This document summarizes NigerSpices' marketing plan for onion powder. It analyzes their costs, product/service performance, company reputation, and overall competitiveness compared to rivals. NigerSpices has advantages in taste and yield but needs to improve quality to boost reputation. The plan is to get trial imports, build a factory with quality emphasis, launch locally with authorities/media, and invite clients to boost reputation over 6 months to become #1 supplier in Nigeria.

1. Marketing Plan Phase 2
CUSTOMER VALUE
Onion Powder
Niger Spices
Manufacturing Project in Nigeria

2. Onion Powder
Overall Cost index
A / Cost categories for the product category
.
1/ Cost of Goods ex-factory.
• Raw and packaging materials
• Utilities ( water, electricity )
• Labor costs
• Maintenance and general expenses.
• Depreciation costs
2/ Inventory and storage management.
3/ Distribution.

3. B / Cost of Purchase Index
RELATICE COST OF PURCHASE INDEX
Relative
Importance
Business
ratings to
NigerSpices®
Competitors' ratings
Relative AdvantageDD
Wiliamson
Indo
Spices
China
Food Co.
Cost of goods sold 55 6 7 8 7 -18
Raw and packaging
Labour cost
Utilities cost
Clearing and logistics
General expenses
Depreciation
Clearing and logistics cost 20 8 2 2 3 20
Inventory and stock management 15 8 7 6 7 5
Transport and distribution 10 8 7 7 6 3
Overall 100 10
Overall Relative Cost of Purchase index 110
Our product offers overall 10% purchase cost attractiveness
The business charges premium price due to the local manufacturing delivering highest quality and more yied product
Relative advantage is obtained through Clearing, Logistics and distribution cost.

4. Product Performance Index
PRODUCT PERFORMANCE INDEX
Parameters
Relative
Importance
Business
ratings to
NigerSpices®
Competitors' ratings
Relative
AdvantageDD
Wiliamson
Indo Spices
China
Food Co.
Product
Performance
Quality(µbio) 40
5 6 8 7 -27
Taste 55
9 7 6 4 55
Color 5
7 7 7 7 0
Overall Product Performance Index 128
NigerSpices® offers product with enhanced taste and flavor in relation with the Strong Onion flavor from Tropiques.
This has high impact on the usage yield therefore favors the product performance.
Outstanding Microbiology Quality problem is the N°1 priority in the Continuous improvement program for
NigerSpices®’ management Q1 2017

5. Service Performance Index
SERVICE PERFORMANCE INDEX
Parameters
Relative
Importance
Business
ratings to
NigerSpices®
Competitors' ratings
Relative
AdvantageDD
Wiliamson
Indo Spices
China
Food Co.
Service
Performance
Availability 20 9 6 6 3 20
Cost 55 6 7 8 7 -18
Handling 20 7 7 7 7 0
Overall Service Performance Index 102
Raw onion is sourced locally. Government sponsored farms enable Sustained availability of raw materials.
Cost of transformation is affordable at NigerSpices®.
NigerSpices® charges premium cost to its product for it taste and yield benefits.

6. Company and brand reputation Index
COMPANY & BRAND REPUTATION PERFORMANCE INDEX
Parameters
Relative
Importance
Business
ratings to
NigerSpices®
Competitors' ratings
Relative
AdvantageDD
Wiliamson
Indo
Spices
China
Food Co.
Company/Brand
Reputation
Performance
Compliance to Legal laws
& Environment
20 8 8 8 8 0
Reputation for quality ,
Safety, food safety
50 6 7 7 8 -17
Customer commitment 30 8 6 8 3 20
Overall Company & Brand reputation Index 103
The company is still new, and unknown to most of the public. There is strong effort to build the company image and impose a
brand authority.
NigerSpices® has a good compliance reputation, same as competitors. The Strong comittment to customers is in line with
company strategy to become the N1 supplier of Onion powder to Food businesses in Nigeria
Outstanding Microbiology Quality problem: N°1 priority in the Continuous improvement programm for NigerSpices®'s
management Q1 2017 will enable the company to shape its overall reputation.

7. Overall Performance Index
OVERALL PERFORMANCE INDEX
Parameters Relative Importance Relative Advantage Overall Performance
Product Performance 60% 128 77
Service Performance 30% 102 31
Company/Brand
Reputation Performance
10% 103 10
Overall Performance Index = 118
NigerSpices® is 18 % ahead of imported products delivering the 3 area in product, service and company brand.
Good product Performance from NigerSpices® : Good taste, Enhanced yield
Service Performance from NigerSpices® postively impacted by the cost and availability, but Quality remain the main issue
and is N°1 priority for Q1 2017
Company and brand reputation needs urgent attention due to the newness of company. Company could manufacture its
product under license of a brand of high reputation. This can also help the build the expertise on Quality.

8. Customer Value
Target Overall Performance = 125
Timeframe is 6 months to stabilize
production
NigerSpices®
• We already win on Product Taste and Yield
• Quality is next Win to Product performance
• Company Reputation’s next boost to
product performance.

9. Competitive Analysis
DD Williamson
• offers Value for Money,
• but low performance product (High cost and
Poor quality (Low Taste and Yield)
China Food :
• poor performance (cost and customer
commitment)
Indo Spices offers Higher Value for Money,
• Good performance product (Good taste and
Mold quality under control)
Direct competitors

10. Competitive Analysis
source of competitive advantage, e.g., cost, differentiation, or marketing?
Competitive Advantages
• Better taste
• Higher usage yield ( Use 1 kg and have benefit for 3)
• Immediate availability.
• Promotes local content usage.

11. Marketing decisions
Step 1 : Get trial quantities from importation to convince the market
Step 2 : Build the factory and launch the local manufacturing
with Strong emphasis on the quality mold problem.
Get the local authorities to support the factory commissioning with strong media
presence.
Invite all potential clients to the factory visit and comissionning.
Start stBased on your phase 2 analysis,

12. THANK YOU