Gandour

 

 Media Planning

 Situation Analysis

 

 

Company:

Ghandour Company was founded by its owner Ali Ghandour in Beirut, Lebanon,

At the beginning was in the manufacture of various sweets, including lokum, almond sweets and sweets, and later it began industrial production in 1912 and in 1956 it became its headquarters in Jeddah, Saudi Arabia, where it became considered the first company in the Kingdom to manufacture chocolate and gum as it became It has factories in India, Egypt and Lebanon and its services reach North Africa and Southeast Asia. Today, Ghandour offers a lot of items such as cakes, snacks, biscuits and cooking oils. It is a pioneering company through its goals that seek to increase its field and continue to refine its work in order to reach its partners and customers alike and values To which you adhere to quality / responsibility / creativity / effectiveness / and continuity. 

From here we see hardly any house is devoid of Ghandour products over the generations due to their quality, deliciousness and thoughtful prices

The competitors for this company like Cadbury,  Nestle, LU 

 

Marketing Objectives

Increase sales of Lucky biscuits by 40% in Lebanon.

Position Lucky biscuits as the number 1 choice among successful mothers, cooking lovers and famous Lebanese Chefs.

Emphasize Lucky biscuits delicious traditional recipe, created since 1857.
Emphasize the multiple uses of Gandour’s Lucky biscuits from the perfect partner for coffee to a variety of delicious dessert recipes.

Ghandour company intends to increase sales by 8% during the one-year period beginning January 1, 2021 and ending December 31, 2021 raising its market shares from 20% to 35%.

The intended increase in revenue will be achieved by maintaining Ghandour’s positive, strong brand name while promoting traditional and non-traditional advertisements.

These advertisements will run on magazines, radio segments, television and social media websites. Ghandour aims to increase sales while promoting a positive image and creating consumer relationships.

Communication Analysis:

 Run a competition on Face book and Instagram where people are required to post a photo of a recipe they prepared with delicious Gandour’s Lucky biscuits, with the hash tag ghandour555. Every month the best 5 recipes will be selected and the winners will get to participate in the live show What’s Cooking by Fleur De Lys on MTV Lebanon to prepare their recipes on air with the help of famous professional Lebanese chefs.

Post all the recipes prepared by professional chefs and cooking lovers who succeeded in doing delicious 555 recipes on Gandour’s website and their You tube channel so that people can benefit from the demonstrations.

Post a funny video on social media that records grandmothers and mothers (aged between 40 and 65) and grandfathers and fathers (aged between 40 and 65) beautiful memories of coffee breaks with the ultimate partner Lucky biscuits, and young people (aged between 20 and 35) souvenirs of their parents and grandparents making them taste coffee with Lucky biscuits or eating “Raha and Gandour”. We will let it spread viral.

                       Yamama Cake

             GANDOUR LUCKY BISCUITS

                GANDOUR UNICA

    TARBOOSH GANDOUR

Consumer Target Audience:

Since the chocolate market is so vast and varied, Ghandour intends to target a primary audience of adults of age 10 to 50. According to statistics, “Almost 9 in 10 adults purchase products in the category (confectionary) for themselves or for others in their households.” A secondary audience of women ages 18-34 with a household income of at least $100,000 annually will also be targeted..

Ghandour also targets every couple expecting a new baby , where it serves luxurious designs and chocolate displays for new born babies.

Also target patisserie stores those who use this kind of biscuits and chocolate in there deserts it targets anyone who is interested in festive seasons as they serve the cutest design for Christmas, engagements, Adha eid , Easter.

Advertising / Media objective:

Ghandour Company holds a large place in the Lebanese chocolate production and consumption. Ghandour is a highly recognizable name and because of this, the 2020 campaign will focus on reach rather than frequency. The goal of the campaign will be to maintain and build upon the already strong brand image and bring awareness to ghandour product options through the promotional advertisements. Months intended for heavier advertising will have a reach goal of 80.0 and a frequency of 8.0 months of lesser advertising will have a reach goal of 65.0 with an average frequency of 6.5.

