ROHA PACK plc

....
Marketing and Sales
Manual
Company Name:

Title:

Document No: RP-2016

August 12 12/2016

MARKETING AND SALES MANUAL

Prepared by

Corporate Marketing &

Business Dev. Manager
Aug.2016
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Contents
1. The Marketing and Sales Manual
2. Back ground
3. Marketing and Sales Department Structure
4. Marketing and Sales Activity
4.1
Marketing
4.2 Sales activities
5. Developing Roha packs Marketing Strategy
5.1 Mission Statement
5.2 Marketing Goals
5.3 SWOT Analysis on Roha Pack
5.4 Opinion Survey
5.5 Competitors Analysis
5.6 Market Segmentation
5.7 Market Targeting
5.8 Positioning
5.9 Marketing Mix Strategy
6.

Internal Awareness Creation

7. Periodic performance follow up and Control

8.
9.

Motivation and Incentive Schemes

Concluding Remarks

1. The Marketing and Sales Manual

It is often said that THE MARKETING DEPARTMENT is an EYE of the

company for a number of reasons. The Department stretches out an
eagle eye to grasp NEW and POTENTAIL customers, tries to maintain
existing Ones, constantly assesses the movement and intention of
customers in their day to day marketing activities.
The cardinal purposes of a Business entity are 3!
Namely the act of :
1. Selling!
2. Selling and
3. Selling!
The Prime objective of Manufacturing is SELLING out Products, earning
Revenue and
ultimately maintain good rate of return for the investment
made by the stakeholders or simply making PROFIT!
Proper and sustainable selling mechanism requires Proper planning,
drafting appropriate marketing strategy as well as drafting and
implementation of workable Marketing and Sales procedure manual.
The present paper tries to fill up this gap.
2. Back ground
Roha pack plc , a pioneer, in the PET-Plastic manufacturing sub sector was
established on May 2003. With handful number of workers and few and low
capacity production machinery.
The company indeed had made very good progress over the past 13 years
of its existence and now has now acquired the Latest, State-of-the-art
Technology and Machines and its work force has now grown to well over
200. The Actual annual turnover was in the tune of Birr 138 Million at the
end of year 2008(2016/17) and the amount is planned to show
considerable increment in the coming Budget year 2009(2017/18).
The functions of Roha pack plc are managed through the following
Departments:
Production and Technique,
Marketing and Sales,
Finance,
Procurement, Supplies and Stores, and
Human resource and general Service.
The strong and committed Management team of the company facilitates it
to practice a smooth and coherent day to day operation and also enables it
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to overcome the constant Internal as well as external challenges facing the

manufacturing industry.
The water Bottling industry is showing rapid progress following suit of life
style improvement of the population is the urban sector. Nowadays the
number of Bottling companies with legal trade licensees are estimated to
be around 60. The growth of the Bottle filling companies also has a pull
factor for th new entrants in Preform Injection manufacturing and thus new
firms are now coming to capture the existing as well as potential Preform
and Closure market.
Currently the fast movement of the industry is quite good Opportunity but
this also entails a scenario of Threat if the situation is not addressed
Properly and rapidly.
Roha Pack plc, being a pioneer in the industry, shall at present make a
paradigm shift in the set up of its Organization, in the pattern of its Internal
and External Communication, in maintaining Efficient and cost effective
production schemes, in implementing fast and customer-oriented
marketing practices in order to win the challenges of the Market.
The present manual is expected to shade some light in light of meeting the
Marketing and Sales objectives of the company.
3. Marketing and Sales Department Structure
The marketing and Sales Department of Roha pack plc fits into the
following structure of the company.
Current manpower structure of the
members as follows:

Department comprises of 4 staff

Marketing and Sales Department Head,

Marketing Service head
Sales Service Head, and
1 Sales person

Structural Organization of Roha Pack plc is shown

hereunder:

