MR PRICE

&
BOSSINI

MARKETING COMMUNICATIONS PRESENTATION

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Background

Deacons (East Africa) PLC (previously Deacons Kenya Limited) was incorporated in
Kenya, as a private limited liability company under the Companies Act on 20th
March 1973 (with registration number C11537). It was then converted to a public
company on 26th October.

Deacons’ principal business is to operate retail establishments including franchise

and department stores selling ladies, men’s and children’s clothing, footwear,
accessories, toiletries, gifts, home-furnishings, cosmetics and sporting goods
amongst other items in East Africa.

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Background…

In order to diversify its product offerings, Deacons ventured into developing its own brands. This
includes 4U2, selling discounted internationally branded fashion and the Angelo brand launched
in 2008, selling shoes, bags and accessories.

The Company acquired the rights to retail and distribute the Adidas sporting brand in 2010.

As part of the strategy to build a division in the sporting and wellness segments of the market,
Deacons entered into an exclusive distribution agreement with the master franchisee who holds
the franchise for Life Fitness, a well-known brand for gym equipment, covering the East Africa
region. Its first showroom opened in late 2010 at the Sarit Centre. These two brands are sourced
out of Dubai and the United States respectively.

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Background…

In December 2011, Deacons Rwanda Limited opened two stores under the franchise
arrangement of Mr. Price Fashion and Home. In the same year, Deacons introduced the
Babyshop brand from the Dubai based Landmark Group to fill the gap on product provision for
children aged 0 – 8years.

In 2013, the Company launched the Bossini brand to replace the underperforming Identity
brand and concluded the Joint Venture transaction with Woolworths Mauritius.

In 2016, Deacons Rwanda opened two stores at the ultra-modern Kigali Heights Mall, Rwanda.

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Background…

According to the Country Manager Rwanda, Mr Japheth Nzoka, both the Mr Price and Bossini
brands are doing well, with the Bossini Rwanda outlet doing the best sales in the region. Both
brands enjoys excellent TOMA however Mr Price could achieve better sales figures.

From a dipstick survey we conducted, 80% of a total of 20 respondents commented that they felt
that Mr Price was overpriced because of quality issues. However, only 2 people could state the
nature of the exact quality issues:
1. Fabric quality
2. Craftsmanship

Bossini enjoyed excellent brand entry sales and continues to see both sales and the popularity of
its brand continue to rise. Our dipstick survey indicated that:
1. 100% of the 20 respondents felt that the brand was a quality brand selling quality product
2. 20% indicate that it was value for money

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Problem Statement

From the dipstick survey we can ascertain that the target audience:
1.Do not consider Mr Price apparel to be value for money (quality & craftsmanship)
2.Are not sure where the new Mr Price outlet is
3.Are not familiar with the wide range of apparel sold by both Mr Price & Bossini
4.Do not know when or whether there have been any promotions and/or special offers by both
brands

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The Strategy

MAKE
Mr Price & BOSSINI
YOUR GO TO PLACES
FOR GREAT CASUAL CLOTHES

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What’s great about Mr Price & Bossini

•Nice reputation (International brand)

•Trendy products
•Classic products
•Variety - something for everyone
•Promotions

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What’s not so great about us…

•Expensive – Mr Price more so than Bossini

•Quality of products – Mr Price
•Perception that Bossini is a casual clothing store for men and young boys

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Goals

•Turn around the negative perception

•Make both the Mr Price & Bossini attractive propositions in their own
right.
•Significantly increase product usage amongst existing and new customers

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Our Target:

Lifestyle

Uwase Raissa is a young professional living and working in Kigali. She is 26

years old, single but in a relationship. Raissa loves to go to Pilipili to hang out
with friends and her boyfriend. She likes trendy things and she shops for
something almost every week but does her big shop when she earns her
monthly salary.

She drives a Vits - saved for the deposit and purchased it through a loan with
the bank. She earns an average monthly salary of Rwf400,000. Her parents
and siblings live in Kigali and she is not obliged to support them financially
but she periodically spends money on her siblings shopping for them or giving
them some pocket money. She’s heavily into social media and sometimes TV.
She personifies the young Rwandan, flexible, classy and well aware.

NB: The target audience has been selected because of their trendsetting and following potential

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Who are we talking to?...

Bossini
Christian Aimee is male and 29 years old
He belongs to the new dynamic crop of Rwandans filled with dreams and aspirations
His parents have returned from the Diaspora
He is intelligent and works hard and is respected by his peers
He is an influencer in his social group and at work
He is an avid digital media user and can never be without his smart phone
Earns a reasonable income (300,000 RWF- 800,000 RWF) but is confident that he is
upwardly mobile
Love to stands out of the crowd but enjoys the company of friends
Is an avid basketball fan and his favorite team is the Lakers
Enjoys a good social life and periodically travels out of Kigali for the weekend
Socially adept – Wants to be trendy and looks up to trendy people
Aspirational – Wants to be successful and look up to successful people

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The Tactics
1.Fashion Flash

Shopping and socialising go hand in hand. To reassure our target audience with regard to the quality, style and variety of
our products we would like to reinvigorate the Mr Price brand and further enhance the Bossini brand with a socially
exciting activity.

