Post on 08-Aug-2015
transcript
Understanding of Brief Initially launch multi-brands store of handheld
devices, accessories, apps, MFS, white goods and post-sales services
Later on expand to include FMCG, F&B depending on customer needs and wants
Target audience: initially, students and working young adults primarily from SEC A/B, secondarily from SEC C
Brand positioning: Wide range of quality products and services under one roof that fit within the budget and deliver value for money
The Task
Phase by phase strategic communications plan for years 1 to 3
Indicative creative layouts A&P budget
Category Analysis Currently there is no multi-brand retail format offering a
wide range of both handheld devices and white goods Transcom Digital offers a limited number of brands of
electronic goods and handheld devices Gadget n Gear offers multiple brands of handheld
devices and accessories but no electronic goods Unimart has only one brand of handheld devices and a
limited range of white goods but it also gives a holistic experience with a café, snacks corner, medicine corner, gifts and cards section, fresh and frozen foods, household items, clothing, and a wide range of cosmetics
Best Electronics offers a medium range of white goods, kitchen appliances, and other electrical goods but no handheld mobile devices. It has 32 outlets through the country, of which 9 are located in Dhaka
Current Customer Habits The TG is hard pressed for time as they are busy
working/studying/socializing and traffic jams make it less desirable to commute more than necessary
Several brands of handheld devices are scanned before making a purchase decision and these are seldom done alone. A group of friends accompanies the buyer and offers advice on brands
In case of electronic goods, usually the household head along with spouse makes a joint decision
The TG prefers to go to a retail that deals with only gadgets or only electronic goods. Having both under one roof signals that the retail is not a specialized one
SWOT AnalysisStrengths
- One of the oldest and established parent companies
- Wide range of products and services- Consistent and regular supplies
- Affordability- Convenience
- Foreign collaboration and latest technology
- Parent company image and reputation
- Dominance in Chittagong - Collaboration with RSPs
Weaknesses- No past experience in retail - Dominance in port city only
- Might not give the feeling of a specialized store
Opportunities- Large-scale retail formats still at the
nascent stage- A growing middle class with more
purchasing power- Smarter set of urban and suburban
youth
Threats- Specialized branded retail for gadget
and white goods- Established superstores
- Best Electronics with wide coverage
The Key Challenge
In a market with specialized gadget stores and well-established superstores, launch another specialized store in handheld devices and gradually expand to a hypermarket, but still give the TG the feeling that they are purchasing from a ‘specialist’ store, especially when it comes to gadgets
The Main Idea
TouchPoint keeps pace with my ever-
changing needs and gives me the best
advice to make the right choice within my
budget.
What should the brand stand for?
High quality Best price Impeccable services Wide range Entertainment Convenience
Brand Tagline Options
Joy of Living. Redefined. Adding New Dimensions. Everyday. Say cheers to life!
Broad strategic plans
Year 1•Objective is to hook the youth•Strategy: Offer a wide range of handheld devices, cameras, apps and accessories with related services and a games zone
Year 2•Some of the TG from Year 1 will move to the next cycle of lifestyle (married, nuclear family, etc) so offer them as well as those already in this group, lifestyle products•Strategy: Add electronic goods, household goods, clothing and FMCG in segregated parts of the retail space to maintain the ‘specialist’ feel and using sub-brands (e.g ATP Shodai for grocery items, ATP Couture for clothing line, etc)
Year 3•Offer a complete hypermarket experience•Strategy: Add a café or food corner, kids’ zone, medicine corner to attract more customers
The overall strategy should be to establish the brand as a reliable source of quality products at the best price to attract different customer segments andexpand gradually.
Year 1 Year 2 Year 3
What
Wide range of handheld devices, cameras, apps and accessories, top-up facilities, MFS, RSP
Wide range of handheld devices, accessories, top-up facilities, MFS, RSP along with white goods, FMCG, clothing lines, household goods, each in a separate zone
Wide range of handheld devices, accessories, top-up facilities, MFS, RSP along with white goods, FMCG, clothing lines, household goods, food corner, medicine corner, kids zone – all in separate zones
Why
Hook the youth by offering complete youth-activity related solutions in handheld devices, laptops, photography, cycling, and auto
Offer more products and services to target a wider segment and increase footfall
Offer a complete hypermarket experience so that the TG need not go anywhere else to do their shopping and find some entertainment
Who
15 – 30 year old males and females from SEC A/B primarily, secondarily SEC C
15 – 40 year old males and females, both single and married, both working and homemakers, from SEC A/B primarily, secondarily SEC C
15+ year old males and females, both single and married, both working and homemakers, from SEC A/B primarily, secondarily SEC C
How do we do it? Year 1 Year 2 Year 3
ATL
Press ad, RDC, billboards, co-promotion with all Robi communication in press, radio, TV, outdoor media
Press ad, RDC, TVC, billboards
Press ad, RDC, TVC, billboards
BTL
Push SMS, posters at RSP, leaflets at coaching centers, fast food joints and CNG stations, newspaper jacket to announce launchKiosk with touch screen at university campuses and other strategic points to give virtual tour of store Helpline PR Activities
Push SMS, posters at RSP, newspaper inserts, banners in commercial and schools areas, direct mailers to corporate housesHelpline PR Activities
Push SMS, posters at RSP, newspaper inserts, banners in commercial and schools areas, direct mailers to corporate houses, in-store merchandising to announce eventsHelpline PR Activities
Digital
FB page, online customer care, banner ads in sites like bdnew24.com, bikroy.com, etc
FB page, online customer care, online store format with home delivery services, banner ads , online contests
FB page with regular posts, online customer care, banner ads, online contests, online store format with home delivery services, virtual tour
Events & Activation
Grand launch event, contests in games zone, apps contest sponsorship, musical gigs in-store, sponsor workshops by Pathshala, arrange talks by BD Cyclists members
Grand launch in storeContinuation of in-store activation
Grand launch in store, weekly doctor consultation at medicine corner, moms meet at kids zone on weekends, chat with fashion gurus before Eid, monthly gadget geeks meet in association with media partners
Special Offers
Loyalty card program, special introductory offer on selected products and services, free Robi talk time on different slabs of billing amount at ATP, bundle offers in association with selected banks and telco partner
Loyalty card program, special introductory offer on selected products and services, free Robi talk time on different slabs of billing amount at ATP, discounts during festivals
Loyalty card program, special introductory offer on selected products and services, free Robi talk time on different slabs of billing amount at ATP, discounts during festivals Special events with oldest loyalty card holders