Proposed ACFA Product range

Strategy



• Current Product / Current Channel


• ( Year One)Plain Fiber Cement boards to distribution network
• Give focus and attention towards FCB to make sure of concrete market penetration .

• New Product / Current channel


• (Year Two)Launching our new brand name ACFA & Sandwich panel.

• Current Product / New Channel

• Establishing Projects Team to target commercial projects.
• Completing Export Team

• Targeting MENA and other AFRICA countries .



• New Product / New Channels

• Decorative Product developments:


• Tapping new market channels ( through selective retailers & institutions)by adding new product application.
• Outdoor Cladding .
• Internal ceiling.
• landscaping ,fencing.
• Wet area applications.
•Printed boards with different effects( Marble ,wood , etc… ).




51

Selling Strategy








Local & Export Markets

Local Market selling strategy









ACFA building Solutions is planning to sell in the local market to the

following parties :-





Authorized

Dealers






ACFA building Projects Sector


Solutions (medium & Mega)








Institutions







Every single sector will receive its related support that fit the sector nature

institutions : like IKEA ,ID designs ,SACO ..etc

Local Market selling strategy









• We do believe to follow authorised dealers strategy which includes


two different level of middle men ( Wholesalers &retailers).



• Advantages of authorised dealers strategy :-


• Minimise the business risk .


• Facilitate quick market penetration (with increased returns).


• It help brand building enormously.

• It help to establish brand market creditability


• (that help in many other Sales channels)

• Allow ACFA for future product range expansion with less efforts .

Dealers Selection









• Recently , we are paying a lot of market visits to all building materials outlets

that are dealing in gypsum boards &cement boards with the objective to spot


the most potential dealers for our ACFA boards distribution.


• Targeted locations for local Market: is 4 key cities


• Riyadh , Dammam , Jeddah & Abha.



• Targeted strategy :


• To select top Building Materials dealers Kingdomtide with the following criteria:-

• Part of Building materials field .


• Certain experience & good reputation .


• Financially strong .

• Availability of Outlets kingdom wide.

Local Market Sales Plan

City QTY in TON










Riyadh 10,080








Dammam 5,040







Jeddah 6,300








Abha 3,780







Total Saudi Arabia Sales Target 25,200

Export Market selling strategy









• We are targeting the following areas:-


• Gulf countries ( UAE ,Qatar & Kuwait ).


• MENA ( Egypt & Sudan ) as hub & also north Africa


• Advantages of hiring agent in every country :-



• Minimise the business risk .


• Facilitate quick market penetration (with increased returns).


• It help brand building enormously.

• It help to establish brand market creditability


• (that help in many other Sales channels)

• Allow ACFA for future product range expansion with less efforts .

Export Market Sales Plan

QTY in TON
Country





Gulf



Qatar 2,800



UAE 9,200



Kuwait 1,400


Total Gulf Sales Target 13,400






Mena
Egypt ( Hub)

2,000

Sudan( Hub) 1,400





Total MENA Sales Target
3,400


Total Export 16,800




ton

Total Sales Plan













Total Year One Local Export











42,000 Ton 25,200 ton 16,800 ton

Marketing Mix












• Marketing Mix


• Product



• Price


• Place



• People


























62

Marketing Strategy







• Marketing Mix


Product :

with ACFA brand, our product offering strategy will be multi targeting strategy by

offering two product lines targeting two different segments

➢ ACFA plain board (volume driver) which will be targeting the Middle men segments .

➢ ACFA deco. Prod.( decorative products) which will be targeting the end user

segments .





➢ ACFA deco. (perception driver): this group of products will be positioned on top end

products very close to European & Americans seen on the internet , the aesthetic aspects
will be luxurious, and will be targeting upper med and the lower part of the upper end

segment












63

Marketing Mix












• Marketing Mix


• Product



• Price


• Place



• People


























64

Price









• Available on slide # 35











































65

Marketing Mix












• Marketing Mix


• Product



• Price


• Place



• People


























66

Marketing Strategy








Place:


Distribution Strategic Direction : different distribution strategies will be adopted to suit each potential channel & ranges
proposed positioning

1. ACFA Brand


Product Category ACFA plain boards ACFA deco products
Distribution Strategy Mass distribution Exclusive distribution

Luxury location, our own
The More convenient The
Customers Categorization showroom ,prominent &
better
institutions

Customers Wholesale customers top end Customers



Targeted Locations: currently our market presence is not there yet , our year one distribution strategy is to have
prominent presence by expanding our customer base vertically and horizontally by
• ACFA plain boards


• Strengthen our relationship with our current big customers
• Establishing VIP sales unit
• ACFA deco. products

• Prominent location & premium display tools



67

Marketing Strategy






Marketing Mix




Promotion :


• Brand Level Activities
• ACFA Visibility Program
• ACFA Simulation Software (CDs)

• ACFA Display Corners (Touch screen )
• ACFA Launching Events

• Branding tools (outlet sign boards, branded gifts)



• Operation level activities
• Merchandizing Program

• Establish basic communication collaterals for mass, as well as for selected distribution.
• Interaction with boards fixers, contractors &Villa owners :-
• Occasional gathering

• Orientation & product update gathering
• Training sessions.





