This document provides an overview of Almarai company, the largest dairy company in Saudi Arabia. It discusses Almarai's market segments, products, pricing, distribution, and promotion strategies. Some key points include: - Almarai targets multiple market segments based on geographic, demographic, and behavioral factors within Saudi Arabia, neighboring Gulf countries, Jordan, and Egypt. - The company's product portfolio has expanded beyond dairy to include juices, bakery, infant nutrition, and poultry. Products are sold under several owned brands. - Pricing is based on a cost-plus strategy and products are competitively priced compared to competitors. - Distribution occurs through over 110,000 retail stores across target

1. PRINCIPLE OF MARKETING PROJECT
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2. I N T R O D U C T I O N
A B O U T
T H E C O M P A N Y
Almarai company starts in 1977 when Prince Sultan bin Muhammad bin Saud feels that there is a great chance to
improve the traditional dairy industry in Kingdom Saudi Arabia to meet the needs of the rapidly expanding at the
local market.
From Riyadh _ the company’s headquarters_ several agricultural projects were launched to reach his vision
starting with the fresh milk and milk processing; the initiatives expand to include modern dairy farms and modern
manufacturing plants.
According to the annual report 2018 the company size in term of capital as follow:
10 billions, the company’s paid-up capital
One billion, the number of full-paid shares
216 million, the number of available shares
48 billion, the market value
Almarai has 38.035 employees and is ranked 1st among its top 10 competitors, Prince Sultan bin Muhammad bin
Saud is the owner of this company and its chairman, Georges Schorderet is the CEO. You can find Almarai products
at big markets in KSA, Gulf countries, Jordan and Egypt. The products are so many such as dairy liquids, Juices,
Cheese and Bread . Almarai Company branches are located in the Kingdom of Saudi Arabia(Al-Kharj, Jeddah, Hail ),
Jordan, and Egypt. The company distributes fresh products daily to more than 110 thousand retail stores in all
countries of the Gulf Cooperation Council in addition to Egypt and Jordan.

3. 2 - T H E S E G M E N T A T I O N O F T H E C O M P A N Y M A R K E T :

4. – Almarai is concerned with progress and sustainable development, and this is taken into account in all that the
institution offers (dairy products, juice products, ovens products, poultry products, baby food), and it also takes into
account the Foundation's endeavors to storm additional markets and provide different types of products, And in its
extension to other regions outside the Kingdom of Saudi Arabia towards other Gulf Cooperation Council countries,
the Kingdom of Jordan and the Arab Republic of Egypt.
– The implementation of the strategic program for Almarai for the year 2014 has resulted in a significant increase in
sales, especially in milk products, juices and poultry, as well as enhancing its sales of its joint project in Jordan and
Egypt "International Dairy and Juice IDJ", as the program sought to develop in the secondary aspects, in various
types of services in all regions..
2.1/ AN INTRODUCTION ABOUT THE POTENTIAL MARKET SEGMENTS OF THE COMPANY ACCORDING TO THEGEOGRAPHICAL ,
DEMOGRAPHICAL AND BEHAVIORAL FACTORS:

5. 1 - I N V E S T I N G I N
M A N P O W E R :
– Almarai is always targeting people before the product and is investing heavily in Saudi Arabia to increase
dairy production in the Kingdom. Arab News stated that it will provide 12,000 additional jobs in the
country during the next five years, the joint project with Pepsi continued to grow, when Reuters
announced that the two companies will invest a total of 345 A million dollars in the agricultural industry
in Egypt..
2 . 2 / D E S C R I B E T W O M A I N S E G M E N T T H E C O M P A N Y T A R G E T I N G
2 - S U P P L Y T O T H E
C A T E R I N G
S E C T O R :
During the year 2016, Almarai managed for the first time to supply to the hospitality market and
restaurants that achieve great growth, in contrast to poultry company Fakih owns a large chain of
restaurants spread in the Gulf countries, Egypt, Yemen and Jordan and operates through two
commercial brands, which are "fresh" and the second mark is “Bety” opened their first restaurant
Mecca in 2016

6. – Almarai has transformed from a private company into a public shareholding company
listed on the Saudi financial market, and has offered 30% of its capital, which amounts
to 750 million Saudi riyals - at that time - as a public offering. Almarai has been listed on
the Saudi Stock Exchange and its shares started trading on Wednesday 08/17/2005 in
the Agriculture and Food Industries sector under the symbol: 2280. The number of
distribution outlets for Almarai products has increased by more than 30,000 outlets.
2 . 3 / H O W D O T H E C O M P A N Y P O S I T I O N I N G I T S E L F I N T H E M A R K E T ?

7. 3 - T H E C O M P A N Y E N V I R O N M E N T A N D S W O T
A N A L Y S I S :

8. HIGH OPERATING COSTS PRESSURIZING PRICING. OVER DEPENDENCE ON DAIRY AND JUICES MAJOR DEPENDENCY ON IMPORTS FOR RAW
MATERIALS
3 . 1 / W H A T A R E T H E C O M P A N Y W E A K N E S S / D I S A D V A N T A G E S C O M P A R E T O I T S
C O M P E T I T O R S ?

