2005 Business Plan

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2005 BUSINESS PLAN

CATEGORISATION OF CLIENTS

Core Client Potential Client Earners Problem Chil

Diamond Bank Emirates SNEPCO ETB

SONY Devcom Bank

!IA"ON! BAN#

RE$IE% OF 200& OPERATING EN$IRON"ENT

•

The political environment remained tense due to the activities of ethnicmilitias fighting for self determination.

• Nationide la!our strikes occasioned !" increase in the pump price of

petroleum products led to some dislocations in the econom".

• #n spite of government$s huge investment in the energ" sector% poer

suppl" remained epileptic forcing companies and industries to rel" on

generators for poer suppl". This increased the cost of doing !usiness.

• The price of crude oil continued to appreciate in the international market

leading to e&cess revenue accruing to the federation account.

• The consolidation of democrac" !rought a!out an increase in the

num!er of foreign companies seeking to do !usiness in Nigeria.

• The naira continued to depreciate against other international currencies

hovering !eteen N'().** and N'+).** to ',SD.

• #n spite of government$s pro-ection to achieve a ero digit inflation !"

the end of the "ear% inflation rate still hovered around '/.)0 toards the

end of )**+.

T'E BAN#ING IN!USTR(

An O)er)ie*

• CBN$S directive to !anks to achieve a minimum of N)1 !illion capital

!ase !" the end of )**1 !ecame the driving force for !usiness in most

!anks.

• 2ergers and ac3uisition have !ecome the most feasi!le alternative for

consolidation and achieving a 2ega !ank status.

• 4lread" !anks are taking the route of private placement and pu!lic

offers to raise funds.

• The !anking sector remained ver" active in the Stock E&change market

!eing the most traded stock.



• The strict procedures applied !" CBN ith respect to 5oreign E&change

transactions checkmated !anks that indulge in round tripping. This

further !locked an important source of revenue for !anks.

• 4ggressive marketing as a means of deposit mo!iliation as further

reinforced during the "ear under revie.

RE$IE% OF 200& "AR#ETING+CO""UNICATION ACTI$ITIES

4genc" took over the Diamond Bank 4ccount in 4ugust and activities

commenced immediatel".

Private Placement

4s part of its overall strateg" to meet the mandator" N)1!illion capitaliation%

Diamond Bank did a private placement to raise the sum of N'*!illion. Thise&ercise as ver" successful as the target as not onl" met% !ut surpassed.

4genc" provided necessar" support !" designing and printing the information

memorandum and all the collaterals that ere used to market the private

placement.

Customers’ Forum

4 ma-or event that took place during this period as the customer forum hich

as held in five cities across the countr". Save for 6agos and Onitsha the

event as organied !" 4genc" in the other locations. The fora providedopportunities for top management to interact ith customers in their core

markets.

Interview with Directors

This as a media relations tool designed to give visi!ilit" to some directors of

the !ank ho hitherto ere unknon. The idea as to correct the impression

that the Bank is a regional !ank oned and managed !" Pascal Doie. B"

giving media presence to other directors% the image of a !ank hose

shareholding structure has a national spread as presented to the pu!lic.

Corporate Campaign/Personal Development Campaign

4genc" e&ecuted a nine7month media campaign in Press and T8. To

concepts ere developed for the press namel"9 the Promise series and Personal

Development series. The personal development series as a social

responsi!ilit" campaign. This attracted the commendation of the 2inister of

#nformation. This concept as striking !ecause it ran at a time hen most !ank

adverts ere geared toards raising N)1 !illion.



A,ti)it- Brea.o*n /or 200&

S+N ob Title $al1e !ate

'. Collaterals for P. Placement )'%*(/%:;'.'' Septem!er

). Customer 5orum ')%+//%)()./; Sept 7Octo!er

(. Corporate campaign ):%:<)%;/<.+) Sept7Octo!er+

+. Christmas press ad '%1+<%(1/.<1 Decem!er

1. 4ccount opening package '%1<1%***.** Decem!er

N32232&04&

STRATEGIC T'RUST FOR 2005

Corporate

The ma-or plank of our strateg" for )**1 ould !e to communicate the identit"change from a private limited compan" to a pu!lic 3uoted compan". The first

ould !e to standardie the communication materials% hich is on going.

Part of the process of communicating this change ould also !e to

communicate the ne culture% values% norms etc. To this end% a multi media

campaign ill !e e&ecuted.

Brand Foundations

4 !rand foundations e&ercise ill !e conducted. The idea hich has alread" !een mooted to Client ould ena!le the !ank re7e&amine itself as a prelude to

charting a ne course. This ould also provide the platform for doing an

ela!orate identit" change programme.

