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Domty Sandwich

• From: Galaxy Team


• To : Marketing director , Domty company
• Subject : proposal to evaluate Domty sandwich
• Date : 12 / 4 / 2019
* Mohamed Gaber * Heba Hamdy
* Heba Haggag * Marwa el Hossiny
* Darine Nasr * Reham saber
* Ramy Ayoub * Mohamed Mosaad
* Abdel ghafar
1 - introduction ( 5 min )
2 - overall objectives (3 min )
3 - Company background ( 10 min )
4 - Marketing and sales objectives ( 5 min )
5 - Marketing research objectives ( 2 min )
6 - sample details
( 2nd and primary research ) ( 15 min )
7 - Timing ( 5 min )
8 - fees ( 2 min )
9- recommendations ( 5 min )
• Company Name :
Domty
• Product :
Domty sandwich
• Properties :
Snack , breakfast or light dinner
• Target Market :
Males and females aged between 15 and 55
:

• Overall objectives _ To examine people taste and attitude toward baked


snacks focusing on males and females as target market.
• This has been broken into the following sub-objectives :
• To examine how the product is used and to examine the target market.
• To identify consumer attitudes toward Domty sandwich .
• To evaluate Domty sandwich taste , packaging and availability.
https://youtu.be/7j1ecg_q3Bw
• Established in 1990, the Arabian Food Industries Company had a humble beginning offering a modicum of products
with only two types of white and mozzarella cheeses, respectively. Since then its flagship cheese brand, Domty, has
grown to hold an unparalleled position amongst market competitors. This has been made possible through a
combination of strategic endeavors, most notably those that have helped secure market trust and consumer loyalty
owed to the company’s continuous commitment to quality. Domty now offers a wide range of products and flavors—
, with a family of nearly 200 SKUs— that have helped expand its market reach and made it available on all
supermarket shelves.
• Domty’s success is exemplified in its growth trajectory. What began with only two distribution centers and two
trucks, at a time when Egyptian consumers had yet to develop a taste for packaged cheese and when loose cheese
held 90% of the market share, is now a household brand and leading cheese manufacturer in the industry.
• Today, Domty boasts a distribution fleet of over 600 trucks operating from 27 sub strategically located distribution
hubs across the country, ensuring a streamlined delivery system directly to all kinds of retail; a feat made possible by
a dedicated workforce of over 2600 employees. At the core of our success lie the values of innovation, quality
ingredients, taste, and value for money.
• DOMTY MISSION
To Provide our valuable Consumers with a diversified range of quality, nutritious and affordable
products in the food and beverages industry.
• DOMTY VISION
Domty strives to be and maintain its frontrunner status in the food and dairy industry and to be
viewed as a trusted entity by all of its stakeholder, including its consumers, employees and
shareholders.
Priding itself on being a consumer-centric business that encourages teamwork and innovation,
Domty aims to provide superior quality products that consistently exceed consumer expectations.
DOMTY COMMUNITY
Domty recognizes that the quality of a company is directly correlated to the quality of its employees. For this
reason, we strive to find the most competent work team for all positions at all levels. We welcome them to
learn, and encourage them to engage in cross-department dialogue, so to keep them motivated.
At Domty we value our employees for their:
Reliability
• Our employees are the cornerstone of the success that we enjoy at Domty. Teamwork is key, and in order
for it to work it is imperative to trust each member of the team to assume responsibility and perform to the
best of their abilities.
Open-mindedness
Remaining open-minded is fundamental given that one of our core values is innovation. Using an
approach that welcomes new ideas and encourages creative development in order to expand the variety
of products offered ensures quality.
• Being open to different solutions without any prejudgment welcomes a diverse portfolio.
• Viewing the innovation as an opportunity to expand our knowledge
• Integrating the new into the old in order to ensure full production potential is explored

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.

Portfolio Diversification Strategy


• Domty recognizes the need for innovation and product expansion to further its vision of extending its
national and regional footprint. By applying a corporate strategy that monitors relevant emerging markets
and need gaps in the industry, Domty is able to capitalize on potential opportunities to add to its products
and introduce greater variety to the market.
Capitalizing on Our Reach
• Domty’s products enjoy a strong countrywide coverage not only in cities but also in rural areas where the
main selling points are small shops and minimarkets. These small retailers comprise the bulk of Domty’s
sales, and while the company’s cheese is the highest-selling of its products sold in hypermarkets and well-
known supermarket chains, these key transactions represent only 7% of the manufacturer’s sales.

Creating New Value Propositions


• Building new value propositions is one Domty’score strategies. We believe that creating sustainable value is
primarily driven by continuously meeting and surpassing our consumers’ needs, a feat made possible by a
commitment to quality and through our ability to cater to the different demands of our consumers and
segmented groups.
1.SANDAWISH
- Olives - Strawberry
- Chocolate - Plain
- Feta - Istanboli
2.CHEESE
- Feta - Istanbulli
- Mozzarila - Low salt
- Zaton - Olive
- Double cream - Barameli
- Mix
3.JUICE (DOMTY, BRAVO)
- Apple - Guava
- Cocktail - Orange
- Pineapple - Mango
- Pomegranate - Peach

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

revenue ( per billion E.P) profit ( million E.P)


2017
18%
0.5

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.

