Gandour

GHANDOUR - LUCKY

GHANDOUR CHART

LOGO EVOLUTION

BACKGROUND

TARGET MARKET

The company Gandour was named after its owner Ali Gandour, Gandour was established in 1857 as a factory store in Lebanon. The initial product lines are Hard Boiled Candies and Marzipan. Gandour was transformed from a factory outlet to a modern plant in 1912. The company started to expand in 1950, its franchise opened in Egypt, KSA and India. The Gandour company revived in Choueifat in 1970.

• Households, especially mothers
• Chefs
• Cooking lovers

ACTION PLAN

The Goal:

Developing and implementing communication plans to increase the involvement of households specially mothers, chefs and cooking lovers in Gandour’s Lucky biscuits and create positive attitudes towards the product’s new design.

RESEARCH

SWOT ANALYSIS

The Objectives:

Strengths:

• High product awareness, because Lucky biscuits exist since 1857
• High sales
• Competitive pricing
• Healthy and delicious wheat biscuits

Weaknesses:

• Unpractical packaging: only large boxes available
• Unappealing design and not user friendly
• Not properly communicated to consumers

Opportunities:

• Absence of locally made competing biscuits
• Growing market of pastries

Threats:

• High Competition with foreign similar products

BACKGROUND

Ali Gandour is the 5th generation co-owner of the family business. Ali grew up in Beirut; he graduated from the American university of Beirut with Aerospace engineering degree. He then moved to New York University – US. He came back to Lebanon in 1954 and joined the Lebanese Civil Aviation Authority as an engineer and the head of aviation safety.

- Participate in the 6th Beirut Cooking Festival, by creating our special Gandour corner to exhibit live cooking recipes all day long, with the famous Lebanese Chefs like Chef Ramzi, Chef Joe, Chef Chadi and so many others, using Lucky biscuits. We will also engage the audience by making them participates in the exhibition and by distributing free samples of the latest Lucky biscuits. It will be the major event that is going to be covered live by MTV on their “What’s Cooking” show. We will benefit from the crowd of people who are interested in cooking and who are here to support the Lebanese food market while enjoying the tastiness of their products at the same time.

- Launch the “555” booklet in the Festival. This booklet includes the best recipes that can be deliciously prepared with the yummy Gandour’s Lucky biscuits. It will be distributed for free..

• Increase sales of Lucky biscuits by 20% in Lebanon.
• Position Lucky biscuits as the number 1 choice among successful mothers, cooking lovers and famous Lebanese Chefs.
• Emphasize Lucky biscuits delicious traditional recipe, created since 1857.
• Emphasize the multiple uses of Gandour’s Lucky biscuits from the perfect partner for coffee to a variety of delicious dessert recipes.

THE COMMUNICATION STRATEGY

- Run a competition on Face book and Instagram where people are required to post a photo of a recipe they prepared with delicious Gandour’s Lucky biscuits, with the hash tag #ghandour555. Every month the best 5 recipes will be selected and the winners will get to participate in the live show What’s Cooking by Fleur De Lys on MTV Lebanon to prepare their recipes on air with the help of famous professional Lebanese chefs.

- Post all the recipes prepared by professional chefs and cooking lovers who succeeded in doing delicious 555 recipes on Gandour’s website and their You tube channel so that people can benefit from the demonstrations.

- Post a funny video on social media that records grandmothers and mothers (aged between 40 and 65) and grandfathers and fathers (aged between 40 and 65) beautiful memories of coffee breaks with the ultimate partner Lucky biscuits, and young people (aged between 20 and 35) souvenirs of their parents and grandparents making them taste coffee with Lucky biscuits or eating “Raha and Gandour”. We will let it spread viral.

- Introduce Gandour lazy cake to Zaatar W Zeit menu.