Ajinomoto Bangladesh Limited

Display Evaluation Result

Market Name: Tongi Bazar Team Name: North Team 1
Visiting date : 05/10/2021 October
Evluation Point Outlet Number Result %
1. Easy to see 40 83%
2. Easy to take 39 81%
3. Clean the products 39 81%
4. Remove other’s products 48 38 79%
5. Separate Hanger 30 63%
6. Volume Display 19 40%
7. Increase Maximum place 5 10%

Ajinomoto Bangladesh Limited

Display Evaluation Result
Market Name: Earshadnagar Bazar Team Name: North Team-04
Visiting date : 12/10/2021 October
Evluation Point Outlet Number Result %
1. Easy to see 22 96%
2. Easy to take 22 96%
3. Clean the products 20 87%
4. Remove other’s products 23 19 83%
5. Separate Hanger 11 48%
6. Volume Display 12 52%
7. Increase Maximum place 11 48%

Ajinomoto Bangladesh Limited

Display Evaluation Result
Market Name: New Society Bazar Team Name: South Team-07
Visiting date : 13.10.2020 October
Evluation Point Outlet Number Result %
1. Easy to see 25 78%
2. Easy to take 27 84%
3. Clean the products 29 91%
4. Remove other’s products 32 22 69%
5. Separate Hanger 8 25%
6. Volume Display 13 41%
7. Increase Maximum place 5 16%
 FY 2021 FY 2020
Easy to see 87 84% 45 32%
Easy to take 88 85% 55 39%
Clean the products 88 85% 31 22%
Remove other’s products 79 77% 39 28%
Separate Hanger 49 48% 13 9%
Volume Display 44 43% 12 9%
Increase Maximum place 21 20% 2 1%
103 141

FY 2020 FY 2021
Easy to see 32% 84%
Easy to take 39% 85%
Clean the products 22% 85%
Remove other’s products 28% 77%
Separate Hanger 9% 48%
Volume Display 9% 43%
Increase Maximum place 1% 20%

90% 84% 85% 85

80%
70%
60%
50%
39%
40%
32%
30% 22%
20%
10%
0%
Easy to see Easy to take Clean the pro
10%
0%
Easy to see Easy to take Clean the pro
 Result of Display Evaluation
85%
77%

48%

28%
22%
9% 9%

Clean the products Remove other’s Separate Hanger Volu

products

FY 2020 FY 2021
 9% 9%

Clean the products Remove other’s Separate Hanger Volu

products

FY 2020 FY 2021
 43%

20%
9%
1%
er Volume Display Increase Maximum
place
 9%
1%
er Volume Display Increase Maximum
place
 0 20 40 60 80 100 120 140

Easy to see 45
Easy to take 55
141
Clean the products 31
Number of
Remove other’s products 39
visiting outlet
Separate Hanger 13
Volume Display 12
Increase Maximum place 2

Result of display evaluation

0 20 40 60 80 100
103
Easy to see 87
Easy to take 88
Outle
Clean the products 88
Num
Remove other’s products 79

Separate Hanger 49
Volume Display 44
Increase Maximum place 21
00 120 140

141
Number of
visiting outlet

80 100 120
103
87

88
Outlet
88
Number
79
 Particular FY2020 Remarks
A China MSG 3,008.5
B MSG without salt (A*45%) 1,353.8 Estimated %
C MSG with Salt (A-B) 1,654.7
D Taiwan(Vedan) 538.9
E China（GPwd） 20.0
F Indonesia CJ* 17.0
G Indonesia Other 21.0
H Competitor Total (B+C+D+E+F+G) 3,605.4
I ABL Total Sales 746.7
J MSG without salt (B+D+F+G+I) 2,677.4
K MSG with Salt (C+E) 1,674.7
L Total MSG (J+K) 4,352.0

Apr May
China MSG 382.0 93.0
China Gpwd 0.0 0.0
Indonesia CJ* 0.0 0.0
Indonesia Other 0.0 0.0
Vedan(TW) 0.0 0.0
Vedan(VN) 0.0 0.0
MIWON(VN) 0.0 0.0
Total 382.0 93.0
77.0 78.0
 Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
171.0 109.0 132.0 170.0 144.0 542.0 173.5 477.0 45.0 570.0
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 20.0 0.0
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 17.0 0.0
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 21.0 0.0
0.0 0.0 112.5 95.0 95.0 0.0 0.0 124.0 0.0 112.5
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
171.0 109.0 244.5 265.0 239.0 542.0 173.5 601.0 103.0 682.5
79.0 80.0 81.0 82.0 83.0 84.0 85.0 86.0 87.0 88.0
Total
3,008.5
20.0
17.0
21.0
538.9
0.0
0.0
3,605.4
990.0
FY2022 "AJI-NO-MOTO" Marketing Plan
(1) MKT Plan Flamework

