FIDELITY ADVERTISING LIMITEDPlot 55, Kira Road, Kamwokya,Phone: +256-414-697-714 P.O Box
1475, Kampala
Email:[email protected],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: __________________________