Al ain yogurt maryam ali

IMC Plan For

Al Ain Yogurt Prepared for Dr. Ode Amaize Course: COM 356 Media Planning and Management College of Communication and Media Sciences Zayed University, Dubai, UAE In Partial Fulfillment of Bachelors of Science in Communications

‫العين‬

Al Ain

‫طازج من املزرعة اىل بيتك‬

Prepared by

June 14, 2014

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Contents

I. II. III. IV. V. VI. VII. VIII. IX. X. XI. XII. XIII. XIV. XV. XVI. XVII. XVIII. XIX. XX.

Executive Summary Marketing Objectives & Strategies SWOT Analysis Industry and Competitive Analysis Creative History of Brand Target Audience Geography Media Mix Target Audiences Geography SOV Target Audience & Media Mix Scheduling Campaign Timeline Reach Frequency and GRP’s Media Budget Sales promotion Flowchart References Credits

3 4 5-7 7-10 10 11 12 12 13 13 13-14 15-17 17-21 22 23 23-26 26-28 29 30 31

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I.

Executive summary

Al Ain Dairy is an award winning company with a growing portfolio and a reputation for innovation. The company prides itself on continual development by market research and commitment to be close to its consumers through a variety of channels and touch points.

The company aims to increase its sales to 12% by the end of this year while keeping its historical roots and heritage as it embarks on ambitious expansion that will propel the company to wider markets and greater opportunities.

Almarai, Al Rawabi, Al Safa and Al Marmoum are viewed as Al Ain’s primary competitors. Not only that they offer quality yogurt products, they also provide trust and nutritional benefits. TGI UAE 2012 , indicates that 24.9% of Emiratis are heavy users of Al Ain Yogurt. According to the UAE Yogurt Market Share, Al Ain is preforming fairly well and ranks second in the competitive market.

The target audience for this specific campaign is wife of head of the household or chief wage earner. The geographic areas covered will be Abu Dhabi, Dubai and Al Ain. The media mixes that will be used for this target audience are the following: TV, Local Radio, Outdoor and sales promotion. For television, the advertising vehicles are MBC 1, MBC 4 and Dubai TV while the radio spots will include the famous Arabic radio stations in the region. Outdoor advertisements will take the form of billboards in Sheikh Maktoum Road in Abu Dhabi, Sheikh Zayed Road in Dubai.

For this target audience, the pulsing method will be used during the scheduling of the campaign as the product is continuously demanded. During the campaign, advertising in cycle 1, will be heavier whereas in cycle 2, it will be relatively medium while in cycle 3 & 4 advertising will be lighter. The campaign aims to reach the highest number of customers during the first month as both reach and frequency numbers are relatively high. This Campaign will run on a budget of 5,000,000 AED with 80% for media and 10 % allocated for production and promotion.

The sales promotions offers will be sponsored by big retail Hypermarkets in the targeted regions.

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II.

Marketing objectives and strategies Objective

The general objective of the company is to reach a gross increase of 12% in sales based on the current study of the demand for dairy products specifically for yogurt. This will be the objective of the company from July of 2014 to July of 2015. The target market for this study will be Male and Female ages 15- above. More particularly the company aims to: 

Let the market be more familiar of the new yogurt product, including its packaging and advertisement.



Position the product in the market as a nutritional and healthy consumption.



Increase practical market sales for 1% a month to reach the main objective of 12% growth of sales



Maintain market dominance (38% current market share) among the company’s closest competitors.

Strategies Al Ain Dairy, a company directed by SheikkZayed Al Nahian, offers a wide range of dairy products, which are fully pasteurized (Al Ain Farms, 2014). Al Ain Dairy has given emphasis to its “commitment is to deliver innovation, quality, and freshness always”. Products should be emphasized with this company oath. The company’s strategy is to get the name of the brand to be positioned in the market as a quality and safe product. Consumers would look at this differently when the market competitors are in a different angle of marketing their product.

With the introduction of the Al Ain Slim Yogurt, the market of this product would be male and female ages 15- above. The strategy of the company for this product is to advertise the product like how the Camel Milk was introduced by Al Ain in the market (Astley, 2012).

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Packaging may also be in a form of strategy for the yogurt products. Attractive packaging helps attracts customers (Khan,n.d)

III.

SWOT Analysis

Like any other company in the UAE, Al Ain Dairy also has its fair share of strengths, weaknesses threats and many opportunities to come with future growth. The SWOT analysis provides the main points within each section that will be further discussed in detail below figure 1.

