This document provides a brand plan for Glorita ice lollies. It includes sections on marketing, operations, finance and more. The marketing section discusses target segments, competitive analysis and yearly marketing campaigns. Operations outlines the production process and supply chain. Finance presents sales projections over three years, with year 1 focusing on Cairo and Alexandria, year 2 expanding nationwide, and year 3 projecting continued growth. It estimates sales volumes, revenues, costs and projected profits. The document provides an overview for launching this new ice lolly product in the Egyptian market.

1. ‫أركان‬
BRAND PLAN
GrolitaICE LOLLIES

2. AGENDA
INTRODUCTION
PRODUCT
MARKETING
SUPPLY CHAIN & OPERATIONS
FINANCE
2

3. CASE STUDY
PRODUCT
3

4. SURVEY
1200
HEALTHY SMOOTHIES
4

5. NOT FALIURES
5

6. 6

7. LOLLITA
7

8. BETTER QUALITY
+
INNOVATIVE
BETTER QUALITY
+
INNOVATIVE
8

9. FINALLY
9

10. SODA VS.
FRUITS
10

11. 11

12. 12

13. 13
‫ألوان‬ ‫بيفكر‬ ‫للي‬

14. GLORITA'S BRAND MANIFESTO
SITUATION: PLATFORM / OPPORTUNITY
PLATFORM
RTB
FIRST PHASE SECOND PHASE THIRD PHASE
Youth enjoy having control over their own lives even if it is minimal control. They feel empowered when they have some
contribution in their surrounding
The product gives them some virtual empowerment
They get to choose their color, their taste & virtually transform their surrounding. It also offers them the colorful state of mind &
the fun it brings
Tapping into the Creator / Self Expression Communication Archytype : Today, most people have some creative outlet.
Whether they think of themselves creative or not. People garden, decorate their homes, wear makeup, etc
As colors express diffrent types of personalities, we want the youth to express themselves through colors and through
who they really are, and to express how it feels to be doing what you really belive and simply being yourself without
bothering about what people would say
The bright colors of fruits and the fresh splash of soda, a perfect combination between the colorful fruit ingredients and the fun
that comes with soda
Glorita is a beverage that fosters gathering and nourishes the carefree spirit in all of us
14

15. MARKETING
15

16. Segmentation
P Primary Segment Secondary Segment
+A, B, C
Males, Females
)16-6( Age range
+A, B, C
Males, Females
)24-16( Age range
16

17. Competitive Analysis
Our current position: New product
:Our competitive edge
Nostalgic product of potential fans -
Good quality - Fizzy (unlike local -
)Lolita
)Pepsico product (trusted brand -
Doesn't take much space (small fridges – -
)large volume
:Competitors
Local Lolita sold in kiosks & super -1
markets
:Competitor's strengths
Popular -
Cheap -
One of a kind product -
On the go -
:Competitor's weaknesses
Poor quality -
Ice cream (Nestle > Mövenpick, Nestlé Ice -2
)Cream, Dolce
:Competitor's strengths
Good quality -
Wide range of loyal customers -
Several brands -
Variety of SKUs -
value share in %73( Huge market share -
)2013
Produces lolita similar to the popular one -
17

18. YEAR 1
TEASING S U M M E RLAUNCHING
BACK TO
SCHOOL
WINTERMIDYEAR
18

19. YEAR 2
RAMADAN S U M M E R
BACK TO
SCHOOL
WINTER
MIDYEAR
19

20. YEAR 3
SOCIALMEDIA SPORTS
CAMPAIGNS
202020

21. 22
SAM
PLES SOCIAL MEDIA / TV
21

22. SAM
PLES SOCIAL MEDIA / TV
22

23. SAM
PLES SOCIAL MEDIA
23

24. OPERATIONS
24

25. Concentrate:
High fructose corn syrup and/or(
sugar, treated water, phosphoric
acid, caffeine, citric acid and
)natural flavors
packaging
Soft Plastic
All raw material and packaging will come from local suppliers, As pepsiCo deals
.local suppliers. Except the concentrate 700 with more than
.Validity period of the product is one year
25

26. Production
Soda Ice Lollies process :
Treating Water
Compounding ingredients
Carbonating product
Filling product
.Packaging
Freezing
Coding
Palletising
262626

