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Published by ramzy.hafez, 2018-03-22 01:52:59

ACFA 2018 requierments sent to top Managment on 1 March 2018 - Copy_Neat

ACFA requirements








Marketing & Sales



For the upcoming 12-18 months


















Prepared by: Ramzy Hafez

3/15/2018 1

ةمدقم









. جتنملا راشتنا نامضل ىلوا ةيولواو ساسا رجحك نيعزوملا ةكبش سيسات ىلع ءانب ةيريدقتلا ةينازيملا ةذه دادعا مت •


ىتح نيعزوم لل نوكتس قلاطنلاا عم ةيولولاا نكلو ىازاوتلاب ةيموكحلا تاهجلاو عيراشملا لثم ىرخلاا تاعاطقلا معدو لصاوتلا متي •


. قاوسلاا ىف ةكرشلاو جتنملا مسلا ةيضرا نمؤن


. ةئزجت رجاتو عزوم 30 وه ىلولاا فصنو ةنسلا ىف ةئزجتلاراجتو نيعزوملل ذفانملا نم فدهتسملا ىلامجا •


. اهنييعت متي ىتلا عيبلا ذفانم ددع عم بسانتو ةبسن اهفرص متي اهناب زيمتت ةينازيملا ماقرا •


. نيسفانمل ا تاجتنم ىلع قوفتلا نامضل ةيلمعملا ريراقتلاو قئاثولا لكب موعدم ةيلاع ةدوج وذ جتنم ىلع لوصحلا ىرورضلا نم •


ءدب عيطتسن ىتح روهش 3 ب ةيراجتلا ةرادلاا ةدافاو ) ةيئاهنلا ةيلاعلا ةدوجلا تاذ ( ةيئاهنلا تاجتنملا قلاطا دعوم ديدحت ىرورضلا نم •

. ءلامعلا عم ريضحتلل لصاوتلاو بارتقلاا



خيسرت عيط تسن ىتح عاطقنا نود لماكتم لكشب ةيقيوستلا ةطشنلاا ذفنت نا قاوسلاا ىلا انتاجتنم قلاطا دنعاضيا ىرورضلا نم •
. قا وسلاا ىف ةكرشلا بيصن سيسات ءدب ىلع كلذ دعاسي ىذلاو ليمعلا ةقث ىلع لوصحلل جتنملاو ةكرشلل ةديج ةروص



. ةكرشلا ءلامعل تانايب ةدعاق ءانب عيطتسن ىتح نيفدهتسملا ءلامعلاب ةصاخلا تامولعملاو تانايبلا ءارش ىرورضلا نم •





3/15/2018 2

Critical Issues




































3/15/2018 3

Critical Issues








• Finalization of production facility in order to start trials & commissioning .


• Fine tuning of the factory products up to the level to overcome competition .

• Clarify the producible product range & its related configurations .


• Developing the needed products credential & certificates.


• Hiring the needed qualified Marketing & Sales staff on time.


• Executing the MKTG activities entirely without interruption . (entire Marketing Budget Approval is needed).


• Conduct all needed sessions for wholesalers, retailers & main contractors staff .


• Establish all needed resources to secure smooth flow of preparation & launching process.


• Improve staff response to the needed corporate issues .


• Considering printed boards as part of the upcoming product range.


• Hiring specialized technical team for production & training for decorative lines.









3/15/2018 4

Goals &Milestone








Primary goals &its Milestone activities


























3/15/2018 5

Goals &Milestone




(Preparation Stage)


• Establishing ACFA brand infrastructure .


*Corporate identity


• Company logo .


• Business cards.


• Company Stationary.


• Company Profile .


• Web Site. 85%


• Brand manual .(Under preparation)


• Factory documentary (Not yet)


• Company stamp. (Not yet)










3/15/2018 6

Goals &Milestone













• Establish ACFA authorised dealers network . .


• Applying agreed selection criteria.

