Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Integrated marketing communication 
Kaha’s New Generation
Kaha’s IMC Team members 
• Ahmed Hazzaa 
• Ahmed Wafay 
• Ayman Fahim 
• Mariam El Shazly 
• Nada Eid 
• Nardy Abd El Zaha...
Executive summary 
• Kaha was founded in 1940 in kaha’s city Qaliubiya governor 
• Started with a small factory to mobiliz...
SWOT Analysis 
Strength :- 
• Largest 6 factories in Egypt and middle east for vegetables and 
fruits production 
• Wide v...
Opportunities:- 
• New taste and adding new flavor according to the marketing 
acceptance of the new product design 
• Add...
PESTLE Analysis:- 
Potent ial Implications and importance 
impact 
PESTLE Analysis 
Relative 
Importance: 
Critical 
Impor...
Marketing Strategy and Analysis:- 
1. Opportunity analysis 
• governmental support of local manufacturers 
• High rate of ...
2 . Competitive Analysis 
Kaha’s juices main competitive in the market 
Juhayna / Bety / El maray / Faragallah 
Kaha repre...
3. Target Marketing 
Segment 1: 
• Males and females 
• 16 - 25 years old 
• B- and C social classes 
• university student...
Target Marketing Process 
1. Market Segmentation 
• Geographic : using Kaha’s name in the market can assist in a 
nation w...
• Psychographic 
Social Class: upper lower class to lower upper . 
Life style: strivers ,Actualizes , achievers , experien...
Customer Profile:- 
Segmentation Variables Data 
Geographic 
world region Africa and Middle east 
Country 
Egypt 
Cities 
...
3 . Market Positioning 
• Fresh , Natural juices of oriental & tasty fruits yet with a new 
modern ,outgoing shape & touch...
Marketing Planning and developing:- 
1. Product Decision 
• Making an effective design for it which will reflects our new ...
• For 200 ml package we will make straw , for 500 ml and 1 liter packages 
we will just make easy open plastic covers that...
2 . Price Decision 
• After the competitive analysis and studying the cost of 
materials 
• for 200 ml package : 2 L.E 
• ...
3. Distrubition decision 
• Distribution channels through the wholesalers and make an 
incentive scheme for people working...
• distribution channel through promotional vehicles their main 
job is to distribute our products for hypermarkets and 
su...
Promotional Mix 
Advertising To Consumer Market:- 
• TV ads 
• Radio message 
• Media Vehicles 
Advertising To Business Ma...
Direct Marketing 
1. Catalogs 
• providing the retails with catalogs and brochures including 
kaha’s product different fla...
Public Relation:- 
Tools for the public relation 
1. Publicity 
2. Special event 
3. CSR or community activity 
4. Sponsor...
Personal Selling:- 
1. Consumer Market 
• Kiosk in shopping mall setting inside a kiosk inside Carrefour in 
order to pers...
Internet Marketing:- 
Internet marketing tools:- 
1. Website 
2. Social Media 
3. SEO ( Search engine optimization ) 
4. S...
Marketing Calendar:-
Marketing Budget: 
• The total market of juices in the Egypt about 6 billion EGP 
• We intend to have market share about 5...
Marketing Investments 
Interactive 
marketing 
Personal 
selling 
Public 
relations 
I.M.C advertising Sales promotion 
% ...
Integrated marketing commuinication plan an IMC plan
Integrated marketing commuinication plan an IMC plan
Integrated marketing commuinication plan an IMC plan
Integrated marketing commuinication plan an IMC plan
Integrated marketing commuinication plan an IMC plan
Upcoming SlideShare
Loading in …5
×

