Marketing Plan FOR
NEW HEALTHY DOMTY kids SANDWICH
Business Definition
Domty Sandwich was launched in
The company is a household
6 distinctive variants to serve all tastes.
name in Egypt with a
4 of the new variants are filled with Domty
number-one market position
Established Cheese
in the local cheese market
in 1990 (Feta Cheese, Feta Cheese with Olives,
and a growing market share
Istanbolly Cheese, Creamy Cheese) in
in the juice segment.
addition of 2
sweet variants (Chocolate, Strawberry Jam).
the Arabian Food Industries Arabian Food Industries
Company (Domty) (Domty) started producing and
manufactures markets and launched the new "Domty
distributes a range of branded Sandwich“
white and processed cheeses as the company's first product
and juice products, with a in the field of baked goods
portfolio of nearly 200 SKUs.
Scope
new production
line marketing
plan
for Healthy sandwich
Market Overview
Current shifts in food
trends have led to
changes from normal,
day to day food
marketing to a focus on
healthy food marketing,
hence impacting on The impact of the
consumers' behavior. change is more
apparent on
consumer
perception, tests and
These changes have needs, including
increased consumer change on products
awareness of and (foods) that are
demand for healthy being manufactured
foods and and their
information on the subsequent
content of the foods positioning.
they consume.
Visio Domty recognizes the need for
n
innovation and product expansion to
further its vision of extending its
national and regional footprint.
By applying a NEW corporate strategy
that monitors relevant emerging
markets and need gaps in the industry.
Visio
n
The NEW project vision is :
We aim to realize a resilient, just and sustainable
food system to ensure Good Healthy Food for All!
We do this by:
Demonstrating inspiring models of
change
Animating grass roots initiatives.
Training children and adults.
Situation
Analysis
SWOT
Analysis - We have already strong loyalty from
our customers
S
- We have already all assets needed to
establish our new production line
- High cost of healthy food ingredients - Strong network of distributers and
- Our product may have higher prices communication channels
comparing with un healthy peer
products W
- High opportunity to be market leader
O -
Due to being differentiated
Support government for achieving
industrial sustainability
- Kids attracts towards colorful and sweet
- Low competitors of healthy food
-
UNHEALTHY food
Egyptian people still have low health
conscious about healthy nutrition .
T -
manufacturers
Increase awareness about healthy
nutrition
Market Size and
Trends
Segmentation
variables
Geographic region All over the country
Density Urban
Demographic age Under 6, 6–11
Gender Male, female
Customer Insight
There are three key organic consumer demographics.
They include:
Periphery consumers These are folks who are
starting to lean towards organics, but they don't
make any significant behavioral changes,
meaning they're still not purchasing organic
products.
Mid-level organic consumers. These make up
the bulk of organic consumers They are
individuals who are not only changing their
attitudes but who are also changing their habits
and buying organic products.
Core consumers. This is a small group of people who
are very invested in organics. They showcase this
investment via both attitude and behavior. These
folks talk about organics and purchase organic
products often.
Market Analysis Some of subistuties:-
01 • Brunc
h
02 • Mass
Food
03 • EDIT
Market Analysis Some of subistuties:-
04 05
Golde
n Faragall
Food a
group
Business
Objectives
• Getting and Staying Profitable
• Sustainable Growth
• Reaching the Right Customers
• Staying Ahead of the Competition
With the changes they made in:
• The company's commercial polices and
strategies
• The increase in capacity of the bakery sector .
Objectives and
Strategies
Market leader strategies
As a market leader in the Cheese segment, Domty strived to protect its
market share:
1-By being an anticipative marketer:
As mentioned in the corporate strategy, the company monitors relevant
emerging markets and need gaps in the industry, in order to capitalize
on potential opportunities and to add to its products and introduce
2- Creative
greater marketer:
variety to the market.
Domty's core value is driven by continuously meeting and surpassing their
consumers’ needs, and through the ability to cater to the different demands of our
consumers and segmented groups.
Extension of product lines, an efficient strategy applied by the company to
broaden its consumer's base, penetrate new markets, increase market shares and
takes the lead as a main player in the market.
