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