Presentation marketing corona chocolate company.pptx

corona chocolate company

1. Prepared by Eslam Abdallah Marwa Lasheen Mostafa Mahmoud Ali Aglan The Company Profile

2. Outlines Executive Summary Company Profile Market Description Review of Competitors SWOT analysis Customer analysis Marketing plan

3. Introduction: Corona Chocolate - A Legacy in Egypt A heritage brand with 50 years of success. Unique business model: Immersing guests in cultural experiences and social hubs. Current Challenges: Facing quality and marketing issues impacting financial position. External Factors: Macro and micro factors affecting expansion. Economic downturn and recession in foreign tourism. New tariffs on imports. City culture alignment with brand image. Few, well-established competitors with higher pricing. Key Challenges: Low brand awareness. Infrequency of purchase. Executive Summary

4. Executive Summary Cont. Communication Objectives: Corona's IMC Strategy for the Next 12 Months: Build national brand awareness to 30% using print, digital, and social media. Elevate brand awareness to 70% in Cairo and Alexandrina, leveraging word of mouth, particularly among students. Maintain 4% constant frequency in national target market using social media engagement. Reach 50% of the national target market with at least three exposures, utilizing print and digital advertising around key events like the Corona Football Cup for schools. Target Market and Media Strategies: Target Audience: Youth (6-20 years old), males and females, in capital cities. Media Mix: Social Media (Facebook, Instagram, TikTok and YouTube). Effectiveness Monitoring: Measure receipt of promotional offers. Monitor inventory. Track guest reviews and comments on networking sites.

5. Company Profile

6. History Established in 1919 by Tommy Khresto , Corona was Egypt's pioneering confectionery & chocolate company. Nationalized in 1963 , it earned widespread affection among the public as a beloved snack brand. Building a legacy of quality since its inception, it garnered a loyal consumer base . Privatized in 2000 , it was acquired by a leading private holding " Samcrete Egypt ", expanding its market reach. Presently, Corona offers a range of nostalgic snacks, including popular brands like Chocolate Rocket, Bimbo, Cocoa, Wafers, Biscuits, Candies, Toffees & Gum.

7. Vision To be one of the big three leading chocolate manufacturer in Egypt by 2025. Mission We seek to produce high quality products as competitive price using modern technology to provide high satisfaction for our customer.

8. Portfolio Chocolate: Milk Chocolate And Hazelnut Cooking Chocolate Dark Dark with stevia Lite   Napolitan Pocket Rocket

9. Biscuits:   Bimbo   Coconut Biscuits   Mary Vanilia Biscuits Cocoa Powder.   Wafers.

10. Market description Market Segment Demographic Segmentation: Age: Youth aged 6-25. (Gen Z & Alpha) Gender: Both males and females (specially females). Geographic Segmentation: Capital Cities in Egypt, with a specific emphasis on Cairo and Alexandrina. Psychographic Segmentation: Social Class: A, B+, B-, C+ Health-conscious: Emphasize organic, sugar-free, or low-calorie options. Indulgence seekers: Premium and exotic flavors, luxurious packaging. Socially conscious: Emphasize sustainable and ethically sourced ingredients. Behavioral Segmentation: Occasion-based: Positioning chocolates as suitable for various occasions (celebrations, everyday indulgence). Usage rate: Regular consumers (in Schools & universities) (as gifts between couples). Loyalty : market segment is very loyal to what he loves especially in Choco

11. The Market Analysis Chocolate market in Egypt registered a positive compound annual growth rate (CAGR) 2.5% annual growth rate from the period 2015 to 2022. year the chocolate market value 2016 $391.55 million 2017 $401.34 million 2018 $411.37 million 2019 $421.66 million 2020 $432.20 million 2021 $443.01 million 2022 $454.09 million 2023 $465.44 million

12. The boycott of foreign products due to their perceived lack of support for the Palestinian cause could have a significant impact on the sales of foreign chocolate brands in Egypt. Consumers might opt for local alternatives to express their solidarity, which could lead to decreased sales for international chocolate brands . "Corona Chocolate " as a local brand that wants to enter the market. In light of the boycott, this presents an opportunity for local chocolate manufacturers to gain market share and meet the increased demand for locally-made products.

13. Customer Analysis Milk Chocolate : Dominates preferences across all age groups but is especially favored by the 46-55 age bracket. Dark Chocolate : Sees an increase in preference in the middle-age groups, particularly among those aged 36-45, suggesting a potential shift in taste or health-conscious decisions as people age. White Chocolate : Remains the least preferred among the three types across all age groups, with its highest preference in the younger age brackets (18-35). As age increases, there's a noticeable decline in the preference for white chocolate. Interestingly, the oldest age group (above 55) shows a marked balance between milk and dark chocolate preferences.

14. Customer needs Quality and Taste: Consumers often prioritize the quality and taste of chocolate. Ensuring a rich and delightful taste experience is crucial. Variety of Flavors: Offering a diverse range of flavors to cater to different preferences, including traditional, exotic, and trendy options. Affordability: Providing options at various price points to accommodate different income levels and make chocolate accessible to a broad audience. Health-Conscious Options: Addressing the needs of health-conscious consumers by offering options with lower sugar content, organic ingredients, or other health-focused features. Convenience: Providing convenient packaging options for on-the-go consumption or smaller portions for individual servings.

