juhyna imc
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juhyna imcTRANSCRIPT
IMC Final Project
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TTHHEE S SITUATIONITUATION A ANALYSISNALYSIS...................................................5
Company & Product History..................................................5
Juhayna’s HistoryJuhayna’s History.....................................................................5
Juhayna’s Credo:Juhayna’s Credo:....................................................................17
Juhayna’s VisionJuhayna’s Vision.....................................................................17
Juhayna's Mission:Juhayna's Mission:.................................................................18
Product Evaluation...............................................................19
The Market:..............................................................................19
Zabado: Product Description & Portfolio.............................24
Competition:..............................Error! Bookmark not defined.
Change to Product:.................................................................27
Distribution..............................................................................28
Pricing:.....................................................................................29
Price-Value Relationship:.......................................................29
Consumer Perception & Satisfaction....................................29
Retailer Satisfaction...............................................................29
Consumer Problems...............................................................29
Consumer Evaluation...........................................................30
Competitive Analysis...........................................................34
Competition.............................................................................34
Zabado Market Share Vs. Competition:................................35
Competitive Advertising.........................................................37
Zabado’s SWOT analysis.......................................................52
TTARGETARGET M MARKETARKET S SPECIFICATIONSPECIFICATIONS....................................................................5555
BBRANDRAND E EVALUATIONVALUATION..............................................................................................................5757
Pricing Perception and Value for Money Considerations
....................................................Error! Bookmark not defined.
Consumers’ perception of the brand name..........................57
Consumers’ perception of the new package..................Error!
Bookmark not defined.
BRAND POSITIONING......ERROR! BOOKMARK NOT DEFINED.
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THE COMMUNICATIONS OBJECTIVES................................58
Advertising Period:.................................................................58
Objectives:............................................................................58
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EEXECUTIVEXECUTIVE S SUMMARYUMMARY
To fulfill its mission of being the Juhayna legend in the dairy and fruit markets,
Juhayna established the market for UHT Milk with its successful launch of its
branded Juhayna UHT Milk. The market for UHT Milk in Egypt was first
initiated by the launch of Juhayna UHT Milk (Full Cream) in the year 1987.
The quality of Juhayna Milk is described as rich in texture and healthy with
vitamin and calcium supplements.
In an attempt to constantly satisfy customer's needs and maintain
Juhayna Milk leadership, introducing a new SKU is done periodically. As
mentioned earlier, the product was first introduced in Full Cream only but due
to Juhayna’s keenness to fulfill the demand of it consumers for a dietary light
product, Half-Cream and Skimmed Milk were later brought to the market far
before competition. Juhayna Milk was first offered in two sizes, the 200ml and
1L. Later, Juhayna launched for the first time before competition its 1/2L and
1.5L at a very competitive price with a recap that will allow for storage and re-
use. Now the product is available in 9 different SKUs.
In the following documents, I will be presenting you with more insights about
the company, its products and thorough analysis of Juhayna UHT Milk. In a
way to increase the consumption of Juhayna UHT Milk we will be launching
during the Holy month of Ramadan a special Integrated Marketing
Communication campaign introducing a new way to consume Juhayna Milk
by using it to prepare the traditional religious dish "Dates & Milk". Our aim is to
increase the consumption of Juhayna Milk especially in Ramadan since
people are more used to using lose milk in preparing the "Dates & Milk" dish
famous in Ramadan.
Since the campaign is specifically designed to be used and only used in
Ramadan, all advertising and marketing tools will be carrying a "Ramadanish"
style of execution (not to mention that the main purpose is to market for a
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Ramadanish dish to be prepared by Juhayna UHT Milk). The tools that will be
used for our Integrated Marketing Communication campaign, starting on
1/10/2004 till 15/11/2004, are TV, Radio, Outdoor, Point of Sale material, and
Public Relation activities resembled in sponsorships and samplings.
Our budget which is set on a percentage of sales method is around LE
800,000 and our campaign is expected to start in April and last for 6 months.
Till then, the company will be finishing off the old Zabado packs they have in
store through making promotions to the consumers.
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TTHEHE S SITUATIONITUATION A ANALYSISNALYSIS
CCOMPANYOMPANY & P & PRODUCTRODUCT H HISTORYISTORY
JJUHAYNAUHAYNA’’SS H HISTORYISTORY
Juhayna was founded in 1983 with a capital of L.E. 1.296 million. Juhayna is a
dynamic regional organization whose principal business is developing,
manufacturing and marketing dairy and juice products that provide excellent
value for its customers.
The brand name Juhayna was carefully chosen to reflect the mission and
vision of the company and its shareholders. The name Juhayna was taken
from the well-known Arabic Saying: “Juhayna Has the Sure News”.
This saying is based on the old Arabian Peninsula by the name of Juhayna,
used to act as an Enemy Watch Guard that provided early warning signals for
tribes.
The actual production started in 1987 with a production capacity of 35 tons
per day. Initially, the brand name Juhayna product mix included Milk (Full &
Half cream), Plain yogurt, and Juice (Orange, Mango, Cocktail, Pineapple,
Apple, and Blackberry).
The years have passed and in almost every year there was a new launch of
either a new flavor or a new brand by Juhayna. In 1988, flavored milk was
launched (later re-launched under the brand name Mix in 1997) including the
chocolate, strawberry and banana flavors. Later, guava, mango, and orange
juices were added to the Juhayna range. In that year, the company started
exporting to Europe, the United States, and the Gulf Region.
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In 1990, the company launched its fermented milk brand Rayeb in a one-liter
package. In 1991, and due to the tremendous success of its product range in
the market place, the company had increased its production capacity to 120
tons per day. With the dawn of the new millennium, production capacity has
reached 600 tons per day. New brands such as “Zabado”, the drinking
yogurt, “Rayeb Light” the low fat fermented milk and “Whipping Cream” were
introduced. Moreover, new flavors were added to Juhayna juice range and
new flavored milk varieties. Finally “Pure”, 100% natural juice and Juhayna
Fruit Yogurt were introduced.
In 2001, to be able to fulfill its mission of being the Juhayna legend in the
dairy and fruit markers in Egypt, Africa, and the Middle East, the company
increased its capital from 40 million to L.E. 100 million. As a result, of this
increase, the company doubled its production capacity from 600 to 1,200 tons
per day.
By the end of the year 2002, Juhayna was able to introduce for the first time in
Egypt its latest invention “Juhayna Sour Cream”. With the beginning of the
year 2003, Juhayna launched its delicious fun Yogurt and Fruit “Zabedbed”
with a bed of yogurt at the top and chunky fruits at the bottom.
Currently, the company has the following products, which are:
Product Range
I. Chilled products:
Category Product Volume
Unit No. of Pieces / Unit
Juhayna Yogurt
Plain 1 kg Tray 6Plain ½ kg Tray 12Plain 125
gmTray 24
Light 125 gm
Tray 24
Bekhairo yogurt
Plain 125 gm
Tray 24
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Bekhairo fruit yogurt
Red fruits 125 gm
Tray 24
Yellow fruits 125 gm Tray 24
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I. Chilled products Cont’:
Category Product Volume
Unit No. of Pieces / Unit
Juhayna Fruit yogurt
Strawberry 125 gm
Tray 24
Peach 125 gm
Tray 24
Mango 125 gm
Tray 24
Banana 125 gm
Tray 24
Raspberry 125 gm
Tray 24
JuhaynaPlain yogurt with fruits(Zabedbed)
Strawberry 125 gm
Tray 24
Mango 125 gm
Tray 24
Peach 125 gm
Tray 24
Banana 125 gm
Tray 24
Juhayna Drinking Yogurt (Zabado)
Strawberry 1 L Crate
15
Raspberry 1 L Crate
15
Mango 1 L Crate
15
Strawberry ½ L Crate
24
Peach ½ L Crate
24
Mango ½ L Crate
24
Apricot ½ L Crate
24
Orange ½ L Crate
24
Raspberry ½ L Crate
24
Guava ½ L Crate
24
Strawberry ¼ L Crate
48
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Peach ¼ L Crate
48
Mango ¼ L Crate
48
Apricot ¼ L Crate
48
Orange ¼ L Crate
48
Raspberry ¼ L Crate
48
Guava ¼ L Crate
48
JuhaynaRayeb
Full Cream 1 L Crate
15
½ L Crate
24
¼ L Crate
48
Skimmed 1 L Crate
15
½ L Crate
24
¼ L Crate
48
Juhayna Sour Cream
450 gm
Crate
16
250 gm Crate
24
II. Juices:
Category Product Volume
Unit No. of
Packs
/UnitPineapple 1 Liter Carto
n12
Apple 1 Liter Carton
12
Cocktail 1 Liter Carton
12
Mango 1 Liter Carto 12
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Juhayna Nectar Juices
nOrange 1 Liter Carto
n12
Guava 1 Liter Carton
12
Pineapple 200 ml Carton
27
Apple 200 ml Carton
27
Cocktail 200 ml Carton
27
Mango 200 ml Carton
27
Orange 200 ml Carton
27
Guava 200 ml Carton
27
Wild berries
200 ml Carton
27
Pina Colada
200 ml Carton
27
Mon cherry
200 ml Carton
27
Juhayna Pure Juice
Apple 1 Liter Carton
12
Orange 1 Liter Carton
12
Mango 1 Liter Carton
12
Tomato 1 Liter Carton
12
Cocktail 1 Liter Carton
12
Apple 200 ml Carton
27
Orange 200 ml Carton
27
Mango 200 ml Carton
27
Tomato 200 ml Carton
27
Cocktail 200 ml Carton 27
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III. Long Life Products:
Category Product Volume
Unit No. of Packs /Unit
JuhaynaMilk
Full cream1½ L. Carto
n8
1 L. Carton
12
½ L. Carton
24
200 ml
Carton
27
Half Cream 1 L. Carton
12
Skimmed1½L. Carto
n8
1 L. Carton
12
½ L. Carton
24
200 ml
Carton
27
Bekhairo Milk
Full Cream
Tetra 1 L. Carton
12
Pouch
½ L. Carton
24
Tetra 200 ml
Carton
27
Pouch
200 ml.
