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Corona IMC Plan

a holistic IMC plan for reviving the brand 'Corona' in Egypt
by

Mohab Fekry

on 28 January 2014

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Transcript of Corona IMC Plan

IMC Plan
Heba Ibrahim
Miram Moustafa
Mohab Fekry
Mohammed Al-Yamany

Established by Tomy Khresto in 1919.

First Confectionery and Chocolate company in Egypt (Alexandria)
Losses lead to privatization in 2000
Core Brand Power
Familiarity
Favorability
Maintaining nostalgic identity while adding a modern twist.
Brand Mission
The company has around 70 products under the brand names Corona and Nadler.
Perception Cues
Communication Concept
"Ta3m 7abenah we ben3eesh ma3ah"

"The taste we live and indulge in."

(promise of nostalgic feeling and good taste)
Corona = Crown
Packaging
RED = Powerful and eye-catching

GOLD = Royalty/Luxury

Royalty+Power = Crown

Curves and smooth flow of colors = "indulgence".

History
Portfolio & Extensions
Post 23rd of July revolution
It became a public sector company after the nationalization in 1963.
Iconized for sweet snacks in Egypt
Owned the highest market share in Egypt and the Middle East
Outstanding reputation until 1994
Since 1995, gradually started losing market share by strong international competitors.

As a result, the brand image was perceived as poor and lost its admirable recognition in the customer’s minds.
Problem Statement
Situational Analysis
No sufficient IMC mix
No promotion effort exerted
Existing tools are not used efficiently (little or no brand recognition)
IMC Perspective
Consumers have a wide variety of choices due to globalization.
With insufficient distribution channels and tough competition, Corona lost most of its market share, and in turn sales and profits.
SWOT
Strengths
Weaknesses

Corona has low availability in supermarkets which indicates weak distribution channels.
Corona has limited awareness in younger generations.
Corona has low market share.
Corona has no current advertisements or promotion.

Opportunities
Threats

Most other chocolates target children and youth, neglecting older age.
No chocolate for healthy lifestyle.
There is a new trend that dark chocolate has positive cardiovascular effect, and is good for migraines.

Presence of intense competition in the local market, with presence of strong international brands.
There is a concern that increased chocolate uptake is related to obesity and weight gain.
Raw ingredients prices have increased.
The price of advertizing has increased tremendously.
The consumers perceive Corona as lower quality.

Corona is 100% Egyptian.
Corona has a strong emotional bond with older generations.
Corona was awarded ISO certificates for its quality procedures.
Corona has a sugar-free variant (Corona Lite) and a milk-free variant (Corona Dark).
Corona has a long experience in Chocolate industry
THE
FUTURE!

Main product lines: Chocolate, Cocoa drinks, Wafers, Biscuits, Candies, Toffees & Gum.
Portfolio & Extensions
Product Analysis
Milk & Butter
Dark
Lite
Hazelnut
Slogan
Ad Media
Interactive Media
Recently used:
Nostalgia
Printed Ads
TV Ads
Not aired
since a while
Website
Facebook Page
The chocolate packaging was recently changed to a very colorful and high quality one, similar to what we see in famous chocolate brands.

Product Background
Dark Corona is free of milk powder
In Lite Corona, sugar is replaced by artificial low-calorie sweeteners, and only skimmed milk is used, also low calorie.
Past IMC Activities
Expanded its operations internationally, exporting new products as well as local favorites such as Bimbo
National icon
Target Markets & Audiences
S
T
Old Target Segments
New Target Segments
Old vs New
Segment 1: Age and Income
5-16 year olds - Middle / Low income
Want: Taste, convenience, affordability due to small allowance


Age
Social Class
Geography
Psychographics
Segment 2: Age only (all income groups)
25 years old and above: Exploit “Nostalgia
Want: Pleasure, true delicacy, chocolate is a guilty treat
Segment 3: Geographic and Income
Rural areas like UE and Delta
Want: Availability in location + cheapest local product
Segment 1 : Modified (major cities)
5-25 year olds: All income levels
ADD: Teens and Early Teens
ADD: High income levels
Increase prices to enhance brand image

