The document discusses the relaunch of the FALAK brand in the UAE retail market. It outlines past achievements including launching new product lines and increasing distribution across major retailers. The objectives are to build targeted retail distribution, maximize brand visibility and sales volume, and establish FALAK as a leading rice brand in the UAE market. The way forward and timeline will be discussed with a new business partner.

1. What We Did So Far & Way
Forward?
Brand Launch
Objectives
Achievements
New Business Partner & Business
Objectives

2. Silex Trading LLC, Dubai
 Sales & Marketing Activities for Brand
Launch/ Post Launch
 Reliable & effective sales promotions
 Hiring additional/ secondary displays like category
block, end gondolas, pallets in the major chains like
Abu Dhabi Coop, Emirates Coop, Union Coop and
Carrefour
 Category Unit Distribution
 Products availability through effective Distribution at
all targeted outlets
 Product familiarity & training to the sales team
 Product development & Line extension

3. Sales & Marketing Activities
 Sales & Marketing Activities for Brand
Launch/ Post Launch
 Increasing & improving distribution in all regions
 Hiring spaces in the category areas
 Brand awareness through block and pallet displays at
leading outlets
 Educating customers through sales promoter activity
 Value pack offers to generate consumer trial
 Effective promotional activities to bring FALAK on top
of mind state of consumers
 Special promotional materials as per the categories

4. Target Retail Channel – Year 1 & 2
No. Channel No. of Outlets
1 Hypermarkets
Co-operatives/
Chains/ A-Class
650
2 B-Class 500
3 Van Sales -
4
Whole sale 45
5
Institutions 40
TOTAL 1,245

5. Target Retail Channel – Year 1 & 2
No. Channel No. of
Outlets
Existence
1 Hypermarkets
Co-operatives/
Chains/ A-Class
650 425
2 B-Class 500 150
3 Van Sales - -
4
Whole sale 45 -
5
Institutions 40 1
TOTAL 1,245 576

6. Key Target Retail Chain-Stores
Our Presence
•CARREFOURS •HYPER PANDA •EMARAT
•ABU DHABI COOPERATIVE
SOCIETY
•CARREFOUR EXPRESS MKTS •GIANT GROUP OF COMPANIES •GEANT HYPERMARKET •AL AIN COOPERATIVE SOCIETY
•UNION COOPERATIVE SOCIETY •K.M.TRADING •GRAND CITY MALL •BANIYAS COOPERATIVE SOCIETY
•SAFEER GROUP • MEGA MART HYPERMARKET •GRAND HYPERMARKET •DHAFRA COOP SOCIETY
•WALMART •EMIRATES COOPERATIVE SOCIETY •AL MADINA GROUP •EMARAT COOPERATIVE SOCIETY
•SHARJAH COOPERATIVE
SOCIETY •RAK NATIONAL MARKET •K.M SHARJAH • SHAKLAN TRADING
•REGENCY GROUP •RAK COOPERATIVE SOCIETY •FRESH & MORE •PARCO GROUP
•AL MAYA GROUP •ANSAR MALL •PARK N SHOP •AL FALAH AL AIN
•MANAMA GROUP • ABELA & Co. •Al WAFA/ NESTO •AL AIN CITY CENTRE
• FATHIMA GROUP • SAJIDHA GROUP • KERALA SUPER MKT • All TOP B CLASS OUTLETS

7. Retail Price Structure/ Brand Positioning
Retail
Trade
Consumer
Silex
Trading
Landed
Cost
12~15% mark-
up
25% Mark up
Category Leader
(CL)
5% below C.L

8. Silex Trading LLC
 Achievements for Year 2014-15
 Launched 2 new FALAK brands i.e. FALAK Extreme and
FALAK Aromatique in UAE market
 Listing of FALAK new brands across the board including
all modern trade and B class retailers
 Brands’ penetration approx. at all modern trade outlets
 Modern trade customers includes Carrefour, Union
Coop, Abu Dhabi Coop, Sharjah Coop, Emirates Coop,
RAK Coop, Baniyas Coop, Dhafra Coop, Walmart, Fresh
& More, Nesto, Safeer, Ansaar, KM Trading, Sajida
group, Fathima group and many more
 FALAK, being extensively promoted, regarded as highly
active brand in UAE market
 First time in history, FALAK Ad promotion via Dubai Taxi
fleet
 Addition of FALAK vermicelli brand in product portfolio
 Tapping of Horeca segment and won first order of Abela
& Co.