Product

Diamond=press% a ne product that simplifies !anking ill !e introduced to

the market in the first 3uarter of this "ear. The campaign ill !e e&ecuted

through press and radio.

To complement the press>radio campaign % market storms ill !e held inlocations here the core targets are. This ill !e used to introduce the product

!efore the main campaign !reaks.

2005 Pro6e,tion4



?? #t is not certain that Diamond Bank ill do an #PO since the N)1!illion

capitaliation ill !e met ithout an #PO. #t therefore remains a pro!a!ilit".

Activity J F M A M J J A ! " D Pro#ection

$"%

Diamond=press

Product Campaign

@ @ )*%***%***

2arket Storm @ @ '*%***%***

Corporate #D @ @ @ )*%***%***

Corporate

Campaign

@ @ @ (1%***%***

#PO?? @ @ +1*%***%***

2iscellaneous '*%***%***

Total 1+1%***%***



2005 BUSINESS PLAN

CATEGORISATION OF CLIENTS

Core Client Potential Client Earners Problem Chil

Diamond Bank Emirates SNEPCO ETB

SONY Devcom Bank

SON(

RE$IE% OF 200& OPERATING EN$IRON"ENT

•

The political environment remained tense due to the activities of ethnicmilitias fighting for self determination.

• Nationide la!our strikes occasioned !" increase in the pump price of

petroleum products led to some dislocations in the econom".

• #n spite of government$s huge investment in the energ" sector% poer

suppl" remained epileptic forcing companies and industries to rel" on

generators for poer suppl". This increased the cost of doing !usiness.

• The price of crude oil continued to appreciate in the international market

leading to e&cess revenue accruing to the federation account.

• The consolidation of democrac" !rought a!out an increase in the

num!er of foreign companies seeking to do !usiness in Nigeria.

• The naira continued to depreciate against other international currencies

hovering !eteen N'().** and N'+).** to ',SD.

• #n spite of government$s pro-ection to achieve a ero digit inflation !"

the end of the "ear% inflation rate still hovered around '/.)0 toards the

end of )**+.

T'E CONSU"ER ELECTRONICS IN!USTR(

An O)er)ie*

• The consumer electronics sector remained ver" vi!rant ith the ke"

pla"ers -ostling to have competitive edge.

• Aapanese !ased !rands hich hitherto had a lot of visi!ilit" seem to

have taken a !ack seat.

• elativel" ne and cheap !rands from China made some in roads into

the market during the "ear.

• The dominant !rands in the market ere Samsung and 6 hich

shocased some innovative products !ased on cutting7edge technolog".



• e" pla"ers in the industr" took advantage of the vi!ranc" in the

telecommunications sector to demonstrate their strength in the

manufacture of S2 handsets.

RE$IE% OF 200& "AR#ETING+CO""UNICATION ACTI$ITIES

"ew &ega '( Campaign

4 (*F T8 campaign as run in nine T8 stations nationide in the month of

2arch.

!P)"I"* !F P!+' ,A+C!-+' ,!&+!!M

To further iden its market% a shoroom as opened in Port Garcourt in the

month of 2arch. 4genc" provided pu!licit" support !" running a multi media

campaign on Press% adio>T8 to announce the opening.

*" .. CAMPAI*"

This as e&ecuted in nine T8 stations as ell as three radio stations also in the

month of 2arch.

AB-JA ),IBI'I!"

4 solo e&hi!ition as organied in 4!u-a in the month of Aul". Pu!licit"

support as provided !" running a multi media campaign on Press% adio>T8.

#n e&ecuting the campaign% more eighting as given to 4!u-a !ased stations.

Collaterals ere also printed for the e&hi!ition namel" !anners% raffle tickets% purchase coupons and fl"ers.

0A*! P+!M!'I!"

4 promotion to drive sales as held simultaneousl" in 6agos and Port Garcourt

from mid Aul" to mid 4ugust )**+. Posters% !anners and raffle coupons ere

produced in addition to full page press ad each in to nespapers.

&)*A +ADI! CAMPAI*"

4 ')7 eek radio campaign spanning Aul" to Octo!er as run in four radio

stations.

&)*A/,IFI BI00B!A+D P!')+

The Hega posters on displa" on unipoles% +*>+/ sheet !oards ere changed

to times ithin the "ear. The Gifi material as also changed toards the endof the "ear.

+)")&A0 !F BI00B!A+D

4ll the outdoor hoardings ere reneed during the "ear. 4 remarka!le thing

that as done ith respect to management of outdoor as that the in7charge

date for all the +*>+/ sheet !oards ere harmonied in order that the rentalsill fall due for reneal the same month.



