Carat is a global media agency that is part of the Aegis Group. It has numerous clients in various industries including Total, General Motors, and Microsoft in Tunisia. Carat's mission is to redefine the value of media through redefining insight, planning, investment, and business outcomes. The company values collaboration, responsibility, ambition, pioneering, and agility. It operates in the advertising and media industry, which has adapted to trends such as increased digital media consumption. Carat analyzes opportunities in digital expansion and new communication technologies, but also faces threats from high competition and limited advertising spaces.

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PRJ100:Internship1 – Year1
Mhamed Ali Ben Mahmoud

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Outlines
• Company Description
• Sector Analysis
• Environment Analysis
• Company Analysis
• Marketing Strategy
• Learning Outcomes

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Company Description
Carat. Redefining Media
• Carat is a part of the Aegis Group Plc which was founded in 1968 and has become
the world’s first independent communications specialist and the market-leader in
digital media solutions.
• Carat won a high number of clients by its full commitment and proficiency.
• Brands like Total, General Motors and Microsoft are Carat main clients in Tunisia.
• Fastest Growing Network In MENA (3 Years Running)

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Mission
• Carat’s mission is simple: to redefine the value of media
• They are redefining media in four ways:
 redefining insight
 redefining planning
 redefining investment
 redefining business outcomes.

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Vocation
• Carat is a place where talent, creativity and excellence are used and developed.
• As the fastest-growing media network in the world, it is a duty to buy media and
excel in order to provide the best service in a market full of competition.

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Values
• Carat values define what is important to them and how they do business.
• This company has a shared set of beliefs that made them reach the standing and
recognition they gained since its foundation.
 Collaboration
 Responsibility
 Ambition
 Pioneering
 Agility

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Organizational Structure

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Organizational Structure
CEO
(Rym Othmani)
Digital
Accounting
Manager
Digital Media
Planner
Insight &
Research
Media Research
Executive
Media Account
Manager
Accounts
Executive
Financial
Director
(Yosr Melliti)

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Sector Analysis
• Carat is part of the media and advertising industry comprised of print, electronic,
Radio, Internet and outdoor segments.
• Consumers around the world are increasingly spending their money on media.
• Media and advertising companies have continued to adapt to consumer trends.
• Companies in the industry, process, or distribute Information and entertainment
content for magazines, newspapers, motion pictures, music recordings, radio and TV
programming, as well as internet campaigns with the use of software.

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Current situation

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Current situation

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Trends
• Analytics expertise and being able to extract insights from the customer’s data is a
survival key in a very variable economy.
• IT knowledge is needed in order to track, report and optimize client campaigns.
• Marketers are turning from project to project-based relationships, in the mean of
improving the agency project scoping and management practices.

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Environment analysis
Political Governmental pressure about
dangerous/unwanted products
Economic Economic crisis
Ad’s price
Taxes increase
Social Too much ads in the street could have a
negative impact on people.
Consumer behavior has changed as
they are reading less written press
Technological Innovation development
New software solutions
New means of communication
Ecologic Numeric support does not affect our planet
Legal Legislative procedures about ads content
Price transparency of ad’s space.

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Michael porter five forces
• Improve customer loyalty:
Competitive Rivalry
• Improve Brand Image:
Competitive Rivalry
• Technologies Protection:
Threat of new entrants / Competitive Rivalry
• Improve quality and price ratio:
Bargaining power of buyers
• Innovation capacity:
Threat of new entrants / Competitive Rivalry

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Opportunities / Threats
Opportunities Threats
Digital Expansion Lack of economic visibility
New communications support (Smartphones,
Tablets, Streaming platforms, Search Engines)
High competition with big agencies
New Technologies New incoming media agencies
New advertising spaces in Airports Limited advertising spaces
Dynamic of the ads is Emerging countries Decline of the written space
Sponsoring Some ads cannot be shown in Tunisia because
of the religious, traditional and ethical aspect

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Company analysis
Culture:
• Focus on people, growth and value
• Transparency
• Business-friendly oriented

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Marketing Strategy
4P‘s
Price:
• Price of the advertising spaces billed + commission of X%
Product:
• Information Gathering, Advertising and Results Tracking
Place:
• 124 Countries
Promotion:
• Pitching

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www.msb.tnLes Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Learning outcomes
• Deal with people
• Discipline and professional behavior
• Read, analyze and interpret statistics data on Microsoft Excel
• How to use advertising software

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www.msb,tn
contact@msb.tn
Les Berges du Lac II Walkway
Tunis, Tunisia
Phone 71 194 444
Contact Page
Address
Les Berges du Lac II Walkway
Tunis, Tunisia
Phone
71 194 444
Website
Msb.tn
E-Mail
Contact@msb.tn
Facebook
facebook.com/SMU.MSB
YouTube
Youtube.com/MSBTunisia

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Thank you for your attention