DR.

Chabrawichi Relaunch
 Mahmoud Zidan Ahmed Fathalla Ahmed Husse
in

Marwa Elsharkawy Abeer Rawag

Team Members

Moustafa Shoreit Amr Kamal

 Situational and Environmental
Analysis

CH Cologne Launch

Promotional Program
Agenda Situational Analysis

Communication process
Model

Budget
 Situational and
Environmental Analysis
 Business Overview

Enter 1922
Dr.Chabrawichi
Established in Egypt in 1922 as title Fiancée company
cosmetics company
Established by Sayed El-

1974 Enter Reedy with a single brand

.
title
Market leade
Fiancée is the market leader in Enter 1999
Egypt and U.A.E
title
Acquisition
Enter Fiancée was sold to Indian
2007 title group Marico. REEDY gp.
Acquired Dr.Chabrawichi
International Expansion into
Ethiopia, Ghana, USA
 Market Review

Consumer Profile Purchasing Power Consumer Behaviour

• Population 102M
• Growth rate 1.94% - 2M/Year
• Egypt’s fertility rate is about 3.3
births per woman
• 60% of the population is under 30
years old
• GDP growth increased in Egypt to 5.6%
in fiscal year 2019.
• The Gross Domestic Product per capita
in Egypt was last recorded at 11763.30
US dollars in 2019.
• Consumer Spending in Egypt increased
to 1257 EGP Billion in the fourth quarter
of 2019 from 1248 EGP Billion in the
third quarter of 2019.
 PESTEL
Economic
Political • Egypt has implemented an economic
• Egypt returned to political stability reform program to stabilize the economy
• Yet, the Libyan crisis is a significant
challenge P E • Real Gross Domestic Product (GDP)
growth increased in Egypt to 5.6% in fiscal
year 2019
Social
• Egypt’s population is growing at an Technology
explosive rate reachinh 102M.
• Egypt’s fertility rate is about 3.3 births
S T • MCIT strives to achieve the digital
economy by using ICT tools
per woman • E-commerce

Environmental
• Main Regions;Nile Valley and Delta, E L Legal
• Value Added Tax (VAT) (Law 67 of
Western Desert, Eastern Desert and Sinai 2016)
• Egypt’s water supply is limited, Ethiopian • Ministerial Investment Committee
Dam will have an impact on available (Decree 38 of 2020)
water supplies
 Industry Analysis

Fragagnce & cosmatics Baby Care Product

Indutry Analysis Market Opportunity
 Industry Analysis

• The baby care products in the Egyptian market is largely driven by increasing births in
Egypt and due to increasing awareness of consumers about child hygiene.
• This is further supported by increasing disposable income and changing lifestyle of
consumers in Egypt.
• In 2019 the baby care products saw continued growth due to stability of local brand’s
price.
• USD Exchange rate decrease lead to decrease in imported premium brands prices.
• Furthermore, couples married and parenting while in their mid-thirties to mid-forties
are more financially stable, thus resulting in higher spending capacity for baby care
products.
• Customers benefit from online shopping & delivery avoiding bricks & mortar outlets.
• Additionally, increase in number of working mothers in Egypt is also driving the
Egyptian market.
 Industry Analysis

• This growth of the working mothers in Egypt is attributed to increased purchasing

power and hence, substantially higher spending on baby care products.
• The baby products Market in Egypt registered a positive CAGR of 9.75% 2013-2019.
• Market Size increased by 8.2%over 2017.
• Among all segments of the baby care products in the Egyptian market, the baby skin
care products segments collectively contributed the highest share in terms of revenue
in 2011.
• Furthermore, these two segments are expected to witness double-digit growth in
terms of revenue by 2017.
• Baby care products comprising organic ingredients is also expected to contribute to
growth of the baby care products in the Egyptian market during the forecast period.
 SWOT

Strength Weakness

• Over 80 years experience in cologne industry. • Marketing communication/ advertising

• Fully automated cosmetics factories. • Brand awareness.
• Open to new ideas; seeking knowledge. • Distribution channel
• Current net worth is EGP1.8 billion. • Outdated Packaging.
• International growth to USA, U.A.E, Ghana, Ethiopia • R&D.

Opportunities Threats

• Collaborating with distribution channels.

• Local & International competitors
• Increase brand awareness.
• Competitors’ experience.
• High growth birth rate Growth of baby products
• Local currency appreciation.
market.
• Limited market players.
• Infrastructure development
 competitors Analysis
Direct Competitors

• 80ml EGP18.00 • 40ml EGP55.00

• 100ml EGP14.00 • 30ml EGP50.00

 competitors Analysis
Direct Competitors

• 100ml EGP25.00
• 100ml EGP50.00
• 200ml EGP45.00 • 50ml EGP70.00
• 200ml EGP75.00
• 400ml EGP70.00
competitors Analysis
Indirect Competitors
Survey Analysis
CH Cologne Launch
Relaunch
CH Baby Cologne

Your Baby In
Safe Hands
Marketing Segmentation

• Mothers ( 21-45) years

Demographic
• Education: High-level
Socioeconomic • Income: Mid-salary +15.000 EGP/month

