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@ BullB
2025-05-04 14:59:04
### **Expanded Marketing & Sales Strategy**
Boaz Trading PLC’s strategy combines high-impact brand storytelling with hyperlocal sales execution to dominate Ethiopia’s fuel market. Below is a detailed breakdown of the **African Photo Safari Campaign** and **Sales Channels**, including tactical execution, budget allocation, and risk mitigation.
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#### **1. African Photo Safari Campaign**
**Objective**: Position Boaz as a catalyst for Ethiopian prosperity by visually linking Russian oil imports to local economic growth.
**Execution**:
- **Phase 1: Photography & Videography (ETB 3.2M)**
- **Locations**:
- **Industrial Zones**: Capture factories in Hawassa Industrial Park powered by Boaz diesel.
- **Rural Landscapes**: Show farmers using Boaz-fueled irrigation pumps against backdrops like the Simien Mountains.
- **Urban Energy**: Film Addis Ababa’s bustling streets, highlighting fuel stations and ride-hailing drivers.
- **Creative Direction**:
- Contrast Russia’s oil infrastructure (e.g., refineries) with Ethiopian growth, using split-screen visuals.
- Tagline: *“From Siberian Fields to Ethiopian Progress.”*
- **Phase 2: Events & Partnerships (ETB 1.8M)**
- **Addis Ababa Launch Event**: Host 200+ stakeholders (investors, government officials, media) at the Ethiopian National Museum.
- Display safari visuals alongside fuel samples and CSR initiatives (e.g., clean cooking stoves).
- **Regional Roadshows**:
- Partner with local influencers (e.g., *Betty G*, Ethiopian pop star) for events in Dire Dawa and Bahir Dar.
- Offer attendees fuel vouchers and LPG cylinder discounts.
- **Phase 3: Influencer & Media Campaign (ETB 0.5M)**
- **Influencers**:
- **Local**: Collaborate with Ethiopian travel vloggers (e.g., *Addis Globe*) to showcase Boaz’s impact on daily life.
- **Global**: Engage African development advocates (e.g., *Njeri Rionge*, Kenyan entrepreneur) for LinkedIn thought leadership.
- **Media Buys**:
- Run ads on *Fana Broadcasting* (Ethiopia’s largest TV network) during prime-time news.
- Target LinkedIn and Facebook ads at energy investors using safari visuals.
**KPIs**:
- Generate 50+ HNW investor leads.
- Achieve 1M+ social media impressions in 6 months.
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#### **2. Sales Channels**
**A. Direct Sales Teams**
- **Structure**:
- **B2B Division**: 10 agents targeting industrial parks, mining firms, and transport companies.
- Offer customized contracts (e.g., *“Fuel-as-a-Service”* subscriptions with monthly billing).
- **Government Division**: 5 agents focused on GERD, railway, and road construction tenders.
- Leverage local content policies (e.g., Ethiopian ownership) to win bids.
- **Training**:
- Monthly workshops on Ethiopia’s energy regulations and competitor pricing.
- Use CRM tools to track client interactions and contract renewals.
**B. Fuel Station Partnerships**
- **Selection Criteria**:
- Prioritize stations in high-traffic areas (e.g., Bole Road, Addis Ababa) and underserved regions (e.g., Tigray).
- Target independent stations frustrated by NOC’s stockouts.
- **Incentives**:
- **Co-Branding**: Provide signage and uniforms branded *“Powered by Boaz”* in exchange for 5% revenue share.
- **Volume Bonuses**: Reward stations selling >20,000 liters/month with 2% cashback.
- **Technology**:
- Install IoT sensors at partner stations to monitor inventory and automate reorders.
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#### **3. Budget Allocation**
| **Component** | **Budget (ETB)** | **Details** |
|------------------------------|------------------|------------------------------------------|
| Photography/Videography | 3,200,000 | Crew, equipment, permits |
| Launch Event & Roadshows | 1,800,000 | Venues, catering, influencer fees |
| Influencer & Media Campaign | 500,000 | Social ads, content creation |
| **Total** | **5,500,000** | |
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#### **4. Risk Mitigation**
- **Cultural Sensitivity**: Partner with Ethiopian creatives to avoid misrepresenting local communities.
- **Influencer Mismatch**: Pre-screen influencers for alignment with Boaz’s values (e.g., no history of political controversy).
- **Sales Channel Conflicts**: Offer exclusivity agreements to fuel stations in exchange for volume commitments.
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#### **5. Integration with Business Goals**
- **Brand Awareness**: The safari campaign positions Boaz as a national pride symbol, differentiating it from foreign competitors like TotalEnergies.
- **Revenue Growth**: Direct sales teams focus on high-margin B2B/government contracts, while fuel stations drive volume.
- **Sustainability**: Campaign visuals subtly promote future clean energy plans (e.g., biofuel transitions).
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### **Conclusion**
By blending emotive storytelling with tactical sales execution, Boaz Trading PLC can dominate Ethiopia’s fuel market. The safari campaign secures investor interest and consumer trust, while direct teams and station partnerships ensure rapid market penetration. This dual strategy balances brand prestige with grassroots growth, turning Boaz into a household name synonymous with Ethiopia’s rise.