DAHER FOODS Myriam Azar Lea El Rayes Instructor’s Name: Zeina Faysal December 1, 2018 MASTER NUTS LAUNCH Media Planning & Analysis Fall 2018 !1 DAHER FOODS INDEX A. Situation Analysis -Historical Overview -The Introduction of Master Nuts -Distribution -Advertising and Media Analysis B. Objectives -Marketing Objectives -Communication Objectives -Media Objectives C. Consumer Market Analysis -Demographics -Psychographics -Media Habits D. Competitive Review -Krikita -Castania -Al Rifai -Al Kazzi E. Media Schedule: Type and Selection !2 DAHER FOODS A. Situation Analysis 1. Historical Overview Daher Foods was founded in 1992 by Michel Daher. The company originally started by producing potato chips under the Master brand, in an attempt to help Lebanese farmers and improve the sector. In 1996, Daher established his own distribution company under the name Delta Trading SAL to facilitate the distribution process. Daher Foods started expanding its product line in 1997 by adding a variety of potato chips, the first one being Tias Tortillas in 1998, which was later rebranded to Sitos. By 2014, Delta Trading had reached a record high of 22,000 points of sales in Lebanon. And in 2015, Daher Foods rebranded itself and all of its sub-brands to cater to a more modern consumer base. !3 DAHER FOODS In 2016, Daher Foods launched two new product ranges, Master Pops, a 70% less fat product catering to a more health conscious consumer and Master Kettle Cooked, a premium potato chips product. Today, Daher Foods offers a wide range of products including Master Original, Karkish, Snackers, Fritsy, Buffies, and so on. On October 1st 2018, the company introduced a new range of nuts and kernels, labelled Master Nuts. !4 DAHER FOODS It’s important to mention that Daher Foods handles all operations related to it’s products, starting from manufacturing, as well as distribution and marketing. Master is a very trusted local brand with very large brand equity. In fact, in 2002, the brand was named #1 in the salty snack category. 2. The introduction of Master Nuts Daher Foods added Master Nuts to it’s product mix, a new line of salty snacks which offers a variety roasted nuts and kernels, including 4 different 240g packs of mixed nuts and 26 packs of single type nuts, such as almonds, peanuts, cashews amongst others. The goal of this project is to assess the company’s brand equity and evaluate the target market and leading competitors in the category, in order to establish a media plan suitable for the launch of this new product line. !5 DAHER FOODS 3. Distribution Master Nuts faces a significant distribution problem; products are only available in few local supermarkets. !6 DAHER FOODS 4. Advertising and Media Analysis Daher Foods have posted on a couple of their social media pages when the new products were introduced. The company has yet to advertise on TV, OOH and other mainstream media. Followers 12k Likes 3,757 Followers 46 Av. Views Subscribe rs 260,671 274 !7 DAHER FOODS B. Objectives • Marketing Objectives: -Acquire a 15% share of market during the first 18 months following national introduction. -Increase sales and profit. -Increase distribution to all local supermarkets and mini markets. -Increase advertising rates. • Communication Objectives: -Create interest for the brand and provide information. -Build awareness and increase the overall visibility of the product name against the potential customers. -Find and persuade new customers of our product. -Stimulate demand through advertising, free samples, gifts and promotions. -Position the brand to attract potential buyers. • Media Objectives: -Expand reach to attain the biggest share of the market possible. -Create and maintain awareness. -Strengthen engagement strategies for increased brand loyalty. -Increase size of social community. !8 DAHER FOODS -Monitor customer feedback. -Transform growth rate from social leads to sales leads(potential buyers). C. Consumer Market Analysis Master is a well established and trusted brand, owning a large share of the salty snacks market. 1. Group 1: Ages 20-35 • Demographics Gender: males and females Social Class: A, B & C Education: School, University Marital Status: single, married Occupation: students, employees, self-employed, stay-at-home moms Location: everywhere in Lebanon • Psychographics Follow latest trends in fashion, technology, etc. Outgoing. Go to the mall, pubs, restaurants, beach, cinema, gym. Go to the supermarket. !9 DAHER FOODS Go shopping for clothes, groceries. Take care of their image, like to look their best. Influenced by celebrities, public figures. Go to work, parties. Listen to music. Pursue their hobbies. Risk takers. Married people take care of their family and kids. • Consumer Behavior Go grocery shopping, buy nuts and kernels to consume at home. Consume nuts and kernels throughout the year with noticeably higher consumption rate during the summer time and holiday season. Take risk, so they might try the new product from Master. Affected by ads. Trust them Master brand, and a big share are loyal to the brand. • Media Habits Watch TV(married people more than single) Use social media, mostly Instagram, Twitter and YouTube, occasionally Facebook.(single people spend more time on social media than married) !10 DAHER FOODS Exposed to OOH ads: in the morning and afternoon(on their way to and from work/ university), during weekend outings. Listen to the radio. Shop online. Receive SMS. Visit magazine websites(exposed to banner ads and popups), rarely read hard copy magazines. Exposed to ads at the mall, the cinema, the beach. 