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Kaha’s New Generation

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Kaha’s IMC Team members

• Ahmed Hazzaa• Ahmed Wafay• Ayman Fahim• Mariam El Shazly• Nada Eid• Nardy Abd El Zahar

Executive summary

• Kaha was founded in 1940 in kaha’s city Qaliubiya governor• Started with a small factory to mobilize the fruits and vegetables now after

60 years the company hold an experiences in packaging and food preservation

• Kaha is market lead in food preservation not just in Egypt also in the MENA region

• In 1998 kaha faced a huge economic crisis lead the company to Privatization of the company by oaf organization

• Oaf could not maintain or manage the company’s so It was return to be managed under supervision of the Egyptian government

• Kaha faced a huge with the urban society because of their packing design as the package still with tip and copper

SWOT Analysis Strength :-• Largest 6 factories in Egypt and middle east for vegetables and

fruits production• Wide variety of products(Juices-Sauce-Jam-Foul-Dates-Green

peas-Green okra-green )• Kaha’s hyper market in Cairo Alexandria agriculture way(with

parking area and cafeteria• had large number of loyal B&C class customersWeakness:-• Old and traditional packages• Old and traditional slogan(( الجميل للزمن عوده• Their products not found in big hyper markets

Opportunities:-• New taste and adding new flavor according to the marketing

acceptance of the new product design • Adding a new distrubition channel assisting the product

spreading • Health conscious attitudes present an increasingly growing

marketThreats:-• Market saturation• Potential loss of financial backing• competitor with the same flavor of juices

PESTLE Analysis:-

Implications and importance Potenti al impact

PESTLE Analys is

RelativeImportance:CriticalImportantUnimportant

Impact:Increasing >Decreasing<Unchanged =

Type:Positive +Negative -

Time frame:0-6 months6-12 months12-24 months24 months +

H: HighM : MediumL: LowU: Undetermined

Critical Increasing Positive 12-24 months High impact Political

Important Increasing Positive 12-24 months Medium Impact Economic

Important Decreasing Positive 24 months+ Medium impact Social

Critical Increasing Positive 0-6 months High impact Technological

Important Unchanged Positive 0-6 months High impact Legal

Critical Decreasing Negative 24 months+ Medium Environmental

Marketing Strategy and Analysis:-

1. Opportunity analysis • governmental support of local manufacturers• High rate of working mothers/wives• increase in consumption of preserved juices • healthier vs. more affordable • Females becoming more health oriented• Farms and fields owner ship in relation to price

2 . Competitive Analysis Kaha’s juices main competitive in the market Juhayna / Bety / El maray / Faragallah Kaha represent their juices with a mix of features • Higher quality standers• Lower price• tetra packed preserved juices’ flavors• more flavors (tamr hendy, karkadeh, dome, sobya, amar el din,

tamr we bala7, 3er2 sooss)• available all the time in super/hyper markets• in 3 sizes, (personal 200m , 500 m and 1 liter )

3. Target Marketing Segment 1:• Males and females • 16 - 25 years old• B- and C social classes• university studentsSegment 2:• 26 - 40 years old • B- and C social classes (children are the influencers )Segment 3:• females • 30 - 60 years old• married with children• A and upper B socioeconomic class.

Target Marketing Process

1. Market Segmentation• Geographic : using Kaha’s name in the market can assist in a

nation wide geographic spreading • Demographic: according to the age and the The gender type

Age Segment

0-14 15-2425-5455-6465 and above

• PsychographicSocial Class: upper lower class to lower upper .Life style: strivers ,Actualizes , achievers , experiencers & fulfilled

2. Target Market:As already mentioned the Marketing strategy and there are 3 main target segment • Age8 - 30s( about 60% of total age group in Egypt • normal price product line(55% of target customers ) :class B &

C+ who are localized mainly at Rural cities as Mansoura & Dakahlia….ect & in some areas of Cairo & Giza

• For premium line( 20 % of our target customers ) :20 % of this age group is at Cairo & Alexandria , where that will be our main focus especially for customers of A & B+ class

Segmentation Variables Data

Geographicworld region Africa and Middle east

CountryEgypt

CitiesNation Wide

Density Urban/ rural area climate Refreshing and nature oriented

DemographicAge 5-54Gender Female/ Malesfamily size 1+2income 25000+occupation Upper class / Middle class Education Colleges , universities , non eduReligion AnyRace AnyNationality Egyptian

PsychographicSocial Class Upper class / Middle class Lifestyle Actualize , achievers

Customer Profile:-

3 . Market Positioning

• Fresh , Natural juices of oriental & tasty fruits yet with a new modern ,outgoing shape & touch , with its new attractive & funky tetra packs

