| Date post: | 22-Jan-2018 |
| Category: |
Economy & Finance |
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6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
HEARTSPEAK AUDIENCE SEGMENTATION AND MESSAGE DEVELOPMENT SNAPCREDIT
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
OPPORTUNITY WHY DO NIGERIANS NEED SNAPCREDIT?
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
The Nigerian middle class has, among other things, two main characteristics that we believe are worthy of note: § Thrift Culture
§ Reaction to the words “Loan” and “Credit”
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
THRIFT The average Nigerian believes in acquiring wealth either slowly or with speed. Being left stranded is frowned upon which means that both the educated and the un-banked constantly look for means to a brighter future. This has therefore created the opportunity for thrift collection to be a popular means of savings towards things of great importance. This culture cuts across the various social classes in Nigeria and shows that there is market within the target segment.
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
“LOAN” “CREDIT”
The average Nigerian is either afraid or resentful of the terms ‘loan’ and ‘credit’. This might be informed by the general notion that banks are not trustworthy and are only out to make profit for themselves, large corporations and rich people at the expense of the general public. The opportunity here would be to avoid using the terms in marketing communications of any kind for SnapCredit and replace it with a viable alternative. An example is RenCredit replacing ‘credit’ in their name with ‘Money’; which many Nigerians would light up and show interest.
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
SEGMENTATION AUDIENCE PROFILING
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
In order for a consumer value segment to be considered, they must fulfill all the following: § Operate a functional bank account
with any commercial bank in Nigeria
§ Earn a monthly income
§ Use the internet often
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
TOBY MALE, 27 § Creative Consultant at a
Multinational Company in Victoria Island
§ Lives in Oregun, Ikeja. § Monthly salary N220,000 § Likes to have fun and has a
vibrant night life § Smart and Fashion Forward,Hip
and Trendy § Tech savvy – likes to have the
latest in gadgets and electronics
“I need a quick cash fix to sort me out during tough times just before the next paycheck.”
A U D I E N C E N E E D
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
KELECHI FEMALE, 24 § Marketing Executive at a Travel
Agency in Ikoyi § Lives alone in Lekki Phase 1 § Monthly income N180,000 § Focused on being a Marketing
Manager in 5 years § Likes the occasional gossip and
follows every A-list Female Celebrity there is on Instagram
§ Has a shoe fetish and is a serial bridesmaid
“I need cash upfront from time to time to fund my lifestyle. Just to keep up with what’s in-Vogue”
A U D I E N C E N E E D
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
QULTHUM FEMALE, 33 § Business Owner § Lives in Egbeda § Monthly income N80,000 § Wants to be the next Deola
Sagoe § Goes online to get fashion
tutorials and tips § Married with a Son and puts
family first in all decisions
“I do not like to take loans from financial Institutions. It is a form of corporate slavery.”
A U D I E N C E N E E D
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
SAM MALE, 45 § Engineering Supervisor § Lives in FESTAC § Monthly income N100,000 § To be a good Husband and
Father are the most important virtues a man will ever possess
§ Always checks his email and never misses his online devotional
§ Responsible and always keeps his cards close to his chest – does not like to ask friends for hand-downs.
“I am on top of my money management, but the exigencies of life in the city are overwhelming ”
A U D I E N C E N E E D
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
TARGETING SEGMENT VALUATION
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
TOBY KELECHI They are more likely to default,
hence cost more to the company in loan recovery.
C O N S
Cost per recruit will be low, as they are already industry aware. They would also be more likely repeat customers.
P R O S
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
QULTHUM SAM Cost per recruit will be very high,
as they are either industry unaware or resistant to the communication.
C O N
They are less likely to default on repayments. They are also likely repeat customers and brand loyalists.
P R O
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
MESSAGING BRAND TONE OF VOICE, PERSONALITY, AND COMMUNICATION
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
AUDIENCE NEED
BRAND TRUTH
COMPETITIVE VALUE
BRAND MESSAGE What can we offer, that the competition can’t and wont?
INDUSTRY INSIGHT
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
We arrive at the right brand message after considering the combination of the Segment Need, Brand Truth, and Competitive Value in the context of the Industry Insight.
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
OUR FEES ONE-OFF OR RETAINERSHIP
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
Communication Strategy $5,020 One-off payment
Public Relations $3,800 Press release (Pre and Post launch) Press engagement session (excludes 3rd party costs)
Online PR (Blogs and influencers)
VAT 5% $441
TOTAL $9,261 RETAINERSHIP BILLED AT 11% OF 1,400
ANNUAL BILLABLE HOURS
OUR FEES PREPAID
6B ayinde akinmade street, lekki phase 1 , lagos, nigeria. +234 809 900 9993, +234 808 968 8740 [email protected]
WWW.MARIEPHILIP.COM
CONTACT US 6b Ayinde Akinmade street, Lekki Phase1, Lekki, Lagos. 0803 110 2715 0809 900 9993 [email protected] [email protected]
