Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Americana Beans Marketing Plan

No description
by

Shady Emad

on 4 January 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Americana Beans Marketing Plan

Americana Beans
Marketing Research
Marketing Strategy
Marketing Programs (4Ps)
1- Ibrahim Alalfy

2- Khaled Salah

3- Shady Emad

4- Mohamed Shams

5- Mohamed Mohamadi
Proposed Product
Attractive
Suitable For larger Segments
Descriptive
Describe customers needs to Satisfy them Effectively
Consumer
Survey
Prepared by :
Executive Summary
Objectives
STP Model
Market
Share
Brand
Awareness
Profit
Segmentation
Targeting
Positioning
Product
Pricing
Profit-oriented approach

Price = Cost+ Needed gain

Needed gain = 0.5 LE/Pack (250g)

Placement
(Push strategy)

Wholesaler
30%

Retailer
40%

Customers (Cafeteria, Canteens)
30%

Promotion
Persuasive Advertising (Healthy food).

Media type
:
TV
Flyers in supermarkets
PR (Sohoor Events).

Advertising idea
:
easy to prepare at breakfast, compared with normal beans which requires you to wear your clothes and go-out to buy it.
Budget
Control
Any Questions ?
Marketing

Plan

Prepared By :
1- Ibrahim Alalfy

2- Khaled Salah

3- Shady Emad

4- Mohamed Shams

5- Mohamed Mohamadi

6- Ahmed El-Zogby
Our Advantage
Our Goal
2014
2017
2020
2,000,000 People
5,000,000 People
10,000,000 People
2014
2017
2020
2.5%
12%
2014
2017
2020
50,000,000 LE
100,000,000 LE
6%
20,000,000 LE
Geographic
Density:

Urban , Non-urban
Demographic
Income:
Less than 3000 LE/Month - More than 3000 LE/Month
Psychographic
No Segmentation
Behavioral
No Segmentation
Health:
Healthy , Non Healthy
(Favism)
All markets Types
Middle and high class people

Income is more than 3000 LE/Month

Restaurants and canteens
Urbans
For
busy and distinctive people who are bean lovers
, ‘
HANA
’ is
ready to heat bean
that is
Healthy, Appetizing, Nutrient, and Attractive.

Data
Analysis
S
O
W
T
Healthy Attractive Nutrient Appetizing
(HANA)
Price competition with normal beans.
Competition with normal beans which most of people think that it is not healthy.
Increasing Awareness of this product.
Ability to reach
to all people
Environmental

Analysis
Political factors:
Current situation leads to decrease in average income rate.

Social factors:
Will target people who feel shy to buy normal beans.

Technology factors:
technology can improve product awareness
In this marketing plan:

We introduce a method to rescure the marketing of an already existing product called “
Americana Beans
” suffering from a
dramatic decrease in the sales
.
“Healthy-Food”
2014
2020
2.5%
of market share
12.5%
of market share


Do you buy Americana beans?

-Always –Sometimes –Rarely

How many times do you buy beans in general weekly?

1-2 times 3-5 times more than 5

Average of your salary?
1000-3000 3000-6000 more than 6000

Do you have any problem with its name (boycott)?
-Yes -No

Is it easy to find it?
-Yes -No

Do you prefer it?

-Yes -No

Which flavors do you like ?

Is his price ?
Reasonable – Expensive -Affordable

Do you like it to be easy-opening with small increase in price?
-Yes -No

Any suggestions to improve the product?
(Simple Random probability)

100 people surveyed
Sampling
Survey Questions
Healthy
Easy-opening
Different Pack
Different-Flavors
Long expire date
1 free on each 3
Free Flavors
Marketing Cost
-Promotion cost = 100,000 LE (Affordable method)
-Placement cost = 1.2 Millions LE

Raw material cost = 5 Millions LE

Product line cost = 1 Millions LE

If we did not sell LE numbers of packs during 6 months which covers the variable cost, we will do marketing research again.

If we failed to get market share of 1% in the first 6 month, we increase the promotion budget.
Full transcript