Marketing Plan for Co-Branding with Corona Chocolate in Egypt

Marketing
Plan
CO-BRANDING
Arab Academy of Science & Technology
MBA
Supervision
Lamees El-Ghazoly

4 Executive Summary
5 Introduction
6 Situational analysis
7 Main Target Markets
8 Organization assets and skills
9 Market analysis
9 Business environment analysis
10 Political/ Legal Environments
10 Economic environment
INDEX
11 Egypt - GDP Data
12 Current and forecasted economic growth
13 Social & cultural environment
3 Technological environment
14 Demographic environment
15 Natural environment
15 Physical environment
15 Nature of demand and size of demand
16 Competitor analysis
17 Quantitative Assessment of the SWOT matrix
18 SWOT Analysis
18 Implication of the SWOT Matrix
21 Strategies- Corporate strategy
23 Objectives
24 Co-Branding Partner (Corona)
Company Overview
25 Main Products
25 Situational analysis
25 Organization assets and skills
26 Recommended marketing strategy

INDEX
27 Product Development Strategy
28 Marketing mix strategies & tactics ( Production
Lines)- 4Ps
29 Price - 4Ps
30 Place-Distribution, Promotion
31 Value Proposition
32-33 Segmentation
34 Targeting
35 Planning Budget
36 Implementation and Control
37 Engagement programme to enhance Brand
Awareness.
38 References

The problems experienced by famous chocolate
brands, which have become expensive for many
consumers, have revived the alternatives that local
factories have tried to offer at a lower cost to take
advantage of the sudden support provided by the
pound float.
Food factories in Egypt have launched cocoa and
chocolate products similar in shape to imported
products whose prices have doubled under the
weight of V.A.T., the liberalization of the pound, and
increased customs duties.
Many companies in the chocolate industry are
preparing to inject new investments into the market
during the coming period as the economy recovers
following the crises of the last two years.
EXECUTIVE SUMMARY

Sector: Food and Beverages
Industry: Chocolate & Snaks confectionery
Business Type: Manufacturer
Key Customer Market: B2C
In 1978, El Kowery family established a company named "ElSHAMADAN
Co. For Food Industries S.A.E" Owned by Mr Taher EL Kowery & brothers,
Located in Dekheila, Alexandria, Egypt, over 16000 sq.m, producing
Wafers, Biscuits & Chocolates.
OVERSEAS FOR FOOD PRODUCTS S.A.E, is a sister company that Mergers
Of Elshamadan Company For Food Industries located on 6th of October
City, Cairo, Egypt, covering an area of 28000 sq.m. It started its activities in
October 1992 in sugar & tea packing. In 1995, it added new lines for the
production of Cakes.
It is considered one of the four most enormous cake-producing
companies in Egypt & the Middle East, with a capital of more than milliard
E.G.P.
In a bid to restore its laurels, El Shamadan, best known for its wafers in the
1990s, introduced a new product named Pure, which was marketed as a
substitute for the imported Kitkat produced by Nestle.
1. Introduction
ELSHAMADAN Mission: The is no mission mentioned on the website or
any social media platforms
Core Brand Power
Familiarity and Favorability.
ELSHAMADAN Company Overview
Arab Academy for Science and Technology
Marketing Management
MBA

Main Products
They produce about 60 products, including wafers, Biscuits, Cakes,
and Chocolate.
WAFERS' PRODUCTS
Katakito, ElShabah, crispy wafer
filled with chocolate, Tasaly,
crispy wafer filled with chocolate
BISCUIT
Nawaem Plain sweet soft
biscuit, Hanawi, Orangita, and
Nero.
CHOCOLATE
Katakito with chocolate, Natural
chocolate filled with biscuits &
chocolate cream
CAKE
Uno cake filled & coated with
chocolate, Rolly cake, Great cake
rolle filled & coated with
chocolate.
2. Situational analysis
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MAIN TARGET MARKETS
Differentiated marketing
Demographic segment
Age and Income: 5-35
with Average- Low
income
Psychographic
The 25 years old and
above exploit Nostalgia
Geographic
Domestically, focus on
Delta, Cairo, and Giza
International, Africa and
Middle East
Purchase situation
Purchasing approach due
to affordable average
taste
Market positioning
Positioning by the price strategy offers a
snack with good taste and a low price.
2.1 Organization analysis
Legal Form Joint Stock
Legal Sector Private Law 159
Authorized Capital 100000000 EGP
CEO Mostafa Taher El-Koueri
Main shareholders/Owners Mr. Mohamed El Kowery
Corporate Capital 60,000,000 EGP
Departments and their
relationships
Sales Dep, Production Dep,
Operation
Number of employees Above 2000 employee
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The company's degree of Urbanization is around 40-50% as they are most
of the time targeting the delta region, according to the affordable prices
that people in this area can pay.

