MARKETING AND EXPOSURE

During the development stages of the product, marketing techniques are focused on creating
awareness of the service offered and creating a relationship with our main target customers.
Market strategy will require more input from the team during the early days of the service
launch. Our strategies will focus on reaching the middle class but not exclusively.

Marketing strategy will involve the following tasks such that at any time all marketing
methodologies will be used as long as all their dependencies are met.

Social Media Marketing

biznakalisocial@jua_kali_solutions.com will be email used to create in Facebook, Twitter and

Instagram platforms. The following step will be repeated for marketing using the social media
platforms with main of reaching 5000 people. The estimated cost is 15000 thousands Kenyan
shillings.

 Market analysis on the platform will be done to identify competition and prospective
customer behavior on the three social media platforms.
 Developing the marketing strategy that will ensure service awareness and exposure.
 Developing and approving marketing content plan for the whole month. This will
includes posters for ad campaign, short videos and service description for market
education.
 Creating a business page on each of the platforms and start the ad campaign for a
 Tracking the ad campaign and reporting on the progress of the marketing campaign

Feet on street marketing

A team of 10 people will be deployed to give out fliers to people on selected streets. These
locations are selected based on the availability of target customers. The locations selected are
busy highway stop points, open air markets, bus stops and middle class estates i.e Nyayo
estate. The same team will register willing customers to our platform. The 10 marketers will be
paid a standard pay of 500 Kenyan Shillings and an extra 500 for 50 customers added to the
platform. The total cost of street marketing will be 10000 Kenyan Shillings

Email Marketing

The following step for email marketing

 A mailing list of customers added to the platform will be created and categorized based
on the customer’s age, gender and previous product selections.
  Sales alert, advertisement and customer education content will be created for the
different mailing categories.
 Creating a mailing schedule to identify the best time and day of the week to send emails
based on customer behavior.
 Review of the performance indicators such as purchases and number of visit resulting
from email notifications.

Incentive system for recommendations

A recommendation system is developed to leverage on mouth to mouth recommendation of

customers on the platform. The recommendation system will be implemented as follows:

 For any three new customers an existing customer recommends and registers into the
system, the existing customer gets 100 Kenyan Shillings discount on products above 800
Kenyan Shillings.
 For any amount above 1500 Kenyan Shillings spent by the customers registered by the
existing customer they get a 300 Kenyan shilling discount on products above 1000
Kenyan Shillings.

Posters

Poster will be strategically placed in place with high traffic of prospective customers. The
following step will be taken:

 Selecting poster printing companies based pricing and expected advertisements reach
of the company
 Select best location to put up posters based on target customer base and customer
reach

To print 500 posters costs around 7500 to 9000 Kenyan Shillings.

Marketing through Influencers and bloggers

The team will identify and approach influencers and bloggers that have interest in products that
we sell and a large following on the social media platforms used by the company. Three
influencers or bloggers from each of the three social media platform should be selected.

Each influencer or blogger will be given a free product of their choice for products below 5000
Kenyan Shillings in exchange for a honest review of the service received and products used. The
total budget is 15000 Kenyan Shillings
Artisan Shop branding

Three artisan shops to be branded and painted should be selected based on their visual traffic
of prospective customers. The cost of painting and adding service descriptive posters in a shop
is 4000 Kenyan Shillings. The total cost will be 12000 Kenyan Shillings.

Branded apparel for transport section

All drivers used to deliver our products will be provided by branded apparel reflective vests. The
total cost of printing 100 reflective vests for the first 100 drivers is 5000 Kenyan Shillings.