MKT305

Lambada Project

-Executive Summary: The purpose of the IMC plan that it is an approach to

achieving the objectives of a marketing campaign, through a well-coordinated use

of different promotional methods that are intended to reinforce each other. Its also

the process for planning, executing and monitoring the brand messages that create

customer relationships. Our brand is lambada its a pure Egyptian product

produced by ocean foods. Lambada is a wafer it has many flavors produced by the

company as the company also produces wafer, cake, chocolate, biscuits and

snacks.

-Sales objectives: Sales objectives is a part of the marketing plan which includes

many things but our product lambada which is produced by ocean foods its sales

objectives is revenue target,Building a good product image, Sustain their current

customers and attract their potential ones.

-Marketing objectives: Marketing objectives is a group of goals set by the

company when they try to promote their product and these goals must be achieved.

Marketing objectives for lambada must be,Increase product awareness, enhancing

the brand image, Creating a value for money.

-Situational analysis which contains SWOT Analysis ,PEST Analysis, Market need

identification, New consumer trends, Competitive Analysis, Consumer Analysis.

-SWOT Analysis:

1- strengths: Unique quality and taste, Clean brand image, Automated production

facility, Strong parent company, 30 years of company experience

2- Weakness: Smaller customer base, Lake of advertisement, Poor brand identity,

No integrated markets communication.

3- Opportunity: More market share throe proper advertisement, Integrated

marketing commutation more effectively, Opportunity to region a major portion of

market share.
4- Threats: Strong competition from near competitors, Market leader may below

out the brand by providing competitive prices.

Pest analysis:

-Political:

Lambada didnt get affected by the political issues happened in Egypt the last

couple of years

-Economical:

Sugar shortage and soaring food prices fuel discontent in Egypt in the last period.
-Technological:

Theres no enough information about the company that uses new technology.

-Social:

Changing attitude towards healthy food

-Positioning strategy: Biscuits are one of the most dynamic and aspiration sectors

of the Food industry, and as such are particularly sensitive to the peaks and troughs

of the economy. The market suffered from the impact of high inflation, rising

costs, an ailing economy and falling disposable income in 2011, which combined
to dampen both innovation and consumer spending on premium biscuits. With the

increase of demand of this produce various marketers tried to invade the market by

adding different features with the product.

-Market Segmentation: selecting a specific segment for the company is always

determined by the price range and lambada is targeting B and C segment as their

prices ranges from 2 to 4 pounds maximum so it targets B and C segment and also

as its a FMCG product so its targeting more than one segment.

Introduction

Ocean foods is a famous Egyptian company, its oldest institutions were launched

in the Middle East and the rest of Africa. Ocean foods have a unique diversity in its

products it produces wafer, cake, biscuits chocolates and snacks. Ocean foods

produces more than one type of lambada it produces lambada extra, more, square,

super, wafer.

Lambada is a pure Egyptian product produced by ocean foods. Lambada is

considered as an FMCG product since it has a cheap price. Lambada is a wafer it

has many flavors produced by the company as the company also produces wafer,

cake, chocolate, biscuits and snacks.

Challenges facing Lambada when it was launched in 1979. It was one of the

leading companies in the foods industry. Over the past 10 years lambda has faced

so many challenges as the market was growing also the competitors stared to arise

like samba and shamdan decreasing lambdas share in the market. Moreover, the

huge miscommunication that was created between lambada and their customers

forgetting they are a fast-moving consumer good that needs to be present in all

times in order to sustain their market share, without their communication with their

customers the awareness of lambda dramatically decreased creating an aware new

potential customer.

Situational Analysis

-SWOT ANALYSIS:

strengths Weakness

Unique quality and taste Smaller customer base

Clean brand image Lake of advertisement

Automated production facility Poor brand identity

Strong parent company No integrated markets

communication

30 years of company experience

Opportunity Threats

More market share throe proper Strong competition from near

advertisement competitors

Integrated marketing commutation Market leader may below out the

more effectively brand by providing competitive

prices

Opportunity to region a major

portion of market share

-Pest Analysis:

-Political:
Lambada didnt get affected by the political issues happened in Egypt the last

couple of years

-Economical:

Sugar shortage and soaring food prices fuel discontent in Egypt in the last period.

