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MARKETINGSEMINARGUIDE 2015

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Seminar Contacts: Marion Ivars +216 53 398 126Pauline Dykmans +216 53 398 132Meriem Ben Khelifa +216 29 602 003Farah Belhadj Ammar +216 29 602 005Hotel REGENCY +216 71 910 900

Guide in Tunis: Hanin +20 338 534

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Remarks from the President of MicrocredArnaud VENTURA

I wish you a rich first edition of the Marketing Seminar. As marketing professionals, I would like you to keep in mind these three very important points:

1. The impression we give our customers or our partners is primarily a reflection of our own level of requirement. It is your duty to ensure the quality and cleanliness of our premises and to trace any disparity to your management team, the Group’s marketing department or myself.

2. Remember that Microcred must be at the service of our clients. They should be treated like kings by all staff and the marketing teams must ensure the same escalating and vigilance procedure as for point 1.

3. Microcred must reflect the same image throughout the world and one should be immersed in the same atmosphere and environment in an agency in Nigeria, in a correspondent in Dakar or in the headquarters in Mali. Again, I count on the marketing teams to be very vigilant. All that is developed must be within standards.

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Sunday, September 13, 2015:20:00 - 22:00: Opening DinnerVenue: Saveurs du palais, La Marsa, Cite Lés Pins

Monday, September 14, 2015:

07:00 - 08:30: Breakfast Venue: Halfouine - Hotel

08:30 - 09:30: Agenda of the SeminarTime: 08:30 - 09:15Activity: Program-ObjectivesModerators: Zo AndriamampianinaVenue: Thapsus Room

Time: 09:15 - 09:30Activity: Presentation of Microcred TunisiaModerators: Sehl ZargouniVenue: Thapsus Room

09:30 - 10:15: Who does what in marketing? How should we be organized?

Time: 09:30 - 09:50Activity: Marketing Governance: The Marketing & Communication Functions - Organization ChartModerators: Zo AndriamampianinaVenue: Thapsus Room

Time: 09:50 - 10:45Activity: Missions of the «Business Development» functions in subsidiariesModerators: Zo AndriamampianinaVenue: Thapsus Room

PROGRAM

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10:45 - 11:00: Coffee Break

11:00 - 17:45: How does marketing contribute to the Group’s digital transformation?

Time: 11:00 - 11:30Activity: What social media policy should be implemented within Microcred?Moderators: Marion IvarsVenue: Thapsus Room

Time: 11:30 - 12:30Activity: Community Management: what relevance, what roles?Moderators: Khaled Aouij - Pros de la ComVenue: Thapsus Room

12:30 - 14:00: LunchVenue: Halfouine - Hotel

Time: 14:00 - 15:00Activity: Manage a project to redesign the website? The Version 0 of the subsidiary websiteModerators: Marion IvarsVenue: Thapsus Room

Time: 15:00 - 16:00Activity: How to build and animate a brand community? (Internal and external) & feedbackModerators: Zo Andriamampianina / Marion IvarsVenue: Thapsus Room

16:00 - 16:15: Coffee Break

Time: 16:15 - 16:45Activity: Digital Synthesis & 2015-2016 Digital Action PlanModerators: Zo Andriamampianina / Marion IvarsVenue: Thapsus Room

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Time: 16:45 - 17:15Activity: Best Facebook Marketing ContestModerators: Zo AndriamampianinaVenue: Thapsus Room

17:15 - 18:00: What layouts for branches and headquarters?

Moderators: Marion IvarsVenue: Thapsus Room

17:15 - 18:00: Free time & free dinner

Tuesday, September 15, 2015:Note: We leave in the morning from the hotel and you will come back in the evening after dinner - thank you not to forget anything.