Integrated marketing commuinication plan an IMC plan

3,366 views

Published on

An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution

Published in: Marketing

Integrated marketing commuinication plan an IMC plan

  1. 1. Integrated marketing communication Kaha’s New Generation
  2. 2. Kaha’s IMC Team members • Ahmed Hazzaa • Ahmed Wafay • Ayman Fahim • Mariam El Shazly • Nada Eid • Nardy Abd El Zahar
  3. 3. Executive summary • Kaha was founded in 1940 in kaha’s city Qaliubiya governor • Started with a small factory to mobilize the fruits and vegetables now after 60 years the company hold an experiences in packaging and food preservation • Kaha is market lead in food preservation not just in Egypt also in the MENA region • In 1998 kaha faced a huge economic crisis lead the company to Privatization of the company by oaf organization • Oaf could not maintain or manage the company’s so It was return to be managed under supervision of the Egyptian government • Kaha faced a huge with the urban society because of their packing design as the package still with tip and copper
  4. 4. SWOT Analysis Strength :- • Largest 6 factories in Egypt and middle east for vegetables and fruits production • Wide variety of products(Juices-Sauce-Jam-Foul-Dates-Green peas-Green okra-green ) • Kaha’s hyper market in Cairo Alexandria agriculture way(with parking area and cafeteria • had large number of loyal B&C class customers Weakness:- • Old and traditional packages • Old and traditional slogan( )عوده للزمن الجميل • Their products not found in big hyper markets
  5. 5. Opportunities:- • New taste and adding new flavor according to the marketing acceptance of the new product design • Adding a new distrubition channel assisting the product spreading • Health conscious attitudes present an increasingly growing market Threats:- • Market saturation • Potential loss of financial backing • competitor with the same flavor of juices
  6. 6. PESTLE Analysis:- Potent ial Implications and importance impact PESTLE Analysis Relative Importance: Critical Important Unimportant Impact: Increasing > Decreasing< Unchanged = Type: Positive + Negative - Time frame: 0-6 months 6-12 months 12-24 months 24 months + H: High M : Medium L: Low U: Undetermined Political High impact 12-24 months Positive Increasing Critical Economic Medium Impact 12-24 months Positive Increasing Important Social Medium impact 24 months+ Positive Decreasing Important Technological High impact 0-6 months Positive Increasing Critical Legal High impact 0-6 months Positive Unchanged Important Environmental Medium 24 months+ Negative Decreasing Critical
  7. 7. Marketing Strategy and Analysis:- 1. Opportunity analysis • governmental support of local manufacturers • High rate of working mothers/wives • increase in consumption of preserved juices • healthier vs. more affordable • Females becoming more health oriented • Farms and fields owner ship in relation to price
  8. 8. 2 . Competitive Analysis Kaha’s juices main competitive in the market Juhayna / Bety / El maray / Faragallah Kaha represent their juices with a mix of features • Higher quality standers • Lower price • tetra packed preserved juices’ flavors • more flavors (tamr hendy, karkadeh, dome, sobya, amar el din, tamr we bala7, 3er2 sooss) • available all the time in super/hyper markets • in 3 sizes, (personal 200m , 500 m and 1 liter )
  9. 9. 3. Target Marketing Segment 1: • Males and females • 16 - 25 years old • B- and C social classes • university students Segment 2: • 26 - 40 years old • B- and C social classes (children are the influencers ) Segment 3: • females • 30 - 60 years old • married with children • A and upper B socioeconomic class.
  10. 10. Target Marketing Process 1. Market Segmentation • Geographic : using Kaha’s name in the market can assist in a nation wide geographic spreading • Demographic: according to the age and the The gender type Age Segment 0-14 15-24 25-54 55-64 65 and above
  11. 11. • Psychographic Social Class: upper lower class to lower upper . Life style: strivers ,Actualizes , achievers , experiencers & fulfilled 2. Target Market: As already mentioned the Marketing strategy and there are 3 main target segment • Age8 - 30s( about 60% of total age group in Egypt • normal price product line(55% of target customers ) :class B & C+ who are localized mainly at Rural cities as Mansoura & Dakahlia….ect & in some areas of Cairo & Giza • For premium line( 20 % of our target customers ) :20 % of this age group is at Cairo & Alexandria , where that will be our main focus especially for customers of A & B+ class