Segment 2: Strengthened
We are still here, and now even better!
Segment 3 : Maintained, with less focus
Keep prices competitive to maintain this
market share
IMC campaign image: No longer “cheapest local chocolate". Instead, “The best Egyptian chocolates in the whole market”
Positioning Strategy
Major Messages
Unique Selling Points (USPs)
High Quality + Affordable price
Unique taste and texture
Not too sweet
Not too creamy
Not too smooth (melts in mouth, not in hands! --> name-calling Galaxy)

Own retail center
421, El-Horrya Road,
Roushdy, Alexandria
Major Message
Awareness of Corona chocolate

Kids: To Inform
Youth: To Persuade
Old people: To Remind
Gender
Strengthen company image as the sole Egyptian chocolates & confectionery producer
Associate Corona with nostalgia within older segments
Associate Corona with high quality, and taste within younger segments

Most chocolates target youth specifically females (16-29 years old), we plan to reach a much wider segment!
The older segment already knows Corona and has an emotional bond with it.
The younger segment has no emotional bond with current chocolate brands, so we want to harness the power of these brand-switchers.
Employ different pricing strategies and packaging to appeal differently to different segments
Target Markets
Opinions: Those who believe that youth has no age and believe that feeling good psychologically affects one's health positively.
Competitive Analysis
"A glass and a half of fresh pure milk"
"Why have cotton when you can have silk"
Learn
Do
Feel
Low involvement Hierarchy
Buying Behavior
Consumer engages in
passive learning
random information catching
Exposed to many varieties
Easy switching
Little Loyalty
Attitudes: Those who constantly reminisce about the past, "ayyam el zaman el gameel".
Impulse buying!
P
Objectives
Marketing
IMC
Media
Strategies & Programs
Increase sales within 1 year by 20%
Increase market share within a year by 5%
Ensure product availability at 50% of hypermarkets, supermarkets and kiosks within a year
Improve product image in 70% of target market within a year

Public Relations
Events are used to enhance our image and to improve the perception of Corona.
Events can be used to create awareness and attract “young segment” consumers to the brand.
Events are used to create awareness in 50% and create interest in 30% of the young segment.
Events will also act as a reminder for 20% of the old segment.

Advertisement
TV, radio and print ads are used to remind our consumers of Corona and always keep them in touch with the brand and with the message we want to deliver.
TV ads are used to create awareness of the brand among 40% of young segment and 35 % of old segment
Radio ads are used to create interest in the brand among 35% of old segment and 20% of young segment.
Print ads are used to create interest in 30% of the old segment.
Sales Promotion
Sales promotion for consumers is used to attract customer attention, induce trial and purchase in 40% of old segment and 20% of young segment.
Trade promotions to ensure availability of our brand in different distribution channels and to ensure good shelf display
Interactive Media
Used to create awareness in 50% of the young segment and create interest in 30% of the same segment who are highly connected to Facebook and other social networks


Enhance distribution channels by extensive push strategy, increasing trade promotions and allowances
Improve layout design of Corona’s retail outlet, and open 3 more similar outlets around the nation

Direct Marketing and Sales Promotion
TV ads, Sales Promotion (sampling, sweepstakes, coupons)
Print and TV ads, social media, mobile marketing
Outdoors, TV and radio ads
buzz, WOM
85%
50%
40%
Maintain loyalty among 50% of existing customers
65%
Creative Strategy
Marketing
Effective IMC plan will achieve increase in sales, and thus increasing market share.
Divest the dogs and focus on fewer products that can succeed.
Pay extra attention to the distribution channels and intermediaries to ensure availability of Corona in all major supermarket chains, markets and kiosks.
Modify the logo on the package, enlarging the figure of the deer in the logo, to differentiate it from other brands.
Marketing research to know the customer preferences.
R&D to enhance the quality.

IMC
Elements of IMC Mix
1. Public relations
2.Interactive media
3. Advertisements
4. Sales promotion

Public Relations
Inexpensive way to enhance our image
To inform old segment that Corona is still there and is of high quality
To create awareness and attract young segment


Interactive Media & Mobile
Facebook page with information about new and existing products
Daily health tweets
QR code on chocolate cover automatically likes Facebook page
Mobile app with daily recip


Advertisement
Ads will be used midway in the campaign, after we have achieved considerable sales, to be able to cover its cost.

