An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution
Integrated Digital Campaign Planning for L'OréalRonak Soni
1) The document discusses L'Oreal's #DontBeShy campaign aimed at encouraging Indian women to feel confident experimenting with makeup and different looks instead of being shy.
2) It outlines the campaign strategy which includes launching a microsite called Lorealista, sharing real women's #DontBeShy stories, hosting influencer events, creating lookbooks, installing reflective surfaces in public with campaign messages, and following brand ambassadors in Cannes.
3) Key performance indicators include positive blogging responses, salon and outlet sales, conversations and buzz generated on social and traditional media. The campaign aims to position L'Oreal as a brand that empowers women rather than making
The document provides a brand audit report for Coca-Cola from 2012. The report includes:
1) An inventory of Coca-Cola's brand elements, market segmentation strategies, supported marketing programs, points of difference/parity, brand mantra, portfolio, and organizational culture.
2) An exploratory analysis of Coca-Cola's brand attributes, brand knowledge, associations, promise, pricing, promotion strategies, social CRM strategy, and competitor (Pepsi) analysis.
3) A Customer-Based Brand Equity (CBBE) pyramid for Coca-Cola analyzing brand awareness, image, attributes, consumer judgments/feelings, and brand resonance.
This document outlines an integrated marketing communications plan for Red Bull to become the number one energy drink brand in the Korean market. It includes a situational analysis of the Korean energy drink market and Red Bull's position. A SWOT analysis and STP segmentation are presented. Integrated marketing objectives aim to increase market share among workers aged 30-50. The plan allocates budgets across advertising, sales promotion, public relations, events, and sponsorships with strategies like product placements, sampling events, sweepstakes, debates, and sports/e-sports sponsorships.
Produce New type of Nestle Juice with new flavor
This new flavor is Hibiscus , this new product will be near the egyption culture that like Hibiscus
Promotion of this product will begin before Ramadan and based on Clubs and schools and universities
L'Oréal brand La Roche Posay Brand Marketing Strategy Krishni Miglani
A presentation developed for a case study competition in 2012 for L'Oréal's brand La Roche Posay. Covers customer insights, barriers and a brand communication plan along with channel level strategy
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
Integrated Marketing Communications/ IMC Plan for studentsManju Princy
Easy guide to MBA students
Integrated Marketing Communications.
The IMC Plan/Process.
To know the IMC process carried out to achieve the marketing objectives.
To help students to craft the IMC plan for any business.
FREE PREVIEW OF VIETNAM DAIRY MARKET 2018
ACCESS VIA: https://bit.ly/2DUt74i
Download free preview of Vietnam Dairy Market 2018 to have overview of market performance, insight and upcoming trends as well as key players within the market.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
This document provides a marketing and advertising plan for Starbucks for 2011-2013. It includes an executive summary, situation analysis, marketing strategy, advertising plans, financials, and controls. The situation analysis discusses Starbucks' target demographics, market needs and trends, and performs a SWOT and competitive analysis. It finds that Starbucks' strengths include its large market share and brand perception as a premium quality brand. The document outlines objectives to continue growing Starbucks' locations, introduce new products, and expand internationally.
The media plan aims to reinforce Starbucks' brand image and increase profitability through a targeted media strategy. The plan will advertise Starbucks specialty coffees across traditional and non-traditional media outlets to develop brand awareness and ensure repeat purchases. The target audience is Americans ages 15-49, with a focus on magazines, newspapers, television, outdoor and internet advertising that will reach consumers in their daily media consumption. Recommended magazines and newspapers target professionals with high incomes matching Starbucks customers. The plan seeks to actively involve consumers and maximize brand exposure through various media channels.
”Stay Home” due to Covid-19 has changed the behaviors of Vietnamese in a various manner, and personal care / beauty care is one of the major ones.
Now that people go out less, and meet less people, their behaviors and attention in these segment must have changed.
This survey was conducted in order to size what changes has occurred to the category of take bath, hair wash, and beauty care, including the reasons of the changes
This survey was conducted among male and female of 863 samples in September, 2021.
