Main Market Segments In Egyptian Market

Main commercialise Segments In Egyptian MarketIntroductioncapital of Minnesota founded 120 socio-economic classs ago and is a grocery store leader in France with a good deal than 360 local branches and has spread e rattlingwhere 20 countries worldwide. Its a mystic sector company operated under HOLDER group which its 3 businesses be bread-making, pas supply and restaurants.capital of Minnesotas puff upspring known across its borders, and Egypt is one of its targeted countries as its just developing, nowadays. through our frequent visits to various spots in incompatible cities in Egypt, we noticed how life style is developing encouragingly we had to be veritable ab verboten how liable our projected gross sales would be in this grocery store. then we had assigned a merchandising research to an inter home(a) marketing research company TNS Global which had been for decades present in Egypt. By this we could ensure more accurate estimated results with firstborn bas e-rate standards.TNS Global has provided us with the immemorial data through and through statistical research. We agreed upon that to follow the marketing research through the undermentioned steps.a) Defining Problem and research objective. Our main goal is to ensure the feasibleness of entering the Egyptian market, and thorough which means.b) Developing the research plan. We needed to rivet on adults and students as a primary target, athletes and hearty people as secondary target children and seniors as tertiary target, with come to the fore neglecting business targets as well. The research needed to cover the following information The demographic, economic and lifestyle feature of speech of these segments. Main market segments in Egyptian market Perceived footing for our produces by Egyptian consumer equal market entry Preferable sales approach Acceptance of the Egyptians for French fruits-Egyptian consumer behavior and buying rhythm Suitable product features (size-packa ging-colors-labeling) Competitors (local-international) Legal and social environment in Egypt Raw materials-labor comprise and other production cost if we consider producing locally Investment rules in Egypt online commercial databases, we emphasize the primary data through our research to stock warrant its validity and objective conformity. Our primary data collection allow practice session survey research approachc) Sampling plan. Random sample questionnaire is utilize to ask people, on our product and on the idea itself and how they react to it and how much acceptable for them it would be and such(prenominal) open-ended questions. To put hands on required information for research objective.d) Implementing the research plan. TNS Global had feed us with implantation that includes collecting, processing, analyzing the information.e) Interpreting and reporting the findings. Conclusions were sent to us in a vivid form that assured our idea about the viability and investment of o ur product in the Egyptian market.Part BExecutive summarycapital of Minnesota is preparing to launch one of its branches in Egypt, which is one of the big developing markets. Through direct investment to insure our control over the Egyptian market. contempt the presence of bakeries other competitors, we can compete because our religious plying combines both laid-back decidedive quality and suitable market price. We argon targeting special segments in the consumers level, taking advantage of high quality baked goods, and distinctive foods and desserts.The primary marketing objective of this research is to acquire first division Egyptian market share of 20 %. This primary financial objective is to win first family sales revenue of 20 million EGP, date keeping losses to less than 6 million EGP.Cur ask Market Situationcapital of Minnesota founded 120 years ago and is a market leader in France with more than 360 local branches and induce spread over 20 countries worldwide , an d is about to enter the Egyptian market right external . The demand of the Egyptians to cafes with baked goods is increasing rapidly which lead to increase in competitive pressure. Thus dependence on high quality and a little over price according to other competitors testament be obligatory to reach market share in this environment. capital of Minnesota must carefully target specific market segments.Market Descriptioncapital of Minnesota market consists of consumers of all ages from young children up to seniors which could be athletic , healthy or food admiring , who needs a quick pick and go or a of a sudden break in regular day-by-day basis . In the first year we allow focus on specific segments. Table A1 illustrates how Paul covers the needs of targeted consumersProduct ReviewPaul prolongs various high quality standard products indoor where guests can cook ability to connect via the Internet while enjoying leisure or encounter or deliveraway7 Plates specially for brea kfast6 Varieties of plates for a quick lunch24 Different sandwiches with the variety of 7 different breads10 Types of pies pizzas15 Salads8 Grand classic bread10 Pleasure bread8 Light and healthy bread4 Special meals for athletic and good people11 Different types of cakes and desserts5 Type of ice creams9 Viennoiseries and sweet pastries6 Options of Crepe36 Fresh juice , calorific and cold drinks7 Take away boxes of 12 mini special desserts of ones choiceTable A1 goat Segments guest NeedCor answering BenefitChildrenSweetsDessertsMacaroonsCakesTartsIce creamsStudentsQuick pick and go before classesSmall snacks on way back home or mingled with coursesSandwichesViennoiseriesHot and cold drinksSaladsAdultsA little gathering between shopping, work or hangoutsA quick drink on restless days eat or lunch platesFresh juice or other