Content

1
LxecuLlve Summary
lnLroducLlon
Cur undersLandlng of Lhe 1ask
Approach
Commerclal ArrangemenLs
AbouL us

ecut|ve Summary
ecut|ve Summary

LvenLplus lnLegraLed MarkeLlng ls honored Lo have been lnvlLed Lo provlde Sahara Lnergy
wlLh an ouLllned proposal for a markeL survey of Lhe nlgerlan LubrlcanLs MarkeL
LvenLplus speclflc role wlll be Lo speclflcally conducL a markeL survey of Lhe nlgerlan
LubrlcanL MarkeL analyse and make lnformed recommendaLlon Lo Sahara Lnergy producL
Afrlca
1he proposal wlll ouLllne Lhe prlorlLlzed ob[ecLlves Lhe scope of work Llmellnes and cosL
aLLrlbuLed
1he SLudy wlll Lake place ln 4 selecLed nlgerlan clLles Lagos orL ParcourL kano and
Abu[a over an 8week perlod
1he sLudy wlll cover 7 lubrlcanL Lypes/ secLors agrlculLural olls auLomoLlve avlaLlon olls
heavy duLy olls marlne olls moLor cycle olls and generaLor olls
1he sLudy wlll lnvolve 4 phases plannlng fleld work flndlngs /analysls and reporL
Cur LoLal fees (lncluslve of Laxes and expenses) wlll be nxxx mllllon
4
ntroduct|on
ackground

Sahara Lnergy ls conslderlng Lhe posslblllLy of an enLry lnLo Lhe LubrlcanLs 8uslness Lhrough
selecLed ulsLrlbuLors ln nlgerla
CurrenLly Sahara Lnergy sells lubrlcanLs ln Chana Lhrough selecLed ulsLrlbuLors based ln
nlgerla
ln Chana Sahara LubrlcanLs 8rand ls very well known and cusLomers flnd lL more
approprlaLe for Lhelr vehlcles and equlpmenL
1here are sLrong lndlcaLlons LhaL Lhere ls good poLenLlal lubrlcanLs buslness ln nlgerla
especlally wlLh respecL Lo Sahara Lnergy
ConsequenLly Sahara Lnergy ls looklng for opporLunlLles Lo exLend lLs LubrlcanLs fooLprlnL
ln Afrlca and has requesLed LvenLplus lnLegraLed MarkeLlng Lo asslsL ln conducLlng a
comprehenslve sLudy lnLo Lhe nlgerlan LubrlcanL SecLor
1hls proposal ouLllnes our approach for conducLlng Lhe markeL sLudy
Study Cb[ect|ves

1he broad ob[ecLlves of Lhe pro[ecL are Lo

Pave a beLLer undersLandlng of Lhe currenL dynamlcs of Lhe LubrlcanLs 8uslness ln nlgerla
and Lo esLabllsh currenL and fuLure poLenLlals
lncrease loyalLy and drlve volume growLh of LubrlcanLs Lhrough selecLed ulsLrlbuLors and
one lndependenL Cll MarkeLlng Company ln nlgerla
uevelop a robusL markeLlng plan Lo achleve ldenLlfled poLenLlal
LsLabllsh posslblllLy of selllng Sahara LubrlcanLs Lhrough a well resourced lndependenL
MarkeLer ln nlgerla
oslLlon Sahara as a key player ln LubrlcanLs 8uslness ln nlgerla
7
Cur Understand|ng of the 1ask
Jhat ou Jant Us 1o Do
8
ln llne wlLh Lhe proposed ob[ecLlves you wanL us Lo carry ouL a sLudy of Lhe LubrlcanLs
8uslness ln nlgerla Lo undersLand Lhe currenL dynamlcs wlLh respecL Lo
1he markeL needs le slze and producLs
When you Lalk of markeL needs whaL do you mean? Are you looklng aL producL needs prlclng
needsoLherwlse puLLlng slze an d producLs wlll mean you are looklng aL Lhe poLenLlals of Lhe markeL ln
Lerms of fllllng an ldenLlflable gap and Lhese gaps need Lo be preclsely ldenLlfled?
WhaL are Lhe supply sources?
WhaL are Lhe prlces appllcable?
Who are Lhe buslness' key players and sLakeholders?
WhaL are Lhe markeL drlvers? any seasonallLy?
Who are Lhe markeLers lnvolved? WhaL are Lhelr markeL shares?
WhaL organlzaLlons do Lhey have ln place?
WhaL ls Lhelr sLraLegy? Speclfy Lhe Lype of sLraLegy (dlsLrlbuLlon sales prlce eLceLera)
8ecommend (enLry or markeLlng) sLraLegy for Sahara based on lnformaLlon
Jhat ou Jant Us 1o Do Contd

