FIDELITY ADVERTISING LIMITEDPlot 55, Kira Road, Kamwokya,Phone: +256-414-697-714 P.O Box

1475, Kampala

Email:info@fidelityadvertising.com,Website:

www.fidelityadvertising.com

marketing proposal This marketing proposal, designed by FIDELITY ADVERTISING

LIMITED is created exclusively for use by BAREFOOT POWER UGANDAOF BUKOTO.

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1. EXECUTIVE SUMMARY

The following marketing proposal presents the results of

extensive analysis, study of market trends, and application of

specifics unique to Barefoot power products. We believe our

proposal provides a complete marketing strategy which will

culminate in highly successful results for your business.

2. CREDENTIALS

FIDELITY ADVERTISING LIMITED has been making inroads in the

marketing world for 3 years. We are an innovative and seasoned

group of marketing professionals with experience handling the

needs of a variety of clients. Our work in the marketing and

advertising industry has demonstrated significant achievement,

and garnered lasting results, and we hope to provide you with

outstanding services for your business.

Fidelity Advertising Limited’s strategy is focused on increasing

comprehension of the barefoot power brand while promoting it as a

way to express individuality. Our campaign strives to revive the

brand image through use of creative tactics and innovative

design. In order to create a cohesive campaign, we are using

“buzz words” that portray the idea of individuality and

personalization. Our all inclusive plan puts an emphasis on

reaching households in the villages. Our slogan, “Twaake” truly

highlights the vision of the brand and illustrates that barefoot

power products is more than just power; rather, they are the

components that complete every unique household look deep in the

villages. We have worked to combine partnerships and other

branding techniques to reach the core group of our target

audience. After repeat exposures to our campaign, people in this

category will perceive Barefoot power as a brand that facilitates

their ability to uniquely define themselves.

3. Overview

After compiling situational and SWOT analyses, we have created

many research, marketing, and media objectives. We want to

increase comprehension of the barefoot power brand and strongly

associate it with the ideas of self-expression and individualism

for the village people. Using a budget of …….. We plan to reach

our primary target audience of rural and middle class markets

through various forms of advertising. We hope to increase

exposure in key villages across the nation by using media that

will most effectively influence our target audience. We will

utilize magazine, radio, television and online advertisements

along with many promotional and guerilla tactics to increase

brand awareness and reinforce the brand’s message. Our “Twaake”

campaign will not only increase brand interest but it will also

differentiate bare foot from its competitors.

3.1. Fidelity Advertising Limited

Is a contemporary, hard working advertising agency that strives

to understand the needs, wants and goals of our clients in order

to deliver innovative and personalized results.

Fidelity Advertising Limited is a collaborative agency that

offers creative strategies and inspired ideas to create powerful

and desirable results that identify with the vision of our

clients.

3.2. Historical Context

The story behind Barefoot Power expresses the company’s core

goals. In 2005, Australians Harry Andrews and Stewart Crane were

contracted by the Australian government to set up an electricity

plant in New Guinea. When the project was completed, the men sat

down outside to enjoy a beer and look at the work they had done.

As night fell they realized that the wires they had built were

passing over hundreds of homes that were left in the dark. They

had been contracted to set up power distribution, yet this power

was not reaching the people who needed it.

Confronted with this irony, Andrews and Crane discussed what they

should do to resolve it. As they conversed, they began to notice

the fireflies flickering around them. This inspiration would lead

to their primary product, the Firefly, a small solar light and

phone charging station. Suddenly, Barefoot Power was born.

4. Situation Analysis

4.1. Market Trends

According to our research, current trends in your industry show the following.

4.2. Economic Forces

During tough economic times, people often re-prioritize their

purchases and focus their funds on more essential items. In an

economic downturn, consumers often abandon designer, high-end

products and pricier items and spend their money more

conservatively on other products that add value to their

families.