27.
The concentrate ice lollies can be sold to
authorized bottlers for filling and packaging
3
1
2
We need to invest in new production
lines
Its similar to the production line of fizzy
drinks at PepsiCo
Filling and packaging of plastic bottles (own bottling
)plants
Add freezing equipments
In the first patch we can depend on pepsico existed
production lines, add only freezing Equipment. then
when increasing our production we can invest in new
production line
27

28. Supply Chain
First Patch
Second Stage
28

29. FINANCE
29

30. Pepsico Egypt Strategies:
Our target is to achieve Pepsico Egypt Strategies
1(Performance Strategy
-Increase numeric distribution
-Gain new customers
-Increase capabilities of its sales team
Safety
2( Execution strategy
- Maximize growth rate through new initiatives
-Widen the gap between PepsiCo and its competitors
- Maximizing profitability rate
-Encouraging investment in beverage and snacks industry
30

31. Does it worth to invest in Egypt?
31

32. -
-BEVERAGE MARKET
-EGYPTIAN MARKET IS GROWING
-15th LARGEST COUNTRY IN POPULATION IN THE WORLD
-RAPID GROW OF EGYPTIAN OF EGYPTIAN POPULATION
32

33. -
We shall start first introducing our
product in Cairo and Alexandria as a prototype
.for the period of 6 months
WeshallfollowthesameworkingconditionsofPepsiCointerms
.; of the number of daily working hours and working days
By the end of the first 6 months, the factory will have produced
around 24 m units to meet only the demand of our target au-
.dience in Greater Cairo and Alexandria
YEAR
1
33

34. In the second year to will expand to All-
Over Egypt
The Demand according to Our target
m 18 Audience in Egypt
%10-9 Adding the Inflation Percentage
YEAR
2
34

35. Year 3Year 2Year 1Profit & Loss
Average Sales Volume X
Average Selling Price,
Assuming that the price of
unit is L.E 2.4
19m boxes X L.E 57.6
= L.E1094.4 m
Average Sales Volume X
Average Selling Price
(Assuming that the price of a
unit is L.E2.2)
9 m boxes X 52.8= L.E 475.2
m
Average Sales Volume X
Average Selling Price
(Assuming that the price of a
unit is L.E 2)
1m box X L.E 48 = L.E 48 m
Gross Sales
8-10 % of gross revenue
8% = L.E 87.6 m
8-10 % of gross revenue
9% = L.E 42.8 m
8-10 % of gross revenue
10% = L.E 4.8 m
D&A
Net Sales = Gross Sales –
D&A = L.E1006.8m
Net Sales = Gross Sales – D&A
= L.E 432.4 m
Net Sales = Gross Sales – D&A
= 43.2 L.E m
Net Sales
11-15% of Net Revenue
13% = L.E130.9 m
11-15% of Net Revenue
14% = L.E 60.5 m
11-15% of Net Revenue
15% = L.E 6.5 m
COGS
Gross Profit = Net Sales -
COGS = L.E 875.9m
Gross Profit = Net Sales -
COGS = L.E 371.9 m
Gross Profit = Net Sales -
COGS = L.E 36.7 m
Gross Profit
10-14% of Net Revenue
12 % = L.E 120.8 m
10-14% of Net Revenue
13 % = L.E 56.2 m
10-14% of Net Revenue
14 % = L.E 6 m
S&D
6-10% of Net Revenue
8% = L.E 80.5 m
6-10% of Net Revenue
9% = L.E 38.9 m
6-10% of Net Revenue
10% = L.E 4.3 m
A&M
Max 4% of Net Revenue
4 % = L.E40.3 m
Max 4% of Net Revenue
3 % = L.E 13 m
Max 4% of Net Revenue
2 % =L.E 0.8 m
G&A
L.E 2.3 mL.E 0.9 mL.E 0.2 m
Other
NOPBT = Gross Profit –
(S&D, A&M, G&A, Others)
= L.E 632 m
NOPBT = Gross Profit –
(S&D, A&M, G&A, Others) =
L.E 263 m
NOPBT = Gross Profit –
(S&D, A&M, G&A, Others) =
L.E 29.7 m
NOPBT

36. THANK YOU