Presented by : Ilias ALOUANISouheil Mohamed RondaOmar FatehMohamed HousairiHajar Alaoui Submitted to : Mr. Mohammed Iraqi

I. IntroductionII. Situation Analysis

Internal environmentCustomer environmentExternal environment

I. SWOT AnalysisDeveldoping Competitive advantageDeveloping a Strategic Focus

I. Marketing goals and objectivesII. Marketing Strategies

Marketing MixI. Marketing Implementation

Structural IssuesTactical Marketing Activities

I. Evaluation and ControlFormal Marketing ControlInformal Marketing ControlFinancial Assessments

I. Conclusion

Copag Jaouda is a cooperative business that produce citrus and dairy product.

It was until 1993 when Copag lunched their milk product .

Jaouda was exonirated from paying taxes untill 2005.

annual revenue of 10 billion DHs and a growth rate of 7.6% during the last five years

Internal environment

Customer environment

External environment

Mission of Jaouda:“ Develop innovating and good-quality milk that

meet the expectation of current and future customers & ensure socio-economic development of the rural region of the Souss in the south of Morocco”

GOALS: Improve the productivity and profitability of its

products through actions of supply supervision and training in close collaboration with

its national and international partners

Consistency of goals,vision and mission: Directed toward the development of the

cooperative by identification of processes and areas importance

Consistent with the changes within the national development of the market

Consistent with the needs and wants of its customers

Product:◦ High Quality◦ Product Name Selection◦ Packaging

Pricing:

Convenient prices Use the marketing penetration strategy to enlarge

its market share

Distribution:

Intensive distribution Copag Jaouda’s distribution Coverage

Promotion and advert ising: – They are following the push strategy– Jaouda is investing in promotions through:

Points of purchase communication Taste marketing Rebate to ensure enough short term sales Also they spend some money on advertising

Dairy products in Morocco (key numbers):

annual revenue of 10 billion DHs growth rate of 7.6% during the last five years two entreprises detaining more than 76% of the

whole market

Key numbers jaouda: 1999 - 1998 Copag realized a revenue of 112 to 160 MDH

with an augmentation of 43% 1998 -2004 its revenues went to an augmentation of 80%. Jaouda has 23% of pastorised milk market share

(national ) Market share of about 60% in 2006 (Souss-massa)

Jaouda and big surfaces: Access to the big modern distribution has taken place 10

years after the creation of Jaouda The diversification of its dairy product and packaging is a

part of this strategy about 10% of the total production of 2006 in big surfaces integrating big surface is like a way for gaining a credible

image communicate with different consumers categories

Big surface require dif ferent things from the Copag :   End of year discounts rebates products control norms regular delivery merchandising products quality

key suppliers: COPAG Jaouda is choosing the best suitable suppliers

from Souss,Massa,Draa region in order to offer the best quality for its customers.   Financial Resources: Jaouda is positioned secondly after Centrale Laitière which

is the leader of the market. Its financial strength is establishing a central idea that

enhances its distinctiveness toward competition on its good quality and good taste.

Human resources: Jaouda counts around 3600 employees. There are about a 20 product manager working in the Marketing Department.

Who are the firm's current and potential customers?◦ Psychographic segmentation ◦ Demographic segmentation◦ Geographic segmentation◦ Product usage

Where do customers purchase the product?◦ Wholesalers ◦ Retailers

When do customers purchase the product?◦ Under the firm's control◦ Not under the firm's control

How customers' needs are expected to change in the future ?

The Moroccan consumer parity of purchasing power is increasing overtime

the free trade agreement with the EU that will take effect in 2012 thus would change the habit of the Moroccan consumer

The major competitor of the copag is La centrale lait ière:

1940 :creation of la centrale laitière by the intercontinental company of Morocco

1953 :first world franchised with Danone 1981 :integration within ONA group 1988 :participation of Danone in the capital of

centrale laitiére

SWOT of centrale lait ière : Strengths: Centrale laitière has a strong sales force

through its agencies in different areas in Morocco 

The company owns different brands related to the milk industry

The Mind share of Danone

Threats: Centrale laitière is suffering from a strong

competition in the Moroccan market

Strengths Weaknesses•The launching of a new production unit in larache•Diversification of the goods produced•Different distribution stores in many cities throuought Morocco•Qulalified and competent human resources•Good quality of raw materials

•Until the year of 2005 Jaouda was exonerated from TVA and IS taxes•Benefiting from the Free Trade Agreements between Morocco with different countries

Opportunit ies Threat•Until 2008 jaouda products were limited to the region souss-meknès•Downstream employees are not motivated and many are stressed•Supply is inferior to demand

The competition from Centrale laitière• The shortage of milk and increase of its prices

Good Quality Good taste

Brand recognition

Affordable price

To have a national wide market and to be present on the overall outlets Jaouda has to enhance the strategies of:

Diversification & innovation Convenient prices Good quality “Jaouda” is also benefical for the cooperative Make a cooperation with a foreign firm to get

more expertise

A.Our primary goal is : To Develop a high brand equityObjectives : Achieve high customers awareness through using the

adequate marketing planning ; jaouda will increase the cost of advertising through media by 20 % by the end of 2010 and increase the budget of promotion through out the same period

