TECHNICAL PROPOSALFORINTEGRATED MEDIA COMMUNICATION CAMPAIGNAS

RE-BRANDING & REPOSITIONING OF R24

R24 Power Tilleris one of the leading cultivatorproducts in Bangladesh, brought to us by ACI Motors Ltd.

ACI Motors Ltd. is a concern of ACI Family, under ACI Agribusiness and Pioneer in the industry as well as famous for high quality mechanization solution providers of Agriculture sector in Bangladesh.

It has huge product ranges in this category.

INTRODUCTION OF R24

BRIEFING

• NEW LOGO DESIGN as RE-BRANDING• REPOSITIONINGCORE TARGET

• Sales Target Increase• Pull Sales IncreaseRational Target

• Brand Image Building as a Premium Brand.• Best Quality Power Tiller. Emotional Target

CHALLENGES

Rational: One & Only Competitors: SIFENG, Market Share 72%.

3% Share (Current) belong to R24 which is among 18% of ACI Motors

PUSH SalesEmotional: No BRAND Equity & Image, for this No Loyalty

BENEFITS & COMPARISON

Most Powerful

Best Quality

Best Pace for CultivationLucrative

Value for Price

TARGET GROUP

Farmers & RSP – Primary Dealers - Secondary

OBJECTIVES

Establish a Voice over/Word of Mouth among the Farmers

Drive towards Fastest Solution Provider of Cultivation

Build Emotional Bondage with the Product Brand and ACI itself

Finally, RE-BRANDING & REPOSITIONING, i.e., Creating New Image and New Perception

OBJECTIVES (CONT.)

Overall, POSITIVE IMPACT ON SALES VOLUME AND BRAND IMAGE BUILDING

CONSUMER INSIGHT

Insight comes to life whenit’s told in such a captivating way

that makes consumers stop

and say “hmm, I thought I was the only who can get ROI in the quickest way”

CONSUMER INSIGHT (CONT.)

Farmers’ Choice R24 Power TillerR24 Power Tiller Power Tiller Power

UNDERSTANDING & SOLUTION FOR REACHING THE TARGET

New APPEARANCE/LOOK and NEW FASCIA

Emotional and Rational Positioning

A 360 Degree IMC, based on BTL, backed by ATL

Celebrity Endorsement

RATIONALE STRATEGY FOR COMMUNICATION

What do all Power Tillers basically do?Faster Cultivation in less Time Consumption

What does a R24 do?

Fastest Cultivation in least Time Consumption by using more Powerful Technology

RATIONALE STRATEGY FOR COMMUNICATION (CONT.)

Power

Fastest

EMOTIONAL STRATEGY FOR COMMUNICATION

POWER

EMOTIONAL STRATEGY FOR COMMUNICATION (CONT.)

Concept of Happy, Modern and Powerful Living and Lifestyle of Farmers

POWERFUL BONDINGPOWERFUL FARMERS

SET UP THE CREATIVE STRATEGY

Who Do We want to sell to? (Target) What are we selling? (Benefit)Why should they believe us? (Reason To Believe)

What’s the long range feeling the brand evokes (Brand DNA)What most energetic feelings to the TG?

SET UP THE CREATIVE STRATEGY

Who Do We want to sell to? (Target) What are we selling? (Benefit) Why should they believe us? (Reason To Believe)

What’s the long range feeling the brand evokes (Brand DNA)What most powerful feelings to the TG? (Brand Engagement)

THE SOLUTION

R24 is Premium Quality with Premium PriceR24 is saving farmers energy & time and transforming those into POWER

R24 means Action, Force, Pace and as a whole

POWER and finally a POWERFUL BONDING

SO … R24 …

Most desirable Brand R24

Farmers’ Smile New Living & Lifestyle of

Farmers

BRAND NEW LOGO AS REBRANDING (PROPOSED)

BRAND NEW LOGO AS REBRANDING (PROPOSED)

STORYBOARDS

01 02 03 04 05

06 07 08 09 10

11 12 13 14 15

STORYBOARDS

16 17 18 19 20

21 22 23 24 10

11 12 13 15

ROAD SHOW PLAN & MODALITIES

01.

• Reaching Rural areas for Solo Photos with the Farmers (rural areas) those are actually using R24 Power Tiller

02.

• Merchandizing and displaying Shop Sign before Road Show starting (10 Days)

03.

• Announcing at Local Cinema Halls & Miking at the rural areas before Road Show starting (10 Days)

04.