Figure 1: SWOT analysis

Strengths

Weaknesses

- Great reputation in the the UAE

- Great investment needed for expansion

-Leading dairy manufacturer -Diverse range of yogurts

- Extensive budget needed for advertising and marketing

SWOT

Opportunities - Expansion abroad - Promoting healthier products

- Increase in demand for dairy products

Threats - Competitive dairy industry -Increase of prices - Continuous strong competition

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Strengths: The main strength points of an established company in 1981 like Al Ain Dairy lies within its history, being the first established dairy farm within the UAE. Al Ain dairy farm continued to grow as a local product that provides the freshest ingredients to the locals in the region, the continuous growth turned the company to a leading dairy manufacturer, which had lead to the formation of a great reputation of the company within the UAE. Al Ain dairy continues to provide a diverse range of products, such as the multiple unique flavors and combinations of yogurt that stand out and attract the consumers.

Weaknesses: The weaknesses of the company are mainly focused within providing the budget needed for expansion and promotion that would require a great investment to create a strong company that attracts the consumers. The advertising and marketing play a great role on how the target audience will perceive the products, which is why a great investment and creativity is needed.

Opportunities: Al Ain dairy company is doing a lot of planning ahead for the future and moving towards expansion starting from buying new farms and laboratories and exporting their products abroad and having farms allocated within other countries as well. The company is also following a new strategy of providing healthier products and is including the health aspect within their products targeting the vast health conscious audience within the region. With vitamin (Calcium, Vitamin D) deficiency always being an issue within the gulf region there has been an increase in demand of dairy products that would boost the absorption and create a healthier lifestyle. All of these opportunities could enhance the performance of the company and increase its target audience locally and internationally.

Threats: Al Ain Dairy is threatened by the availability of many strong competitors, including Al Rawabi Dairy, Marmum Dairy, Nadec Dairy and others. With many other competitors available there will always be a strong competition, Al Ain Dairy has to move fast towards forming Page 6 of 31

products and strategies that would be unique to the audience with the wide range of other brands. The increase of the standard prices could be a threat as well allowing the audience to cut costs within their regular purchases, a counteract strategy would need to be taken by Al Ain dairy in order to maintain their customers within these situations.

IV.

Industry Analysis and Competitive Analysis

Within the UAE, the yogurt consumers constitute of total 95.4% of 4 million populations. This indicates that the sales of yogurt category is fairly high, this market is fairly competitive as many major dairies are dominating this large-consumer market. View brand consumption patterns in chart A Below.

Chart A derived from TGI UAE 2012 (May-Dec12)

Yogurt Brand Consumption Al Ain

Al Marai

Al Rawabi

6%

Al Safa

Marmoum

7% 31%

22%

34%

Chart A illustrates most often consumed yogurt brands in the UAE and the findings were the following: Almarai has the highest level of consumption among yogurt Emirati consumers with 34%.Followed by Al Ain with 31% consumption level. While Al Rawabi came in the third place with 22%.Finally, Al Safa and Marmoum with 6% and 7% respectfully.

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According to TGI UAE 2010, the number of people who consume yogurt in the past 30 days during the month of May - were around 4,084,000. Assuming that 35% of them buy Al Ain small size yogurt which costs 1.10 AED, and 65% buy the large size for 11.75 AED. Based on the previous information and the fact that the yogurt prices of the competitors are almost the same, the current market value of the yogurt category during the month of May is 32,763,890 AED and 393,166,680 AED per year if the prices remained the same.

Figure 2 compares Al Ain Diary with its competitors in the Yogurt market. The following competing brands deliver both psychological and nutritional benefits. The positioning of Al Ain Diary “Close to you, close to you heart” date back to its active and influential part in the growth of the UAE’s dairy industry over the last 33 years. The company maintained its values and traditions, therefore succeeded in keeping the image in the mind of their Emirati consumers until it became synonymous with trust and quality.

