ABP

20. Grand Kerala Shopping Festival – 2007-08
A Showcase

21. Overview Of Retailers Participation….
Total ME participation

22. Segment wise Percentage of Additional coupon purchase

23. Higher sales tax collection: December month
Sales Tax Comparison
Higher sales tax collection: December month

24. Come Join In!!!