Marketing strategy to generate sales and visibility across multiple markets for Sunking Products

1. www.surkreo.com
TRADE MARKETING PLAN FOR SUNKING

2. www.surkreo.com
101m people in Nigeria
do not have access to
electricity
With just about 55% of Nigeria, with a population of 180m people,
connected to the National grid, a lot of Nigerians, have had to
resort to alternative means of lighting when dark.

3. www.surkreo.com
And even those who have access to the
grid, 40% are constantly struggling with
power supply have less than 12 hours of
power per day.

4. www.surkreo.com
Off-Grid Solar Market in Nigeria
Nigeria is one of the most attractive off-grid opportunity in Africa and one of the
best locations in the world for solar home systems.
• Largest economy in Sub-Saharan Africa and despite the recession that hit hard in the last 3
years, still a potential global economic powerhouse
• A significant amount of the economy is powered largely by small scale generators
• Spending over $14 Billion on inefficient power generation annually which is noisy or poor
quality and a health risk
• Off-grid alternatives would create a $9.2 Billion/year market opportunity for solar systems
• Unlocking the market in Nigeria will spur a ripple effect of enormous market opportunities
to other smaller African countries with smaller economies
• With a vibrant entrepreneurial landscape, these alternatives, with proper consumer
education, means it would be easy to convince a switch to solar alternatives, which are more
effective and relatively cheaper and more convenient

5. Objectives
www.surkreo.com
• Properly defined target segmentation and drive sales their way
• Provide support for all trade marketing activities
• Assist grow a strong distribution network
• Data gathering and mining
• Creative support for all promotional activities
• Logistics and planning

6. WHO ARE THE KEY INDUSTRY PLAYERS?
• Lumos
• D.Light
• Greenlight planet
www.surkreo.com

7. Greenlight Planet
www.surkreo.com
Founded in 2009, Greenlight planet is social business that designs,
distributes and finances solar home energy to an underserved
population. Since it’s inception, greenlight has delivered solar energy
products to over 27 million consumers in more than 60 countries.
From its wide range of trusted Sun King™ solar lamps and home energy
systems, to its innovative distribution partnerships, to its flexible
EasyBuy™ pay-as-you-go financing model, Greenlight Planet
continuously strives to meet the evolving needs of the off-grid market.

8. D.Light
www.surkreo.com
D.Light prides itself as pioneer in delivering affordable solar-powered
solutions. It’s solar energy solutions works for both households and small
business in off-grid and under-electrified regions and has been served in
Africa, China, South Asia, and the United States. It debuted in the market
place in 2008 by Sam Goldman and Ned Tozun.

9. Lumos
www.surkreo.com
Lumos is a Solar system that helps power homes and small
businesses in off-grid and regions that are under-electrified.
Lumos solar powered battery provides enough energy to
power television sets, fans, lights and other smaller
appliances in power usage.
It is a pay-as-you-go system that requires you to subscribe
using phone credits after payment of one time installation fee

10. www.surkreo.com
Creative Strategy
With the current strides in the push for growth of off-grid power
alternatives in the country, the solar energy market will be thrown wide
open and properly defining our targets and carving out a niche from our
USPs is key.
Like financial institutions, telecoms and beverages, the target and
segmentation strategy gives people a sense of belonging to a particular
brand and that’s what we intend to introduce to our marketing stride
Maximizing our target

11. Proposed Brand Map
Personality
Message
Promise
Vision
To make unclean, unsustainable energy a thing of the past
Continuously strives to meet the evolving needs of the off-
grid market - Giving More
Empowering the Nigerian home and business with
affordable clean energy
Smart, Disruptive, Family-Oriented, Friendly, Unique
www.surkreo.com

12. Maximizing our targets - Segmentation
www.surkreo.com
Making a Choice – Why people buy
Defining and understanding our customers needs
What best satisfies them
Product positioning and design

