Beyond BordersBeyond Borders

-Nigeria

Rajat Gandhi

Rajeev Sharma

Raman Panwar

Sahil Gupta

Sanaul Haque Siddique

Saurabh Arora

Seema Kataria

Shana Sharma

Shikha Sharma

Shivani Gupta

Presented By :

Amity Business SchoolFacultyMs. Tanushri Purohit

Ahmed Abbas Maswood aamaswood@gmail.com

Country Manager - Vega Foods Location- Nigeria Industry- Food & Beverages

CURRENT-Country Manager -Nigeria at Vega Foods Corp.Private Ltd.Singapore

PAST-Head - Sales & Marketing at Healthilife Beverages Ltd.(Kinapharma Group),Ghana. Group Head- Sales & Marketing at Dansa Foods Ltd. (Dangote Group) Nigeria General Manager at Duncans Tea Ltd., India Sales Manager at Gillette Diversified Operations Pvt. Ltd., India Area Sales Manager at Gujarat Co-operative Milk Marketing Federation Ltd. (Amul) India EDUCATION- Institute of Rural Management, Anand (IRMA)

St. Xavier's College

IntroductionIntroduction--Overall growth of the Overall growth of the economy has increased.economy has increased.--Rural marketingRural marketing is confused is confused with with agricultural marketingagricultural marketing . .-The saturation of the urban -The saturation of the urban market .market .-Rural marketing strategies -Rural marketing strategies are different from the are different from the marketing strategies of urban.marketing strategies of urban.

-Tura, established in 1986, is one -Tura, established in 1986, is one of Nigeria’s leading beauty of Nigeria’s leading beauty companies with sales network companies with sales network achieving over 70% net achieving over 70% net distribution reach. Currently, the distribution reach. Currently, the company manufactures and company manufactures and distributes a range of products, distributes a range of products, including soaps, moisturising including soaps, moisturising lotions and skin-toning creams.lotions and skin-toning creams.

-- Godrej is one of the dominant Godrej is one of the dominant company in the domestic soap company in the domestic soap market and Tura in Nigeria with a market and Tura in Nigeria with a growth of around 17 per cent growth of around 17 per cent annually. annually.

Strategies of Marketing-Client and location specific -Client and location specific promotionpromotion-Joint or cooperative promotion..-Joint or cooperative promotion..-Bundling of inputs-Bundling of inputs-Management of demand-Management of demand-Developmental marketing-Developmental marketing-Unique selling proposition (USP)-Unique selling proposition (USP)-Extension services-Extension services-Business ethics-Business ethics-Partnership for sustainability-Partnership for sustainability

What should Co.s keep in What should Co.s keep in mind to get success factor mind to get success factor

in Market?in Market?

4A Approach:

AvailabilityAffordabilityAcceptabilityAwareness

Soap – Cinthol – Evita – Godrej No. 1 – Fair Glow

Toiletries – Cinthol Talc – Godrej No. 1 Talc

– Fair Glow cream – Godrej shaving cream – Cinthol perfumesHair care – Godrej hair color dye – Renew

woman hair dye – Nupur hair dye – Color soft hair color

GCPL Product GCPL Product PortfolioPortfolio

Promotional tools used by Promotional tools used by GCPLGCPL

Events- Advertising– Billboard – Hoarding – Wall painting – Electronic media – Print media - Sales promotion.

relied heavily on the mass advertising like on the TV, radio, and newspaper

GCPL-Competitive edgeGCPL-Competitive edgeQuality PolicyValue for money productDistribution networkBrand imagePromotional edgeInnovation strategyStrong product line

The Marketing MixThe Marketing Mix

The Marketing MixThe Marketing Mix

The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives

7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment

Traditional 4Ps extended to encompass growth of service industry

PricePrice

PricePrice

Pricing StrategyImportance of:

◦knowing the market◦elasticity◦keeping an eye

on rivals

ProductProduct

ProductProduct Methods used to improve/differentiate the product and

increase sales or target sales more effectively to gain a competitive advantage e.g:

◦ Extension strategies◦ Specialised versions◦ New editions◦ Improvements – real or otherwise!◦ Changed packaging◦ Technology, etc.

PromotionPromotion

PromotionPromotion

Strategies to make the consumer aware of the existence of a product or service

NOT just advertising

PlacePlace

PlacePlace

The means by which products and services get from producer to consumer and where they can be accessed by the consumer◦The more places to buy the product and the

easier it is made to buy it, the better for the business (and the consumer)

PeoplePeople

PeoplePeople

People represent the business◦The image they present can be important◦First contact often human – what is the

lasting image they provide to the customer?◦Extent of training and knowledge

of the product/service concerned◦Mission statement – how relevant?◦Do staff represent the desired culture

of the business?

