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Ekulo Distribution is the Gateway to Africa
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Ekulo Distribution is the Gateway to Africa

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My name is Kellene Okonkwo and I work for Ekulo Distribution USA in Fontana California. I currently work as the sales and merchandising manager at this location. I have just been awarded a new project …

My name is Kellene Okonkwo and I work for Ekulo Distribution USA in Fontana California. I currently work as the sales and merchandising manager at this location. I have just been awarded a new project and position as International Business Development Manager for the United States head office in Fontana, California. We have contacts with NAFDAC to aid foreign companies in importing products into West Africa.


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  • 1. Nigeria• Is the worlds 7th largest population(170 million) and the geography istwice the size of California•Has a nominal GDP of $ 238.9 billion•GDP percapita is $ 2,600 (2011 est)•GDP growth in 2011 was 7.2 %•Inflation at 10.8 %•Bank lending rates 16.02 %• Middle class is 20% of population•Purchasing power parity $418.7billion
  • 2. Proven oil reserves of 37.2 billion barrels and projected to grow to 3 billion barrels Consistent growth in Cocoa production Growing natural gas production Mature and stable democracy Low foreign exchange reserves Currency vulnerable to devaluation Lack of working capital in trade One among the fastest growing economies in the world GDP set to double by 2016 Vibrant and growing middle class
  • 3. EKULO GROUP OF COMPANIES CEO Emma Bishop Okonkwo Importing Our Consultation high existence Share in on business Adhere to all Practice quality depends on marketing partnership laws of Corporate products service to commerce Responsibility campaign agreements into West our cost tor Nigeria customers and Ghana Africa 1984 – 2012 28 yearsForging partnerships built on trust and commitment…
  • 4. BRANDS EKULO DISTRIBUTE GOYA BLUE DIAMOND VEUVE CLIEQOT PONSARDIN JP CHENET WINE CANTI WINE VERDI WINE MILTON LLOYD FRANGRANCES CLEAR ESSENCE COSMETICS TCB HAIR RELAXER ROYAL CROWN SHAVING POWDER
  • 5.  ShopRite- Lagos, Enugu, Abuja SPAR Park N Shop- Lagos, Abuja Goodies-Lagos Amigos-Abuja Exclusive-Abuja Everyday –Port Harcourt Grand-Abuja Legend -Abuja Bestway –Port Harcourt Roban- Enugu Esco- Warri
  • 6. DESCRIPTION SUPERMARKET CONVENIENCE TRADITIONALAverage Size (sq 5,ooo-10,000 200-1000 50-100ft)Number of 60 600,000 4,000OutletsMarket Size 1 34 65Served (%)Average Annual 2.5 million $50,000 Approx $4Turnover ($) million total per locationLocation Urban Urban 3:2 (urban to rural, respectivelyStock Level Full Line Full Line Very LimitedService Method Self Serve Self/Assisted Assisted
  • 7. Partner Visibility Ekulo Group Value added ViabilityBrands supply chain management Vision Availability , Accessibility & Affordability
  • 8. Consumer Production External Trade Marketing Channel Key Account Market Relations Operations ManagementMarketing Supply and •Localizing and Logistics •Registration executing BTL •Distribution • Modern Trade Pricing •Government activities across all Self Service Relations •Local POSM channels retailers •Warehousing •Brands •Channel • Direct retail •Availability • Local reputation programs redistribution •Visibility Freight •Counterfeit •Merchandising • Management •In store promos •Promotional •Merchandising calendar •Coverage planning •Executing initiativesPRINCIPAL EKULO GROUP
  • 9.  Intense competition Working capital in trade Wholesale and key accounts are highly credit driven Credit ranging from 21 to 45 days Local borrowing cost - 24 % per annum Vibrant and growing middle class Open market economy – minimal import restrictions , peak duty at 20 % , Vat – 15 % Nigeria is a founding member of ECOWAS and a signatory to ECOWAS Common External Tariff (CET) agreement.
