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McVitie's Digestive Biscuit

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by

Salma Ezz

on 9 November 2014

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Transcript of McVitie's Digestive Biscuit

Local Competitors
The Target Market
Demographics
Age
Sex
Education
Income
Psychographics

Lifestyle
personality traits
buying patterns
The product
The Biscuit
Features
Benefits
P
roduct attributes
Brand Value
Introduction
Robert McVitie

McVitie's Digestives Brand started in 1809

The brand family
Outline
Introduction
The Product
The Target Market
The Market Place
4.1. Local Competitors
4.2. Global Competitors
5. Creative Strategy
5.1. Billboards
5.2. Posters
5.3. Social Media
The Market Place
BISCO MASR


BISCATO
Global Competitors
The Egyptian market nowadays is not defined by only Egyptian products due to the era of globalization we are currently witnessing.

So, the global competitors in the market should be taken into account. For example, popular brands such as Loacker, Hit, Pick up and Lotus.

The quality of the biscuits is not the competitive advantage when it comes to the global competitors.

Creative Strategy
McVitie’s Digestive biscuits are advertised using print and TV ads
There are no ads in Egypt, however, it’s frequently sold

We’re strengthening the position of the product in the Egyptian market through cost efficient methods:
Print Ads.

Billboards Ads.

Social Media

(Competitions)
Social Media
Instagram and Facebook are the most used social networking sites:
- Communicate interactively with our target market
- Involve them in the decision making process of our future products

Results:
We’ll know and meet their needs
We’ll create customer loyalty

Competitions
#ILikeDigestiveWith
Pick a new flavor for the Digestive Biscuits for 2015
We’ll be starting with Egypt

Share your creative way of eating Digestives
Picture with most likes will win a prize!

Thank you

for your
Attention!
Full transcript