pepsico competition - arkan team 2-14-2015
TRANSCRIPT
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
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BETTER QUALITY+
INNOVATIVEBETTER QUALITY
+INNOVATIVE
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FINALLY
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SODA VS. FRUITS
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11
12
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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
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SegmentationP Primary Segment Secondary Segment
+A, B, CMales, Females)16-6( Age range
+A, B, CMales, Females)24-16( Age range
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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 -
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YEAR 1
TEASING S U M M E RLAUNCHING
BACK TOSCHOOL
WINTERMIDYEAR
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YEAR 2
RAMADAN S U M M E R
BACK TOSCHOOL
WINTER
MIDYEAR
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YEAR 3
SOCIAL MEDIA SPORTSCAMPAIGNS
202020
22
SAMPLES SOCIAL MEDIA / TV
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SAMPLES SOCIAL MEDIA / TV
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SAMPLES SOCIAL MEDIA
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OPERATIONS
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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
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Production
Soda Ice Lollies process :
Treating WaterCompounding ingredientsCarbonating productFilling product.PackagingFreezingCodingPalletising
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The concentrate ice lollies can be sold toauthorized bottlers for filling and packaging
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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
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Supply Chain
First Patch
Second Stage
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FINANCE
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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
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Does it worth to invest in Egypt?
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-
-BEVERAGE MARKET
-EGYPTIAN MARKET IS GROWING
-15TH LARGEST COUNTRY IN POPULATION IN THE WORLD
-RAPID GROW OF EGYPTIAN OF EGYPTIAN POPULATION
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-
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
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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
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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