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KAHA Marketing Plan Project
KAHA Marketing Plan Project
KAHA Marketing Plan Project
Submitted To:
Dr. Ahmed EL Samadicy
Submitted by:
Ahmed Mahmoud Dakrouri
Marwan Abd El-Menam EL-Seaidi
Moataz Hegazy
Mohamed Fathi Ahmed
Youssef Taha
Food & Beverages market size in Egypt is considered one of the biggest in the
Middle East due to our high population, and geographical distribution with
different preferences.
In Egypt, there are more than 7 brands that produce well known juices (Juhayna,
EL Maraie, Lamar, and Beity) , And more than 5 big names that produce pastes
and canned olives or beans (Americana, Fine food, Knorr,) , that mainly focus
on greater Cairo, and actually they are controlling it with High market share, and
different marketing channels, plus their huge marketing campaigns throughout
advertising, sales promotions, and sponsorship , and currently they positioned
themselves on Customer’s mind as Top of it.
Accordingly, best market penetration for Kaha products rebranding in both
(Food and Beverages) should be in Upper Egypt & Delta due to high need for
Kaha products, plus the buying power, product affordability, and average
income in those governorates.
Will divide our target segment to (B2C & B2B), and will expect their needs, so
A. Strength:
• Heritage:
As the company exists in Egypt since 1940, and all Egyptians know its brand
identity.
• Diversity:
Kaha has diversification in its product from food & beverages in the form of
juices, jams, Agricultural canned products, beans, and Pates.
• Resources Availability & Government Support:
Kaha is considered to be owned by the government under the umbrella of
Holding company for industrial food, which follows ministry of Business
sector, that has more than 70K Employee.
Measurable
Best Juices AGA juices Kaha Juices
Factors/Company
Kaha AGA
Volume 170 ML 250 ML
Fruit Concentration 70% 80%
Price 5 LE 9 LE
Ramadan Campaign 2.5 LE -
Knowing that Kaha don’t distribute in Hypermarkets, or Kiosks , but after deciding
our Market segment, That Kaha will target C Class in Upper Egypt & Delta areas,
we found that the best penetration for the our distribution channels should be in
Banisweif, Qaliobeya, and Ismalia, using the hyper markets there like (Carrefour,
Ragab Sons, Mahalawy sons, plus the Kiosks , moreover Kaha can save Budget to
open 3 stores within the upcoming year in 3 centralized locations, in the mentioned
governorates).
3.3 Strategies:
consumers will spend a great deal of time looking for a new car or a medical
procedure. Specialty goods are those that are of interest only to a narrow segment
of the population—e.g., drilling machines. Industrial goods can also be broken
down into subgroups, depending on their uses. It should also be noted that, within
the context of marketing decisions, the term product refers to more than tangible
goods—a service can be a product, too.
Regarding Kaha, the product has a huge potential to upgrade and move to the next
level if a strict product development plan is implemented.
To satisfy the needs of our premium customer we maintain the high quality and for
our best quality we get certificate from International Organization for
Standardization (ISO). We are ISO 9001:1985, ISO 14001:1990 certified company.
Hence our new product we are looking to provide the best quality products we will
take some measures, like
‐ Products are being produced with the help of superior quality high-tech
machineries made in Italy.
‐ We import the best quality fruits and veggies from region and also collect from
local suppliers.
‐ To maintain the quality and standard of our product, products are being tested in
our own laboratory, components of which are European and computerized.
‐ We strictly maintain the Hazard Analysis Critical Control Point (HACCP) in
every stages of manufacturing chain.
‐ Products are produced health wise and totally untouched.
‐ The products are free from any harmful chemical particles.
‐ The products are with pure quality & exclusively good for health.
‐ The products are marketed with high quality food grade package.
Changing the product features will be a must due to the old and ineffective design
that exists.
4.3 Promotion:
Pricing strategies are most important stage in marketing mix. As we are going to
launch a new product in the market, we do not have any idea whether the price
would be accepted or not by the customers. If we select extensively high price,
customers will not buy and volume of sales will be very low. On the other hand
setting lower price will not cover our costs. So we have to consider the following
things in selecting price.
5.0 Financials:
Are expenses we incur with or without production; they include items like rent,
utilities, interest payments and other ongoing expenses for facilities. We include
these costs as part of our marketing plan so that we can indicate our ability to
continue functioning financially while implementing the plan.
This section will offer a financial overview of the Company as it related to the
marketing activities. We will address break-even analysis, sales forecasts, expense
forecasts, and how they link to the marketing Budget.
Break Even analysis: determines the sales volume needs to start making a profit,
based on fixed costs, variable costs, and selling price. It often used in conjunction
with a sales forecast when developing a pricing strategy, either as part of a
marketing plan or a business plan.
Sales Forecast: is the process of estimating future revenue by predicting the amount
of product or services a sales unit (which can be an individual salesperson, a sales
team, or a company) will sell in the next week, month, quarter, or year.
Expense Forecast: is used as a tool to keep the organization on target and provide
‐ Reference:
• http://hcfi‐egy.com/fullCo.php?id=65
• https://www.facebook.com/kahafood
• https://ar.wikipedia.org/wiki/Kaha
• http://www.expoegypt.gov.eg/co/kaha‐co‐for‐preserved‐foods
• https://hapijournal.com/wp‐content/uploads/2021/07