METHODOLOGY OF THE CASE STUDY (RHC)

GENERALITIES

The case study is a synthesis exam. It requires the student (candidate for the BTS
communication) to bring together all the knowledge from the disciplines in the training program
(MPC, GRH, NRS, TCA, FRENCH, ENGLISH, SATISFACTION SURVEY,
etc..........). She also asks the candidate to know how to utilize documentation.
The case study exam stems from the professional reality of businesses and their
environment. The candidate's work consists of:

- Analyze this professional reality that is being offered to him.

- Specify the objectives to be achieved
- Choose the means to achieve it
- Propose a coherent strategy (communication strategy, strategy
promotional) etc.

Note: the candidate's work must take the form of a professional document, written and
argued in order to convince the advertiser and in exam situations it is to
convince the examiner. He has 6 hours of time for the exam.

INTRODUCTION

The introduction of the case study includes 3 parts (three paragraphs with transitions)
logics) :

Presentation of the advertiser's situation

At this level, the candidate must highlight in writing the following elements:

- The name of the advertiser

- Its geographical location or headquarters.
- On the date of creation
- His field of activity
- Its turnover, its production capacity
- Its human resources
- His capital

Note: the student addresses these elements if and only if the text discusses them.

The issue

The candidate must highlight (bring to light) the problem that the advertiser is facing.
confronted (his/her concern).

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 It can be a:

- Communication problem
- Marketing problem
- Organizational problem

the announcement of the plan (the approach)

The candidate must identify the key areas of their work at this level. To do this, they must refer to the
different work tasks to be done. He must be able to synthesize them in order to guide
his work.

I- DIAGNOSTIC ANALYSIS

The diagnostic analysis of a case focuses on the strengths and weaknesses of the elements controlled by
the company called internal analysis and on the opportunities and threats of the elements that do not
cannot be controlled by the advertiser but have an impact on its operation
(external analysis).

1- Internal analysis

It consists for the candidate in highlighting the strengths and weaknesses of the elements that
constitute the immediate environment of the advertiser. These elements may include:

- The product or product policy

- The price or pricing policy
- The distribution or distribution policy
- Communication or communication policy

The elements above are traditionally those subject to internal analysis. But
one can add:

- Human resources
- Financial capacity
- The production capacity
- The technical capacity
- Organizational capacity (internal organization) etc……

presentation of the work

I- Diagnostic analysis
1- Internal analysis
Variables Forces weaknesses
Product
Price
Distribution
Communication

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 2- External analysis

It focuses on the opportunities and threats of elements that cannot be controlled.

by the advertiser but who have power over its operation. It concerns:

- Of the market
- From the competition
- Consumers or clientele
- Suppliers
- Prescribers
- Of the different types of environments (economic, political, cultural, legal,
natural, demographic, technological, etc...........

presentation of the work

I- Analyze
diagnostic
2-External analysis
Variables opportunities Threats
Market
Concurrence
Consumers
Suppliers
Environment

3- Diagnostic Assessment

It is the summary or synthesis of the internal analysis and external analysis. The candidate must
bring together the strengths and opportunities on one hand, and the weaknesses and threats on the other
On the other hand. It is at this level that we perceive the candidate's ability to synthesize.

II- Problems to solve

A case can have one or more problems to solve. The candidate in this case must address them.
classify and formulate them clearly in the work. As a general rule, the problem of
to solve is stated between two related and contradictory concepts.

Comment... while...

Example: Raise awareness among cross-border transporters and at-risk populations

on the AIDS pandemic while these people perceive AIDS as a disease
imagination and the use of condoms as a hindrance to their sexual pleasure.

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 III- Recommendations

Note: The recommendations are related to the questions of the work to be done. It is up to
So the candidate should read the work to be done carefully to see if any information has been missed.
data in this regard. Generally, the recommendations focus on:

- The product
- The price
- Communication
- The distribution
- Managerial policy
- etc
IV- THE COMMUNICATION STRATEGY

A communication strategy is based on the communication objective, the target of

communication, the marketing objective, the marketing target, the positioning and the strategy of
creation.

1- Objectives
a-Communication objective

The candidate must specify the type or types of objectives and prioritize them according to the
reality of the case that has been submitted to him. It may be either:

- to make the product or something specific known

- to make the product or something specific loved

b-Marketing objective

The candidate is required to provide precise revenue, a market share of

to conquer, a revenue to achieve, a sales volume to achieve while respecting
the intention, the proportion and the deadline.

Example: double the sales volume of the product from 10,000 to 20,000 units by
a
2 targets
communication target

It concerns the individuals who are directly affected by the reality of the case. The target can be
divide into three

- the target audience or main target

- the secondary target (that is to say, people who may be interested at the moment
to the product (prescribers, influencers, opinion leaders,……..)
- the general target (total population).

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 b-Marketing target

It is the resumption of the communication target, but it must highlight the age criteria.
of sex, place of residence, profession, etc...

3- Positioning

Positioning is a proactive approach by the advertiser. It is the place that

the advertiser wants the product or brand to occupy in the consumer's mind by
in relation to the competition. It is therefore up to the candidate to clearly formulate it in the form
from the slogan to the exam which must contain a clear and understandable promise related to
the reality of the case.

