1. Rumasya Diaper-Business plan Q1 and Q2-Nairobi and Upper Nairobi
Executive summery
The business plan goal is to reach a breaking through point by the end of Q2 2014.The objectives are to
appoint two distributors in each of the demarcated Areas, to list the product in 50% of the mini
supermarkets in the mentioned markets. Listing will be done indirectly through the distributors
infrastructural networks. The industry is very competitive where Pampers is the market leader and
controlling about 70% of the market share.
The Rumaysa has high and low counts that are meant to position it in the mass and high end of the
market segments. The pricing strategy is meant to be pocket friendly while the margins are supposed to
be very competitive.
The marketing plan is to demarcate the Nairobi and upper Nairobi into four areas headed by four area
representatives where distribution will be indirectly through dealer channel but where necessary direct
delivery will be done from the warehouse. In between the listed distributors and supermarkets will be
attached distributor reps and merchandisers respectively. Distributors and supermarkets will be given
target based incentives to meet the targets. The company will engage BLT activities for the purpose of
market activation to achieve a 40% placement threshold.
Organizational structure, people, product and services have been tailor-made to suit the dynamics of
the Nairobi market. The product is from Turkey and consumer preference research has been conducted
which has culminated to a product that is to satisfy the diaper market needs.
Management is a team that has passion and experience and is talented in organizational and marketing
management and of course well educated with postgraduate credentials.
The four areas will be targeted sales volumes that are to be achieved by the Q2 are as follows;
1-Westlands -1000 bales
2-Eastlands -1000 “
3-Thika road -1000 “
4-Nairobi CBD-1100 “
3100*KES 3980= KES 12,338,000

2. The nature of the business
The target market is the mini-supermarket and distributors. We will engage in selling the product which
is imported from Turkey. The products will be stored in a warehouse then distributed through the above
distribution channels. The team will entirely be engaged in marketing of the Rumaysa through personal
selling.
The product and services
The consumer preferences have been researched and Rumaysa is that product that matches the needs
and wants of customers, more so the product consumer experiences has been tested and has shown
wonderful result . It started by selling in high counts but due the high demand of the lower counts, the
product has been broken down into as low as 8pieces per pack.
We are ready to give the reliable dealer channels better payment facilities like 21-30 days to pay for the
consignment. We will be monitoring the competition activities at the market place and re-align our
operations so that we much match or surpass the competition abilities.
Marketing plan
The market is to be divided into four areas, Westland, Eastland, Thika road and Nairobi CBD which will
be attached to four sales representatives to manage them. Later on distributor reps and merchandisers
will be attached to performing distributors and supermarkets to facilitate products push out.
Competitive analysis
Organizational structure, people, product and services have been tailor-made to suit the dynamic
Nairobi market. The team is well trained in product knowledge, how to collect vital information from the
market place about competition and the trade and how to analyze and present to the management for
easier consumption at all levels. Implementation and control of various marketing strategies will be
overseen closely by management.
Due the fact that products like Pampers is perceived as the market leader and heritage one, the team is
trained to deal with this. Training has been done on the product positioning and value chain
management.

3. Description of management
The structure
Management is a team that has passion, is talented and has experience in organizational and marketing
management and of course well educated with postgraduate credentials.
The team is well trained to face the challenges that are there at the market place.
Management
Operation Director Marketing and
Distribution
Director
Area Rep 1 Area Rep 2 Area Rep 3 Area Rep 4
Distributor Reps Merchandisers

4. Financial Projection
Expenses per month
Sales volume projections
Items Salaries
Fuel and
Maintenance
Transport Warehousing
fee Airtime Security fee
Management
Area Reps
Distributor Reps
Merchandisers
Shipping to Nairobi
Warehouse
Security
Transport to Market
Sub-total
Grand Total
160,000
120,000
80,000
84,000
444,000
60,000
60,000
12,000
12,000
12,000
35,000
25,000
96,000
7,500
7,500
10000
1,500
1,500
609,000
Demarcated Areas
Monthly targets
in bales before
commission
Baseline
commission levels
Commission of kes 40
per bale on 500 bales
above baseline
Nairobi CBD
Westland
Eastland
Thika Road
Totals
600
500
500
500
2100
60I and above
501 and above
501 and above
501 and above
20000
20000
20000
20000
80000
Total sale volume
target after bonus
1100
1000
1000
1000
3100

5. The sharing of the kes 40 commission on sales volume on top of the baseline
Sharing layers KES 40 Sharing
Distributor
Area rep
Distributor rep
Merchandiser
15
10
7
8

6. The sharing of the kes 40 commission on sales volume on top of the baseline
Sharing layers KES 40 Sharing
Distributor
Area rep
Distributor rep
Merchandiser
15
10
7
8