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  • Marketing Management: Group Members: Oasama Mahmood Batla Rameel Safwan Umm-e-Areeba Mustafa

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    This document provides an overview of Ana and Batla Industries, a family-owned FMCG company that produces baby diapers. It discusses the company's products, competitors, segmentation, targeting, distribution channels, order booking process, retail presence, and promotional strategies. Specifically, it focuses on analyzing the Bona Papa Plus diaper brand. Key points include that the company targets both mass customers with its affordable Bona Papa Plus line as well as higher-income customers with its premium Nana Smarty diapers. Distribution is handled through a sole distributor and sub-distributors, with order bookers responsible for booking orders from retail shops.

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    This document provides an overview of Ana and Batla Industries, a family-owned FMCG company that produces baby diapers. It discusses the company's products, competitors, segmentation, targeting, distribution channels, order booking process, retail presence, and promotional strategies. Specifically, it focuses on analyzing the Bona Papa Plus diaper brand. Key points include that the company targets both mass customers with its affordable Bona Papa Plus line as well as higher-income customers with its premium Nana Smarty diapers. Distribution is handled through a sole distributor and sub-distributors, with order bookers responsible for booking orders from retail shops.

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    64 views15 pages

    Marketing Management: Group Members: Oasama Mahmood Batla Rameel Safwan Umm-e-Areeba Mustafa

    Uploaded by

    Oasama Batla
    This document provides an overview of Ana and Batla Industries, a family-owned FMCG company that produces baby diapers. It discusses the company's products, competitors, segmentation, targeting, distribution channels, order booking process, retail presence, and promotional strategies. Specifically, it focuses on analyzing the Bona Papa Plus diaper brand. Key points include that the company targets both mass customers with its affordable Bona Papa Plus line as well as higher-income customers with its premium Nana Smarty diapers. Distribution is handled through a sole distributor and sub-distributors, with order bookers responsible for booking orders from retail shops.

    Copyright:

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    of 15

    Marketing Management

    Group Members:
    Oasama Mahmood Batla
    Rameel
    Safwan
    Umm-e-Areeba Mustafa
    Introduction of the Company

    • Ana and Batla industries is a family based


    company.
    • Initially, it operated as a B2B company in
    production of audio cassettes.
    • In 2011 switched to FMCG company, selling
    diapers.
    • Bona Papa and Nana Smarty are company’s first
    products.
    Consumer Behavior

    Brand switching is Customer switch due


    common in the to quality and
    industry. availability issues.
    Brands & Competitors

    • There are 4 different Brands for baby diapers of this


    company. we will be focusing on Bona Papa PLUS.
    • Bona Papa PLUS — Competitors: Me & My, SuSu and Perfect
    diapers
    •

    • Bona Papa Magic — Competitors: LEO diapers and Bebem


    •

    • NaNa — Competitors: Canbebe & Molfix


    •

    • MOMSE— Competitors: Pampers, Pampers Premium and


    Huggies.
    Segmentation & Targeting
    Product: Bona & Nana

    • BONA BAPA PLUS: it is a more budget friendly product, its


    widely available and their aim is to target masses with it.
    •

    • NANA SMARTY: This is a more premium product, their aim is


    to target high income customers with it.
    Product
    • widely available
    • Mass selling product
    • Budget friendly

    • It’s a premium product


    • Target: High income customers
    • Not so widely available
    Price
    Company

    Distribution
    Channel Sole Distributor

    Sub Distributor
    Distribution Channel
    contd….

    •
    Credit sales responsibility of distributor.
    •
    Sole distributor is Qadri Traders.
    •
    There are 8 sub distributors of Bona Papa
    in Karachi.
    •
    Company assign order bookers with the
    distributor.
    •
    No. of order booker depends on area
    demand.
    •
    Company has an application to facilitate
    channel management.
    •
    10% margin is given to channel members.
    Order booker books order and are
    Order Booking
    •

    on company payroll.
    • Minimum visit of order booker is
    50 stores per day including new
    ones.
    • Strike rate is 25-30 shops on avg.
    • PJP is different of order booker
    everyday.
    • Order booker first cover a
    particular section.
    • Each section there are 50
    routs/shops an order booker has
    to cover.
    Retail Universe is 25000 shops and Bona Papa brand coverage
    Presence is 9000 shops.

    Highest coverage in Karachi and Multan.

    Karachi has one satellite town i.e Hub.


    IMTs:
    Spar
    Retail
    •

    Presence LMTs:
    Chase Up
    Contd…
    •

    • Shazz super market


    • In negotiations with Imtiaz

    E-COMMERCE
    • Humart
    • Deedo.pk
    • Discontinued on daraz
    Tier A HPOs

    First Shelves Relationshi Twice or Tier A


    samples are p building thrice a more
    are provided if is week costly,
    provided enough important order require
    to assess demand. in Tier A. booker shelf rent,
    demand. visit Tier A induction
    shops. fees, no
    expired
    products
    and
    constant
    availability
    of the
    product.
    Promotion

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