0IMI'A'I!" I" 1223

• Campaigns ere not s"stematicall" planned !ut rather adhoc.

• Press campaigns ere hardl" e&ecuted e&cept during promotions and the

4!u-a e&hi!ition. Hhat is more% the press materials ere !lack and

hite instead of colour that has the potential of enhancing the !rand

image.

• 4genc" continued to pla" the role of media !u"er. No input is made into

the creative process as materials are developed !" Client and given4genc" to run ithout an" local input.

• Outdoor hoardings in 4!u-a and Port Garcourt ere discontinued due togovernment directive to pull don the !oards.

• +*7sheet !ill!oards hich have !ecome o!solete in the industr" ere

still retained !" Client. This has continued to impact negativel" on the

!rand$s reputation.

• 6oss of some !usiness to STB 2c C4NN folloing Client$s discover"

that e ork for competition.

BILLINGS SU""AR( FOR 200&



Total Billin7 8 N5232293:;549:

Balan,e O1tstanin7 8 N:3&5355<450

S+N ob Title $al1e !ate

'. Ne Hega T8 campaign +%;'/%:*+.11 )+>(>*+

). Opening of Port Garcourt

Shoroom

+%1*<%//+.'+ );>(>*+

(. Ne Hega poster for Trade5air ,nipole 1::%<;*.** )+>(>*+

+. N // Campaign ;%(('%(;'.;/ )+>(>*+

1. Stadium ,nipole eneal (%<*+%+**.** )+>(>*+

;. P.G shoroom opening '(%<**.** '>+>*+

<. Ne posters for Hega

unipole I +*>+/ sheet

+%+(+%)11.** '<>+>*+

/. T8 coverage of PG raffle

dra

+'%(+(.<1 ))>;>*+

:. Collaterals for 4!u-a

E&hi!ition

(/(%''/.<1 '><>*+

'*. 2edia campaign for 4!u-a

E&hi!ition

)%1/*%/;;.(; '><>*+

''. SONY !roadcast 4fricadivision press ad

+(/%)+(.<1 1><>*+

'). Collaterals for 6agos Promo '%*+'%(;;.(/ 1><>*+

'(. Banners for 4!u-a

e&hi!ition

'1+%/)+.*/ /><>*+

'+. Distri!ution of SONY fliers

in 6agos

/)%;/<.1* ')><>*+

'1. eneal of !agada>Trade5air unipole

<%<'<%1**.** ';>/>*+

'; SONY Hega adio

Campaign

)%/+;%<*(.'+ ':>'*>*+

'< Collaterals for festival offer +;(%*1*.** ''>''>*+

'/ Press campaign for festival

offer.

'%))'%*'/.<1 ''>''>*+

': eneal of +*>+/ sheet

!oards

+%1);%')*.1* )(>''>*+

)* +/7sheet !ill!oard at SONY

Centre

:<*%)**.** )+>''>*+

)' Printing of Gifi +*7sheet '%+((%)1*.** '>')>*+

)) Ne posters for Hega

unipole% +*>+/ sheet

+%*<1%:+).1* '*>')>*+

)( Branding of SONY 8CD$s +'%/:1.** ';>')>*+



STRATEGIC T'RUST FOR 2005

The strategic thrust for )**1 ould !e to reposition the !rand as a premium

!rand that it reall" is. 2arketing communication activities in the preceding

"ears has never reinforced this position and this has made some ne entrants in

the market like 6 and Samsung to take the shine off the SONY !rand.

To achieve the a!ove% e propose as follos9

• On e&piration of rental in 2arch )**1% all +*7sheet !ill!oards should !e

upgraded to +/ sheet super structure. This ill enhance the aestheticappeal of the !rand as ell as visi!ilit". This proposal has alread" !een

discussed ith Client and it as ell received.

• There should !e a rationaliation of the present outdoor locations. Some

!oards are in o!scure locations and such other places that give the

impression that the !rand is for the lo end of the market. Such sites

should !e dropped for more strategic locations.

• He should impress it on client to allo us to !e doing their creatives.

This ill give us the opportunit" to add some e&citement to their

campaigns.

• 4 press campaign should !e planned for the flagship Hega>Gifi

2005 Pro6e,tion

Activity J F M A M J J A ! " D Pro#ection

$"%

Outdoor eneal @ @ @ ('%***%***

Change of posters @ @ 1%;**%***

Product

Campaign

@ @ @ @ @ @ ';%;**%***

Promotions @ @ @ @ @ <%(**%***

)**; Calendar @ @ ;**%***

2iscellaneous +%***%***

Total ;1%'**%***

Documents

2005 Business Plan