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Hip Street Launch Strategy

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A Brand Launch Marcom Strategy for Hip Street.

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Hip Street Launch Strategy

  1. 1. Copyright © 2011 SideFX / Jay Abeyratne
  2. 2. Copyright © 2011 SideFX / Jay Abeyratne PREAMBLEHip Street is a growing global company specializing in Consumer Electronics and related products.Established in 2002 in Ontario, Canada, it has gradually and strategically expanded offices in USA, India, China, Singapore and now, in Sri Lanka. Hip Street currently serves a worldwide audience with our major focus on the North & South American markets & the Indian subcontinent. Hip Street’s products are currently sold through a wide range of channels, ranging from mass merchandisers, electronics superstores, office superstores, online retailers, TV based home shopping networks, major distributors and independent retailers. In addition to these channels, we also work closely with non-related institutions for promotional opportunities. Hip Street’s objective is to touch the lives of people from childhood till the very end, if we are able to do that we are blessed. Hip Street’s attempt is to bring people from the mundane into Hip.
  3. 3. Copyright © 2011 SideFX / Jay Abeyratne CORE VALUES OF HIP STREET Innovation & CreativityIn today’s fast paced economy, Hip Street strives to react quickly and provide innovative, reliable products with solutions keeping in mind the demands of its changing markets through technology and design. Integrity The way in which Hip Street conducts its business is as important as the results themselves. Integrity is the cornerstone of our corporate culture. People Hip Street is dedicated in providing a wealth of opportunities for its people to reach their full potential. Excellence Hip Street ‘s products, service and co-prosperity with its partners is its passion and dedication for excellence, pride and gratification
  4. 4. Copyright © 2011 SideFX / Jay Abeyratne HIP STREET’s Gadgets n’ GizmosIT Accessories Lifestyle products Telecom accessories Speakers  Digital Cameras  Audio Accessories New PC Accessories  DV Camcorders  Earbudz & Headphones PC Accessories  Digital Photo frames  Universal iPod / MP3 Docking System Webcam / Scanners  MP3 & Video Players  Notebook Accessories  PC Tablet  Bluetooth HeadsetGaming Apple accessories PlayStation / XBOX 360 Disney  iPod , iPhone/ Blackberry Travel Kits  iPad / iPod / iPhone Accessories  Disney DVD mediaCorporate Gifting  Disney Laptop Bags Crank Lantern  USB Flash Drivers Projection radio clock
  5. 5. Copyright © 2011 SideFX / Jay Abeyratne Our Brief Our brief is to introduce Hip Street to the Sri Lankan publicand create a buzz that should see a greater proportion of the target populous embracing the arrival of Hip Street. Our focus is to bring people in harmony with Hip Street.
  6. 6. Copyright © 2011 SideFX / Jay Abeyratne Target Market Adults / 18-50 / Upwardly mobile /Ample leisure time / Style n’ Tech savvy / Social / Competitive
  7. 7. Copyright © 2011 SideFX / Jay Abeyratne Our Challenge Our job is to create awareness and hype,among the target populous by effectively introducing the hi-tech product range of Hip Street, induce purchase, create brand fans and ultimately get the numbers ticking for Hip Street.
  8. 8. Copyright © 2011 SideFX / Jay Abeyratne The Communications Platform We need to speak in a language where hip n’ cool teens to tech-savvy professionals can understand.We must first get them interested and then seek to educate them, opening their eyes to Hip Street as THE coolest gadgets and gizmo brand in town. The look and feel of our campaign should create instant appeal and make the prospect want more.
  9. 9. Copyright © 2011 SideFX / Jay Abeyratne Integrated Print Campaigns Press ads / Magazine adsCampaign kicks off at two fronts, combining to form one powerful communication.
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  21. 21. Copyright © 2011 SideFX / Jay AbeyratneHip Street in Full Swing… BTL Campaign - Hoardings
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  25. 25. Copyright © 2011 SideFX / Jay AbeyratneTurning the spotlight on to Hip Street..! BTL Campaign – Bus Branding
  26. 26. For visual purpose onlyThe New Volvo Intercity buses running on Galle Road, High-level Road etc.
  27. 27. For visual purpose onlyHip Street branded Volvo Bus
  28. 28. For visual purpose onlyPoint of Purchase: In-store Displays
  29. 29. For visual purpose only Branded Promotional / Competition prizes and giveawaysT-Shirts / Caps / Wrist Bands / Flash Light with key ring / Hip Pouches
  30. 30. Copyright © 2011 SideFX / Jay AbeyratneOnline / Mobile Media
  31. 31. Web Banners on popular Sri Lankan sites and Unique Mobile Apps. Design of various mobile phone applications that will be compatible with several top smartphone modelsincluding: iPhone, HTC, Samsung, and Windows.The Mobile applications will advertisethe full product portfolio of Hip Streetas well as direct consumers to nearby locations of Stores and promotions.Additionally, consumers will be able to use the application to customize and buy their own unique Hip Street Products.Copyright © 2011 SideFX / Jay Abeyratne
  32. 32. Copyright © 2011 SideFX / Jay Abeyratne More Great Ideas Special Radio promotionsfeaturing Hip Street along with Interviews with Senior Officials educatingthe people about the enormous product range at an amazing price range. Weekly on-air competitions and prize giveaways etc. Guaranteed coverage in print and electronic media Spread over the duration of the launch. This is the perfect opportunity for us to create novelty and a unique market position for Hip Street through media coverage.
  33. 33. Copyright © 2011 SideFX / Jay Abeyratne The Strength of SideFX Experience in handling BestRelationships Hi-tech creativity products
  34. 34. Copyright © 2011 SideFX / Jay AbeyratneThe Campaign Mix• Print Media – with a language mix of E/S at 80% and 20% respectively.• Outdoor, POS and special promotional ideas• Radio promotions• Soft launch/press conference• Free publicity and PR activities• Online Deals with popular Deals websites
  35. 35. Copyright © 2011 SideFX / Jay Abeyratne We’ve got a Winner..! We believe that our agency is fully geared to handlethe Hip Street Launch having mustered the requirements involved in Executing such a product.We like to wish you all the best and are confident that the campaign would not just take Hip Street to the public but create a massive demand for the future.

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