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Gadget store launch

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Launch campaign of a gadgets store

Published in: Devices & Hardware
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Gadget store launch

  1. 1.  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
  2. 2.  Phase by phase strategic communications plan for years 1 to 3  Indicative creative layouts  A&P budget
  3. 3.  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
  4. 4. New entrant, positioned on wide range of electronic goods and convenience
  5. 5.  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
  6. 6. Strengths - 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
  7. 7.  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
  8. 8. TouchPoint keeps pace with my ever- changing needs and gives me the best advice to make the right choice within my budget.
  9. 9.  High quality  Best price  Impeccable services  Wide range  Entertainment  Convenience
  10. 10.  Reliable  Caring  Knowledgeable  Keeping up with times  Fun-loving  Social
  11. 11.  Joy of Living. Redefined.  Adding New Dimensions. Everyday.  Say cheers to life!
  12. 12. 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 and expand gradually.
  13. 13. 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
  14. 14. 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 launch Kiosk 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 houses Helpline 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 events Helpline 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 store Continuation 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
  15. 15. TouchPoint Hangout/Adda/ MashUp
  16. 16. AK TouchPoint Value+/ My World/ Treasure Hunt

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