BTL Consumer Communication During Ramadan

Shopping Festival @ Bashundhara City & Eastern

Plaza

I Shopping (Alternative Channel)

Iftar with the Retailers

Shopping Festival @ Bashundhara City & Eastern Plaza

Shopping Festival Duration: 5th September – 30th September,2008 Activation Points: Bashundhara City & Eastern Plaza Modality:

Product demonstration from the booth: Brand Associates welcoming the consumers with explanatory product features & live demonstration

Gift with every purchase: With every purchase of original Sony Ericsson Handset of Reach Distribution from Tk 10,000 & above, one will be entitled to receive a gift (Wallet / Mobile Pouch / T-shirts) from the booth. The consumers will also get a chance to win a Dhk-Bk-Dhk ticket after filling up of a data card

SE moment(Only in BC): Every one hour, we have the ‘Sony Ericsson Moment’ where the MC interacts with the crowd in asking them questions related to Cyber-shot & Walkman phones. For every Moment there is a winner from the crowd who are given a gift hamper (T shirt / Mug).

Consumer communication about the festival Announcement about the Shopping Festival ( 4/ day) Booth POS material placement Leaflet distribution ( from the booth – by TMRs – by Sales Reps)

Consumer Contact: Product demonstration : 1500/day (1500*26= 39,000 ) : Leaflet distribution : 20,000 Activation Duration: 11.30am – 10pm Number of Brand Associates (BA): BC: 9 EP: 2 Master of Ceremony (MC): 2

Consumer interaction through Brand Associates from Booth

Consumer with different gifts

Consumer with the Gift T-shirt

1st winner of Dhk-Bk-Dhk winner

with GM of Bashundhara City

Shopping Festival @ Eastern Plaza

MC announcing the winner’s name of the Lucky Draw of Dhk-BK-Dhk Ticket

The Director of Eastern Plaza is coordinating the lucky draw Dhk-BK-Dhk Ticket

Sony Ericssion Moment in Bashundhara City

MC interacting with the crowd

MC with the quiz winner

Analysis for Bashundhara City (BC)

Increasing total sales as the day progress

14

20

1012 12 12

13

29

22

26

15 15

32

25

15

2123

25

21

33 34

37

42

33

26

0

5

10

15

20

25

30

35

40

45

Day

To

tal S

ale

s

Total Sales

Log. (Total Sales)

Traffic flow increase as the day progress

SE moments getting the momentum

Support from the Trade has increase after the announcement of TP

SE moment and SE booth became the centre of attraction

K550i is the leading brand followed by K770i

Consumer very much interested

about C902 & W980 though most

of them doesn’t have the ability

to buy it.

Price Repositioning of K550i and

K770i helped the sales through

process

Low competition among the

K550i and K770i in the current

price segment of both the set

Less interest among the

consumer about W350

Less awareness about R300 and

consumer tend to compare it

with w200i

High confidence on MZ & quality

of customer service was an issue

Sales of SE Handset in Quantity @ Bashundhara City

K770i, 113

K550i, 217

W980, 3W910i, 21 W760, 9

W580i, 75

W380i, 53

W350i, 66

C902, 11 G900, 5

R300, 10T303, 10

Sales of SE Handset in Percentage@ Bashundhara City

G9001% R300

2%

T3032%

C9022%

W350i11%

W380i9%

W580i12%W760

2%W910i4%

W9801%

K770i18%

K550i36%

Analysis for Eastern Plaza (EP)

Total Sales @ RP by Date

87

6

12

6

8

14

4

11

8

10

8

4

98

4

12

67 7

43

12

1

4

0

2

4

6

8

10

12

14

16

Day

To

tal

Sale

s

Total Sales

Linear (Total Sales)

– Grey & Chinese products are getting strong foot hold – The activation has helped the consumers to be aware of Original SE

handsets but it will take time to fill in the gaps. – RDL should concentrate on establishing good trade relation &

confidence

K550 also dominate here followed by W580

Sales of SE Handset in Quantity @ Eastern Plaza

C902, 2G900, 0T303, 0R300, 2

W350i, 22

W580i, 44

W380i, 11

W760, 0W910i, 0 W980, 0

K770i, 26

K550i, 76

Sales of SE Handset in Percentage @ Eastern Plaza

K550i42%

K770i14%

W9800%

W910i0%

W7600%

W380i6%

W580i24%

W350i12% R300

1%T3030%

G9000%

C9021%

I Shopping: Eid Promotion in Vasavi, Ecstasy, Occult & Levi’s (Alternative

Channel)