Competitive advantage comes from the brand name and the company's
production capability, with 4 factories reinforcing mass production at low cost
and distribution efficiency (Production Concept).
El-Shamadan's human marketing resources contribute to the sales
department. They are working together under one department. That explains
why the company does not appear in Media or create advertising campaigns.
Relied on its profits from sales as a measure of its performance.
The company relied on its prosperity at a time when there were not many
competitors in the market during that period.
The company relied on its name in the past and focused on producing in large
quantities at a low price to target markets with strong demand for products
through price comparison to meet their needs.
The organization's market research capabilities reflect the infection of Market
Myopia by focusing on its product that loses sight of underlying customer needs
and the rapid change in the external environment.
Relationships with suppliers It is a good relationship, given the name of the
company and the presence of long-term suppliers with some of them.
Relationships with distributors are good, especially with targeted areas like the
Delta region.
2018.
2.2 Organization’s assets and skills
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Relationship with Media rare appearance. ELSHAMADAN was back in the 80s,
one of the best, as Mr Tahir El- Koueri was supervising himself the TV Ads and
campaigns done with almost all the popular people at this time. But by relying
on the strength of their brand, they stopped promoting themselves through TV,
Radio, Banners and anything related to media.
The most recent appearance on the Media was an interview with Isaad Younis in
her famous program “Sahebat Al-Saada”, by going back to nostalgic products
and encouraging people to start buying again goods that are “Made in Egypt”.
And this was on February 6th,

According to a recent study by T.N.S. Media Intelligence, the Middle
East is one of the ten largest confectionery markets in the world.
The region's confectionery market, which has grown by 15 % over the
last three years, is currently valued at $113 billion.
The key players maintained their leadership by focusing on heavy
discounting and in-store promotions throughout the year, mainly in
supermarkets and hypermarkets.
Retail constant value sales (2022 prices) of chocolate confectionery
rose for the second year in 2022, as illustrated in Exhibit 1. However,
this increase was driven by a price rise amid a marginal decline in
retail sales volume. This rise in pricing was caused by the rising cost
of key raw materials (sugar and palm oil) and energy.
Companies are moving towards export expansion and targeting high-
income segments to save sales.
National companies allocate 50% of their production to the domestic
market.
The E-commerce market sub-segment Confectionery & Snacks
covers digital sales of sweets.
2.3.1 Business environment analysis
Chocolate & Snacks Confectionery in Egypt
Relationship with key customers is Basic Relationships that a company with
many low-margin customers often uses.
They started focusing on the relationship with the wholesalers like Carrefour,
spinneys and so on, under the supervision of Mohammed Tahir El- Koueri as
these kinds of markets have a huge amount of people entering every day. And
this for sure affected their sales well.
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2.3 Market analysis

Exhibit 1
The Government's sharp reforms over the past year and a half, such as
the application of the Value Added Tax (V.A.T.) and the liberalization of
the value of the pound, have left an impact on the consumers of this
commodity, which reflects on sales that went down for many producers.
Foreign trade regulations raised customs duties on many imported
goods, including chocolate, which is now liable to 40% customs, up from
20%, except imports from the European Union, which fall under 13%
customs and 17% for Turkey.
Egyptian Food Safety Authority rules
2.3.1.1 Political/legal environments
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G.D.P. from Manufacturing in Egypt decreased to 142232.80 EGP
Million, as Exhibit 2 illustrates, in the second quarter of 2022 from
175245.10 EGP Million in the first quarter of 2022. source: Ministry Of
Planning, Egypt.
The unemployment rate in Egypt increased by 0.2 percentage points in
2021 compared to the previous year. In total, the unemployment rate
amounted to 9.33 % in 2021. Over the observed period, the
unemployment rate has been subject to fluctuation
2.3.1.2 Economic environment

Egypt- GDP Data
Population size
Joint 104.14 Millions of
People
2022 Projected Real G.D.P. (% Change) 6.6
2022 Projected Consumer Prices (% Change) 8.5
The inflation rate, average consumer prices
(Annual percentage change)
8.5%
Unemployment rate (Percent) 7.3%
Exhibit 2
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Egypt Inflation Rate Highest in 4 Years