Fig. 2 Competitive Analysis of 5 Leading brands of Yogurt in the UAE Brand

Prices

Distribution

Product Line

DHS

Target

Positioning

End-line

Media

Market UAE Fresh Farm

Fresh Yogurt full

National

High quality

1.10 AED

Small

outlets

cream

Emirati

safe products

“Close to

Ad Print

Medium

All retail &

Fresh Yogurt low

Families

at affordable

you, close to

Bus Ads

5.75AED

grocery stores,

fat

prices

your heart”

Twitter

Large

supermarkets

Yoghurt Plus Fresh

Large shelf space

Fruit Pieces With

11.75AED

Newspaper

Syrup

Small

All retail &

Facebook

1.10AED

grocery stores,

Vetal Zabadi,

Medium

supermarkets

Zabadi Full-Fat,

5.95AED Large 12.50 AED

Large shelf space

Twitter

Layered Fruit

Whole

Yoghurt , Flavored

family

Yoghurt

Produce world-

“Quality you

YouTube,

class products

can trust”

Linkedin ,Tv Sponsorships Print Ads Truck Ads

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Retail & grocery Small 1.00AED

stores,

Robivia Full Fat

supermarkets

Yoghurt, Robivia

Medium 5.75AED

Upper gulf

Low Fat Yoghurt , Large shelf space

Large

high quality,

“Freshness

Facebook

fresh, healthy

in every

Newspaper

and cost

drop,

Print Ad

effective

everyday”

Sponsorships

Accessible high

“Active

Tv

Yo! Flavoured Yoghurt

18.50AED Small

Retail & grocery

1.30 AED

stores,

Safa yogurt

Arabs ,

quality

Mind, Active

Print Ad

Medium

supermarkets

Sterilac yogurt

locals &

products to all

Life”

Press

expats

socio-economic

5.90 AED Large

large shelf space

segments of

11.0 AED Small

Releases

the UAE Retail & grocery

Fresh, high-

Facebook

1.40 AED

stores,

Fresh Yogurt

quality and

“Taste the

Twitter

Medium

supermarkets

Flavored Yogurt

wholesome

goodness”

Instagram

Catering Yogurt

products

5.75AED Large

large shelf space

11.0 AED

Almarai, Al Rawabi, Al Safa and Al Marmoum are viewed as Al Ain’s primary competitors. Not only that they offer quality yogurt products, they also provide trust and nutritional benefits.

However, Al Ain dairy is the only company that directly interacts with its customers through its fresh farm outlets. Almarai for example, is the largest integrated consumer food producer in the Middle East. The company is committed to provide high quality and nutritious food, to secure offering the best nutritional value that meets the highest expectations its consumers, building on its slogan: “Quality You Can Trust.” It also distributes its products through numerous outlets and retailers and it is widely advertised. Whereas Safa has a distribution network that covers the smallest grocery outlets or cafeterias in the emirates.

Brand Analysis : Business Performance The following -chart B- UAE Yogurt Market Share derived from TGI UAE 2012, illustrates the Market Share of Al Ain and its competitors in the UAE Market.

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(chart B) UAE Yogurt Market Share – TGI UAE 2012

Yogurt Market Share Marmoum Al Safa Al Rawabi Al Ain Al Marai 0.00%

20.00%

Al Marai UAE Market Share 60.50%

40.00%

Al Ain 53.10%

Al Rawabi 51.30%

60.00%

80.00%

Marmou m 23.90% 20.20% Al Safa

Chart B - shows that Al Marai has the highest market share with 60.5 % followed by Al Ain in the second place with 53.10% and Al Rawabi with 51.30% indicating to great sales. It also encourages market expansion followed by an increase in the future revenue.

V.

Creative History

Al Ain diary product entered business world and continue growing from 1981 until now. They succeeded in creating brand loyalty and popularity which made Al Ain dairy products to be high involvement and high consumed. They always tend to create unique products in market such as Natural Honey Yoghurt by which they create competition with others. In addition, Al Ain diary product distinguished their products with competitor’s product by using unique packages for it products. They used several Media such as Newspaper, Ad print, Bus ads and Twitter. They used them to create brand loyalty among their target market. Their slogan is” close to your heart close to you”, they use simple message to make it easy to be remembered. Also, their slogan is to tell consumer that Al Ain dairy products is close to them and they can found it in many retailers such as Carrefour, co-operation and small groceries.

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VI.

Target group

The target group for the AlAin Dairy campaign is mainly directed towards UAE locals, yet there are several targeted subgroups from that category as shown below. Table 1.1 below illustrates AlAin yogurt consumption for several demographic and age groups.

UAE Locals: 1. Females and males ages 15-19 2. Females and males ages 20-29 3. Females and males ages 30-39 4. Females and males ages 50+ 5. Married with children 6. Housewives Table 1.1 AlAin Yougurt Consumption Most Often

Age:

Total

Weighted

%

%Row

Index

Column

Weighted 15-19

402

141

10.1

35

107

20-29

1,346

433

31

32.2

98

30-39

1,468

485

34.7

33

101

236

77

5.5

32.8

100

2,191

683

48.8

31.2

95

50 + Married with children

Table 1.1 shows that: 

10.1% of population age 15-19 most often consume Al Ain yogurt.



Population ranged from 20-29 most often consumes 31% of Al Ain yogurts.



30-39 aged consume 34% while 50+ consume the lowest with 5.5%.



While the highest consumption level goes to married with children with 48.8%.

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VII.

Geography

AlAin Dairy is a regional brand that mainly serves the United Arab Emirates. This brand only requires local advertising since its consumers are mainly UAE citizens. Table 1.2 below illustrates AlAin yogurt consumption in the UAE seven emirates.

Table 2.2 AlAin Yogurt Consumption in UAE

Most Often UAE City:

Total

Weighted

%

Weighted

%Row

Index

Column

Abu Dhabi

1,352

468

33.4

34.6

106

Dubai

1,263

385

27.5

30.5

93

Sharjah

741

196

14

26.4

81

AL Ain

339

177

12.6

52.2

160

44

14.2

1

32.7

100

Ajman

274

81

5.8

29.7

91

Ras Al Khaimah

185

62

4.4

33.3

102

84

16.9

1.2

20

61

Umm Al Quwain

Fujerah

Table 2.2 shows that Abu Dhabi has the highest level of Al Ain yogurt consumption in the UAE with 33.4% followed by Dubai with 27.5%. Sharjah comes in the third place with 14%.

VIII.

Media Mix

Al Ain diary uses several media to promote for their products. The main media for Al Ain diary is Ad print by which 15% of UAE population consumed it past 30 days. In addition, 11% of UAE population who are heavy consumer of magazine consumed Al Ain yoghurts in the past 30 days.

Also, Internet succeeded in targeting 16%of UAE population to consume our yoghurt past 30

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days. In addition to bus ads which play role in targeting customers. Al Ain diary used different types of media to create awareness and to inform people about their products in order to create brand loyalty.

IX.

Target Audience

Our base target audience is Emirati nationals, whereas the primarily target is Home Status: Wife of Head of the household or chief wage earner. According to TGI UAE 2012, 30.8% Emirati housewives consume yogurt products and 33.2 % of them are heavy users. When asked about a preferred brand and the possibility of repetitive consumption, 30.8% of housewives answered that they will defiantly buy their preferred brand once again. Giving that 48.1% of the housewives consume Al Ain yogurt, this demographic group is worth investing in therefore will be targeted for an 12% increase in Al Ain yogurt sales.

X.

Geography

TGI UAE 2012 shows a demographic distribution of Al Ain yogurt consumption across the UAE with 36.9% living in Abu Dhabi, 26.8% in Dubai and 10.3% in Al Ain. Based on the previous findings we are primarily concentrating our advertising efforts on Abu Dhabi, Dubai and Al Ain as our spot markets. Giving the United Arab Emirates NBOS (National Bureau of Statistics) of 2010, the majority of the Emirati population is concentrated in the first two cities, with 42.5% in Abu Dhabi and 17.7% in Dubai whereas Al Ain is the hometown of the Dairy’s business.

XI.

Share of voice

The following SOV analysis describes Al Ain Dairy and their major competitors spending on media from Jan-Oct 13

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Brand media expenditures( SOV) Jan-Oct 13 in ( AED)

Brand media expenditures( SOV) Jan-Oct 13 in (%)

Jan-oct 2013 SOV - The dominant brands on media expenditure- according to the share of voice-were: Al Marai, with a spending of 4,549,860 AED. Al Marmum, with a spending of 279,864 AED. Al Rawabi, with a spending of 101,700 AED. Al Marai’s entire media expense went to TV while Al Ain limited its expenditure to Magazines. Whereas Al Marmum and Al Rawabi were distributed to two media’s each.

Al Ain had the lowest media expenditure with only 18,000 AED spent on Magazine inserts.

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XII.

Target Audience & Media Mix

Target Audience & Media Mix Objective Our primarily target audience is Home Stature: Wife of Head of the household or chief wage earner. And our aim is to increase our sales by 12% by the end of this year. The media mixes that will be used for this campaign are the following: TV, Local Radio, Outdoor, sales promotion. As previously viewed in the SOV media expenditure of the brands, TV is dominated by Almarai, it provides both risk and opportunity for Al Ain in addition to the unused Outdoor marketing.