4.0

Marketing and Sales Activity

4.1 Marketing:
Marketing touches every aspect of the companys Business operation.It is a
series of activities designed to identify CUSTOMER NEEDS, and WANTS, and
Satisfy those needs and Wants by providing the desired goods while making
a reasonable Profit.
Marketing is all about managing profitable customer relationships by
exerting an effort to attract and Retain customers of the Company.
In a nut shell Marketing is NOT only selling or advertising activity. It
includes but is not limited to:
Understanding Customer Needs and Wants,
The Type of Product the company wishes to Offer
How the company Position and package its products,
What the company Charges, Price of the Product,
Promotional schemes, Ads, via media such as TV, radio,
Brochures,..
How the company present itself in Business meetings,
How the Staff treats Clients in Person, through phone,
How it distributes, delivers its products,
And last but not least how the Company Monitors and Evaluate
its Marketing Operations.
In line with the above mentioned parameters, The Marketing Service of
Roha Pack plc, shall constantly identify the NEEDS and WANTS of its
customers OR Target Groups.This requires among others:
Keeping Comprehensive data of its Customers,
Making constant and periodic contact and visit of customers in
order to constantly gauge their day to day movement and
aspirations,
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 Conducting periodic survey through design of appropriate

questionnaire and Interview methods,
Designing ways and means of attracting New Customers,
Maintaining means of retaining existing customers.
NOWADAYS the act of marketing is not played by the Marketing and Sales
Department ALONE, it requires the involvement and participation of all
stake holders of the company ,hence all stakeholders of the company, i.e
all workers, Technicians, Supervisors as well as management Team
members at all levels shall be ambassadors of the company in orienting,
advertising Roha Packs Products and communicate with informative data
and information related to the PET and HDPE Plastic packaging
industry.
4.2 Sales Activities:
Marketing and sales are interrelated activities, have the same goal, but
differ in their essence. Selling is the final stage in marketing, which
also includes pricing, promotion, place and product (the 4 P's). A
marketing department in an organization has the goals of increasing the
desirability and value to the customer and increasing the number and
engagement of interactions between potential customers and the
organization. Achieving this goal may involve the sales team using
promotional techniques such as advertising, sales promotion, publicity,
and public relations, creating new sales channels, or creating new products
(new product development), among other things.
Roha Pack sales team shall be given an opportunity of training in order to
attain the Sales Goals of the company in an efficient and effective manner.
5.0

Developing Roha packs Marketing Strategy

Marketing Strategy is a process by which an enterprise aligns itself with
the market it has decided to Serve.
As PET Preform, Closure, Hdpe products and assorted containers like jars,
Target Customers of Roha pack plc are:
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 Mineral Water Bottling Firms at different Levels

and Regions,
Blown Pet Bottle Customers for end use
Spirit/Alcohol/,Pharmaceuticals,
Pet Jar customers used in packaging of Peanut
Tea, Chewing gum, Rice etc,
HDPE Bottle /container for Detergent, Cosmetics,

both at Addis Ababa

of

Oil,

Detergent,

Butter, Jams, Honey,

etc,

In order capture the market and absorb good portion of the Market Share,
Roha pack plc, shall develop appropriate Marketing Strategy to the
following fundamental yardsticks:
5.1

Mission Statement:
Defining Mission Statement sometimes termed as Vision Statement is
a customer focused business Definition. It encapsulates our Values and
Visions , Our employees and Community, our Suppliers and
Stakeholders. It is primarily the foundation for our companys future and
shows direction to what our company wishes to achieve or yield in the
near future!
Roha packs Vision statement during the year 2009 E.C(2017/18) and
the last 3 year was:
To be The Leading Preforms and related Packaging
Manufacturer in East Africa!.
Some say it is a bit ambitious and may not be achievable in shorter
period while other comment that it is quite Good vision as a pioneer
Company in the sub-sector ,and indicates the wish of the company to
attain it in the near future. This needs a consensus and all
concerned stakeholders of the company i.e Workers, sub-level
heads, Department heads,Top level Mangement as well as the
Shareholders shall critically analyze the issue either to accept
the existing Mission Statement or Change it to a new one.
Once set on consensus, a Mission Statement is symbolized as a Flag
Post, where every one is mobilized each day with the aim of achieving
this grand Objective!

