CONFIDENTIAL - For Board Review Only
| Channel | Year 1 Focus | Year 3 Target | Key Success Factors |
|---|---|---|---|
| Modern Trade | 2-3 major retailers | 8+ chains, 200+ stores | Distributor relationships, shelf space, promotional support |
| HORECA | 10-15 key accounts | 30-50 premium accounts | Consistency, customization, technical support |
| E-commerce | Noon, Amazon launch | Multi-platform + DTC | Digital marketing, fulfillment, reviews |
| Specialty/Export | Local gourmet stores | GCC export initiation | Premium positioning, export certifications |
| Distributor | Strength | Coverage | Est. Year 1 Volume | Terms |
|---|---|---|---|---|
| BME (Priority #1) | Modern trade dominance | UAE + Oman | $1.2M | NET 45, 12% margin |
| Al Maya Distribution | HORECA + retail network | Dubai + Northern Emirates | $800k | NET 30, 15% margin |
| AKI Food Services | HORECA specialist | 5-star hotels, restaurants | $600k | NET 30, 18% margin |
Rationale: Specialized in food & beverage branding with proven UAE market experience. Portfolio includes successful premium F&B launches.
| Product | Retail Price | Trade Price | Competitive Benchmark | Positioning |
|---|---|---|---|---|
| Dark Chocolate Bar (80g) | AED 18 ($4.90) | AED 12 ($3.27) | Lindt: AED 22 | Premium value |
| Coffee Beans (250g) | AED 42 ($11.45) | AED 28 ($7.63) | Illy: AED 50 | Specialty competitive |
| Chocolate Spread (200g) | AED 25 ($6.80) | AED 17 ($4.63) | Nutella: AED 18 | Premium alternative |
| Gift Box (Premium) | AED 120 ($32.70) | AED 80 ($21.80) | Patchi: AED 150 | Value luxury |
Strategy: Price 10-20% below premium imports (Lindt, Illy) while maintaining quality perception
Rationale: Local manufacturing cost advantage allows premium margins while offering customer value
Flexibility: Promotional pricing during Ramadan (15% off) and corporate bulk discounts (20-30%)
Price Increases: Annual inflation adjustment (3-5%) after Year 2 brand establishment
| Price Tier | Quality Level | Competitors | Parmida Position |
|---|---|---|---|
| Premium ($8-15/100g) | High | Lindt, Forrey & Galland | TARGET ZONE |
| Ultra-Premium ($15-30/100g) | Luxury | Godiva, Patchi | Gift sets only |
| Mass Market ($2-5/100g) | Standard | Cadbury, Nestle | Not competing |
| Activity | Year 1 | Year 2 | Year 3 | Objectives |
|---|---|---|---|---|
| Digital Marketing | $80k | $150k | $250k | Social media, SEM, influencers |
| Trade Marketing | $100k | $180k | $300k | In-store promotions, demos, POS |
| PR & Events | $60k | $80k | $120k | Media coverage, food festivals, tastings |
| Sampling | $40k | $60k | $80k | Trial generation, HORECA samples |
| Total | $280k | $470k | $750k | 5.6% → 3.9% → 3.7% of revenue |