The document analyzes an advertisement for KitKat Mini chocolate bars using a crossword puzzle. It critiques flaws in the original ad such as lack of color, small logo, and irrelevance of puzzle words. Three improved advertisements are proposed using word searches instead and addressing the flaws. The best new ad features a bright, colorful word search that is almost complete with the KitKat package imprinted prominently to convey the "mini break" message more clearly and appeal to wider audiences including children.
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
This media plan aims to increase market share for a corn/tortilla/cheese snack brand in the United States by 5% through advertising. The objectives are to generate 85% brand awareness among the target 18-34 age group audience and increase frequency of exposure through various media channels. The plan outlines the target demographics, past advertising approaches, industry trends, a SWOT analysis, and a proposed budget and schedule to advertise through television, digital, print, and outdoor media over multiple regions.
Brand positioning & Bulls eye model - Mcd VatsalSachdev
MacDonald's has successfully positioned itself as a kids friendly, family brand through its appealing marketing strategies featuring an iconic clown mascot and vibrant color scheme. It offers fairly priced, kid-friendly happy meals and meal deals along with a fun, pocket-friendly dining experience. Through its global outreach and consumer-friendly approach, MacDonald's has established strong brand recognition and resonance as a young and friendly brand known for snacks and affordable options.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
This report summarizes the results of an online survey of 1948 Vietnamese individuals about oral healthcare habits and toothpaste brand awareness and usage in Vietnam. The key findings are that P/S, Close Up, and Colgate are the top three toothpaste brands in Vietnam in terms of awareness and market share. Television commercials and point-of-sale displays are the most effective marketing channels. Most Vietnamese purchase toothpaste every 1-2 months and spend $1-2 per purchase. Common dental problems reported are teeth discoloration and dental calculus.
- 46% drink coffee after walking up, and 1/3 use it to refresh themselves
- 60% drink coffee more than once / day, 36% drink instant coffee daily
- Only 14% drink coffee black. 86% put either sugar, milk or both
- 43% drink instant coffee most. 56% regularly drink instant coffee
- Main reason why instant coffee is taken is by its quickness and easiness
- Nescafe is the best brand in terms of the recognition (86%) and share
The COVID-19 outbreak in Vietnam in 2021 caused significant challenges:
- Vietnam recorded its largest GDP decline in over 20 years in Q3 2021 due to strict lockdown measures.
- Unemployment rose while around 90,000 businesses suspended operations or went bankrupt in the first three quarters of 2021.
- Exports and industrial production declined in September.
- Consumer confidence in the economic situation remained lower than normal levels, though started improving in mid-September as restrictions began lifting.
“SWIFT” is a soft drinks manufacturer company that heading into its fourth year of operation and produces mango juice, apple juice, blackberry juice, date juice etc. All of the items mentioned successfully running and continued to future profitability. To give them customer a new juice taste depending on marketing research information of the customer, we are going to launch a new favorite soft drink named “SWIFT Sugarcane Juice”.
The document outlines Team CrestMark's marketing plan for a new mango and mint juice called "Joosh" which includes sections on product overview, pricing and distribution strategies, product and communication strategies, segmentation and positioning, competitor analysis, and ATL/BTL communication approaches. The plan provides details on the product, target markets, pricing, distribution channels, promotion and advertising tactics to introduce the new juice product.
This document outlines a marketing plan for a health drink called Bai 5. It identifies the product's strengths as using a unique superfruit ingredient that is high in antioxidants and low in sugar, giving it an advantage in the health drink market. However, the product has low awareness. The plan aims to increase sales by 9% over one year. Research will examine the target audience's (women ages 18-24) beverage preferences. The campaign will focus on how Bai 5 allows the target to indulge and maintain their health while balancing busy lifestyles. Creative content will portray an active lifestyle and emphasize health benefits. The media plan allocates spending across internet, magazines, TV and outdoor placements. Brand activations include partnerships with
Red Bull's mission is to be the premier marketer and supplier of energy drinks globally. It has a strong brand identity and market leadership in the energy drink category. However, it faces threats from increasing health concerns about caffeine and competition from organic energy drinks. Red Bull uses an aggressive marketing strategy that focuses on sponsoring youth-oriented sports and utilizing buzz marketing through student brand managers and social media promotions.
