4. Company profile
• Al-Ahram Beverage co.:
It was bought by an Egyptian entrepreneur during the era of
privatization. Later in 2002, Heineken group acquired the company.
In Jan. 06, the company went through a complete change in all its
domains and activities.
The company is now under the management of a national and
multinational team
5. Product Background
• Fayrouz is a soft drink that has been
specially developed for an adult
palate, with no artificial flavors,
colors or preservatives
It is carefully brewed to be gently
sparkling and with lower sugar, and
to deliver full-flavored refreshment
6. Competitive analysis
• Strong competitors , but they aren’t in
direct contact with Fayrouz(2nd line).
• eg:
• Coca.
• Pepsi.
7. SWOT
Strength
•Unique positioning, strong brand
name.
•Diversified products, different flavors.
•Good reputation of healthier
product compared to the other fuzzy
drinks.
•No harm from 1st degree
competitions.
•Unique selling points (soda + malt)
Weakness
•distribution.
•Promo materials.
•Limiting the promo campaigns by
one season “summer”.
•Weak brand loyalty
8. SWOT
Opportunities:
•The market’s demand is highly
elastic.
•Growing market.
•Opportunity for new markets
horizontally and vertically.
Threats:
•Negative campaigns and Religious
conceptions that Fayrouz has small
percentage of alcoholic bear.
•Consumer’s shift to other brands.
•Superior access of the competitors to
distribution channels.
•Strength of 2nd degree competition.
10. Segmentation & Targeting
• North coast.
• El-sokna.
• Cairo.
• Alex.
• Guiza.
Geographic
•Life style
•Funny and
refreshment
lover
Behavioral
• From 10 to 35
years old
age
•Males and
femals
Ganders
13. Communication Objective
• Increase sales.
• Increase brand awareness of new flavors
”lemon flavor”.
• Strengthen brand loyalty.
• Achieve high distribution rate.
• Widen market share .
14. Communication Strategy
PUSH strategy :
by increasing our
distribution , by
increasing the
number of
refrigerators
available in the
market.
PULL strategy :
through a mass
campaign with
new creative
ideas that will
make a great
difference.
17. Sales promotion
• Packs of five cans of all flavors of
Fayrouz in the price of only four .This offer
will be in all the mega markets in cairo ,
guiza , and in marina.
e.g…( metro, spenniy’s, mega markets in
marina)
18. TV ad .1
• Message: refreshment.
• Message strategy:Fayrouz pretty girls ready to
put the fire of thirst of ,refreshment brigade.
• T.V Channels: Egyptian channels 1&2,orbit al
Youm , Rotana and melody.
• Execution style: dancing, summer cooling
breeze.
• sponsoring for new movie and famous talk
shows and programs.
19. Radio ad
• Radio program : “Na3neshha ma3 Fairouz”.
• Concept: question and answers.
• Theme: coolest and most refreshing places around
the world . Each day will be different place and
information about it.
• Prize:there will a question and the winner at the
end of the week will win two tickets to a selected
place that was discussed among the week .
• Media channel : nile FM.
• Timing: JULY &AUGUST.
20. Radio script:
• حياتك حتنعش بس مش انت.........انت
حتنعنشهاااااااااااااااااااااااا
الساعة من فيروز مع٣-٤على يىم كل
NILE FM
21. Press .1
News letters:
• whole page in Al ahram news letter every Friday
for two month.
• Interview with a famous doctor talking about the
benefits of the malted barley as a drink .
22. Press .2
Magazines:
• Advertisingin magazines
concerned with youth
such as:
Teen Stuff, Kelmetna
• Coverage for all Fayrouz
parties with photos
23. Outdoor-Billboard
Billboards :
• 4 billboards on the Cairo Alex road,and
another 4 on the way back .
• One big billboard on 6thOctober bridge.
• 2 in the Ain el sokhna ,atameya road.
24. 3D Fayrouz bottle ,with two glittery sparkling hands holding it
and a cup of refreshing Fayrouz drink.
Outdoor-Billboard
25. The bottle of Fayrouz and the can will Be 3D .
Outdoor-Billboard
26. Billboard -Outdoor
This is a 3D billboard must
be in intersection of two
main streets .from each side
you can see a bottle of
Fayrouz followed by a
bigger one and another
Bigger one and so on ,if you
turn around to the other
street you see the opposite.
27. The Nile fountain is a very eye catching place
to the tourists and locals .we choose this strategic
Place to cover the fountain with a huge Fayrouz
bottle with a splashing refreshing water coming
out of it.
Outdoor- CREATIVE
30. PR. Activity
Sponsoring for two beach parties in:
Marina: in august with famous singers.
Stella
At the week end (Friday) where stands of
fayrouz will be put and the refreshment
team will be there doing sampling and
sharing the fun where music is played and
all are dancing with fayrouz.
31. SMS campaign
• For introducing our new flavor and PR activity
• Send SMS message to our target segment throw
Vodafone segmentation service ”sarmady”.
• Cairo &alexA&B class age 20-35
• Message :
“ we are fayrouz , we make a party for new fayrouz
flavor in Marina in 16/8/2009 ... Be there … and
catch our BUS ”
32. Other Creative idea
A shuttle bus inside marina in the north coast with attractive design from all sides ..
Transport between marina 1,2,3,4 and 5..
It is a free service with refreshing Fayrouz drinks can be sold inside optionally,
but mainly ice boxes with the refreshment team will be placed on the bus stations.
the bus is of two stores the upper one for wet people and inside one air conditioned for
Dry people.. summer music ,dancing and fun atmosphere is the main theme.
33. Other Creative idea
Sticker of Fayrouz can beside central A.C source in most of the famous cafés ,
Like Cilantro, Costa ,Beanos in Cairo and north cost ,giving the impression that
The cold refreshing air is coming out of Fayrouz bottle.
35. Promotion budget:
TV Production 300000
Airing 2,000,000
Radio ads Program sponsoring 300,000
6 Spots for one month 200,000
Production (6 version) 80,000
Outdoor High way 600,000
Cairo 1,000,000
Marina and sokna 400,000
Bus idea Renting and service 300,000
Press News 500,000
Magazines 300,000
Online Facebook 80,000
MSN arabia 60,000
SMS Per-once 100,000
SUM 6,220,000
36. Executive
Summary
• “we are trying to give
you IMC plan that
helps in maintain
Fayrouz perception in
people mind and
focusing on Summer
campaigns and
activities with creative
Outdoor idea.”
