Name: Haitham Ahmed Zain Eldien

Mobile Number: 01012410006

Course: Integrated Marketing Communication

Project: CORNO
Instructor: Dr. Reham Farouk

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Contents
Executive Summary .................................................................................................................................... 3
Company Profile ......................................................................................................................................... 3
Edita Strategy .............................................................................................................................................. 4
Current situation analysis (PESTLE-SWOT) .......................................................................................... 6
Competition Analysis (Direct-Indirect) .................................................................................................. 12
New Product Brief and Identity ............................................................................................................... 15
Communication and Marketing Objectives: .......................................................................................... 18
Segmentation – Targeting – Positioning ................................................................................................. 19
Marketing Mix (4Ps) ................................................................................................................................. 21
Marketing Strategies ................................................................................................................................ 27
Budget ........................................................................................................................................................ 27
Communication Process ........................................................................................................................... 29
The IMC Program (Creative brief – Creative Strategy) ....................................................................... 33
Campaign Art Work ................................................................................................................................. 38
Developing of Media Plan & Strategy ..................................................................................................... 44
Controlling and Monitoring (For full the IMC Plan) ............................................................................ 50
References .................................................................................................................................................. 51

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Executive Summary
In this project we will have an Integrated Marketing Communications plan for “Corno” corn flakes
product to establish “Corno” competitive position in the Egyptian market through its USP “easy-
prepared” corn flakes meal in 3 minutes anywhere, we know that building and winning the trust
of our customers will be the most challenging and critical point of our plan which will require
meticulous creation, communication, and delivery of our message to the Egyptian market.
A great deal of research has been completed to identify and utilize the strengths, weaknesses,
opportunities, and threats to prepare a plan most beneficial to the organization.
Objectives and tactics have been designed to fall in line with our mission and values. This detailed
plan includes marketing activities, creative media, and public relations strategies, as well as direct
marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart
map out the campaign.
We know that this message to be effective and efficient will require harmonious integration
between all our departments to create and deliver an integrated marketing communication to the
Egyptian market that cause the intended objectives.

Company Profile
Edita Food Industries was established in 1996 by the Berzi family and Chipita International
(through Exoder Limited) and holds a leading market share in each of its six segments that span
the Egyptian snack food market, including cake, croissants, rusks (baked wheat), wafers, and
candy segments. Today, Edita is one of the leading Fast Moving Consumer Goods (FMCG)
companies in Egypt and the Middle East with c.6000 employees and 154 stock-keeping units
(SKUs). The company is well known for its consistently high-quality products and strong brands
including Molto, TODO, Bake Rolz, Bake Stix, Mimix, HoHo’s, Freska, Twinkies, Tiger Tail,
and Oniro. Edita acts also as the sole regional distributor of several brands of imported sweeteners,
olive oils, and pasta.

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Edita boasts five state-of-the-art production facilities, encompassing 30 production lines. Three of
the production facilities are located on the 6th of October, one in 10th of Ramadan City, and one
in Beni Suef industrial zone to the south of Cairo. Edita also places great importance on research
and development activities, viewing innovation as a key pillar of its growth strategy going forward.
In Egypt, Edita’s extensive, streamlined and effective sales & distribution platform offers Edita an
unmatched reach in the domestic market and includes a highly qualified, empowered, and
dedicated sales force of 1,461 employees including 692 sales representatives. The company
delivers products from its 25 distribution centers spread across 27 governorates to more than
65,000 wholesale and retail customers via its 847 vehicles.

Edita’s reputation for quality and affordable pricing strategy has led to the company holding
positions in all five of its market segments: ranking first at its cakes with a market share of 46.2%,
bakery with a market share of 62.5%, and candy segments with a market share 8.1%, second at the
rusk segment with market share 44.4%, and third at the wafer segment with market share 10.2%.
As such, Edita has become a leader in the Egyptian snack food market and its brands are some of
the most recognized by consumers in Egypt – Edita’s core cake and croissant brands have close to
100% brand awareness.

Edita Strategy
 Increase the penetration of the Egyptian snack food market and expand our customer base
while diversifying our revenue streams
 Improve sales mix between wholesale and retail customers
 Expand production capabilities and capacity to meet growing demand
 Introduce new and innovative products aligned with changing consumer trends
 Enhance profitability by improving product mix and driving manufacturing efficiencies
 Grow operations regionally

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VISION & MISSION

Edita’s vision and mission guide all of the company’s actions.

