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Marketing Product Manager Yogurt Case Study.pptx
- 1. Vita-Yog Case Situation Analysis & findings Objectives STP Objectives Budget Action plan Risk Management
- 2. Market overview Market value 2021 Market value 2022 Market value 2023 900 950 1,000 1,050 1,100 1,150 1,200 Market value trend (M) PPG 7% PPG 7% Governorate Geo-Share Company D geo-share Cairo 30% 20% Giza 21% 20% Alexandria 17% 13% Dakahlia 6% 8% Sharqia 7% 9% Qalyubia 6% 8% Menoufia 4% 5% Beheira 3% 5% Assiut 2% 4% Rest of Egypt 5% 9%
- 3. Company A value 35% Company B value 28% Company C value 22% Company D value 15% 2023 MS value Company A value Company B value Company C value Company D value 0 50 100 150 200 250 300 350 400 450 PPG 11% PPG 4% PPG 6% PPG 12% Companies 2023 sales & PPG Market growth is same the past 2 years Market growth is tending towards the budget friendly products Company D is highest growing company 12% value & 10% units Company D gained 1% M.S. on units & values basis since 2021 Healthy / Low fat products (Company C) have also high growth percent & gained M.S. by 2% which have value for money benefit Situation analysis & findings Average unit price = 3.368 Unit price 3.427 3.419 3.304 3.241
- 4. SWOT Analysis Threats Aggressive competition from existing brands in the value-for-money segment. Potential market perception of inferior quality due to lower pricing. Strengths Leverage the affordability of Vita-Yog to attract a broad consumer base. Positioning as a budget-friendly alternative to premium yogurt brands. The backing of an established dairy company with distribution channels in place. Weaknesses The challenge of maintaining brand quality perception despite the lower price. Limited profit margins due to the budget pricing strategy. Opportunities Targeting underserved markets in governorates with lower purchasing power. Expanding product reach through cost- effective digital marketing strategies.
- 5. Promotional mix 4 永壊
- 6. Product Design: Emphasize the nutritional value and freshness of Vita-Yog, despite being a budget product. Highlight the brand's commitment to health and quality. Packaging: Use economic materials but also be appealing to consumers with catchy design to enhance the brands image.
- 7. Price Strategy: Set the price significantly lower than the average market price to attract budget-conscious consumers while ensuring it covers production costs. 3.2 L.E. Discounts/Promotions: Implement introductory offers and bulk purchase discounts to drive initial sales. Small sized promotion packs (buy 3 get 1) to be more economic
- 8. Distribution Channels: Focus on supermarkets and local grocery stores which targeting budget-conscious consumers. in governorates with lower purchasing power. Leverage existing distribution networks. Online Presence: Develop an e-commerce strategy to sell directly to consumers with extra-sale, utilizing platforms popular in Egypt Talabat mart, insta-shop, etc... Place
- 9. Advertising: Use social media campaigns targeting budget-conscious demographics. Collaborate with influencers who focus on savings and smart shopping. On-ground activation at class B clubs & malls at week ends Trial samples Ramadan campaigns & promotions In-Store Promotions: Implement point-of-sale promotions in key retail outlets, including samples and discounts. Community Engagement: Sponsor local events in target governorates to build brand recognition and trust. Sponsor social campaigns for children nutrition enhancement. Promotion
- 10. STP (Segmentation, Targeting, Positioning)
- 11. Segmentation Psychographics Target consumers who prioritize value for money and are cost- sensitive seeking on-line & off- line promotion. Demographics Focus on lower-income families, students, and large households.
- 12. Targeting Prioritize regions with lower purchasing power, such as Assiut, Beheira, and Menoufia in promotion activities where value-for-money products have higher appeal. Targeting areas with high sales of Company D products Governorate Company D geo-share Cairo 20% Giza 20% Alexandria 13%
- 13. Positioning Market Vita-Yog as the most affordable with accepted quality, nutritious yogurt option Value for money emphasizing that consumers do not have to compromise on quality for a lower price.
