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Marketing plan 2016 project for MBA

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Amir Alshimi
Amir Alshimi

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

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Marketing Plan Project Prepared by Amir Mohamed ALSHIMI Sameh Mohamed ELSAYED MAY 2016 Supervised by Prof. Dr. Tamer Awad
EL-Agenda - Company profile . - Marketing Dept. - Market overview. - Market plan targets. - Research findings. - Marketing strategy. - Growth strategy. - Marketing mix. - Branding. - Pricing strategy. - Advertising. Expected time 13 Mins
Marketing plane BIG COLA- Egypt
About US AJE is one of the largest multinational beverage companies, with presence in over 23 countries in Latin America, Asia and Africa, and with 13,000 direct and indirect employees.   With 28 years of experience, AJE is the 10th largest soft drink company in sales volume and the 4th largest producer of carbonated soft drinks AJE reaches out to new consumer groups and provides them with access to high quality products at fair prices. Mission Contribute to develop society wealth by being the best- elaborated products' choice and seeking excellence from an integral perspective. Cairo, August 28th 2015. – AJE, has announced today the beginning of the commercialization of its products on Egypt, thus consolidating its entrance into the African continent. Vision "Being one of the top 20 multinational enterprises by year 2020.
Marketing Director Marketing Dept. hierarchy Alexandria , Red sea Marketing manager Chain Key Account Manager Upper Egypt Marketing Mgr. Cairo - Giza - Kalyiubia Marketing Mgr. Director Responsible to dealing with all the chains and hyper markets Responsible for dealing with all marketing activities from Beni-Seuf to Luxor Responsible for Cairo , Giza , Kalyiubia wholesale and retail stores marketing activities Responsible for Alexandria ,North coast , Red sea area marketing activities
Market Overview Total market annual revenue for beverages in Egypt is 100.000.000 USD $ Main players are : 1- PepsiCo 2- Coca Cola 3- Sina Cola 4- Big Cola PepsiCo 0 10 20 30 40 PepsiCo Coca Cola Sina Cola Big Cola Other brands Market Share Based on market research 1- PepsiCo 40 % 2- Coca Cola 30 % 3- Sina Cola 10 % 4- Big Cola 2 % 5- Others 18 %
Marketing Plan Targets 1- Increasing the Brand awareness 2- Positioning the Brand in the market 3- Social Care Responsibility 4- introduction of new products to the market 1- Brand Equity and customers perceived value 2- strong beliefs and values of our brand 3- increasing the marketshare to be 10 % within 2 years 4- Stretching the product line width and length
Huge Population Market expansion for current and new product mix Low cost of production Local Currency devaluation and export opportunity S W TO Huge and New Production Capacity lines Self Preform bottles production Self Cap production Working in a Multinational group experience Excellent taste of product Good product mix ( length and depth ) within the group Excellent taste of the product Price is valuable for the customers Bottles are eye catchy Weak Brand awareness Weak Brand Equity weak central stores Weak customer communications Weak logistics and delivery network Weak Product mix width competitors strength and history Clients loyalty t competitors brands Economic Status in Egypt Health awareness and low demand Market Analysis
Pros. Taste is good compared to competitors Carbonation of the product is sparkling ,teasing and lasts longer Bottle is attractive and Handy Label design is good Market Research Findings Brand Survey Focus Group 26 % Don't know the brand 50 % Have weak Brand awareness 24 % Don't know the products of AJE 24% 50% 26% Cons. Didn't notice the bigger volume Big Cola is offering compared to competitors Compare the brand to Sina cola local brand
Differentiation Introduction of full range of Beverage , fresh juices and Mineral water Segmentation: Geographic segmentation Demographic Segmentation Psychographic segmentation Behavioral Segmentation Targeting *we have to stretch along all the country *15 - 50 Males of Football fans for Beverages *15 - 50 Females for Juices ( new product ) * social class for mineral water CELIO * based on Occasions for Champions league timings and important football games positioning Positioning Big as a Multinational brand and to compete with Pepsico and Coca Cola brands with an excellent perceived customer value for both price and taste. Marketing Strategy
Growth strategy Market Penetration Product Development Market Development DiversityCredit limit Hot Line for wholesale Delivery network Domestic geographic expansion Export to Africa Mineral Water New packed Fruit bulb New Carbonated beverage flavors Energy Drink
Place : DOMESTICALLY Stretching all over Egypt Extending delivery network Strategic stores in upper Egypt and Delta area Intermediaries for transportation Price: Product depth different price points Vs Volumes to meet customers purchasing power Promotion : Advertise using Facebook paid advertisement , youtube , in Apps promotions , Street T balls , Flyers at the hypermarkets and highway gates , give away samples Incentives for consumer : campaign “ take a photo with your Barcelona celebrity “ ( #BARCA_SELFY ) as Pull strategy Wholesale incentives discount total revenues rebate as Push strategy Marketing MIX Product : width and length Beverage Juice Water ORANGE MANGO MINT -LEMON PEACH DARK COLA WHITE COLA ORANGE COLA STILL WATER GAS WATER Place : internationally Assigning overseas agents
Big Cola Brand: Extensive advertising in Media , online and hyper stores to position the brand Insisting on BIG COLA is a multinational brand name and not compared to Sina Cola Private Label : Cooperate with hyper markets to co- packing private label ( Hyper one , carrefour , Metro ) New Brand : Introducing Cielo as brand name for mineral water and energy drink VOLT Multi branding : Introduction of New Beverage product as a fighter brand to attack Sina Cola segment Branding
Marketing plan 2016 project for MBA
Pricing Strategy : Value Based pricing Market gap between PepsiCo and Coca cola in one side and Sina Cola in the other side Market penetration pricing strategy will be followed to penetrate the market fast and deep resulting in cut cost and overheads distribution over large scale production and distribution Competitor reaction The competitors will react accordingly and we still have advantage of volume since our product is larger in volume compared to competitors with lower price Customer Perception The Customers will perceive the good value pricing of volume- -price combination POSITIONING MORE FOR LESS We will keep our volume and price combination as it is with emphasizing to the clients on our strength of good value combination VOLUME - PRICE Volume / Price BIG Cola Coca Cola PepSico 250 Ml 3 300 Ml 3 360 Ml 2.5 500 Ml 3 970 Ml 5.25 1 L 5 1.5 L 5.5 1.97L 9 2 L 8.5 9 2.5 L 10
Packaging Solutions Big bottle , big Solution for home consumer , so we will introduce the 2.5 L.E size with Home dispenser give away and free part along with our bottles NEW CONCEPT OPTIONAL CAPTIVE PRODUCT New concept of offering optional product that captive our main product
Promotion Mix Budget Objective and task method is followed 20 Million EGP to be spent over the promotion mix budget for the following 1- Brand awareness 2- Assigning celebrity 3- promotional sales 4- TV advertisements 5- street T balls 6- Football team sponsorship Sales Volume increase 0 2500000 5000000 7500000 10000000 Year 2016 Year 2017 Collecting feedback and control we will measure the effectiveness of this strategy on quarter bases by 1 - sales volume and revenue 2- consumer questionnaire
Social Care Responsibility Advertising through important matches Celebrity Branding #Big_cola #Big_Dream #Barca_Selfy ‫بتشتريها‬ ‫كوال‬ ‫بيج‬ ‫ازازه‬ ‫كل‬ ‫بيها‬ ‫بيتبنى‬ ‫كبير‬ ‫حلم‬
# Big_Cola # Big_dream
Marketing Plan Project Thanks for watching Question time