The Middle East & Africa confectionery market is forecasted to register
a CAGR of 4.2% during the forecast period (2020 - 2025).
With a recovery in economic growth and appreciation of the local
currency following the recession and severe depreciation in 2016, the
chocolate market witnessed significant value growth in 2017 in central
African countries, such as Nigeria and South Africa.
Currency exchange problems
Egypt needs help exporting to west African countries due to the high
shipping costs and the absence of direct export lines.
Africa exports cocoa beans to European countries to be ground for cocoa
extraction. Egypt has only one factory to grind cocoa, but the high costs
shrunk the factory's production.
Total floatation of the currency
The devaluation of the local currency has enormously reduced Egyptians'
purchasing power; consumers have started to cut their budget for non-basic
goods.
Domestic production of confectionery is expected to grow over the following
years, also driven by the Government's "Made in Egypt" program to cut
consumer expenditure on imported products.
Exhibit 3 shows the Balance trade deficit in 2022.
Current and forecasted economic growth
Other relevant indicators
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Exhibit 3

There is a general increase in snacking since consumers in Egypt are eating
more confectionery as an emotional release from the worries and frustrations
of the recent uprising
Many local consumers are more price sensitive
changes in demographics and customer values
Rising modernization and a hectic lifestyle balancing professional & personal
life are a few of the significant attributes triggering the demand for
convenience snacks in the everyday diet as they prefer having easy-to-cook
and quick-to-eat food commodities. Also, snack bars are commonly
perceived as a healthier alternative confectionery food, and due to their
product variation, in terms of the different nutrition, such as proteins, low
carb, and low sugar, these product has been highly preferred among new
generations.
Time spent watching television and reading newspapers has declined
The change in lifestyle toward more healthy.
Consumers are seeking more innovative varieties of products every year
The majority of Egyptian consumers are very price sensitive, to the detriment
of quality, and are likely to opt for promotions like "buy 3 and get 1 free
Less shopping in malls, more shopping from home
2.3.1.3 Social & cultural environment
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The technology generates more-extensive research, greater accuracy in
manufacturing, more-effective methods for tracking issues, and faster
Processes for development concerning Distribution.
Technology has provided Opportunities for environmentally friendly
packaging while increasing safety Mechanisms to prevent tampering.
Convenience drives the online sales of ready-to-eat snacks, with snack foods
being one of the top food categories purchased through e-commerce
channels such as Amazon, Instashop and Souq.com.
5G expansion will open new opportunities in the field of marketing
communication. It will bring down the cost of doing business, provide the
technology platform to build new products in the Food Processing industry,
and provide faster consumer access.
2.3.1.4 Technological environment

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Develop new processes and procedures in the Food Processing industry
using technology such as automation using artificial intelligence, real-time
transportation and product tracking, 3D modelling for concept development
and new products pilot testing etc.
Egypt has been ranked 65th within the group of 174 countries we follow in
terms of interest rate on the rate of natural increase per 1,000 people.
Primary schooling was the most crowded, with over 12.8 million students.
Preparatory-level students followed at around 5.2 million in 2019/2020.
higher education, about 3.3 million students chose to continue studying after
compulsory schooling, mostly in public universities.
The country has a religious teaching system called Al-Azhar that runs
parallel to the public system and is independent of the Ministry of Education.
The number of students in these schools followed the same trend as the
general governmental schooling system, with over 932 thousand students at
the elementary level.
Increasing population diversity through the Net flow of international students
According to the latest data available, the bulk of migrant students in the
North African nation was from East Asia and the Pacific. That can be due to
an influx of Muslim students from Malaysia, Indonesia, and Thailand, mainly
coming to study at Al-Azhar University, Egypt's first to issue degrees. In
contrast, although on the rise, the number of Egyptians studying abroad was
close to 38.7 thousand.
2.3.1.5 Demographic environment

