Marketing Research Proposal

Marketing research course

Presented to : Made By:

Dr. Walid Gaber
Ahmed yassin
Yasser Ahmed
Mohamed Morshedy
Abd el moneim
1
 Marketing Research Proposal
Marketing research course

Presented to : Made By:

Dr. Walid Gaber • Ahmed yassin
• Yasser Ahmed
• Mohamed Morshedy
• Abd el moneim
2
Contents
 YAAM Market research agency
 Introduction about yogurt industry in Egypt
 Egyptian yogurt Market analysis
 Consumer Profile and Behavior
 Identification of requested issue and study
objective
 The proposal outline
 Deliverables
3
About YAAM Market Research Agency
YOU ACT BETTER WHEN YOU ARE SURE

• In our world of rapid change, the need for reliable information to make
confident decisions has never been greater.
• At YAAM we believe our clients need more than a data supplier, they
need a partner who can produce accurate and relevant information and
turn it into actionable truth.
• YAAM was founded by market research experts with 13 years of
experience conducting similar studies. We use proven methodologies to
collect data and distill it into easily digestible reports. We encourage our
employees to stay up-to-date on the latest research techniques and
analysis software.

4
Success partner

5
Full Cream Yogurt
Introduction:

• Yogurt is defined as the food produced by culturing one or more

of the specified optional dairy ingredients with a characterizing
bacterial culture that contains the lactic acid-producing bacteria
L. bulgaricus and S. thermophiles. Other specified optional
ingredients may also be added.
• Yogurt is defined as food produced by bacterial fermentation of
milk. It is consumed in various forms such as beverage, dessert,
snacks, protein-rich sports drink, meal replacement and other
forms. It provides benefits like healthy digestion, lower risk of
type 2 diabetes, protection against colorectal cancer and
improved immune system. The yogurt market is growing
because of growing awareness about health benefit of yogurt.
6
• Increase in awareness among people for
losing weight is a vital factor escalating the
market growth, also rising expansion of
retail market, increasing awareness amongst
people about health benefits of the yogurt,
rising awareness about healthy food,
increasing young population base which is
t hy
health conscious, growing consumer
al
indulgence for exotic flavors, coupled with
He
significant investments by manufactures are
the major factors among others driving the
yogurt market briskly. Moreover, rising
research and development activities and
increasing modernization in the new
products offered in the market will further
create new opportunities for the yogurt
7
market in the forecast period of 2021- 2028
8
Yogurt Market Scope

Yogurt market is segmented on the basis of type, form, fat content, packaging
and distribution channel. The growth among various segments helps in the
better analysis of growth and strategies for better vision of market.
• On the basis of type, yogurt market is segmented into flavored and non-
flavored.
• Based on form, the yogurt market is segmented into Conventional Yogurt,
Greek Yogurt, Set Yogurt, Frozen Yogurt, Yogurt Drinks and others.
• Based on fat content, the yogurt market is segmented into regular (full fat),
low fat and fat free.
• Based on packaging, the yogurt market is segmented into plastic bottles,
tetra packs and others.
• The yogurt market is also segmented on the basis of distribution channel
into direct selling/wholesale and retail sales.

9
 Market Overview  

•Yogurt market is one of the most dynamic markets in EGYPT, not only
because of the constant product innovations in the different
segments, but also because of the fierce competition between
producer’s brands and private labels. Egyptian consumers are showing
a familiar connection with yogurts and its consumption is rising every
day.
• Yogurt market in Egypt registered a positive compound annual
growth rate (CAGR) of 19.97% during the period 2014 to 2019 with a
sales value of EGP 4,756.11 Million in 2019, an increase of 14.13%
over 2018. The market achieved its strongest performance in 2017,
when it grew by 32.88% over its previous year and its weakest
performance in 2019, when it increased by 14.13% over 2018
10
Market leaders and competitor’s
products analysis

11
• Juhayna:
Juhayna is producing many packs of yogurt starting from 75gm up to 3 kg – regular,
light, with sugar, mix strawberry & mango, …etc starting from 2.5 EGP for 80gm
regular yogurt
• Danone:
Danone is producing almost the same products (except large packages) under
different brands (Activia, Danone, Dango & Danette) starting from 1.65 EGP for
Activia 110 gm and 2.5 EGP for 75gm regular yogurt
• Maraey:
Maraey (formerly known as Beyti) is producing the same products under one name
and starting from 1.7 EGP for 80gm regular yogurt
• Lactalise:
Lactalise is producing under two brands Lactel & Nestle starting from 2.5 EGP for
80gm regular yogurt

12
Consumer behavior
• Egyptians have been familiar with dairy products for centuries. Nowadays,
various dairy products often constitute staples in common dietary habits.
Consumers in Egypt perceive dairy products as a valid source of health
benefits, however rising prices have significantly impacted national
palate, leading to changes in preferences. In the view of various types of
products, it is useful to differentiate consumer groups in relation to a way
of consuming dairy:
• consumers in Egypt perceive yogurts as a staple dessert. Due to increasing
demand, especially during Ramadan and Eid, there is abundance of
flavors available on the market. Strawberry yogurts constitute the main
choice of Egyptians, followed by other berries flavors. It should be
mentioned that Egyptians appreciate certain texture, taste and
composition of yogurts, which can be obtained by mixture of selected
food additives.