• Develop merchandising packages for Wholesale&Retailers


• Preparing marketing collaterals & branding tools .


• Display stands.
• Printed materials .


• Gift items.
• Preparing countermen incentive scheme.


• Organizing launching & training events .


• Interactions with middlemen ( fixers ,contractors & dealers).

• Opening ACFA Riyadh showroom /Store.





3/15/2018 7

Goals &Milestone






• Achieve Sales target for first year factory production .







• Preparing ACFA launching kit( for soft launching)(under preparation).


• Company Profile .

• Product Presenter.


• ACFA Product range flyer.

• Actual Samples for standard Products.

• Note pad /Sunshade/ball pen/Wall clock.



• Hiring marketing & Sales staff (not yet).

• Web site optimization + Social media plan(not yet).


• Factory documentary video Production. (not yet).


• Establish ACFA customer services centre . (not yet).




3/15/2018 8

Goals &Milestone













• Completing MKTG strategy development for decorative Products (end of year One) .







• Establish range of products to be launched .


• Secure the proper know how (from abroad)


• Preparing the respective marketing collaterals .


• Conducting launching events ( all target audience)


















3/15/2018 9

Launching Program




































3/15/2018 10

Launching Program








• E-mail Campaign.



• SMS Mobile Campaign.



• Tele- Marketing Campaign.



• Launching Kit .( As per Slide 8)


• Launching Event .


• 5 stars hotel.

• Invitees :distributors
• Top management speech

• PPP ( commercial /technical)

• Dinner

• Give away







3/15/2018 11

Marketing Activities






&estimated budget


























3/15/2018 12

Marketing Activities & Estimated budget




MKTG activity description Estimated budget in SR QTY Remarks




Printed Materials 150,000 16 P.presenter,flyers,post cards,S.presenter ,Tech spec
item brochure,Inst.guide,gift bag ,letterhead,Envelope std size,
posters 1X0,7&,5X,7 ,Tec, product presenter for Project,
Newsletter



MKTG collaterals 195,000 7 Includes all merchandising tool, w.sticker,S.board,Roll up,
item G.Sandwich/Post Cards for 40 outlet ,CD for factory

Customer relations 484,750 15 All events for launching, training, seminar & product

event update(6 distribution/5 Consultants/4 B.Fixers)

Branded materials 585,000 8 Includes branding for factory gate ,building skeleton,

items customers lounge,reception,veichle ,trucks& head office
signage, Factory staff uniform,dist. Showroom signage


Exhibitions 250,000 5 Cost of participating in 5 exhibitions

event ( 2 in KSA & 3 Out KSA)

Gifts 256,000 13 Dedicated to all customers segments

item Ddistribution ,Consultants & Fixers

Specialized Magazine Campaign 162,000 24 Include monthly ad in Gulf construction &Al Bennaa Magazines +
Ad Editorials


Advertising Agency 67,860 12 Annual agreement objective: is to develop all needed
3/15/2018 designs for all marketing activities . 13
(5,655X12) month

Marketing Activities & Estimated budget




MKTG activity description Estimated budget in SR QTY Remarks




Printed Materials 150,000 16 P.presenter,flyers,post cards,S.presenter ,Tech spec
brochure,Inst.guide,gift bag ,letterhead,Envelope std size,
posters 1X0,7&,5X,7 ,Tec, product presenter for Project,
Newsletter

MKTG collaterals 195,000 7 Includes all merchandising tool, w.sticker,S.board,Roll up,

.Sandwich/Post Cards for 40 outlet ,CD for factory

Customer relations 484,750 15 All events for launching, training, seminar & product
update(6 distribution/5 Consultants/4 B.Fixers)

Branded materials 575,000 8 Includes branding for factory gate ,building skeleton,
customers lounge,reception,veichle ,trucks& head office
signage, Factory staff uniform,dist. Showroom signage


Exhibitions 250,000 5 Cost of participating in 5 exhibitions
( 2& 3 Out KSA)

Gifts 226,000 13 Dedicated to all customers segments
Ddistribution ,Consultants &Fixers

Specialized Magazine Campaign 162,000 24 Include monthly ad in Gulf construction &Al Bennaa Magazines +
Editorials


Advertising Agency 67,860 12 Monthly fees for One year which save us 75% of design
cost in case we do the same jobs with local agencies .

