Corona Chocolate

Presented to :
Mr. Ramy Khodeir
By:
Dina Kamel
 Table of Content
• Executive summery
• Market Research
• SOWT & TWOS Analysis
• Segmentation
• Targeting
• Positioning
• Marketing Mix
 Executive Summery
Product Brief :
 Corona Chocolate was the 1st chocolate bar manufactured in Alexandria, Egypt,
and it was the market leader in chocolate & confectionery industry, Knowing that
corona’s name means crown in Latin.

For more than 80 years, Corona has committed to provide the Egyptian consumer
with good quality portfolio of chocolates, biscuits as well as hard & soft candies.

our product type is “ Milk Chocolate Bar “ with different flavors; classic, mint,
nuts and crispy ,in different sizes.
 Executive Summery
Company History :
 The Alexandria Confectionery and Chocolate co. CORONA factory was established
In 1919, that owned the highest market share in Egypt and the region.

 Corona brand has enjoyed excellent reputation in the heart and mind of all
Egyptians till 1994, gradually it had lost its market share dramatically by the
competitors, and the brand image was perceived as a poor quality and lost top of
mind recognition / awareness among their clients
 Executive Summery
Company Status Today :
 In 2003 the company decided to sell some assets for product development and
human resources, in return Corona started a new quality system that comply with
ISO 9002 requirements, and hired good calibers in the market.

 The company new strategy is :

 make a face lifting for its products image by working on our brand identity through
improving the quality of the product, with reasonable price and appealing look that
attracts the new young generation.
 play on our heritage ” Nostalgia ” to attract parents and specially young mothers.
 Cannibalize from the competitors’ market share specially from Cadbury.
 Executive Summery
Mission:
To continue strive to meet the needs of our customers for total value by offering a
Quality products with various Flavors to cater all our customer need with affordable
prices and unique package.
Vision:
We seeking a local leadership in chocolate & confectionery stuff market by
developing our performance, products and investing in our human resources.
Organization Objectives:
1- Regain high market share.
2- Increase company profits and margins.
3- Present quality products with affordable prices.
4- Increasing our channels of distributions.
 Executive Summery
Marketing Objectives:

1- Increase awareness of corona chocolate with its new shape in Egypt.

2- Retain customers and regain their trust in our product.
3- Create strong brand position and enhance our product image in order to
be corona chocolate a love mark.
4- Create Brand loyalty.
 Market Research & Analysis
Market overview
 The Middle East is one of the Top 10 largest confectionary markets in the world , in
Egypt Chocolate sales have steadily grown, with a rate of 2.5 percent annually since
2001, with the market now valued at $382 million.

 According to the chocolate Market studies in Egypt we found that:

 Mars (galaxy, Mars, Twix…) has a 48% market share targeting
High income and minority of Middle income.
 Cadbury owns 38% of the chocolate market
share in Egypt, targeting Middle income.
 Other unidentified local brands owns
the rest of the market ex: carina milk
Chocolate manufactured by covartina
that targets Low Income.
 Market Research & Analysis
Our Competitive Analysis:
Competitor offers Cost for Retail Target position Product
name Manufacturing Price segment packaging

1- Cadbury milk High cost high Middle Good and

chocolate for good Income different taste
Different quality but high price
flavors (Highest Market
share)

2- Milk Low cost low Low Poor taste but

Unidentified chocolate for poor income affordable
local brand with quality and cheap
limited price
flavors
 Market Research & Analysis
Market trend:
 All segments are fond of chocolate products specially kids & Females
 People seeks diversified portfolio of products to fit each taste.
 The middle and poor segments in Egypt are in need for a good quality of chocolate
but with affordable price (Cadbury is good quality but expensive for them, and the
other local brands are poor quality but cheap prices can afford it easily)

Research objective:
 Identify our customers (who are them and their demographics)
 Identify the factors that affects our customers to buy a certain type/brand of
chocolate.
 Identify the current brand positioning.
 Market Research & Analysis
Developing Market Research Plan:
1- Data Sources:
• Primary data: what are the factors that makes people buy and not to buy.
•Secondary data: commercial data as how much does people spent on chocolate and
confectionary products.

