Touch PointLaunch Plan for an electronics gadget

outlet

Understanding of Brief 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

The Task

Phase by phase strategic communications plan for years 1 to 3

Indicative creative layouts A&P budget

Category Analysis 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

New entrant, positioned on wide range of electronic goods and convenience

Current Customer Habits 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

SWOT AnalysisStrengths

- 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

The Key Challenge

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

The Main Idea

TouchPoint keeps pace with my ever-

changing needs and gives me the best

advice to make the right choice within my

budget.

What should the brand stand for?

High quality Best price Impeccable services Wide range Entertainment Convenience

Brand Personality

Reliable Caring Knowledgeable Keeping up with times Fun-loving Social

Brand Tagline Options

Joy of Living. Redefined. Adding New Dimensions. Everyday. Say cheers to life!

Broad strategic plans

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 andexpand gradually.

Communications Strategy

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

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 launchKiosk 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 housesHelpline 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 eventsHelpline 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 storeContinuation 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

Mood board for Year 1 communications

TouchPointHangout/Adda/

MashUp

Mood board for Year 2 communications

AK TouchPointValue+/

My World/Treasure Hunt

Mood board for Year 3 communications

Thank You