Annual esLlmaLe of LoLal lubrlcanL markeL slze

ueLermlne Lhe markeL share of suppllers of lubrlcanLs
CeneraLe prlce and brand maps and value chaln
key offers SWC1 Analysls of compeLlLors and provlde advlce on plauslble offer and
cusLomer value proposlLlon
Scope of the Study
10
Locat|on
1he sLudy wlll be conducLed ln four (4) locaLlons across nlgerla vlz
Lagos
orL ParcourL
kano
Abu[a
Why Lhese locaLlons? ?ou need Lo wrlLe someLhlng LhaL helps you [usLlfy Lhe cholce of
your sLudy locaLlon
Cut of scope
Compressor olls Cear olls 1urblne olls Pydraullc olls MeLalworklng olls Creases
n scope
AuLomoLlve olls MoLorcycle olls Peavy duLy olls Marlne olls
Sample slze
SAML S
Lubr|cant Sector Lagos n kano Abu[a 1C1AL
*AuLomoLlve 100 100 100 7 37S
MoLor cycles 100 100 100 100 400
Peavy duLy 4 4 4 17
Marlne 12
*CeneraLors 70 70 70 0 260
1C1AL 280 280 27S 229 1064
W AuLomoLlve secLor shall be broken down Lo lnclude prlvaLe and commerclal
vehlcle users uslng a 00 spllL
W CeneraLors shall be broken down Lo lnclude domesLlc and corporaLe consumers
and shall have a 70 spllL
Sample deflnlLlon and conslderaLlons
W Cur LargeL respondenLs shall have Lhe followlng demographlc characLerlsLlcs
Male lemale
CurrenL user of LubrlcanL
Ages 1 years
W 8elow ls an ouLllned deflnlLlon of LargeLed respondenLs
ln Lhe AuLomoLlve SecLor we shall be lnLervlewlng
W rlvaLe vehlcle owners Cwners/drlvers of Cars Suvs 8uses
W lndlvldual commerclal vehlcleCwners/drlvers Lo lnclude 1axls buses
W MoLor cycles Ckada CperaLors
W Peavy duLy ConsLrucLlon companles
W Marlne CperaLors of shlps boaLs and ferrles C
W CeneraLors Consumers of peLrol and dlesel for use ln generaLorsLo
lnclude domesLlc and corporaLe usage
Scope of the Study
1
n scope Lubr|cant Sectors 1arget kespondents M|n|mum Samp|e S|ze
Lubr|cant
Sector
Used |n 1arget kespondents Locat|on No of
kespondents
1ota|
AuLomoLlve Cars Suvs buses
Lrucks Lankers
Lrallers
rlvaLe vehlcle owners cars Suvs
buses
lndlvldual commerclal vehlcle owners
Laxls buses
CorporaLe commerclal vehlcle owners
Laxl servlces (eg 8ed Cab) loglsLlcs
servlces (eg MuS) lnLersLaLe
LransporL servlces (eg Lkene ulll
Chukwu) fuel haulage companles
lnLra clLy LransporL servlces (eg 881)
Lagos P kano
Abu[a
AL leasL 100 per
locaLlon for Lhe
prlvaLe vehlcle
owners
AL leasL 10 per
locaLlon for Lhe
commerclal
vehlcle owners
rlvaLe
400
Commercl
al 40
lndependenL markeLers wlll be sampled and lnLervlewed for each secLor