07:00 - 08:00: BreakfastVenue: Halfouine - Hotel

08:00 - 08:30: Transport from the Hotel to Microcred Tunisia Headquarters (Visit of the premises)

08:30 - 12:30 : Ensure that our clients are happy, satisfied and loyal

Time: 08:30 - 09:30Activity: Microcred’s Customer Care PolicyModerators: Zo AndriamampianinaVenue: Microcred Tunisie HQ

Time: 09:30 - 10:45Activity: What optimal customer experience & how to assess its effectiveness?Moderators: Zo AndriamampianinaVenue: Microcred Tunisie HQ

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10:45 - 11:00 : Coffee Break

Time: 11:00 - 12:00Activity: Assessing our client satisfaction?Moderators: Zo AndriamampianinaVenue: Microcred Tunisie HQ

Time: 12:00 - 12:30Activity: Customer Care Synthesis 2015-2016Moderators: Zo AndriamampianinaVenue: Microcred Tunisie HQ

Time: 12:30 - 13:00Activity: Dissemination of a Brand Awareness StudyModerators: Meriem Ben KhelifaVenue: Microcred Tunisie HQ

13:00 - 14:00: LunchVenue: Cherry’s

14:00 - 17:30: Subsidiaries’ visit

14:00 - 14:30: Transport HQ --> BranchTime: 14:00 - 15:30Activity: Visit to the Ben Arous branchModerators: Meriem Ben KhelifaVenue: Field

15:30 - 16:00: Transport Branch --> BranchTime: 16:00 - 17:30Activity: Visit to the Ariana BranchModerators: Meriem Ben KhelifaVenue: Field

17:30 - 18:00: Transport Branch --> Emeraude Space (team building)

18:00 - 22:00: Creative workshop & dinnerVenue: Emeraude Space22:00 - 22:30: Transport Emeraude Space --> Hotel

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Wednesday, September 16, 2015:07:00 - 08:00: BreakfastVenue: Halfouine - Hotel

08:00 - 08:30: What brand strategy for Microcred?

Time: 08:00 - 08:30Activity: Presentation of the Baobab strategyModerators: Zo AndriamampianinaVenue: Thapsus Room

08:30 - 09:30: Discovering the universe of «Non-financial Products» Time: 08:30 - 09:30Activity: Discovering the Non-financial Products and Organizing one’s «Country» LaunchModerators: Alexandre CosterVenue: Thapsus Room

09:30 - 10:15: Launching one’s Baobab correspondents network Time: 09:30 - 10:15Activity: Achieve a successful launch of a network of correspondents: the do’s and don’tsModerators: GuyVenue: Thapsus Room

10:15 - 10:30: Coffee Break

10:30 - 13:00: How to efficiently speed up the acquisition of new customers? Subsidiaries’ best practices

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Time: 10:30 - 10:45Activity: Microcred MaliModerators: Sidy & Fanta

Time: 10:45 - 11:00Activity: Microcred NigeriaModerators: Gbemiga & Amanda

Time: 11:00 - 11:15Activity: Microcred SichuanModerators: Zhao

Time: 11:15 - 11:30Activity: Microcred TunisieModerators: Meriem

Time: 11:30 - 11:45Activity: Microcred NanchongModerators: Jason

Time: 11:45 - 12:00Activity: Microcred SénégalModerators: Laura & Dieynaba

Time: 12:00 - 12:15Activity: Microcred MadagascarModerators: Anne

Horaire : 12:15 - 12:30Activity: Microcred Côte d’IvoireModerators: Ghislain

Time: 12:30 - 13:00Activity: SME acquisition synthesisModerators: Emmanuel Decamps

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13:00 - 14:00: Lunch Venue: Halfouine - Hotel

14:00 - 16:30: Develop and manage a Marketing Plan Time: 14:00 -15:15Activity: Build an Efficient and Cost-effective Marketing Plan consistent with the Business Plan (Workshop+video)Moderators: Zo AndriamampianinaVenue: Thapsus Room

16:30 - 17:00: Transport Hotel --> Carthage

17:00 - 18:00: Cultural tour in Carthage (guide)Venue: Catharge

18:00 - 18:30: Transport Carthage --> Sidi Bou Said

18:30 - 19:30: Self-guided visit to Sidi Bou Said

19:30 - 22:00: Closing DinnerVenue: Sidi Bou Said

22:00 - 22:30: Transport Sidi Bou Said --> Hotel

Thursday, September 17, 2015:Departure / Returning to Subsidiaries

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Tunisia is a North African country bordered on the North and the East by the Mediterranean Sea, and sharing its southern and south-eastern border with Libya and its western and south-western border with Algeria.