Carton
40
JuhaynaFlavored Milk(Mix)
Chocolate 1 L. Carton
12
Banana 200 ml
Carton
27
Strawberry 200 ml
Carton
27
Chocolate 200 ml
Carton
27
Vanilla 200 ml
Carton
27
Caramel 200 ml
Carton
27
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JuhaynaWhipping Cream
1 L. Carton
12
½ L. Carton
24
200 ml Carton 27
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Juhayna Market:
Dairy products are of vast importance to every diet, and Juhayna is Egypt’s
largest producer and distributor of milk and juice products. With six different
brands vying to reach a target market of three million consumers each day,
Juhayna commands more than 50% of the industrial market for packaged milk
and yogurts.
There is no segment of the market untouched by the use of dairy products,
and the scientific hygiene of Juhayna’s plant in Sixth of October City ensures
the quality and freshness that customers expect. Expanding production to
include fresh and concentrated fruit juices has enhanced the market share of
the company considerably and expanded operations into the export market.
Not only does Juhayna supply the retail market with juices and dairy products,
but also they are a major supplier for hotel and restaurant chains
In 2004, 25% of Juhayna’s production is destined for export, with all
processing, packaging and distribution handled by the company. Export sales
in 2005 are projected to reach EGP 250 million, up from EGP 8 million in
1999. Juhanya products can be found in the USA, United Kingdom, Sweden,
Kuwait, Morocco, Libya, Italy, Belgium, Senegal, Holland, Germany,
Switzerland, Lebanon, Jordan, and Mauritania.
Achievements
Having started production in 1987 at a level of 35 tons per day of milk,
yoghurt, and fruit juices, Juhayna has radically increased both its capacity and
the breadth of its products. The initial product mix included Juhayna full
cream, half cream and skimmed milk, yoghurt, and orange, mango, apple,
pineapple, blackberry and fruit cocktail drinks. One year later strawberry,
banana and chocolate flavoured milks were added to the product line under
the brand name Mix. By 1991, Juhayna was producing 120 tons per day, an
almost 400% increase in daily production. By 2000, production had reached
600 tons per day, an additional 500% increase in volume, with the addition of
new products. An increase in paid-in capital in the company from EGP 40
million to EGP 100 million was accompanied by another doubling in
production capacity and the building of a state-of-the-art quality assurance
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laboratory as well as a department of research and development to aid in new
product development.
In addition to phenomenal production growth, Juhayna has
demonstrated a knack for innovation. To provide a less expensive milk
product to an important market sector, they established the Bekhairo brand of
full cream milk and yoghurt that meets the same stringent health and hygiene
standards as all other Juhayna products. Their Rayeb and Rayeb Light
brands of fermented milks were the first in local supermarkets and are
perennial favourites during Ramadan. The Pure line of unsweetened, 100%
pure fruit juice from concentrate was the first of its kind, with most companies
concentrating on sweetened fruit nectars. The Zabado fruit-flavoured yoghurt
drinks were also a market innovation and have been widely copied.
This growth and innovation has not gone unnoticed by the business
community. For their advertising campaigns in 2003 Juhayna was awarded
first prize, the Golden Rameh, by the International Advertising Agency. Other
awards bestowed upon the company include the Excellence Aegis for the
quality and quantity of products exported by Juhayna on the occasion of
Exporters Day by El-Gomhorreya newspaper; the Excellence Aegis/Armor for
Distinguished Performance from the Union of Giza Labour Syndicates for
employee relations; a medallion from the Chinese delegation to Egypt for the
high quality of dairy products in 1992; the medallion and certificate of
recognition from the Egyptian International Center for Agriculture for
Juhayna’s contribution and enhancement of the food industry; and finally, in
recognition of Juhayna’s sponsorship of the national football and handball
teams in 2002, the Shooting Club, National Sporting Club, and Zamalek
Sporting Club have all awarded their aegis for sponsorship.
Recent Developments
Juhayna has always been a “ forward-looking” brand. During the last decade it
has led the industry innovation cycle. This has dictated a regional competition
with international brands such as Nestle, Yoplait, and others.
Evolving with changing market tastes, the newest line being developed by
Juhayna is Crème brand chilled desserts in caramel, blackcurrant, raspberry
and chocolate flavours.
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Always responsive to the needs and convenience of its consumers, Juhayna
has begun to manufacture half kilo and one kilo packages of plain yoghurt
and sour cream for restaurants and hotels. As well, increased demand from
consumers has led Juhayna to produce its whipping cream in 200 ml, 500 ml
and one-liter packages.
Promotion
For years, Juhayna has stood for reliability and integrity. One of the
noteworthy campaigns was “Juhayna…The Milk that I Love”, which caught
public attention in 2003 by showing values in a very emotional way. Juhayna
has also been building brand equity through various advertising techniques.
Juhayna’s main brand message over the last several years has been
“Juhayna preserves the impeccable truth “
Juhayna advertises on TV, as well as in newspapers and magazines.
Ramadan commercials for Rayeb are a tradition since 1990. The brand is also
promoted by the winning Ahly football club on the players’ t-shirts.
Juhayna is a regular exhibitor at international trade fairs such as the ANUGA
food fair in Koln, Germany and the SIAL in Paris, France.
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JJUHAYNAUHAYNA’’SS C CREDOREDO::
Trusting the outstanding quality of its products, it is quite natural that the list of
Juhayna corporate clients includes such names as, McDonald’s and the
United Nations Multinational Forces and Observers (UN-MFO). These
multinationals have great concern for high quality of their supplies, which
Juhayna offers.
Juhayna business is a customer driven, technology-influenced and
engineering-oriented, coupled with world-class manufacturing. Therefore,
Juhayna success is a matter of commitment to the core values. In other
words, Juhayna’s customers are their first priority. Juhayna recognized as the
“Industry Leader” as a result of consistently providing superior products that
best fit the needs and desires of its customers.
JJUHAYNAUHAYNA’’SS V VISIONISION
Juhayna’s vision is to be recognized as a premier leader in its industry by its
customers, employees and shareholders. Dedicated to the profitable growth
of its shareholders net worth, driven by quality performance and innovation,
and committed to exceeding its customers’ expectations. As a cohesive
team, Juhayna shares this vision as a group of individuals who are:
Motivated: to provide products and services so outstanding to become
the first supplier of choice for our customers.
Empowered: to think regionally and address the true needs of regional
markets by listening to its customers needs and provide them with
superior quality products that set it apart from competition.
Inspired: strong commitment to excellence in every service they
provide as means of earning the confidence and loyalty of its
customers.
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Dedicated: to continuously attract, motivate and retain outstanding
people.
Committed: to creating a climate of trust and respect that empower its
people to develop to the fullest, while sharing the responsibilities of
success and the rewards of achievement.
Fulfilling: its responsibilities as a good corporate citizen by being a
positive, powerful force in the community and helping conserve and
enhance the environment.
JJUHAYNAUHAYNA''SS M MISSIONISSION::
“To maintain our leadership position in the marketplace while achieving
total customer satisfaction through superior products and services at
competitive rates”.
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PPRODUCTRODUCT E EVALUATIONVALUATION
TTHEHE M MARKETARKET::
TTHEHE H HISTORYISTORY OFOF THETHE E EGYPTIANGYPTIAN D DAIRYAIRY I INDUSTRYNDUSTRY::
Prior to 1950, rural Egypt was self-sufficient in dairy products. Families
produced enough for their own needs and sold excess production in urban
areas. Milk was delivered to small shops by a milkman who either owned the
milk producing animals himself or acted as a middleman.
