FRESKA MARKETING PLAN

The Taste of Sweetness in one Bite

Supervision by:
Dr. Shwekar Mostafa
Team Members

- Mohamed Mohsen Elmakhzangi ID # 22201037044

- Ahmed Mahmoud Abd Elmoaty ID # 22201037046
- Mohamed Mehana ID # 22211035236
- Khaled Mohamed Adly ID # 22211035315
- Dalia El Amir Mohamed ID # 22201036032
 1. Company Mission Statement
Our mission is to deliver the highest quality to the consumer by providing a variety of unique, fresh and
delicious products using the best ingredients, modern technology and food safety practices.

We invest in our people and our brands while our actions are guided by a sincere concern for our social
responsibilities, thereby spreading joy through trusted brands.

2. The Market Overview

2.1 Target Market

The company operates in Egypt and the Middle East.

The published statistics indicate that Egypt offers a strong market proposition, with a large addressable market
and a favorable backdrop for affordable snacks consumption.
The market grew at a CAGR of 27.1% At the same period the population growth was 2.7%, indicating increased
demand.
Analysts attributed this to changing lifestyles and consumer habits in Egypt and the wider MENA region. They
expect a continuation to the boost in demand for packaged snack food products.
In addition, more that 50% of the population are under the age of 24 years, which is the prime snack
consumption age.

Populations in the Mena Region (Mil.)

0 20000 40000 60000 80000 100000 120000
Egypt
Turkey
Iran
Algeria
Iraq
Morocco
Saudi Arabia
Yemen
Syria
Tunisia
Jordan
United Arab Emirates
Israel
Libya
Lebanon
Oman
Palestine
Kuwait
Qatar
Bahrain

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 A- Market Research and Environmental/Industry Analysis:
We conducted a survey: interviewing a number of customers.
The aim was to find out the leading wafer brands and why consumers prefer brands other than Freska.
We also needed to know what customers are looking for in wafers and is missed in Freska.
The interview question form is shown in the Appendix of this report.
When we were looking for Freska, we could not find it being sold in supermarkets (Alfa, Metro).
It is also only available in some grocery stores and “Kiosks”.
This was actually surprising; because other Edita product (Molto) is available in every Retailer we visited
The following table compares the different brand offering to highlight where “Freska” stands in the wafer
market.

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Market survey
A small survey was done on several supermarkets and kiosks for getting data about Freska and its competitors.
We found that Bisco Wafer is Freska’s main competitor and the main competitive advantage which affects
suppliers is that Freska has longer shelf life than Bisco Wafer.
The other competitive advantage which concerns the consumers is; the quality of Freska over Bisco Wafer and
the positioning of Freska as high quality and tastier sweet snack than Bisco Wafer.

Conclusion & Recommendations:

1. The segments that are more lucrative are the age categories from 05-35, because they are the decision
makers in the purchase.
2. Consumer acceptance of higher-priced, higher-margin upsized Loaker which indicates the possibility of
assigning premium price to our product Freska.
3. The CAGR of wafers is encouraging to launch a product within.
4. We can use R&D company to reformulate the formula with substitute flavors.

Research & development

Freska maintains an R&D operation responsible for continual product innovation, working closely with the
marketing department as well providing technical support for our production facilities.
Freska’s research and development department comprises around 15 specialists responsible for new product
development as well as maintenance and enhancement of existing products.
Our research laboratories are located within our factories, with the facilities having been recently expanded in
our E07 factory premises.
Our laboratories are among the most important areas within our facilities, where we not only develop our
market-leading products, but do so through the application of international-standard manufacturing practices
to inspect, receive and handle ingredients.
5. We will focus a little more on the wholesalers a little more than retailers as they form almost 60% of the
revenues and more accessible in terms of distribution costs and less number of this intermediary with their
better accessibility to the following intermediary (Retailer).
6. We could make a counter campaign to cover up for the wafer seized named as: “Freska fan” to maintain
engagement and to increase emotional tie with pull strategy to increase demand once Freska becomes
available again.

