Marketing Presentation Jan 2011

Market Size Estimate Competition Map SWOT Competition Brand Rate Card Sales Mix Analysis

Sales Mix Overview Menu Price Avg Sales Mix Insights

Recommendations Brand Applications Penetration Strategy

Proposed Strategies: Positioning Communication Branding Marketing Mix Applications

Total Population 84,000,000 Geographic Relevant Population 28,000,000 Relevant Age Grp (15-64) 18,200,000 Relevant Income Level 7,280,000 Males (50.4%) 3,669,120 Females (49.6%) 3,610,880 Sources: International Labour Organisation;Economist Intelligence Unit; national statisticsEconomist Intelligence Unit 2008 - National StatisticsConcluded Business Variables:Per Capita Disposable Income/Year 000Per Capita Avg Spend on Café, Rest & Leisure/Year (30%) 000

Avg Individual Spend on Café/Year (20% of the above) 000

Market Size Estimate:Relevant Customer Base 000

Individual Spend in Café/Year 386 All Café Market Size/Year 000Brioche Dandy Yrly SalesBrioche Doree Market Share% 00%

DECEMBER 2010: QTY TRANS SALES AVG CHKBrioche Dandy: 000 000 000 000 QTY PMX% PMX/TRANS% SALES SMX%BreakfastBreadPlatters and pastaPizzaPatisserieSandwichesSaladsSoupsViennoiserieDessertsIce CreamKidsQuicheCold BeveragesSoft BeveragesFrappeFresh JuicesCocktailsHot DrinksDrinks FlavorsFood ToppingsDessert Sauces

SMX% Avg Price Weighted

Avg PriceBreakfastBreadPlatters and pastaPizzaPatisserieSandwichesSaladsSoupsViennoiserieDessertsIce CreamKidsQuicheCold BeveragesSoft BeveragesFrappeFresh JuicesCocktailsHot DrinksDrinks FlavorsFood ToppingsDessert Sauces

18.26

Avg money paid by customer for one item is LE …....

HOW IS THAT HELPFUL?

Knowing that the avg check = LE ….., that means every check includes at least at least two items orderedtwo items ordered

- Hot Drinks is the highest selling category (00% SMX): Café consumption patternCafé consumption pattern- Beverages sales represent 00% of total sales: Café consumption patternCafé consumption pattern- Desserts, Ice Cream & Patisserie sales represent 00%: Café consumption patternCafé consumption pattern; potentially increasing, but currently too distracted by too many categories- Snack-able Food (Sandwiches, Viennoiserie, Quiche) represent 00% of sales, typical Café patterntypical Café pattern- Quiche is too expensive; probably price is not helping its turnover pace- Lunch & Dinner meal servings sales (pizza, pasta, platters, soups) represent 10.7% (total 14 items); 2.8% comes from La Breese Pizza only- There was an avg of one hot drink on every table; while 000% of the tables ordered average of 2 hot beverages- Every Table ordered on average of 2 beverages; also, 15% of tables ordered 3 beverages- Avg of 45% of tables ordered a dessert item: Café consumption patternCafé consumption pattern- For every 100 tables, only 5 would order a platter or pasta- Around 77% 77% of tables ordered a ViennoiserieViennoiserie- Cappuccino only drives 9.1% of total sales Cappuccino only drives 9.1% of total sales (ordered by 8 tables out of a 100); a distant second is Late with a good 3.2%, then Espresso with 3.1%- Orange Juice Orange Juice is by far the highest selling juice (2.9%)(2.9%)

If we consider all restaurants and cafes in Egypt are in competitive positions to Brioche Doree, the following examples are to be considered competition in a way, each representing its category:

Café Competition – e.g: Costa Hagen Daz Dunkin Donuts

Café Restaurant – e.g: Le Netre PAUL (most direct competitor – opening soon) Casper & Gambini

Bakery – e.g: TBS Marriott Bakery

Casual Dining Competition – e.g: Chilis Pekin

Note:

Weighted Rate Card 15% 25% 35% 10% 15% 100%

Company/Brand ValueAwarene

ss Product Quality Variety

Penetration Total

Brioche Doree

PAUL

TBS

Marriott Bakery

Le Netre

Casper & Gambini

Scale 1 - 10

Strengths Weaknesses One of the top recognized brands in France Unique Product Quality (Baked Food) Organizational Support Prices are reasonable of most menu items

Too Wide Menu Imported Ingredients

Opportunities Threats Limited Direct Competition (PAUL not open yet)

Wide Indirect Competition Cost/price of important items is susceptible to currency fluctuations

BD is in a “DISIRABLE POTENTIAL” position = “Moderate Comp Position – High Market Attractiveness” square

Pricing Branding Menu Communication Strategy

Maintain Pricing Strategy that should offer value

Dark Wood takes the brand feel to the zone of being "Precious & Cold" not reflecting the warm,

country-style & fresh feels

Revamp the look after Ramadan

Main Channels: E-marketing + BTL Instore

Communication

Hot Drinks' show a great value

Tone down the dark brown in all applications

Filter out Fusion & Apple Cider

Secondary Channels: Events + Sponsorships +

Magazines

Salads, Kids Menu, Quiche & some Sandwiches'

prices need to be revised to make them more appealing (should be

checked with reference to portions and food cost)

Country Look (French Authenticity) needs to be re-inforced in store (e.g: menu boards, price tags,

display tools,..etc)

Lunch & Dinner servings should not be the focus of

the menu; Desserts & Snackables should be

instead

Customer Retention should be our main focus

(e.g: Loyalty Prog) + Store Customer Retention

Applications (e.g: Brioche Delight Housewife Book)

 

Tagline needs to be developed

New Product Development process should focus on Snackables & Dessert

Items

Website needs to be developed along with a

well-managed and maintained Facebook

Page

Recommended penetration strategy (for Brioche Diner) entails the following: Large Units to Small Units Ratio should be 3:1 Reaching high profile customers Being around Casual Dining Food Courts or Malls that

represent “outing destinations” Near large companies’ offices (Small Brioche Café Units) Near Universities (Small Brioche Café Units) Premium-spot Gas Stations (Small Brioche Take Away

Units) – very hard to find though

Mohamed A. Rashid IbrahimManaging DirectorGlobal Consultancy & Property ManagementMohamed.ibrahim@globalcpm.net+20104220013

www.globalcpm.net