Review of FY2021 Action plan for FY2022

(1) Market (1) Basic sales activities in Depot
1) MSG Market size(MSG, MSG w/ salt) 1) Improve Basic sales activities
2) Number of outlet and restaurant 2) Target KPI by SKU
3) MSG Market share(AJINOMOTO, VEDAN, others) (2) Effective and Efficient sales for Wholesaler
(2) Consumer 1) Increase number of agreement customer
1) MSG image 2) Target KPI
2) Consumer perchasing habbit\ (3) Acquire new FS customer in Dhaka area
3) BPI research (4) Expand local area sales and number of active outlet
(3) Competitor (5) Training for SV and Sales Officer
1) VEDAN (6) Advertisement
2) PRAN, TOP Issue and Opportunity
3) Others (Repack product, fake product)
(4) Sales and KPI result
Direction for solution
1) Sales result by SKU
2) Sales result by Channel
3) Sales result by channel and SKU
4) KPI of each SKU
(5) Distribution
1) Number of outlet
2) Area expansion
(6) Advertisement
(7) P/L
(8) Action review*
1) Basic sales activities
2) Food servise
3) Coperate customer
<MSG Estimated MKT volume>
FY2017 FY2018 FY2019
VSLY Comp. VSLY Comp.
MSG 2,900 106% 69% 3,200 110% 67% 3,510
MSG w/ salt 1,300 169% 31% 1,600 123% 33% 1,890
Total 4,200 120% 100% 4,800 114% 100% 5,400

<MSG Estimated market share>

FY2017 FY2018 FY2019
VSLY Share VSLY Share
AJI-NO-MOTO 707 106% 16.8% 803 114% 16.7% 938
VEDAN 1,398 83% 33.3% 1,548 111% 32.3% 1,440
Others 2,095 181% 49.9% 2,449 117% 51.0% 3,022
Total 4,200 120% 100.0% 4,800 114% 100.0% 5,400
 (Unit: MT)
FY2019 FY2020
VSLY Comp. VSLY Comp.
110% 65% 2,677 76% 62%
118% 35% 1,675 89% 38%
113% 100% 4,352 81% 100%

(Unit: MT)
FY2019 FY2020
VSLY Share VSLY Share
117% 17.4% 747 80% 17.2%
93% 26.7% 539 37% 12.4%
123% 56.0% 3,066 101% 70.5%
113% 100.0% 4,352 81% 100.0%
Utilize the result of Interview after airing T
(Implement from Middle of Nov to Middle
Dec)
after airing TVC
ov to Middle of
Utilize the result of Interview after airing TV
(Implement from Middle of Nov to Middle
Dec)
fter airing TVC
v to Middle of
<VEDAN Estimated sales>
FY2017 FY2018 FY2019 FY2020
VSLY VSLY VSLY VSLY
Sales volume 1,398 83% 1,548 111% 1,440 93% 539 37%
Market share 33% ▲15% 32% ▼1% 27% ▼5% 12% ▼15%
 (Unit: MT)
FY2021
VSLY
513 95%

<VEDAN>
SKU 454g 100g 50g 20g

Product N/A

Price to
134 33.5 16.75 N/A
retailer
Price to
140 40 20 N/A
consumer

<T-SALT>
SKU 500g 450g 100g 20g

Product

Price to
N/A 100 28 13.75
retailer
Price to
N/A 120 35 20
consumer

<TOP>
SKU 907g 454g 100g 20g
 Product

Price to
204 95 27 6.5
retailer
Price to
220 110 35 10
consumer

<MSG w/ Salt>
Brand MASU MI-FANG Daily Maha

Product

weight 450g 450g 450g 450g

Price to
65 50 80 55
retailer
Price to
80 60 90 70
consumer

<Fake Product>
Brand

Product

weight 450g 450g 450g 450g

Price to
85 85 90 90
retailer
Price to
100 100 100 105
consumer
 FY20
VEDAN
Apr May Jun Jul Aug Sep Oct Nov Dec Jan
Price to retailer 136 136 136 136 136 136 134 134 134 134
Price to consumer 140 140 140 140 140 140 140 140 140 140

FY20
"T-SALT"
Apr May Jun Jul Aug Sep Oct Nov Dec Jan
Price to retailer 95 95 95 105 105 105 100 100 100 100
Price to consumer 120 120 120 120 120 120 120 120 120 120
 FY20
"TOP"
Apr May Jun Jul Aug Sep Oct Nov Dec Jan
Price to retailer 90 90 90 95 100 100 95 95 95 95
Price to consumer 110 110 110 110 115 115 110 110 110 110
 FY21
Feb Mar Apr May Jun Jul Aug Sep
134 134 134 134 134 134 134 134
140 140 140 140 140 140 140 140

FY21
Feb Mar Apr May Jun Jul Aug Sep
100 100 100 100 100 100 100 100
120 120 120 120 120 120 120 120
 FY21
Feb Mar Apr May Jun Jul Aug Sep
95 95 95 95 95 95 95 95
110 110 110 110 110 110 110 110
FY2020 October result
Commission
Wholesale Selling
Brand Price to Instant Rebate after Sales
Net Price
Retail/Customer Discount Achievement Revenue
VEDAN 132.0 2.0 4.0 6.0 126.0

T-SALT 105.0 7.4 - 7.4 97.7

TOP 108.0 - - - 108.0

SAAD 106.0 - - - 106.0
UMAI 115.0 5.0 - 5.0 110.0
MASU 95.0 - - - 95.0

FY2021 September result

Commission
Wholesale Selling
Brand Price to Instant Rebate after Sales
Net Price
Retail/Customer Discount Achievement Revenue

VEDAN 132.0 2.0 4.0 6.0 126.0

T-SALT 100.0 7.5 - 7.5 92.5

TOP 108.0 - - - 108.0

SAAD 107.0 - - - 107.0

UMAI 113.0 5.0 - 5.0 108.0

MASU 65.0 - 65.0

 Others Facilities
Commission
Credit Gift
Ratio
4.5% 60 days credit 1 Umbrella free for 1 Ctn Purchase
1 Tool/Packet free for 1 Ctn Purchase, 1 Umbrella
7.0% 30 days credit
free for 2Ctn Purchase
0.0% 30 days credit 1 Packet free for 1 Ctn Purchase
0.0% 30 days credit 1 Packet free for 1 Ctn Purchase
4.3% 30 days credit
0.0% 30 days credit

