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General Sponsorship Package ..........................................73

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EXECUTIVE SUMMARY
To fulfill its mission of being the Juhayna legend in the dairy and fruit markets, Juhayna established the market for UHT Milk with its successful launch of its branded Juhayna UHT Milk. The market for UHT Milk in Egypt was first initiated by the launch of Juhayna UHT Milk (Full Cream) in the year 1987. The quality of Juhayna Milk is described as rich in texture and healthy with vitamin and calcium supplements. In an attempt to constantly satisfy customer's needs and maintain Juhayna Milk leadership, introducing a new SKU is done periodically. As mentioned earlier, the product was first introduced in Full Cream only but due to Juhaynas keenness to fulfill the demand of it consumers for a dietary light product, Half-Cream and Skimmed Milk were later brought to the market far before competition. Juhayna Milk was first offered in two sizes, the 200ml and 1L. Later, Juhayna launched for the first time before competition its 1/2L and 1.5L at a very competitive price with a recap that will allow for storage and reuse. Now the product is available in 9 different SKUs. In the following documents, I will be presenting you with more insights about the company, its products and thorough analysis of Juhayna UHT Milk. In a way to increase the consumption of Juhayna UHT Milk we will be launching during the Holy month of Ramadan a special Integrated Marketing Communication campaign introducing a new way to consume Juhayna Milk by using it to prepare the traditional religious dish "Dates & Milk". Our aim is to increase the consumption of Juhayna Milk especially in Ramadan since people are more used to using lose milk in preparing the "Dates & Milk" dish famous in Ramadan. Since the campaign is specifically designed to be used and only used in Ramadan, all advertising and marketing tools will be carrying a "Ramadanish" style of execution (not to mention that the main purpose is to market for a

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Ramadanish dish to be prepared by Juhayna UHT Milk). The tools that will be used for our Integrated Marketing Communication campaign, starting on 1/10/2004 till 15/11/2004, are TV, Radio, Outdoor, Point of Sale material, and Public Relation activities resembled in sponsorships and samplings. Our budget which is set on a percentage of sales method is around LE 800,000 and our campaign is expected to start in April and last for 6 months. Till then, the company will be finishing off the old Zabado packs they have in store through making promotions to the consumers.

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THE SITUATION ANALYSIS

COMPANY & PRODUCT HISTORY JUHAYNAS HISTORY
Juhayna was founded in 1983 with a capital of L.E. 1.296 million. Juhayna is a dynamic regional organization whose principal business is developing, manufacturing and marketing dairy and juice products that provide excellent value for its customers. The brand name Juhayna was carefully chosen to reflect the mission and vision of the company and its shareholders. The name Juhayna was taken from the well-known Arabic Saying: Juhayna Has the Sure News. This saying is based on the old Arabian Peninsula by the name of Juhayna, used to act as an Enemy Watch Guard that provided early warning signals for tribes. The actual production started in 1987 with a production capacity of 35 tons per day. Initially, the brand name Juhayna product mix included Milk (Full & Half cream), Plain yogurt, and Juice (Orange, Mango, Cocktail, Pineapple, Apple, and Blackberry). The years have passed and in almost every year there was a new launch of either a new flavor or a new brand by Juhayna. In 1988, flavored milk was launched (later re-launched under the brand name Mix in 1997) including the chocolate, strawberry and banana flavors. Later, guava, mango, and orange juices were added to the Juhayna range. In that year, the company started exporting to Europe, the United States, and the Gulf Region.

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In 1990, the company launched its fermented milk brand Rayeb in a one-liter package. In 1991, and due to the tremendous success of its product range in the market place, the company had increased its production capacity to 120 tons per day. With the dawn of the new millennium, production capacity has reached 600 tons per day. New brands such as Zabado, the drinking yogurt, Rayeb Light the low fat fermented milk and Whipping Cream were introduced. Moreover, new flavors were added to Juhayna juice range and new flavored milk varieties. Finally Pure, 100% natural juice and Juhayna Fruit Yogurt were introduced. In 2001, to be able to fulfill its mission of being the Juhayna legend in the dairy and fruit markers in Egypt, Africa, and the Middle East, the company increased its capital from 40 million to L.E. 100 million. As a result, of this increase, the company doubled its production capacity from 600 to 1,200 tons per day. By the end of the year 2002, Juhayna was able to introduce for the first time in Egypt its latest invention Juhayna Sour Cream. With the beginning of the year 2003, Juhayna launched its delicious fun Yogurt and Fruit Zabedbed with a bed of yogurt at the top and chunky fruits at the bottom. Currently, the company has the following products, which are:

Product Range
I. Chilled products: Category Product Volum e 1 kg kg 125 gm 125 gm 125 gm 125 Unit No. of Pieces / Unit

Juhayna Yogurt

Plain Plain Plain Light

Tray 6 Tray 12 Tray 24 Tray 24 Tray 24 Tray 24

Bekhairo Plain yogurt Bekhairo fruit Red fruits

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yogurt Yellow fruits

gm 125 gm Tray

24

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I. Chilled products Cont: Category Juhayna Fruit yogurt Product Volum e No. of Pieces / Unit Tray 24 Tray 24 Tray 24 Tray 24 Tray 24 Tray 24 Tray 24 Tray 24 Tray 24 Crat e Crat e Crat e Crat e Crat e Crat e Crat e Crat e Crat e Crat e Crat e 15 15 15 24 24 24 24 24 24 24 48 Unit

Juhayna Plain yogurt with fruits (Zabedbed)

Strawberry 125 gm Peach 125 gm Mango 125 gm Banana 125 gm Raspberry 125 gm Strawberry 125 gm Mango 125 gm Peach 125 gm Banana 125 gm Strawberry 1 L Raspberry 1L 1L

Juhayna Drinking Yogurt (Zabado)

Mango

Strawberry L Peach Mango Apricot Orange Raspberry Guava L L L L L L

Strawberry L

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Peach Mango Apricot Orange Raspberry Guava Full Cream Juhayna Rayeb Skimmed

Juhayna Sour Cream

Crat e L Crat e L Crat e L Crat e L Crat e L Crat e 1L Crat e L Crat e L Crat e 1L Crat e L Crat e L Crat e 450 Crat gm e 250 gm Crat e

48 48 48 48 48 48 15 24 48 15 24 48 16 24

II. Juices: Category Product Volum e 1 Liter 1 Liter 1 Liter 1 Liter Unit No. of Packs /Unit 12 12 12 12

Pineapple Apple Cocktail Mango Juhayna

Carto n Carto n Carto n Carto n

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Nectar Juices

Orange Guava Pineapple Apple Cocktail Mango Orange Guava Wild berries Pina Colada Mon cherry Apple Orange

1 Liter 1 Liter 200 ml 200 ml 200 ml 200 ml 200 ml 200 ml 200 ml 200 ml 200 ml 1 Liter 1 Liter 1 Liter 1 Liter 1 Liter 200 ml 200 ml 200 ml 200 ml 200 ml

Juhayna Pure Juice

Mango Tomato Cocktail Apple Orange Mango Tomato Cocktail

Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carton

12 12 27 27 27 27 27 27 27 27 27 12 12 12 12 12 27 27 27 27 27

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III. Long Life Products: Category Product Volum e Unit No. of Pack s /Unit 8 12 24 27 12 8 12 24 27 12 24 27 40 12 27 27 27 27 27

Full cream Juhayna Milk

1 L. 1 L. L. 200 ml 1 L. 1L. 1 L. L.

Half Cream Skimmed

Bekhairo Milk

Full Crea m

200 ml Tetra 1 L.
Pouc h Tetra Pouc h

L. 200 ml 200 ml. 1 L. 200 ml 200 ml 200 ml 200 ml 200 ml

Juhayna Flavored Milk (Mix)

