Brand & Communication Strategy Recommendations

for BBS Cables

A presentation by

Kazi M. HossainBrand Consultant, Mozaic Creative,

Yonge St, Thornhill, ON L3T

Ex. COO of Protishada (Publicis and Saatchi & Saatchi Affiliate)

26 Kemal Ataturk Avenue, Dhaka, Bangladesh

Mobile: (647) 836 4335Email: rasel1210@gmail.com ca.linkedin.com/in/mkazihossain

youtube.com/user/kmhrasel

Brand-building Exercise for BBS Cables

1. The Positive Outlook2. The Basic Understanding of the Market3. A Competitive Update4. The Target Group5. The Understanding of Brand Context6. The Strategic Imperative7. The 3 Critical Blocks8. The Communications Purpose & the Brand Spirit9. The Communication Route

Ideas Toolkit RDA Analysis Brand Equity Onion

10. Creatives – Sample Concept for BBS Cables Route 1 – The Ghost of Worry will Flee certainly Route 2 – Bad Cables are dangerous Route 3 – Use International Standard Cables

11. Comprehensive 360 degree IMC roadmap for BBS Cables12.Proposed Initiatives13.Launching Ceremony14.Some Ideas15. Protishabda Agency Strengths16. Protishabda Billing Principles

We Will Walk You Through

The PositiveOutlook

Economy Growing by a whopping 6.5%

Share of Agriculture in GDP down to 26 % from 80 %

A rapid growth in Urbanization has also led to a sudden spurt of the middle class household

A Progressive Literacy rate of 60%

Millions of Cars on the road today and growing further

“House” owning households have increased by almost 50% in the past five years

One of the top 11 Emerging economiesas per Goldman Sachs outlook report

A Nation Emerging as economic powerhouse

of tomorrow

The Cables Market

Current Situation of the market

Constrained stage

Emerging stage

Embryonic stage

Cables market of Bangladesh is still in between on embryonic and emerging state. There is still some blank spaces in the market to fill up. In constrained stage it is very tough to compete even you have good resource and capability.

Market Share

Market Share

BRB Cables 26%

Paradise Cables 24%

Poly Cables 20%

Singer Cables

18%

Others 12%

BRB Cables Paradise Cables Poly Cables Singer Cables Others

Source: Bangladesh Bureau of statistics, financial hand book

BRB Cables is the market leader, followed by Paradise, Poly and Singer Cables

Competition Analysis

Core Competitors

– BRB Cables :• One of the oldest players in the market - since 1970• Pioneer and market leader. • Their vision is to achieve and maintain the highest industry

standards. • At the moment, has got a range of products in the category

Strength Weakness1. Market Leader 1. Old Fashioned and traditional

2. Acquired the likeliness of the target group

2. Very low promotional activities

3. BRB has wide range of products, has the ability to serve all segments of the market

3. No research & development

4. Got FBCCI-STANDARD CHARTERED SME AWARD 2005

− Paradise Cables:• One of the oldest players in the market - since 1989• First time cable production in Bangladesh using modern

technology “Nitrogen-dry curing”

Strength Weakness1. Paradise the name has Top of the mind awareness in cables industry

1. Old Fashioned and traditional

2. Maintain a strong quality consistency

2. Very low promotional activities

– Poly Cables• One of the oldest players in the market - since 1993• Vision: To manufacture and supply all kinds of world class

Electrical Wires & Cables that help people to feel safe, secure

Strength Weakness1. Customer can call the name

1. Old Fashioned and traditional

2. Maintain a strong quality control

2. Very low promotional activities

New Entrant

New Entrant

Competitors’ Communication Analysis

Selling PointSafety

Safety

Risk FreeSelling Point

Selling Point

• At this moment, all these three brands more or less are focusing on their product availability rather than communications. No Consistent Marketing Effort.

• All brands follow one communication theme which is “safe and risk free”. No Distinctive Positioning.

• It is not the unique positioning but the market demand that helps the company to establish the brand in the market. Customer will switch to better option. No Brand Loyalty.

Competition Analysis- Points to Ponder

Let’s Connect BBS Cables with Target Group

Target GroupLand owner, Developer, Real estate etc.Architect, Electric Engineers etc.Distributor, Wholesaler, Retailer etc.

Domestic CableCables for residential and commercial construction

Different Factories, Mills, Shipyard/ Dockyard, Garments, Jute mills, Cement Factory etc.

Suppliers, Contractors, Procurement dept. etc.

