Trade Marketing Plan

Trade Strategy
Encourage retailers to give National Foods maximum Storage capacity for Frozen parathas by:
Providing maximum of 10% higher Margins than Competitors Individual Freezers for National Frozen Products Compensation for Freezer Electric Bill Compensation for Using Own freezer with shelf space for National Frozen parathas

 Target Traders:
Supermarkets and Hypermarkets for full range of Frozen products Large and leading retailers for grocery products in each area Wholesalers and agents for Rural Areas including areas outside city limits and small towns Distributors for Intra city distribution to Selected Outlets

Strategy:
Choose traders with strong, diversified and large Customer base

 Transportation:
Use of company owned Vehicles for Inter city Distribution to retailers/ Outlets and Distributors Use of third party Distribution for Intra City Transportation

Strategy:
Make National Frozen parathas most available in demanding areas

Factory

Regional Warehouse

Retailers End user/Consumer

Factory

Agents

Wholesaler

Retailers End user/Consumer

Trade Coverage
Initial Launch and Market testing in major cities:
Karachi Islamabad Lahore Quetta Peshawar

After establishment of strong brand name in market expand to rural areas

cont
Delivery frequency:
Provide each retail outlets in demanding areas with weekly delivery Delivery size according to sales frequency
Expected:
50 packs of 5 Parhata packs to city retailers (only Plain Parhata) 200 packs of weekly delivery to major supermarkets and Hypermarkets (plain) and 200 packs of other variants

Territory Management
Territories to be divided initially at provincial level Sindh Balochistan Punjab NWFP
Each major city in Province to be divided into districts All towns outside cities considered as single districts