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Juhayna

Karim Ibrahim Supervised by : Dr. Ramy Khodeir

Vision Juhayna is a leading food for all ages, and a friend for all generations Mission Juhayna perseveres in providing Products that are healthier, tastier, and classier while increasing shareholders value and focusing on the most updated state-of the art technology as well as our employees who represent our most valuable asset

Company background

Strengths Leading market shares Well established distribution channel Establishing of dairy and fruit farms Pricing flexibility

Weakness Lack of & shortage skilled functional & technical skilled Workers Processing industry is smaller in scale than the main international market. Weak marketing activities on international level

Opportunities Egypt benefits from a large pool of cheap labor Increase in domestic milk Consumption Both global milk consumption and international dairy trade to continue to grow

Threats Animal Disease High competition in the yoghurt Fluctuation of costs of raw materials Currency devaluation Anti-monopoly case

Swot analysis

Here at Juhayna we just apply an approach of safe versus save. You spend a couple of piasters, but you are saving your life and your family and your childrens health. Tetra Fino Aseptic provides that opportunity Heba Thabet Associate Director External Affairs Juhayna

Before Campaign 2011

Working across the community Juhayna, in partnership with Tetra Pak and together with the Egyptian Ministry of Health, Chamber of Food Industries, Alexandria University and other dairy companies started a program to change the misconceptions about loose milk and get consumers to buy safer packaged milk by: A- Sharing the nutritional benefits of consuming milk B- Explaining the hazards of loose milk C- Displaying the benefits of processed and packed milk, showing that packed milk is natural and does not have to contain preservatives, which was what most Egyptians thought This joint effort targeted people through educational seminars, workshops and TV commercials . Campaign. Safe vs save Juhayna ran a targeted PR and marketing campaign to explain the unique proposition of selling milk in Tetra Fino Aseptic packages to its customers. The campaign ran the theme of safe vs save.

2011

Milk product
Juhayna

Target market
All income classes A,B,C

Product brief
Juhayna first brand & main profit generator Launched to compete with cheaper loose milk Mix flavored milk viewed as the first value milk in this segment Flavored milk product launched for children in Q2 2009

Bekhero

Price sensitive segments in class B & C Children in the age of 8-12

Mix (flavored)

Jino(flavored)

Children in the age of 3-7

Halibo

Low income families in rural areas

Juhayna milk portfolio

Based on bekhero success for price sensitive families, Halibo focuses on price conscious customers

The Juhayna brand, which in 2009 enjoyed significantly higher brand equity scores than its competitors, is further enhanced by its emphasis on modern and memorable product packaging and its multi-media marketing campaigns which aid in retaining customer loyalty by keeping its brand image fresh, modern and relevant to consumers. The Group has maintained consistency of its branding by including the Juhayna brand name and flower logo on its individually-branded products in all of its marketing campaigns and, as livery, on its large distribution fleet there by aiding consumer recognition of the Groups existing products and giving immediate credibility to newly launched products. The Group believes that its brand connotes healthy and delicious products .uncompromising quality assurance and modernity in an industry that has historically suffered in Egypt from poor hygiene standards and a lack of innovative packaging and image. Management believes that this association of the Juhayna brand with consistently hygienic, high quality, modern and consistent products has been key in the Group maintaining its market-leading positions in the largest segments of its business and diversifying into related lines of business successfully

Brand Values

Ramdan 2012

2011

2012

2013

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