Bangladesh:

DUNHILL DSR Launch Communication Strategy

The points we will address

Who are we talking to (the target audience)

What are we talking about/who are we (House of Dunhill and
DSR)
When do we talk to them (utilising the CDF)
Where do we talk to them (the touchpoints)
What do we talk about (beginning the dialogue)
How do we conduct the dialogue (strategy)
What is the nature of the dialogue (dimensions)
How do we maintain and build on it (continuing the dialogue)

Who are we talking to?

The Bangladeshi Cosmocrat (a snapshot)

Background

Family

Trend immersed, comfort over flash,

confident

Hobbies

Respected

Lifestyle

Local and international

Opinions

City, own house, modern

Awareness

Own business, city based office

Abode

BA minimum

Work

Traditional yet forward looking

Education

Established, second generation wealth,

substance

Values

Rich lineage

Measured, status enhancing

Leisure

Family time and friends

Their preferences

Eating out with friends

Eating out with family

Family time (on weekends)

Eating in with friends
Vacation

Outlets

International Club
Dhaka Club
Gulshan Club

Leisure

Dhaba
Pizza Hut
El Toro
Move n Pick

Clubs

Spaghetti Jazz
Sheraton and Sonargaon (for breakfast)
Heritage
Koreana

Et Cetera
Mens World
Fahim Music Store
Agora
Nandan

Brands

Mercedes
Volvo
Armani
Gucci
YSL
Tailor-made
Omega
Cartier

Who are we?

House of Dunhill
The role of DUNHILL in the BAT portfolio is
to dominate the global Super Premium segment.

Substance with Style

A modern classic
The key factors to engage with DUNHILL target consumers
and differentiate DUNHILL from competition

Substance represents classic in modern classic

- substance is about our expertise in tobacco
Style represents modern in modern classic
- style is current and international, reflecting an
inside perspective of what is on-trend

Brand Template

Without Borders
DUNHILL moves through the world
Accessible
Connected
Adaptive

Best in Class
with DUNHILL there is no compromise
Integrity, Substance
Classic, Iconic
Precise, attention to detail

NATURAL PRESENCE
Confident Mind

Charismatic Style

DUNHILL is in the know

DUNHILL style is real and genuine

Discerning, selective
Sharp, Informed, Knowledgeable
Knowing without showing
Have your own perspective

Modern classic
Contemporary, Evolving
Uncluttered

The Vertical Range

Perf
ecti
onis
ts

in to
bac
co

People

Signed
Cigars

Top Leaf

KS /
International

Quality

Heritage

DSR - role

Signed
Cigars

Master craftsmen, selected

tobaccos, consistency,
personal endorsement, cigar
tradition
Image Driver

Top Leaf

Perf

ecti
onis
ts

in t o
bac
co

Image Driver

KS Range
(/International)

Expert blender, exclusive, only

top half of the plant,
unique/complex, blending
tradition
Volume Base
Blending House, classic,
superior quality ingredients,
House of Dunhill roots

When do we talk to the TA?

The Disposition Funnel

When do we talk to our target consumers?
How do we activate them to move down the funnel?

Aware

Consider

Activation
Trigger Pts:

I have heard
of new
DUNHILL
and may
consider it

Trial

Repertoire

Activation
Trigger Pts:

Activation
Trigger Pts.

I am
interested
and want to
try new

I have
tried new
DUNHILL
and liked it
enough to
smoke it
again

DUNHILL

Regular

Activation
Trigger Pts:

Loyal

Activation
Trigger Pts:

DUNHILL
is my brand
I am smoking
new DUNHILL
and consider
making it my
regular brand

Aware

Consider

Trial

Repertoire

Regular

Loyal

AWARENESS
CONSIDERATION

TRIAL
REPERTOIRE

REGULAR
LOYAL

PRE TRIAL
Brand nave

TRIAL
Brand involved

POST TRIAL
Brand immersed

Introduce DUNHILL

Educate and reenforce benefits of

new DUNHILL
-> Switching

Build advocacy for

DUNHILL

-> Awareness

-> Retention and

Advocacy

Where do we talk to the TA?

Touch points
Where do we meet our target consumer
depending on their position in the funnel?

Aware

Consider

Trial

Repertoire

Regular

Loyal

Touch points include

all traditional
and NWOM media
POS PACK
HORECA
1-to-1:
DM

Broadcast:
ATL, events, PR

=> key touch points

What do we talk about?

Beginning the dialogue

What are the key topics of dialogue?

Aware

Consider

Trial

Repertoire

Regular

Loyal

Combination of Substance with Style

PULL: Dimensions
PUSH and PULL CONTENT
PUSH: Brand Story
Push Substance: Brand Story
Delivered from an inside perspective
Pull Style: Dimensions

The Brand Story

DUNHILL Substance, our expertise in tobacco is epitomised in:

Perfectionists in tobacco
It is about the accumulated knowledge behind the brand,
built on 3 key pillars:
People (expert professionals behind the Brand)
Quality (no-compromise principles behind the products of
the Brand)
Heritage (history and rooted-ness of the Brand).

