An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution

1. Integrated marketing communication
Kaha’s New Generation

2. Kaha’s IMC Team members
• Ahmed Hazzaa
• Ahmed Wafay
• Ayman Fahim
• Mariam El Shazly
• Nada Eid
• Nardy Abd El Zahar

3. Executive summary
• Kaha was founded in 1940 in kaha’s city Qaliubiya governor
• Started with a small factory to mobilize the fruits and vegetables now after
60 years the company hold an experiences in packaging and food
preservation
• Kaha is market lead in food preservation not just in Egypt also in the MENA
region
• In 1998 kaha faced a huge economic crisis lead the company to
Privatization of the company by oaf organization
• Oaf could not maintain or manage the company’s so It was return to be
managed under supervision of the Egyptian government
• Kaha faced a huge with the urban society because of their packing design
as the package still with tip and copper

4. SWOT Analysis
Strength :-
• Largest 6 factories in Egypt and middle east for vegetables and
fruits production
• Wide variety of products(Juices-Sauce-Jam-Foul-Dates-Green
peas-Green okra-green )
• Kaha’s hyper market in Cairo Alexandria agriculture way(with
parking area and cafeteria
• had large number of loyal B&C class customers
Weakness:-
• Old and traditional packages
• Old and traditional slogan( )عوده للزمن الجميل
• Their products not found in big hyper markets

5. Opportunities:-
• New taste and adding new flavor according to the marketing
acceptance of the new product design
• Adding a new distrubition channel assisting the product
spreading
• Health conscious attitudes present an increasingly growing
market
Threats:-
• Market saturation
• Potential loss of financial backing
• competitor with the same flavor of juices

6. PESTLE Analysis:-
Potent ial Implications and importance
impact
PESTLE Analysis
Relative
Importance:
Critical
Important
Unimportant
Impact:
Increasing >
Decreasing<
Unchanged =
Type:
Positive +
Negative -
Time frame:
0-6 months
6-12 months
12-24 months
24 months +
H: High
M : Medium
L: Low
U: Undetermined
Political High impact 12-24 months Positive Increasing Critical
Economic Medium Impact 12-24 months Positive Increasing Important
Social Medium impact 24 months+ Positive Decreasing Important
Technological High impact 0-6 months Positive Increasing Critical
Legal High impact 0-6 months Positive Unchanged Important
Environmental Medium 24 months+ Negative Decreasing Critical

7. Marketing Strategy and Analysis:-
1. Opportunity analysis
• governmental support of local manufacturers
• High rate of working mothers/wives
• increase in consumption of preserved juices
• healthier vs. more affordable
• Females becoming more health oriented
• Farms and fields owner ship in relation to price

8. 2 . Competitive Analysis
Kaha’s juices main competitive in the market
Juhayna / Bety / El maray / Faragallah
Kaha represent their juices with a mix of features
• Higher quality standers
• Lower price
• tetra packed preserved juices’ flavors
• more flavors (tamr hendy, karkadeh, dome, sobya, amar el din,
tamr we bala7, 3er2 sooss)
• available all the time in super/hyper markets
• in 3 sizes, (personal 200m , 500 m and 1 liter )

10. 3. Target Marketing
Segment 1:
• Males and females
• 16 - 25 years old
• B- and C social classes
• university students
Segment 2:
• 26 - 40 years old
• B- and C social classes (children are the influencers )
Segment 3:
• females
• 30 - 60 years old
• married with children
• A and upper B socioeconomic class.

11. Target Marketing Process
1. Market Segmentation
• Geographic : using Kaha’s name in the market can assist in a
nation wide geographic spreading
• Demographic: according to the age and the
The gender type
Age Segment
0-14
15-24
25-54
55-64
65 and above

12. • Psychographic
Social Class: upper lower class to lower upper .
Life style: strivers ,Actualizes , achievers , experiencers & fulfilled
2. Target Market:
As already mentioned the Marketing strategy and there are 3
main target segment
• Age8 - 30s( about 60% of total age group in Egypt
• normal price product line(55% of target customers ) :class B &
C+ who are localized mainly at Rural cities as Mansoura &
Dakahlia….ect & in some areas of Cairo & Giza
• For premium line( 20 % of our target customers ) :20 % of this
age group is at Cairo & Alexandria , where that will be our
main focus especially for customers of A & B+ class

13. Customer Profile:-
Segmentation Variables Data
Geographic
world region Africa and Middle east
Country
Egypt
Cities
Nation Wide
Density Urban/ rural area
climate Refreshing and nature oriented
Demographic
Age 5-54
Gender Female/ Males
family size 1+2
income 25000+
occupation Upper class / Middle class
Education Colleges , universities , non edu
Religion Any
Race Any
Nationality Egyptian
Psychographic
Social Class Upper class / Middle class
Lifestyle Actualize , achievers

