Jaouda is a Moroccan dairy cooperative with a mission to develop innovative, high-quality milk products. It has a large market share in Souss-Massa and seeks to expand nationally. Jaouda conducts a situational analysis and develops goals like improving productivity, gaining market share, and ensuring customer satisfaction. Its marketing strategies include adjusting product packaging, using affordable pricing, and investing in promotions. Jaouda will implement these strategies through advertising, PR, sales promotions, and monitoring performance metrics.

1. Presented by :
Ilias ALOUANI
Souheil Mohamed Ronda
Omar Fateh
Mohamed Housairi
Hajar Alaoui Submitted to : Mr. Mohammed Iraqi

2. I. Introduction
II. Situation Analysis
Internal environment
Customer environment
External environment
I. SWOT Analysis
Develdoping Competitive advantage
Developing a Strategic Focus
I. Marketing goals and objectives
II. Marketing Strategies
Marketing Mix
I. Marketing Implementation
Structural Issues
Tactical Marketing Activities
I. Evaluation and Control
Formal Marketing Control
Informal Marketing Control
Financial Assessments
I. Conclusion

3. Copag Jaouda is a cooperative business that
produce citrus and dairy product.
It was until 1993 when Copag lunched their milk
product .
Jaouda was exonirated from paying taxes untill
2005.
annual revenue of 10 billion DHs and a growth rate
of 7.6% during the last five years

4.  Internal environment
 Customer environment
 External environment

5. Mission of Jaouda:
“ Develop innovating and good-quality milk that
meet the expectation of current and future
customers & ensure socio-economic development
of the rural region of the Souss in the south of
Morocco”

6.  GOALS:
 Improve the productivity and profitability of its
products through actions of supply
 supervision and training in close collaboration with
its national and international partners

7.  Consistency of goals,vision and mission:
 Directed toward the development of the
cooperative by identification of processes and
areas importance
 Consistent with the changes within the national
development of the market
 Consistent with the needs and wants of its
customers

8.  Product:
◦ High Quality
◦ Product Name Selection
◦ Packaging

9. Pricing:
 Convenient prices
 Use the marketing penetration strategy to enlarge
its market share

10. Distribution:
 Intensive distribution
 Copag Jaouda’s distribution Coverage

11.  Promotion and advertising:
– They are following the push strategy
– Jaouda is investing in promotions through:
 Points of purchase communication
 Taste marketing
 Rebate to ensure enough short term sales
 Also they spend some money on advertising

13. Dairy products in Morocco (key
numbers):
 annual revenue of 10 billion DHs
 growth rate of 7.6% during the last five years
 two entreprises detaining more than 76% of the
whole market

14. Key numbers jaouda:
 1999 - 1998 Copag realized a revenue of 112 to 160 MDH
with an augmentation of 43%
 1998 -2004 its revenues went to an augmentation of 80%.
 Jaouda has 23% of pastorised milk market share
(national )
 Market share of about 60% in 2006 (Souss-massa)

15. Jaouda and big surfaces:
 Access to the big modern distribution has taken place 10
years after the creation of Jaouda
 The diversification of its dairy product and packaging is a
part of this strategy
 about 10% of the total production of 2006 in big surfaces
 integrating big surface is like a way for gaining a credible
image
 communicate with different consumers categories

16.  Big surface require different things from the Copag :
 End of year discounts
 rebates
 products control norms
 regular delivery
 merchandising
 products quality

17.  key suppliers:
COPAG Jaouda is choosing the best suitable suppliers
from Souss,Massa,Draa
region in order to offer the best quality for its customers.
 Financial Resources:
Jaouda is positioned secondly after Centrale Laitière which
is the leader of the market.
 Its financial strength is establishing a central idea that
enhances its distinctiveness toward competition on its
good quality and good taste.

18.  Human resources:
 Jaouda counts around 3600 employees.
 There are about a 20 product manager
working in the Marketing Department.

19.  Who are the firm's current and potential
customers?
◦ Psychographic segmentation
◦ Demographic segmentation
◦ Geographic segmentation
◦ Product usage

20.  Where do customers purchase the
product?
◦ Wholesalers
◦ Retailers
 When do customers purchase the
product?
◦ Under the firm's control
◦ Not under the firm's control

21. How customers' needs are expected
to change in the future ?
 The Moroccan consumer parity of purchasing
power is increasing overtime
 the free trade agreement with the EU that will
take effect in 2012 thus would change the habit
of the Moroccan consumer

22.  The major competitor of the copag is La
centrale laitière:
 1940 :creation of la centrale laitière by the
intercontinental company of Morocco
 1953 :first world franchised with Danone
 1981 :integration within ONA group
 1988 :participation of Danone in the capital of
centrale laitiére

23. SWOT of centrale laitière :
 Strengths:
 Centrale laitière has a strong sales force
through its agencies in different areas in
Morocco
 The company owns different brands related to
the milk industry
 The Mind share of Danone

24.  Threats:
 Centrale laitière is suffering from a strong
competition in the Moroccan market

25. Strengths Weaknesses
•The launching of a new production
unit in larache
•Diversification of the goods
produced
•Different distribution stores in
many cities throuought Morocco
•Qulalified and competent human
resources
•Good quality of raw materials
•Until the year of 2005 Jaouda was
exonerated from TVA and IS taxes
•Benefiting from the Free Trade
Agreements between Morocco with
different countries
Opportunities Threat
•Until 2008 jaouda products were
limited to the region souss-meknès
•Downstream employees are not
motivated and many are stressed
•Supply is inferior to demand
The competition from Centrale
laitière
• The shortage of milk and increase
of its prices