Tunis the capital is located in the north-east of the country, in the Gulf of Tunis. More than 30% of the territory is part of the Saharan desert, the remainder consisting of highlands and fertile plains, the cradle of the Carthaginian civilization which reached its greater splendour in the third century BC, before becoming the «breadbasket» of the Roman Empire.

GENERAL DATA

• Official Name: Tunisian Republic • Nature of the Regime: Republic• Head of the State: Béji Caïd Essebsi (since December 31, 2014)• Head of Government: Habib Essid (since February 6, 2015)• Official language(s): Arabic• Common language(s): Dialectal Arabic and French• Currency: Tunisian Dinar (1 EUR = 2.194 TD on 06/09/15)• Capital : Tunis• Main cities : Tunis, Sfax, Gabès, Sousse, Kairouan, Bizerte• National Holiday: March 20 (Celebration of the 1956

Independence)

GEOGRAPHICAL DATA

The morphology of Tunisia is very varied and landscapes differ significantly: mountainous regions in the north and west, steppes in the centre of the country, coastline in the east and the desert in the south. The coast, which borders 40% of the territory, is pretty rugged and bordered by islands, with Kerkennah and Djerba as the largest ones. The highest peak in the country is Djebel Chambi, which is 1544 meters high. Tunisia’s area is of 162,155 km².

TUNISIA PRESENTATION

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CLIMATE

Tunisia is subject to two climatic influences: maritime from the Mediterranean and continental from the Sahara. Summers are hot and dry and winters are wet. The low reliefs are not an obstacle: the rainfall is erratic but often torrential and their erosive violence is a factor of aridity. But their distribution is very heterogeneous, which allows cultivating land areas scattered across the steppes.

DEMOGRAPHIC DATA

Population: 10.88 million Density: 67.1 inhabitants/km²Rate of natural increase: 1.30% Life expectancy: 73.8 yearsLiteracy rate: 77.6 % Human development index: 0.712 (94th) Religion (s): Islam (98% of the population including 85% of the Malikite rite, an Ibadite minority in Djerba) and Christianity, Judaism and others (2%). ECONOMIC DATA

• GDP: 46.9 Mds $ • Per Capita GDP : 4316.8 $• Growth Rate : 2.3% • Unemployment rate: 15.2% of the working population • Inflation Rate : 5.5% • Budgetary Balance: -4.6% • Trade Balance : -15.8% of the GDP• Main clients : France (28%), Italia, Germany, Spain,

Switzerland• Main suppliers: France (16%), Italy, Russia, USA, Turkey,

China• Share of the main sectors in the GDP (2012) • agriculture: 8,9 % • industry: 29,6 % • services: 61,5 %

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Tunisia

Tunis map

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Microcred Tunisia

Microcred Tunisia‘s mission is to provide qualitative financial services that are accessible and adapted to the needs of the individuals that are underserved and unserved by the financial sector.

Microcred Tunisia was created in August 2013, and started its operational activities in November 2014. Its three main products are:• The TPE Credit, from 200 to 20 000 DT• The Microinsurance• The Irada Credit: This is a comprehensive program

targeting young project leaders aged between 18 and 35 and supporting their entrepreneurship projects through three essential steps:

- An entrepreneurship training - Individual coaching program - Up to 20 000 DT

• Managing Director: Bodo Lieberam• Deputy CEO: Sehl Zargouni• Operations Director: Pierre-Marie Simon

Key Figures (au 31 juillet 2015)

• Number of clients: 1 077• Loans Portfolio: EUR 1,736,020• PAR > 30 days: 0,00%• Average credit disbursed: EUR 1,943• Number of branches: 2• Number of staff: 74• Number of Commercial Officers: 39

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Formalities: • Valid passport (6 months validity from the date of travel).• When you leave the territory a customs fee of 30 Dinars

is required - remember to keep Dinars for exit.• Vaccination: no required vaccination.

Time difference: UTC/GMT +1 hour

Code: 00 216 + the number of the called party in TunisiaOther countries: code+ number of the called party without 0.

Power: 220 volts, European power outlets.

