Direct Marketing engagement Plan

Creating enough disruptions for the target group

Siam City Cement (Bangladesh) Limited | All Rights Reserved. 23/09/2016

 Executive Summary

INSEE as a Brand is expected to be launched in the last week of November 2016. A humungous level of expectatios are
building up at relevant fronts for INSEE. Especially when a Brand is changing its form and taking a new shape with new
vision to start with- concern TGs have a special eye on that.
The ultimate objective for this campaign would be to introduce and educate about INSEE and SIAM City Cement (
Bangladesh) limited; Post its image at certain parameter that anyone who wants to a have better solution centric
materials for Cement- he would at least consider trying INSEE first.
Cases of such migration has had happened in the past in Bangladesh Market. Back in 2002, major brand named
HYUNDAI has been changed into HOLCIM when Holcim Bangladesh acquired the brand. In recent times too, telecom and
ISP service provider AAMRA Bangladesh has changed its name into WE and came up with their own android device.
Cases like global alignments of ALICO into METLIFE has also been experienced along with the launch of telco giant
AIRTEL taking over WARID Telecom, in 2011.
For each and every cases, launch has been quite planned and they have been more or less buzz creation centric mostly
beacuse any new brand wants/ tries to register its bold image into the mental filter of the target consumers.
In a reaserch it has been found out that any brand launch whether completely new or from the exisitng corporate brand-
inital kick off timing and presence with enough disruptions paved the way for Brand to the establishment route; Those
brand tops up the game which could creates a special corner into the mindsapce of traget consumer ultimately wins the
market at the end of the day.

Siam City Cement (Bangladesh) Limited | All Rights Reserved. 23/09/2016

Objective

Basic Objective:

To Reach out relevant and potential Influencers & end users at selected 100 places across the country

To Communicate and convince all these target groups that:

A. Pre launch Momentum
Launch minus 30:-Its the same product, just the name has been changed; Quality remains same as it is.
Launch event Minus15: INSEE is at your doorsteps, the Cement you can trust on
B. Post Launch Event Momentum
To Create enough awareness in the first 3 months. ( including Pre launch)

Tranformational objectives:

To Translate these D2D acts into pull based sales.

To track the connected Influencers and End users so that enogh evidence can be created to motivate TGs to try INSEE
To create positive image of INSEE so that positive Word of mouth spreads in the market

Siam City Cement (Bangladesh) Limited | All Rights Reserved. 23/09/2016

 The engagement Idea synopsis

The element for

Most critical and challenging Moderate level of criticality
future engagement

15th October-15th November 16th November -28th Feb

Create list of end
users+ Influencers as
par perset criteria at
100 different Thana
areas
Possible no would be: 50
/ Thana*
+ M&E
A list of end Communicate to end
Engage professional Each end users will be Each communication and
users now at our users at least thice in 4
third party to given a token gift gift disbursement will
hand to create a months timeline
implement the act in (souvenir + privilege checked and verified via
HUB based 1-2-1 emphasizing on:
the market Coupon card 5-10% Call center and will be
Campaign
Oct1-Nov15 free bag offer) reported on a daily basis
Possible People no in the field Cemex is now INSEE the same
Static information
for 4 months: 100 one you trusted
and their influence level Each coupon will have Unique Call center vendor will be different
ID and tagged with the than agency who are activating
will be in database by selective areas nearby
Choose INSEE cause you need: things into the market.
the end of October VALUE for MONEY
2016 Nov 16-March
SOLID STRENGTH A call to BP will be the
31
INNOVATIVE CUSTROMER simplest way to avail the offer
CENTRICITY

Activation agency will be engaged to make the contacts and leads for the next up selling SCCCBD team will be involved into M&E part via
web based tracking platform

Siam City Cement (Bangladesh) Limited | All Rights Reserved. 23/09/2016

 A typical target group based engagement in decision making
The way we would like to fit in is to create a HUB concept in the market for infleuncing to solution to sales runway

Influence Purchase
Heavily relied upon by Connecting Dependence Purchase
IHB/Land Owner for the Dots
High No TG 1- Engineer expert opinion Yes
1. Engineers
2. Peers
Making a Primary TG - Land 3. Retails
Influence Purchase IHB/Land Owner gains Owner/IHB

High Yes TG 2- Contractor

practical work knowledge
from Contractors
HUB
To connect
and talk
IHB seeks advice from about the
Influence Purchase Dependence Purchase
Peers/Relatives who have goodness of
Moderate Not now TG 3- Peer Group had experience in making 1. IHB Yes
being with
structure 2. Engineers
TG 5 - Retail
Masons who are involved in
INSEE 3. Distributors

Influence Purchase dealing with the real works

No No ( plastering+ Mixing+
TG 4- Masons Bream & structural works)
Dependence Purchase
1. Retails Yes
2. IHB
TG 6 - Distributor 3. Engineers

Siam City Cement (Bangladesh) Limited | All Rights Reserved. 23/09/2016

 HUB based Enaggement Model
The way influencers and decision makers will be tagged to create enough PULL power for INSEE
1 4 INSEE Advice
Each group of TGs will be Each HUB Professional will
connected by a HUB based connect IHB and will help in
activation professional to knowng the fact of INSEE
Primary TG - Land
put stress on three facts: tricky items via Engineers
Owner/IHB
1. INSEE is a brand you clinic Expert opinion
can trust TG 1- Engineer TG 1- Engineer
INSEE Offer
2. INSEE is here to win
your hearts
3. Creating Engineers TG 2- Contractor
Clinic to support IHBs TG 2- Contractor Primary TG - Land
INSEE EXperience
2 Owner/IHB
TG 3- Peer Group
Each group will be
connected twice in every TG 3- Peer Group
month TG 4- Masons TG 5 - Retail

3 TG 5 - Retail
Each one will be provided
tools of tricks for creaing an
influence and thus make an
appeal of INSEE across the
HUB market
5 INSEE talks and
TG 4- Masons Postive word of INSEE Pull
Each HUB Professional will mouth spreads
connect Retail and
convince for more lifting
of INSEE since for each new
client a retail makes, retail
will be awarded
TG 6 - Distributor
Siam City Cement (Bangladesh) Limited | All Rights Reserved. 23/09/2016
Engagement Stages
Slicing the activation and route to connection to create Hype and Awareness across TGs

Intital Recky and screening INSEE

HUB
Singling out all those retails which
matters most for SCCCBD
15th November-28th Feb 2017
Take the list of Engineers,
Captive Buyers( IHB/ projects) 1-2-1 communication
Connecting each groups and communicate about INSEE
Validate the right number of
retails, Enginners, Captive Close door Session and events
buyers(IHB/ Projects) and masons
Close door event for TGs to build confidence
Making a route plan to engage
them and connecting in INSEE Engineers Clinic
HUB Support of engineers for free and educating on INSEE
1st November- 15th November
Special Couppon Rate ( for 4-6 months)
A specialsed rate for connected individuals
Example: Dhaka
Market Sktech

Thematic Greet and Track VOL &

Educate Commitment
Wind of change will be demontrated activations Give away Awareness
at the retail corners with a festive mood
Activation agency will do the act across the
selected markets
Event Date 30th Day

Siam City Cement (Bangladesh) Limited | All Rights Reserved. 23/09/2016

 Thanks

Siam City Cement (Bangladesh) Limited | All Rights Reserved. 23/09/2016