13. Maximizing our targets - Segmentation
www.surkreo.com
Demographic:
■ Age - 25 - 55
■ Income - 216k/pa – 1.2m/pa
■ Gender - Male and Female
■ Geographic Location - Rural/Sub Urban
Psychographic:
■ Brand Preferences - MFBs, Local Stores
■ Price Sensitivity - Very High
■ Lifestyle - Highly social
■ Spontaneity - Moderately High
■ Influenced by Peers - Highly likely
■ Relationship Importance - High
Behavioral:
■ Where They Shop - Markets
■ Type of Store Preferences - Convenience Stores
■ Internet Usage - low
■ Impulsiveness - High
■ Information Sources - Local gatherings
■ Buy Based on Trends - High
■ Benefits sought - High

14. Maximizing our targets - Segmentation
www.surkreo.com
University NYSC Hostels Entrepreneurs Households Small
Business
Place of
Worship
Opportunity
Industry focused

15. Bull’s eye – Low income households
www.surkreo.com
Meet the Mustapha’s
Socio Economic Group – C2, D
Lives in Kaduna North, in Kaduna.
Husband is a Civil servant and Mother is a market
woman, both in their early 30’s with 3 children.

16. Target analysis
www.surkreo.com
Key needs: Efficient and clean form of lighting in the dark. Worried
about the cost of kerosene he uses to light his 2 lanterns and 1 local
torch.
Mindset: New technologies are perceived as expensive and he would
rather shy away from investing in understanding it’s importance
Use occasion: Lanterns and when there is extra cash he uses his small
generating set
Media habits: Busy sub-urban man, listens to radio all the time with
his phone or small transmitter. Walk to the bus stop every morning to
catch a bus and walks back home from the bus stop every evening.
Get’s information from neighours and religious/community
gathering.
Sub – Urban/Rural: Poor segment in the economy and less
knowledgeable to make informed decisions. Visits the stands at the
bus stops to charge phones at N50 - N100 for a full charge

17. Secondary Targets – Retails stores
www.surkreo.com
Meet the Julix Stores
Community Convenient store, catering to
hundreds of customers daily.
Julix is one of the few community convenient
stores in Kaduna North. They sell household
items as well as groceries for light and impulse
purchase.
The merchant is a well respected woman in
the neighborhood and is seen as the go-to
woman for information regarding new trends
from the cities and much more.

18. Target analysis – convenient stores
www.surkreo.com
Who they are:
They are the first point of care for over 60% of the C2,D
and E segments of the pop, hence they tend to think
highly of themselves take a lot upon themselves.
Mindset:
Times are hard, I need to stock my business with items
that move fast, (that customers demand for) also I need
to be abreast on the new developments so I can sound
informed to my customers.

19. www.surkreo.com
Our Communications Goals
• To create and deliver relevant, timely and
impactful communications that lead to
awareness and understanding of the Key
Campaign Messages
• To infect popular culture in Nigeria in a way that
fundamentally changes behaviour, perceptions,
beliefs and knowledge about the use of solar
energy

20. Disrupt
Arouse Interest and
Excite TA’s about the
possibilities of using
solar powered
devices
Educate
Equip and empower
individuals to act
correctly by
providing relevant
information and
facts
Reward
Encourage trial and
repetition of
positive behavior
using various
reward
mechanisms
Communication Approach
www.surkreo.com

21. Reaching Primary Target through Influencers
Urban Visitors/Neighbours
NYSC Graduates
Seasonal Visitors
Students
Community Leaders
Religious and Community Leaders:
Mosques
Churches
Local Government
Mentors
Teachers, Retired workers, etc
POSM
Convenient Stores
Kiosks
Total Filling Stations (Awango)
Primary Target:
Low Income
Households
www.surkreo.com

22. Statement of Strategy
www.surkreo.com
Operation Better Life
We want to instigate mass action by firing
the imaginations of our audience to the
possibility of a better living standard once
they have efficient and effective source of
power

23. Take the product to the customers – Tone and Positioning
www.surkreo.com
New
Technology
24hrs Light
Phone
Charger
N
Place of worship
NYSC Hostel
University
Complex
Markets
Convenience
Stores
Segment
Aligned
Product Price Place Promotion
relevant added
values
Affordable