68

Marketing Mix












• Marketing Mix


• Product



• Price


• Place



• People


























69

Marketing Strategy









• Marketing Mix


People (Customer Service):



To establish customer service center to ease the interaction with our several types of customers
(end users, traders, consultant ) through a unified TOLL FREE no.


Proposed Toll Free No to be used :




8000000000 ( 10 digits)


Main benefits:


• To support ACFA boards sales.

• To be market leader in terms of customer service handling.

• To have strong relationship with our customers.








70

Table of Content








• Organizational Chart .



• Situational Analysis



• SWOT analysis


• Critical Issues



• Objectives


• Marketing strategy



• Goals & Milestones



• Actions


• Budget







71

Goals & Milestone



Sir Description Target Date Responsibility

Objective
1
Achieve 42,000 Ton Sales By end of year One Year One Commercial Team

1.1
Launch New Fiber Cement board Q1 Year One Commercial +Factory

Tackling top dealers & Construction sites through
1.2
Sales Staff Q1 Year One Sales Team



1.3 Branding Tool

(Roll up ,window stickers, outlets sign boards). Q2 Year One Sales &MKTG Team


1.4
Counter Men Involvement Program Q1 Year One Commercial Team


1.5 MRK Team +design
ACFA interaction corner (touch screen) Q3 Year One Agency .

1.6 Exhibition - Saudi Build Riyadh/ bid 5 dubai Q3 Year One Commercial Team
1.7 Exhibition – Big 5 ( Egypt ) Q3 Year One Commercial Team


1.8 Activities (Seminars, giveaways) Q1 - Q4 Year One MRK Team


1.9 Deco.Produts Activities (Factory Visit, Traders
Invitations, etc..) Q1 - Q4 year One Commercial Team

2 Marketing Collaterals Q1 - Q4 Year One Marketing Team

2.1 Open our own showroom/store in Riyadh Q3 Year One Marketing Team
72
2.2 Training program for installers &Promote Saudi Installer group Q4 Year two Marketing Team

Cont …Goals & Milestone








Sir Description Target Date Responsibility

Objec Achieve 42,000 Ton Sales By end of year
1
One Year One Commercial Team


2.2 Project Channel Technical catalogues Q1 - Q4 Year One Marketing Team

2.3 Project Channel Sample Kit /Product Presenter Q3 Year One Marketing Team


2.3 Establish Customer Service Center Q 2 Year One Marketing Team

2.4 Fiber Cement board design contest Q3 Year One Marketing Team
























73

Cont …Goals & Milestone







Objective Description Target Date Responsibility
2 Establish ACFA authorized dealers Network Year One Commercial Team

2.1 Applying the dealers selections criteria Q1 Year One Commercial Team
Develop Merchandizing Program for dealers outlets
2.2
(30 Riyadh,20 Damm,20 Jeddah & 10 Abha total 80 outlets) Q2 Year One Commercial Team
2.3 Applying ACFA brand on all retailers Signage's On going Commercial Team

2.4 Establish Jeddah Store Q3 Year One Commercial Team
2.5 Establish Dammam Store Q4 Year One Commercial Team

2.6 Establish Abha Store Q4 Year One Commercial Team
2.7 branding Riyadh Show room Q3 Year One Commercial Team

2.8 ACFA Brand Visibility Program (Customers Show Room ) Q2 Year One Commercial Team


Objective Description Target Date Responsibility

Completing MKTG strategy development for added Value
3 Year Two MKTG team
Products

3.1 Establish the range of products
Q1 Year Two Commercial Team

3.2 Secure the proper technical how ( from abroad)
Q2 Year Two Commercial Team
3.3 Conduct the needed training Sessions Q2 - Q3 Year Two Commercial Team
Commercial Team
3.4 Launching Events 74
Q 4 Year Two

Table of Content








• Organizational Chart .



• Situational Analysis


• SWOT analysis


• Critical Issues



• Objectives


• Marketing strategy


• Goals & Milestones



• Actions













75

Actions









• Brand development infrastructure .



• Countermen Incentive system .



• ACFA interaction corner.



• Seminar (all targets).



• On going support activities.























76

Brand development infrastructure








• Brand development infrastructure :

• The idea: to develop all aspects of company identity wither for Corporate identity or for Communication
&advertising .


