Sierra Leone, country of western Africa. The country owes its name to the 15th-century Portuguese explorer Pedro de Sintra, the first European to sight and map Freetown harbour. The original Portuguese name, Serra Lyoa (“Lion Mountains”), referred to the range of hills that surrounds the harbour. Sierra Leone Land Area 72,300 km² Capital Freetown Population 8,363,399 LANGUAGE English (official) S • Krio • Mende • Temme RELIGION • Muslim • Christian • Animism CURRENC Sierra Leonean Leone Y 1 SLE = ₱ 0.0030 CLIMAT Tropica E l GOVERNMENT Constitutional Parliamentary Republic PEOPLE Creole people LIFE 61.9 YEARS FOR FEMALE EXPECTANCY 59.6 YEARS FOR MALE JULIUS MAADA BIO HEAD OF STATE JACOB JUSU SAFFA PRIME MINISTER DAVID J. FRANCIS MINISTER OF FOREIGN AFFAIRS TOURISM GOLA FOREST RESERVE TURTLE ISLAND TOKEH BEACH TOURISM COTTON TREE BANANA ISLAND TRANSPORTATION BUSES TAXIS CAR RENTALS TRAINS KEY EXPORT COMMODITIES TITANIUM ORE $158M ROUGH WOOD $109 M ALUMINIUM ORE $49.5M DIAMOND S $66.4M COCOA BEANS $47.3M VITAL IMPORT COMMODITIES RICE $134 M PACKAGED MEDICAMENTS $69.7M CAR S $37.6M POULTRY MEAT $23.3M CEMENT $24.4M TRADING PARTNERS TRADING PARTNERS (IMPORT) (EXPORT) China ($142M) China ($371M) Belgium ($110M) India ($125M) Netherlands ($47M) Turkey ($75.6M) Romania ($38.2M) United States ($69.1M) United States ($30.4M) Netherlands ($68.2M) EXECUTIVE S U M M A R Y P eanuts are the main source of protein in the Sierra Leonean diet. Peanuts with a mission. Each peanuts is a journey to the senses: the taste of fried shell peanuts with garlic. Every peanuts sold provides a nutrient enhanced and provides high quality edible oil, easily digestible protein, and about half of the 13 essential vitamins and more than a third of the 20 essential minerals necessary for human growth and maintenance. MISSION S TA TEM EN T We exist to connect Sierra Leoneans through delicious peanuts, while also supporting local farmers and utilizing the freshest ingredients, expand its distribution, enter new markets, and to provide the highest quality product at the lowestpossible price. S I TUA TI O N ANALYSIS • Adobong Mani are the best peanuts in the Philippines. It has always been consistent in living up to the people's expectations in Sierra Leone markets. We are proud to be well-known in the food industry for being able to provide these products to consumers. • The basic market requirement is to provide a good selection of peanuts at reasonable prices that everyone can afford. People in Sierra Leone rely on cash crops such as peanuts for a portion of their income. • Our competitors are Groundnuts, Exporters, and Wholesalers. Consumers are concerned about the prices of all products sold in Sierra Leone. Our product will be the most cost-effective on the market. PRODUCT DESCRIPTION • Adobong Mani, also known as Fried Shelled Peanuts with Garlic, is a tasty appetizer. It is also thought to be a good source of nutrients that can help with brain power. • It comes in at least two forms: with or without skin. • Each form has also two versions: spicy and non-spicy. WHO IS THIS PRODUCT FOR? • Anyone who wants to try Adobo Mani is welcome to do so. It can be also for the suburban treat buyers, suburban moms looking to provide a fun and healthy treat for their childrens friends in school. For the tasteful gift givers looking for unique gift for any occasions. WHAT ARE THE PRODUCTS BASIC DETAIL? • Adobong mani translates to peanuts cooked in the traditional Filipino adobo style, with plenty of garlic. The raw peanuts with skin are pan-fried in garlic-flavored hot oil. In the Philippines, adobong mani is a type of street food. It is widely available on most sidewalks. • It will make tasty fried peanuts for an appetizer or snack. It has a well-balanced flavor that you will enjoy. • It is also beneficial to our health due to its high protein, fat, and fiber content. While peanuts are high in fat, the vast majority of that fat is considered "good fat." WHY IS THIS PRODUCT IS USEFUL OR BETTER THAT ITS COMPETITOR? Peanuts are one of those foods that taste better when they're fried. Our product is more useful than competitors because it contains more nutrients. Our peanuts have less cholesterol and more high-quality protein than other nuts. WHERE WOULD SOMEONE USE THIS PRODUCT? Peanuts help to alleviate poverty. As previously stated, peanuts can be an alternative food in their "hungry time." They can also use our product as a "Life-Saving Malnutrition Treatment." Peanuts have more plant protein per ounce than any other nut, making them a nutritional powerhouse. Malnutrition is reduced by just one ounce of peanuts. SWOT ANALYSIS STRENGTHS • Important source of nutrients, including protein WEAKNESSES • Other competition that has better experienced about the product OPPORTUNITIES THREATS • Support farmers • Competition in the same field • Brand Loyalty • Increase consumption of peanut products • Increase in the shipping price and Taxes MARKET SEGMENTS GEOGRAPHIC • Customers living in Sierra Leone BEHAVIORAL DEMOGRAPHIC • • • Both Female and Male Age range 18 and above all residents in sierra Leone • • Purchase frequency regular Loyalty statusstrong PSYCHOGRAPHICS • They enjoy having fun with their family. MARKETING OBJECTIVES AND PERFORMANCE IMPROVE BRAND REPUTATION IMPROVE QUALITY PRODUCT RETAIN EXISING CUSTOMER IMPROVE CUSTOMER EXPERIENCE TARGE T M A R K ET The target markets of adobong mani are active consumers between the ages of 18 and above people and it will provide a good source of protein and by products such as our product the adobo peanuts. They usually enjoy having fun with their kids and they prefer to value things before buying it. These active consumers represent a demographic group of well-educated. They are single or married and raising families. PRICING S TR ATEG Y PRICING S TR A TEG Y Product Pricing is based on offering high value to our customers compared to most price points in the market. Value is determined based on the preeminent quality, taste, spreadibility, and safety; we will consistently lower than the other brands of peanuts so that lower earners can afford our products. Our product is not particular with setting highprices or attempting their goals of off setting low prices by selling high quantities of products. D I S TR I BUTI O N PLAN Our product will be distributed from the manufacturer through wholesalers to retailers, though some manufacturers and wholesalers do sell directly to retailers. We will be using an Agent or Disributor to serve as a partner, agent, or distributor in selling Philippines goods to local retailers or consumers. PR O M O TI O N A L P L A N Promotion - we communicates with consumers and retailers about our products in a variety of ways. The firm’s promotional efforts also seek to differentiate our products from those of its competitors: Product testing - we will provide free-taste of the products so that consumers will experience the unique taste of the adobo peanuts. Product knowledge - this promotional strategy will increase the awareness of the consumers about the products and to aid the awry thoughts of the customers about the aflatoxins. Cooking Competition -this strategy will attract the customers especially the demographic segment of mothers, who loves to cook for their families. In this competition, the company will find best of the best cooks within sierra leons’s and peanuts as their major ingredient. THANK YOU !!