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 B- Target customers
Edita is targeting 3 segments as it believes that Freska appeal to all to A-C income leveled customers, our
market research analysis showed that our targeted customer are university students, school students and blue
collars.
We believe that Class B and C income leveled customers would like to consume Freska More.
Below is the Segment Characteristics for our Target Customers

Below is the Target Customer Information Analysis

Customer Age Gender Ethnicity Education Location Lifestyle Values

Middle
Male & School Mena
Kids 4-12 Eastern & active Price
Female Students Region
Arabs

Middle
Male & University Mena
Youth 13-22 Eastern & Maturity Price
Female Students Region
Arabs

Middle
Male & Mena Price &
Blue Collars 22-30 Eastern & Employees Work
Female Region Quality
Arabs

Customer profile
We found that the ideal Customer for our business are school children, university students and young working
adults with various income levels, their Buying patterns are based on Price and portion size which are the main
elements shaping the demand for wafer products on all brands.

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 C- Competitor Analysis
Our Market Research has shown that Edita is having a Market share in the Egyptian Snack Food Market by 12%
while our Competitors are having the illustrated Market Shares as per the pie Chart & the Following table.

Established Value offered to

Competitor Size Strengths Weaknesses
date customers

Digitization in Online
Different
Quality & Variety for Products ordering &
Bisco Misr 1975 3300 Managements
Products Selection Presence on Social
Environments
media

Digitization in Online
Quality & Variety for Products ordering & Higher price than
Corona 1919 1000
Products Selection Presence on Social other wafers
media

Wide Selection of Wafer, Popular for affordability Quality of Product &

Ocean Foods 1997 5000 biscuits in addition to the and filling with blue Lack of Presence on
Price collars Employees Social Media

Wide Selection of
Wafer,biscuits,Cake & Popular for Sweetness Outdated Products
El Shamadan 1978 800
Chocolate in addition to with school children Wrapping
Price

Presence on Social
media & Support of Outdated Products
Pepsico 1965 14,000 Variety of Products
entrepreneurs Events Wrapping 
for Youth

Quality & Variety for Higher price than

Loaker 1925   Quality
Products Selection other wafers

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 D- SWOT Analysis
Strengths Weaknesses
Edita has a flexible production capacity, which allows it to
S-1 quickly respond to market conditions given the short lead W-1 Selling in only 16 of the Egyptian Governorates
time.
Reasonable distribution capabilities, any new product can be
Exports only 6% of the sales which are in the Middle East
S-2 distributed through existing channels among Egypt, the W-2
only not worldwide.
Middle East and North Africa.
Increasing cost of supplies and procurements due to
S-3 Good market shares for snacks in Egypt (12 %). W-3
increase the USD rate.
Foreign companies own shares in Edita, facilitating future
S-4 W-4 Low company marketing budget.
growth and opening new markets.
Our company is not specialized in wafer product so the
Use of high quality ingredients and raw materials and
S-5 W-5 awareness of wafer products is less than other company
attractive new designs in packaging.
brands.
Competitors offer higher value wafer (price & weight)
S-6 Edita as a brand name is well-established in the FMCG sector W-6
reflecting in higher market share.
The company possesses future debt rating due to the large
S-7 Edita products have a strong independent brand name. W-7
number of shareholders.
The products are provided at an affordable price range with Highly turnover rate which necessitates the high dynamicity
S-8 W-8
maintaining high quality as well. of the company to prevent fast product life cycles.
Edita reputation for quality and affordability has led to the
Low salary for labors due to the economic challenges and
company commanding leading positions in all five of its
S-9 W-9 instabilities in the global markets generally which might
market segments with high market share and high share of
affect the efficiency of workers.
heart.
S- W- Lower net profit margin due to inflation and financial
 