Chocolate Banana Strawberry Chocolate Vanilla Caramel

Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n Carto n

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Juhayna Whipping Cream

1 L. L. 200 ml

Carto n Carto n Carton

12 24 27

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Juhayna Market: Dairy products are of vast importance to every diet, and Juhayna is Egypts largest producer and distributor of milk and juice products. With six different brands vying to reach a target market of three million consumers each day, Juhayna commands more than 50% of the industrial market for packaged milk and yogurts. There is no segment of the market untouched by the use of dairy products, and the scientific hygiene of Juhaynas plant in Sixth of October City ensures the quality and freshness that customers expect. Expanding production to include fresh and concentrated fruit juices has enhanced the market share of the company considerably and expanded operations into the export market. Not only does Juhayna supply the retail market with juices and dairy products, but also they are a major supplier for hotel and restaurant chains In 2004, 25% of Juhaynas production is destined for export, with all processing, packaging and distribution handled by the company. Export sales in 2005 are projected to reach EGP 250 million, up from EGP 8 million in 1999. Juhanya products can be found in the USA, United Kingdom, Sweden, Kuwait, Morocco, Libya, Italy, Belgium, Senegal, Holland, Germany, Switzerland, Lebanon, Jordan, and Mauritania. Achievements Having started production in 1987 at a level of 35 tons per day of milk, yoghurt, and fruit juices, Juhayna has radically increased both its capacity and the breadth of its products. The initial product mix included Juhayna full cream, half cream and skimmed milk, yoghurt, and orange, mango, apple, pineapple, blackberry and fruit cocktail drinks. One year later strawberry, banana and chocolate flavoured milks were added to the product line under the brand name Mix. By 1991, Juhayna was producing 120 tons per day, an almost 400% increase in daily production. By 2000, production had reached 600 tons per day, an additional 500% increase in volume, with the addition of new products. An increase in paid-in capital in the company from EGP 40 million to EGP 100 million was accompanied by another doubling in production capacity and the building of a state-of-the-art quality assurance

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laboratory as well as a department of research and development to aid in new product development. In addition to phenomenal production growth, Juhayna has demonstrated a knack for innovation. To provide a less expensive milk product to an important market sector, they established the Bekhairo brand of full cream milk and yoghurt that meets the same stringent health and hygiene standards as all other Juhayna products. Their Rayeb and Rayeb Light brands of fermented milks were the first in local supermarkets and are perennial favourites during Ramadan. The Pure line of unsweetened, 100% pure fruit juice from concentrate was the first of its kind, with most companies concentrating on sweetened fruit nectars. The Zabado fruit-flavoured yoghurt drinks were also a market innovation and have been widely copied. This growth and innovation has not gone unnoticed by the business community. For their advertising campaigns in 2003 Juhayna was awarded first prize, the Golden Rameh, by the International Advertising Agency. Other awards bestowed upon the company include the Excellence Aegis for the quality and quantity of products exported by Juhayna on the occasion of Exporters Day by El-Gomhorreya newspaper; the Excellence Aegis/Armor for Distinguished Performance from the Union of Giza Labour Syndicates for employee relations; a medallion from the Chinese delegation to Egypt for the high quality of dairy products in 1992; the medallion and certificate of recognition from the Egyptian International Center for Agriculture for Juhaynas contribution and enhancement of the food industry; and finally, in recognition of Juhaynas sponsorship of the national football and handball teams in 2002, the Shooting Club, National Sporting Club, and Zamalek Sporting Club have all awarded their aegis for sponsorship. Recent Developments Juhayna has always been a forward-looking brand. During the last decade it has led the industry innovation cycle. This has dictated a regional competition with international brands such as Nestle, Yoplait, and others. Evolving with changing market tastes, the newest line being developed by Juhayna is Crme brand chilled desserts in caramel, blackcurrant, raspberry and chocolate flavours. - 14 -

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Always responsive to the needs and convenience of its consumers, Juhayna has begun to manufacture half kilo and one kilo packages of plain yoghurt and sour cream for restaurants and hotels. As well, increased demand from consumers has led Juhayna to produce its whipping cream in 200 ml, 500 ml and one-liter packages. Promotion For years, Juhayna has stood for reliability and integrity. One of the noteworthy campaigns was JuhaynaThe Milk that I Love, which caught public attention in 2003 by showing values in a very emotional way. Juhayna has also been building brand equity through various advertising techniques. Juhaynas main brand message over the last several years has been Juhayna preserves the impeccable truth Juhayna advertises on TV, as well as in newspapers and magazines. Ramadan commercials for Rayeb are a tradition since 1990. The brand is also promoted by the winning Ahly football club on the players t-shirts. Juhayna is a regular exhibitor at international trade fairs such as the ANUGA food fair in Koln, Germany and the SIAL in Paris, France.

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JUHAYNAS CREDO:
Trusting the outstanding quality of its products, it is quite natural that the list of Juhayna corporate clients includes such names as, McDonalds and the United Nations Multinational Forces and Observers (UN-MFO). Juhayna offers. Juhayna business is a customer driven, technology-influenced and These multinationals have great concern for high quality of their supplies, which

engineering-oriented, coupled with world-class manufacturing. Therefore, Juhayna success is a matter of commitment to the core values. In other words, Juhaynas customers are their first priority. Juhayna recognized as the Industry Leader as a result of consistently providing superior products that best fit the needs and desires of its customers.

JUHAYNAS VISION
Juhaynas vision is to be recognized as a premier leader in its industry by its customers, employees and shareholders. Dedicated to the profitable growth of its shareholders net worth, driven by quality performance and innovation, and committed to exceeding its customers expectations. As a cohesive team, Juhayna shares this vision as a group of individuals who are: Motivated: to provide products and services so outstanding to become the first supplier of choice for our customers. Empowered: to think regionally and address the true needs of regional markets by listening to its customers needs and provide them with superior quality products that set it apart from competition. Inspired: strong commitment to excellence in every service they provide as means of earning the confidence and loyalty of its customers.

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Dedicated: to continuously attract, motivate and retain outstanding people. Committed: to creating a climate of trust and respect that empower its people to develop to the fullest, while sharing the responsibilities of success and the rewards of achievement. Fulfilling: its responsibilities as a good corporate citizen by being a positive, powerful force in the community and helping conserve and enhance the environment.

JUHAYNA'S MISSION:
To maintain our leadership position in the marketplace while achieving total customer satisfaction through superior products and services at competitive rates.

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PRODUCT EVALUATION
THE MARKET:
THE HISTORY OF THE EGYPTIAN DAIRY INDUSTRY:
Prior to 1950, rural Egypt was self-sufficient in dairy products. Families produced enough for their own needs and sold excess production in urban areas. Milk was delivered to small shops by a milkman who either owned the milk producing animals himself or acted as a middleman. The market before 1974 was characterized by heavy public sector involvement with public companies inexperienced in handling stock and with a low level of knowledge in dairy technology, particularly in proper hygiene, feeding and breeding methods. The only industrial production of dairy products was by the state company Misr Food & Dairy with eight factories. Change came in 1974 with the inception of the so-called Open Door Policy and the dairy industry was opened to private sector investment. From 19801987 further liberalization and opening up of the private sector resulted in the establishment of new dairy processors. Companies such as Juhayna, Nile Co. for Food Industries and Milkyland entered the market using a more marketing oriented approach. These Companies began recombining operations but would switch to fresh as more Grade A quality milk became available leading to an increase in farms providing Grade A milk (e.g. the Dallah project, Dina farms, etc.). From 1988- 1995, commercial companies began to make progress in penetrating markets that up to that period had been traditionally artisanal. Juhayna, Milkyland and Nile Co. for Food Industries were at the vanguard of developing commercial liquid milk in aseptic carton.

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Multinational companies also began to establish local presence in Egypt (e.g. Nestle). As a result in the increase in demand by dairy processors for Grade A milk, the early 1990s saw a boom in dairy farms.

