Download Omaid Bahar Juice Manufacturing

WINDROCK GROUP
STRATEGY IN MARKETING AND EXPORTING
FROM AFGHANISTAN
11440 North Deer Hill Lane
Prescott, Arizona 86305
Windrock Group was contacted by FAIDA (Financial Access for Investing in
the Development of Afghanistan) in July 2012 to discuss participating in developing an
export strategy for Omaid Bahar Fruits Processing Ltd. Omaid Bahar is a USAID-funded
factory project representing part of the vision for the private sector development of
Afghanistan. The Omaid Bahar Fruit Processing Company is the first fruit processing and
juicing facility in Afghanistan.
Through an introduction to Chemonics, a USAID program management contractor,
Windrock Group was asked to develop an export strategy for Oamid Bahar that would
provide an answer to the single most important question;
Could an Afghanistan manufacturer enter into a global export market successfully and
maintain consistency in their marketing approach? This question is yet to be fully
answered but with the help of Windrock Groups strategic market analysis the answer can
be found.
Windrock Group was engaged on a four month contract starting August 2012 at which
time they deployed a four man team into the European and GCC region, using Greece as
the European office and the UAE for the GCC office, the team developed a phased plan
that included multi-market analysis and client database development. They conducted
marketing assessments by systematically examining internal and external factors
influencing the current export marketing challenge
The initial phase combined a strategic approach to marketing by identifying future action
requirements needed and assessing unforeseen challenges. The strategic organizational
goal was to ensure all marketing activities – even the most tactical – are governed by the
business goals.
In Europe Windrock Group reached out to over 120 companies/individuals in the retail,
wholesale, distribution and intermediary businesses. Windrock Group generated
significant interest by making rounds in the commercial market and attending one of the
largest European food shows, the SIAL Food show in Paris, France, presenting a unified
image and consistent communication of the Omaid Bahar brand.
The combined market research, including logistical elements, custom requirements, and
new opportunities and identified clients were all consistent in supporting core areas of the
marketing plan. Utilizing institutional knowledge and experience, they interviewed
clients to understand their needs, in the process identifying pricing variants and product
placement opportunities in three key market segments, (retail, wholesale and concentrate
sales juice producers). They identified product cross selling opportunities via multiple
channels, thus exposing potential clients to a greater array of purchasing options.
11440 North Deer Hill Lane
Prescott, Arizona 86305
www.windrockgroup.com
USA +1 928 499 8638
[email protected]
WINDROCK GROUP
STRATEGY IN MARKETING AND EXPORTING
FROM AFGHANISTAN
11440 North Deer Hill Lane
Prescott, Arizona 86305
Windrock Group found a wealth of juice manufacturers in the GCC region, all
willing to test and sample new potential products; they found an array of different type
retail outlets that had product placement options within their distribution chain and they
developed a database of over 175 companies. Windrock Group again attended one the
SIAL Food shows in Abu Dhabi , UAE, it was on a smaller venue than the one in Europe
but offered new opportunities for the team to look inside the market and industry for the
GCC region, again presenting a unified image and consistent communication of the
Omaid Bahar brand.
The goals in the marketing plan included evaluating the Omaid Bahar strength of internal
coordination and collaboration. Windrock Group wanted to design a marketing plan that
would ensure everyone in the company association reads from the “same page of the
same book,” minimizing confusion and duplication of efforts while maximizing
opportunities to exchange ideas and suggestions for improvements, critical to business
growth. They also compared the marketing practices to industry benchmarks and best
practices of similar organizations.
At the end of the initial contract period Windrock Group had provided an accurate,
objective and fresh perspective, which looked beyond the obvious trouble areas and
examined a variety of marketing opportunities. It suggested practices relevant to specific
situations and established relationships in seven countries with prominent market players.
This comprehensive approach enabled Windrock Group to develop insightful, practical
recommendations for enhancing Omaid Bahar’s current marketing practices and
developing new strategies and capabilities as they move forward in an attempt to enter
the global market.
11440 North Deer Hill Lane
Prescott, Arizona 86305
www.windrockgroup.com
USA +1 928 499 8638
[email protected]
WINDROCK GROUP
STRATEGY IN MARKETING AND EXPORTING
FROM AFGHANISTAN
11440 North Deer Hill Lane
Prescott, Arizona 86305
11440 North Deer Hill Lane
Prescott, Arizona 86305
www.windrockgroup.com
USA +1 928 499 8638
[email protected]