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Sharp

SHARP SOCCER CAMPAIGN

ON YUGOSLAV MARKET

 

 

TABLE OF CONTENTS:

Campaign targets *

Target groups *

Date of campaign *

The concept of the campaign, and the ways it is conducted *

Planned media *

Financial plan *

Timetable of the campaign *

Campaign details *

List and position of choosen dealers *

 

 

Campaign targets

  • Acquaint the Yugoslav public with location of the retail points, where SHARP products can be bought.
  • Promote SHARP products, sold on the Yugoslav market
  • Increasing the number of new customers.
  • Increasing selling of SHARP products.

 

Target groups

  • The entire Yugoslav public.
  • Present and possible customers of SHARP products.
  • Dealers and retailers.

 

Date of campaign

  • From the beginning of April, to the end of May.

 

The concept of the campaign, and the ways it is conducted

Two separate sales promotion campaigns would be conducted.

  • First, the prize-winning contest organised, for the public at large using daily newspapers of the widest circulation. The aim of this campaign is to acquaint the public with selling pints of SHARP products and the range of products offered there, as well as the range of products offered to the commercial and industrial enterprises and state organisations and institutions.
  • The second campaign would be conducted in retail points, where SHARP products are sold, by giving prizes to customers buying SHARP products. The aim of this campaign is to develop good relationship between SHARP and the buyers of SHARP products, reflecting later in the customers remaining loyal to the firm and acquiring repeatedly SHARP products in future. It will also help the dealers to acquaint themselves with new selling techniques and means of promoting sales. Thus, the retail dealers would have an adequate approach to the buyers of SHARP products and their own profit, based on the effected sales.

 

Planned media

For the first campaign, following media would be used:

  • BLIC, daily newspaper with the widest circulation, would be the basic medium.
  • National TV RTS-1, to announce the start of the campaign.
  • Local Belgrade TV, to announce the consecutive publishing of the coupons in BLIC.
  • Local TV stations all over the country, with the same task as the Belgrade one.
  • The campaign could also be supported by announcements on the radio and some specialised magazines.

 

For the second campaign, the following media would be used:

  • Local TV stations, the cost would be borne by dealers.
  • The media used in the first campaign, except BLIC, would carry a message covering both campaigns.

 

Financial plan

For the first campaign:

  • Amount of prizes: 10.000 DEM gross
  • Costs for additional advertising: 6.000 DEM
  • Lawyers fees and other expenses: 1.000 DEM

 

First campaigns total: 17.000 DEM

 

For the second campaign:

  • Prizes: 2.500 DEM gross
  • Other expenses: 500 DEM

 

Second campaigns total: 3.000 DEM

 

TOTAL: 20.000 DEM

 

Timetable of the campaign

ACTIVITIES

DURATION

Approval of the campaign plan

Week 10

Concluding the contract with BLIC and engagement of lawyers

Week 11

Preparing of advertisement

Week 12 & 13

Preparing TV spot

Week 12 & 13

Other media buying

Week 12

Procurement of products for prizes

Up to Week 14

Procurement of promotions tools from SHARP

Up to Week 14

Distribution of promotions tools among dealers

Week 14

Start of the campaign

Beginning of April

The first advertisement in BLIC

April 6th

Reaming advertisement (8 in all) published on Monday, the last ad

May 25th

Prize-winning contest of the dealers

April & May

Distribution of prizes

According to draw

 

Campaign details

  • The ad in BLIC would be conceived in three parts. One part contains the list of dealers. The second part carrying one of the production lines of SHARP (8 in all), including a picture of the best product or the one most sold. The third part contains the coupon. After each draw, list of winners must be published. The coupons would not contain questions and winners are in no obligation of buying a SHARP product. In this action, the emphasis is given to the world soccer cup and the slogan: MORE EXCITEMENT IN WATCHING THE WORLD SOCCER CUP THANKS TO THE SHARP PRODUCTS, or something alike.
  • Whereas, among chosen dealers, the prize would be won by buyers of SHARP products. In this case, there should be numerous prizes, won by as many customers as possible. In that sense, the dealers would get most of the prize fund received directly from SHARP. The dealers would be obligated to advertise this action separately at selling points as well as in local media. The best dealer of the month, i.e. the one who has achieved the maximum sales, would also receive a special additional prize that he would grant to one of the SHARP customers. In this action, the emphasis is on the SHARP buyers and the slogan: SHARP TAKES CARE OF CUSTOMERS AND GIVES THEM PRIZES, or something alike.

