Marketing Plan On How To Capture The Market And Make Dangote Flour The Share Leader In Akwa Ibom State, Innovation, creativity and service delivery have become some of the factors that boosts and increase profitability in this technological driven age. In this regard, any progressive business must strive to control the entire market share and deliver its product(s) to the targeted clientele and the final consumers. In other to attend this goal, the company has to come up with a good marketing strategy that will aid her aims and objectives in achieving the set goals.
Table Of Content
Section 1: Purpose and Mission
* Purpose of the marketing plan
* Organization Mission Statement
Section 2: Situational Analysis
* Current Product(s) Brand
* Current Target Market(s)
* Current Distributor Network(s)
* Current Competitor(s)
* Current Financial Condition
* Current External Forces
* Current Summary
Section 3: Marketing Strategy and Objectives
Section 4: Tactical Marketing Programs
* Target Market
* Product
* Promotion
* Distribution
* Pricing
Section 5: Additional Consideration and Conclusion
Marketing Plan On How To Capture The Market And Make Dangote Flour The Share Leader In Akwa Ibom State
Section 1: Introduction, Purpose and Mission
Innovation, creativity and service delivery have become some of the factors that boosts and increase profitability in this technological driven age. In this regard, any progressive business must strive to control the entire market share and deliver its product(s) to the targeted clientele and the final consumers. In other to attend this goal, the company has to come up with a good marketing strategy that will aid her aims and objectives in achieving the set goals.
A marketing plan is the necessary action taken to achieve one or more marketing objectives. This can be for a product, brand, or service. It should cover between one, two or five years or as necessary.
This marketing plan is developed specifically to capture the entire market share for Dangote Flour and be the leader in Akwa Ibom State. The plan will take a look at how to enter new market places in the 31 Local Government Areas of the State, explore strategies which will consolidate and make the product a household name in Akwa Ibom State.
Before taking a look at the marketing plan, there is need to understand the region to which the product is targeted at, the background and mission statement of the company Dangote Flour Mill Plc.
Akwa Ibom State which was created on September 23, 1987 out of Cross Rivers State has a population of over 5 million people with more than 10 million in diaspora. The state has 31 LGAs with Uyo as the State capital with more than 500,000 inhabitants. The people are predominantly of Christian faith while the main ethnic groups are Ibibio, Annang and Oron. The State is presently the highest oil and gas producing State in the country and also the highest earner from the Federation account. The State with its present status has the potential that any serious entrepreneur should invest wholesomely with the current developmental efforts in road construction and other parameters present. Predominantly, the State is said to be a civil service state and her people said to be farmers but with the recent presence of corporate entities from the banking sectors, private businesses in the hospitality sectors, fast foods outlet, the oil/gas sector, etc, the State is poised to compete favourably with other States in the country. When ALSCON in Ikot Abasi LGA is fully operational like Exxon Mobile in Onna Eket is, when the proposed Oil Refinery, Independent Power Plant also situated in Ikot Abasi are in place just like other areas that are in progress, business activities will boom and investors will enjoy the market share more than ever.
Dangote Flour Mills Plc commenced operations in 1999 as a division of Dangote Industries Limited but following the strategic decision of Dangote Industries LTD to diversify its operations after a Federated High Court sanctioned a scheme of Arrangement, Dangote Flour Mills Plc was incorporated in 2006. From an initial capacity of 500MT per day in Lagos, Apapa Mill which was commissioned in 1999, Dangote Flour has expanded rapidly by opening three other flour mills in Kano, Illorin and Calabar. All of the Mills have a combined milling capacity of 5,000MT per day.
For the key management staff, the flour mill has as its Chairman - Alhaji Aliko Dangote and Mr. Rolf-D Burckhardt - General Manager for the Dangote Flour Mills Plc, Calabar. This we will use as our point of reference for developing the marketing plan since Calabar control the activities that goes on here in Akwa Ibom State.
Section 2: Situational Analysis
Even though Dangote Industries Ltd has many products in the market, our particular interest as per this marketing plan is centred on Dangote Flour. It could be adopted for other product(s) with slight adjustment. In discussing the situational analysis, we will consider the current product, current target markets, current distributor networks, current competitors, current financial condition, current external forces etc.
