Yogurt X- Marketing Case (Marketer),pptx

Marketing Business plan

1. Yogurt X Amr Samir Product Manager Candidate Nahdet Misr

2. 2 Agenda Market Overview SWOT Analysis 4Ps STP FORECAST Manpower Plan Budget Overview Time to launch Activities Examples Risk Management

3. 3 Market Overview

4. 5.5 % 5.8%

5. 5.5 % 5.8% Governorate Units Sold Percentage Cairo 25% Giza 22% Alexandria 19% Dakahlia 6% Sharqia 6% Qalyubia 6% Menoufia 4% Beheira 3% Assiut 2% Rest of Egypt 8%

6. 5.5 % 5.8% Governorate Market Size (Million EGP) Units Sold (Million) Company A Company B Company C Company D Purchasing Power (EGP) Cairo 348 84 34 27 15 8 15,000 Giza 240 75 26 23 15 11 12,000 Alexandria 196 63 24 18 14 8 11,000 Dakahlia 72 20 6 5 5 4 8,500 Sharqia 76 22 7 5 5 4 8,000 Qalyubia 67 19 6 5 5 4 7,500 Menoufia 43 15 4 3 4 3 7,000 Beheira 35 10 3 2 3 2 6,500 Assiut 22 8 2 2 2 2 5,000 Rest of Egypt 63 29 7 6 8 7 4,500 Total 1,162 345 - - - - - Governorate Market Size (Million EGP) Units Sold (Million) Company A Company B Company C Company D Purchasing Power (EGP) Cairo 320 80 33 26 14 7 14,500 Giza 225 70 25 22 14 9 11,500 Alexandria 182 60 22 17 13 8 10,500 Dakahlia 68 19 6 5 5 4 8,200 Sharqia 71 21 7 5 5 4 7,800 Qalyubia 63 18 5 5 4 4 7,200 Menoufia 40 14 4 3 4 3 6,900 Beheira 32 9 2 2 3 2 6,300 Assiut 20 7 1 1 2 2 4,800 Rest of Egypt 60 28 7 6 8 7 4,300 Total 1,081 326 - - - - - Governorate Market Size (Million EGP) Units Sold (Million) Company A Company B Company C Company D Purchasing Power (EGP) Cairo 300 77 32 26 12 6 14,000 Giza 210 67 25 21 13 9 11,000 Alexandria 170 58 21 17 12 8 10,000 Dakahlia 65 18 6 5 4 4 8,000 Sharqia 68 20 6 5 5 4 7,500 Qalyubia 60 17 5 4 4 3 7,000 Menoufia 38 13 4 3 3 3 6,700 Beheira 30 8 2 2 2 2 6,000 Assiut 18 6 1 1 2 2 4,500 Rest of Egypt 55 25 7 6 7 6 4,000 Total 1,014 309 - - - - - 2023 2021 2022 Sales Units Over 3 Years

7. 5.5 % 5.8% Company Names Companies MS Company A 40% Company B 30% Company C 20% Company D 10%

8. Threats 04 T Opportunities 03 O Limited Market Appeal Lower Margins 02 Weaknesses Low Quality Perception W Consumers may associate the low price with poor quality, which can harm the brand's reputation. High-end or health-conscious consumers may avoid the product due to its perceived or actual low quality The low price point might result in thinner profit margins, requiring higher sales volumes to achieve profitability Strengths 01 Accessibility Market Penetration Low Price S The main strength is the significantly lower price, which can attract budget-conscious consumers The lower cost could make the product accessible to a broader demographic, including those with limited purchasing power Easier to enter markets where price sensitivity is high, such as developing regions or economically challenging times SWOT ANALYSIS Volume Sales The potential for high-volume sales due to affordability Promotions & Bulk Sales Targeting Price-Sensitive Segments There is an opportunity to cater specifically to consumers who prioritize cost over quality, such as students, large families, or low-income groups Offering promotions or bulk purchase options could drive higher sales volumes. Competitive Response Brand Image Risk The association with low quality could harm long-term brand equity and make it difficult to introduce higher-quality products under the same brand. Competitors may lower their prices or introduce budget lines to compete, potentially eroding market share

9. Product Product Attributes : This yogurt is a basic, no-frills product with minimal ingredients, potentially including basic flavors (e.g., plain, vanilla, strawberry) and standard packaging. The focus is on offering an affordable dairy product rather than premium taste or health benefits . Packaging : Simple, cost-effective packaging with clear, straightforward labeling. Emphasis on the affordability aspect rather than design or aesthetic appeal . Packaging might include large, family-size containers to appeal to cost-conscious buyers Quality : Positioning as a budget option means the yogurt will have basic quality standards (safe and acceptable) but not high-end.

