This document proposes a point of sale branding campaign for the Viet Special rice brand in Ghana. It discusses the current situation of the brand having moderate visibility compared to competitors. It outlines challenges of unmapped retailers and a lack of previous trade marketing efforts. The proposal recommends a simple initial merchandising campaign covering 200 outlets to establish the brand's logo, packaging colors, and floral pattern. It provides examples of potential point of sale materials like signs, posters, banners, umbrellas, and uniforms to use at retailers. Finally, it discusses expanding the campaign using outdoor, digital, and mobile marketing channels.

1. A concept presentation for brand visibility at
Point of sale for Viet Special brand of rice from
Foodlovers in Ghana Market

2. Brief
Objective

3. Current situation
• Stock Presence for Viet Special rice is
Moderate and poor in Accra but reasonably good
upcountry
• No brand communication by Special
• Visibility of competition is good for brands like Royal
Aroma, Royal Feast, Stallion,Sultana etc

4. Current situation
• Point of Sale campaign by competition can not be rated high
class
• There is a lot of scope in point of sale visibility for any other
brand
• MAGGI HAS DONE SOME GOOD WORK IN TERMS OF
VISIBILITY WITH
▫ Wall Paintings
▫ Umbrellas etc
▫ Flange
• Indomie instant noodles ,GINO ,Tasty Tom also has also good
visibility

5. Challenge
• Retailers are not mapped
• No Trade Marketing effort till now for brand

6. positives
• The brand “Special” is well known in the market
• The brand shares positive vibes with the retailers
• “Special” has good presence in all markets
except Accra

7. Retailer Expectations

9. Creative Strategy
• Since it is the first initiative we recommend it to
keep things simple and have a general
Merchandising campaign ensuring coverage of
some 200 outlets
• In the second round onwards we can have
campaign specific communication based around
events and rewards

10. Path to Purchase influences
Home
Out of
Home
Retail
•TV
•Radio
•Digital
•Billboard
•Wall Painting
•TRO TRO/Cab Branding
•Radio
•Digital
•POP
•Digital
Digital includes mobile also

11. Communication
Highlight of visibility and messaging
at all the touch points is to establish the following
• Logo
and the Pack
• Brand Background Color
•Model
•Floral Pattern

12. Presence at TT
Primary Touch Points
•Front Signage (Standard size of 5 x 2, 4 x 2 etc)
•Flange Signage
•Poster/3D Posters
•Buntings
•Danglers
•Banners
•Balloons
•Umbrellas
•Foam Banners
•Display Stands
Others
•T-shirts,Aprons,Visor caps
• Calenders
•Polybags

14. Poster
Option 1
Option 2

15. Poster

16. T- Shirt

17. Apron

18. Bunting

19. Bunting

20. Bunting

21. Umbrella

22. Umbrella

23. Balloon

24. Balloon

25. Flange

26. Flange

27. Signage

28. Signage

29. Calendar

30. FM circuit and speaker integrated on print substrate

31. FM Poster

32. Watch Calendar

33. Banner

34. Umbrella

35. opportunities

36. Outdoor
•
•
•
•
Wall Painting
Fleet Graphics
Billboards
TRO –TRO and Cab Branding (Sunshade
screens etc)

37. Billboard Daytime

38. Billboard Night

39. Fleet Branding

40. Wall Painting

41. Tro-Tro/Cab Brandings
Car Sun Shade

42. Digital

43. Mobile and Social…way forward for
brands
• Digital is a great way to communicate with
customers and consumers

44. Connect on the move…mobile
• 100% mobile penetration in dealer community
• Make groups
• Send regular communication to dealers like
▫ Greetings
▫ Schemes
▫ Grievance Redressal
• Map region-wise TA groups and send sms’ on
market days…guerrilla tactics

45. What?
Category is already there
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50. 70% of users
are in 18-35
age bracket
5.24 %
penetration in
India
Twitter is not a very popular medium but would surely increase

52. Why?
• Value of customer is not just what they
spent with you, but what they will spend
with you over the lifetime of the relationship
• Plus their referral value – the value of
bringing you new customers by word of
mouth
• Today’s millennial generation has short
attention span, and they are looking for
consistent brand experience across various
environment
© FireArc Communications Pvt Ltd.

53. What we get
How?
• Customer Service – enhances level of customer satisfaction
• Relationship Marketing – Emphasizes customer retention and satisfaction
• Experiential Marketing – Emotionally connects a person, brand or idea
• Brand Advocacy to create ambassadors for your brand who can influence
people in their networks.
© FireArc Communications Pvt Ltd.

54. Retail Social Media Model
•
.
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55. Scope of Work…..Imperative to have a brand website
What we will doFacebook, Twitter, Pinterest
• #1 Select platforms –
• #2 Content curation for marketing, engagement and sharing
• #3 Execute campaigns to for emotional, relevant and
aspirational connect
• #4 Events
• #5 Blogging
• #6 Influencer engagement
• #7 Meets of power users at your office
• #8 Generation of customer stories and testimonials
• #9 Response to customer queries on social platforms and
resolutions
• #10 Reputation management
© FireArc Communications Pvt Ltd.

56. Way Forward
•
•
•
•
•
•
•
Concept Approval
BOQ preparation (except digital) + Digital SOW
Final Artworks
Invite quotes from India and Ghana
Place Orders optimizing costs and time
Production with quality control
Implementation

57. Thank You