A college assignment

1. Cairo University
Faculty of Mass Communication - Fall 2015
OGX Beauty Products
Submitted to:
Dr. Yasser Tawfik
Dr. Aya Shatta
Submitted by:
Mahmoud Mukhtar 12060840
Yasmine Ibrahim Diaa El Din 12061266
Laila Khaled Ezzat 12061298

2. Table of Contents
1. Introduction………………………………………………………………………………Page 3
2. Market Segmentation……………………………………………………………………. Page 4
3. Need Related Set………………………………………………………………………… Page 5
4. Cultural Values…………………………………………………………………………Page 10
5. Reference Group Influence………………………………………………………….......Page 13
6. Perception………………………………………………………………………………..Page 16
7. Interpretation………………………………………………………………………….....Page 21
8. Recommendations…………………………………………………………………….....Page 26

3. 1. Introduction
With the rise of the “healthy lifestyle” phenomena in the past few years in Egypt, where a lot of
women started to realise the importance of adopting a healthy lifestyle including fitness, detox and
many other examples; it is becoming essential to find a viable product such as OGX to this
particular segment.
Produced by an international corporation carrying the same name and founded in 2006, this
product offers women a unique experience when it comes to their beauty, skin care and hair
protection. The company doesn't test its products on animals which gives us a glimpse on their
ethical determinants.
The aim of this project is to launch OGX in Egypt, with a full package of all its various types, the
main criteria being a high quality product in terms of both hair and body care.
This company believes in beauty, purity and most importantly simplicity. They are very credible
since unattainable looks don’t inspire them, but originality does. That’s why they are very
different; from their exotic ingredients, to the shape of their bottles, to their quest for sustainability,
they simply approach beauty in their very unique way.
Their vision is not to make a female look “perfect”, because they would rather make her hair look
fuller, smoother, straighter or curlier and smell irresistible at the same time. For that matter, their
ads are not filled with celebrities.
The product is highly expected to gain a good popularity when it's launched in the Arab World and
the Middle East markets for it fulfils a growing need among Arab women to go back to nature
rather than the excessive use of sophisticated chemicals and industrialised products that have
undesirable side effects on their health in addition being a main cause of harming the environment.
That's why we believe OGX is the best choice with its new vision for women when it comes to
caring about their hairs and at the same time enjoying a variety of customized products tailored for
different tastes including; Nourishing Coconut Milk, Hydrating Teatree Mint, Smoothing Shea,
Repairing Awapuhi Ginger, Hydrating Macadamia Oil.
OGX is worldly known for its high quality products and its commitment to international
performance standards which is the main reason behind its wide collection of awards since 2008
till 2013.

4. 2. Market Segmentation
2.1 Demographics
2.1.1 Gender
Females
2.1.2 Age
18-40
2.1.3 Marital Status
Both single and married ladies
2.1.4 Occupation
Housewives and career-oriented ladies
2.1.5 Place of living
Maadi, Fifth settlement, Shaikh Zayed or any other compound such as Madinty
and Beverly Hills
2.1.6 Educational standard
International Schools, Private Universities and most likely Multi-National
Companies
2.1.7 Income
High Income that is able to cover the expenses of our product
2.2 Psychographics
2.2.1 Understand the value vs. the cost of a healthy organic product.
2.2.2 Active in their lives, and value the importance of using healthy products
2.2.3 Women who have “well-being” as one of their values
2.2.4 Quickly influenced by others
2.2.5 Interested in trying new things
2.2.6 Member in a highly reputed sporting club (ElJazira)
2.2.7 Have monthly gym subscriptions
2.2.8 Most likely follows a nutritional diet
2.2.9 Outgoing and self-centred (i.e. paying strict attention to their outward
appearance and how they look like in front of others)
2.3 Behavioural
2.3.1 Spend salaries on beauty items
2.3.2 Regularly visits beauty supply stores (Such as The Body Shop)
2.3.3 Frequent internet user
2.3.4 Most likely a shopping-addict
2.3.5 Women who are using chemicals for hair treatments and often buy sulphate-
free hair products.

5. 2.3.6 Frequently updated with fashion trends
2.3.7 Interested in Detox and Fitness pages on the internet Follow trending styles and
items in Egypt.
2.3.8 Very likely to use nonconventional products rather than traditional products
especially if they seem to have a higher benefit.
3. Need related set
3.1 Identifying Product-Related Need Set
3.1.1 Hair products
Conditioner, shampoo and serum all packaged together for optimum results
3.1.2 Shower Gel and Body Salt and Scrub
Providing same fragrances to enrich Shampoo as the main product with the
shower bundle to enrich the product
3.1.3 Cosmetics Bundle
Offered on promotions or on high-value purchase (example: if you buy 4 sets
of shampoo, you get Yves Saint Laurent 50 Ml perfume bottle)
3.1.4 Anti-aging organic creams and lotions and anti-oxidants
Providing women who are 40+ with a supplement to fix any wrinkles, or hair
falling due to hormonal disturbances
3.1.5 Anti-acne products
Organic treatments, washes, masks, and creams
3.1 Grouping Customers with Similar Need Sets
3.1.1 Group 1
Women with damaged/dry hair due to using heat, hair dyes or others, whom are in need
of products that fix hair damage and moisturize.
3.1.2 Group 2
Veiled women.
3.1.3 Group 3
Women who are at their adolescence phase with acne problems and need anti-acne skin
care solutions.
3.1.4 Group 4
Brides who would mostly look for packages to fix their hair and skin before marriage
3.1.5 Group 5

6. Women who have treated their hair using chemicals such as Keratin and are in need of
sulphate-free hair products.
3.1.6 Group 6
Women who have constant dry skin and are in need of highly moisturizing body lotion
3.2 Describing Each Group
3.2.1 Group 1
3.2.1.1 Demographics
 Women, Aged between 18 – 35.
 Upper-upper to upper middle socioeconomic class.
 Relatively high income, high monthly capital in case of students.
 Well educated.
3.2.1.2 Lifestyle
 Like continuous change.
 Have dyed their hair once or more before.
 Constant usage of heat styling equipment that cause damage.
 Often concerned with their look and beauty.
 Are not satisfied with their natural hair look.
 Follow trends in fashion and beauty.
 Have subscriptions to social clubs.
3.2.1.3 Media Usage
 Publish an online page on Facebook and Instagram.
 Create a blogging page for customers as well, because they are mainly shopping online
 Use networks like OSN, ART, MBC, for television advertising.
 Engage social media influencers.
 Magazines for articles.
 Booths
 Shopping Malls, booths on stores
3.2.2 Group 2
3.2.2.1 Demographics

7.  Women aged 18 – 30.
 Upper-upper to upper-middle socioeconomic class.
 Relatively high income.
 Working in reputable international companies or institutions, or well-off housewives.
 Well educated.
3.2.2.2 Lifestyle
 They like to shop a lot and are constantly updated with new fashion trends.
 Concerned with look and beauty.
 Concerned with hair well-being.
 Veiled and suffer hair damage from the scarf.
3.2.2.3 Media Usage
 Will distribute the product in shopping malls (such as Mazaya, Faces and Bath and Body
Works) and beauty shops.
 Use networks like OSN, ART, MBC, for television advertising.
 Use social media channels like Facebook, Instagram and YouTube.
3.2.3 Group 3
3.2.3.1 Demographics
 Women aged 18 – 30.
 Upper-upper to upper-middle socioeconomic class.
 Relatively high income.
 Well educated.
 Both single and married.
3.2.3.2 Lifestyle
 Concerned with look and beauty.
 Concerned with skin well-being.

8.  Have acne-prone skin or skin problems.
 Constantly try new products to help their acne problems.
 Constantly search for more natural or organic products for their skin.
 Spending much time in the sun with a bad need for intensive care for their skin and face.
3.2.3.3 Media Usage
 Use networks like OSN, ART, MBC, for television advertising.
 Use social media channels like Facebook, Instagram and YouTube.
 Magazines and articles about the product.
3.2.4 Group 5
Brides who would mostly look for packages to fix their hair and skin before marriage, these would
mainly need the whole package in order to become a better version by the time they reach their
wedding date.
These are mainly concerned with WOM, and will base their decisions upon trials of friends, or
relatives.
3.2.5 Group 6
3.2.5.1 Demographics
 Women or young girls, ages: 18 to 40.
 Upper socioeconomic class.
 Relatively high income.
 Well educated.
3.2.5.2 Lifestyle
 Concerned with look and beauty.
 Treat their hair using chemicals such as Keratin.
 Not satisfied with their natural hair and are not willing to tolerate it.
 Possibly women who appreciate their time.
 Follow trends in fashion and beauty.
 Are constantly spending lots of money on hair treatments and shampoos.

9. 3.3.2.3 Media Usage:
 Use networks like OSN, ART, MBC, for television advertising.
 Use social media channels like Facebook, Instagram and Youtube.
 Engage social media influencers.
3.2.6 Group 7
3.2.6.1 Demographics
 Women aged 18 – 35.
 Upper-upper to upper-middle socioeconomic class.
 Relatively high income.
 Well educated.
3.2.6.2 Lifestyle
 Concerned with look and beauty.
 Have chronic or seasonal dry skin.
 Concerned with over-all well-being.
3.2.6.3 Media Usage
 Use networks like OSN, ART, MBC, for television advertising.
 Use social media channels like Facebook, Instagram and Youtube.
 Engage social media influencers.
3.3 Selecting an Attractive Segment(s) to Serve
Group 3
Women who are at their adolescence phase with acne problems and need anti-acne skin care
solutions
 Most influential group because their age is from 18-30
 Highest usage of Social Media channels, they will be the ones we depend on regarding the
Facebook Page, Blog
 Their lifestyle includes constantly trying new products, so whenever we launch something
they will take initiative and buy it

10.  They will be in need of both skin and hair products, therefore the probability of them
buying more than one product is very high.
4. Cultural Values
4.1 Other oriented Values
4.1.1 Collective
We will use the fact that culture is collective in Egypt, where people follow fashion
and trends, in order to market our product and utilise the “influencers” to promote for
it. Our product credibility will depend on WOM.
4.1.2 Youth
We will utilise the trend in Egypt where the society is changing its values and beliefs
to becoming more youth-driven and more modernized as a theme to market the product.
Through social media channels targeting youth, we are able to reach our target.
4.1.3 Extended Family
This kind of network and relationship will be the main target to ensure the continuity
of our product. We can benefit from this word of mouth between the families, which is
of a very high value in the Egyptian society.
4.1.4 Masculine
Although we are targeting females, our product can be the perfect way to attract the
opposite gender. We will be using this in our marketing strategies because overall
Egypt is a male-driven society.
4.1.5 Competitive
We will take advantage of the fact that our society is very competitive. All we care
about is showing off our new items, what we bought; especially when it comes to
females in the social we are targeting.
4.1.6 Diversity
This is the area where we will play on or take advantage of when promoting our
product. Diversity in lifestyle, and acceptance of other views.

11. 4.2 Environment-Oriented Values
4.2.1 Cleanliness
Our product supports the culture of cleanliness because our target audience is clean and
hygiene. The whole package is free from harmful chemicals and we will stress on this
point in all of our ads.
4.2.2 Status
Our target audience will gain their satisfaction from the status more than the
performance of the product. We target the A class segment who are psychologically
biased towards brand and fancy names not the actual output.
4.2.3 Change
We will highlight the idea of change and difference than the normal in all our
promotions, because our target audience love exploration and change; they are not
satisfied with the status quo.
4.2.4 Risk-Taking
Our target segment is “Innovators” and “Early Adopters”, hence, they are risk takers.
They will take initiative and buy our product only if they have this will of taking the
risk. We will capitalize on these people to make sure our product is profitable once
introduced to the market or launched newly in Egypt.
4.2.5 Problem Solving
Our audience are definitely not passive and are constantly in control of their lives. They
will be willing to try our product expecting a certain result and targeting a problem in
their lives (which is hair fall for instance). They will also be reading the rankings and
recommendations before taking the decision of buying our product. Therefore, we will
optimize our social media specially blogging.
4.2.6 Nature
Optimizing the idea that our product consists of “natural” ingredients is important for
our target segment to like and purchase it. There is a general direction in Egypt within
that segment that organic and natural products are highly favoured. Nature is

12. considered a sign of cultural highness and civilization within the community we are
targeting.
4.3 Self-Oriented Values
4.3.1 Active
Our audience is self-driven when it comes to choosing their personal products. They
will take initiative to try something new, will also write about it or recommend it if
they like it or will negatively influence others if they do not have a good experience
with it. Therefore they are described as active whether when buying or after actually
trying the product.
4.3.2 Sensual Gratification
Although we are a religious country, our target segment will be attracted to the ads that
fulfil that sense.
4.3.3 Material
Material wealth is definitely the most valuable aspect in regard with our target
audience, who are terminally materialistic. That is why we will position our product as
a luxurious brand in order for them to consider its status and will then be more likely
to buy it.
4.3.4 Leisure
Outings, travel and general fun activities are the tone of all our communication material
because our audience value this more than seriousness and work for sure. Well-being
and relaxation or general psychological satisfaction are major values of our target
audience.
4.3.5 Postponed Gratification
Generally speaking, immediate gratification is always preferred. Yet, when marketing
our product we shall focus on the fact that it takes time for our product to show its
results whether on hair or skin or overall beauty. It will affect our credibility if we do
otherwise.
4.3.6 Secular

13. Although we are a religious society, our target segment is more into modernity and the
religious aspect will not be present in any of our communication ads, even though a
potential customer might be a veiled woman.
5. Reference Group Influence
5.1 Informative Group
5.1.1 Reference Group
They are basically the people who own the product previously, have purchased it
through an online channel or on a trip abroad. These are the only existing segment that
has tried the product and have information about it; given the fact that our brand does
not yet exist in Egypt.
5.1.2 Marketing Strategy and how we would use the reference group
5.1.2.1 Internet
 We will share their posts of the product and repost their experiences on our
Social Media websites such as Twitter and Instagram. Posters might include
the before and after effects, or might include challenging their friends to use
the product and repost, and this is how we get viral.
 We will also have an Educational Hub about our product, where we have
this reference groups in “Questions and Answers” session at times where
people are mostly online, this is how our potential customers can ask about
the product.
 We will also use Youtube videos, where this reference groups create short
videos of demonstrations on how to use the product.
5.1.2.2 Printed Media [Magazines]
 We will use them to write short reviews about our product, how they started
using it and what happened afterwards
 We will also have short interviews with them where we will ask why would
they recommend our products to females and which products suits which
kind of hair or skin exactly, so it would sound more credible to our target
audience
5.1.2.3 Special offers and promotion

14.  We will offer the product as a package to these old customers and take
pictures or a few words from them while they are talking about their
experience with our product, this will attract more people to buy it, because
they would understand that we treat our loyal customers with care.
5.2 Normative Group
5.2.1 Reference Group
Popular figures that are well-known or branded for how perfect their skin and hair look.
They are the ones who own Facebook and Instagram pages that only speak and post
pictures of themselves. Our ads will promise social acceptance through the portrayal of perfect
skin and hair, which will be executed with the use of models of flawless skin and hair. Also,
fashion/beauty bloggers can be hired to promote for our products, since our target audience will
look up to them.
5.2.2 Marketing Strategy and how we would use the reference group
5.2.2.1 Public Relations
 We will interview those females to speak about the kind of experience they
had with our product and will recommend it to any female who wants to
pamper herself or generally care about her overall look.
 We will also invite them to our booths for photoshoots and interviews as
well on open days and fashion festivals.
 We will be having ambassadors for our brand whom are celebrities, social media
influencers, models and others, which people constantly look up to for beauty tips
and trends to follow.
5.2.2.2 Advertising
 We will use those celebrities and role models to advertise using our products
and showing our audience the after effect and how promising the results are.
These celebrities will be very influential and will seem like a very credible
source of the product results.
5.2.2.3 Internet

15.  We will create trendy hashtags where females compete (30 days challenge)
and having those celebrities share and recognize them on their accounts.
 We will also make sure that we share their videos on our Youtube channel,
with tutorials on how to apply masks, creams or other-related issues such as
make-up.
 We will engage in on-line campaigns with social media influencers to constantly
mention the benefit of our product.
5.3 Informative Influence
5.3.1 Reference Group
People who have already tried the product. Whether purchasing it from the
official website of the product, or who have references abroad or have bought
it on a travel trip.
5.3.2 Marketing Strategy
5.3.2.1 Internet
With all its forms is definitely a successful strategy because this is where
our segment is.
5.3.2.2 Special offers and promotion
They are always useful, because our product has a postponed
gratification which means that packaging it would attract them more to
buy it; and it would be an attractive strategy for our early adopters.
5.4 Normative Influence
5.4.1 Reference Group
These are the people who are extremely influential in regard with our targeted
audience. Whether they are actors or singers that have perfect skin and hair, and
role model this kind of figure to people, or fashion bloggers such as Hadia
Ghaleb and more of this kind of females.
5.4.2 Marketing Strategy
5.4.2.1 Public Relations
Interviewing those females and letting them speak about the kind of
experience they had with our product that is very promising, would

16. attract a lot of our targeted segment since they rely on their opinions.
Also having them on open days and photo booths will be effective as
well.
.
5.4.2.2 Internet
Using certain hashtags where females compete (30 days challenge and
having those celebrities share and recognize them on their accounts.
Instagram pages where people can repost and share their story of their
friends who got gifts from our shop and how we as a company intend to
pamper our customers, would attract more of our segment.
6. Perception
6.1 Exposure
6.1.1 Retail Strategy
6.1.1.1 Deliberate Exposure
 There will be facilitators in all the Beauty Shops, Booths and stores where
our brand is present, in order for them to answer the questions of females
who are a little confused about things or who are looking for information
about the usage, know-how or effects of OGX.
 Brochures, flyers will also be printed with all the information about the
product, and including some testimonials of people who have tried it as
well. They will have the product’s details
 Booths will be placed in big hypermarkets.
 We shall use celebrities in parties and ceremonies which we sponsor to
please our target audience and satisfy their need to have fun and enjoy their
time, also we are to offer free samples of OGX at the beginning to create a
buzz among people with flyers to be distributed with detailed information
about our products.
 Our products are to be displayed solely under high light exposure in
shopping centres to enhance our brand positioning. We can have also
partnerships with some other medical products for sales promotion.
6.1.1.2 Attention

17.  The products will always be placed behind the glasses of stores, in the middle
of a shopping mall stand.
 Big rollups will guide the customers to where the shop or stand is inside
shopping malls.
 The products will be isolated from other displayed beauty items to make sure
that they are as obvious as possible, especially that it is a new brand to the
Egyptian market.
 Size: Medium and large bottles for different packing needs.
 Intensity: A lot of ads to be shown in one time on several TV channels and radio
stations to achieve high reach with providing reliable info and features bout the
product, advertising will create a lot of brand awareness for our newly launched
product.
 Attractive Visuals: Attractive models and fit bodies shall be displayed in all of
our promotional ads, promoting for a healthy and hygienic life.
 Colour and Movement: Smooth colours such as light blue and beige would be
our choice as they display elegancy and simplicity.
 Position: OGX products are to be displayed at first in a clear and remarkable
place for higher recognition.
 Isolation: OGX products are to be categorized in separately from other beauty
products using specific standalone shelves with a special elegant design.
 Format: OGX products are to be advertised in specialized magazines for
women, occupying one complete page alone to avoid brand confusion. The
same is to take place in catalogues distributed in hairdressers and other beauty
shops.
 Contrast and Expectations: Ads and ways of product display will be relevant to
our target audience expectations such that using unique colouring for our
products according to the usage of each, using attractive designs when it comes
to presenting and positioning the product, innovative designs of booths and
kiosks and neat uniform for facilitators guiding customers in stores.
 Interestingness: Targeting women whom we feel they are suffering from body
and hair problems and offering them assistance through our sales team and
persuading them that the products we offer are of great benefit and interest for
them.

18.  Information Quantity: Focusing on important facts that females care about will
be used in printed ads that will be of a very limited quantity in very specific
areas.
6.1.2 Brand Name and Logo Development
6.1.2.1 Linguistic Consideration
 Brand Name is ORGANIX means that it is extracted from nature, the name
is also perceived as elegant which is useful for targeting our audience.
6.1.2.2 Branding Strategies
 Co-branding because ORGANIX has several product that are
complementary to each other (Hair & Skin products are available). It will
be with make-up brands like Maybelling, MAC, Sephora, and create bundle
deals and recommendations.
 Also co-branding with Ezaby pharmacies where they will have exclusive
offers, discounts, and other promotions if they purchase our product from
there.
 Brand extension: introducing face-care products aside from hair products
just a few months after the initial introduction of hair products
6.1.2.3 Logo Design and Typographic
 The name of the brand is in GOLD, which gives a sense of luxury
 The shape of all shampoos, creams and lotions are curvy, which gives an
impression that the brand is very feminine
 Its colours are golden and black which signify elegance and can match with
all the colours of packages of shampoo or other products.

19.  Design shows feminism and delicacy.
6.1.3 Media Strategy
6.1.3.1 Random Exposure
 There will be offline ads in places in high traffic areas to our audience like
Fifth Settlement, Rehab or Heliopolis that display posters of celebrities and
fashionistas holding our product; to make sure that when females are
driving, they are exposed to OGX, on their way to clubs or work every day.
 Radio commercials with a smooth jingle about our product to always
remind our customers on their way driving that there is a new product in the
market and they would relate to this commercial when they see it in retail
stores.
 Sponsored ads on Facebook featuring celebrities in the ads.
 Social media influencers and beauty bloggers will post our products, and
use hashtags.
6.1.3.2 Deliberate Exposure
 Develop and launch a company website with all the options of delivery,
online chat communication, direct messages, blog posts, information about
the company and detailed description of each product, FAQ and
testimonials for the customers who are deep researchers.
 Create a Facebook page, an Instagram account, and YouTube channel that
will feature beauty bloggers and social media influencers, so that customers
can check them when they are interested in our product.
 YouTube Ads that appear before songs are played will be displayed to make
sure people know that this product now exists in Egypt.

20. 6.1.3.3 Attention
 Magazine cover pages would have an interesting fact about the company or
product in every edition to make sure that our audience would take a look
inside and start seeing where our article is to look for more information.
Add testimonial articles in magazines.
 All our Social Media posters will contain “Click Here” in order for it to
attract the attention of our audience and expand our online reach.
 Hyperlinks to our Facebook pages and Instagram accounts will help
customers who are interested to know more about our products.
 In our TV ads, we mention our website for the audience to visit.
 Place informative articles about our products in catalogues distributed in
pharmacies, in magazines, and online newspapers.

21. 7. Interpretation
7.1 Individual Characteristics
 Consumers will expect our product to be packaged in a certain way that
preserves it and is easy to use. They also expect the product to have a certain
colour and consistency, hence all of these points will be taken into
consideration.
 Because it is organic, consumers will expect its price to be relatively high in
return for high quality.
 ORGANIX needs to be well branded, because consumers are high likely to
accept our product based on its brand not its actual results.
7.2 Situational Characteristics
 Speaking of space and convenience when it comes to purchasing a product, we
shall provide large booths with a lot of logistics such as seats, umbrellas, fans,
music, monitors, Wi-Fi connection, and free samples of our products,
brochures, flyers, large displays and a qualified team of specialists to help our
customers, facilitate the buying process and make it comfortable and enjoyable.
 Also a selfie stick and best selfie competition would be an idea.
7.2.1 Advertisements
 Our advertisements should use the strategy of reinforcing the message
and the product in the consumer’s minds, by bombarding the target
audience with our ads using different channels: offline, television, social
media, PR, and radio. This will ensure that once the consumer is in a
situation where they are under pressure of time or place, they will have
our product at the top of their mind and purchase it immediately.
7.2.2 Retail

22.  Our retail strategy should ensure that our products are placed in visibly
distinguished areas, separated by boundaries from the other hair care/
face care products.
7.2.3 Packaging
 The packaging of our products themselves should include vibrant and
attractive colours (which already exist) in order to grab the eye of the
consumer.
7.2.4 Value Proposition
 The value proposition of our product should be highlighted in all our
advertisements and PR efforts, in order to facilitate the decision making
process to our consumers when they are under pressure.
7.3 Stimulus Characteristics
7.3.1 Traits
 Bottles of the product are going to be in various shapes and vibrant
colours in order to attract the target audience. Shapes are going to vary
based on the products, and the colours based on the organic ingredient
used.
7.3.2 Organization
 Our products will be organized in retail markets in a way were blocks
of the different colours are going to be placed next to each other. Each
block will contain a bundle of different products that have the same
organic ingredient. This will let the target audience interpret that they
have to buy the whole bundle of each colour in order to get the complete
effect.
 We will also organize our product items in a way representing the letters
O, G and X.

23. 7.3.3 Proximity
 Just as mentioned above, products with the same organic ingredient will
be placed next to each other to give the impression that their effect is
better when used together.
 We can also use a slogan like “Natural is what your hair craves. Use
ORGANIX.
 We will also use a slogan like this one “Shine bright like a diamond”
may fulfil proximity, interpretation wise.
7.3.4 Closure
 Using social media influencers and beauty bloggers (PR tools), we will
let the target audience start guessing from which country each natural
ingredient is from. This will be integrated with our advertisements,
where in television and radio ads, there can be phrases like “I’m using
argon oil Organix hair shampoo, I’m from ……..”. This will also be
applied on billboards and smaller print media tools.
 This could be applied in the ads we shall air in different mass media, we
may mention an incomplete proverb or sentence and our audience are
required to deduce what’s missing as a method of grabbing their
attention and focus.
 There will be continuous competitions on our Facebook fan page.
 Billboards with fashionistas and beautiful celebrities in different
customs standing in different countries can be used. They will tell their
audience that through different places and weathers their only company
was OGX, and it is what made them survive.
 We will use models from different nationalities to promote for our
product. So that different hair and skin types, yet the same product is
satisfactory.
7.3.5 Figure-Ground