Current Product Brand
The product Dangote Flour is designed on a 50kg size bag. It carries its corporate logo which is difference from other product(s) of the Group. The logo has a touch of blue for the lettering “Dangote Flour Mill Plc” while Orange colour is for the wheat which stands at the centre above the lettering.
Current Target Market(s)
The current target markets for this product are the general public, private homes, bakery firms, fast food joints, tastes, old and prospective dealers, boarding/catering schools, government establishment, hotels/guest houses, all the local daily market sellers, fast food centres etc.
Current Distributor Network(s)
In Akwa Ibom State, the centre point for the distributor network(s) is Nsasak Street in Uyo. The street is also referred to as the “Flour Market”. It is from this street that buyers come to transact business.
From my visit to the street and further interaction with the dealers, I got to know from one of the dealers that business at this time was slow but he was not complaining. The reason for this I envisage is due to their lack of an aggressive marketing strategy and the insensitivity to compete and penetrate the market.
Though the State is made up of 31 Local government Areas, I gathered it was only in Oron, Ikot Ekpene and Eket that have dealers. From the look of things, these dealers only deal with the general public who might not buy in large quantities. Those who should buy in large quantities like the bakery, go directly to the factory in Calabar when it has large production to make but when it has small production, it patronises the dealers.
From my physical count, it was 10 shops around the “Flour Market”. I am not sure there are major dealers who store in warehouses. I have asked to know the major dealer but was told there was none as all were dealers and no major dealers. Incentive I gathered was only given at the end of the year.
From the look of things, the current distributor network is not adequate. There should be the presence of distributors in each of the local governments to serve the interest of those who will have to travel down to Uyo in other to get their supplies.
Current Competitors
The current competitors to Dangote Flour within the State are Golden Penny Product and Honeywell Flour but of all, Dangote Flour seems to have a fair share but not totally in control of the market share. I said this having in mind that if it was, there would have been no need for other products to be found in the dealers stores.
Current Financial Condition
At the moment, it is difficult for me to determine the current financial condition of the product in Akwa Ibom State. In determining this, I need to have access to the overall industry sales and market share for at least last year. I should be able to have that of Akwa Ibom and that of the Flour Mill in Calabar.
Current External Forces
External forces have to do with trends events, conditions that are external (usually uncontrolled by the company) that may impact the company’s product(s) or the market. These have to do with social, cultural, economic, technological, political, legal, regulatory, ethical etc.
In the case of political situation in the Niger Delta where Akwa Ibom is among and the government regulatory action on Okada riders to stop operation by 6.00p.m., this and others definitely have affected the night life of fun seekers who normally patronizes the fast food businesses whose major end product of services are from Flour.
Current Summary
In carrying out a summary for the marketing plan in Akwa Ibom State, there is a need to look at the general SWOT analysis for Dangote Flour. The SWOT analysis has to do with Strength, Weakness, Opportunities and Threat. For the company, inspite of its competitors, has a strong footing, but all that has to be done right now, in the case of Akwa Ibom State, is leverage on it general strength.
For its general strength, the company already has a strong and well established brand name which is synonymous with high quality and affordable product. Looking at it economic of scale, the ability of the company to produce and sell in large volumes has helped it to reduce the fixed cost per unit of its product. Transportation which is one major factor in determining the distribution of products is no problem to the Mill. At present from available statistic, Dangote Flour Mills has fleet of 1,200 trucks-trailers for the distribution of its products across Nigeria. Its efficient distribution network across the country is a plus to the group. The group has more than 2,000 distributors spread across the country, but determining that share for Akwa Ibom State at the moment is a problem. In my opinion, the mass awareness is not there for if it were, the concentration of distributors would have increased instate of just 10 shops that have its product(s) and that of its competitors on display. In terms of location; with factories in Apapa (West), Ilorin (Middle Belt), Kano (North) and Calabar (East), the cost of getting its products to the consumers across the country and it geo-political zones is reduced. In a nutshell, this have given the company competitive advantages over other players. In term of technology, its state of the art equipments ensures a fully automated production process which minimizes time wastage and other delay in production.
