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 USAJE 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.

MissionContribute 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 OverviewTotal market annual revenue for beverages in Egypt is 100.000.000 USD $

Main players are :

1- PepsiCo 2- Coca Cola3- Sina Cola 4- Big Cola

PepsiCo

010203040

PepsiCo Coca Cola Sina Cola Big Cola Other brands

Market ShareBased 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 WTO

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 brand50 % 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 asPush strategy

Marketing MIXProduct : width and lengthBeverage 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 brandInsisting 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

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 LESSWe 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 3300 Ml 3360 Ml 2.5500 Ml 3970 Ml 5.25

1 L 51.5 L 5.51.97L 92 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

كل ازازه بيج كوال بتشتريها حلم كبير بيتبنى بيها

# Big_Cola # Big_dream

Marketing Plan ProjectThanks for watching

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