5.

1 Sales Strategy

AvoPro Ltd is executing the sales strategy of maximum reach in both inland and international
markets by positioning itself as one of the major suppliers of avocado oil-based hair care
premium products. Indeed, its focus on quality, ethical sourcing, and commitment to supporting
local farmers strikes a true chord with eco-conscious, health-oriented consumers. The projected
growth budget is a reflection of the anticipated growth in demand, logistics of distribution, and
marketing to create awareness in these niche markets.

AvoPro is going to directly utilize sales and also form a relationship with organic and natural
products retailers with the purpose of achieving economic goals. The company anticipates higher
initial marketing expenses in building the brand and educating customers about the different
value propositions of the product. This budget also offers resources for pricing competitiveness,
product promotion, and meeting high expectations associated with premium personal care
products. On this basis, operationally, the company forecasts increased revenues with growing
awareness, especially in urban centers, in addition to established export markets that demonstrate
exceptional demand for sustainable, plant-based products.

Customer acquisition will be driven by AvoPro through the deployment of digital advertising,
sampling, and trade show presence to introduce its products to both local and international
audiences. Moreover, it will ensure that this balances well with maintaining profitability and
upholding those brand values representative of AvoPro's commitment to natural beauty
solutions. With time, as brand loyalty increases and the company achieves deeper market
penetration, this should favorably impact overall sales revenue as initial marketing expenditures
are offset.

5.1.2 Pricing Policy

AvoPro Ltd is accordingly premium pricing its products to appeal to health-conscious customers
who appreciate high-quality and ethically sourced products. This pricing strategy underlines the
company's brand image of sustainable, high-class solutions for hair care. The price is set at a
level indicative of the premium quality of AvoPro cold-pressed avocado oil to attract
environmentally and health-conscious customers willing to pay more for such a product.

AvoPro pricing includes mark-ups that allow for production, packaging, and distribution while
yielding a healthy profit margin. The cost structure allows for the added expenses of Fair Trade
business and cold-press extraction techniques. It also factors in introductory discounts as an
incentive to secure first-time buyers and bulk sales to retailers and distributors.

Additionally, the business will conduct breakeven analysis to ensure that pricing supports both
sustainability objectives and profitability. AvoPro projects breaking even during the first
operational year as early marketing and distribution investments pay off through increased brand
recognition and a balanced customer base. Future scalability is considered, as increased
production and distribution could allow the company to revisit pricing strategies that retain
premium value but make it more accessible to a large audience.

Distribution Policy
Details
Factors
Mark-Ups and Profit
Moderate mark-up to reflect premium quality and ethical sourcing
Margins
Discounts Initial discounts for new customers, bulk, and loyalty programs
Projected breakeven within first year due to balanced costs and sales
Breakeven Analysis
targets

5.1.3 Distribution Strategy

AvoPro Ltd will adopt a distribution strategy that ensures product availability in the main
markets while maintaining brand reputation for premium quality. Products will be distributed
through direct channels such as e-commerce on the firm's website and indirect channels via
partnerships with eco-friendly retail stores in urban centers like Nairobi. Internationally, AvoPro
will partner with distributors in regions with high demand for natural beauty products, such as
the U.S., Europe, and parts of East Asia.

This multichannel distribution helps the company retain control of product quality and reach
customers through channels aligned with its sustainable, health-oriented brand identity. By
partnering with local retailers and global distributors, AvoPro gains a competitive advantage by
ensuring the product reaches customers where they shop for organic and natural personal care
products. The logistics team at AvoPro will ensure that restocking takes place for a consistent
supply during peak demand times to build customer trust and loyalty.
This strategy capitalizes on strong avocado production in Kenya, minimizing transport costs
while maintaining the freshness of raw materials and products. AvoPro leverages established
relationships in both local and export markets to support distribution efficiency.

Distribution
Details
Strategy
Channels E-commerce, eco-friendly retail outlets, international distributors
Competitive Emphasis on premium quality and sustainability; partnerships with eco-
Advantage conscious retailers
Logistics and Prioritization to ensure items are in stock during peak seasons, especially
Restocking for international markets

5.1.4 Communication Strategy

The communication strategy for AvoPro Ltd will center on communicating values of quality,
sustainability, and community support attributed to the brand. This approach nurtures brand
reputation and consumer trust by emphasizing that AvoPro sources its products through ethical
policies. The business's uniqueness is based on the quality and health benefits of cold-pressed
avocado oil, targeting audiences interested in natural beauty products by highlighting
environmental and personal health benefits.

