Marketing Plan

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Table of Contents
I.ASSUMPTIONS FOR THE PROFILE AND MARKETING PLAN3
II.COMPANY PROFILE – KIRIAZI GROUP3
1.HISTORY AND OVERVIEW3
2.COMPANY FACILITIES AND PRODUCTS3
3.CUSTOMERS3
4.COMPETITORS4
III.MARKETING PLAN - Campaign Title: “Quality.. A good reason to come back”5 1.EXECUTIVE SUMMARY5
2.SITUATION ANALYSIS AND MARKET SUMMARY5
SITUATION5
Company Analysis5
Product Offering5
Competitor Analysis5
MARKET6
Market Attractiveness (Local Competitors):6
Business Strength (Local Competitors):6
Market needs:6
3.SWOT ANALYSIS6
STRENGTHS7
WEAKNESSES7
OPPORTUNITIES7
THREATS7
4.CUSTOMER: SEGMENTATION, TARGETING AND POSITIONING7
SEGMENTATION7
TARGETING8
POSITIONING8
5.MARKETING STRATEGY8
PRODUCT8
PRICE8
PLACE8
PROMOTION AND ADVERTISING9
6.INPUT OF OTHER DIVISIONS IN MONITORING THE MARKETING STRATEGY9 7.SHORT TERM/LONG TERM IMACT9
EXPENSES9
MARKETING CAMPAIGN9
TARGET CUSTOMERS10
SALES10
8.ALTERNATIVE MARKETING STRATEGY10

I. -------------------------------------------------
ASSUMPTIONS FOR THE PROFILE AND MARKETING PLAN
* The company profile briefly mentions customers and competitors but they are discussed in the plan * The company’s performance declined in the past 3 years only * The installed quality assurance system will improve the products’ reliability and customer service greatly * In competitors, we focus in this stage on local competitors only (i.e:Market share = 100% for local competitors)

II. -------------------------------------------------
COMPANY PROFILE – KIRIAZI GROUP

1. HISTORY AND OVERVIEW
KIRIAZI Group started its activity in 1985, established the by Mr. Kiriaco Kiriazi who established the first factory located in 10th of Ramadan city producing domestic Refrigerators. KIRIAZI to be one of the the most highlighted groups producing home appliances in Egypt. The Company operates with a total of 2000 employee and owns 4 plants. 2. COMPANY FACILITIES AND PRODUCTS

With headquarters located in 10th of Ramadan, the company owns an administrative building and 4 plants for producing refrigerators, freezers, washing machines, gas heaters and ovens. The plants development carried on as follows (which cover a total area of 300,000 m2): • In 1995, added a new factory in El-Obour city where washing machines and ovens are produced in different models. • In 1999, added the third factory in El-Obour city where Refrigerators (new models) and Vertical Freezers are produced in different models. • In 2005, added a new factory in El-Obour city where Domestic Electric & Gas water heaters are produced in different models. Our products are exported to many Arab countries.

3. CUSTOMERS
KIRIAZI Group has enjoyed a constant growth for over 20 years. For the past 3 years, the company has been highly concerned with developing its level of quality and its customer service and After Sales benefits to cope with our customers’ expectations and needs who are considered our first priority. 4. COMPETITORS

KIRIAZI Group has maintained a highlighted position among its local and global competitors in the Egyptian market by continuous monitoring of its position and performance relative to its market competitors. The company exerts its outmost effort to maintain its competitive quality and position in the market.

III. -------------------------------------------------
MARKETING PLAN - Campaign Title: “Quality.. A good reason to come back”

1. EXECUTIVE SUMMARY

The company has been facing a problem with its sales in the past three years. A marketing research has been carried and the majority of the complaints and reasons of customer preference of other products were: * The repetitive malfunctioning of the products: This illustrates the poor quality of products relative to its substitutes * Not responding to customer complaints, long time to repair the products, etc.: Poor customer service. The following...
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