Table of Content

Introduction

About Simplicity

Segmentation, Targeting & Positioning

Above the Line Strategy

Below the Line Strategy

Internal Communication

Conclusion

About Simplicity

• Founded in 2013 at Cascavelles

• Distribute Eco-Friendly Kitchen Products in Mauritius

• Motto : Living the Green Life

• 20 Variety of utensils from Spoons to Bowls.

• Main clients from Urban Regions

• Newly business extension to Trianon Shopping Park

• 0% of Toxic Gas Emission

Our Vision & Mission

SEGMENTATION

• Geographic: Both Rural and Urban.

• Demographic: Aged 20 – 30 Years Old with higher level

of Education.

• Psychographic: Holds positive environmental attitude

towards Eco products.

• Behavioral: Purchase for special occasion

Customers seek to have long lasting utensils to use in any occasions

TARGETING

• Market Chosen: Single Market.

• Aim of Simplicity: Make the company a leader in the

market

Diversify our products on the long term

Create strong monopoly in Eco- Products

Market to different customer segments

POSITIONING

• Our differentiation factor: Innovative, ecological, value

brand and Quality

• Product Attributes: Ecological, Innovative, Long Lasting

• Product Usage: Practical & User Friendly

• Problem Solving: Contribute to Green Development

• Against Competitors: New in Mauritius

PERSONAL SELLING

• Simplicity aims at being closer to its customers

• Personal Selling to demonstrate our product live

• Make use of specific message to create brand awareness

• We engage in human connection to convey our purpose

• Our employees are trained so that they demonstrate the

values and become brand ambassadors.

NEWSPAPER ADVERTISING

• Newspaper Advertising to reach the Mass Market

• Ideal for the traction phase of the product

• L’express and Le Defi Quotidien used due to their market

share

• Artwork are designed to attract the customers attention.

• Used more to generate more Brand Awareness instead of

sales.

OUTDOOR LED DISPLAY

• Led display used to promote our products

• Strong messages such as “Think of the Future, Think

Simplicity” is used to trigger interest.

• Is Eco-Friendly and cost less compared to printed

display

• Placed in strategic locations. For e.g. Parking where

Simplicity sensitize people on the environment

• Increase Brand Awareness

ATTRACT PHASE Strangers to Visitors

• Important because of the first contact with customers

• According to MOZ, 67% of customers read reviews

before purchasing a product.

• Main channels are our website, Blog and social media.

• Aim: To provide maximum information to the customers

to generate more leads.

CONVERT PHASE Visitors to Leads

• We collect information from our customers via the

website and social media.

• We also launch special offers through landing pages.

• Main channels are our website, Landing Pages and social

media.

• Aim: To gather maximum information about the customer

so as to improve our brand experience.

CLOSE PHASE Leads to Paying Customers

• We use a Customer Relationship Management to provide

what our customer need.

• Email marketing to create newsletters. For our customers

• Main channels are Social Media and Emails

• Aim: Support the purchase of the customers.

DELIGHT PHASE Paying customers to advocates

• We invite our customers to give feedback through

feedback forms.

• Social Media is also used to showcase the use of our

products

• Main channels are Social Media, Website & Feedback

Form

• Aim: Showcase the use of our products & Reviews.

INTERNAL COMMUNICATION

• We showcase our Vision & Mission in our premises.

• We made use of Skype as a way to enable quick

communication

• Monthly meeting are done to downscale information

• Suggestion box have been placed to collect feedback

• The Manager make use of grapevine techniques to query

about the atmosphere at the lower level management.