DOMTY

SANDWICH
Group Members:
1. Doaa Mahmoud
2. Gehad Amr
3. Hesham Mohamed
4. Mohamed Mazen
5. Mohamed Osama Abdel Azeem
Table of Contents:
■ Company and Product Background
■ Situational Analysis
■ Marketing Objectives
■ Marketing Strategy
■ Segmentation, Targeting and Positioning
■ Marketing Mix
Company Information
■ Established in 1990 as the first private Egyptian company
producing packed cheese
■ Production: 230,000 ton/year
■ Products:
– Cheese
– Juice
– Cream
– Sandwich
Product Information
■ Introduced to the market in 2018

■ Became market leader in 2 months with 40%

■ Currently ranked second in the market share

■ The company is targeting new markets and new products

with the coming years
 SWOT
■ Strength:
– Fillers
– Domty is the biggest producer of cheese and chocolate
cream with very good reputation in Egypt as they are in
the market since 1990 and up tail now.
– Facilities
– Domty has very big factory with 19 production line & and
capacity 230,000 ton/year
 SWOT
■ Weakness:
– Distribution Channels:
The company has more than 600 distribution car and 27 distribution
center with very strong distribution network but they face a big
problem with domty sandwich as it needs another system for
distribution unlike system used in cheese so they can’t cover their
requests.

- Promotion:
The company mainly depends of social media promotions however
the competitors depends on TV ads and other sources of promotions

- Shelf Life:
The shelf life of the products is less compared to other substitute
products like molto
 SWOT
■ Opportunities:

– The increasing demands in the market of Snack ,

breakfast or light dinner

– The very bad customer service from competitors

 SWOT
■ Threats:

– The old competitors with their wide distribution network

– The new life style trend which prefer healthy products

– New Competitors can enter the market and decrease the market
share
 Competitive Analysis
Product Name Company Name Market Share Main Competitive
Advantage

Domty Sandwich Domty 24% Use new kneading

Use of Domty Cheese
Molto Edita 20% Only company make
French Croissant

Brunch El- faisal 38% Strong distribution

network

Multiple products ( Multiple companies 18% Price

bakery – witch…etc)
SITUATIONAL
ANALYSIS
 Market Analaysis
■ Brunch is Market Leader by 38% market share
■ Domty is market challenger by 24% market share
■ Molto is market follower by 20% market share
■ Multiple products is reacher 18%
 PESTEL
■ Political:
– Political Stability
– Supporting local industries
PESTEL
■ Economical:
– Inflation Rate
PESTEL
■ Economical:
– GDP Per Capita
PESTEL
■ Economical:
– Annual Growth
PESTEL
■ Economical:
– USD Exchange rate
PESTEL
■ Socio-Cultural:
– Lifestyle Change
PESTEL
■ Technological:
– Automation
– 4th industrial Revolution
PESTEL
■ Environmental:
– Increasing scarcity of raw materials
– Sustainability Targets
PESTEL
■ Legal:
– New Investment Law, 2017
■ Investors can expect reduced bureaucracy
■ A clear investment policy and easier access to
investment opportunities
■ Incentives for investors (Custom tax exemptions,
lands free of charge, subsidized utilities,..etc)
Objectives
Objective 1
To increase the annual sale of Domty Sandwich to be
more than 100 million EGP/year by the end of 2019

Objective 2
To increase sales of the product in new markets like
Alexandria and Delta region by 20% before the end of
2020

Objective 3
To introduce new product (mini sandwich) to the market
by the end of 2020
MARKETING
STRATEGY
 Unique Advantage
Quality
■ unique and well-known taste of its cheese beverages
Freshness
■ Focusing on the taste of the bread
Price
■ Differentiate by small margin from the competitors that represent the quality
preferences needed to assure
Distribution
■ a 7,500 m2 central warehouse, more than 30 additional warehouses.
■ 93 distribution centers
■ A fleet of 732 distribution
Healthy
■ The healthy packaging
■ The organic component from our cheese beverage
Growth Strategy

■ Market penetration
■ Product development
■ Market development
 Market Penetration

■ Increase market
share
■ Increasing product
usage
■ Increase frequency
of usage quantity
■ More promotions
 Product Development
Expand markets for existing product
– New wholesaler like Flamingo, Go Market
– Companies’ cafeteria as a daily fresh snack places
■ Banks Area in Fifth Settlement, Technology Park in Maadi
and Smart Village in October
– Gas stations markets
■ On the run, Master & Total market

Geographic expansion target new segments

– The delta and Alexandria by making new distribution
center near both of them
Product Development
Product line extension
– Duplicate the production from 400 thousand piece a day

New product for the same market

– Making small sandwiches for students in the school
– New flavors can be added in the sandwich’s variety like
Romy cheese.
– Also, can add different type of bread like whole grain
bread and diet bread
SEGMENTATION,
TARGETING AND
POSITIONING
 Segmentation
■ Geographic Variables
 Age: between 8 – 22 years old (the new product of Mini
Sandwich, for schools and college students) and between 23 –
45 years old (in working areas cafeteria at the lunch break).
 Income: Moderate (product’s price is low)

■ Demographic Variables
 Region: Alexandria and Delta Cities (new regions for higher
sales)
 City size: Big and Medium size for higher distribution
 Segmentation
■ Psychographic Variables
 Lifestyles:
o Fast and easy (daily fresh snack places)
o Healthy (by introducing new different types of bread as whole
grain bread).

■ Behavioristic Variables
 Brand Loyalty: Popular and trusted brand in the
market.
Targeting
■ Undifferentiated Marketing:
It has 1 marketing mix directed to all segments

Company
Marketing Market
Mix
Positioning
■ Product positioning by time and place:

Marketing Campaign Slogan

‫ ألى حد فى كل مكان‬:‫دومتى ساندوتش‬

MARKETING MIX
Product:
• Name: Domty Sandwich
• Flavored: Chocolate + Strawberry+ Feta
Plus olives+ Cheesy Cream
• Brand Name: Domty
• Weight: 70 gm

Product Life Cycle:

Price:
• Public Price: 4 L.E For customer

• Distribution Price: 3.5 L.E for retailer

3 L.E For wholesaler

• Pricing Strategy:
1. Cost Plus:
For fair Price for Retailer and Customer
Total Cost + Profit Margin (30%-40%)

2.Bundle Pricing
• Package contain ( Juice +Domty sandwich)
• Specially in Schools and Delta region
Place:
• Distribution Channel:
Retailer ,wholesaler, Schools

• Distribution Strategy:
Convenience ->Intensive distribution Strategy : places the
product in many retail stores in many regions.
Promotion:
• Promotion tools:
1- Advertising
2-Publicrelation

• Media Plan:
• Banners in super markets
• Tv Ads
• Sponsorship
• Word of mouth
Budgeting
• Mixing the Percentage from revenue & Task Method
• According to PLC Marketing Budget will be 25% from
Total Revenue
Activity Budget
Banners in super markets 10%

Tv Ads 5%

Sponsorship 10%

Total Cost
Questions?