This Slide is made for Sellsation 2017- Inter University Selling Competition.

1. Round 1 Case Solution

2. Background
Scenario
Problem
Unsold
Inventory
Objective
01
02
03
04
New tech products and services are making old
products obsolete every day. Pocket dictionary
is one of those products.
Sun Dictionary Company (SDC) was decaying
and the sales figures were approaching near
zero.
Currently, there are 30,000 UNITS of unsold
Sun Pocket Dictionary (English to Bengali)
Edition 2016 in the inventory.
The selling team have to sell these dictionaries
within 2 months with total campaign budget of
3,00,000/- BDT.

3. Target Group
NGOs and Non-Profit Organizations
who are running Schools
35%
General People
15%
School going kids of Semi
Urban Areas. (Class 1-5)
30%
Schools in Dhaka City where Economic
C & D class students study. (Class 1-5)
20%

4. Big Idea
Making our TG understand that SDC is not only selling
pocket dictionaries but helping to improve educational
quality for Refugee Rohingya Kids

5. 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

6. 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.

7. 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.

8. 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.

9. 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

10. Booth Set-Up
LOCATIONS
SDC’s PROCESS
CUSTOMER
SDC will set up selling booths at different crowded place where mainly
students from different background and parents from different economic class
will pass by. These booths will contain posters and banners about the CAUSE
SDC is working on. Main theme will be, “Buy one pocket dictionary to donate
5/- BDT for Rohingya Education.”
BOOTH SELLING PROCESS
LOCATIONS
We will set up booths in front of Shopping Malls, Colleges and
University area. We will cover the whole places with our Posters.
SDC’s PROCESS
Attracting crowd in front of the booth through posters and sales
pitching. Promoting our cause and sell pocket dictionaries.
CUSTOMER
Why 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.

11. Timeline
The beginning
Setting Up Booths and starting
communication with NGOs and
Non-Profit Organizations.
Dhaka Base Schools
Identifying those schools where
students from Economy class C and
D studies. Start selling over there
collaborating with authorities.
Social Media Viral
Promoting the cause of selling
SDC’s Pocket Dictionary through
Social Media to attract more
customers at booths.
Semi-Urban Location
Communicating with schools and
start selling bundle products to
those places collaborating with
school authorities.
Checking Sales
Calculating the total sales from
Month 1 and keeping collaborating
with educational institutes to sale
dictionaries and promote the
CAUSE.
Effectiveness
Doing PR of the CAUSE and
calculating the effectiveness of
the selling campaign.
Month 1
1st Week Month 2
2nd Week 1st Week
Month 2
2nd Week
Month 2

12. 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.

13. Financials
BUDGET
58% BOOTH SET-UP
1,74,000.- BDT
More than 30 booths will be there
around Dhaka City for promoting the
cause and selling pocket dictionaries.
TRANSPORTATION COST
60,000/- BDT
Inside and outside of Dhaka with
Pocket Dictionaries and Logistics.
20%
POSTERS, BANNERS, X-STANDS AND T-SHIRTS
66,000/- BDT
For visual display and attracting
customers in the booth.
22%
3,00,000/- BDT
Total
PHASE 1
35%
PHASE 2
50%
PHASE 3
80%
Total 61 Days campaign. It is divided
in 3 phases and thus the budget will
be spent on according to the phases.

14. 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