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THE WAY FORWARD
TATKA MARKETING
PROPOSAL OF BUSINESS PLANModern Trade (INS)
Now the modern trade is more popular in Bangladesh market for it's specialized
charactersticks. Mid and high income class segment are significantly increasing. They are main consumer
of shuper shop or modern trade.
Super Stores
Organized Retail Sector Big Stores like Agora, Meenabazar etc. Getting the shelf-space is the main
objective of each company here Special treatment to such stores in terms
of certain discounts and offers due to the bulk buying
Economies of scale lead to advantage in terms of the bargaining capacity.
Direct delivery of products from the central warehouse.
Why Modern Trade
Philosophy
Vision
Mission
Family-orientedOne-stop shoppingHigh quality productValuable price Customer satisfactionLowest cost operation
Technology transferLocalizationEntrepreneurship
Better standard of livingLowest operation time bycustomer
Product Category in Modern Trade Kitchen
items and others
Fresh meat, chicken, fish and seafood's
Packaged and un packaged food
Frozen and chilled foodBeauty,
body and healthcare products
Snacks, confectioneries, Beverage etc.
Household and home care products
Fresh fruits, vegetables
Nature of Modern TradeSupply in creditConsumer offerIn store space branding by space userERP systemOrganized SCMPrime locationCategory wise product displayBasket approach of productsService oriented
Who are customersMid and high income generation groupFemale are the main segmentPreference groupOpinion leader of the society
Why Tatka in Modern Trade
Meet our brand visionContinuous market learningMeet and manage changesBusiness developmentBetter PLC managementIdentifying and acquiring new & emerging
segmentationsBrand likability and loyaltyBrandingMeet the market segments of modern trade
Brand Vision
We will sale Taka 10 millions by Dec, 2013
SWOT Analysis
Strength• Social business model Open ended production
capacity Unique formulation Strong R&D and
distribution network Health and nutritive
values Variants and new
product in market Quality and taste Unique packaging and
template
Weakness
Inadequate of brand awareness
Inadequate logistics support
Lack of perspective planning
Product shortageManpower planningLack of in time
product deliveryInadequate close
monitoring
Opportunities
Functional health product
Population and buying capacity are increasing
Target group is significantly increasing
Now hygienic and health is the vital issue
Weakness of the competitors
Branding Smart look and leader
attitude Scope and investment of
modern trade are increasing
Threats Competitors aggressive
communications Strong international
competitors Inadequate logistic
support Huge impact of
international media (Mainly India)
Inadequate brand awareness
Continuous quality deviation
Lack of product and market nursing(shop wise)
No define distribution van
Competitor’s ActivitiesSpace managementShop wise product and market nursingBrand promoter in every cash cow super shopDuring the year consumer offerSamplingIn store campaignMerchandisingIn time product deliveryClose monitoringTarget oriented
CompetitorsPranFrutikaShajibRuchiBombay sweetsDanishArongMilkvitaSome international brand ( Like as Tropicana)Olympic
Need to KnowSCM flow Chart of Modern Trade
Focus Point in Flow ChartWhen products are reducing through sales of shelves
then products are supplied from super shop store. When products stock zero or narrow at super shop
store end then super shop create product requisition and send it to central warehouse or SCM department.
During this process product nursing is very important. Super shop personnel do not take enough care of product management. Need own product management. Regarding product availability in store or shop, product requisition, merchandising, product movement central store to shop store to shelves etc
We are weak in this issue
Strategies Of TatkaIn time service and customer focus
management for creating customer value.Relationship marketingNeed based HR planningPerspective planTarget based close monitoringShop (cash cow) wise product and market
nursingMarketing communicationCredit policies for each super shop or shops
In Time Provide Service and focus customer– Main Issue
Measure
Improve
Measure
Revise
Improve
Measure
PLANS
PROCESSESPEOPLE
PRICES
CUSTOMERS
PRODUCTS&
SERVICES
Moments of Truth
Relationships
Customer Value
Strategic Customer Focus Model
Provide Products and Services that Add Value for CustomersResearch customers’ needs, wants and
even their unknown desires.Move up the steps from Basic and
Expected to Desired and Unanticipated levels of service.