This document outlines a marketing plan for a new fruit juice brand called Fruit Splash. The plan discusses the product, which will offer various fruit juice varieties. The target market is middle and lower middle class consumers in Pakistan. Fruit Splash aims to capture 5% of the market in the first year and 15% over time. The competitive analysis identifies other juice brands and opportunities/threats in the growing juice market. The marketing strategy discusses market segmentation, pricing as an introduction to create awareness, and promotional tactics like free samples and print/TV advertising.
Consumer Behavior Pick n' pay Final Presentation Jodi Liu
The document provides information about Pick n Pay, a South African retail company. It discusses the company's history, the demographics and society of South Africa, Pick n Pay's target customer segments and product positioning, and recommendations. South Africa has four main ethnic communities - European, Asian, Coloured, and African. A growing security concern for South African consumers is social violence.
The document provides an overview of Coca-Cola's marketing strategies and plans. It discusses the company's mission, vision, values, objectives, target markets, marketing mix of product, place, price and promotion, as well as analyses of the company's internal and external environments including strengths, weaknesses, opportunities and threats.
This plan was developed within a group of five NYU students during the 2013 fall semester. We elaborated a complete (integrated) marketing plan covering from the market analysis to the marketing tactics selected to reach ours business goals and objectives.
Nespresso Brand Extension (Tea Pods) Marketing PlanAaron Wang
A speculative marketing plan for Nespresso Brand Extension into Tea Pods. Aptly named Nesquisite T, it is to be introduced in selected markets and using strategies based on consumer analysis.
Market plan presentation IZZE ENERGY JUICE by umair khan bba 3Umair Khan
Umair Khan submitted a marketing plan to launch a new energy juice product called IZZE ENERGY JUICE. The 3 sentence summary is:
The plan outlines strategies to target students, workers, and travelers in Karachi by positioning IZZE as a refreshing energy juice containing vitamins and proteins. It proposes a promotional campaign using electronic media, print ads, and consumer promotions. The budget, objectives, and controls are also included to ensure the successful launch and monitoring of the new product in the competitive juice market.
Presentation on a potential marketing plan for the Hershey brand Ice Breakers for their product Cool Blast Chews. Creative mockups courtesy of Alice Shy
Mornut Presentation - A case to produce nuts milkvythaong212
This presentation provides an overview of Mornut, a Vietnamese non-dairy company. It discusses Mornut's mission, vision and values, as well as an external environmental analysis, internal resources assessment, and business strategy. Key points include:
Mornut aims to be a passionate supporter of local farmers and bring healthy, non-dairy products globally. Its external analysis finds opportunities in growing demand but also strong competition. Internally, it has strengths in quality ingredients but weaknesses in brand awareness. Its business strategy is to focus on building a healthy lifestyle community and positioning its nuts milks as daily necessities through quality and marketing.
Izze energy juice market plan presentation by umair khan bba 3umairbba
The document is a marketing report submitted by three students for launching a new energy juice product called IZZE Energy Juice. It includes an executive summary describing the product and mission to satisfy customers. It analyzes the current market situation including competitors. A marketing strategy is proposed targeting different age groups. The strategy includes a product description, pricing, distribution, and promotional plan utilizing electronic media. Finally, it provides an action plan and budget to launch the new product.
Nature Touch Beverage Company” offers best quality juices with different packages to customers at a very competitive price. Depending on the market researcher’s information and considering the growing demand of different juices, we are going to launch a new juice named “Nature Touch Date Juice” in the market. Our main aim is to reach our product to the near of every people at lower prices with new flavor who belong in different classes in our society.
