CIM Level 6 Digital Marketing Assignment: Content Marketing Report

This report provides a comprehensive analysis of content marketing strategies, focusing on the approaches adopted by Juhayna Food Industries and EgyptAir. The report begins with an introduction to content marketing, defining its strategic approach and purpose. It then provides an overview of Juhayna, including its business model, competitors, and the content marketing strategies it employs, such as the "Cheering Egyptian mothers program" and social media presence. The report analyzes the strengths and weaknesses of Juhayna's approach, considering factors such as its experienced management team and seasonal production dependence. Similarly, the report outlines EgyptAir's content marketing strategies, including its use of social media. The report concludes by highlighting the effectiveness of content marketing in enhancing brand image and customer base. References include sources like the EgyptAir website and academic papers on content marketing and SWOT analysis.

Content Marketing

Table of Contents
Particulars Slide No.
Introduction 3
Concept of Content Marketing 4
Overview of Juhayna 5
Content Marketing Approach adopted
by Juhayna
6
Strengths 7
Weaknesses 8
EgyptAir 9
Content Marketing Approach of
EgyptAir
10
Effectiveness of content marketing
approach
11
Conclusion 12
References 13

Introduction
This presentation emphasizes on the
content marketing approach adopted by
Juhayna Food Industries. Besides this, it
also evaluates its strengths and
weaknesses. In addition to this, it also
entails the information related to the content
marketing approach adopted by EgyptAir. It
also explains the concept of content
marketing and its effectiveness for the
company.

Concept of Content Marketing
• Strategic Marketing Approach
• Focuses on distribution and creation of
valuable and relevant content to attract
customers

Continued. . .
• Does not explicit focus on the promotion of
a brand
• Engaged to audiences, generate leads,
improve branding, and other
marketing goals

Overview of Juhayna
• Publically traded company
• For the profit company
• Founded in the year 1983
• More than 4000 employees
• More than 200 food products

Continued. . .
• Business to consumers and business to
business consumers.
• Main competitors include Beyti, Danone
and Lactalis

Content Marketing Approach
adopted by Juhayna
• Carried out Cheering Egyptian mothers
program on Nogoum FM
• Supports Baheya Foundation for Breast
Cancer

Continued. . .
• Has a presence on Facebook, Twitter and
Youtube
• These channels helps in spreading
awareness among the public regarding the
events organized, new product ranges and
so on in the market

Strengths
• Employs highly experienced management team
• Extensive research and development and
distribution matrix
• Have presence in different countries across the
world
• Focuses on healthy products

Weaknesses
• Production depends on season which
results in reduction in capacity utilization of
the plant
• Instability in the prices of fruits
• Small size of processing industry in
comparison to industry at an international
level

EgyptAir
• government owned company
• Airline company established in the year
1932
• Started its commercial operations in 1933
with Spartan Cruiser
• Fleet size is 12