FACTORS AFFECTING THE EGYPTIAN DAIRY MARKET:

In 1997, the rising value of the US dollar combined with relatively moderate world demand for milk powder were the main reasons underlying this downward trend. Liquid milk processors began to substitute up to 25% of milk processed with milk powder. In 1999, SMP prices increased dramatically as renewed demand in South East Asia and North America placed pressure on world stock levels. The resulting price increase put pressure on Egyptian yoghurt processors and other recombiners to raise prices. Relations between the Egyptian Milk Producers Association (EMPA) and the Egyptian Dairy Association (EDA) hit a low as EMPA accused the processors of continuing to use milk powder instead of raw milk. government during the middle EMPA lobbied the of the Egyptian parliamentary elections to

impose new duties on milk powder imports in order to protect the livelihoods of its farmers. Government. Fearing a backlash among rural voters, raised tariffs on milk powder imports to 40%, effective Septmeber 2000. By the final three months of 2000, processors reported using less milk powder as a result of the tariff and the increase in world prices of WMP and SMP. Economic slowdown and devaluation of the Egyptian pound against the dollar had a major impact on imports of consumer dairy products. Mature imported as local dairies dominated the liquid milk, yoghurt, ice cream and cheese (processed and white) sectors.

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BUFFALO MILK VS. COW MILK:

Buffaloes and local (baladi) cows are the main dairy animals in Egypt. According to the Egyptian Dairy Association, buffaloes and cows account for roughly 50% each with a slight bias towards cows. The reason for this trend is the lower productivity of buffaloes compared to cows although buffalo milk is generally preferred for its white color, distinctive flavor and higher fat content. More and more large scale farms are being set up which tend to focus on dairy cows for their higher milk yield.

SOURCES OF MILK PRODUCTION IN EGYPT:

1) Small scale mixed farms:

Just under 80% of milking animals (buffaloes and cows) are kept on small farms which have an average size of 1 hectare. The trend has begun to shift to more large scale commercial farms providing raw milk direct to processors which are meeting the demand for dairy products in urban areas. Despite smallholdings are still accounting for more than 66% of Egypts milk production, they have fallen from around 72% in 1991. Most of the cows/buffaloes on these farms are dual purpose; providing draught power as well as milk. A typical farm has one to three cows and/or buffaloes and most of the milk produced on small farms is consumed or processed at home. 2) 2)Zaraba or flying herds

The flying herd system, which is characterized by relatively short term intensive feeding and milking, accounts for about 6% of Egypts dairy herd and an estimated 20% of total milk production and is heavily concentrated in the Delta region of lower Egypt. Milk produced by the Zaraba herds is often sold as untreated liquid milk.

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3)

Commercial Farms:

The commercial farm system now accounts for an estimated 14% of total milk production. However, commercial farms are more important in terms of cow milk production accounting for 25% of raw milk. In contrast to the other two dairy systems, large commercial dairy farms are generally characterized as follows: a. All of the privately-run farms are members of the General CoOperative for Animal Wealth. b. Herds consist of both imported dairy breeds and local crossbreeds. Cattle are subjected to routine checks by the Higher Organization for Veterinary Services. They mostly sell their milk to the leading private sector milk processing companies.

ARTISNAL DAIRY PRODUCTS:

In spite of the establishment of new dairy processors and farms, most of Egypts dairy production still occurs in the non marker economy, referred to as the artisanal sector. Over 75% of milk production capacity lies in the hands of small farmers who produce dairy products mainly for home consumption. However, a strong urban demand now encourages small farmers to consider selling more dairy products The artisinal sector account for by far the greatest share of the total supply of dairy products, particularly for white cheese, yoghurt and liquid milk. The milk peddler, who delivers raw milk door to door usually on a bicycle, plays an important role in the cultural fabric of village life in Egypt. He obtains milk usually directly from one of the small scale farms and sells directly to households who then boil the milk. In certain neighborhoods in Cairo and Alexandria, smaller cities and villages throughout Egypt, people maintain a sense of loyalty to the peddler. Furthermore, the number of low skilled people involved in the supply and distribution of raw milk makes any government

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moves to impose standards on liquid milk (e.g. requiring the pasteurization of liquid milk) highly unlikely. Laban shops play an important role in the production of artisanal yoghurt as well as liquid milk. Laban shops continue to dominate the yoghurt market as they produce a set style of yoghurt usually made from Buffalo milk which Egyptians prefer to the recombined stirred yoghurt from the main dairy processors. White cheese production continues to be dominated by small laboratories and the under the stairs industry, which produce up to one ton/day normally for local area consumption. Again as with liquid milk, it seems very unlikely government efforts in enforcing ultra-filtration methods will be focused on the under the stairs segment of the industry due to the number of people involved and the relatively local distribution of the product.

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JUHAYNA UHT MILK: PRODUCT DESCRIPTION & PORTFOLIO

The market for UHT Milk in Egypt was first initiated by the launch of Juhayna UHT Milk (Full Cream) in the year 1987. The quality of Juhayna Milk is described as rich in texture and healthy with vitamin and calcium supplements. The process of Juhayna UHT Milk production is done in the following format: Milking

On dairy farms, it is a usual practice to milk cows by a machine. The milking machine sucks the milk out of the teat by vacuum. The milk is drawn from the teats into a vacumised transport pipe. In a closed system straight from the cow to a collecting tank. This is a great advantage from a bacteriological point of view. Milk leaves the udder at a temperature of about 37c. Despite all precautions, it is impossible to completely exclude bacteria from milk. Therefore it is essential that unless the milk is chilled to 4c or below microorganisms will quickly spoil it. Machine milking plants are manufactured of stainless steel material to meet the hygienic requirement, and provided with circulation cleaning system for suitable detergents and sanitizers. Transportation to dairies:

Fresh chilled milk is transported from the dairy farms to the dairies in sanitary insulated stainless steel tankers. At the dairy fresh milk is quality tested through representative sampling by conducting chemical, bacteriological and organoleptic analysis. Upon acceptance fresh milk is received from milk tankers to storage tanks. Flowmeter for volumetric measurement, desecrator for air removal and plate cooler for maintaining the temperature at the level of 4c or below. Fresh milk is now stored and ready to be processed.

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Milk pasteurization:

Fresh milk undergoes the process "Pasteurization". Where milk is pumped through a plate heat exchanger to be indirectly heated-up to 72c-75c and kept at this temperature for 15-20sec. Before being indirectly cooled-down to 4c. Temperature and time of "Pasteurization" are very important factors to Guarantee the destruction of all pathogenic bacteria and most of microorganisms in milk without the milk being damaged. During "Pasteurization" milk fat is standardized and homogenized. The purpose of standardization is to give the milk a defined, guaranteed fat content. The purpose of homogenization is to finely distribute the fat globules in the milk to reduce creaming and sensitivity to fat oxidation and give more full-bodied flavor, better mouth feel. UHT Treatment:

Pasteurized milk is exposed to "The Ultra High Temperature" (UHT) treatment. Which is a powerful heat treatment at 135-150c for 4-15 seconds leading to that all Microorganisms and heat-resistant enzymes are inactivated. The "UHT" treatment takes place in a totally closed, automatically controlled system to maintain the sterility condition of milk and avoid re-contamination, before it is aseptically packed. UHT treated milk has excellent keeping quality and can be stored for long periods of time (months) at ambient temperature without spoiling and with no need for refrigeration which means that the product can reach geographically wider markets, simplify deliveries, using fewer and cheaper distribution vehicles and eliminate return of unsold products, no expensive refrigerated display space at retailers are required, stock planning is simplified, the consumer gains the convenience as he can make fewer trips to the shops. NB UHT treatment does not contain any preservatives.

