MARMUM DIARY FARM LLC

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MARMUM DIARY FARM LLC. Established in 1984. One of the leading and oldest Dairy Company, Serving the nation from the last 25 years.Marmum became a Subsidiary of Dubai Investment PJSC since 1996.Manufacturing and Marketing of Milk and Juice Products.HACCP certified. ( Hazard Analysis Critical Cont

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MARMUM DIARY FARM LLC

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2. MARMUM DIARY FARM LLC Established in 1984. One of the leading and oldest Dairy Company, Serving the nation from the last 25 years. Marmum became a Subsidiary of Dubai Investment PJSC since 1996. Manufacturing and Marketing of Milk and Juice Products. HACCP certified. ( Hazard Analysis Critical Control Point ) Food Safety Certificate Approved by Dubai Municipality.

3. Marketing Challenges.

5. Farm. Milking Cows Dry Cows. Heifers (Young stock). 1. Feeding and Maintaining the above categories, 365 days a year, 24 hrs x 7. 2. Regular Vaccination and Medical Attentions to the animals. 3. On an average 14 to 15 varieties of feed requirement. i.e.: Alfalfa, Fescue, Cotton Seed, Wheat Bran, Crushed corn etc. 4. Feed / Medicines etc are imported from US, Europe, Australia and South East Asian Countries as it is not available in the local UAE markets. The other challenge is to maintain temperature below 30 degrees centigrade in order to cool the animals & make them comfortable for right production by using Sprinklers , Coral Coolers etc. Seasonal nature of raw milk production ( Winter / summer ) The above factors are having a direct affect on the cost of raw milk. The cost of raw milk in UAE is 3 times more than the cost of Milk in the neighbouring countries.

6. Milk Processing & Milk Packaging. (Fresh Milk – Full Cream, Low fat / Skimmed, Flavoured Milk in various SKUs. Yoghurt – Full Cream, Low fat / Skimmed, in various SKUs. & Laban in Various SKUs. Transfer to chilled Warehouse. The major challenge during the above process is to maintain the temperature level of each and every product below 5 degrees centigrade.

7. Finished Goods Stock (FGS) is transferred to the chilled ware house. Loading to the distribution / sales vehicles. Maintaining the temperature level of each Product below 5 degree centigrade is a challenge again. The above factors has to go through various process, which include various ingredients, packaging Materials, Manpower, water , electricity, maintenance of various machineries, fuel, and other operating overheads. Restructuring of Sales & Distribution. Designation of Key Accounts Shift S/visor Focus to Grocery Channel and Incremental Cash Flow Opportunities. Shift Van Sales focus to expanding depth of our distribution Incentivisation of Sales Team Management by Objective Increased Sales Wastage Control Focused, Target Driven Sales-force Evaluation of Sales Assets Trade Marketing Increased Sales / Reduced Wastage Improves Cash:Credit Sales Ratio Increased and sustained Trade Support for Marmum Brand Re-enforcement with Consumer creates habit. Support for Key Account activities Correct the Product Mix 3lt is 6% of Market Volume US Gallon is 4% of Market Volume 1lt is 12% of Market Volume Introduction of 2.5kg Yoghurt Target 20% Short Term growth from introduction of these new sizes effective December 2003. Equates to Incremental Cash Flows of approx. Dhs.300,000 / Month Establish Presence in Key Accounts Currently Low Impact in Hypermarkets Create Strong Presence for Brand Immediate Volume Growth expected is 20% within the Channel. Equates to 10% overall growth or Incremental Cash Flows of Dhs.150,000 Monthly Restructuring of Sales & Distribution. Designation of Key Accounts Shift S/visor Focus to Grocery Channel and Incremental Cash Flow Opportunities. Shift Van Sales focus to expanding depth of our distribution Incentivisation of Sales Team Management by Objective Increased Sales Wastage Control Focused, Target Driven Sales-force Evaluation of Sales Assets Trade Marketing Increased Sales / Reduced Wastage Improves Cash:Credit Sales Ratio Increased and sustained Trade Support for Marmum Brand Re-enforcement with Consumer creates habit. Support for Key Account activities Correct the Product Mix 3lt is 6% of Market Volume US Gallon is 4% of Market Volume 1lt is 12% of Market Volume Introduction of 2.5kg Yoghurt Target 20% Short Term growth from introduction of these new sizes effective December 2003. Equates to Incremental Cash Flows of approx. Dhs.300,000 / Month Establish Presence in Key Accounts Currently Low Impact in Hypermarkets Create Strong Presence for Brand Immediate Volume Growth expected is 20% within the Channel. Equates to 10% overall growth or Incremental Cash Flows of Dhs.150,000 Monthly

8. External Challenges Sales and Distribution. Co-operatives, Hypermarkets, Supermarkets, Groceries, Convenient stores (EPPCO/Emarat), Restaurants and Cafeteria. Merchandising / Promotions / Product Awareness etc (Co-ops, Carrefour, Lullu) Unsold Products ( Waste cannot recycle unlike Pepsi cans etc.) to be destructed

9. Daily Distribution is required due to Fresh and highly perishable product. Not like Pepsi, Coke or other Long Life items. Sales & Distribution Through out the year, all 365 days including - Ramadan & Eid Holidays Shelf Rentals – On an average paying Dhs 3000 per month with high discounts to the trade. Competitors from Neighboring Countries. takes more than 30 hours to reach UAE market where as local companies need only 3 hours to reach any corner of the UAE, thus UAE produced Milk & Milk Products are the freshest available to Emarati Consumers

10. Vehicle Cost / Fuel Cost is high because of maintaining cold chain process throughout the distribution process.

11. At the end I would like to thank you the Ministry of Environment and Water for giving this opportunity to share our experience and our views. We request and appeal to the respective Authorities / Ministries to consider and treat UAE Dairy industries as National Dairy Industry for serving the nation as the most sensitive and basic need of the Nation & to extend state support in order to bring down the operational cost and thus encourage UAE Dairy Industry to improve and develop with latest technology for the future.

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