esmart draft imc presentation

8/10/2019 ESmart Draft IMC Presentation

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eSMART

Mobile Gh. Ltd.IMC PLAN

APRIL 2014

DRAFT IMC PLAN FOR THE SALE

OF REFURBISHED PHONES IN GHANA

BY FOCUS MEDIA


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eSmart Mobile Ghana Limited, a mobile refurbishment company has

contacted Focus Media of LAINE Services to develop an Integrated

Marketing Communication (IMC) plan for the company to help create

awareness to sell refurbished Samsung Galaxy mobile phones in the

Ghanaian market.

The integrated marketing communications approach seeks to have all of a

companys marketing and promotional activities project a consistent, unified

image to the plan integrates all forms of external contact into one message

that will help eSmart achieve its objectives.

The final plan to follow this draft plan will be more comprehensive and

complete after an effective and detailed research and analysis process has

taken place.

Background


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VisionTo become the world's leading

consumer electronics company for smart

phone products and services


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AteSmart, our mission and values are to helppeople and businesses throughout the world

realize their full potential by providing affordablproducts and services.

Mission


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StrengthsWeakness

Opportunities

Threats

Samsung Galaxy is a strong brand and perceived to be of

high value

There is a lot of advertising and media presence in Ghana

for Samsung Galaxy mobile phones

eSmart has an experienced and capable workforce

There are available equipment to carry-out refurbishing

Newness to the Ghanaian market

Inadequate presence/info about the company online

eSmart is not fully structured and yet to establish HRM

strategy and internal processes

There is not a lot of financial resources available

A lot of Ghanaians buy used mobilephones

Possible partnerships with banks,

telecommunication companies and

online marketers to increase sales.

Due to the proliferation of messaging and

social-media apps, Ghanaians are quicklyadopting and adapting to the smart-

phone age lifestyle.

SWOT

The current instability of Ghanas economy and currency

Restrictions from regulatory bodies

Skepticism of relatively new and unknown concept of refurbished

phones in Ghana Risk of the phones being perceived as unauthentic (a.k.a China phones)


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TheMarket

The Ghanaian market is segmented to mobile phone usersand this constitutes about 56% of the population of Ghana.

There are about 28 million mobile phone subscribers and

this shows that 85% of mobile phone users use more than

one phone.

Brand new high-end smart phones are affordable to only

about 30% of mobile phone users in Ghana.

Segmentation

Low income Ghanaians who use mobile phones will be targeted and this will include;

Working class who cannot afford brand new, high-end trending smart phones

Students of tertiary institutions and senior high schools

Target

Making high-end smart phones affordable to Ghanaians

Position


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Maintain the high-end look and feel of brand new Samsung products with packaging

Communicate the advantages of purchasing refurbished phones from eSmart Mobile

Create an effective distribution channel of wholesalers, retailers and suppliers

Strike partnerships with companies, banks and online marketers (Business

Development) to generate sales Create point-of-sales at eSmart Mobile Ghana services centres

Launch eSmart Mobile Ghana to create awareness amongst media and target group

Create a local website for eSmart to communicate and sell online

Below the line programmes (Experiential Marketing ), attend exhibitions and

participate in tertiary school events

Advertise in mass media and on the internet

Strategy

Sales Promotion Public Relations Direct marketing AdvertisingIMC Tools

How Do We Get There?


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v

Products & Packaging

Point-of Sale

Promotions

Social Media

Media Relations

Events &

Sponsorship

Exhibitions

Mass Media Advertising

Business Development

Advertising

Sales Promotion

Public Relations

Direct Marketing

IMC STRATEGY

Direct E-Mailing


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Phone Box

Original Samsung boxes will be

used in packaging

Product &Packaging

Phone

Phones will look

new with all of its

accessories intact

Warranty CardThere will be a warranty card in

each package

Refurbished Sticker

There will be a refurbished sticker inthe battery compartment or on the box

(subject to research findings).


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Point-of-Sales

eSmart Mobile Ghanas Front office - service centers should have POS to sell to the public

Wholesale and Retail shops Online marketplaces, eg. tonaton.com, olx.com, myjoymarket, social media platforms

Sales representatives

Stands at vantage points eg. Malls, Tertiary schools, Fairs, etc.


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Strategic alliances will be

formed with the banks and

other financial institutions,

to sell the phones to end

users or salaried workers on

hire purchase basis.

Phones are to be sold

at 40% lower than a

similar brand new

phone

Wholesalers and retailers will

be controlled with agreements

and memorandum of

understanding between eSmart

Ghana and the channel

members

PricingStrategy


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BUSINESS DEVELOPMENT

Alliances will be created withonline marketers to sell phones

on commission basis.

20 wholesalers will be acquiredand maintained every month

to buy and sell at least 100

pieces of the product

Corporate entities will also be

encouraged to buy phones in

bulk for staff and pay in

installments


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Events & Exhibitions

To be launched two months into operation

A cocktail event where media and relevant target group will be invited

Press releases of the launch to be splashed in relevant media

Outdooring of the eSmart website at the event

Agents will be invited at the launch to sign on to selling eSmart phones

Launch of eSmart Mobile Ghana

Exhibition programmes to be attended by target group will be identified and eSmart willparticipate in those programmes.

Participate in social events to organized by tertiary institutions and high schools.

Attend and Participate in Exhibitions


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ExperientialMarketing

Below the lineprogrammes

Sales reps (pretty girls in

branded t-shirts) will be on

site to engage public and

invite them to visit standsand experience the

refurbished phones

IMEI numbers of refurbished

phones will be displayed onlarge screen to show visitors

the authenticity of the

phones

Brandedstands will be set up with

music at vantage points at the malls

and schools where our target group

frequent


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Sales reps (pretty girls in branded t-shirts) will be on site to engagepublic and invite them to visit stands and experience the refurbished

phones

IMEI numbers of refurbished phones will be displayed on large screen

to show visitors the authenticity of the phones

Experiential Marketing


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CSR

Its important that every company

gives back to the communities within which they serve.

This will help in developing customers emotional

attachment to the company

Activities will therefore be planned to ensure corporatesocial responsibility programmes are carried out

throughout the year.


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ONLINEMARKETING

Facebook, twitter, linkedin, youtube

and Google+ accounts will be

opened for eSmart Ghana

A PR Officer shall be put in

charge to manage social media

accounts and generate likes,

followers and connections.

Marketing viaSocial Media Platforms


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ADVERTISEMENT

Advertisement banners will be placed on popular

websites/news portals (monthly subscriptions) Radio advertisement will also be carried out on

relevant (based on target group) radio stations in

Ghana

A commercial will be produced and made viral via

social media

Newspapers and magazines adverts will also be ranto showcase phones in circulation at each point in

time, the outlets and after-sales service outlets

However, focus will not be placed on advertisement

due to the high level of advertisement by Samsung

West Africa

Advertisement throughelectronic and print platforms


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EVALUATION & CONTROL

The objectives included in this plan can be efficiently measured. The

tactics to be developed will be well researched and thought out methods

to improve the branding and positioning of the company.

These objectives and tactics are being designed to fall in line witheSmarts strong mission and values. Many of the strategies to be

implemented accomplish more than one goal, making the plan more cost

efficient.

Sales will be monitored on weekly basis while marketing communicationwill be monitored on a monthly basis.

Wholesalers will be evaluated at the end of every month on sales basis.


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ThankYou

esmart draft imc presentation

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