Geographic • Cairo, Giza and Alex

• Purchasing behavior : Variety Seeking

Behavioral • Benefits : no chemicals
• Readiness : aware of benefits
• Social class : Upper & mid-upper
Psychographic • Lifestyle :
• Personality
 Target Market Profile

• Ages (21 –45)

• Middle upper- and uppers social class
• Educated women especially high- level education level.
• Income: Mid-salary 15000+ EGP/month
• Living in large cities like Cairo, Giza and Alex.
• Mothers who are concerned with their baby’s wellbeing.
• Mothers having self-concept of being caring and particular about their
babies.
• Mothers looking for the right skincare products for their babies that
should be dermatologist tested.
• They are aware of harm of chemicals to babies’ skin and looking for
naturally derived ingredient
• Mothers that are aware of importance of baby cologne products and
understand their impact on:
• Enhance babies’ sensory experiences
• Bond them with their babies
• Encourage sleep
Product Positioning

• CH baby cologne will follow Differentiation strategy

and be differentiated by
• Product attributes and benefits
• Product User
• Clinically Proven mildness
• Competitive edge : Fragrance free & Alcohol free
baby cologne ( only natural oils – no chemicals)
• The unique selling proposition of CH Baby cologne
will be "Your baby in safe hands".
• This communicates to the target audience that the
brand is safe and gentle enough for baby's delicate
skin.
• It’s fresh and safe to keep a good smell and cost
effective product without compromising on the
quality.
 Marketing Mix (4Ps)

Product Price Place Promotion

• Baby fragrance • Value based • Hypermarkets • Advertising:
formulated by pricing strategy valuable tool for
• Main
naturally derived building brand
• 125ml/40 EGP Pharmacies
ingredient equity
• 200ml/60 EGP • Mother and
• Clinically Proven • Interactive/Intern
mildness baby specialist et Marketing
• Fragrance & stores ( through online
alcohol free Mothercare,….) platforms and
• New modern • Online social media
shape • Sales Promotion
platforms
• Push Strategy
• Pull Startegy:
 Marketing Objectives

• Develop Deeper brand loyalty:

Building not just awareness, but a
deeper brand affinity and loyalty.
•
• Rebuild the brand image•and change
customer perception

• Expand Into a New Market: Expand

out into a new target market and
new target new audience

• Build Brand Awareness: Focusing on expanding

our reach and getting more people to learn
about our brand.
 Promotional
Program Situational
Analysis
 Internal Analysis
Firm
• Long history in fragnance insutdry
• The current promotional program is
weak, very few elements of the
promotional elements mix
• The new generations don’t know
about the company
• Now, we’ve new Traget audience &
tough competition
• Accordingly, the promotional
program shall be assigned to an
external agency to develop the
branding and positioning strategies
in cooperation with Dr. Chabrawishi
product team
Product
• New baby cologne naturally
derived ingredient, clinically Proven
mildness and fragrance & alcohol
free proven to be gentle and mild
for baby's sensitive skin.
• Designed in an attractive modern
shape.
• USP “Your baby in safe hands".
• Value based pricing strategy
 External Analysis

Customers' characteristics Environmental analysis

• Mothers interested in csafe baby care
products
• Mothers looking for cost effective
products compared to quality
• Regular/ Intensive usage mothers
• Variety-seeking mothers
• The current birth rate is 25.377 births
per 1000 people
• Real (GDP) growth in Egypt to 5.6%
• USD exchange rate decrease

Factors influencing their purchase

Market segmentation and target
decisions marketing
• Brand image • Mid upper and uppers social class
• Product Placement - avaiablity • Highly educated level.
• Packaging • Income: Mid-salary 15000+
• Product review EGP/month
• Life Style • Living in large cities like Cairo, Giza
and Alex.
Communication
process Model
Communication Process
 Source/ Sender

New Marketing
Agency to
Develop the new
product message
and promotional
materials
Personal influencer
Personal influencers Dr.Norhan Kandil
like Dr. Mohamed Noha Elsherbiny
Refaat Shereen Niazy
Source/ Sender
 Encoding

Verbal Graphic Musical Animation

• Slogan • Colors • Childish & • Babies :
"Your baby (Pink, Blue happy Warm,
in safe & Yellow) mood fresh ,
hands" • New • Laughing smiling
• Influencers modern babies • Kids:
Talk logo. energetic ,
happy ,
playing
 Product Colors

• Product presented in 3 colors: Pink, Yellow and Blue

 Message

The new message enables brand & new product

positioning through focusing on Product features.
• Baby fragrance by naturally derived ingredient
• Fragrance & alcohol free
• Clinically Proven mildness

Slogan “YOUR BABY IN SAFE HANDS”

 Channel

Channel

Personal Non-personal

Influencer’s Word of Ads

Talks mouth
Socail
TV Pharmacies
Doctor’s Media
Recommendation
Hyper-markets Kids Stores
Decoding / Receiver