Timing Strategy:

In 20/21 Ghandour campaign will have a pulsing advertisement schedule. Higher advertisements will run during seasonal months with the use of promotional campaigns.

Months chosen for high advertising will be April ,May, and December.

Chocolate and biscuits are products that is consumed all year round, and will be advertised accordingly, but due to the higher sales during holiday seasons, the campaigns will be promoted during these specified months. April was selected because of Easter Holidays and the inevitable increase of chocolate sales at this time period. May was selected for Adha Eid Sales increase , December was chosen for the increase in sales at Christmas and New Year’s Eve. Each promotion campaign falls in form with the respective holiday and month and is intended to f promote the brand image.

In addition, alot of chocolate stores and bakeries rely on Ghandour products for their quality and most importantly, the people's desire for their products of different ages, especially on the occasion of special and religious holidays.

Geographic Strategy:

Ghandour geographically segments operates across the region in Algiers, Beirut, Dubai, Jeddah, and Riyadh markets by:

Urban market (Cities)

Suburb markets (Towns) 

Others (Villages) 

The company identifies the size of the chocolate market, per capita consumption, growth trends, as well as analyses each segment in terms of Ghandour’s market share, Cream Egg lovers and chocolate bar consumption. This will provide Cadbury the necessary information to target the right market for Cadbury Cream Egg Twisted.
Each city draws a younger crowd which is sync to the overall 2021 Ghandour campaign and its target audience. While each city is large and busy, they all also have nearby suburban areas for the consumers whom are buying Ghandour products .

Media Mix:

• Digital Social Media

Given Importance or social networking sites in advertising campaign and due to the low costs and speed or access to the public and better distribution, it is the main factor in ghandour products campaign for 2021.

• The social Media Promotional :

is described below and willl be run on social media platforms such as "facebook", "Instagram" and on ghandour main pages the advertisment will bring awareness to the brand and product while building consumers relationship.

Promotion:

social media promotions

Scent Marketing 

Products :

a lot of experience provided 

High quality 

variety of products

Price:

Affordable prices for all customers

high Premium chocolate prices relatively medium 

Places:

Conferences and Events

• On Facebook Gandour have 222,411 followers
• On Instagram Gandour have 12,200 followers

Promotion Plan:

Promotion:
With the advent of the electronic media,
Above the line promotion via TV, Radio and print media.
Advertising will focus on target groups, e.g. children, teenagers, young adults and females.
Below the line activities will be carried out at urban markets at high traffic outlets, such as Hyper and Supermarket concourses.

Depending on the brand image, the target consumer and market, Ghandour carefully chooses its communication strategy to meet the objectives of increasing awareness and ultimately pulling the consumer to purchase its products. Every promotional activity has its own strategy and this can can vary from increasing brand awareness, maintaining the brand value, educate consumers about a new product, increasing seasonal purchases, or campaigns such as ‘choose Ghandour’ to highlight the positive emotional value of the brand. However, due to the current economic downturn, Ghandour carefully selects its promotional activities; such that it has maximum returns for its promotional spend.

 Ghandour has created a number of websites for its popular brands for consumer/members to be active. These websites have education information, games, good associates  partnership and fair-trade.

 Ghandour has recently agreed to partnership with the 2021 beirut festivals , which will give its brands, global recognition. Websites , 

Social Media promotion will run during the month of august on Facebook, Twitter and Instagram. Consumers will be given the opportunity to post and/or Tweet their Adha Eid celebration while holding Ghandour chocolate product and a person will be chosen as a winner to have a big prize from Ghandour products with also a small prize of money 200$.

Visuals:

Background Information about Ghandour :

Ali Gandour is the 5th generation co-owner of the family business. Ali grew up in Beirut; he graduated from the American university of Beirut with Aerospace engineering degree. He then moved to New York University  US. He came back to Lebanon in 1954 and joined the Lebanese Civil Aviation Authority as an engineer and the head of aviation safety.