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Marketing plan 2016 project for MBA

  • 1. Marketing Plan Project Prepared by Amir Mohamed ALSHIMI Sameh Mohamed ELSAYED MAY 2016 Supervised by Prof. Dr. Tamer Awad
  • 2. EL-Agenda - Company profile . - Marketing Dept. - Market overview. - Market plan targets. - Research findings. - Marketing strategy. - Growth strategy. - Marketing mix. - Branding. - Pricing strategy. - Advertising. Expected time 13 Mins
  • 4. About US AJE is one of the largest multinational beverage companies, with presence in over 23 countries in Latin America, Asia and Africa, and with 13,000 direct and indirect employees.   With 28 years of experience, AJE is the 10th largest soft drink company in sales volume and the 4th largest producer of carbonated soft drinks AJE reaches out to new consumer groups and provides them with access to high quality products at fair prices. Mission Contribute to develop society wealth by being the best- elaborated products' choice and seeking excellence from an integral perspective. Cairo, August 28th 2015. – AJE, has announced today the beginning of the commercialization of its products on Egypt, thus consolidating its entrance into the African continent. Vision "Being one of the top 20 multinational enterprises by year 2020.
  • 5. Marketing Director Marketing Dept. hierarchy Alexandria , Red sea Marketing manager Chain Key Account Manager Upper Egypt Marketing Mgr. Cairo - Giza - Kalyiubia Marketing Mgr. Director Responsible to dealing with all the chains and hyper markets Responsible for dealing with all marketing activities from Beni-Seuf to Luxor Responsible for Cairo , Giza , Kalyiubia wholesale and retail stores marketing activities Responsible for Alexandria ,North coast , Red sea area marketing activities
  • 6. Market Overview Total market annual revenue for beverages in Egypt is 100.000.000 USD $ Main players are : 1- PepsiCo 2- Coca Cola 3- Sina Cola 4- Big Cola PepsiCo 0 10 20 30 40 PepsiCo Coca Cola Sina Cola Big Cola Other brands Market Share Based on market research 1- PepsiCo 40 % 2- Coca Cola 30 % 3- Sina Cola 10 % 4- Big Cola 2 % 5- Others 18 %
  • 7. Marketing Plan Targets 1- Increasing the Brand awareness 2- Positioning the Brand in the market 3- Social Care Responsibility 4- introduction of new products to the market 1- Brand Equity and customers perceived value 2- strong beliefs and values of our brand 3- increasing the marketshare to be 10 % within 2 years 4- Stretching the product line width and length
  • 8. Huge Population Market expansion for current and new product mix Low cost of production Local Currency devaluation and export opportunity S W TO Huge and New Production Capacity lines Self Preform bottles production Self Cap production Working in a Multinational group experience Excellent taste of product Good product mix ( length and depth ) within the group Excellent taste of the product Price is valuable for the customers Bottles are eye catchy Weak Brand awareness Weak Brand Equity weak central stores Weak customer communications Weak logistics and delivery network Weak Product mix width competitors strength and history Clients loyalty t competitors brands Economic Status in Egypt Health awareness and low demand Market Analysis
  • 9. Pros. Taste is good compared to competitors Carbonation of the product is sparkling ,teasing and lasts longer Bottle is attractive and Handy Label design is good Market Research Findings Brand Survey Focus Group 26 % Don't know the brand 50 % Have weak Brand awareness 24 % Don't know the products of AJE 24% 50% 26% Cons. Didn't notice the bigger volume Big Cola is offering compared to competitors Compare the brand to Sina cola local brand