Ex. the launch of Domty sandwich which is recently one of the most trending
products, because of its high quality and rich stuffing which made the competition
in this category much harder.
Product life cycle
Our new proposed Sandwich is in
the introduction Stage, it is the First Sandwich is
of stages in the product life cycle, Getting and Staying
offering:
and for many manufacturers this is Profitable & Sustainable
Simple and carton
the key stage for: Growth
characters shaped
∙ Establishing a product’s position in Domty sandwich sales in
sandwich with
the market and the first quarter of 2019
healthy
∙ Increasing AWARENESS represented 10% of total
ingredientS
This is achieved by – gain consumer company sales.
stuffed richly with
acceptance Domty want to double the
3 distinctive
- induce product trial sandwich’s sales by the
variants to serve
- secure distribution inretail outlets first quarter of 2020 to
all tastes
reach 20% of total
1 of the new
company sales, which
variants are filled
will serve the sustainable
with Domty
growth of the company.
Cheese and 2
sweet variants
Products levels
Customer value hierarchy
Our new proposed Sandwich is addressing the first three
product levels adding more value to the customer.
Core Benefit:
On the go- affordable belly filling snack
Basic Product:
Freshly baked stuffed snack
Expected Product:
To be HEALTHY tasty- fully stuffed- high quality Cheese
Expected in the future to address the Five product levels to be:
Augmented Product:
To exceeds customer expectations by adding more varieties
for example: Brown bread sandwiches, variety in size,
adding more ingredients like Sesame or Black Seed to the
bread…..
Potential Product
To encompass all the possible augmentations and
transformations the product or offering might undergo in
the future, like adding more benefits and services related to
the consumption of the product (be the main breakfast
Marketing objectiv
es
we want to introduce our new sandwich to the
market as:
High quality and differentiated product
Satisfy customers needs
Products Strategy
- Healthy delicious meal.
- Served in different forms at any meal of
the day
- Different tastes.
- Energy for daily living.
We try to be differentiated:-
1-in form by :-
- new small size sandwich suitable for kids
- new shape of bakery sandwich with a shape of
dinosaurs or carton characters like mike
mouse, Donald
duck, Tigger, Popeye, Batman or The little
Mermaid.
2-in feature with new packing (multi open and
close) bag,
Us vs Competition
Differentiated in Differentiated in
Design: quality:-
- As design offers a
As we care about the
potent way to
differentiate and health of our children,
position our products our product made by
and services, are unique
healthy materials like
by happy, crazy, fun,
friendly, with animals shofane, healthy sugar
and famous carton (glAten free) for kids
characters.
Pricing
Pricing Objective
strategy
- Because our main objective is to think about pricing
not increasing market share, so our major objectives
are :
1-WE WILL USE COST PLUS PRICING TECHNIQUE
- 2-increase product penetration which affect pricing
decision
- 3-combination of low price and high quality to
capture the hearts and wallets of consumers.
Demand of product will be high
due to:
- our proposed price will be around 10 pounds (according
1. Healthy to aPRODUCTION COST&
product
questionnaire).
2. Everyone can find it anywhere anytime.
Sales/ Distribution Strategy
Objectives:
1. Reach out to target segment BY
collectTING complaints &
suggestions
2. Build a trust linkage between
us
and our stakeholders
Sales/ Distribution
Strategy
Distribution
:-Objective
Tapping into customer passions and loyalty by
delivering our new product through:-
1-(direct) distribution by Using our vans in front of pre-
and high school for distribution
2- (indirect) distribution with (distributors, wholesal- ers,
retailers, and agents as intermediaries).
Communicati
on Strategy
Communication Objectives :
This campaign will be designed to make targeted audiences position product development as
raising awareness of healthy food products in the Egypt market by encouraging parents to
look after the health and well-being of their kids.
However, there are other in-house motives such as maximizing shareholder’s returns,
adding to brand portfolio and increasing market share and sales.
