Marketing Concept Overview
Milk Star pasteurized goat’s milk product shall be marketed using the following systems:
A. Milk Ranger System (MRS) - this is the house to house delivery of goat’s milk by utilizing the communities’ non-working but business minded households, and they shall be called as “MILK RANGERS.” A target market will be segmented into areas where qualified Milk Rangers will be assigned as exclusive distributor of a particular area. The Milk Rangers’ initial objective is to educate the prospective consumers in their exclusive areas regarding the scientific health benefits of regularly drinking goats’ milk and this process shall be called Health Propagation. During health propagation, the Milk Rangers gather data from the prospective consumers and takes their regular order.
B. Store Sales System (SSS) - milk goats will be made available on prominent supermarkets, groceries, canteens, schools, restaurants, “sari sari” stores and the like.
The Milk Rangers shall be discouraged but not prohibited to deliver on the above mentioned sales outlets of the SSS as long as it is not being served by the SSS salesmen. It shall be explained to the owners or managers of the SSS outlets regarding the presence of Milk Rangers in their community.
In consideration for the efforts and time needed for the MRS compared to the SSS, higher discounts and incentives entitle the Milk Rangers.
M R S -General Policies & Procedures
1. Market Area Segmentation
Based on number of population, living standards, and local topography, the target market shall be segmented, mapped and boundaries shall be set. Each area shall have enough prospective consumers that can guarantee sufficient income for the assigned Milk Ranger.
2. Milk Ranger
Shall be male or female, preferably a business minded housewife or husband and he or she shall has the ability to explain the scientific health benefits of regularly drinking goats’ milk. He or She shall at least possess the personality of a health advisor and a businesswoman or businessman.
3. Seminar and Training
A qualified Milk Ranger shall undergo two (2) day seminar regarding the scientific health benefits of the product, proper product handling, proper customer relations and basic marketing skills. Oral and written examinations shall be given to the candidate to gauge her product knowledge and communication skills.
The agreement contract between Milk Star and the Milk Ranger for the exclusive sales distributorship on the assigned area shall also filled up and signed.
The candidate with the assistance of the company sales coordinator shall be trained on field for one (1) day.
4. Health Propagation
This is the method of explaining the scientific benefits of the product to the prospective customers, taking product orders and delivery schedules. Brochures and product samples may also be distributed.
5. Delivery
The Milk Ranger presents her propagation list to the Milk Star sales center. Sufficient products that are expected to be sold in one day shall be delivered to the Milk Ranger’s residence or designated stock point on a daily basis except Saturdays and Sundays.
6. Selling Paraphernalia
Suitable selling paraphernalia such as pushcart, bike, bags, ice box cooler, and uniforms shall be issued by the company. Upon termination of the contract, all issued selling materials shall be returned to the company.
7. Remittance
The total amount of the sold product computed at its suggested selling price shall be deposited by the Milk Ranger to the company’s bank account. Unsold products shall be returned to the company’s sales center together with deposit slip of the sold product. After which, new delivery of product shall be done.
8. Sales Rebates and Sales Discounts
· Weekly Sales Rebates, the company provides specific sales rebates based on the total weekly sales. This discount shall be paid to the Milk Ranger every week.
· Monthly Sales Rebates, the company provides pro-rated sales rebates based on the total monthly sales and daily sales average. Monthly sales rebate shall be paid to the Milk Ranger two or three business days after the end each month.
9. Incentives and Benefits
· Yearly incentives ranging from 1% to 3% of the total yearly sales of Health Rangers shall be provided.
· Length of Service, to encourage and acknowledge longevity of service of the Milk rangers, an additional monetary incentive shall be provided.
S S S - General Policies & Procedures
Store Sales System (SSS) shall be served by salesmen using a refrigerated van. The salesmen shall be responsible in keeping sufficient product supplies in establishments that intend to retail the product. The establishments shall have suitable storage or chilled display area.
Mode of payment shall be either Cash On Delivery (COD) or a maximum of 15 days term. Broken orders (BO’s ) and expired products shall be deductible from the total amount payable by the establishment. SSS shall NOT allow consignment method of payment.
Salesmen are strictly prohibited to sell or deliver the product to households, institutions and persons who intend to buy the product for personal consumptions. Instead, the salesmen shall encourage these buyers to avail the product from SSS outlets or from the authorized Milk Ranger in the community. In case that neither SSS outlet nor Milk Ranger exists in the area, sale is permissible but it shall be sold at product’s suggested retail price but NEVER at its wholesale price.
To encourage better sales performance, salesmen shall receive fixed monthly salaries, commissions based on gross sales and area development.
Product Awareness / Advertisements
The company shall focus its product awareness program by educating the buying public regarding scientific values of drinking goats’ milk. School children shall be targeted to instill in their young minds the importance and advantages of the product. Visits and business relations with medical practitioners shall be established for the direct endorsements of the product to the public.
Posters, brochures, and streamers shall be printed as advertising aides but the company focuses more on developing community or customers relations by means of health propagation as its prime tool of creating product awareness.
For more details call Toti at 0917 500 1982 |
