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An IntegratedAn IntegratedApproach to DevelopApproach to Develop
Brands in the BOTTOM – END MarketBrands in the BOTTOM – END Market
Tongaat – Hulett Sugar (Pty) Ltd.Swedish Match / Leonard Dingler (Pty) Ltd.
Nola (Pty) Ltd.Ama Squeeza 2 (Pty) Ltd.
Ben Evelyn (Pty) Ltd.National Brands (Pty) Ltd.
British American Tabaco (Pty) Ltd.Amka (Pty) Ltd.OTK (Pty) Ltd.
Premier Milling (Pty) Ltd.Epic Foods (Pty) Ltd.
Adcock Ingram (Pty) Ltd.Aspen Pharmaceuticals (Pty) Ltd.
Kellogg’s (Pty) Ltd.Shell South Africa (Pty) Ltd.
Community Promotional ShowsChurch Sampling / Promotions
Road ShowsInstore Promotions
Taxi-Rank & Terminus Sampling Distribution Vans
Hawkers’ DistributionForecourt Distribution
Delivery Services
GautengGauteng
TARGET MARKET: Adult women LSM 1-6MECHANICS: Educational Platform
Product DemonstrationsSampling/Taste tests
P.O.P2 Promotions per Day per Area
Cashvan Distribution Link
Family InvolvementSocial NetworkingOpinion Leaders
BreadwinnersPromotional Activities AFTER Church
ServiceProduct Education, Sampling, Wet Demo’s
Instore Brand Awareness CampaignIn large visible, vacant areas, & large store entrances
Branded vehicle with PA systemEducational Platform
Sampling, Tasting and CompetitionsKnock & Drop Strategy
Best Marketing Platform for relaunch or new launch of Products
Top & Bottom-end StoresComplement Cashvans & Community
PromotionsTraining essential
Innomark book stores – Daily SupervisionReporting includes competitor activity,
number of people seen, sales, Stock pressure
Very large Commuter market“Captive Audience”
Effective reach of working Class – BreadwinnersTeam = driver + Supervisor + 4 distributors
National reach per Day = 200 000
Exclusive Shared or Dedicated options
“Bottom-end” Retail Market:Independent Wholesalers, Supermarkets,
Spazas, General Dealers, Corner cafes
OBJECTIVES:OBJECTIVES:Increased distribution coverage – Bottom-end
Build trade allegianceIncrease purchase levels. Create pull-through:
Wholesalers Marketing supportMarketing information
OPERATIONAL PROCEDURE:OPERATIONAL PROCEDURE:Two or Four week cycle
Route lists25-40 calls per day, per van
Purchased direct or from WholesalerNo Mark-up
MerchandisingDistribution surveys – Numeric distribution shares
REPORTS:REPORTS:Frequency: Every two cyclesTypes: Numeric Distribution
Sales Value(All by Region)
Data is captured daily –progress can be monitored at any point in time
WHY DO YOU NEED THIS UNIQUE SERVICE?WHY DO YOU NEED THIS UNIQUE SERVICE?Lack of Wholesalers Support
Own sales/distribution resources limitedHigh Cost
Totally different mind set/discipline requiredCredit risk at bottom-end
Dedicated sales & distribution force required
Gauteng onlyGauteng onlyHawkers & Small Street ShopsHawkers & Small Street Shops
COD only COD only Saturdays onlySaturdays only
Distribution & Stock PressureDistribution & Stock Pressure
Gauteng & Northen ProvinceGauteng & Northen Province2 Week Cycle 2 Week Cycle
20 Stops per Day per Vehicle20 Stops per Day per VehicleCOD Sales onlyCOD Sales only
Pre-planned RoutesPre-planned Routes
Quick!Quick!Safe!Safe!
Efficient!Efficient!
For Small size deliveries in townships.For Small size deliveries in townships.
Giving Back to the Community
Giving Back to the CommunityGiving Back to the Community
TONGAAT HULETT SUGAR
Paul Dickinson: Trade Marketing DirectorGary Lewis: Regional Manager – Gauteng
SWEDISH MATCH LEONARD DINGLER
Jarl Uggla: Managing Director – AfricaChad Limbert: General Manager – Sales
NOLA FOODS
Stuart Silkstone: General Manager – MarketingJohan van der Merwe: National Sales ManagerGrand Gebhardt: General Manager – Accounts
BAT
Piet Botha: Former Trade Marketing Director
For more information please contact us!For more information please contact us!
083 456 3642083 274 1347
011 914 3530011 914 9172
011 411 5400011 411 5400011 411 5400
082 376 7893
Gauteng Head Office:Gauteng Head Office:561 Ontdekkers RoadFlorida Hills 1716PO BOX 1845Florida Hills 1716
Tel: (011) 472 4050/1 (011) 472 2337
Fax: (011) 472 8021E-mail: [email protected]: www.innomarkmarketing.co.za
