Lebanon Presentation for Lomography.1 April 2011

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Lomography Lebanon April 2011

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SuperCaliFragilisticExpialiDocious: Lomography Presentation

Transcript of Lebanon Presentation for Lomography.1 April 2011

Lomography Lebanon April 2011

Introduction: Market Summary The Lebanese market consists of brand and luxury conscious consumers with high purchasing power. The market is populated by consumers of all age groups, from teenagers to adults. Even though Lebanons local population is small (4 million) it is supplemented by a massive Lebanese expatriate population (over 13 million Lebanese abroad) and a large inflow of tourism mostly from oil-rich gulf countries, and more recently the West. The Lebanese market is also resilient and has a fantastic ability to recover from such shocks as war, or economic crisis.

In December 09 Small order to test the market. In May 2010, facing client curiosity, Lomography was given a bigger weight at the store. Store display was very attractive. In October 2010, a photo exhibition and party was held in an old sugar factory. The first shipment as a distributor was received at the end of November 2010.

Lomography Distributor since?

Split of turnover among sales channels Retail: SuperCali FragilisticExpialiDocious Main Store Wholesale: Union, Virgin megastores 3 branches Consignment: Ginette, Paladium, Additional 8 POS provided by Kodak Individual clients: Starting to send wholesale offers to big clients. (wedding, parties, corporate events.) Client Mix: 70% of my clients are between 20 and 35 years old. The remaining 30% are teenagers and high school students. (Less then 20years old) The best clients are artistic lomography enthusiasts who are interested in collecting various models.

WS Activities (Contd)Marketing events, workshops In August 2009 workshop was held at a coffee shop just opposite the store. The Lomography newsletter and a database was initiated. Summer 2010, a young team of supercali people, generated interest by distributing teaser flyers and candy on the streets of Beirut and inside universities . October 2 photography event that brought people from various artistic fields together.

WS Activities (Contd)WS Strategy SuperCaliFragilisticExpialiDocious Umbrella and dual brand building. SuperCaliFragilisticExpialiDocious is the main store. People can always find the widest lomography collection there. That is a central point for products and information.

Wholesale: One big multimedia name and several high level design retailers. In addition to a group of small, Kitsch photo developing studios that provide after sales services, technical support and that reach analogue photography enthusiasts. The purple wizard hotline which is a support online system. Assigning a PR project manager who is an artist at heart and a hard core lomographer.

Paladium Photo Lab

WS Activities (Contd)Increasing sales Occasional special discounts. Finding the right mix of retailers. Training personnel at every partnering outlet, and offering sales bonuses and special employee camera prices. Special summer exhibitions or photo exhibitions for Lomography images. Presence in academic fields and special student discounts and formulas.

Best Practice SalesGOOD VISUAL MERCHANDISING & BIG SHELF SPACE The first lomography shipment was to test the market and had fair visibility. For the next shipment a big shelf space with high visibility was given to lomography. Lomography in Lebanon took a different turn. Sales more then Doubled.

Best Practice Sales (Contd)Strong presence on the ground and sales people using the product Introduction to Virgin megastores. Acceptable displays, but young artsy sales people who were not familiar with the cameras. Training and bonus system resulting in higher enthusiasm and a higher sales.

Best Practice Sales (Contd)AFTER SERVICES CREATE LOYALTY Support Map included with every lomography purchase. This Flyer is inserted in every camera box whether at the SuperCali store or at other retailers. Since aftersales services are seldom presented in Lebanon, the flyer is helping SuperCali gain credibility in addition to client loyalty.

Products Split

CommunityOverview PR events, workshops work involvedUNIVERSITY CAMERA SAMPLING Planned for 2011 University is Alba, audio visual section. FLYER, CANDY DISTRIBUTION Regular Lomography Flyer distribution in universities and crowded streets, coupled with free candy and trails of glitter left behind. COMPETITIONS AND PRIZES Regular competitions in various magazines with Prizes distributed to winners. Monthly column and weekly cultural Lomography question.

Time out magazine

Community (Contd)TRADE SHOWS, RACES, GAMES WITH OPEN INVITATIONS TO PARTICIPATE Ginette coffee shop will launch a Who is ginette photography quest and will exhibit images at the coffee shop. Lomography Race and Lomo Wall. Summer Faraya Fair will feature a Camera sampling stand. Subscriptions to newsletters and collection of client data. A Museum exhibition will be pursued at a later stage. Bi-annual workshops. PARTY PICS Sampling Instant backs and Diana films at specific pubs, clubs and events Distributing Colourful Teaser lollipops

Ginette

FocusSuperCali Event in old Sugar Refinery

The event is a photo exhibition by various established photographers and photography amateurs. It was held in a sweet industrial place, namely an old sugar factory, on October the second,2010. All images were taken with a Diana Camera and were happy images with a touch of magic. (SuperCaliFragilisticExpialiDocious images). The images were displayed and then sold and all proceeds benefiting the braveheart and my schoolpulse foundations. Both foundations are for ill children. Finally the exhibition will culminated in a party where such things as glitter showers, candy bars and fairies add to the magic of the place.

SuperCali Glitter Shower

Event Ticket

by fun and artsy people. Whether their inclination is photography, fashion, or whether they are taking pictures just for fun. Channel wise (Online, Retail, Wholesale) AT Supercalifragilisticexpialidocious branches. (Airport- second branch in 2011) A stand alone LES (Kiosk in a high end food destination at a marina area 2011. At the National Museum of Lebanon Wholesale: Distributed to 20 different POS by the end of 2011. Available in at least 2 seasonal POS. (Beach. Ski resort) Online: www.SuperCaliFragilisticExpialiDocious website under construction. The website will involve a lomography section and will showcase the main product categories and a permanent facebook page. It will also feature a drive through service to help avoid parking problems and client time constraints.

Future Plans for the market analogue camera used Lomography to be known as the only current

Future Plans for the market (Contd)Marketing wise Support flyer with every purchased camera. Regular features and competitions in the press. Monthly newsletter sent to ever-growing database. Blackberry Lomography barcode. Press coverage for The Yearly SuperCali Photography festival. SuperCaliFragilisticExpialiDocious happy distribution van on the streets of Beirut. (Fully branded. Music. Soap bubbles.Glitter shower button ) Possibility of turning van into a moving POS to take advantage of summer music festivals & special events.Note: Glitter showers are now a SuperCali Brand essence and physical elements that instantly bring out the SuperCali word.