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Corona

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by

Nada Essam

on 6 November 2013

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Transcript of Corona

Corona Chocolate

History (1919)

Established by Tomy Kheresto
1919
.

First confectionary and chocolate company in Egypt. (Alexandria)
Mariam Soliman
Rana Allam
Nour El Leissy
Dalia Tarek
Nada Essam
Mariem Ossama
Khadija Youssef

History (1963)
History (2000)

Sold to Samcrete Egypt in 2000 and made private again.
It became a public sector company after the nationalization in 1963.
Post 23rd July revolution
Perception Cues
Brand Mission
Maintain nostalgic identity while adding a modern twist to it.
Portfolio & Extentions


It has expanded its market to include buiscuits and soft candies apart from its original focus which has always been chocolate bars.


Core Brand Power
Familiarity
Favorability
Taret Group
Promise nostalgic feeling= Appealing to older customers.
Attracting youth by promising them ancient and professional chocolate making.
Affordable to the public due to its low prices
Weakness
1. Low brand recognition
2.Low profitability
3.Poor quality
4.Poor advertisement

Strengths
1. Diverse portfolio
2.Well educated employees
3.Heritage
Name origin
Corona= Crown
Communication Concept
"ta3m 7abenah we ben3eesh ma3ah"="the taste we live and indulge in" (promise of nostalgic feeling)
Packaging
Red= Eye-catching and poweful

Gold= Royality/Luxury
Royality+ Power= Crown
Logo
Deer=symbolizes kindness and gracefulness
=Corona being high quality chocolate and delicate to taste.
Curves and smooth flow of colors= Indulgence
Full transcript