"Nil, cleanliness without effort"

4- Advertising creation or creation strategy (copy strategy)

The creation strategy includes:

- The communication axis

- The concept of evocation
- The promise
- The consumer benefit
- The justification
- The tone
- The atmosphere
- The constraints
a - Communication axis (advertising axis)

It is the concept around which the advertising message will oscillate (turn). It is the angle under
which the candidate will develop his communication. But all of this is closely linked to the
reality of the text.

THE FRESHNESS

MAGICAL

The concept of evocation

It is the materialization of the advertising axis. It is a brief description of what we intend.

see in image always related to the reality of the text to be studied.

the promise

It is the rational expression of what the product concretely brings to the consumer.

Example: soap "B" produces a relaxing action and creates a feeling of softness.

d- The consumer benefit

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 It is what the consumer gains from the product during its use.

Example: soap 'B' makes the skin soft, satin-like and spotless.

e- Justification or proof

It is the concrete, objective element that substantiates the promise, that foundations the promise.

Example: the soap is rich in milk and honey

f- The tone or atmosphere

It is the coloring of the message or the environment in which the advertisement will take place.

Example: atmosphere of joy, peace, etc.

Example: demonstrative tone

It is the coloring of the message or the environment in which the advertisement will take place.

Example: atmosphere of cheerfulness, peace, etc..........

g- The constraints

Constraints are directives given or imposed by the advertiser or others.

difficulties related to the implementation of advertising action. They can be

- Budgetary
- Of time
- Religious
- Cultural
- From time etc........

NB: all the work of the creation strategy must be represented in the form of
table at the exam.

Reminder of objectives and targets

Communication axis
Concept of evocation
Promise
Consumer benefit
Justification or proof
tone/ atmosphere
Constraints
Slogan

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 V- Means strategy

1-Choice of media, non-media and justification

The strategy of means, also called media planning. At this level, the candidate must justify.
the choice of selected media or non-media based on each communication target. It
must clearly indicate the main media or the relay media; to these media,
he must add supports.

2-Choice of budget and budget allocation

At the exam, the candidate has the option to propose a budget in case the budget has not been provided.
proposed and to distribute it according to the selected media and non-media.

3-The calendar

In this section, the candidate is to clearly present the schedule of

each operation depending on the chosen media or non-media

It is a global calendar of all operations.

CONCLUSION

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 SUBJECT 1 MAXFOOD CASE

Group presentation

Founded in 1990 and based in Abidjan, the MAXFOOD group specializes in catering.
collective: schools, businesses, hospitals, universities ........

In 2000, its revenue amounted to 1364 billion CFA francs. The workforce of the company
consists of 350 people, grouped into operational teams with a relative
autonomy. The MAXFOOD group is present in several major cities on the Coast
Ivory Coast: Abidjan, Bouaké, Korhogo, Abengourou, Gagnoa. As for
The organization, MAXFOOD, presents itself as follows:

- A General Director responsible for overseeing all operations. He graduated from a school.
superior hotel management of France; he is the jack of all trades of the group. He is
regularly visiting the cities inland to closely monitor the services
From the whole group. The major decisions are made by him alone.
- Unit Directors: each restaurant or group of restaurants (when they are
Close) is equipped with a manager responsible for ensuring the quality of services. They are
all graduates from hotel high schools.
- A marketing and communication director responsible for defining the group's strategies
as well as the communication plans. He graduated from a higher education institution.
commerce and communication. His actions are often hindered by the Director.
General who believes he is the only master on board.
- A Sales Director, responsible for prospecting in administrations, schools,
the companies. He manages a sales team of 10 people. He assists the Director
marketing and communication in its task; which often creates clashes
with him. It should be noted that in each operational unit, there is a manager.
technique in charge of catering activities. Also, a circle has just been created
quality led by the Marketing and Communication Director.
The product
It is actually a service activity that can be defined as follows:
Total management of a collective restaurant, by a team
operational led by a manager called Unit Director. The service includes:
the welcome; the preparation of meals on site and the service. To this minimum service, can
to add the animation of the frame.

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 Moreover, but very marginally, MAXFOOD provides management consulting.
collective restaurant. The standard contract includes: service for 250 to 500 covers
per day and even beyond. The price charged to the customer depends on the handling of
meal expenses between the establishment and the consumer. The average selling price of
The meal plate costs about 500 F CFA.
The positioning
Besides quality and hygiene, the battle horses of all the companies present in
the market, MAXFOOD particularly highlights the concepts of service, team,
welcome and product presentation. In general, MAXFOOD enjoys a
a good image with its clients, but its reputation in the market is weak, all
particularly in relation to its main competitors.
The market
It is composed of establishments of all kinds that have a collective restaurant.
It can be estimated that the type of collective restaurant serves about 200 to 300 covers.
for companies but much more in schools (more than six hundred).