The market before 1974 was characterized by heavy public sector
involvement with public companies inexperienced in handling stock and with a
low level of knowledge in dairy technology, particularly in proper hygiene,
feeding and breeding methods. The only industrial production of dairy
products was by the state company Misr Food & Dairy with eight factories.
Change came in 1974 with the inception of the so-called Open Door Policy
and the dairy industry was opened to private sector investment. From 1980-
1987 further liberalization and opening up of the private sector resulted in the
establishment of new dairy processors. Companies such as Juhayna, Nile
Co. for Food Industries and Milkyland entered the market using a more
marketing oriented approach. These Companies began recombining
operations but would switch to fresh as more Grade A quality milk became
available leading to an increase in farms providing Grade A milk (e.g. the
Dallah project, Dina farms, etc.).
From 1988- 1995, commercial companies began to make progress in
penetrating markets that up to that period had been traditionally artisanal.
Juhayna, Milkyland and Nile Co. for Food Industries were at the vanguard of
developing commercial liquid milk in aseptic carton.
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Multinational companies also began to establish local presence in Egypt (e.g.
Nestle’). As a result in the increase in demand by dairy processors for Grade
A milk, the early 1990’s saw a boom in dairy farms.
FFACTORSACTORS AFFECTINGAFFECTING THETHE E EGYPTIANGYPTIAN D DAIRYAIRY M MARKETARKET::
In 1997, the rising value of the US dollar combined with relatively moderate
world demand for milk powder were the main reasons underlying this
downward trend. Liquid milk processors began to substitute up to 25% of milk
processed with milk powder.
In 1999, SMP prices increased dramatically as renewed demand in South
East Asia and North America placed pressure on world stock levels. The
resulting price increase put pressure on Egyptian yoghurt processors and
other recombiners to raise prices.
Relations between the Egyptian Milk Producers Association (EMPA) and the
Egyptian Dairy Association (EDA) hit a low as EMPA accused the processors
of continuing to use milk powder instead of raw milk. EMPA lobbied the
government during the middle of the Egyptian parliamentary elections to
impose new duties on milk powder imports in order to protect the livelihoods
of its farmers. Government. Fearing a backlash among rural voters, raised
tariffs on milk powder imports to 40%, effective Septmeber 2000. By the final
three months of 2000, processors reported using less milk powder as a result
of the tariff and the increase in world prices of WMP and SMP.
Economic slowdown and devaluation of the Egyptian pound against the dollar
had a major impact on imports of consumer dairy products. Mature imported
as local dairies dominated the liquid milk, yoghurt, ice cream and cheese
(processed and white) sectors.
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BBUFFALOUFFALO M MILKILK VSVS. C. COWOW M MILKILK::
Buffaloes and local (baladi) cows are the main dairy animals in Egypt.
According to the Egyptian Dairy Association, buffaloes and cows account for
roughly 50% each with a slight bias towards cows. The reason for this trend
is the lower productivity of buffaloes compared to cows although buffalo milk
is generally preferred for its white color, distinctive flavor and higher fat
content. More and more large scale farms are being set up which tend to
focus on dairy cows for their higher milk yield.
SSOURCESOURCES OFOF M MILKILK P PRODUCTIONRODUCTION ININ E EGYPTGYPT::
1) Small scale mixed farms:
Just under 80% of milking animals (buffaloes and cows) are kept on small
farms which have an average size of 1 hectare. The trend has begun to shift
to more large scale commercial farms providing raw milk direct to processors
which are meeting the demand for dairy products in urban areas. Despite
smallholdings are still accounting for more than 66% of Egypt’s milk
production, they have fallen from around 72% in 1991.
Most of the cows/buffaloes on these farms are dual purpose; providing
draught power as well as milk. A typical farm has one to three cows and/or
buffaloes and most of the milk produced on small farms is consumed or
processed at home.
2) 2)”Zaraba” or “flying herds”
The flying herd system, which is characterized by relatively short term
intensive feeding and milking, accounts for about 6% of Egypt’s dairy herd
and an estimated 20% of total milk production and is heavily concentrated in
the Delta region of lower Egypt. Milk produced by the “Zaraba” herds is often
sold as untreated liquid milk.
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3) Commercial Farms:
The commercial farm system now accounts for an estimated 14% of total milk
production. However, commercial farms are more important in terms of cow
milk production accounting for 25% of raw milk. In contrast to the other two
dairy systems, large commercial dairy farms are generally characterized as
follows:
a. All of the privately-run farms are members of the General Co-
Operative for Animal Wealth.
b. Herds consist of both imported dairy breeds and local cross-
breeds.
Cattle are subjected to routine checks by the Higher Organization for
Veterinary Services. They mostly sell their milk to the leading private sector
milk processing companies.
AARTISNALRTISNAL D DAIRYAIRY P PRODUCTSRODUCTS::
In spite of the establishment of new dairy processors and farms, most of
Egypt’s dairy production still occurs in the “non marker” economy, referred to
as the artisanal sector. Over 75% of milk production capacity lies in the
hands of small farmers who produce dairy products mainly for home
consumption. However, a strong urban demand now encourages small
farmers to consider selling more dairy products
The artisinal sector account for by far the greatest share of the total supply of
dairy products, particularly for white cheese, yoghurt and liquid milk. The milk
peddler, who delivers raw milk door to door usually on a bicycle, plays an
important role in the cultural fabric of village life in Egypt. He obtains milk
usually directly from one of the small scale farms and sells directly to
households who then boil the milk. In certain neighborhoods in Cairo and
Alexandria, smaller cities and villages throughout Egypt, people maintain a
sense of loyalty to the peddler. Furthermore, the number of low skilled people
involved in the supply and distribution of raw milk makes any government
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moves to impose standards on liquid milk (e.g. requiring the pasteurization of
liquid milk) highly unlikely.
Laban shops play an important role in the production of artisanal yoghurt as
well as liquid milk. Laban shops continue to dominate the yoghurt market as
they produce a set style of yoghurt usually made from Buffalo milk which
Egyptians prefer to the recombined stirred yoghurt from the main dairy
processors.
White cheese production continues to be dominated by small “laboratories”
and the “under the stairs” industry, which produce up to one ton/day normally
for local area consumption. Again as with liquid milk, it seems very unlikely
government efforts in enforcing ultra-filtration methods will be focused on the
“under the stairs” segment of the industry due to the number of people
involved and the relatively local distribution of the product.
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JJUHAYNAUHAYNA UHT M UHT MILKILK: P: PRODUCTRODUCT D DESCRIPTIONESCRIPTION & & PPORTFOLIOORTFOLIO
The market for UHT Milk in Egypt was first initiated by the launch of
Juhayna UHT Milk (Full Cream) in the year 1987. The quality of Juhayna Milk
is described as rich in texture and healthy with vitamin and calcium
supplements. The process of Juhayna UHT Milk production is done in the
following format:
Milking
On dairy farms, it is a usual practice to milk cows by a machine. The milking
machine sucks the milk out of the teat by vacuum. The milk is drawn from the
teats into a vacumised transport pipe. In a closed system straight from the
cow to a collecting tank. This is a great advantage from a bacteriological
point of view.
Milk leaves the udder at a temperature of about 37°c. Despite all precautions,
it is impossible to completely exclude bacteria from milk. Therefore it is
essential that unless the milk is chilled to 4°c or below microorganisms will
quickly spoil it. Machine milking plants are manufactured of stainless steel
material to meet the hygienic requirement, and provided with circulation
cleaning system for suitable detergents and sanitizers.
Transportation to dairies :
Fresh chilled milk is transported from the dairy farms to the dairies in sanitary
insulated stainless steel tankers.
At the dairy fresh milk is quality tested through representative sampling by
conducting chemical, bacteriological and organoleptic analysis. Upon
acceptance fresh milk is received from milk tankers to storage tanks. Flow-
meter for volumetric measurement, desecrator for air removal and plate cooler
for maintaining the temperature at the level of 4°c or below.
Fresh milk is now stored and ready to be processed.
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Milk pasteurization :
Fresh milk undergoes the process "Pasteurization". Where milk is pumped
through a plate heat exchanger to be indirectly heated-up to 72°c-75°c and
kept at this temperature for 15-20sec. Before being indirectly cooled-down to
4°c.
Temperature and time of "Pasteurization" are very important factors to
Guarantee the destruction of all pathogenic bacteria and most of
microorganisms in milk without the milk being damaged.
During "Pasteurization" milk fat is standardized and homogenized. The
purpose of standardization is to give the milk a defined, guaranteed fat
content. The purpose of homogenization is to finely distribute the fat globules
in the milk to reduce creaming and sensitivity to fat oxidation and give more
full-bodied flavor, better mouth feel.
UHT Treatment :
Pasteurized milk is exposed to "The Ultra High Temperature" (UHT)
treatment. Which is a powerful heat treatment at 135-150°c for 4-15 seconds
leading to that all Microorganisms and heat-resistant enzymes are inactivated.
