PowerPoint Presentation

Brand management project July 2008 Bekhero brand

Prepared and presented by: Ahmed Mahmoud AboulyazedSafinaz SalahHany Gharib MahdiOsama Fawzy

Agenda1- Company profile.2- vision & mission.3. Juhayna brands tree.4-S w o t analysis .5- Bekhero brand equity6- Bekhero Brand elements .7- Brand positioning .8- Brand Audit *Target & Insight *Competitive Assessment (Brand Loyalty-Pop & pod -Perceptual Map) *Brand Inventory9- Brand Planning * Review Marketing Action. * Building Brand Objectives. * Personality (Brand Strategy - Product Mix will be)10- Brand Execution * Brand Elements * Communications Strategy * CRM & Community Building

What we did in this presentation

1.VISION: Long term idea or wish of where the brand should be in the years to come.2. MISSION: Statement of the brands function in the market.3. OBJECTIVES: Measurable, real, quantitative goals set for the brand to accomplish during a specified period of time.4. TACTICS & ACTION: Very specific actions that will be taken throughout a specific time period that will get the brand to carry out its objectives.5. Brand VALUES: All of the components above must be in sync with the values the company cherishes.

Company profile 1- Juhayna a local company founded in 1983.2- Juhayna the Top Egyptian juice & dairy manufacturer.3- Juhayna provides consumer by many brands & Varity products. 4- Juhayna opening many markets in (Africa ,Asia ,Europe, north America & gulf).

Our vision & mission1- Our visionTo be recognized as a premier leader in our industry by our customers, employees and shareholders. dedicated to the profitable growth of our shareholders net worth, driven by quality performance and innovation, and committed to exceeding our customers' expectations. 2- Our mission 1. Customer Focus 2. Employees Satisfaction 3. Industry leadership4. Shareholders Value Maximization

Juhayna brands tree

S W O T analysis Strengths .1- We have a good position in consumer mind.2- We have many strong brands .3- Higher quality in Egypt ( dairy , juice and cheese).Weakness1- Lost a market share of the economy milk market in upper Egypt because of competitive low price 2- Lost a market share of shelf share in economy milk market in upper Egypt because of the variety products of competitors ( flavored milk).3- We can't compete as we want in special markets.

S W O T analysis Threats .1- Consumers are going to low price.2- Losing part of consumer loyalty in bekhero milk because it's high price compared with the competitors.Opportunity 1- We can capture new market share & increase sales volume when we launch new category of product under bekhero brand ( flavored milk ).2- We can keep our quality and meet competition price and increase customer loyalty to bekhero brand when we do extension product line under bekhero brand (bekhero pouch milk 400 gr.)

Bekhero brand equityOn the Product Level:1 kilo from bekhero plain milk = 4.5 LE 1 kilo from non brand milk = 3 LEOn the Customer Level:In general bekhero plain milk moves in shelf 8 packs vs. 2 packs for others

Bekhero Brand elements 1- Brand Name:( bekhero ) meaning the most good & wealthy thing you could have & you will be very satisfy with us.2- Brand Slogan: ( bekhero & nothing beyond( it supports our consumer perception that we are the only one provide the higher quality in our category.3- Brand logo: we have chosen our brand carefully to be memorable, meaningful, likeable, transferable, adaptable, protectable to our segment (economy market) 4- Color & font. (red background & white font ) we have chosen red background to be attractive & white font like milk)

Brand positioning Bekhero milk.To adults & children who want healthy & safety life bekhero milk will provide you with high quality milk with economic price.

Target 1- Capture new market share in economy milk products.2- Keep our quality and meet competition price in pouch.3- Increase customer loyalty to bekhero brand.4- Capture new market (Hotel catering, Hospitals, Restaurants).5- Keep our profit margin.

Milk Packaging Format Split

Plain milk split Competitive Assessment

Pouch milk split in regions

We are going down in upper Egypt just 20% from upper Egypt market?

flavored milk split (traditional market)

flavored milk split ( special market)

Competitive Assessment

Brand Loyalty

Pop & Pod

Customer Competitors Our PODTheir POD POP

POP & PODPOP1- Local company 2- Some product as (pouch milk-fruit drink).3- Product milk with 3 months expiry period.THEIR POD1- Economic price at least from -10 to -14 LE in carton .2- Very flexible price list help them to capture catering market.OUR POD1- High quality is our brand identity.2- Strong sales force.3- Various distribution channels.4- Honesty is our added value and promise to customers.