  • 10. Differentiation Introduction of full range of Beverage , fresh juices and Mineral water Segmentation: Geographic segmentation Demographic Segmentation Psychographic segmentation Behavioral Segmentation Targeting *we have to stretch along all the country *15 - 50 Males of Football fans for Beverages *15 - 50 Females for Juices ( new product ) * social class for mineral water CELIO * based on Occasions for Champions league timings and important football games positioning Positioning Big as a Multinational brand and to compete with Pepsico and Coca Cola brands with an excellent perceived customer value for both price and taste. Marketing Strategy
  • 11. Growth strategy Market Penetration Product Development Market Development DiversityCredit limit Hot Line for wholesale Delivery network Domestic geographic expansion Export to Africa Mineral Water New packed Fruit bulb New Carbonated beverage flavors Energy Drink
  • 12. Place : DOMESTICALLY Stretching all over Egypt Extending delivery network Strategic stores in upper Egypt and Delta area Intermediaries for transportation Price: Product depth different price points Vs Volumes to meet customers purchasing power Promotion : Advertise using Facebook paid advertisement , youtube , in Apps promotions , Street T balls , Flyers at the hypermarkets and highway gates , give away samples Incentives for consumer : campaign “ take a photo with your Barcelona celebrity “ ( #BARCA_SELFY ) as Pull strategy Wholesale incentives discount total revenues rebate as Push strategy Marketing MIX Product : width and length Beverage Juice Water ORANGE MANGO MINT -LEMON PEACH DARK COLA WHITE COLA ORANGE COLA STILL WATER GAS WATER Place : internationally Assigning overseas agents
  • 13. Big Cola Brand: Extensive advertising in Media , online and hyper stores to position the brand Insisting on BIG COLA is a multinational brand name and not compared to Sina Cola Private Label : Cooperate with hyper markets to co- packing private label ( Hyper one , carrefour , Metro ) New Brand : Introducing Cielo as brand name for mineral water and energy drink VOLT Multi branding : Introduction of New Beverage product as a fighter brand to attack Sina Cola segment Branding
  • 15. Pricing Strategy : Value Based pricing Market gap between PepsiCo and Coca cola in one side and Sina Cola in the other side Market penetration pricing strategy will be followed to penetrate the market fast and deep resulting in cut cost and overheads distribution over large scale production and distribution Competitor reaction The competitors will react accordingly and we still have advantage of volume since our product is larger in volume compared to competitors with lower price Customer Perception The Customers will perceive the good value pricing of volume- -price combination POSITIONING MORE FOR LESS We will keep our volume and price combination as it is with emphasizing to the clients on our strength of good value combination VOLUME - PRICE Volume / Price BIG Cola Coca Cola PepSico 250 Ml 3 300 Ml 3 360 Ml 2.5 500 Ml 3 970 Ml 5.25 1 L 5 1.5 L 5.5 1.97L 9 2 L 8.5 9 2.5 L 10
  • 16. Packaging Solutions Big bottle , big Solution for home consumer , so we will introduce the 2.5 L.E size with Home dispenser give away and free part along with our bottles NEW CONCEPT OPTIONAL CAPTIVE PRODUCT New concept of offering optional product that captive our main product
  • 17. Promotion Mix Budget Objective and task method is followed 20 Million EGP to be spent over the promotion mix budget for the following 1- Brand awareness 2- Assigning celebrity 3- promotional sales 4- TV advertisements 5- street T balls 6- Football team sponsorship Sales Volume increase 0 2500000 5000000 7500000 10000000 Year 2016 Year 2017 Collecting feedback and control we will measure the effectiveness of this strategy on quarter bases by 1 - sales volume and revenue 2- consumer questionnaire
  • 18. Social Care Responsibility Advertising through important matches Celebrity Branding #Big_cola #Big_Dream #Barca_Selfy ‫بتشتريها‬ ‫كوال‬ ‫بيج‬ ‫ازازه‬ ‫كل‬ ‫بيها‬ ‫بيتبنى‬ ‫كبير‬ ‫حلم‬
  • 19. # Big_Cola # Big_dream
  • 20. Marketing Plan Project Thanks for watching Question time