MBA Project Integrated Marketing Communication

1. ALMASS Sugar IMC Project Presented By: Osama Fawzy Omar Makram Ahmed Fahim

2. Company Overview Egyptian Sugar & Integrated Industry Co. SIIC One of the oldest Sugar companies in Egypt. Established in 1881. Nationalized in 1954 and became a public company under the Holding company for Food Industries. Owns 17 extraction and refining factories in Egypt. Sugar is extracted from sugar cane and beet root. After extraction, raw sugar is refined and sold in 50 kgs. to Ministry of Supply. Ministry of Supply re-packs the sugar in 1 kg. as TAMWEEN. The sugar is supplied in 1 kg. to ration card holders.

3. Sugar Market Overview The Egyptian Market consumes 2.7 Mio Tons / annum of sugar. Egypt produces 1.66 Mio Tons/ annum from plantation of sugar cane and beet root. The deficit balance of 1.04 Mio Tons / annum is imported as raw and refined bulk sugar mainly from Brazil, India, China and Pakistan. Imported Raw Sugar is refined in Egypt’s public and private refineries. Imported Refined sugar is re-packed in 1 kg. packs. Per Captia sugar consumption is 36 kg/annum. Growing population and GDP/Capita will maintain a strong demand for sugar

4. Top 20 countries in sugar per capita consumption in FY07/08

5. Top 20 countries in sugar production in FY07/08

6. Sugar Market Analysis The market is composed of: 63% subsidized sugar packs supplied through ration card holders. (Tamween Sugar) 37% commercially packed sugar by public/private companies from imported and local sugar origins.

7. Sugar Market Analysis Cont…

8. Market Structure At present, the market consists of five public and four private companies with a combined production capacity of 1.64 Mio tons divided between cane & beet companies with the former holding a share of 61% and the latter a share of 39%. There is only a sole sugar cane producer in the local market namely, Sugar Integrated Industries Company (SIIC) which controls 62.83% of total sugar capacity, 61% through its sugar cane facility and 1.83% through its sugar beet facility. The remaining four companies in the market use beet in producing sugar and hold a combined share of 37.2% of total sugar capacities.

9. Local sugar capacity in 2008

11. Product Evaluation Strengths: 1- SIIC is a leading sugar company with a history that goes back since 1881. 2- It has a market share of 62.83% from the Egyptian Sugar Market 3- Infrastructure already exists 4- Well positioned locations allover Egypt

12. Product Evaluation Weaknesses: 1- SIIC is a public sector company and is affected by the Government policies. 2- SIIC is over employed. 3- Absence of sales/marketing expertise. 4- Lack of awareness amongst prospective customers. 5- Bad reputation measured to retail market.

13. Product Evaluation Threats: 1- Alternative sweeteners for diabetes, obesity, low-carb, diet. 2- The prices of sugar/ feddan costs are going to increase. 3- Increasing of inflation percentage may affect purchasing force. 4- Market may become more price sensitive. 5- Competitors will soon copy the new way of packaging and use the ideas of our company

14. Product Evaluation Opportunities: 1- Seasonal Events Market. 2- Market Segment is poised for rapid growth. 3- The chance to promote local natural sugar more sweeter than imported. 4- Bad packing of competitors is an opportunity to ALMASS.

17. Marketing Mix Product: Price: Promotion: Place:

18. Consumer Evaluation The Costumers are: مستوى الدخل السنوى للفرد من 1000 الى 10000 فى السنه32% من 10000 الى 100000 فى السنه48% من 100000 الى مليون جنيه فى السنه13% اكثر من مليون جنيه فى السنه7% Just this schedule indicates that our entire target customer can be able to pay for our new product appearance. Except the sugar patients, which they consider almost 10% from all Egyptian population. نسبة المصابين بمرض السكر فى مصر 7 مليون مصاب بمرض السكر= 10% 70 مليون مواطن غير مصاب بمرض السكر=90% It means that our consumers will not be more than 90-92% of all Egyptian Population.