Hence
is

5.2

Roha

Packs

Vision

Marketing Goals :
Roha packs Marketing Goals may be classified in to Short Term and
Long Term Goals or Objectives.

The Short Term objectives could be associated with the fulfillment of

the Targets set on The Annual Budget of year 2009(2017/18).
These are:
Raising the Sales Value attained to level of Birr 137.9
Million at end of Year 2008(2016/17) to Birr 355.8 at end
of year 2009(2017/18),
Install the Second Husky Machine including the Closure
Printing machine in order to better satisfy the needs and
Requirement of the Market by end of the year,
Achieve gross Profit (Total revenue net of cost of Goods
Sold) rate of about 31% against the total revenue by end
of Budget year 2009(2017/18),
Increase the market share by closing Sales with major
buyers including Yes Water, Aqua Safe, Petram plc and
Ambo water, by end of the budget year,
Provide short-term training to the staff of Marketing and
Sales department by end of the year so that company will
have qualifies and committed staff to implement its
Marketing and Sales objectives of the budget year.
The Long-Terms objectives that may be achievable with in the next 3
years could be the following:
BE PEPSI and COCA certified and close the sales between
respective Pepsi and Coca affiliated Companies and
considerably increase the market share,
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As there is change in Production technology in the Preform

Injection production, INTRODUCE THE-STATE-OF-THE-ART
MACHINERY IN THE BLOWING SECTION IN ORDER TO GO
ABREAST
WITH
THE
GROWING
DEMAND
OF
CUSTOMERS,
Maintain adequate Production and Storage area for both
Injection and Blowing products in order to facilitate
implementation of Good manufacturing Practice, Food
Safety schemes and hence properly satisfy Needs and
Requirement of our Customers, Like FIFO, Tracability,

5.3

SWOT Analysis on Roha Pack Plc

It is quiet indispensable for companies like Roha pack Plc, to have much
better understanding of its environment for it to establish its Market
Position and flourish over the long term. SWOT Analysis is an Important
tool of Marketing TOOL
that assists a company to assess The
Strengths and Weaknesses of its business in relation to the Opportunity
and Threats prevailing in the Internal and External environment and at the
end draft appropriate strategy to grab the chances and overcome the
challenges faced.

Roha Packs SWOT analysis may look like the following:

Strengths:
o A pioneer in the Preform Injection and Blowing manufacturing
sector acquiring an exposure over 13 years, company knows
which customers to Target, how to handle,
o Acquires the skills and the expertise in the plastic subsector as
there is no Formal Institution that produces the required
manpower in the education system in Ethiopia,
o Acquires The latest Technology by owning thestate-of-the-art
Production Technology in the subsector that enable sit to produce
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high end quality Products that is able to satisfy the needs and
Expectations of customers,
o Availability of forward looking and committed manpower with
good team working spirit,
Weaknesses:
o It may seem paradoxical that though the company has
committed workforce, BUT the level of skill the majority
have does NOT fully comply with the rising needs of the
plastic subsector,
o Total land area of the factory is currently saturated giving no
extra room for better working conditions , Good Manufacturing
Practices, implementation of adequate Safety practices,
Oppurtunities:
o Number of Mineral water bottling companies entering the market
is growing every year. Current data shows that about 60 water
bottling companies are on business now. The flourishing growth
of the water bottling companies creates good opportunity for
Preform manufacturers like Roha pack plc,
o Healthy and Safe style of living in Urban population demands the
use of Bottled water and Pet Bottles and Jars packaging which
enhance the growing demand of Preforms, Pet Bottles and Pet
jars in the supply chain,

