Vous êtes sur la page 1sur 8

4.

3 PLACE/DISTRIBUTION The general idea:

To launch a 2-year campaign in cooperation with Chinese NGOs that provides approx. 415.000 households in rural areas with Philips Uday lamps.

Our goal:

To reach 415.000 households within 2 years.

How?

Through an international collaboration.

A short description on the operative plans:

From within our Philips division we have decided to employ a group of (in total 12-14) Dutch employees that will be situated in China. They will mainly be in charge of the campaign and offer support wherever necessary. They also keep in contact with the Philips headquarters and make sure all plans are executed accordingly. As we already mentioned we are planning on offering this product in combination with a microloan plan. This will make the product available to our target market. Another aspect of making our product available to our target market is working with local (Chinese) NGOs. NGOs are non-governmental organizations and they can help us break some of the (cultural) barriers when introducing the product. They also have extensive knowledge on nearly inaccessible areas and speak the different dialects that are spoken in the villages. The NGOs can help us by assisting (throughout the entire campaign) and by providing us with local workers that have been trained to demonstrate how the product works. The local workers on their part will help us by distributing the product among our target market. Our distribution method will make the product very accessible to consumers in the rural areas in China.

The Dutch supervisors have established contact with the following NGOs: - ActionAid international: Over time, ActionAid has moved from being a British charity based on child sponsorship to becoming an international coalition fighting poverty across the globe. ActionAid works with poor and marginalized communities throughout the world to help them recognize, promote and secure their basic rights, and control their own development through micro loans. Its mission is to work with poor and excluded people to eradicate poverty and injustice.

- OXFAM Hong Kong: An international organization that leads, facilitates, and supports collaboration between the Oxfam affiliates to increase Oxfam International's impact on poverty and injustice through advocacy campaigns, development programs and emergency response.

- Rural Development Institute China (RDIC): An international nonprofit organization working to end global poverty by helping to secure land rights for the worlds poorest. For more than 40 years, RDI has worked in more than 40 countries to help secure land rights for more than 400,000,000 people. Nominated for the Nobel Prize and other prestigious awards, RDI partners with governments, world leaders, NGOs, foundations, donor agencies such as the World Bank, USAID, the United Nations Food and Agriculture Organization and others to design and implement land laws, policies and programs that provide opportunity, further economic growth and promote social justice.

As we already mentioned in the customer analysis, we hope to eventually reach approx. 415.000 households. The fact remains that we cannot guarantee sales of such a high number within just one year. Our goal is to launch a 2-year campaign in which 4 teams of 12 people will be formed to offer the product accordingly. These teams shall all consist of 2 Dutch Philips supervisors, 2 NGO representatives, 2 representatives of the micro loan institution and 6 local (well trained) workers hired by the NGOs to help us distribute and demonstrate the lamps. Each team will visit (and focus on) one village per week. The method we have chosen for is to have the villagers come to one, well-located, place in the village. Here we will demonstrate the Uday lamps and provide them with a (standard) 3-day opportunity to buy one through a micro loan plan. This method is efficient and will save us time and eventually costs.
A clever weekly schedule:

The first day of the week (mon) the team will have a general meeting together in order to discuss the work needing to be done the coming week. During the afternoon that day the team will visit the concerning village. Upon arrival at the village, the team will be split up. All arrangements for the coming week will be taken care of as well as promoting the arrival of the Uday lamp in the village and getting acquainted with some people in the village. Most of the promotion will be done via brochures and flyers explaining everything concerning the Uday lamp as well as the micro loan plan (incl. a registration form). The dates of sale and the location of the Uday center in the village will also be included. This will save a lot of time explaining what the Uday lights do and how they exactly work. It also gives the villagers some time to make think it through. To promote our product even further and to spread word-of-mouth advertising throughout the village, we are going to give away 25 Uday lamps for free to lucky villagers! The following 3 days of the week (tue/wed/thu) the team will be located in a well-situated building in the village. Here the villagers can see the product once again and purchase their own lamp. We will make several desktop counters where customers can instantly hand in their micro loan registration forms (or get help filling it in by one of our employees). After filling in required forms they can go home with their Uday lamp(s).

The last day of the working week (fri) the team will be in the village working for half-a-day in order to provide any customers with extra service and assistance. There will also be a (last) possibility for villagers to purchase a lamp or return their lamp in case of a defect. Throughout the weekend (sat/sun) the teams will have the days off.

An exciting challenge:

We would not only like to satisfy our consumers with this incredible campaign, but also our team members. For them it is a golden opportunity to work abroad and to meet and help all sorts of people. To be away from home and to be able to make a difference in the lives of hundreds of thousands of people is an exciting, but fulfilling challenge. Therefore our team members are all critically selected to make sure we can successfully run this campaign. The teams will work for 45 weeks per year. A working week consists of 4.5 days per week, two shifts of 4 hours per day (one hour lunch break in the afternoon): 09.00 13.00 and 14.00 18.00.
Reaching 415.000 households within 2 years is definitely a possibility!

It still remains a challenge, but based on our calculations we can conclude that reaching our target market of 415.000 households within 2 year is achievable. We are working with 4 teams of 8-10 persons. We have calculated that each person in a team can help a minimum of 6 customers per hour. Working days consist of 8 hours: 8 x 6 = 48 = 50 customers per person per team per day. By dividing 50 customers per person per day by the amount of minimal team members (8) we get an amount of (at least) 400 persons per team per day. Considering one out of 5 customers purchases a second lamp we can divide this number by 1.2 and get an amount of approx. 500 lamps per team per day. The amount of 500 lamps will be divided by the number of (official) days a team spends per week in a village, which is 3. 500 lamps x 3 days = 1500 lamps (per team per week). Considering there are 4 teams operative in different villages this amount to: 1500 lamps per team per week x 4 teams = approx. 6000 lamps sold per week. As we already mentioned there will be 45 working weeks per year: 45 working weeks x 6000 lamps sold = 270.000 lamps per year. Within 1,5 year we will have reached an amount of approx. 400.000 lamps!

Our long term projection: Selling an amount of approx. 520.000 lamps at the end of the 2-year campaign, far exceeding our initial goal.

Vous aimerez peut-être aussi