MaxClean

Outline  Company Profile  SWOT Analysis  Corporate Marketing Strategy  Business Marketing Strategy  Strategic Marketing  Segmentation  Targeting  Differentiation and Positioning  Tactical Marketing  Product Life Cycle  Prices  Place  Promotion  Summary

The company profile  The company has started its operation on March  The factory present in the industrial area at Assyut.  Covering Upper Egypt, delta, coastal areas  Company Mission The company Mission can be simplified in providing cleaner individual life with low prices in best package shape. We focused on detergents industry in 4 products.

Company products  Liquid Soap Azhar  Clothes Cleaning Powder Zahra  Wood cleaner MaxBright  Bar Soap Sabonco

Swot Analysis Strengths  Price  Quality  Favorable access to distribution networks  Product size  Factory Place Weakness  Product features  Weak brand name  Advertising Internal

Opportunities  Roads  Taxes  Market size Threats Threats  Small retailers (price competitors)  customs External

Ansoff’s Grids Current Products New Products Current Products New Products Current Markets Current Markets New Market New Market 3.Product development strategy. 1-Market Penetration Strategy. 2.Market development strategy. 4.Diversification strategy.

BCG Matrix - MaxBright - Zahra Star - Sabonco - Azhar HighLow High Low High Low Market Growth Rate Cash Cow ? Question Mark Relative Market share Dog

Competitive Advantage Outstanding Success (Azhar) (Azhar) Maintain Specialty (Zahra) (Zahra) Maintain Cost advantage (MaxBright) Hope for Market Growth (Sabonco) Degree Of Differentiation HighLow High Low High Low Relative Cost

 Segmentation  Targeting  Positioning Strategic Marketing

Segmentation Niche marketing Egypt  Regions  low Middle class & clean Geographic  Regions Demographic  Income  Social class  Family Size Psychographic  Life style ( Villagers ) Behavior  Usage rate  Clean

Targeting Selective Specialization The company supply products for more than one The company supply products for more than one Market (segment). Market (segment). P1 P2 P3 M1 M2 M3

Differentiation & positioning Product  Size  Design (Zahra) Service  Refill  Customers service and suggestions tel. no.

Channels  Excellent relations with wholesalers in our market  Coverage  Factory Retail shops (Exclusive distribution) Differentiation & positioning Personnel  Communication: Market research team Market research teamImage  Events : Job and training opportunities for…. Job and training opportunities for….  Atmosphere : green and white colors  Slogans

 Product  Price  Place  Promotion Tactical Marketing

Product  AzharExpected product  ZahraBasic product  MaxBrightExpected product  SaboncoCore benefit Value delivery hierarchy

Product mix Product mix width Product mix length Detergents  Azhar  Zahra Bar soap  Sabonco Wood cleaner  MaxBright Product depth : Odor, size, Color

MaxClean

Azhar Sabonco Zahra MaxBright

Product Life Cycle MaturityGrowthIntroduction PeakRisingLowSales LowAverageHighCost/customer HighRisingNegativeProfits Middle Majority Early adaptors InnovatorsCustomers Stable No. GrowingFewCompetitor Max. profit Max. Market Share Product awareness Objectives Diversify brands & models Offer Extension & Services Offer Basic Product Product Matching Best competitors Penetrating Cost Plus Price

MaturityGrowthIntroduction More Intensive distribution Intensive distribution Selective Distribution Place Brand differentiation & benefits Mass Market Build awareness Early adaptors Advertising Increase to encourage Reduce to take adv of heavy Demand Heavy Sales Promotion

Pricing Pricing Strategies  AzharMax. current profit  ZahraMax. market share (Max. sales growth) (Max. sales growth)  MaxBrightCost plus  SaboncoCost plus

Price list  Azhar (1Lit.) 3.15 L.E.  Zahra (1Kilo)2.35 L.E.  MaxBright1.5 L.E.  Sabonco1.25 L.E.

Discounts  Cash discounts  Wholesalers  Allowance  Detergent refill

Place Distribution Consumer Retailer Two level Channel Retailer One Level Channel MaxClean Wholesaler

Push/Pull strategy Company Wholesaler Retailer Customer Push StrategyPull Strategy Distribution

Promotion Marketing communication Mix : Advertising : Speed awareness Advertising : Speed awareness Sales promotion : - Let`s try Sales promotion : - Let`s try - Enhance sales - Enhance sales Public relations : Enhance image (Positioning) Public relations : Enhance image (Positioning) Personal selling: To close a deal Personal selling: To close a deal Direct marketing: Explore other segments Direct marketing: Explore other segments

Promotion Communications Mix Advertising Print Ads Display sign Sales Promotion Sampling Coupons PR Events : Job & training opportunities Personal Selling Sales Meetings Direct Marketing

TENDENCY TO BUY. You have it made Promotion & sales, Distribution are key Sales, Advertising &branding are keys Focus differentiation required Well known CUSTOMER KNOWLEDGE OF THE COMPANY Un-known Undifferentiated Unique PRODUCT CHARACTERISTICS SaboncoAzhar, MaxBright

Summary/ Recommendations  Low & Low middle class families in regions (Delta, Upper Egypt,…..)  Clean, low price, well packaged.  Product  Size, Staple goods  Price  Competitive  Place  Egypy, Outside cairo  Promotion Recommendations : Focus on Package design and decreasing costs