This is my final project for MBA marketing principles in PDF form , your comments are valuable to upgrade and improve it
Marketing plan for an existing product in the market of 1 year age and we need to boom the revenues of this product studying all the tactics and actions to be taken within the coming 2 years to boom the market share from 2 % to 10 % within 2 years time frame
This document outlines the marketing plan for a new café called Cafaholic opening in Tsim Sha Tsui East, Hong Kong. [1] It includes an executive summary, external environmental analysis, SWOT analysis, objectives, target market identification, and marketing mix strategies involving product, price, place, and promotion. [2] The objectives are to create brand recognition among local residents and achieve annual sales and customer growth targets. [3] The target market is identified as customers aged 16-30 based on food preferences.
Business Proposal & Proof of Concept for a Restaurant for a Leading Shopping ...Surya Adavi
The document presents a business plan for a new fast casual juice and smoothie restaurant in Minneapolis. The plan outlines the restaurant concept, which will focus on fresh, cold-pressed juices, smoothies, acai bowls, and other healthy options. Financial projections estimate that the restaurant will become profitable within 3 years. A SWOT analysis identifies strengths such as a lack of competition, while weaknesses include lack of brand recognition. The unique selling points of the concept are its focus on nutrition, competitive pricing, and potential for expansion.
The document presents a business plan for a new fast casual juice and smoothie restaurant in Minneapolis. The plan outlines conducting market research on consumer trends favoring healthy, fresh foods. It proposes a concept serving cold-pressed juices, smoothies, acai bowls and coffee. Financial projections estimate the restaurant will break even in its third year of operation and become profitable thereafter. A SWOT analysis identifies strengths in health-conscious customer base but also weaknesses of limited brand awareness and budget. The unique selling points are positioned as fast, nutritious options with competitive pricing and a loyalty program.
The document is a marketing plan for launching a new energy juice product called IZZE ENERGY JUICE. It includes an executive summary that outlines the product objective of providing energy and refreshment. It also describes target markets of students, employees, and laborers. The plan then analyzes the current juice market, identifying competitors like Nestle and Shezan. It establishes objectives to gain market share and increase profits. A marketing strategy is proposed that focuses on quality and wide distribution to target various age groups. The strategy includes advertising through electronic media and promotions. A budget is also included to support the marketing and launch of the new IZZE ENERGY JUICE product.
Similar to Integrated marketing commuinication plan an IMC plan (20)
Cut Through the Noise to Drive More ConversionsVWO
Join Steve from Develo for an in-depth exploration of the HiPPO effect and its impact on CRO initiatives. Learn practical tips for launching your testing program, prioritizing tests effectively, and navigating stakeholder dynamics. Gain valuable insights from Develo's experiences in driving conversion rate optimization for a prominent fashion retailer.
Outsourcing digital marketing is collaborating with specialised companies to handle a variety of online marketing duties, including SEO, PPC, social media, content production, and email campaigns. Aspire globus provides access to professional knowledge, powerful tools, and cutting-edge trends without the requirement for in-house resources. Key techniques include identifying objectives, selecting the best partner, maintaining regular contact, successfully controlling costs, and making data-driven decisions. Businesses can improve their online presence, increase productivity, and achieve better marketing outcomes by implementing these methods while remaining focused on their core activity.
Advantages of digital marketing course telugusatyasafi79812
Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands. This course will provide you with a comprehensive understanding of the key concepts, strategies, and tools used in digital marketing today.
Integrated Marketing: A Strategic Approach for Modern Marketersdmprachigupta
Integrated Marketing is a strategic approach that ensures all communication and messaging across various channels are cohesive and consistent, aiming to unify promotional efforts across traditional and digital platforms. This approach is pivotal in today's marketing landscape, fostering brand trust and loyalty through a seamless customer experience.
Research to Results: A Behavioral Economist's Guide to CROVWO
Are your A/B tests yielding lackluster results, despite your best efforts? It’s time to rethink your approach.
Join Florent in this power-packed session as he connects the dots to the science behind successful Conversion Rate Optimization (CRO). Gain exclusive access to Florent’s groundbreaking insights into user behavior, distilled from years of research and practical application.
Discover how these insights translate into profound improvements in conversion rates, with strategies that consistently deliver double and triple-digit uplifts.