10 10 challenges
Opportunities Threats
The ongoing growth in Egyptian demand for snack foods in an
Foreign currency shortages may cause operational
O-1 under penetrated market with a growing population and T-1
problems (spare parts, ingredients).
lifestyles.
Commercial laws & regulatory structure might hinder the
O-2 Expected growth in snacks market. T-2
regulatory affairs, manufacture and distribution.
With increased Dollar prices, some imported snacks will
O-3 become less favored by middle income consumers’ appeal to T-3 Competition from unbranded and local products.
this segment.
Edita can introduce new products to Increase sales and Economic conditions & inflation which affects both profit
O-4 T-4
exports volume. margins and demand.
Egyptian current population growth combined with age
Increased consumer price sensitivity due to inflation and
O-5 distribution into different distinguished market segments kids T-5
the deterioration of the macro economic conditions.
and youth.
Government attention toward Africa which are markets for Possibility of having higher than anticipated rise in costs of
O-6 Edita, so political backup surely helps the process itself. T-6
raw materials due to the international financial instability.
The Egyptian market generally is considered to be with high
O-7 T-7 Unexpected changing in consumer tastes.
demand and high consuming and purchasing power.
O-8 FMCGs market is still growing steadily. T-8 Increase in labor costs even more.
By minimalized effect of global barriers, there is a possibility
that the expected demand from export markets is stronger
O-9 T-9  
which can enhance penetrating further regional and
international markets.
IFAS

6
S/ Weighted
Internal Factor Weight Rating Comments
N Score
Strengths
Edita has a flexible production capacity, which Edita flexible production capacity will
S-1 allows it to quickly respond to market 0.2 4 0.6 make a strong position of our product
conditions given the short lead time. (Freska) in the changing market
Reasonable distribution capabilities, any new
We have to take the advantage of Edita
product can be distributed through existing
S-2 0.1 4 0.4 reasonable distribution capabilities to
channels among Egypt, the Middle East and
invest in new products
North Africa.
Use of high quality ingredients and raw
Freska good quality and design will make
S-3 materials and attractive new designs in 0.1 4 0.4
it in a good position in the market
packaging.
The products are provided at an affordable Due to the strong competition, We have
S-4 price range with maintaining high quality as 0.1 3 0.3 to maintain our product in affordable
well. price
Edita reputation for quality and affordability has
We have to take the advantage of Edita
led to the company commanding leading
S-5 0.1 3 0.3 good reputation in the market to increase
positions in all five of its market segments with
our product market share
high market share and high share of heart.
Weaknesses
We have to Improve our marketing Plan to
W-1 Selling in only 16 of the Egyptian Governorates 0.1 4 0.4
cover all over Egypt

Need to increase marketing budget to

W-2 Low company marketing budget. 0.1 3 0.3
increase our product market share

Competitors offer higher value wafer (price &

W-3 0.1 3 0.3 We have to go through mass production
weight) reflecting in higher market share.
Highly turnover rate which necessitates the high
We have to work on reducing employee
W-4 dynamicity of the company to prevent fast 0.1 3 0.3
turnover to reduce our employees cost
product life cycles.
We have to depend on our revenues not
Lower net profit margin due to inflation and
W-5 0.1 3 0.15 debt in financing our production through
financial challenges
mass production
Total Scores 1 3.45

