This document proposes a marketing campaign in Nigeria to increase market share for Sharp electronics. It would create Sharp viewing centers around the country showing football matches. Visitors could experience Sharp products and win prizes by participating in football prediction games via text message. The centers would display products and host footballers. This experiential promotion coupled with SMS engagement is expected to boost brand awareness and loyalty over six months.

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2. • The Background
• The Proposal
• The Execution
• The Conclusion
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3. • Sharp has been thinking big (and bigger)
for 100 years. That’s what makes it the
market leader in LED TVs sized 60” class
and up, with a 60%+ increase in US
market share in 2012. The SHARP
QUATTRON is a testament to this
technological feat.
• By pioneering a technique to add a yellow
sub-pixel to the traditional RGB pixel
structure, AQUOS® Quattron™ LED TVs
opened up a whole new world of billions
of never-before-seen colours, from
deeper Caribbean blues to the purest
golds.
• Sharp has clearly delivered on amazing
technology.
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4. • The question that arises here is, has Sharp
been able to win market share that is
commensurate with its innovative drive.
• LG, Samsung and Panasonic have led this
industry in Nigeria in the last 3 years. The
growing economy leaves room for
positions within the industry to switch.
• The market place has proven time and
time again that people buy into brands.
The brands that are able to truly capture
the hearts of consumers in the public. We
believe that with the right moves Sharp can
increase its market share.
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5. • We offer your company the franchise to be the
legit company to have a promo concept
registered under the Nigerian copyright
commission (N.C.C) of which your company
would have the right to control and organise the
flow of activities.
• The proposed initiative will help Sharp achieve
the following;
– 1. Increase market penetration in Nigeria
– 2. Increase the brand awareness for
Sharp and use its TVs as the flagship
campaign product
– 3. Create a loyalty and reward centric
scheme for consumers
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6. • The strategic intent will be to use Football
as the driver for this
– Statistics has it that in Nigeria, football is
the 2nd largest viewed TV item. News
comes in at number 1 with a high
margin.
– However it is noted that this is viewed
mostly at some location outside of the
home
• Our task is to consolidate these findings to
develop a campaign that will help effectively
achieve the above goals in one drive and at
an affordable price.
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7. The Execution
Do you think you know football?
– This is a campaign/promo that is designed to give football fans in Nigeria the
opportunity to watch football and stand the chance of being rewarded with
prizes for their loyalty.
– The project will be experiential as well as rewarding
– the project will be run in two directions. With the creation of sharp experience
centres that will double as show rooms and the use of sms short code
marketing
– The centres will be strategically set up in key cities of the 6 geo political
zones and will host members of the public for matches and music /movie
releases.
– members of the public get to not only see their teams play, they get to
experience the best of sharp in action.
– these visitors also stand a chance to win prizes and carry with collateral that
allows friends and family participate
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8. Project Highlights
– The Sharp Viewing Centre
• The sharp view centre will double as a show room
• The public will be invited to watch matches or releases and see sharp
electronics at work
• There will be a display of product functionalities infused with the
activities
• STAR footballers and musicians will be invited to be a part of the
viewing and run autograph sessions
– The Promotion
• Be loyal to the centre and win a sharp tv
• Viewers leave with sharp TV collateral that contain TV price list and
sms short codes for the public to win prizes
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9. The Investment Consideration
• These activities will run for six months without initial payment to clear doubts of
selling or not meeting the market. Thereafter, where it flows well, 50% of the
proceeds shall be given to us, or an initial commitment of 20% or the negotiated
price by both parties.
• This proposal is open to acceptance within seven days after the presentation of this
program to your company, failure to get back to us within this period shall be deemed
as the proposal not being acceptable to your company.
• This program is expected to run for six months upon the execution of a contract after
which there will be a review.
• Optimistically, it’s our firm belief that this favorable concept and consideration of our
proposal will not only activate the selling point of your product but help to promote the
image of your company as it will lead to a wider customer’s base, boost profit for
dealers in your products and achieve your company’s vision which is sincerity and
creativity.
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10. The Conclusion
• The Unique Home items limited a major distributor of SHARP electronics company
stands to gain the following from “the Do you think you know soccer”, initiative thus;
• This will help the company to enjoy the full registered patent right and franchise of
the “you think you know soccer?” initiative as the right is registered under the
Nigerian copy rights commission (N.C.C) to avoid its duplication and unwanted
piracy from other company and individual.
• This concept will help the SHARP electronics brands to gain wide acceptance
through the constant and steady awareness of their products by their advertisement
through this medium. This will help them to control the market of electronics in
Nigeria.
• It will also help to increase the steady income and turnover of the company as they
stand the chances of getting steady income through the daily or weekly subscription
from member of the football lovers from their scores predictions in every match
during premier league, Spanish league, Italian and Nigerian league through SMS
which cost N100 only.
• Also it will help the company to promote its ultimate goal which is creativity and
sincerity as they will go a long way to rekindle the creative nature of game of soccer.
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