Fayrouz IMC Plan + designs options

IMC Project

• By

– Abdel rahmanTanatwy

– NohaAbdalsamie

– Mohamed Moharram

– Lina el Hadidy

– Mohamed Hossam El Didy

• To

– Dr.Ayman

Situation

Analysis

Company profile

• Al-Ahram Beverage co.:

It was bought by an Egyptian entrepreneur during the era of

privatization. Later in 2002, Heineken group acquired the company.

In Jan. 06, the company went through a complete change in all its

domains and activities.

The company is now under the management of a national and

multinational team

Product Background

• Fayrouz is a soft drink that has been

specially developed for an adult

palate, with no artificial flavors,

colors or preservatives

It is carefully brewed to be gently

sparkling and with lower sugar, and

to deliver full-flavored refreshment

Competitive analysis

• Strong competitors , but they aren’t in

direct contact with Fayrouz(2nd line).

• eg:

• Coca.

• Pepsi.

SWOT

Strength

•Unique positioning, strong brand

name.

•Diversified products, different flavors.

•Good reputation of healthier

product compared to the other fuzzy

drinks.

•No harm from 1st degree

competitions.

•Unique selling points (soda + malt)

Weakness

•distribution.

•Promo materials.

•Limiting the promo campaigns by

one season “summer”.

•Weak brand loyalty

SWOT

Opportunities:

•The market’s demand is highly

elastic.

•Growing market.

•Opportunity for new markets

horizontally and vertically.

Threats:

•Negative campaigns and Religious

conceptions that Fayrouz has small

percentage of alcoholic bear.

•Consumer’s shift to other brands.

•Superior access of the competitors to

distribution channels.

•Strength of 2nd degree competition.

Strategy

Segmentation & Targeting

• North coast.

• El-sokna.

• Cairo.

• Alex.

• Guiza.

Geographic

•Life style

•Funny and refreshment lover

Behavioral

• From 10 to 35 years old

age

• Males and femals

Ganders

Positioning

wasnow will

altatwer altabe3i lel7aga alsa23a

Fayrouz

handous

altatwer altbe3i lelant3ash

Unique Selling Points:

• No sugar

• Flavors

• Healthy

• Refreshment

• Low soda

Communication Objective

• Increase sales.

• Increase brand awareness of new flavors

”lemon flavor”.

• Strengthen brand loyalty.

• Achieve high distribution rate.

• Widen market share .

Communication Strategy

PUSH strategy :

by increasing our

distribution , by

increasing the

number of

refrigerators

available in the

market.

PULL strategy :

through a mass

campaign with

new creative

ideas that will

make a great

difference.

Communication massage

Creativity is a must

Communication MIX

Sales promotion

• Packs of five cans of all flavors of

Fayrouz in the price of only four .This offer

will be in all the mega markets in cairo ,

guiza , and in marina.

e.g…( metro, spenniy’s, mega markets in

marina)

TV ad .1

• Message: refreshment.

• Message strategy:Fayrouz pretty girls ready to put the fire of thirst of ,refreshment brigade.

• T.V Channels: Egyptian channels 1&2,orbit al Youm , Rotana and melody.

• Execution style: dancing, summer cooling breeze.

• sponsoring for new movie and famous talk shows and programs.

Radio ad

• Radio program : “Na3neshha ma3 Fairouz”.

• Concept: question and answers.

• Theme: coolest and most refreshing places around the world . Each day will be different place and information about it.

• Prize:there will a question and the winner at the end of the week will win two tickets to a selected place that was discussed among the week .

• Media channel : nile FM.

• Timing: JULY &AUGUST.

Radio script:

• انت .........انت مش بس حتنعش حياتك

حتنعنشهاااااااااااااااااااااااا

كل يىم على ٤-٣مع فيروز من الساعة

NILE FM

Press .1

News letters:

• whole page in Al ahram news letter every Friday

for two month.

• Interview with a famous doctor talking about the

benefits of the malted barley as a drink .

Press .2

Magazines:

• Advertisingin magazines

concerned with youth

such as:

Teen Stuff, Kelmetna

• Coverage for all Fayrouz

parties with photos

Outdoor-Billboard

Billboards :

• 4 billboards on the Cairo Alex road,and

another 4 on the way back .

• One big billboard on 6thOctober bridge.

• 2 in the Ain el sokhna ,atameya road.

3D Fayrouz bottle ,with two glittery sparkling hands holding it

and a cup of refreshing Fayrouz drink.

Outdoor-Billboard

The bottle of Fayrouz and the can will Be 3D .

Outdoor-Billboard

Billboard -Outdoor

This is a 3D billboard must

be in intersection of two

main streets .from each side

you can see a bottle of

Fayrouz followed by a

bigger one and another

Bigger one and so on ,if you

turn around to the other

street you see the opposite.

The Nile fountain is a very eye catching place

to the tourists and locals .we choose this strategic

Place to cover the fountain with a huge Fayrouz

bottle with a splashing refreshing water coming

out of it.

Outdoor- CREATIVE

Online

• Facebook

– Use sky banner for

one summer

month.

– 7,000,000

impression per

month.

Online

MSN

Arabia

(Associated

ad)

PR. Activity

Sponsoring for two beach parties in:

Marina: in august with famous singers.

Stella

At the week end (Friday) where stands of

fayrouz will be put and the refreshment

team will be there doing sampling and

sharing the fun where music is played and

all are dancing with fayrouz.

SMS campaign

• For introducing our new flavor and PR activity

• Send SMS message to our target segment throw Vodafone segmentation service ”sarmady”.

• Cairo &alexA&B class age 20-35

• Message :

“ we are fayrouz , we make a party for new fayrouzflavor in Marina in 16/8/2009 ... Be there … and catch our BUS ”

Other Creative idea

A shuttle bus inside marina in the north coast with attractive design from all sides ..

Transport between marina 1,2,3,4 and 5..

It is a free service with refreshing Fayrouz drinks can be sold inside optionally,

but mainly ice boxes with the refreshment team will be placed on the bus stations.

the bus is of two stores the upper one for wet people and inside one air conditioned for

Dry people.. summer music ,dancing and fun atmosphere is the main theme.

Other Creative idea

Sticker of Fayrouz can beside central A.C source in most of the famous cafés ,

Like Cilantro, Costa ,Beanos in Cairo and north cost ,giving the impression that

The cold refreshing air is coming out of Fayrouz bottle.

Creative outdoor

Huge Fayrouz bottle in

the strategic streets.

Promotion budget:TV Production 300000

Airing 2,000,000

Radio ads Program sponsoring 300,000

6 Spots for one month 200,000

Production (6 version) 80,000

Outdoor High way 600,000

Cairo 1,000,000

Marina and sokna 400,000

Bus idea Renting and service 300,000

Press News 500,000

Magazines 300,000

Online Facebook 80,000

MSN arabia 60,000

SMS Per-once 100,000

SUM 6,220,000

Executive

Summary

• “we are trying to give

you IMC plan that

helps in maintain

Fayrouz perception in

people mind and

focusing on Summer

campaigns and

activities with creative

Outdoor idea.”

Thanks Team work do stuff like this