Marketing Plan Phase 2CUSTOMER VALUE

Onion Powder Niger Spices

Manufacturing Project in Nigeria

Onion Powder Overall Cost index

Cost categories for the product.

A / Cost categories for the product category.

1/ Cost of Goods ex-factory.• Raw and packaging materials• Utilities ( water, electricity )• Labor costs• Maintenance and general expenses.• Depreciation costs

2/ Inventory and storage management.

3/ Distribution.

Cost categories for the product.

B / Cost of Purchase Index

RELATICE COST OF PURCHASE INDEX

Relative Importance

Business ratings to

NigerSpices®

Competitors' ratings

Relative AdvantageDD Wiliamson

Indo Spices

China

Food Co.

Cost of goods sold 55 6 7 8 7 -18 Raw and packaging Labour cost Utilities cost Clearing and logistics General expenses Depreciation

Clearing and logistics cost 20 8 2 2 3 20Inventory and stock management 15 8 7 6 7 5Transport and distribution 10 8 7 7 6 3Overall 100 10

Overall Relative Cost of Purchase index 110

Our product offers overall 10% purchase cost attractiveness

The business charges premium price due to the local manufacturing delivering highest quality and more yied product

Relative advantage is obtained through Clearing, Logistics and distribution cost.

Product Performance Index

PRODUCT PERFORMANCE INDEX

Parameters Relative Importance

Business ratings to

NigerSpices®

Competitors' ratingsRelative

AdvantageDD Wiliamson Indo Spices

China Food

Co.

Product Performance

Quality(µbio) 405 6 8 7 -27

Taste 559 7 6 4 55

Color 57 7 7 7 0

Overall Product Performance Index 128

NigerSpices® offers product with enhanced taste and flavor in relation with the Strong Onion flavor from Tropiques. This has high impact on the usage yield therefore favors the product performance.

Outstanding Microbiology Quality problem is the N°1 priority in the Continuous improvement program for NigerSpices®’ management Q1 2017

• Cost categories for the product.

Service Performance Index

SERVICE PERFORMANCE INDEX

Parameters Relative Importance

Business ratings to

NigerSpices®

Competitors' ratingsRelative

AdvantageDD Wiliamson Indo Spices

China Food

Co.

Service Performance

Availability 20 9 6 6 3 20

Cost 55 6 7 8 7 -18

Handling 20 7 7 7 7 0

Overall Service Performance Index 102

Raw onion is sourced locally. Government sponsored farms enable Sustained availability of raw materials. Cost of transformation is affordable at NigerSpices®. NigerSpices® charges premium cost to its product for it taste and yield benefits.

• Cost categories for the product.

Company and brand reputation Index

COMPANY & BRAND REPUTATION PERFORMANCE INDEX

Parameters Relative Importance

Business ratings to

NigerSpices®

Competitors' ratingsRelative

AdvantageDD Wiliamson

Indo Spices

China Food

Co.

Company/Brand Reputation Performance

Compliance to Legal laws & Environment 20 8 8 8 8 0

Reputation for quality , Safety, food safety 50 6 7 7 8 -17

Customer commitment 30 8 6 8 3 20

Overall Company & Brand reputation Index 103

The company is still new, and unknown to most of the public. There is strong effort to build the company image and impose a brand authority.

NigerSpices® has a good compliance reputation, same as competitors. The Strong comittment to customers is in line with company strategy to become the N1 supplier of Onion powder to Food businesses in Nigeria

Outstanding Microbiology Quality problem: N°1 priority in the Continuous improvement programm for NigerSpices®'s management Q1 2017 will enable the company to shape its overall reputation.

• Cost categories for the product.

Overall Performance Index

OVERALL PERFORMANCE INDEX

Parameters Relative Importance Relative Advantage Overall Performance

Product Performance 60% 128 77

Service Performance 30% 102 31

Company/Brand Reputation Performance 10% 103 10

Overall Performance Index = 118

NigerSpices® is 18 % ahead of imported products delivering the 3 area in product, service and company brand.

Good product Performance from NigerSpices® : Good taste, Enhanced yield

Service Performance from NigerSpices® postively impacted by the cost and availability, but Quality remain the main issue and is N°1 priority for Q1 2017

Company and brand reputation needs urgent attention due to the newness of company. Company could manufacture its product under license of a brand of high reputation. This can also help the build the expertise on Quality.

Customer Value

Target Overall Performance = 125Timeframe is 6 months to stabilize production

NigerSpices®• We already win on Product Taste and Yield• Quality is next Win to Product performance• Company Reputation’s next boost to

product performance.

Competitive Analysis

DD Williamson • offers Value for Money, • but low performance product (High cost

and Poor quality (Low Taste and Yield)

China Food : • poor performance (cost and customer

commitment)

Indo Spices offers Higher Value for Money, • Good performance product (Good taste and

Mold quality under control)

Direct competitors

Competitive Analysissource of competitive advantage, e.g., cost, differentiation, or marketing?

Competitive Advantages• Better taste • Higher usage yield ( Use 1 kg and have benefit for 3)• Immediate availability.• Promotes local content usage.

Marketing decisions

Step 1 : Get trial quantities from importation to convince the market

Step 2 : Build the factory and launch the local manufacturingwith Strong emphasis on the quality mold problem.

Get the local authorities to support the factory commissioning with strong media presence.Invite all potential clients to the factory visit and comissionning.

Start stBased on your phase 2 analysis,

THANK YOU