15. Customer needs Engaging Brand Experience: Offering a unique and engaging brand experience, possibly tied to cultural aspects, to differentiate Corona Chocolate from competitors. Conscious Packaging: Employing environmentally friendly packaging materials and practices to appeal to consumers concerned about sustainability. Accessibility: Ensuring wide distribution and availability in both urban and rural areas to make the product accessible to a diverse customer base. Gift Options: Creating attractive and customizable gift packages for various occasions, appealing to consumers looking for special gifts.

16. Environmental factor affecting customer purchasing Macroenvironmental Demographic Age: The age distribution in Egypt may impact the types of chocolates preferred. For example, targeting a range of products for children, teenagers, and adults. Urban vs. Rural Population: Tailoring product availability and marketing strategies based on the distribution of the urban and rural population. Economic Income Levels: The overall economic health in Egypt affects the disposable income of consumers, influencing their purchasing power. Natural Political Boycott campaign for foreign products can affect the customer purchasing. The recent direction of the government toward protecting the Egyptian production Cultural

17. Microenvironmental Customers the company suppliers Marketing intermediaries Customer markets C ompetitors publics To be filled

18. Competitors The largest competitors in the market for Corona Chocolate in Egypt include both local and international brands. Here are some of the major competitors:

19. Competitors kraft owns 47% market size, Mars owns 26%, Nestle owns 10% and others including Corona owns 17%. In the Egyptian chocolate market, there are two main types: high-quality cocoa products and regular chocolates often used in weddings, typically made from imported cocoa butter substitutes. The average daily price of cocoa decreased slightly, reaching $2,819 per ton in January 2014. Regular chocolates, preferred for weddings due to their affordability, constitute a significant portion of sales. " Covertina " holds a 40% market share in this segment, along with other companies like Al- Horya and Soiza . Imported chocolates, particularly from Switzerland, have a limited market share due to their higher prices. "Cadbury" and "Mars" dominate over 95% of the high-quality chocolate market in Egypt, with prices ranging from 5 to 20 pounds per piece. These international brands have superior efficiency, technical quality, and extensive advertising compared to local companies, according to industry experts

20. Review of distribution Current State Corona has 13 distribution channels that cover 35,000 outlets. Weak sales force. Low availability through limited number of outlets. Poor show room orientation. Inconvenient trade oriented promotions and offers. Other development Reach 30 distribution centers over the country to be distributed mainly over Cairo, Giza & Alex to cover almost 50% of different outlet types (hypermarkets, supermarkets, large & small groceries and kiosks). Develop new show room designs to be able to compete and support the new brand image. Implement contracts with the potential wholesalers to be our distributors for the small groceries all over Egypt.

21. SWOT Analysis Internal Analysis Strengths Weaknesses Compliant with ISO 9002 quality standards Inadequate marketing research and strategies Established Egyptian brand identity Financial constraints Competitive pricing strategy Utilization of low-cost ingredients in products - Limited Research and Development activities - Repetitive use of inexpensive materials in chocolate production - Substandard product packaging

22. SWOT Analysis External Analysis Opportunities Ongoing boycott of numerous international chocolate brands, offering a chance to capture market share Threats Formidable and well-funded competitors with aggressive marketing campaigns Significant youth demographic, comprising 33% of the population Consumer perception of Corona as a brand of lesser quality Favorable trade agreements (COMESA, AGADIR, TAISEER) enhancing export potential, and cocoa importation from Ivory Coast Unclear and fluctuating investment laws Increase in tariffs on imported goods, including chocolates, by 17% Escalating energy costs by 30% Depreciation of the Egyptian pound, potentially leading to increased competitiveness Volatile currency exchange market Growing consumer trend towards a healthy lifestyle, evident by a 43% rise in demand for organic food in 2015 Higher interest rates implemented to manage inflation and stabilize the exchange rate Absence of healthy chocolate options in competitors' portfolios -

23. Marketing plan A marketing research will be performed to know the customer perception toward corona chocolate. This research aims to know the consumer profile including age, gender, favorite flavor, affordable prices, easiest distribution channel, and advertising channels. Our strategy will be: Marketing penetration strategy: Introducing current selected products dark chocolate, lite chocolate, white chocolate, milk chocolate, and Hazelnut chocolate into the current market which is Egypt. Product development strategy: by changing packaging materials of the previously named products to more attractive and different sizes.

24. Objectives Enhance the brand image through quality improvement to be one of top 5 brands in Egypt within one year Increase the market share to be 10% in the first year. To get 200 million EGP from the sales of these chocolate giving a market share = 10% and we will assign 20% of the revenue to the marketing efforts with initial budget about 20 million EGP.

25. Advertising through: Televisions Facebook YouTube Videos

26. Print advs  billboards

27. Bus stops Moving cars

28. Thank you