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?

Etisalat Egypt Reacts To Vodafone’s Comeback And Bounces Back With “Nezam Hekaya”.


Etisalat Egypt reacts to Vodafone’s comeback and bounces back with “Nezam Hekaya” marketing campaign.

Marketing battle is like a chess game, one player makes a move and another player tries to anticipate the next move and makes a move that would ruin the other player’s plan. Not that complicating, isn’t it?

With Etisalat Egypt Spending a huge marketing budget in previous years and acquiring a large base of customers including a high youth percentage. Yet, at some stages a company could pass through maturity stage or even a declining stage. After Vodafone’s Revolution at the Egyptian telecommunication market and achieving huge success recently through its campaigns. Etisalat Egypt designed a come back starting with the campaign“Nezam Hekaya”.

“Nezam Hekaya” is the newest Etisalat marketing campaign which aims to introduce new offerings with transferring perception of being better than other operators and by indirectly attacking the competitor’s offerings with their funny ads that are carried by "Tarek Nour" one of the biggest marketing agencies in the middle-east.

The best way to attack is to defend, Etisalat Egypt introduced this defensive marketing campaign for many reasons:
  •     To keep the competitors out of balance.
  •     To attack the competitor so it has to pull back and defend itself.
  •     Occupying most desirable space in its consumers mind and preventing them from turning to competitor.
  •     Trying to make competitor’s customers mind off-balance.
  •       Ruining the competitor’s current and future plans.
  •      Attracting potential customers with the current offerings.


In the marketing world, you have to ethically fight in the market, you may pass through crises or you might be the market leader. In both cases, you should be ready to defend and attack and that’s what Etisalat Egypt has been doing recently, until they truly bounce back again with huge campaigns. However, Etisalat Egypt recently signed celebrities, Mohammed Salah and Mohammed El-Neny (Famous Egyptian Players) and it seems they are up to something huge.


How did Vodafone manage a comeback in the Egyptian market through Vodafone "IN" ?

Previous years were tough for the Egyptian market due the economic problems faced that affected consumer’s purchasing power. However, the fierce competition of telecommunication market kept going with Mobinil deflecting from the competition, Etisalat and Vodafone went through great battle. Etisalat spent a huge marketing budget and with some creative variety of offerings, it acquired a large base of customers including great percentage of youth.
A long time ago, Etisalat was leading the market until a year ago were Vodafone Egypt designed a comeback and started executing it, starting with “Al-Mared” and Ahmed Meky in “Felix” continuing to sponsoring once again “Al-Ahly Club” and to what we are going to talk about “Vodafone IN”

Vodafone IN by Vodafone is a successful Service offering that was mainly targeted for youth. Vodafone started its marketing with street advertisement boards everywhere with just the words “IN – Without you it’s not complete” leading people to wonder what is “IN”. Vodafone attracted everyone’s attention with the huge number of advertisement boards occupied and what could be “IN”. Moreover, they created a Facebook page named “IN” only and started their count down reveling some of youth favorite artists. Due to the huge propaganda and the excellence in executing the marketing strategy, people in thousands including a huge number of youth surfed a browser tab with their Facebook page open waiting for “IN” to revel its identity.
After the wait, “IN” Reveled itself with a wonderful advertising song including variable youth segments favorite singers in Egypt and the Vodafone logo. People loved it, with the right offers, youth started changing to “IN”. Vodafone did not stop here, it continued recently making a tour around Egypt with those singers under the name of “IN tour”, creating loyalty and attracting more of the fans.

Eventually, we all love music, music for youth is life and so reveling yourself with an advertising song makes the brand much more memorable than the normal advertising ad. How intelligent it is from Vodafone Egypt to create this huge propaganda for an offering. The question to be answered, how do you think Etisalat reacted?

All you have to know about progressing in the marketing career hierarchy.