The "UHT" treatment takes place in a totally closed, automatically controlled
system to maintain the sterility condition of milk and avoid re-contamination,
before it is aseptically packed.
UHT treated milk has excellent keeping quality and can be stored for long
periods of time (months) at ambient temperature without spoiling and with no
need for refrigeration which means that the product can reach geographically
wider markets, simplify deliveries, using fewer and cheaper distribution
vehicles and eliminate return of unsold products, no expensive refrigerated
display space at retailers are required, stock planning is simplified, the
consumer gains the convenience as he can make fewer trips to the shops.
NB UHT treatment does not contain any preservatives.
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Filling process :
After the milk is treated it is ready to be filled inside the package under aseptic
conditions to keep it clean and free from microorganisms.
Stacking :
After the filling process is finished and milk is inside the aseptic package,
packages are wrapped every 12 packs for example in one shrink. The
wrapped packages are loaded into truck to be ready to penetrate the market.
Transportation :
The trucks deliver the packed milk to the retail outlets either in a chilled or
ambient conditions depending on the milk treatment. pasteurized or UHT
Market :
The packs are delivered to the retailers to sell to the consumers. Retail outlets
are classified into many categories, supermarkets, discounters, and groceries.
In an attempt to constantly satisfy customer's needs and maintain
Juhayna Milk leadership, introducing a new SKU is done periodically. As
mentioned earlier, the product was first introduced in Full Cream only but due
to Juhayna’s keenness to fulfill the demand of it consumers for a dietary light
product, Half-Cream and Skimmed Milk were later brought to the market far
before competition. Juhayna Milk was first offered in two sizes, the 200ml and
1L. Later, Juhayna launched for the first time before competition its 1/2L and
1.5L at a very competitive price with a recap that will allow for storage and re-
use. Now the product is available in 9 different SKUs:
JuhaynaMilk
Full cream1½ L.
1 L.½ L.200 ml
Half Cream 1 L.
Skimmed1½L.1 L.½ L.200 ml
CCOMPETITIONOMPETITION::
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Juhayna sales and market share were slightly affected by new competitors
entering the market either in UHT format or as Fresh Milk in Bottles. After
being the initiator of UHT Milk in the market, Juhayna enjoyed monopoly till
the launch of Enjoy UHT Milk thus creating a slight threat to Juhayna the
pioneer. In the past few years the fresh milk concept was introduced by the
launch of Labanita Fresh Milk in a catchy plastic Bottle (resembling the
traditional way of packing milk in the past) with an expiry date of 2 weeks.
Though the idea witnessed a great success during the launch period, sales
decreased dramatically afterwards due to the fragile nature of the product.
This problem is not due to a deterioration in the quality of Labanita Milk, but
rather a problem of a poor cooling and handling system inside supermarkets
and other retailers’ outlets. In a way to catch up with the success of the bottle
concept while protecting product quality, Domty introduced its milk in a UHT
format packed in a plastic bottle with an expiry period of 3 months. Recently,
Beity UHT Milk came into the scene in a catchy plastic bottle but with an
expiration period of 6 months. In the meantime, the market is witnessing
great competition between UHT Milk in Tetra Pak and UHT Milk in Bottles.
Being an initiator of a high quality, low involvement product and relatively low
price to its target group, A & B class, Juhayna UHT Milk still enjoys high
market share of approximately 57% of the UHT Milk market.
CCHANGEHANGE TOTO P PRODUCTRODUCT::
In terms of changes that occurred in the product, Juhayna introduced different
fat content milk recently to further widen its consumer base through satisfying
different tastes and needs. Now the product exists with 3 different fat content:
Full Cream, Half Cream, and Skimmed Milk.
Another introduction to the product is the new sizes offered such as the 1.5
Liter and ½ Liter that is more usable with a more advanced re-cap in order to
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create a more friendly package in terms of handling, opening and storing the
product.
DDISTRIBUTIONISTRIBUTION
Juhayna milk is a national product with more intense sales in some areas over
others. It is geographically divided into 8 parts based on distribution outlets:
Cairo, Alexandria, Tanta, Suez Canal, Hurghada, Sharm El Sheikh, Menia
and Asiout. Some outlets are responsible for distribution beyond their own
borders such as:
Alexandria - responsible for Matrouh & surrounding area
Tanta outlets - responsible for Lower Egypt
and Suez Canal for North Sinai.
Sales performance alternates between high levels in some areas over lower
levels in other areas. The top performers, with a significant difference, are
Cairo and Alexandria with Cairo having the higher share. Other areas’ sales
performance in order of higher to lower would be: Tanta (Lower Egypt), Suez
Canal (North Sinai), Hurghada, Sharm El Sheikh, Menia and Asiout.
Juhayna milk is distributed in Juhayna’s trucks covered by a poster of the
Juhayna milk design in order to maintain high awareness levels for the
product. The large number of trucks used to distribute the product has
allowed and facilitated market penetration. Distribution system of Juhayna
milk is done in two ways; directly and indirectly. For direct distribution, the
product is distributed directly to supermarkets and groceries. Indirect
distribution is done through a minor assistance of wholesalers who in turn
deliver to retailers in limited districts.
Juhayna milk is distributed to all supermarkets. Due to the high demand on
the product the display of Juhayna milk is usually located in the highest
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viewership areas occupying an excellent shelf space in supermarkets and
grocery stores.
PPRICINGRICING::
Juhayna milk consumer price is:
L.E. 1.10 for the 200 ml
L.E. 2.00 for the 500 ml
L.E. 3.75 for the 1 L
L.E. 5.15 for the 1.5 L
PPRICERICE-V-VALUEALUE R RELATIONSHIPELATIONSHIP::
Juhayna milk’s price is considered very reasonable for its target (A-B) and
compared to the value of the product.
CCONSUMERONSUMER P PERCEPTIONERCEPTION & S & SATISFACTIONATISFACTION
Consumers perceive Juhayna UHT Milk as an nutritious, filling, and satisfying
product. In addition, it is perceived as a healthy drink as it provides
consumers with the necessary vitamins and calcium that their body lack
(preferred by health cautious people and weight watchers). The product is
highly positioned as of premium quality and taste (Consumer Insights).
Hence, consumers are satisfied with the value this product provides them
with.
RRETAILERETAILER S SATISFACTIONATISFACTION
Juhayna strives to keep everyone satisfied with its products. In order to meet
the retailers expectations and make them satisfied with Zabado, several trade
promotions are done from time to time in order to satisfy retailers.
CCONSUMERONSUMER P PROBLEMSROBLEMS
Consumers had a major problem with Juhayna UHT Milk Re-cap which used
to fall off the package when opened by consumers. However, the problem
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was soon solved when Juhayna decided to change the glue used in the
packaging process and thus avoiding such a problem.
CCONSUMERONSUMER E EVALUATIONVALUATION
DDEMOGRAPHICEMOGRAPHIC P PROFILEROFILE::
Juhayna UHT Milk:
Target Audience: Due to the nature of the product, being a necessity
commodity, Juhayna UHT milk enjoys a wide consumer base as follows:
Gender: males and females
Age: 3 +
Social class: A & B
Region: Greater Cairo, Alexandria, Sinai, & canal zone.
Decision Maker: Though Juhayna UHT milk is nearly consumed by all ages
and different gender, yet the buying decision is usually taken by the mother
as follows:
Gender: Females
Age: 21-40 (young mothers)
Social class: A & B
Region: Greater Cairo, Alexandria, Sinai, & canal zone.
TTARGETARGET P PSYCHOGRAPHICSSYCHOGRAPHICS ANDAND L LIFEIFE STYLESTYLE::
Milk is the “nature’s perfect food” for all ages. It has almost all the vital
nutrients needed for growth and well being of human body. It is good for bone
formation. It is essential for babies, and for people recovering from sickness,
for sportsmen, for old people, for pregnant women and for growing girls and
boys. Yet, the decision makers of buying the product are mainly women,
housewives who carry social responsibilities for their families. They are
characterized by being caring and loving for their family and children ensuring
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that they receive the best quality products and nutritional values needed for
their total well-being.
BBEHAVIORALEHAVIORAL P PROFILEROFILE::
Consumption Level:
Juhayna milk consumers vary in terms of the amounts they consume in Liter
as follows:
Heavy Users: Consume up to 1 liters per day
Medium Users: Consume around 1 liter every 2-3 days
Light Users: Consume up to 1 liter per week.
Where Used:
Juhayna UHT Milk is usually consumed indoors as the consumer would need
a glass to pour the product in, or the consumer may simply use it in cooking
purposes. Yet with the presence of the 200 ml package, the product now can
be consumed outdoors most probably by kids in schools, clubs, etc. as the
product comes with a straw.
When Used: Seasonality of the Product:
Juhayna UHT Milk is a high sales performer during the whole year due to its
nature of being a necessity. However, sales reach its peak during the summer
season in comparison to the rest of the year. This is due to the very nature of
the product and also due to some changes in consumer behavior during that
season .
