Marketing Plan - Assignment Sample

Globalvac
Native vaccine for Animals
Egypt & Middle East
MarketingPlan 2021
Protect your investment
September 202

Project team
• Eslam Omar Kilip Sadawy
• Mohamed Ali Yosef.
• Ahmed Mohamed Gamal.
• Moustafa Mahmoud Abd El Aziz Mohame
• Mohamed Abdo Khalil Hussien
• Mohamed Amro Eid Abd El Fatah Hassan
• Kareem Mahmud Abd Elatif.

Prepared to :
Dr.Alaa El Din Tawfi
Professor of Management & Business Cons
Arab Academy for Science, Technology and Maritime Tra

Marketing Plan
1. Executive summery.
2. Situational Analysis.
3. Setting Marketing Objectives.
4. Designing Marketing Strategies.
5. Planning Tactics & Marketing Programs
(Marketing Mix).
6. Action Plan.
7. Budgeting.
8. Implementation and Control.
9. Contingency Plan.

1. Executive Summary
GLOBALVAC-FMD-7 is our top of the range vaccine, produced to increase an
health and therefore owner’s wealth by providing for the first time in Egypt
vaccine for FMD.
Customers need to keep their livestock free form FMD, our vaccine aims to
their animal from FMD.
GLOBALVAC-FMD-7 made by expertise and can meet the customer needs
Using our good financial position and targeting 20% ROI in the first year.
As well as reaching 3rd rank in the vaccine’s market, as we believe we can mee
customer perception, through our company good reputation over the last y
Analyzing the market, customers and other vaccines in the market, we will
to achieve our goals
We have control measures ,critical success factor also contingency plane to
troubles may happen during the year.

2. Situational Analys

2.Situational Analysis
External analysis- Macro environment
(PESTEL)
Egypt (Political) analysis
Political:
Today Egypt has a stable political atmosphere.
Egypt government motivates production and economic
projects and facilitates all factors to assist production.
Egypt government aims to fill the gap between meat
production and demand, focusing on large farms produ
such as Josef El Siddique and El Nubarya projects.
Egypt government has a very good relations with the r
the world.
.

Egypt Economical analysis
According to the World Bank’s latest Macro Poverty
Egypt’s growth in Fiscal Year 2018-2019 increased to 5.6
from 5.3% the previous year), a rate that was sustained
the first quarter of Fiscal Year 2019-2020. Growth w
by a macroeconomic stabilization program that was
successful, generating a solid primary budget surplus, re
the debt-to-GDP ratio, and replenishing reserves. Additio
the wholesale,retail trade, agriculture,and manufacturing
sectors contributed to the increase in growth.
https://www.worldbank.org/en/country/egypt/publication/economic-update-april-2020
2.Situational Analysis
External analysis- Macro environment

Egypt Economical analysis
• GDP in Egypt is expected to reach 220.00 USD Billion by the end of 2020
according to Trading Economics global macro models and analysts expe
In the long-term, Egypt GDP is projected to trend around 280.00 USD Bil
2021.
• The GDP per capita in Egypt was last recorded at 3008.80 US dollars in 2
GDP per Capita in Egypt is equivalent to 24 percent of the world's avera
• Egypt’s GNP was reported at 232.543 USD bn in Dec 2017.
• Egypt currency : USD $ declined form just under 18 EGP in Sep 2019 to
EGP in Sep 2020.
• Real GDP growth (Annual percent change) 2%
• Inflation rate, average consumer prices (Annual percent change) 5.9
• https://tradingeconomics.com/egypt/gdp
• https://www.ceicdata.com/en/indicator/egypt/gross-national-product
2.Situational Analysis
External analysis- Macro environment

Egypt Social analysis
3- Social
- Psychographic : most of customer always
looking for new drug or vaccine to increa
animal wealth
- Attitude: small customer mimic the large
customer in new product
- Culture: always looking for the newest
products and try out it.
2.Situational Analysis
External analysis- Macro environment

