Marketing Managment
Two of the most important marketing strategies juhayna conducted and we must say they are successful, which are “Al-Ahly” club sponsoring and “cheering Egyptian mothers” campaign.
How Juhayna successfully deals with the Egyptian society and market?
We all know Juhayna
company, Juhayna products has surely entered our homes even for once by our
mothers, our children and even millions of husbands who have the purchasing
power. Yet, when we consider who decides which beverage and yogurt to choose, it’s
definitely the housewives.
Juhayna is known for its great marketing strategies since it penetrated through the
Egyptian market. No matter how many competitors are in the market, juhayna
knows how to defend itself and secure the market share owned.
If you look
at the beverage and yogurt market, Juhayna offers
many products at different categories, you can see Juhayna milk, 0% fat milk,
foam milk and “Bekhero” in the milk category. Juhayna classic juice, mix and
pure juice in the juice category. Moreover, in the yogurt category, Juhayna
offers mix yogurt, “Zabado”, “judo” and many more.
Definitely,
offering different products in the same category is rewarding to the company if
they well manage them, in which they satisfy different consumer’s tastes, keeps
consumer in a circle full of choices from juhayna products and increase the
company's brand equity.
Two of the most important marketing strategies juhayna conducted and we must say they are successful, which are “Al-Ahly” club sponsoring and “cheering Egyptian mothers” campaign.
Starting with
sponsoring “Al-Ahly” club, we all know the most famous sports club in Egypt
with the largest fan base in Egypt. Sponsoring this club for 16 consecutive years
means reaching audience of nearly 70% of Egyptians and therefore, it helped
juhayna position itself in the market for many years so far and even increase
their market share owned.
Going
through the other very important point, “Cheering Egyptian mothers” marketing
campaign. Mostly in Egypt, housewives and mothers are the one with the
purchasing power when it comes to yogurt and beverage category. What could be
better than introducing a campaign with a touching ad showing a mother’s life
cycle in looking after her children from birth to adulthood. This campaign was
highly effective not only for the Egyptian mothers but also for the young
ladies.
Juhayna did
not stop here but also sponsored “Baheya” foundation, specialized in providing
and treating early detection of breast cancer for free, showing how it truly
supports ladies in Egypt society.
Juhayna
Egypt is one of the marketing masterminds in the Egyptian market and especially
in the beverage and yogurt category. Recently, juhayna has celebrity endorsed
the famous actor “Dora” to promote the juice it produces and it was
fascinating. However, a question to think about, do you think juhayna could
lose market leadership in the future?
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