Others Facilities

Commission
Credit Gift
Ratio

4.5% 60 days credit 1 Mug free for 1 Ctn Purchase

1 chair/Packet free for 1 Ctn Purchase, 1 Umbrella
7.5% 30 days credit
free for 2Ctn Purchase
0.0% 30 days credit Some time 1 Packet free for 1 Ctn Purchase
0.0% 30 days credit 1 Packet free for 1 Ctn Purchase
Some time 1 Packet free some time 2packet free
4.4% 30 days credit
for 1 Ctn Purchase
0.0% 30 days credit
Sales target in FY20 (Volume)
(Unit:MT)
FY2021 FY2021
FY2020 FY2021
SKU Apr-Sep Oct-Mar
Result VSLY VSLY Est. VSLY
(result) (Estimation)
Retail 721.6 423.6 192% 560.3 132% 983.9 136%
450g 558.0 326.9 209% 445.3 136% 772.2 138%
200g 8.5 4.1 121% 4.0 98% 8.1 95%
100g 68.9 38.8 160% 46.0 119% 84.8 123%
20TK 41.6 25.3 149% 30.0 119% 55.3 133%
10TK 44.6 28.5 149% 35.0 123% 63.5 142%
25kg Bulk 25.1 22.9 207% 29.3 128% 52.1 208%
Total 746.6 446.4 193% 589.6 132% 1,036.0 139%

(Unit:MT)
FY2021 FY2021
FY2020 FY2021
Channel Apr-Sep Oct-Mar
Result VSLY VSLY Est. VSLY
(result) (Estimation)
Direct sales (Dhaka, Chittagong) 593.80 344.40 184% 444.50 109% 789 133%
Dhaka (South) 389.47 225.85 189% 294.50 109% 520 134% 49.0833
450g 303.84 174.98 203% 235.00 108% 410 135%
200g 2.46 1.33 143% 1.50 98% 3 115%
100g 34.92 19.70 163% 25.00 110% 45 128%
20TK 20.72 12.80 151% 14.00 114% 27 129%
10TK 27.52 17.03 143% 19.00 122% 36 131%
Dhaka (North) 145.10 81.22 166% 105.00 109% 186 128% 17.5
450g 102.91 58.23 180% 75.00 106% 133 129%
200g 2.07 0.93 120% 1.00 77% 2 93%
100g 17.95 9.44 147% 13.00 113% 22 125%
20TK 12.08 6.64 131% 8.50 121% 15 125%
10TK 10.10 5.98 138% 7.50 130% 13 134%
Chittagong 59.23 37.34 198% 45.00 112% 82 139% 7.5
450g 47.73 30.29 212% 36.00 108% 66 139%
200g 1.56 0.86 157% 1.00 99% 2 119%
100g 3.12 1.77 163% 2.50 123% 4 137%
20TK 2.98 1.85 147% 2.50 145% 4 146%
10TK 3.83 2.56 151% 3.00 140% 6 145%
Distributor sales (Outside Dhaka) 127.60 94.17 298% 134.00 140% 228 179%
Outside Dhaka 24.93 16.89 268% 22.00 118% 39 156% 3.67
Sylhet 10.47 6.01 252% 9.00 111% 15 143% 1.50
Mymensingh 2.78 1.63 437% 3.00 125% 5 166% 0.50
Khulna 22.27 19.59 353% 24.00 144% 44 196% 4.00
Barisal 20.53 14.44 285% 21.00 136% 35 173% 3.50
Rajshahi 9.76 6.30 255% 13.00 178% 19 198% 2.17
Rangpur 8.19 4.50 176% 8.00 142% 12 153% 1.33
Outside Chittagong 28.68 24.80 359% 34.00 156% 59 205% 5.67
Supermarket 3.73 1.37 64% 1.80 114% 3 85%
Corporate sales 21.50 6.50 62% 9.00 82% 16 72%
746.63 446.44 6.07 589.30
1,036 22.25 3.71
 FY 2019 Retailer Breakdown
SKU Company Sales Wholesell Distributor Supermarket T9-T10 Bulk
450g 722.1 439.80 77.9 1.2 5.4
200g 10.1 1.99 0.7 1.8
100g 71.5 18.48 9.1 1.4
42g 40.2 7.91 3.4 0.0
20g 41.0 10.80 1.3 0.0
25kg 52.9 52.9
Total Sales 937.8 478.98 92.3 4.5 5.4 52.9

FY 2020 Retailer Breakdown (Apr-Sep)

SKU Company Sales Wholesell Distributor Supermarket T9-T10 Bulk
450g 156.70 80.33 23.65 0.47 1.30
200g 3.37 0.57 0.22 0.90
100g 24.19 5.48 3.87 0.71
42g 17.03 3.22 2.12 0.09
20g 19.13 4.66 1.21 0.00
25kg 11.03 0.00 0.53 0.00 10.50
Total Sales 231.45 94.26 31.60 2.17 1.30 10.50
Retail Sales
197.9
5.6
42.5
28.9
28.9
-
303.8