Key messaging around product benefits, ethical sourcing, and sustainable production processes
resonate deeply within AvoPro's core consumers. The company will employ storytelling through
sharing real-life stories from its smallholder farmer partnerships to illustrate the positive social
impact of AvoPro products. Communication will span various channels, from social media and
digital content to traditional media, reaching both local and international audiences.

Each channel will focus on specific audience needs: for instance, social media will feature
behind-the-scenes information about sustainable production, while trade shows will showcase in-
depth product demonstrations and direct customer interactions. Through this approach, AvoPro
aims to build customer loyalty by reinforcing its commitment to quality and ethics.

Communication Strategy Activities Cost

Key Messaging Product benefits, ethical sourcing, environmental impact $2,000
Target Audience-Specific Specific messaging for social media, digital content, $3,000
Communication Strategy Activities Cost

Content trade shows

Storytelling and Community Sharing stories of smallholder farmers and sustainable

$1,500
Focus production

5.1.5 Promotion Activity

AvoPro’s promotional activities will raise brand awareness and effectively communicate product
benefits to potential customers. The promotional strategy emphasizes AvoPro's unique selling
points, including its sourcing policy and use of quality ingredients. Resources will be invested in
digital advertising, particularly on social media and Google Ads, targeting consumers searching
for natural and sustainable beauty products.

Promotion campaigns will include in-store sampling at eco-friendly retail stores and trade shows
where target consumers can experience the product’s feel and quality. Ads in magazines and
trade journals specializing in natural and environmentally-friendly beauty products will further
build brand visibility among the target customers.

To enhance promotional exposure, AvoPro will attend trade shows focused on organic products
and eco-conscious consumerism in the natural beauty industry. These events allow direct
interaction, enabling customers to ask questions and learn about AvoPro’s commitment to
quality and sustainability.

Promotional Activity Tactic Cost

Social Media Ads Targeted campaigns on Facebook, Instagram $2,500
Trade Shows Participation in natural beauty and eco-focused events $3,000
Product Sampling Sample distribution at select retail outlets $1,000
Magazine Ads Ads in eco-conscious beauty and wellness magazines $1,500

5.1.6 Personal Selling

Personal selling is part of AvoPro's plan to build a credible, dependable brand identity. Through
direct engagement with customers, AvoPro provides education about the advantages of its
products. Customer service excellence is emphasized, with staff trained in AvoPro's sustainable
practices, product benefits, and usage tips to provide helpful, informed service.

Complementary products and services will be suggested to encourage product bundling, and
sales representatives will engage in the community by attending local events and supporting eco-
friendly causes. This personalized approach promotes brand awareness and reinforces AvoPro’s
values of quality, ethics, and community involvement.

Personal Selling Activity Tactic Cost

Customer Service Training Train staff on sustainability and product benefits $2,000
Community Involvement Attend local events, support eco-friendly causes $1,500
Complementary Products Suggest bundling and cross-selling $1,000

5.1.7 Publicity or Free Advertising

Publicity for AvoPro will leverage free media opportunities by crafting stories based on the
brand's key values, including sustainable farming and local community support. Press releases
will announce product launches, community initiatives, and new partnerships, targeting media
outlets focused on sustainable and ethical business practices. AvoPro will provide exclusive
stories highlighting its environmental and social impact.

Free promotional tactics also include partnering with value-aligned influencers to promote
AvoPro organically on social media, extending the brand’s reach to eco-conscious consumers
without the high costs of traditional advertising.

Publicity Activity Tactic Cost

Press Releases Announce new products, partnerships, and events $500
Influencer Collaboration Engage eco-friendly influencers for brand promotion $1,000
Media Outreach Target sustainability-focused publications $500

5.1.8 Electronic Communication (Social Media, Website, etc.)

E-communication will be a key strategy for AvoPro, enabling continuous customer engagement
and building strong brand visibility. The company’s website will serve as a comprehensive
platform for product information, customer testimonials, and e-commerce, facilitating direct
sales. Social media platforms like Facebook, Instagram, and LinkedIn will feature regular posts
showcasing AvoPro’s role in natural beauty and sustainability.

Email marketing will support customer loyalty through newsletters that provide exclusive offers,
product updates, and hair care tips. This focused approach will help AvoPro build a trusted brand
with a loyal customer base, both locally and internationally.

E-Communication Activity Tactic Cost

Website Create and maintain an informative, user-friendly site $2,500
Social Media Engagement Regular posts about product benefits and sustainability $2,000
Email Marketing Newsletters with offers, updates, and hair care tips $1,000