pepsico competition - arkan team 2-14-2015

أركان

BRAND PLAN

GrolitaICE LOLLIES

AGENDA INTRODUCTION

PRODUCT

MARKETING

SUPPLY CHAIN & OPERATIONS

FINANCE

2

CASE STUDY

PRODUCT

3

SURVEY

1200HEALTHY SMOOTHIES

4

NOT FALIURES

5

6

LOLLITA

7

BETTER QUALITY+

INNOVATIVEBETTER QUALITY

+INNOVATIVE

8

FINALLY

9

SODA VS. FRUITS

10

11

12

13

للي بيفكر ألوان

GLORITA'S BRAND MANIFESTOSITUATION: PLATFORM / OPPORTUNITY

PLATFORM

RTB

FIRST PHASE SECOND PHASE THIRD PHASE

Youth enjoy having control over their own lives even if it is minimal control. They feel empowered when they have some

contribution in their surrounding

The product gives them some virtual empowerment

They get to choose their color, their taste & virtually transform their surrounding. It also offers them the colorful state of mind &the fun it brings

Tapping into the Creator / Self Expression Communication Archytype : Today, most people have some creative outlet. Whether they think of themselves creative or not. People garden, decorate their homes, wear makeup, etc

As colors express diffrent types of personalities, we want the youth to express themselves through colors and through

who they really are, and to express how it feels to be doing what you really belive and simply being yourself without

bothering about what people would say

The bright colors of fruits and the fresh splash of soda, a perfect combination between the colorful fruit ingredients and the fun

that comes with soda

Glorita is a beverage that fosters gathering and nourishes the carefree spirit in all of us14

MARKETING

15

SegmentationP Primary Segment Secondary Segment

+A, B, CMales, Females)16-6( Age range

+A, B, CMales, Females)24-16( Age range

16

Competitive Analysis

Our current position: New product:Our competitive edgeNostalgic product of potential fans -

Good quality - Fizzy )unlike local -)Lolita)Pepsico product )trusted brand - Doesn't take much space )small fridges – -)large volume

:Competitors Local Lolita sold in kiosks & super -1markets:Competitor's strengthsPopular -Cheap -One of a kind product -On the go -

:Competitor's weaknessesPoor quality -

Ice cream )Nestle > Mövenpick, Nestlé Ice -2

)Cream, Dolce :Competitor's strengthsGood quality -Wide range of loyal customers -Several brands -Variety of SKUs - value share in %73( Huge market share -)2013Produces lolita similar to the popular one -

17

YEAR 1

TEASING S U M M E RLAUNCHING

BACK TOSCHOOL

WINTERMIDYEAR

18

YEAR 2

RAMADAN S U M M E R

BACK TOSCHOOL

WINTER

MIDYEAR

19

YEAR 3

SOCIAL MEDIA SPORTSCAMPAIGNS

202020

22

SAMPLES SOCIAL MEDIA / TV

21

SAMPLES SOCIAL MEDIA / TV

22

SAMPLES SOCIAL MEDIA

23

OPERATIONS

24

Concentrate: High fructose corn syrup and/or( sugar, treated water, phosphoric acid, caffeine, citric acid and)natural flavors

packagingSoft Plastic

All raw material and packaging will come from local suppliers, As pepsiCo deals.local suppliers. Except the concentrate 700 with more than.Validity period of the product is one year

25

Production

Soda Ice Lollies process :

Treating WaterCompounding ingredientsCarbonating productFilling product.PackagingFreezingCodingPalletising

262626

The concentrate ice lollies can be sold toauthorized bottlers for filling and packaging

3

1

2

We need to invest in new production lines

Its similar to the production line of fizzy drinks at PepsiCo

Filling and packaging of plastic bottles )own bottling )plants

Add freezing equipments

In the first patch we can depend on pepsico existed production lines, add only freezing Equipment. then when increasing our production we can invest in newproduction line

27

Supply Chain

First Patch

Second Stage

28

FINANCE

29

Pepsico Egypt Strategies: Our target is to achieve Pepsico Egypt Strategies 1(Performance Strategy -Increase numeric distribution -Gain new customers -Increase capabilities of its sales team Safety

2( Execution strategy - Maximize growth rate through new initiatives -Widen the gap between PepsiCo and its competitors - Maximizing profitability rate -Encouraging investment in beverage and snacks industry

30

Does it worth to invest in Egypt?

31

-

-BEVERAGE MARKET

-EGYPTIAN MARKET IS GROWING

-15TH LARGEST COUNTRY IN POPULATION IN THE WORLD

-RAPID GROW OF EGYPTIAN OF EGYPTIAN POPULATION

32

-

We shall start first introducing ourproduct in Cairo and Alexandria as a prototype

.for the period of 6 months

We shall follow the same working conditions of PepsiCo in terms.; of the number of daily working hours and working days

By the end of the first 6 months, the factory will have producedaround 24 m units to meet only the demand of our target au-

.dience in Greater Cairo and Alexandria

YEAR 1

33

In the second year to will expand to All -

Over Egypt The Demand according to Our target m 18 Audience in Egypt%10-9 Adding the Inflation Percentage

YEAR 2

34

Year 3Year 2Year 1Profit & LossAverage Sales Volume X Average Selling Price, Assuming that the price of unit is L.E 2.419m boxes X L.E 57.6

= L.E1094.4 m

Average Sales Volume X Average Selling Price )Assuming that the price of a unit is L.E2.2(9 m boxes X 52.8= L.E 475.2 m

Average Sales Volume X Average Selling Price )Assuming that the price of a unit is L.E 2(

1m box X L.E 48 = L.E 48 m

Gross Sales

8-10 % of gross revenue 8% = L.E 87.6 m

8-10 % of gross revenue 9% = L.E 42.8 m

8-10 % of gross revenue 10% = L.E 4.8 m

D&A

Net Sales = Gross Sales –D&A = L.E1006.8m

Net Sales = Gross Sales – D&A = L.E 432.4 m

Net Sales = Gross Sales – D&A = 43.2 L.E m

Net Sales

11-15% of Net Revenue13% = L.E130.9 m

11-15% of Net Revenue14% = L.E 60.5 m

11-15% of Net Revenue15% = L.E 6.5 m

COGS

Gross Profit = Net Sales -COGS = L.E 875.9m

Gross Profit = Net Sales -COGS = L.E 371.9 m

Gross Profit = Net Sales -COGS = L.E 36.7 m

Gross Profit

10-14% of Net Revenue 12 % = L.E 120.8 m

10-14% of Net Revenue 13 % = L.E 56.2 m

10-14% of Net Revenue 14 % = L.E 6 m

S&D

6-10% of Net Revenue8% = L.E 80.5 m

6-10% of Net Revenue9% = L.E 38.9 m

6-10% of Net Revenue10% = L.E 4.3 m

A&M

Max 4% of Net Revenue 4 % = L.E40.3 m

Max 4% of Net Revenue 3 % = L.E 13 m

Max 4% of Net Revenue 2 % =L.E 0.8 m

G&A

L.E 2.3 mL.E 0.9 mL.E 0.2 mOther

NOPBT = Gross Profit –(S&D, A&M, G&A, Others) = L.E 632 m

NOPBT = Gross Profit –)S&D, A&M, G&A, Others( = L.E 263 m

NOPBT = Gross Profit –)S&D, A&M, G&A, Others( = L.E 29.7 m

NOPBT

THANK YOU