SMART OBJECTIVES
it main focus is raising awareness on healthy snacks bar for children between 3-18 in
Specific
Egypt market
The high demand for healthy life style in the market means at least 90 percent of
Measurable targeted audiences in the strategic location will be fully aware of the campaign with
effective and successful market
Due to the high demand of healthy food products in the Egypt market, the campaign
Achievable
team guarantees successful product development and campaign in Egypt market
Health related exhibition centres and magazines will be used as tools in this
Relevance campaign. For example, shows like ‘love natural and love organic’ at schools and
centres.
The product is targeted at children while the campaign will be targeted at parents,
Timed and targeted encouraging them to look after the health and well-being of their children, and the
campaign will commence from the New year January 1st , 2020.
Marketing Communication
Strategy
The 3 Ps of marketing communications
However, strategic tactics would be
strategy would give us an insight of how
needed. The 3Ps strategies are pull-
Domty’s target audiences position super
position, push-positioning and profile
offerings in their various minds and aid
positioning strategies.
Domty’s campaign team structure a clear
direction of MCs so as to effectively
position the brand.
A Pull-positioning strategy
Since messages are directed to a specific targeted audience, then it’s reasonable to position the brand in
their minds by encouraging customer’s involvement, raising awareness and motivating the targeted group.
Domety’s mass communications team will target health related exhibition shows (‘love natural, love
organic’: see MCs mix) and magazines to increase high level of awareness.
Although Domty’s already has wide varieties of unique brand names in its portfolio but the innovativeness
of “OUR NEW PRODUCT” brand is designed to help targeted audiences (children) reflect their desire to
become super heroes.
The unique product’s package will feature images of children’s popular superheroes.
• Characters animated movies like ‘Superman’, ‘spectacular batman’ and amongst others.
• Easiness and colorful of packages
This strategy and concept will help motivates and involve target audience during campaign. Also, products
will be differentiated from competitors, increase brand loyalty and equity.
A Push-positioning
The company’s strategy
innovativeness of new
launched product and Having a
raising awareness on healthy bonding
lifestyle will encourage
intermediaries such as relationship
Hypermarkets and languages with audience,
schools to form strategic communicate its
alliance with Domty by
displaying products in their message ‘as the
various outlets Egypt and core message is
setting up stands in some of vital’.
their strategic outlets.
Raising awareness and
promoting products will
A Profile-positioning
strategy
This strategy combines the
channel of communication the
company has with the whole Satisfying customer’s needs
stakeholders (push and pull) by providing healthy food
and how the organization is products. One of the main
being positioned in the minds of reasons for Domty’s would
these stakeholders be raising its profile in the
Egypt’s healthy snacks
Hence, Domty has been market due to its decline in
committed and continued to the market share and
raise its company profile for one changing market conditions
main reason which did reflect in .
its vision statement (“….
enriching the world by providing
Communicati
on Plan
Communication Plan
To reach the majority of the target audience, we need to diversify the
communication Mix. i.e We will use different tools of communications
such as (image, taste).
Advertising:
Outdoor Advertising
- A new advertising outdoor campaign after
introducing the new healthy kids sandwich, with
an out-of-home (OOH) advertising campaign.
-The campaign was launched before and during
the launching time of the new Sandwich using
billboards, lightboxes and uni-poles, in several
locations across Greater Cairo as well as bus
shelter posters to reach consumers when they
are away from home.
Public Relations
- use CSR technique as It has a positive impact on social, economic and
environmental aspects.
- CSR can positively impact our business by improving our Co. image, building
our brand and motivating both of business owner, employees and consumers.
Current KEY PARTNERS
Domty signed a partnership Domty signed a
Domty went into partnership
agreement with Dr. Magdi Yacoub partnership agreement
with Tetra Pak, aiming to deliver
Foundation for the heart diseases in with Ahl Masr
well protected cheese to
Aswan; where the Co. offers its Foundation and
consumers for the sake of
products to the foundation with Hospital for Burn
improved taste, quality, and for
prices much lower than the injuries.
health & safety purposes.
products’ customary market prices.
Potential KEY PARTNERS
In support of the Egyptian government's health
initiatives, our Co. is in its way to sign a
Memorandum of Understanding (MoU) with the
Children's Cancer Hospital 57357 in Cairo,
Egypt; for the provision of healthy Sandwiches
to the children undergoing treatment.