Add attributes that demonstrate value. E.g.:Superior qualityPersonalized serviceCustomization of the product or service Immediate availability (speed)One-stop shoppingAmbianceReduced hassleSolve a specific customer problem
Set Prices that Reflect Customer Value
NOTE: Value is basically a tradeoff between the benefits customers receive from a product/service and the price that they must pay for it. Set prices relative to perceived product/service benefits and
competitors’ product/service benefits.Use a price-value grid and value map to compare price and
quality.Use prices as a signal of quality. Manage customers’ perceptions and expectations by identifying
reference prices and communicating value versus competitors.
Manage the Moments of Truth Moment of Truth – any interaction where the
customer comes into contact with the organization and gets an impression of its service.
Manage all of the PEOPLE interactions where employees come into contact with customers.
Manage all PROCESSES and systems, policies and procedures that impact customers.
Manage the entire “service cycle” - the series of ‘moments of truth’ a customer goes through to get a service.
Remember, every employee personally controls many ‘moments of truth.’ It’s his/her job to make those moments positive and rewarding.
Point of Service
Right
Perform Competitor Analysis
Define Market
Target SegmentsOverall
Market
Point ofService
C
Any deviation or complain
Any queries
ProductMovementStore to shop
ProductRequisition
In time deliveryTo CS
In shelves product
A
B
D
E
F
Build On-Going Relationships Build long-term relationships with profitable customers! Gather and maintain a customer/marketing information
database to provide actionable information. E.g., conduct RFM (Regency-Frequency-Monetary Value) and other usage analysis.
Develop close on-going relationships and intimate knowledge of customers to create value by: Better understanding their needs, wants, expectations and their problems, Providing more opportunities to meet their needs and solve their problems, Partnering with customers to develop mutually-beneficial projects/activities,
and Making customers feel really valued.
Insure that the value proposition rewards loyal, long-term, profitable customers.
Customer relationship management (CRM) systems and strategies enable the business to acquire and retain customers with the highest profit potential.
Communication In store In use
Consumers Buyers Consumers
3 Points of Consumer Contact3 Points of Consumer Contact
Need Base HR planningGeographic segmentation
Need personnel (Now)
Shops of Dhaka metropolitan area will be divided in 2 zones and 6 areas.
I senior executive6 Sales promotion officer
Note: Detail future HR planning and organogram will be submitted later
Perspective Planning
Yearly product sales planningQuarterly/Monthly planningMonthly collection planNew customer acquisition planProspective customer plan
Target based close monitoringTools ActionPerspective planZone wise close
monitoringShop store and
central warehouse follow up
MerchandisingProduct movement
follow up
Shop based weekly sales and stock report
Central warehouse weekly stock report
Shop wise competitors weekly activities report
Weekly product wise consumer feedback
Weekly collection report with credit age limit
Marketing CommunicationToolsIn store brandingConsumer offer for
time beingMouth campaignProduct featuresDirect interaction
with consumer
ActionRent gondolaSamplingDiscount Buy ---- get ---- free Shelves brandingSponsorshipsMerchandisingStand bannerLeafletBrand promoterActivation and event
For Relationship Marketing
Activities for Super Shop Personnel
Regular communicationSpecial day greetingsGift Dinner/launch partiesFactory visit
Credit policies for each super shop or shops
Define credit policy for shop/shopsDefine credit limit according shopper's
behaviorWeekly collection report with credit agingFollow up according credit aging
Key Note(VVI)Modern trade need wide range and specialty of
productsIn this aspect we need increase our product line. Like
as-1. We can increase product lines by re-launching
Aluchur of fried snacks categories2. We can increase product lines by launching new
variant of Cookie Bite of bakery categories3. We can increase product lines by launching new
SKU of Jelly candy/Core delight of sweet confectioneries categories
4. And many more within our present production facilities
Thank You