drinksCrepePies and pizzasSeniorsBuy goods for home or family mavin of the 22 scribbleA box of mini dessertsAthletic and HealthyHealthy low fat foodFood to fit in their workaday dietA grab before or after practice sessionOne of 8 types of the healthy breads with minerals and vitaminsThe strange collection of the healthy sandwichesOne of the meals for athletic people depending on their activity and their daily need graduation exercise year sales profits are expected to be 20 million EGP based on sales of Pauls baked goods. During the second year we prepare to introduce Pauls restaurant which leave alone provide the followingSoups location dishes brass sauceBig main dishes for Breakfast , Lunch dinnerMore menu variety from each category of the preceding provided products combative ReviewIncreased entry of cafes and bakeries has pressured competitors to continuously let prices down and append more products every day.Competitors includeStarbucksCosta coffeeOn the put to deathThe bakeryStarbucks Is an international coffee shop from 30 years ago, pass hot and cold drinks, some desserts and very a few(prenominal) sandwiches.Costa c af is a 28 years old coffee shop which is internationally recognized, that purports few sandwiches, salads and desserts. But recently is facing financial struggles ascribable to the increase of competitors and cosmos not able to provide a bigger variety of products.On the run is the biggest competitor as its widely branded through close 9000 stores worldwide , and one of the leading stores locally .It sells desserts , sandwiches, hot and cold drinks , salads , very few pizza.The bakery is one of the several shops which is considered to be a caf and a bakery that sells some bread , sandwiches , few desserts , hot and cold drinks contempt this strong argument, Paul can shed light on out a distinct image and win recognition between these competitors and targeted segments. Our Unique way of cook bread is definite and doesnt exist anywhere else , adding Pauls large variety of products which have French background makes it unique in the local market , and neer disregard 120 year s experience. dispersal reviewPauls products will be sold through Pauls stores and also through other stores in pilfer 20 Egyptian markets. Among the more or less important collaborators that will help us pass around that already has been contacted areSuper Markets. Metro market Alfa market. willing allow Paul to present its product in their store.Local bakeries. The baker, Bread basket. Will buy from Paul its unique bread variety to offer in their store.School and University. American University capital of Egypt , German School Cairo , British International School Cairo, German University Cairo French University Egypt , Le Collge de la Mere de Dieu . Have agreed to deliver most of our sandwiches, desserts and beverages in their Cafeteria.Fitness centers and sport clubs. World gym, Golds gym and Platinum gym, will sell our healthy sandwiches and athletics meals.SWOT AnalysisStrengthVariety. Our customer has a wide range of varieties through which they can explore and try and not getting used to only one product.Price. Our products are in an affordable competing price according to the provided quality.Quality. Paul signed with the Ministry of Healths Terms of spontaneous commitments nutritional progress under the Programme National Nutrition Sant on all its products. Paul becomes the first brand of bakery and catering to obtain this recognition.Reputation. Paul has achieved an esteemed reputation throughout the years.Unique. Paul provides many unique products in the Egyptian market which can allow it to have a definite image between competitors which would help it to have the targeted market share. flunk bell ringer Awareness. As a start up, Paul didnt yet nominate an image or brand name in the local market. Whereas On the Run and other competitors have a strong image and national brand recognition.Culture Background. Most of our product comes from French background, thus it will take a little time for the Egyptian culture to explore and familiarize wi th it.OpportunitiesPaul can take advantage of two study market opportunitiesLack in market. Egyptian market lacks most of the products that Paul would introduce.Increase demand. Egyptians demand to cafes with baked goods is growing rapidly.ThreatsIncreased Competition. More bakeries and cafs are entering the Egyptian market. With hundreds of them, Paul must stress out clear differentiation.Competitive pricing. Increased completion is pushing down the prices.Duration. Pauls products are all food based, thus it has to be sold during a short time period due to expiry and quality precautions.Objectives and IssuesWe have high-pressure but reachable objectives during out first and second years of market entry.First year Objective. During the entrance of Paul for the first year in the Egyptian market, we are targeting for 20% share of Egyptian market.Second year Objective. We are aiming to achieve 30% of Egyptian market based on launching Paul restaurant and to achieve break even archae ozoic in this period.Marketing StrategyPauls marketing strategy mainly depends on positioning of product differentiation.Consumer targetPrimary consumer target. Adults and students which are considered upper to spirit income individuals , who gathers around the tea-area in Paul and consumers more during their stay.Secondary Consumer Target. Athletes and healthy people, due to their demand for healthy and energetic food which contains high vitamins and nutrients that Egyptians market lacks. tertiary Consumer Target. Children and seniors, as their needs would be little and met easily by mostly buying few products takeaway, like sweets, bread or desserts.Business TargetPrimary business target. Is mid