Launch campaign of a gadgets store

2.  Initially launch multi-brands store of handheld
devices, accessories, apps, MFS, white goods and
post-sales services
 Later on expand to include FMCG, F&B depending
on customer needs and wants
 Target audience: initially, students and working
young adults primarily from SEC A/B, secondarily
from SEC C
 Brand positioning: Wide range of quality products
and services under one roof that fit within the
budget and deliver value for money

3.  Phase by phase strategic
communications plan for years 1 to 3
 Indicative creative layouts
 A&P budget

4.  Currently there is no multi-brand retail format offering a
wide range of both handheld devices and white goods
 Transcom Digital offers a limited number of brands of
electronic goods and handheld devices
 Gadget n Gear offers multiple brands of handheld
devices and accessories but no electronic goods
 Unimart has only one brand of handheld devices and a
limited range of white goods but it also gives a holistic
experience with a café, snacks corner, medicine
corner, gifts and cards section, fresh and frozen foods,
household items, clothing, and a wide range of
cosmetics
 Best Electronics offers a medium range of white goods,
kitchen appliances, and other electrical goods but no
handheld mobile devices. It has 32 outlets through the
country, of which 9 are located in Dhaka

5. New entrant, positioned on wide range of electronic goods and convenience

6.  The TG is hard pressed for time as they are busy
working/studying/socializing and traffic jams make it less
desirable to commute more than necessary
 Several brands of handheld devices are scanned before
making a purchase decision and these are seldom done
alone. A group of friends accompanies the buyer and offers
advice on brands
 In case of electronic goods, usually the household head
along with spouse makes a joint decision
 The TG prefers to go to a retail that deals with only gadgets or
only electronic goods. Having both under one roof signals
that the retail is not a specialized one

7. Strengths
- One of the oldest and
established parent companies
- Wide range of products and
services
- Consistent and regular supplies
- Affordability
- Convenience
- Foreign collaboration and latest
technology
- Parent company image and
reputation
- Dominance in Chittagong
- Collaboration with RSPs
Weaknesses
- No past experience
in retail
- Dominance in port
city only
- Might not give the
feeling of a
specialized store Opportunities
- Large-scale retail
formats still at the
nascent stage
- A growing middle class
with more purchasing
power
- Smarter set of urban
and suburban youth
Threats
- Specialized branded
retail for gadget and
white goods
- Established superstores
- Best Electronics with
wide coverage

8.  In a market with specialized gadget
stores and well-established superstores,
launch another specialized store in
handheld devices and gradually expand
to a hypermarket, but still give the TG the
feeling that they are purchasing from a
‘specialist’ store, especially when it
comes to gadgets

9. TouchPoint keeps pace with my ever-
changing needs and gives me the best
advice to make the right choice within my
budget.

10.  High quality
 Best price
 Impeccable services
 Wide range
 Entertainment
 Convenience

11.  Reliable
 Caring
 Knowledgeable
 Keeping up with times
 Fun-loving
 Social

12.  Joy of Living. Redefined.
 Adding New Dimensions. Everyday.
 Say cheers to life!

13. Year 1
•Objective is to hook the youth
•Strategy: Offer a wide range of handheld devices, cameras, apps and accessories
with related services and a games zone
Year 2
•Some of the TG from Year 1 will move to the next cycle of lifestyle (married, nuclear
family, etc) so offer them as well as those already in this group, lifestyle products
•Strategy: Add electronic goods, household goods, clothing and FMCG in
segregated parts of the retail space to maintain the ‘specialist’ feel and using sub-
brands (e.g ATP Shodai for grocery items, ATP Couture for clothing line, etc)
Year 3
•Offer a complete hypermarket experience
•Strategy: Add a café or food corner, kids’ zone, medicine corner to attract more
customers
The overall strategy should be to establish the brand as a reliable source of
quality products at the best price to attract different customer segments and
expand gradually.

15. Year 1 Year 2 Year 3
What
Wide range of
handheld devices,
cameras, apps and
accessories, top-up
facilities, MFS, RSP
Wide range of
handheld devices,
accessories, top-up
facilities, MFS, RSP
along with white
goods, FMCG, clothing
lines, household goods,
each in a separate
zone
Wide range of
handheld devices,
accessories, top-up
facilities, MFS, RSP
along with white
goods, FMCG, clothing
lines, household goods,
food corner, medicine
corner, kids zone – all in
separate zones
Why
Hook the youth by
offering complete
youth-activity related
solutions in handheld
devices, laptops,
photography, cycling,
and auto
Offer more products
and services to target
a wider segment and
increase footfall
Offer a complete
hypermarket
experience so that the
TG need not go
anywhere else to do
their shopping and find
some entertainment
Who
15 – 30 year old males
and females from SEC
A/B primarily,
secondarily SEC C
15 – 40 year old males
and females, both
single and married,
both working and
homemakers, from SEC
A/B primarily,
secondarily SEC C
15+ year old males and
females, both single
and married, both
working and
homemakers, from SEC
A/B primarily,
secondarily SEC C

16. How do we do it? Year 1 Year 2 Year 3
ATL
Press ad, RDC, billboards, co-
promotion with all Robi
communication in press,
radio, TV, outdoor media
Press ad, RDC, TVC, billboards Press ad, RDC, TVC, billboards
BTL
Push SMS, posters at RSP,
leaflets at coaching centers,
fast food joints and CNG
stations, newspaper jacket to
announce launch
Kiosk with touch screen at
university campuses and
other strategic points to give
virtual tour of store
Helpline
PR Activities
Push SMS, posters at RSP,
newspaper inserts, banners in
commercial and schools
areas, direct mailers to
corporate houses
Helpline
PR Activities
Push SMS, posters at RSP,
newspaper inserts, banners in
commercial and schools
areas, direct mailers to
corporate houses, in-store
merchandising to announce
events
Helpline
PR Activities
Digital
FB page, online customer
care, banner ads in sites like
bdnew24.com, bikroy.com,
etc
FB page, online customer
care, online store format with
home delivery services,
banner ads , online contests
FB page with regular posts,
online customer care, banner
ads, online contests, online
store format with home
delivery services, virtual tour
Events & Activation
Grand launch event, contests
in games zone, apps contest
sponsorship, musical gigs in-
store, sponsor workshops by
Pathshala, arrange talks by
BD Cyclists members
Grand launch in store
Continuation of in-store
activation
Grand launch in store, weekly
doctor consultation at
medicine corner, moms meet
at kids zone on weekends,
chat with fashion gurus
before Eid, monthly gadget
geeks meet in association
with media partners
Special Offers
Loyalty card program, special
introductory offer on selected
products and services, free
Robi talk time on different
slabs of billing amount at ATP,
bundle offers in association
with selected banks and
telco partner
Loyalty card program, special
introductory offer on selected
products and services, free
Robi talk time on different
slabs of billing amount at ATP,
discounts during festivals
Loyalty card program, special
introductory offer on selected
products and services, free
Robi talk time on different
slabs of billing amount at ATP,
discounts during festivals
Special events with oldest
loyalty card holders

17. TouchPoint
Hangout/Adda/
MashUp

18. AK TouchPoint
Value+/
My World/
Treasure Hunt