Sembe King

Products Campaign

Proposal
By Peninah Kariuki

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Introduction
Mabe Pearl International Ltd has recently taken on Abysinia Limited products distributorship in
the Kiambu region starting with their Flagship product Sembe king Maize flour. There is
therefore need to

➢ Create awareness of the products in the region

➢ Communicate that Mabe Pearl under the business name Pearl’s Wholesalers is the
official distributor of Sembe King in the region

The Product in Scope

➢ Sembe King 2kgs Bale and Pieces
➢ Sembe King1 Kg Bale and Pieces

The Market
There has been a strong growth in FMCG industry specifically the Maize Meal processing
industry which has seen increased competition among players, rising penetration of other
brands and aggressive stronger advertising to create brand awareness.

Food being a basic need, the consumers continuously spend of maize flour as a staple food
greatly motivated by quality but majorly by price. It is therefore paramount to showcase how
Sembe King meets this need nutritionally and at a pocket friendly price.

The Idea
To create brand and distributor awareness, the proposal is to have

1. Shop Activation – The idea is to have activation done at the physical shop to create
awareness of the brand and distributor location.
➢ Proposed date: Monday 2nd August 2021 – Wednesday 4th August 2021
➢ Proposed Timing: 10am – 6pm
➢ Shop activation Features
a. A tent set up – Branded tent setup with balloons, hanging branded fliers and
branded worktops
b. Entertainment Sound, Music with DJ/MC - Catchy music played on good
sound systems by a seasoned DJ/MC hyping the crowd while selling the
products
c. Sales team donning branded outfits
d. Competitive, fun, and interactive activities
e. Flyer distribution – Distributions of fliers with the product details and sales
reps contacts
f. Sampling of products – Ugali cooking on a meko.
 g. Giveaways – Maize Flour, Mwikos, Cooking Spoons, Aprons, Chef hats and T-
shirts
h. Introductory Price discounts
i. Compliance with the regulatory licensing requirements

2. Road Show
➢ Proposed date: Saturday 31st July 2021
➢ Proposed Timing: 10am – 6pm
➢ Road Show Activation Features
a. Custom Fabricated Marketing Truck – Branded truck with balloons, hanging
branded fliers and a team donning branded t-shirts
b. Entertainment Sound, Music, DJ, MC, Dancers - Catchy music played on good
sound systems by a seasoned DJ/MC hyping the crowd while selling the products
c. Competitive, fun, and interactive activities
d. Flyer distribution
e. Giveaways – Maize Flour, Mwikos, Cooking Spoons, Aprons, Chef hats and T-
shirts
f. Introductory Price discounts
g. Social Media Marketing - Use of Products social media pages to post all
happenings on the campaign. This will increase awareness, market the products
while drawing people to the campaign.
h. Compliance with the regulatory licensing requirements

Region
The target is Ruiru Constituency with an estimated population of 155,635 as broken
down below

Ward Population
Gitothua Ward 18,083
Biashara Ward 41,596
Gatongora Ward 13,807
Kahawa Sukari Ward 8,744
Kahawa Wendani Ward 16,711
Mwiki Ward 44,760
Mwihoko Ward 11,934
Total 155,635
Road Show Route – The campaign is intended to cover the routes highlighted in Green

Pearl's Sembe King Routes

Area Route Name Route Details Road Show Breakdown
Juja Juja A Ruiru River - Kenyatta Road 1-4, Matangi
Juja B Juja town -Highpoint- Witeithie
Ruiru Ruiru A Wataalam Road - Kihunguro and Ruiru Town Membley, Gitothua,
Ruiru B Wataalam Road to OJ Biashara Ward
Ruiru C Kamakis Gatongora Ward
Kahawa Kahawa A KM,Kiwanja,Kamae,To Kahawa West Roundabout
Kahawa B Kahawa west,Maziwa,Kamiti
Kahawa Sukari,Kahawa
Kahawa C Kahawa Sukari,Kahawa Wendani,Mwihoko Wendani,Mwihoko
Kahawa D Githurai 45,Mwiki Githurai 45,Mwiki