Introducing Test America Test America A cost effective export initiative designed to support consortiums of Bangladesh consumer products companies in their cautious entry into The Dynamic American Market Test America is a subsidiary of The Rogovin Group The Test America Consortium A Cooperative Business Building Concept Designed To Promote Select Bangladesh Export Categories And Cultural Entities In The U.S. Market Key Objectives: 1) Expeditiously, produce high sales volumes for participating consortium members 2) Motivationally, enroll Bangladesh government and business leaders in this partnership program 3) Strategically, spread the financial risk among all consortium members 4) Rapidly, make a sales and cultural impact in select U.S. test markets 5) Synergistically, heighten U.S. confidence levels in Bangladesh branded products How The Test America Consortium Will Work For Bangladesh • We will jointly select the best that Bangladesh has to offer in product categories and cultural assets • All products will share the same brand that over time will become a highly recognizable brand name • We will promotionally package a group of related, yet noncompetitive products into a cooperative merchandising/ display program • The cost of this marketing/ merchandising program will be born by the cooperating companies • It is important to realize that each cooperating manufacturer will be paying just a fraction of the cost of the entire export program Two Examples Of How This Consortium Program Works 1. Bangladesh Food Items Food Products Complementary Items Suggested Retail Channels Sea Food Dinnerware Super Markets/ Club Stores Fruit Tourism Gourmet Food Stores Rice Cultural Events Independent Food Stores Cooking Oil Art Events Restaurants/ Hotels Tea & Other Beverages Mail Order Companies In Addition To Retail Displays Customers Will Be Able To: Buy Bangladesh Dinnerware, Register To Win Trips & Enjoy Bangladesh Culture All Products And Travel Packages In This Program Will Use One Brand Image 2. Bangladesh Apparel & Footwear Products Basic Products Complementary Items Possible Retail Outlets Shoes Jewelry Department Stores Sandals Perfume Mass Merchandisers Shirts, Slacks Tourism Leather Goods Stores Dresses & Other Garments Bangladesh Culture & Art Apparel Stores Other Textile Items Mail Order Companies Leather Accessories Shoe Stores Boutiques Gift Stores All items offered in this PKG will be marketed under one Brand Image Special Marketing & Sales Support • Standard Packaging & Labeling (Brand Vs. Commodity) • Development Of A Broker Sales Force • Creation Of A Consumer & Trade Website • Creation Of A Sales Catalog • Trade Advertising/ Publicity • Select Trade Show Participation • POP Displays • COOP Advertising (with select retailers) • Test Market Selection And Support • Event Oriented Consumer PR • Joint Promotional Strategies The Need For Shared Market Research In This Economic Environment • Research Is An Investment Not An Expense • Insight-Driven Market Research That Draws Out Consumer Attitudes Is Critically Important • Consumer Research Is Essential To The Success Of New Consumer Products Including; Merchandising Approaches, Pricing Strategies, Packaging Designs, Marketing/ Advertising Programs… • Good Research Will Also Focus On A Products Competitive Situation • Developing A Highly Cost Effective Market Research Methodology Is Essential To The Success Of This Consortium Program Stage 1. Test America Feasibility Research • Discover what U.S. consumers & buyers think about your products • Learn what adjustments your products might require to be successful in the U.S. market • Discover how to profitably sell your products in special packages to receptive U.S. distributors, merchandise managers/buyers and consumers • Learn how to quickly reach acceptable awareness levels • Or perhaps, based on the results from the research, you might decide that this is not the time to make the changes that the study recommends Introducing Test America’s Consortium Research Program Test America’s Shared Research Concept The Consumer Study • Targeting sophisticated U.S. adults in select test markets • 600 completed online interviews • Approximately 30 questions in all • Each consortium partner will be able to ask 4-5 unique questions regarding their product • Additionally, each consortium partner will share 6-7 general questions regarding their industry, national image… The Trade Study • One-on-one 15-20 minute interviews with 60 retail buyers who carry the product categories that our consortium will offer • The interviews will focus on such subjects as: -POP Display Concepts -Promotional Approaches -Sampling Programs -Cooperative Advertising Concepts -Their Thoughts About The Merchandise We Will Be Offering -Competitive Intelligence -Pricing Information -Appropriate Next Steps Market Research Deliverables Consumer Study Trade Study • Pre-approver research questionnaire • Pre-approved topic outline • Individual study report for each • Audio tapes of the interviews (to be consortium partner based on their negotiated) particular questions • A final report and recommendations • A written report and presentation that presented to all consortium partners that focuses on the buyer interviews primarily focuses on the shared information gathered in the study Stage 2 Marketing Plan Development Based on the information acquired from the two feasibility studies we will develop a marketing / sales plan that will focus on the following factors: -Objectives -Cash Flow Requirements -Strategies -ROI Data -Time Sequences -Individual Responsibilities -Sales Forecasts -Staffing Requirements -Budget Requirements -Evaluation Techniques -Joint Funding Concepts -Checks And Balances -Payment Procedures -Test Market Selection Stage 3 Marketing/Sales Support Once the marketing plan has been presented to and approved by The Test America Consortium we will quickly firm up all of the essential relationships necessary to support the plan. This combined retail oriented team will consist of: Sales Specialists Merchandising Experts Distribution Specialists who will implement the many programs that make up The Test America Campaign Stage 4 The Implementation & Monitoring Of The Test America Program When the many elements for this export consortium program have been developed, we will use the following parameters to monitor the initial test market phase: Number of sales calls made Retail HQ penetrations Number of orders written Consumer sell through info Mix of products sold Payments made by retailers Number of displays placed Cooperative advertising used Number of cultural events booked Reorders placed Stage 5. Program Rollout Assuming that the test market phase of The Test America Program is successful, we will make any necessary adjustments and begin to launch the program on a broader regional basis Skills Needed To Make The Test America Consortium A Success • Knowledge of Bangladesh business/ culture • Proven track record in the marketing of diverse products through various U.S. retail channels • Experience with associations, coops and consortiums • Experience in retail sales and marketing programs • A strong background in sales promotion techniques • A working knowledge of branding, advertising, PR, online marketing, POP disciplines • A background in trade and consumer market research • An understanding of barter exchange concepts • The ability to negotiate with a wide range of key U.S. facilitators: -Sales Rep Organizations -Insurance Companies -Customs Brokers -Government Agencies -Banks -Cultural Liaison Organizations -Law & Accounting Firms -Media Organizations About The Rogovin Group We are an entrepreneurial marketing/ management consulting organization founded in 1987. We provide our clients with a mix of: Marketing Research Management and Sales Development Skills These skills are designed to expand our U.S. and offshore client’s marketing/distribution opportunities in the North American market. Services Provided By The Rogovin Group Business Development Plans Media Barter Concepts Market Research Cooperative Advertising Plans Direct Response/ Internet Marketing Sales Support Programs Point Of Sale Initiatives Sales Channel Analysis Media Concepts Advertising Recommendations Web Optimization & Social Media Plans Public Relations Guidelines Strategic Alliance Opportunities Program Monitoring & Analysis Proprietary Entrepreneurial Programs From The Rogovin Group • Transformations in Medicine • Trust 1 Hospital Program • Test America • The Jump/ Start Marketing Plan Development Process • The SWAT Management Team Off Shore Companies With Whom The Rogovin Group Has Worked In The U.S. • Reebok Athletic Footwear GBR • Istel Software GBR • Desmond & Duff Scotch GBR • Orthoview, Orthopedic Templating GBR • Sage Hotels CAN • Vancover Island Hemlock CAN • TAP Airlines PRT • Hotel Palacio PRT • Bodega Hermanos Wines ESP • Sigarms CHE • Gaggenau Appliances DEU • Zoofilia Pet Supplies GRC • Beverly Bidigan Footwear FRA • Super Cart Shopping Carts ZAF • Asahi Valves JPN • Imperial Granites IND Consortiums With Who The Rogovin Group Has Worked • The KFC Dealers Association • The Chevrolet Dealers Association • The Luxury Living Dealers Association • The Photo Quick Merchants Organization • The Amy Joy Donut Franchisee Coop • The Austin Travel Agency Members Consortium • The Zoofilia Franchisee Association • The State Properties Shopping Malls, Tenants Associations The Rogovin Group’s Senior Consulting Team David Rogovin Roger Day President & CEO Dir. Emerging Businesses Don Frattaroli Don Giller Director of Technology Dir. Health Care Initiatives Jack Reynolds Kazi Belal Director of Market Research Director Business Development, SE Asia Paul Kelly Ioannis Voutsadakis Director of Sales for Client Programs Director Business Development, S. Europe Your Next Step!
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