Two management formulas share the market:

- Self-management, that is to say the management of its restaurant by the establishment itself.
- Subcontracting or delegated market, that is to say the management by a company
specialized.
The market can be divided into four main segments:
- Administration and businesses (approximately 40%)
- Teaching (approximately 30%)
- Health (around 4%)
- Various (about 26%)

A total of about twenty companies are present in the market. The most important among them
they (4) engage in very fierce competition and represent nearly 90% of it alone.
market. MAXFOOD is one of the largest companies, as it ranks 3rdthrange
national.

The business methods

The sales force described above mainly uses three types of methods for
prospecting for clients

- Telephone marketing on file

- Response to bids for the administrative sector
- Information coming from either clients, management, or the sales force.
Each salesperson has a rather basic documentation binder.

Communication

It essentially includes three types of actions:

- The living rooms

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 - Advertising in specialized press
- Regular relations with the press in the form of press releases
and meetings with journalists. Currently, the group has decided to launch a
important image and reputation campaign. The theme is as follows: 'MAXFOOD'
wherever you are.

The objectives

Overall, MAXFOOD WISHES to increase its revenue by 20%. Also,

Does he wish to improve his reputation with decision-makers?

The targets

They are different depending on the customer segment:

- For the company, primarily the General Management

- For hospitals, the administration and assistance for public hospitals;
Direction for private clinics
- For education, regional directorates, town halls, school directors
private……….

WORK TO DO

1- Develop a diagnostic analysis of MAXFOOD's situation in its market.

2- What problems does the company face?
3- Propose a coherent organizational chart and define the responsibilities of the different positions.
structures
4- Develop a marketing mix for MAXFOOD (the main outlines).
5- Propose a communication plan consistent with the situation of MAXFOOD (do not
take into account the cost).

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 SUBJECT 2 CASE "ONLY WORK FREES MAN"

Work and take the trouble. It is the effort that is least lacking. This invitation to
the work of LA FONTAINE must be resumed in our homes, in our schools and even in
our businesses. Because many Africans, and more specifically many Ivorians have
lost the taste for work. All that matters to them are games and leisure. In our
cities and villages the only things that matter are dancing, it’s the drinking, it’s the
lightness. We quickly forgot the call to work by BERNAD DADIE in Climbié: "the
Work! And after work, independence my child! Not being dependent on anyone, such
It must be the motto of your generation. And you must flee from the man who does not love work.

How many of us apply this maxim?

It is precisely this observation of the refusal of work and the decadence of society, where no one
wants to respect the rules and institutions, where morality is cast aside, which drives the business
TROPICAL VISION Repositioning work as a factor of liberation, a means
of expression, a path to emancipation, but above all a factor of development in the mind
young people.

The advertiser

TROPICAL VISION is a communication agency whose activities relate to the

brand image and reputation management of individuals and entities. Created in May
2004, it is located on the plateau, Rue des Banques. But for nearly 3 years, it has added a
another object to its scope of action. It is now committed to defending the cardinal values of
society through communication for development.

Tropical Vision is a small organization led by a General Director who is in the process of completing their thesis.
doctoral and lecturer in a large private school in Abidjan. He is followed by a
Sales director who is also freelancing with an international news agency,
to which he dedicates every Monday afternoon and Friday morning. So all the weight of
Work rests in the hands of the Project Manager and the secretary. This situation has
as a direct consequence, achieving a turnover of 55 000000 in liabilities
from the agency, compared to the previous year. Furthermore, should it be added that the Director
General plays the role of accountant for Vision Tropicale.

SERVICES, COSTS, AND REPRESENTATIONS

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VISION TROPICALE takes care of the brand image positioning of individuals.
physical and moral. She is well-known in this field, as she expands her scope of action
in the sub-region (Burkina, Mali, Ghana with the heads of state and other men
politics).

Similarly, companies recognize his proven expertise in promotion.

products and brands. It is also involved in event management and in Relations
public. However, communication for development as a new activity
It can be difficult to implement, understanding that habits are hard to change.

It is a challenge for the agency leaders who aim to initiate actions of

communication for the transformation of the mindset of Ivorians through involvement at work.
The goal is to make Côte d'Ivoire a country fully dedicated to work. A country where the
young people are no longer just waiting for everything from the state, but are taking initiatives and finding the
means of realizing them. In this context, Vision Tropicale has obtained from the ministry of the
youth, sports and urban cleanliness promises of moral and financial support. She
is also in discussion with international non-governmental organizations to obtain
significant funding to execute its project.

THE COST

The costs of the services offered by the agency are considered interesting as there is a relationship with the
service quality. The company, in implementing this project, has equipped itself with four (4)
représentations (une à Yamoussoukro, une à Daloa, une à Abengourou et une autre à Bouaké).

She wishes to gradually expand her representations in all the major regions of
countries in order to cover the entire national territory. But for now, it is located
faced with the problem of financing and equipping its representations inside the
pays.

COMMUNICATION

IN TERMS OF COMMUNICATION, she wants to focus on home visits, in the

schools, on awareness, on theatrical representations, on
animations

Partnerships, sponsorship, patronage, and assistance are the actions to be taken to finalize the
annual communication budget estimated at 150,000,000 CFA francs. Actions of
communications must be organized throughout the country and in all languages.