VISION

 Setting the benchmark of snacking with our high-quality, innovative products.

MISSION

 Together, spread joy through trusted brands.

CORE VALUES

 Trust: We believe in Mutual Trust, we trust in our people; our biggest asset, and our belief
in their contribution to the growth of our organization, and they in turn trust in our company
to develop and nurture their potential to achieve their career goals.
 Responsibility: Responsibility towards our stakeholders and community as well as a
commitment to quality are pivotal to our strategy and operations.
 Innovation: Innovation is what defines and leads us as a company.
 Teamwork: Teamwork is core, we believe that the power of “We” is key to achieving our
goals

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 Current situation analysis (PESTLE-SWOT)

PESTLE Analysis

Political Analysis:
1. Under the rule of President Abdel Fattah El-Sisi, a great aspect of political stability was
achieved and terrorism acute attacks were abashed successfully during the years after the 2011
revolution.
2. Some sort of disagreement between Egyptian and Ethiopian presidents due to the Ethiopian
Dam foundation may affect Egypt’s water consumption in the coming decades.
3. Improving political relations with countries that were experiencing tension in relations such as
Turkey with Qatar, Turkey became one of the most importing countries for our products, and
Qatar offered investment in Egypt and pumped dollars for investment.
4. In addition to the confidence that the International Monetary Fund has in Egypt, it is now easy
to request loans to expand and revitalize the Egyptian economy, due to the Egyptian political
stability
5. Even though no disaster is expected, Egypt will be highly reliant on the financial help of Gulf
allies, and the Gulf States are well positioned to help given the world's high price of oil.

Economics Analysis:
1. Egypt undertook exchange rate, monetary and fiscal measures in response to adverse global
developments (including soaring prices, tightening financial conditions, and fading demand),
aggravated by the war in Ukraine.
2. On March 21, the Central Bank of Egypt (CBE) allowed the exchange rate to depreciate
overnight by around 16% to stem the widening net exports deficit. It also raised policy rates
by 100 basis points to curb inflation and contain large-scale portfolio outflows that were
causing reserve losses.
3. The Egyptian government announced a mitigation package worth LE130 billion (1.6% of
FY2022/23 GDP) to alleviate the impact of the rising prices through hikes to public sector
wages and pensions, tax measures, and expanding coverage of the cash transfer programs,
among other measures. 
4. Before the external shocks that triggered these policy measures, economic activity was
recovering strongly, although inflation was on the rise and pressures on external accounts were

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 building. Growth had surged to 9% during H1FY2021/22 (July–December 2021), compared to
a modest rate of 1.4% a year earlier.
5. The resumption of international travel and trade, global pent-up demand, and favorable base
effects allowed for strong rebounds in the export-oriented sectors.
6. On the demand side, consumption and investment improved, but the net export deficit widened.
This was partly because the real exchange rate appreciation over the previous years favored
imports growth, and the accelerating global commodity prices also inflated Egypt’s import bill.
7. The net foreign assets position of domestic banks has been in deficit since the beginning of
FY2021/22. This indicates that external accounts have been under pressure before the
escalation of the war in Ukraine, and the banking system may have partly borne the
consequences, and indirectly supported foreign reserves.
8. Domestic prices were gradually rising, and inflation spiked to 8.8% in February 2022 (more
than 2.7 percentage points higher than its average since the beginning of FY2021/22),
reflecting the early repercussions of the war in Ukraine.
9. Egypt is still on track to achieve higher growth in FY2021/22, but economic activity in the
near term is expected to be affected by the repercussions of the war in Ukraine, as well as
phasing-out base effects.
10. Growth is expected to average 5.5% in FY2021/22, up from 3.3% a year earlier, mainly
reflecting the solid performance in the first half of the year. However, base effects and the
demand overshoot are expected to start tapering off, and economic activity will be adversely
affected by the repercussions of the war in Ukraine.
11. Government debt was already elevated (at an estimated 92% of GDP) at end-FY2021/22, and
it will increase due to the higher deficit and the adverse valuation impact stemming from the
currency depreciation. This is expected to temporarily dilute the fiscal consolidation gains
which had contributed to a consistent decline in the budget deficit-to-GDP ratio over the
previous six years.
12. Poverty rates were at 29.7%, as reported for the period October 2019–March 2020. Egypt has
been strengthening social protection, expanding existing programs, and introducing key
mitigation measures at the onset of the COVID-19 pandemic and more recently due to the
adverse repercussions of the war in Ukraine.
13. According to the International Monetary Fund, Egypt is the second-largest Arab and African
economy in 2022. (IMF).