Why Lagos for AgrlculLure can you really flnd people who use Lhls producL very well here?
Why don'L you separaLe prlvaLe vehlcle users from commerclal vehlcle users and have speclflc
samples for Lhem? 1hls wlll help you wlLh preclslon durlng analysls
Scope of the Study
14
n scope Lubr|cant Sectors 1arget kespondents M|n|mum Samp|e S|ze
Lubr|cant
Sector
Used |n 1arget kespondents Locat|on No of
kespondents
1ota|
AvlaLlon Alr planes
hellcopLers
Local alrllne operaLors
Local hellcopLer servlce operaLors
Lagos Alrllne aL leasL
PellcopLer aL
leasL
8
MoLor cycles MoLor cycles
scooLers
Ckada operaLors Lagos P
kano Abu[a
AL leasL 100 per
locaLlon
400
Peavy duLy LarLh movers
bulldozers asphalL
mlxers
ConsLrucLlon companles Lagos P
kano Abu[a
AL leasL per
locaLlon
1
Marlne Shlps speed boaLs
ferrles canoes
CperaLors of shlps boaLs ferrles canoes Lagos P AL leasL 10 per
locaLlon
0
CeneraLors Pomes offlces
lndusLrles
Pome owners (peLrol dlesel) offlces
lndusLrlal users
Lagos P
kano Abu[a
Pome use aL
leasL 0 per
locaLlon
Cfflces aL leasL
0
lndusLrles aL
leasL 0
00
80
80
lndependenL markeLers wlll be sampled and lnLervlewed for each secLor
1
Approach
commenLs
1hls sLudy can be approached from dlfferenL
angles
W uslng boLh CuallLaLlve ln depLh lnLervlews for Lhe
dlfflculL Lo Lrack respondenLs C8
W uslng quanLlLaLlve lnLervlews for boLh buL separaLlng
Lhe proLocols used for Lhem
8e careful wlLh cosLlng you need Lo be very
deLalled and preclse on whaL you wlll be dolng
Clearly deflne your LargeL respondenLs and why
you should be Lalklng Lo Lhem
ueflne your approach Lo analyslng Lhe daLa as well
so you don'L run lnLo Lrouble aL Lhe end of Lhe
pro[ecL
Methodo|ogy 1|me||ne and De||verab|es
17
lleld Work
Analyze SLudy
llndlngs
WrlLe 8eporL
- lan pro[ecL
- Agree ob[ecLlves
scope sLudy
locaLlons number
of respondenLs
work plan reporL
ouLllne and formaL
- uevelop
quesLlonnalres and
obLaln SCAl slgnoff
- 8ecrulL brlef and
moblllze fleld Leam
lan SLudy
1
- AdmlnlsLer
quesLlonnalres Lo
respondenLs
- ConducL lndepLh
lnLervlews
- uocumenL sLudy
flndlngs
- Make
recommendaLlons
Work plan
CuesLlonnalres
Moblllzed lleld 1eam
lleld daLa
SLudy 8eporL ln
owerolnL
lncludlng
8ecommendaLlons
- Analyze daLa from
fleld Leam
rocessed daLa
4
1he market study w||| be carr|ed out |n 4 steps |ann|ng I|e|d Jork Ana|ys|s and keport Jr|t|ng over an 8week
per|od
1 week S weeks 1 week 1 week
k
e
y

