Main Items

1- Definition of Target audience

2- Our Measurable goals.

3- Budgeting
 Egypt’s Population age structure:
Population categories
• 0-14 years: 33.38%
(Male: 17,177,977 – Female: 16,007,877)
• 15-24 years: 18.65%
(Male: 9,551,309 – Female: 8,988,006)
• 25-54 years: 37.71%
(Male: 19,053,300 – Female: 18,431,808)
• 55-64 years: 5.99%
(Male: 2,956,535 – Female: 2,995,497)
• 65 years and over: 4.28%
(Male: 2,058,217 – Female: 2,192,791)

According to year 2018

0-14 15-24 25-54 55-64 65
STP

Segmentation Targeting Positioning

 Segmentation

• Regions: Egypt and Mideast

Geographic • Climate: warm and dry

• Age: 2 - 54
Demographics • Gender:
• Family size:
Male and female
+1, +2, +5
• Annual Income: +40,000 L.E.

• Lifestyle: innovators, experiencers, believers, strivers

Psychographic • Social Class: Middle class, Upper class

• Occasions: Birthdays, Parties, Sports and normal occasions

• Benefits: Quality, Taste, Healthy
Behavioral • User status:
• Loyalty status:
Ex-users
shifting
• Readiness status: unaware
• Primary market consisting of people of youth
group and also target in schools, University,
Restaurants, Homes, Hotels and stores.
 Targeting
• Our Target strategy is differentiated marketing strategy which means we will
target a layer of youth people (25-54) years old, as we will make a healthy juices
with specific new flavors like (cane juice and carrot juice) to be the first company
producing a packaged cane juice.

• Also we will target kids layer as we will design specific juices for them with higher
healthy conditions and different packaging shapes which proper to their age
between (2-14) years old.
 Positioning
Beverages:
Cold: Juices
• Positioning
• The
Hot: Tea, core
Coffee, Soupidea – “Fun and Happiness”
• “Think Global, Act Local”
“One
Heavy:•Ice Brand”
Cream, global marketing approach
milk based.

Light: Redbull, power horse

(energy drinks)
Soft drinks,Cola drinks, Mineral water
Marketing Strategy
 Strategic Goals
What Strategic goals have to be ??
 Customer Perspective
Strategic Objective Tactics KPI Target
Invest in set up our own distributers and make Product selling in hypermarkets More than new 50 distributers
contracts for product selling in supermarkets and and wholesale traders as well as allover Egypt’s governorates
wholesale traders and with other popular meals making contracts with famous and held 2 contractors with
Market share reach to in famous restaurants and good reputation restaurants restaurants before 1st quarter
Cafes, etc. of 2024
20% within next 5 years
Advertising in TV channels, social media and Product will be well known to all Get awareness and well
public events shows in addition to promotions teenager layer allover Egypt known brand to 300% raise in
offers 1st quarter 2020
Kaha’s events example
Customer Perspective
Strategic Goals Objectives KPI Target

Customer satisfaction by making a feedback % of making a corrective 100% Corrective actions

Customer satisfaction by survey by social media communication and actions from customer before 2nd Q of 2021
activate VOC importance complaints data
100% within next 5
years
Financial Perspective
Strategic Goals
+1 Billion L.E revenue within
the next 5 years
Objectives
Invest in installing new production Complete the installation
line
Marketing research for more
countries
Search for more suppliers has
cheaper costs of raw materials
with the same quality
More Variety of the products
KPI
and test of the line before
2nd quarter in 2020
No. of countries which our
product reach to
% of cost saving
No. of different new
products like (RANI)
Target
Production line running with
full capacity in 3rd Q in 2022
20 Countries before 2nd Q in
2022
20% cost saving before 3rd Q in
2022
Achieve 3 different new
products before 3rd Q in 2022
 Budgeting
• We need a budget of 250,000,000 L.E. to be invested during the next 5 years in the Marketing
strategy needed to be achieved divided to the following items: Budget

1- Create new distribution channels. 10

20
60
2- Advertisements and promotions.
3-Contracts with restaurants and Cafe’s.
4- Create Customer service department.

