Round 1 Case Solution

Background

Scenario

Problem

Unsold

Inventory

Objective

01

02

03

04

New tech products and services are making oldproducts obsolete every day. Pocket dictionaryis one of those products.

Sun Dictionary Company (SDC) was decayingand the sales figures were approaching nearzero.

Currently, there are 30,000 UNITS of unsoldSun Pocket Dictionary (English to Bengali)Edition 2016 in the inventory.

The selling team have to sell these dictionarieswithin 2 months with total campaign budget of3,00,000/- BDT.

Target Group

NGOs and Non-Profit Organizations who are running Schools

35%

General People

15%

School going kids of SemiUrban Areas. (Class 1-5)

30%

Schools in Dhaka City where Economic C & D class students study. (Class 1-5)

20%

Big Idea

Making our TG understand that SDC is not only selling pocket dictionaries but helping to improve educational

quality for Refugee Rohingya Kids

Strategy

Sales

There are many NGOs and Non-Profit Organizations (Jaago, Hope87, UCEP etc.) those are working for the

education of poor children. Their students are not economically stable and technology didn’t impact on their

education. SDC can go for bundle selling to them and ask them to promote the cause SDC is fighting for.

Bundle Selling at NGOs and Non-Profit Organizations

SDC’s selling team will set up Booths in front of Universities in Urban areas and some colleges. The main

focus will be to connect the students with the cause and sell as much Dictionaries as possible. SDC will start

this from the very Beginning of the selling campaign and it will go on for the Entire 2 months.

Booth set-up at different Locations

Schools in semi urban areas and some schools in Dhaka city contains students from Economic Class C &

D. By collaborating with those schools and making their students strong in spelling/English, SDC can go

for bundle selling. Schools will also help SDC because we are selling the dictionaries for Rohingya Kids.

Bundle Selling at Schools

Cover

Message Decode

There will be 1000 messages (each in 1 dictionary). User will decode it and find out the moral story

Message Type

All the messages will be related to social issues, educational issues and motivational facts

New Outlook

SDC will come out from its pervious appearance and introduce new design

Customer Attraction

This message cracking will be attracted for TG and customer engagement will increase.

Pricing

For different mediums we will set up different price range for selling all the pocket dictionaries.

For Booth and Individual Selling

For NGOs and Non-Profit Organization

For Schools

From the booth each pocket dictionaries will be sold at 90/-

BDT each.

These organizations are also fighting for a cause. To them we

will sell bundles of dictionaries at 85/- BDT each.

We will also ask the schools to stand beside us for helping

Rohingya kids by buying pocket dictionaries at 85/- BDT each.

Selling at NGOs and Non-Profit Organizations

Some examples of such organizations are given above. They are also working to improve education of our nation and these dictionaries will help their students to enrich their English knowledge. We will pitch our selling cause to them that their helping hand can also help Rohingya Refugee to become

educated too. They might sell it by themselves or help SDC to sell to their students.

Selling at Schools (Urban and Semi-Urban)

Targeting Students from Class 1 to

Class 5

Bundle Selling to School Authority

and ask help from them to promote our

selling cause

Reaching out to parents in the school for making them understand about the importance of the use of dictionary from

early age

Final Touch:Promote the CAUSE and Making everyone know

SDC’s name

Booth Set-Up

LOCATIONS

SDC’s PROCESS

CUSTOMER

SDC will set up selling booths at different crowded place where mainlystudents from different background and parents from different economic classwill pass by. These booths will contain posters and banners about the CAUSESDC is working on. Main theme will be, “Buy one pocket dictionary to donate5/- BDT for Rohingya Education.”

BOOTH SELLING PROCESS

LOCATIONSWe will set up booths in front of Shopping Malls, Colleges andUniversity area. We will cover the whole places with our Posters.

SDC’s PROCESSAttracting crowd in front of the booth through posters and sales pitching. Promoting our cause and sell pocket dictionaries.

CUSTOMERWhy customers will be attracted and buy pocket dictionary? Because we have a cause to sell and Rohingya issues is the rising topic in our country. Everyone is forwarding helping hands for them.

Timeline

The beginningSetting Up Booths and startingcommunication with NGOs andNon-Profit Organizations.

Dhaka Base SchoolsIdentifying those schools wherestudents from Economy class C andD studies. Start selling over therecollaborating with authorities.

Social Media ViralPromoting the cause of sellingSDC’s Pocket Dictionary throughSocial Media to attract morecustomers at booths.

Semi-Urban LocationCommunicating with schools andstart selling bundle products tothose places collaborating withschool authorities.

Checking SalesCalculating the total sales fromMonth 1 and keeping collaboratingwith educational institutes to saledictionaries and promote theCAUSE.

EffectivenessDoing PR of the CAUSE andcalculating the effectiveness ofthe selling campaign.

Month 1

1st Week Month 2

2nd Week 1st WeekMonth 2

2nd WeekMonth 2

At a Glance

Within 2 months all the pocket dictionaries will be sold and taka 5/- from each dictionaries will be donated to Rohingya Camp for improving educational quality. The

whole process will be recorded and published publicly to gain customers’ loyalty.

IDEA

PROCESS

SUCCESS

We are communicating with those organizations which are aware about the need of education and they also need dictionaries for their students to enhance their English knowledge. Booths will also provide the public a

way of helping Rohingya through SDC.

Rohingya issue is the most sensitive topic in our society. Everyone is trying to help them. Donating 5/- BDT by

buying ONE Pocket dictionary will help to increase the sell.

Financials

BUDGET

58% BOOTH SET-UP

1,74,000.- BDTMore than 30 booths will be there

around Dhaka City for promoting thecause and selling pocket dictionaries.

TRANSPORTATION COST60,000/- BDTInside and outside of Dhaka withPocket Dictionaries and Logistics.

20%

POSTERS, BANNERS, X-STANDS AND T-SHIRTS 66,000/- BDTFor visual display and attracting customers in the booth.

22%

3,00,000/- BDTTotal

PHASE 135%

PHASE 250%

PHASE 380%

Total 61 Days campaign. It is dividedin 3 phases and thus the budget willbe spent on according to the phases.

USP

SDC is not only selling a pocket dictionary but helping the refugee in Bangladesh to stand against all the barriers by getting proper support for EDUCATION