Target Audience & Media Mix Strategies

Television TV reaches a large number of female Emirati consumers. A significant percentage of the budget will be allocated in this category. To target Emirati housewives we will place ads in the following vehicles: SERIES-Turkish Series (MBC1 ,MBC4) Turkish Soap operas are popular and watched by different demographic groups including Emirati housewives. According to TGI UAE 2012 findings, 42.9% of Al Ain Yogurt consumers watch Turkish series Based. on the previous information, it would be efficient to use these soap operas as a media vehicle as the target audiences enjoy watching the series.

Local news (Dubai TV Arabic) Members of target audience watch local news every day, especially Live Emirates news ( Akhbar El Emarate ) at 8:30. TGI UAE 2012 findings indicate that 35.9% of Dubai TV viewers are consumers of Al Ain yogurt.

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Outdoor

Outdoor media is location-based, hence it will be placed in specific areas where the target audience frequently visit and come across in their daily lives. They are also widely noticed and easily attract attention. The outdoor ads will be placed in E 11 Highway, the longest road in the Emirates. The road forms the main artery in some emirates' main cities, where it assumes various alternate names — Sheikh Maktoum Road in Abu Dhabi, Sheikh Zayed Road in Dubai.

Radio Radio is often tuned to in the UAE due to the country’s traffic history, so people use the radio for entertainment during the morning rush hours. The radio Vehicles that will be used are the following: Emirates FM 97.1, Radio Al Rabiaa 107.8 and Nour Dubai 93.9, which have a rating of 7.9%, 8.5% and 10% in order.

XIII.

Scheduling

Scheduling Objective Scheduling: use the Pulsing method, since the product is continuously demanded.

Cycle 1: June/ July / August Cycle 2: September/ October / November Cycle 3: December/ January/ February Cycle 4: March / April / May Page 16 of 31

During the campaign, advertising in cycle 1, which consists of the prime summer months will be heavier, as many Emiratis prefer cold yogurt products to escape the heat and comfort their stomach. In cycle 2, the advertising will be relatively medium while in cycle 3 advertising will be lighter.

Scheduling plan Months

Medium

Vehicle

Insertions

Massage

Cost

lengths/ Size

(AED)

Total cost

GRP’s

R/F

843,300

1274

88.7/14.4

929,800

53

35.5/1.5

Cycle 1 MBC 1 MBC 4

5 times/week

Television

30 seconds Dubai TV

3 times/ month

230,000

(Live news) Emirates FM (97.1) June Radio

Nour Dubai

4 times/ week

30 seconds

58,200

(93.9) Sheikh Outdoor

Zayed Road

billboard

554,900

MBC 1

Television

MBC 4

6 times/week

Dubai TV

5 times/ month

(Live news)

282,000 30 seconds

Emirates FM (97.1) July Radio

Nour Dubai

6 times/ week

30 seconds

93,000

(93.9) Sheikh Outdoor

Maktoum

billboard

554,900

Road

MBC 1

3 times/week

MBC 4 Television

30 seconds

133,000

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Dubai TV

Once a month

(Live news) August 929,800

53

35.5/1.5

287,800

30

25.1/1.2

222.300

23

20.8/1.2

136,100

17

16.3/1.1

Emirates Radio

FM (97.1)

2 times/ week

30 seconds

34,900

Nour Dubai (93.9)

Cycle 2

Television

MBC 1

5 times/week

30 seconds

262,000

MBC 4

Radio Al September

Radio

Rabiaa

5 times/ week

30 seconds

25,900

30 seconds

196.500

107.8

MBC 1 MBC 4 Television

October

18 times/ month

Radio Al Radio

Rabiaa

5 times/ week

30 seconds

25,900

30 seconds

110.200

107.8

MBC 1 MBC 4 2 times/week Television

Dubai TV (Live news)

November

3 times/ month

Radio Al Radio

Rabiaa

5 times/ week

30 seconds

25,900

107.8

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Cycle 3

MBC 1 MBC 4

2 times/week

Television

98,200 30 seconds 124,100

14

13.7/1.1

Radio Al December

Rabiaa Radio

107.8

1 times/ week

30 seconds

5 times/week

30 seconds

25,900

MBC 1 Television

MBC 4

218,300

Emirates

288,100

38

27.5/1.4

288,100

38

27.5/1.4

288,100

38

27.5/1.4

FM (97.1) January Radio

Nour Dubai

4 times/ week

30 seconds

69,800

5 times/week

30 seconds

230,000

(93.9)

MBC 1 Television

MBC 4

Emirates February

FM (97.1)

Radio

Nour Dubai

4 times/ week

30 seconds

69,800

(93.9) Cycle 4

MBC 1 Television

5 times/week

30 seconds

230,000

MBC 4

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Emirates March

FM (97.1)