13
Drivers and method of consumption

• Consumption of dairy products is mainly driven by

Egyptian dietary habits, in which yogurts often constitute a
daily staple. Moreover, consumers believe that dairy
products bring healthy benefits and are valid source of
vitamins and nutrition elements. Lastly, growing price-
conscientiousness among Egyptians has indubitably
impacted dairy consumption.
• Interestingly, occasions affect the demand of dairy
products including yogurt for sure greatly. For instance,
during Ramadan, white cheese, spreadable cheese and
yogurt see increasing demand.

14
Proposal outline

Identification of requested issue and study objectives

JUDY Dairy is looking forward to introduce a new product to the
yogurt market and as they decide they will present their classic
full cream yogurt to the following areas:
• Greater Cairo
• Alexandria

15
Study plan and objectives
To enter the classic full cream yogurt which is well established FMCG sector
and have well known market players, JUDY Dairy should take advantage of its
internal strengths and technology achievements, and in line with the new
market trends and customer needs.To embrace the launch of a new product,
a full cream yogurt that provides two different health benefits: Maximize the
protein content & Provide a stronger bone condition through additives.
Launching this concept will benefit JUDY Dairy overall position in the market
since these benefits can attract a considerable potential market considering
that a big percentage of the Egyptian population have increase orientation
about the healthy and quality type of common food products they consumed
and big percentage have a great orientation about different type of diet to
lose weight like atkins and keto diet which depends mainly on high content of
fat and protein. Moreover, this health concept is considered to be new to the
market and still not well explored by any of its competitors although they are
started to be aware of it.
16
Study plan and objectives
• The Plan begins by exposing a deep category analysis, focused on the
market trends and customer behavior, and also on the key players on the
industry. Then the marketing strategy for this new product is depicted
and the different marketing elements detailed, followed by a financial
analysis to demonstrate the viability of the plan. At last, the
implementation plan and controls are presented, as well as a brief
contingency plan.
• This will be our full marketing plan, for the primary marketing research
which we will introduce in our proposal we will explore the market, give
ideas about the competitors with a deep look to the consumer behavior
and trend then giving an over view about our methodology in collecting
customer data and how to implement this data into action to reach the
selected segment finally we will give a recommendation.

17
Market Research Methodology:

• Face to face interview (product test)

• Data collection: CAPI
• Digital Questionnaire to be filled with every
eligible respondent
Procedure:
• Hyper markets like Hyper One and Carrefour
• Events or open days in selected sports clubs

18
Sampling & Targeted demographics for the
new product:
• Sampling Technique:
The respondent must have used full-fat yogurt during the past
two weeks.
The participants respondents shouldn’t have any kinds of
allergies to dairy products, cold or flu

19
Samples Size: 300 eligible participants to be distributed as
follows:

Split
Location Age Group SEC Gender
Samples

CAIRO 17-55 A, B, C & D 50% Male - 50% Female 100

GIZA 17-55 A, B, C & D 50% Male - 50% Female 100

QALUBIA 17-55 A, B, C & D 50% Male - 50% Female 50

ALEXANDRI
17-55 A, B, C & D 50% Male - 50% Female 50
A
20
 Project Timeline:

Week1 Week2 Week3 Week4 Week5 Week6

Design and preparation phase

   

Applied research phase (data collection)

     

Data Analysis phase

     

Conclusion & Final Report

           

21
Project deliverables:
• Market Analysis and Competition
• Consumer Profile and Behavior
• Filled Questionnaire of the 300 respondents
• Detailed project report with analysis,
conclusion and recommendations

22
Ethical Considerations:
• YAAM follows all ethical considerations regarding market research
and test subjects. Each participant will be told that their participation
in this research is voluntary, and they will be told how we plan on
using their data. We will provide them with a form explaining this
information and assuring them that their data will remain
confidential.
• Each participant will sign a form stating that they understand these
terms. To protect each participant, we will not collect any personal
data other than standard demographic information that can be used
to inform the study.
• If any additional data is collected, we will not sell this information to
a third party or use it in any other research studies. It will be
collected solely for the purposes of this market research project.

23
Thank You

24