• Screening Audio Visual/s about Product Brand/s at Rail Stations & Bus Stations before Road Show starting (10 Days)

05.

• Displaying Banner, Festoon, etc. before Road Show starting (10 Days)

ROAD SHOW PLAN & MODALITIES

06.

• Main Attraction Gimmick (Power Play): We are planning to place a Power Hammer game that symbolize Power Strength of R24. How to Play? There is a base where a player hit with hammer to get the power score.

CP OFFER & SCRATCH CARD PROGRAM

01.• Farmers will r

eceive a surprise scratch card while purchasing R24.

02.• Poster and

banner for Dealer points and bazaar with prize pictures.

03.• Scratch card 

prize announcement during Road Show

04. • How To Win?

Famers will buy a R24 Power Tiller. Dealer will offer him to pick a scratch card. Upon scratching farmers will show the winning prize to dealers.

05.• Dealer will

note down his all info and tell the farmers that he will receive the prize shortly. Dealer will inform ACI Representative to facilitate the winning prize to farmers.

CAMPAIGN DURATION (1ST PHASE)

12 Months (May, 2015 – April, 2016)

COMMUNICATION ENHANCEMENT

Launching Follow Up Engagement

Amplification

FRAMEWORK FOR COMMUNICATION

Phase 1

• Brand Strategy Development and Materials• Creative

Phase 2

• Internal• Communication• Creative• Production• Execution

• Dealer/Trade Conference• Creative• Production• Execution

• Assessment & Feedback

Phase 3

• External Communication:• Creative• Production• Execution

• Evaluation

PHASE 1: COMMUNICATION MATERIALS

BRAND Strategy Development and Materials (Intellectual Property):

Logo

Logo Manual Execution including

Brand Guideline

Pay Off Line/Slogan Brand Story

PHASE 2: COMMUNICATION MATERIALS

Internal Communication

• Bunting• E-Banner• X Banner• Installation• Business Card• Letterhead

Dealer/Trade Conference

• AV• TP Offer• CP Offer• Branded Gift• Concept &

Vision• Creative• Production• Execution

Assessment & Feedback

• Insight Generate for External Communication

PHASE 3: COMMUNICATION MATERIALS

External Communication: BTL

Media• Signboard (Retailer)• Signboard

(Mechanics)• Electric Pole Sign• Festoon• Poster• Leaflet & Flyer• Vehicle Sticker• X Banner• Costume for

Mechanics• Road Show with

various Activities• Farmers Activation• Farmers Photo shoot• Installation at

Mechanics Shop• Sales Promotion• Merchandizing

External Communication: ATL

Media

• TVC• Pop Up• Doggy• Radio Spot• Billboard• Press AD• PR Coverage for

Celebrity

REMARKS & EVEALUATION

• Celebrity Endorsement

• Product Photo Shoot with Model and without Model

• FB Page• Foreign Trip

BIGGER AREAS OF BUDGETARY ALLOCATION

TVC

• 60 Sec (Full) based Jingle TVC, Cut (40, 30, 20 & 10)

• TVC 30 & 20 Sec Rubel

• TVC 10 Sec – L Shape & Pop Up (CG Based)

• RDC (all)• 05. Signature

Tune• BDT 20 Lacs

(min.)

Celebrity Endorsement

• Rubel Hossain• BDT 15 Lacs

(max.)

Electronic Media Buying

• TVC On-Airing at GTV at Cricket Games

• News Channels• Few

Entertainment Channels

• BTV Friday (Bangla Cinema)

• Bangladesh Betar & 2 FMs

• Tablet Sales Force & DVD at the Stores

• YouTube & Facebook

• BDT 60 Lacs

Outdoor, Print & Press

• Newspaper (10 Insertions)

• Billboard (10 Nos. for 06 Months)

• Shop Sign & Merchandizing

• Banner & Festoon

• Poster, Leaflet, Sticker, Bunting, Year End Promotion, etc.

• BDT 40 Lacs (max.

BIGGER AREAS OF BUDGETARY ALLOCATION

Activations & Events

• Road Shows• Farmers

Engagement• Dealer

Conferences• BDT 35 Lacs

(min.)

Sales Promotions

• TP offer• CP offer• Gifts• BDT 30 lacs

(min.)

ROAD MAPM1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12

PRESS AD OOH Internet Road Show CPR & TPR SMS Branding Sponsorship POP/POS/POD RDC TVC Other Events Gifts AV for Trade

THANKS