Grand Total
3/15/2018 2,153,610 14

Other essential budgets




Item description Estimated budget in SR QTY Remarks



Commercial staff budgeted salary for 1,444,800 13 In case the hiring will be from day One for all 13
member(120,400 /month)
One year



Capital Plan for year One 768,500 12 2 Trucks ,Riyadh Showroom rent &refurbish,12 laptop,3
printer, office furniture
(once all 12 staff members are hired)





Business trips year One 105,000 3 Just for (RH &National Sales Manager)+ commercial
coordinator( total of 36 trip)




Grand Total 2,318,300
























3/15/2018 15

Grand total









Item description Estimated budget in SR






Marketing Activities 2,153,610










Other essential budgets 2,318,300















Grand Total 4,471,910







3/15/2018 16

General Manager







Marketing &
Sales Manager
Commercial
assistant
National Sales
Manager


Web site &
social media
coordinator







Jeddah Dammam Riyadh ABHA

Sales Manager Sales Manager Sales Manager Sales Manager






Project Sales&
Sales. rep Sales. rep institutions .rep Sales.rep Sales .rep








3/15/2018 17

Salary Scale Proposal



Allowances
Hiring on
Position7878 Basic in .SR Total per month

Housing Car
3 months 15%




National Sales Manager 14,000 42000 25200 19,600 Month One



Riyadh Sales Manager 8,000 24000 14400 11,200 Month One


Jeddah Sales Manager 6,000 18000 10800 8,400 Month three


Dammam Sales Manager 6,000 18000 10800 8,400 Month Three


ABHA Sales Manager 6,000 18000 10800 8,400 Month Three


Commercial Assistant 5,000 15000 9000 7,000 Month One



Web Site Coordinator 3,000 9000 5400 4,200 Month Three


Riyadh Project Sales rep 4,000 12000 7200 5,600 Month One


To be hired Up on
Others 4 Reps 4,000 12000 7200 5,600
immediate need

Marketing &Sales Manager
25,200


3/15/2018 18
Total Salaries (13 member) 120,400 /month

Details of Marketing Activities





&essential budgets
























3/15/2018 19

ACFA Printed Materials (1)



Item description QTY Price/ piece Value in SR Targeted customer



ACFA Company Profile 1000 21,4 21,400 All targets
Chamois lamination-dry emboss, Hot stamp +Special silver color Done ( Distribution, Project,Governental bodies)

Product Presenter

Cover :45X33 cm, brochure 31.5X 19 cm 16 Pages 1000 35 35,000 All targets
+ Actual samples

Flyer for ACFA range 1000 0.75 750 Distribution



Distribution
Flyer for ACFA Values 2000 0.75 1,500
500 pcs X 4 cities

Features Dedicated Post Cards 1000 3

Thermal conductivity ,water ,fire resistance 1000 3 9,000 All targets
H14X18 closed/14X48cm open ( 2 fold) 1000 3

Quality control &assurance Post Cards 3000 0.75 2,250 All targets
15X21cm &8XH10 cm

Sample Presenter ( Jacket) 1000 4.15 4,150 All targets

H16X10 closed /16X32 cm Open

Technical Specifications brochure 1000 2.5 5,000 All targets

A4 size closed& A3 Size open 1000 2.5

Installation Guide
1000 3
A4 size closed& A3 Size open 6,000 All targets
3/15/2018 1000 3 20

ACFA Printed Materials (2)




Item description QTY Price/ piece in SR Value in SR Targeted customer




ACFA bag 1000 8.5 8,500 All targets

(45HX34X12 cm depth) ( Distribution, Project,Governental bodies)