4.3. Competitive Forces

Barefoot products are moderately priced…… brand that competes

with many other brands. Barefoot competes with brands in the same

price range that offer a variety of ……... Competitors such as

SOLAR NOW, LUMINOUS, SUN SHINE solar, ASE solar, offer solar

items………. in numerous types and styles at competitive prices.

Another significant competitive force is many companies such as

TOP solar and easy solar are offering cheaper versions of solar

items.

4.4. We feel these trends are significant in that they

demonstrate  a. Industry Competitors

leading competitors in this industry have shown the following str

engths and weaknesses

4.5. S.W.O.T Analysis

4.5.1. Strengths

-Long standing and well established brand

-High quality and durable

-Provide numerous types of mono and poly

-Appeals to many generations

-Promise 100% anti reflective which protect against harmful rays

4.5.2. Opportunities

-Raise awareness about the importance of the

-Chance for brand extension and expansion

-To create valuable partnerships with other brands with similar messages and target audiences

4.5.3. Weaknesses

-Costly product

-Exclusivity of distribution channels

4.5.4. Threats

-In hard economic times people buy less expensive products

-Consumer brand loyalty to other solar brands

-Many stores sell cheaper solar power products

-May be seen as a trend that will die out.

5. Competitor Analysis

6. Objectives

6.1. Marketing Goal

To increase sales by …….. Million units by the conclusion of the

campaign.

6.2. Comprehension Goal

To create awareness of the campaign and promote barefoot power

products as a brand that emphasizes personal identity and self-

expression. By the end of the campaign, 85% of our target market

will have had enough exposure to our brand and our advertising

that they understand the message.

6.3. Research Objectives

-Conduct historical and situational research of the barefoot

brand to effectively determine its strengths and weaknesses

in the current market.

-Use MRI and other research methods to correctly define the

target market

-Compare barefoot to its competitors

-Identify the most effective media vehicles for our campaign

6.4. Primary Research

Fidelity Advertising limited surveyed one hundred individuals

with ten questions that evaluated the target market’s opinions

towards barefoot and image of the barefoot brand. While 62% of

people surveyed responded that they would be willing to spend

2000,000 shillings or less on a a solar system, the majority of

responses indicated that …………………... 73% of participants answered

that they could see themselves …………… in 20years, confirming the

multigenerational appeal of the barefoot brand.

6.5. Secondary Research

-Utilized MRI to identify the composition of our target

audience for the campaign.

-Visited the barefoot Website to obtain background

information, impressions of the brand, and information about

barefoot products and prices of the different types.

-Researched previous barefoot ad campaign, …………to understand

the brand’s message and focus.

7. Target Market

7.1. Primary Target Audience

We used both primary and secondary methods of research to

determine the correct target market based on demo geographic,

psychographic, and behaviorist qualities. We also used the VALS

(values, attitudes, and lifestyles) test to describe personality

characteristics that relate to purchase behaviors of our

prospective buyers.

7.2. Demo geographic

Our primary target is men and women between the ages of 25 and

60, who have enough discretionary income to purchase our product.

In terms of ethnicity, our target market encompasses Ugandan

rural based populations. We plan to target people who live in

areas that are often exposed to sun and inadequate electricity

often. These areas include the East and West, northern parts of

Uganda.

7.3. Psychographic (attitudes, values, lifestyles)

The men and women in our target market share common qualities

that make them important prospective buyers. When making

decisions, they often make purchases to reflect their attitudes

values and lifestyles. Our target is comprised of adults who

value an active lifestyle and strive for success. They share a

knack for the finer things in life but are realistic in their

decisions.

7.4. Behaviorist

No matter how diverse our target market is, we can conclude that

the people who comprise the target market put a strong emphasis

on individuality and self-expression. The majority of our target

market is employed either part or full time but still enjoys

time for leisure whether it is with friends, family or co-

workers.