10. Price Here the price strategy will be divided into two stages: Penetration Stage: Quickly attract price-sensitive customers by offering the yogurt at a significantly lower price than competitors Price the yogurt slightly below a round number ($ 0.99 instead of $1.00) to create the perception of an amazing deal. Offer multi-packs at a perceived discount to increase the perceived value . Introduce short-term sales with significant discounts to drive volume (Flash Discounts). Offer coupons to further entice purchases. Recognition Stage : Keep prices consistently lower than competitors by adjusting prices based on market trends to build customer trust that they are getting the best deal without waiting for promotions. Offer larger packages with lower price to encourage bulk purchases . Highlight the affordability and emphasize the cost-benefit ratio despite the lower quality.

11. Place Market Coverage: Starting with Delta Governorates then Giza, Cairo and Alexandria, lastly with the rest of Egypt. Distribution Channels : Focus on widespread availability in discount stores, supermarkets, and grocery chains that cater to budget shoppers, Potential to explore sales through online grocery platforms where cost savings are emphasized such as ( Talabat , waffarah ,… E tc ) Online Existing : Establishing product website and wide spreading through all social media platforms such as ( Facebook, Instagram,…. Etc ). Retail Strategy : Position the yogurt in high-traffic areas of stores, such as near the dairy section but also within proximity to other low-cost items.

12. Promotion Advertising : Emphasize the low price and value for money in advertising campaigns by highlighting how this yogurt offers essential nutrients at a fraction of the cost of premium brands. Sales Promotions : Utilize in-store promotions, such as discounts, coupons, loyalty programs or Promotion on bulk sales offers , to attract first-time buyers and encourage repeat purchases. Social Media & Word-of-Mouth : Leverage social media platforms to reach budget-conscious consumers, especially through influencers who focus on savings, family budgeting, or frugal living . Collaborations and Partnerships : Collaborate with grocery delivery services ( Otlob , Talabat ,…. Etc ) or meal companies packages. Co-host promotions or giveaways with brands targeting the same demographic

13. 15

14. Segmentation 16 Demographics : Income Level : Lower-income households or individuals who prioritize cost savings Age : Middle-aged adults and seniors, who often seek budget-friendly options Family Size : Larger families looking to stretch their grocery budget Behavior: Shopping Habits : Frequent discount stores, bulk purchases, and look for deals and promotions . Brand Loyalty : Low brand loyalty, more likely to switch brands based on price Purchase Motivation : Price-driven, with a focus on getting the most for their money Geographics : Urban & Suburban Areas : Regions where consumers are more cost-conscious Rural Areas : Where the access to premium brands may be limited. Price-Sensitive Consumers

15. Segmentation 17 Demographics : Income Level : Middle-income individuals with busy lifestyles Age: Millennials and Gen Z, particularly young professionals or students Occupation: Office workers, students, or those with multiple jobs who are health-conscious. Behavior: Shopping Habits: Look for quick, affordable snacks or meal options that fit into their busy schedules . Purchase Motivation : Balancing health concerns and cost are primary driver, often buying in bulk or multi-packs. Consumption: Regularly consume yogurt as a quick breakfast or snack option Geographics : Urban & Rural Areas : City dwellers and Students with fast-paced lifestyles who need convenient, affordable food options Busy, On-the-Go Consumers with Health-conscious

16. Segmentation 18 Demographics: Income Level : Middle to lower-income families Age: Parents aged 25-45 with young children Family Size: Larger families or those with multiple children Behavior: Shopping Habits : Look for affordable, nutritious options that kids will enjoy, often buying in larger quantities Consumption: Yogurt is often purchased as a kid-friendly snack or part of school lunches . Purchase Motivation : Need to balance cost with providing nutritious, appealing food for children Geographics : Suburban Areas : Families in suburban regions with access to larger grocery stores and discount retailers Rural Areas: Families who need to budget carefully and may not have access to premium brands. Families with Children