-Technological:

Theres no enough information about the company that uses new technology.

-Social:

Changing attitude towards healthy food

Competitive analysis:

1. Al Faysal Group (brunch)

2. Faragallah Group

3. Monginis Foods

4. El Shamadan Co.
5. Sima Food Industry

6. Cadbury / BimBim

7. Honeywell

8. Biscomisr

EL Shamadan Co. (Edita Food Indusrty)

Strengths:

- Low operations costs

- Can control the production volume

- Large marker share

- Low prices that satisfy custmorer needs

- Long distribution coverage among Egypt and the middle east

- Presence in more than 35 countries

- Launching new products adding to the company and increasing brand

awareness

- Strong marketing companies

Weaknesses:

- Low exports levels due to the nature of product

 - Inability to invest in research and development (due to the exist of large

number of competitors)

- Low salary for labors

- Highly turnover rate

- Lock of competitive salary structure

- Working conditions

Consumer analysis:

Lambada is an Egyptian based company that targets low income segments as their

prices start with minimum 2 pounds up to maximum 5 pounds by targeting low

income segments they are also targeting low lifestyles as the high lifestyles

consumers tend to seek more healthy life. Lambada is targeting both classes B and

C. Moreover, lambda potential customers are customers with low motives as they

dont look for higher price range products. Following a small survey with both

segments B and C lambada customers do like its taste plus it low price range

giving lambada a strong strength point for both the quality and the price but as for

communication with their customers lambdas doesnt preform that correctly in

sometimes lambadas doesnt actually communicate at all losing their share and

losing their ability to attract new customers.

-Marketing Mix:

- Price:

Lambada pricing strategy is a cost-plus strategy following the flow of the

competitors like samba and shamadaan moreover they are targeting low segments

thus they need to use that strategy to gain and sustain their customers

-Place:

Lambada are producing in mass quantities and thus they have to sell everywhere

from small retailers to large retailers like hyper markets in order to sustain and

attract new customers moreover to show their competitrs that they are available

-Promotion:

Lambada use very simple packaging as they dont concentrate on their packaging

on the other hand following theirs launch in the 80s they were promoting their

products by giving free samples and gifts along their products

-Product:

Lambada is a chocolate wafer biscuit with many flavors like lambada lemon and

strawberry with different shapes and different kind like lambada more, lambada

wafer and lambada super.

-Marketing/Sales objectives:

Sales objectives is a part of the marketing plan which includes many things but our

product lambada which is produced by ocean foods its sales objectives is:

1- Revenue target

2- Building a good product image

3- Sustain their current customers and attract their potential ones

Marketing objectives is a group of goals set by the company when they try

to promote their product and these goals must be achieved. Marketing

objectives for lambada must be:

1- Increase product awareness

2- Enhancing the brand image

3- Creating a value for money

Target segments addressed:

- Low price and low income groups.

- Class b and class c market.

- Kids and youth, because biscuits and snacks attract them the most. On the

other hand old people might buy the product too but they mostly look for

healthy food. So our main target segment are the kids and youth

- Age: between 6 to 30 years old.

Gender: both males and females

-Positioning strategy:

Biscuits are one of the most dynamic and aspiration sectors of the Food industry,

and as such are particularly sensitive to the peaks and troughs of the economy. The

market suffered from the impact of high inflation, rising costs, an ailing economy

and falling disposable income in 2011, which combined to dampen both innovation

and consumer spending on premium biscuits. With the increase of demand of this

produce various marketers tried to invade the market by adding different features

with the product.

 The table of contents

Introduction:

Brief Description about the company

Brief Description about the brand

Important Challenges facing the brand

Situational Analysis:

SWOT Analysis

PEST Analysis

Market need identification

o New consumer trends

Competitive Analysis

Consumer Analysis:

Marketing mix implication

Product

o Product features & benefits

o Branding

Price/Quality
 Place & Convenience

Marketing/Sales objectives

Target Segments addressed

Positioning Strategy
 MKT305 project

Lambada project

-Submitted to DR.Yaesser

-Done by:

Abdelrahman Faris 152325

Mostafa Nabil 104515

Ahmed Fathy 144681

Hussien Ibrahim

AL-Faisal