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eSMART IMC PLAN

Mobile Gh. Ltd.


APRIL 2014

DRAFT IMC PLAN FOR THE SALE


OF REFURBISHED PHONES IN GHANA
BY FOCUS MEDIA

Background
eSmart Mobile Ghana Limited, a mobile refurbishment company has
contacted Focus Media of LAINE Services to develop an Integrated
Marketing Communication (IMC) plan for the company to help create
awareness to sell refurbished Samsung Galaxy mobile phones in the
Ghanaian market.
The integrated marketing communications approach seeks to have all of a
companys marketing and promotional activities project a consistent, unified
image to the plan integrates all forms of external contact into one message
that will help eSmart achieve its objectives.
The final plan to follow this draft plan will be more comprehensive and
complete after an effective and detailed research and analysis process has
taken place.

Vision
To become the world's leading
consumer electronics company for smart
phone products and services

Mission

At eSmart, our mission and values are to help


people and businesses throughout the world
realize their full potential by providing affordable
products and services.

The Product

S4

Refurbished Samsung Galaxy


Phones (S3 & S4)

S3

Marble
White

Garnet
Red

Amber
Brown

Sapphire
Black

Titanium
Grey

Pebble
Blue

SWOT

Samsung Galaxy is a strong brand and perceived to be of


high value
There is a lot of advertising and media presence in Ghana
for Samsung Galaxy mobile phones
eSmart has an experienced and capable workforce
There are available equipment to carry-out refurbishing

Strengths
Weakness

Newness to the Ghanaian market


Inadequate presence/info about the company online
eSmart is not fully structured and yet to establish HRM
strategy and internal processes
There is not a lot of financial resources available

Opportunities
Threats

A lot of Ghanaians buy used mobile


phones

Possible partnerships with banks,


telecommunication companies and
online marketers to increase sales.

Due to the proliferation of messaging and


social-media apps, Ghanaians are quickly
adopting and adapting to the smartphone age lifestyle.

The current instability of Ghanas economy and currency


Restrictions from regulatory bodies
Skepticism of relatively new and unknown concept of refurbished
phones in Ghana
Risk of the phones being perceived as unauthentic (a.k.a China phones)

The

Segmentation

Market

The Ghanaian market is segmented to mobile phone users


and this constitutes about 56% of the population of Ghana.
There are about 28 million mobile phone subscribers and
this shows that 85% of mobile phone users use more than
one phone.
Brand new high-end smart phones are affordable to only
about 30% of mobile phone users in Ghana.

Target
Low income Ghanaians who use mobile phones will be targeted and this will include;
Working class who cannot afford brand new, high-end trending smart phones
Students of tertiary institutions and senior high schools

Position
Making high-end smart phones affordable to Ghanaians

Goal
To sell 2,000 refurbished Samsung Galaxy phones every month in the Ghanaian
market for the next two to three years.

Objectives
Attain 50% level of
awareness amongst
target group within
the first year

Attain and maintain 20


wholesalers across the
country every month

Effective
management of
relationship with
wholesalers

Effective
communication of the
merits of refurbished
mobile phones to
target group

Target Group
Wholesalers

Retailers

End users

How Do We Get There?


IMC Tools
Sales Promotion

Public Relations

Direct marketing

Advertising

Strategy

Maintain the high-end look and feel of brand new Samsung products with packaging
Communicate the advantages of purchasing refurbished phones from eSmart Mobile
Create an effective distribution channel of wholesalers, retailers and suppliers
Strike partnerships with companies, banks and online marketers (Business
Development) to generate sales
Create point-of-sales at eSmart Mobile Ghana services centres
Launch eSmart Mobile Ghana to create awareness amongst media and target group
Create a local website for eSmart to communicate and sell online
Below the line programmes (Experiential Marketing ), attend exhibitions and
participate in tertiary school events
Advertise in mass media and on the internet

IMC STRATEGY
Exhibitions
Products & Packaging

Business Development

Direct Marketing

Sales Promotion
v

Direct E-Mailing

Point-of Sale

Events &
Sponsorship

Promotions

Public Relations

Advertising
Mass Media Advertising

Media Relations
Social Media

Product &
Packaging

Phone Box
Original Samsung boxes will be
used in packaging

Phone

Warranty Card
Phones will look
new with all of its
accessories intact

There will be a warranty card in


each package

Refurbished Sticker
There will be a refurbished sticker in
the battery compartment or on the box
(subject to research findings).

