St.

Mary University

Department of project management

’Marketing plan on SB olive oil company’

Prepared by: Samrawit Bogale

Course: Marketing management

Submitted to: Dr. Aderaw G.

Date: January 11, 2021

Table of Contents
1, Business summary................................................................................3
2, Executive Summery..............................................................................3
3, Introduction...........................................................................................4
3.1, Statement of the marketing goal.....................................................4
3.1.1, SB Olive oil’ goals....................................................................4
4, Situation analysis..................................................................................5
4.1, Olive oil SWOT analysis................................................................5
5, Marketing objectives of a project.........................................................7
5.1, Overall objective.............................................................................7
6, Target market segment..........................................................................7
7, The marketing mix................................................................................8
8, Main strategies......................................................................................9
9, Monitoring and control.......................................................................11
10, Budget and monitoring.....................................................................11
 SB Olive oil Marketing Plan

1, Business summary
This marketing plan is targeted on the firm found in Ethiopia named as SB Olive Oil Company.
It has started its work in July 7, 2013 G.C headquartered at Addis Ababa. Its mission is providing
the best, healthy and organic hair food for consumers and boost the names of our country
Ethiopia at international level. Besides that fulfilling the interest or satisfaction of the people and
enhancing its productivity is its most important aspects which is to be considered.

2, Executive Summery
I gladly present you a report on marketing plan. I have prepared the report on the marketing plan
of the olive oil product. This report is prepared on the basis of secondary data.it was collected by
useful websites.

Although the main purpose of the report is to describe the whole process developing and
promoting product in marketing area, I would like to express my gratitude to you for your
tiresome effort for me which gave the opportunity to complete the project.

The name of our company is ‘SB Olive oil’. SB Olive oil company manufactures hair oil which
is a preferable hair food that makes hair looks shiny, smart and good looking.it works on both
females’ and males’ hair. since its sufficiently available around nearby pharmacies and cosmetics
stores, its fair price, its miracle effect on the hair, its accommodation for almost all types of hair,
has preferences either in oil(liquid) or semi-solid(more viscous) form, it becomes more favorable
by most of the people. As it does not have unpleasant odor, it becomes more selective by the
consumers. For also retailers, it’s easy to communicate with the company and get the products
for their markets. For this, I have provided marketing and product strategy and create effective
plan to promote the product with selling.

Since its hair food, once the product is well promoted, hope that this project will be sold well and
become more productive.
3, Introduction
The hypothetical company that is being studied in this case is olive oil that seeks to specialize in
the manufacture of hair food from natural organic ingredients. However, the success of the
company in its production, distribution and selling process depends up on the successful
designing and implementation of its marketing plan. A marketing plan in this case acts as
compass to the sale producers and product expansion mechanisms that can be used to enhance
the growth of the firm.in this paper, various aspects are being analyzed in response to the
enhancement of the firms marketing plan.

3.1, Statement of the marketing goal

The company aims at attainment of satisfaction and beauty of customers. This is made possible
by the providence of brand healthy hair oil that enhances the texture, strength and smoothness of
hair. For the company each and every step is taken with primarily on the value of customer
satisfaction with the successor of long term profit attainment, the balanced company’s growth
and consumers’ preference will be attained.

3.1.1, SB Olive oil’ goals

Olive oil’s target is to be the leading producer of organic hair food for customers by improving
hair texture. Olive oil wants to satisfy its customers by helping them looking nice and more
confidential. During the coming 15 years the company has the following goals:

Financial goals

The financial goals of SB Olive Oil Company is to:

1, Increase distribution

2, Have new product of olive oil by other related additional products like glycerin.

3, Increase company revenues at least 60% each year

4, Applying 4% of the revenue for charity.

5, Expand manufacturing capacity

Non-financial goals

The non-financial goals is to:

1, Increase numbers of employees to improve productivity.

2, Develop internet site to maintain a strong relationship with retailors

4, Situation analysis
The marketing environment for olive oil represents overwhelming opportunities.it also contains
some challenges that the firm believes it can meet successfully. The following a SWOT analysis
of the company conducted by marketers to highlight olive oil‘s strength, weaknesses,
opportunities and threats.

4.1, Olive oil SWOT analysis

Strengths

What makes the business blossom?

1, The Company has strong relation and transactions with retailers or vendors.

2, The program and portfolio of the brand is very well made.

3, It’s well organized and reached to a certain regional countries.

4, It’s actively known in its functionality and the company is properly functional in Addis Ababa.

Weakness

What are the susceptibilities?

1, There is limitation with the distribution mechanism.

2, There is no direct association of the company with the customers that affect the sales of the
brand

3, the income of the company is gradually reducing due to limitation of overall reduction in the
sales of brand.

4, There is a problem with the function of managers that the provision of service is not properly
done which results in the reduction of scale of the product.

5, since it’s produced in our country Ethiopia, there should be a great work on the enhancement
of the peoples’ confidence about the product.

Opportunities

What market conditions or segments can lead to growth?

1, through increasing the distribution system, the company will be more productive.

2, changing the approach of customers will help the companies in attaining better results for the
future.

3, by making the production with more approaching to the new technologies will help the
company in providing sufficient product

Threats

How are the warnings for the company which are long term problems?

1, The distribution system has been a long time problem for the company.

2, The limited production system and the problem with the advertising technique to enhance the
confidence of the consumers hinders its efficiency.

