Back in 2007, keeping the darker scenario in future, BATB launched a mega trade
campaign for the top traders of Tobacco industry in Bangladesh. Since then, there
was no turning back rather the campaign breathes with efficiency and it has
delivered astounding business benefits to all relevant stakeholders over the years.
“Partner” it is, as synonymous to its name, now has moved to its seven years. Over
the years in retail channel, Partner has registered its iconic grip in the mind of retails
and benefits BATB achieving15.3% share in BATB volume and 10% in industry
(Ref : Exit 2013, 27380 partners)
selective top traders in a
platform and give them a
perception that “Partner” is
truly a driver for mutual
Standing out from the
crowd and getting
Tag in incomparable
recognition to the top
traders to create emotional
Utmost Readiness in
A genre of retails who
would have unconditional
support for delivering
results both in qualitative
and quantitative manner..
Privileged to be in
Creating an excitement to
top traders that they would
essentially feel royal to be
means business and the
effort they would pay for
this concept they would be
rewarded per se.
Standing out from the crowOver the years, “Partner” platform has stretched in numbers
(currently 42380 vs. 18000 initially) and achieved some extraordinary figures across the
country. This platform achieved such accolades with “Incentive-to-perform” scheme and
has been quite noteworthy while it comes to STT and lifting. Needless to say that,
aggression from fierce competition has been handled in style and this platform absorbs it
in care. Having said all of these, “Partner” platform has been quite undisruptive over the
years which mean it has very few things to astonish top traders to keep a strong tie to this
brand except incentives.d and getting
Becoming more Transactional and fencing sitters rather than advocates
Based on the referred analysisfrom BCG retail index 2020, Partners are categorizedin 4 groups. Price switcher
are those who are price sensitiveand will only continue if incentivesuits them. Fence sitters are those who are
with the program but indifferent.Passivelyloyal are those who needs push from company, finallycommitted are
those who have unconditionalsupport for company.
Ref : BCG Retai Index Analysis2020, Index has been adapted to willingnessmatrix(2013) of BATB and simulation
of 500 partners data for 2014.
Back in 2011, “Partner” was adored with an emotional engagement and it was a massive
success where households of top traders were engaged in their own abode- a sweet
surprise for these tiers. Even today, partners remember that and kept some memoir of that
Limited works in Emotional route
Represents expenses size on brand association
The extent to which retailers/partners associate this platform based on 7 parameters and expenses for the
last two years are accounted.
Ref : BCG report on brand centric transformation,July2011.
7 Items are tailored according to BD market dynamics and itemizedinto ranking method with expenditure curve.
Well, all these data and facts suggest us to go for a second act of this
brand. Creating necessary disruptions at regular interval keeps the health
of the Brand tight and worthy. Time is now to revitalize the brand with
its core essence which is “Emotional Attachments”. Logo and theme has
been quite struggling to keep the pace for tomorrow where Partners
would work for retail communications and they would be the “brigade”
for disseminating brand message of BATB. Aligning up-to-date retail
agenda “Partner “can be revamped into followings.
Revitalizing the brand
Emotional & functional campaign
Things that are heard simultaneously with repetitive gesture and logic reverberates. It creates
an echo for future communication started to craft an edge today.
The role of Partner is to create effective echo for sustainability. The yellow marks demonstrate
dissemination of intended message. Partner is in the centre of all communication activities. The
size of the logo states that partners are getting bigger and bigger by days.
Aligned with CDR mechanism
All the worlds story is at the stage reflects here. Knowledge, wisdom, Determination is shown
in circle. Partner being in the heart of the circle gets in bounty of determined act,
knowledgeable icons and wise directions. All the best of the world gets accumulated in the
centre and partner by virtue of its essence achive it.
Partner is in the middle of the stage reflects ambassadors of all relevant qualities. This is a 360
degree approach to react and realign.
Centre of the stage
Knowledge, Wisdom and Determination
Surrounded by odds and odd like realities. I stand out stout with my own traits and nurtures the inner
strengths beneath into. I firmly create a standard of my own keeping a distance from ordinary things, rather
I am disruptly innovative and being different. Thats why “I” personified as “Partner” belongs to standard
pool of similer minded who could stand any odds and rule it out.
This logo represents a time tested jersey/icon who/which stand sout and different even at the
odds in pheripheri. Blue colors representer boldness and deep dark yellow represents “eyes” for
future. Boldness with fearless eyes can win future; Partners are those who would support the
belief in which they belong to.
Futouristic and Strategic
All Squared Icons represents different identity of different blocks around us