Point-of-Sales

eSmart Mobile Ghanas Front office - service centers should have POS to sell to the public
Wholesale and Retail shops
Online marketplaces, eg. tonaton.com, olx.com, myjoymarket, social media platforms
Sales representatives
Stands at vantage points eg. Malls, Tertiary schools, Fairs, etc.

Pricing
Strategy
Phones are to be sold
at 40% lower than a
similar brand new
phone

Wholesalers and retailers will


be controlled with agreements
and memorandum of
understanding between eSmart
Ghana and the channel
members

Strategic alliances will be


formed with the banks and
other financial institutions,
to sell the phones to end
users or salaried workers on
hire purchase basis.

BUSINESS DEVELOPMENT
Alliances will be created with
online marketers to sell phones
on commission basis.

20 wholesalers will be acquired


and maintained every month
to buy and sell at least 100
pieces of the product

Corporate entities will also be


encouraged to buy phones in
bulk for staff and pay in
installments

Branding Tools
Communication via fliers
Colorful, informative and attractive fliers will be designed and circulated amongst the
target group (schools and offices).
Copies of the fliers will also be circulated at the after sales service shops and other POS
Fliers will also be circulated at all exhibitions attended by eSmart Ghana representatives
E-fliers will be designed to be sent out as email to target group using a database

Pull up banners (to be used at exhibition


programmes and events)
Car Branding

Consistent branding across


eSmart offices

Events & Exhibitions


Launch of eSmart Mobile Ghana

To be launched two months into operation


A cocktail event where media and relevant target group will be invited
Press releases of the launch to be splashed in relevant media
Outdooring of the eSmart website at the event
Agents will be invited at the launch to sign on to selling eSmart phones

Attend and Participate in Exhibitions


Exhibition programmes to be attended by target group will be identified and eSmart will
participate in those programmes.
Participate in social events to organized by tertiary institutions and high schools.

Experiential
Marketing
Branded stands will be set up with
music at vantage points at the malls
and schools where our target group
frequent

Below the line


programmes
Sales reps (pretty girls in
branded t-shirts) will be on
site to engage public and
invite them to visit stands
and experience the
refurbished phones
IMEI numbers of refurbished
phones will be displayed on
large screen to show visitors
the authenticity of the
phones

Experiential Marketing
Sales reps (pretty girls in branded t-shirts) will be on site to engage
public and invite them to visit stands and experience the refurbished
phones
IMEI numbers of refurbished phones will be displayed on large screen
to show visitors the authenticity of the phones

CSR
Its important that every company
gives back to the communities within which they serve.

This will help in developing customers emotional


attachment to the company
Activities will therefore be planned to ensure corporate
social responsibility programmes are carried out
throughout the year.

ONLINE
MARKETING

Marketing via
Social Media Platforms
Facebook, twitter, linkedin, youtube
and Google+ accounts will be
opened for eSmart Ghana

A PR Officer shall be put in


charge to manage social media
accounts and generate likes,
followers and connections.

ADVERTISEMENT
Advertisement through
electronic and print platforms
Advertisement banners will be placed on popular
websites/news portals (monthly subscriptions)
Radio advertisement will also be carried out on
relevant (based on target group) radio stations in
Ghana
A commercial will be produced and made viral via
social media
Newspapers and magazines adverts will also be ran
to showcase phones in circulation at each point in
time, the outlets and after-sales service outlets
However, focus will not be placed on advertisement
due to the high level of advertisement by Samsung
West Africa

EVALUATION & CONTROL


The objectives included in this plan can be efficiently measured. The
tactics to be developed will be well researched and thought out methods
to improve the branding and positioning of the company.
These objectives and tactics are being designed to fall in line with
eSmarts strong mission and values. Many of the strategies to be
implemented accomplish more than one goal, making the plan more cost
efficient.
Sales will be monitored on weekly basis while marketing communication
will be monitored on a monthly basis.
Wholesalers will be evaluated at the end of every month on sales basis.

Thank You