Social Analysis:
Egypt is one of the most populous countries in Africa and the Middle East. With a 2022 estimated
population of 104 million (almost 104,032,392 living in Egypt)

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1. Egypt Area and Population Density: Cairo alone, which is the capital city of Egypt, has a
population of around 10.175 million people. The population density of Egypt as a whole is 84
people per square kilometer (218/per square mile), with Cairo having the heaviest density at
46,349 per kilometer square. Overall, Egypt ranks 126th in the world in terms of population
density.
2. Ethnic Egyptians account for 91% of the total population. The largest ethnic minorities include
the Turks, Greeks, Abazas, and Bedouin Arab tribes in the Sinai Peninsula and the deserts to
the east, as well as the Siwis in the Siwa Oasis and the Nubian people along the Nile.
3. The official language is Arabic, while other widely understood and spoken languages by the
upper classes include English and French.
4. Approximately 2.7 million Egyptians are found living abroad, as estimated by the International
Organization for Migration. These include Arab countries, like Saudi Arabia, Libya, Jordan,
and Kuwait, where 70% of Egyptian immigrants reside. The rest of the 30% inhabit Europe
and North America (90,000 in Italy, 110,000 in Canada, and 318,000 in the United States).
Constituting 91%, Ethnic Egyptians are the leading group of Egypt’s population.
5. In 2018, the median age of the population reached 24.6 years, with a total life expectancy of
73 years, according to the World Factbook. We can see a slow, but seemingly consistent
improvement in this area as time passes.

Cultural aspects:

 Children in Egypt consider the snacks meals cause of happiness.

 Snacks meals is considered a kind of entertainment for youth
 Increase in health awareness so customers become more selective in choosing their
children's foods
 Lifestyle: Egyptians' life is very congested, dynamic, and full of noise especially youth
they are not committed to meals time so they used to take some snacks during the day
 Snacks are considered breakfast meals for children and youth during their normal days in
schools and universities and even at work.

Technological Analysis:
1. Total population: 100.3 million with an urbanization of 43% and GDP per capita of 11,583
dollars, the median age is 25.3, and overall literacy of 81% (females 75% and males 86%)
2. Some digital data will flash the scene as follows:
Mobile subscriptions are 93.48 million vs population (93%), internet users are 49.23
million with a penetration of 49%, active social media users 40.00 million with a

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 penetration of 40% and eventually, mobile social media users are 38.00 million with a
penetration of 38%.
3. Annual growth data for the scene:
Total population +2 million (+1.8%), mobile subscriptions -10 million (-9.4%), while
internet users are almost the same if not in trend of decline, active social media users +1
million (+2.6%) and mobile social media users +3 million (+8.6%)
4. Egypt is directed towards automation of government sectors plus shifting from cash
payment systems towards card-mediated ones.
5. Schools are provided with tablets and interactive tools in hope of shifting education to
interactive learning methodologies.
6. The world is witnessing a revolution in information and communications technology (ICT),
the scope of which stretches far beyond the realm of the sector itself. No country seeking
real, sustainable development and progress can hope to achieve these aims without a strong
ICT sector in place to drive the necessary change.
7. Egypt’s ICT 2030 Strategy: The Ministry of Communications and Information Technology
(MCIT) was established in 1999 to develop the national ICT sector. MCIT strives to
achieve the digital economy through the use of ICT tools to provide prosperity, freedom,
and social equity for all. Its mission is to enable the development of a knowledge-based
society and a strong digital economy relying on equitable and affordable access to
knowledge; digital rights; and the development of a competitive, innovative national ICT
industry.
8. ICT 2030 strategy supports the development of the communications sector both regionally
and internationally by designing new initiatives such as electronics design and
manufacturing and capacity building to maximize ICT contributions to the economic
growth of the country.
9. Egypt is also working on developing technological investment zones, supporting young
innovators, and mechanizing investors’ centers in various governorates through the
communication between the Ministry of Investment and International cooperation, and the
ministry of Communication and IT in tandem with the Egyptian Entrepreneurship
Investment Company (EEIC).