24. Maximizing our targets – Undifferentiated Targeting
www.surkreo.com
The new wave of consumers are impulsive and spontaneous in their decisions. So creating
relatable marketing for different set of segments to guide their spontaneous decision is
important.
Marketing Mix
Distributor
Consumer
[Variation in Product, Promotion & Place]

25. Motivation
Ability
Trigger
• Need
• Impulse
• Trend
• Price
• Warranty
• Available cash
• Financing
Strategy
How do we change consumer behavior
The key to changing purchasing
behavior is to understand what
influences these behaviors?
www.surkreo.com

26. Tactical Approach HOW DO WE INTEND TO DRIVE INFLUENCE -
Strategy Tactics Execution
Brand Activation Drive consumer awareness Experiential campaign experiences to engage with
consumers and driving purchase intent
Promotion Loyalty programmes to drives sales Driving sales but rewarding purchase or price reduction for a
specific period
Merchandizing Product presentation at key sales
outlets
In shop activation at key shops in specific regions
POSM Create awareness on USP at dealership
and brand shops
Buntings, posters, stickers, banners, etc
Shopper Understanding Understanding purchase influence Speaking/observing shoppers and figuring out what
influences their purchase decision within the shop
Customer understanding Creation of customer journey map Speaking to customers and understanding and mapping how
they decided to buy. Awareness - Purchase
Sales tool kit Sales guide to shoppers and promoters Detailed sales guide to help shoppers and promoters answer
question regarding each products
Sales engagement Engagement with agents and internal
stake holders
Understanding product fit for agents and helping them with
tools of how to increase sales
Consumer engagement Focus groups, town halls, meetings
and events
Motivate purchase, answer FAQs and provide sales support

27. Tactics
Campaign Theme:
Beta Lite, Beta Life
[Imole to dara, Igbesi ayeto dara]
[Haska mafi kyau, Rayuwa mafi Kyau]
[ihe ka mma, ndu ka mma]
www.surkreo.com
The communication for this campaign has been designed
using strong campaign narrative to act as a movement of
some sort. This will not only make the message appeal to
them at first sight, it will also make for easy understanding.

28. Operation Beta life road map
• Campaign bus will take off on campaign trail from Lagos
• South West departs from Lagos, spending a week in each state as they move
through the key states moving through all the low income, semi urban towns.
• This runs through all the other regions.
South West South South South East North East North Central/West
Lagos Rivers Enugu Yobe Abuja
Ogun Cross River Anambra Adamawa Kaduna
Edo Imo Bauchi Kano
www.surkreo.com

29. Operation Beta life road map
www.surkreo.com

30. Operation Beta life road map .. cont
www.surkreo.com

31. www.surkreo.com
Implementation Mechanics
Pre-Production/Recce
• There will be 2 pre-producers per cluster team working
5 days ahead of each cluster activation
• Pre-producers will secure venues, permits, invite
associations, produce branding/POSM/painting
mockups on approved locations etc.
• They will liaise with traditional and local authorities for
maximum mobilization and buy-in
• They will also secure buy-ins from potential
traders/retailers

32. www.surkreo.com
Implementation Mechanics
Activation Duration per town
• Day 1 - Team Arrival
• Day 2 – Town Storming
• Day 3 – Launch Activation
We would be spending an average of 5 days per state to enable us
activate, deploy POSMs, engage shoppers and customers as well as
occasional promotional support and event partnerships where need be.
Context:
Based on feedback from the Recce, each activation
point will take its unique twist on message and
approach but would still pass the same message.

