1 / 30

MaxClean

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.

violet-jones
Download Presentation

MaxClean

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MaxClean

  2. 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

  3. The company profile • The company has started its operation on March 2001. • 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.

  4. Company products • Liquid Soap Azhar • Clothes Cleaning Powder Zahra • Wood cleaner MaxBright • Bar Soap Sabonco

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

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

  7. Ansoff’s Grids Current Products New Products Current Markets New Market 4.Diversification strategy.

  8. BCGMatrix ? Question Mark High Low Market Growth Rate Cash Cow Dog High Low Relative Market share

  9. Competitive Advantage High Low Degree OfDifferentiation High Low Relative Cost

  10. Strategic Marketing • Segmentation • Targeting • Positioning

  11. 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

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

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

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

  15. Tactical Marketing • Product • Price • Place • Promotion

  16. Product Value delivery hierarchy • Azhar Expected product • Zahra Basic product • MaxBright Expected product • Sabonco Core benefit

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

  18. MaxClean

  19. Azhar Zahra Sabonco MaxBright

  20. Product Life Cycle

  21. Pricing Pricing Strategies • Azhar Max. current profit • Zahra Max. market share (Max. sales growth) • MaxBright Cost plus • Sabonco Cost plus

  22. Price list • Azhar (1Lit.) 3.15 L.E. • Zahra (1Kilo) 2.35 L.E. • MaxBright 1.5 L.E. • Sabonco 1.25 L.E.

  23. Discounts • Cash discounts  Wholesalers • Allowance  Detergent refill

  24. PlaceDistribution Consumer Two level Channel Retailer Wholesaler MaxClean One Level Channel Retailer

  25. Distribution Push/Pull strategy Push Strategy Pull Strategy Company Company Wholesaler Wholesaler Retailer Retailer Customer Customer

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

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

  28. TENDENCY TO BUY . Well known CUSTOMER KNOWLEDGE OF THE COMPANY Un-known Sabonco Azhar, MaxBright Undifferentiated Unique PRODUCT CHARACTERISTICS

  29. 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

More Related