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Filling process:

After the milk is treated it is ready to be filled inside the package under aseptic conditions to keep it clean and free from microorganisms. Stacking:

After the filling process is finished and milk is inside the aseptic package, packages are wrapped every 12 packs for example in one shrink. The wrapped packages are loaded into truck to be ready to penetrate the market. Transportation:

The trucks deliver the packed milk to the retail outlets either in a chilled or ambient conditions depending on the milk treatment. pasteurized or UHT Market:

The packs are delivered to the retailers to sell to the consumers. Retail outlets are classified into many categories, supermarkets, discounters, and groceries. In an attempt to constantly satisfy customer's needs and maintain Juhayna Milk leadership, introducing a new SKU is done periodically. As mentioned earlier, the product was first introduced in Full Cream only but due to Juhaynas keenness to fulfill the demand of it consumers for a dietary light product, Half-Cream and Skimmed Milk were later brought to the market far before competition. Juhayna Milk was first offered in two sizes, the 200ml and 1L. Later, Juhayna launched for the first time before competition its 1/2L and 1.5L at a very competitive price with a recap that will allow for storage and reuse. Now the product is available in 9 different SKUs: 1 L. Full cream Juhayna Milk 1 L. L. 200 ml 1 L. 1L. 1 L. L. 200 ml

Half Cream Skimmed

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COMPETITION:
Juhayna sales and market share were slightly affected by new competitors entering the market either in UHT format or as Fresh Milk in Bottles. After being the initiator of UHT Milk in the market, Juhayna enjoyed monopoly till the launch of Enjoy UHT Milk thus creating a slight threat to Juhayna the pioneer. In the past few years the fresh milk concept was introduced by the launch of Labanita Fresh Milk in a catchy plastic Bottle (resembling the traditional way of packing milk in the past) with an expiry date of 2 weeks. Though the idea witnessed a great success during the launch period, sales decreased dramatically afterwards due to the fragile nature of the product. This problem is not due to a deterioration in the quality of Labanita Milk, but rather a problem of a poor cooling and handling system inside supermarkets and other retailers outlets. In a way to catch up with the success of the bottle concept while protecting product quality, Domty introduced its milk in a UHT format packed in a plastic bottle with an expiry period of 3 months. Recently, Beity UHT Milk came into the scene in a catchy plastic bottle but with an expiration period of 6 months. In the meantime, the market is witnessing great competition between UHT Milk in Tetra Pak and UHT Milk in Bottles. Being an initiator of a high quality, low involvement product and relatively low price to its target group, A & B class, Juhayna UHT Milk still enjoys high market share of approximately 57% of the UHT Milk market.

CHANGE TO PRODUCT:
In terms of changes that occurred in the product, Juhayna introduced different fat content milk recently to further widen its consumer base through satisfying different tastes and needs. Now the product exists with 3 different fat content: Full Cream, Half Cream, and Skimmed Milk. Another introduction to the product is the new sizes offered such as the 1.5 Liter and Liter that is more usable with a more advanced re-cap in order to

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create a more friendly package in terms of handling, opening and storing the product.

DISTRIBUTION
Juhayna milk is a national product with more intense sales in some areas over others. It is geographically divided into 8 parts based on distribution outlets: Cairo, Alexandria, Tanta, Suez Canal, Hurghada, Sharm El Sheikh, Menia and Asiout. Some outlets are responsible for distribution beyond their own borders such as: Alexandria - responsible for Matrouh & surrounding area Tanta outlets - responsible for Lower Egypt and Suez Canal for North Sinai.

Sales performance alternates between high levels in some areas over lower levels in other areas. The top performers, with a significant difference, are Cairo and Alexandria with Cairo having the higher share. Other areas sales performance in order of higher to lower would be: Tanta (Lower Egypt), Suez Canal (North Sinai), Hurghada, Sharm El Sheikh, Menia and Asiout. Juhayna milk is distributed in Juhaynas trucks covered by a poster of the Juhayna milk design in order to maintain high awareness levels for the product. The large number of trucks used to distribute the product has allowed and facilitated market penetration. Distribution system of Juhayna milk is done in two ways; directly and indirectly. For direct distribution, the product is distributed directly to supermarkets and groceries. deliver to retailers in limited districts. Juhayna milk is distributed to all supermarkets. Due to the high demand on the product the display of Juhayna milk is usually located in the highest viewership areas occupying an excellent shelf space in supermarkets and grocery stores. - 27 Indirect distribution is done through a minor assistance of wholesalers who in turn

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PRICING:
Juhayna milk consumer price is: L.E. 1.10 for the 200 ml L.E. 2.00 for the 500 ml L.E. 3.75 for the 1 L L.E. 5.15 for the 1.5 L

PRICE-VALUE RELATIONSHIP:
Juhayna milks price is considered very reasonable for its target (A-B) and compared to the value of the product.

CONSUMER PERCEPTION & SATISFACTION

Consumers perceive Juhayna UHT Milk as an nutritious, filling, and satisfying product. In addition, it is perceived as a healthy drink as it provides consumers with the necessary vitamins and calcium that their body lack (preferred by health cautious people and weight watchers). The product is highly positioned as of premium quality and taste (Consumer Insights). Hence, consumers are satisfied with the value this product provides them with.

RETAILER SATISFACTION
Juhayna strives to keep everyone satisfied with its products. In order to meet the retailers expectations and make them satisfied with Zabado, several trade promotions are done from time to time in order to satisfy retailers.

CONSUMER PROBLEMS
Consumers had a major problem with Juhayna UHT Milk Re-cap which used to fall off the package when opened by consumers. However, the problem was soon solved when Juhayna decided to change the glue used in the packaging process and thus avoiding such a problem.

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CONSUMER EVALUATION
DEMOGRAPHIC PROFILE:
Juhayna UHT Milk: Target Audience: Due to the nature of the product, being a necessity commodity, Juhayna UHT milk enjoys a wide consumer base as follows: Gender: males and females Age: 3 + Social class: A & B Region: Greater Cairo, Alexandria, Sinai, & canal zone. Decision Maker: Though Juhayna UHT milk is nearly consumed by all ages and different gender, yet the buying decision is usually taken by the mother as follows: Gender: Females Age: 21-40 (young mothers) Social class: A & B Region: Greater Cairo, Alexandria, Sinai, & canal zone.

TARGET PSYCHOGRAPHICS AND LIFE STYLE:

Milk is the natures perfect food for all ages. It has almost all the vital nutrients needed for growth and well being of human body. It is good for bone formation. It is essential for babies, and for people recovering from sickness, for sportsmen, for old people, for pregnant women and for growing girls and boys. Yet, the decision makers of buying the product are mainly women, housewives who carry social responsibilities for their families. They are characterized by being caring and loving for their family and children ensuring that they receive the best quality products and nutritional values needed for their total well-being.

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BEHAVIORAL PROFILE:
Consumption Level: Juhayna milk consumers vary in terms of the amounts they consume in Liter as follows: Heavy Users: Consume up to 1 liters per day Medium Users: Consume around 1 liter every 2-3 days Light Users: Consume up to 1 liter per week. Where Used: Juhayna UHT Milk is usually consumed indoors as the consumer would need a glass to pour the product in, or the consumer may simply use it in cooking purposes. Yet with the presence of the 200 ml package, the product now can be consumed outdoors most probably by kids in schools, clubs, etc. as the product comes with a straw. When Used: Seasonality of the Product: Juhayna UHT Milk is a high sales performer during the whole year due to its nature of being a necessity. However, sales reach its peak during the summer season in comparison to the rest of the year. This is due to the very nature of the product and also due to some changes in consumer behavior during that season . Summer: As a refreshing drink that could be served cool, Juhayna UHT Milk consumer demand increases in the summer. Moreover, during the summer people tend to travel a lot for the summer vacation thus buying stocks of the brand and depending less on lose milk. Consequently, the summer season witnesses the highest sale levels for Juhayna.