ProcessProcess

ProcessProcessHow do people consume services?What processes do they have to go

through to acquire the services?Where do they find the availability

of the service?◦Contact◦Reminders◦Registration◦Subscription◦Form filling◦Degree of technology

Physical EnvironmentPhysical Environment

Physical EnvironmentPhysical Environment

The ambience, mood or physical presentation of the environment◦Smart/shabby?◦Trendy/retro/modern/old fashioned?◦Light/dark/bright/subdued?◦Romantic/chic/loud?◦Clean/dirty/unkempt/neat?◦Music?◦Smell?

The Marketing MixThe Marketing MixBlend of the mix depends upon:Marketing objectivesType of productTarget marketMarket structureRivals’ behaviourGlobal issues – culture/religion, etc.Marketing positionProduct portfolio

◦ Product lifecycle◦ Boston Matrix

GDP Growth RateGDP Growth RateYear GDP - real growth rate Rank Percent Change Date of Information

2009 5.30 % 78 -17.19 % 2008 est.

2010 5.60 % 22 5.66 % 2009 est.

2011 6.80 % 31 21.43 % 2010 est.

GDP - per capita (PPP): 

$2,400 (2010 est.) $2,300 (2009 est.) $2,200 (2008 est.)

SIZE OF MARKETSIZE OF MARKETSoaps (toilet, multipurpose and laundry) - Naira 400 billion 

COMPANY'S BRANDSCOMPANY'S BRANDS  

Tura Germicidal Medicated soap Tura Supreme Non Medicated Family soap Tura Active Moisturising Lotion Tura Skin Toning Cream 

Competition Competition In soaps category PZ Cussons brand's Premier, Joy and Imperial Leather. Dettol, Lux, Lifebuoy, Tetmosol and Delta. 

A.A Maswood, M.D, A.A Maswood, M.D, Godrej Nigeria Limited: Godrej Nigeria Limited: There are basic similarities even with There are basic similarities even with today's India. today's India. TV by far is the most important medium for TV by far is the most important medium for communication not just for MNCs but also communication not just for MNCs but also for the homegrown Nigerian companies. In for the homegrown Nigerian companies. In certain poorer parts of Nigeria, radio is certain poorer parts of Nigeria, radio is ahead of TV. Nigerians are famous for being ahead of TV. Nigerians are famous for being on their laptops and desktops 24/7. So on their laptops and desktops 24/7. So internet marketing is big. Billboards and internet marketing is big. Billboards and vehicle branding are very big. But in terms vehicle branding are very big. But in terms of spends TV has the largest share.of spends TV has the largest share.

The Nigerian consumer The Nigerian consumer 

Abbas Maswood: The Nigerian consumer like the one in India wants a value for money product. However, the over ambience in Nigeria is a little more unstructured. This is a great learning for any company. GCPL today wants to be an emerging market multinational, Nigeria is giving them a great experience however intangible it may be, on how to work in a slightly unstructured market and how to come out with flying colours . 

Nigerians are innovative, creative and entrepreneurial. In certain product categories they probably have innovative products that are not available here in India. For instance, in household insecticide in India we have a coil that burns; in Nigeria we have a product brought out by a competitor which is a different paper format. Somebody has gone ahead and done it there. Mosquitoes are a problem in both countries. 

Looking good is very important to the average Nigerian too, across the socio-economic strata. They spend a large portion of their disposable income on hair extensions. Once in ten days they normally change their hair extensions – in fact they spend about Rs 2000 per month on hair extensions. The hair colour market is not as big as it is in some other countries. Skin care is another area – they want to look fairer

Abbas Maswood : Abbas Maswood : In India, Godrej is a bit unique. It's a corporate and a consumer brand. From Godrej locks and typewriters to Godrej hair dye, extending a corporate brand into the consumer household in terms of the brand for consumption is different. Argentina, Nigeria and Indonesia are phase one. Corporate branding takes its own time. That's primarily from an employer perspective, Godrej there is not a consumer brand. In India, it's a mix, The company is known as Godrej Appliances, Godrej Consumer Products. But you go into Godrej Consumer Products there are at least ten brands, Goodknight is not known for Godrej. We have not put the Godrej brand in Goodknight. It is a 25 - 30 year old brand everybody knows it as Goodknight, but if you get into consumer perception how many will know it's Godrej Goodknight? Because the brand equity of Goodknight is tremendous. It's the same with the brands in the other countries. 

Thank YouThank You