  • 10. Nigeria– MARKET LANDSCAPE•WHOLESALER •HYPER MARKETS•SPECIALITY WHL SALE •LARGE TRADITIONAL•SEMI WHOLESALER •FUEL MARTS•OTC RETAIL •PHARMACIES•TABLE TOPS OPEN KEY REATIL MARKETS OUTLETS SPECIALITY TRADITIONAL & RETAIL B2B•MEDIUM •RESTURANTS•SMALL •NIGHT CLUBS•KIOSKS •HOTELS•TABLE TOPS
  • 11. Sub Re Distributor Distribution Semi Wholesaler Key OTC Wholesaler Retail CREDIT Wholesale (Pre Selling) General OTC Table Wholesaler tops Super Markets Fuel Marts Key RetailEKULO Accounts Pharmacies LT/MT Medium Traditional Traditional CASH Small Retai Kiosk
  • 12. ADDITIONAL IN REGULAR MARKET MARKET REPS TODEDICATED REP(S) PER ACTIVATIONS AND SERVICE SEMI OM VISIBILITY DRIVES WHOLESALERS AND RETAILERS IN OMTWICE/THRICE A WEEK DELIVERIES AT STOCK NORMS AND COVERAGE PER CUSTOMER DOOR ANNUAL BUSINESS WHOLESALER STEPS PLANS QUARTERLY & ANNUALVIBRANT CREDIT TERMS COMPETITIVE TARGET LINKED – UPTO 21 DAYS CHANNEL DISCOUNTS INCENTIVES LOYALTY PROGRAMS
  • 13. EKULO GROUP of COMPANIES LAGOS – ABUJA- LONDON- ONITSHASALES , MERCHANDISING, WAREHOUSING, LOGISTICS & ACCOUNTS.ACCOUNT REPRESENTATIVES DELIVERY FLEETWHOLESALE, RETAIL , KEY ACCOUNT MGMNT AND DIRECT VAN SALES
  • 14. CHANNEL MANAGEMENT
  • 15. EXCLUSIVE REP(S) WINNING SHELF DEDICATED SPACE/VISIBILITY MERCHANDISERS IN HYPERMARKETS HYPERMARKETS TWICE A WEEKSUPERMARKETS-WEEKLY FUEL MARTS/B-C IN SHOP ACTIVATION CATEGORY STORES- PROGRAMMES FORTNIGHTLY DELIVERY AT INVOICING IN CUSTOMER SMALLER UNITS CREDIT PERIOD – 30 WAREHOUSE – 45 DAYS
  • 16. Pricing &Availability Merchandising
  • 17.  Promotions
  • 18. Morevolume willcome from: 1. Increasing the number of covered stores 2. Increasing the number of brands 3. Increasing the number of SKU’s 4. Improving the in- store shelving & merchandising
  • 19. OWN FLEET WITH SALESMAN AND READY STOCK CITY ZONES ROUTES COVERS THE ROUTES ON PRE FIXED PERIODICITY UPBRANCH COUNTRY REDISTRIBUTION WITH SUB SUB SUB DISTRIBUTOR VANS AND OR SALEMEN DISTRIBUTOR FLEET AND DISTRIBUTORS SALESMAN SUPPORTED BY FMC
  • 20. DEDICATED VANS & SALESMEN FOCUSSED SUPERVISOR FOR A MERCHANDISING AND TEAM OF 4 – 6 VANS DISPLAY MANAGEMENT DIRECT COVERAE IN TIER ONE CITIES -WEEKLY & FORTNIGHTLY CALLS OUTLET WISE COVERAGE DATA SELLING IN PRE SET ROUTES AND SMALLEST RETAIL PERIODICTIES FOR UNITS VISITS
  • 21.  Leverage the basket of products with Ekulo Viable distribution model for small partners in tier two towns Financial support to sub d – acquiring vans, sales man salary, fuel subsidy. Regular market visits by Ekulo – training , supervision and regular reports
  • 22. SALES FORECAST•UP TO DATE SALES DATA PLANNING •TRADE INITIATIVES AND ORDER•INVENTORY TRACKING •PROMOTIONSAND INCLUDING TRANSIT AND •BRANCH LEVEL SALES ACTIVATIONS •LEAD TIMES OPEN ORDERS PLANNING •MOQ’S •CHANNEL WISE PLANS •SEASONAL VARIATIONS •NEW PRODUCTS •FINANCIAL PLANNING REAL TIME TRADE ONLINE ERP MARKETING