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Brand Loyalty Juhayna UHT Milk enjoys high brand loyalty from consumers as its the market leader and others are perceived as followers. Therefore, Juhayna market share is above 50% (assumption) of the total Egyptian market for Packed Milk. Attitude towards the Product: Consumers like the product and its taste over most competitors. In terms of purchase of Juhayna Milk, the product usually exists on their weekly/monthly shopping list (a necessity) with relatively low price to our target segment. Purchase pattern of the product reflects our strength in the market among competitors as a market leader and being the first company in Egypt to introduce UHT Milk.

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COMPETITIVE ANALYSIS
Juhayna sales and market share were slightly affected by new competitors entering the market either in UHT format or as Fresh Milk in Bottles. After being the initiator of UHT Milk in the market, Juhayna enjoyed monopoly till the launch of Enjoy UHT Milk thus creating a slight threat to Juhayna the pioneer. In the past few years the fresh milk concept was introduced by the launch of Labanita Fresh Milk in a catchy plastic Bottle (resembling the traditional way of packing milk in the past) with an expiry date of 2 weeks. Though the idea witnessed a great success during the launch period, sales decreased dramatically afterwards due to the fragile nature of the product. This problem is not due to a deterioration in the quality of Labanita Milk, but rather a problem of a poor cooling and handling system inside supermarkets and other retailers outlets. In a way to catch up with the success of the bottle concept while protecting product quality, Domty introduced its milk in a UHT format packed in a plastic bottle with an expiry period of 3 months. Recently, Beity UHT Milk came into the scene in a catchy plastic bottle but with an expiration period of 6 months. In the meantime, the market is witnessing great competition between UHT Milk in Tetra Pak and UHT Milk in Bottles. Being an initiator of a high quality, low involvement product and relatively low price to its target group, A & B class, Juhayna UHT Milk still enjoys high market share of approximately 57% of the UHT Milk market.

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JUHAYNA UHT MILK MARKET SHARE VS. COMPETITION

50% 45% 40% 35% 30% 25% 20% 18% 15% 10% 5% 0%
02 D/ J0 2 M F/

45% 41% 40% 40% 40% 38% 36% 36% 37% 35% 35% 37% 39%

38%

38%

30% 28% 25% 23% 23% 18% 16% 15% 14% 9% 7% 5% 2% 12% 10% 7% 5% 3% 12% 10% 6% 4% 24% 21% 15% 9% 23% 24% 26% 23% 27%

29%

29%

30%

8% 5% 3% 3% 2%
02

9% 4% 3% 0%

3% 2%

7% 5% 4% 4%

9% 9% 7% 6% 5%

9% 8% 6% 5%

8% 6% 6% 5%

8% 7% 7% 4% 4%

8% 7% 6% 3% 0%

8% 8% 5% 3% 2% 1%
04 A/ M

8% 7% 5% 3% 2%

03

J/ J0 2

O /N 02

D/ J0 3

03 @

J/ J0 3

A/ S0 3

O /N 03

A/ S0 2

D/ J0 4

A/ M

F/

Total Juhayna UHT Eshta Milk UHT Beyti Milk UHT

Total Bekhero Domty Milk UHT Candia Milk UHT

A/ M

Total Enjoy/Enjoy Xtra Milk UHT Domty Halibo UHT

JUHAYNA UHT MILK NUMERIC STOCK VS. COMPETITION

70% 64% 60% 57% 50% 52% 52% 55% 55% 48% 40% 37% 33% 30% 29% 35% 28% 34% 27% 24% 22%
14% 16% 15% 14% 15%

49% 44% 42%

F/

04

47% 38% 40% 40%

45% 40%

47% 41% 43% 42%

40%

39% 33% 27% 26% 21% 17% 15% 14%

9%

36% 31% 22%

35% 32%

20%

16%
9%

10%

7% 5%

7% 6%

10% 7%

9% 7% 3%
/S 02

10%

13% 12% 10%

15% 12% 11% 10%

17% 13% 10%

9%

17% 15% 11%

6%

11% 9% 8% 7% 7%

12% 10% 9% 8% 7% 0%

14% 12% 12% 11% 10% 10% 9% 8% 8% 7% 6% 5%

0%
/M 03 @ D/ J0 2 O /N 02 D/ J0 3 F/ M 03 J/ J0 3 J/ J0 2 /M 02 /S 03 O /N 03 F/ M 02 A A A D/ J0 4

F/ M 04

Total Juhayna UHT Eshta Milk UHT Beyti Milk UHT

Total Bekhero Domty Milk UHT Candia Milk UHT

Total Enjoy/Enjoy Xtra Milk UHT Domty Halibo UHT

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JUHAYNA UHT MILK WEIGHTED STOCK VS. COMPETITION

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
D/ J0 2

85% 81%

87%

85%

83%

84% 79%

85% 79% 64% 58% 48% 43% 38% 29% 38% 36% 31% 21% 46% 40% 33% 18% 17% 58% 55% 80% 79% 71%

81%

84%

84% 70%

54% 44%

60% 56% 48%

58% 53% 42%

62% 61% 54% 52% 45% 56% 55% 51% 50% 54% 45% 56% 53% 48% 40% 28%

65%

68%

59% 53%

41% 30% 27% 19% 17% 30% 25% 16% 12%

42% 32% 29% 18% 16% 0%

43% 41% 41% 35% 27% 25% 16% 11% 26% 19% 18% 13%

23% 16% 3%
02

17% 14% 5%

21% 12% 11%

22% 18%

18% 10%

03

A/ S0 2

03 @

O /N 02

A/ S0 3

02

J/ J0 2

D/ J0 3

J/ J0 3

O /N 03

D/ J0 4

04 M F/

A/ M

Total Juhayna UHT Eshta Milk UHT Beyti Milk UHT

Total Bekhero Domty Milk UHT Candia Milk UHT

A/ M

Total Enjoy/Enjoy Xtra Milk UHT Domty Halibo UHT

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A/ M

F/

F/

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JUHAYNA UHT MILK S.O.V VS. COMPETITION

2004
UHT Milk Brand Beity Candia Juhayna TOTAL Exp./L.E. 321016.40 670718.02 288860.22 1,280,595 S.O.E. 25% 52% 23% 100% Spots 28 66 28 122 S.O.V. 23% 54% 23% 100%

S.O.E vs S.O.V
60% 50% 40% 30% 20% 10% 0% Beity Candia Juhayna 25% 23% S.O.E 23% 23% S.O.V 52% 54%

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COMPETITIVE ADVERTISING
I. Brand Name: Enjoy Extra. Positioning: The milk that gives you extra health

Selling Line:

..
Analysis: Educates that the brand is enriched with more calcium and vitamins, providing you with the essential components for strong teeth and bones, and more protection for health in general. Casting included pregnant ladies, children and women over 40 and these are the most people who need calcium in their diet. Greenery reflected freshness and richness.

Its communication activities consisted of: TV Ads Outdoors Magazine Ads

Some Samples of Enjoy Extras advertising Outdoor:

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II. Brand Name: Enjoy. Positioning: The healthy & safe milk. Selling Line:

Analysis: Educational, direct, and credible. Question and answer format makes it very clear and easy to understand. The sophisticated lab atmosphere reflects hygiene, advanced technology and credibility.

Its communication activities consisted of: TV Ads Outdoors Magazine Ads

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Samples of Enjoy Extras advertising: Magazines:

Outdoor: Manial Abbas Bridge

Roxy El Khalifa El Mamoon:

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III. Brand Name: Domty (Tetra-Pack). Positioning: The Natural and original milk Selling Line:

Analysis: Celebrity for credibility Urging consumers (specially mothers) to choose every thing natural & accordingly choose Domty milk.