33. Activation idea:
Baba Sunny and
the tales by
moonlight
www.surkreo.com
Objective:
To generate massive awareness and
induce trial of SunKing Solar devices
Idea:
Create a humor induces narrative drama
skit at night, to sensitize various ways to
use SunKing devices in various scenarios in
the home or business and how it would
lead to a better life

34. Activation mechanics:
www.surkreo.com
• On reaching the location of the activation
at about 6pm in the evening “Uncle bright
and his crew will call people out to come
and charge their phones for free
• Each individual is given an allocation of 10
– 15 mins per charge.
• Music would be playing in the background
to keep people engaged while Baba sunny
fliers would be distributed for people to
come see the drama skit and win free
items

35. Activation mechanics:
www.surkreo.com
• The flier will contain event information in the
front and questionnaires to be filled and
submitted for a chance to win items from
Baba Sunny
• When it becomes dark, the solar lit-up stage
will be setup for Baba Sunny to take the stage
and tell his stories
• The script of the drama would have a
feedback model to keep the audience
engaged, while gifts would be given out in the
process
• When the drama ends, reps would be getting
feed back from the audience as well as
responding to sales inquiries

36. www.surkreo.com
Implementation Mechanics
Engagement
• Day 3 – Shoppers understanding/Agent recruitment
• Day 4 – Consumer understanding/Promotion/Merchandizing
• Day 5 – Deployment of POSM/Sales tool kit/ Travel
After the activation, reps will visit the location the next day to recruit
prospective agents and shops merchants as well as visit existing shops
in the location to deploy merchandising and POSM materials

37. BEHAVE Framework – Primary Target
www.surkreo.com
Audience
(in order to help)
Primary
Target
•Low Income
Households
•Urban Working
Class
•Mass Poor
Behavior
(to)
Educate consumers on
the possibilities and
opportunities they get
by owning one of the
devices
Stop using unhealthy forms
of power and lighting.
Key Factor
(we will focus on)
Activities
(through)
The primary message to
this group is Operation
Beta Life – You and your
family can have a better
life by using Sunking Solar
devices, this message will
be deployed in pidgin and
vernacular and reinforced
with BTL activations
•Dance/Drama/Storytelling
• Evening/Night Activities
• Vehicle Branding
• Community Engagements
.Mass Awareness
and Education
Campaign
. Role Playing and
Mentoring using Key
Influencers in their
communities

38. BEHAVE Framework – Primary Target
www.surkreo.com
Audience
(in order to help)
Youths
•Students
•Undergrads
•Youth Corpers
•Young Working
Class
Behavior
(to:)
Key Factor
(we will focus on)
Activities
(through)
Take the campaign to the
school complex, using
youth ambassadors and
celebrity endorsers. Make
the young people take the
campaign personal.
Affirmative Action
School Events
Campus Shows
Games
.Change their
paradigms about
unhealthy source of
lightning and
recognize it as a huge
threat to society
. Take responsibility
and champion the
push for
cleaner/efficient
energy with Sunking
. Recognise the cost
effectiveness of using
Sunking products
.Mass Awareness
and Education
Campaign
.Youth
Engagements and
Experiential Events
. Youth Advocacy

39. www.surkreo.com
DATA MINING
During the period of the activation and engagement we would be
capturing relevant information with a context approved by client.
The numerous data collection techniques that would be used during these
phase would be:
• One on one interviews
• Questionnaires/Surveys
• Observations
• Focus groups
• Case Studies
• Records

40. www.surkreo.com
DATA MINING … cont
Data Mining
Day 1 – 5: Data gathering and exploration
At the end of the activation period, on return to base, all the data
captured during the recce, activation and engagement period would be
gathered and explored.
Reporting
Day 1 – 5: Based on Data, reports and findings would be collated and
sent to client

41. www.surkreo.com
BTL SUPPORT
We would be supporting the activation with creative
and BTL strategy to help maximize the effectiveness of
the campaign.
This support will aid in developing different context per
region for easy penetration but driving similar
narratives.