EFAS

7
S/ Weighted
External Factor Weight Rating Comments
N Score
Opportunities
The ongoing growth in Egyptian demand for snack We have to take the advantage on the
O-1 foods in an under penetrated market with a 0.15 4 0.6 growth population and lifestyle to
growing population and lifestyles. cover all the market
We have to exploit the company
Edita can introduce new products to Increase sales
O-2 0.1 4 0.4 facilities to produce new products to
and exports volume.
meet the customers differences
Egyptian current population growth combined with We have to exploit the percentage of
O-3 age distribution into different distinguished market 0.1 4 0.4 youth and kids to increase our market
segments kids and youth. share.
The Egyptian market generally is considered to be We have to exploit the Egyptian
O-4 with high demand and high consuming and 0.1 4 0.4 market as a consuming market to
purchasing power. increase our sales and market share
By minimalized effect of global barriers, there is a
possibility that the expected demand from export We have to work on increasing our
O-5 0.1 3 0.3
markets is stronger which can enhance penetrating exports and entering new markets
further regional and international markets.
Threats
We have to decrease the threat of
Foreign currency shortages may cause operational shortage of foreign currency through
T-1 0.1 3 0.3
problems (spare parts, ingredients). entering new global markets and
increasing exports
Commercial laws & regulatory structure might We have to exploit the government
T-2 hinder the regulatory affairs, manufacture and 0.05 2 0.1 direction to update the investment
distribution. laws to increase our production
We have to go through mass
T-3 Competition from unbranded and local products. 0.1 3 0.3 production strategy to reduce
competition threats
Increased consumer price sensitivity due to We have to follow up the market to
T-4 inflation and the deterioration of the macro 0.1 3 0.3 handle our product prices to be
economic conditions. acceptable to customers
Possibility of having higher than anticipated rise in We have to depend on local raw
T-5 costs of raw materials due to the international 0.1 3 0.3 materials with the same required
financial instability. quality

Total Scores 1 3.4

SFAS
S/ Weighted
Internal Factor Weight Rating Comments
N  Score

8
 Strengths
Edita has a flexible production capacity, which Edita flexible production capacity will
S-2 allows it to quickly respond to market conditions 0.15 4 0.6 make a strong position of our product
given the short lead time. (Freska) in the changing market
Reasonable distribution capabilities, any new
We have to take the advantage of Edita
product can be distributed through existing
S-4 0.1 3 0.3 reasonable distribution capabilities to
channels among Egypt, the Middle East and
invest in new products
North Africa.

Use of high quality ingredients and raw materials Freska good quality and design will make
S-5 0.1 3 0.3
and attractive new designs in packaging. it in a good position in the market

Weaknesses

We have to Improve our marketing Plan

W-1 Selling in only 16 of the Egyptian Governorates 0.1 4 0.4
to cover all over Egypt

Highly turnover rate which necessitates the high

We have to work on reducing employee
W-2 dynamicity of the company to prevent fast 0.05 3 0.15
turnover to reduce our employees cost
product life cycles.
Opportunities
The ongoing growth in Egyptian demand for We have to take the advantage on the
O-1 snack foods in an under penetrated market with 0.1 4 0.4 growth population and lifestyle to cover
a growing population and lifestyles. all the market
We have to exploit the company facilities
Edita can introduce new products to Increase
O-2 0.15 4 0.6 to produce new products to meet the
sales and exports volume.
customers differences
The Egyptian market generally is considered to We have to exploit the Egyptian market
O-3 be with high demand and high consuming and 0.1 4 0.4 as a consuming market to increase our
purchasing power. sales and market share
Threats
We have to decrease the threat of
Foreign currency shortages may cause shortage of foreign currency through
T-3 0.1 3 0.3
operational problems (spare parts, ingredients). entering new global markets and
increasing exports
We have to go through mass production
T-5 Competition from unbranded and local products. 0.05 3 0.15
strategy to reduce competition threats

Total Scores 1 3.6

2.2 Marketing Objectives

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 Edita’s strategy is guided by its goal to create sustainable shareholder value, deploying
innovation and distribution strength to consolidate its position as a regional leader and
pioneer in the packaged snack food market.

