Marketing: OLHAM Ghana

opinion Essay
1656 words
1656 words

I. Introduction
This paper will analyze the company OLAM Ghana a subsidiary of Olam International Limited. Olam Ghana is engaged in export of agricultural commodities including cocoa, cashew, sheanuts and wood products. It also imports and distributes rice, sugar, dairy products, tomato paste and edible oil. (Olam, 2014)
1) Target Market
Olam Ghana target total value chain distribution (distributors, wholesalers and retailers). Olam Ghana distribution network covers whole Ghana; however the customers are widely distributed in all the areas. Most of the Sales generated are between the greater Accra and Ashanti region represent s 30% and 24% respectively.
2) BL Marketing Goals
Target a 20% net profit growth from FY2013 by the end of FY2015.
The estimated net profit of Olam Ghana is 2% of total revenue or 13.5$MM for the FY2013. The marketing campaign will drastically increase the contribution of revenue of local Packaged Rice in Ghana, and thus will increase the rice business line revenue of Olam Ghana by 25% by the end of FY2015.
Target a reduction of the Greenhouse emissions by 5% in 2015 and by 10% by 2020 per ton of product.
Olam Ghana is committed to working ethically and sustainably with its small scale farmers and their land. The increase of revenue from the marketing campaign shall come from the local production and farming otherwise this would badly affect the planet due to the emissions and fuel consumptions from sea freight ships.
In order to achieve the above goal the below measures should be severely taken:
- Printing all business stationary using friendly environmentally inks and recycled papers.
- Create online catalogues instead of printing ones.
- Use minimal fossil fuel inputs and use draft animal...

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AudiencesScapes National Survey of Ghana. (2009, July 31). Retrieved April 6, 2014, from AudiencesScapes National Survey of Ghana:
Ghana Revenue Authority. (2014, April 5). Retrieved April 5, 2014, from Ghana Revenue Authority:
Halawi, A. (2014). AOP 2014. AOP 2014, (pp. Slides 32-45). Accra.
Moukarzel, N. (2012, December 31). Ghana Business Media. Retrieved Apil 6, 2014, from Ghana Business Media:
Olam. (2013, December 31). Retrieved April 5, 2014, from Olam:
Olam. (2014, April 5). Retrieved April 5, 2014, from Olam:
Osei, P. (2013). Sales & Marketing Plan. Discussing 2013 Budget, (pp. Slides 17-21). Accra.
Rogers, R. (2012, September 18). Rice of Africa. Retrieved April 3, 2014, from Rice of Africa:

In this essay, the author

  • Analyzes the company olam ghana, a subsidiary of olam international limited, which exports agricultural commodities and distributes rice, sugar, dairy products, tomato paste, and edible oil.
  • Explains that olam ghana target total value chain distribution (distributors, wholesalers, and retailers). most of the sales generated are between accra and ashanti region.
  • Estimates the net profit of olam ghana is 2% of total revenue or 13.5$mm for the fy2013. the marketing campaign will drastically increase the contribution of revenue of local packaged rice in ghana.
  • Explains that olam ghana employs 674 employees and 1031 seasonal workers and indirectly improves the livelihood of more than 130,000 farmers.
  • Argues that promoting socio-economic development and helping reduce rural poverty by 5% by denoting 0.5% of the total revenue in the next 5 years.
  • Recommends spending 5% of the net profit on training and staff wellness programs by the end of fy2014.
  • Explains that the aida+ model consists of 5 difference phases that aims the consumer to make decision to buy a product or service.
  • Opines that olam should aim for sponsorship of ghana national team for the 2014 world cup, which will add value and preference to royal feast rice as ghanaians love watching and supporting their black start national team.
  • Opines that olam should increase its market presence by using effective point of sale materials and branding major buildings and walls. the campaign should highlight the low prices 6$ per bag versus the imported rice.
  • Explains that ghana's population is estimated at 25 million, and 70% inhabit the big cities accra, kumasi, takoradi and sunyani.
  • Explains that the budget requested for the royal feast jasmine rice campaign is 3.5 million dollars in order to achieve the targeted sales and gain 4 % market share by end of 2015.
  • Cites moukarzel, n. (2012, december 31). ghana business media. retrieved apil 6, 2014.
  • Cites rogers, r., rice of africa,
  • Opines that olam ghana is committed to working ethically and sustainably with its small scale farmers and their land.
  • Opines that olam ghana's milled rice is friendlier to the environment than imported rice, and that the ghanaian rice market is driven by imported premium rice.
  • Explains that selling prices are usually market driven mainly depends on the competition and demands. in order to build brand equity, the new pricing strategy will be the "penetration strategy".
  • Compares olam ghana's distribution network with that of finatrade, which is expanded to rural areas with an advanced logistics infrastructure.
  • Explains that the initial promotional campaign should be launched while keeping in view the first two stages of aida+ that are awareness and interest.
  • Explains that royal feast is an award-winning aspirational brand for the home maker, and promotes it as an essential part of daily living.
  • Explains that customer relationship management should be systemized and test the consumer behavior of royal feast jasmine rice. the organization should conduct an onsite q&a survey about the product and door to door interviews.
  • Cites audiencesscapes national survey of ghana, which is available at ghana revenue authority.
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