  

List and position of choosen dealers

  1. SENZOR, Belgrade
  2. RAPID, Belgrade
  3. JUGOSLOVENSKA KNJIGA, Belgrade
  4. BUNDALO, Pančevo
  5. ON LINE, Senta
  6. OLIVETTI COMMERCE, Čačak
  7. SARS, Podgorica
  8. SIGMA COMMERCE, Priština
  9. PARUS, Bor
  10. BELL-TON SHOP, Novi Sad

 

 

 


 

 

SHARP SOCCER CAMPAIGN

ON YUGOSLAV MARKET

 

FINAL REPORT

 

 

 TABLE OF CONTENTS:

 Facts and Figuers about Campaign *

Produts for Lucky Winners *

Promoted products in ads *

Campaign budget *

Campaign effects *

List of choosen dealers *

 

 

Facts and Figuers about Campaign

SHARP SOCCER CAMPAIGN on Yugoslav market covered the period from June 2 to July 12, in daily sport paper "SPORT". We had 41 ad, more than ˝ of page (exactly 4/7, and the paper format is aprox. B-4). Every day we promoted one single, or a group of SHARP products, and in the same time we were presenting a list of 21 choosen dealers. We also used SHARP SOCCER Logo, with slogan: SUPPORT THE BLUE TEAM, SHARP WILL SUPPORT YOU! The campaign had sales promotion's effects, becouse in every issue, on the back page, were a coupons for SHARP BIG LUCKY DRAW. Lucky Draw was for all paper readers, not only for SHARP purchaser. Our strategy were to introduce the yugoslav public with location of SHARP stores and with huge asortiment of SHARP products. With mentioned slogan we sucsseded to make a difference between SHARP and competitions. Competitors had simple and inadequate slogans, i. e. WATCH SOCCER WITH OUR TVs, or similar. We belive, that we made better slogan, which had better relation between SHARP and WORLD SOCCER CHAMPIONSHIP. We received about 10.000 coupons from readers. Every week on award ceremony we had a guests - a famouse yugoslav sportsmans - which "find" the lucky winner. That ceremony had a successful Public Relations effect – the front page of "SPORT", with pictures.

"SPORT" is the oldest, the most popular and readible sport paper in Yugoslavia, with larger curculation then all others sport daily papers and magazines (50.000 daily). Also, "SPORT" readers are the people with larger incomes.

In the same period (May and June) we had the ads in weekly paper "NOVOSTI OGLASI", where we advertise some products with special price offer.

 

Produts for Lucky Winners

FIRST AWARD OF WHOLE CAMPAIGN

  • TV 54AT/15SC and VCR VC/M260B

WEEKLY FIRST AWARD

  • VCR VC/M260B
  • MICRO STEREO SYSTEM XL-505
  • ORGANIZER ZQ-650 1 Mb
  • MICROWAVE R-220AW

OTHER WEEKLY AWARDS

  • 30 X 4 = 120 MUFC POSTERS
  • 30 X 4 = 120 MUFC T-SHIRTS
  • 11 X 4 = 44 WALKMANS JC-121H
  • 5 X 4 = 20 ORGANIZER EL-6660A

OTHER AWARDS OF WHOLE CAMPAIGN

  • 10 WALKMANS JC-121H

 

Promoted products in ads

  1. LCD PROJECTOR XVC1E
  2. VCRs
  3. VIEW CAM VL-E66S
  4. ORGANIZER EL-6620
  5. ECR ER-A150
  6. PC WIDE NOTEBOOK WITH PC PRINTERS AND SCANERS
  7. REFRIGIRATORS
  8. AIR CONDITIONERS
  9. ANALOGUE COPIERS
  10. VIDEO PRINTER VP-ES1S
  11. TVs
  12. HI-FI MD-X8H
  13. HI-FI C470H
  14. ECR ER-A750
  15. HI-FI XL-505H
  16. ECR ER-A610
  17. ECR ER-A470
  18. ORGANIZER PB-EE1
  19. ORGANIZER ZQ-650
  20. ZAURUS ZR-5800
  21. MOBILON (BODYGUARD)
  22. PMC
  23. DIGITAL COPIER 5132
  24. HI-FI XL-515H
  25. MICROWAVES
  26. HI-FI C401T
  27. FAX MACHINES
  28. CALCULATORS
  29. POCKET COMPUTERS
  30. ORGANIZER EL-6660A
  31. DIGITAL VIEW CAM VL-DC3S

We used some ads more than ones.

 

Campaign budget

For the both campaigns:

 

TOTAL: 15.000 DEM

 

Campaign effects

  • Positive reactions of dealers, becouse they had place in our ads every day.
  • Yugoslav public were introduced with new SHARP assortiment and locations of SHARP stores.
  • Our present and potential customers were introduced with characteristics of our products.
  • We raised the sale of SHARP products in an important amount.
  • We made a better defined campaign and relation with yugoslav public than our competitions.

 

List of choosen dealers

  1. SHARP SHOP, Belgrade
  2. SENZOR, Belgrade
  3. SPECIAL ELECTRONIC, Belgrade
  4. TEHNOOPREMA, Belgrade
  5. TEHNIKA REGISTAR KASE, Belgrade
  6. OLIVETTI COMMERCE, Cacak
  7. GROSS, Cacak
  8. TV SERVIS BUNDALO, Pancevo
  9. ON LINE, Senta
  10. BELL-TON, Novi Sad
  11. ELMER, Petrovaradin
  12. DIGITAL, Sombor
  13. CONTINENTAL, Vrbas
  14. TEHNIKA, Subotica
  15. PARUS, Bor
  16. SIGMA COMMERCE, Pristina
  17. DIGITRON SP, Valjevo
  18. SARS, Podgorica
  19. TEHNIKA, Podgorica
  20. DIPOL, Podgorica
  21. BIROELEKTRONIKA, Nis
 

 

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