Edita’s Marketing Smart Objectives for Freska are:

1. An Increase by 61% in Freska Pack Price in Local market. (Sales Objective)

2. An increase in the Export portion of Freska to be 51%. (Sales Objective)
3. Moving Upwards to be Position #1 the in wafers market (Positioning objective).
4. An Increase in the wafers market share by 14% (Market Share objective)

3. Marketing Strategy:

Abstract
A pandemic is not a new event that encountered humanity because mankind has faced various pandemics
previously throughout history.
• The common point of pandemics is their serious negative effects on the global economy. Taking as example
the food supply chain, which is one of the most important sectors of the economy.
• COVID-19 has an impact on the whole production process from the field to the consumer.
Highlighting the recent challenges in the food supply chain (demand, food production, processing and
distribution)

How covid-19 effect Freska in Egypt

Effects of the pandemic on Freska's food supply chain
• Quarantine time freeze all our activities and effect the flow in the factors ( production or Distribution )
which effect the inventory of Edits at this time
• In the quarantine time Freska wasn't able to Distribution of production to the company's outlets
This production was stuck in the inventory with an expiration date which is another challenge for Edita and
how they will sell this inventory before the expiration date

Recommendations to minimize the effect of Covid-19 on Freska

 Suggested strategies for Freska's food supply chain

Freska must adapt multiple supplier policy to secure its production needs from raw materials whether locally
or internationally and that's to make sure that they will be able to face next waves from Covid -19 without
supply getting affected.

 Online sales are the Key 

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 Since Covid-19 online sales became one of the most important channels to reach consumers easily and
quickly as well as facilitated the purchasing process for those consumers.
Edita focused on different online channels like
( Mobile applications, websites and online requests).
Taking as example them being available on different applications for delivery like TALABAT APP and offering
free delivery helped them increases sales and get more requests and reach new markets.

 Freska's Corporate Social Responsibility.

During Covid-19 pandemic crisis, It's crucial that Freska know well their corporate and play a good role in
helping the society to pass this hard time, charity work should be a must, taking seriously this aspect will
create a good word of mouth marketing for the company between the consumers.

 Make more ads in the clues and sports

Targeting youth, Freska should invest more in ads and marketing campaigns for the clubs of the most of
popular sports like football. They should become club's sponsor likewise WE, Vodafone and Red bull. Such
marketing policy will leave good impression on the youth as the company will be sharing their passion. 

 Freska always has its own creative ideas for their campaign that attract consumer s'
attention.
When Freska introduced more than one new product in the past period and with the current challenges, they
focused on catchy slogans and quotes to make consumers turned their heads when watching their marketing
camping as they did with (‫ نيني النيني‬,‫ )فرسكا اندهش‬camping’s as well as "Block" which is a trending word on social
media that all their targeted youth consumers can relate to. Such creative campaigns help them to gain new
market share and consumer base.

 Make more online ads on new platforms like TikTok 

During Covid-19 pandemic many apps became trending on social media. Digital marketing over these apps
wisely like TikTok for instance as one of the booming apps nowadays comparing it to Facebook ads and the
GDN (Google Display Network) will be more effective, reach more people easier and with less costs .

3.1 Product
Edita is keen to achieve to Freska’s customer satisfactions by fulfilling their needs through providing many
varieties of Freska products with its different flavors for wafers (chocolate, white chocolate, vanilla,
strawberry), which are constantly updated through some additions to it or the inclusion of a new product such
as (Freska Block) in order to meet the desires of all customer’s categories .

3.2 Pricing of Freska

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 Edita’s management has taken the pricing decision for Freska products based on the study of the local market
in line with the company’s goals of maximizing profitability and the company’s goals in terms of consumer
satisfaction in terms of quality first and price second, as competitive prices have been set for products with
corresponding local or non-local products in a way that enhances customer loyalty towards Freska.