Retail Sales
50.95
1.68
14.13
11.60
13.26
0.00
91.63
 FY 2020 Result
Sales Channel 450g 200g 100g 20TK 10TK 25kg Bulk Total
Comp. VSLY Comp. VSLY Comp. VSLY Comp. VSLY Comp. VSLY Comp. VSLY Comp. VSLY
Depot sales Wholesaler 287.2 51% 65% 1.7 21% 87% 18.1 26% 98% 8.9 22% 113% 13.2 29% 122% 0.00 0% #DIV/0! 329.2 44% 69%
(Dhaka, Retailer 164.7 29% 83% 4.3 52% 78% 38.1 55% 90% 26.8 65% 93% 28.3 63% 98% 0.00 0% #DIV/0! 262.3 35% 86%
Chittagong) Restaurant 3.0 1% 56% 0.0 0% 0% 0.0 0% - 0.0 0% - 0.0 0% - 0.00 0% #DIV/0! 3.1 0% 57%
Distributor 102.6 18% 132% 0.8 10% 114% 11.8 17% 130% 5.7 14% 166% 3.2 7% 244% 3.58 14% 1430% 127.6 17% 138%
Supermarket 0.8 0% 69% 1.4 17% 78% 1.0 1% 71% 0.2 0% 0% 0.0 0% 0% 0.00 0% #DIV/0! 3.4 0% 77%
Coporate customer 21.50 86% 41% 21.5 #DIV/0! 41%
合計 558.4 100% 77% 8.3 100% 82% 69.0 100% 97% 41.6 100% 103% 44.6 100% 109% 25.08 100% 47% 747.0 100% 80%

FY 2019 Result
Sales Channel 450g 200g 100g 20TK 10TK 25kg Bulk Total
Comp. VSLY Comp. VSLY Comp. VSLY Comp. VSLY Comp. VSLY Comp. VSLY Comp. VSLY
Depot sales Wholesales 439.8 61% 103% 2.0 20% 91% 18.5 26% 96% 7.9 20% 84% 10.8 26% 115% 0.00 0% #DIV/0! 479.0 51% 103%
(Dhaka, Retailer 197.8 27% 120% 5.6 55% 106% 42.5 59% 131% 28.9 72% 117% 28.9 70% 111% 0.00 0% #DIV/0! 303.7 32% 120%
Chittagong) Restaurant 5.4 1% 90% 0.0 0% 0% 0.0 0% 0% 0.0 0% 0% 0.0 0% 0% 0.00 0% #DIV/0! 5.4 1% 81%
Distributor 77.9 11% 628% 0.7 7% 233% 9.1 13% 479% 3.4 8% 486% 1.3 3% 325% 0.25 0% #DIV/0! 92.7 10% 590%
Supermarket 1.2 0% 150% 1.8 18% 120% 1.4 2% 108% 0.0 0% 0% 0.0 0% 0% 0.00 0% #DIV/0! 4.4 0% -
Coporate customer 52.60 100% 91% 52.6 6% -
合計 722.1 100% 118% 10.1 100% 93% 71.5 100% 126% 40.2 100% 115% 41.0 100% 114% 52.9 100% #DIV/0! 937.8 100% 125%

FY 2018 Result
Sales Channel 450g 200g 100g 20TK 10TK 合計
Comp. VSLY Comp. VSLY Comp. VSLY Comp. VSLY Comp. VSLY
Depot sales Wholesales 426.6 2.2 19.3 9.4 9.4 466.9
(Dhaka, Retailer 164.4 5.3 32.5 24.6 26.1 252.9
Chittagong) Restaurant 6.0 0.0 0.4 0.2 0.1 6.7
Distributor 12.4 0.3 1.9 0.7 0.4 15.7
Supermarket 0.8 1.5 1.3 0.0 0.0 0.00 3.7
Coporate customer 0.0 0.0 0.0 0.0 0.0 57.88 0.0
MT 0.8 1.5 1.3 0.0 0.0 3.6
合計 611.0 10.8 56.7 34.9 36.0 749.5
Depot Sales
FY2017 FY2018 Result FY2019 Result
Result VSLY
Item/Invoice 1.44 1.42 99% 1.33
Invoice/team/day 48.2 52.4 109% 51.7
Number of Outlet n/a 3,891 n/a 6,970
450g Invoice/team/day 9.1 11.3 +2.2 13.9
Sachet/invoice 36.3 32.8 -3.5 28.7
Number of Outlet n/a 5,809 n/a 7,157
100g Invoice/team/day 6.8 10.8 +4.0 12.6
Sachet/invoice 16.4 13.5 -2.9 13.5
Number of Outlet n/a 9,278 n/a 10,820
20TK Invoice/team/day 9.3 15.4 +6.1 16.4
Sachet/invoice 16.1 14.7 -1.4 14.9
Number of Outlet n/a 16,386 n/a 18,053
10TK Invoice/team/day 18.9 27.2 +8.3 28.7
Sachet/invoice 20.8 18.1 -2.7 19.3
FY2019 Result FY2020 Result Sep. 2021 Result
VSLY VSLY VSLY
94% 1.52 114% 1.56 103%
99% 52.6 +0.9 52.23 -0.37
179% 6,231 89% 5,839 94%
+2.6 14.5 +0.6 13.49 -1.01
-4.1 25.3 -3.4 29.22 3.92
123% 7,913 111% 7,510 0.95
+1.8 14.7 +2.1 14.35 -0.35
+0 14.3 +0.8 12.80 -1.50
117% 11,448 106% 11,360 99%
+1.0 18.5 +2.1 19.17 0.67
+0.2 15.6 +0.7 17.73 2.13
110% 19,437 108% 19,763 102%
+1.5 32.2 +3.5 33.55 1.35
+1.2 21.8 +2.5 20.884 -0.92
1. Invoice/person/day
(a) Total FY2020
Apr May Jun Jul Aug Sep Oct
Invoice/person/day 7.2 8.9 9.9 10.4 10.2