8. Creative Profiling

9. Secondary Target Audience

We have identified adults, ages 45-65 as the secondary target

market. Because barefoot is a brand that appeals to many

generations and ultimately characterizes themselves as a brand

with some- thing for everyone, we believe that this age group is

an ideal secondary target audience. The barefoot brand was

created during the …….. and therefore it was a relatively new

brand when this age group was growing up. Many adults in this age

group are most likely aware of the brand and would purchase

barefoot products. They are fiscally settled and often have kids

in our primary target market age group. Many people in this age

group can be influenced or inspired by their children and they

are a critical target to reach in order to obtain new customers

and renew old customers.

10. Brand Value Proposition

11. Functional Benefits

11.1. Emotional Benefits

11.2. Self-Expressive Benefits

12. MARKETING STRATEGYBased on our above analysis, we believe the following promotional

strategies will prove highly successful for your business:

We plan to implement these strategies using:

12.1. Campaign Strategy

Our target audience consists of villagers who value self-

expression and individuality. According to our research, these

independent trendsetters purchase products that express their

unique personality and enhance their personal lifestyle.

12.2. Our big idea,

“Twaake,” encourages consumers to allow barefoot products to

guide them down the path of self-expression. To highlight the

power of barefoot products in the quest for self-definition, we

will implement advertisements that communicate the different ways

these products can help individuals extenuate their uniqueness.

The BIG idea “Twaake”. This campaign will promote barefoot

products as a brand that emphasizes individual expression,

uniqueness and individuality while allowing consumers to be

empowered to define their true personal style based on their own

unique personality.

12.3. Creative Strategy

Barefoot power allows its consumers to choose from a variety of

designs, colors, styles, and products that enable them to define

themselves. We want our consumers to understand that

individuality and expression are essential parts of self-

definition. The importance of individuality will be conveyed to

our audience through a series of print, television, interactive,

and out-of-home advertisements. Our messages will illustrate the

power that Barefoot power products posses to highlight

individuality and promote self-definition. Our primary goal is to

reach our target audience with an appealing and memorable

message. The Barefoot power brand hopes to encourage their

consumers to be themselves and define themselves.

12.4. Art Direction

The design of our campaign is reminiscent of the continuous

Barefoot power message, “Twaake.” We want to encourage consumers

to be bold in their choices and realize that the possibilities

are virtually endless. The idea of "Twaake" throughout our

advertisements will help to promote the message of expression;

once again, reminding our consumers that Barefoot power is all

about choices and the individual consumer. We have chosen to

design our ads based around the idea of definition and words that

can be used to help consumers come up with their own definition.

In using buzz words that consumers can identify and relate to, we

have chosen to provide definitions that we feel encompass what

the overarching theme of individuality and expression is and how

they relate to the Barefoot power brand. The purpose of our

visuals is to capture the attention of our audience, identify the

subject, arouse interest in the headline, and lead consumers to a

place that they can obtain more information.

12.5. Copy writing

Each of our posters contains our slogan, “Twaake.” The use of the

slogan facilitates brand recognition and instant recall for the

Barefoot power brand. In order to ensure effective branding, it

is critical that the consumer recognizes the current slogan and

links it to the brand, while receiving positive feelings and

benefits from using the brand. The idea behind our copy writing

all relates back to the idea of defining the consumer, the brand,

and the product. Each print advertisement will depict a different

buzz word, accompanied by a definition of the word to promote the

idea of defining yourself. The slogan and message are concise and

to the point. We think that using a short and powerful tag line,

like “Twaake” will make the brand more recognizable and allow it

to stand alone amongst a world of other slogans and campaigns to

make a name for the Barefoot power brand. 

12.6. Online

Our online advertisements will pop up on popular websites such as

whatsup.com, facebook.com. These advertisements will catch the

attention of our target audience because they frequent these

sites and the pop up ad follows the viewer while they view the

website until the consumer clicks out of the advertisement.

12.7. Out-of-Home

The billboards for our campaign will be placed in the following

major districts: Mbarara,Fort portal, Kamwenge, Bushenyi among

others in the north and east. These billboards will be cohesive

with our print advertisements showing the definition of “Twaake”

word along with the image of Barefoot power. We felt it was

beneficial to maintain continuity amongst our ads so that

consumers will recognize the image and the accompanying slogan

more easily.