A
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18
Commerc|a| Arrangements
Commerc|a| Arrangements
1
Cur LoLal fees wlll be nxxx mllllon lncluslve of Laxes
1hls comprlses professlonal fees and expenses (le lnLer clLy LransporLaLlon lnLra
clLy commuLlng hoLel accommodaLlon cosLs of Lelephone calls prlnLlng of
reporLs) Laxes
We wlll lnvolce 0 of our fees as moblllzaLlon prlor Lo commencemenL of Lhe
sLudy
1he remalnder 40 wlll be lnvolced aL Lhe end of Lhe sLudy
Should Sahara declde Lo lncrease Lhe scope of Lhe sLudy (eg number of
respondenLs number of clLles eLc) we would ad[usL our fees accordlngly
0
About Us
About Us
1
LvenLs lus ls an lnLegraLed markeLlng communlcaLlon agency drlven by a Leam of
passlonaLe professlonals and slmply sLaLed
We have an envlable repuLaLlon of over 1 years of lndlvldual experlence ln brand
markeLlng and communlcaLlons
We prlde ourselves ln our experLlse LalenL and experlence Lo concepLuallze recreaLe and
coordlnaLe any consumer engagemenL acLlvaLlon
We parLner wlLh our cllenLs ln growlng consumer lnslghLs bulldlng cusLomer reLenLlon and
loyalLy Lhrough Lhe excellenL dellvery of brand communlcaLlon besL pracLlce Lools
WheLher lLs experlenLlal communlcaLlon or research markeLlng you are Lalklng abouL we
have Lhe sklll dedlcaLlon and Lhe lnhouse resources Lo make lL happen
Cur Market Study Credent|a|s

LvenLplus ls an lnLegraLed MarkeLlng agency wlLh research as one of lLs key

offerlngs
We have over 0 permanenL and 00 parLLlme sLaff Cur research and daLa
processlng offlce ls locaLed ln Lagos Lhe commerclal cenLre of nlgerla
1he company has experlenced research professlonals and can conducL large
sLudles coverlng Lhe whole of nlgerla efflclenLly
We have handled research and daLa collaLlon for lMCC LelecommunlcaLlons and
soclal research
LvenLplus valued cllenLs lnclude Wakanowcom alrLel an buL a few
CV of our r|nc|pa|s 1unde Amaner|m|

r|nc|pa| artner] us|ness Deve|opment D|rector

Dr abatunde V|ctor Amaner|m| DVM MA
1unde has an M8A ln MarkeLlng and SLraLeglc ManagemenL from Warwlck
8uslness School unlLed klngdom
Pe has over 1 years commerclal experlence Lraverslng markeLlng and sales
1unde has robusL 1rade 8rand experlence havlng worked ln flzer LlvesLock
leeds 8rlLlsh Amerlcan 1obacco and Access 8ank LC
Pls speclalLles lnclude 8rand bulldlng Sales MarkeLlng SLraLegy MarkeL
8esearch and ro[ecL ManagemenL
CV of our r|nc|pa|s 1o|u|ope Medebem
4
r|nc|pa| artner ] Manag|ng D|rector
1o|u|ope Ap|nke MedebemA MA M
1olu has over 1 years experlence ln 8rand ManagemenL and MarkeLlng
8obusL experlence worklng ln several organlzaLlons on several ma[or accounLs
some of whlch lnclude M1n nlgerlan 8rewerles MulLlcholce MneL
SupersporLs Mlss CommonwealLh (nlgerla lnLernaLlonal) vMoblle C 8A1
ll8 lnL ConL 8ank uansa loods Zaln and many more brands
SLlnL ln broadcasLlng wlLh Al1 MneL new ulrecLlons and unlA l need Lo know
kllnk SLudlos and so many more
She ls a member of ACCn
1he ottom||ne
We are commlLLed passlonaLe and proud abouL whaL we do
We dellver on promlse and on Llme whlle dellverlng value for money acLlvaLlons
1hanks for Lhe opporLunlLy and we look forward Lo Laklng Lhe nexL sLeps wlLh
you
eop|e
unrlvalled breadLh and depLh of
LalenL
Jor|dC|ass Systems
lully lnLegraLed sysLems LhaL leave
noLhlng Lo chance
rocesses
Well documenLed processes Lo
ensure conslsLenL dellvery
Jhy vent|us
Contact Deta||s
Address
SulLe 8 Alha[a Cluwakeml SLreeL
Cff 8ush SLreeL AnLhony vlllage Lagos
1e|ephone
081 4 84 / 080 87 8808 / 01870
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