2- Research approaches: Descriptive

3- Research instrument :Questionnaire.

4-Sampling plan:
• Unit: schools, clubs and super market in Cairo ,Alex and Delta.
• Size: 300 sample.
• Procedure: cluster random sample ( areas)

5- Contact methods:
Personal Interviewing & telephone interviewing
 Market Research & Analysis
Research Findings:
1- Most of our customers are Kids from 5-16 buy chocolate bar from their
allowances, and parents (young mothers).
2-the factors that affects people to buy chocolate are ; affordable price, good
quality and different flavors & tastes, and the factors that repel them are; poor
quality, No availability and high price.
4- Although corona considered as taste of memories “Nostalgia” to young
mothers, kids perceive it as a poor quality and can’t recognize it.
5- Kids attracted to the funky, colored chocolates packs.
6- purchasing chocolate cycle is 2 to 3 times in a week, as young mothers
doesn’t encourage buying it to their kids; to save them from tooth decay and
more hyper active behavior.
7-people spends on chocolate (High income: 15-10 LE weekly, middle income:7-
5 weekly, Low income: 1-3 weekly)
 Swot Analysis
Strengths Weaknesses

• Good financial resources. • No Brand Recognition

• Heritage. •No Profitability
• well educated & experienced employee. • Negative perception (poor quality)
• diversified portfolio of products that fits •No effective distribution channels
each segment needs
• present good value for affordable price
( competitive advantages).
Opportunities Threats

• High potential for the Market. • Fierce competition from Cadbury and
• uncovered segments that needs different other local brands.
flavors of chocolate with affordable price. • Market is saturated with different
• Financial crises affects people to spend chocolate and confectionery products
less on chocolate global and local brands.
TOWS Analysis
 Segmentation
Chocolate Market definition:
Demographics:
Gender : Majority are Kids from 5-16, Females and youth.
Income: High, Medium and low.
Geographic:
-Urban: Cairo, Alex (buying foreign& Local brands) - size:60% from chocolate consumers.
-Rural: Delta, Upper Egypt ( buying local brands) – size :40% from chocolate consumers.

Bases of Segmentation:
 Geographic:
Urban & Rural
 Demographic:
Income, Gender, Age
 Behavioral: usage rate
(daily, weekly, monthly…)
Segments Profile

A areas is not mentioned in the shape although

they exist WITH SIZE 10% as they represent
very few percentage in the ruler
 Targeting
Our Target segment profile:
 Geographic:
Urban & rural (middle &poor cities)
 Demographic:
- Gender: primary kids, secondary parents (specially young mother)
- Age: kids from 5-16, and young mothers 30 and above
- Income: Middle in urban from 5000 to 1000, Rural from 3000 to 800 LE.
Low in urban less than 1000, Rural less than 800 LE.
- Areas: Middle &poor cities
 Behavioral: usage rate
2 to 3 times weekly
 Total Size: 60 % from the chocolate consumers.
Our Target Strategy: Product specialization strategy
 Targeting
• Why we will target this Segment?
Based on 2 factors as follows:
1- Company’s objectives& resources: as it will help us to increase our market
share through cannibalizing from Cadbury market share, and we could serve them by
offering good quality of chocolate.

2- Target Attractiveness: in many ways as follows:

- Size : our target 60% of the chocolate consumers.
-Growth: as per market trends which is presenting diversified portfolio to fit every
body taste.
- Profitable: we have the chance to be profitable as we have a diversified portfolio
flavors with affordable price that fits our target segment.
- Low risk: as the research findings demonstrates that there’s a need for a good
value for an affordable price
 Positioning
• Differentiation:
Serving our target segment by delivering good value / quality for an affordable price
that can be compatible.