Radio

Nour Dubai

4 times/ week

30 seconds

69,800

(93.9) MBC 1 MBC 4 4 times/week Television April

Dubai TV (Live news)

168,600 3 times/ month

30 seconds 212,500

24

21.7/1.2

189,500

27

21.7/1.2

Radio Al Rabiaa Radio

107.8

6 times/ month

30 seconds

25,600

30 seconds

143,000

MBC 1 MBC 4 3 times/week Television

Dubai TV (Live news)

May

3 times/ month

Emirates FM (97.1)

Radio

Nour Dubai

3 times/ week

30 seconds

46,500

(93.9)

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Scheduling Strategy Television TV will be used in all four advertising cycles; the spending on TV will vary. It will increase during the first cycle due to the high demand during Ramadan and the summer vacation. In cycle 2 , the expenditure of TV will start high but will decrease until the beginning of cycle 3 and will increase once again at the end of the cycle. In cycle 4, the expenditure will be start higher once again and will be lower at the end of the campaign.

Outdoor Outdoor advertisements will be used only in Cycle 1, during the months of June and July. The previous months are the hottest in the country, adding the fact that Ramadan starts from the end of June till July, so most Emiratis stay in the country during the holy month.

Radio Radio will be used in all three advertising cycles as it does not have a peak period but happens to be effective among the Emiratis listeners therefore it will be used in all four cycles.

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Timeline of Campaign schedule ( 1 year ) June TV : MBC 1, MBC4, DUBAI TV July Radio: Emirates FM (97.1) , Nour Dubai (93.9) TV : MBC 1, MBC4, DUBAI TV Outdoor: Sheikh Zayed Road Radio: Emirates FM (97.1) , Nour Dubai (93.9) Outdoor: Sheikh Maktoum Road

August TV : MBC 1, MBC4, DUBAI TV September

Radio: Emirates FM (97.1) , Nour Dubai (93.9)

TV : MBC 1, MBC4 Radio: Radio Al Rabiaa 107.8

October TV : MBC 1, MBC4 Radio: Radio Al Rabiaa 107.8

November TV : MBC 1, MBC4, DUBAI TV Radio: Radio Al Rabiaa 107.8

December TV : MBC 1, MBC4 Radio: Radio Al Rabiaa 107.8

January TV : MBC 1, MBC4 Radio: Emirates FM (97.1) , Nour Dubai (93.9)

February TV : MBC 1, MBC4 Radio: Emirates FM (97.1) , Nour Dubai (93.9)

March TV : MBC 1, MBC4 Radio: Emirates FM (97.1) , Nour Dubai (93.9)

April TV : MBC 1, MBC4, Dubai TV May TV : MBC 1, MBC4, DUBAI TV Radio: Emirates FM (97.1) , Nour Dubai (93.9)

Radio: Radio Al Rabiaa 107.8

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XIV.

Reach, Frequency &GRPs

Achieve 88% reach during the beginning of the campaign. Reach will range from 21-88% over the life of the campaign. The goal of the first cycle is to get an average frequency of 5.

XV.

Media Budget

To achieve 12% increase in the sales of Al Ain Yogurt, we derived a budget after analyzing the AdSpend of Al Ain, Almarai, Al Marmum and Al Rawabi. The derived budget from the percentage of the sales of Al Ain yogurt -12% of 393,166,680 AED - would approximate 47,180,000 AED. The number is considered really high compared with the budget 18,000 AED Al Ain used in the year 2013(view Figure B).

Considering the competiveness of the brand in the UAE market, it would be more logical to consider a budget that is close to Al Ain’s direct competitor Almarai, which had a budget of 4,550,400 AED in 2013.

Figure B - AdSpend by brands from January to September 2013 – TGI UAE Brand

Jan

Al Ain

18,000

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Total Month 18,000 AED

AED Almarai

Al Rawabi

Marmum

83,520

438,120

1,009,080

2,891,880

127,800

4,550,400

AED

AED

AED

AED

AED

AED

15,480

18,360

2,520

AED

AED

AED

19,800 AED

24,480

12,600

6,120

AED

AED

AED

95,760

4,680

82,800

AED

AED

AED

99,360 AED

183,600 AED

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However, our Campaign warrants an investment of 5,000,000 AED. Our aim is to be consistent with Al Ain’s current brand culture, thus emphasizing its “commitment to deliver innovation, quality and freshness always” in addition to Al Ain’s healthy lifestyle.

View table C and D for 5,000,000 AED budget breakdowns.