Due to the inevitable environmental harm from industrial activities, there
is a substantial market for pollution control technologies, including
scrubbers, recycling facilities, disposal systems, and alternate
production and packaging methods.
The roads and bridges constructed during the last three years in Egypt
made traffic easier and reduced traffic jams.
2.3.1.6 Natural environment
2.3.1.7 Physical environment
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2.3.2 Nature of demand and size of demand
Nature of demand
Consumers seek healthier options, such as low-calorie, high-cocoa, and
functional ingredient-based confectionery.
Consumers are seeking more innovative varieties of products every year.
Less shopping in malls, more shopping from home
Easy to use and innovative packaging
Size of demand
The chocolate market in Egypt registered a positive compound annual
growth rate (CAGR) of 8.98% from 2015 to 2020, with a sales value of EGP
4,296.38 Million in 2020, an increase of 4.54% over 2019. The market
achieved its most robust performance in 2017, when it grew by 16.51% over
its previous year and its weakest performance in 2020 when it increased
by 4.54% over 2019.
The Middle East & Africa confectionery market is forecasted to register a
CAGR of 4.2% during the forecast period (2020 - 2025).
Snack sales have also steadily grown in Egypt, at a rate of 2. 5 % annually
since 2001, with the market now valued at $382 million. Chocolate sales
are robust, with annual sales averaging $4. 2 billion.

2.3.3 Competitor analysis
Indirect competition comes from the bakery and sweet shops such as El
Abd, Sale Sucre, La Poire and others. In addition to its essential products, it
sells similar products such as cookies covered with chocolate (dark and
milk chocolate) and other foods and shapes.
On the other hand, some major players operating in the Egypt biscuit
market are Kraft Food Egypt, Bisco Misr, Nestlé Egypt S.A.E., Mass Food Co,
Bayer Foods, SAKALANS HALAWA, Alpella, Biskrem and Uklker, among
others considered as direct competitors. For the development of chosen
SBU (NAWAEM), Mcvities Digestives biscuits is regarded as the leading
competitor.
Factors of competitiveness
Mcvities Digestives biscuits have a special market effort. By maintaining its
strong R &D and offering a considerable Market offering budget to the
customers' needs, exchanging market offerings and providing superior
customer value.
Generally, multinational companies are capable of and willing to provide
many services and produce many different products. They have the
essential expertise and confidence to do so.
On the other hand, national companies try to stick to their core business as
they need more management style, resources, or a solid strategic plan to
extend their products. The sales strategy is transactional in design. A sales
orientation is about moving products and generating cash flow. However, it
is often a short-term solution for businesses – thus, the relationships sought
in all the other strategies are ignored.
A company might run promotions that break even or lose money to drive
traffic through the doors. The goal is to create value that meets the
customers' needs and build long-term customer loyalty, even if there is a
sacrifice in short-term profitability. Hence, meeting customer needs
requires a customer-oriented mindset. The sales orientation is practical for
creating awareness and taking consumers from competitors, but the
company must find a way to keep them.
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SWOT Analysis
M = magnitude of the element, I = importance of the element, R = total
element rating. The scale ranges from 1 (low magnitude) to 3 (high
magnitude). The importance scale ranges from 1 (low importance) to 3 (high
importance)
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The leverages of competitive prices with various products are two main
factors for the current target segment of customers.
The availability of products in the shortage of competing imported
products and the high prices of many raw materials used for competing
products are also imported.
Implications of SWOT Analysis
Based on Snacks and chocolate confectioning market investigations and
assessment of the factors' likelihood of success, we consider the
opportunities and problems highlighted by the SWOT.
Consequentially, SWOT analysis is customer-focused, illustrating the
answer to the following questions:
How do the identified strengths enable the company (industry) to meet
customers' needs?
How do these strengths differentiate the industry from competitors?
From a resource-based viewpoint, every ELSHAMADAN can be considered
a unique bundle of tangible and intangible resources. Significant types of
these resources include:

Gains economies of scale benefit from the large volume of mass
production, which supports the product's availability to the consumer.
ELSHAMADAN has the Capability of production and packaging because
it owns strategically located four factories and production lines, which
supports the opportunity for high import costs for competing imported
companies and is a competitive advantage for local companies. In 2015
ELSHAMADAN invested 2 million in 2 production lines to increase its
exportation to Africa.
Because ELSHAMADAN has been in the Egyptian market for a long
time, they have a great experience in the Egyptian market and have a
strong relationship with suppliers.
The association of a segment of customers ranging in age from 30 to
over 40 with childhood memories of ELSHAMADAN products
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Lack of market research and interest in the changes in customer
behaviour, learning more about their customers' needs, and the external
environment shift reduced the chances of market penetration and
product development to serve customers' needs.
Using lower quality raw materials than those used in manufacturing
competing products
Decrease in Market share
Inability to enter new markets.
How do weaknesses prevent the company (industry) from meeting
customers' needs?
How do these weaknesses negatively differentiate the company from
competitors?

