Butter Tumb Case Study

There are three strategies in every Brand activities:

a) Penetration: Increasing the usage and/or the consumption of the brand.

b) Frequency: Repeating the same strategy over and over.

c) Both: Use both strategies, and this would be more expensive.

Talking about the Direction:

The direction is the same as the concept; the firm shares some ideas with the advertising agency to identify the right concept of the brand.

The concept should be functional and/or emotional. The functional is when you are talking about the functions of the brand, for example: Milk provides you healthy teethes. Whereas the emotional is focusing on the expression of the brand on the consumer, for example: Taste the indulgence and pleasure of Milk.

Communication

Those aspects are the values that the brand has made in the market in capital (money), and the volume the company provides and sell in the market and the calculation of the volumes is different between the companies, some of the companies uses ‘Liters’ while others uses ‘Tons’.

"Market share depends on 2 things: Value (S.R.) & Volume (Liter)"

Butter Tub project

I was in charge in assisting my supervisor Mr. Ahmad in launching an important dairy product, butter tub 250g. It was due to launch a couple of months after my internship was supposed to be over but we had to get the process done before in order for everything to run successfully and smoothly as there was not enough time so I had to make sure everything was going as planned. I was first in charge of making sure the packaging item codes were successfully done, that meant getting in touch with the Senior Financial Analyst Mr. Jiyavudeen and coordinating with him in order for the process to be done on time. He was out of town at the moment so I had to contact him in order to have the

Aftab in purchasing department to make sure that action is in progress and that the design was communicated with our supplier so that we will have the material on time to start implementation down line and lunch the first batch.

2. Sales & Distribution Department Training:

This training program which I took, I tried to understand all the aspects of the distribution channel. They consist of 1) Manufacturing & Production (in Al-Kharj, Haradh), 2) Sales & Distribution (Al-Riyadh, Sulay), 3) Customers (Key & Cash Accounts). And of course the department whom I belong to Marketing & Business Department at NADEC's Head Office.

I will describe what I learned from my training about the Sales & Distribution Dep. in details:

It is the department where NADEC's products are received from the factory and take a place in the warehouse to be distributed again to the customers (Key & Cash Accounts).

I took an introduction about the whole department from sales training partner Mr. Kumar, who told me about the history of NADEC's sales dep. and which arranged for me a tour program with one of his