On it weakness, since the brand is seen as a one man business by the investing public, the poor public perception might affect the company. Also, since Dangote Flour is a new player in the industry, standing to face stiff competition from older players is one factor that shouldn’t be overlooked. In other to overcome this, the company should increase its production capacity per day and also involve a strategic marketing approach to hold down the market with its strategic citing of its factory within the location of the country to cover each region.
About opportunities, the 2006 census exercise puts Nigeria at 140 million people with Akwa Ibom State having over 5 million. Taking a look at this, the room for increase in consumption is there but all it needs is an aggressive marketing strategy to get to all the nook and cranny of the State to actualize the goals and objectives of the company.
On Threats, one of the threats the firm has is the importation of its raw materials outside the country. To meet the ever increasing demand, the company should have in mind sourcing for its product locally. It should involved or liaise with farmers in all the area it has its factory on how to cultivate the product on large scale.
In Akwa Ibom State, the SWOT analysis is there but the main factor is how to put on ground the necessary marketing plan in other to achieve the aims and objectives of making the product the share leader.
Section 3: Marketing Strategy And Objectives
The marketing strategy here seeks to determine the strategy to be adopted in penetrating the market in Akwa Ibom State. While concentrating on the old customers and dealers, the plan also will seek to bring in new customers and dealers. It will also involve penetrating new markets with an aim to making the product known to all.
The strategy further, is to make a mass contact sell on street to street level while also involving in the local marketing days within 31 LGAs of the State. The strategy will also seek to find new market, have market stability and will seek to control cost.
The marketing objectives will seek to control the market share, customers and their rate of purchases. It will also look at promotional objectives on how to distribute the product, the channel of distribution by dealers etc.
Section 4: Tactical Marketing Programs
The tactical marketing program is the heart of any marketing plan. These contain descriptions of detailed tactics to be carried out to achieve the objectives and goals established by the marketing strategy and objective adopted. The tactical marketing programs involved decision on target market, product, promotion, distribution, pricing and some additional consideration.
Target Market
The target markets which have been stated in the discussed current target market, looks at the fast foods, bakery etc. In Uyo, the major fast food joints to be targeted are Mr Biggs (Ikot Ekpene Road and Brooks Street), Crunches (Aka Road), Food Affairs (Udotung Ubo), Beton Cooks (Off Ikot Ekpene Road), Oliver Twist (Brooks Street), Bells Cafeteria (Sun Centre, Ewet Housing) etc.
The Bakery firms to be targeted are Royal Bakery (Oron Road), Ideal (Abak Road), Be-Wise (Abak Road), Amazing Quality Ltd for Widow’s Mite bread (Abak), Uyo Uwan (Abak), Green Olive (Uyo) etc.
In the hospitality industries, the targeted firms are all the hotels within and outside of Uyo main capital. Some of them are EEMJM Hotels and Suites, Legacy Accommodation and Resorts, Daaty hotel, Le Meridien Ibom Hotel and Golf Resort etc.
It also will include the dealers in Nsasak like Smorson Consult, Chiodoe Multi Venture who volunteer information for this marketing plan and others at the Flour Market.
Product
The product is no doubt a well package product but still the branding, packaging, labeling, distributor networks, main benefits of the product and the target market received should be considered. From the information gathered, the product has no complain. Infact from one of the bakers and a bakery firm, I got information from them that the product raises and increase their production compared to that of other competitors.
Promotion
Since it has to do with promotion, in other to create awareness for the product, these promotional areas should be adopted; advertising, sales promotion, personal selling, public relations.
In advertising, the use of mass and non-mass media should be effectively involved. In doing this, we should be able to build general awareness, encourage product trial and response to competitors’ promotion.
In adopting sales promotion and personal selling we should be able to build and encourage purchase and repurchase of the product.
In building public relations, with good attitude that will enable the customers’ portrait the brand in good light, we should be able to respond to any negative news that will tarnish the image of the brand. There should be a customer call, support, or contact point centre to carter for any complain that should be forwarded by the clients. At the moment, there is no sure place in Akwa Ibom State. The only point of contact the customers have is with the dealers. There should be a direct contact with the representative of the Dangote Flour Mills in Akwa Ibom State.