- 14. Objectives
- 15. Promotional objectives Focus on penetrating key governorates, achieving moderate growth as the brand builds recognition. Expand distribution and increase market share in established regions. Achieve significant market share, making Vita-Yog a household name among budget-conscious consumers. Introduce additional product variants (e.g., diet options, yogurt drinks) based on market demand.
- 16. Financial objectives Governorate 2024 2025 2026 Geo share Cairo 2.2 4.4 7.5 12% Giza 1.3 2.6 4.4 7% Alexandria 1.1 2.2 3.7 6% Dakahlia 0.9 1.8 3.1 5% Sharqia 1.3 2.6 4.4 7% Qalyubia 1.4 2.8 4.7 8% Menoufia 2.8 5.5 9.4 15% Beheira 2.8 5.5 9.4 15% Assiut 3.1 6.2 10.6 17% Rest of Egypt 1.6 3.3 5.5 9% Total 18.3 36.7 62.3 100% M.S 5% 9% 15%
- 17. Manpower Plan Allocate sales teams to key governorates based on market potential: High Potential: Cairo, Giza, Alexandria Moderate teams with high sales targets. Moderate Potential: Dakahlia, Sharqia Smaller teams focused on maintaining steady growth. Emerging Markets: Assiut, Menoufia, Beheira Large Teams with high average targets & also focused on brand introduction and market penetration.
- 18. Budget Allocate a modest budget, prioritizing high-impact, low-cost marketing strategies such as digital marketing and community events. Total 2024 target = 59 M L.E. Marketing budget = 8 M L.E Month 1 Month 2-3 Month 4-6 Month 7-12 Product development and packaging finalization. Initial soft launch in select governorates with high promotional efforts. Full-scale launch across all target governorates. Evaluation and adjustment of marketing strategies based on sales data.
- 19. Action plan
- 20. Online digital Campaigns Launch social media campaigns targeting cost-conscious consumers: Highlight Affordability with Clear Messaging Emphasize savings without compromising on quality. Focus on Family-Friendly Content Create family-oriented posts like meal-prepping guides with yogurt, kid-friendly recipes, and snack hacks. Influencer Partnerships: 1. food bloggers Create (Quick & Easy) Recipe Content during Ramadan 2. Host Budget-Friendly Challenges e.g. Launch a challenge campaign, such as a "7- Day Budget Snack Challenge," that encourages followers to create meals/snacks under a certain money amount featuring vita-yog. Offer Digital Coupons & Discounts Run Paid Social Media Ads Targeting Budget-Conscious Segments Partner with Budget Shopping Apps
- 21. On-ground Campaigns Sampling Events: Organize in-store tasting events and distribute samples at local markets. Organize on ground activations at clubs such as cooking events of light economic meals Promotions: Offer bundle deals and discounts to encourage bulk purchases.
- 22. Item Secondary Item Details KPIs" Time Frame Budget Allocated Online campaign Social Media Engagement .Social media platforms creation -2 Posts weekly each platform . No. of engagements .No. of leads .Demography targeting Month 2-3 500,000 Influencers campaigns & Youtube ads *Targeting 10 mega influencers (3 per month) *No. of reels & stories per week *Engagement no. *Promo codes usage Month 2-3 (Ramadan) 1,000,000 Discount Promo codes no. of used Promo codes on apps Month 4-6 1,000,000 Online Shop Apps *no of sold units *no. of used coupons on related apps *Free shipping coupons used Month 4-6 500,000 Sampling Events Markets *no. of retails: Cairo 20 sites Giza 20 sites Asuit 8 Behaira 10 Sharqia 5 Menofia 5 * Sales growth per area *Target Achievement Month 7-12 2,000,000 Clubs no. of retails: Asuit 5 Behaira 5 Sharqia 5 Menofia 5 Month 7-12 1,000,000 Promotion & Discounts *Sales growth *Target achievement Month 7-12 2,000,000 Total Budget 8,000,000 Control
- 23. Risk Management
- 24. Ensure a reliable supply chain to avoid stock-outs and maintain consistent product availability Run awareness campaigns to prevent the perception that Vita-Yog is of inferior quality due to its lower price. Market Perception Monitor competitors' responses and adjust pricing/promotional strategies as necessary. Market Perception Supply Chain Risks
- 25. Thank You