Threats:
o The growth in the plastics subsector has a pull factor that
attracts new Manufacturers to enter the Market. One may guess
that the new comers will be getting to the industry with the
introduction of latest technology and better Manufacturing
practices. This is a Threat and a phenomenon that shall be
addressed properly with Firms that are already in the industry.
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5.4

o The entry of new Pet Preform manufacturers naturally will

intensify the operation of the market in order to grab good share
of the Market. This naturally may even create A PRICE WAR , in
the market and would even play devastating role to competitors
if situation is NOT handled properly,
o The coming firms will also focus in garbing Trained manpower
from existing firms in the absence of Proper Training Institutions
in the country. This was vastly witnessed in the Banking service
sector. Companies shall practice modern ,transparent and
competitive HR practices in order to retain their skilled staff.
Opinion Survey :
Marketing and Sales Department MUST conduct Customers Opinion
survey in order to monitor and gauge the views and feeling of Existing
customers towards Roha pack Products. Retaining existing customers
is less costly than attracting new customers. Hence, to retain Roha
pack customers, one should satisfy their current needs as well as
anticipate and fulfill their future requirements. Moreover, the
Marketing and sales department shall exert its unreserved effort to
create long standing relationship with them by solving their
dissatisfaction at the right time.
Opinion surveys shall be conducted at least on quarterly basis. Data
gathering methodology could be in either questionnaire or through
direct interview of front-line persons of clients.
The questionnaire designed shall to the minimum address following
points:
Full and complete data on address and contact persons on
font-line,
Quantity and value of sales done in the last quarter,
Degree of satisfaction of Roha products,
Problems encountered in use of products, defective products,
How do they assess the customers service? How fast do they
get response for their complaints, degree of courtesy and
honesty of Roha employees,
Strengths and weaknesses of Roha Pack plc on the eyes of
customers,

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5.5

Competitors Analysis

This is a topic or an Anti thesis of the strategy that shall be drafted in view
of the THREATS outlined above.
For Roha Pack Plc, in order to succeed in the plastic industry, IT needs to
know almost as much about its competitors as it does about the company
itself! Roha pack plc shall undertake periodic survey on its competitors in
order to face the challenges in the market addressing the following issues
among others:
Keep adequate list of all existing competitors and always
update the data periodically,
Gather Detail Data in as much as possible on Type of Machinery,
capacity, Annual Turnover, and the technology they use,
Obtain information on their Strengths and weaknesses including
their market grabbing techniques,
What do they do better than Roha?
What are the Objectives of Roha competitors?
Probe Roha customers to see how they feel about competitive
products and Services,
After figuring out their strengths and weaknesses, find out what
Their VULNERABILITIES are. Why do customers buy from them? Is it
PRICE, VALUE, SERVICE,CONVIENNIENCE, REPUTATION or what?
Keep method and data confidential.
5.6

Market Segmentation :

In order for Roha pack to have more focused marketing effort, one need
to divide Preform and closure market in to segments. Preform and
closure buyers may be stratified into :
Volume buyers that give attention mainly to high quality
products and timely delivery with punctuality,
Small volume buyers that dont mainly focus on quality
parameters but mostly on reduced price,
Small volume buyers focusing on Terms of payment mainly on
getting credit terms,

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5.7

Market Targeting:

Once the Preform and Closure market is segmented, one has to examine
the process of evaluating and selecting marketing segments and focus
on them. It would be advisable to make frequent and continues contact
and dialogue with selected big volume buyers and close the business
with them with contractual agreements.
Small buyers could also be handled on their on and Off buying trends
with price of higher mark up.
5.8

Positioning :
Positioning refers to the decisions and activities intended to create and
maintain an enterprises product concept in THE MINDS of customers. As
brand building needs time and effort, Roha pack need to be involved in
Promotional activities so as to create and occupy unoccupied space in
the minds of the target market.
Appropriate promotion scheme such as TV commercial, Brochure, radio
or News papers shall be selected to familiarize the brand.
Roha may use the following positioning statements in its advertising:
Solutions to modern Packaging! (current logo),
Safety comes first!
Ensuring Quality, our prime concern! etc

5.9

Marketing Mix Strategy :