• Our target segment competitors position:

- Cadbury: Brand recognition as (good product and quality, high price)
- Unidentified local brands: poor quality, cheap price

• Our positioning:
to be perceived by our target segment as the brand which gives good quality with
different flavors ( based on heritage- taste of our memories), for an affordable price
(cheaper than Cadbury but more than the local brands), Using our slogan
“ ‫“ طعم حبناه وكبرنا معاه‬
 Product
Our product is: Milk chocolate bar
• Contains:
sugar, cocoa butter, cocoa liquor, milk or milk powder, and vanilla
•Features:
- Different flavors: classic, mint, nut and crispy.
-Different sizes: small bar – medium bar – large bar.
-Different kinds of vitamins that strengthen kids health.
•Packaging:
We will use a new appealing, attractive design for packing our
product
Brand: Corona Chocolate Bar
 Product
• Our product life cycle & planning
strategy:
- Chocolate Industry has reached the
Old Product New Product
Maturity level, which means that we need
to apply market penetration strategy
throw:
 face lifting for the brand in our Old
M.
promotion activities, emphasizing our
diversified portfolio (good value) with
affordable price and a new appealing
packing. New

Also we need to increase our channels of M.

distribution (intensive distribution) to
reach to our segments properly.
 Price
• Pricing Objective:
Develop a cost oriented strategy to penetrate the Market with affordable
prices and good quality product

• Demand : Elastic

• Selecting pricing method:

After estimating company costs; fixed, variable and average, and also
analyzing competitors 'cost, prices and offers, we select “ Going Rate Pricing ”
due to the maturity level, so we will offer good value with affordable price
(less than Cadbury & a compatible product quality, Meanwhile our price will
more than the unidentified local brands who has poor quality but cheap price)
 Place
• Type of marketing channel of Distribution:
We will use 3 models (Zero level; through Mobile Outlets van will be distributed in all
Governorates to cover the urban & Rural / One level / Two level ) as follows:

• Channel strategy:
Applying Intensive Distribution in all Egypt Urban & Rural in the middle and poor areas
• Our product is B to C & B to B
 Promotion Mix
• Promotion Objective:
1- Make an awareness of corona chocolate new brand (face lifting) based on its
heritage “Nostalgia”, and its good value (good quality with different flavor).
2- understanding the product: different flavors & sizes for an affordable price .
3- Believe in our product: to trust in the brand and building loyalty.
4- Buying the product and increase its’ sales & profits.
• Promotion strategy:
We will use pull & push strategy
• Promotion Message:
We will Apply a consistent message through an integrated campaign using the
elements of our promotion Mix, which will contain:
Phase 1: Mixing the Heritage “Nostalgia” with our new Brand identity by using our
slogan.
Phase2: exploring our diversified portfolio with its youthful, funky, Modern and
delicious taste
Phase 3: Corona For community.
 Promotion Mix
Advertising
TV & Radio ads:
- Recommended Script
- The story of the Ads showing them how
the history repeat it self, through a kid back
from school took a corona chocolate bar
(new look and delicious taste) as gift from
his teacher, and how he was so happy and
taste it good, which reminds his parents
with their memories with corona chocolate
and its good quality.
 Promotion Mix
• Advertising
Danglers & Poster
 Promotion Mix
• Advertising
Press & Magazine Ad
• Advertising
Promotion Mix
Out doors
 Promotion Mix
Sales promotions:
- Put selling chocolate Machine in railway stations
& super get.
- Put chocolate fridge in the groceries urban&rural
- Kiosks in clubs, in front of schools and
Entertaining places; ex: dream park.
-offers with the beginning of the schools for only 3
weeks ( with each large bar of chocolate a gift
corona branded; pens, eraser, Colored pencils…)
Personal selling:
- Rent potential places in side the stores or shelf
spaces in key account customers stores ex: El
Mahmal- Ragab Sons.
 Promotion Mix
Public relations:

- Sponsoring Social Events such as : chocolate festival

at El saway wheel (chocolate shapes) – orphan day.
- Publishing advertorials about corona success stories.
Thank you