Professional Documents
Culture Documents
Lambada Project
of different promotional methods that are intended to reinforce each other. Its also
the process for planning, executing and monitoring the brand messages that create
produced by ocean foods. Lambada is a wafer it has many flavors produced by the
company as the company also produces wafer, cake, chocolate, biscuits and
snacks.
-Sales objectives: Sales objectives is a part of the marketing plan which includes
many things but our product lambada which is produced by ocean foods its sales
company when they try to promote their product and these goals must be achieved.
-Situational analysis which contains SWOT Analysis ,PEST Analysis, Market need
-SWOT Analysis:
1- strengths: Unique quality and taste, Clean brand image, Automated production
market share.
4- Threats: Strong competition from near competitors, Market leader may below
Pest analysis:
-Political:
Lambada didnt get affected by the political issues happened in Egypt the last
couple of years
-Economical:
Sugar shortage and soaring food prices fuel discontent in Egypt in the last period.
-Technological:
Theres no enough information about the company that uses new technology.
-Social:
-Positioning strategy: Biscuits are one of the most dynamic and aspiration sectors
of the Food industry, and as such are particularly sensitive to the peaks and troughs
of the economy. The market suffered from the impact of high inflation, rising
costs, an ailing economy and falling disposable income in 2011, which combined
to dampen both innovation and consumer spending on premium biscuits. With the
increase of demand of this produce various marketers tried to invade the market by
determined by the price range and lambada is targeting B and C segment as their
prices ranges from 2 to 4 pounds maximum so it targets B and C segment and also
Introduction
Ocean foods is a famous Egyptian company, its oldest institutions were launched
in the Middle East and the rest of Africa. Ocean foods have a unique diversity in its
products it produces wafer, cake, biscuits chocolates and snacks. Ocean foods
produces more than one type of lambada it produces lambada extra, more, square,
super, wafer.
Challenges facing Lambada when it was launched in 1979. It was one of the
leading companies in the foods industry. Over the past 10 years lambda has faced
so many challenges as the market was growing also the competitors stared to arise
like samba and shamdan decreasing lambdas share in the market. Moreover, the
huge miscommunication that was created between lambada and their customers
forgetting they are a fast-moving consumer good that needs to be present in all
times in order to sustain their market share, without their communication with their
potential customer.
Situational Analysis
-SWOT ANALYSIS:
strengths Weakness
communication
Opportunity Threats
advertisement competitors
prices
-Pest Analysis:
-Political:
Lambada didnt get affected by the political issues happened in Egypt the last
couple of years
-Economical:
Sugar shortage and soaring food prices fuel discontent in Egypt in the last period.
-Technological:
Theres no enough information about the company that uses new technology.
-Social:
Competitive analysis:
2. Faragallah Group
3. Monginis Foods
4. El Shamadan Co.
5. Sima Food Industry
6. Cadbury / BimBim
7. Honeywell
8. Biscomisr
Strengths:
awareness
Weaknesses:
number of competitors)
- Working conditions
Consumer analysis:
Lambada is an Egyptian based company that targets low income segments as their
income segments they are also targeting low lifestyles as the high lifestyles
consumers tend to seek more healthy life. Lambada is targeting both classes B and
C. Moreover, lambda potential customers are customers with low motives as they
dont look for higher price range products. Following a small survey with both
segments B and C lambada customers do like its taste plus it low price range
giving lambada a strong strength point for both the quality and the price but as for
sometimes lambadas doesnt actually communicate at all losing their share and
- Price:
competitors like samba and shamadaan moreover they are targeting low segments
thus they need to use that strategy to gain and sustain their customers
-Place:
Lambada are producing in mass quantities and thus they have to sell everywhere
from small retailers to large retailers like hyper markets in order to sustain and
attract new customers moreover to show their competitrs that they are available
-Promotion:
Lambada use very simple packaging as they dont concentrate on their packaging
on the other hand following theirs launch in the 80s they were promoting their
-Product:
Lambada is a chocolate wafer biscuit with many flavors like lambada lemon and
strawberry with different shapes and different kind like lambada more, lambada
Sales objectives is a part of the marketing plan which includes many things but our
product lambada which is produced by ocean foods its sales objectives is:
1- Revenue target
Marketing objectives is a group of goals set by the company when they try
- Kids and youth, because biscuits and snacks attract them the most. On the
other hand old people might buy the product too but they mostly look for
healthy food. So our main target segment are the kids and youth
-Positioning strategy:
Biscuits are one of the most dynamic and aspiration sectors of the Food industry,
and as such are particularly sensitive to the peaks and troughs of the economy. The
market suffered from the impact of high inflation, rising costs, an ailing economy
and falling disposable income in 2011, which combined to dampen both innovation
and consumer spending on premium biscuits. With the increase of demand of this
produce various marketers tried to invade the market by adding different features
Introduction:
Situational Analysis:
SWOT Analysis
PEST Analysis
Competitive Analysis
Consumer Analysis:
Product
o Branding
Price/Quality
Place & Convenience
Marketing/Sales objectives
Positioning Strategy
MKT305 project
Lambada project
-Submitted to DR.Yaesser
-Done by:
Hussien Ibrahim
AL-Faisal