 Participate in the 6th Beirut Cooking Festival, by creating our special Gandour corner to exhibit live cooking recipes all day long, with the famous Lebanese Chefs like Chef Ramzi, Chef Joe, Chef Chadi and so many others, using Lucky biscuits. We will also engage the audience by making them participates in the exhibition and by distributing free samples of the latest Lucky biscuits. It will be the major event that is going to be covered live by MTV on their “What’s Cooking” show. We will benefit from the crowd of people who are interested in cooking and who are here to support the Lebanese food market while enjoying the tastiness of their products at the same time.

Launch the “555” booklet in the Festival. This booklet includes the best recipes that can be deliciously prepared with the yummy Gandour’s Lucky biscuits. It will be distributed for free..

• Increase sales of Lucky biscuits by 20% in Lebanon.
• Position Lucky biscuits as the number 1 choice among successful mothers, cooking lovers and famous Lebanese Chefs.
• Emphasize Lucky biscuits delicious traditional recipe, created since 1857.
• Emphasize the multiple uses of Gandour’s Lucky biscuits from the perfect partner for coffee to a variety of delicious dessert recipes.

Competitive Analysis:

Three Points : Variety - Display - Website

• Variety

Gandour: Plain - Filled -wafers
Eti: Plain - Filled -coated -wafers - cookies - cream sandwiches- jelly biscuits- marshmallow biscuits- "Special For Kids" biscuits.
Ulker : Salty and sweet - light and healthy biscuits - cookies - cream biscuits - coated sticks - crispy sticks - biscuits to consume with yogurst , cheese, tomatoes
McVities: "Breakfast" biscuits

• Display

Gandour products are placed on the lowest shelf, bottom to other lebanese, italian and Turkish brands
This display might be due to Lucky's inconvenient packaging.
One supermarket dedicated a shelf space for Gandour, but it was very unorganised
Gandour should create a more suitable and eye catching stand, just like Bahlsen.

• Website

Not all Gandour products are displayed on its website (Dabke Loukoum, Digestive products), in contrast to its competitors
McVities has a "What's new tab"
Inconsistency among Gandour website ( quantity and sizes available are not always displayed)
Gandour's competitor's are very specific when it comes to display of packages, sizes and quantity
Gandour does not provide online users with a brief description of about their products
Eti gives customers the chance to rate every product.

SWOT :

SWOT analysis is a business analysis process that ensures that objectives for a project are clearly defined .The SWOT analysis process involves four areas: Strengths, Weaknesses, Opportunities and Threats. Both internal and external components are considered when doing SWOT Analysis.

STRENGTH :

• competitive advantage 
• competitive pricing
• High product awareness, because Lucky biscuits exist since 1857
• Healthy and delicious wheat biscuits

WEAKNESS :

• reputation presence and reach 
• influenced by competition opinions 
• effect on core activities

OPPORTUNITIES :

 

• Market development
• niche target markets
• new market
• Growing market of pastries

THREATS :

• Competitor intention 
• obstacles faced
• High Competition with foreign similar products

Gandour provides a diversified portfolio of products, including  milk chocolate, crème eggs, and Roses Biscuits and a lot of products . For the company to maintain its position in the market, it is essential to maintain all the products ahead in the market. For instance, in 2019, the company’s sales showed that powdered and liquid beverages were the most sold in 2019. 

Tactics:

The 7 Ps approach will be used to ensure full implementation of the proposed objectives. The first approach is the products. The company will ensure the availability of a wide range of products for customers to choose from. Secondly, the company should ensure physical presence in as many regions and places as possible to ensure easy access to their products. Pricing, on the other hand, should be tightly regulated to prevent overexploitation of customers as well as ensuring considerable profit for the company. Advertisements for the company products and promotions are key to increasing sales. Therefore, the company should invest more resources in the brand promotion .

• December/ January :

Applying theme of christmas and new year with different shape, and post on ads sponsored on social media like : instagram, facebook, tvs ads .

• April:

In April their is Easter Holidays where all people love to festival together for example giving each other  basket of colored eggs and chocolate with different kind of flavors with designs.

• May/ July:

Futur and Adha holidays where are muslims gather and prepare for this day with families and friends applying themes and ideas for this two holidays with specific designs on chocolate and biscuits package and also in  making offers for example buy one get one free in these months .

Flowchart: