161
Introduction
Borio is a popular egyptian biscuit brand that was manufactured and distributed in Egypt by family nutrition.
Introduction
Oreo
-Invented in US in 1912 by Nabisco
-Kraft foods acquired Nabisco in 2000 and Family nutrition in 2003
- Kraft foods became Mondelez International
oreo
Nature of demand
Even though Borio is dealing with a great competitor it didn't disappear from the market and still has it's sales statistics by 81% in Cairo , 67% in Alex and 70% in port said.
nature of demand
Sales
Sales
studying the sales temptation factors for a product can help you easily direct your marketing process
Price and Quality
Price: Borio has the lowest price (3 EGP) so it will available for all segments especially low class.
Quality: Borio has the best quality compared to the price knowing that it's filled with cream and covered with cocoa and chocolate.
Factors
nutrition facts and availability
Nutrition Facts:
-Protein 33%
-Energy 55.39%
-Cocoa 89%
Availability:
Easily found everywhere to save time and effort.
Factors
Target audience
Target
segmentation: Borio fits all segments and both genders. Age range starting from 17 to 45
product distribution: # schools , #hyper markets, #street booth and even # mini markets.
Swat Analysis
Strength:
-Improved quality: Borio enforces complete food safety and quality protocols before buying any ingredients.
-Brand value: Borio was the first Egyptian brand to achieve value in sweets category by this period.
-Price: it competes in the market with (3 EGP) for the pack.
strength points
Swat Analysis
weakness :
1- appearance of imported products and the intensity of competition
2- variety of consumers that needed a different quality and tastes
3- lack of employee satisfaction because organizations didn't on that just focused on profits
Weakness points
Competitors
There are many competing companies , which are considered the strongest companies in the market
Know how
1- Oreo
2- Loacker
3- Happy Happy biscuit
4- presto biscuit
advertising tools
Social media :
creating a campaign placed on Facebook , twitter and Instagram
Roads ads :
companies must sign a contract to place their advertisement on high roads to attract people attention
TV commercial :
More wide spread and covers the audience in all governorates by all ages
promotional campaign tools
Digital form: Website that includes all the product info and when it started also shows the offers and packing info
Action
Google search engine: add the website to the biggest to help recognize our brand
tools
Facebook: Creating a page that views all the product info by photos and adding a professional video for the product and the factory as well to prove the credibility.
Instagram: consider instagram in our campaign as it's one of the highest reached apps to help reaching to more people around the world with the visualization factor that has a great affect in motivating potential consumers to buy our local product.
Twitter: creating an official page on twitter with our hash-tag to globalize the product knowing that twitter is an american app so it can help us reach most countries easily
tools
YouTube: Creating a channel with the name of the product to preview the different types biscuits we produce and also by making some short ads with known figures to attract the consumer and have the motivational factor to get them try our product.
Also we have the traditional ways of advertising:
- TV advertising: making a 30 sec ad on some selected channels showing our new logo and design with the same remarkable quality of taste using a proper language to match their mother tongue.
- Bill Boards: creating some designs to put them as ads on high roads to help re branding.
- Advertising design: keeping our brand color purple with mixed lights with our new logo and slogan .