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Omar Afandy
Omar Afandy
Omar Afandy
Presented by:
Mahmoud Amer
Mohamed adel
Omar magdy
Company description
Omar effendi firstly was constructed and
named after orosdi back who was a Hungarian army officer at abed el Aziz street at 1856. By the year 1900 it had 60 branches around Egypt. Then it was sold to an Egyptian Jewish who turned its name Omar effendi. Then it was nationalized at 1957 with 69 branch.
east, then it passed through a long period of decline. Omar effendi have been privatized at February 2007 by Saudi company el-Nawal for 500 million Egyptian pound without out giving the authority to the new owner to replace the actual employee or selling Cairo or Alexandria branches(general forces). Now Omar effendi 83 branch and 68 store all over Egypt (fixed resources).
mention that this company is responsible for branding and logos of retail and consumer giants such as Marks & Spencer, Lipton, KFC, Nescafe and the Champions league.
service to our consumer. II. Build a powerful reputation and strong trust to our brand to be one of most valuable brands. III. To be one of the most valuable brands in Egypt.
Supply our customer with high quality product improve the present image in the Egyptian market by representing new brands. ii. More share in Egyptian home goods market reach 10% by the year 2010. iii. A large increase in our brand value to be one of the top brands by the year 2013. iv. Retrain employee to enhance employee customer communication & make greater opportunities to compare product with others.
i.
B. Goals
SMART
Financial goals
Obtain real growth in earnings per share of 10% per year
over time. Obtain return on equity of at least 20%. Have public stock offering by the year 2010.
Offerings
Low quality, high price, many competitors with higher quality & lower price
Marketing
This massive distributed distract the management from the optimum marketing plans.
Internal factor
Strengths
Weakness
Personnel
Finance
Production
Suppliers provide products from moderate to poor quality which put our institute in hard position against competitors no supply chain.
R&D
Poor efforts for studying market and consumer needs developing product & service
Competitive
Other large brands , Large malls, Small retailers with lowe prices
Technology
Old fashion style of database & selling management with high tech. competitors
Legal/Regularity
item Threats
strengths -avoid distraction of consumer between products by highly trained sales management. -differentiate from competitors with our variety of products and presence of new products.
weakness -low quality, high price products and non trained employment will give our competitors a great advantage on us.
standing increase in population which produces a wide marketing field for our products. From recent surveys Egypt population at this year is about 78 million and it is expected to rise to 90 million by the year 2020. This population mainly concentrated in Cairo (10.73% about 7 million and 787 thousand) , Giza (8.1%),Alexandria (5%) and all of this areas are covered with a network of branches.
consumption will grow in high rate especially in high standard areas in large cities.
Egypt
Year Population 1950 21 514 1955 24 378 1960 27 798 1965 31 573 1970 35 575 1975 39 599 1980 44 433 1985 50 655 1990 57 785 1995 63 858 2000 70 174 2005 77 154 2010 84 474 2015 91 778 2020 98 638 2025 104 970 2030 110 907 2035 116 503 2040 121 619 2045 126 004 2050 129 533
Competitors
Large Malls
competition in market but despite of that we dont have a large market share.
Customer Analysis
(domestic)
Rest of regions
Regions which attract tourism
Geographic segmentation
Cairo ,Giza & Alex.
Regions which dont attract tourism
are we going to
which correspond to the geographic segmentation. we will depend on standards of living in our classification.
according to the site of branch. So we adopted techniques to over come this point as we are going to discuss later in targeting.
And the last level was the behavioural segmentation of regions which attract tourists.
Behavioural segment according to occasion
Summer only
As Matrouh & Agmy branches
which we are placed. To achieve the three angles of consumer satisfaction triangle.
Product
Human factor Convenience
It is real crisis in the chain as they do not have strong HR and causes is decline in all area of professionalism.
It is real crisis in the chain as they do not have strong HR and causes is decline in all area of professionalism
Our Consultants team will create ISA very good
structures and will cover also many job work profiles, job analysis, and job description for all staff. In Addition cover the previous sides in Human Resource Management.