4.Technological :Egypt has a very good technolo
infrastructure with acceptable internet connectio
5.Demographic:
- Population: 106 million
- 55% youth , 25% is old, 20% kids.
- 55% females
- 70% Muslims and 28% Christians.
2.Situational Analysis
External analysis- Macro environment

6. Environmental: Egypt have good regulation
regarding environmental protection and green
initiatives .
7. Legal:
- Government issued rules to help investors enla
business and facility either with banks or license
seeking to stable the exchange rate.
2.Situational Analysis
External analysis- Macro environment

External analysis Microenvironment
• 1. Target market:
– Livestock producer and breeders, Vet shop , beef and dairy breeders.
– Market size is around 8 mil dose/ year.
– Arriah is new entry in the market and obtained market share about 2 to 3% .
– Customer behavior , some of them searching for the new efficient product
also like foreign products .
– Trends : distributions of the reputation and previous experiences.
– rate of adoption. Is good over the last few years.
2.Situational Analysis
External analysis- Microenvironment
20212020201920182017
8 mil (
expected )
8 mil (
expected )
mil 7.56.5
mil
5 mil

• 2. Products/Services:
– Globvac -FMD 7
– Expected sales as first year is about 500k dose, value 25 mil EGP,
which is about 8% of the market .
– It tend to be developed to reach 15% by the end of third year.
– Trends : to eradicate and fully control of FMD in Egypt,
– the governmental public institute for Vet services distribute
their vaccine over all vet units around Egypt.
– The time of marketers is fully loaded by the marketing for our
new product
– Estimated net profit for the first year 4 650 000
2.Situational Analysis
External analysis- Microenvironment

• 3. Competition.
– * Vacciera has high market share due to governmental support and
distributions.
Customer
perception
/Performa
nce
QualityProduct /
strains
Market
share
Size /dose
BadBad3 strain80%5 500 000*Vacciera
EfficientExcellent6 strain13%900 000Merial
ModerateModerate4 strain0.5%300 000Mevac
WeakModerate4 strain200 000Arria
Total
2.Situational Analysis
External analysis- Microenvironment

• 4. Distribution and intermediaries
2.Situational Analysis
External analysis- Microenvironment
reputationweightsSize
/distributi
on
Pattern
Bad80%BiggestPIVS to Vet
units
*Vacciera
Excellent13%WideSub-
distrbuters
Merial
MediumNarrowSub-
distrbuters
Mevac
MediumNarrowTo end usersArria

• Internal analysis (5 M’s)
1. Men : our factory have a well trained staff with
good capabilities personal power .
2.Situational Analysis
Internal analysis
GM
M.Elqady
Financial
Manager
Islam
Manufacturing
M.abdo
R&D
A.gamal
Sales and
Marketing
K.abdullatif
Customer service
M.Eaid
Operational
Manager
M.Ali

2. Money : ownership share value of 20 mil and borrowing 5 mil.
3. Machinery –
The company owned factory with medium size storage the capital divided
to :
– 10 mil fixed assets
– 10 mil supplies
– 5 mil running cost .
4. Materials :
Vaccine vehicle imported from France.
Vaccine master seeds made internally.
Packing is outsourced from a local factory.
5. Markets :
The factory is located in a good potential area close to potential
customers and we have transportation to all other areas .
2.Situational Analysis
Internal analysis

SWOTAnalysis
Strengths
- Expertise and motivated VET with
more than 10 Y experience in the field
and good customer relationship.
- Implanting eco-friendly and cheap
energy (solar energy).
- Good financial position.
- Unique coverage 7 strain
Weakness
- Final product of special nature “
biologics “.
- Product still new to the market.
- Vehicle is imported.
- Small storage area.
Opportunities
- Growing market and continues
shortage.
- Implementation of fully automated
machine.
- Imported animals by government
Threats
- Governmental agreements with som
suppliers.
- Rapid changes in the market.