ACFA letterhead (A4 size) 5000 0.66 3,300 All targets





Envelop (10X21cm) 1000 3.45 3,450 All targets



1000 2.4
Posters ( for 3 products) 3,750 Distribution
100X70 / 70X50 1000 1.35


Technical Product Presenter 1000 55 55,000 Projects

For deco.Prod,2 fold ,3 Actual samples+Image+Text High Profile consultants &Engineers



ACFA Newsletter 1000 10 10,000 All targets




Flyer for ACFA Decorative Products 4000 0.75 3,000 Distribution
Double side printing A4 size 1500 Riyadh +500 X 3 cities



Grand total Printed materials 150,000 21
3/15/2018

Marketing Collaterals





Item description QTY Price/ piece Value in SR Targeted customer




Distributor Outlet Window Sticker 15 X40 120 72,000 Distribution
5X3 m X 40 outlet X 120 SR ( SR.1,800/outlet)



Sample board (60X90cm) 1X40 48 1,920 Distribution
Actual sample+Board SR23XSR. 25 StickerX40 outlet


Roll Up 2X 40 250 20,000 Distribution
2Roll upX40 outlet XSR.250


Graphic Sandwiche (A3 size) 2X40 150 12,000 Distribution
2 pcsX40 outlet XSR.150


Post Cards (15X21cm) 1X40 1000 40,000 Distribution
Double side printing ,1000 pcs/outlet


Video Shoot 1 35,000 35,000 All targets (corporate)



Factory CDs Production 1000 1 10,000 All targets
Upload the factory video on branded CD



Grand total Marketing collaterals 195,000





3/15/2018 22

Customer relations





Item description QTY Price/ piece Value in SR Targeted customer



Printed materials
3 roll up SR.750,1 pop upSR.3000,100 digital InvitationSR.300,100 1 Package 4,850 Valid for all targeted customers
lanyard SR.400,10 name tags SR.400

Ball room rent

Includes: O.H projector ,Wireless mic,Speakers,pointer,room stage 1 Package 10,000 Valid for all targeted customers
preparation


Gifts for lucky draw 5 Package 5,000 Valid for all targeted customers
Mobile phone, Apple watch ,tablet ,wrist watch, wall clock, perfume


Dinner
Average of 100 invitees /event


For Consultants &H. Profile Engineers 100 150 15,000


For distributors & contractors 100 120 12,000


For fixers 100 100 10,000



Consultants(SR.34,850/event) 5 34,850 174,250 159,250

Distributors(SR.31,850/event) 6 31,850 191,100 209,100
4 29,850 119,400 119,400
Fixers(SR.29,850/event)

15
Grand total customers relations Event 484,750 23
3/15/2018

Branded Materials





Item description QTY Price/ piece Value in SR Targeted customer




Branded Vehicles 10 3,000 30,000 Valid for distributors/staff cars




Branded Trucks
Includes: O.H projector ,Wireless mic,Speakers,pointer,room stage 5 3,000 10,000 Valid for distributors/staff cars
preparation

Factory Sign boards 2 50,000 100,000 Mandatory for corporate scope
Outside gate & on Factory skeleton 50,000

Factory VIP lounge (guests room)

Furniture /Equipment ,OH projector, TV /Speakers/ Earphone for factory tour 1 Package 100,000 All Visitors
/stickers /foam boards images

Factory reception & corridor
Reception counter, back counter emboss logo with back light +corridors 1 Package 100,000 All Visitors
decoration with products images

Head office Signages (In &out signages) 2 25,000 50,000 All Visitors

25 150X2 7,500 Staff
Factory staff Uniforms(2 uniform/member)
75 120X2 18,000 Labor

Distributors showroom signboards
40 4,000 160,000 Distribution
(average signboard dimension 8X2 m)X 40 outlet XSR.250)