-With more than 3,000 workers, producing more
than 700 million packages, generating more than 2
billion EGP per year, Being Al Ahly Official Cheese
sponsor is just another big step forward in the
journey of a company that refuses to stop growing.
Promotions:
• Kids who win the unique coupon in one of our product bags can send his/her photo and we will
put the photo on our product bags as a new
• Winner every month: Everyone can follow up at our Facebook page to know if his/her coupon
won or not.
∙ Adv- gaming (https://www.youtube.com/watch?v=CVZrb-QXj9Y)
∙ Free toy with each Sandwich.
∙ Coupon for one sandwich free.
Events and Experiences
∙ A well-chosen event or experience such as kidzinaia where
the children can taste the sandwich and also show the new attractive
design of packing.
∙ And make an offers as (buy two with the same price of one).
Online Marketing
- We have posted on our website www.domty.org our new addition of bakery
range as we are sure that the fastest and easiest way to reach millions of potential
customers is online.
- Also, we are planning in our digital marketing strategy to include placing
advertisements on popular websites and social media sites.
- With digital advertising, it's important for the company to research and target the
specific audience that'll likely buy the company's new product.
Cell Phone & Mobile Advertising
(Telemarketing, teleprospecting)
Since a dominating force in digital advertising is through mobile devices
such as cell phones, iPads, and other portable electronic devices with internet connectivity; and the
current trends in mobile advertising involve major use of social media. We are planning for Mobile
Advertising as being increasingly gaining importance as a method of reaching new customers.
Direct Marketing
We find that when consumers get tired of digital ads, a return to printed pieces and the tactile feeling
and permanence they provide is definitely in the publications. Thereupon, we have planned for a
Periodical Advertising in a big magazine and national newspapers. To grab the center spread of a
big magazine or the back cover of a newspaper meant millions of people saw the message.
Broadcast Advertising
(Digital events, virtual events, videos)
- A mass-market form of communication including television and radio, we
believe that Broadcast Advertising has, until recently, been the most
dominant way to reach a large number of consumers. Accordingly, we
have planned to make advertisements on television and radio at regular
intervals as another effective way to reach millions of people.
- Participation in national and international exhibitions.
Budget
Budget amounts around 35,000,000 LE
Budget
Some of main items
action DESCRIPTION BUDGET
Out doors advertising Buying and renting billboards, lightboxes 1,000,000
and uni-poles, excessively Cairo, Alx and
other governmets
Promotions Coupon for free sandwich 500,000
Ad gaming
Free toys
Online marketing Electronic kids platform 4,000,000
Digital advertising
Mobile marketing through mobiles, i-pad 1,000,000
Direct Marketing Ads. Newspapers, magazines, flyers. 3,000,000
Broadcasting Videos in TV. Ads. in radio 1,000,000
Sponsorship Agreements with strong institutions (Al Ahli) 1,000,000
action DESCRIPTION BUDGET
Partnership Agreements with AhlMasr – Dr.Magdi 1,000,000
hospital
In person 2 conferences per year - shows 5,000,000
Market research Make market research, questionnaire and 1,000,000
analysis
Other 16,500,00
TOTAL BUDGET 35,000,000
As expected to sales 120,000,000 LE at the end of the period.
Considering the budget needed to undertake suggested marketing
actions 35,000,000 LE, we will make a gain after marketing cost of
85,000,000 LE
ACTION PLAN for first year
(CONTROL)
Objectives Monitoring methods Person Measuring
responsible frequency
1. Well functioned platform Checking out the number of Manager weekly
surf the platform at least
1,000,000 users/month
2. For two major Checking the number of Manager Mid-yea
Conferences per year members at least 3,000,000
3. Public relation One article published every 2 Manager Quarterly
months
4. Existence around Increase stalks around and in Manager Monthly
strategic location clubs
Objectives Monitoring methods Person Measuring
responsible frequency
5. Alliance with Increase number of schools Administrative Quarterly
schools adapting healthy Domty sandwich manager
6. Continual Service Revising opinions clients through Administrative weekly
Improvement websites complain box or through manager
quarterly customer satisfaction
survey
THANK YOU
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