BORIO

REBRANDING

Malak Hussein 211001172

Ali Abdou 211001505 YOU’LL COME BACK FOR MORE
Bassel Badir 211000016
Karen Makram 211002066
Ahmed Abdelmoneim 211000509
Mazen Abdallah 211001100

Presented To: Dr. Mostafa Elbolok – TA Menna Hassan

PHAS
E1
1- AUDITING OUR
BRAND
● Current Features
● Value Proposition
● Price Range
● Promotions Used
● Previous Target Audience
● Distribution
2-
INTRODUCTI
ON ● Company’s Introduction
● Brand Introduction
● Challenges
● Mission and Vision
Mission Statement
Borio gives you an affordable and safe yet
delicious snack that will always satisfy your
craving by offering the perfect snacks.
Vision Statement
Borio aims to lead the future of snacking in
Egypt. By increasing our products and going
for better quality along with being sustainable.
 3- BRAND VALUE
PROPOSITION
● Target Segment (Children & Adults)

● New Features:

- New Biscuit Flavors (chocolate-vanilla-

caramel)

- Ice-cream

- Brownie

- Shake

- Protein Bar

- Hot Chocolate
 4- SWOT ANALYSIS
WEAKNES STRENGTH
SES Strategies
Marketing Easily found S
Limited Variety Price in comparison to
competitors
Quality in comparison to
competitors Popular
OPPORTUNI
TIES THREATS
Using social media in Quality of competitors
marketing
Variety of competitors
There is room for growth

People have different

tastes that change
 5- Competitive Analysis
OREO NESQUIK LOACKER LITEBITE

● Strengths

● Weaknesses

● How they compete

 6- CUSTOMER NEED
IDENTIFICATION
● WHY DID WE CHOOSE THESE PRODUCTS?

- People need an easy, accessible, affordable and delicious snack. They want
something to satisfy their cravings and fill them with joy. Therefore, we decided to
improve the product by making more flavors, brownies, protein bars, ice cream,
hot chocolate packs and milkshakes.
PHASE
2
1-SMART OBJECTIVES
● Increase brand awareness for new products by 40% the end of March.
● Achieve the highest possible level of customer satisfaction among the youth
segment by the end of May.
● Increase sales by 33% for the new products by the end of the 2nd quarter.
● Gain 400 new customers in the youth segment and another 400 in the
children segment by the end of June.
2- TARGET SEGMENT
CHILDREN YOUTH

● Demographic
● Geographic
● Psychographic
● Sociographic
SOCIOGRAP
HIC
POSITIONING
For the youth looking for a sweet, available and budget friendly
snack. Borio will have your back. Borio has variety of products that
will satisfy your craving at any time ranging from biscuits and
protein bars for athletes to brownies and ice cream. Borio’s
consistency of being found at any location makes it a leader in the
snacks industry. In addition to its dedication on improving existing
products and adding other new ones.
 MARKETING MIX
PRODUC PLACE PRICE PROMOTI
T ONS
PRODU
CT
LOGO REBRANDING
Old Logo New Logo
 LOGO REBRANDING
The characteristics of the brand are simple but also different from our old
logo and that is what makes Borio unique that shows its willingness to
change, be the one to take the lead, and be ahead of the era.

The reason behind this design is that it impersonates designs that are trendy
and up-to-date in 2022. A minimal design that is also aesthetic is greatly in
our favor as these are the trendy designs going from 2022 and staying in
2023.
PRODUCT
S
PRODUCT
S
PLACE
SUPERMARKETS
AND KIOSKS
NURSERIES AND
SCHOOLS
 GYMS AND
SPORT CLUBS
 ONLINE THROUGH
OUR WEBSITE AND
OTHER PLACES

Borio.jimdosite.com
PRICE
PRICING OBJECTIVE

MAXIMUM
MARKET SHARE
PROMOT
ION
 PREVIOUS ANALYSIS
● Not many campaigns

● Some poor quality TV ads

● No posters or signs
 IMC MIX STRATEGY
● Marketing Objectives

● Communication Objectives

● Why we chose these objectives?

Marketing
Objectives
1) Increase brand awareness for new products by 40% the end of March.

2) Achieve the highest possible level of customer satisfaction among the

youth segment by the end of May
 Communications
Objectives
1) Increase brand engagement for the new products by 20% through social
media.

2) Increase sales by 40% after the re-launch by setting up outdoor booths

in supermarkets, clubs and universities as soon as the new products are
released.
 Why we chose these objectives?
1) Raising awareness is essential as Borio – currently- is not found
easily and not attractive enough for people while also having many
competitors.
2) Increasing satisfaction will achieve customer loyalty and support
and make them regular buyers of the products.
IMC
RECOMMENDATION
 BUDGET
-

-
ALLOCATION
­Direct marketing

Sponsors
Budget Allocation

sponsors
20%
- Personal Selling per-
bill-
sales
sonal
social mediaboards
pro- direct
15% selling
and Tv
mo- mar-
- Billboards and TV Ads
20%ads
tions keting
30%10%
5%

- Sales Promotion

social media direct marketing billboards and Tv ads

sales promotions sponsors personal selling
 CHANNELS
● Social Media (Instagram)
 CHANNELS
● Direct Marketing (Flyers)

● Personal Selling
 CHANNELS
● Mass Media (Outdoor billboard)
 CHANNELS
● Sales Promotions

● Sponsorships and Events

 CHANNELS
● Advertisement (Guerilla Marketing)
 CHANNELS
● Instagram reel and ad

https://drive.google.com/file/d/1yCUK_QQpxJykWKsP6FiTYTEZPyTXiQwl/view?usp=sharing
BORIOxCHI
XO
COMING
 ANY
QUESTION
S?
CREDITS: This presentation template was created
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 THANK
YOU
CREDITS: This presentation template was created
by Slidesgo, including icons by Flaticon, and
infographics & images by Freepik