• The new message will be directed to

target audience – mothers who are
concerned with their baby’s wellbeing
• The decoding is heavily influenced by the
receiver’s field of experience: The
experiences, perceptions, and values a
person brings to the communication
situation
Response Process Model
 Responding Process
Cognitive
Stage

Awareness

Knowledge
Ads will create mothers’ awareness of
product existence and target
consumers
Knowledge about product features
• Natural ingredients
• Alcohol & fragrance free
• Clinically Proven mildness
 Responding Process
Affective
Stage

Focusing on natural ingredients ,

safe product – no chemicals and
Customer started to see the clinically Proven mildness
features of product compared Liking
to competitor products

Preference
• Free samples in marketing
campaigns and free trials Conviction
in hypermarkets
• Influencers/social media
review
 Responding Process

Behavioral
Stage

Purchase
• Customer will hear about the products
through different Ads, influencers and
word of mouth.
• Can try free samples in hyper- markets
and pharmacies
• Product presented in different 3 scents
and two different sizes
 level of Involvement

Feel
DO
Learn
• Moms need to perceive Dr. CH as Safe for babies and
children sensitive skin

• Fragrances & package shape shall be suitable for

target audience social level
IMC Budget
 Marketing communications-
Budget strategy

• Effective communication is one of the main pillars for

success of repositioning of Dr. Chabrawichi brand
image & changing perception as being an outdated
product.

• We will follow Bottom up Budgeting strategy

• EGP 4.2M is allocated to invest into the marketing

communications plan
Marketing communications-
Budget objectives

Spread awareness about product existence, features &

benefits among 90% of target audience

Create an interest within the product among 70% of target

audience

Stimulate positive feelings about the brand among 40 % of

the target audience

Generate products trials among 20% of the target audience

Pursue purchase of the product among 5% of the target

audience

Maintain regular consumption of the brand among 5% of

the target audience
 Marketing communications-
Promotion Mix

Cognitive Stage
Advertising Personal Influencers Digital marketing Stands & Booths

Affective Stage
Personal Influencers Digital marketing Stands & Booths
Sales Promotions

Conative Stage
Digital marketing Stands & Booths Sales Promotions
 Marketing communications-
Promotion Mix

Digital Marketing
Mass Media advertising:

• Website
• Mass media- T.V • Facebook and Instagram and YouTube ads.
• Mass media- Radio • Influencers videos
• Billboard in 10 locations

Personal selling: Sales Promotions

• Mother’s day Push Strategy:
• Summer events • Incentive scheme to Wholesalers tie to sales
• Back to school • Leave-behinds to distributors
• Christmas
• Stands & Booths in malls & clubs Pull Strategy:
• Printing product flyers. • Free samples and Giveaways
• Discounts and promotions
 Marketing communications-
Budget breakdown

Marketing Communication Contribution: Marketing Communication Monthly Distribution

Digital
EGP1,200,000.00
Marketing
4%
EGP1,000,000.00
Sales
Promotion
16% EGP800,000.00

Advertising
and EGP600,000.00
promotion
48% EGP400,000.00
Pessonal
selling
32% EGP200,000.00

EGP0.00

Digital Marketing Sales Promotion

Pessonal selling Advertising and promotion

 Marketing communications-
Budget breakdown
EGP500,000.00

EGP450,000.00 Marketing Activities Monthly Distribution

EGP400,000.00

EGP350,000.00

EGP300,000.00

EGP250,000.00

EGP200,000.00

EGP150,000.00

EGP100,000.00

EGP50,000.00

EGP0.00
January February March April May June July August September October November December

Digital Marketing Sales Promotion Pessonal selling Advertising and promotion

 Media Flow Chart

• Scheduling Method: Pulsing

• Irregular transmission
Creative Strategy

Objectives
• Create awareness among 90 % of target
audience.
• Create interest of the brand among 70% of
target audience.
• Create a positive feeling about the brand
among 40 % of the target audience.
• Develop and maintain the regular use of the
brand among 5% of the target audience .
Creative Strategy
Problem
• Safety is the foremost concern when it
comes to baby care product as chemicals
easily get absorbed in their skin
• Mothers are much more concerned about
the natural/ organic ingredients for baby
skin care products.
Target
Audience
• Mothers Ages (21 –45), middle upper- and
uppers social class, highly educated
• Income: Mid-salary 15000+ EGP/month
• Living in large cities like Cairo, Giza and Alex.
• Mothers who are concerned with their baby’s
wellbeing and having self-concept of being
caring and particular about their babies.
• They are aware of harm of chemicals to babies’
skin and looking for naturally derived
ingredient
 Creative Strategy

Creative strategy Development

Major Selling Idea / key Benefits Slogan

Inherent Drama
Approach “Your baby in
Love & care emotions Visual that convey
safe hands”
Natural & organic to keep
between mothers & babies psychosocial associations
babies safe
and feelings.
 Advertising Appeal

Informational Appeal Emotional Appeal

We’ll be focsuing on Feature appeal We’ll be focsuing on emotional relation

• Natural ingedients between mothers & their babies as such
• Fragnance / alcohol free brand – no products would bond them together.
chmeical
• Clinically Proven mildness
THANK YOU