Learn how integrating organic and paid social media strategies can elevate your marketing efforts. We’ll explore how organic social media and paid campaigns can work together to boost engagement and improve ROI. Through real-world examples and practical tips, you'll discover best practices for using organic insights to inform paid strategies, ensuring consistent branding, and optimizing your campaigns. Whether you’re a seasoned marketer or new to the field, this session will equip you with the knowledge and tools to enhance your social media strategy and achieve superior results.
Podvertise.fm - Podcast Advertising Marketplace (Invest.Podvertise.fm) helping brands, SMBs & marketing agencies to advertise on the most relevant podcasts
How to market real estate projects in Nepal ? Marketing Plan SampleDipendra Prasad Poudel
How to market Residential Properties in Nepal ?
This is a sample marketing strategy for a residential project in Kathmandu, Nepal.
With this sample, you can modify projects according to your needs.
For further queries please contact :
mailfordipendra@gmail.com
#RealEstate #Marketing #SocialMedia
How AI Drives Success In Digital Marketing-skillfloor.pdfgchaitya21
This article explores the integral role of artificial intelligence in digital marketing. It delves into how AI tools and technologies enhance customer experiences, optimize marketing strategies, and drive business success. Learn about the various AI applications in marketing, including personalization, predictive analytics, chatbots, and data analysis, and understand how businesses can leverage these tools to stay competitive in the digital environment.
Online Digital Marketing course inteluguthotadivya582
Digital marketing is a multifaceted approach to promoting products or services using various online channels. At its core, digital marketing encompasses strategies like Search Engine Optimization (SEO), which involves optimizing web content to rank higher on search engines, thereby increasing visibility and attracting organic traffic. Content marketing plays a crucial role as well, focusing on creating and distributing valuable content, such as blogs, videos, and infographics, to engage and retain an audience.
In this dynamic 30-minute presentation, we’ll delve into the powerful trio of content, community, and conversions. Discover how to use context of social media platforms to create content that resonates with your audience, build engaged community, and ultimately drive conversions that grow your brand.
Key Takeaways:
Spend less money on production and strategy, and more money on testing quality content that's contextual to the platform we're trying to create on.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
How ActiveCampaign Can Grow Your Business.pptxRakesh Jalan
Slide 1: Title Slide
Title: How ActiveCampaign Can Grow Your Business?
Subtitle: Boost Your Marketing Efforts with Powerful Automation
Slide 2: Introduction
Heading: Introduction
- Email marketing is a powerful tool for business growth.
- ActiveCampaign is a leading platform for email marketing and automation.
- Trusted by over 150,000 users.
Slide 3: Heading: What is ActiveCampaign?
- A comprehensive marketing platform.
- Features: Email marketing, automation, CRM tools.
- Ideal for small to medium-sized businesses.
Slide 4: Key Features
Heading: Key Features of ActiveCampaign
- Email Marketing
- Marketing Automation
- CRM and Sales Automation
- Machine Learning
- Services and Migration
- Inbox Extensions
Slide 5: Email Marketing
Heading: Email Marketing
- Create newsletters and campaigns.
- Drag & drop tool for easy design.
- A/B testing for optimization.
- Access to 125 pre-designed templates.
Slide 6: Marketing Automation
Heading: Marketing Automation
- Automate emails, texts, and ads.
- Personalized follow-ups.
- Comprehensive reporting.
- Features: Site tracking, lead scoring, goal tracking.
Slide 7: CRM and Sales Automation
Heading: CRM and Sales Automation
- Automate sales processes.
- Manage leads and contacts.
- Lead scoring and win probability.
- Integrate with existing sales tools.
Slide 8: Machine Learning
Heading: Machine Learning
- Filter and manage customer data.
- Make informed business decisions.
- Focus on essential data.
Slide 9: Services and Migration
Heading: Services and Migration
- Free migration service.
- Import subscriber lists, CRM data, and email templates.
- Easy transition to ActiveCampaign.
Slide 10: Inbox Extensions
Heading: Inbox Extensions
- Extensions for Chrome and Outlook.
- Manage CRM info from your inbox.