Table C - Campaign Budget ( DHS) Media

4,000,000

Promotion

500,000

Production

500,000

Total

5,000,000

Figure B - Campaign Budget PRODUCTION

PROMOTION

MEDIA 80%

4,000,000

10%

10%

500,000

500,000

Table D - Media Breakdown( DHS) Television

2,306,500

Radio

571,300

Outdoor

1,109700

Total

3,987,500

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Figure C - Media Breakdown TELEVISIO

OUTDOOR

RADIO

58

14

28

1,109,700

571,300

2,306,500 From Table C & D we find that : 

80% of the budget will be dedicated for media and advertising mediums while 20% for promotion and production expenditures.



4,000,000 AED will be invested in media with 58% in TV , 14% for radio and 28% for outdoor advertisements.

Estimated value To allocate the budgets to the three chosen markets, we calculated the estimated values of Al Ain Yogurt market according to its consumption levels among the housewives and the Emirati population from TGI UAE 2012.

Table – A Targeted markets spread sheet Markets

Total

Al Ain

Emirati

Total

Estimated

Housewives

consumption

Population

Across

Value

Abu Dhabi

241,000

540,000

289,000

1,070,000

39%

Dubai

407,000

582,000

313,000

1,302,000

47%

Al Ain

78,000

223,000

78,000

379,000

14%

Total

726,000

1,345,000

680,000

2,751,000

100

Page 25 of 31

Table B – Target markets % spread sheets Markets

Total

Al Ain

Emirati

Total

Estimated Value

Housewives

Consumption

Population

Across

%

%

%

Abu Dhabi

33%

40%

42.5%

115.5

39%

Dubai

56%

43%

46%

145

48%

Al Ain

11%

17%

11.6%

39.6

13%

Total

100

100

100

300

100

In Table- A, the estimated value of Abu Dhabi Al Ain Market among the Emirati population and total housewives is 39%. Dubai estimated market value is 47% while market value of Al Ain is 14%. Table- B shows a slight change in the estimated value of the Dubai market and Al Ain therefore it will be used to allocate the budget for our campaign.

48% of our 4,000,000 AED media budget, which counts for 1,920,000 AED will be invested in Dubai .1, 560,000 AED in Abu Dhabi and 520,000 AED in Al Ain. XVI.

Sales Promotion

The motto of our campaign is “Fresh from the farm to your home.” This slogan aims to focus on the freshness of Al Ain yogurt products and supports its freshness by adding that it is brought straight from the farm into the customer’s house. The previous is relatively true as the company is committed to high quality, freshness and healthy lifestyle. As the leading producer in the country, it still holds its traditions and values for being close to its customers as stated “close to you, close to your heart.”

‫طازج من املزرعة اىل بيتك‬ Page 26 of 31

Outdoor Advertisements

Al AIN Yogurt Fresh from the farm to your home

Our outdoor advertisement will be in the form of billboards ad. It will contain a large Al Ain yogurt that is easy to attract attention while people are driving in the highway. On the right side of the yogurt, “Fresh from the farm to you home” slogan is written under “Al Ain Yogurt”.

Sales Special offers will be available for the customers during Ramadan season. One of our offers will be “buy the large size of Al Ain yogurt for 11.75AED and get 2 small sizes for free.” This offer will only run during Ramadan and it will be exclusive in big retail branches of Cooperate Hypermarkets, Abu Dhabi Hypermarket, Al Safeer Hypermarket.

Our aim in to get our customers to buy our product and surpass our competitors. It is risky but our goal is to get the customers attention and encourage them to buy our product on the long-term purchase cycle.

We will have an agreement with Cooperate Hypermarkets in Dubai to offer 20% discount on Al Ain products especially for their housewives shareholders. Discount coupons will be distributed during the first cycle of our campaign (June, July, and Page 27 of 31

August), shareholders will get 3 coupons at the beginning of the previous months . The same agreement will be signed with Abu Dhabi Hypermarket in Abu Dhabi and Al Safeer Hypermarket in Al Ain.

Page 28 of 31

XVII.

Campaign Flow Chart

Brand Al Ain Floating Budget Media

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May Total GRP’s

Vehicle Spot TV-Prime

COST

Active Weeks

- MBC 1

Television

- MBC 4 AED(000) Spot TV-Late Fringe/News AED(000) Spot Radio-Morning Drive

20 24 12 24 18 218.3 262.0 131.0 262.0 196.5

9 98.2

3 12.0

5 20.0

3 12.0

3 12.0

15 58.2

24 93.0

9 34.9

9 98.2

20 20 20 16 12 218.3 218.3 218.3 174.6 131.0 3 12.0

204

2226.7 24 weeks

3 12.0

20

79.8

3 weeks

12 46.5

114

442.0

16 weeks

30

129.3

4 weeks

2472

1109.7

8 weeks

- Emirates FM 97.1 - Radio Al Rabiaa 107.8

Radio

Outdoor

- Nour Dubai 93.9 AED (000) Spot Radio-Daytime AED (000) Sheikh Maktoum Sheikh Zayed Road .

