Back in 2007, keeping the darker scenario in future, BATB launched a mega trade campaign for the top traders of Tobacco industry in Bangladesh. Since then, there

was no turning back rather the campaign breathes with efficiency and it has delivered astounding business benefits to all relevant stakeholders over the years.

“Partner” it is, as synonymous to its name, now has moved to its seven years. Over the years in retail channel, Partner has registered its iconic grip in the mind of retails

and benefits BATB achieving15.3% share in BATB volume and 10% in industry volume.

(Ref : Exit 2013, 27380 partners)

Emotional Attachment

Engagingselective top traders in a

platform and give them a perception that “Partner” is

truly a driver for mutual benefits.

Different

Standing out from the crowd and getting

differiantial treatment. Incomparable Appreciation

Tag in incomparableappreciation and recognition

to the top traders to create emotional belongingness.

Utmost Readiness inproducing results

A genre of retails who would have unconditional support

for delivering results both in qualitative and quantitative

manner..

Privileged to be in

Creating an excitement to top traders that they would

essentially feel royal to be associated

Rationally Rewarding

“Partner” means business and the effort they would pay for this concept they

would be rewarded per se.

Standing out from the crowOver the years, “Partner” platform has stretched in numbers (currently 42380 vs. 18000 initially) and achieved some extraordinary figures across the

country. This platform achieved such accolades with “Incentive-to-perform” scheme and has been quite noteworthy while it comes to STT and lifting. Needless to say that,

aggression from fierce competition has been handled in style and this platform absorbs it in care. Having said all of these, “Partner” platform has been quite undisruptive over the years

which mean it has very few things to astonish top traders to keep a strong tie to this brand except incentives.d and getting

differiantial treatment.

Becoming more Transactional and fencing sitters rather than advocates

Based on the referred analysis from BCG retail index 2020, Partners are categorized in 4 groups. Price switcher are those who are price sensitive and will only continue if incentive suits them. Fence sitters are those who are with the program but indifferent. Passively loyal are those who needs push from company, finally committed are those who have unconditional support for company.

Ref : BCG Retai Index Analysis 2020, Index has been adapted to willingness matrix(2013) of BATB and simulation of 500 partners data for 2014.

Back in 2011, “Partner” was adored with an emotional engagement and it was a massive success where households of top traders were engaged in their own abode- a sweet

surprise for these tiers. Even today, partners remember that and kept some memoir of that event.

Limited works in Emotional route

Represents expenses size on brand associationThe extent to which retailers/partners associate this platform based on 7 parameters and expenses for the last two years are accounted.

Ref : BCG report on brand centric transformation,July 2011.7 Items are tailored according to BD market dynamics and itemized into ranking method with expenditure curve.

Well, all these data and facts suggest us to go for a second act of this brand. Creating necessary disruptions at regular interval keeps the health of the Brand tight and worthy. Time is now to revitalize the brand with its core essence which is “Emotional Attachments”. Logo and theme has been quite struggling to keep the pace for tomorrow where Partners would work for retail communications and they would be the “brigade” for disseminating brand message of BATB. Aligning up-to-date retail agenda “Partner “can be revamped into followings.

Revitalizing the brand

Revitalizing onBrand LogoBrand offeringEmotional & functional campaign

Things that are heard simultaneously with repetitive gesture and logic reverberates. It creates an echo for future communication started to craft an edge today.

The role of Partner is to create effective echo for sustainability. The yellow marks demonstrate dissemination of intended message. Partner is in the centre of all communication activities. The size of the logo states that partners are getting bigger and bigger by days.

Communication themeFuture orientedAligned with CDR mechanism

All the worlds story is at the stage reflects here. Knowledge, wisdom, Determination is shown in circle. Partner being in the heart of the circle gets in bounty of determined act, knowledgeable icons and wise directions. All the best of the world gets accumulated in the centre and partner by virtue of its essence achive it.

Partner is in the middle of the stage reflects ambassadors of all relevant qualities. This is a 360 degree approach to react and realign.

Centre of the stageCommunicationKnowledge, Wisdom and Determination

Surrounded by odds and odd like realities. I stand out stout with my own traits and nurtures the inner strengths beneath into. I firmly create a standard of my own keeping a distance from ordinary things, rather I am disruptly innovative and being different. Thats why “I” personified as “Partner” belongs to standard pool of similer minded who could stand any odds and rule it out.

This logo represents a time tested jersey/icon who/which stand sout and different even at the odds in pheripheri. Blue colors representer boldness and deep dark yellow represents “eyes” for future. Boldness with fearless eyes can win future; Partners are those who would support the belief in which they belong to.

Futouristic and StrategicAll Squared Icons represents different identity of different blocks around us