WORK TO BE DONE 1

What communication strategies should Vision Tropicale implement to

bring the target populations to engage in the work?
2- Analyze the agency's situation in relation to its conversion project.
mindsets.
3- Identify the problems that may hinder the achievement of this project.

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 For the realization of this project, a pilot team of 800 people is set up. It is
composed of men and women aged 15 to 45 representing all social strata
socio-professional, living in both rural and urban areas. It is noted that
question Q4 "Are you in favor of the behavioral change project?"
Ivorians? » 40% no for women and 60% yes for men.

WORK TO BE DONE 2

What will be the margin of error for this study?

What is a public opinion survey?
It was planned for 450 women, but it was found that 370 men were interviewed.

Proceed to straighten this sample using both methods.

WORK TO DO 3

What is a useful audience?

2- What is an economy scale?
3- Define transactional analysis.
4- Define calibration.
5- Citez et définissez les différents types de réunions
6- What are the conditions for negotiation to take place?
7- What are the stages of group formation?
8- Give the difference between a conflictual situation and a conflicting situation.

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 SUBJECT 3 TOTALCOM CASE

The telecommunications market is undoubtedly the one experiencing the greatest boom.
in Côte d'Ivoire for a decade. Currently, there are four operators.
from the sector more than 4 million subscribers. Such a market obviously arouses desire.
of all. This is the case of TOTALCOM, a company of American origin that announces
with a capital of 500 billion francs. The made in USA technology is futuristic: network
third generation satellite with multiple applications... Its brand new headquarters,
designed in line with its ambitions is located in Cocody; and already one can see its logo displayed at
the storefront of around ten branches in the different municipalities of Abidjan. Its
rainbow colors leave no one indifferent, especially since the whole city
is dotted with rainbow-colored posters reading: "The CADO mobile!!"

The staff, announces the General Director Mr. HODES, is already operational and includes a
hundreds of executives and technicians, most of whom were trained in the USA. A
fifty 4x4 vehicles painted in TOTALCOM colors circulate day and night in
Abidjan, distributing caps and flyers revealing TOTALCOM's offers:

- A package including a mobile phone and a kit with a credit of 5000 francs is offered to
new subscriber, for only 20000 francs.
- For prepaid subscribers, the chip is offered at 500 f with 500 f of credit
including.
- Different types of phones are offered to consumers from
10000 CFA and with every phone purchase, a free SIM card is offered...

But with a view to a truly marketing approach, the management team of

TOTALCOM is seeking a local consultancy agency to conduct a study for its benefit.
motivation.

WORK TO BE DONE:

1-Define the following words and expressions:

Advertising

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On the occasion of a survey conducted on a sample of consumers, two questions are
administered:
Q1: "At what price would you find this product too expensive?"
The answer to this question indicates the maximum price accepted by the respondent.
Q2: "At what price would you fear that this product is of poor quality?"
The answer to this question indicates the minimum price accepted by the respondent.

price 400 450 500 550 600 650 700 750 Total
Responding 0 0 40 50 80 125 180 25 500
t for
product
too expensive
Respond 225 125 100 30 20 0 0 0 500
t for
product of
bad
quality
1- Determine the psychological price

2-Analyze the situation of TOTALCOM in the Ivorian market, focusing particularly on

on the external environment.

What pricing strategy do you recommend for TOTALCOM? Justify.

4-For the genuine communication campaign, TOTALCOM plans to inject the first
year 500 million CFA francs, as stated by the Marketing Director and
Communication, advertising is the best way to position oneself in a market.
competitive. Then he adds, "We are even willing to do comparative advertising."

Beyond the event, TOTALCOM primarily wishes to retain its subscribers. What
What customer retention strategy can you suggest?

Note: For the media strategy (means strategy), you must necessarily retain two.
press support, two radio supports, two display supports, and one television support in
taking into account the power scale and the economy scale.

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 SUBJECT 4 CASE OUSRMELE

Legal status
Publicly traded company with majority public financial participation created in 1964, OUSRMELE
is governed by the provisions of the uniform act relating to the law of commercial companies of
Treaty of the Organization for the Harmonization of Business Law (OHADA).
Its share capital of 2,466,000,000 CFA francs is mostly held by the State of Côte d'Ivoire.
Ivory Coast at a rate of 76%.
OUSRMELE's mission is to improve and develop urban or rural housing in Côte.
Ivory Coast. Its purpose is to undertake all operations of a real estate nature to
his own account, but also for the account of individuals, the State of private enterprises
or public institutions to participate in any study and realization in the field of
urban planning and housing by prioritizing the construction of housing for users at
low income.
The activities
The main activities of OUSRMELE are grouped around two functions:
Real estate promotion
Execution of rental operations (simple rental) or property acquisition (rental-
sale or direct accession). Carrying out operations on behalf of third parties as
delegated project manager.

b) Wealth management
Collection of rents and charges, maintenance of rental property, sale of housing.
Under the control of the Shareholders' Assembly, OUSRMELE is managed by a
Board of Directors of 12 members among whom a president is elected.
The Board of Directors appoints a General Manager who reports to it.
periodically from its management and the implementation of its decisions. The current organization
d’OUSRMELE includes 5 Departments, 4 Services, and a Communication unit attached to
the General Management.
THREE OPERATIONAL DIRECTIONS:

the Technical Direction (DT),

the Commercial and Marketing Department (CMD)
the Operations Department (DE).