Summer: As a refreshing drink that could be served
cool, Juhayna UHT Milk consumer demand increases in
the summer. Moreover, during the summer people tend to
travel a lot for the summer vacation thus buying stocks of
the brand and depending less on lose milk.
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Consequently, the summer season witnesses the highest
sale levels for Juhayna.
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Brand Loyalty
Juhayna UHT Milk enjoys high brand loyalty from consumers as it’s the
market leader and others are perceived as followers. Therefore, Juhayna
market share is above 50% (assumption) of the total Egyptian market for
Packed Milk.
Attitude towards the Product:
Consumers like the product and its taste over most competitors. In terms of
purchase of Juhayna Milk, the product usually exists on their weekly/monthly
shopping list (a necessity) with relatively low price to our target segment.
Purchase pattern of the product reflects our strength in the market among
competitors as a market leader and being the first company in Egypt to
introduce UHT Milk.
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CCOMPETITIVEOMPETITIVE A ANALYSISNALYSIS
Juhayna sales and market share were slightly affected by new competitors
entering the market either in UHT format or as Fresh Milk in Bottles. After
being the initiator of UHT Milk in the market, Juhayna enjoyed monopoly till
the launch of Enjoy UHT Milk thus creating a slight threat to Juhayna the
pioneer. In the past few years the fresh milk concept was introduced by the
launch of Labanita Fresh Milk in a catchy plastic Bottle (resembling the
traditional way of packing milk in the past) with an expiry date of 2 weeks.
Though the idea witnessed a great success during the launch period, sales
decreased dramatically afterwards due to the fragile nature of the product.
This problem is not due to a deterioration in the quality of Labanita Milk, but
rather a problem of a poor cooling and handling system inside supermarkets
and other retailers’ outlets. In a way to catch up with the success of the bottle
concept while protecting product quality, Domty introduced its milk in a UHT
format packed in a plastic bottle with an expiry period of 3 months. Recently,
Beity UHT Milk came into the scene in a catchy plastic bottle but with an
expiration period of 6 months. In the meantime, the market is witnessing
great competition between UHT Milk in Tetra Pak and UHT Milk in Bottles.
Being an initiator of a high quality, low involvement product and relatively low
price to its target group, A & B class, Juhayna UHT Milk still enjoys high
market share of approximately 57% of the UHT Milk market.
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JJUHAYNAUHAYNA UHT M UHT MILKILK M MARKETARKET S SHAREHARE V VSS. C. COMPETITIONOMPETITION
JJUHAYNAUHAYNA UHT M UHT MILKILK N NUMERICUMERIC S STOCKTOCK V VSS. C. COMPETITIONOMPETITION
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45%
41%40% 40% 40%
38%36% 36%
35% 35%37% 37%
39% 38% 38%
25%23% 23%
24%
21%
23%24%
23%
26%
28%27%
30%29% 29% 30%
15%18% 18%
16% 15% 14%12% 12%
9%8% 8% 8% 8% 8% 7%
3% 3% 2% 3%4% 5% 5% 6% 7%
5% 6% 7% 6% 5% 5%
8%9% 9%
7% 7% 7% 6% 5% 5% 5%4% 3% 2% 2%
5%
2%3%
4% 4%2% 3%
4%6% 6% 6%
4%3% 3% 3%
0%
5%
10% 10% 9% 9% 8% 7% 7%
1%3%
9% 8%8%
0%0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Total Juhayna UHT Total Bekhero Total Enjoy/Enjoy Xtra Milk UHTEshta Milk UHT Domty Milk UHT Domty Halibo UHTBeyti Milk UHT Candia Milk UHT
64%
57%
52% 52%55% 55%
48% 49%
44%42%
47%
40%
45%47%
43%
37%
33% 35% 34%36%
40%39%
33% 35%32%
38%40% 40% 41% 42%
14%16% 15% 14% 15%
12%9% 9% 11%
9%6% 7% 8% 7%
9%7% 6% 7% 7%
10% 10%14%
16%
10% 10% 11% 11%
7% 8% 8%
29% 28% 27%24%
22%
17% 16%
12% 13%11%
7%9%
6% 5%5%7%
10% 9% 10%13%
15% 16% 15%13%
17%
8%10% 10% 10%
3%
22%
27% 26%
21%
17%15%
9%12% 11%
14%12% 12%
31%
0%0%
10%
20%
30%
40%
50%
60%
70%
D/J02
F/M02
A/M02
J/J02
A/S02
O/N02
D/J03
F/M03
A/M03
@J/J
03
A/S03
O/N03
D/J04
F/M04
A/M04
Total Juhayna UHT Total Bekhero Total Enjoy/Enjoy Xtra Milk UHTEshta Milk UHT Domty Milk UHT Domty Halibo UHTBeyti Milk UHT Candia Milk UHT
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JJUHAYNAUHAYNA UHT M UHT MILKILK W WEIGHTEDEIGHTED S STOCKTOCK V VSS. C. COMPETITIONOMPETITION
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81%85% 87% 85% 83% 84%
79%85%
79% 80% 79%
71%
81%84% 84%
54% 56%53% 54%
51%
61%
53% 53%
64%58% 58%
55%
65%68%
70%
44%48%
42%45%
50%45%
40%43%
38%33%
27% 25%
32%27% 26%
16%
5%
17%
11%
18% 18%
28% 29%
21%18% 17% 16% 18% 16%
19%
60% 58%52%
55% 54%
48%43%
36%40%
30%
16%
29%25%
18%
3%
23%
14%
21% 22%
10%
28%
38%
31%
17% 19%
12%16%
11% 13%12%
56% 56%59%
48% 46%41%
30%
42%
35%
41%43% 41%
62%
0%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Juhayna UHT Total Bekhero Total Enjoy/Enjoy Xtra Milk UHTEshta Milk UHT Domty Milk UHT Domty Halibo UHTBeyti Milk UHT Candia Milk UHT
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JJUHAYNAUHAYNA UHT M UHT MILKILK S.O.V S.O.V VSVS. C. COMPETITIONOMPETITION
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100%122100%1,280,595TOTAL
23%2823%288860.22Juhayna
54%6652%670718.02Candia
23%2825%321016.40Beity
S.O.V.SpotsS.O.E.Exp./L.E.Brand
UHT Milk
2004
100%122100%1,280,595TOTAL
23%2823%288860.22Juhayna
54%6652%670718.02Candia
23%2825%321016.40Beity
S.O.V.SpotsS.O.E.Exp./L.E.Brand
UHT Milk
2004
S.O.E vs S.O.V
25%
52%
23%
54%
23%23%
0%
10%
20%
30%
40%
50%
60%
Beity Candia Juhayna
S.O.E
S.O.V
IMC Final Project
CCOMPETITIVEOMPETITIVE A ADVERTISINGDVERTISING
I. Brand Name: Enjoy Extra.
Positioning:
• The milk that gives you extra health
Selling Line:
إكسترا إكسترا.. صحتنا إنجوى مع
Analysis:
Educates that the brand is enriched with more calcium and vitamins, providing
you with the essential components for strong teeth and bones, and more
protection for health in general.
- Casting included pregnant ladies, children and women over 40 and
these are the most people who need calcium in their diet.
- Greenery reflected freshness and richness.
Its communication activities consisted of:
TV Ads
Outdoors
Magazine Ads
Some Samples of Enjoy Extra’s advertising
Outdoor:
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II. Brand Name: Enjoy.
Positioning:
The healthy & safe milk.
Selling Line:
• إنجوى مع إطمئنى
Analysis:
- Educational, direct, and credible.
- Question and answer format makes it very clear and easy to
understand.
- The sophisticated lab atmosphere reflects hygiene, advanced
technology and credibility.
• معقم و نظيف
• حافظة مواد او بودرة او ماء أضافة بدون
• السعر من اهم العاالية الجودة
• مصرية مزارع من
Its communication activities consisted of:
TV Ads
Outdoors
Magazine Ads
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Samples of Enjoy Extra’s advertising:
Magazines:
Outdoor:
Manial Abbas Bridge
Roxy El Khalifa El Mamoon:
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III. Brand Name: Domty (Tetra-Pack).
Positioning:
“The Natural and original milk”
Selling Line:
اصله على اصله
Analysis:
• Celebrity for credibility
• Urging consumers (specially mothers) to choose every thing natural &
accordingly choose Domty milk.
Its communication activities consisted of:
TV Ads
Outdoors
Magazine Ads
Samples of Domty “Tetra Pak” advertising:
Magazines:
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IV. Brand Name: Domty (Bottle).
Positioning:
The Natural and original milk
Selling Line:
دومتى... ايزازتى
Analysis:
Grab the opportunity of Labanita ’s fall last summer & try to convince
consumers that Domty is better.
• The freshness of the milk Is justified by the Domty bottle.
