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By :By :Mohamed Al-DiDy .Amany Nabil.AbdulrhmanA.Tantawy
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Company Profile Brand Strategy Brand Audit
Brand Element
Brand Planning Brand Execution Brand Position
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Ceramica Cleopatra is an Egyptian pioneer in the world ofceramic and porcelain sanitary ware production.
It is one of the biggest private companies in Egypt.Characterized by its activity and integration.
Ceramica Cleopatra has managed since its start in 1987 tomake such great developments and improvements in the
field of ceramics industry that it stands now as the only
pioneer of this industry both in Egypt and the Middle East,
and to be one of the greatest producers of Ceramics,
porcelain and sanitary wares worldwide.
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Vision and MissionVision and Mission
VISION:
Our vision is to become the no.1leading ceramic manufacturers in theMiddle East & go global
MISSION STATEMENT:We innovate designs to fit all our
customers
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Brand Equity
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Market share
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17 company
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Brand growth
Brand became maturePeople change their perception over timeMarket also change rapidlyGo Global (time to innovate)
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OUR BRAND STRATEGY LIKE THE BRIDGEOUR BRAND STRATEGY LIKE THE BRIDGE
BETWEEN COMPANY STRATEGY AND OURBETWEEN COMPANY STRATEGY AND OUR
MARKET STRATEGYMARKET STRATEGY
Company
strategy
Marketing
strategy
Brand Strategy
Market
share
4Ps
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Line Extension*Brand
Extension*
Multi-Brand New Brands *
ProductCategory
Existing
Existing New
New
1. Cleopatra Agricultural.2. Cleopatra Silicon Valley3. Cleopatra Tourism .4. Cleopatra Mineral Resources .
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Brand ElementsBrand AwarenessBrand attributesBrand image
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When we deal with brand elements we talk about:Brand name: ceramica Cleopatra, a name are widely known.Brand logo: the logo of ceramica Cleopatra has been the same for severalyears.Slogan: the use of a specific slogan.
There are some criteria to judge whether or not these are good brandelements here is some:Meaningful: comes from the Egyptian culture (the queen )
Memorable: easy to remember with its unique logo, and the music of theadv.
Adaptability : The logo is flexible over time and today it does not look old-fashioned at all.Protect ability: protected, registered trademark.Likeable : comes from the culture, everyone likes history
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BRAND AWARNESS
We made the survey on 50 persons
We found that:1.Ceramic Cleopatra is the best ceramic in Egypt ,owing to itsunique designs ,and durability.
2.The most recognizing thing for Cleopatra is the music of theadv, which leaves an impression of magnificence andgreatness of ceramic Cleopatra .3.The logo and the name is well recognized , hardly any onecan miss it.
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Brand attributeBrand attribute
It is a local Egyptian company.
Own unique designs Italian designs
Unique sounds and music that is verymemorable.
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Tangible :Tangible :
Designs:Designs:
The designs vary from soft textures toThe designs vary from soft textures todeep design impressions.deep design impressions.
Edges:Edges:Tiles can be purchased with a squareTiles can be purchased with a squareedge., you will notice that there is noedge., you will notice that there is nobowing.bowing.
Surface:Surface:
When selecting a Ceramic CleopatraWhen selecting a Ceramic Cleopatra
tile you will notice that our tiles do nottile you will notice that our tiles do nothave pits, chips or black spots on thehave pits, chips or black spots on thesurface.surface.
Intangible:
feeling : Egyptian good productcomes from the culture .
Idea : think that its a pioneer local
company .
Need : Good quality product . Withmagnificent design .
Experience : durable and highquality product
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B .Planning
Brand planningBrand planningObjectivesObjectivesProduct life cycleProduct life cycleKPIsKPIs
IMC ChannelsIMC Channels
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SET BRAND OBJECTIVES
S: to gain a market share
M: through soled units and net margin
A: there is a gap in the market we will use it
R: achieved by new design and better qualities .
T: it will be global in the next 25 years
KPI
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KPIs
Brand equity
Value measures Preference measures
Market share
Unit salesNet marginMarket penetration
Brand allegianceAided awareness
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Growth
Sales
Profits
Maturity DeclineEmerging
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CommunicationStrategy .IMC .POPs & PODs
c .Execution
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Challenge :Challenge :Competitors, and how to convinceCompetitors, and how to convincepeople that our product is the bestpeople that our product is the best
Objective :Be No. 1 in the world In ceramic
designs
IMC h llIMC h ll
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IMC challengeIMC challenge
Customer Challenge : All over the word .
The competitors products .(China Product )
What to do : Mass adv in media .
Join all ceramic show rooms all over the world .
Innovation in designs Product to be pioneer in thiscategory .
Market penetration by launch branches in all over theworld .
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The AD
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Brandrecognitio
n
stage of brandacceptance atwhich theconsumer knowsof a brand butdoes not prefer itto competingbrands
Brandpreferenc
e
stage of brandacceptance atwhich theconsumer selectsone brand overcompetingofferings basedon previousexperiences withthat brand
Brandinsistence
stage of brandacceptance atwhich theconsumer refusesto acceptalternatives and
searchesextensively for thedesired good orservice
1
Extremely
Dissatisfied
2
Somewhat
Dissatisfied
3
Slightly
Dissatisfied
4
Satisfied
5
Very
Satisfied
Saboteur
Advocate
Zone of Defection
Zone of
Indifference
Zone of
Affection
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A single minded idea
P t l MP t l M
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Perceptual MapPerceptual Map
QualityQuality
PricePrice
CeramicaCeramicaCleopatraCleopatra
Other ProductsOther Products
RoyalRoyal
AlmlekaAlmleka
Al-GwhraAl-Gwhra
Al-Fr3na
B d t ti
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Brand protection
Cleopatra brand
value
Translation to:
Shareholders Consumer
Honesty Keep promises Reliable , durable
Straight-forward Simple & clear Simple & clear
Design Up2date and modern related to the culture
Dynamic Innovative Innovative & insure
magnificence
Emotional Trusted Very emotional relatedto our history
B d t ti
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Brand protection
1. Cleopatra had registered trademark so that no other
ceramic company can take its name or logo.
2. It started a heavy media advs to protect the brand
image in Egyptian market and all over the world .
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Managing brand health
In ceramica Cleopatra BRAND is a very important driver to growththrow a set of beliefs
1.Functional beliefs
100 2.Social beliefs
3.Spiritual beliefs
) 100 25(
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R d ti
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Recommendation
1. Strong R&D .
2. Mass adv in media .
3. Join all ceramic show rooms all over the world .
4. Innovation in designs Product to be pioneer inthis category .
5. Market penetration by launch branches in allover the world .
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