3.Setting Marketing Objectiv

3.Setting Marketing Objectives.
Smart Objectives
• Financial objectives :
– We aim to achieve (25 mil) sales revenues With
(4 650 000) profitability
• Marketing objectives
– Market share (8%)
– Ranking 3.
• Promotional objectives:
– Globalvac- is the only vaccine in Egypt protecting
from all 7 strains of FMD for all livestock

4.Designing Marketing Strateg

4.Designing Marketing Strategies.
Strategy (STP) - Segmentation

S4S3S2S1WeightFACTORS
RSRSRSRankScoreOPPORTUNITIES & THREATS
20
54
42
24
12
10
24
18
1
3
3
2
1
1
3
3
40
36
14
24
24
10
24
18
2
2
1
2
2
1
3
3
40
54
42
12
12
0
24
12
2
3
3
1
1
0
3
2
0
0
14
-12
36
30
8
18
0
0
1
-1
3
3
1
3
20
18
14
12
12
10
8
6
1.High level of adoption.
2. Commitment in collecting money.
3. Commitment in vaccine schedule.
4.High segment growth rate
5.Large segment size
6.Low level of price sensitivity
7.Few competitors
8.Weak selling power of competitors
20419019694100
4.Designing Marketing Strategie
Segmentation Methodology

S4S3S2S1WeightFACTORS
RSRSRSRankScoreSTRENGTHS & WEAKNESSES
36
30
42
36
11
22
20
9
2
2
3
3
1
2
2
1
36
30
14
24
11
11
20
9
2
2
1
2
1
1
2
1
54
45
28
36
11
11
30
18
3
3
2
3
1
1
3
2
0
30
42
12
11
-11
10
0
0
2
3
1
1
-1
1
0
18
15
14
12
11
11
10
9
1.Unique coverage 7 strain
2.Compatative price.
3.Excellent distribution channels
4.All year product availability
5.Well motivated staff
6.High growth rate
7.High effectiveness
8.Adequate promotion budget
20615523394100
4.Designing Marketing Strategies
Segmentation Methodology

S4
S3 S2
S1
0
50
100
150
200
250
0 50 100 150 200 250
Segment
Segment X
S\W
O\T
4.Designing Marketing Strategies
Segmentation Methodology

4.Designing Marketing Strategies.
Strategy (STP)
Demographic Segmentation
• S1 : Individual rearing 50%
• S2: Dairy organized farms 10%
• S3 : Condensed feeding farms 30%
• S4 : Quarantines 10%

4.Designing Marketing Strategies.
Geographic Segmentation
• North coast and Alex desert 19%
• Middle Delta 19%
• East Delta 15%
• West Delta 18%
• Cairo and Upper Egypt 29%

4.Designing Marketing Strategi
Targeting
• Dairy organized farms
• Condensed feeding farms
• Quarantines
In the five geographical targeted areas.

4.Designing Marketing Strategi
Positioning
• Globvac- FMD7 vaccine for FMD provide full
protection for all dairy and feed staff herds
against FMD with 7 strains protection for 6
months, our promotional message is
Healthy animals = wealthy ow

5. Planning Tactics & Marketing Progr
(Marketing Mix).

5.Marketing Mix (4 Ps)
• 1.Product: Globvac-FMD7 is : 7 strain repeated
every 6 months 20 ml vial\10 doses for cattle
– Varity: 1 product
– Quality: Excellent quality product
– Design: Simple design for easy handling
– Features: 7 strains with most innovative vehicle
– Brand name: Globvac-FMD7
– Packing: 10 doses
– Service: After sale service consultancy

2. Price :
– 60 EGP/ dose for End-user.
– 10 % discount for retailer.
– 10 % discount for wholesaler.
– Allowance :
– Payment Period: cash or chiques :45 days
5.Marketing Mix (4 Ps)

3. Place:
– Channels: direct sales for large projects.
– Wholesaler .
– Retailer.
• Coverages: all Egypt regions.
• Inventory : not more the 6 months.
• Transportation : refrigerated vehicle.
5.Marketing Mix (4 Ps)