• The script was changed later stressing on being “White” (like Beity!!!)
• Catchy jingle
• Clear and direct Message.
• Strong visual identity for the brand - CIRCLES
Its communication activities consisted of:
TV Ads
Outdoors
Magazine Ads
Samples of Domty “Bottle” advertising:
Newspaper:
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Magazines:
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Brand Name: Beity
Beity launch campaign was introduced in 4 different phases:
Phase 1
Teaser (Creates curiosity + Emotional Bond)
Phase 2
Introduction (Positioning & USP)
Phase 3
Tactical (Ramadan +Emotional Bond)
Establishment (Corporate)
Leadership, Trust & Brand Loyalty
1.Teaser campaign:
Rational behind Execution:
Grabbing the attention and interest of consumers.
Execution:
• Gaining people’s affection by being funny using cute characters
relevant to the product.
Slogan:
بيتى؟ بيحبوا ليه تعرفوا ترى يا
The teaser ads succeeded to create an emotional bond
between consumers and the product.
2.Intro Campaign
Positioning:
“The pure and clean milk”.
Strategic objective
• To introduce Beity milk by building a perception that it’s the pure milk,
with no preservatives that is loved by everyone.
Slogan: بيتى؟ بيحبوا ليه تعرفوا ترى يا
3.Ramadan Campaign:
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Message
Beity the pure & white milk that is loved by everyone is congratulating people
for Ramadan.
Execution
Very simple, yet very touching.
• Ramadanish music works perfectly with the spirit of the ad.
Slogan
ابيض قلب ابو اللبن
4. Corporate TVC:
Objective
• Enhance leadership & trust.
• Establish a higher brand image.
Execution
• Visuals expressing feelings of paternal/maternal ties.
• Colors reflecting purity natural milk.
• The ad shows different categories of people (executives-children-
father-mother-chef etc..).
Slogan
بيت بلدنا... بيتى.. لكل خير من و الولدنا
Its communication activities consisted of:
TV Ads
Outdoors
Magazine Ads
Samples of Beity advertising:
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Magazines:
Newspaper:
Outdoors:
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V. Brand Name: Labanita:
Labanita campaign was introduced in 3 different phases:
Phase 1: World cup
Tactical (Leadership + Emotional Bond)
Phase 2: Summer
Educational (Consumption increase)
Phase 3: Ramadan
Educational (Storage)
World Cup TVC
1. World Cup:
Analysis
• Tactical ad. (false claim enhancing leadership)
• Very catchy line / scored a very high recall.
لبنيتا كوريا .. فى ميتا هشى هشى
• Very high viewership
2. Consumption Increase TVC
Analysis
• Increasing the consumption of milk (cold/hot) in a funny & simple script
that appealed to most of the target group.
” النوم قبل اليوم.. دافىء طول ساقع “
3. Storage TVC
Strategic objective
• To educate people about nature of fresh milk & its storage especially
with the FREQUENT PROBLEM FACED.
• To strongly hit on competition especially UHT.
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بيها تدور وال تلف ال لبنيتا تجيب لما
تتركنش وما تالجة فى تحطها تالجة من تاخدها
بهدلة وش مش الطازة الصنف بأول أول تتشرب لبانيتا
Educational message that should have been communicated during launch
phase due to the product nature that is new to the market.
Samples of Labanita advertising:
Magazines:
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Outdoor:
Labanita advertising is characterized by being:
• Unique, recognizable, & Consistent
• Simple and neat
• No stress on the pack.
• Sharing every moment with consumers
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VI. Brand Name: Juhayna UHT Milk
Rational behind Execution:
Jingle and visuals reflecting heritage and communicating emotions.
Jingle;
Very original known to all Egyptian & close to their hearts.
The emotional side was enhanced by singing of the kids.
Words reflect the desired action: Always be loyal to Juhayna milk.
Visuals:
kids holding each other’s hands around an extremely huge tree with big wide
ROOTS to reflect heritage through the tree, & future through the kids.
Two independent situations:
1st to represent THE PAST
2nd to symbolize THE FUTURE
Slogan:
قلبى جهينه.. حليب
Samples of Juhayna advertising:
The Pack:
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Magazines & Succettes:
Press & Outdoor:
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JJUHAYNAUHAYNA MILKMILK SWOT SWOT ANALYSISANALYSIS
A.A. IINTERNALNTERNAL ANAYLSISANAYLSIS
SSTRENGTHSTRENGTHS::
- Corporate name: Juhayna is considered a trade market due
to its many years of experience and high reputation within
the Egyptian market.
- Quality: Juhayna milk is fortunately perceived as the perfect
taste and texture of very high quality.
- Different Fat Content: Juhayna introduced for the 1st time
its Skimmed and Half Cream Milk in order to satisfy a wider
consumer base.
- Different sizes: Currently, as previously mentioned,
Juhayna UHT Milk is the only in the market that is offered in
4 different sizes ahead of competition (1.5L, 1L, 1/2L,
200ml).
- Distribution: Juhayna owns its own trucks, which protect
the product and help in delivering it to almost all
supermarkets and groceries.
- Research & Development: Juhayna has its own research &
development department in order to create more solutions to
consumers or create a need to be satisfied by Juhayna.
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WWEAKNESSESEAKNESSES::
- Higher Price: Due to the high quality of Juhayna UHT Milk,
its price is relatively higher than many of its competitors.
Thus consumers sometimes prefer to buy a cheaper Milk
Brand due to the unstable economic conditions of the
country.
- Distribution: Due to high demand during weekends and the
summer season, Juhayna distribution force is unable to
totally cover the market leading to some out-of-stock
situations and customer complaints.
B.B. EEXTERNALXTERNAL ANALYSISANALYSIS
OOPPORTUNITIESPPORTUNITIES::
- Open market: Since the market for UHT Milk is still limited
in comparison to the lose milk market which occupies more
than 80% share, Juhayna still have a great opportunity and
huge potential to increase the market size of UHT Milk in
Egypt and consequently increase the sales of the product.
- New Launches: as a way of attracting new consumers and
increasing the demand of the product, introducing a new
sub-product is essential. For example, launching new Value-
Added milk (with extra calcium, vitamins ..etc.) would help
attract and satisfy more customers and acquire a larger
consumer base.
TTHREATSHREATS::
- Existing competition & New entrants: This has caused a
slight threat to Juhayna UHT Milk after being a monopoly it
also encouraged other suppliers to serve the same product.
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- Instability of the Egyptian Market: Such fluctuations cause
a huge threat to the company. For example, the dollar
increase and recession in the Egyptian market causes a
threat to the demand
- Imported supplies: Juhayna imports the packages,
stabilizer and powder milk from abroad, which causes a
huge threat to the company. The reason for that is due to
currency fluctuations, and political instability.
- Legal conditions: the emergence of new rules and
regulations cause a threat to the product. For example, new
laws for packaging that require a change in our printing
techniques.
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TTARGETARGET M MARKETARKET SSPECIFICATIONSPECIFICATIONS
BBASICASIC D DESIGNATIONESIGNATION::
Our targeted audience is the current Juhayna UHT milk users.
Our aim is to maintain and increase the consumption of
Juhayna milk among users (heavy, medium and light users)
during the Holy month of Ramadan.
When it comes to brand loyalty, our aim is to maintain loyalty
for sole users and increase loyalty among primary and
secondary users.
DDEMOGRAPHICSEMOGRAPHICS: :
Gender: Females newly married and young mothers
concerned about their children and family health
Age: 21-45
Social Class: A & B
Region: Greater Cairo and Alex.
PPSYCHOGRAPHICSSYCHOGRAPHICS::
Our prospect audience is characterized by being women (mostly housewives).
The age is mainly from (25-40) because changing the established
consumption of younger consumers is much easier and in long terms is more
profitable than consumers in the 40-year plus segment. The targeted
housewives engage frequently in social activities and family gatherings. They
are specially interested in keeping family ties and preserving traditions and
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habits by participating and attending family dinners and iftars during
Ramadan. By presenting Juhayna Milk with dates to their guests during iftar,
they are preserving the Egyptian habits as well as following the Prophet's
(PBUH) Sunna of having milk and dates on Iftar during Ramadan.
The housewives targeted are also characterized by being caring the most
about the health of their families as she knows that after a long fasting day,
the best thing to consume for maximum energy is dates and protein from milk.
The characteristics of our target could be summarized as follows:
Socially active (engaging in social gatherings and dinners-
iftars)
Preserve traditions, habits and religious rituals
Carry social responsibilities –Caring housewives (about family
health and well-being)
BBUYINGUYING S SITUATIONITUATION: :
Purchase occasion: Juhayna UHT Milk is often purchased during weekends
thus follows a weekly purchase pattern. Consumers usually buy it during their
weekly shopping as it is considered a priority on their shopping list.