• Target Audience: all

• Mechanism:
• To establish long term deal with professional advertising agency that can understand the related market & also
the products ,taking into consideration the strategic frame for the company.
• This for the designing part while for the production side we will relay on our local market connections .

• Examples of items that lay under the brand infrastructure:

• Company logo
• Company Stationary
• Company Profile
• Web Site

• Business cards
• Company Stamps

• Factory documentary






77

Countermen Incentive System









• Counter men incentive system :

• The idea: to incentives counter sales men to actively participate in moving ACFA boards from their shelves.


• Target Audience: wholesale and semi wholesale counter men


• Rewards: 1% of the invoice value

• Mechanism:

• Terms and conditions
• At least One truck /month (2500 KGX10 Pallet) per invoice to enjoy the granted incentive .
• Maximum 2 invoice per customer per month.

• This offer is exclusive to end users invoices
• To deserve incentives counter men should keep invoices of ACFA products which will be collected on a monthly

basis by our sales team.
• Remuneration will be in cash or gift voucher (to be agreed with our customers ).

• Wholesaler should approve this incentives to be given to his sales man.

• Incentives should be remunerated with the quarterly bounce system.






78

ACFA interaction Corner








Brand level activities ( ACFA deco products)

• ACFA interaction corner (touch screen)
• Objective : Brand involvement
• to give end user a proper interactive tool to choose their board style among ACFA products.



• Mechanism

• To get wall space of 3x3 in selected wholesaler shops
• Design big stands that include all ACFA products .

• 20inch Touch screen to be placed in the center of the display
• 20inch TS should be programmed to allow end users selecting the best fit ACFA deco style color for
their homes
• Targeted location: 10 selective well located wholesalers shops in all KSA as per the following criteria :
• Achieve selective exceptional growth (TBA)

• Top of our top 50 customer list
• Estimated Cost: 120,000 SR
• 10 touch screen : 10000SR X10 Pcs = 100,000 SR

• Renting location : 10 location X 2000 per location per year =20,000






79

Seminars













• ACFA Seminars

• Objective : to bond the relations with customers &to give an update/training on

company products range .




• Mechanism

• To invite the targeted customer for seminar in a location that fit his segment.

• Seminar program should not be too long .

• Seminar program should be including social interaction with customers .

• Date & timing are very crucial for the success of these seminars.

• Targeted location: Key cities in KSA

• ( Riyadh ,Dammam , Jeddah , Madinah, Mekkah & Khamis Mushait)

• Estimated Cost/Seminar : SR.25,000








80

Seminar Schedule









• Seminars

• Targeting


• Traders

• Counter men


• Consultants


• Board fixers



Branch Board fixers Consultant Wholesale Total No. Of Seminar
Makah 1 1 2

Jeddah 1 1 1 3
Medina 1 1

Dammam 1 1 1 3
RIYADH 1 1 2 4

Khamis Mushit 1 0 1 2
Totals 4 5 7 15



81

On going support activities









On going supporting activities:





• Merchandizing

• Sales Team focus


• Lunch invitation

• Factory visit

• Site visits

• Display Stands

• POS (Posters, Flayers &others)

• Catalogues (Product Presenter )


• Gifts ( branded items )










82

ACFA Manpower Plan


































83

Department Cost Center Position Join date on Year One



st
Commercial Management Sales Management National Sales Manager 1 Month

Commercial Management Marketing Management Commercial Assistant 1 Month
st

Commercial Management Marketing Management Web Coordinator 2 nd Quarter



Commercial Management Riyadh Sales Management Riyadh Manager 1 Month
st

Riyadh Sales Management Sales .rep


Commercial Management Jeddah Sales Management Jeddah Manager 1 Month
st


Jeddah Sales Management Sales .rep


st
Commercial Management Dammam Sales Management Dammam Manager 1 Month

Dammam Sales Management Sales .rep



Commercial Management Abha Sales Management Abha Manager 1 Month
st

Commercial Management Abha Sales Management Sales .rep


Commercial Management Export Sales Management Emirate Manager 1 st Quarter



Commercial Management Export Sales Management Egypt Manager 1 st Quarter


Total manpower Year One 84

Business trip Plan Year One







Employee No. Of trip Destination No. Of employees




MKTG &Sales Manager 8 KSA Key cities 1





2 Emirate 1





2 Egypt 1




National Sales Manager





12 KSA Key Cities 1





Commercial Coordinator 12 KSA Key Cities 1



Grand Total 36 3

85

Capital Plan Year One






Asset Description QNT Asset Description QNT




ACFA Truck ( Dyna) 2 ACFA Truck ( Dyna) 2




Jeddah Store rent 1 Jeddah Store rent 1




Dammam store rent 1 Dammam store rent 1




Riyadh Store /Showroom rent 1 Riyadh Store /Showroom rent 1




Lap Top 17 Lap Top 17




Printer ( 3X1) 9 Printer ( 3X1) 9




Office requirement( Miscellaneous) 8 Office requirement( Miscellaneous) 8



Grand Total
86

ACFA



decorative Product range summary

























87

Product ACFA --- External Internal Application


Felx board • Internal drywall ,Ducting service
• Internal wet area linings
• Standard commercial tiled walls
• Heavy duty tiled walls
• Internal dry walling



