1. Dr/ Nahid Fawi Assistant professor- University of Khartoum
Mapping of Retailers marketing efforts profile in relation to Dairy products In Khartoum – Sudan  
Dr/ Nahid Fawi
Assistant professor- University of Khartoum

2. Retailing in Khartoum
Retailers play the role of a “gatekeeper” within many product chains, connecting suppliers with consumers and being in direct contact with consumers they exert significant influence on what products consumers want to buy, in addition retailers can directly influence consumer choice at the sales point. In Khartoum the concept of traditional retailing has shifted into a modern era in the past few years thus presenting a new strength of the role that retailers can pursue in marketing , taking into consideration upgraded consumer choices and preferences.

3. Dairy products
There are various dairy products in the Sudanese market ranging from locally produced to imported products.
Milk and dairy products are an important item in the Sudanese cuisine and represent an important aspect of the country’s culture specially in weddings.

4. Objectives of the study
To study how retailers contribute in the dairy value chain.
To analyze retailers marketing efforts
To elaborate the retailer’s role towards consumers and processors.

5. Methodology

6. KHARTOUM the capital of the Sudan is the largest residential area in the country, with a total population exceeding five million residents, is considered a major consumption centre for dairy products thus representing a focal market for dairy producers and consumers.

7. Medium standard subarea
KHARTOUM STATE
135 Supermarket
Below medium subarea
45 SAMPLES
High standard subarea
45 SAMPLES
Medium standard subarea
45 SAMPLES
Data collection: Structured questionnaire
Sampling : Stratified random sampling based on socioeconomic parameters
Analysis: SPSS
Time period :

8. RESULTS

9. Figure 1: Retailers purchase source

10. Table 1: Retailers promotional efforts
Performance of promotional efforts
Item %
Perform promotion
17.8
Do not perform promotion
82.2
Reasons for not performing promotion
Retailers depend on shop reputation
30.4
Producers already perform enough promotional efforts
42.2
Other reasons
9.6
No answer
Types of promotional efforts
Media
1.5
Brochures
2.2
Bill boards
3.7
Other promotional efforts
10.4

11. Table 2: Retailers marketing mix
Packaging
Promotion
Place
Price
Item %
45.2
Extremely effective
39.3
35.6
31.3 37 43
27.4
29.6
Effective
2.2 3
3.7
No opinion
7.4
6.7
17.0
18.5
Not effective
6.5
8.2 7
13.3
Extremely not effective

12. Figure 2: Retailers pricing strategy

13. Table 3:Effect of salesmen on retailers purchase
Item %
Extremely effective
57.8
Effective
35.6
No opinion
0.8
Not effective
3.7
Extremely not effective
2.1

14. Recommendations
Retailers should consider upgrading their marketing efforts through adoption of extensive communication and promotional efforts.
Dairy product processors are urged to perform joint promotional efforts with retailers to enhance sales.
Dairy product processors should implement retailers as a vital market research tool that assists both players in setting marketing goals and effective strategies.
More research should be advocated for classifying and analyzing the role of the retailer system in Khartoum state.

15. Thank you for listening
SUDAN