12.8. Creative Testing

In order to predict the effectiveness of the campaign, we will

conduct focus groups and distribute surveys to obtain feedback

from our target audience and prospective consumers. These

research tactics will help us determine our audience's

impressions of the brand, how they believe Barefoot power

compares to its competitors, and what its current position in the

market is. We will be able to determine our audience's

familiarity with the brand and better understand what their

attitudes are towards the brand. These pretests will help us

become more familiar with our audience's purchasing behaviors and

gain more insight into their priorities when purchasing Barefoot

power products. After presenting our campaign materials, we will

ask the participants if their opinions have changed about the

brand. We will also request feedback and suggestions about ways

that the advertisements can be improved. These groups will also

test the design and copy used in the campaign and will help

determine if the campaign is both cohesive and memorable.

12.9. Media Objectives

Reach the target audience

The Ray-Ban target audience is made up of men and women who are

between the ages of 18 to 34. Members of the target audience

spend a substantial amount of money on accessories such as

sunglasses. We plan to reach our audience through print

advertisements, television spots, brand activation, guerilla

marketing, and the Internet.

12.10. Internet Strategy

At Fidelity Advertising Limited, we know that Internet marketing

is now vital to the success of any business. We have developed

the following strategies for marketing your business online.

We will implement these strategies using:

12.11. Message weight

Because all of the areas we have selected have large portions of

our target audience, the messages in the “Twaake” campaign will

be evenly dispersed throughout our main target districts.

12.12. Media Strategies

12.12.1. Reach and frequency

Effective Reach Goal: 85% effective reach with an effective

frequency of 5

-Reach the 85 % of target audience a minimum of 5 times with ads

12.12.2. Continuity

Our campaign will utilize a pulsing strategy that will run for

the length of one year with a steady amount of advertising

throughout and an increase during times when people are more

likely to spend their money on solar products. We decided that

pre-holiday (November and December), months (May-June) are the

biggest times of the year where people are more likely to

purchase for solar products.

12.13. Length/size of all advertisements

Subclass Length/Size

Television 30 second slot

Print Full page, four color

Internet 468 x 60 pixels

Guerilla #1 Stickers on Money

Guerilla #2 69 x 48 Transit Shelter

Billboard 10 x 20 foot 22

Media Mix: Magazines

13. MARKETING GOALS/PROJECTIONS & OUTLOOK

Upon implementation of the above marketing strategy, our analysisprojects the following outcomes:

[STATE PROJECTIONS]

14. IMPLEMENTATION

Timeframe

Maintenance

14.1. Time Frame

Our campaign will last for one year starting in January of 2016

and ending in December of 2016.

14.2. FINANCIALS

The cost breakdown of the aforementioned marketing strategy, alongside the implementation procedures, is as follows:

[COST BREAKDOWN]

14.3. Budget Summary

For this campaign, fidelity advertising limited was given a one

billion budget, which was allocated to various media and

productions costs. Our primary media used to reach our target

market of rural based villagers is print, due to the expensive,

higher costs chosen to reach these households.

Television: 10 million

Print…

Interactive…

Out-of-Home…

Production…

TOTAL: $14,998,308

Television 14% Print 40% Interactive 10% Billboard 29% Production

6%9 23

15. CONDITIONS

Prior to a contractual agreement, proposal may be amended upon collaboration with the client, BAREFOOT UGANDA, at the discretionof FIDELITY ADVERTISING LIMITED.

15.1. ACCEPTANCE

Your signature below indicates acceptance of this marketing proposal. Your initial payment per the terms above will also represent acceptance of this proposal, and entrance into a contractual agreement with FIDELITY ADVERTISING LIMITED.

FIDELITY ADVERTISING LIMITED

Agency Representative: 

Address:

Contact:

Signature: __________________________

Date: ____________________

BAREFOOT UGANDA

Client Representative:

Address:

Contact:

Signature: __________________________

Date: ____________________

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