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
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
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
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
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