QUIKSILVER PROMOTIONAL MANUAL
The booklet lists the details of all the events to be conducted by the brand in the year 2017-2018
SKATEBOARD PRINT DESIGN OBJECTIVE The idea is to give Indian designers an opportunity to develop Indian prints on the skateboards.
THEME Indian KItsch
HORN
15th-16th April
STORE LAYOUT A kitsch setting could be created inside the store using Indian elements like Red Chilli, Autorickshaws, Peacock etc. More display areas would be created in the store to exhibit new designs. The window display could be on the developing Indian designers.
PROMOTIONAL STRATEGY Since the project needs people from various areas to submit their design, a good social media promotion would be required. The promotion period would have to be of at least 3-4 months to attract the best talent. Promotion in Skate-a-way and Homegrown
MERCHAINDISE CHANGE The newly printed skateboards could be sold in the store under a new Indian range. Other products like t-shirts and shoes could also be given an indian touch
SIGNAGE Posters about creating an Indian bond with Skateboards. The display tags would contain the kitsch elements.
PLEASE
DURATION Including the promotion and manufacturing period the event will last about 4 months. 2 Major days will be for the exhibition and launch of the range.
EVENT PLAN
B
PROMOTION
Poster (A2)
210 Per Peice
Poster (A3)
40 Per Peice
Facebook Promotion
250 Per day
Instagram Promotion
1700 Per day
Television (Ent)
45000 30 sec
Radio Advertisement
1000 10 sec
Newspaper
1000 sq/cm
Traveller Ad
53550 half page
Sports Illustrated Local Magazines Full Imperial Print Event Website
UDGET
259400 half page 4000 half page 400 print 10,000
IN-STORE Installation
30,000 per inst
Manequins
5000 per peice
Lighting
100,000 per event
EVENT Jury Fees (Sagar Wagella and Saiyad Azar ) 400000 per person
Display Racks 10,000 per set-up Kitsch Props
5000 per prop
TOTAL : Promotion + In-store + Event = 724550 (approx)
0.008
FATHER-SON WORKSHOP OBJECTIVE To increase bonding, and target two generations at the same time with exercises like ramp building and skateboarding styles.
THEME Father and Son love.
11th August, Son’s Day
STORE LAYOUT Store in the theme of Blue and White. Fixtures of father and son clothing to be brought together. Skateboarding rink to be installed in the backyard. Blue and white garments to be displayed in front. More of display garments as people will pass through the store
PROMOTIONAL STRATEGY Quizzes put in magazine to encourage participation, Print advertisement, Skateboarding tips in newspaper. Lucky draw to invite customers, Collaboration with schools. Abhishek Ladakh, one lone skater,who teaches people. Promotion in Skate-a-way and Homegrown Mall showcases
MERCHAINDISE CHANGE Making packs of father and son collectables, Giving away free Merchandise to participants, Emotional sentiment to be used for captions on t-shirts. Gifts for each other.
SIGNAGE Emotional sentiment to be attached. Keeping with the colour scheme of blue and white.
DURATION 1 Day
EVENT PLAN EVENT PLAN
B
PROMOTION PROMOTION Poster (A2)
210 Per Peice
Poster (A3)
40 Per Peice
Facebook Promotion
250 Per day
Instagram Promotion
1700 Per day
Radio Advertisement
1000 10 sec
Newspaper
1000 sq/cm
Local Magazines Full Imperial Print Website Design
4000 half page 400 print 6000
At adventure park 4,000,000 per day
UDGET
EVENT EVENT
IN-STORE Installation
30,000 per inst
Anchor Fees (Abhisekh) 25,000
Manequins
5000 per peice
Trainor Fees
Lighting
100,000 per event
Display Racks 10,000 per set-up Packaging Signage
Ramp Photobooth
2,000 per Day 50,000 5,000 per setup
30,000 15,000 per event
TOTAL : Promotion + In-store + Event = 5518600 (approx) 0.008
SKATEBOARDING COMPETITION OBJECTIVE To find new talent and increase brand loyalty. Competition Rounds 1.Tricks round (Ollie, Indy grab, rock and roll, Boneless) 2. Slalom  (Cutting through barriers, safety cones) 3. Freestyle (Playing with the board) 4. Ramp skating (Highest point and takes air) 5. Drop skating (Speed and persistence)
THEME Skateboarding Enthusiasm.
21st June, World Skateboarding Day
STORE LAYOUT Incorporation of ramp in the outside area. Circulation space to be increased to allow public. Skateboards to be put in focus and information about skateboards to be spread..