• Internal Feedback about the meal Offer :


• Commenting on the company's suspension, Khalid Al-Damati, Chief Financial Officer, Arab Food Industries, Domty, said that his company launched a
marketing campaign by the end of last November, requiring agents to purchase the company's juice product as a condition for obtaining the baked
goods.
• Pointed out that the campaign lasted for only 15 days, after which the company left the freedom of agents to get the juice product or not, explaining that
the shortage currently experienced by the market of "baked" because of the high demand for the product and the lack of supply & the company started
its production line with a capacity of 6 million per month.
• Egyptian Financial Magazine :
• 1-Higher Gross profit margin :
• Egyptian Financial Magazine : Domty Co. turned profitable in the third quarter:
• Domty's earnings growth reached 54% in Q3, with the increase of a market share in the cheese market, and the
successful launch of the Domty cheese sandwich.
• - After the overwhelming success in no time , the Domty Sandwich product, has been launched by the Arab food industry
company Domty, but unfortunately it has been disappeared without any market introductions.
• - In a short tour " Egyptian Financial Magazine made a survey for a certain number of supermarkets in the Dokki and
October regions showed that Sandwich was no longer trading in the market, in contrast to its heavy penetration before.
• - A number of "supermarket" owners attributed the disappearance of Domty Sandwich to the company's decision to buy
a juice product with Sandwich
• - They pointed out that they initially agreed to buy the juice, but the low quality and the
reluctance of citizens to buy it made them refuse to buy later, which led to stop dealing
fully with the company & They pointed out that they agreed to buy the juice, but the low
quality and the reluctance of citizens to buy it made them refuse to buy later, which led to
stop dealing fully with the company
• - Domty has penetrated the pate market through its Domty Sandwich product as a new
competitor, with a number of companies, led by the food giant, ( Branch ), to compete with the
companies, with the latter offering a number of products with different sizes and flavors Mixed
prices, including the last product launched last July, and is the closest to the product of "Domty"
under the name "Branch Lynch" at a relatively low price of 2 pounds compared to 3 pounds for
the last product
• Judgmental : quick and easy to be selected by researcher .
• Age : 15 to 55
• Gender : males and females
• Class : A & B
• During primary research we need to carry out both qualitative and quantitative research in order to give both depth and breadth to
our research.

EXPLORATORY RESEARCH :
Qualitative Research Elements :
• IDI
• Focus group

Observation :
• Mystery shopping

Quantitative Research : ( DESCRIPETIVE RESEARCH )


• survey
• Real Feedback from : a supermarket 'owner
• First Real Feedback :
• Dokki Area - Cairo
• Mohammed Abdul Hamid, the owner of a supermarket, said that Sandwich has been a huge success since
its arrival in the markets. And like any successful product we didn’t coupe up with the customer request but
unfortunately The company started to impose unsuccessful methods on us and tried to benefit more. "
• He continued: "The company after the successful of the Domty Sandwich they launched an offer as a meal :
Domty sandwich & Domty Juice , and I agreed, but it has no turnout from the consumers, and what will be as a
profit from the sandwich will be the same as what I will lose from the juice and i refused and stopped dealing with
the company."
• Second Real Feedback :
• 6 October Area - Cairo
• Yusra Mahmood, owner of a shop, pointed out that the company requested the sale of its products such as
"Domty Juice Domty Sandwich ", adding: "I was asked the clients who buys sandwiches they must to take the
juice by forcing, at the beginning the people had a good feedback but then they refused.
• Third Real Feedback :
• Smouha Area - Alexandria
• Mohamed, owner of Royal center shop, pointed out that the company requested the sale of its products such as "Domty Juice
"with Domty Sandwich, adding: "I was asked the clients who buys sandwiches they must to take the juice but they refused so this
issue forced me to buy Domty Sandwich from Fathallah Hyper Market & definitely sell it with higher price so the clients refused to
buy it with higher price & gradually I stopped dealing with the Company.
• Introduction
Good morning all  , we are reprehensive from Domty industries, we will be
here to discuses all about Domty new launched product (sandwich)
Today we will talk about your opinions and comments about Domty
sandwich
We are here is to hear form you all…. Every one can feel free to talk about any
thing involve Domty sandwich
• Introduction
• Introduce your self
• Starting discussion for about 30 mins
• Coffee break
• Discussion and comments
• Thanks all 
• What do you know about domty company and products ?
• From where do you know about domty sandwich ?
• Which product you prefer or use in your daily life ?
• What do you prefer as snacks or breakfast in your daily life ?
• Which time of the day you prefer sandwich ?
• What your opinion about domty sandwich ?
• What you opinion about domty sandwich quality compared to other in
market ?
• What about domty sandwich taste ?
• Which taste do you like most ?
• when you want to buy store bought sandwich what is your first choice ?
• If it not available what is your second choice ?
• What about the availability of domty sandwich ?
• How do you fine domty sandwich price ?
• Do you have any comment ,suggestions or massage to do want to send it to
domty ?
perceptual mapping
High taste High taste
Low quality High quality

Bad taste Bad taste


Low quality High quality
Asking participants to describe the produce persona
I. Is it a male or female ?
II. How old is he/she?
III. From what class ?
IV. Working or not ?
V. Having family ?
• Respondents :
numb Average class Stimulators job
ers age
First 10 15 - 25 A&B Projective Not
Group techniques worki

• Moderator : Second 10 25 - 55 A&B


samples
P.T ( word ,
ng
Worki
• Flexible , firm , kind and professional group sentence and story ng
• The venue : completion )
• Easy to reach , comfortable , quite and video recorded
P.T examples :
• Fees : respondents (20* 500 = 10000), ..... ‫ دومتي ساندوتش طعمها‬-1
• moderators ( 2* 2000 = 4000) ‫ – مرة وانا ماشي جعان قابلت ستاند فيه‬2
• Venue rent = 2000 .... ‫دومتي ساندوتش و‬
• Total = 16000
• 5 for retails
• 5 for small stores
• Task role :
• To check availability , price , flavors and loyalty of sales person
• To check merchandising .
• Task route :
• 10 stores in 10 different areas ( 5 governments as 2 per each )
• Fees :
• 2000 * 10 = 20000 + expenses
Quantitative Research

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.

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