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The high prices of raw materials and the increase in customs tariffs on
imported snacks and chocolate candy products can also be considered
an excellent opportunity to penetrate the market for a local product
manufactured with high quality to meet customer needs.
The availability of a product that meets the customer's needs at a lower
price than competing products with the same quality.
Changing the customer's orientation towards a healthy lifestyle is an
excellent opportunity to develop a product by replacing more quality
ingredients and healthy alternatives such as whole wheat grains, oats
and dark chocolate to create customer value.
Gaining partnership advantages by ingredients to create a new product
to help all involved succeed. Developing NAWEAM as one of
ELSHAMADAN's familiar products.
Conduct Employee Training Programs that enhance their performance
to align with new goals.
User-friendly surveys effectively measure and evaluate:
psychographics, customer attitudes, and opinions that affect their
purchasing decisions. Also, trends- the direction of the market.
Gain the Economics of scale benefits.
Assessment of opportunities will answer the questions:
How are these opportunities related to serving customer needs?
How can the company catch and keep the opportunities?
How are these threats related to serving customer needs?
Lack of understanding of changing customer expectations and needs is one
of the biggest threats, alongside competitor activity and innovation from
new entrants to the market.

By understanding customer needs and market trends
Build up the internet channels and all possible social media platforms for
communication
Delivery of the created customer value effectively.
How can the company (industry) prevent these threats from
limiting its capabilities?
Vertical Backward Integration Strategy
Restructure/Redesign Strategy
Building a strong marketing department, standing for customer focus
concept and creating a solid customer value that meets their needs. By
Separate the sales Department from marketing and setting new goals for the
development, starting with the acquisition of a skilled marketing team and
aligning their performance to meet the new goals
Allocate a research and development budget so we can provide customer
value effectively.
Product Development Strategy
Conducting high research of external environment and Customer Research
Survey data analysis techniques by Market research agency outsourcing.
Strategies
Corporate strategy
Internally produces all own requirements.
Comparative Strategies
Focus low-cost strategy
The generic focus strategy rests on choosing a narrow competitive scope within
an industry supported by a Vertical Backward integration Strategy ELSHAMADAN
can reduce the operation cost science the company have its assets and produces
all its requirements. Selecting a segment or group of segments in the industry
and tailoring its strategy to serve them to the exclusion of others.
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Friendly surveys effectively measure and evaluate: psychographics, customer
attitudes, and opinions that affect their purchasing decisions‫ز‬. Also, trends-
the direction of the market
Using high-quality and healthy cocoa beans, the amount of fat, and the
quality of flour (such as using oats)
Conduct frequent Customer Surveys to measure customer satisfaction.
Build up the internet channels and all possible social media platforms.
Strategies cont..
Product Development Strategy(CO-branding agreement)
Gaining partnership advantages by ingredients to create a new product to help
all involved succeed.
Selective Targeting Strategy
Diversification of company risk and the ability to pick out only the most attractive
market sector opportunities. Developing and diversifying Mini Nawaem with milk
chocolate, oats, and wheat with dark chocolate, targeting different segments
such as children, those who workout, and those who follow a diet or maintain the
sugar level without depriving themselves of eating a light and healthy sweet
meal, and thus the three products can be provided to one family with their
various needs.
Relationship Strategy
Segmentation strategy
After studying the customer's needs through market research, creating a
targeting plan according to different demographic and geographical segments
for new customers. In addition to targeting a subset of current customers within
the product.
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5- Objectives
Objectives Duration
Increase in Potential Customers growth
Enhance brand awareness through quality
improvement.
Increase the market share for Nawaem Mini
with milk chocolate, Oats and Wheat with
dark chocolate
Achieve Sales Revenue by 30 million E.G.P.
from Nawaem Mini with milk chocolate, Oats
and Wheat with dark chocolate giving a
market share = of 4%.
10% in 2023
15% in 2024
20% in 2025
Six months to
a year
by 4% in 2023
by 10% in 2024
by 20% in 2025
A year
Assign 15% of 2023 revenue to marketing
efforts.
Improve distribution channels; Enhance
availability (Geographic segmentation).
Developing Nawaem Mini includes four more
ingredients to meet diverse customer needs.
A year
Six months to
a year
2 to 4 years