Its communication activities consisted of: TV Ads Outdoors Magazine Ads

Samples of Domty Tetra Pak advertising: Magazines:

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IV. Brand Name: Domty (Bottle). Positioning: The Natural and original milk Selling Line:

...
Analysis: Grab the opportunity of Labanita s fall last summer & try to convince consumers that Domty is better. The freshness of the milk Is justified by the Domty bottle. The script was changed later stressing on being White (like Beity!!!) Catchy jingle Clear and direct Message. Strong visual identity for the brand - CIRCLES

Its communication activities consisted of: TV Ads Outdoors Magazine Ads

Samples of Domty Bottle advertising: Newspaper:

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Magazines:

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Brand Name: Beity Beity launch campaign was introduced in 4 different phases: Phase 1 Teaser (Creates curiosity + Emotional Bond) Phase 2 Introduction (Positioning & USP) Phase 3 Tactical (Ramadan +Emotional Bond) Establishment (Corporate) Leadership, Trust & Brand Loyalty 1.Teaser campaign: Rational behind Execution: Grabbing the attention and interest of consumers. Gaining peoples affection by being funny using cute characters relevant to the product. Slogan:

Execution:

The teaser ads succeeded to create an emotional bond between consumers and the product. 2.Intro Campaign Positioning: The pure and clean milk. Strategic objective To introduce Beity milk by building a perception that its the pure milk, with no preservatives that is loved by everyone. Slogan:

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3.Ramadan Campaign: Message Beity the pure & white milk that is loved by everyone is congratulating people for Ramadan. Execution Very simple, yet very touching. Ramadanish music works perfectly with the spirit of the ad.

Slogan

4. Corporate TVC: Objective Enhance leadership & trust. Establish a higher brand image.

Execution Visuals expressing feelings of paternal/maternal ties. Colors reflecting purity natural milk. The ad shows different categories of people (executives-childrenfather-mother-chef etc..). Slogan

.. ...
Its communication activities consisted of: TV Ads Outdoors Magazine Ads

Samples of Beity advertising: - 43 -

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Magazines:

Newspaper:

Outdoors:

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V. Brand Name: Labanita: Labanita campaign was introduced in 3 different phases: Phase 1: World cup Tactical (Leadership + Emotional Bond) Phase 2: Summer Educational (Consumption increase) Phase 3: Ramadan Educational (Storage) World Cup TVC 1. World Cup: Analysis Tactical ad. (false claim enhancing leadership) Very catchy line / scored a very high recall.

..
Very high viewership

2. Consumption Increase TVC Analysis Increasing the consumption of milk (cold/hot) in a funny & simple script that appealed to most of the target group.

..
3. Storage TVC Strategic objective To educate people about nature of fresh milk & its storage especially with the FREQUENT PROBLEM FACED. To strongly hit on competition especially UHT.

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Educational message that should have been communicated during launch phase due to the product nature that is new to the market. Samples of Labanita advertising: Magazines:

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Outdoor:

Labanita advertising is characterized by being: Unique, recognizable, & Consistent Simple and neat No stress on the pack. Sharing every moment with consumers

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VI. Brand Name: Juhayna UHT Milk Rational behind Execution: Jingle and visuals reflecting heritage and communicating emotions. Jingle; Very original known to all Egyptian & close to their hearts. The emotional side was enhanced by singing of the kids. Words reflect the desired action: Always be loyal to Juhayna milk.

Visuals: kids holding each others hands around an extremely huge tree with big wide ROOTS to reflect heritage through the tree, & future through the kids. Two independent situations: 1st to represent THE PAST 2nd to symbolize THE FUTURE

Slogan:

..
Samples of Juhayna advertising:

The Pack:

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Magazines & Succettes:

Press & Outdoor:

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JUHAYNA MILK SWOT ANALYSIS

A. INTERNAL ANAYLSIS STRENGTHS:
Corporate name: Juhayna is considered a trade market due to its many years of experience and high reputation within the Egyptian market. Quality: Juhayna milk is fortunately perceived as the perfect taste and texture of very high quality. Different Fat Content: Juhayna introduced for the 1st time its Skimmed and Half Cream Milk in order to satisfy a wider consumer base. Different sizes: Currently, as previously mentioned, Juhayna UHT Milk is the only in the market that is offered in 4 different sizes ahead of competition (1.5L, 1L, 1/2L, 200ml). Distribution: Juhayna owns its own trucks, which protect the product and help in delivering it to almost all supermarkets and groceries. Research & Development: Juhayna has its own research & development department in order to create more solutions to consumers or create a need to be satisfied by Juhayna.

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WEAKNESSES:
Higher Price: Due to the high quality of Juhayna UHT Milk, its price is relatively higher than many of its competitors. Thus consumers sometimes prefer to buy a cheaper Milk Brand due to the unstable economic conditions of the country. Distribution: Due to high demand during weekends and the summer season, Juhayna distribution force is unable to totally cover the market leading to some out-of-stock situations and customer complaints.

B.

EXTERNAL ANALYSIS OPPORTUNITIES:

Open market: Since the market for UHT Milk is still limited in comparison to the lose milk market which occupies more than 80% share, Juhayna still have a great opportunity and huge potential to increase the market size of UHT Milk in Egypt and consequently increase the sales of the product. New Launches: as a way of attracting new consumers and increasing the demand of the product, introducing a new sub-product is essential. For example, launching new ValueAdded milk (with extra calcium, vitamins ..etc.) would help attract and satisfy more customers and acquire a larger consumer base.

THREATS:
Existing competition & New entrants: This has caused a slight threat to Juhayna UHT Milk after being a monopoly it also encouraged other suppliers to serve the same product.

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Instability of the Egyptian Market: Such fluctuations cause a huge threat to the company. For example, the dollar increase and recession in the Egyptian market causes a threat to the demand

Imported supplies: Juhayna imports the packages, stabilizer and powder milk from abroad, which causes a huge threat to the company. The reason for that is due to currency fluctuations, and political instability.

Legal conditions: the emergence of new rules and regulations cause a threat to the product. For example, new laws for packaging that require a change in our printing techniques.

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TARGET MARKET SPECIFICATIONS

BASIC DESIGNATION:
Our targeted audience is the current Juhayna UHT milk users. Our aim is to maintain and increase the consumption of Juhayna milk among users (heavy, medium and light users) during the Holy month of Ramadan. When it comes to brand loyalty, our aim is to maintain loyalty for sole users and increase loyalty among primary and secondary users.

DEMOGRAPHICS:
Gender: Females newly married and young mothers concerned about their children and family health Age: 21-45 Social Class: A & B Region: Greater Cairo and Alex.

PSYCHOGRAPHICS:
Our prospect audience is characterized by being women (mostly housewives). The age is mainly from (25-40) because changing the established consumption of younger consumers is much easier and in long terms is more profitable than consumers in the 40-year plus segment. The targeted housewives engage frequently in social activities and family gatherings. They are specially interested in keeping family ties and preserving traditions and habits by participating and attending family dinners and iftars during

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Ramadan. By presenting Juhayna Milk with dates to their guests during iftar, they are preserving the Egyptian habits as well as following the Prophet's (PBUH) Sunna of having milk and dates on Iftar during Ramadan. The housewives targeted are also characterized by being caring the most about the health of their families as she knows that after a long fasting day, the best thing to consume for maximum energy is dates and protein from milk. The characteristics of our target could be summarized as follows: Socially active (engaging in social gatherings and dinnersiftars) Preserve traditions, habits and religious rituals Carry social responsibilities Caring housewives (about family health and well-being)

BUYING SITUATION:
Purchase occasion: Juhayna UHT Milk is often purchased during weekends thus follows a weekly purchase pattern. Consumers usually buy it during their weekly shopping as it is considered a priority on their shopping list. Consumers buy stocks or quantities of the product as it has a long validity period (6 months). The purchase cycle depends heavily on usage patterns of consumers. Heavy users of Juhayna Milk mainly consume 1 liter a day on average.