Distribution
The methods in distribution network of the product have to be considered. How the goods move from the factory in Calabar or other locations to Akwa Ibom have to be considered. For distribution to be in good order, the vehicle used must be sound because of the nature of the Calabar/Akwa Ibom Road which at the moment, the major track of the road is not very smooth.
The distribution channel must be able to take care of the types of channels used either direct or indirect. To make the distribution channel effective the retailers, wholesalers, agents etc must be involved and the route goods get to them known. The outlet handling the product, it geographic location, distribution costs and perceived product positioning in relation to competitors should be taken care of.
In Akwa Ibom at the moment, it is a one-way traffic. The goods moves from Calabar to the dealers on placing of order and then to the final consumers who must have to come down to the Flour market to get their purchase.
Pricing
Pricing is a major factor considered in any marketing plan. The price per bag here in Akwa Ibom is N5,400. Where a buyer orders up to 30 or 50 bags he/she is given a discount. It should be noted that the cost of transportation from the Factory is added to the product. In other to make the product more appealing, a slight price reduction should be introduced transportation.
Section 5: Additional Consideration
The additional consideration has to do with my further marketing plan and strategy of capturing the market in Akwa Ibom State within the next one year starting from 2010. Each of the marketing plans is to take at least three months intervals to actualize. These are stated as follows below.
Seminar (January – March, 2010)
Organize seminar for the old and prospecting dealers on how to make the product the number one leader in the State. This seminar will involve talk show and presentation of the product. The benefit of the product to the clients will be discussed. Also, how to invest in the business of the group will be looked into. The seminar will also bring in old clients who have used the product to testify. The estimate and cost implication for renting of hall and bringing in of guest speakers will be considered. The seminar is proposed to take place on every first Mondays of the 3 months quarterly.
Road Show (April – June, 2010)
Road show will be organized to create awareness for the product. Flyers during the road show will be distributed. In making this effective, we will make used of an open-back trailer and also involves promoters to sing around the major streets and create awareness for the product.
Advertisement (July – September, 2010)
Adverts will be done on Television and radio. These adverts should be done on specific programme or we create one specifically for the product as done by others. If we are to support an already existing one, I suggest a locally programme that has a large patronage. In this regard, I suggest a radio programme like “Sibaba-Sibaba”.
Promotion (October – December, 2010)
Since the month in question is a festive month and we need to reward customers and dealers, the need to create promotion for the product in other to reward the clients. In this regard, the highest distributor should be rewarded. This will boost their profile and make others put in more effort towards meeting targets.
Apart from the mentioned marketing plans, we should involve a more aggressive and strategic approach towards the targeted audience that have been stated in the report. In this regard, if we show seriousness towards meeting their demand and being there fore them, they too will show same to us.
Also apart from seminars, advert, road shows and promotion, the major way to connect to the entire people is to attend their market days in each of the local government areas where the product would be on display for sales to the customers.
Furthermore, each local government at least should have a Dangote Flour Mill shop. This will reduce the rate of customers having to risk their journey to Uyo in other to get the product.
Lastly, important Trade Fair in the State should be attended to exhibit the product.
Source: This was the research I conducted years back while seeking for employment with Dangote Group in their Calabar, Cross Rivers State Depot.
Section 1: Purpose and Mission
* Purpose of the marketing plan
* Organization Mission Statement
Section 2: Situational Analysis
* Current Product(s) Brand
* Current Target Market(s)
* Current Distributor Network(s)
* Current Competitor(s)
* Current Financial Condition
* Current External Forces
* Current Summary
Section 3: Marketing Strategy and Objectives
Section 4: Tactical Marketing Programs
* Target Market
* Product
* Promotion
* Distribution
* Pricing
Section 5: Additional Consideration and Conclusion
Marketing Plan On How To Capture The Market And Make Dangote Flour The Share Leader In Akwa Ibom State
Section 1: Introduction, Purpose and Mission
Innovation, creativity and service delivery have become some of the factors that boosts and increase profitability in this technological driven age. In this regard, any progressive business must strive to control the entire market share and deliver its product(s) to the targeted clientele and the final consumers. In other to attend this goal, the company has to come up with a good marketing strategy that will aid her aims and objectives in achieving the set goals.