(b) Area wise

Apr May Jun Jul Aug Sep Oct
Rajshahi 4.5 5.5 6.5 6.9 9.3

Apr May Jun Jul Aug Sep Oct

Rangpur 6.7 8.4 9.0 9.5 9.1

Apr May Jun Jul Aug Sep Oct

Khulna 6.8 6.8 7.4 8.3 8.9

Apr May Jun Jul Aug Sep Oct

Mymenshngh 6.6 6.7 4.9 9.9 3.9

Apr May Jun Jul Aug Sep Oct

Sylhet 8.1 10.8 15.3 13.3 13.9

Apr May Jun Jul Aug Sep Oct

Dhaka North 11.5 12.6 12.8 12.3 12.2

Apr May Jun Jul Aug Sep Oct

Out CTG (Comilla) 7.2 11.1 13.1 13.6 15.1

Apr May Jun Jul Aug Sep Oct

Barisal 5.8 9.0 10.1 9.3 9.4

2. Secondary/person/day
(a) Total FY2020
Apr May Jun Jul Aug Sep Oct
KG/person/day 8.8 12.3 12.7 13.5 25.6

(a) Area wise

Apr May Jun Jul Aug Sep Oct
Rajshahi 5.8 7.8 10.3 7.8 19.4

Apr May Jun Jul Aug Sep Oct

Rangpur 9.0 12.0 12.3 12.3 19.3

Apr May Jun Jul Aug Sep Oct

Khulna 8.0 8.3 9.6 9.5 22.1

Apr May Jun Jul Aug Sep Oct

Mymenshngh 8.0 7.0 9.0 10.0 20.0
 Apr May Jun Jul Aug Sep Oct
Sylhet 13.0 28.0 15.2 23.7 66.0

Apr May Jun Jul Aug Sep Oct

Dhaka North 10.4 12.4 14.4 16.6 15.2

Apr May Jun Jul Aug Sep Oct

Out CTG (Comilla) 11.0 14.4 19.6 19.0 22.4

Apr May Jun Jul Aug Sep Oct

Barisal 4.8 8.7 11.3 9.4 20.1
 FY2021
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
9.9 8.8 10.1 10.7 13.5 9.6 11.5 12.6 8.4 11.2 13.5

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
7.5 7.3 7.6 8.1 11.3 6.5 11.1 10.7 7.4 8.1 9.9

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
9.3 8.3 9.8 11.5 13.8 10.0 11.9 12.6 6.4 10.4 14.0

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
9.5 8.8 9.7 10.4 13.7 9.4 9.6 7.9 4.1 7.2 7.6

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
9.7 9.6 13.7 14.2 14.9 10.5 9.7 13.7 10.2 11.9 15.5

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
10.2 7.8 9.1 9.7 15.2 10.3 15.6 18.8 15.3 18.7 20.8

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
12.6 11.5 10.8 11.0 12.5 10.9 13.2 13.1 9.7 12.3 14.6

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
12.9 10.0 12.1 12.2 12.8 9.2 10.8 12.6 7.4 10.9 13.9

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
7.9 7.0 7.7 8.3 14.1 10.2 10.2 11.1 6.3 9.9 11.7

FY2021
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
19.7 18.2 22.7 25.0 24.1 12.537 18.439 18.28 10.28 20.27 25.391

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
13.0 11.3 11.5 12.6 16.0 9.5 12.4 14.1 10.2 16.7 16.8

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
13.7 14.0 14.3 17.1 19.5 11.9 13.2 13.6 8.6 14.5 16.0

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
22.3 16.0 18.0 19.3 18.1 11.6 16.3 12.4 6.5 16.8 21.7

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
13.0 16.0 16.0 20.4 16.5 10.1 7.7 15.3 7.9 12.2 18.8
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
30.0 35.0 64.0 69.6 57.1 21.5 48.0 34.5 23.6 43.8 59.9

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
17.4 16.6 17.3 17.8 17.3 11.6 16.0 19.4 9.5 18.1 21.9

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
26.8 17.6 19.7 19.5 20.6 11.3 15.0 21.4 10.3 23.8 25.3

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
21.6 18.8 20.8 23.7 28.2 12.8 18.9 15.7 5.6 16.3 22.7
 Rajshahi
15.0 11.3 11.1 10.7
9.3 9.9
10.0 6.5 6.9 7.5 7.3 7.6 8.1 6.5 7.4 8.1
4.5 5.5
5.0
5.9 0.0
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

8.4
Rangpur
13.8 14.0
15.0 11.5 11.9 12.6
9.8 10.0 10.4
7.3 10.0 6.7 8.4 9.0 9.5 9.1 9.3 8.3
6.4
5.0
7.0 0.0
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

11.8
Khulna
13.7
15.0
10.4
12.3 8.3 8.9 9.5 8.8 9.7 9.4 9.6
7.9
10.0 6.8 6.8 7.4 7.2 7.6
4.1
5.0
11.3 0.0
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

8.5
Mymenshngh
20.0 15.5
13.7 14.2 14.9 13.7
15.0 10.5 9.7 11.9
9.9 9.7 9.6 10.2
10.0 6.6 6.7
4.9 3.9
5.0
0.0
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Sylhet
25.0 20.8
18.8 18.7
20.0 15.3 13.3 13.9 15.2 15.6 15.3
15.0 10.8 10.2 10.3
8.1 7.8 9.1 9.7
10.0
5.0
0.0
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Dhaka North
14.6
15.0 11.5 12.6 12.8 12.3 12.2 12.6 11.5 12.5 13.2 13.1 12.3
10.8 11.0 10.9
9.7
10.0

