Table of Content Introduction About Simplicity Segmentation, Targeting & Positioning Physical Communication Strategy
Digital Communication Strategy Internal Communication Conclusion
About Simplicity • Founded in 2013 at Cascavelles • Distribute Eco-Friendly Kitchen Products in Mauritius • Motto : Living the Green Life • 20 Variety of utensils from Spoons to Bowls. • Main clients from Urban Regions •Newly business extension to Trianon Shopping Park • 0% of Toxic Gas Emission
Our Vision & Mission
SEGMENTATION •Geographic: Both Rural and Urban. •Demographic: Aged 20 – 30 Years Old with higher level of Education. •Psychographic: Holds positive environmental attitude towards Eco products. •Behavioral: Purchase for special occasion
Customers seek to have long lasting utensils to use in any occasions
TARGETING • Market Chosen: Single Market. • Aim of Simplicity: Make the company a leader in the market Diversify our products on the long term Create strong monopoly in EcoProducts Market to different customer segments
POSITIONING • Our differentiation factor: Innovative, ecological, value brand and Quality •Product Attributes: Ecological, Innovative, Long Lasting •Product Usage: Practical & User Friendly •Problem Solving: Contribute to Green Development •Against Competitors: New in Mauritius
PERSONAL SELLING • Simplicity aims at being closer to its customers • Personal Selling to demonstrate our product live • Make use of specific message to create brand awareness • We engage in human connection to convey our purpose • Our employees are trained so that they demonstrate the values and become brand ambassadors.
NEWSPAPER ADVERTISING • Newspaper Advertising to reach the Mass Market • Ideal for the traction phase of the product • L’express and Le Defi Quotidien used due to their market share • Artwork are designed to attract the customers attention. • Used more to generate more Brand Awareness instead of sales.
OUTDOOR LED DISPLAY • Led display used to promote our products • Strong messages such as “Think of the Future, Think Simplicity” is used to trigger interest. • Is Eco-Friendly and cost less compared to printed display • Placed in strategic locations. For e.g. Parking where Simplicity sensitize people on the environment • Increase Brand Awareness
ATTRACT PHASE Strangers to Visitors
• Important because of the first contact with customers • According to MOZ, 67% of customers read reviews before purchasing a product. • Main channels are our website, Blog and social media. • Aim: To provide maximum information to the customers to generate more leads.
CONVERT PHASE Visitors to Leads
• We collect information from our customers via the website and social media. • We also launch special offers through landing pages. •Main channels are our website, Landing Pages and social media. • Aim: To gather maximum information about the customer so as to improve our brand experience.
CLOSE PHASE Leads to Paying Customers
• We use a Customer Relationship Management to provide what our customer need. • Email marketing to create newsletters. For our customers •Main channels are Social Media and Emails • Aim: Support the purchase of the customers.
DELIGHT PHASE Paying customers to advocates
• We invite our customers to give feedback through feedback forms. • Social Media is also used to showcase the use of our products •Main channels are Social Media, Website & Feedback Form • Aim: Showcase the use of our products & Reviews.
INTERNAL COMMUNICATION • We showcase our Vision & Mission in our premises. • We made use of Skype as a way to enable quick communication • Monthly meeting are done to downscale information • Suggestion box have been placed to collect feedback • The Manager make use of grapevine techniques to query about the atmosphere at the lower level management.