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This marketing plan is developed specifically to capture the entire market share for Dangote Flour and be the leader in Akwa Ibom State. The plan will take a look at how to enter new market places in the 31 Local Government Areas of the State, explore strategies which will consolidate and make the product a household name in Akwa Ibom State.
Before taking a look at the marketing plan, there is need to understand the region to which the product is targeted at, the background and mission statement of the company Dangote Flour Mill Plc.
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For the key management staff, the flour mill has as its Chairman - Alhaji Aliko Dangote and Mr. Rolf-D Burckhardt - General Manager for the Dangote Flour Mills Plc, Calabar. This we will use as our point of reference for developing the marketing plan since Calabar control the activities that goes on here in Akwa Ibom State.
Section 2: Situational Analysis
Even though Dangote Industries Ltd has many products in the market, our particular interest as per this marketing plan is centred on Dangote Flour. It could be adopted for other product(s) with slight adjustment. In discussing the situational analysis, we will consider the current product, current target markets, current distributor networks, current competitors, current financial condition, current external forces etc.
Current Product Brand
The product Dangote Flour is designed on a 50kg size bag. It carries its corporate logo which is difference from other product(s) of the Group. The logo has a touch of blue for the lettering “Dangote Flour Mill Plc” while Orange colour is for the wheat which stands at the centre above the lettering.
Current Target Market(s)
The current target markets for this product are the general public, private homes, bakery firms, fast food joints, tastes, old and prospective dealers, boarding/catering schools, government establishment, hotels/guest houses, all the local daily market sellers, fast food centres etc.
Current Distributor Network(s)
In Akwa Ibom State, the centre point for the distributor network(s) is Nsasak Street in Uyo. The street is also referred to as the “Flour Market”. It is from this street that buyers come to transact business.
From my visit to the street and further interaction with the dealers, I got to know from one of the dealers that business at this time was slow but he was not complaining. The reason for this I envisage is due to their lack of an aggressive marketing strategy and the insensitivity to compete and penetrate the market.
Though the State is made up of 31 Local government Areas, I gathered it was only in Oron, Ikot Ekpene and Eket that have dealers. From the look of things, these dealers only deal with the general public who might not buy in large quantities. Those who should buy in large quantities like the bakery, go directly to the factory in Calabar when it has large production to make but when it has small production, it patronises the dealers.
From my physical count, it was 10 shops around the “Flour Market”. I am not sure there are major dealers who store in warehouses. I have asked to know the major dealer but was told there was none as all were dealers and no major dealers. Incentive I gathered was only given at the end of the year.
From the look of things, the current distributor network is not adequate. There should be the presence of distributors in each of the local governments to serve the interest of those who will have to travel down to Uyo in other to get their supplies.
Current Competitors
The current competitors to Dangote Flour within the State are Golden Penny Product and Honeywell Flour but of all, Dangote Flour seems to have a fair share but not totally in control of the market share. I said this having in mind that if it was, there would have been no need for other products to be found in the dealers stores.
Current Financial Condition
At the moment, it is difficult for me to determine the current financial condition of the product in Akwa Ibom State. In determining this, I need to have access to the overall industry sales and market share for at least last year. I should be able to have that of Akwa Ibom and that of the Flour Mill in Calabar.
Current External Forces
External forces have to do with trends events, conditions that are external (usually uncontrolled by the company) that may impact the company’s product(s) or the market. These have to do with social, cultural, economic, technological, political, legal, regulatory, ethical etc.
In the case of political situation in the Niger Delta where Akwa Ibom is among and the government regulatory action on Okada riders to stop operation by 6.00p.m., this and others definitely have affected the night life of fun seekers who normally patronizes the fast food businesses whose major end product of services are from Flour.
Current Summary
In carrying out a summary for the marketing plan in Akwa Ibom State, there is a need to look at the general SWOT analysis for Dangote Flour. The SWOT analysis has to do with Strength, Weakness, Opportunities and Threat. For the company, inspite of its competitors, has a strong footing, but all that has to be done right now, in the case of Akwa Ibom State, is leverage on it general strength.
