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

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

MC announcing the winners name of the Lucky Draw of 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

45 40 35 30
33 29 26 25 23 21 15 12 10 12 12 13 15 15 21 25 26 32 33 34 37 42

Total Sales

25
20

22

20 15 10 5 0
14

Total Sales Log. (Total Sales)

5S ep 6S ep 7S ep 8S ep 9S e 10 p -S e 11 p -S e 12 p -S e 13 p -S e 14 p -S e 15 p -S e 16 p -S e 17 p -S e 18 p -S e 19 p -S e 20 p -S e 21 p -S e 22 p -S e 23 p -S e 24 p -S e 25 p -S e 26 p -S e 27 p -S e 28 p -S e 29 p -S ep
Day

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

Sales of SE Handset in Quantity @ Bashundhara City
K770i, 113 C902, 11 G900, 5

Consumer very much interested

T303, 10 R300, 10 W350i, 66

about C902 & W980 though most of them doesnt have the ability to buy it. Price Repositioning of K550i and K770i helped the sales through process

K550i, 217

W380i, 53 W580i, 75 W980, 3 W910i, 21 W760, 9

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
W380i 9%

Sales of SE Handset in Percentage@ Bashundhara City

K770i 18% C902 2% G900 1% T303 2% R300 2% W350i 11%

w200i High confidence on MZ & quality of customer service was an issue

K550i 36%

W980 1%

W910i 4%

W760 2%

W580i 12%

Analysis for Eastern Plaza (EP)

Total Sales @ RP by Date

16 14
14 12 11 10 9 8 7 6 4 6 4 4 4 6 4 3 1 8 8 8 8 7 7 12 12

Total Sales

12 10 8 6 4 2 0

Total Sales Linear (Total Sales)

5S 6- ep S 7- ep S 8- ep S 9- ep 10 Se 11-Sep 12-Sep 13-Sep 14-Sep 15-Sep 16-Sep 17-Sep 18-Sep 19-Sep 20-Sep 21-Sep 22-Sep 23-Sep 24-Sep 25-Sep 26-Sep 27-Sep 28-Sep 29-Sep -S p ep
Day

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
W760, 0 W580i, 44 W910i, 0 W980, 0 K550i, 76

W380i, 11 K770i, 26

W350i, 22 R300, 2 T303, 0 G900, 0

C902, 2

Sales of SE Handset in Percentage @ Eastern Plaza

W760 0% W580i 24% W380i 6% W350i 12% R300 T303 1% 0% C902 K770i G900 1% 14% 0% W910i 0% W980 0% K550i 42%

Shopping: Eid Promotion in Vasavi, Ecstasy, Occult & Levis (Alternative Channel)

Special discount from SE to the customer of Vasavi & Ecstasy

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)

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 @ Levis & Occult

Eid Promotion: 14th September 30th September, 2008 Activation Points: Levis Banani & Occult ( Banani & Uttora) Modality: Purchase worth Tk 2000 of Occult or Levis 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 & Levis)

No of Discount Coupon
180 160 140 120 100 80 60 40 20 0
100 150 200 250

Discount Coupon
13 -S

17
50 0

-S

Trend of Discount Coupon disbursement to Consumer @ Vasavi

Trend of Discount Coupon disbursement to Consumer @ Ecstasy

More discount coupon disburse to consumer as day progress

Day Banani Zigatola Gulshan Elephant Road

Day

e 18 p -S e 19 p -S e 20 p -S e 21 p -S e 22 p -S e 23 p -S e 24 p -S e 25 p -S e 26 p -S e 27 p -S e 28 p -S e 29 p -S e 30 p -S ep 1O ct

e 14 p -S e 15 p -S e 16 p -S e 17 p -S e 18 p -S e 19 p -S e 20 p -S e 21 p -S e 22 p -S e 23 p -S e 24 p -S e 25 p -S e 26 p -S e 27 p -S e 28 p -S e 29 p -S e 30 p -S ep 1O ct

Eid Promotion @ Levis & Occult

Total Discount Coupon to consumers hand: Occult (Banani): 255 Occult (Uttara): 220 Levis (Banani): 230

Brand communication inside the outlets

Winner of W350i

Winners of W350i from Occult (Banani & Uttara)

Winners of W350i from Levis (Banani)

Occult Banani has steady performance

Trend of Discount Coupon To Consumer @ Occult & Levis

160 140 120 100 80 60 40 20 0
e 19 p -S ep 20 -S e 21 p -S ep 22 -S e 23 p -S ep 24 -S ep 25 -S e 26 p -S ep 27 -S e 28 p -S ep 29 -S e 30 p -S ep 1O ct 18 -S
Discount Coupon

Occult Banani Occult Uttara Levis

Day

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

Joya Telecom is being handed down a pizza box to the owner by our TME

Mum Electronics 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 !!!