This is my final project for MBA marketing principles in PDF form , your comments are valuable to upgrade and improve it Marketing plan for an existing product in the market of 1 year age and we need to boom the revenues of this product studying all the tactics and actions to be taken within the coming 2 years to boom the market share from 2 % to 10 % within 2 years time frame

1. Marketing Plan Project
Prepared by
Amir Mohamed ALSHIMI
Sameh Mohamed ELSAYED
MAY 2016
Supervised by
Prof. Dr. Tamer Awad

2. EL-Agenda
- Company profile .
- Marketing Dept.
- Market overview.
- Market plan targets.
- Research findings.
- Marketing strategy.
- Growth strategy.
- Marketing mix.
- Branding.
- Pricing strategy.
- Advertising.
Expected time 13 Mins

3. Marketing plane
BIG COLA- Egypt

4. About US
AJE is one of the largest multinational beverage companies,
with presence in over 23 countries in Latin America, Asia and
Africa, and with 13,000 direct and indirect employees. With
28 years of experience, AJE is the 10th largest soft drink
company in sales volume and the 4th largest producer of
carbonated soft drinks AJE reaches out to new consumer
groups and provides them with access to high quality
products at fair prices.
Mission
Contribute to develop society wealth by being the best-
elaborated products' choice and seeking excellence from an
integral perspective.
Cairo, August 28th
2015. – AJE, has
announced today the
beginning of the
commercialization of
its products on Egypt,
thus consolidating its
entrance into the
African continent.
Vision
"Being one of the top 20 multinational enterprises by year
2020.

5. Marketing Director
Marketing Dept. hierarchy
Alexandria , Red sea
Marketing manager
Chain Key
Account Manager
Upper Egypt
Marketing Mgr.
Cairo - Giza -
Kalyiubia Marketing
Mgr. Director
Responsible to
dealing with all
the chains and
hyper markets
Responsible for
dealing with all
marketing
activities from
Beni-Seuf to
Luxor
Responsible for
Cairo , Giza ,
Kalyiubia
wholesale and
retail stores
marketing
activities
Responsible for
Alexandria ,North
coast , Red sea
area marketing
activities

6. Market Overview
Total market annual revenue for
beverages in Egypt is
100.000.000 USD $
Main players are :
1- PepsiCo
2- Coca Cola
3- Sina Cola
4- Big Cola
PepsiCo
0
10
20
30
40
PepsiCo Coca Cola Sina Cola Big Cola Other brands
Market Share
Based on market research
1- PepsiCo 40 %
2- Coca Cola 30 %
3- Sina Cola 10 %
4- Big Cola 2 %
5- Others 18 %

7. Marketing Plan Targets
1- Increasing the Brand awareness
2- Positioning the Brand in the market
3- Social Care Responsibility
4- introduction of new
products to the market
1- Brand
Equity and
customers
perceived value
2- strong beliefs and values of
our brand
3- increasing the marketshare to be 10 %
within 2 years
4- Stretching the product line width and length

8. Huge Population
Market expansion for current and new product mix
Low cost of production
Local Currency devaluation and export opportunity
S W
TO
Huge and New Production Capacity lines
Self Preform bottles production
Self Cap production
Working in a Multinational group experience
Excellent taste of product
Good product mix ( length and depth ) within the
group
Excellent taste of the product
Price is valuable for the customers
Bottles are eye catchy
Weak Brand awareness
Weak Brand Equity
weak central stores
Weak customer communications
Weak logistics and delivery network
Weak Product mix width
competitors strength and history
Clients loyalty t competitors brands
Economic Status in Egypt
Health awareness and low demand
Market Analysis

9. Pros.
Taste is good compared
to competitors
Carbonation of the
product is
sparkling ,teasing and
lasts longer
Bottle is attractive and
Handy
Label design is good
Market Research Findings
Brand
Survey
Focus
Group
26 % Don't know the brand
50 % Have weak Brand awareness
24 % Don't know the products of AJE
24%
50%
26%
Cons.
Didn't notice the
bigger volume Big
Cola is offering
compared to
competitors
Compare the brand
to Sina cola local
brand