Environmental Analysis:
1. Egypt is 97% desert and is therefore dependent on the Nile River for its existence. Only
5% of the land area in Egypt is occupied and less than 4% of the land is suitable for
agriculture. Since such a small percentage of land is habitable, population densities in some
areas along the Nile River are greater than 1,000 people per square kilometer.

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 The Nile River is the lifeblood of Egypt. The river is the main source of freshwater for
household use and irrigation, a source of power from the hydroelectric facility at Aswan,
and a means of transportation for people and goods.
2. Egypt's total land area is 999,450 Km2 (384,345 sq. miles).
3. Egypt is directed to new desert regions for establishing new cities of habitat.
4. Air, water, and land pollution are chronic problems in Egypt, especially in the capital Cairo
is the most infected city.
5. The government tries to hinder pollution by all means available, so manufacturing licensing
is prohibited in midtown and center zones and is restricted to new industrial areas and
peripheries.
6. The United Nations Climate Change Conference will be held in Sharm El Sheikh in 2022,
To strengthen efforts in implementing Egypt's Sustainable Development Strategy
Legislation.
7. Campaigns for a clean environment and clean shores to keep the Nile pure are on track for
years.
8. Conventional energy sources are kept running but a direction to the new renewable sources
has changed the scene slightly towards solar power and solar cells usage in some but few
places.
9. Fuel and energy prices are undulating up and down, with the mean curve to up over time.

Legal Analysis:
1. The macro legal scene in Egypt is run by the constitution approved by-elections and
constituted by members of the High Institutional Committee.
2. Whilst the micro level is processed by-laws approved by the Parliament to organize Egypt’s
internal environment among citizens.
3. Many new legislations are on the track of approval regarding education, funding, taxation,
import, and export, trading inside Egypt, and even advertising.
4. New legalities are expected with the coming Parliament and Presidential elections.
5. The Egyptian government has demonstrated its commitment to making it easier to do
business in the nation, as seen by recent tax reform.
6. The government wants to create a more efficient retail environment to help all sectors of
the rising economy

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Edita SWOT Analysis

(S) Strengths:
1. Edita is a market leader in baked food products
2. Large market share
3. High-quality control standards
4. Top-tier in-house research and development department
5. Strong distribution coverage among Egypt and MENA
6. Presence in more than 17 regional markets
7. Low cost of service
8. Great fleets to deliver the products to thigh coverage of Egypt
9. Can control the production volume
10. Huge product varieties in their company portfolio
11. Launching new items to increase the company's recognition of the brand

(W) Weakness:
1. Low salaries
2. Highly turnover rate of labors
3. Some of Edita’s products have a medium/weak popularity such as; Mimix, Oniro, and Tiger
Tail
4. Working Conditions

(O) Opportunities:
1. There is a gap in the market as there is no competitor to provide the customer with cornflakes
and milk in one pack that you can prepare and eat in 3 minutes anywhere
2. The growth of the healthy snakes market
3. Growing demand for Edita products
4. Population increasing among Edita markets
5. Large target segment (kids and youth)

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 (T) Threats:
1. Global supply chain crises that will affect Edita’s supply chain
2. Growing inflation
3. Recession increasing
4. International arbitration dispute against the Greek food company “Chipita”
5. Raw materials prices increase
6. Tax and regulatory framework
7. Import restrictions
8. Increase in labor cost

Competition Analysis (Direct-Indirect)

Direct Competitors:

Brand Name
Temmy’s
Company Brief Temmy’s has the biggest market share in the cereal market, they provide customers
with many flavored cereal types such as; Chocolate, Strawberry, honey, … etc.
Products Corn Flakes Corn Flakes Corn Flakes Corn Flakes Corn Flakes
1kg 500gm 375gm 250gm 120gm
Prices
96.55 52.95 41.10 32 18

Strengths Well-known company – offer varieties of flavors, sizes, and types of cereal –
strong supply chain - strong online presence (E-commerce websites)
Weaknesses Hard to eat outside – needs milk

12
Brand Name
Delancey
Company Brief Company specialized in cereal production and provides many types of cereal
flavors, types, and sizes
Products Corn Flakes Corn Flakes Corn Flakes
1 kg 500 gm 250 gm
Prices
86.95 47.95 34.35

Strengths Strong online presence (E-commerce websites) – varieties in sizes and flavors

Weaknesses Unpopular company - Hard to eat outside – Needs milk

Indirect Competitors:

Brand Name
NutriFit
Company Brief Provide customers with a wide variety of healthy oat & Granola and bars.

