AboutLeo Lingham Expertise I can answer questions on marketing, marketing planning,
product management, advertising, sales promotions, sales planning,
merchandising, direct marketing, and sales management.
Experience 18 YEARS WORKING MANAGEMENT EXPERIENCE IN BUSINESS PLANNING,
STRATEGIC PLANNING, MARKETING, SALES MANAGEMENT, AND ORGANIZATION DEVELOPMENT.
PLUS
24 YEARS OF MANAGEMENT CONSULTING IN STRATEGIC PLANNING,
BUSINESS PLANNING, PRODUCT MANAGEMENT, MANAGEMENT TRAINING,
AND BUSINESS COACHING.
Expert: Leo Lingham Date: 6/11/2008 Subject: Distibutorship and Marketing
Question QUESTION: Hello,
I am currently negotiating to be a distributor of a fuel saving product from Germany and i am in Nigeria. I want to know the most effective and profitable way to carry out my plan, distribution and sales.This is the first of its kind in my country. thank you
ANSWER: IDAHOR,
COULD YOU PLEASE CLARIFY
-what is the end use of this product
-when you say ''fuel saving''
is this for motor vehicle ??
regards
LEO LINGHAM
---------- FOLLOW-UP ----------
QUESTION: The product is an additive that lowers the rate of fuel consumption in all engines that use fuel; it could be vehicle, generators, lorries etc.
Answer IDAHOR,
Under the current world oil situation,
this product will be well received.
-of course, the major oil cos/ their gas pumps will not
allow the marketing of these products from their outlets.
================================================
You need to identify your target markets.
1.high mileage users of motor vehicles.
2.truck operators/ owners.
3.users of generators.
4.hire cos. who lease the generators.
5.taxi cos.
6.car leasing cos.
7.tractors owners / users.
etc.
PICK THE TOP 10 NICHE MARKET SEGMENTS.
======================================
FOR EACH OF THE MARKET SEGMENTS,
IDENTIFY THE MOST APPROPRIATE DISTRIBUTION
CHANNEL.
1.high mileage users of motor vehicles.
[THE MOTOR VEHICLE PARTS DISTRIBUTORS]
-----------------------------------------------------------
2.truck operators/ owners.
[THE TRUCK PARTS DISTRIBUTORS/ ALSO
DIRECT BULK SUPPLIES]
---------------------------------------------------
3.users of generators.
[ THE GENERATORS DISTRIBUTORS /MARKETING COS]
-----------------------------------------------------
4.hire cos. who lease the generators.
[DIRECT SALES TO THE HIRE COS/]
-------------------------------------------------------------------
5.taxi cos.
[DIRECT SALES TO THE TAXI COS]
-------------------------------------------------------------------------------
6.car leasing cos.
[DIRECT SALES TO THE HIRE COS]
--------------------------------------------------------------
7.tractors owners / users.
[ THE TRACTORS DISTRIBUTORS /MARKETING COS]
etc ETC.
===============================================
THE MARKETING PRACTICES SHOULD BE TAILORED
FOR EACH SEGMENT.
1.high mileage users of motor vehicles.
[ mass media advertising / advertising posters
at the parts retail outlet/ handouts for the buyers]
-------------------------------------------------------------
2.truck operators/ owners.
[direct sales personnel canvassing / handouts ]
--------------------------------------------------------------------
3.users of generators.
[direct sales personnel canvassing / handouts ]
---------------------------------------------------------------------
4.hire cos. who lease the generators.
[direct sales personnel canvassing / handouts ]
-----------------------------------------------------------
5.taxi cos.
[diect sales personnel canvassing / handouts ]
-----------------------------------------------------------------
6.car leasing cos.
[direct sales personnel canvassing / handouts ]
---------------------------------------------------------------------------------
7.tractors owners / users.
[ use THE TRACTORS DISTRIBUTORS /MARKETING COS
as the medium for promoting, with extra commission]
etc.
================================================