Occasionally people need to see a product on a body to remind themselves of the beauty of the design, the reason for the
fabric choices and the selection available to them. Based on the results of the survey we would like to address these
perception issues using our Mr Price Fashion Flash. This event is a cross between the a PopUp Fashion Show, the
Mannequin Challenge & a Flash Mob...and is guaranteed to generate a massive amount of social media attention among
our target audience and generate footfall into the outlets.

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The Tactics
1.Fashion Flash……

How it Works…
Once a month selected models will be styled from head to toe in Mr
Price/Bossini and will strategically positioned throughout the Kigali
Heights public areas. They will be posing on branded boxes as human
mannequins and will change spots every 5mins in a catwalk styled
presentation. The models will use flash cards and Fashion Flash lasts no
longer than 30mins at a time, hence the use of the term ‘flash’.

The KH customers will be allowed to look and touch the products and
satisfy any quality & styling anxieties.

MR PRICE

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The Tactics
2.Publicity
In order ensure that our communication bulls-eye is achieved, we would like to directly engage with our audience through
activities that make them feel wanted and special. The primary and most economical communication channel we have
selected is social media. However, we will initially have to drive our audience to our social media pages:
•The Style Club – Every purchase from either Mr Price or Bossini entitles the customer to membership of the Style Club
which entitles you to notifications of all promos, fashion flashes, discounts on selected products, new arrivals, etc. Our
representatives will visit the large & medium corporate companies to kick-start the recruitment drive for our Style Club.
•Dress to Impress – We would like to promote our style & variety by asking our customers to post pictures in our outfits.
The most liked pic will receive a gift voucher for either Mr Price or Bossini. These testimonials from satisfied users will go a
long way in alleviating our negative quality perceptions and could be the beginning of our loyalty campaign.
•Pick & Pop – To drive footfall into the outlets and reward purchases, we would like to excite our shoppers with the
Pick&Pop Promo where when our shoppers get to the till, they will be invited to pop a balloon to discover the surprise
discount that they will receive for shopping at our stores. These opportunities can be extended through partnerships with
other stores in Kigali Heights. Customers will be encourage to take and post pix of their experience.

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The Tactics
3.It’s LIT!
Being part of the trend is an integral part of our target
audiences’ socialization and introducing new and fun way to
do normal things always gets their attention.
Midnight Magic is a once a month night shopping experience
filled with fun activities for the shoppers including personal
shoppers & styliests, etc. Mr Price and Bossini are lighting up
the night!! Partnerships with other business entities in the
building can be exploited to drive footfall.

4.Dress the Host

Identify a programme watched and hosted by a popular
presenter. Offer to dress the presenter in exchange for
prominent and consistent brand visibility/mentions.

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DEACONS DIGITAL STRATEGY OUTLINE
 How do we talk to them ?

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 Fashion Flash

Following the PR strategy, we will make a date with our

audience and give them a date and time to come and enjoy our
FashionExtravaganza at the FashionFlash at KH. We will also use
this opportunity to partner with and attract with a variety of
local fashion icons such as Inzuki, SM, Sandy N.A, Uzuri, and
House of Tayo, Made in Rwanda, Accessorize, etc. There is also
an opportunity to parter with KH grooming and other KH
tenants.
On confirmation of these fashion icons, we will have a social I will be there
media iframe that says they will be there and this will attract for
our potential clientale. #FashExtraRw
for the
We will use the hashtags #FashExtRw and #FashFlashRw
#FashFlashRw

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 Style Club
Everything we’re loving
right now! Join our
As a way to make our existing customers feel #StyleClub and get to
considered as priority, we will introduce Style Club know about it
as a way to keep them updated about discounts,
seasonal offers, and new arrivals. We will run a
standard weekly campaign letting our followers
know that they can also enroll into the Style Club
and get to be updated. We will use the hashtag
#StyleClub

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But how will you know if
you’re not in our
#StyleClub?

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False Alarm! Join #StyleClub
for all our special offers

This serves as a reminder that

you need to be a member to
the #StyleClub to be in on the
great offers from Mr Price
and Bossini…

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Feeling Myself

In this activity, we will ask our followers to take a picture of an item they’ve bought with us and send it to us
with the hashtag #FeelingMyself and we will ask them to seek votes through likes, shares, and retweets. The
individual with the most popularity will win a shopping voucher. We will run this activity every once a month,
every last Friday of the month.

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Lit Midnight Magic

In this activity, we will open our stores for a special selling hour at Midnight where we will invite our followers to
our different activities such Pop&Win, Peek-A-Boo (blindfold and chose an item for free.) We will use the
hashtag #LitMidnightMagic

Propose the last Wednesday of the month allowing for it go out on social media for the rest of the week and the
weekend.

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Expected Outcomes

•Build an active and excited audience on our platforms that are ready for our products at
all times.
•Create engagement with the audience
•Position brand as friendly and engaging
•Generate sales

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The Tactics

Promotions
Survey
Products and services awareness
Sponsored Pop-up Advertising
THE RESEARCH SURVEY

•On the research survey we propose a set of questions for our followers to answer and only if you
have been to our shops the you will stand a chance to win a prize at the end. This is a great way to
engage positively with our followers, encourage utility and most of all secure feedback from our
customers.
Sample survey:
• Have you ever shopped at Mr Price and/or Bossini?
• What did you purchase?
• Did you enjoy your shopping experience?
• Do you continue to enjoy your purchase?
• Would you shop at Mr Price and/or Bossini again?