Consumers buy stocks or quantities of the product as it has a long validity
period (6 months). The purchase cycle depends heavily on usage patterns of
consumers. Heavy users of Juhayna Milk mainly consume 1 liter a day on
average.
Benefits sought: Consumers buy Juhayna Milk seeking its high nutrition
values providing the body with the essential vitamins that it lacks due to the
calcium and vitamin supplements it contains.
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BBRANDRAND E EVALUATIONVALUATION
CCONSUMERSONSUMERS’ ’ PERCEPTIONPERCEPTION OFOF THETHE BRANDBRAND NAMENAME::
Consumers perceive Juhayna UHT milk as a market leader and initiator of
the whole product category in the market. They also build on the strong
good reputation of the Brand Juhayna that enjoys high Band image and
premium quality.
UUNIQUENIQUE S SELLINGELLING P PROPOSITIONROPOSITION
Juhayna UHT Milk offers consumers its original great taste that they can drink
and enjoy. Besides, Juhayna offers the widest variety of product Fat Content
available in many different sizes that no other competitor could provide in
order to suit consumers’ needs.
In detail, the product USPs are:
Premium quality
Great taste
Value for money
Different sizes of packages.
Different product Fat- Content
Package convenience
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TTHEHE C COMMUNICATIONSOMMUNICATIONS OOBJECTIVESBJECTIVES
PPRODUCTRODUCT N NAMEAME: :
Juhayna UHT Milk
AADVERTISINGDVERTISING P PERIODERIOD::
1 month from 1/10/2004 – 13/11/2004
OOBJECTIVESBJECTIVES::
Create Awareness of the new usage and consumption pattern
and occasion of Juhayna UHT Milk among 90% of our target
audience.
Create interest in trying the traditional dish of dates and milk
using Juhayna UHT Milk among 70% of our target audience.
Create desire and encourage trial of the new way to consume
Juhayna UHT Milk.
Increase consumption and create brand loyalty among current
users and attract new consumers to try their traditional dates
and milk dish using Juhayna UHT Milk.
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TTHEHE C CREATIVEREATIVE S STRATEGYTRATEGY
PPROMOTIONROMOTION A APPEALPPEAL::
We will be using the emotional appeal in our campaign as follows:
Emotional Appeal: The emotional appeal in the ad will be apparent
through using a close-to-the-heart technique that creates an emotional bond
between the product and the consumer. The sound –track will be Ramadanish
(Oriental) music, a shot of a mosque, the use of Juhayna flower as our hero
as it turns to the shape of dates in a very smooth emotional transition that
goes with the music in the background. The narrator's voice tone, in addition
to his direct to his direct words to the audience"ماتنسوش" creates an
emotional bond with the audience.
CCREATIVEREATIVE THEMETHEME::
Presenting Juhayna UHT Milk in a new consumption occasion during the holy
month of Ramadan "Milk with Dates" and seize the opportunity of it being a
very famous and traditional dish (since people use to consume it with loose
milk instead). Through this ad, we want to create a link (connection) in the
mind of our consumers and associate our UHT Milk with the Holy month of
Ramadan through the "Milk & Dates" recipe, being milk an essential
ingredient.
PPROMOTIONROMOTION E EXECUTIONXECUTION T TECHNIQUEECHNIQUE::
We will be presenting 2 versions of the TV ad; 30" ad and a 10" ad version.
The 10" ad will be taken from the 30" ad but presented in a shorter version to
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act as a reminder for the audience (more frequently aired). The TV ad will be
executed using a combination of techniques including the following:
Demonstration: of how to prepare the dish using Juhayna UHT Milk.
Symbolism & Animation: represented in the flying away of Juhayna
logo flower being transformed smoothly into different symbols of
Ramadan (sun set, dates). In addition, the presence of the mosque
and the Ramadanish sound track and light voice of " المغرب "أذان in
the background all provide a religious cozy atmosphere to the
audience.
Slice of Life: showing the whole family gathering happily around the
dining table for Iftar and having the traditional "Dates & Milk" dish
prepared by Juhayna Milk as a starting nutritious meal to break their
fast with.
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30" V30" VERSIONERSION
The Ad will consist of 13 main shots:
Shot #1
The first shot will begin with a close-up on Juhayna logo on Juhayna UHT Milk
package without showing the whole pack.
Shot #2
Subsequently, the camera zooms out revealing the rest of the UHT Milk
package.
Shot #3
The Juhayna flower being a main part of the Juhayna logo placed on the
package will flip and fly turning into a sun. In this scene a mosque will be
shown
Shot #4
Afterwards, the sun will set (and a low voice of " المغرب will appear in "أذان
the background) indicating for muslims to break their fasting in a religious
warm atmosphere of Ramadan.
Shot #5
Afterwards, the animated flower of Juhayna logo (which was the sun in the
previous shot) will fall on a dish where Juhayna milk is being poured in.
Shot #6
Shot number 4 shows a full dish of Juhayna Milk with Juhayna flower on top.
Shot #7-10
In shots number 7, 8,9 and 10, the Juhayna flower transfers smoothly into
brown delicious dates.
Shot #11
The camera then zooms out from the "Dates & Milk" dish to reveal the rest of
the dinning table with Juhayna Milk pack beside the plate (which is a vital
component of Iftar)
Shot #12
This shot shows the whole family gathering happily for iftar and enjoying the
delicious traditional "Dates & Milk" dish prepared with Juhayna Milk
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Shot #13
In the last shot a religious traditional Arabic writing of "Ramadan Kareem"
appears on the screen. Thus ending the Ad with Juhayna warm
congratulations to the Islamic community.
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10" V10" VERSIONERSION
The Ad will consist of 9 main shots:
Shot #1
The first shot will begin with a close-up on Juhayna logo on Juhayna UHT Milk
package without showing the whole pack. Subsequently, the camera zooms
out revealing the rest of the UHT Milk package.
Shot #2
The Juhayna flower being a main part of the Juhayna logo placed on the
package will flip and fly turning into a sun. Consequently, in this scene a
mosque will be shown, the sun will set (and a low voice of " المغرب "أذان
will appear in the background) indicating for muslims to break their fasting in a
religious warm atmosphere of Ramadan.
Shot #3
Afterwards, the animated flower of Juhayna logo (which was the sun in the
previous shot) will fall on a dish where Juhayna milk is being poured in.
Shot #4
Shot number 4 shows a full dish of Juhayna Milk with Juhayna flower on top.
Shot #5-8
In shots number 5, 7, and 8, the Juhayna flower transfers smoothly into brown
delicious dates.
Shot #9
In the last shot a religious traditional Arabic writing of "Ramadan Kareem"
appears on the screen. Thus ending the Ad with Juhayna warm
congratulations to the Islamic community.
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Script:
Don't forget ماتنسوش
For Iftar الفطار علي
Dates with Juhayna Milk جهينه بحليب التمر
Tastes amazingly different تاني طعم له
Ramadan Kareem كريم ورمضان
The ad’s tonality will be purely Egyptian, close to the heart of the audience as
it uses their language using a classy execution and a religious warm
atmosphere congratulating the audience for the special Holy occasion and
sharing their joy for the month of Ramadan.
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SSTORYBOARDTORYBOARD (30" V(30" VERSIONERSION))
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SSTORYBOARDTORYBOARD (10" V(10" VERSIONERSION))
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كريم ورمضان
مــاتنسوش
طـعم تـاني
علـي الفـطار
بحلـيب جهـينه
التمر لمـا يـبقي
لـــه
كريم ورمضان
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TTHEHE P PACKACK
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DDESIGNSESIGNS
MMAGAZINESAGAZINES/ S/ SUZETTESUZETTES : :
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PPRESSRESS/N/NEWSPAPERSEWSPAPERS
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OOUTDOORSUTDOORS::
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TTHEHE M MARKETINGARKETING C COMMUNICATIONOMMUNICATION P PROGRAMROGRAM (M(MIXIX))
We will be using the following marketing tools in our campaign in order to
achieve the marketing communications objectives previously mentioned.
Since we are targeting the Holy month of Ramadan (since the recipe is mostly
consumed in this month), advertising activities will be heavily concentrated on
the period starting October 2004 till mid November 2004.
AADVERTISINGDVERTISING::
Since the product is well established in the market, and this campaign aims at
reminding consumers with the Juhayna UHT Milk in Ramadan, we will only
have one TV commercial yet wit 2 versions; a 30" version and a 10" version.
The TV ad will be executed using a combination of techniques including
Demonstration, Symbolism & animation, slice of life. During the ad we will be
showing how to prepare the dish using Juhayna UHT Milk. In addition, the
animation technique will be presented through the flying away of Juhayna
logo flower being transformed smoothly into different symbols of Ramadan
(sun set, dates). In addition, the presence of the mosque and the Ramadanish
sound track and light voice of " المغرب "أذان in the background all provide a
religious cozy atmosphere to the audience. By using the slice of life, we will
be showing the whole family gathering happily around the dining table for Iftar
and having the traditional "Dates & Milk" dish prepared by Juhayna Milk as a
starting nutritious meal to break their fast with.