5.0
 Dhaka North
14.6
15.0 11.5 12.6 12.8 12.3 12.2 12.6 11.5 12.5 13.2 13.1 12.3
10.8 11.0 10.9
9.7
10.0

5.0

0.0
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Out CTG (Comilla)

13.1 13.6 12.9 13.9
15.0
11.1 12.1 12.2 12.8 12.6
10.9
10.0 10.8
9.2
10.0 7.2 7.4

5.0

0.0
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Barisal
14.1
15.0 11.7
10.2 10.2 11.1
9.0 10.1 9.3 9.4 7.9 8.3
9.9
10.0
5.8 7.0 7.7 6.3
5.0

0.0
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
 Rajshahi
19.4
20.0 16.0 16.7 16.8
7 13.0 14.1
9.9 15.0 10.3 11.3 11.5 12.6 12.4
10.2
7.4 8.1 7.8
9.5
10.0 5.8 7.8
5.0
0.0
n Jul Aug Sep Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Rangpur
14.0 19.3 19.5
6 20.0 17.1
10.4 13.714.0 14.3 13.6 14.5 16.0
15.0 12.0 12.3 12.3 11.9 13.2
6.4 9.0 8.6
10.0
5.0

n Jul Aug Sep 0.0

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Khulna
25.0 22.1 22.3 21.7
18.0 19.3 18.1 16.3 16.8
9 20.0 16.0
7.2 7.6 11.6 12.4
15.0 9.6 9.5
4.1 8.0 8.3 6.5
10.0
5.0
n Jul Aug Sep 0.0
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Mymenshngh
20.0 18.8
15.5 20.0 16.0 16.0 16.5 15.3
3.7 13.0
11.9 15.0 12.2
10.2 10.1
9.0 10.0
10.0 8.0 7.0 7.7 7.9
5.0
0.0
un Jul Aug Sep Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

66.0
Sylhet69.6
64.0 59.9
20.8 57.1
8.8 18.7 60.0 48.0
15.3 43.8
40.0 28.0 30.0 35.0 34.5
23.7 21.5 23.6
15.2
20.0 13.0
0.0
un Jul Aug Sep Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Dhaka North
14.6
3.1 12.3 25.0 21.9
17.4 17.8 19.4 18.1
9.7 20.0 16.6 15.2 16.6 17.3 17.3 16.0
14.4
15.0 10.4 12.4 11.6
9.5
10.0
5.0
 Dhaka North
14.6
3.1 12.3 25.0 21.9
17.4 17.8 19.4 18.1
9.7 20.0 16.6 15.2 16.6 17.3 17.3 16.0
14.4
15.0 10.4 12.4 11.6
9.5
10.0
5.0
0.0
Jun Jul Aug Sep Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Out CTG (Comilla)

13.9
12.6 26.8
10.9 30.0
22.4 21.4 23.8 25.3
20.6
7.4
19.6 19.0 17.6 19.7 19.5
20.0 14.4 15.0
11.0 11.3 10.3
10.0

Jun Jul Aug Sep 0.0

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Barisal
28.2
30.0 23.7 22.7
11.1 11.7 20.1 21.6 18.8 20.8 18.9
9.9 15.7 16.3
20.0 12.8
6.3 11.3 9.4
8.7
10.0 4.8 5.6

0.0
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
y Jun Jul Aug Sep
 21.7
16.8

Aug Sep

18.8

12.2

Aug Sep

59.9
43.8

Aug Sep

21.9
18.1
 21.9
18.1

Aug Sep

23.8 25.3

Aug Sep

22.7
16.3

Aug Sep
 1) Overall situation in each area (Unit: shops, outlets)
Area Covered by
Population Depot Agreement Wholesaler Outlet
Number Coveraged Distributor
District (Unit:
of City city by DSV
thousand) FY2019 FY2020 FY2019 FY2020 FY2019 FY2020 FY2019 FY2020
VSLY VSLY VSLY VSLY
Dhaka 21,777 4 4 2 2 100% 70 63 90% - - n/a 15,016 17,060 114%
Chitaggong 8,440 1 1 1 1 100% 9 8 89% - - n/a 2,399 2,377 99%
Depot sales total 30,217 5 5 3 3 100% 79 71 90% - - n/a 17,415 19,437 112%
Rajshahi 20,412 8 5 - - - - - n/a 4 5 125% n/a 383 n/a
Rangpur 17,602 8 3 - - - - - n/a 3 3 100% n/a 225 n/a
Khulna 17,252 10 8 - - - - - n/a 7 7 114% n/a 455 n/a
Mymenshngh 12,368 4 4 - - - - - n/a 1 1 400% n/a 228 n/a
Sylhet 11,291 4 4 - - - - - n/a 1 1 400% n/a 183 n/a
Dhaka North 18,394 9 8 - - - - - n/a 6 7 133% n/a 525 n/a
Out CTG (Comilla) 23,540 10 7 - - - - - n/a 5 7 140% n/a 1,105 n/a
Barisal 9,145 6 6 - - - - - n/a 5 9 120% n/a 660 n/a
Outside Dhaka total 130,004 59 45 0 0 0 0 0 n/a 32 40 125% n/a 3,764 n/a
Total 160,221 64 50 3 3 100% 79 71 90% 32 40 125% n/a 23,201 n/a
*Result of March 2021 *Result of March 2021 *Result of March, 2021
Potential area & weak area focusing plan, and CTG area wise plan (dividing distributor and sales officer in poteitial a
r and sales officer in poteitial area)
 FY2021 Est. FY2021 (Apr-Sep)
Number of Sales
agreement
Depot Depot Wholesaler Sales Depot Number of Wholesaler (September) Sales volume(MT)
Wholesaler
VSLY Sales (MT)
Sales
(MT) VSLY VLSY FY 20 VLSY
Comp.
South 50 111% 520 321 174% 62% South 54 159% 34 128.8 244%
North 20 111% 186 72 138% 39% North 17 121% 14 36.1 201%
CTG 15 188% 82 32 226% 39% CTG 13 108% 12 16.0 309%
Total 85 135% 788 425 169% 54% Total 84 140% 60 180.9 238%