Like every profession, a career in marketing also presents an individual with various designations at different levels of career progression, where this progression from lower to uppermost levels of designations is known as marketing career hierarchy. With a marketing career in mind a candidate can go in various directions with a different marketing stream but the progression of career in each of these directions is quite similar.
A fresh graduate or post graduate aiming at marketing as a career has to start from a very basic position or entry level positions in an organization and with due course of hard work, dedication and experience the individuals starts climbing the ladders in his marketing career hierarchy with the ladder steps being various designations.
Level 1
An individual who wants to start his marketing career is required to enter any organization with very basic designations like marketing executive, marketing trainee, sales & marketing executive or business development executive.
An individual on the basis of his capabilities to convert the resources into outputs, and the behavior of these resources & capabilities develops certain skills, strengths and qualities, which when combined lead to synergistic effects. After developing the competencies over a period of time and individual can move forward to the next level in the career hierarchy.

Level 2

The second level in the marketing career hierarchy includes designations at management level like marketing coordinator, product specialist, marketing analyst, product manager or marketing manager.
At this level an individual is required to utilize his inherent potential or marketing capabilities in order to exploit opportunities and manage the job responsibilities & subordinates as well in an efficient manner. After developing certain subjective attributes required in a good marketer a candidate grows further in the marketing career hierarchy.

Level 3

The third level in this hierarchy is senior management level where candidates are presented with designations like senior marketing manager of certain specialized departments.
In this role a candidate is required to ensure that proper tactical marketing decisions are being taken pertaining to efficient and effective allocation of resources & employees. Candidates at this level are responsible ensuring that right marketing actions are being implemented.

Level 4

The highest level in marketing career hierarchy is the chief executive level where a candidate is offered the position of CMO (Chief marketing Officer). This is the role for the most important strategist and candidates at this level are responsible for all the marketing aspects right from the formulation of marketing strategies to the implementation and review of the marketing practices being followed in the organization.
The chief marketing officer is the chief architect of marketing function and is required to behave like a leader, a builder, a motivator and a mentor. These professionals are responsible for providing a sense of direction to the employees for the goodwill & growth of the organization. They are also required to actively participate in the implementation of marketing practices to ensure that the right steps are being taken.

How does celebrity endorsement help in brand marketing?

We have seen many marketing campaigns involving celebrity endorsement, some of which succeeded in connecting us emotionally with the products being promoted and others that surely never faded from our memories.

Each celebrity has their own fame, esteem, relevance, image and definitely a huge base of fans. Having a well-known and admired character to promote your brand or product, can easily draw massive attention and shape the perception of the brand. 

A celebrity endorsement can save miles to go in establishing brand awareness, representing a brand image and creating secondary brand associations. 

However, there are some issues to consider when approaching celebrity endorsement:

  • Celebrity can endorse so many brands that they no longer create any specific product meaning.

  • There must be a reasonable match between the product and the celebrity to be endorsed.

  • Many customers may feel celebrities are doing the endorsement just for money, do not even believe in the brand and yet transfer wrong perception of the brand.

  • Celebrity can get in trouble or lose popularity, diminishing their marketing value to the brand.

If you handle these issues poorly, it would ruin the brand equity. Therefore, it is critical to choose the suitable celebrity that would be mostly familiar to the your target audience, influences them and supports the desired product image. 

Ever wondered what happened to Mobinil Egypt? Who is Orange ?


What happened to Mobinil? Is Mobinil and Orange Egypt the same operator?
Lately, rumors surrounded the Egyptian society about what is happening to Mobinil Egypt and why it is turning into Orange Egypt. Some people said Mobinil was sold to orange and others said orange just invested in Mobinil to save it. Actually, Mobinil is just another name to the original brand orange. Yes, as you saw, Mobinil is the same institution as orange. However, lots of people did realize that eventually.
Mobinil Egypt was the first mobile operator to enter the Egyptian market in 1998. It made its own success but as Vodafone and Etisalat penetrated through the market and because of some crucial mistakes from Mobinil, Mobinil lost its market share gradually. The mother company “Orange” couldn’t withstand losing such a rich telecommunication market as Egypt and therefore, tried to save their market share in Egypt and gradually could return to being a market leader. 