- Add new contacts and create tasks.
Slide 11: Pros and Cons
Heading: Pros and Cons
Pros:
- Numerous free templates.
- Powerful marketing automation.
- Machine learning for data management.
Cons:
- Email segmentation needs improvement.
- Pricing based on subscriber count.
- Overwhelming for new users.
Slide 12: Setting Up an Account
Heading: Setting Up an Account
- 5-step process: Email, business details, goals, tools, password.
- 14-day free trial
Slide 13: Business Growth
Heading: How ActiveCampaign Helps Business Growth
- Saves time with automation.
- Manages contacts with CRM.
- Integrates with over 850 sales tools.
- Prebuilt recipes for business growth.
Slide 14: Pricing Plans
Heading: Pricing Plans
- Four plans: Lite, Plus, Professional, Enterprise.
- Custom plans for over 100,000 contacts.
Slide 15: Affiliate Program
Heading: Join ActiveCampaign - Affiliate Program
- 20% to 30% commission on referrals.
- No need to be a customer.
- Access to resources and community.
Slide 16: Conclusion
Heading: Conclusion
- Email marketing is essential for business growth.
- ActiveCampaign offers tools to enhance marketing efforts
MAPLE CLICKS CANADA : DIGITAL MARKETING.mapleclicksca
At Maple Clicks, we pride ourselves on our team of industry experts who are not only masters of their craft but also fervent advocates for your success. With a blend of creativity, data-driven insights, and technical prowess, we craft bespoke digital marketing strategies that resonate with your target audience and drive tangible results.
10 Event Management Fun Facts that will make you laugh and appreciate the challenging but rewarding business event management industry.
I presented this as a light moment during MICECON 2024 at Clark, Philippines.
It was a fun presentation aimed at setting the tone for event attendees to be comfortable in the three-day event of MICECON - the Philippines top MICE event.
E3 ACP Shade Catalogues - Comprehensive Range of Colors and FinishesE3 Group ACP
Browse the extensive E3 ACP Shade Catalogues to find a comprehensive range of colors and finishes for your architectural and interior design projects. E3 offers a diverse selection of high-quality ACP shades that cater to various aesthetic and functional requirements. Discover the perfect ACP shades to enhance your designs and ensure lasting durability. Access detailed catalogues to view all available options and make an informed choice for your next project.
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2. Kaha’s IMC Team members
• Ahmed Hazzaa
• Ahmed Wafay
• Ayman Fahim
• Mariam El Shazly
• Nada Eid
• Nardy Abd El Zahar
3. Executive summary
• Kaha was founded in 1940 in kaha’s city Qaliubiya governor
• Started with a small factory to mobilize the fruits and vegetables now after
60 years the company hold an experiences in packaging and food
preservation
• Kaha is market lead in food preservation not just in Egypt also in the MENA
region
• In 1998 kaha faced a huge economic crisis lead the company to
Privatization of the company by oaf organization
• Oaf could not maintain or manage the company’s so It was return to be
managed under supervision of the Egyptian government
• Kaha faced a huge with the urban society because of their packing design
as the package still with tip and copper
4. SWOT Analysis
Strength :-
• Largest 6 factories in Egypt and middle east for vegetables and
fruits production
• Wide variety of products(Juices-Sauce-Jam-Foul-Dates-Green
peas-Green okra-green )
• Kaha’s hyper market in Cairo Alexandria agriculture way(with
parking area and cafeteria
• had large number of loyal B&C class customers
Weakness:-
• Old and traditional packages
• Old and traditional slogan( )عوده للزمن الجميل
• Their products not found in big hyper markets
5. Opportunities:-
• New taste and adding new flavor according to the marketing
acceptance of the new product design
• Adding a new distrubition channel assisting the product
spreading
• Health conscious attitudes present an increasingly growing
market
Threats:-
• Market saturation
• Potential loss of financial backing
• competitor with the same flavor of juices