One of the basic tactics of winning the market lies in developing a

marketing strategy that focuses on The MARKETING MIX /4 Ps/ Strategy
i.e addressing the right:

Product,
Price,
Promotion, and
Place/Distribution strategy.
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The primary element of Roha pack business lies in manufacturing the right
PRODUCT that meets the exact need of customers. Every one in factory
shall raise its awareness that each single product of the company shall
fulfill the quality parameters at all times , produced at all times, be it day or
night shift. Factory shall maintain consistency of meeting the quality
specifications as this is closely tied up with Branding of the company
product. Good production is also associated good warehousing as food
safety covers proper keeping and clean storage of products.
- PRICING is very sensitive issue that plays big role in the process of
marketing particularly in the scenario of highly competitive market. Roha
pack shall strictly assess its Costing and Pricing techniques as the
market is Nowadays very sensitive to it! It would be timely for the company
to critically examine its OVER HEAD, as well as using OPTIMAL LABOR
FORCE in each unit. Redundancy may not be tolerated at time of fierce
competition.
- Yegan Wust Mebrat, is a good Amharic adage , to emphasize the role
of ,PROMOTION, Introducing one self to the public so that they have one
more choice in the market. New comers, mainly from the Regional towns,
shall be made aware of the existence of Roha pack Products through trade
fair participation, TV and radio promotions or Publication advertisements.
This mainly applies to regional customers of Pet jars and Hd Bottles.
- Place or Distribution refers to delivering Roha pack products to the right
spot where it is needed. Roha Marketing team shall exert its utmost effort
and empty the items stocked at its warehouse as they are required by
customers for their end use.
6.0 Internal Awareness Creation
The marketing strategies, the missions of the company, and interrelated
activities outlines by the company will have little or NO value unless the
plan and strategies are transmitted to the work force at different levels . It
was noted earlier in the paper that every one in the company shall play a
role in promoting the product of the company in all spheres. This would be
feasible by introducing the major elements of the marketing strategy to the
concerned workers in group meeting followed by discussions and exchange
of opinions.

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7.0

Periodic performance follow up and Control

Once there is an agreement on the Marketing strategy, objectives and
measurable goals, next step would be periodic performance evaluation and
follow up as well as practical corrective steps and measures to fill gaps and
variance versus target plan.
Weekly, Monthly, Quarterly, Semi Annual and Annual performance
evaluation of The Marketing and Sales activities among other task of the
company are indispensable to see and observe if the company is moving
along the laid out target.
Apart from Numeric DATA, Marketing and sales team shall deliver
qualitative and descriptive information on such meeting siphoning out the
tasks performed during the period of evaluation, comments and opinions of
Customers, reservations and regrets of customers and actions taken, New
customers attracted, Customers that shy away from Roha pack including
reasons for that, new and better approach ,if any, of market intervention,
etc.

8.0

Motivation and Incentive Schemes

Successful implementation of Marketing strategy and goals requires
suitable motivational and Incentive schemes as the primary actors of the
game are human beings. With proper and right motivation, humans could
do wonders. However, its implementation requires careful drafting as
improper motivation scheme may result in negative outcome.
Motivational schemes could be either Individual or given to a team. Roha
Pack plc has been implementing individual incentive schemes in the past.
Sales experts who manage to attract new customers use to get
commission from the sales value of the customer they brought to the
company. Such good practice may be retained again but time limit shall be
given to the commission ,say up to one year period, in order to motivate
experts to attract new ones and also minimize the expense of the company.
Group incentive is also good mechanism to motivate the sales force of the
company. It also strengthens team work, as the yield is to be obtained from
the sum effort of the individuals.The motivation scheme may not
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necessarily involve in provision of money only , it could also be practiced by

way of availing recreation or travel and tour programs in tourist attraction
sites.
9.0

Concluding Remarks
The Present Marketing and Sales Manual is anticipated
increasing the market share and the Sales performance
and ultimately result in increasing its sale value and its
manual, however, shall be constantly reviewed and
participation of concerned parties.

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to contribute to
of the company
profitability. The
improved with