20. Objectives

21. Nature of Product

22. Life Cycle Stage

23. Competitive Actions

24. Budget

26. Direct Marketing

27. Interactive Marketing

28. Publicity

29. Sales Promotion

30. Point of Purchase

31. Direct Response

32. Public Relations

35. Innovative 1 kg. colored craft paper packets and the advantage of kitchen-friendly pourable pack.

37. Advantages of ALMASS Sugar Packing Strong Pack for careful and clean housewives and working wives. Eye catchy design and colorful scheme. A slogan on all packs mentioning the company’s perception and an edge on competitors by saving 50%. (due to the fact that ALOSRA sugar is pure but not sweetening very much). سكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

38. More Advantages of ALMASS Sugar Packing 5 kg. pack to cater confectioneries, bakeries, saving housewives and working wives. 1 kg. pack to cater the 37% of the sugar market which is equivalent to 999 Mio kg. targeting class A, B, C. 125 gm. pack with flavors Natural sugar, will named as: سكر طبيعى will be targeting class B, C Hazelnut Flavor (for cappuccino lovers) will be targeting class A, B Irish Cream Flavor (For Tea & Coffee Lovers) will be targeting Class A, B Amaretto Flavor (For Coffee Lovers) will be targeting Class A, B سكر ألماس للقعده الحلوه““

39. More Advantages of ALMASS Sugar Packing It has a hotline for complains. It is natural sugar so it has the benefits of sugar like Vitamin A. Mentioning the nutrition facts of sugar. سكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

40. Direct Marketing We will partner with Tamima to deliver our flavored sugar packs on seasonal occasions. (Christmas, El Mould El Nabawy, Valentines day, El Fetr …. etc) سكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

41. Interactive Marketing A dynamic Website which includes doctor advises for balanced usage of sugar. The website includes a sector for signup to customers to create a database. The site adds a daily recipe for cakes, tarts, cookies for educated housewives and working wives. سكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

42. Advertising TV & Radio Spots: Life is full of sweet moments that call for something made with love, care and pure, all-natural ingredients like sugar. A new campaign for ALMASS Sugar by capturing these special moments and shows how using pure, all-natural sugar makes these times even more special. In this campaign, sugar takes the opportunity to tell its story. Sugar owns family values and traditional baking – the way mom always did it. Using TV, radio and web messages, the campaign explores the personal nature of these moments to reach the audience in their cars, homes or online.

43. TV Spot Begins with a grandmother and her grandchildren baking a cake together. As the cake is in the oven, the family dog barks up and runs to the front door. The children excitedly follow and, as the door opens, we see the uniformed legs of a doctor. As the doctor bends to hug the little boy, we see it’s their mom coming from the hospital. The young daughter beams and presents the cake with “Welcome Home Mom” written on the top, obviously proud of her creation. سكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

44. Radio Spot The first of two radio spots brings to life a special moment when a grandmother turns a potentially sad situation for her granddaughter into lots of fun. After her mom and dad leave for the weekend, grandma brightens the scene by suggesting that “the girls” bake something delicious. سكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

45. Objectives of the TV & Radio Spots The campaign will be launched allover Egypt on January. The National Advertising Rate will reach 85% to 95% of women 25-54 more than 10 times in the market. A major regional rollout is expected in time for the feast season. “This campaign will awaken feelings mothers have for sugar – and illustrate how sugar is so closely associated with traditional family values. We’ve already seen how just the mention of baking a cake, cookies makes moms want to bake something special with sugar right now,” “We will also begin to dispel the myths proliferating about sugar and give consumers confidence to use pure, all-natural sugar again. It presents positive messages about sugar and sugar products that have been a sensible part of the Egyptian diet for a period of time.

46. Publicity We will release interviews with the famous Mona Amer and Sherief Madkour on the benefit of using ALMASS sugar. This interviews will be published in Sayidaty Magazine, EL Mara’aa Magazine. سكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

47. Sales Promotion From the company’s perception of saving every single scoop of sugar we will promote this by a bundle of sugar packs with a gift. سكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

49. Sosets

50. UniPole

51. Flyersسكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

54. Pricing Competitor’s prices will be in consideration, and will price for penetration the market. We will use a penetrating price as this product is in stable stage of his life cycle. Our price will be: 15.50 LE for 5kg bag. 3.25 LE for 1kg bag. 0.75 LE for 125 gm pack. سكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

55. Place We will place our product in the Hyper markets like Carrefour, Hyper ONE, Metro, Ragab Sons, Abo Zekry, Kher Zaman, For class A,B, and will deliver the products to normal market around Small Cities and med and low level regions around Cairo and Alexandria, for the 1kg and the125gm, for class B,C. We also will use the wholesalers (Food wholesalers) to make our product available in every where possible starting in main cities like Cairo, Alexandria. end to Aswan, Wahat. So we use an intensive distribution strategy (PUSH). سكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

57. Promotion Push strategy: Posters on the Walls of any supermarkets. Stands in the hyper markets & Super markets. سكر ألماس نقى وكمان بيسكر أكتر، يعنى المعلقة بمعلقتين““

59. ALMASS Sugar Q & A

60. Special Thanks Goes to: Dr. Ayman Fathy End of Presention