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SAVO MARKET PLAN
Transcript of SAVO MARKET PLAN
WHITER AND BRIGHTER
This Project Involved The Design And Construction Of SAVO Marketing Plan Which Is Going To Show How We Are Going To Re-launch And Introduce SAVO The Egyptian Brand With A New Image , Quality ,Package , Affordable Prices And Marketing Activities .
We are targeting two different sectors .
1st the privet market “ low and medium social class “.
2nd The key Accounts ( Hospitals , Hotels , Factories ……..,,,etc. )
The initiator will be housewife
The influencer ( housewife or sellers in the markets )
The decider and buyer could be the housewife or the husband )
The user will be the housewife
We will target the whole Egyptian woman from 20 to 55 years old
middle and low social class
Geographically We will segment the Egyptian market based on regions ( Cairo, Alex , delta, upper Egypt ).
Demographically we will target females from 20 to 55 years old In low and moderate social classes with moderate income 2000 LE to 7000LE
1- ( 70th )women ( more encouraged by Egyptian products)
2- ( 80th )women ( more influenced by design and additives )
Firstly the only form available from along of time “ Powder form “
Then “powder with fabric softener & pleasant scent
Up trend toward GEL and capsules form which avoid traces on clothes
High Quality ,Different Forms , Affordable Price & Availability
Detergent market growth rate 2014 Vs 2013 was 5%
Detergent market growth at 2015 will be 5 %
Nile Oil & Detergents Factories “ Different Governorates “
Powerful Work Force
Egyptian & Familiar Brand
Rapid Market Growth
Majority Are Price Oriented
Patriotism Will Increase Demand
On Egyptian Products
Quality Of The Product
Awareness And Poor Distribution
Powder Form Only
Political And Economic Environment
New Entry Products
In Low Suds Form
SAVO Will Introduce Bleaching Powder, Fabric Softener & Pleasant Scent, It Will Introduce
This Feature Through Using The New Technology And Using Row Material With High Quality.
SAVO Will Provide Brightness Formula With A Powerful Active Stain Remover And Achieves Full Washing Performance Even At Low Temperatures.
We Will Develop The Powder To Be More Soluble ..This Will Reduce The Consumption Of Water During Washing .
Key to success , critical issues
Developing R&D department to maximize quality
Build strong distribution channels .
Ensuring that SAVO is available in all shops and retailers .
Recruit new people to assist in the developing and sales of the product.
Our company is Egyptian company with
deep roots in the country.
We serve the everyday needs of all consumers everywhere for foods and detergents through branded products and services that deliver
the best quality with affordable price.
Marketing Objective :
To be the best possible cleaning solution
in the market”
Build strong brand Identity
Introduce high quality with affordable price
Developing new forms with using new technology
Increase market shares to achieve 3.3 % market share.
Total detergents market in Egypt is 3 billions LE
at 2014 .
SAVO achieve 3.3 % market share ( 98.,150,000 ) at 2015 with the settled budget 64,000,000.
Increase our investment and increase the payroll and expenses of workforce to match with the market offer.
The whole Egyptian women from 20 to 55 years old in middle and low social classes and savvy shoppers and overwhelmed.
For women who need high quality and affordable price detergent … SAVO is a detergent which give you the best cleaning power with less effort ,, unlike tide,, SAVO is Egyptian product
Marketing Strategy ( 4Ps )
Unlike competitors SAVO offers the
following features with affordable price
It will offer bundle of bleaching power,
pleasant scent, and fabric softener.
It will offer for different types of fabrics
white, colored and black
It will offer different forms powder and gel
It will offer different packaging size
Pricing policy must meet both
Mission ( quality & affordable price)
SAVO will offer value pricing through reengineer its
operations to become a low-cost producer..
The total cost will consideration the sum of the fixed and variable costs for any given level of SAVO production .
allow 1% discount to distributors & whole sellers on purchase of 500 pack of SAVO .
1 Liter Gel
125 ml Gel
4 kg Automatic
3 kg Automatic
3 Liter Gel
Powder And Gel Form Prices
3 – Place
focusing on all areas to cover our target customer needs “ low and middle social class “.
4 – promotion
Outdoor Media Agency is appointed for the
advertising campaigns via media campaign, online adds ,billboard and signboards.
building strong Sales force team to build strong relation with big retailers and intermediaries .
sales promotion increased by 10%
Pricing : affordable price
getting the right product to the right customer in the right place at the right time
SAVO will be available in wholesalers, hypermarket, retailer, small groceries.
campaign for build awareness& brand identity
sponsorship of some social awareness program
Design hot line number to receive any complain from distribution and end consumer
Reshape the company website to communicate and receive customer new idea
SAVO produce in Nile oil & Detergents factories
which found in different Governorates all over Egypt .
company will upload the modern technology For
use in manufacturing.
SAVO offer the bundle of bleaching power, pleasant scent, and fabric softener for different types of fabrics in different forms
SAVO will serve the low and medium social class with high quality and affordable price
Break Even Analysis
Break Even Analysis
Annual Units Break-Even 1828572 unit from 3 kg package.
Annual Sales Break-Even 64 million E.P
Marketing expenses are to be budgeted so they peak several months before a busy period, providing visibility at a time that people are scheduling future parties.
The following areas will be monitored to gauge
Revenue: monthly and annual.
Expenses: monthly and annual.
Monthly expense budget
Total Sales and MarketingExpenses
It is important to accomplish each one on time and on budget.
The company has planned for several
undesirable scenarios, all of which
A similar Detergent provide th same quality with the lower price. (More aggressive promotional campaigns).