Co-Branding Partner:
Corona Company Overview:
Industry: Chocolate and confectionery
Business Type: Manufacturer
Key Customer Market: B2C & B2B
The Alexandria confectionery & chocolate company – Corona was
established in 1919 by Tommy Khresto to become the first Confectionery &
Chocolate Company in the Egyptian market.
The company became a public sector after being nationalized in 1963 &
become the icon of sweet snacks in Egypt; soon, it became close to all
Egyptian consumers' hearts triggering desire and Owned the highest
market share in Egypt and the Middle Throughout the years, Corona
established for itself a solid platform becoming the "Quality Manufacturer
since 1919", and Outstanding reputation until 1994
Since 1995, it gradually started losing market share to solid international
competitors.
As a result, the brand image was perceived as poor and lost its admirable
recognition in customers' minds. Losses led to privatization in 2000. Corona
aims to, once again, return to Arab and African markets following eight
years of hiatus to offset the decline in local sales.
The company's sales in the Egyptian market amounted to about EGP 1.4bn
in 2016, with a market share of 40% of the chocolate market in Egypt.
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Organization analysis
Legal Form Private holding
Legal Sector Private sector
Authorized Capital 102,150,000
Chairman Bassel Sami Saad
Main shareholders/Owners
Sami Saad
Group (owns 70% of Assets)
Corporate Capital 200,000,000 EG.P
Key departments and their relationships R&D, Production, Sales Dep and Operation
Number of employees around 1000 employee
Distribution branches
More than 15 distribution branches in Egypt
covering 35.000 outlets
Main Products
The company has around 70 products under the brand names Corona and
Nadler. Ain product lines: Chocolate, Cocoa drinks, Wafers, Biscuits,
Candies, Toffees & Gum
Situational analysis
In 2000, the company was partially privatized (70%) by one of the leading
Egyptian Market Private holdings –Sonid Group (Established as a family-
owned holding company in 1987, SONID operates in several strategic fields,
including automotive, food and beverage, tourism and hospitality.
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Organization's assets and skills
Competitive advantage comes from (Know-how), efficiency, brand name,
competitive price, and trustworthiness.
Corona's human marketing resources It has evolved significantly over the
past few years with the development of a new strategic marketing plan that
focuses on customer needs, rapid changes in the external environment,
and focus on the value that you want to deliver to the customer.

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Developing NAWEAM as one of ELSHAMADAN's familiar products.
Includes the use of high-quality raw materials, variety (whole wheat and
oats), re-designing the packaging and cooperation with a local
company whose market share has increased in the recent period and
who has developed and diversified its products, which is CORONA
Company.
With all the changes in the external environment, such as the floating of
the Egyptian pound, increasing borrowing interest rates, unavailability of
raw materials, and high cost of shipping and import. Cooperation with a
local company has many advantages during that period:
Promoting the national industry
Exploiting the unavailability of competitive imported products in the
market or their minority.
The organization's market research capabilities Have significantly
developed over the past few years, which was reflected in the product's
appearance in a new way externally through packaging. Also, raw materials
made a difference in diversity, which reflected the company's marketing
plan by acquiring a more significant segment of the Egyptian market.
Relationships with suppliers It is a good relationship, given the name of
the company and the presence of long-term suppliers with some of them.
Relationships with distributors are good; the distribution network has
become more diverse due to the company's existence in the market for a
long time.
Relationship with Media Recently, after developing and conceiving a new
marketing plan, Corona products appear on many social media platforms,
advertisements on television, and others.
Relationship with key customers is Basic Relationships that a company with
many low-margin.
6- Recommended marketing strategy
Product development-CO-branding agreement