Industrial CableCables for industrial use

Different telecommunication companies for establishing their communication network Example – BTCL, Ericsson, ALCATEL, Orascom, GP etc

Suppliers, Contractors, Procurement dept. etc.

Telecommunication For telecom use

Different types of govt. and non govt organizations like DESCO, PDB etc

Procurement dept of govt. organization

Other Cables Cables for industrial robotics, cranes, automation & mining.

Target Group

Lets talk to the TG

Note: the take-outs in the following slides are the output of a number of researches (Dhaka-based) that we have done for BBS Cables.

Complex Buying Behaviour of Today’s TG As Opposed to the TG of Yesterday

Not functionality alone. But Benefits. Tangibles. Intangibles.

Not Products alone. But Brands and Brand Values.

Not Demographics alone. But Psychographics as well.

Purchase Pattern of the Category

Highly non- impulsive Customers do not purchase it instantly without much

planning or involvement. Influencers are likely to pursue the ultimate buyers to

purchase the brand. If they are convinced, they may purchase it.

What Influences the Purchase DecisionLand Owner,

Developer, Real estate etc.

Suppliers, Contractors,

Procurement dept. etc. Architect, Electric

Engineers etc.

Distributor, Wholesaler, Retailer etc.

Moment of Truth=Purchase

Engineer/FriendsSelf - knowledge

Communication/Media

Incentive/CommissionCommunication/ Media

Self- knowledge Customer

Demand

Commission/Margin

Communication/Media

Knowing the TG more deeply

Well informed, highly aware of what is happening around them

Like something adds value. Perceived Value of the customers: “BSRM is 60 graded

steel”) Highly influenced by media (exposed to TV, exposed to

varied advertisements) They like something that has international quality

standard

Perception of TG about Cables

Target Groups seekSafety

Risk FreeReliability

Copper PurityNot Counterfeited

For the resellers it is a Product

Understanding the Context of Our Brand

Our Brand’s Objectives

Brand Vision: To be the number one TOM Brand in this

category.

Initial Objective: To penetrate the market

The corporate brand plays a key role in establishing positive associations

The mother brand has positive image in the marketThe mother brand

BBS Cables

The Brand Architecture

The 5PsProduct : There is a standard of cable manufacturing which is set by IEC. All cables manufacturing company needs to follow that standard. So the scope of “IMPROVEMENT” is not customizable. In this context BBS Cables has to focus on “What others are not doing, by following the same standard?”

Pricing: As a new comer in the market, market penetration is very important. Besides we also need to consider our competitors pricing. Price, in most of the cases signals the quality of the product so we think BBS Cables should price its product competitively. Too low or too high price might distract our consumers as BBS is a new comer in the market. We suggest that BBS Cables should be in the premium category, with a competitive price.

Place: Need to maintain proper distribution channel to make the product available in the market

Packaging: Packaging should be attractive and convenient to carry.

Promotion: Develop right communication strategy. BBS Cables needs to position uniquely and interestingly within the category so that customers don’t think BBS Cables as a me-too product.

Marketing strategy typology grid

Aggressive marketer

Value marketer

Mass marketer

Marketingminimiser

Price Premium/ Competitive

Lower, but high value Low to medium Low

Product innovation High High Low Low

Advertising Heavy Medium to heavy Medium Low

Internal sales force Yes Yes No No

Market research Heavy Medium to

heavy Low Low

Customer service High High Low to medium Low

BBS Cables should be Aggressive Marketer to compete other major players in this industry

The Strategic Imperative Gear up for an evolving market with

regards to Products Availability Products quality Communication

Create loyal customer base by making the brand reliable through product quality and image building campaign

Identifying the most salient Blocks that willDetermine the strategy

1. End-users 2. Market 3. Brand

End-users are experiencing the benefits of emerging Macro environment which enhances life quality across the board. The end-user has begun to recognize the role of a branded products in living a life

that is meaningful, socially fulfilling & progressive…

1 End-users

All players moving in the same direction. Attempting to drive differentiation through functional-only messaging No investment to build identity & look

Focus more on short term sales rather than marketing (long term benefit on sales generation)

2 Market

BBS Cables has potential and opportunity to build the image of the brand for maximizing profit

3 Brand

The BBS Cables Communication Purpose Dream

Inspire every Bangladeshi to live safe through the benefits of reliable power supply

SpiritCutting Edge technology provides

99.99% pure copper cables

Beliefs Customer is the king. Today’s customer is more informed and conscious than the

customers of couple of years back In the age of Instant Global Connectivity no one should be

a laggard due to lack of a communication medium Embracing and harnessing the diversity of Bangladesh Delivering value through the benefits of cutting edge

technology The power of simplicity in communications

GIC (Greatest Imaginable Challenge)To be the No 1 Cables company To be one of the most admired brandsTo bring international quality standard image in the brand in terms of technological superiority and brand equity.