Benefits sought: Consumers buy Juhayna Milk seeking its high nutrition values providing the body with the essential vitamins that it lacks due to the calcium and vitamin supplements it contains.

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BRAND EVALUATION
CONSUMERS PERCEPTION OF THE BRAND NAME:
Consumers perceive Juhayna UHT milk as a market leader and initiator of the whole product category in the market. They also build on the strong good reputation of the Brand Juhayna that enjoys high Band image and premium quality.

UNIQUE SELLING PROPOSITION

Juhayna UHT Milk offers consumers its original great taste that they can drink and enjoy. Besides, Juhayna offers the widest variety of product Fat Content available in many different sizes that no other competitor could provide in order to suit consumers needs. In detail, the product USPs are: Premium quality Great taste Value for money Different sizes of packages. Different product Fat- Content Package convenience

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THE COMMUNICATIONS OBJECTIVES

PRODUCT NAME:
Juhayna UHT Milk

ADVERTISING PERIOD:
1 month from 1/10/2004 13/11/2004

OBJECTIVES:
Create Awareness of the new usage and consumption pattern and occasion of Juhayna UHT Milk among 90% of our target audience. Create interest in trying the traditional dish of dates and milk using Juhayna UHT Milk among 70% of our target audience. Create desire and encourage trial of the new way to consume Juhayna UHT Milk. Increase consumption and create brand loyalty among current users and attract new consumers to try their traditional dates and milk dish using Juhayna UHT Milk.

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THE CREATIVE STRATEGY

PROMOTION APPEAL:
We will be using the emotional appeal in our campaign as follows: Emotional Appeal: The emotional appeal in the ad will be apparent through using a close-to-the-heart technique that creates an emotional bond between the product and the consumer. The sound track will be Ramadanish (Oriental) music, a shot of a mosque, the use of Juhayna flower as our hero as it turns to the shape of dates in a very smooth emotional transition that goes with the music in the background. The narrator's voice tone, in addition to his direct to his direct words to the audience"" emotional bond with the audience. creates an

CREATIVE THEME:
Presenting Juhayna UHT Milk in a new consumption occasion during the holy month of Ramadan "Milk with Dates" and seize the opportunity of it being a very famous and traditional dish (since people use to consume it with loose milk instead). Through this ad, we want to create a link (connection) in the mind of our consumers and associate our UHT Milk with the Holy month of Ramadan through the "Milk & Dates" recipe, being milk an essential ingredient.

PROMOTION EXECUTION TECHNIQUE:

We will be presenting 2 versions of the TV ad; 30" ad and a 10" ad version. The 10" ad will be taken from the 30" ad but presented in a shorter version to act as a reminder for the audience (more frequently aired). The TV ad will be executed using a combination of techniques including the following:

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Demonstration: of how to prepare the dish using Juhayna UHT Milk. Symbolism & Animation: represented in the flying away of Juhayna logo flower being transformed smoothly into different symbols of Ramadan (sun set, dates). In addition, the presence of the mosque and the Ramadanish sound track and light voice of " " in the background all provide a religious cozy atmosphere to the audience. Slice of Life: showing the whole family gathering happily around the dining table for Iftar and having the traditional "Dates & Milk" dish prepared by Juhayna Milk as a starting nutritious meal to break their fast with.

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30" VERSION
The Ad will consist of 13 main shots: Shot #1 The first shot will begin with a close-up on Juhayna logo on Juhayna UHT Milk package without showing the whole pack. Shot #2 Subsequently, the camera zooms out revealing the rest of the UHT Milk package. Shot #3 The Juhayna flower being a main part of the Juhayna logo placed on the package will flip and fly turning into a sun. In this scene a mosque will be shown Shot #4 Afterwards, the sun will set (and a low voice of " " will appear in the background) indicating for muslims to break their fasting in a religious warm atmosphere of Ramadan. Shot #5 Afterwards, the animated flower of Juhayna logo (which was the sun in the previous shot) will fall on a dish where Juhayna milk is being poured in. Shot #6 Shot number 4 shows a full dish of Juhayna Milk with Juhayna flower on top. Shot #7-10 In shots number 7, 8,9 and 10, the Juhayna flower transfers smoothly into brown delicious dates. Shot #11 The camera then zooms out from the "Dates & Milk" dish to reveal the rest of the dinning table with Juhayna Milk pack beside the plate (which is a vital component of Iftar) Shot #12 This shot shows the whole family gathering happily for iftar and enjoying the delicious traditional "Dates & Milk" dish prepared with Juhayna Milk

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Shot #13 In the last shot a religious traditional Arabic writing of "Ramadan Kareem" appears on the screen. Thus ending the Ad with Juhayna warm congratulations to the Islamic community.

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10" VERSION
The Ad will consist of 9 main shots: Shot #1 The first shot will begin with a close-up on Juhayna logo on Juhayna UHT Milk package without showing the whole pack. Subsequently, the camera zooms out revealing the rest of the UHT Milk package. Shot #2 The Juhayna flower being a main part of the Juhayna logo placed on the package will flip and fly turning into a sun. Consequently, in this scene a mosque will be shown, the sun will set (and a low voice of " " will appear in the background) indicating for muslims to break their fasting in a religious warm atmosphere of Ramadan. Shot #3 Afterwards, the animated flower of Juhayna logo (which was the sun in the previous shot) will fall on a dish where Juhayna milk is being poured in. Shot #4 Shot number 4 shows a full dish of Juhayna Milk with Juhayna flower on top. Shot #5-8 In shots number 5, 7, and 8, the Juhayna flower transfers smoothly into brown delicious dates. Shot #9 In the last shot a religious traditional Arabic writing of "Ramadan Kareem" appears on the screen. Thus ending the Ad with Juhayna warm congratulations to the Islamic community.

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Script:
Don't forget For Iftar Dates with Juhayna Milk Tastes amazingly different Ramadan Kareem

The ads tonality will be purely Egyptian, close to the heart of the audience as it uses their language using a classy execution and a religious warm atmosphere congratulating the audience for the special Holy occasion and sharing their joy for the month of Ramadan.

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STORYBOARD (30" VERSION)

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)STORYBOARD (10" VERSION

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THE PACK

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DESIGNS
MAGAZINES/ SUZETTES :

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PRESS/NEWSPAPERS

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OUTDOORS:

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THE MARKETING COMMUNICATION PROGRAM (MIX)

We will be using the following marketing tools in our campaign in order to achieve the marketing communications objectives previously mentioned. Since we are targeting the Holy month of Ramadan (since the recipe is mostly consumed in this month), advertising activities will be heavily concentrated on the period starting October 2004 till mid November 2004.

ADVERTISING:
Since the product is well established in the market, and this campaign aims at reminding consumers with the Juhayna UHT Milk in Ramadan, we will only have one TV commercial yet wit 2 versions; a 30" version and a 10" version. The TV ad will be executed using a combination of techniques including Demonstration, Symbolism & animation, slice of life. During the ad we will be showing how to prepare the dish using Juhayna UHT Milk. In addition, the animation technique will be presented through the flying away of Juhayna logo flower being transformed smoothly into different symbols of Ramadan (sun set, dates). In addition, the presence of the mosque and the Ramadanish sound track and light voice of " " in the background all provide a religious cozy atmosphere to the audience. By using the slice of life, we will be showing the whole family gathering happily around the dining table for Iftar and having the traditional "Dates & Milk" dish prepared by Juhayna Milk as a starting nutritious meal to break their fast with.