10. Differentiation
Introduction of full
range of Beverage ,
fresh juices and
Mineral water
Segmentation:
Geographic segmentation
Demographic Segmentation
Psychographic segmentation
Behavioral Segmentation
Targeting
*we have to stretch along all the country
*15 - 50 Males of Football fans for Beverages
*15 - 50 Females for Juices ( new product )
* social class for mineral water CELIO
* based on Occasions for Champions league
timings and important football games
positioning
Positioning Big as a
Multinational brand and to
compete with Pepsico and
Coca Cola brands with an
excellent perceived customer
value for both price and taste.
Marketing Strategy

11. Growth strategy
Market
Penetration
Product
Development
Market
Development
DiversityCredit limit
Hot Line for
wholesale
Delivery
network
Domestic
geographic
expansion
Export to
Africa
Mineral Water
New packed
Fruit bulb
New
Carbonated
beverage
flavors
Energy
Drink

12. Place : DOMESTICALLY
Stretching all over Egypt
Extending delivery
network
Strategic stores in upper
Egypt and Delta area
Intermediaries for
transportation
Price:
Product depth
different price points
Vs Volumes to meet
customers
purchasing power
Promotion :
Advertise using Facebook paid advertisement
, youtube , in Apps promotions , Street T balls , Flyers at
the hypermarkets and highway gates , give away
samples
Incentives for consumer : campaign “ take a photo
with your Barcelona celebrity “ ( #BARCA_SELFY ) as
Pull strategy
Wholesale incentives discount total revenues rebate as
Push strategy
Marketing MIX
Product : width and length
Beverage Juice Water
ORANGE
MANGO
MINT -LEMON
PEACH
DARK COLA
WHITE COLA
ORANGE COLA
STILL WATER
GAS WATER
Place : internationally
Assigning overseas agents

13. Big Cola Brand:
Extensive advertising
in Media , online and
hyper stores to
position the brand
Insisting on BIG COLA
is a multinational
brand name and not
compared to Sina Cola
Private Label :
Cooperate with hyper
markets to co-
packing private label
( Hyper one ,
carrefour , Metro ) New Brand :
Introducing Cielo as brand
name for mineral water and
energy drink VOLT
Multi branding :
Introduction of New
Beverage product as a
fighter brand to attack Sina
Cola segment
Branding

15. Pricing Strategy :
Value Based pricing
Market gap between
PepsiCo and Coca cola in
one side and Sina Cola in
the other side
Market penetration
pricing strategy will be
followed to penetrate the
market fast and deep
resulting in cut cost and
overheads distribution over
large scale production and
distribution
Competitor reaction
The competitors will
react accordingly and
we still have advantage
of volume since our
product is larger in
volume compared to
competitors with lower
price
Customer Perception
The Customers will
perceive the good
value pricing of
volume- -price
combination POSITIONING
MORE FOR LESS
We will keep our volume
and price combination as it
is with emphasizing to the
clients on our strength of
good value combination
VOLUME - PRICE
Volume /
Price
BIG Cola
Coca
Cola
PepSico
250 Ml 3
300 Ml 3
360 Ml 2.5
500 Ml 3
970 Ml 5.25
1 L 5
1.5 L 5.5
1.97L 9
2 L 8.5 9
2.5 L 10

16. Packaging Solutions
Big bottle , big
Solution for home
consumer , so we will
introduce the 2.5 L.E
size with Home
dispenser give away
and free part along
with our bottles
NEW CONCEPT
OPTIONAL CAPTIVE
PRODUCT
New concept of
offering optional
product that captive
our main product

17. Promotion Mix Budget
Objective and task method is followed
20 Million EGP to be spent over the
promotion mix budget for the following
1- Brand awareness
2- Assigning celebrity
3- promotional sales
4- TV advertisements
5- street T balls
6- Football team sponsorship
Sales Volume increase
0
2500000
5000000
7500000
10000000
Year 2016 Year 2017
Collecting feedback and control
we will measure the effectiveness
of this strategy on quarter bases by
1 - sales volume and revenue
2- consumer questionnaire

18. Social Care
Responsibility
Advertising through
important matches
Celebrity
Branding
#Big_cola
#Big_Dream
#Barca_Selfy
‫بتشتريها‬ ‫كوال‬ ‫بيج‬ ‫ازازه‬ ‫كل‬
‫بيها‬ ‫بيتبنى‬ ‫كبير‬ ‫حلم‬

19. # Big_Cola # Big_dream

20. Marketing Plan Project
Thanks for watching
Question time