FY2022 Target
Number of Sales
Depot agreement Depot Wholesaler Sales
Wholesaler VSLY Sales (MT) Sales
VSLY
(MT) Comp.
South
North
CTG
Total
 FY2021 Est. FY2021 (Apr-Sep)
Number of Sales
agreement
Depot Depot Wholesaler Sales Depot Number of Wholesaler (September) Sales volume(MT)
Wholesaler
VSLY Sales (MT)
Sales
(MT) VSLY VLSY FY 20 VLSY
Comp.
South 50 111% 520 321 174% 62% South 54 159% 34 128.8 244%
North 20 111% 186 72 138% 39% North 17 121% 14 36.1 201%
CTG 15 188% 82 32 226% 39% CTG 13 108% 12 16.0 309%
Total 85 135% 788 425 169% 54% Total 84 140% 60 180.9 238%

FY2022 Target
Number of Sales
Depot agreement Depot Wholesaler Sales
Wholesaler VSLY Sales (MT) Sales
VSLY
(MT) Comp.
South 60 120% 663 340 106% 51%
North 25 125% 237 80 111% 34%
CTG 18 120% 104 40 125% 38%
Total 103 121% 1,004 460 108% 46%
 TVC, Digital strategy
(Person in charge: Nishiura)
ategy
Nishiura)
 FY2019 FY2020
Result Rsult

vs LY

Sales Volume (MT) 938 747 80%

Unit Price (TK/kg) 270 272 101%
Net Sales 214,407 175,169 82%
COGS 169,207 136,416 81%
GP 45,200 38,752 86%
SGA 99,355 97,277 98%
Sales expenses 51,298 53,001 103%
G&A 48,057 44,275 92%
BP (54,155) (58,524) 108%
 (Unit: 000TK)
FY2021
Estimated
(Actual) (Estimated)
Total vs LY vs Bud
Apr-Sep Oct-Mar
1,036 446 590 139% 100%
271 272 270 100% 101%
242,155 104,891 137,263 138% 102%
187,052 78,193 108,858 137% 98%
55,103 26,698 28,405 142% 118%
119,971 46,045 73,926 123% 92%
75,256 28,038 47,218 142% 98%
44,715 18,007 26,708 101% 84%
(64,868) (19,347) (45,521) (6,343) 78%
Utilize the result of Inactive market visit, and
restructure of visiting plan
(Person in charge: Nishiura)
 ket visit, and
plan
ura)
 Estimation for Corporate Sales FY 2021 (BULK)
Result Estimation

Estimated Total
Currrent (MT)
Consumption
Customer Name Price Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar
Quantity
(BDT/KG)
(MT/month)

Sales from Head office

Mayer Dowa 1.00 232 0.50 0.50 0.50 0.50 0.00 0.50 0.50 0.50 0.50 0.50 0.50 0.50 5.50
GQ 0.50 225 0.50 0.00 0.00 0.50 0.50 0.00 0.50 0.50 0.50 0.50 0.50 0.50 4.50
Prince 0.50 225 0.00 0.00 0.50 0.00 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 4.50
BFC 0.50 235 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Fu-Wang Foods Ltd 1.00 223 1.00 0.00 0.00 0.00 0.00 0.00 1.00
Meghna Noodles 1.00 235 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Alin Foods 0.60 235 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Kollol Foods 0.50 230 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Well Food Limited 0.50 225 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Bonga Food Ltd 0.50 N/A 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Boshundhora Group 0.50 N/A 0.00 0.00 0.00 0.00 0.00 0.00 0.00
AG Agro Foods ltd 0.50 N/A 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Sub total 7.60 2.00 0.50 1.00 1.00 1.00 1.00 1.50 1.50 1.50 1.50 1.50 1.50 15.50
Sales in Outside Dhaka
M/S. SM Food Products 1.25 220 0.00 0.50 1.75 0.00 2.50 0.00 2.50 2.50 2.50 12.25
M/S. Subash Kumar Paul 0.03 0.00 0.05 0.13 0.00 0.00 0.00 0.18
Shohel food products 1.00 220 0.00 0.00 0.50 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 9.50
M/S. Ahad Enterprise 0.20 0.18 0.18 0.00 0.00 0.00 0.00 0.35
Bhai Bhai Departmental 220 0.25 0.25 0.25 0.00 0.25 0.00 1.00
Sujan Enterprise 0.38 220 0.08 0.13 0.05 0.00 0.25 0.25 0.50 0.25 0.50 0.25 0.50 0.25 3.00
M/S. Hossain Enterprise 0.50 220 0.25 0.63 1.00 0.50 0.25 0.50 0.50 0.50 0.50 0.50 0.50 0.50 6.13
DNS BD 0.08 0.00 0.03 0.00 0.00 0.00 0.00 0.03
Mosla Vander 0.50 0.00 0.25 0.00 0.00 0.00 0.00 0.25
Mukter Food Product 0.50 220 0.00 0.00 0.00 0.50 0.50 0.55 0.50 0.50 0.50 0.50 0.50 0.50 4.55
Hazi Jahangir Store 0.25 0.00 0.08 0.00 0.00 0.00 0.00 0.08
Sumon Store 0.00 0.25 0.50 0.00 0.00 0.00 0.75
M/S. Sheikh Enterprise 0.05 0.00 0.13 0.00 0.00 0.00 0.00 0.13
M/S. Ador Shohag 0.05 0.00 0.03 0.00 0.00 0.00 0.00 0.03
M/S. Zahid & Brothers 0.15 0.00 0.08 0.00 0.00 0.00 0.00 0.08
Prince Store (Dinajpur) 0.13 0.00 0.10 0.00 0.00 0.00 0.00 0.10
Hazi Ripon Biriyani House 0.10 220 0.00 0.00 0.25 0.00 0.00 0.00 0.25 0.25 0.75
Sub total 5.16 1,540.00 0.75 2.65 4.43 2.00 4.75 2.30 5.25 2.25 5.00 2.50 5.00 2.25 39.13