PROMOTIONAL STRATEGY Small selections and workshops in schools and colleges, print and tv advertisement, contacting skateboard clubs.Inviting Sportspersons. Fellow Co-sponsor’s can be Red bull, Active-8 and Brighten. Judges: 21 year olds from dharavi, Sagar Wagella and Saiyad azar. Gautam and Praveen ( Extreme Sports challenge Korea) Promotion in Skate-a-way and Homegrown. Mall showcases
MERCHAINDISE CHANGE Skateboards to be put focus, T-shirts related to skateboarding. Sale on beginner products to encourage participation. More details about the  products to help people choose the right skateboard.
SIGNAGE Skateboard Infographics ( About the structure, Wheels, Function,etc), Showing a smart image of a skateboarder.
DURATION 1 day
EVENTPLAN PLAN EVENT
B
PROMOTION Poster (A2)
210 Per Peice
Poster (A3)
40 Per Peice
Facebook Promotion
250 Per day
Instagram Promotion
1700 Per day
Television (Ent)
45000 30 sec
Television (News)
15,000 30 sec
Radio Advertisement
1000 10 sec
Newspaper
1000 sq/cm
Traveller Ad
53550 half page
Sports Illustrated Local Magazines Full Imperial Print Bus stop ads
UDGET
259400 half page 4000 half page 400 print 5000 per day
IN-STORE
EVENT
Installation
30,000 per inst
Manequins
5000 per peice
Jury Fees (Gautam and Praven ) 400000 per person
Lighting
100,000 per event
Event Management company 800,000
Stall Setup
4,000 per stall/day
Ramp
Photobooth
50,000
5,000
Display Racks 10,000 per set-up
TOTAL : Promotion + In-store + Event = 11006050 (approx)
0.008
SKATEBOARDING FESTIVAL OBJECTIVE Bringing skateboarding culture to India using events like Skateboard Yoga with campaigns like Girl Power.
THEME Skateboard Carnival
11th-12th Febuary
STORE LAYOUT This would be in two parts, first inside the store a carnival like atmosphere would have to be created with bright colours, 3-D Installations, Event posters etc. The circulation space would have to be increased to accommodate people. Second outside, Installation of a Ramp, Stalls set up for Food, Energy drink deodorant,, Face Wash etc.
PROMOTIONAL STRATEGY Using Sport stars, Competition and workshops in different colleges, Athlete Videos, Pamphlet, Skateboard stickers, Event website, Club promotion, Collaboration with sports channel, Billboards.Fellow Cosponsor’s can be Red bull, Active-8 and Brighten. Nick Smith (Godfather of Indian skateboarding) and Andy anderson (Canadian Skateboarder) will anchor the event. Collabrating with Longboards girl crew India)and Mumbai Skater Girls. Promotion in Skate-a-way and Homegrown magazines. Mall showcases
MERCHAINDISE CHANGE New range of skateboards on display. Customized skateboards for individuals who visit the festival. Carnival discounts.
SIGNAGE Loud, happy, celebratory, bright, colours for stalls, events, new merchandise.Inside store small ceiling hanging pamphlets can be hung about the events.
DURATION 2 Days
EVENT PLAN EVENT PLAN
B
PROMOTION Poster (A2)
210 Per Peice
Poster (A3)
40 Per Peice
Facebook Promotion
250 Per day
Instagram Promotion
1700 Per day
Television (Ent)
45000 30 sec
Television (News)
15,000 30 sec
Radio Advertisement
1000 10 sec
Newspaper
1000 sq/cm
Traveller Ad
53550 half page
Sports Illustrated Local Magazines Full Imperial Print
UDGET
259400 half page 4000 half page 400 print
EVENT
IN-STORE Installation
30,000 per inst
Manequins
5000 per peice
Lighting
100,000 per event
Rock Climbing wall
8000
Display Racks 10,000 per set-up Signage
15,000
Anchor Fees( Nick Smith ) 40,000 Stall Setup
4000 per stall
Event Management company 800,000 per event Trainer
2000 per hour
Bunjee Jumping
10,000
TOTAL : Promotion + In-store + Event = 23741450 (approx) 0.008
CLUB MEMBER’S SALE OBJECTIVE To increase brand loyalty and promote groups of skateboarders. Also to encourage active family vacations and help them form a connect.
THEME Family Vacations
19th-22nd May
FAMILY
STORE LAYOUT A tropical travel mood would have to be set in the store. Garments to be displayed like a family collection. Loyalty card machines would have to be installed in the store for members.
PROMOTIONAL STRATEGY Tv advertisements, loyalty cards, posters inside stores, Club website, events at hotels and adventure parks, partner with holiday packages companies. Promotion in Skate-a-way and Homegrown magazine. Movie screenings of Lords of docktown, Girls skate india tour.