For its general strength, the company already has a strong and well established brand name which is synonymous with high quality and affordable product. Looking at it economic of scale, the ability of the company to produce and sell in large volumes has helped it to reduce the fixed cost per unit of its product. Transportation which is one major factor in determining the distribution of products is no problem to the Mill. At present from available statistic, Dangote Flour Mills has fleet of 1,200 trucks-trailers for the distribution of its products across Nigeria. Its efficient distribution network across the country is a plus to the group. The group has more than 2,000 distributors spread across the country, but determining that share for Akwa Ibom State at the moment is a problem. In my opinion, the mass awareness is not there for if it were, the concentration of distributors would have increased instate of just 10 shops that have its product(s) and that of its competitors on display. In terms of location; with factories in Apapa (West), Ilorin (Middle Belt), Kano (North) and Calabar (East), the cost of getting its products to the consumers across the country and it geo-political zones is reduced. In a nutshell, this have given the company competitive advantages over other players. In term of technology, its state of the art equipments ensures a fully automated production process which minimizes time wastage and other delay in production.
On it weakness, since the brand is seen as a one man business by the investing public, the poor public perception might affect the company. Also, since Dangote Flour is a new player in the industry, standing to face stiff competition from older players is one factor that shouldn’t be overlooked. In other to overcome this, the company should increase its production capacity per day and also involve a strategic marketing approach to hold down the market with its strategic citing of its factory within the location of the country to cover each region.About opportunities, the 2006 census exercise puts Nigeria at 140 million people with Akwa Ibom State having over 5 million. Taking a look at this, the room for increase in consumption is there but all it needs is an aggressive marketing strategy to get to all the nook and cranny of the State to actualize the goals and objectives of the company.
On Threats, one of the threats the firm has is the importation of its raw materials outside the country. To meet the ever increasing demand, the company should have in mind sourcing for its product locally. It should involved or liaise with farmers in all the area it has its factory on how to cultivate the product on large scale.
In Akwa Ibom State, the SWOT analysis is there but the main factor is how to put on ground the necessary marketing plan in other to achieve the aims and objectives of making the product the share leader.
Section 3: Marketing Strategy And Objectives
The marketing strategy here seeks to determine the strategy to be adopted in penetrating the market in Akwa Ibom State. While concentrating on the old customers and dealers, the plan also will seek to bring in new customers and dealers. It will also involve penetrating new markets with an aim to making the product known to all.
The strategy further, is to make a mass contact sell on street to street level while also involving in the local marketing days within 31 LGAs of the State. The strategy will also seek to find new market, have market stability and will seek to control cost.
The marketing objectives will seek to control the market share, customers and their rate of purchases. It will also look at promotional objectives on how to distribute the product, the channel of distribution by dealers etc.
Section 4: Tactical Marketing Programs
The tactical marketing program is the heart of any marketing plan. These contain descriptions of detailed tactics to be carried out to achieve the objectives and goals established by the marketing strategy and objective adopted. The tactical marketing programs involved decision on target market, product, promotion, distribution, pricing and some additional consideration.
Target Market
The target markets which have been stated in the discussed current target market, looks at the fast foods, bakery etc. In Uyo, the major fast food joints to be targeted are Mr Biggs (Ikot Ekpene Road and Brooks Street), Crunches (Aka Road), Food Affairs (Udotung Ubo), Beton Cooks (Off Ikot Ekpene Road), Oliver Twist (Brooks Street), Bells Cafeteria (Sun Centre, Ewet Housing) etc.
The Bakery firms to be targeted are Royal Bakery (Oron Road), Ideal (Abak Road), Be-Wise (Abak Road), Amazing Quality Ltd for Widow’s Mite bread (Abak), Uyo Uwan (Abak), Green Olive (Uyo) etc.
In the hospitality industries, the targeted firms are all the hotels within and outside of Uyo main capital. Some of them are EEMJM Hotels and Suites, Legacy Accommodation and Resorts, Daaty hotel, Le Meridien Ibom Hotel and Golf Resort etc.