Total volume 12.76 2.75 3.15 5.43 3.00 5.75 3.30 6.75 3.75 6.50 4.00 6.50 3.75 54.63
 Estimation for Corporate Sales FY 2021 (BULK)
Item Details Result Estimation

Per Month Total

Estimated Number of (MT)
S/N Customer Name Sales SKU Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar
Consumption Outlet
Quantity (MT)

1 ACI Lgistics ltd 0.2 144 200g & 100g 0.39 0.10 0.10 0.10 0.10 0.10 0.10 0.99

2 Agrora ltd 0.2 17 450g,200g & 100g 0.09 0.10 0.10 0.01 0.05 0.10 0.10 0.10 0.10 0.10 0.10 0.10 1.05

450g, 200g, 100g ,

3 Prince Bazar 0.2 2 0.39 0.30 0.30 0.99
42g, & 20g
Lavender Convenience
4 0.2 2 100g & 200g
Store

5 Meena Bazar 0.2 18 None

450g, 200g, 100g ,

6 Uni Life BD ltd 0.1 1
42g, & 20g
Total
(Estimated cooperate 1.1 0.09 0.10 0.49 0.40 0.05 0.10 0.50 0.20 0.20 0.50 0.20 0.20 3.03
sales market size)
Summarize the promotion activity
(Person in charge: Nishiura)
activity
ura)
 Active Outlet

2020 April May June July August September 2020 April May June July August September 2020 April May June July August September

Working Day 0 0 24 24 21 24 Working Day 0 0 24 24 21 24 Working Day 0 0 24 24 21 24

Team No. 0 0 14 14 14 14 Team No. 0 0 14 14 14 14 Team No. 0 0 14 14 14 14

0 0 3307 2569 2440 2669 0 0 3307 1516 1492 1660 0 0 1068 820 715 808
450g 450g 450g 7682 4905 4647 5137 22371 5593
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
200g 200g 200g 0 0 0 0 0 0
South

North

CTG
0 0 4068 4144 3930 3979 0 0 2348 2220 2106 2153 0 0 472 480 440 428
100g 100g 100g 6888 6844 6476 6560 26768 6692
0 0 5656 5843 5746 5643 0 0 3210 3164 3038 2955 0 0 1083 1131 1218 1125
42g 42g 42g 9949 10138 10002 9723 39812 9953
0 0 9519 9448 9333 9422 0 0 4779 4683 4516 4346 0 0 2536 2635 2625 2419
20g 20g 20g 16834 16766 16474 16187 66261 16565

Invoice Per Day/Per Team

2020 April May June July August September 2020 April May June July August September 2020 April May June July August September

7.2 8.8 9.9 11.5 7.5 9.3 11.3 11.7 7.2 10.3 12.1 11.9
450g 450g 450g 118.7 10
0 0 0 0 0 0 0 0 0 0 0 0
200g 200g 200g 0 0
South

North

CTG
11.7 11.6 10.9 13.1 10.5 10.9 12.1 11.6 5 5 4.4 4.7
100g 100g 100g 111.5 9
16.6 14.7 13.6 15.9 17.8 16.6 16.4 16.2 13.2 10.8 10.5 10.3
42g 42g 42g 172.6 14
26.9 25.3 24 26.7 26.4 25.1 24.2 23.6 30.3 26.2 23.9 22.6
20g 20g 20g 305.2 25

South/2020 April May June July August September

450g 16 29 34 29 108
Packet Per Invoice (Depot)

200g 13 10 12 10 45
100g 15 14 14 13 56
42g 22 18 16 15 71
20g 46 30 25 24 125

450g 200g 100g 42g 20g

North/2020 April May June July August September 252 118 164 201 286
450g 20 17 21 21 79 21 10 14 17 24
200g 11 11 11 11 44
100g 14 16 14 13 57
42g 20 16 19 17 72
20g 26 20 25 19 90

CTG/2020 April May June July August September

450g 13 14 19 19 65
200g 8 7 7 7 29
100g 13 13 12 13 51
42g 17 14 13 14 58
20g 21 19 16 15 71

Item Per Invoice (Depot)

April May June July August September
1.49 1.40 1.38 1.40 5.67 1.42