24.  In our television advertisements, the background of the advertisements
could be by the beach, in the forests, in natural areas from which our
organic ingredients are brought, while the focus is just on the product
and the model in the advertisement. The same will be applied in print
media.
 Also, we will apply a customized way in stores or via placing outdoors
in high traffic areas and overcrowded roads using some gorilla
marketing techniques to appear as a focal object with other stimuli as an
unimportant background.
7.3.6 Change
 Ads are to contain some change in treatment or message every while to
indicate brand development, this is to be done tactically in the same ad
or strategically every campaign bearing in mind target segment cultural
background and standpoints to ensure such a change would not be
misunderstood.
7.4 Consumer Interferences
7.4.1 Quality Signals
7.4.1.1 Price-perceived quality
 Our product is an organic product. All around the world, and especially
in Egypt, organic products are overpriced for two reasons. First, because
they are made of natural expensive ingredients. Second, because organic
is associated with higher price, thus higher quality. Our product is
expected to be high enough in the price to be perceived as high quality,
but relevant enough to be bought by our target audience regularly.
 If the price of the product is low, it will be interpreted as fake,
commercial, or low quality. Therefore, even if the product is not 100%
organic (which is a fact), the price should match the organic products’
prices because that is what the brand promises.

25.  OGX is an organic product and that is always expensive. Whether as
perceived by the people especially in Egypt or by the actual pricing,
there will be a certain segment only that will be able to actually afford
buying our product.
7.4.1.2 Advertising Intensity
 As previously mentioned, advertising should be intense in a
period of time, in order to allow the product to be at the top of
the mind of our target audience to facilitate the purchasing
process.
 Of course at certain timings of the day for example when our
audience is mostly online on social media, or when driving in
the morning to work.
7.4.1.3 Country of Origin
 We are going to utilize this by the previously mentioned closure
strategy; when we mention each country that the natural
ingredient is from, we automatically make the product more
relatable to many people from different backgrounds and
cultures here in Egypt.
 Making it sound like an international product, is very likely to
attract many consumers of our target audience. Also, the country
of origin which is the USA, can be emphasized using the social
media influencers and beauty bloggers, since also here in Egypt,
our target audience is likely to be attracted to beauty products
manufactured in the USA.
7.4.1.4 Brand Effects
 Especially in beauty products, the brand is more important than
the actual effect. For example, a label-less product may be very
effective however is ignored because it is not branded. We will
utilize ORGANIX as a brand used and favoured by their
reference group, so that the brand would be interpreted as high-
standard and high quality.

26. 7.4.2 Missing Information and Ethical Concerns
 The products are not 100% organic or natural, unlike what is
communicated through our brand name, and message.
 This is an ethical concern which can be resolved by
manipulating our messages to make sure our message never
promises “100 % pure or natural or organic” but rather using
manipulative techniques to make it seem as though we are
saying that.
 For example “Natural is what your hair craves. Use
ORGANIX”, we did not actually say that ORGANIX is natural,
but we linked it one way or another.
8. Recommendations
- Conducting extensive marketing efforts on the internet and regularly posting
their ads.
- Replying to their customers' feedback to their products and ads.
- Paying attention to the MENA region and developing customized marketing
communication activities to penetrate such growing and promising markets.
- Tailoring their marketing activation according to their target audience cultural
characteristics, nature of market and socio economic background.
- Balancing their sales promotion offers and their marketing image and reputation
based on high quality to avoid deterioration of brand image and reputation.
8.1 OGX to Do List to Penetrate the Egyptian Market (Marketing Wise)
- Inserting Egypt to their website as one of their markets so that visitors know
about the company's activity in Africa's largest and most populous country.
- Targeting innovators and early adopters through social networking services like
Twitter, Instagram, Youtube and Facebook.
- Launching a teasing campaign to create a sort of interest and curiosity among its
target audience.
- Focusing on Public Relations and publicity activities to create brand awareness
among customers during the launching phase.
- Benefiting from the country of origin (USA) and the product's prestigious profile
of awards being internationally known for its high quality standards to address the
target segment and push them to purchase the product.