Products Raisin and bran Corn Flake Strawberry – Fruit Granola

cereal – 250gm 250gm 300gm
Prices
31.50 55.00 49.25

Strengths Offer healthy cereal and snacks – the bars are easy to eat outside - Strong online
presence (e-commerce websites).
Weaknesses The cereal Pack is hard to eat outside and needs milk
The bars are Unsatiating meal

13
Brand Name
Lino
Company Brief Well-known company provides customers with a wide range of healthy oats
products.
Products Oats
500gm
Prices
34

Strengths Healthy product – strong supply chain - Strong online presence (e-commerce
websites) - Well known company – strong supply chain
Weaknesses Oats are hard to eat outside because of its hard preparation - Need milk – Not
Tasty

Opportunities Analysis:

 There is an opportunity in the market to invest in cornflakes products with a new innovative
idea.
 Egyptians' life is very congested, dynamic, and full of noise especially youth they are not
committed to meals time so they used to take some snacks during the day or at breakfast.
 Opened market with a variety of segments which could be covered by the variety of our
products.
 The high distribution channels of our products will help greatly in product availability.
 Increase in health awareness so customers become more selective in choosing their children's
foods.
 Providing the products to the schools and universities to be available for the students.

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New Product Brief and Identity

Product Name: “Corno”

Product Category: Corn flakes (Breakfast Meal)
Product Components: (Corn flakes + Powder Milk + Spoon) all in one package (Cup)

Product Brief
It is a “Corn Flakes” product named “Corno” offered in three flavors (Original – Chocolate –
Caramel) in two sizes (100 gm. – 200 gm.) packed in Cup valid to eat in.
The main attribute of the product is Easy-preparing steps, you can eat Corn flakes meal in 3
minutes anywhere as the package including all elements (Corn flakes+ Powder Milk + Spoon) it
will be ready only after adding water and stir in the same cup as it is valid to eat in.

Video for the product: https://cutt.ly/sBTubkd

(The Spoon and Powder Milk inside the Cup)

(Cup is valid to eat in)

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Product Identity:

Logo:

16
‫‪Colors:‬‬

‫‪Slogan:‬‬
‫"فطار صحي متكامل في ‪ 3‬دقائق وفي اي مكان"‬

‫‪17‬‬
 Brand Competitive advantage / USPs”

“CORNO” USPs:
1. Full breakfast Meal (“Corn Flakes” and “Powder Milk” with vitamins separated in one
package) + Spoon and cup. Ready to eat in 3 minutes (The main attribute)
2. Easy-Prepared in 3 minutes in the same Cup.
3. Affordable prices
4. Product’s Value and benefits
5. Availability
6. Products Variety (Original Flavor – Chocolate Flavor – Carmel Flavor)

Communication and Marketing Objectives:

 Creating awareness of the new product “Corno” among 75% of our target audience by end
of 2023 (Awareness).
 Deliver full information about our new product “Corno” values, attributes, and
affordability vs. our competitors (Knowledge).
 Focus on acquiring our target audience likening to 55% of our target audience by end of
2023 (Likening).
 Engage and create desire among 15% of our target audience to try our new product
(Preference & Conviction).
 Create an attitude to encourage our customers to purchase our products. (Purchase)
 Position the “CORNO” product in the target market as the fastest “Corn Flakes meal “to
be prepared anywhere in just 3 minutes. And other attributes such as Staining, Affordable,
tasty, and Delicious Snack meal among 45% of our target audience by end of 2023.
 Achieve annual sales of 10 M EGP by the end of 2023.
 Acquire a 6% market share by the end of 2024, and 12% by the end of 2026.

