Point of Sale visibility for Special Brand of Rice in Ghana Africa
Citation preview
1. A concept presentation for brand visibility at Point of sale
for Viet Special brand of rice from Foodlovers in Ghana Market
2. Brief Objective
3. Current situation Stock Presence for Viet Special rice is
Moderate and poor in Accra but reasonably good upcountry No brand
communication by Special Visibility of competition is good for
brands like Royal Aroma, Royal Feast, Stallion,Sultana etc
4. Current situation Point of Sale campaign by competition can
not be rated high class There is a lot of scope in point of sale
visibility for any other brand MAGGI HAS DONE SOME GOOD WORK IN
TERMS OF VISIBILITY WITH Wall Paintings Umbrellas etc Flange
Indomie instant noodles ,GINO ,Tasty Tom also has also good
visibility
5. Challenge Retailers are not mapped No Trade Marketing effort
till now for brand
6. positives The brand Special is well known in the market The
brand shares positive vibes with the retailers Special has good
presence in all markets except Accra
7. Retailer Expectations
8. Creative Strategy Since it is the first initiative we
recommend it to keep things simple and have a general Merchandising
campaign ensuring coverage of some 200 outlets In the second round
onwards we can have campaign specific communication based around
events and rewards
9. Path to Purchase influences Home Out of Home Retail TV Radio
Digital Billboard Wall Painting TRO TRO/Cab Branding Radio Digital
POP Digital Digital includes mobile also
10. Communication Highlight of visibility and messaging at all
the touch points is to establish the following Logo and the Pack
Brand Background Color Model Floral Pattern
11. Presence at TT Primary Touch Points Front Signage (Standard
size of 5 x 2, 4 x 2 etc) Flange Signage Poster/3D Posters Buntings
Danglers Banners Balloons Umbrellas Foam Banners Display Stands
Others T-shirts,Aprons,Visor caps Calenders Polybags
12. Poster Option 1 Option 2
13. Poster
14. T- Shirt
15. Apron
16. Bunting
17. Bunting
18. Bunting
19. Umbrella
20. Umbrella
21. Balloon
22. Balloon
23. Flange
24. Flange
25. Signage
26. Signage
27. Calendar
28. FM circuit and speaker integrated on print substrate
29. FM Poster
30. Watch Calendar
31. Banner
32. Umbrella
33. opportunities
34. Outdoor Wall Painting Fleet Graphics Billboards TRO TRO and
Cab Branding (Sunshade screens etc)
35. Billboard Daytime
36. Billboard Night
37. Fleet Branding
38. Wall Painting
39. Tro-Tro/Cab Brandings Car Sun Shade
40. Digital
41. Mobile and Socialway forward for brands Digital is a great
way to communicate with customers and consumers
42. Connect on the movemobile 100% mobile penetration in dealer
community Make groups Send regular communication to dealers like
Greetings Schemes Grievance Redressal Map region-wise TA groups and
send sms on market daysguerrilla tactics
43. What? Category is already there FireArc Communications Pvt
Ltd.
44. 70% of users are in 18-35 age bracket 5.24 % penetration in
India Twitter is not a very popular medium but would surely
increase
45. Why? Value of customer is not just what they spent with
you, but what they will spend with you over the lifetime of the
relationship Plus their referral value the value of bringing you
new customers by word of mouth Todays millennial generation has
short attention span, and they are looking for consistent brand
experience across various environment FireArc Communications Pvt
Ltd.
46. What we get How? Customer Service enhances level of
customer satisfaction Relationship Marketing Emphasizes customer
retention and satisfaction Experiential Marketing Emotionally
connects a person, brand or idea Brand Advocacy to create
ambassadors for your brand who can influence people in their
networks. FireArc Communications Pvt Ltd.
47. Retail Social Media Model . FireArc Communications Pvt
Ltd.
48. Scope of Work..Imperative to have a brand website What we
will doFacebook, Twitter, Pinterest #1 Select platforms #2 Content
curation for marketing, engagement and sharing #3 Execute campaigns
to for emotional, relevant and aspirational connect #4 Events #5
Blogging #6 Influencer engagement #7 Meets of power users at your
office #8 Generation of customer stories and testimonials #9
Response to customer queries on social platforms and resolutions
#10 Reputation management FireArc Communications Pvt Ltd.
49. Way Forward Concept Approval BOQ preparation (except
digital) + Digital SOW Final Artworks Invite quotes from India and
Ghana Place Orders optimizing costs and time Production with
quality control Implementation