Grand total Branded materials 575,000

3/15/2018 24

Exhibitions





Item description QTY Price/ piece Value in SR Targeted customer




Space booking Only 12m 2,622 31,464 Agents for outside & all targets for KSA

(Valid for all types of Exhibitions) (699USdollar)


Printed materials 5 2,000 2,000 Valid for outside/inside KSA
Includes:1Roll upSR.250 ,3 postersSR.300,flyer1000pcs,booth chocolate Package


5 500x2

Hotel booking night out KSA 5,000 Valid for outside/inside KSA
Out:5 nights X2 person X 3events &in KSA : 4 nights X2 person X 2 Events 4 4,000
Nights within 500X2
KSA


Air Tickets(guests room) 2 person 3500 out 7,000 Round trip tickets
X2 person for both out side &inside KSA 1000 KSA 2000


Business trip allowance 2 person 5 nights X SR.500 out 5,000 Valid for outside/inside KSA

Includes: transportation ,food allowanceX2 person 4 nights XSR.3000 KSA 2,400

Cost of Exhibitions trip Outside KSA 3 50,464 151,392 All 5 events were calculated for 2
Cost of Exhibitions trip within KSA 2 45,000 90,000 persons





Grand total Exhibitions
245,000

3/15/2018 25

Gifts




Item description QTY Price/ piece Value in SR Targeted customer




Round neck .T-shirt 1000 15 15,000 Distribution &Contractor



Cap 1000 15 15,000 Distribution &Contractor


Polo-shirt 500 50 25,000 Project &H. Profile contractor


Sunshade 1000 14 14,000 All targets

Ball Pen 2000 5 10,000 Distribution & Contractor



Flash Memory (32GB) 200 30 6,000 Project & H. Profile contractor

Desk Calendar 300 10 3,000 Distribution &Contractor

Wall clock 100 50 5,000 Distribution & Project


Hijri Calendar 1000 18 18,000 Distribution & Project


Parker Pen set 100 200 20,000 Consultants ,all VIPs


Wrist Watch 100 300 30,000 Consultants ,all VIPs


Branded Wallet 100 150 15,000 Project & H. Profile contractor

Gregorian Diary 1000 50 50,000 Consultants ,all VIPs


Dedicated to cover all customers segments
3/15/2018 26
Grand total Gifts 8300 pcs 226,000 Ddistribution ,Consultants &Fixers

Specialized Magazine Campaign






Item description QTY Price/ piece Value in SR Targeted customer





Gulf Construction Magazine (English version) 12 7,500 90,000 Consultants & H. Profile Contractors
12 advertisement +12 editorial




Al Benaa Magazine ( Arabic Version) 12 6,000 72,000 Valid for outside/inside KSA
12 advertisement +12 editorial






Grand total Specialized Magazines 24 162,000
Advertisement




Gulf Construction &Al Benaa

These two Magazines are the most prestigious Magazine :
Around 10,000 copies each in gulf out
in the Gulf area for building materials of them 3000-3500 to be circulated in

Saudi Arabia + online circulation


Advertising Agency annual agreement US dollar 1500 /month all possible designs for Company

Having this annual agreement with Contrast Art agency is 12 = SR.5655/ month 67,860 identity /Products/factory /customer
saving for ACFA more than 75% of expenses , if we do same month
jobs with local moderate agency support
3/15/2018 27

Other Marketing activities




(to be considered after decorative products launching )





• Outdoor signages (bill boards).



• Radio Campaign.



• Newspaper Campaign .



• Sponsorship.



• Community Social responsibility (CSR)



• Social Media Campaigns.



• TV campaigns.













3/15/2018 28

CEO



Mr.Abdul-Aziz Al-Saloum









COO



Dr.abduallah Al Saeedi







HR
Finance

Omer Al
Fayez Uddin Saeedi











Marketing & Sales

Plant Manager Manager Projects Manager


D.Dhayalan Naidu
Ramzy Hafez Mohamed Al Saeedi
3/15/2018 29

Thank You




























3/15/2018 30


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