4.Promotion
• Product launching
• Flyers & printed brochures.
• TV advert.
• Social media campaign.
• Personal selling.
• Sales promotions (Special offers for large
quantities).
5.Marketing Mix (4 Ps)

1. Clients:
– Customer need to keep the animal protected “free
from FMD”
– Our vaccine give them what they need .it give
protection against all suspected strains .
2. Cost:
– Cost of protection per year /per animal will be about
,5% of animal price
– It will reduce cost from the competitor by 40%( animal
price 40000, cost/year 200L.E ,competitor 300L.E)
5.Marketing Mix (4 Cs)

3. Communication:
• Our communication
• direct sales: our sales team 1st way of
communication.
• 2nd way of communication after sales technical
support .
• 3rd way of communication consultancy provided
by the factory and its communication to RGD
institute .
• 4th way is social media page ,TV program
5.Marketing Mix (4 Cs)

4.Convenience
• our customer will purchase the vaccine
directly from factory .
• through the wholesaler
• through vet shop .
5.Marketing Mix (4 Cs)

1. Product (total Product offer)
protection
aganist FMD
5.Marketing Mix (4 Ps)
well trained after sales staff
pay within 3 month,
Band name image(class 20ml bottle) ,
delivery in refrigerated vehicle
warranty : protraction against FMD till 6 month
white color
solution
Solution 10 dose
milky packing
appearance
excellent quality

Product Differentiation
– Long duration of protection up to 6 month
– Smallest dose 2ml/animal
– Suitable price
– Small packaging
– High antigen concentration (7xpD 50)
• Type of product:
• Specialty good : as it has unique charchtastic
and brand identify.
5.Marketing Mix (4 Ps)

Packaging
• Our packaging is 20ml class vial contain 10doses, simple
carton pack 12 bottle with attractive design which include
basic information such as the content of the product , price ,
usage , pack with dimensions 10cm*20cm.
• It is corresponding to the needed conditions as :
1.protection for the vaccine.
2.Attract the buyer using the small packages.
3.Contain label describing the content.
4.Explaining the benefits.
5.Explaining the dose and the usage
6.The box contain dimensions and weight information on the label.
5.Marketing Mix (4 Ps)

Product life cycle
• We expect that our sales will go fast to the
growth phase by innovator customers which
will be at our target segment also early
adopters depends on the willingness level and
high adoption rate at this segment which
make it easy to start fast to reach early
majority in the first year
5.Marketing Mix (4 Ps)
1.Product
(Product life cycle)

5.Marketing Mix (4 Ps)
2.Price
• Price perceived value:
– We have good suitable price related to the
satisfaction of our customer need in protecting
herds against FMD and his perception in
day by day as he find after care services

Price strategy :
• Cost based strategy
– cost of manufacturing = 20 LE /dose
– cost of sales , marketing, Inventory , transportation ,
etc……. = 15 LE
– cost of expiry and insurance = 5 LE
– total cost =40 LE
– for good and suitable pricing less price = 50 LE as
20%
• Demand based pricing strategy:
– Taking average from the market 40-45 LE/does
5.Marketing Mix (4 Ps)
2.Price

• Competitor based pricing :
– Merial comp.( 6). price = 90LE / dose
– Arrial comp. (4) = 50 LE / dose
– Mevac comp.(4) = 30 LE / dose
– Our suitable cost will be within range : 50 LE
• Breakeven point analysis :
– TC/ Nu. of unit= 16,000,000/400,000=40 LE
– After 40 LE its will gain profit ~ 50 LE
5.Marketing Mix (4 Ps)
2.Price

– We depends mainly on intermediaries
– Wholesaler: major wholesaler around all over the
Egypt which by their role sell to retailers
– FULL- service wholesalers
– direct sale to end user ( k account customer) , (
research institute)
– they use selective retail distribution strategy
– as they send globvac FMD 7 to preferred group of
retailers
5.Marketing Mix (4 Ps)
3.Place

