Sales and Marketing

The unique aspects of our business include individual product selection, quality assurance,
and high-quality full service distribution. Our strategy is to focus 100% of our efforts on the market
for Great Taste Decaf in Philippines. By focusing all of our effort and energy on this particular area,
we expect to quickly develop and maintain a leadership position. The Universal Robina’s key
personnel will stay in contact with our customers, and will be able to respond to changes in this
market much faster than our competitors.
The Universal Robina will offer the best, most highly personalized service in the
marketplace. Being a large company, we intend to use this to our advantage to be absolutely certain
that every one of our customers receive excellent service. We will go out of our way to make sure
that our customers know that they truly matter to us. Sales reps and in-house personnel who deal
with customers will be carefully trained and given wide latitude for insuring that customers are
always satisfied.

5.1 Marketing Strategy

Our basic marketing strategy is to work with customers on a one-to-one basis to ensure their
supply needs are being met and help develop unique marketing programs for each of them. We
intend to prioritize customer service and make it a key component of our marketing programs. We
believe that providing our customers with what they want, when and how they want it, is the key to
repeat business and positive word-of-mouth advertising. Because we want to develop close working
relationships with our customers, we want to establish accounts in as personable a way as possible.
It is for this reason that we will overwhelmingly emphasize in-person sales calls to build accounts.
We will closely integrate all of our marketing and sales efforts to project a consistent image of our
company and a consistent positioning of our products and services. We will build this image around
our name "Universal Robina Corporation" and emphasize to customers the high-quality service that
is behind this name.
To support our marketing initiatives and product knowledge, we will attend as many area
conventions and trade shows as possible to ensure we are offering the most up-to-date market trend
information.

5.2 Promotion Strategy

Relationships are the key to success in the distribution business. Personal selling will remain
our most important means of promotion. Employees with skills and experience in sales and
distribution and in customer service and relations. In addition to personal selling, Universal Robina
has identified several other means of advertising and publicity.
 Universal Robina will send news releases to local media and press, as well as trade
magazines to try to get product and company feature coverage in front of the eyes of our customers
- as well as the end consumer.
Third, we shall have a monthly newsletter for current of potential customers. This newsletter
will highlight new and current trends in the industry, upcoming conventions and trade shows, offer
promotions and special deals, as well as provide new recipes, fun tips and other information that can
be used in their business. We will also highlight not just our products, but also display ideas and
success stories of other business in the industry.

5.3 Sales Strategy

Distribution sales are dependent on repeat business, therefore the sales strategy for Universal
Robina is based on personal, consistent sales contact, with a high emphasis on customer service and
relations. Because we are an old distributor, we have to prove our worth to our customers in order
to earn their respect and business. Both of the owners, will make personal calls on potential
customers to review our product line and services, give general information on our company, and
discuss how we feel we can help them succeed in their business.
The Universal Robina will begin operations with two full-time delivery/sales representatives,
who will be responsible for providing full service and delivery to current customers, but also make
sales calls for potential new business. This delivery/sales representatives will receive a base salary,
with commission on qualified sales, as well as bonuses for new acquired business. Customers will
be scheduled for a pre-arranged delivery day once or twice a week, depending on the quantity and
timeline of product needed. Product orders can be placed in a number of ways to help facilitate the
process:

 Phoned Orders: Customers can easily phone orders into our office, up until 2:30 p.m. of the
afternoon prior to their scheduled delivery day.
 Faxed Orders: Customers can fax in a completed product order sheet, with the same deadline as
phoned orders.
 Tel-Sell: Customers may choose to have a representative from the office call them the day prior
to their scheduled delivery to check product quantities and assist them in placing their order.
We understand the hectic schedule of a large business, so if a customer fails to call or fax their
weekly order, they will receive a courtesy call from our office to verify that an order is not needed.