DEBENHAMS

Valentines Day
 Feb-08
S M T W T F S
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Valentines Day
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From 11th till 17th Feb Valentines week will be celebrated throughout the store.
Instore offers, VM & cosmetic promotion will happen for the entire week however,
Marketing events and promotion will happen only on 13th & 14th Feb 2008
Objective  Create love and friendship theme in
and around Debenhams
 Increase footfall for the store
 Build a great shopping experience for
every customer coming to Debenhams
 Generate PR for the store

Strategy  To do marketing activities in the store

to attract customers especially couples.
 Promote our event via different
marketing tools
Time Period 11th and 17th February 2008
Valentines Day History
It is the traditional day on which lovers express
their love for each other, sending Valentine
cards, candy, flowers, and also gifts are
exchanged between loved ones, all in the name
of St. Valentine. It is very common to present
flowers on Valentine's Day. The day is most
closely associated with the mutual exchange of
love notes in the form of "valentines." Modern
Valentine symbols include the heart-shaped
outline and the figure of the winged Cupid..
Activities we are planning to do :

Tarot card reader

Cupid Corner
Caricature Artist
Love Guru
 Love Guru : A palmist / tarot card reader can be
placed in the store who’ll tell the customers their love
life, queries associated with romance, and other
hurdles related to love and affection.

Date - 13th & 14th February

Cost : if we want to have a good known celebrity for

this activity it will cost for at least Rs, 15K per day.
 Cupid Corner
 Cupid corner : A photo activity zone will be
created for all the couples / customers who are
visiting the store during the valentines week they can
get themselves clicked with their loved ones and take
away the memories along with them to cherish that
special moment through out their life.
Date - 13th 14th February
Cost :it will depend upon no. of people getting themselves
clicked for this activity, we have organised the same activity
during X-mas which was very much appreciated by the
customers and in 4 days 856 people got themselves clicked.
Cost per photograph + printout will be Rs, 50/- and cost of
photo cover will be Rs,25/- Apart from this cost of photo
backdrop & photo zone is also to be considered
Caricature Artist
 Caricature Artist: A caricature artist will sit
in the store and will draw free sketches in caricature
art of drawing of the customers. The customers
coming to the store can get themselves sketched free
of cost and take the sketch along with them. We had
organized this activity during New Year promotion
and it was really appritiated by the customers.

Date –14th till 17th February

Cost :Rs, 4000 per day + taxes

Instore creatives for Valentines Day

A4 Tent Card Standee

Instore creatives for Valentines Day

Backdrop for Cupid Corner Backdrop for Caricature activity

/ Photo activity
Instore creatives for Valentines Day

Heart shape Danglers

Backdrop for Tarot card
 Photo cover front & back

Photo cover inside

Instore POP Checklist

Element Yes No Responsibility

5 Windows Y Shveta
Promotional area Y Shweta
Easel stand Y Shweta
A3 Danglers Y Rajesh
Tent Card Y Rajesh
Standee Y Rajesh
A2 Y Shweta
Swing Tags N -
Price Tags N -
 Marketing Activities Checklist

Element Yes No Responsibility

Caricature Artist Y Rajesh

Photo Activity Y Rajesh
Violinist N -
Tarot Card Y Rajesh

Catchment Activity Checklist

Element Yes No Responsibility

Newspaper Insert N Rajesh

PR Checklist

Element Yes No Responsibility

Press Release Y Rajesh

Outdoor & Media Checklist

Element Yes No Responsibility

Newspaper Ad N -
Magazine Ad N -
Radio Spots N -
E-mailer N -
SMS activity N -
Mobile Van N -
Costing- Sub Total A
Valentines Day Activities - Costing

cost per No. of Total

Activities day days cost

Love Guru ( 13th & 14th Feb 08) 15000 2 30000

Caricature artist ( 14th - 17th Feb 08) 4000 4 16000

Photograph @
Rs,50/- per
photo 2

Photo Cover @
Rs,25/- per
cover 2
Cupid corner (photo zone - 13th & 14th Cost of
Feb'08) backdrop 2 65000

Cost for 1 good-looking female promoter 2500 2 5000

Sub Total A 116000

Pls note the cost of photo activity may come up or may also cost us less than the proposed
budget, depends upon the No. of customers getting themselves clicked on that day. However I've
taken the cost for 500 customers+ cost of backdrop may vary.. Also the cost mentioned is without
taxes for all the activities.
Costing- Sub Total B

Valentines Day Instore POP Material - Costing

size ( H Total
Description Rate xW) Qty cost

A2 Heart dangler 170/- 2' x 1.5' 18 3240

A4 Tent card on roll up sheets 70/- per pc 1' x 1' 70 4900
A4 Tent card on sun board 100/- per pc 1' x 1' 24 2400
Standee ( 75 sq ft qty 5) 15/- pr sq ft 6' x 2.5' 5 1125
Rs 95/- on
3mm
Heart shape danglers (180 sq ft) sunboard 1.5' x1.5' 40 17100
Rs 95/- on
3mm
Heart shape danglers ( 240sq ft) sunboard 2' x2' 30 22800
Sub
Total B 51565
The above costing is without taxes
 Costing- Sub Total C
Valentines Day VM - Costing

size ( Total
Description Rate H xW) Qty cost

table legs spray 500 9 4500

sofa set (optional) 25000 1 25000
neon tube light + transformer(2500) 6700 1 6700
chandeliers 5000 6 30000
chairs 4000 4 16000

Sub
Total
C 82200
Additional cost of AMC ( maintenance &
refilling of gas) is not included + additional
taxes

GRAND TOTAL A + B + C 249765

Thanks !