14. 3 . Market Positioning
• Fresh , Natural juices of oriental & tasty fruits yet with a new
modern ,outgoing shape & touch , with its new attractive &
funky tetra packs
• For the Line of the oriental juices ( sugar cane , karkadeh ,&
tamr hendy ) “ Oriental , fresh ,Healthy juices , yet with the
healthy tetra pack & clean juice with a modern twist
• For the premium juice line , it will be for new flavors ,such as
kiwi ,grape fruit, pomegranate & mixes , with a premium
package & more creative designs “ Luxuries , New ,Natural
genuine healthy & fresh juices

15. Marketing Planning and developing:-
1. Product Decision
• Making an effective design for it which will reflects our new
quality with the same name to get use of our history in the
Egyptian market
• Every package will have the same color as the fruit of its flavor
• Customize the package for offers and occasions which will
contain 6 written on it ( buy 5 and get 1 free )
• Including a 3 sizes of packages 200 ml, 500 ml, 1 liter .
Depending of national material for the packaging production
• We will make 100% natural juice without any artificial additions
and that will differentiate us from other competitors and also it
will be our message to the customers in TV ad and campaigns
that we just aim to improve the quality of life and health.

16. • For 200 ml package we will make straw , for 500 ml and 1 liter packages
we will just make easy open plastic covers that make it easy to open and
use on daily basis specially the family size packages. And for 500 ml
packages they can open it , use it everywhere and then store it to use
again by this easy open plastic cover
• On the package our slogan will be the same having an Arabic message
written in bold saying “ صحتك هدفنا
• We can make new flavors by mix fruits like : strawberry with banana mix
that will differentiate Kaha from other juice companies.

17. 2 . Price Decision
• After the competitive analysis and studying the cost of
materials
• for 200 ml package : 2 L.E
• for 500 ml package: 5.5 L.E
• for family size ( 1 liter ) package: 10 L.E

19. 3. Distrubition decision
• Distribution channels through the wholesalers and make an
incentive scheme for people working there to increase our
sales and encourage them to buy more
• direct distribution directly from our factory to hypermarkets :
hyper one, Carrefour and make a special deal with them that
we will give them a special offer and they give us a big shelf
share and pop ups and stands in their markets.
• For the wholesalers we can offer them if they buy over our
target for them by 5 cartoons there will be one cartoon free
for them. ( over the annual target.

20. • distribution channel through promotional vehicles their main
job is to distribute our products for hypermarkets and
supermarkets that we make deal with as we mentioned
before.
• For supermarkets like : awlad ragab, metro, kher zaman we
will give them a special deal also in order to do the same as
hypermarkets.

21. Promotional Mix
Advertising To Consumer Market:-
• TV ads
• Radio message
• Media Vehicles
Advertising To Business Market :-
• Professional advertising
• Trading advertising
Promotion mix
Advertising Direct marketing Public relation
Sales
promotion
Personal selling
Internet
marketing

22. Direct Marketing
1. Catalogs
• providing the retails with catalogs and brochures including
kaha’s product different flavors and different shapes and
designs also including the production process and health
ministry approvals
2. Direct Selling
• kiosk in shopping malls providing free samples and trial to the
juices
• in order to generate the brand awareness among the new
generation we can also sit a stand posts in universities and
sport club for trial

24. Public Relation:-
Tools for the public relation
1. Publicity
2. Special event
3. CSR or community activity
4. Sponsorship
Sales Promotion
Consumer Market Business Market
Coupons Promotion allowance
Premium Merchandise allowance
Sampling Price deal

25. Personal Selling:-
1. Consumer Market
• Kiosk in shopping mall setting inside a kiosk inside Carrefour in
order to persuade the customer for a free trial to the product
• Posts in the university and sports club in order to penetrate
the new generation and cover their need
2. Business Market:
the sales executives play their roles with the distributors that
include the following
• Monitoring the product performance in the market
• Forecasting the sales volume per quarter
• Determining the distribution area
• Arranging distributors profit shares based the sales target
achievement

26. Internet Marketing:-
Internet marketing tools:-
1. Website
2. Social Media
3. SEO ( Search engine optimization )
4. SEM ( Search engine marketing )

27. Marketing Calendar:-

29. Marketing Budget:
• The total market of juices in the Egypt about 6 billion EGP
• We intend to have market share about 5 percent of the total
market by volume about 300.000.000 EGP divided by the total
unit we will produce to sell to the Egyptian market as follow
• The total The budget we need for the marketing
communication about 20 percent of 300.000.000 about
60.000.000
Divided as follow

30. Marketing Investments
Interactive
marketing
Personal
selling
Public
relations
I.M.C advertising Sales promotion
% 50% 20% 10% 10% 10%
L.E 30.000.000 12.000.000 6.000.000 6000.000 6000.000
Free
samples
for trials
Free bonus
for retailer
Professional tardy ads
ads
Radio Nogoom FM Ads TVs
masr
10% 10% 60% 10% 10% 15% 5%
3.000.000 3.000.000 18.000.000 3.000.000 3.000.000 9.000.000 3.000.000