Product Price Costs Net Profit Comp. Price Value

Freska Coated EGP/Unit 2.00 0.55 2.00 Excellent quality with
EGP/Unit 1.45
Wafer Family EGP/Unit EGP/Unit fair Price
Freska Uncoated EGP/Unit 2.00 0.55 1.75 Excellent quality with
EGP/Unit 1.45
Wafer Family EGP/Unit EGP/Unit fair Price
Freska Rolled Wafer EGP/Unit 2.00 0.50 4.00 Excellent quality with
EGP/Unit 1.50
Family EGP/Unit EGP/Unit fair Price
Freska Fingers EGP/Unit 3.00 0.90 16.00 Excellent quality with
EGP/Unit 2.10
Family EGP/Unit EGP/Unit fair Price
EGP/Unit 3.00 0.80 16.00 Excellent quality with
Freska Block Family EGP/Unit 2.20
EGP/Unit EGP/Unit fair Price

3.3 Position of Freska in the Marketplace

Distribution strategy aim to penetrate the potential channels and ensure availability to the shoppers for:
- Modern Trade (Hyper / Super markets).
- Mini markets.
- Sweets Shops.
- Schools.
- Institutions and Universities.
- Sports Clubs.
- Wholesalers will also to be considered for specific item not for full range.

Channel type Products/services Percentage Channel strategy

of sales (%)
To reach a large number of customers and offer
Super markets 40%
more variety of our products

Freska As per Mini markets located in streets in different

Mini markets 20% areas, and easy to reach by different segments of
customers
Schools.
10% To reach to young age segments

3.4 Promotion for Freska:

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 Successful marketing strategies include all the promotional activities across the marketing mix, including
advertising, direct marketing, and in-store promotional activities.
So we need to make sure that we use a creative online tools to reach new market segments.
We will use social media (Face book, Instagram and Tik Tok) as a main driver for our campaign to achieve our
target customers on all mobile application throw the GDN (The Google Display Network).
- Promote Freska key message “Freska wafer for special consumers” to emphasize that Freska is offering a
better quality.
- Posters in all covered outlets.
- Outdoor billboards on the main roads.
- Sponsoring sports and social events.
- Consumer promotion for full pack with one free unit per pack (e.g. 11+1)
- Free samples in malls and main high traffic points.
- Interaction on social media with consumers.
- Involvement of social media influencers and Youtubers.

Product or Online Public Relations Advertising Promotio Packagin

Service n g

National teams & Posters in all covered outlets, TV Ads, Free

Street banners samples Smaller
Freska TikTok social events
in malls packing
sponsor

3.5 The People in the Organization

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 Excellent customer service not only converts to sales, but can increase your customer base by referrals.
Acquiring these referrals by people who love your brand can also be a great example of how your marketing
efforts can support your sales process.
Support all the team members (Sales people / Promoters / Merchandisers / Call Center representatives / Social
Media pages’ admins) with the required tools:
- Product Key Message and how to present it.
- Customer Service Training.
- POS materials.
- Products facts and information.
- Products range.
- Product availability and locations.
- Events.

Name Job Title Department Responsibilities

Eng. Hani Nabih Berzi Chairman and Managing Top Management Managing the business and
Director .leading the company direction

Finance Setting financial policies and

Mr. Sameh Nagib VP Finance / CFO
managing P&L
Sales Local sales and export including
Mr. Alfred Younan VP Sales and Intl. Markets long term agreements with intl.
.partners

Eng. Mohammed Al Supply Chain Production, warehousing,

VP Supply Chain
Bahey .transportation and logistics

HR Pay & Benefits, recruiting, people

Mr. Maged Tadros VP HR & Administration development and ensure of
.company values execution

Marketing Develop the company marketing

Mr. Ahmed Samy VP Marketing
.plans and enrich brand equity

Ms. Menna Shams El- Business Development Investor Relations Asset Management and evaluate
Din Director .investment opportunities

Mr. Panagiotis Research & Development R&D Product development and

Papadodimas Director .continuous improvement

3.6 The Process Representing the Buying Experience

Edita use quality standards through its process (manufacturing, packaging, distribution).

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 Manufacturing: we use the latest technology in production process which represent freska on high quality
level.
Packaging: we use safe packing materials with attractive designs.
Distribution: through Edita’s distribution channels to guarantee that our product delivered in safe condition,
which ensures loyalty of our customers.
Setting the process is the key for success with the consideration of cost, profit and value for consumer.
Optimizing the process will help to streamline business efforts and ensuring up-to-date methods which is in
line with market trends for:
Product delivery and availability.
Sales steps.
Payment terms.
Customers relationship.
Marketing campaigns.

