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
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Grand total
Item description Estimated budget in SR
Marketing Activities 2,153,610
Other essential budgets 2,318,300
Grand Total 4,471,910
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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