Marketing Product Manager Yogurt Case Study.pptx

Marketing plan

1. Vita- Yog Case Situation Analysis & findings Objectives STP Objectives Budget Action plan Risk Management

2. Market overview Market value trend (M) PPG 7% PPG 7% Governorate Geo-Share Company D geo-share Cairo 30% 20% Giza 21% 20% Alexandria 17% 13% Dakahlia 6% 8% Sharqia 7% 9% Qalyubia 6% 8% Menoufia 4% 5% Beheira 3% 5% Assiut 2% 4% Rest of Egypt 5% 9%

3. Companies 2023 sales & PPG Market growth is same the past 2 years Market growth is tending towards the budget friendly products Company D is highest growing company 12% value & 10% units Company D gained 1% M.S. on units & values basis since 2021 Healthy / Low fat products (Company C) have also high growth percent & gained M.S. by 2% which have value for money benefit Situation analysis & findings Average unit price = 3.368 Unit price 3.427 3.419 3.304 3.241

4. SWOT Analysis Threats Aggressive competition from existing brands in the value-for-money segment. Potential market perception of inferior quality due to lower pricing . Strengths Leverage the affordability of “Vita- Yog ” to attract a broad consumer base. Positioning as a budget-friendly alternative to premium yogurt brands. The backing of an established dairy company with distribution channels in place . Weaknesses The challenge of maintaining brand quality perception despite the lower price. Limited profit margins due to the budget pricing strategy . Opportunities Targeting underserved markets in governorates with lower purchasing power. Expanding product reach through cost-effective digital marketing strategies.

5. Promotional mix “4 Ps”

6. Product Design : Emphasize the nutritional value and freshness of Vita- Yog , despite being a budget product. Highlight the brand's commitment to health and quality. Packaging : Use economic materials but also be appealing to consumers with catchy design to enhance the brand’s image.

7. Price Strategy : Set the price significantly lower than the average market price to attract budget-conscious consumers while ensuring it covers production costs . “3.2 L.E.” Discounts/Promotions : Implement introductory offers and bulk purchase discounts to drive initial sales . Small sized promotion packs (buy 3 get 1) to be more economic

8. Distribution Channels : Focus on supermarkets and local grocery stores which targeting budget-conscious consumers . in governorates with lower purchasing power. Leverage existing distribution networks . Online Presence: Develop an e-commerce strategy to sell directly to consumers with extra-sale, utilizing platforms popular in Egypt “ Talabat mart, insta -shop, etc..”. Place

9. Advertising : Use social media campaigns targeting budget-conscious demographics. Collaborate with influencers who focus on savings and smart shopping . On-ground activation at class B clubs & malls at week ends “Trial samples” Ramadan campaigns & promotions In-Store Promotions: Implement point-of-sale promotions in key retail outlets, including samples and discounts. Community Engagement: Sponsor local events in target governorates to build brand recognition and trust . Sponsor social campaigns for children nutrition enhancement. Promotion

10. STP (Segmentation, Targeting, Positioning)

11. Segmentation Psychographics Target consumers who prioritize value for money and are cost-sensitive “seeking on-line & off-line promotion”. Demographics Focus on lower-income families, students, and large households.

12. Targeting Prioritize regions with lower purchasing power, such as Assiut , Beheira , and Menoufia in promotion activities where value-for-money products have higher appeal . Targeting areas with high sales of Company D products Governorate Company D geo-share Cairo 20% Giza 20% Alexandria 13%

13. Positioning Market Vita- Yog as the most affordable with accepted quality, nutritious yogurt option “Value for money” emphasizing that consumers do not have to compromise on quality for a lower price.

14. Objectives

15. Promotional objectives Focus on penetrating key governorates, achieving moderate growth as the brand builds recognition. Expand distribution and increase market share in established regions . Achieve significant market share, making Vita- Yog a household name among budget-conscious consumers. Introduce additional product variants (e.g., diet options, yogurt drinks) based on market demand.