It also will include the dealers in Nsasak like Smorson Consult, Chiodoe Multi Venture who volunteer information for this marketing plan and others at the Flour Market.
Product
The product is no doubt a well package product but still the branding, packaging, labeling, distributor networks, main benefits of the product and the target market received should be considered. From the information gathered, the product has no complain. Infact from one of the bakers and a bakery firm, I got information from them that the product raises and increase their production compared to that of other competitors.
Promotion
Since it has to do with promotion, in other to create awareness for the product, these promotional areas should be adopted; advertising, sales promotion, personal selling, public relations.
In advertising, the use of mass and non-mass media should be effectively involved. In doing this, we should be able to build general awareness, encourage product trial and response to competitors’ promotion.
In adopting sales promotion and personal selling we should be able to build and encourage purchase and repurchase of the product.
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Distribution
The methods in distribution network of the product have to be considered. How the goods move from the factory in Calabar or other locations to Akwa Ibom have to be considered. For distribution to be in good order, the vehicle used must be sound because of the nature of the Calabar/Akwa Ibom Road which at the moment, the major track of the road is not very smooth.
The distribution channel must be able to take care of the types of channels used either direct or indirect. To make the distribution channel effective the retailers, wholesalers, agents etc must be involved and the route goods get to them known. The outlet handling the product, it geographic location, distribution costs and perceived product positioning in relation to competitors should be taken care of.
In Akwa Ibom at the moment, it is a one-way traffic. The goods moves from Calabar to the dealers on placing of order and then to the final consumers who must have to come down to the Flour market to get their purchase.
Pricing
Pricing is a major factor considered in any marketing plan. The price per bag here in Akwa Ibom is N5,400. Where a buyer orders up to 30 or 50 bags he/she is given a discount. It should be noted that the cost of transportation from the Factory is added to the product. In other to make the product more appealing, a slight price reduction should be introduced transportation.
Section 5: Additional Consideration
The additional consideration has to do with my further marketing plan and strategy of capturing the market in Akwa Ibom State within the next one year starting from 2010. Each of the marketing plans is to take at least three months intervals to actualize. These are stated as follows below.
Seminar (January – March, 2010)
Organize seminar for the old and prospecting dealers on how to make the product the number one leader in the State. This seminar will involve talk show and presentation of the product. The benefit of the product to the clients will be discussed. Also, how to invest in the business of the group will be looked into. The seminar will also bring in old clients who have used the product to testify. The estimate and cost implication for renting of hall and bringing in of guest speakers will be considered. The seminar is proposed to take place on every first Mondays of the 3 months quarterly.
Road Show (April – June, 2010)
Road show will be organized to create awareness for the product. Flyers during the road show will be distributed. In making this effective, we will make used of an open-back trailer and also involves promoters to sing around the major streets and create awareness for the product.
Advertisement (July – September, 2010)
Adverts will be done on Television and radio. These adverts should be done on specific programme or we create one specifically for the product as done by others. If we are to support an already existing one, I suggest a locally programme that has a large patronage. In this regard, I suggest a radio programme like “Sibaba-Sibaba”.
Promotion (October – December, 2010)
Since the month in question is a festive month and we need to reward customers and dealers, the need to create promotion for the product in other to reward the clients. In this regard, the highest distributor should be rewarded. This will boost their profile and make others put in more effort towards meeting targets.
Apart from the mentioned marketing plans, we should involve a more aggressive and strategic approach towards the targeted audience that have been stated in the report. In this regard, if we show seriousness towards meeting their demand and being there fore them, they too will show same to us.
Also apart from seminars, advert, road shows and promotion, the major way to connect to the entire people is to attend their market days in each of the local government areas where the product would be on display for sales to the customers.
Furthermore, each local government at least should have a Dangote Flour Mill shop. This will reduce the rate of customers having to risk their journey to Uyo in other to get the product.
Lastly, important Trade Fair in the State should be attended to exhibit the product.
Source: This was the research I conducted years back while seeking for employment with Dangote Group in their Calabar, Cross Rivers State Depot.
Steve, thanks for your compliment. I am encouraged to do more. That article was the survey I did way back while in search of employment from Dangote flour.
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