9. Strong brand with high quality
products
Market leader in dairy market in
GCC
Strong distribution network Hot climatic conditions conducive
for beverages market
3 . 2 / W H A T T H E C O M P A N Y S T R E N G T H S / A D V A N T A G E S C O M P A R E T O I T S
C O M P E T I T O R S ?

10. GROWTH OF MILK MARKET IN GULF
COOPERATION COUNCIL GCC
PRODUCT DIVERSIFICATION WITH MAJOR
OPPORTUNITY IN INFANT NUTRITION
INCREASING NUMBER OF PILGRIMS
VISITING SAUDI FOR HAJJ AND UMRAH TO
PROPEL DEMAND
3 . 3 / W H A T T H E P O T E N T I A L O P P O R T U N I T I E S T H E C O M P A N Y C A N B E N E F I T F R O M ?

11. POLITICAL SITUATION IN GULF REGION FEEDSTOCK SUPPLY DISRUPTION WILL INCREASE
THE COST
3 . 4 / W H A T T H E P R E D I C T E D T H R E A T S T H A T C A N N E G A T I V E L Y I M P A C T T H E
C O M P A N Y ?

12. 4 - T H E P R O D U C T S O F T H E C O M P A N Y :

13. PRODUCT CATEGORIES DIVERSITY SIZE COLOURS FLAVOURS
Dairy Liquids
Fresh laban - Milk
Full fat –Low fat
2.85L-1L-360ml
White bottles with
almarai labelsFresh Falavoured Laban -
Milk
340ml – 180ml Data- mango- strawberry- Chocolate-
Vanilla
LactoreFree 1L
Evaporated milk 170g Metal packaging with
blue labelsFull Cream milk powder 400g- 2.5kg
Food
Cheese slices
Full fat –Low Fat
Slides pakces
Various the
foods between
red, blue,
purple, brown
and orange.
According to kind of food.
Cream Cheese 120g- 200g- 900g
mozarella 200g – 500g
Feta
Cooking Cream 1L
Better 60g- 100g- 400g
Tomato Sauce 500g – 1Kg
Sterilized Cream 170g
Juice
Nectar and Refreshing
juice
300ml -200ml Mixed fruit- kiwi&Lime
Lemon&Mint- Guava
Super juice rang 1L – 250ml Grap- apple- mango- pineapple-
Berries - PomegranatJuice rang 300ml – 200ml
Kids Juice Range 180g
Yougurts and dessert
Gishta
Full fat - Lite
100g
Have variety of
colors.
Zabadi (Greek-
Fresh yogurt)
150g –500g Strawberry
Labneh 180g Turkish – fresh labneh
Dessert 85g – 150g Strawberry- Chocolate- Vanilla-
CremeCaramel
4.1 / AN INTRODUCTION ABOUT THE PRODUCT MIX OF THE COMPANY COMPANY OFFERS WITH EXAMPLES OF ITS PRODUCTS IN
TERMS OF CATEGORIES, DIVERSITY, SIZE, COLOURS AND/OR FLAVOURS:

14. • DAIRY
dairy has always been the core of almarai's business. the vast product range includes fresh
milk, laban , flavored milk, milkshakes, uht and evaporated milk, cream, yoghurts, desserts,
natural and processed cheeses, butter, and ghee.
• JUICES
the first diversification in 1999 launched fresh juices, which quickly became market leaders.
4 . 2 / T H E B R A N D S T H E C O M P A N Y O W N :

15. B A K E R Y
Expansion into bakery followed in 2007 with two initiatives – the acquisition of Western Bakeries, and
the creation of Modern Food Industries, a joint venture with Chipita of Greece and the Olayan Group.
Infant nutrition In 2010, a joint venture was formed with Mead Johnson to enter the infant
nutrition market. Almara took full control in 2014, launching its own brands: Nuralac and Nuralac
Plus.
POULTRY
Almarai launched poultry products in 2009 and has since expanded the range to provide a
comprehensive offering to consumers. The company has also developed specialized
packaging to ensure optimum food hygiene and nutritional value.

16. The well-known method of packing a cream cheese product is
in a glass bottle and it is one of the most preferred packages
due to its multiple benefits, so it preserves the food
in a longer period, and the glass is an environmentally
friendly material, where it can be reused or recycled and also works
on:
•it preventing the occurrence of Oxidation or
transmission of pollutants to materials stored
inside
• keeping moisture. • it Preventing oxygen
4 . 3 / G I V E E X A M P L E S O F T H E P R O D U C T S P A C K A G I N G A N D L A B E L L I N G :

17. 5 - T H E P R I C I N G O F T H E C O M PA N Y :

18. – Pricing refers to the methods adopted by the companies to price their products or services. The cost to produce and design
a product, its cost to distribute and promote it must be included in pricing. Pricing a product too high or too low could
mean a loss of sales for the organization.
– Cost Based Pricing: Almarai prices its products by following this strategy. It takes into account the cost of production and
distribution, and then they decide final pricing for the products.
– Product Line Pricing: Pricing different products within the same product range but at different prices. For example, for a
pack of 1.5L of Orange Juice costs around 7.50 SAR , while 1.5L of Mango Juice is priced at 6 SAR
5 . 1 / W H A T A R E T H E P R I C I N G S T R A T E G I E S O F T H E C O M P A N Y P R O D U C T S ?

19. 5 . 2 / C O M P A R E P R I C E S O F T H R E E P R O D U C T S O F Y O U R S E L E C T E D C O M P A N Y T O
S I M I L A R P R O D U C T S F R O M T H E I R C O M P E T I T O R S :
Price: Price :
Milk – Full Fat (2L ( 8 SAR 6.50 SAR
Apple juice (200ml ( 1.05 SAR 1 SAR
Cream cheese (910ml) 25.95 SAR 25.25 SAR

20. 6 - W H A T T H E D I S T R I B U T I O N O F T H E C O M P A N Y :

21. – Almarai adopts a message that is based on manufacturing distinctive products with highnutritional benefit, which makes the
difference in the customer’s daily life, and makes every effort to provide the public with unparalleled services of food and
beverages, so that Almarai is the customer’s first choice, and occupies the foreground in the destination areas, through
Fulfilling the market’s need with high-quality merchandise, and Almarai helps in this interest in the customers ’experiences
with its products, proposals and the value of its logo, as well as its observance of exemplary quality measures in all that it
provides.
6 . 1 / W H A T A R E T H E D I S T R I B U T I O N S S T R A T E G I E S O F T H E C O M P A N Y
P R O D U C T S ( T H E I R B R A N C H E S , S H O W R O O M S , M A I N R E T A I L E R S A N D
W H E R E C U S T O M E R S C A N B U Y T H E I R P R O D U C T S ) ?

22. – The Foundation almarai was able to distribute its products and expand in several markets in a short period, and occupied
its services provided in the Arab public's preferences of food and health services.
– Almarai has pursued a marketing strategy that sought to provide investments to 15.7 billion riyals within the next five
years, expanding the factory's area to 55,000 square meters in 2017,As Almarai aims to improve its services on a regular
basis to suit customers 'needs, taking into account their different preferences and age levels,increasing its gains and
reputation.It is also preparing to complete the expansion of health and diet services in the coming period.
6 . 2 / G I V E S O M E M A I N W H O L E S A L E R R E T A I L E R S W H O H A N D L E T H E C O M P A N Y
P R O D U C T S

23. 7 - T H E P R O M O T I O N M I X O F T H E C O M P A N Y :

24. – Responsible marketing
– As a large company in the food and beverage industry, we strongly believe that our marketing and communication
efforts should be governed by the highest ethics and responsibility.
– Responsible marketing practices are important to us at Almarai. We believe that it is important to be transparent
– with our consumers. To this end, we strive to provide credible and clear communications and labeling to empower
consumer purchasing
– decisions
7 . 1 / W H A T A R E T H E P R O M O T I O N S S T R A T E G I E S ?

25. Almarai Sponsors The Healthy Walk Activities In Riyadh
Almarai Sponsors The 2020 Arabic Journal For Media & Communication
Advertising In Social Media, Television, Supermarkets, Commercial
Markets, And Billboards On The Roads , Newspaper , Magazines.
7 . 2 / S O M E E X A M P L E S O F T H E C O M P A N Y
P R O M O T I O N A C T I V I T I E S A D V E R T I S I N G , S A L E S
) P R O M O T I O N S P O N S O R S H I P
A N D P U B L I C R E L A T I O N S ) :

26. 8 - R E C O M M E N D A T I O N S :
8 . 1 / G I V E T H R E E R E C O M M E N D A T I O N S F O R T H E C O M P A N Y T O I M P R O V E
I T S M A R K E T I N G S T R A T E G I E S :

27. M I N D T H E B U D G E T .
Creating a budget for the company marketing strategies can inform the efforts by determining what the company
can and can’t afford. Choosing the most cost-effective options for the business ensures the success of the
company overall marketing plan. This doesn’t have to limit the options.
Paid advertising on social media and search engines allows the company to choose the amount that can afford to
pay, making them accessible to even the smallest of budgets.
M A K I N G A T I M E L I N E .
M E A S U R E U P .
The company time is precious, especially when it comes to the company marketing strategies.
Based on the goals and objectives the company have set for the business, create a timeline that will determine
what will be completed and when. The company must Remember to allow extra time for unexpected events
that may delay some of The company goals.
Measuring the effectiveness of The company marketing strategies will inform The company current plan and the
future efforts. the website, social media, and other marketing materials are sources of this information.
To help tracking this , there are many free online analytics tools available. Just be sure to only track data relevant
to the business so these measurements are effective.

28. ……