TWO FUNCTIONAL ASSISTANCE DIRECTIONS

the Financial Affairs Directorate (FAD),

the Human Resources Department (HRD).

The services and communication unit attached.

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The Legal Service (LS),
The Information Technology and Method Services (ITMS),
The Internal Audit Service (IAS),
The Management Control Service (MCS).
The head of the Brand Communication Unit occasionally expresses his disapproval.
with the choices of the marketing management that favors promotion at the expense of
advertising. For him, promotion does not reach all targets, especially those that are found
in the inland cities. Unfortunately, it is marginalized in decision-making.
final decisions. The marketing department is supported by the operations management.
These contradictions benefit the competitors who are establishing themselves and divert
Little by little, the customers of OUSRMELE.

This situation does not escape the vigilance of the company's General Director who has held...
a meeting to learn more. The latter finds it hard to understand that with the experience gained and
the umbrella of the State, the leadership of the company he manages is threatened. That the project 'one
"Roof for All" is slow to thrive.
He is not immune to this harmful environment either. The Director of Resources
Human Resources criticizes him for his frequent recommendations in the hiring of employees,
thus impacting the employability of proven skills.
The competition
LOGIM, for several decades, has first invested in Real Estate Promotion to
the largest number, then in the development and servicing of vacant land. Its
activities have expanded beyond socio-economic housing, to housing of
standing, in public works and the sale of various construction materials produced with the
guarantee of quality for our entire production chain.
Our expansion in Africa in recent years is justified by our concern to invest in
different markets eager for controlled urbanization with all product ranges,
from social to upscale. Our slogan, 'a roof for everyone' is not just a figment of the imagination. It
proceeds from our medium and long-term vision to offer citizens a diverse range of
accommodations, as authentic as they are modern, in a quality approach experienced in our
production procedures.

Founded in 1990, Promo CI is a real estate promotion company with a capital of 150
millions of CFA francs, has become, in addition to its twenty-four (24) years of experience, one of
key leaders in individual housing in Côte d'Ivoire.

About 25,000 housing units built in the different municipalities of the city of Abidjan and
surroundings enhance its know-how, the desire to offer individuals and workers a
habitat in accordance with the current international construction standards.

From affordable housing to luxury villas, Promo CI aims to provide a roof for everyone.
Our strengths consist mainly of construction professionals and personnel
dynamic and attentive to the needs adapted to urban life, promo CI has the philosophy of
perpetual search for quality at accessible costs.

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The technical department and the commercial department are two essential entities.
for the smooth running of real estate operations and their regular participation in trade shows
international events like the African Real Estate Fair in Paris (SIAP) allow us to be
by the way about innovations in construction and urban planning.

The country has about ten companies of this nature.

ANNEX 1: real estate operations carried out by OUSRMELE between 2012 and 2013

Year of
Order No. Number of putting in place
Operation Name
e logts
construction site

1 Concordia Residence 2nd and 3rd Parcel 1590

2 Hope Residence – Riviera 112

2012
3 Program A - 1st Phase 500

4 Program B SUD 1 200

5 Concordia Residence 4th parcel 1020

6 Program A - 2nd plot 1450

7 Luxury residence - 2nd and 3rd plot 84 2013

8 SOUTH WEST 1 Duplex 35

9 SOUTH WEST - 2 R+1 45

TOTAL 5036

OUSRMELE offers its prospects and clients a repayment period of 15 years.

ANNEX 2: Information related to the budget

For the communication campaign, the company OUSRMELE made available to the
communication cell invited to work under the guidance of the Marketing Department and
a communication budget based on estimated revenue at half
of its share capital, of which 60% is for non-media.
ANNEX 3
The uncontrolled rapid urbanization of our cities could give rise to many
slums if a real housing policy is not considered by our rulers.

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Also, offer citizens quality housing, emphasize the achievement.
essential infrastructures for the populations, in terms of roads, various networks,
schools, dispensaries, etc. contributes to the improvement of the living environment of our clients.

For while Abidjan seems to be saturated, the interior of the country is suffering from a glaring lack.
in real estate promotions. In the cities inland, there are still huge
unbuilt spaces. Officials and employees in these localities are severely lacking in
housing.
Likewise, the UEMOA area constitutes a market to be exploited provided that the
legal conditions of host countries. In Côte d'Ivoire, companies in the field of
construction must meet the obligations contained in a specification document. The
interested parties complain about houses that are either cramped or poorly built.
Finally, there are many who think that life is expensive, as a result, they do not have the
ways to cope with exorbitant rental costs.
In Ivory Coast, for a certain period, there have been complaints about houses collapsing.
causing enormous human and material damage. According to the DG of OUSRMELE, confirmed by
the results of the opinion survey: "our constructions are not affected by this
critiques because they are made with quality materials. The cement, the sand; the dosages
obey the required principles. It is with 12 and 14 iron that we cast the concrete of the
Duplex and R+1.
These criticisms do not directly target LOGIM AND PROMOCI, the direct competitors.
d'OUSRMELE. They target individuals, a type of shady entrepreneurs concerned about
make money quickly, disregarding the construction rules in the matter. For the
Patronage of real estate constructions, the main responsible for high-rise constructions
the risk is the State, which lacks vigilance.
Not to forget that arable land is becoming scarce, intensifying the shortage of food.
food-related due to the rapid surge of construction.