Have a well known brand and a reference for dairy products in 2012

Other Goals and their Objectives:B.Ensure the expansion and the growth of the company Objectives : To achieve 30 % market share at the end of 2010 Increase the sales volume by 4% in the coming three years Lunch new products every 4 months to diversify Jouada offering  C.Goal : Maintain a good relationship with stakeholders

and customers Objectives : Reach 80 % customer satisfaction in the two coming years Build a good relationship with suppliers by forming and giving them

assistant

Target Market and Marketing MixWe are targett ing a large segment of the

moroccan society that is caracterised by its low purchasing power it can be described as fol low :

Demographics: Common Moroccans Disposable income: Generally it does not matter because it is

a necessity product Geographic: High concentration in urban areas The major Moroccan cities Psychographics: Well being and a life style Health conscious society

Marketing Mix◦ Product:

Change the packaging of jaouda making ithem more attractive.

Iconvenience product , consumer buy it frequently, at lower price and it’s available in any point of purchase

Simple, easy to remember and to recognize by everyone

Marketing Mix Price: We sets affordable prices in order to position our Producrs

as the smart choice for dairy Products consumption .

◦ Distribution: General supply chain strategy:

Our Products will be available in any point of purchase to make it achievable by all our customers

Marketing Mix

◦ Integrated Marketing Communications Informative Advertising create brand awareness in the mind of those who ignore

about Jaouda Products.

◦ IMC objectives: Create brand recognition and brand awareness in the

mind of potential customers. Build brand loyalty thanks to a better-established image

(among other elements). Make Jaouda as a reference in dairy Product

Marketing Mix:Advertising   Jaouda is going through different range of

ads They should invest more for being present

in TV

Elements of the public relations/publicity strategy:

Jaouda communication department is in charge of conducting a successful PR and publicity that complement the principal advertising strategy.

Press Release in family magasine and life style Word of mouth (Buzz strategy) in order to enhance the brand equity

Elements of the personal sell ing strategy:

Prospection of possible new customers Communication with current and potential intermediaries Selling: closing sales and making contracts with intermediaries Servicing: providing their customers (interemediaries) with support

from delivery until post sale Allocation of stocks Gathering and analysing informations about products ,customers

and competitors

Elements of the trade sales promotion (push) strategy:

Jaouda should be present in all the outlets of the areas where it operates

Strategies: Sales volume expectation achievements discount 2% Bonuses to wholesalers depending on the amount

they sell

Elements of the consumer sales promotion (pull) strategy:

To follow a pull strategy, we have set some elements: Discount on large purchase Taste-marketing : setting Jaouda’s stands proposing to customers

to try Jaouda’s products for free, especially in the large distribution: Marjane, Asswak Asalam, and Label vie

◦ Make an advertisement campaign of jaouda dairy Products◦ Change the packaging◦ Conduct a survey and a focus group to make sure that the

new packaging is appealing to the target market.◦ Launch the advertising campaign to increase the

awareness of the targeted customers.

Tactical Marketing ActivitiesSpecific Tactical

Activities

Person/Depart

ment

Responsible

Required

Budget

(estimation)

Completion

Date

Product activities

Packaging

Marketing department

The product manager

-

10000,00 Dhs

-In August 2011

Investe in improving the

distribution networkChannel

Department

100000Dhs

In August 2011

IMC (Promotion) Activities

1. Product promotions to attract new customers

2. Commercial advertising

Marketing Department 300,000 Dhs 3months

o Formal Marketing Control Input Controls:Additional f inancial resources needed:

-Conduct an aggressive advertising campaign under an integrated marketing communication

- Execute and control the marketing plan

Additional capital expenditures needed:-We need to recruit a product manager-A well performing marketer

Output control:Product performance standards: For the standards of supplemental products quality, if they are met, we will

take a corrective action that consists on switching to better performing supplier.

Price performance standards:If the outcomes of pricing tactics and adjustments are not efficient and don’t

meet the required standards, we will have to review the pricing strategy or the customer perception of our cost/quality relationship through readjusting the price

Distr ibution performance standards:The standards may be at the level of effectiveness, efficiency, value,

collaboration, and conflict. Jaouda will try to avoid problems in those fields

IMC (promotion) performance standards: Our IMC will be subject to a tight observation, since it represents a

pillar of our restructured strategy. Thus, we need a close follow up, in order to react as soon as we notice that the objectives are not met or if the campaign reveals a lack of performance and results.

Marketing auditsJaouda Brand Manager will be responsible for all the marketing

activities in collaboration with the marketing manager.

Informal Marketing Control 1. Employee self-control We have conducted a small survey within Jaouda offices, which

found :-employees feel that salaries are not distributed fairly-the company is not following a system of participative management

Solution: ◦ flexible schedules ◦ Give rewards and incentives ◦ encouraging employees to do various tasks

Social control The social and behavioural norms that exist

within EL KEF workpeople are beneficial to the implementation of the marketing plan.