Promotion Strategy:

“To be successful, you must match the way you market your products with the way your
prospects learn about and shop for your products.”- Brian Halligan, Hubspot.

The goal of advertising or promotion is to generate a response from our target customers.
Promotional strategies to be used for Sugareen include advertising, public relations, personal
selling and sponsorships and use of journals, newspaper, posters, banners, signs and standees.

Public Relations strategy is aimed at establishing and maintaining communication between our
company and the target market segment. It helps in communicating positive updates about our
product and will help us control damage when any problem arises. This includes social media
interactions and company blogs through different platforms.

Use of social media platforms is our main medium of communication with the customers. We
are currently using Facebook page and Instagram profile to interact with the customers. The
entire product range being offered is regularly posted on our Facebook page. Most Facebook
Ads helps in acquisition of customers and also prove to be the best customer research tools
which can efficiently verify our customers. For most startups to be told what needs
improvement, a properly established feedback loop is important. So Facebook pages and Ads
will help Sugareen to interact with our customers and will provide an agile system to make
improvements according to customer suggestions and changing market conditions.

Religious and social occasions are the prime events to give customers with the exclusive offers
which no other competitor is offering. These sorts of activities not only incline customers to use
the product but helps in attracting more potential or perspective customers as well. All these
promotional campaigns are pointed towards an increase in customer awareness and financial
profitability.

We also plan to go into talks with local Kiryana stores and Super stores to accommodate us with
the marketing of our product. Shop floor selling and promotion provides a prime interactive
platform to know more about customer needs or any issue that might be faced by the target
market. These buying channels provide you an opportunity to establish your brand that is new
to the target segment. Our idea of collaborating with confectionary stores and bakeries is to
bring awareness in our customers of what we sell and how we stand apart from the existing
brands in the market. These collaborators would help Sugareen to educate customers more
about hygienic sugar products /variants and how sustainable packaging can help make the
planet safer at large for the generations to come.

Distribution Plan:

A company needs to develop a marketing plan based on increasing its channels of distribution.
A possible strategy to accomplish this is to focus on contacting all the retailers and middlemen
in the market in an effort to persuade them to carry the particular product and sell it to the
target segments. Taking into consideration the increasing diversity in customer needs, tastes
and habits, we at Sugareen focus more on developing the conventional mode of B2C
distribution, the local Kiryana Stores. These Kiryana Stores are the backbone of Pakistan`s
grocery retail trade, accounting for 70% of all the grocery purchases, and the number of Kiryana
stores is growing by two to three percent annually. We plan to collaborate with these Kiryana
stores by offering those discounts for allotting shelf space for our product and accommodating
our POSM (Standees, Flexes) on the store front.

The retail level business has changed swiftly in Pakistan and modern trade is on the ascendant
with global and local chains such as Carrefour, Metro, Imtiaz and Agha`s either expanding or
consolidating. These retail chains and local supermarkets are cashing in this trend by adding
better value for money and ask for bigger trade discounts in exchange for better brand visibility.
Such distribution channels have an estimated turnover of RS 0.6 Billion and provide improved
shopping experience to the customers. These factors attract salaried class of people who prefer
to do their grocery on monthly basis. This trajectory of modern trade growth has immense
impact on brands. Offering discounts to such chains and retailers would help our company to
have bite of this huge chunk of annual turnover.
Our broad spectrum of target customers includes, home based bakers as well. Through
thorough research, we plan to cater this target segment through our social media page and
online website orders. Home based bakers can simply order their desired product and take
advantage of our same day delivery option. We tend to offer Cash on Delivery (COD) services to
such customers, along with special discounts. Through collaboration with local Kiryana stores
and supermarkets, our product range will be available easily. We plan to introduce loyalty card
programs for future customers.

Keeping in mind that B2C retail trade in finally coming of age in Pakistan, business mostly
startups need to focus on establishing strong B2B distribution channels. We at Sugareen don’t
want to lose this opportunity and aim at opening new avenues of meeting our customers`
needs. Direct selling to wholesalers is planned through factory fair price shops and third party
vendors. Sugar fed businesses like confectionary stores, bakeries and Hotels prefer buying
product in bulk quantities. One of our objectives is to work closely with our B2B customers and
make business easy for them. On demand deliveries and keeping an automated inventory check
system at such businesses would help us forecast their future demands and would help in
providing the desired product in the most efficient and cost effective way.

Our Deals:

White Refine Sugar (Granulated):

White refined sugar is mostly used in the world is produced from sugar cane. Its flavor is neutral
and is a popular choice for bakers and other household uses. Fine grain means our little magic
crystals are small and perfectly formed to dissolve quickly and effortlessly into any recipe. It is
produced under ISO 9001 and HACCP standards with 99.8 & purity. The product is packaged in
50 Kg white polyethylene lined polypropylene bags which protects the product from
contaminated or taste loss and is also available in 1 Kg, 2 Kg and 5 Kg packs.
White Sugar Cubes:

Fine grain White sugar cubes are the perfect way to sweeten your beverages one cube at a
time. Made from our fine grain white sugar, the cubes dissolve easily and quickly. Sugar Cubes
are convenient because you know how much you are getting; there is no need of a teaspoon.
It’s great in the office, at home and on picnics. Offered in 450g and 950 g packaging, both
having 100 and 200 servings per pack, respectively.

Icing Sugar:

Extra-Fine icing sugar is used for baking, desserts and sweetening commercial beverages. It is
the icing on the cake for birthdays, weddings, graduations or any special moments in life. It`s
perfect for making your favorite desserts such as meringues, custards and mousses or lightly
sprinkle over fruits. It sets firmly every time and dissolves quickly and evenly for a light and
smooth texture, so you can make every occasion simply extraordinary. It comes in standard 800
g packing with over 200 servings per pack.