MERCHAINDISE Special discounts for members on special products, new never scene before products, specially customisable. Holiday specific products.
SIGNAGE Emotional signage with family in focus. Events at clubs, vacation activities.
DURATION 4 days
EVENT EVENT PLAN PLAN
B
PROMOTION Poster (A2)
210 Per Peice
Poster (A3)
40 Per Peice
Facebook Promotion
250 Per day
Instagram Promotion
1700 Per day
Television (Ent)
45000 30 sec
Radio Advertisement
1000 10 sec
Newspaper
1000 sq/cm
Traveller Ad
53550 half page
Sports Illustrated Local Magazines
259400 half page 4000 half page
Full Imperial Print
400 print
At adventure parks
4,000,000
UDGET
IN-STORE
EVENT
Installation
30,000 per inst
Machine
7,000 per peice
Manequins
5000 per peice
Event in club
3,000,000
Lighting
100,000 per event
Display Racks 10,000 per set-up Stall Setup
4,000 per day
Signage
15,000
Photobooth
5,000
TOTAL : Promotion + In-store + Event = 8055900 (approx) 0.008
ADVENTURE SALE OBJECTIVE To increase an adventure feeling and invite enthusiasts who like to travel. Stars with a trail hike for selected customers and then a sale for every body in the store.
THEME Adventurous vacation
15th-16th April
STORE LAYOUT Adventure related installation to attract attention, Adventure goods on be put on display, Active mannequins to show movement, Bright lighting for tropical mood, Grass like fresh smell. Window display to show backpacking adventures, Travel books and stories.
PROMOTIONAL STRATEGY Events at Adventure parks, Partnership with Vacation agents, One day trail hike, Rock climbing wall and Bungee jumping setup inside the store, Collaboration with Adventure clubs, Articles in travel magazine. Promotion in Skate-a-way and Homegrown. Movie screenings of Lords of docktown, Girls skate india tour.
MERCHAINDISE Travel based products, description tags with small travel stories, holiday vouchers.
SIGNAGE Product tags with travel information, where to carry, story behind it. Posters with maps of ideal places to travel.
DURATION 3 days
EVENTPLAN PLAN EVENT
B
PROMOTION Poster (A2)
210 Per Peice
Poster (A3)
40 Per Peice
Facebook Promotion
250 Per day
Instagram Promotion
1700 Per day
Television (Ent)
45000 30 sec
Radio Advertisement
1000 10 sec
Newspaper
1000 sq/cm
Traveller Ad
53550 half page
Sports Illustrated Local Magazines
259400 half page 4000 half page
Full Imperial Print
400 print
At adventure parks
4,000,000
UDGET
IN-STORE
EVENT
Installation
30,000 per inst
Photobooth
Manequins
5000 per peice
Smell additions
Lighting
100,000 per event
Display Racks 10,000 per set-up Stall Setup
Trail hike Rock Climbing wall
5,000 10,000 500,000 8000
4,000 per day
Packaging
10,000
Signage
15,000
TOTAL : Promotion + In-store + Event = 5292450 (approx) 0.008
Idea
Theme Duration Date
Preparation
Indianizing Skateboard To give Indian designers an opportunity to develop Indian prints on the skateboards Indian Kitsch
Skateboarding Festivals Bringing skateboarding culture to India.
Father Son Workshop To increase bonding, a two genera
Skateboard Carnival
2 days for exhibition 15th January-16th April (Complete term), Final Sale on 15th-16th April 3 Months It would consist of three stages Promotion Collecting Entries Selecting Entries Manufacturing of new skateboard prints Sale of the product
2 Days 11th-12th February (Spring Weather)
Father and bonding 1 Day 11th Augu day
1 month It would consist of Promotion Festival Setup
1 Month It would co Promotion Hiring Trai Site prepar Store prep
n
EVENT BRIEFS
Club Membership Sale To increase brand loyalty.
Skateboarding Competitions To find new talent and increase brand loyalty.
d Son
Family Vacations
ust, Son’s
4 days 19th-22th May (Summer Vacation)
Skateboarding Enthusiasm. 1 Day 21st June (World Skateboarding Day)
e and target rations.
onsist of n iners ration paration
4 months It would consist of Promotion Enrollment Sale
Adventure Sale To invoke an adventure feeling.
Adventurous vacation 3 days 24th-26th November ( Weekend before vacations) 2 months, set 2 months creation, promotion, It would consist of contacts and Planning selection. Pre-events Final store setup
Quiksilver Publications