160

new distribution channels propaganda and promotion contracts restaurants Customer service
Budget in details
 Marketing Mix

Product Development
 ‫‪Survey Results‬‬
‫تعرف قها‬ ‫تفضل تشرب العصير ب طعم‬
‫ايه‬
‫‪5‬‬ ‫‪16‬‬ ‫‪18‬‬
‫‪12‬‬
‫‪22‬‬
‫‪95‬‬ ‫‪32‬‬

‫‪13‬‬ ‫‪10‬‬
‫‪20‬‬ ‫القصب‬ ‫جوزالهند‬ ‫تمرهندى‬ ‫كراميل‬ ‫كيوى‬
‫نعم‬ ‫ال‬
‫‪40‬‬
‫‪17‬‬

‫ما هورأيك لتحسين شكل‬ ‫مجمعات استهالكيه‬ ‫فى الشارع‬ ‫هايبر ماركت‬ ‫األعالنات‬
‫‪10‬‬
‫علبة عصير قها‬ ‫محطات البنزين‬ ‫موقف السيارات‬ ‫‪39‬‬ ‫‪14‬‬
‫‪25‬‬ ‫‪19‬‬
‫‪32‬‬
‫‪23‬‬
‫‪16‬‬ ‫‪5‬‬

‫‪17‬‬ ‫بتشوف األعالنات فين‬ ‫على المحاور الرئيسيه‬

‫كارتون‬ ‫زجاج شفاف‬ ‫بالستيك‬ ‫الشوارع‬ ‫التلفزيون‬
‫شكل فاكهه‬ ‫علبه سهل الفتح‬ ‫الراديو‬ ‫االنترنت‬
 1. Product
• Making a unique design for it which will reflects our new quality with the
same name to get use of our history in the Egyptian market
• Every package will have the same color as the fruit of its flavor.
• 3 sizes of packages 220 ml, 550 ml, 1.25 liter . Depending on national material
for the packaging production.
• We will make natural juice without any artificial additions, that will make us
different from other competitors and also it will be our message to the
customers in TV ad and campaigns that we just aim to improve the quality of life
and health.
• For 3~7 years age we will make different design of package with 200 ml where it
contains Super Heroes Characters images (Superman, Batman ….. Etc.)
 2 . Price
Company Name 220 ml 1 Liter

Juhayna 5 LE 11.5 LE

Fragello 3.5 LE 10.25 LE

Byty 4 LE 11.5 LE

• After the competitive analysis and studying the cost of materials

• for 200 ml & 220 ml package : 3 L.E
• for 500 ml package: 5 L.E
• for family size 1 liter package: 9 L.E
 3. Place

• Distributionchannels through the wholesalers and make an incentive scheme for

people working there to increase our sales and encourage them to buy more
• Direct distribution directly from our factory to hypermarkets: hyper one, Carrefour and
make a special deal with them that we will give them a special offer and they give us a
big market share.
• For the Retailers we can offer them if they buy over our target for them by 10 cartoons
there will be one cartoon free for them.
• distribution channel through promotional vehicles their main job is to distribute
our products for customers in roads and cafes.
• For supermarkets like : awlad ragab, metro, kher zaman we will give them a
special deal also in order to do the same as hypermarkets.
 4-Promotion
Advertising:
Advertising To Consumer Market:-
• TV ads.
• Radio message.
• Media Vehicles, school buses.
• Kids Channels.
Advertising To Business Market :-
• Professional advertising
• Trading advertising
Direct Marketing
1. Brochures
• providing the retails with brochures including kaha’s product different flavors
and different shapes and designs also including the production process and
health ministry approvals
2. Direct Selling
• Small booths in shopping malls providing free samples and trials to the juices
• in order to generate the brand awareness among the new generation we can
also sit a stand posts in universities and sport club for trials
 Public Relation:-

Tools for the public relation

1. Publicity (outdoor advertising)
2. Special event
3. Sponsorship

Sales Promotion

Consumer Market Business Market

Coupons Promotion allowance

Premium Merchandise allowance
Sampling Price deal
 Personal Selling:-

1. Consumer Market
• Booths inside Carrefour , Hyper One in order to persuade the customer for a free trial
to the product
• Posts in the university and sports club in order to penetrate the new generation
and cover their need
2. Business Market:
The sales executives play their roles with the distributors that include the following:
• Monitoring the product performance in the market
• Forecasting the sales volume per quarter
• Determining the distribution area
• Arranging distributors profit shares based the sales target achievement
 Internet Marketing:-

Internet marketing tools:-

1. Website
2. Social Media
3. Watts app messages