Dina farms' milk project American university in cairo

Prepared by :• Bishoy Nabil• Heba Ibrahim• Moustafa Hafez• Moustafa El-Laimony• Waleed

Introduction

About UsDina Farms belongs to Dina for Agriculture Investments Company, a member of

the Osman Group (OG).

Opened a factory for the production of pasteurized milk and fresh in February 2010.

- Dina Farms Products• Milk• Yogurt• Dina Farms Market (23 branches)

Our Product

Organic Fresh Unique Flavors

Cognitive

Stages in Consumer Decision Making

Problem recognition

Information search

Outcomes

Evaluation of alternatives

Product Choice

Consumer X, Chooses one product because it has a feature that really appeals to his life who

search about it (healthy and organic life).

Consumer X, Surfs the web for more info and ask people around him/her

Consumer X, Compares several milk product in the store in terms of organic and available

features.

Consumer X, realizes he’s fed-up with a non-organic milk that has a lot of water and unhealthy things

inside it.

Evaluation of alternatives

Feature

5 7 10 7 Different Sizes

7 8 7 9 Packaging

5 8 8 9 Taste

7 9 8 10 Smell

5 5 5 10 Organic (Healthy)

29 37 38 45 TOTAL Evaluate Bad Good V. Good Excellence TOTAL

Factors affecting customer perception

and behavior

Cultural system and value : The Egyptians always like to have their milk fresh and it was a habit for all Egyptian families but do you to health and safety reasons they change this but now with Dina farms fresh and safe milk they can return to their old habit

Types of Reinforcement –Methods

of Shaping behavior

1- Positive Reinforcement

• T.V Ads

• Billboard

• Radio Ads

• Awareness Campaign

1- Positive Reinforcement T.V Ads & Billboard

1- Positive Reinforcement

1- Positive Reinforcement

1- Positive Reinforcement

1- Positive Reinforcement Awareness Campaign

- Hyper markets & Malls : (Tips with doctors like Orthopedic doctor Dentist-Nutrition expert). About how to choose your milk.

• Clubs :(Booth –Flyers include advice, tips etc.)

- Schools : Session about the importance of the milk and how to choose your milk. And distribute small bottle with flavors.

Cairo –Giza-Alex

1- Positive Reinforcement

New Market (Upper Egypt-Delta

Malls (Asuit like Star Mall ,Aswan like Zahrt Aswan-Delta Mall –Delta City Mall etc.) - Booth –Flyers include advice, tips etc.) -Distributing small bottle 330 ml.

Schools : Session about the importance of the milk and how to choose your milk. And distribute small bottle with flavors.

Awareness Campaign

2- Negative Reinforcement

• T.V Ads

• Billboard

• Radio Ads

2- Negative Reinforcement T.V Ads & Billboard

67

2- Punishment ReinforcementAwareness Campaign

Damages of Preservatives(Specialized doctors)

• Back to School offer (Sep & Oct ) (Package 2 bottle + pencil case

+ leaflet includes the importance of fresh milk ).

• Ramadan offers for example buy 3 bottle and get 4 Yogurt from

Dina Farms .

• March offers (Mother Day) Buy 2 bottles and get one with the

favorite flavor for your mother.

Reinforcement SchedulesFixed-Interval (Seasonal Sales)

Reinforcement SchedulesFixed-Ratio

Offer (buy more than 40 L.E Dina Farms Milk & get 10% discount.

Reinforcement SchedulesVariable-Interval

We will announce at the carrefour for example there are a weekly

happy hour for a month and the prize will be coupon with 1000 L.E to

buy from any branch of Dina Farms Market (Meat -Fruit -vegetables-

any products from Dina Farms ,this prize will be for the person who

will buy 5 bottles or above at this hour.

Or all your purchases for free.

Safety needs

Take it freshKeep your family healthy

Faces of Involvement

• product involvement• message-response involvement• purchase situation involvement

Purchase situation involvementIn purchase situation involvement customer get

involved with -message -situational involvement

How can I get the costumer involved with dina farms milk more than the other

products?

1-Message involvement1- creating website for dina farms milk and other products

including company history product information and tips for healthy recipes with dina milk through professional chiefs

2- using big screens inside big markets showing different stages of milk production of fresh dina farms milk

3- making surveys through facebook page on the new flavors that customer prefer to have with dina milk

4-including a celebrity in ads that people appreciate like mohamed sobhy

1. in big super markets As carrefour installing milk products in the shelf more susceptible to eye sight according to heat map in dairy department

2. put sampling machine look like a cow of fresh dina milk giving different taste free samples near diary department

3. in big supermarkets put special refrigerators look like a big dina farms bottle with dina farms products

4. in(on the run) shopper sees ad on casher in the morning that pushes dina milk with every biscuits purchase

2- Situational involvement

Segmenting Consumer Market

1- Geographic Segmentation2- Demographic Segmentation.3- Psychographic Segmentation.4- Behavioral Segmentation

1- Geographic Segmentation

• All governorates & cities.• Extra focus for Delta & Upper Egypt areas as

an awareness campaign about natural & fresh drinks.

2- Demographic Segmentation

• Age : 2 : +60 • Gender : both , with focus on females.• Marital status : all , with focus on (females

“married ± pregnant ± has kids”).• Income : moderate to high.

• Occupation : moderate to high • Education : moderate to high.• Ethnicity : All

3- Psychographic Segmentation“Consuming fresh milk for a healthy

lifestyle”That is our main

target

• One of the most important points of strength that distinguish us from other competitors that we produce fresh natural milk.

• Farm fresh milk is a rich source of protein, calcium, vitamin D, vitamin A, and phosphorous. It has fewer risks with saturated fats and cholesterol.

Targeting people caring about healthy lifestyle for them , their families & their children.

• Open new markets, establish awareness campaigns for people don’t know much about healthy life style e.g. Delta & Upper Egypt areas.

4- Behavioral Segmentation• Customers intend to use the products the

most during Ramadan.• They like the dates taste more than others.• The main consumption comes from females &

children.• Best time to use it early morning or late at

night .

Targeting

Undifferentiated targeting

Positioning

• Specific positioning :100% natural & fresh – 100% safe

Best price - promotions

• Psychological positioning :Play on emotions

The role of customer relationship Management

Product leadership: 1- 100% fresh pure milk from our farms 2- Secure bottle to ensure it is always fresh3- No any additives, its completely pure for your family health

Just milk

Operational excellence1. No hand touch the bottle before you 2. We use natural food for our cows to be sure

that the milk is pure and healthy 3. high health care for our cows

Operational excellence4. refrigerated vehicles to deliver the milk to all

the stores to be sure it is always fresh

5. The production and distribution of our fresh milk is carried out day by day and also the collecting of the expired one

Customer intimacy 1. All what we carry out in our production process to

be sure all the time that we deliver our fresh pure milk to our valuable customers

2. Dina farms will be happy of your visit to our farms spending a nice day with nature enjoying oriental food and pure air

3. Dina farms always ready to hear from our customers their complains and suggestion

4. Dina farms hope all the time to be one of our family enjoying our natural milk and all of our products

Customer intimacy