Eid Promotion: 13th September – 30th September, 2008

Activation Points:

Vasavi (Gulshan -1)

Ecstasy – Gulshan 1, Banani, New Elephant Road & Zigatola

Modality : Purchase goods of Tk 20,000 or above and obtain up

to 7% discount on original Sony Ericsson Handsets from Reach

Distribution Ltd. ( discount sponsored by RDL)

Special discount from SE to the customer of Vasavi & Ecstasy

Consumer communication tools @ Vasavi

The Discount Coupon was given to the

consumers who purchased goods of Tk

20,000 or above to obtain a discount up

to 7% on original Sony Ericsson Handsets.

Total Discount Coupon to consumers

hand: 1465

All Gold card members ( 10000) got

the discount card (as Eid Gift)

through Email

They were also communicated about

the promotion through SMS

Leaflets were distributed through our

Brand Promoter

Brand communication inside the outlets

Consumer communication tools @ Ecstasy

• The Discount Coupon ( up to 7%) was given to the consumers who purchased any goods worth Tk 2000.

• Total Discount Coupon to consumers hand:

Ecstasy (Gulshan-1): 830 Ecstasy (Banani): 700 Ecstasy (New Elephant Road):

1670 Ecstasy (Zigatola): 360

• Total Leaflet Distribution @ Ecstasy: 5000

Discount Coupon

Brand communication from the outlets

Wall Poster communicating the promotion

X-Banner Outside Ecstasy

Brand communication inside the outlets

X-Banner inside the outlet Wall poster inside the outlet

Leaflet Stand at the

sales

counter

Shopping Fiesta @ Levi’s & Occult

• Eid Promotion: 14th September – 30th September, 2008

• Activation Points: Levis Banani & Occult ( Banani & Uttora)

• Modality: Purchase worth Tk 2000 of Occult or Levi’s goods and get

– Up to 2000 Tk discount on the purchase of original SE handset

( sponsored by RDL)

– Get a chance to win W350 ( sponsor by Occult & Levi’s)

More discount coupon disburse to consumer as day progress

Trend of Discount Coupon disbursement to Consumer @ Vasavi

020406080

100120140160180

Day

Dis

co

un

t C

ou

po

n

Trend of Discount Coupon disbursement to Consumer @ Ecstasy

0

50

100

150

200

250

Day

No

of

Dis

co

un

t C

ou

po

n

Banani

Gulshan

Elephant Road

Zigatola

• Total Discount Coupon to consumers hand:

Occult (Banani): 255

Occult (Uttara): 220

Levi’s (Banani): 230

Eid Promotion @ Levis & Occult

Brand communication inside the outlets

Winner of W350i

Winners of W350i from Occult (Banani & Uttara)

Winners of W350i from Levi’s (Banani)

Occult Banani has steady performance

Trend of Discount Coupon To Consumer @ Occult & Levis

020406080

100120140160

Day

Dis

co

un

t C

ou

po

n

Occult Banani

Occult Uttara

Levis

Total 15 sets has sold from the RDL office through the discount card

Around 450 people has called to RDL and inquired about the offer & SE hand sets

Iftar with the retailers ( 3500 retailers)

Iftar (Pizza Distribution) @ Eastern Plaza

Mum Electronics is beingHanded down

a pizza box to the owner by our TME

Joya Telecom is being handed down

a pizza box to the owner by our TME

Iftar (Pizza Distribution) @ Motalib Plaza

Azmeri Telecom, Our SIS is being handed down

a pizza box to the manager by our TME

SK Telecom, Our TME is handing down

a pizza box to the manager

Iftar (Pizza Distribution) @ Bashundhara City

Manager of Mobile Planet is being handed over a

pizza box by our BA

Frontliner of D.S Electronics is being handed over a

pizza box by our BA

Iftar @ Bogura with Retailers

Iftar @ Chittagong with Retailers

Thank You !!!