ANNEX 4: the rental acquisition costs

OUSRMELE

Designation of rents Amount Excluding Tax Repayment duration

T2 13,000,000 15 years
T3 20,000,000 15 years
T4 30,000,000 15 years
Duplex 35,000,000 15 years
R+1 40,000,000 15 years

LOGIM
Designation of rents Amount Excluding Tax Repayment period
T2 12,000,000 20 years
T3 18,000,000 20 years
T4 25,000,000 20 years
Duplex 34,000,000 20 years
R+1 38,000,000 20 years

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 PROMOTION
Designation of rents Amount Excluding Tax Repayment period
T2 12,500,000 20 years
T3 17,500,000 20 years
T4 28,000,000 20 years
Duplex 31,000,000 20 years
R+1 37,000,000 20 years

Work to be done 1
1- Propose a communication plan project for OUSRMELE.
OUSRMELE's mission is to improve and
develop urban or rural housing in Côte d'Ivoire.
3- Present the organizational chart of the company OUSRMELE.
4- The populations seeking housing are estimated at 2,000,000; 20% of this
the population is in favor of a T4 type housing,
a- Calculate the saturation rate for companies.
b- Calculate the penetration rate of each of them.

ANNEX 5

2011 2012 2013 2014

OUSRMELE 1250 1265 1285 1272
PROMOTION 1175 1210 1215 1235
LOGIM 1175 1205 1210 1230
Sale of T4 housing units

ANNEX 6
The test study conducted by the communication unit on the media reveals that PME Mag
displays an audience of 50,000 readers per day, while Fraternité Matin shows a
audience of 85,000 readers/day.
5,500 readers consume both media.
The coverage rate of Fraternité matin is 85% with an estimated average repetition of
12.
The coverage rate of PME Mag is 15% with an estimated average repetition of 4.
Work to be done 2
1) Definitions
a- Power scale.
b- The dissemination.
2) Calculate the exclusive audience of Fraternité Matin and PME Mag.
3) Calculate the net audience of Fraternité matin and PME Mag.
4) Calculate the GRP of Fraternité matin and PME Mag.

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 SUBJECT 5 CASE PRESERVATIVE ASSURED

The RETRO-CI project is an AIDS prevention program. Developed by the authorities.

national and in partnership with French cooperation, this project is implemented within the
CHU de Treichville since 1995. It has better screening tools and a team of
young hematologist doctors, serologists, psychologists etc...... In the face of the pandemic of
HIV/AIDS has caused millions of victims since 1984, particularly in Africa,
Public authorities of several West African countries have decided to raise awareness among the populations.
with the support of the RETRO-CI project. Indeed, the hospital structures, the NGOs,
institutions of the United Nations system have committed to contributing to
this campaign by subsidizing the ASSUR condom from Retro-CI. Raising awareness, the
The information campaign is aimed at carriers on the ABIDJAN-LAGOS route.
passing through ACCRA, LOME, and COTONOU. In addition to these two actions, it is necessary to promote
the use of the ASSUR condom among the mentioned social group in the various
country of the sub-region.

1- THE PRODUCT

The ASSUR condom is made of latex, tested and controlled by the DUVAL laboratories in Paris.
a pressure of 90 millibars to which it resists. It is waterproof and lubricated during intercourse.
intimes. Its aluminum foil packaging preserves its healthy and clean nature, well
is criticized for being a little thicker than competing brands. Furthermore, it
it releases a strong rubber smell that is not always tolerable for some users.

2- THE PRICE

The cost price of the pack of 4 units is 45 francs. Due to the numerous
subsidies that the product benefits from from the W.H.O and private organizations
health promotion, only a profit margin of 25% over the selling price is
allowed. Any government that violates this quota is penalized. Moreover, the product is
exempt from all import duties.

3- DISTRIBUTION AND SALES FORCE

Due to the commonplace nature of the product, all types of retailers sell it.
supermarkets, convenience stores. The RETRO-CI project also has a team of 10

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medical representatives seeking clients such as pharmacies, laboratories, wholesalers.
Each delegate has a PEUGEOT 205 vehicle provided to them by the RETRO-CI project.
Very often these delegates are on mission in the sub-region. The digital distribution of
the product is as follows:

Type of business Supermarkets convenience stores retailers

Country
Ivory Coast 70% 50% 85%
Ghana 50% 60% 80%
Benin 30% 60% 80%
Nigeria 40% 75% 80%
Togo 60% 60% 85%

4- COMMUNICATION

Until the early 1990s, the condom in general was perceived more as a
a pleasure blocker rather than a true protector. The Retro-CI project shattered this myth by
organizing advertising campaigns on television from that date until today.
even magazines such as 'Nick DOMBY' have extensively presented AIDS as a
incurable disease. The promotion of the condom ASSUR among transporters
Cross-border activities through these actions have been taken, although the latter are experiencing more.
PRUDENCE and FRENCH FEELINGS.

