Business analysis

1. Product features
Our project is DAMLOU Yoghurt, a new flavor for the Moroccan and the African Market.
The flavor is based on the Amlou (Sweet Moroccan Almond butter) as the addition to a
natural yoghurt for more creamy texture by combining a pleasant sweet taste, this flavor of
Amlou was the reason behind the nomination of our new product “DAMLOU Yoghurt”.
Moreover, not only the flavor of the product is new, but we adopted also an innovative and
eco-friendly packaging for DAMLOU, the yoghurt cup is made from recycled paper and have
seeds inside so when the cup is empty it can be planted in soil to grow flowers and herbs.
Our objective by creating this product is to provide the Moroccan and African market a new
product that can be delicious with a health beneficial effects and friendly to the environment.

2. Purchasing costs

 We have classified our purchases in four main categories:

1. The first category of purchases are known by leverage ( milk without cream , Amlou ,

Biscuit sticks , sticker,  transportation protection). This kind of purchases invoke a

competition and build up  a competitive offers to cooperatives like  Amlou and Milk

suppliers

2. The second category of purchases are known by Non-Critical (Sugar, Second

packaging, Wooden Supports, Road Transport , Sea Transport , Cold & frozen

Transport , Offices needs , Security garments.).  This kind of purchases evaluate and

follow up the quality provided by our current logistics suppliers.

3. The third category of purchases are known by Bottleneck (  Ferment , Glucose syrup

Additives).  With this kind of purchases we can ensure alternative suppliers of

Glucose syrup from( Lagos, Nigeria)

4. The fourth category of purchases are known by Strategic ( Cow milk,full cream ,

Yogurt first packaging). With this kind of purchases we can maintain our partnership
 with the Moroccan cooperatives, establish a partnership with packaging suppliers and

require an exclusivity of this type of packaging.

 Demand

 Profit

 The province of Gauteng can be a profitable market for us because it’s the highest
region where South African people spend a considerable amount of their revenue on
food. The province accounted for more than a third of the total volume sold in 2016,
followed by the Western Cape and then Eastern Cape. Most of the major national
players are situated in these three major regions, thus there may be a natural supply to
these regions.
 Marketing mix

Product:

Our new product is named Damlou. It is considered as natural yoghurt where we added a

Moroccan touch which is Amlou (Sweet Moroccan Almond butter) flavor.

   
Price:
Psychological price:

 Price range: from 3.5 Rand to 5 Rand

 We intend to fix a price within this range because we assume that the south
African consumer is ready to pay for our product if we respect this price range.

 We think as long as our product contains Amlou as a key ingredient and it’s
much healthier than the normal yogurt and also it’s a new ingredient in the south
African market.

Place:

 For the transportation from Morocco to South Africa, we adapt a maritime

transportation to keep the yoghurt fresh and the same quality in the cooled containers.
 The retail sector as a channel, the products will be available to the market that
continues to increase. This sector is made more attractive to the young consumers.

the most common channel distribution of drinking yogurt , is the retail channel with 85,6%.
 Promotion

 Television TV is the most expensive but also the most popular media of advertising in
the country. Nearly 70% of the households in South Africa have TV sets.

 Press in South Africa has a better reach to consumers but is relatively expensive.
However, regional and local newspapers are less expensive.

 Radio is the most traditional form of mass entertainment in the country. It reaches over
90 % of the population and is also by far the least expensive. There are almost 15.4-
million radio sets in South Africa, with more than 30-million listeners.

 The advertiser accepts responsibility for the accuracy of the research and claims.
The guiding principle in all comparisons shall be that products and/or services should
be promoted on their own merits and not on the demerits of competitive products.

 South Africa has 11 official languages, but promotional material including

advertisements is typically printed in English language.