3, the products related to stores must be increased to maintain the position of the company.
Who are competitors?

Local compotators of the company includes:

 Zalash
 Paraffin
 Lucy
 Avocado

5, Marketing objectives of a project

The marketing objectives of the company includes:

1, Increasing local naturally made products which are very healthy that enhance the confidence
of Ethiopian customers.

2, Making up little profit rate up to 4% each year by valuing the customer’s loyalty.

3, Introduction of adaptive products in the local markets through innovation in research and
development.

4, Increasing the manufacturing rate of the brand.

5, Having the noticeable part of the budget on the advertisement and widening its branches to
also be well familiar around regions.

5.1, overall objective

The overall objective of the company is in sufficient provisional level in Addis Ababa and
different regions in first step and then gradually rise up the expansion to international level by
ultimately attaining the customers’ loyalty of different market segments through quality and
innovative products.
6, Target market segment
The target market for olive oil product is applicable for all aged people, infant to old, and does
not matter on gender. Both women and men can use it. It’s mostly positioned around cosmetics
stores, hair salons and pharmacies. According to researches, house hold incomes generally range
from 3500 will be able to capable to use it routinely. Almost in all parts of the province, the olive
oil product are shelved and paid a huge attention by the customers visiting the stores. Current
olive oil products tend to be found around Addis Ababa, Adama, BahirDar, and Bishofitu. But
one future goal is to target customers in Africa and America as well.

7, The marketing mix

Product

Olive oil currently offers a high quality ointment for both female and male. The company has
researched different types of its product according to the various types of hair like smooth
enhancing, breakage control, strength enhancing and elongating hair enhancement. Over the next
10 years, olive oil plans to expand internationally. The other way in which olive oil plans to
expand its product line is, not only oil but also its will be founded in Vaseline, shampoos and
conditioners, glycerin,…

Price

Selling the product or service for an amount that makes the target, it provides comfort for both
customers and the company.

1, The price of the products are not specific. They vary according to the consideration of the
situation like cost of raw materials…

2, While deciding the price, the compotators strategy, and the capacity of the consumers… are
considered before by the company.

The firm is not concerned with setting high prices. instead, value pricing is practiced so that
consumers feel comfortable purchasing and can be used routinely.as I mentioned above, even
though its price varies on the bases of different cases ,it is about an average price for 100ml,it
costs 250 br. And for about 250ml, it costs 400br.

Place

Distributing products to location where target customers can readily find it

1, Olive oil is paying its service in almost 4 regions and further they are planning in other
provinces.

2, The Company contains a business segment which is involved in planning to be more brunched
for future success.

Promotion

Olive oil communicates with customers and retailers about its products in a variety of ways.
Information about olive oil, the company as well as its products available via in person, internet
and SMS messages. The firms promotional efforts also seek to differentiate its products from its
competitors. To have the products in their stores, the company personally contact with retailers.
this contact whether in person or by phone, helps convey the olive oil message, shows the
products’ unique qualities and make relationships in between.as distribution expands, olive oil
will meet a greater demand by increasing sales staff to make sure its stores are visited more
frequently.

The company is advertising its products by social Medias like:

 TVs,
 Radio spots .etc.

It’s also promoting via

 Online,
 Face book and
 Via telegram channel,
  Prints…

8, Main strategies
1, Market penetration

It runs along its extension towards Addis Ababa, Dabire Zait, Bahir Dar, Bishofitu by extending
its product line .the market augmentation could be done by stimulating the market with product
innovation and thus market penetration.

2, Market development

Olive oil is extending the practicability of its market development strategy by stimulating the
product innovation and research and development sector for the new product development.as the
market development for any company becomes more integrated with the company’s expansion,
acquisitions and partnership. Therefore olive oil is also focusing on all this respects.

3, Distribution strategy

Currently, olive oil is marketed through Addis Ababa and nearby regions.so far, it’s not yet
sufficiently distributed to different regions in Ethiopia. Olive oil gather informations about
overall industry trend in different areas and at retailers store from its trade organizations. Olive
oil plans to expand online sales by offering the customized product line more on ship offering.
Eventually, it may be important to place internet kiosks at some of the more profitable store gates
so customers could order customized products from stores. Basically, it is being focused more
preferably beyond our country Ethiopia. The company is presently serving for 4 regions and is
on the way to add up more 5 regions in the coming few years.

Nontraditional marketing method that need little cash and a lot of creativity will result in a good
preference e like:

1, Create tour around different countries and promote to different retailers and whole sales beside
the people.

2, Attend on different events and distribute brochures, stickers,…

3, Direct selling on bazars and providing a certain discount coupons to make the product more
available on the hands of consumers.

4, Make prints on different tools that can be commonly used on the hand of customers like pen,
T- shirts, Mugs and so on…

9, Monitoring and control

The controlling system is laid under different perspectives that includes

1, financial perspective

2, customer perspective

3, internal perspective

4, innovative and learning perspective

10, Budget and monitoring

Olive oil has enjoyed a steady increase in sales since introduction. However, the major part of the
budget is being used up by the company in marketing programs and strategies. The total revenue
owned by the company by 2021 was 5 million and the net income was 1.5 million. The
implementation of each of task will be monitored closely and evaluated for its performance.
Olive-oil anticipates continuing operations in to the foreseeable future with no plan to exit this
market. Instead, the firm plans to increase its presence in the market.