Marketing Plan for Consumer Products in Bangladesh by vwd98465

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									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
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