Doctors: • Hopital Mongi Slim La Marsa +216 71 764 033• Allo docteur +216 71 780 000 / +216 71 781 000• Allo médecin d’urgence +216 71 599 000 / +216 71 599 900• S.O.S médecin +216 71 522 381 / +216 98 348 856

Embassy of France: +216 31 315 111Embassy of Mali: +216 71 794 211Embassy of Ivory Coast: +216 71 755 911Embassy of Nigeria: +216 71 750 258Embassy of Madagascar: +216 71 874 393Embassy of Senegal: +216 71 802 397Embassy of Spain: +216 71 780 339

Police: 197

Allo taxi: +216 71 783 311 / +216 71 840 840

PRACTICAL INFO

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The Factory opens the whole week except Monday from 13:00 to midnight.

Description: Lounge restaurantAddress: 1 rue Mongi Slim (9obet al Hawa) Marsa TN 2070Reservation: +216 71 729 778

La villa opens the whole week from 10:00 to 20:00.

Description: restaurant with cocktail bar and live musicAddress: 19 Rue Liberia, Tunis 1001 , TunisieReservations: +216 99050028

Sky Bar Novotel TunisDescription: restaurant / bar on a rooftop alongside a poolAddress: Avenue Mohamed V, 1002 TunisReservations: +216 25 119 008

La CloserieDescription: Mediterranean flavours in a bougainvilleas gardenAddress: Km.16,Sidi Fredj Soukra TN 2036Reservations: +216.20.15.57.33 (book in advance)Average budget: 50DT

La Falaise La MarsaDescription: French and Mediterranean specialties as well as seafoodAddress: R. Sidi Dhrif, la Corniche Marsa TN 2078Average budget: 35DT

Le BungalowDescription: French and Worldwide specialties Address: Route de gammarth

USEFUL ADDRESSES

Bars / Restaurants

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Culture

Medina of Tunis The capital deserves a long visit for its Medina, its monuments (the Great Mosque, the mausoleum of the Beys «Tourbet el-Bey»), its palaces and souks of a thousand temptations.

Bardo Museum (Rue Mongi Slim, 2000 Bardo)This museum houses the finest collection of Roman mosaics in the world, including a striking portrait of the poet Virgil. It also offers a fine collection of statues, bronzes and everyday objects.

Carthage and the Punic District of Byrsa - visit planned on 16/09(Boulevard de l’Environnement, Carthage) The ruins scattered in the select district of Tunis are essentially fragmentary. However, realizing the greatness of the ancient city and enjoying the spectacular view from Byrsa Hill will inevitably fascinate history lovers.

Sidi Bou Said - visit planned on 16/09Perched on a cliff overlooking Carthage and the Gulf of Tunis, the houses of Sidi Bou Said combine Arabic and Andalusian architecture. This city is nicknamed «The little white and blue paradise».

Shopping

Shopping malls, shopping avenues and the Souks of the Medina are the best places for shopping in Tunis.

In the Souks of the Medina and in Sidi Bou Said, you can admire and buy the beautiful handicrafts products of Tunisia: traditional carpets and clothes, finely worked silver jewelry,

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stylish leather bags, crafted copper, wood or pottery trays and decorative items...

In the Habib Bourguiba Avenue, and in all the surrounding streets, many shops offer a wide range of quality products from clothing and shoes to jewelry, especially gold. Shopping centers and malls of El Menzah 6, of the Manar 3, Bardo and those of the Berges du Lac include a large number of stores that offer the same variety of products.

The Zéphyr MallLa MarsaThe ZEPHYR (La Marsa) Mall opens 7 days a week. Shopping in the heart of the recreation areas on the edge of a fascinating bright bank.

CarrefourSidi Daoud La Marsa, 2046 TunisCARREFOUR shopping centre opens 7 days a week from 9:00 to 21:00. This shopping centre has several ready to wear shops, a hypermarket and several fast-foods.

Le PalmariumAvenue Habib Bourguiba, TunisThe Palmarium, located in Tunis city center, next to the municipal theater and a few meters from the cathedral, is the largest shopping center in the city. More than 230 shops in this center offer you the opportunity of a varied Western style shopping.

Tunisian PastriesLa Marza - Mme ZarroukRue de Maroc en face de la gare de TGM Tel.: + 216 50 50 84 38

ES GALETS10 avenue de l’Independance, Tunis, TunisieTél :71 980 299

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