  12. 12. Customer Profile:- Segmentation Variables Data Geographic world region Africa and Middle east Country Egypt Cities Nation Wide Density Urban/ rural area climate Refreshing and nature oriented Demographic Age 5-54 Gender Female/ Males family size 1+2 income 25000+ occupation Upper class / Middle class Education Colleges , universities , non edu Religion Any Race Any Nationality Egyptian Psychographic Social Class Upper class / Middle class Lifestyle Actualize , achievers
  13. 13. 3 . Market Positioning • Fresh , Natural juices of oriental & tasty fruits yet with a new modern ,outgoing shape & touch , with its new attractive & funky tetra packs • For the Line of the oriental juices ( sugar cane , karkadeh ,& tamr hendy ) “ Oriental , fresh ,Healthy juices , yet with the healthy tetra pack & clean juice with a modern twist • For the premium juice line , it will be for new flavors ,such as kiwi ,grape fruit, pomegranate & mixes , with a premium package & more creative designs “ Luxuries , New ,Natural genuine healthy & fresh juices
  14. 14. Marketing Planning and developing:- 1. Product Decision • Making an effective 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 • Customize the package for offers and occasions which will contain 6 written on it ( buy 5 and get 1 free ) • Including a 3 sizes of packages 200 ml, 500 ml, 1 liter . Depending of national material for the packaging production • We will make 100% natural juice without any artificial additions and that will differentiate us 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.
  15. 15. • For 200 ml package we will make straw , for 500 ml and 1 liter packages we will just make easy open plastic covers that make it easy to open and use on daily basis specially the family size packages. And for 500 ml packages they can open it , use it everywhere and then store it to use again by this easy open plastic cover • On the package our slogan will be the same having an Arabic message written in bold saying “ صحتك هدفنا • We can make new flavors by mix fruits like : strawberry with banana mix that will differentiate Kaha from other juice companies.
  16. 16. 2 . Price Decision • After the competitive analysis and studying the cost of materials • for 200 ml package : 2 L.E • for 500 ml package: 5.5 L.E • for family size ( 1 liter ) package: 10 L.E
  17. 17. 3. Distrubition decision • Distribution channels 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 shelf share and pop ups and stands in their markets. • For the wholesalers we can offer them if they buy over our target for them by 5 cartoons there will be one cartoon free for them. ( over the annual target.
  18. 18. • distribution channel through promotional vehicles their main job is to distribute our products for hypermarkets and supermarkets that we make deal with as we mentioned before. • For supermarkets like : awlad ragab, metro, kher zaman we will give them a special deal also in order to do the same as hypermarkets.
  19. 19. Promotional Mix Advertising To Consumer Market:- • TV ads • Radio message • Media Vehicles Advertising To Business Market :- • Professional advertising • Trading advertising Promotion mix Advertising Direct marketing Public relation Sales promotion Personal selling Internet marketing
  20. 20. Direct Marketing 1. Catalogs • providing the retails with catalogs and brochures including kaha’s product different flavors and different shapes and designs also including the production process and health ministry approvals 2. Direct Selling • kiosk in shopping malls providing free samples and trial 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 trial
  21. 21. Public Relation:- Tools for the public relation 1. Publicity 2. Special event 3. CSR or community activity 4. Sponsorship Sales Promotion Consumer Market Business Market Coupons Promotion allowance Premium Merchandise allowance Sampling Price deal
  22. 22. Personal Selling:- 1. Consumer Market • Kiosk in shopping mall setting inside a kiosk inside Carrefour 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
  23. 23. Internet Marketing:- Internet marketing tools:- 1. Website 2. Social Media 3. SEO ( Search engine optimization ) 4. SEM ( Search engine marketing )
  24. 24. Marketing Calendar:-
  25. 25. Marketing Budget: • The total market of juices in the Egypt about 6 billion EGP • We intend to have market share about 5 percent of the total market by volume about 300.000.000 EGP divided by the total unit we will produce to sell to the Egyptian market as follow • The total The budget we need for the marketing communication about 20 percent of 300.000.000 about 60.000.000 Divided as follow
  26. 26. Marketing Investments Interactive marketing Personal selling Public relations I.M.C advertising Sales promotion % 50% 20% 10% 10% 10% L.E 30.000.000 12.000.000 6.000.000 6000.000 6000.000 Free samples for trials Free bonus for retailer Professional tardy ads ads Radio Nogoom FM Ads TVs masr 10% 10% 60% 10% 10% 15% 5% 3.000.000 3.000.000 18.000.000 3.000.000 3.000.000 9.000.000 3.000.000

×