Improvements Key Benefits The Process Product

Varity of different flavours
Selling through all trade
to satisfy consumers Sweet snack that available
channels and depending on
preferences and quick sweet across all trade channels at Freska Wafer
wholesale to penetrate ruler
snack for hit hunger or as .reasonable price
.and remote areas
.dessert

3.7 The physical environment where Freska is Presented

Freska is a unique product, not just in taste, but also in other details like logo design, packaging colors,
representatives look, in order to ensure that our customers are as loyal to Freska as possible.

Improvements Delivery Environment Selling Environment Name

Logo design, packaging
schools Super markets Freska
colors, representatives look

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 4. Marketing Budget (Year)

Amounts in million EGP

When setting up the budget Edita’s administration takes the percentage of costs method where it looks at the
advertising and marketing item in the income statement for the previous year then we increase the amount of
this item by 10% taking the factors of inflation in prices considering the proportionality of the budget amount to
the size of the business and looking at competitors in the same industry.
Referring to the income statement for the year 2020 we find that the item of advertising and marketing
expense was 220.2 million pounds and therefore we find a budget for advertising and marketing for the year
2021 is 242.2 million with an increase of 10%.

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 5. Monitoring/Measuring Activities
Monitoring and performance evaluation
Task Person responsible Time frame Deliverable

Revise this plan Mr. Ahmed Samy weeks 2 Report with

Marketing recommendation
presented to the board
Costs analysis Mr. Sameh Nagib weeks 2 Report with
Finance recommendation
presented to the board
Approval Board One meeting Authorize a project
manager to develop the
new wafer
Design of new product Mr. Panagiotis Papadodimas weeks 3 Samples produced
Research & Development Director
Market testing Mr. Ahmed Samy One month To Report with
Marketing be tested on recommendation
Mr. Alfred Younan class A only presented to the board
Sales
Approval Board One meeting Authorize a project
manager to start
preparation for product
launch

Promotion Mr. Ahmed Samy Synchronize Customers are curious

Marketing campaign with
launch
Commercialization Mr. Sameh Nagib weeks 3 On time
Finance availability at channels
Mr. Ahmed Samy
Marketing
Mr. Alfred Younan
Sales

Market Monitoring

17
 ?Monitor what Responsible person Frequency ?Feed back to

Inflation, exchange rate, Mr. Sameh Nagib As needed with Eng. Hani Nabih Berzi
trade rules in & Vice President Finance change in Vice Chairman
Egypt Chief Financial Officer circumstances

Competitors Mr. Alfred Younan Weekly Mr. Ahmed Samy

VP Sales and Intl. Markets VP Marketing

actions Mr. Alfred Younan As needed with Mr. Ahmed Samy

VP Sales and Intl. Markets change in VP Marketing
circumstances
Customer Mr. Ahmed Samy Quarterly surveys Mr. Panagiotis
satisfaction VP Marketing and research Papadodimas
Research & Development
Director
Monthly sales Mr. Alfred Younan Monthly Board
VP Sales and Intl. Markets

Distribution channels Eng. Mohamed El Bahey Quarterly Mr. Samir Nabih Aziz Berzi
performance Vice President Supply Chain Vice Chairman

Costs Eng. Mohamed El Bahey Weekly Eng. Hani Nabih Berzi

Vice President Supply Chain Vice Chairman

Customer complaints Mr. Ahmed Samy Monthly report Eng. Hani Nabih Berzi
VP Marketing Vice Chairman

Exports Mr. Alfred Younan Semi annually Eng. Hani Berzi

Vice President Sales and Chairman and
International Markets Managing
Mr. Sameh Nagib Director
& Vice President Finance
Chief Financial Officer

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