Sellsation'19 Case, 1st Round

1. Presents
Refreshment Partner
Radio Partner Food Partner
Print Media Partner
Clothing Partner Youth Engagement Partner
Nimbus Limited
spartanscommunicationclub.com
fb.com/du.scc

2. Refreshment Partner
Radio Partner Food Partner
Print Media Partner
Clothing Partner Youth Engagement Partner
Nimbus Limited
spartanscommunicationclub.com
fb.com/du.scc
Online Round

3. 1
The Maze of the Magazine
An issue unaddressed
A trailblazer
Parenting education or education on how to be a good parent is
something that has been overlooked in a progressing nation like Ban-
gladesh. Parents in Bangladesh mostly rely on traditional techniques on
rearing their little ones – by getting advice from their own parents or
even by discussing with their peers. With technological advancement
and an exponential economic growth, individual behavior has also
started to shift. Children are more drawn towards smartphones and tab-
lets rather than storybooks and toys; teenagers are more exposed to
cyber crime and young adults are facing more challenges in coping up
with mental health issues. And unfortunately, the parents are at disarray
– with no proper knowledge on how to help their children to grow up
and become responsible, independent young adults.
With the vision to help parents nurture their children in becoming spec-
tacular individuals, Little Sunshine is the first ever magazine in Bangla-
desh that focuses on “Parenting Education.” Sunshine Inc. – the maga-
zine’s parent organization – is more of a startup with a small team of 12
individuals.
The content of the magazine will cover several aspects of a kid’s up-
bringing. Starting from how to nurture a newborn to how to manage a
teenager’s depression – Little Sunshine is the ultimate guidebook for
parents who have children ranging from newborns to 13 year olds.
Apart from the sales of the magazine copies (priced at BDT 100), the
only other source of revenue for the company is from the advertise-
ments of several brands/companies that are placed inside the maga-
zine.
Little Sunshine has online presence as well. It has its official website, a
dedicated Facebook page and slight presence on Instagram. The plat-
forms are solely used to put up bits of content from the magazines –
nothing else.

4. 2
Knowing the Target Group
The company initially wants to launch the magazine in Dhaka. The par-
ticular target audience that Little Sunshine is targeting to capture can
be termed as complex. At one side, there are modern 25-35 years old
‘modern’ parents - with strong presence on social media, working
full-time and part-time in thriving companies or organizations, living a
very fast lifestyle. These parents are more into technology rather than
traditional forms of publication. And on the other side of the coin are the
35-45 years old ‘traditional’ parents – most of whose children are late
teenagers. These ‘traditional’ parents rather prefer accumulating par-
enting wisdom from their elder ones, particularly their own parents or
extended family members. Hence, selling magazines to this slightly
elder generation is likely to be challenging, especially because they
prefer in-person wisdom rather than reading a magazine to gain knowl-
edge on parenting.
The Sales Channels
The executives at Sunshine Inc. realized that all newspapers and mag-
azines are being sold with the help of certain distribution channels.
The most obvious is the subscription-based sales. Readers subscribe
to a magazine and it reaches their doorstep at a specified time – zero
hassles involved. However, since subscription involves giving away a
large sum of money to the publication company at once, many con-
sumers tend to avoid this option. On the other hand, newsstands
located at some key areas of the city also serve as good selling points
for the magazines. Often people tend to purchase magazines on the
go. But since it mostly relies on impulse purchase, sales from news-
stand is often very unpredictable. Worse, due to capital and
store-space limitations, the newsstand owners are often reluctant to
put new magazines for sale.

5. 3
The New Sales platforms
Renowned lifestyle-magazines in Bangladesh have adopted quite an
interesting approach to drive their circulation numbers up. They have
partnered up with superstores like Zwapno, Magora and Cheena Bazar
and have placed their own mini kiosks in front of the counters. Despite
this being an amazing strategy to gain more mindshare, increase brand
awareness as well as sales – it is needless to mention this approach is
costly. Starting from the manufacturing cost of the mini kiosks to the
commission that needs to be paid to the superstores – the return on
investment of this sales method is questionable.
As Sales Consultants, you have been entrusted with the following
tasks -
• TASK 1 - Develop separate sales strategies for both the Target Audi-
ence.
• TASK 2 - Develop proper distribution channels (backed by proper
sales incentives) which will ensure Little Sunshine’s presence in news-
stands as well as increase the magazine’s subscription.
• TASK 3 - Create a O2O (Online to Offline) sales strategy, based on
which all the online platforms of Little Sunshine will introduce cam-
paigns/activities that will eventually result in sale of physical copies of
the magazine.
• TASK 4 – The company plans on selling only in Dhaka for the next 2
years; followed by market penetration in Sylhet, Chittagong and Khulna
in the years to come. Explore sales tactics using which the company
can gain subscription in these cities as well.
• TASK 5 – Design one trade promotional content in line with your over-
all sales strategy.
Time to Sell!
(Hint: Make sure all your activities primarily result in Sales; followed by brand building.
In Sellsation, you are first a complete Salesman, then a Marketer!)

6. 4
Criteria Marks to be awarded
Target Customer segmentation 15
Innovation and Mapping in 20
Distribution Channels
Online to Offline sales strategy 20
Market expansion plan 20
Quality and effectiveness of the 15
visual content
Design and Outlook of the 5
Presentation Slide
Coherence of the holistic plan 5
Marks Distribution
INSTRUCTIONS
Guidelines for online case submission of Sellsation 2019
1. The solution must be sent both in PPT/PPTX & PDF format.
2. Use the first slide as your tittle slide.
3. Your slide limit is limited to 15 slides (excluding the title slide).
4. Submission deadline is on 20.09.2019 at 11.59 pm
5. The file name of your solution must follow this format:
<Team name>_Sellsation2019_Online
6. You must submit the solution to this mail only:
thespartanscommclub@gmail.com
7. Please submit before the deadline. Late submissions will be heav-
ily penalized. (5 marks for every 15 minutes)
8. You must NOT mention the name of your university (name, logo)
in any part of your solution. Solutions containing such information will
be immediately disqualified.