9. Silex Trading LLC
 Achievements for Year 2014-15
 Initiated consumer communication and motivation
CCM, trade communication and motivation TCM and
sales team’s communication STM etc.
 Tailored made promotions keeping in view outlet and
customer potential and preferences
 Acquired dedicated shelfs, gondolas and pallets for
FALAK brands display
 FALAK brands promotion via flyers insertions etc.
that includes C4, Nesto, Coops and other Modern
Trade outlets
 Launched FALAK Vermicelli via Silex platform
 Launched FALAK Brown Basmati 1.5kg Jar via Silex
platform
 Volumes were improving with perpetual growth

10. Shelf Presence/
Dominance – UAE Market
A Visual Introduction

11. Display at Carrefour

12. Display at Carrefour

13. Display at Nesto

14. Display at Nesto

15. Display at C4 & Coop

16. Display at Union Coop

17. Display at Nesto

18. Display at Geant & Grand Hyper
Markets

19. Display at Safeer & Ramez

20. Display at Dhafra

21. Display at Baniyas Coop & Walmart

22. Display at Nesto & Hyper Panda

23. Display at Abu Dhabi Coop

24. Display at Abu Dhabi Coop

25. Display at Abu Dhabi Coop

26. Display at Carrefour

27. Display at Carrefour

28. Display at Carrefour

29. Display at Carrefour

30. Displays at Union Coop

31. Displays at Union Coop

32. Displays at Union Coop

33. Display at Ramez markets

34. Display at Madina markets

35. Display at C4 & Tawreed markets

36. Displays at various markets

37. Display at Grand & C4 Markets

38. Consumer Communication – Stall Activity

39. Consumer Communication – Stall
Activity

40. Consumer Communication – Stall Activity

41. Display at Ramla markets

42. Displays at Malabar markets

43. Display at Village Hyper market

44. Sales Promoter Activity at SHJ Coop

45. Displays at Discount Center

46. Display at Safeer markets

47. Displays at Madina markets

48. Displays at Madina markets

49. Displays at Madina markets

50. Display at Ramez Hyper Market

51. Displays at Ramez Hyper Market

52. Displays at Abu Dhabi Coop

53. Display at AD Coop & Al Ahli

54. Display at Nesto & Ansaar Mall

55. Display at Union Coop

56. Display at Union Coop

57. Display at Ansaar Mall & Madina Mkt

58. Displays at Nesto & Madina Hyper Mkts

59. Displays at Ramez & Safeer Hyper Mkts

60. Displays at Al Madina Hyper Mkts

61. Displays at Regency Group & Ramez

62. Display at Al Manama

63. Display at Nesto Hyper Mkts

64. Pallet & Block Display at Union Coop

65. Display at Union Coop, Block & Pallet

66. Display at Talal

67. Flyer Insertions – Al Maya & Talal

68. Display at Abu Dhabi & UC Coop Outlets

69. Display at Abu Dhabi Coop Outlets

70. Display at Abu Dhabi Coop Outlets

71. Display at Abu Dhabi Coop Outlets

72. Display at Abu Dhabi Coop Outlets

73. Display at Abu Dhabi Coop Outlets

74. FALAK Promotion on Dxb Taxi Fleet

75. Promotion Insertion in Flyers C4 &
Ramez

76. Promotion Insertion in Flyers - Madina

77. Promotion Insertion in Flyers - Ramez

78. Promotion Insertion in Flyers – Nesto &
A.D Coop

79. Promotion Insertion in Flyers – AD Coop

80. Promotion Insertion in Flyers – Al Madina

81. Promotion Insertion in Flyers – Al Madina

82. Flyer Promotion– Talal & Al Madina

83. Flyer Promotion– Carrefour Ramdan
Promo

84.  Business Objectives
 To relaunch FALAK brands in UAE retail market
 Build targeted retail distribution
 Maximize brands’ prominence and visibility in key retail
outlets
 Maximize sales volume across the targeted retail outlets
 Brand’s penetration and visibility at all relevant outlets
 FALAK positioning among top brands of UAE market
 To get our rightful market share (RMS)
 Establish the brand as one of the leaders in RICE category
New Business Partner

85. Way Forward & Timelines?
 Terms & Conditions – To be discussed and agreed upon
 Way Forward - To be discussed and agreed upon
 Timeline – To be discussed and agreed upon