EXPERIENCES OF A PIONEER MARKETER

Kate Kibarah Clinical Nutritionist & Colon Hydrotherapist MD – Kate’s Organics & Rejuvenate

BRIEF PROFILE CLINICAL NUTRITIONIST & COLON

HYDROTHERAPIST ‘HEALTH COACH‘ SHORT ACTIVITY SCOPE

• Run Radio & TV healthy Living programs / Features • Conduct Health Talks, Seminars , Training Courses • Offer Health Advisory Consultancy Services • Run a Clinic offering Colonic Irrigation Service • Run a Virtual Health Club with 900 members •  ....... and much more

KATE’S ORGANICS BACKGROUND

Founded in 2010 as a Sole Proprietor

• In response to growing need to provide solutions to human health and well–being; Evident through my consultancy services • Increase awareness of organic foods. • Promote a healthy lifestyle across Kenyan society. No.of Staff

• 10 staff • 10 casuals • 90% orphans • 75% : 25% Ratio Women – Men

OUR COMPANY ETHOS

To promote and support a healthy society by providing organic health products

and services for consumers on the basis of quality and affordability.

CURRENT RANGE OF PRODUCTS – TEN

7 Anti-OxidantTeas; • Green Tea • Everyday Detox • White Tea in Rosella • Calm U • Rejuvenate Plus • Aloe Vera Tea • Healthy Greens

1 super food; • Moringa Oleifera

1 Juice; • Aloe Vera Juice & Pure Honey

OUR SUPPLIERS

§ Small scale organic certified farmers mainly single mothers / widowed women in Kenya, Tanzania & Uganda. § Established large scale organic certified export farms / farmers in Kenya, where small scale farmers cannot produce

OUR COMPANY PORTFOLIO

Healthy Living Training, Talks & Seminars

Exhibitions & Trade Fairs

Promotions in Supermarkets

Part of the Kate’s Organics Team

BUSINESS PROGRESSION

Steady Progressive Growth 1.  Range of Products §  Started with 3 Products in 2010 §  Introduced 2 more in 2011 §  2013 Introduced 5 more §  2013 to introduce 2 more 2.  Sales & Marketing §  2010 - Personal selling, Kate’s Organics Shop, Talks, Colonic Clinic, introduced products into one Health shop & 1 Major Chain Supermarket § 2012 – Date; Introducing in Chain Stores in Kenya (Major & Minor), Privately owned stores, Health shops in Nairobi & countrywide; § 2013- 2014 Export market 3. Distribution & Logistics § 2010 – Personal Selling, Hired transport & Personal cars § 2011 – Bought 2 vehicles for Marketing & Distribution § 2013- 2014 Add another distribution vehicle & Merchandisers

0

1

2

3

4

5

6

2010 2011 2012 2013

Nakumatt

Tuskys

Uchumi

Naivas

Chandarana

Others

Retail Outlet Sales Growth

0

2

4

6

8

10

12

14

2010 2011 2012 2013

Est

ima

tes

in K

shs

T. Over

Turnover Growth (5 Products)

OPPORTUNITIES

§ Greater awareness on Healthy living among the Kenyan public § Demand for healthy foods a driving force § Ready market for organic foods § Many areas to tap into for growth §  Unrealised potential in the African agricultural sector for organic production

OUR CLIENTS

§ All major chain supermarkets in Kenya § Small chain stores and privately owned stores § Health Shops and Pharmacies § Food Stores & Restaurants § Recipients of our Health Talks, Training Courses & seminars § ......and much more

CHALLENGES

¢ 

¢ 

¢ 

¢ 

¢ 

1. Working Capital and Cash Flow 2. Sourcing of Raw Materials 3. Marketing, Branding and Promotion costly 4. High Packaging Costs 5. Supermarkets & Outlets Challenges 6. Transport & Logistics Issues 7.Cross Border Trade difficult 8.High rental costs of production facilities & office space 9. High certification costs

FUTURE PROSPECTS

§ Access the East Africa region & Africa § Expand product range § Use our farms – vertical integration § Open 2nd Health shop § Access the E.U. Market § Grow company to increase profitability § Purchase capital equipment

Asante Sana!

¢  14:40-15:00 Experiences of a pioneer marketer, Kate Kibaara

¢ Discuss your experiences and the main opportunities and challenges. Who are your clients and who are the suppliers? Please include some pictures if possible.

¢  17 minutes + a few questions ¢ Please note that one slide in a powerpoint takes

between 1 and 3 minutes which means that your presentation should have few slides. A presentation of 15 minutes should normally have 7 real slides + an intro and a “thank you” slide.

¢ Please save Powerpoint presentations in the ”old format” ppt and not as pptx (chose ”save as” and you have that option) otherwise we might get problem with your presentation