42. www.surkreo.com
Creatives

43. www.surkreo.com

44. www.surkreo.com

45. www.surkreo.com

46. www.surkreo.com

47. www.surkreo.com

48. www.surkreo.com

49. www.surkreo.com

50. www.surkreo.com

51. www.surkreo.com

52. www.surkreo.com

53. www.surkreo.com

54. www.surkreo.com

55. Operation Beta Life Resource Plan
Description Responsibility Quantity
Supervisor In charge of team 3
Pre Producer In charge of initial scouting / sourcing of
location etc
3
Brand
Ambassadors
In charge of rig activities, product
information etc
30
Riggers In Charge of set up – Rig, branding, canopies
etc
3
Drivers In charge of the bus rigs 3
Project
Coordinator
Internal charge of activation – reports etc 1
www.surkreo.com

56. BTL Agency Support
Description Responsibility Quantity
Strategy/Creative
Director
Creates, oversees and directs execution
of strategy and concepts
1
Client Service
Director
Agency Liaison 1
Art Directors Design of collaterals 2
Copy writers Develop content
Traffic Managers Project management 1
www.surkreo.com

57. www.surkreo.com
Scheduling Plan
April
17
May -
17
Jun -
17
Jul -
17
Aug -
17
Sep -
17
Oct -
17
Nov -
17
Dec -
17
Jan -
18
Feb -
18
Mar -
18
Operation Beta Life
Recce
Activation
Engage
Data
Report
LG/SW
SOUTH EAST
SOUTH SOUTH
NORTH EAST
NORTH WEST/CENTRAL
HOLIDAYS
LEGEND

58. www.surkreo.com
About us

59. www.surkreo.com
We combine insightful brand
strategy, technology, digital
effectiveness, creative
communication and engaging
experience in helping startups
and brands chart the course
from awareness, acquisition,
retention and loyalty in the
minds of the consumers.
Marketing Accelerated by Data

60. www.surkreo.com
We understand that at every point in the market, your
business needs a different approach, and we are here to help.

61. www.surkreo.com
We love to be part of your team and
understand your business beyond a
marketing level.
This would enable us synergize
better, shorten the “back-and-forth”
and generally reduce cost of
acquisition of new users/customers.
We seek to create an experience
greater in value than the elements of
our solutions by making sure the most
suitable engagement package is
selected and executed seamlessly to
guarantee the best possible outcome.
We embed ourselves with your boardroom

62. www.surkreo.com
We have the latitude to offer clients either
segmented services or an integrated
activation suite of services.
Our approach to marketing...

63. www.surkreo.com
Clients we've worked for

64. www.surkreo.com
Similar projects we’ve worked on
Project: Support for National Malaria Program (SuNMap), is a
DFID funded initiative to eradicate Malaria in Nigeria, enlisted
us to sensitize the general public about the growing dangers
of drug resistance through wrongful self-medication of
Malaria at the simple symptoms of fever in Nigerians largely
rural and semi-urban Nigerians.
Objective: Create awareness about the danger of self-
medication and mis-conception that every cases of fever is
malaria
Create awareness about the use of RDT (testing kit) and ACT
(combination therapy use) in the treatment of malaria.
Increase usage and adoption of RDT and ACT among the TA.
Aproach: We developed a national campaign themed "Test
before you Treat" and "Don’t Play Doctor With Malaria”
which included TV, radio, press and digital, alongside our
Nationwide Roadshow, which hinged on a memorable boxing
analogy of wiping out malaria with "2 blows" – testing before
treating with the correct therapy.

65. www.surkreo.com
Results: We activated 36 states in Nigeria stating with Lagos with
critical focus on the North. All brand activities were amplified on
digital, TV, Radio,press and PR to extend reach.
Earned media were; Print was valued at N9.50, Online coverage was
N2.6m and electronic media news broadcast was 90m.

66. www.surkreo.com
Other works we’ve done …

67. www.surkreo.com

68. www.surkreo.com

69. www.surkreo.com

71. www.surkreo.com

72. 72
www.surkreo.com

73. 73 73
www.surkreo.com

74. 74 74
www.surkreo.com

75. 75 75
www.surkreo.com

76. www.surkreo.com
Key contacts:
Daniel Emeka – office@surkreo.com
Uzoma Okoye – uzo@surkreo.com
Maureen Omage – Maureen@surkreo.com
48c Adekunle Fajuyi Crescent, Ikeja GRA, Lagos
www.surkreo.com

77. www.surkreo.com
Thank you