Target Markets
follow differentiated marketing by giving a specific marketing mix to each segment. And we are going to follow our segmentation by using selective specialization technique.
M1
P1 P2 P3
M2
M3
brands that we offer and we will change our suppliers with others that can provide us with new brands that match the life style of this areas. o EXAMPLE: Nike and Adidas in textile, Toshiba, Sony and LG in electronics. o And we are going to give paying facilities for high price goods specially electronics and furniture.
situated near the large malls which contain most of the brands but the solution was simple it was the full study of this malls and careful choose of new brands which are absent from this malls and we could even bring new unknown brands and open a new market. o Then in areas of low standard of living we will be faced by a giant competitor which called Chinese product with low price and high distribution among retailers. o So in response to this situation we will get to these goods suppliers and we will make better agreement with them (we will be key accounts for them) and we will get these goods at lower price.
committee to insure the quality of these products and we will limit some what the after selling service and it will include only certain products.
Secondly In Regions
A. Regions which dont attract tourism
It was obvious from the previous points that we will replace
Point of Difference
Differentiation for our project is a need as in a large market
with high competition we have to compete differently neither we will fall over the market edge.
1. Product
We produce a variety of products under one floor with, various quality prices and designs which fit all types of consumer.
2. Service Superior quality assurance and after selling service. 3. Personal Highly trained staff from with excellent communication skills from cleaning workers to head manager. 4. Channel Wide coverage with a connected group of branches which cover most of Egypt regions. 5. Image We will talk about it in detail in positioning. And here we answer Why do they want to buy?
The new logo was designed by Design Bridge, an international branding agency who match the creative, passionate and independent image that Omar Effendi had decided to adopt. And also we must
Positioning
mention the slogan which gives a good image about the variety of the product.
Product Strategy
Marketing Program
At first we should classify our products. Most of our products are consumer products and lies between two categories shopping products and specialty products. And that answer the question
brands in Egypt.
Product Price
Place Promotion
service by training employee and by direct firm supervision. Form a department for product quality insurance.
Promotion Strategy
Mainly we will depend on advertising in our promotion
strategy. At first we designed an advertisement in which we tried to achieve the points: 1. Interest 2. Information 3. Trust 4. Persuasion And we are going to use this printed advertisement into 3 main ways:
and it will have a second role we will use it also as coupon for a discount (10% for all of our products) and that will provide wide distribution for our campaign and it will give a good motive for consumer to read our advertisement. 2. We are going to close the stores for about 2 months at least for improvements and we cover all our stores with this printed advertisement then we will reopen in a serial manner one store in each city to make booming and to decrease error. 3. We will also use it as billboard.
shelves instead of stands. 2. Improving the way of packing by using modern style bags as image below.
Price Strategy
quality leadership we adopted techniques to fit this mix. So we have to get a long with internal and external factors .
2- Marketing mix:
a. Product feature: In areas of high living standard it will be of superior quality and significant brands but in areas of lower standard the quality will be reduced which will influence the cost.
3-
Costs:
Production: Costs depend on suppliers. Distribution: we depend on the large distribution of our branches.
2- External factors
a. Nature of market demands: it was obvious from segmentation that we produce variety of product to fit consumption according to region living standard.
b- Competition: o As we explained before we will be able to expose our product with prices lower than competitors with the quality demanded by the clients and in case higher prices products (new brands) we will be unique and differentiated in its production. C- Other: o Because Egyptians are not adapted for using e-marketing we had to delay this service till later improvement.
Pricing Strategy
As we are going to penetrate market (in our new dressing) we
will use market penetration pricing strategy. As we are going to start with low prices and heavy advertising and promotion. As we tend to penetrate market quickly and gain large market share.
Distribution
? Problem Children Dog (Omar effendi)
Low
Star
Low
Cash Cow
High
Competitive Advantage
Degree of differention High Maintain specialty Outstanding success
High
Low
Relative cost
Tendency to buy
Customer knowledge of company Un known Well known Promotion & sales ,distribution are key (Omar effendi) You have it made
Undifferentiated
Product Characterise Omar effendi : zero level channel ( direct marketing)
Unique