By :

•Mohamed Al-
DiDy .
•Amany Nabil.
•Abdulrhman
A.Tantawy
• Company Profile
• Brand Strategy
• Brand Audit
• Brand Element

• Brand Planning
• Brand Execution
• Brand Position
•Ceramica Cleopatra is an Egyptian pioneer in the world of
ceramic and porcelain sanitary ware production.

•It is one of the biggest private companies in Egypt.

Characterized by its activity and integration.

• Ceramica Cleopatra has managed since its start in 1987 to

make such great developments and improvements in the
field of ceramics industry that it stands now as the only
pioneer of this industry both in Egypt and the Middle East,
and to be one of the greatest producers of Ceramics,
porcelain and sanitary wares worldwide.
 Vision and Mission

• VISION:
“Our vision is to become the no.1
leading ceramic manufacturers in the
Middle East & go global”

• MISSION STATEMENT:
“We innovate designs to fit all our
customers”
Brand Equity
Market share
17 company
Brand growth
Brand became mature
People change their perception over time
Market also change rapidly
Go Global (time to innovate)
 OUR BRAND STRATEGY LIKE THE BRIDGE
BETWEEN COMPANY STRATEGY AND OUR
MARKET STRATEGY

Brand Strategy
Company Marketing
strategy strategy
‫رائدة صناعة السيراميك في‬
‫الشرق الوسط‬

Mark 4Ps
et
share
 Product
Category
Existing New

Existing 1. Cleopatra Agricultural.

Brand 2. Cleopatra Silicon Valley
Line Extension* 3. Cleopatra Tourism .
Extension*
4. Cleopatra Mineral Resources .

Multi-Brand New Brands *

New
•Brand Elements
•Brand Awareness
•Brand attributes
•Brand image
•When we deal with brand elements we talk about:
•Brand name: ceramica Cleopatra, a name are widely known.
•Brand logo: the logo of ceramica Cleopatra has been the same for several
years.
•Slogan : the use of a specific slogan.
‫ رائدة صناعة السيراميك في الشرق الوسط‬ ‫تصميمات إيطالية بأيدي مصرية‬
•There are some criteria to judge whether or not these are good brand
elements here is some:
•Meaningful: comes from the Egyptian culture (the queen )

•Memorable: easy to remember with its unique logo, and the music of the
adv.
•Adaptability : The logo is flexible over time and today it does not look old-
fashioned at all.
•Protect ability: protected, registered trademark.
•Likeable : comes from the culture, everyone likes history
 BRAND AWARNESS

We made the survey on 50 persons

We found that:
1.Ceramic Cleopatra is the best ceramic in Egypt ,owing to its
unique designs ,and durability.
2.The most recognizing thing for Cleopatra is the music of the
adv, which leaves an impression of magnificence and
greatness of ceramic Cleopatra .
3.The logo and the name is well recognized , hardly any one
can miss it.
 Brand attribute

• It is a local Egyptian company.

• Own unique designs “Italian designs”
• Unique sounds and music that is very
memorable.
Tangible : Intangible:
Designs: •feeling : Egyptian good product
The designs vary from soft textures to
comes from the culture .
deep design impressions.
•Idea : think that it’s a pioneer local
Edges:
company .
Tiles can be purchased with a square
edge., you will notice that there is no •Need : Good quality product . With
bowing.
magnificent design .
Surface: •Experience : durable and high
When selecting a Ceramic Cleopatra
quality product
tile you will notice that our tiles do not
have pits, chips or black spots on the
surface.
 •Brand planning
•Objectives
•Product life cycle
•KPIs
•IMC Channels

B .Planning
 SET BRAND OBJECTIVES

S: to gain a market share

M: through soled units and net margin

A: there is a gap in the market we will use it

R: achieved by new design and better qualities .

T: it will be global in the next 25 years

 KPIs
Brand equity

Value measures Preference measures

•Market share
•Brand allegiance
•Unit sales
•Aided awareness
•Net margin
•Market penetration
Emerging Growth Maturity Decline

Sales

Profits
 •Communication
Strategy .
•IMC .
•POPs & PODs

c .Execution
Objective :
Be No. 1 in the world In ceramic
designs

Challenge :
Competitors, and how to convince
people that our product is the best
 IMC challenge
Customer Challenge :
• All over the word .
• The competitors products .(China Product )

What to do :
• Mass adv in media .
• Join all ceramic show rooms all over the world .
• Innovation in designs Product to be pioneer in this
category .
• Market penetration by launch branches in all over the
world .
The AD
 Brand Brand
preferenc insistence
e
Brand stage of brand
recognitio stage of brand acceptance at
n acceptance at which the
which the consumer refuses
stage of brand consumer selects to accept
one brand over alternatives and
acceptance at
searches
which the competing
extensively for the
consumer knows offerings based desired good or
of a brand but on previous service
does not prefer it experiences withZone of
to competing that brand Affection Advocate
brands Zone of
Indifference

Zone of Defection

Saboteur 1 2 3 4 5
Extremely Somewhat Slightly Satisfied Very
Dissatisfied Dissatisfied Dissatisfied Satisfied
A single – minded idea
 Perceptual Map

Quality

Ceramica Al-Gwhra
Cleopatra

Al-Fr3na

Other Products Price

Royal
Almleka
 Brand protection
Cleopatra brand Translation to:
value
Shareholders Consumer

Honesty Keep promises Reliable , durable

Straight-forward Simple & clear Simple & clear

Design Up2date and modern related to the culture

Dynamic Innovative Innovative & insure

magnificence

Emotional Trusted Very emotional related

to our history
 Brand protection

1. Cleopatra had registered trademark so that no other

ceramic company can take its name or logo.

2. It started a heavy media advs to protect the brand

image in Egyptian market and all over the world .
 ‫‪Managing brand health‬‬

‫‪In ceramica Cleopatra BRAND is a very important driver to growth‬‬

‫‪throw a set of beliefs‬‬
‫‪1.Functional beliefs‬‬
‫الذوق والجمال في التصميم‬
‫جودة تثق فيها ‪ 100‬دولة حول العالم‬
‫‪2.Social beliefs‬‬
‫الصفوة حاليا تستعمل سيراميكا كليوباترا لنه عمل منتجات مخصوص للصفوة المجتمع‬
‫بفخر ان بيتي فيه سيراميكا كليوباترا‬
‫‪3.Spiritual beliefs‬‬
‫تصميمات ايطاليه بأيدي مصريه ) من مصر ل ‪ 100‬دولة بيكم احنا اتقدمنا نجحنا‪ 25‬سنه عالميين (‬
 Recommendation

1. Strong R&D .
2. Mass adv in media .
3. Join all ceramic show rooms all over the world .
4. Innovation in designs Product to be pioneer in
this category .
5. Market penetration by launch branches in all
over the world .
Thx