Development of local industries and the possibility of competition in
the market. Therefore, the choice fell on the Corona company, which
has already developed its products regarding ingredients, packaging,
and diversity in different foods.
Also, achieving remarkable increases by sharing the market and the
emergence of its products on the shelves again.
Building a stand-alone marketing department stands for "Customer-
focus".
Choosing Nawaem biscuits came based on its popularity in the past,
as its quality varied greatly over time in a way that is not positive.
Conducting high research of external environment and Survey data
analysis techniques by Market research agency outsourcing.
Creating value and compelling marketing offerings.
Conduct frequent Customer Surveys to measure customer
satisfaction.
Product Development Strategy
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7- MARKETING MIX STRATEGIES & TACTICS
PRODUCTION LINES
NAWAEM MINIS, wheat with dark
chocolate. A healthy snack, rich in
protein, containing 45% of whole
wheat grains, with a touch of dark
Corona chocolate. The weight of
the package is 40 g, 5 pieces, and
contains 90 calories.
Free of preservatives.
No artificial colours and flavours
No hydrogenated oil
7.1 Product
NAWAEM MINIS, Oats with Lite
corona chocolate. A healthy snack
made of oat flakes with a touch of
dark corona chocolate. The weight
of the package is 40 g, 5 pieces,
and contains 100 calories.
NAWAEM MINIS, with Milk
chocolate. Everyone's favourite
biscuit, Nawaem, which melts in the
mouth, is made with the finest types
of flour, with a touch of Corona milk
chocolate, for everyone who wants
to reward himself without feeling
guilty. The package contains 5
pieces weighing 40 g and 200
calories.
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Promotional Discounts include a 20% reduction in the price or an
outright cash payment to the distributor efforts to promote NAWAEM
MINIS products through local advertising.
Quantity discounts to customers in-store promotions throughout the
year, mainly in supermarkets and hypermarkets
Penetration pricing The lower price helps a new product or service
penetrate the market and attract customers away from competitors.
Quality
High-quality ingredients from wheat and oats, free from artificial colours
and artificial foods. And non-hydrogenated oils.
Design
Retaining the original shape of NAWAEM biscuits while covering the
distinctive circles with a layer of Corona chocolate
Packaging
Light and easy-to-use packaging containing adhesive tape to keep the
residue without contamination.
The segmentation will be based on the age of people.
Price
Using marginal cost pricing will set a higher production level because it is
expected to be able to offer a lower price and stimulate demand. As a
result, its costs are lower. Additionally, the company will be able to set its
pricing just below the full-cost pricing of the competitor (Digestive) and sell
more products, either generating more profit or generating the same profit
while taking over market share.
NAWAEM MINIS affordable by 6 EGP per packet
Price discount level compared to competitors includes:
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Supermarkets and hypermarkets.
Over the forecast period, traditional grocery retailers will remain Egypt's
dominant distribution channel for chocolate confectionery. However,
their retail value share will likely come under pressure from modern
grocery retailers and e-commerce.
Also, kiosks inside and convenience shops located at the Gas stations
such as, Chill Out, Circle and One the Run.
Canteens in schools,
And places to sell hidden meals inside gyms
Place- Distribution
Intensive Distribution availability in the maximum number of merchants or
outlets in target areas to gain as much exposure and sales opportunities as
possible.
Distribution Channel:
Offline
Online
The online segment acquired a significant revenue share of the chocolate
confectionery market. Offering products through online platforms, which
have lower entry hurdles and allow products to be supplied by online
corporations or third-party distributors like Amazon, Souq.com, and
Instashop.
Promotion
Focusing on heavy discounting and in-store promotions throughout the
year, mainly in supermarkets and hypermarkets.
Online platforms such as Amazon, Souq.com and Instashop deals (2
NAWAEM MINIS + 1 Free)

NAWEAM into the "Healthy Snacks" segment by introducing
NAWAEM Oats with dark chocolate and NAWAEM MINIS, wheat with
dark chocolate, as a source of "Rich source of protein and low in
calories."
Launched NAWAEM in 3 different ingredients to cater to the diverse
tastes and needs of the customer.
Leveraging the retail and Egyptian market expertise of FMCGs.
Availability of a high-quality product at a low price by leveraging
Economic of scale.
Value Proposition
MBA

Segmentation
Upper Egypt
50.7%
Delta
29.6%
Cairo
10.9%
Alexandria
5.4%
Giza
3.4%
Gender Location
5-14
40.70
15-24
17.80
25-34
15.76
50-64
14.42
35-49
11.86
Ages
male
53.12
female
47.42
111.859.891
Egypt Population
Median age
24.5 Female 23.8 Male
Demographic Geographic
Demographic
Status
Demographic
College
student
High school
student
Housewife
Employee
MBA

Segmentation (cont..)
Activities, Interests, Opinions (AIO)
Taste
Psychographic
Athletics
Outdoor
Activities
T.V show
genres
After-work
hobbies
Dark chocolate
lovers
Oats and wheat
lovers
Old Nawaem
taste lovers
Biscuits mixed
with chocolate
Milk chocolate
lovers
MBA

5-14
Years
Taste
Demographic
Age Group 2
Targeting
Biscuits mixed
with chocolate
Oats and wheat
lovers
Milk chocolate
lovers
Milk chocolate
lovers
Cairo
Giza
Alex
Geography
15-25
Years
Demographic
Age Group 1
Cairo
Giza
Alex
Geography
Oats & wheat
lovers
Biscuits mixed
with chocolate
Dark chocolate
lovers
Old Nawaem
taste lovers
MBA
Taste
Outdoor
Activities
AIO
Psychographic
Psychographic
AIO
Athletics
O
u
t
d
o
o
r
A
ctivities After-w
o
r
k
h
o
b
b
i
e
s

8- Planning Budget:
After calculating all these forecasted data, it left us with the below graph that Shown
the Break even analysis. ( attached in excel Sheet)
Forecast sales, market shares & costs:
all the forecasted sales. market shares, and costs are calculated in an excel sheets.
Forecast profitability (break even analysis):

Launch A comeback campaign in Ramadan 2023 with trendy ads for
customers' huge attraction that combines Notsalgia and customers'
new tastes. Cooperating with one of the media faces (Mohamed
Heneidy or Ahmed Helmy) to appear in the advertisement.
9- Implementation & control
Madia and social media compigns
For product campaigns implementation and control, the following
procedure is going to be done:
Ad Duration Channel Times to be played
Tv Ads
1.30-3.0
Minutes
CBC, DMC, MBC
Masr.Al Nahar
Within the
Commercial Series
played from 6 PM to
9 PM
Radio Ads
40-50
Seconds
Nogoum FM,
90,90, Sha3by FM,
Mega Fm
during the whole
daily rush hours
7-10 AM, 4-7PM
Social Media
Ads
30 -60
Seconds
Facebook,
Instagram, youtibe
Its all determined
through
Fb,Instagram,
youtube Ads policie
MBA

Collect the 10 Nawaem Minis packets and win A gold coin!
Participation in Orphan Day (the first Friday of April) with Nawaem Minis
products at the Orphan Care Center in Upper Egypt
Build up ELSHAMADAN's website, Facebook profile, Instagram,
LinkedIn, Youtube channel, and TikTok.
Create Facebook, Instagram and Instagram campaigns with the
mentioned Ad.
Run Radio campaign Ads, Create customized ads for the Radio
Channels.
Create Facebook and Instagram Campaign Ads by targeting the group
aged 15-25 and Collaborating with one of the Instagram influencers.
Create a Campaign Ad targeting the group aged 30-45 to keep
"Nostalgic" vibes on.
Conduct deals with E-commerce. Online platforms include Amazon,
Souq.com and Instashop deals (2 NAWAEM MINIS + 1 Free) during the
year.
Engagement programme to enhance Brand Awareness.
Start Targeting customers by (Group age) through the Online
channels with the following segmentation:
Commercial TV series and programs like EL Hekaya With Amr Adib. In
Ramadan 2023
Billboards ads on the Ring Road, Mehwar, and October Bridge. For 2
months, 2 times per year.
Promotions implementation
MBA

Evaluate advertising campaigns and measure the resulting increase in
market participation, sales volume, and brand awareness
A questionnaire to measure the percentage of customer satisfaction in
an organized and continuous manner and work to improve any
complaints for constant development
Continuity in advertising campaigns as a tool to be present and appear
in front of the competitor
Focusing on heavy discounting and in-store promotions throughout the
year, mainly in supermarkets and hypermarkets.
Hypermarkets/ Supermarkets: Abu Zikry, ABA Marke, Alfa Supermarkets,
Awlad Ragab, BIM, Carrefour, Fathalla Gomla Market, Gourmet Egypt,
Hyper One, Kazyon, Kheir Zaman, Lulu Hypermarket, Metro Markets, Oscar,
Saudi, and Spinneywith offers for pack-ages purchase ( Buy a whole pack
with 20% OFF)
Control
MBA

About ELSHAMADAN https://elshamadan.co/
Confectionery & Snacks
· https://www.marketresearch.com/seek/Chocolate-Egypt/1717/1166/1.html
·https://dailynewsegypt.com/2018/03/08/chocolate-market-regains-taste-looks-
forward-growth/
https://www.statista.com/topics/8313/education-in-egypt/#topicOverview
EL Shamadan Relaunching Ad: https://vimeo.com/143535692
https://www.globaldata.com/store/report/egypt-chocolate-market-
analysis/#:~:text=Chocolate%20market%20in%20Egypt%20registered%20a%20positive
%20compound,in%202020%2C%20an%20increase%20of%204.54%25%20over%202019.
https://acasestudy.com/marketing-plan-for-
chocolate/#:~:text=Statistics%20reveal%20that%20the%20Gulf%20is%20particularly%20
fueling,with%20the%20market%20now%20valued%20at%20%24382%20million.
REFERENCES
Sources of data:

Marketing Plan for Co-Branding with Corona Chocolate in Egypt

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