Report on the Nane

Nane Regional Fair

Drawing in Stakeholders

Executive
summary
Alko Vintages
August 2014

Alko Vintages was invited by TIB Development Bank to participate in the Regional Farmers Fair
also known as Nane Nane Fair. It was held from 01 August 2014 to 08 August 2014 in Nzuguni
Dodoma as a regional fair for the central region. The focus of the fair was agriculture and animal
husbandry. The motto for this years fair was Matokeo Makubwa Sasa, Kilimo Na Ufugaji Ni
Biashara.
We had our booth inside TIB Development Banks pavilion where we displayed our wines and
provided the general public with information about wine. This also boosted our image because
TIB Development Bank works with companies whichcompanies that are already on their feet.
On During the first few days of the fair wine sales were slow but increased towards the end of
the fair as word got around about our presence within the TIB Development Banks Pavilion and
about our wine. Our Dompo brand led the sales followed by St. Mary which is one of the up and
coming brands. Alter and image followed in that order and our lowest selling brand was For You.
Domper did not sell at all because of its bulkiness in comparison to our customers needs. This
trend can be observed in the graph below.
Our main objectives were to inform the public about our products and farmers about the
opportunities available in the wine industry. However these objectives were not met because of
various reasons including limited exposure.

45
40
35
30

Dompo

25

St.Mary

20

Image

Altar
For you

15

Domper

10
5
0
1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

In light of this challenge a change of location will serve us better in the coming fairs. Moving
from the enclosed space to a place outside will expose us more effectively to the people.

Alko vintages| Report on Nane nane Fair

Introduction
In this years Regional Farmers Fair (Nane Nane) held in Nane Nane grounds, Dodoma from 01
August 2014 to 08 August 8, 2014. Alko Vintages was once again invited by TIB Development
Bank to participate in the fair by showcasing our products as we did in the Saba Saba festival.
There were a number of beneficiaries under TIB Development Banks umbrella showcasing
their products. These include companies like the Igembensabo Farm Implements and
Ngongoseke Green House Farming.

Objectives
The objective of taking part in the farmers fair was to inform our stakeholders on about our
products and the opportunities available in the wine industry as a whole. This would be
achieved by,

Giving our customer the opportunity to taste our wine.

Providing information about the opportunities available in the
wine industry.
Selling the wine at a price which is slightly fairer than the market
price.
Selling wine glasses with our logo on them hence providing the
company with free advertising which will lead to an increase in our customer base.

And by handing out the branded merchandise i.e. boxes and glasses, we made sure that
whenever our customers are using our products they are also selling us as a winery and thus
increasing our reach.

The Nane Nane Festival

All brands were in display during the festival i.e. Dompo, Altar, Image, St.Mary, For You and
Domper. We saw an increase in the number of visitors who came to our booth towards the end
of the fair as word spread. From the fifth day forward our sales increased gradually.
Exposure was still a big problem but our prominence finally proved its worth. More people were
informed of our location and came to purchase as seen in the line graph.
During the fair we saw a great demand from our customers for corkscrews and our branded
wine glasses. Seeing this we responded by selling them at a discount price. We sold a set of
corkscrew and stopper for 7000/= and the wine glasses at 3000/= and at a discount price of
2500/= if bought with a wine bottle.

a. The trend
Throughout the fair the most sold brand was Dompo. This is
due to it being the most well-known brand of our company in
the market. Coming iIn second was St. Mary which is an up
and coming brand in the market. It captured customers
attention because of its mildly sweet calm taste. Most of our
customers purchased it after tasting and finding that it suits
their likes.

Altar landed in third place but selling very few bottles in

comparison to what we expected from one of our veteran
brands. This was mainly because the new brand i.e. St.Mary was stealing its spotlight and
customers usually prefer a new product. In fourth place was image with its own niche, due to the
fact that its customers are people who arent just influenced by the sweetness in wines rather
the smell, color, taste and texture.
Image was followed by For You which almost sold as much as image with a difference of one
bottle. Domper did not sell at all because most customers couldnt afford to buy the 5ltr box and
asked if they could get it in bottles.

The following graph illustrates more the amounts of wine brands sold in relation to the stock.

stock
sold

The following pie chart shows the percentage of bottles sold for each brand throughout the
whole fair.

Image; 6%

For You; 5%

Alter; 16%
Dompo; 50%

St.Mary; 23%

a. The success factor

The main objective in this years farmers fair was to inform our public about our company and
products as a whole and that they can acquire these products at affordable prices, this could be
achieved by

Selling wine glasses with the Alko logo on them to our wine customers and other
customers in general hence promoting the companys name
Giving our customers the chance to taste different brands of our wine thus giving them a
wider range in choice of wine.
Selling our wine at an affordable price.
b. Setbacks

The following are some of the areas of improvement which we observed during our exhibition
We had limited exposure because of the fact that our showcase was located within the
enclosed TIB Development Bank pavilion hence limiting the number of customers who
can see our products.
Some of our customers couldnt afford to buy the 5ltr Domper box because of the
quantity and asked if they could get it in the normal bottles.

Then and Now

During the 2013 Nane Nane Fair we were also invited by TIB Development Bank to showcase
our wine within their pavilion, the sales were quite good and we had a lot of visitors at our booth
because we had our display within the pavilion and outside the pavilion. Hence we had enough
exposure and we could reach out to our customers. Also the fact that the fair was nationally held
In Dodoma led to a larger number of visitors from all over Tanzania. The 2014 Farmers Fair was
regional hence it was given less attention than the previous one.
TIB Development Bank also extend the same courtesy to Alko vintages in the 2014 Dar es
Salaam International Trade fair [DIT]. This being an important national event the number of
visitors and exhibitors from abroad and the local was significant. The main objective in this fair
was to enhance brand recognition to visitors who came to the fair. As the number of visitors to
both the fair and our booth was large we were able to meet our goal. Our booths location just
outside TIB Development Banks pavilion, our display and wine testing were some of the
success factors in Saba Saba.
In this years Nane Nane fair thing were different hence the largely different outcome. This
years fair was regional while Saba Saba and the last Nane Nane were national fairs. As such
the location of our booth in the last two fair we were outside were people can see us easily while
in this fair we were inside. The preparation of the last two fairs and this one were also different.
While TIB Development Bank give us prior notice for the last two fair which lead to good
preparation and better results. In 2014 Nane Nane we were given short notice which lead to
little preparation hence poor results.

Way forward
Moving forward we are planning to have better arrangements to increase our exposure in the
next fair. We will also pay special attention to the following areas which set us back in the fair.

Look into the issue of Domper ,whereby we will find a way for the customers who cant
afford the 5ltr box so they can still get the Domper experience
Improve our location strategy i.e. position our booth outside and get banners which can
withstand all types of weather.

Conclusion
In conclusion our overall objectives werent reached, this is because we couldnt get to most of
the grape farmers and our enclosure within TIB Development Banks pavilion limited our access
to the Public. Comparing to the Saba Saba festival which was quite successful, Nane Nane was
not as successful. Where as in Saba Saba we were effectively displayed to the public in Nane
Nane it was not so.