26.  Good Quality Good taste
 Brand recognition
 Affordable price

27. To have a national wide market and to be present on
the overall outlets Jaouda has to enhance the strategies
of:
 Diversification & innovation
 Convenient prices
 Good quality
 “Jaouda” is also benefical for the cooperative
 Make a cooperation with a foreign firm to get
more expertise

28. A. Our primary goal is : To Develop a high brand equity
Objectives :
 Achieve high customers awareness through using the
adequate marketing planning ; jaouda will increase the cost
of advertising through media by 20 % by the end of 2010
and increase the budget of promotion through out the same
period
 Have a well known brand and a reference for dairy products
in 2012

29. Other Goals and their Objectives:
B.Ensure the expansion and the growth of the company
Objectives :
 To achieve 30 % market share at the end of 2010
 Increase the sales volume by 4% in the coming three years
 Lunch new products every 4 months to diversify Jouada offering

C.Goal : Maintain a good relationship with stakeholders
and customers
Objectives :
 Reach 80 % customer satisfaction in the two coming years
 Build a good relationship with suppliers by forming and giving them
assistant

30.  Target Market and Marketing Mix
We are targetting a large segment of the
moroccan society that is caracterised by its low
purchasing power it can be described as follow :
 Demographics:
 Common Moroccans
 Disposable income: Generally it does not matter because it is
a necessity product
 Geographic:
 High concentration in urban areas
 The major Moroccan cities
 Psychographics:
 Well being and a life style

Health conscious society

31.  Marketing Mix
◦ Product:
 Change the packaging of jaouda making ithem more
attractive.
 Iconvenience product , consumer buy it frequently, at
lower price and it’s available in any point of purchase
 Simple, easy to remember and to recognize by everyone

32.  Marketing Mix
 Price:
 We sets affordable prices in order to position our Producrs
as the smart choice for dairy Products consumption .
◦ Distribution:
 General supply chain strategy:
 Our Products will be available in any point of purchase to
make it achievable by all our customers

33. Marketing Mix
◦ Integrated Marketing Communications
 Informative Advertising
 create brand awareness in the mind of those who ignore
about Jaouda Products.
◦ IMC objectives:
 Create brand recognition and brand awareness in the
mind of potential customers.
 Build brand loyalty thanks to a better-established image
(among other elements).
 Make Jaouda as a reference in dairy Product

34. Marketing Mix:
Advertising
 Jaouda is going through different range of
ads
 They should invest more for being present
in TV

35.  Elements of the public relations/publicity
strategy:
Jaouda communication department is in charge of
conducting a successful PR and publicity that
complement the principal advertising strategy.
 Press Release in family magasine and life style
 Word of mouth (Buzz strategy)
 in order to enhance the brand equity

36.  Elements of the personal selling
strategy:
 Prospection of possible new customers
 Communication with current and potential intermediaries
 Selling: closing sales and making contracts with intermediaries
 Servicing: providing their customers (interemediaries) with support
from delivery until post sale
 Allocation of stocks
 Gathering and analysing informations about products ,customers
and competitors

37.  Elements of the trade sales promotion (push)
strategy:
 Jaouda should be present in all the outlets of the areas
where it operates
Strategies:
 Sales volume expectation achievements discount
 2% Bonuses to wholesalers depending on the amount
they sell

38.  Elements of the consumer sales promotion (pull)
strategy:
To follow a pull strategy, we have set some elements:
 Discount on large purchase
 Taste-marketing : setting Jaouda’s stands proposing to customers
to try Jaouda’s products for free, especially in the large distribution:
Marjane, Asswak Asalam, and Label vie

39. ◦ Make an advertisement campaign of jaouda dairy Products
◦ Change the packaging
◦ Conduct a survey and a focus group to make sure that the
new packaging is appealing to the target market.
◦ Launch the advertising campaign to increase the
awareness of the targeted customers.

40.  Tactical Marketing Activities
Specific Tactical
Activities
Person/Depart
ment
Responsible
Required
Budget
(estimation)
Completion
Date
Product activities
Packaging
Marketing department
The product
manager
-
10000,00 Dhs
-In August 2011
Investe in improving the
distribution network
Channel
Department
100000Dhs
In August 2011
IMC (Promotion) Activities
1. Product promotions to
attract new customers
2. Commercial advertising
Marketing Department 300,000 Dhs 3months

41. o Formal Marketing Control
 Input Controls:
Additional financial resources needed:
-Conduct an aggressive advertising campaign under an
integrated marketing communication
- Execute and control the marketing plan
Additional capital expenditures needed:
-We need to recruit a product manager
-A well performing marketer

42. Output control:
Product performance standards:
For the standards of supplemental products quality, if they are met, we will
take a corrective action that consists on switching to better performing
supplier.
Price performance standards:
If the outcomes of pricing tactics and adjustments are not efficient and don’t
meet the required standards, we will have to review the pricing strategy or
the customer perception of our cost/quality relationship through readjusting
the price
Distribution performance standards:
The standards may be at the level of effectiveness, efficiency, value,
collaboration, and conflict. Jaouda will try to avoid problems in those fields

43. IMC (promotion) performance standards:
Our IMC will be subject to a tight observation, since it represents a
pillar of our restructured strategy. Thus, we need a close follow up,
in order to react as soon as we notice that the objectives are not
met or if the campaign reveals a lack of performance and results.
Marketing audits
Jaouda Brand Manager will be responsible for all the marketing
activities in collaboration with the marketing manager.

44.  Informal Marketing Control
1. Employee self-control
 We have conducted a small survey within Jaouda offices, which
found :
-employees feel that salaries are not distributed fairly
-the company is not following a system of participative management
 Solution:
◦ flexible schedules
◦ Give rewards and incentives
◦ encouraging employees to do various tasks

45.  Social control
 The social and behavioural norms that exist
within EL KEF workpeople are beneficial to the
implementation of the marketing plan.