6. PESTLE Analysis:-
Potent ial Implications and importance
impact
PESTLE Analysis
Relative
Importance:
Critical
Important
Unimportant
Impact:
Increasing >
Decreasing<
Unchanged =
Type:
Positive +
Negative -
Time frame:
0-6 months
6-12 months
12-24 months
24 months +
H: High
M : Medium
L: Low
U: Undetermined
Political High impact 12-24 months Positive Increasing Critical
Economic Medium Impact 12-24 months Positive Increasing Important
Social Medium impact 24 months+ Positive Decreasing Important
Technological High impact 0-6 months Positive Increasing Critical
Legal High impact 0-6 months Positive Unchanged Important
Environmental Medium 24 months+ Negative Decreasing Critical
7. Marketing Strategy and Analysis:-
1. Opportunity analysis
• governmental support of local manufacturers
• High rate of working mothers/wives
• increase in consumption of preserved juices
• healthier vs. more affordable
• Females becoming more health oriented
• Farms and fields owner ship in relation to price
8. 2 . Competitive Analysis
Kaha’s juices main competitive in the market
Juhayna / Bety / El maray / Faragallah
Kaha represent their juices with a mix of features
• Higher quality standers
• Lower price
• tetra packed preserved juices’ flavors
• more flavors (tamr hendy, karkadeh, dome, sobya, amar el din,
tamr we bala7, 3er2 sooss)
• available all the time in super/hyper markets
• in 3 sizes, (personal 200m , 500 m and 1 liter )
10. 3. Target Marketing
Segment 1:
• Males and females
• 16 - 25 years old
• B- and C social classes
• university students
Segment 2:
• 26 - 40 years old
• B- and C social classes (children are the influencers )
Segment 3:
• females
• 30 - 60 years old
• married with children
• A and upper B socioeconomic class.
11. Target Marketing Process
1. Market Segmentation
• Geographic : using Kaha’s name in the market can assist in a
nation wide geographic spreading
• Demographic: according to the age and the
The gender type
Age Segment
0-14
15-24
25-54
55-64
65 and above
12. • Psychographic
Social Class: upper lower class to lower upper .
Life style: strivers ,Actualizes , achievers , experiencers & fulfilled
2. Target Market:
As already mentioned the Marketing strategy and there are 3
main target segment
• Age8 - 30s( about 60% of total age group in Egypt
• normal price product line(55% of target customers ) :class B &
C+ who are localized mainly at Rural cities as Mansoura &
Dakahlia….ect & in some areas of Cairo & Giza
• For premium line( 20 % of our target customers ) :20 % of this
age group is at Cairo & Alexandria , where that will be our
main focus especially for customers of A & B+ class
13. Customer Profile:-
Segmentation Variables Data
Geographic
world region Africa and Middle east
Country
Egypt
Cities
Nation Wide
Density Urban/ rural area
climate Refreshing and nature oriented
Demographic
Age 5-54
Gender Female/ Males
family size 1+2
income 25000+
occupation Upper class / Middle class
Education Colleges , universities , non edu
Religion Any
Race Any
Nationality Egyptian
Psychographic
Social Class Upper class / Middle class
Lifestyle Actualize , achievers
14. 3 . Market Positioning
• Fresh , Natural juices of oriental & tasty fruits yet with a new
modern ,outgoing shape & touch , with its new attractive &
funky tetra packs
• For the Line of the oriental juices ( sugar cane , karkadeh ,&
tamr hendy ) “ Oriental , fresh ,Healthy juices , yet with the
healthy tetra pack & clean juice with a modern twist
• For the premium juice line , it will be for new flavors ,such as
kiwi ,grape fruit, pomegranate & mixes , with a premium
package & more creative designs “ Luxuries , New ,Natural
genuine healthy & fresh juices
15. Marketing Planning and developing:-
1. Product Decision
• Making an effective design for it which will reflects our new
quality with the same name to get use of our history in the
Egyptian market
• Every package will have the same color as the fruit of its flavor
• Customize the package for offers and occasions which will
contain 6 written on it ( buy 5 and get 1 free )
• Including a 3 sizes of packages 200 ml, 500 ml, 1 liter .
