CASE STUDY ABOUT THE

MOROCCAN BRAND
"ULILI"
INTRODUCTION
 CONTENT
01 WHAT IS ULILI

02 THE MARKET STUDY

03 SWOT ANALYSIS

04 THE TARGET AUDIENCE

05 MARKETING STRATEGY

06 KEY MESSAGING

07 THE MARKETING MIX

08 CONCLUSION
WHAT IS ULILI ?

A Moroccan brand specialized

in scents.
 MARKET
STUDY
Morocco is a culturally rich country, and scents
play a crucial role in the country's heritage and
traditions. Moroccan consumers highly value
scented products, which have opened multiple
opportunities for the candles and scents market.
Let's delve into the market's dynamics:
MARKET
SIZE &
GROWTH
The Moroccan candles and scents market
is witnessing steady growth in recent
years and is projected to continue at a
CAGR of 5.6% until 2027

resource:www.statista.com
key factors A
TOURISM:
The increasing
number of tourists

B C
Growing demand for Influencer marketing

D
eco friendly products in social media

Rising disposable
income
COMPETITION
.Competition in the candles and scents market in
Morocco and the Middle East is becoming
increasingly fierce, with both local and
international brands vying for market share.
 SWOT ANALYSIS
STRENGTHS OPPORTUNITIES

Limited product range.

o
Competition from other artisanal

S
Relatively high prices. and sustainable brands.

Limited distribution channels.

Supply chain disruptions.

Unique and authentic products. Expansion into new markets.

w T
Strong brand identity. Diversification of product range.
Social and environmental responsibility
Collaborations and partnerships.
Growing popularity

WEAKNESSES
THREATS
understanding the target
audience of ULILI
 01 02 03 04 05

DEMOGRAPICS PHYCHOGRAPHICS LIFESTYLE VALUES\BELIEFES BEHAVIORS

-value -History of purchasing

-Men and women -Intrest in -Appriciation of the authenticity,quality high-end luxury products
between the ages of travel,cultural finer things in life and craftsmanship -Active on social media
25 and 50 heritage, -Lead a luxurious, -Intrest in supporting -Tendency to discover
uniques experiences sophisticated and business that share new and unique products
-Intrest in
luxury,quality, -Intrest in natural refined lifestyle similair values
and organic -Seek out the -Prioritize
uniques fragrances
products exclusive environmental
responsibility
,sustainability
MARKETING
STRATEGY .
is an overal all plan of how to reach to potential custommers and interest them in
your product or service .
 01 02 03 04 05

STRATEGIC DEVELOP GOALS COMPETITIVE CORE MESSAGES APPROACH MARKET

ANALYSIS STRATEGY
How to conduct your marketing
Value proposition of plan.
-Market The main purpose 1) Cost leadership. the brand. Take on competitors directly.
-Demographics and aim of the 2) Differentiation. Take on competitors
-Competitors company 3) Nich focus. completely.
Take on competitors
4) Brand loyalty. weaknesses.
Take on smaller competitors .
Guerrilla marketing .
C.E.O OMAR BENJELOUN
Ulili's marketing strategy.
Strategic analysis : Morocco and other countries (west/ Middle East )
well off citizen (sense of prestige)

Development of the goal : Create an authentic product that reflects its heritage.

Competitive strategy : "Differentiation" | "Brand loyalty"

Core messages : Moroccan scent | The olfactive journey ....

Approach to the market : Take on competitors weaknesses .

Digital marketing:
KEY MESSAGES

Key messages are the aspects of

your business you most want
audience to know about and what
make you different and makes
someone choose you above all
others
COMMITMENT TO EXCELLENCE:
ULILI try to to delivering products
of the highest quality, exceeding
customer expectations, and setting
new standards of excellence in
scents industry in Morocco
100% MOROCCAN BRAND

The Ulili candles are hand poured

in their own studio in Casablanca.
For the design of its candles, Ulili
works a Moroccan silkscreen
craftsman, while the jars of the
candles were created by a
ceramist in Rabat
CUSTOMER SATISFACTION IS THEIR
PRIORITY:
The founder of this brand mention
that after the pandemic the rich
class in Morocco tend to support
the local brands more, so they
motivated them to work more to
serve customers expectations
UNIQUE PRODUCT

Natural raw materials

specific product that are nostalgic
products made with love
THE MARKETING
MIX
The 4 Ps
PRICE

PRODUCT PROMOTION

PLACE
 PRODUCT:
+ Independent Moroccan brand founded in 2013، creator
of artisanal scented objects

+ Ulili works to express the richness of the Moroccan

olfactory heritage through his creations.

+ Offer a range of products made up of scented candles,

soaps and room diffusers.
 PLACE:
+ It is sold in Morocco, France, Canada and internationally
through the online store www.ulili.ma

PRICE:
Prices vary from one product to another :

+ Public price for the box of scented soaps: 350 MAD

+ Public price for the diffuser box: 990 MAD
 PROMOTION:
Ulili has succeeded in gaining the trust of major
Moroccan companies, which have entrusted her with the
creation of business gifts for their many occasions: end-of
year gifts, International Women's Day, Ramadan gifts,
incentive
CONCLUSION
THANK YOU