Character Insightful Supportive Reliable World Class

Focus99.99% copper free cables that ensures more than safety

Our LegacyBBS cables is the part of BBS which has expertise in manufacturing of Pre-engineered Steel Building (PEB) in Bangladesh to meet up the growing demand especially in the industrial sector.

RDA Analysis

* A proprietary tool of Saatchi & Saatchi to help arrive at the Equity of the Brand

Retain

• What is important for BBS Cables to get success?– Product performance- Something more than safety– Distribution to ensure regular shelf presenceWhat is distinctive and relevant?– Logo & Brand Color– 99.99% copper purity– It maintains an international standard

Divest

• What are the drag factors?– New comer image

• What does the idea of the brand lack?– Reason to buy if I have to choose among different

brands that also serve my purpose. – Credibility of the brand

• What does it need to overtake competition?– A clear differentiation from or superiority over

competition (not a me-too). – Integrated communications toward building all-out

affinity with the target group

Acquire

Finding the Predominant Equity of Our Brand

* A proprietary tool of Saatchi & Saatchi to help arrive at the Equity of the Brand

ATTRIBUTESBBS Cables the name associated with BBS, Attractive Color & Logo, State of the art technology

TANGIBLE BENIFITSSafe, Easy to use, Hassle free installation, 99.99% Copper Purity

BRAND VALUESFill my expectation of well being, my family is secured from any accident, more than safety which ensures reliability

EMOTIONAL BENEFITS“BBS Cables is a safe investment for me, I can rely on BBS Cables without any fear of accident, Also it has the international standard

Brand Equity

Reliable

Brand Equity Onion

Brand Equit

y

Making the brand connections Product Attribute

physical attributes/ what I like about it

Insight Underlying human truth/why is it relevant to me

Brand Valuesemotional benefits

/why would I trust it

Direction - Trigger

Making the brand connectionsProduct Attribute 99.99% Copper Purity, state of the art technology

Insight I want a protective, dependable product for me that will keep me worry free about my family

Brand Values100% Safe, Reliable, A friend in need

BBS Cables:More than safety Reliable

The Selling Idea

99.99% Copper Purity + 100% Safe : Reliable

Brand Proposition

The most reliable friend in need

Creatives

Creative Route -1

The ghost of worry will flee certainly

TVC Storyboard Page 1

TVC Storyboard Page 2

TVC Storyboard Page 3

Dangler

Banner

Poster

Sticker

Bunting

Billboard at Prime Location

Shop-sign, Bunting, X-Banner for Outlet

Sticker on Car

Banner at Roadside

Creative Route -2

Bad cables are dangerous

Creative Route -3

Use the cables which are produced by latest technology

Comprehensive 360 Degree IMC Roadmap for the BBS Cables

SDoor to Door

Trade / Dealers

Brand / Prod

Brand / Prod

Mass Media: TV / Press/Outdoor/ Radio / Internet

Dir

ect M

arke

ting

Trade Promotions / PR /POSM

PR C

ampaign

Core Target

Common TAs

Common TAs

Brand / Prod

Common TAs

Proposed Initiatives Develop & implement Integrated Awareness

Campaign with TV Commercial Press Advertisement Magazine Advertisement Billboard Road-sign Signage at outlets Sticker for Car’s back and Outlet Counter X-Banner, Festoon, Road Banner POSM-Poster, Dangler, Leaflet Sending SMS to customers Branding Yellow Pages, different directories Launching Ceremony

Launching CeremonyProgram Activities

Inviting clients, Renown Personalities and Media People Registration/ Program Starts Gift for the guests/ Press Kit Speech from the Chief Guest Speech of the MD of BBS Cables Speeches and AV presentation from BBS Cables' high officials Confetti Shower Press Conference Gala Dinner Cultural Show etc

Launching CeremonyVenue Decoration

The venue will be decorated with balloons, festoons and flowers. A stage will be prepared with wood and decorated with backdrop

banner, flowers, curtains etc for cultural program and a podium will be kept on the stage.

Gate decorated with balloons and flowers will be equipped in front of the entrance of the venue.