• OUR PROMOTION STRATEGY :
• Advertising :
• TV . advertisement and awareness program
by importance of FMD vaccine and risk of
FMD
• It will be one program 20 minutes monthly
5.Marketing Mix (4 Ps)
4. Promotion

4.Promotion
(Promotional Mix)
• 1. Advertising :
– TV . advertisement and awareness program by
importance of FMD vaccine and risk of FMD
It will be one program 20 minutes monthly
• 2. magazine :
– Take 4 papers in 4 magazine annually related to the
seasons of FMD and Agrina conference .
• 3.Posters: to be sticking at the vet shop and vet
units , this poster for owners( Global vac FMD ,
diff advantage ) making 3000 poster.

4.Promotion
(Promotional Mix)
• 4.Bill-boardes:
– Make 100 bill board for the most important vet shop.
• 5.Interent banner :
– Including page for awareness, WebEx meeting monthly.
• 6.Personal selling:
– We have well trained staff consist of 7 persons for face to
face
– This test selected carefully on KPI standard.
– make selling skills course 2 sessions annually.
– communication skills courses in each semester.
– Technical courses in may about discuss the newest
problem and newest data.

4.Promotion
(Sales promotions)
1. At the first deal with our large customer (over
300 head) we offer free sample and its booster
dose for implementing the trust.
2. For large quantities deal with 100 vials give
discount 5%.
3. Making special gifts for consultant and free
voyager travel summer for the most 10
important consultant. ( consultant that help me
in selling 1000 dose will take laptop ).
4. We support tabia masr for 1000 dose vaccine

4.Promotion
(Promotion strategies )
Push &pull strategies
Push Pull
-For sales to intermediated offer
by 10000 dose 3% discount . to
make the refrigerator fully
loaded of globvac FMD-7
all the time
-Our promotional
campaigns follow-up
-face to face
- TV program
5. Push &pull strategies

4.Promotion
(Sales promotions)
6. Public relationship (CRM )
– By our well trained and good experienced sales
and scientific team able to keep their customer
relationship in excellent situation.
7. Direct marketing
– Direct marketing is little amount as it need more
effort while we depends mainly on the wholesaler
as we have financial trust in them.

6.Action Plan
• See excel sheet

7.Budgeting
• Launch 500 000
• Fliers 15 000
• Training course 30 000
• Symposium 75 000
• Free gifts =sales dependan
• Magazine sponsor 12 000

Approach for budgeting
methodology
• According to objective and tasks as it’s a new launched
product need more effort and cost of promotion
• According to competitive similarity: we have to more
expense as our competitor having strong position
Judgment :
• In case of:
– no budget :we achieve 40 %of our sales
– 50%budget:we expect achieve 80%of our target
– 150 %budget: we expect sales 110% as its new launched

Pro forma
Income statement
• Sales 25 000 000
• Cogs 16 000 000
• Gross profit 9 000 000
• Operating expense
• Selling expense 2000000
• Administrative expense 1000000
• Taxable income 6000000
• Taxes1350000
• Net income 4 650 000

8.Implementation and Control.
KPI’s for team
1. Customer feedback to measure communication skills
2. Grooming
3. Commitment in time
4. Commitment in number of visit
5. Welling in customer control
6. Payments collection skills.
7. Customer follow-up
8. Technical background
9. Problem solving
10. Customer relations
11. Team work activity
12. Degree of ambition

9.Contingency plane
What if?
1- Currency exchange rate changed:
We will complete in accosting price and
factory pay the over cost.
2- if any car has breakdown we will rent
immediately refrigerated car in order to not
stopped any order distribution 3- we will make
training for post graduated vet anf techiaican for
ready backup if one or more in our staff leave the
work

Critical success factor
Key success factors:
1. Continues production all the year
2. Presence of cold chain transportation
3. Good(CRM) with customer and consultant
4. Highly qualified team after sales technical
support.
5. Continues supply availability 6- keeping our
financial policy.

Thankyou