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eSMART
Mobile Gh. Ltd.IMC PLAN
APRIL 2014
DRAFT IMC PLAN FOR THE SALE
OF REFURBISHED PHONES IN GHANA
BY FOCUS MEDIA
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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.
Background
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VisionTo become the world's leading
consumer electronics company for smart
phone products and services
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AteSmart, our mission and values are to helppeople and businesses throughout the world
realize their full potential by providing affordablproducts and services.
Mission
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StrengthsWeakness
Opportunities
Threats
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
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
A lot of Ghanaians buy used mobilephones
Possible partnerships with banks,
telecommunication companies and
online marketers to increase sales.
Due to the proliferation of messaging and
social-media apps, Ghanaians are quicklyadopting and adapting to the smart-
phone age lifestyle.
SWOT
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)
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TheMarket
The Ghanaian market is segmented to mobile phone usersand 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.
Segmentation
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
Target
Making high-end smart phones affordable to Ghanaians
Position
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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
Strategy
Sales Promotion Public Relations Direct marketing AdvertisingIMC Tools
How Do We Get There?
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v
Products & Packaging
Point-of Sale
Promotions
Social Media
Media Relations
Events &
Sponsorship
Exhibitions
Mass Media Advertising
Business Development
Advertising
Sales Promotion
Public Relations
Direct Marketing
IMC STRATEGY
Direct E-Mailing
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Phone Box
Original Samsung boxes will be
used in packaging
Product &Packaging
Phone
Phones will look
new with all of its
accessories intact
Warranty CardThere will be a warranty card in
each package
Refurbished Sticker
There will be a refurbished sticker inthe battery compartment or on the box
(subject to research findings).
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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.
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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.
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
PricingStrategy
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BUSINESS DEVELOPMENT
Alliances will be created withonline marketers to sell phones
on commission basis.
20 wholesalers will be acquiredand 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
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Events & Exhibitions
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
Launch of eSmart Mobile Ghana
Exhibition programmes to be attended by target group will be identified and eSmart willparticipate in those programmes.
Participate in social events to organized by tertiary institutions and high schools.
Attend and Participate in Exhibitions
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ExperientialMarketing
Below the lineprogrammes
Sales reps (pretty girls in
branded t-shirts) will be on
site to engage public and
invite them to visit standsand experience the
refurbished phones
IMEI numbers of refurbished
phones will be displayed onlarge screen to show visitors
the authenticity of the
phones
Brandedstands will be set up with
music at vantage points at the malls
and schools where our target group
frequent
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Sales reps (pretty girls in branded t-shirts) will be on site to engagepublic 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
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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 corporatesocial responsibility programmes are carried out
throughout the year.
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ONLINEMARKETING
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.
Marketing viaSocial Media Platforms
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ADVERTISEMENT
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 ranto 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
Advertisement throughelectronic and print platforms
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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 witheSmarts 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 communicationwill be monitored on a monthly basis.
Wholesalers will be evaluated at the end of every month on sales basis.
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ThankYou