to large sizedSchools Universities. As there are large amount of students who can benefit from its presence at their location especially during their break or between lectures as well as their ability to buy such product.Fitness centers Sport Clubs. sight profit from the existence of our products, pre or post workout, which could allow them to maintain their fosterage and diet.PositioningThrough product differentiation, our product will position itself other than that other competitors.We will focus on high quality, unique peck and price added value.Product strategyPaul will be offering all the products reviewed in the earlier product review section during the first year. We will rig Paul restaurant which will be offering, Soups, Side dishes, Side sauce, big main dishes for Breakfast, Lunch Dinner as well as more menu variety from each category of the previous provided products. Building Pauls brand name that advocates high quality satisfaction is a crucial part of our strategy. The brand name PAUL will be printed on every bags and packaging to strengthen its entrance in the marketing promotion.Pricing StrategySince Pauls products are sunrise(prenominal) to this market, and due to high competition between prices Paul will introduce its products in a get down price during the first year until Pauls restaurant is launched by the second year afterward an addition o 10% on Pauls product will take place to compensate the costs being paid to establish the restaurant and to allow further expansion to cover more split of Egypt.Our First Year average prices will be as follows.Breakfast Plates ( 14 35 LE )Quick lunch Plates ( 3 5 -56 L.E )Sandwiches with the varieties ( 24.5 42 L.E )Pies Pizzas ( 14 28 L.E )Salads ( 24.5 38.5 L.E )Grand classic breads ( 7- 10.5 L.E )Pleasure breads ( 7- 35 L.E )Light and healthy breads ( 10.5 35 L.E )Athletic and Healthy meals ( 40 65 L.E )Cakes and desserts ( 14- 28 L.E )Ice creams ( 7- 14 L.E )Viennoiseries and sweet pastries ( 5.6 14 L.E)Crepes ( 10.5- 17.5 L.E )Fresh Juices , Hot cold drinks ( 7 21 L.E )Take away boxes ( 70 L.E )Distribution StrategyPauls channel strategy is to use its store location as a primary tool to distribute its products and to rely secondly on well known supermarkets, local bakeries, schools, universities, physical fittingness centers and sport clubs , and lastly on online orders.Marketing OrganizationMarketing Communication StrategyBy cartel and distributing all media messages simultaneously, we will fortify the brand name and the main points of product differentiation, especially out unique breads and desserts. Media campaign will be fine before and during product introduction. Therefore, advertising will appear on a rhythmic basis to maintain brand awareness and convey many differentiation messages. We would coordinate Public Relations efforts to develop Paul Brand name and support the differentiation message. We will as well offer limited time promotions, a listed item for customers that will buy a dessert, breads or other products will be offered without charge and further such promotions to attract market attention and favors purchasing.Paul will provide set-apart samples on first one month, for its business targets, as well as it wou ld set special trades deals for retailers that would place volume orders. We would as well rent booths in grand malls to demonstrate our products for first two weeks, we also will offer discounts for purchases that exceeds 150 L.E.Multimedia advertising campaign will take place offers will be held with our partner radio stations, so that part with gift coupons would be offered as a prize through them. execute ProgramsPaul will enter the Egyptian Market in September. The coming(prenominal) steps will summarize the action programs that will be taking place in the next six months.AugustWe will find with 400,000 L.E. sales promotion campaigns, to introduce the awareness of Paul to the local bakeries, schools and universities, fitness clubs and supermarket and also to generate excitement for Pauls entry on October.SeptemberPaul will be launched. Internet, Radio, and print campaign will take place, order towards our business and customer targets. The campaign will show the products we offer, their quality, and that they are new and unique in Egypt.OctoberAs internet , Radio, Print multimedia campaigns persists , we will add consumer sales promotions , as offering promotions for large amount purchases , big free item to consumers that buy desserts , breads and other products , as well as placing our booth in grand malls offering free samples.NovemberWe will distribute our products to schools, universities and supermarkets at this stage .Sales contest will be hold to offer prizes for sales person or one of our partners that offers our products, which had sold most out of our products.DecemberRadio ads will put on celebrities taking about their experience trying Paul. Prints, television and internet ads will show celebrities feeding a dessert from Paul.JanuaryWe will offer out free coupons to our partner radio stations .we will place our products in local bakeries, fitness centers and sport clubs. Results of customer satisfaction survey will be counted and consi dered to make use of it in further promotions, and to review feedback of our products.BudgetsThe first Year sales profit is projected to be 20 million EGP. We predict the first year loss of 6 million EGP as there would be marketing budget not less than 1 million EGP sum total the start up expenses of factory building , machinery , and staff hiring and training.ControlsWe are organisation a Very tight control measure with strong supervise method to ensure customer satisfaction. That will allow us to respond very quickly in correcting any problems that may arise.Part 3