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PRESS ADVERTISING NEWSPAPER:

El Ahram:
A 1/4 page ad will be published in El Ahram Newspaper on the first day of Ramadan to congratulate the audience for the Holy month and remind them with the traditional dish of Milk & Dates on Iftar using Juhayna Milk. The ad will cost around L.E. 60,000

MAGAZINES
Kol El Nas:
It reaches a large segment of our target market being a social magazine. The ad will be published in 5 internal pages during the Holy month of Ramadan with the following: A special discount rate of 4000 L.E with total amount of L.E. 20,000 Two Juhayna Logos will be published in the Kitchen section One editorial page about the importance of Juhayna Milk with dates as an Iftar dish in Ramadan

Party:
It enjoys a good readership among a high age segment. We will have 2 fullpage insertions in Ramadan in week 1 and 2 with the following: A special discount rate of 4000 L.E with total amount of L.E. 8,000 One full page free of charge (will be published in week 3) One editorial page about the importance of Juhayna Milk with dates as an Iftar dish in Ramadan

Kalam El Nas & Flash:

It reaches a large segment from our target market, mainly because its an Arabic magazine and its out on weekly basis. We will have 6 ad insertions in - 70 -

IMC Final Project

Kalam El Nas starting on 1/10/2004 till the end of Ramadan and will have 2 full-page ads on 15/10 and 1/11 in Flash with a total amount of L.E. 26,000 (package).

OUT-OF-HOME- MEDIA
The out-of-home media will be mainly outdoors and suzettes for the month of Ramadan. The Design for outdoors and suzettes will cost around L.E. 10,500 Outdoors: Well be using the already available Juhayna rented outdoors for a period of 1 1/2 months (starting 1/10/2004) in the following locations: One on Mehwar, one on 6th Oct. bridge. This will serve as heavy branding and awareness for Juhayna UHT Milk in its new use since these roads enjoy high traffic by our target during this month. The cost of El Mehwar Outdoor/ year: L.E. 75,000. Thus using it for 1 1/2 month will cost L.E. 9,375 while production will cost L.E. 12,200 (Total Cost L.E. 21,575) The cost of 6th of October Bridge Outdoor/ year: L.E. 270,000. Thus using it for 1 1/2 month will cost L.E. 33,750 while production will cost L.E. 26,668 (Total Cost L.E. 60,418) Suzettes: Well be using the already available Juhayna rented 50 suzettes for a period of 1 1/2 months (starting 1/10/2004) in the following areas: El Mohandeseen, El Zamalek, Heliopolis, and El Maddi. The cost of renting 50 suzzettes will be L.E. 45,000 (starting 1/10/2004 and ending 15/11/2004) while production will cost L.E. 15,000 (Total Cost L.E. 60,000)

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PUBLIC RELATIONS ACTIVITIES

Sponsorship of Tents & Sampling in supermarkets: A promotional pack will be prepared for distribution in Major A class supermarkets and Famous tents chosen. This promotional pack will include the 1 Liter Full Cream Juhayna Milk and a 1/4 Kilo of dates together with a Ramadan Calendar " "placed in a wooden basket all nicely wrapped in a shrink wrapper with a Juhayna ribbon. The cost of the promotional pack will be around L.E. 1.5 Sponsorship of Tents: 1. Sohbageya Tent: Due to its success, we believe it will be a great idea to sponsor this tent since a great number of our target group (families) socially gather there after Iftar. Sponsorship Package will include the following: 29 Logo of Juhayna on Ramadan flyers that will be distributed in major sporting clubs, universities, schools and gas stations. 30 A banner in the tent. 31 Logo on Ramadan Menus Collateral or Promotional material on each table. 32 Juhayna Milk ad on Video Wall at main gate. 33 Sampling We will be distributing the promotional pack (previously mentioned) among tent visitors (1 promotional pack per family- 100 families in total per day) Cost: 29 L.E. 25,000 sponsorship 30 Cost of promotional pack * 100 families= L.E 150/day L.E. 4,500 during the whole month of Ramadn 31 Total Cost L.E. 29,500 - 72 -

IMC Final Project

2. Horeyaty Tent : Due to its success and huge number of visitors, we believe it will be a great idea to sponsor this tent since a great number of our target group (families) socially gather there after Iftar. We will place a booth where free samples of the promotional pack will be distributed Sponsorship Package will include the following: 34 Logo of Juhayna on Ramadan flyers that will be distributed in major sporting clubs, universities, schools and gas stations. 35 A banner in the tent. 36 Logo on Ramadan Menus 37 Juhayna Milk ad on Video Wall at main gate. 38 Selling booth size 2x1m

Sponsorship of Club Mosques:

General Sponsorship Package

12 Logo of sponsor on all Ramadan advertisements in

newspapers (3-5 Ahram & Akhbar ads - front or last pages). 13 Logo of sponsor on all Tent ads at Dream TV satellite channels ( Dtv 1, Dtv 2) 6 spots/per for each channel. (At the end of the ad ). 14 Logo of sponsor on Ramadan flyers (50,000 flyers) that will be distributed in major sporting clubs, universities, schools and gas stations. 29 A banner in the tent or a suitable location in the Park. 30 Logo on Ramadan Menus Collateral or Promotional material on each table. 31 Sponsors ad on Video Wall at main gate. 32 Sampling or Selling booth size 2x1m or two light boxes outside the tent . Package Value: L.E. 10,000

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POINT OF PURCHASE DISPLAY:

Another communication approach used is point of sale (POS) that would communicate the new usage of Juhayna UHT Milk. We will use posters, flags & danglers showing a die-cut of the package with a dish full of dates and milk. The P.O.S. material will be hanged during the whole month of Ramadan in large super markets & key chains especially where Milk is located. POS material sizes will be tailored to suit the available space in the outlets to make sure that they will stand out and be readable & clear. Type Flag Dangler Poster Totals Quantity 10,600 7,250 9,600 27,450 Price 10,000 19,000 7,000 L.E. 36,000

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BUDGET / RECOMMENDATION
Based on the percentage of Sales:
Assuming that Zabado annual sales is L.E 40,000,000 and that 2 % of this amount will be allocated to Media Activities, the available budget will be L.E800,000.

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THE MARKETING COMMUNICATIONS EVALUATION MEASURE

Pre-tests and post-tests of the campaign will be conducted to ascertain the potential and actual impact of the our messages Pre-testing Once we are ready for implementation, we shall conduct extensive pretesting to ensure that our ads are appropriate for and appeal to your target group. Pretesting will allows us to establish that our messages are attention-getting, clear and understandable, memorable, attractive, credible, and acceptable to our target audience. By ensuring that we conduct an effective pre-testing we increase the likelihood of preparing the most effective advertising messages and make sure that our ads are perceived as intended. Pretesting is designed to assess the strengths and weaknesses of materials or campaign strategies before implementation. It permits necessary revisions before the full effort goes forward. Its basic purpose is to maximize the chance for program success before the communication activity starts. Testing the final version before implementation for print ads: Portfolio Tests: We will expose a group of respondents from our target audience to a portfolio that consists of control and test ads. The respondents will be asked what information they recall form the ads, where the ad with the highest recalls is the most effective. To ensure the validity of the portfolio test we will use the readability test and correlate their results.

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Pre-testing is used to answer questions about whether materials are Understandable, Relevant, Attention-getting and memorable, Attractive, Credible, and Acceptable to the intended audience.

Post testing: Post-testing (during and after campaign) is important because it helps to evaluate the actual success of the campaign (was the money worth spending, were objective achieved) and feedback can also help when planning future campaigns. These tests should tell us also whether the target group was reached and weather the right message was received. Print and TV ads: 1) Recall tests: this is to test what is noticed in the ads. Test magazines will be shown to participants and they will be asked to read the magazine. We intend to make this test an unaided recall test whereby we will specify a time period (a day) leaving the magazines with the audience and a telephone survey will be then conducted by calling them and asking what they remember from the ads. Our sample size is 200 (N=200). 2) Recognition tests: for print ads, participants will be asked to look Yoppa Bottle at the magazines in which we have our ad among other ads. Then we will test their comprehension of the ad (the message, the copy, colors, etc) For the TV ad, we will be measuring the effectiveness of the ad and to what extent did the target differentiate it from the other ads in the clutter. - 77 -