PRINT AD
To reach the old segment who cannot be reached via Social media
Can be used within limited budget

RADIO AD:
In morning time and afternoon time (rush hours)
Inexpensive when compared to TV
Targeting both segments

TV AD:
Special time slots to ensure maximum viewership
Sales Promotion
Tasting of chocolate is a key player in convincing people to purchase it via sampling.
POP will attract people's attention inside store to purchase it.
Trade promotion will ensure the good display and the availability of Corona.
Alternative Media
Banners on local kiosks
Banners on distribution trucks


Creative Strategy
Statement
Storyboard
Execution

The ad will narrate the following with the music of the song "Helwa Ya Balady" for Dalida in the background.








Product Placement
Radio Ad
Interactive Media
Online Banners
Corona Brands and Ads.
Historical places of Egypt.
Different things from Egypt.
Advertisement
Radio Ad.
Frequency: 6 times a day.
Length: 1 minute.
Timing:
3 times in the duration 6:00 AM to 9:00 AM & 3 times in the duration 4:00 PM to 6:00PM
Vehicle: NileFM & NogoomFM, MegaHits, and Radio Masr (inexpensive channel).
Duration: Six months.
Scheduling Method: Pulsating, week on week off

This will allow us to reach employed and unemployed people, as well as students during school time.

Sales Promotion
Consumer oriented: Sampling
In-Store sampling (hypermarkets, supermarket chains, and malls).
Schools (primary and secondary)
Sport clubs.
During PR events.

Public Relations
Media Strategies
Chocovist Chocolate Festival
Participation in Chocovist in Saquet El Sawy.
School trips are made on that day to Saquet el Sawy
Lots of activities for children and chocolate stores.
Extra attention to the booth with the Deer cartoon character.
Free samples will be given.
http://www.culturewheel.com/ar/Festival/node_1188

Tournaments in classic games like chess and backgammon.
Will be held in:
In Saquet El Sawy on Wednesdays before Ali Al Hajjar Conerts where there are large number of people 30+ and distributing lite and dark Corona.
In sport clubs by making a tent and also distributing Corona.
Rouna the Deer Adventures
Cartoon series released in Mickey Cartoon magazine.
Rouna the deer is based on Corona deer logo, who will have adventures in Egyptian historical places.
Rouna will be used in Facebook and POP to create a bond with young consumers.

A contest will be made about Egypt.
100 winners will be offered a trip to historical places in Cairo.
Rouna the Deer Adventures
The cartoon series.
Cutting the stories in the middle and asking fans to complete.
Asking them to suggest how the story will end.
Games
Facebook Game based on Rouna the Deer adventures featuring Egyptian historical places.
Sponsor Ads
When someone likes or interacts with the page, it shows on his Facebook timeline as well as those of his friends.
Trade Oriented:
Promotional Allowance:
POP: Rouna the Deer poster.
Small display refrigerators.
Banners for kiosks.

Slotting Allowance:
Sufficient display area.
Encourage retailers.
Sponsored Radio Program


Frequency: 2 times daily.
Timing: 7:00AM & 5:00PM
Length: 1 minute.
Vehicle: Radio Masr (inexpensive).
Duration: 1 month.
Description: Full sponsorship, information about Egypt.
Print Ad.
Frequency: Twice weekly.
Days: Tuesday and Friday.
Vehicle: Shorouk and Al Masry Al Youm newspaper.
Duration: Six months.
Scheduling method: Continuity.
Press Release
Social Media
Online Marketing
Giveaways
Notebook
Pens
Mugs
Paper-cups
Key-chains
Calenders
Consumer oriented: Sweepstakes
Flyers distributed with newspapers and magazines, also with purchases from select retail stores, with a "scratch-and-win" concept. Also available in Corona outlets

Evaluation
Evaluation of sales and market share objectives will be done by comparing actual sales of Corona brands pre and post the IMC program.
Brand image and perception can be evaluated by undergoing a marketing research via the Facebook page itself and face-to-face surveys during Sampling

Budget
Full transcript