Depending of national material for the packaging production
• We will make 100% natural juice without any artificial additions
and that will differentiate us from other competitors and also it
will be our message to the customers in TV ad and campaigns
that we just aim to improve the quality of life and health.
16. • For 200 ml package we will make straw , for 500 ml and 1 liter packages
we will just make easy open plastic covers that make it easy to open and
use on daily basis specially the family size packages. And for 500 ml
packages they can open it , use it everywhere and then store it to use
again by this easy open plastic cover
• On the package our slogan will be the same having an Arabic message
written in bold saying “ صحتك هدفنا
• We can make new flavors by mix fruits like : strawberry with banana mix
that will differentiate Kaha from other juice companies.
17. 2 . Price Decision
• After the competitive analysis and studying the cost of
materials
• for 200 ml package : 2 L.E
• for 500 ml package: 5.5 L.E
• for family size ( 1 liter ) package: 10 L.E
19. 3. Distrubition decision
• Distribution channels through the wholesalers and make an
incentive scheme for people working there to increase our
sales and encourage them to buy more
• direct distribution directly from our factory to hypermarkets :
hyper one, Carrefour and make a special deal with them that
we will give them a special offer and they give us a big shelf
share and pop ups and stands in their markets.
• For the wholesalers we can offer them if they buy over our
target for them by 5 cartoons there will be one cartoon free
for them. ( over the annual target.
20. • distribution channel through promotional vehicles their main
job is to distribute our products for hypermarkets and
supermarkets that we make deal with as we mentioned
before.
• For supermarkets like : awlad ragab, metro, kher zaman we
will give them a special deal also in order to do the same as
hypermarkets.
21. Promotional Mix
Advertising To Consumer Market:-
• TV ads
• Radio message
• Media Vehicles
Advertising To Business Market :-
• Professional advertising
• Trading advertising
Promotion mix
Advertising Direct marketing Public relation
Sales
promotion
Personal selling
Internet
marketing
22. Direct Marketing
1. Catalogs
• providing the retails with catalogs and brochures including
kaha’s product different flavors and different shapes and
designs also including the production process and health
ministry approvals
2. Direct Selling
• kiosk in shopping malls providing free samples and trial to the
juices
• in order to generate the brand awareness among the new
generation we can also sit a stand posts in universities and
sport club for trial
24. Public Relation:-
Tools for the public relation
1. Publicity
2. Special event
3. CSR or community activity
4. Sponsorship
Sales Promotion
Consumer Market Business Market
Coupons Promotion allowance
Premium Merchandise allowance
Sampling Price deal
25. Personal Selling:-
1. Consumer Market
• Kiosk in shopping mall setting inside a kiosk inside Carrefour in
order to persuade the customer for a free trial to the product
• Posts in the university and sports club in order to penetrate
the new generation and cover their need
2. Business Market:
the sales executives play their roles with the distributors that
include the following
• Monitoring the product performance in the market
• Forecasting the sales volume per quarter
• Determining the distribution area
• Arranging distributors profit shares based the sales target
achievement
26. Internet Marketing:-
Internet marketing tools:-
1. Website
2. Social Media
3. SEO ( Search engine optimization )
4. SEM ( Search engine marketing )
29. Marketing Budget:
• The total market of juices in the Egypt about 6 billion EGP
• We intend to have market share about 5 percent of the total
market by volume about 300.000.000 EGP divided by the total
unit we will produce to sell to the Egyptian market as follow
• The total The budget we need for the marketing
communication about 20 percent of 300.000.000 about
60.000.000
Divided as follow
30. Marketing Investments
Interactive
marketing
Personal
selling
Public
relations
I.M.C advertising Sales promotion
% 50% 20% 10% 10% 10%
L.E 30.000.000 12.000.000 6.000.000 6000.000 6000.000
Free
samples
for trials
Free bonus
for retailer
Professional tardy ads
ads
Radio Nogoom FM Ads TVs
masr
10% 10% 60% 10% 10% 15% 5%
3.000.000 3.000.000 18.000.000 3.000.000 3.000.000 9.000.000 3.000.000