AED (000)

18 69.8 6 25.9

6 25.9

6 25.9

18 69.8

18 69.8

6 25.9

6 25.9

1236 1236 554.9 554.9

Sales promotion

Spot Only Area

20% Discounts

GRPS

Sales offers

AED (000)

843.3 929.8 177.8 287.8 222.3 136.1 124.1 288.1 288.1 288.1 212.5 189.5

Reach Avg. Freq.

88.7 14.4

Television Radio Outdoor Sales promotion Production Total

1274

53

35.7 1.5

24

20.2 1.2

30

25.1 1.2

23

20.8 1.2

17

16.3 1.1

14

13.7 1.1

38

27.5 1.4

38

27.5 1.4

38

27.5 1.4

24

21.7 1.2

27

21.7 1.2

2,226,700 571,300 1,109,700 500,000 500,000 4,907,700

Page 29 of 31

XVIII.

References

About us. (2014). Retrieved May 24, 2014, from Almarai: http://almarai.com/en/about-us/ Al Ain Dairy Eyes Global Expansion - Gulf Business. (n.d.). Gulf Business RSS 092. Retrieved June 9, 2014, from http://gulfbusiness.com/2012/08/al-ain-dairy-eyes-global-expansion/#.U5QP0pSSzvb Al Ain Dairy Filling Line Expansion, United Arab Emirates. (n.d.). Al Ain Dairy Filling Line Expansion.

Retrieved June 9, 2014, from http://www.packaging-gateway.com/projects/al-ain-dairy/ Al Ain Dairy launches New Natural Honey Yogurt. (2012, September 1). . Retrieved June 9, 2014, from http://foodbusinessgulf.com/september.pdf Al Ain Farms (2014). Our History. AlAin.com. Retrieved May 22, 2014 from http://www.alainfarms.com/main.asp?id=3 Marmum. (n.d.). Retrieved May 24, 2014, from Marmum: http://www.marmum.ae/ Media mix, Retrieved from: https://docs.google.com/spreadsheet/ccc?key=0AgtJiilUqEVkdE9BelM0SkpGZkF1dVc5R01ldGtw ZUE&usp=sharing#gid=0 Our Products. (n.d.). Retrieved May 24, 2014, from Alrawabi Dairy: http://www.alrawabidairy.com/products Rate card TV, Retrieved from: https://docs.google.com/spreadsheet/ccc?key=0AgtJiilUqEVkdHhFdm9oVExiaWYzc1NNUGNOcWxmME E&usp=sharing#gid=2 Rate card TV of MBC, Retrieved from: https://docs.google.com/spreadsheet/ccc?key=0AgtJiilUqEVkdE90eTJUdkRYYzFtb3ZibURhelF3a UE&usp=sharing#gid=0 (2011). Population Estimates , UAE 2006-2012. Abu Dhabi: National Bureau of Statistics United Arab Emirates Government.

Yogurt. (n.d.). Retrieved May 24, 2014, from Gulf Safa Dairy: http://www.gulfsafadairy.com/yoghurt.htm Yoghurt brand monthly ad spend, Retrieved from: https://docs.google.com/spreadsheet/ccc?key=0AgtJiilUqEVkdHBiSzYtSVk2b1Izc1lFVVRQUkU2X 0E&usp=sharing#gid=0

Page 30 of 31

XIX.

Credits

Executive Summary written by Maryam Ali Marketing Objectives & Strategies by Sara Mohammed SWOT Analysis by Afra Al Khaja Industry and Competitive Analysis by Maryam Ali Creative History of Brand by Khuloud Mohamed Target Audience By Hind Al Sharif Geography by Hind Al Sharif Media Mix Khuloud Mohamed Target Audiences by Maryam Ali Geography by Maryam Ali SOV by Maryam Ali Target Audience & Media Mix Maryam Ali Scheduling Maryam Ali Campaign Timeline Maryam Ali Reach Frequency and GRP’s Maryam Ali Media Budget Maryam Ali Sales promotion Maryam Ali References by the team

Page 31 of 31