Pathway in the venue will be decorated with flowers, curtains, and steel stands.

Round tables consisting of 8 chairs will be set and a small flower bouquet will be kept on each table.

VIP seating arrangement will be in theater style and some sofas will be kept for this.

Two multimedia projectors within the branded frames will be kept for on line / live projection.

A photographer will be assigned to cover the whole event. A MC will conduct the whole program and 5 ushers will be appointed to

support the event.

Launching CeremonySome sample materials for decoration

Launching CeremonyCultural Shows

We shall arrange an exclusive cultural show - LIVE performance of nation’s best singers and Performance of Drama or stage show . We can plan for a special drama. The drama based on our theme - all about Creating Awareness – will be performed by a theatre group where celebrities will be present (like Afsana Mimi, Opi Karim etc.).

Launching CeremonyPR Strategy

Inviting the chief reporters, journalists, photographers of the daily newspapers, TV channels and Radio Channels to ensure nationwide media coverage through-

Straight news in the daily newspaper Special features in the tabloids Interviews of the high officials regarding new campaign, awareness,

requirement of good quality cables for various purposes, BBS Cables’ contribution in this regard

Advertorials in Magazines News in TV Channels Interviews of the high officials of BBS Cables in TV Channels Live transmission of the event and interviews in Radio Channel

Some Ideas Scholarship for best retailers/distributors’ children Every year dealers/distributors get together where they will

be entertained by cultural shows, refreshment Nationwide Road show to make the brand visibility- horse-

carriage, Ronpa (man walking with long wooden leg), Branded Van will roam around the whole selling points of cables

Street Drama Show describing benefit of using good cables Insurance policy for retailer, distributor, electricians.

Some Ideas Celebrating Father’s Day, Mother's Day, Environment Day,

Family Day, Independence Day, Victory Day, International Mother Language Day

Sponsoring News, Talk Shows in different TV channels Sending Direct Mail to Customers- Developers, engineers,

companies Give aways – Calendar, Year Planner, Card Holder, Phone

Book, Card with emergency no. & address, Branded Clock, Table Lamp, Pen Holder etc.

Some Ideas We can take the village market places (Haat) as sites for

branding. There may be BBS Cables booths in these market places for mass info and query.

Boat sail branding: Due to its unique visibility we can brand the numerous boat sail. These boats ply here to there which will even increase the visibility of the brand.

Tree branding: The rows of tress beside the main road can be effective places for branding. The lower part of these trees are usually painted white. We can take that charge from the authority and can put branding there.

Local bus and other vehicle branding.

Protishabda Agency StrengthsMD / CEO

CreativesArt/ Copy

Account Management/Client Service

MediaPlanning &

BuyingProduction/ Activation

1. Protishabda is a leading full service advertising agency established in 1996.2. Affiliate of Saatchi & Saatchi Worldwide as well as Publicis Worldwide.3. Strong international networking with both the above global networks.4. Best strategies are transformed into winning creative solutions by great talents within a

hothouse here in Protishabda.5. Cost effective media solutions are delivered to clients ensuring better ROI.6. Maintaining a happy glamorous clientele like Nestle (Maggi), P&G (Head & Shoulders),

Unilever (Lakme), Sony Ericsson, Anfords, Sanofi Aventis and so on.7. For further details, please refer to our agency profile.

Most of our clients remunerate us in the form of agency commission on mediaSpending, production, activation and other related outsourcing. The rate of commission varies from ………depending on the volume of billing amount. Commission

Some clients pay us in the form of monthly or annual fee basis too. The fee is determined on the basis of mutual negotiation

between the client and the agency.Fee

In addition to either of the above, clients also pay us creative and / or Artwork charges as per our regular rate chart.

Creative & Artwork Charges

In addition to the above, clients also reimburse us all the costs and expenses at actual incurred against assigned jobs as per approved

estimates by the client. Reimbursements

Protishabda Billing Principles

or

&

&

Budget* A xl. file is attached for detailed budget plan

NOTHING IS IMPOSSIBLE

Thank you

Kazi M. HossainBrand Consultant, Mozaic Creative, Yonge St, Thornhill, ON L3T

Ex. COO of Protishada (Publicis and Saatchi & Saatchi Affiliate)26 Kemal Ataturk Avenue, Dhaka, Bangladesh

Mobile: (647) 836 4335Email: rasel1210@gmail.com ca.linkedin.com/in/mkazihossain

youtube.com/user/kmhrasel

How Can I help You?