MESSEBO BUILDING MATERIALS MKT/3/004

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Market Research & Promotion Procedure

1. Purpose & Scope

The purpose of this procedure is to assess the marketing environment and develop
information & means needed by marketing decision makers in their endeavors to increase
sales.

2. Responsibilities

DGM Marketing and Market Research & Promotion Division head are responsible for
activities related this procedure.

3. Abbreviations

MRPD – Market Research & Promotion Division

DGM – Deputy General Manager

4. Procedures

4.1 Surveying /Demand assessment through field visits

4.1.1 Field survey is carried out to assess customer opinions, complaints & other matters
related to product, service & competitor situation (move).

4.1.2 Demand assessment is made through field survey for future assessment of sales.

4.1.2 DGM marketing asks for conduct of survey /demand assessment through “Survey/
demand assessment form” form no MKT/4/019.

4.1.4 Target groups, methodology & sample size etc. are decided mutually & “Action plan
format” form MKT/4/020 is prepared for further steps by MRPD head & approved
by DGM, marketing.

4.1.5 After field survey by assigned staff, report is submitted by them, which is further
analyzed by MRPD head & results are conveyed to DGM marketing for his
perusal. All such reports are filed in “Survey /Demand assessment file” file
MKT/4/022.
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4.2 Monitoring market situations (product, price, supply, competitors move etc) through sales
representative.

4.2.1 The sales representative assesses how the market in his territory is behaving on
“Daily Market Status Follow up Format” Form MKT/4/017 & report to MRPD
head.

4.2.2 MRPD head makes analysis & reports his findings to DGM marketing.

4.2.3 DGM marketing decides & communicates to concerned authority.

4.2.4 Such reports are filed on “Market status follow up file” no. MKT/4/026.

4.3 Tracking customer complaints & suggestions

4.3.1 Customer’s complaints, suggestion & comments are welcomed by all marketing
department staffs etc, and are recorded in “Customer Complaints, Comments &
Suggestions Register” No. MKT/4/021. These are recorded by the customer or
by the recipient of comments, suggestion, complaints from customer on fax,
phone, etc.

4.3.2 MRPD head submits summary to DGM marketing.

4.3.3 All written complaints are filed in “Complaints by customer file” no.
MKT/4/023.

4.3.4 Customer complaints are recorded in correction & preventive action (CPA) form
No. MR/4/014. The copy of complaint is attached if available, & is sent to M.R.
The complaints are dealt as per procedure for corrective & Preventive action No.
MR/2/006.

4.4 Promotion

To inform customers about product & service, Messebo employs various promotion
medias- Such as advertisement, sales promotion (through brochure, caps, T-shirt, calendar
etc). or participating in social activities & exhibitions etc.

4.4.1 A promotion program is initialed by MRPD head on “Promotion initiation

format” form no.MKT/4/027 to DGM marketing for approval.

4.4.2 A message that meets the objective of the promotion program at hand &
supporting materials such as photos, video cassette, banners, facts brochures etc
have to be prepared well in advance along with complete contract, by MRPD
head (promotion expert).

4.4.3 Promotion expert makes due follow up to carry out promotion program as
required.
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4.4.4 Promotion expert (MRPD head) submits feed back report to DGM marketing.

4.4.5 Such documents are filed:

“Advertisement file” no. MKT/4/024
“Social & Exhibition file” no. MKT/4/025

5. Related Documents

MKT/4/017 Dilly Market Status Follow up Format

MKT/4/019 Survey/Demand Assessment Format
MKT/4/020 Action Plan Format
MKT/4/021 Customer Complaints, Comments & Suggestions Register
NKT/4/022 Survey/Demand Assessment File
MKT/4/023 Complaints by Customer File
MKT/4/024 Advertisement File
MKT/4/025 Social & Exhibition File
MKT/4/026 Market Status Follow Up File
MKT/4/027 Promotion Initiation Format
MR/4/014 Corrective & preventive Action form.

6. Distribution

General Manager
Management Representative
DGM (A&C)
DGM Marketing

Prepared by Name:__________________________ Sign.:__________________

Reviewed by Name:_________________________ Sign.:__________________

Approved by Name:_________________________ Sign.:__________________

Date:_________________________