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Perceptual Map (plain milk)

pricequality

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Perceptual Map (flavored milk)

PriceQuality

faragelloGreen land

Brand Inventory

1- Good quality & low price.2- We are from the deep of Egypt.3- Our products are manufactured under Juhayna corporation (dairy & juice market leader) 4- We dont have a Gap between our identity and image.5- We have strong sales force & a variety of distribution channels 6- Our brand provides healthy & safety life for our customers

Review Marketing Activities

Brand Objectives

1- Increase pouch milk sales volume 300% in upper Egypt. 2- Increase our market share in upper Egypt form 20% to 60%.2- Keep our quality and meet competition price in pouch.3- Increase POP with our competitors in flavored milk market.4- Capture new market (catering).5- We must launch pouch 400 gr. In 1st. August before Ramadan.6- We must launch bekhero kid ( flavored milk 200 gr.) 15th. August before the back to school.

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Brand Personality

Bekhero kids will provide consumer with the vitamins in milk plus vitamins in fruit & honey in a high quality product, good packaging case & 6 months as expiry period with a low price than fruit juice of competitors.

Brand Strategy Products category Existing New Existing

NewBrand Name

Bekhero Product Mix will be

Product Width Product Length

Plain milkflavored milkFruit drinkyoghurtpouchcartonProduct Depth

90 gr.200 gr.400 gr.500 gr.1 kilo250gr.cheeseFlavored with ( banana , Chocolate, strawberry, honey and guava

Bekhero kids Brand elements 1- Brand Name: (Bekhero kids) means the most good & healthy thing your kids could have & you will be very satisfied with it.2- Brand Slogan: ( Bekhero kids healthy & safe to our kids ( it supports our loyal consumer perception that we are the only one provide you & your kids with higher quality in our category.3- Brand logo: we will add kid picture to our main brand that we have chosen it carefully to be easy, simple & clear to our segment (economy market) 4- Color & Font (red background & white font ) we have chosen the red background to be attractive & white font like milk)

Brand Strategy 1-Communications Strategy.

Think NowMilk is the healthiest drink option for kids, but find it a challenge persuade the kids to drink it because they prefer fruit drinks

Believe NowMilk is more natural ,healthy & full of vitamins fruit drinks additives but my children prefer it's taste

Believe in the FutureBekhero kids is the best drink useful, healthy for my kidsand whats more, my kids will actually prefer it to a fruit drink

Think in the FutureActually bekhero kids thats good for them that they in fact want to drink it

Target Audience & Brand ObjectiveTarget Audience: Mums of school-aged childrenBrand Objective: To generate awareness and trial of a newly launched brand bekhero kids with a differentiated proposition in the milk economy market

Brand ObjectiveTo generate awareness and trial of newly launched bekhero kids with a differentiated proposition in the marketplace

Brand Strategy 1-Communications Strategy.

Customer Challenge SummaryInfluence mums will think that bekhero kids is a new healthy flavored milk drink that kids will choose it preference to a fruit drink

What will we do ?1-Added natural fruit to the plain milk.2-Added vitamin C plus milk & vitamins in fruits3-Reefer to vitamins in our package. 4-Make an attractive package.

Brand Strategy2-Product and Pricing Strategy.

*Product positioningbekhero kids (to mums who want health for their children bekhero kids provide your children by all vitamins in milk plus all vitamins in fruit & honey with an economic price )

Flavored milk life cycle

growth

Marketing Mix Summary ( Bekhero kid)

PRODUCT:PLACE:Name : bekhero kidsFlavored milk Package: tetrapacBrand-name: bekheroWeight :200 gr.Flavors: (banana, Chocolate, strawberry, honey and guava)

Primarily in upper Egypt, delta regions & all catering markets in Egypt With our sales forcePRICE:PROMOTION:1.75 leTV ads, banners in supermarkets.

Marketing Mix Summary ( pouch 400gr)

PRODUCT:PLACE:Pouch 400 gr.Package: tetrapacBrand-name: bekheroJust in upper Egypt regionWith our sales forcePRICE:PROMOTION:2.25 leTrial gift pouches.

Brand Strategy (is the bridge between Corporate Strategy and Marketing Strategy)3- Channel & Distribution Strategy.

we will distribute by our sales force (direct & indirect )

Producer

Retailer Consumer Producer Consumer

Retailer Whole seller

Community Building

Behiro milk will create a health program in nurseries, schools, universities and mother societies to give health tips about the necessity of milk.This communities will support our brand product and will give a feedback to our marketers.

Thank you

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egyptian milk market

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