  • 23. LOGISTICS SUPPLY NETWORK DESIGN WITHIN MARKETS  99 % SUPPLIES DELIVERED TO CUSTOMERS PREMISES CENTRAL WAREHOUSE OUTSOURCED BRANCHES WHOLE SALE RETAIL REDISTRIBUTION WAREHOUSE WAREHOUSEOWN FLEET OWN FLEET WHOLESALERS, RETAILS SEMIWHOLESALERS REDISTRIBUTION AND KEY ACCOUNTS VANS
  • 24.  In our quest to be the number one in supply chain management and distribution solutions in the markets we operate in, we have formulated a professional warehouse management system adhering to the following. Trained Manpower Modern IT Systems Adequate Space & Efficient Storage Reduced Delivery Time
  • 25. President /CEO Office Sales & Operations Merchandising Manager Manager Import Office RSM/Customer FinancialLogistics Service Department
  • 26. Sales Structure Branch Manager Sales Manager Wholesale Key Account Van Sales Sub Dist Executives Executive Supervisor Capt Market Sales Merchandiser Van Merchandiser Sub D Rep Salesmen Salesmen Merchandiser Sub D Merchandiser MerchandiserWe create the distribution around products.
  • 27.  Tier markets based on population and outlet concentration Saturate Tier one cities ( urban ) – Direct coverage in all tier one cities and towns Tier two cities  Direct coverage of key retail accounts – upcountry routes  Direct coverage of Wholesalers and Semi wholesalers  Sub distributor direct coverage – Ekulo supports with vans / salesmen salary and incentives / fuel subsidy / training. Tier three cities › Direct coverage of Wholesalers & Semi Wholesalers› Sustainable and Viable coverage focused on consistent and steady increase in geography of direct coverage
  • 28. KEY OM WHOLESALE RETAIL HFS RETAIL LAGOS DIRECT DIRECT DIRECT DIRECT ABUJA DIRECT DIRECT DIRECT DIRECTONITSHA DIRECT DIRECT DIRECT DIRECT PORTHARCORT DIRECT DIRECT DIRECT DIRECTBENIN CITY DIRECT DIRECT DIRECT DIRECTCALABAR DIRECT DIRECT DIRECT DIRECT ENUGU DIRECT DIRECT DIRECT DIRECT IBADAN DIRECT DIRECT DIRECT DIRECT WARRI DIRECT DIRECT DIRECT DIRECT KANO DIRECT SUB D SUB D SUB D KADUNA DIRECT SUB D SUB D SUB D
  • 29.  Ready access to a nationwide coverage and distribution across channels Direct retail coverage of Nigeria. Outlet wise coverage and sales data. Channel segmented distribution management – appropriate discounts and credit in line with market dynamics. Vibrant Sub distributor network ensuring rural penetration and coverage. Consistent merchandising and shelving Transparent value chain and uniform pricing across Nigeria. Strict adherence to local laws and statutory code of ethics. Proven track record , local market knowledge and brand building experience .
  • 30. Head Office Ekulo Distribution Co. USAPlot 1401 B, Tiamiyu Savage street, 14900 Hilton Drive,P.O. Box 74188, Victoria Island, Lagos, Nigeria. Fontana, California,Tel: +234 14610580 Tel: 877-358-5675Fax: +234 1 4631438, 4613117 Fax: 909-823-5099Email: info@ekulogroup.net Email: sales@ekulousa.com ekulogroup@yahoo.com Website: www.ekulogroup.com Website: www.ekulousa.com

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