17. Segmentation 19 Demographics: Income Level : Often lower to middle-income Age : Varied, from young to older individuals . Occupation: local industries, or small Businesses Behavior Shopping Habits : Less frequent trips to stores, bulk buying, reliance on local retailers or large grocery chains. Brand Loyalty : Moderate, but often constrained by availability and price Purchase Motivation : Price sensitivity, convenience, and availability are key factors Geographics Rural Areas : Regions with limited access to large supermarkets, leading to a preference for budget-friendly products available locally. Rural and Suburban business Shoppers

18. Targeting 20 Families with Children Rural and Suburban business Shoppers Price-Sensitive Consumers 1 2 3 This group prioritizes affordability above all else, making them highly receptive to low-cost products. They have low brand loyalty and are willing to switch for better deals, ensuring consistent demand. Families, especially those with multiple children, are always looking for budget-friendly food options. Yogurt is a popular, convenient snack, and if it's affordable, it becomes a staple in their household. Business owners who looking for budget-friendly and available yogurt to utilize in their industries. They do not stick to certain brand and they are think about the cost as a first priority.

19. 21 Positioning Position the yogurt as a smart, practical choice for customers who want budget-friendly yogurt with essential dairy nutrition.

20. FORECAST 22 Years Sales in Million MS First Y 81 M 6.50% Second Y 124 M 9% Third Y 171 M 12%

21. Manpower Plan 23 Governorate Manpower Percentage Cairo 22% Giza 16% Alexandria 12% Dakahlia 9% Sharqia 9% Qalyubia 9% Menoufia 6% Beheira 5% Assiut 2% Rest of Egypt 10%

22. Budget Overview Item Cost (EGP) Social Media Marketing 800,000 Content Creation (photos, videos, copywriting) 400,000 Influencer Collaboration (20 micro-influencers) 500,000 Outdoor Advertising (billboards, transit ads) 1,000,000 TV Advertising 1,200,000 Promotional Materials (flyers, posters, samples) 300,000 Public Relations (media outreach, events) 300,000 Trade Promotions (retailer incentives, in-store demos) 500,000 Total 5,000,000 EGP

23. 25 Time to launch Best time for launch will be before Ramadan With 2 -3 Months  to build awareness, secure retail partnerships, and generate initial sales momentum. Ensuring your marketing and promotional activities are fully prepared and ready to support the launch will maximize the impact and success of your product introduction

24. 26 Activities Examples Social Media Marketing: Prioritize organic social media presence and engagement on platforms like Facebook, Instagram, and Twitter. Influencer Collaboration: Partner with micro-influencers (5,000-50,000 followers) in the food/lifestyle niche. Negotiate collaborative content (e.g., sponsored posts, reviews, giveaways) in exchange for product samples or a small fee. Grassroots Marketing: Organize product sampling events at local supermarkets, community centers, or relevant events. Distribute flyers, brochures, and product samples to generate word-of-mouth and build brand awareness. Referral Program: Implement a customer referral program that offers incentives (e.g., discounts, free products) for existing customers who refer new customers. Content Marketing: Develop a content strategy to create educational, informative, and engaging content (e.g., recipes, blog posts, videos) for your target audience. . Search Engine Optimization (SEO): Optimize your website and online content to improve visibility in search engine results. Partnerships and Collaborations: Explore opportunities to partner with complementary brands, local businesses, or community organizations.

25. 27 Risk Management Brand Perception and Quality Concerns Mitigation Strategies : Invest in high-quality product design, materials, and manufacturing to ensure the product delivers on its value proposition. Implement powerful quality control measures and customer feedback channels to address any issues. Develop a strong brand story and messaging that emphasizes the product's value, quality, and affordability, rather than solely focusing on the low price . Price Competition Mitigation Strategies: Continuously monitor the market and competitor pricing to identify any significant changes or threats. Differentiate the product through unique features, packaging, or additional value-added services that go beyond just the low price. Explore opportunities to build brand loyalty and customer retention through loyalty programs, subscription models, or complementary product offerings.

26. Thank You