2. Group 2: Ages 35-50 • Demographics Gender: males and females Social Class: A, B & C Education: School, University Marital Status: single, married Occupation: employees, self-employed, stay-at-home moms Location: everywhere in Lebanon • Psychographics Outgoing. Take care of their family. !11 DAHER FOODS Go to the mall, restaurants, beach, cinema. Go to the supermarket. Go shopping for clothes, groceries. Take care of their image. Go to work. Listen to music. Take kids to school and after school activities. Loyal to the brands they consume. • Consumer Behavior Go grocery shopping, buy nuts and kernels to consume at home. Consume nuts and kernels throughout the year with noticeably higher consumption rate during the summer time and holiday season. Loyal customers to a brand, so it’s harder for them to try the new product from Master. Affected by ads. !12 DAHER FOODS Trust them Master brand, and a big share are loyal to the brand. • Media Habits Higher TV consumption, especially in the evening, and housewives in the morning as well. Lower social media usage, with Facebook being the most visited app by this age group, followed by Instagram and YouTube occasionally. Receive direct mail, SMS. Shop online. Listen to the radio, mostly on their way to and from work, and when taking kids out. Exposed to OOH, mostly on their way to and from work, and when taking kids out. Exposed to ads at the mall, the cinema, the beach. Some men read the newspaper. !13 DAHER FOODS D. Competitive Review 1. Krikita • Brand: The brand was established by Societe M. Najjar in 2011. Since its introduction the market, Krikita has grown from a phenomenon in Lebanon to exporting to 26 different countries. • Products: Offers an assortment of mixed and single roasted nuts, in various containers including Doypacks, cups, pillow bags and tins. • Distribution: Krikita products are available everywhere in local supermarkets. !14 DAHER FOODS !15 DAHER FOODS 2. Castania • Brand: Was founded in 1985. Currently captures a significant share of the Lebanese nuts market. Castania has successfully expanded its range of products since its inception. • Products: A wide range is available from fresh to raw nuts such as walnuts, pine nuts, almonds and many more. Apart from high quality nuts, Castania is also selling sweet nougats and 'malban'. • Distribution: Castania line of products are available everywhere in local supermarkets and through the online store as well as at the Castania Nut Boutique. !16 DAHER FOODS !17 DAHER FOODS 3. Al Rifai • Brand: Founded in Beirut in 1948.Holder of an ISO 22000 certificate(2005). Owns a large market share, and is a very trusted brand. • Products: Al Rifai has its own nuts and coffee factories. The variety of nuts mixes served in retail stores is their own invention and trademark. • Distribution: Al Rifai products are available everywhere in local supermarkets and through the online store. Customers in Lebanon can also call 1584 and have the products delivered to them. Al Rifai also has over 72 stores in Lebanon and 350 across the world. !18 DAHER FOODS !19 DAHER FOODS 4. Al Kazzi • Brand: Established in 1980.T, Al Kazzi was the first brand in Lebanon known for having products that are “BAKED NOT FRIED”.Holder of an ISO 22000 certificate(2005).For over three decades, Al KAZZI has earned a reputation of integrity in business dealings with its local and global customers. • Products -Al Kazzi Mono products: cashews, pistachios, salted almonds, smoked, almonds, cri cri, crackers cheese, low salted peanuts, salted peanuts -Al Kazzi Mixed products: kernels , super extra, extra, mixed nuts, supreme(50% kernels-50% regular mix). • Distribution: Al Kazzi's line of products are available everywhere in local supermarkets and worldwide through the online store. "You can purchase any of our products, or even create your own mixed nuts recipe, and have it shipped to your home wherever that may be." !20 DAHER FOODS !21 DAHER FOODS • ADVERTISING AND MEDIA ANALYSIS !22 DAHER FOODS E. Media Schedule and Selection Obviously, Master is new in the nuts and kernels category. However, having great brand equity and being well established in the market allows people to trust the brand and thus be encouraged to try the new product. So the main goal of Master Nuts is to spread awareness about the product by reaching the highest share possible of the target market. That being said, the most suitable strategy would be pulsing. It allows the company to advertise throughout the year, with periods of higher advertising rates, especially during the holiday season and beginning of the summer. This gives the business advantage over the competitors who are already well established, and helps the new product to penetrate the target market, which is divided between the competitor, with each company owning a large segment of loyal customers. Based on the consumer market analysis, and using the pulsing strategy, advertisement for Master Nuts should be placed on the following media: 1. Magazines • Full page on social magazines: - Al Jaras Magazine - Femme Magazine - L’Orient Le Jour 2. Radio • Segment sponsorship and regular spots during morning shows and afternoon shows on the following stations: !23 DAHER FOODS - Aghani Aghani, Fame FM, Sawt El Ghad. - NRJ, Radio One, Virgin Radio, Mix FM. - Light FM, Nostalgie. 3. Cinema • Last ad before the movies start. • Branding pop corn box at VOX cinema BCC, Cinemacity Beirut Souks, Grand Cinema ABC Dbayeh, Cinemall Dbayeh. 4. TV ➤ Sponsorships, regular spots and content creation on MTV, LBC and Al Jadeed. !24 DAHER FOODS 5. Social Media and Internet • Sponsored on shopping and social magazines websites(banners and popups). • Sponsored on Facebook, Instagram, YouTube, Twitter. • Content advertising on Facebook, Instagram, YouTube. • Sponsors on LBC, MTV, Al Jaded websites. • Sponsorships on Blogs(beiruting, blog baladi, etc.) 6. OOH • 4x3 and LED screen on the highways of the following areas: Metn, Beirut, Saida, Bekaa, Kesserwan(Jbeil, Batroun). • In-Mall (ABC all branches, Citymall, LeMall all branches, BCC). • Wall signs on the highways. • Local supermarket networks. !25