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.

1. Marketing Plan
C0-Branding
Supervision
Lamees El-Ghazoly
NAWAEM - ELSHAMADAN

2. ABOUT
ELSHAMADAN
Sector: Food & Beverages
Business Type: Manufacturer
Key Customer Market: B2C
Owned by Mr Taher EL Kowery
& brothers since 1978
In 1992, Overseas for food, S.A.E, a
sister company that Mergers Of
Elshamadan.
There is No Stated Mission

3. Joint Stock with Corporate Capital
60.000.000 EGP.
Mostafa Taher El-Kouer
4 Factories
Manpower above 2000 employee

5. Main Products
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.

6. Main target markets
Differentiated marketing
Age & Income: 5-35 with
Average- Low income
Demographic segment
Geographic
Domestically, around 40-50%
targeting the delta region
International, Africa & the
Middle East
Purchase situation
Purchasing approach due
to affordable average
taste
Psychographic
The 25 years old &
above exploit Nostalgia.
Positioning by the price
strategy offers a snack
with good taste & a low
price.
Market positioning

7. Organization’s Assets & Skills
Marketing and sales are working
under one department.
Human Marketing Resources
Reflect the infection of Market
Myopia
Market Research Capabilities
Relationships with
suppliers & distributors
Good Relationship
Relationship with Media
Intermittently for long
periods
Relationship with key
customers
Basic Relationships

8. Change in lifestyle toward more
healthy.
Egyptian consumers are very
price sensitive.
More shopping from home
Convenience drives the online
sales of ready-to-eat snacks.
Environmentally friendly
packaging.
E-Commerce
Foreign trade regulation
Egyptian Food Safety
Authority rules.
Technological Environment
Social & Cultural Environment
Political/Legel Environments
Total floatation of
the currency
Devaluation &
reduced Egyptians'
purchasing power
Economic Environments
Business Environment Analysis
The region's confectionery market, which has grown by 15 %
over the last 3 years, is currently valued at $113 billion.

9. Egypt's Population is 111.859.891
billion.
Increasing population diversity
through the Net flow of
international students
Business Environment Analysis
Cont....
The substantial
market for pollution
control technologies
& recycling facilities
The roads & bridges
constructed during the last
three years in Egypt made
traffic easier and reduce
traffic jams.
Natural environment
Demographic environment
Physical environment

10. Nature of Demand & Size of Demand
Egypt registered a positive compound annual growth rate
(CAGR) of 8.98% from 2015 to 2020
Size of Demand
The Forecasted to register a CAGR of 4.2% during the forecast
period (2020 - 2025).
Nature of Demand
Consumers seek healthier options.
more innovative varieties of products every year

11. Indirect competition
Competitor Analysis
Direct competitors
Bakery and sweet shops such as El Abd, Sale Sucre, La Poire and others
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
Factors of competitiveness
strong R &D
Strong customer value
High-quality raw materials
Availability

12. Weaknesses
Threats
Strength
Opportunities
Quality of the ingredients
Weak market image
No marketing Dep
Communication channels
are out of date
Lake of innovation
New competition
Instability in currency and
exchange rate.
Competitive High budget
market offering
Competitive prices
Economies of scale
Egyptian Brand
physical facilities
(4 Factories)
Leveraging Partnership
Agreement
Product Development
Increasing tariffs on imported
products
Leveraging digital technologies

13. Short-term Objectives
Increase in Potential Customers growth
by 10% in 2023
Improve distribution channels;
Enhance availability (Geographic).
Assign 15% of 2023 revenue to
marketing efforts.
Enhance Product Quality
Product development
Enhance Product Quality
Achieve Sales Revenue by 30 million E.G.P.
Long-term
Increase the market share for the
developed product by 4% in 2023
Enhance brand awareness
Increase in Potential Customers
growth by 15% in 2024
Increase the market share for the
developed product by 10% in 2024 and
20% in 2025
Developing Nawaem Mini includes four
more ingredients to meet diverse
customer needs.
Increase in Potential Customers growth
by 15% in 2024 and by 20% in 2025

14. Implications of SWOT
Analysis
ST Strategies WO Strategies Marketing Strategies
Focus low-cost strategy
Relationship Strategy
Restructure/Redesign
Strategy
Vertical Backward
Integration Strategy
Product Development
Strategy(CO-branding )
Segmentation strategy
Selective Targeting
Strategy for 3 different
tastes

15. Outsourcing
Agency
Market Research
Product
Development
Strategy
Developing NAWEAM as
one of ELSHAMADAN's
familiar products
Market Dep
"Customer Focus"
Creating Value
Frequent
Customer Surveys

16. Suggestion
partner
to Co-brand
Sector: Food and Beverages
Business Type: Manufacturer
Key Customer Market: B2B & B2C
Owned by Sami Saad
Group (owns 70% of Assets)
Established in 1919 by Tommy
Khresto
More than 15 distribution
branches in Egypt covering
35.000 outlets

17. Marketing Mix Strategies & Tactics
NAWAEM MINIS, Oats
with corona Dark
chocolate A healthy
snack made of Oat flakes
with a touch of Dark
Corona chocolate. The
weight of the package is
40 g,
Five pieces, and contains
100 calories.
Product
NAWAEM MINIS, wheat
with dark chocolate. A
healthy snack, rich in
protein, containing 45%
whole wheat grains and a
touch of dark Corona
chocolate. The weight of the
package is 40 g,
Five pieces, and it has 90
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 five pieces
weighing 40 g and 200
calories.

21. Price
NAWAEM MINIS
affordable by 6 EGP per
packet
Penetration pricing
Marginal Cost Pricing
Price Discount
Penetrate Market & Attract
Customers
Quantity Discounts
Buy 2 get 1 Free
To Customers
20% outright cash payment
to Distributors
Promotional Discounts

22. Place-
Distribution
Distribution Channel:
Offline
Supermarkets & hypermarkets.
convenience shops
Chill Out, Circle and One the
Run
Online
Online platforms

23. Promotion
Online Platforms Deals
In-store Promotion

24. Value Proposition
NAWEAM into
the "Healthy
Snacks" segment
Launched NAWAEM
in 3 different
ingredients
Availability of a
high-quality product
at a low price
Cater to the diverse
tastes & needs

25. Segmentation
male
53.12
female
47.42
Upper Egypt
50.7%
Delta
29.6%
Cairo
10.9%
Alexandria
5.4%
Giza
3.4%
Demographic
Geographic
Gender
Location
Status
Demographic
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26. Segmentation
Demographic
Taste
5-14
40.70
15-24
17.80
25-34
15.76
50-64
14.42
35-49
11.86
Ages
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Psychographic
Activities, Interests,
Opinions (AIO)

27. Targeting
Outdoor
Activities
5-14
Years
AIO
Psychographic
Demographic Age Group 1
Biscuits m
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lovers
Taste
Cairo, Giza, and Alex
Geographic

28. Implementation
& control
Madia and social media
compigns
Launch A comeback campaign
in Ramadan 2023
Ahmed Helmy
Engagement programme to
enhance Brand Awareness.
Create Facebook & Instagram
Campaign
Commercial TV program
With Amr Adib.
Ramadan 2023
Participation in Orphan Day
(the first Friday of April
Billboards ads on the Ring
Road, Mehwar, and October
Bridge

30. Planning budget

31. Thank You....