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PPRESSRESS A ADVERTISINGDVERTISING
NNEWSPAPEREWSPAPER::
El Ahram:
A 1/4 page ad will be published in El Ahram Newspaper on the first day of
Ramadan to congratulate the audience for the Holy month and remind them
with the traditional dish of Milk & Dates on Iftar using Juhayna Milk. The ad
will cost around L.E. 60,000
MMAGAZINESAGAZINES
Kol El Nas:
It reaches a large segment of our target market being a social magazine. The
ad will be published in 5 internal pages during the Holy month of Ramadan
with the following:
A special discount rate of 4000 L.E with total amount of L.E. 20,000
Two Juhayna Logos will be published in the Kitchen section
One editorial page about the importance of Juhayna Milk with dates as
an Iftar dish in Ramadan
Party:
It enjoys a good readership among a high age segment. We will have 2 full-
page insertions in Ramadan in week 1 and 2 with the following:
A special discount rate of 4000 L.E with total amount of L.E. 8,000
One full page free of charge (will be published in week 3)
One editorial page about the importance of Juhayna Milk with dates as
an Iftar dish in Ramadan
Kalam El Nas & Flash:
It reaches a large segment from our target market, mainly because it’s an
Arabic magazine and it’s out on weekly basis. We will have 6 ad insertions in
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Kalam El Nas starting on 1/10/2004 till the end of Ramadan and will have 2
full-page ads on 15/10 and 1/11 in Flash with a total amount of L.E. 26,000
(package).
OOUTUT--OFOF-H-HOMEOME- M- MEDIAEDIA
The out-of-home media will be mainly outdoors and suzettes for the month of
Ramadan. The Design for outdoors and suzettes will cost around L.E. 10,500
Outdoors:
We’ll be using the already available Juhayna rented outdoors for a period of 1
1/2 months (starting 1/10/2004) in the following locations: One on Mehwar,
one on 6th Oct. bridge. This will serve as heavy branding and awareness for
Juhayna UHT Milk in its new use since these roads enjoy high traffic by our
target during this month.
The cost of El Mehwar Outdoor/ year: L.E. 75,000. Thus using it for 1
1/2 month will cost L.E. 9,375 while production will cost L.E. 12,200
(Total Cost L.E. 21,575)
The cost of 6th of October Bridge Outdoor/ year: L.E. 270,000. Thus
using it for 1 1/2 month will cost L.E. 33,750 while production will cost
L.E. 26,668 (Total Cost L.E. 60,418)
Suzettes:
We’ll be using the already available Juhayna rented 50 suzettes for a period
of 1 1/2 months (starting 1/10/2004) in the following areas: El Mohandeseen,
El Zamalek, Heliopolis, and El Maddi.
The cost of renting 50 suzzettes will be L.E. 45,000 (starting 1/10/2004
and ending 15/11/2004) while production will cost L.E. 15,000 (Total
Cost L.E. 60,000)
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PPUBLICUBLIC R RELATIONSELATIONS A ACTIVITIESCTIVITIES
Sponsorship of Tents & Sampling in supermarkets:
A promotional pack will be prepared for distribution in Major A class
supermarkets and Famous tents chosen. This promotional pack will include
the 1 Liter Full Cream Juhayna Milk and a 1/4 Kilo of dates together with a
Ramadan Calendar "إمساكية" placed in a wooden basket all nicely
wrapped in a shrink wrapper with a Juhayna ribbon. The cost of the
promotional pack will be around L.E. 1.5
Sponsorship of Tents:
1. Sohbageya Tent:
Due to its success, we believe it will be a great idea to sponsor this tent
since a great number of our target group (families) socially gather there
after Iftar.
Sponsorship Package will include the following:
Logo of Juhayna on Ramadan flyers that will be distributed in major
sporting clubs, universities, schools and gas stations.
A banner in the tent.
Logo on Ramadan Menus Collateral or Promotional material on each
table.
Juhayna Milk ad on Video Wall at main gate.
Sampling
We will be distributing the promotional pack (previously mentioned)
among tent visitors (1 promotional pack per family- 100 families in total
per day)
Cost:
L.E. 25,000 sponsorship
Cost of promotional pack * 100 families= L.E 150/day – L.E. 4,500
during the whole month of Ramadn
Total Cost L.E. 29,500
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2. Horeyaty Tent :
Due to its success and huge number of visitors, we believe it will be a
great idea to sponsor this tent since a great number of our target group
(families) socially gather there after Iftar. We will place a booth where free
samples of the promotional pack will be distributed
Sponsorship Package will include the following:
Logo of Juhayna on Ramadan flyers that will be distributed in major
sporting clubs, universities, schools and gas stations.
A banner in the tent.
Logo on Ramadan Menus
Juhayna Milk ad on Video Wall at main gate.
Selling booth size 2x1m
Sponsorship of Club Mosques:
General Sponsorship Package Logo of sponsor on all Ramadan advertisements in
newspapers (3-5 Ahram & Akhbar ads - front or last pages). Logo of sponsor on all Tent ads at Dream TV satellite
channels ( Dtv 1, Dtv 2) 6 spots/per for each channel. (At the end of the ad ).
Logo of sponsor on Ramadan flyers (50,000 flyers) that will be distributed in major sporting clubs, universities, schools and gas stations.
A banner in the tent or a suitable location in the Park. Logo on Ramadan Menus Collateral or Promotional
material on each table. Sponsor’s ad on Video Wall at main gate. Sampling or Selling booth size 2x1m or two light boxes
outside the tent .
Package Value: L.E. 10,000
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PPOINTOINT O OFF P PURCHASEURCHASE D DISPLAYISPLAY::
Another communication approach used is point of sale (POS) that would
communicate the new usage of Juhayna UHT Milk. We will use posters, flags
& danglers showing a die-cut of the package with a dish full of dates and milk.
The P.O.S. material will be hanged during the whole month of Ramadan in
large super markets & key chains especially where Milk is located. POS material
sizes will be tailored to suit the available space in the outlets to make sure that they
will stand out and be readable & clear.
Type Quantity Price
Flag 10,600 10,000
Dangler 7,250 19,000
Poster 9,600 7,000
Totals 27,450 L.E. 36,000
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BBUDGETUDGET / R / RECOMMENDATIONECOMMENDATION
Based on the percentage of Sales:
Assuming that Zabado annual sales is L.E 40,000,000 and that 2 % of this
amount will be allocated to Media Activities, the available budget will be
L.E800,000.
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TTHEHE MARKETINGMARKETING C COMMUNICATIONSOMMUNICATIONS EEVALUATIONVALUATION M MEASUREEASURE
Pre-tests and post-tests of the campaign will be conducted to ascertain the
potential and actual impact of the our messages
Pre-testing
Once we are ready for implementation, we shall conduct extensive pretesting
to ensure that our ads are appropriate for and appeal to your target group.
Pretesting will allows us to establish that our messages are attention-getting,
clear and understandable, memorable, attractive, credible, and acceptable to
our target audience. By ensuring that we conduct an effective pre-testing we
increase the likelihood of preparing the most effective advertising messages
and make sure that our ads are perceived as intended. Pretesting is
designed to assess the strengths and weaknesses of materials or campaign
strategies before implementation. It permits necessary revisions before the full
effort goes forward. Its basic purpose is to maximize the chance for program
success before the communication activity starts.
Testing the final version before implementation for print ads:
Portfolio Tests:
We will expose a group of respondents from our target audience to a portfolio
that consists of control and test ads. The respondents will be asked what
information they recall form the ads, where the ad with the highest recalls is
the most effective. To ensure the validity of the portfolio test we will use the
readability test and correlate their results.
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Pre-testing is used to answer questions about whether materials are
Understandable,
Relevant,
Attention-getting and memorable,
Attractive,
Credible, and
Acceptable to the intended audience.
Post testing:
Post-testing (during and after campaign) is important because it helps to
evaluate the actual success of the campaign (was the money worth spending,
were objective achieved) and feedback can also help when planning future
campaigns. These tests should tell us also whether the target group was
reached and weather the right message was received.
Print and TV ads:
1) Recall tests: this is to test “what is noticed in the ads”. Test
magazines will be shown to participants and they will be asked
to read the magazine. We intend to make this test an unaided
recall test whereby we will specify a time period (a day) leaving
the magazines with the audience and a telephone survey will be
then conducted by calling them and asking what they remember
from the ads.
Our sample size is 200 (N=200).
2) Recognition tests: for print ads, participants will be asked to look
at the magazines in which we have our ad among other ads.
Then we will test their comprehension of the ad (the message,
the copy, colors, …etc)
For the TV ad, we will be measuring the effectiveness of the
ad and to what extent did the target differentiate it from the
other ads in the clutter.
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Yoppa Bottle