BASELINE

REPORT
REPORT SESSION FOUR
MARKETING STRATEGY

JANUARY 00, 2023

Prepared for Prepared by

Art Carreaux Ciment Charbel Gemayel
ACTIONS
DESCRIPTION

DATE
MILESTONES Achieve $4K/month
DELIVERABLES Implementing the plan
RESPONSIBLE
EXECUTION finding the resources to sell more
TO BE DONE UNTIL NEXT MEETING Implement the CRM Strategy
CHALLENGES FACED Not data and numbers driven
HELP NEEDED FROM COACH Structure & guidance of how to build
clientele
EXTERNAL SUPPORT NEEDED
TABLE OF CONTENT
OVERVIEW
• Marketing objectives
• Unique selling point (usp)
• Key activities
• Target audience
• Competitors
• Beneficiaries

MARKETING STRATEGY
• Focuses and sales target
• Main activies and Promitions
• Business expansion target
• Content topics
• Chanels of sales (Instagram & Facebook)

Recommedation
OVERVIEW
OVERVIEW

• Unique Selling Point:

Factory of Ciment and tiles with unique traditional authentic designs.
Some of the tiles are made of defected old tiles and from recyclable materials.

• The marketing objective:

Abdallah wants to grow the business by 20%:
1) by recruiting new clients
2) Finding new wholesalers to sell the brand
3) developing the Social Media
 OVERVIEW
• Key
.
activities
When we look at the resources we can see that the company’s number of full time employees is 4
and Abdallah studied engineering in Syria and has more than 20 years of knowledge in the
industry.
As claimed by Abdallah the total sales on average is USD35,500 per year the target is to reach
$50,000.
The current spending on social Media platform is USD7,000 and which mainly converts audience
to clients
Another source of clients is referrals

Top SKUs:
3 categories of tiles Traditional, Moroccan, Wasted Tiles made up 1/3 of the sales.
 OVERVIEW
• Target Customers:

Retailers B2B
New building projects

• Competitors:
He claimed that he has 3 competitors in the region

• Bennificiaries:
Old houses, villages and authentic buildings
MARKETING STRATEGY
BACKGROUND

1) Plug the sales target for the year

2) Set the focuses per month to achieve the sales target

3) Set the monthly activity related to the focus to reach the numbers

4) Set the marketing budget for each activity ensuring profitability

SALES TARGET & FOCUSES

• Current Sales wereUSD3,000 per month and the target is to grow by 20%
No sales happen during winter time (January & February)
• The focus is generic it will depend on the clients’ needs.
The main marketing target is to get more awareness by creating:
1) a solid and impactful social media presence.
2) Will structures CRM
3) Referrals incentives

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Sales
Sales forecast $ 4,500 $ 4,500 $ 4,500 $ 4,500 $ 4,500 $ 4,500 $ 4,500 $ 4,500 $ 4,500 $ 4,500
 MONTHLY ACTIVITY

After identifying the focuses we assigned the activity of the month which will help reaching the sales target.
For the POS activities they cannot be implemented in this case, the main focus is on the referrals strategy
and building a database to create CRM campaigns.

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Sales
Activity
Animation Whats the
Tips about how home difference between
Announcement of trade Video showcasing
tiles Puzzle Filll the tiles Gap Guess the right tiles Giveaway tiless are made and Video about the best architecture,
type of tiless for offices
show for the customer unique tiles designs
their characteristics landscaping,
construction…
Offer 10% off on first order10% off on first order10% off on first orderInvitation to a trade show Offer 1 free custom slab
Offer slab customization Bonus
GwPs
Linked promotion
Staff Training
 DIGITAL AND MEDIA PLAN

Every month a digital campaign will be done through the digital agency and promoting the
focuses mention in the previous slide on Facebook and Instagram, the money that was
spent previously which is around $7,000 will be transformed into digital activations with
higher ROI
Media JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Video showcasing the

Informative blog about the Post about the Announcement of the
difference between the Video showcasing unique Tips about the best type Video about the best type Post about the best type
Facebook durability of slabs and best/different types of participation in a trade Giveaway post
eco-friendly and normal slab designs of slabs for homes of slabs for offices of slabs for constuction
how strong they are slabs show
slabs

Video showcasing the

Informative blog about the Post about the Announcement of the
difference between the Video showcasing unique Tips about the best type Video about the best type Post about the best type
Instagram durability of slabs and best/different types of participation in a trade Giveaway post
eco-friendly and normal slab designs of slabs for homes of slabs for offices of slabs for constuction
how strong they are slabs show
slabs

Influencer event at the

Pick 1 influencer to Collab with 2 home décor Collab with 2 influencers
influencer factory to showcase your
announce the giveaway influencers specified in construction
work

Retails
Network marketing
 MARKETING EXPENSES

The table consists of the expenses that will occur on average during the month per activity representing 12% of
the target turnover vs. a representation of 20%

2023
Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec
Sales Target 500 550 600 650 700 750 800 850 900 1000 $ 7,300
Gifts $- $- $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -
Printing $- $- $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -
Facebook Boost $- $- $ 200 $ 220 $ 240 $ 260 $ 280 $ 300 $ 320 $ 340 $ 360 $ 400 $ 2,920
Instagram Boost $- $- $ 200 $ 220 $ 240 $ 260 $ 280 $ 300 $ 320 $ 340 $ 360 $ 400 $ 2,920
Leaflets $- $- $ 50 $ 55 $ 60 $ 65 $ 70 $ 75 $ 80 $ 85 $ 90 $ 100 $ 730
Phone calls $- $- $ 50 $ 55 $ 60 $ 65 $ 70 $ 75 $ 80 $ 85 $ 90 $ 100 $ 730
TTL EXPENSES $- $- $ 500 $ 550 $ 600 $ 650 $ 700 $ 750 $ 800 $ 850 $ 900 $ 1,000 $ 7,300
RECOMMENDATION
…
RECOMMENDATIONS

Optimize social media campaign by following the theme of the month and
targeting the right audience ensuring high ROIs

We recommend that the marketing budget does not exceed 10% of the total
sales ensuring a high return on investment for each $ spent.
Theruralinitiative.com

THANK YOU.