• For the Line of the oriental juices ( sugar cane , karkadeh ,& tamr hendy ) “ Oriental , fresh ,Healthy juices , yet with the healthy tetra pack & clean juice with a modern twist

• For the premium juice line , it will be for new flavors ,such as kiwi ,grape fruit, pomegranate & mixes , with a premium package & more creative designs “ Luxuries , New ,Natural genuine healthy & fresh juices

Marketing Planning and developing:-

1. Product Decision • Making an effective design for it which will reflects our new

quality with the same name to get use of our history in the Egyptian market

• Every package will have the same color as the fruit of its flavor • Customize the package for offers and occasions which will

contain 6 written on it ( buy 5 and get 1 free )• Including a 3 sizes of packages 200 ml, 500 ml, 1 liter . Depending

of national material for the packaging production• We will make 100% natural juice without any artificial additions

and that will differentiate us from other competitors and also it will be our message to the customers in TV ad and campaigns that we just aim to improve the quality of life and health.

• For 200 ml package we will make straw , for 500 ml and 1 liter packages we will just make easy open plastic covers that make it easy to open and use on daily basis specially the family size packages. And for 500 ml packages they can open it , use it everywhere and then store it to use again by this easy open plastic cover

• On the package our slogan will be the same having an Arabic message written in bold saying “ هدفنا صحتك

• We can make new flavors by mix fruits like : strawberry with banana mix that will differentiate Kaha from other juice companies.

2 . Price Decision

• After the competitive analysis and studying the cost of materials

• for 200 ml package : 2 L.E• for 500 ml package: 5.5 L.E• for family size ( 1 liter ) package: 10 L.E

3. Distrubition decision

• Distribution channels through the wholesalers and make an incentive scheme for people working there to increase our sales and encourage them to buy more

• direct distribution directly from our factory to hypermarkets : hyper one, Carrefour and make a special deal with them that we will give them a special offer and they give us a big shelf share and pop ups and stands in their markets.

• For the wholesalers we can offer them if they buy over our target for them by 5 cartoons there will be one cartoon free for them. ( over the annual target.

• distribution channel through promotional vehicles their main job is to distribute our products for hypermarkets and supermarkets that we make deal with as we mentioned before.

• For supermarkets like : awlad ragab, metro, kher zaman we will give them a special deal also in order to do the same as hypermarkets.

Promotional Mix

Advertising To Consumer Market:-• TV ads • Radio message• Media Vehicles

Advertising To Business Market :-• Professional advertising • Trading advertising

Promotion mix

Advertising Direct marketing Public relation Sales promotion Personal selling Internet

marketing

Direct Marketing

1. Catalogs • providing the retails with catalogs and brochures including

kaha’s product different flavors and different shapes and designs also including the production process and health ministry approvals

2. Direct Selling • kiosk in shopping malls providing free samples and trial to the

juices • in order to generate the brand awareness among the new

generation we can also sit a stand posts in universities and sport club for trial

Public Relation:-

Tools for the public relation1. Publicity2. Special event3. CSR or community activity 4. Sponsorship

Sales Promotion

Consumer Market Business Market

Coupons Promotion allowance

Premium Merchandise allowance

Sampling Price deal

Personal Selling:-1. Consumer Market• Kiosk in shopping mall setting inside a kiosk inside Carrefour in

order to persuade the customer for a free trial to the product • Posts in the university and sports club in order to penetrate

the new generation and cover their need 2. Business Market: the sales executives play their roles with the distributors that include the following • Monitoring the product performance in the market • Forecasting the sales volume per quarter • Determining the distribution area • Arranging distributors profit shares based the sales target

achievement

Internet Marketing:-

Internet marketing tools:-1. Website 2. Social Media 3. SEO ( Search engine optimization )4. SEM ( Search engine marketing )

Marketing Calendar:-

Marketing Budget:• The total market of juices in the Egypt about 6 billion EGP• We intend to have market share about 5 percent of the total

market by volume about 300.000.000 EGP divided by the total unit we will produce to sell to the Egyptian market as follow

• The total The budget we need for the marketing communication about 20 percent of 300.000.000 about 60.000.000

Divided as follow

Marketing Investments Interactive marketing

Personal selling

Public relations

Sales promotion advertising I.M.C

10% 10% 10% 20% 50% %

6000.000 6000.000 6.000.000 12.000.000 30.000.000 L.E

Free samples for trials

Free bonus for retailer

tardy ads Professional ads

Ads TVs Nogoom FM Radio masr

5% 15% 10% 10% 60% 10% 10%

3.000.000 9.000.000 3.000.000 3.000.000 18.000.000 3.000.000 3.000.000