CeramicaCleoptra Brand Managment Plan Contains:

8/9/2019 CeramicaCleoptra Brand Managment Plan Contains:

1/38

By :By :Mohamed Al-DiDy .Amany Nabil.AbdulrhmanA.Tantawy


2/38

Company Profile Brand Strategy Brand Audit

Brand Element

Brand Planning Brand Execution Brand Position


3/38


4/38

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.


5/38

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


6/38

Brand Equity


7/38

Market share


8/38

17 company


9/38

Brand growth

Brand became maturePeople change their perception over timeMarket also change rapidlyGo Global (time to innovate)


10/38


11/38

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


12/38

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 .


13/38

Brand ElementsBrand AwarenessBrand attributesBrand image


14/38

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


15/38


16/38

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.


17/38

Brand attributeBrand attribute

It is a local Egyptian company.

Own unique designs Italian designs

Unique sounds and music that is verymemorable.


18/38

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


19/38

B .Planning

Brand planningBrand planningObjectivesObjectivesProduct life cycleProduct life cycleKPIsKPIs

IMC ChannelsIMC Channels


20/38


21/38

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


22/38

KPIs

Brand equity

Value measures Preference measures

Market share

Unit salesNet marginMarket penetration

Brand allegianceAided awareness


23/38

Growth

Sales

Profits

Maturity DeclineEmerging


24/38

CommunicationStrategy .IMC .POPs & PODs

c .Execution


25/38

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


26/38

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 .


27/38

The AD


28/38


29/38


30/38

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


31/38

A single minded idea

P t l MP t l M


32/38

Perceptual MapPerceptual Map

QualityQuality

PricePrice

CeramicaCeramicaCleopatraCleopatra

Other ProductsOther Products

RoyalRoyal

AlmlekaAlmleka

Al-GwhraAl-Gwhra

Al-Fr3na

B d t ti


33/38

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


34/38

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 .


35/38

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(


36/38

R d ti


37/38

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 .


38/38

Documents

CeramicaCleoptra Brand Managment Plan Contains: