MBA project, copyright for author Mr. Osama Fawzy

1. Brand management project July 2008 Bekhero brand Prepared and presented by: Ahmed Mahmoud Aboulyazed Safinaz Salah Hany Gharib Mahdi Osama Fawzy

2. Agenda 1- Company profile. 2- vision & mission. 3. Juhayna brands tree. 4-S w o t analysis . 5- Bekhero brand equity 6- Bekhero Brand elements . 7- Brand positioning . 8- Brand Audit *Target & Insight *Competitive Assessment (Brand Loyalty-Pop & pod -Perceptual Map) *Brand Inventory 9- Brand Planning * Review Marketing Action. * Building Brand Objectives. * Personality (Brand Strategy - Product Mix will be) 10- Brand Execution * Brand Elements * Communications Strategy * CRM & Community Building

3. What we did in this presentation 1.VISION: Long term idea or wish of where the brand should be in the years to come.2. MISSION: Statement of the brands’ function in the market.3. OBJECTIVES: Measurable, real, quantitative goals set for the brand to accomplish during a specified period of time.4. TACTICS & ACTION: Very specific actions that will be taken throughout a specific time period that will get the brand to carry out its objectives.5. Brand VALUES: All of the components above must be ‘in sync’ with the values the company cherishes.

4. Company profile 1- Juhayna a local company founded in 1983. 2- Juhayna the Top Egyptian juice & dairy manufacturer. 3- Juhayna provides consumer by many brands & Varity products. 4- Juhayna opening many markets in (Africa ,Asia ,Europe, north America & gulf).

5. Our vision & mission 1- Our vision To be recognized as a premier leader in our industry by our customers, employees and shareholders. dedicated to the profitable growth of our shareholders net worth, driven by quality performance and innovation, and committed to exceeding our customers' expectations. 2- Our mission 1. Customer Focus 2. Employees Satisfaction 3. Industry leadership4. Shareholders Value Maximization

6. Juhayna brands tree

7. S W O T analysis Strengths . 1- We have a good position in consumer mind. 2- We have many strong brands . 3- Higher quality in Egypt ( dairy , juice and cheese). Weakness 1- Lost a market share of the economy milk market in upper Egypt because of competitive low price 2- Lost a market share of shelf share in economy milk market in upper Egypt because of the variety products of competitors ( flavored milk). 3- We can't compete as we want in special markets.

8. S W O T analysis Threats . 1- Consumers are going to low price. 2- Losing part of consumer loyalty in bekhero milk because it's high price compared with the competitors. Opportunity 1- We can capture new market share & increase sales volume when we launch new category of product under bekhero brand ( flavored milk ). 2- We can keep our quality and meet competition price and increase customer loyalty to bekhero brand when we do extension product line under bekhero brand (bekhero pouchmilk 400 gr.)

9. Bekhero brand equity On the Product Level: 1 kilo from bekhero plain milk = 4.5 LE 1 kilo from non brand milk = 3 LE On the Customer Level: In general bekhero plain milk moves in shelf 8 packs vs. 2 packs for others

10. Bekhero Brand elements 1- Brand Name:( bekhero ) meaning the most good & wealthy thing you could have & you will be very satisfy with us. 2- Brand Slogan: ( bekhero & nothing beyond( بخيره ولا فيش غيره it supports our consumer perception that we are the only one provide the higher quality in our category. 3- Brand logo: we have chosen our brand carefully to be memorable, meaningful, likeable, transferable, adaptable, protectable to our segment (economy market) 4- Color & font. (red background & white font ) we have chosen red background to be attractive & white font like milk)

11. Brand positioning Bekhero milk. To adults & children who want healthy & safety life bekhero milk will provide you with high quality milk with economic price.

12. Target 1- Capture new market share in economy milk products. 2- Keep our quality and meet competition price in pouch. 3- Increase customer loyalty to bekhero brand. 4- Capture new market (Hotel catering, Hospitals, Restaurants). 5- Keep our profit margin.

13. Competitive Assessment Milk Packaging Format Split Plain milk split

14. We are going down in upper Egypt just 20% from upper Egypt market ? Pouch milk split in regions

15. Competitive Assessment flavored milk split (traditional market) flavored milk split ( special market)

16. Brand Loyalty

17. Pop & Pod Customer Our POD Their POD Competitors POP

18. POP & POD bshayar belhana POP 1- Local company 2- Some product as (pouch milk-fruit drink). 3- Product milk with 3 months expiry period. THEIR POD 1- Economic price at least from -10 to -14 LE in carton . 2- Very flexible price list help them to capture catering market. OUR POD 1- High quality is our brand identity. 2- Strong sales force. 3- Various distribution channels. 4- Honesty is our added value and promise to customers. sbaho

19. Perceptual Map (plain milk) price quality belhana bshayar sbaho

20. Perceptual Map (flavored milk) Price Quality Green land faragello

21. Brand Inventory 1- Good quality & low price. 2- We are from the deep of Egypt. 3- Our products are manufactured under Juhayna corporation (dairy & juice market leader) 4- We don’t have a Gap between our identity and image. 5- We have strong sales force & a variety of distribution channels 6- Our brand provides healthy & safety life for our customers

22. Review Marketing Activities

23. Brand Objectives 1- Increase pouch milk sales volume 300% in upper Egypt. 2- Increase our market share in upper Egypt form 20% to 60%. 2- Keep our quality and meet competition price in pouch. 3- Increase POP with our competitors in flavored milk market. 4- Capture new market (catering). 5- We must launch pouch 400 gr. In 1st. August before Ramadan. 6- We must launch bekhero kid ( flavored milk 200 gr.) 15th. August before the back to school.

24. Brand Personality Bekhero kids will provide consumer with the vitamins in milk plus vitamins in fruit & honey in a high quality product, good packaging case & 6 months as expiry period with a low price than fruit juice of competitors.

25. Brand Strategy Products category Existing New Existing New Brand Name

26. Bekhero Product Mix will be Product Width flavored milk Fruit drink yoghurt cheese Plain milk Product Length Flavored with ( banana , Chocolate, strawberry, honey and guava 90 gr. pouch carton 200 gr. 250gr. 400 gr. 500 gr. 1 kilo Product Depth

27. Bekhero kids Brand elements 1- Brand Name: (Bekhero kids) means the most good & healthy thing your kids could have & you will be very satisfied with it. 2- Brand Slogan: ( Bekhero kids healthy & safe to our kids ( بخيره كيدز صحة وأمان لأولادنا it supports our loyal consumer perception that we are the only one provide you & your kids with higher quality in our category. 3- Brand logo: we will add kid picture to our main brand that we have chosen it carefully to be easy, simple & clear to our segment (economy market) 4- Color & Font (red background & white font ) we have chosen the red background to be attractive & white font like milk)

28. Brand Strategy 1-Communications Strategy.

29. Brand Strategy 1-Communications Strategy.

30. Brand Strategy2-Product and Pricing Strategy. *Product positioning bekhero kids (to mums who want health for their children bekhero kids provide your children by all vitamins in milk plus all vitamins in fruit & honey with an economic price )

31. Flavored milk life cycle growth

32. Marketing Mix Summary ( Bekhero kid)

33. Marketing Mix Summary ( pouch 400gr)

34. Brand Strategy (is the bridge between Corporate Strategy and Marketing Strategy) 3- Channel & Distribution Strategy. we will distribute by our sales force (direct & indirect ) Producer Consumer Retailer Consumer Retailer Producer Whole seller

35. Community Building Behiro milk will create a health program in nurseries, schools, universities and mother societies to give health tips about the necessity of milk.This communities will support our brand product and will give a feedback to our marketers.

36. Thank you