Professional Documents
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Marketing Plan FOR New Healthy Domty Kids Sandwich
Marketing Plan FOR New Healthy Domty Kids Sandwich
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
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
Density Urban
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
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,
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
• Winner every month: Everyone can follow up at our Facebook page to know if his/her coupon
won or not.
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)
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