 Orange started with a corrective strategic plan in which it starts by washing off all of the mistakes Mobinil did and turning into “Orange” with the black background and the orange box. First, it invested a huge marketing budget where it removes all of the old logo from shops, their customer service shops and put their new logo on. Recently, it is introducing itself to the market and converting customer minds into the new brand through advertising including street banners, introducing new offerings and rewarding their current customers as well.

The corrective strategic plan was the best choice orange could do to save its brand in Egyptian market and try to retain its value in the Egyptian market. 

Starting Your own business? Here are some brand naming tips


Brand naming is one of the most important brand elements that you should consider lots of efforts to develop. There are plosives (B, C, D, G, K, P, and T) which are easier to escape from the mouth and are more direct. Moreover, there are also the sibilants (S, Soft C) softer sound which tend to conjure up romantic or scenery images.
But yet, to build a strong brand image and ensure it has the desired character in the market, here are some crucial mistakes in brand naming that you should avoid,
1.     Taking the easy way and setting initials as a brand name.
Setting initials such as (I.A.) may be easier to trademark, but an enormous budget is typically required to give them meaning to the potential market.
2.   Insisting on using a name that can be found in the dictionary.
Potential market may translate the brand name which causes confusion in delivering the desired image.
3.   A name that customers have to work too hard to remember it out.
Brand names that are easy to remember will affect the consumer purchase decision and provides an advantage of being at the top of consumers brand mind list.
4.   Combining too many names and creating a confusing brand name.
Definitely, you don’t want to mess up by combining too many name and introducing a brand name that is way confusing that can’t either be remembered or shows any brand image meaning. A name that customers have to work too hard to figure out is a turnoff—and a wasted opportunity.
5.   Asking suggestions from friends or other uniformed sources.
The results that come from this approach seldom relate to or express a company’s business strategy.
6.   Using 'innovation' or 'solution' in a name.

In most industry situations these kinds of words are so overused, they no longer have meaning.

Marketing research role in the milk industry


Ever wondered the importance of marketing research? Here is why marketers should be aware of conducting surveys, focus groups and be able to analyze situations.

In the 1980's and early 1990's, milk sales had declined and the milk industry needed to find a way to increase sales. An advertising company was hired by the California Milk Processor Board, which in turn hired M/A/R/C Research to conduct a telephone tracking survey of Californians over age 11. To identify the cause of low milk sales, the research company sought to understand the underlying behavior of consumers toward milk.

Through extensive focus groups, household observations, and telephone surveys, M/A/R/C was able to understand consumer behavior underlying milk consumption. This research revealed that 88 percent of milk is consumed at home and that milk was not the central drink of the average person, but it was used in combination with certain foods such as cereal, cakes, pastries, and so forth.

However, milk was strongly missed when there was none around, so they then developed an ad campaign around consumer behavior with respect to milk and launched the well-known “milk mustache” campaign with the “Got Milk?” tag line.
This creative advertising was really effective, showing celebrities sporting the famous white mustache. Continuing through marketing research and the advertising campaign, milk sales increased and continued to be stable through 2006.


Marketing research is often classified into either problem solving or problem identification. The magnificent use of marketing research above led to gain advantage of the 2 purposes combined and yet taught us the importance of carrying marketing research throughout every marketing job.
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Marketing Hub aims to replace the wrong marketing concepts in the Egyptian society with the right concepts and knowledge through our articles. We share experience with our audience through articles and we are wide open to communicate with everyone in any field who aims to understand more about marketing or wants to discuss and analyze any market update. We offer consultation in developing your brand, designing brand strategies, designing marketing strategies, generating advertising campaign ideas and developing business plan. Remember, marketing is an art not a job. We are wide open to communicate with creative individuals and join our business community.

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