5- THE TARGET

According to a survey conducted 6 months ago, statistics in the aforementioned countries stand out.
the following evolution:

population Population Population Population Death at Carriers

cause
Country Total achieved A risque You AIDS cross-border workers
SLOPE 15000000 12% 8% 78000 500
Ivory
BENIN 7000000 10% 4% 32000 200
GHANA 30000000 15% 7% 102000 1600
NIGERIA 120000000 16% 7% 654000 3500
TOGO 600000 10% 5% 29000 150

Above all, it should be noted that on average only 5% of cross-border carriers use a
condom during intercourse. Likewise, the rate of use of this condom by the
risk populations is 2%. According to a certain rumor, AIDS is "the syndrome
imaginary to discourage lovers.
6- THE MARKET
Many condom brands are competing in the sub-region market. Sales
The main brands in the year 2003 are as follows:

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 MANIX 2,000,000 packets at 1,000 frs/piece
FRENCH FEELINGS 5,000,000 packs at 250 frs each
ASSUR 10,000,000 packets
PRUDENCE 20,000,000 packages at 100 francs each

7- Health professionals
Pharmacists in particular, for financial reasons, expose more MANIX and
FRENCH FEELINGS in their displays. ASSUR hardly exists there.
WORK TO DO
1- Determine the selling price of a pack of ASSUR condoms.
2- Establish a diagnostic analysis of the situation of ASSUR.
3- Propose a marketing plan tailored for the ASSUR condom (without the section
communication
4- Calculate the respective market shares of each brand in the sub-market.
region as well as the relative market share of ASSUR.
5- Calculate the market share of each brand in the sub-region.
6- Develop a communication strategy compatible with the devices selected by
the Retro CI project.
ANNEX 1 : THE OBJECTIVES

- Due to competition, the RETRO-CI project wants to double its share of

market in the next 12 months.
- Like MANIX and FRENCH FEELINGS, we must give the chance to
ENSURES distribution in all forms of commerce, particularly
pharmacies and gas station shops selling fuel.
- Familiarize ASSUR with cross-border transporters in Africa
the west in a proportion of 10%.
ANNEX 2: THE COMMUNICATION BUDGET
It should represent 12% of the revenue generated by the RETRO-CI project on the brand.
ASSUR. This budget is also distributed as follows:

Technical fees 10%

Media 50%
Out of media 30%
Agency fee 10%

ANNEX 3: CHOICE OF RADIO MEDIA

Four radio channels are selected, namely Radio Romande (RSR), AFRICA N°1, RFI,
VOA.
In the end, only two strings will be retained.
Indicate in your communication strategy these 2 channels based on the criteria of
tableau.

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 Radio channels RSR AFRICA N°1 RFI VOA
Criteria
Cost for 17000 10000 15000 20000
thousand
Audience by 25000 100000 50000 70000
week

Note: for the final choice, assign scores from 1 to 4 for each criterion, then do the
sum of the scores obtained. The selected radio stations are those that recorded the
best scores.
ANNEX 4: ADVERTISING EXPENDITURES OF DIFFERENT BRANDS

MANIX 45 million
FRENCH FEELINGS 40 million
PRUDENCE 65 million

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 BTS WHITE CASE STUDY

CAS CLEOPATRE

I- THE COMPANY

The company BROTHERS LTD Ivory Coast is a business specialized in manufacturing and
the distribution of beauty products, transfer agents, and beauty soaps. It is
established in VRIDI for 10 years. It wants to launch a milk soap on the Ivorian market.
the honey from the brand CLEOPATRE. BROTHERS LTD is well known in the market; its
products enjoy a strong reputation.

CLEOPATRA had been marketed so far in the Ivorian market by small

informal network traders who buy this soap in GHANA and import it to Côte
Ivory through more or less clandestine channels and sell at the price of 475 CFA francs.
level of detail.

BROTHERS LTD CI has its parent company in GHANA, specifically in CAPE COAST.
manufactures the same products as its Ivorian subsidiary. The goal of BROTHERS LTD CI is
to make CLEOPATRA the driving force behind all its other products.

2- THE PRODUCT

The soap is milky white, rectangular in shape, with rounded edges, fits well in hand,
produces a rich foam that only forms when the user rubs it
on the sponge or on any other wet surface.

2-2- PRODUCT CHARACTERISTICS

On the skin, it produces a cleansing and relaxing action, the user experiences a sensation
of softness, of freshness after the shower. The prolonged use of CLEOPATRA makes the
soft, satiny skin, without lightening it.