16. Financial objectives Governorate 2024 2025 2026 Geo share Cairo 2.2 4.4 7.5 12% Giza 1.3 2.6 4.4 7% Alexandria 1.1 2.2 3.7 6% Dakahlia 0.9 1.8 3.1 5% Sharqia 1.3 2.6 4.4 7% Qalyubia 1.4 2.8 4.7 8% Menoufia 2.8 5.5 9.4 15% Beheira 2.8 5.5 9.4 15% Assiut 3.1 6.2 10.6 17% Rest of Egypt 1.6 3.3 5.5 9% Total 18.3 36.7 62.3 100% M.S 5% 9% 15%  

17. Manpower Plan Allocate sales teams to key governorates based on market potential: High Potential : Cairo, Giza, Alexandria – Moderate teams with high sales targets. Moderate Potential : Dakahlia , Sharqia – Smaller teams focused on maintaining steady growth. Emerging Markets : Assiut , Menoufia , Beheira – Large Teams with high average targets & also focused on brand introduction and market penetration.

18. Budget Allocate a modest budget, prioritizing high-impact, low-cost marketing strategies such as digital marketing and community events. Total 2024 target = 59 M L.E. Marketing budget = 8 M L.E Product development and packaging finalization. Initial soft launch in select governorates with high promotional efforts. Full-scale launch across all target governorates . Evaluation and adjustment of marketing strategies based on sales data.

19. Action plan

20. Online digital Campaigns Launch social media campaigns targeting cost-conscious consumers: Highlight Affordability with Clear Messaging “ Emphasize savings without compromising on quality .” Focus on Family-Friendly Content “Create family-oriented posts like meal-prepping guides with yogurt, kid-friendly recipes, and snack hacks .” Influencer Partnerships: food bloggers “Create (Quick & Easy) Recipe Content” during Ramadan Host Budget-Friendly Challenges e.g. Launch a challenge campaign, such as a "7-Day Budget Snack Challenge," that encourages followers to create meals/snacks under a certain money amount featuring vita- yog . Offer Digital Coupons & Discounts Run Paid Social Media Ads Targeting Budget-Conscious Segments Partner with Budget Shopping Apps

21. On-ground Campaigns Sampling Events : Organize in-store tasting events and distribute samples at local markets. Organize on ground activations at clubs such as cooking events of light economic meals Promotions : Offer bundle deals and discounts to encourage bulk purchases.

22. Item Secondary Item Details “KPI’s" Time Frame Budget Allocated Online campaign Social Media Engagement .Social media platforms creation -2 Posts weekly each platform . No. of engagements .No. of leads .Demography targeting Month 2-3 500,000 Influencers campaigns & Youtube ads *Targeting 10 mega influencers (3 per month) *No . of reels & stories per week *Engagement no. *Promo codes usage Month 2-3 (Ramadan) 1,000,000 Discount Promo codes no. of used Promo codes on apps Month 4-6 1,000,000 Online Shop Apps *no of sold units *no. of used coupons on related apps *Free shipping coupons used Month 4-6 500,000 Sampling Events Markets *no. of retails: Cairo 20 sites Giza 20 sites Asuit 8 Behaira 10 Sharqia 5 Menofia 5 * Sales growth per area *Target Achievement Month 7-12 2,000,000 Clubs no. of retails: Asuit 5 Behaira 5 Sharqia 5 Menofia 5 Month 7-12 1,000,000 Promotion & Discounts   *Sales growth * Target achievement Month 7-12 2,000,000 Total Budget   8,000,000 Control

23. Risk Management

24. Ensure a reliable supply chain to avoid stock-outs and maintain consistent product availability Run awareness campaigns to prevent the perception that Vita- Yog is of inferior quality due to its lower price. Market Perception Monitor competitors' responses and adjust pricing/promotional strategies as necessary. Market Perception Supply Chain Risks

25. Thank You