Marketing Strategy rapidly builds retail network in a low income market

To grow its retailer base and promote word-of-mouth sales in local communities Smart Communications Inc., a Philippines wireless services provider, set out to ensure retailers could easily enter the mobile-phone business. Minimal requirements were set to become a Smart retailer and they were offered a 15% commission on sales, for many the biggest part of their business. Smart invested in dealer training, in roadside billboards, and POS marketing materials tailored specifically for sari-sari sto...

BPIR Categories

1.2.3 Identify new innovations that meet customer needs
4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy
4.1.2 Manage advertising & promotional activities