2-3- PACKAGING

Conditioned in coated paper packaging, the blue side of PRUSSE and OR.
drawings and the logo evoke not only ancient Egypt, the mythical Egypt of
pharaohs but also Queen CLEOPATRA who was a woman of remarkable beauty and
who was known for her very elitist taste in skincare.

250 g

3- MARKET STUDY

In Ivory Coast, there are 22,000,000 inhabitants. Of this population, 51% are
women, 56% of these women are under 18 years old. They are evenly distributed across the range
of the territory with however a greater concentration of women aged 18 to 45 in
the big cities.

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CLEOPATRA had been sold so far by small female traders in the informal sector.
to "door to door".

BROTHERS LTD CI aims to conquer the market by distributing in

integrated informal commerce in large and medium-sized stores (GMS) with a price
oscillating between 475 F CFA and 660 F CFA. The company's director hesitates about
the opportunity to distribute in associated and independent trade.

At the retail price level, the Director asks you to suggest a price.

4- STUDY OF MOTIVATIONS

A study conducted by a local consulting firm, confirmed by an omnibus study from the IIOP.
(Ivorian Institute of Public Opinion) reveals that among the reasons that lead women to
buy beauty soaps, the softness of the skin, a blemish-free skin, a healthy skin, a
baby skin comes back the most during motivation surveys, ranking far behind the others.
reasons of hygiene and relaxation.

During a product test, 75% of women emphasized the softening effect, baby skin,
satin skin, velvet skin after the shower. According to a brand awareness study, CLEOPATRA
already enjoys:

-spontaneous notoriety: 5%

- aided awareness: 18%

5- CONCURRENCE

CLEOPATRA enjoys an image of quality comparable to that of a direct competitor.

MONSAVON with milk, but given the fact that this soap had not been manufactured until now in
Côte d'Ivoire and due to the limited distribution, not to say confidential, with regard to
corollary the total absence of communication, CLEOPATRA is known only in a certain
an environment that buys it, uses it, and promotes it.

-MONSOAP with milk is sold at:

The 125 g 375 CFA retail price GMS

The 250 g 660 F CFA retail price GMS

OBJECTIVES OF BROTHERS LTD CI

CLEOPATRE made in GHANA is sold at 250 g for 475 F CFA retail price.

6- CLIENTELE

She is young, primarily women living in the big cities of Côte d'Ivoire including
the CSP level oscillates between categories A and C.

- Have 45% of the useful population buy CLEOPATRA.

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 - Raise the brand awareness rate to 65% among the target audience within a given timeframe.
of a year.

WORK TO BE DONE/

1- Present a synthetic overview of the diagnostic analysis highlighting the

marketing and communication problems to solve.
2- Define a coherent distribution and pricing policy for the company
BROTHERS LTD CI in terms of recommendations.
3- Propose a communication plan that is in line with the company's situation and its
product.
4- Proceed with the budget allocation among the different selected media and supports,
Allocate 10% of the budget for each budget item for space purchase expenses.
techniques, then the sum of 15 million for the realization of the advertising spot of
main medium).

Budget amount: 210 million CFA francs.

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SUBJECT 7: CASE OF THE GENERAL COUNCIL OF GBADDIFLA

I- THE INSTITUTION

GBADDIFLA is a department located in the MARAHOUE region, in the center.

Ivorian west, covering an area of 5580 km2, with a population of 3,800,000
inhabitants ranked among the highest densities in the country. Established as a General Council in 2011
thanks to the government's decentralization policy, it includes two municipalities
urban (SIBEDOUGOU and KOUADAFLA), and four rural communes (DOUMBIASSO,
SAGNIKRO, GOUREFLA and GNANHAMANKAHA to which are attached about a hundred of
villages and encampments. SIBEDOUGOU is the seat of the General Council and the capital of
department. The General Council is a decentralized entity enjoying legal personality
legal with an annual budget allocation from the oversight of 12 billion. The Council
General is the development policy at the departmental level. The Council, with its
The President is elected for a renewable term of 5 years. That of GBADDIFLA
comprises 47 advisors, more than half of whom reside outside the department, including in
Abidjan, including the President and the majority of the vice-presidents. The resident counselors are
complain about the repeated absences of the President and his deputies to the voters during the
manifestations and various ceremonies (labor day, independence day, funerals,
Mother's Day, sociocultural activities, etc.) the populations feel abandoned, as the
initiated development projects are all abandoned. Requests for hearings are without
and the grants previously allocated to youth structures are suspended; the
President of the Council, senior banking executive and former minister, arguing the cessation of
budget allocations by the authority due to war. However, from GBADDIFLA, one
often sees on television and in newspapers the President of the Council making donations to
other structures. Watered by the Marahoué river, the department is a forested area in
basement rich in bauxite, gold and oil. It has become the new loop of cocoa, oil palm
oil and rubber. Livestock and fishing are practiced industrially. The data
commercial and agricultural indicators suggest the presence of a brewery, three sawmills, a
fish canning factory and a ranch with over 5000 head of cattle. These structures,
true providers of jobs for local populations and revenue for the Council,
all belong to non-Lebanese and European expatriates.

The place at

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