Motivation
Motivation is instrumental in ensuring employees perform to the best of their abilities. We strive to
create a work environment where communications and dialogue are open and transparent, and where
employees feel trusted to do the right thing. Believing in others helps them believe in themselves.
Teamwork
Together Everyone Achieves More; the following highlights key components that drive successful teamwork:
• Ensuring supreme competency at all levels of operations
• Welcoming dialogue so to collectively reach the best decision for any given crossroad
• Building a positive and energizing work environment
• Fostering a healthy work-life balance
• Valuing diversity and to draw on all our different strengths, cultures, ideas, experiences and talents to
achieve our mission.
DOMTY STRATEGY
Domty’s strategy is supported by three key pillars, namelyits strive to diversify its product portfolio, its ability
to capitalize on its wide market reach, and most importantly its aim to drive stakeholder value for both its
consumers and shareholders.
4.Cream
- DIFFERENT SIZE CREAM
We appreciate the fact that a successful company demands a healthy environment at work
and at all settings of operations.
• In (2015)
Domty launched an initiative to support a world class heart center, Aswan Heart Center (AHC)
a non-profit organization providing medical treatment to Egyptians and Africans in need of
such attention, under the leadership of Dr. Magdy Yacoub. Domty’s support of AHC involves
providing a part of the food catering to AHC patients and staff through their catering
department. Domty is in contract with AHC to support the department on a weekly basis.
AHC website: www.aswanheartcentre.com
• In (2016)
Domty signed a partnership agreement with Ahl Masr Foundation and Hospital for Burn
injuries. Ahl Masr Burns Hospital is the first non-profit hospital and research center specialized
in treating burn injuries; with its facilities and highly specialized capacities, the hospital will be
the first of its kind in the Middle East region.
Ahl Masr website: www.ahl-masr.org
Having started with only two production lines for its white cheese and mozzarella
productions, Domty, in a partnership that began in 2007 with TetraPak has increased its
production lines to offer more than 200 SKU’s.
The company operates a well-invested, ISO-certified 6,200 m2 factory in Egypt, including 19
production lines with a combined annual capacity of more than 230,000 tons as of 2015 and
equipment from leading international suppliers. The Company has historically invested in
new production capacity to meet growing market demand for its products. Ongoing
expansions will increase the company’s annual production capacity for carton pack cheese
and juice, with plans underway to inaugurate a new, more technologically advanced
production facility built over 20,000 m2. The new facility will enable Domty to further
increase its production potential and satisfy its export expansion ambitions for the Middle
East, Europe, North America, and Africa.
Domty also controls an extensive sales and distribution network on a national scale,
including a 7,500 square meter central warehouse adjacent to the factory, more than 30
additional warehouses, 97 distribution centers, a fleet of 618 distribution vehicles and a
combined sales force of 873.
In 2007, Domty went into partnership with what is now its key partner, Tetra Pak, aiming to deliver well protected cheese to consumers
for the sake of improved taste, quality, and for health and safety purposes.
Domty has been the world’s largest Tetra Pak packaged white cheese producer since 2012, and has consistently added and integrated
new Tetra Pak lines to its product offering.
In 2016 Domty signed a partnership agreement with Ahl Masr Foundation and Hospital for Burn injuries. Ahl Masr Burns Hospital is the
first non-profit hospital and research center specialized in treating burn injuries; with its facilities and highly specialized capacities, the
hospital will be the first of its kind in the Middle East region.
For 109 years, Al Ahly has provided the Egyptian football field with talented, skilled & devoted players. Just like Domty has provided
the local market with top quality cheese for 26 years.
While Domty has maintained a neutral stance for so long, we have always had the dream of showing our true colors. With Domty’s
board consisting of several loyal fans of Al Ahly, it was inevitable that the two great entities would join forces at some point.
With more than 3,000 workers, producing more than 700 million packages, generating more than 2 billion EGP per year, Being Al Ahly
Official Cheese sponsor is just another big step forward in the journey of a company that refuses to stop growing.
CERTIFICATIONS
• Quality assurance and control is a key pillar of our business and a strategy that is deployed across our
entire manufacturing and supply chain.
• We aim to consistently meet international standards and improve upon them where possible.
• Our facilities are ISO certified:
Marketing and sales objectives
1.6
1.9
2018
82%
2017 2018 1st Qtr 2019 2017 2018
• Domty Co. Financial analysis after launching the Domty Sandwich :
• He explained that his company has conducted a price increase of 33% on the basic price to reach the price of the product 4 pounds
instead of 3 pounds.
• Domty launched last August with Domty Sandwich as a new competitor to penetrate the pate market locally, through a single
production line installed at the new juice factory at a cost of about 50 million pounds, with a production capacity of 6 million pieces
per month.
objective – to enlarge profit to 200 million by the end of 2019
• To identify the product attributes that appeal to most to our customers .
• To know who buy our product.
• To know customer attitudes to price , taste and availability .
• Internal Data Company :
• 1- Domty went into partnership with what is now its key partner, Tetra Pack, aiming to deliver well protected cheese to consumers for the sake of improved taste,
quality, and for health and safety purposes.
• 2- ISO certified .
• 3 – Very successful launching campaign
• Domty has launched a new multi-product initiative to promote the new domty sandwich and the Domty plus cheese inside .
• The Campaign was launched using Billboards , light boxes and uni.poles on limited location across Cairo.
EXPLORATORY RESEARCH :
Qualitative Research Elements :
• IDI
• Focus group
Observation :
• Mystery shopping
survey
Collecting data :
• Secondary data ( 7 days )
• Primary data :
• Qualitative Research ( 5 days )
• Observation ( 7 days )
• Quantitative Research ( 7 days )
• Data analysis and reporting ( 7 days )
• Collecting data :
• Secondary data ( 2000 L. E )
• Primary Data :
• Focus groups ( 16000 L.E )
• IDI ( 20000 ) l.E
• Observation ( 20000) l.E
• Survey ( 3000 ) l.E
• Agency per working hour 100 l.E
• Total = 76000 l.E
• Reconsider production and distribution plan .
• Deep investigation of internal and External marketing and sales plan.