Fibrotex Roofing ,Siding


Building Plank Fascia ,Cladding


Deco –Wood Ceiling ,decking, staircase riser

Duravent Eave lining


Fences Fencing

Lattice Gable end ,Pergola ,Veranda


Shiplap External and internal wall ,cladding,
Gable ends
Skirting Skirting ,Cornicing




Super flex ( + Thicker) Residential cladding

Woodgrain Panel Gable end ,Partitioning


Other products Multi purpose



88

ACFA Flex board




























• External soffits

• Internal ceilings

• Fire doors













• External soffits

• Internal ceilings
89
• Fire doors

Product description Dimension Application Advantages




ACFA Flexo board is an unsanded
• Internal drywall systems
asbestos-free fibre reinforced • Lightweight
• Ducting & service ducts
cement board with recessed edges. • Internal wet area linings • Impact/abrasion-resistant

It is the ultimate flush-jointable • Standard commercial tiled walls • Versatile finish
board, developed to create a • Heavy duty tiled walls • Quick to install
Thickness : • Internal dry walling
homogeneous seamless joint that • • Reduced mess
6.0mm and 9.0mm Non fire-rated partition system
can be tiled on. Office buildings • Dimensionally stable
ACFA VISTABORD&MULTIFLEX is a Schools • Durable
LENGTH:
sanded smooth surfaced asbestos- Shops • Water-resistant
Residential structures
free fibre reinforced cement board 2400mm, 2700mm and • Fire-rated partition system • Fire-resistant

with recessed edges.. UCO 3000mm Industrial buildings • Non-hazardous to health
Vistabord is the ultimate flush- Hospitals • Minimal maintenance

jointable board, developed to create Width : Corridors • Surface finish versatility
Hotels
a homogeneous seamless joint that 1200 • Sound insulation system • Rapid installation
can be tiled-on. This board is also • Ducting & service ducts
• External soffits
available with square edges, UCO.
• Internal ceilings
Product • Fire doors









90

ACFA building Plank




































91

ACFA building Plank





















































Cladding 92

ACFA building Plank












































Siding
Gable ends

Fascia
Fencing
Cladding
93
Ceilings

Product description Dimension Application Advantages





ACFA Building Plank is an

autoclaved cellulose fibre Lightweight
cement plank. It is a 100% Impact/abrasion-resistant

asbestos-free building board with Surface finish versatility
a permanent woodgrain texture, Siding
Product type woodgrain Plank Smooth Plank Quick to install
offering timber appeal with fibre Nominal thickness (mm) 7.5 9 Gable ends
cement durability. UCO Building Density @ EMC* (KG/m3) 1500 1460 Fascia Reduced mess
Plank is also available in a Fencing Dimensionally stable

smooth finish. Nominal Weight /Plank Durable
Cladding
150 mm width 7 2.8 Ceilings Water-resistant
230 mm width 9,4 12 Fire-resistant
Non-hazardous to health

Minimal maintenance







ACFA Building Plank is also available in a smooth finish.











94

ACFA Deco Wood




































95

ACFA Deco Wood









































Feature walls



Decking

Outdoor decking



96

ACFA Deco Wood























Outdoor decking





























Outdoor decking 97

ACFA Deco Wood
















































Staircase risers and treads

Skirting

98

Product description Dimension Application Advantages





ACFA Decowood is a wood-look Timber look and feel

fibre cement board that Durable
combines the rustic appeal of Fire resistant

timber with the durability of Ceilings Termite-free
fibre cement. It is ideal for Feature walls Rot-free
internal and external Immune to water damage
Thickness 6,7,5, 9, 12 ,15,18 ,20 mm Louvers
applications. UFCC recommends Decking UV resistant
coating UCO Decowood with a Width 75,100,150 ,200,300 mm Staircase risers and treads Environmentally friendly

water-based wood stain to Surface finish versatility
Length 2440 mm Skirting
achieve a long-lasting natural Cornices
timber finish. Outdoor decking













Availble in 5 colours ( Teak ,Redwood ,Mahogany ,Rosewood & Beech











99

ACFA Duravent




































100