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Integrated Approach to Develop Brands in the Bottom-End Market

A comprehensive marketing strategy to develop and promote brands in the bottom-end market, targeting adult women with a focus on educational platforms, product demonstrations, sampling, and social networking.

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Integrated Approach to Develop Brands in the Bottom-End Market

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  1. An Integrated Approach to Develop Brands in the BOTTOM – END Market

  2. Tongaat – Hulett Sugar (Pty) Ltd. Swedish Match / Leonard Dingler (Pty) Ltd. Nola (Pty) Ltd. Ama Squeeza 2 (Pty) Ltd. Ben Evelyn (Pty) Ltd. National Brands (Pty) Ltd. British American Tabaco (Pty) Ltd. Amka (Pty) Ltd. OTK (Pty) Ltd. Premier Milling (Pty) Ltd. Epic Foods (Pty) Ltd. Adcock Ingram (Pty) Ltd. Aspen Pharmaceuticals (Pty) Ltd. Kellogg’s (Pty) Ltd. Shell South Africa (Pty) Ltd.

  3. Community Promotional Shows Church Sampling / Promotions Road Shows Instore Promotions Taxi-Rank & Terminus Sampling Distribution Vans Hawkers’ Distribution Forecourt Distribution Delivery Services

  4. Gauteng

  5. TARGET MARKET: Adult women LSM 1-6 MECHANICS: Educational Platform Product Demonstrations Sampling/Taste tests P.O.P 2 Promotions per Day per Area Cashvan Distribution Link

  6. Family Involvement Social Networking Opinion Leaders Breadwinners Promotional Activities AFTER Church Service Product Education, Sampling, Wet Demo’s

  7. Instore Brand Awareness Campaign In large visible, vacant areas, & large store entrances Branded vehicle with PA system Educational Platform Sampling, Tasting and Competitions Knock & Drop Strategy Best Marketing Platform for relaunch or new launch of Products

  8. Top & Bottom-end Stores Complement Cashvans & Community Promotions Training essential Innomark book stores – Daily Supervision Reporting includes competitor activity, number of people seen, sales, Stock pressure

  9. Very large Commuter market “Captive Audience” Effective reach of working Class – Breadwinners Team = driver + Supervisor + 4 distributors National reach per Day = 200 000

  10. Exclusive Shared or Dedicated options “Bottom-end” Retail Market: Independent Wholesalers, Supermarkets, Spazas, General Dealers, Corner cafes

  11. OBJECTIVES: Increased distribution coverage – Bottom-end Build trade allegiance Increase purchase levels. Create pull-through: Wholesalers Marketing support Marketing information OPERATIONAL PROCEDURE: Two or Four week cycle Route lists 25-40 calls per day, per van Purchased direct or from Wholesaler No Mark-up Merchandising Distribution surveys – Numeric distribution shares

  12. REPORTS: Frequency: Every two cycles Types: Numeric Distribution Sales Value (All by Region) Data is captured daily – progress can be monitored at any point in time WHY DO YOU NEED THIS UNIQUE SERVICE? Lack of Wholesalers Support Own sales/distribution resources limited High Cost Totally different mind set/discipline required Credit risk at bottom-end Dedicated sales & distribution force required

  13. Gauteng only Hawkers & Small Street Shops COD only Saturdays only Distribution & Stock Pressure

  14. Gauteng & Northen Province 2 Week Cycle 20 Stops per Day per Vehicle COD Sales only Pre-planned Routes

  15. Quick!Safe! Efficient! For Small size deliveries in townships.

  16. Giving Back to the Community

  17. Giving Back to the Community

  18. For more information please contact us! TONGAAT HULETT SUGAR Paul Dickinson: Trade Marketing Director Gary Lewis: Regional Manager – Gauteng SWEDISH MATCH LEONARD DINGLER Jarl Uggla: Managing Director – Africa Chad Limbert: General Manager – Sales NOLA FOODS Stuart Silkstone: General Manager – Marketing Johan van der Merwe: National Sales Manager Grand Gebhardt: General Manager – Accounts BAT Piet Botha: Former Trade Marketing Director 083 456 3642 083 274 1347 011 914 3530 011 914 9172 011 411 5400 011 411 5400 011 411 5400 082 376 7893

  19. Gauteng Head Office: 561 Ontdekkers Road Florida Hills 1716 PO BOX 1845 Florida Hills 1716 Tel: (011) 472 4050/1 (011) 472 2337 Fax: (011) 472 8021 E-mail: information@innomarkmarketing.co.za Website: www.innomarkmarketing.co.za

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