The Brand Story: People

People is the lead substance pillar, as it is a crucial differentiator
The experts who embody our perfectionists the heart and soul
of the brand
Craftsmanship:
DUNHILL blending house: expert blenders, product designers and
cigar craftsmen
Commitment:
perfectionist, passionate, focused, proud
Living in Todays World:
modern professionals
Individual Spirit:
diverse, eclectic, unique, spirited, smart, connected

The Brand Story: Quality

Quality is the way our expertise manifests itself through all of our
products the professionals at DUNHILL only know one benchmark:
uncompromised quality.
No compromise:
superior ingredients, knowledgeable sourcing, expert selectivity
Precision:
attention to detail and excellence
Quality Control:
highest standard is critical

The Brand Story: Heritage

Heritage is the unique tradition of expertise to deliver quality
excellence that lives on in the professionals who create DUNHILL
products today
Alfred DUNHILL
his craftsmanship and entrepreneurship, his attention to detail and
customer service
Tobacco Tradition:
the standard for excellence in product quality and customer focus.
Physical Location:
St. James, London

Dimensions

Culinary
Trends

Living Design

EXPERTS
INSIDERS

Entrepreneurship

Modern
Performance

Culinary trends

No old money traditional

restaurants
No tie-ins with mass market
food or drink brands
No latest local trendy clubs
clubs should have staying
power
No touristy international club
chains (i.e. Hard Rock Caf)

Modern performance

No stuffy, traditional forms

No mass-market heart throbs
No big movie blockbusters
No go-go dance girls

Living design

No gurus of fine arts

No history of design
academics
No strictly luxury goods
purveyors
No flavour of the month
interior designers

Entrepreneurship

Nolive to work types

No motivational cheerleaders
No local sports coaches
No one-dimensional tycoons

And the 5th platform/dimension the brand story

Craftsmanship
Commitment
Spirit
Todays world

Sr. Product Designer,

Principal Blender,
Quality Manager,
Cigar Factory Manager,
Alfred Dunhill,

Heritage:
Tradition,
Location

Quality:
No compromise
Precision
Control

How do we conduct the dialogue?

Communication

Communication objective
Awareness building
Establishing HoD credentials

Communication strategy
Primary: DM, event, club
Secondary: traditional media for announcement, PR

Target audience
Retailer via advocacy programme (academy)
Their buy-in is important

Cosmocrat consumer
Pre-launch dialogue to start talking to them now
Build momentum to launch event
Build relationship for long term dialogue

Use Dimensions to establish credentials and appeal to the in the know

attitude of the cosmocrat
Also use for trade communication

Use of brand story component to establish legitimacy of Dunhill claims

Use global learnings for has worked and what has not

What is the nature of the dialogue?

The launch

Pre-launch

Identify/profile target consumers (ongoing)

Expert panel to focus the communication and establish insider perspective
differentiator (by end July)
Limited engagement with target consumers (end August)

Introduce Dunhill and create expectation/hype

Engagement activity at Cigar Club
Sponsor get-together in August
Low-key involvement that plants the seed
Cigar sampling
But might cause dissonance since cigars wont be available commercially
However, possibility to start bespoke catering (monogrammed)
Expert talk
Have cigar expert give talk to connoisseurs utilising an in-the-know perspective
Will massage egos as consumers will feel gratified for choice
Brand amplifier appointment
Depending on sampling success, could discover brand amplifier
Perfect person to promote and establish dialogue with peers
Takeover Cigar Club Dunhill Cigar Club?
Premises could be the Cigar Lounge

First meet (August): introduce Dunhill and taste sampling. Lay groundwork for next
meet
Second meet (TBC) expert talk. Lay groundwork for launch event

Build database via Club contacts and on going profile validation

Preparing for the future

 The launch will aim to

Deliver an unforgettable experience of the Dunhill Brand World via
Dunhill Design Language (atmosphere)
Dimensions Concept (insider perspective)

Create a suitable environment to trial product (access to product)

Generate credibility and establish the premium nature of Dunhill

Event
Launch market guidelines recommend the Chef approach
Easiest way to establish the process and exclusivity of Dunhill
Drives modernity through the bespoke menu
The modern performance dimension as a background for socialisation
(cocktails)
The entrepreneurship dimension can be used to gratify the exclusivity
of the event and the invitees (Sean Connery as brand ambassador)

 What can we do may be modified post the Expert Panel

Culinary trends: French cuisine
Not available in Bangladesh
Can be bespoke to complement cigar sampling
Regarded as exclusive and has snob appeal

Modern performance: Norah Jones (or someone similar)

Sophisticated entertainment for the chosen few
Perfect for the Dunhill Brand World (warmth)

Living design
Via the brand imagery

Entrepreneur
Local brand ambassador/amplifier (Hissam Khandker)
Can talk about the finer things in life

Flow of events
Invitations sent to selected consumers three weeks in advance
RSVP mechanism
On day of event, chauffer service offered
If venue allows, valet parking for self-driven cars

Event to start off with cocktails in a light atmosphere

Allows mingling
Provides opportunity for product sampling (petit Corona)
Light background jazz music

Segues to bespoke dinner

Chef introduces and mingles with audience

Performance begins immediately after dinner

Round two of sampling full range offered

Gift bag as giveaway

Invitation to visit the Cigar Lounge for pickup of introductory offer
Opportunity to extend dialogue

 The event will convey the Brand World through

Signage: at the entrance
Cigar Imagery: on the walls or on stands
Table Decorations: bespoke DSR table cards & place cards,
centerpieces, red cube-shaped candles, red square coasters, etc.
DSR Humidors & Ashtrays: for ease of product sampling
Giveaway: a take-home item that should include product with
something relevant and specific to the evening

How do we maintain the dialogue?

Quarterly events focused on the Dimensions

Tie up with Cigar Club
Dunhill in the know newsletter
Cross country promotions tie up with Malaysia . . .