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 Segmentation – Targeting – Positioning

Segmentation:
Three groups of segmentations as follow:

Segmentation Primary Secondary Thirdly

Alex – Hurghada
Delta – Upper
Geographic Cairo – Giza – Sharm EL
Egypt
sheikh
4 – 45+ (Generation:
Age Group 4 – 35+ 4 – 30+
Z, Millennial, Gen X)
Nationality Egyptians &
Egyptians Egyptians
Foreigners
Demographic
Gender Male and Female Male and Female Male and Female

Marital Status Single & Married Single & Married Single & Married
Monthly
income 10K + 8K + 8K+

Socioeconomic Education Medium and well Medium and well

Well educated
educated educated
Students – Private
Students - Students – Private
Occupation Sector employees –
Seniority level Sector employees
Seniority level
Experiencer - Experiencer - Experiencer -
Attitude
Believer Achiever Achiever

Social class Mid-Tier (B) Mid-Tier (B) Mid-Tier (B)

Psychographic
Cultured -
Shopper – Influencer Shopper – Sportive
Life style Shopper –
– Sportive - Cultured
Sportive
Benefit sought Benefits seeker Benefits seeker Benefits seeker
Behavioral Purchasing Medium user –
habits Medium user Medium user
Heavy User

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 Targeting (Undifferentiated Marketing):
Targeting (Undifferentiated Primary Secondary
Third Group
Marketing) Group Group
Upper Egypt–
Cairo – Giza - Cairo – Giza -
Geographic Hurghada – Sharm EL
Alex Alex
sheik
Age Group 15 – 25 6 – 15 25 – 35+

(Generation Z, a (Generation Z (Generation Z,

Birth Era
Millennial) and before) Millennial)
Males &
Gender Males & Females Males & Females
Females
Demographic Marital Status Single & Married Singles Single & Married
Family Size:
Family Size (1, 2, 3, 4 ) (1, 2 , 3 , 4 )
(1)
Egyptians
Nationality Egyptians Egyptians
Foreigners
Muslim & Muslim &
Religion Muslim & Christian
Christian Christian
Family Income 8K - 10K+ 8K - 10K+ 8K - 10K +

Medium and Well Medium and Medium and Well

Education
Socioeconomic educated Well educated educated
Students
Students Employees
Occupation Employees

Experiencer Achiever –
Experiencer - Sportive
Believer Curious
persons
Achiever Gamers
Attitude Mommies
New mommies Snacks
Psychographic Snacks seekers
Snacks seekers Seekers
Busy people
Busy people Internet user
Social Class B Class (Mid-Tier) B Class B Class (Mid-Tier)

Medium user Medium user Heavy

Purchasing Habits Heavy user
Heavy user user
Behavioral
Benefits Benefits seeker
Benefit sought Benefits seeker
seeker Shopping lover

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Positioning:
Positioning by Product attributes and benefits.

The main attribute that we will positioned by is:

• Easy - prepared full meal anywhere and in 3 minutes: We will offer “Corn Flakes” with
“Powder Milk” + Spoon separated in one pack which is “Cup” it will be ready only after adding
water and stir in the same cup as it is valid to eat in. you can eat Corn flakes meal in 3 minutes
anywhere (Exclusive in our product Vs. competitors)

Plus other attributes and benefits as follow:

• Healthy and useful: We will focus on the meal ingredients to be healthy and useful
• Easily prepared: Just need to mix the components (Corn flakes and Milk)
• Affordable: We will offer our products at affordable prices
• High quality Used cups to be healthy and recycled

Marketing Mix (4Ps)

(Product – Price – Promotion – Place)

Product:

Core Product:
“Corno” Product: (Corn Flakes)

(https://cutt.ly/sBTubkd)
(To see the video about the product click the link)

21
 We will avail three categories (Flavors) of products in two sizes (100gm – 200gm) as follows:
Original Flavor – Chocolate Flavor – Carmel Flavor
The package includes: (Corn flakes+ Powder Milk + Spoon) it will be ready only after adding
water and stirring in the same cup.

Item Size Ingredients Price

Corn (90%), sugar, salt, barley malt extract,

vitamins (vitamin E, niacin, vitamin B6, Calcium, 15 L.E/ 28
Corn flakes Cup 100g/ 200g riboflavin, folate), minerals (iron, zinc oxide) / L.E
Powder Milk Pack
Corn (90%), chocolate, sugar, salt, barley malt
Choco Corn flakes extract, vitamins (vitamin E, niacin, vitamin B6, 16 L.E/ 30
100g/ 200g
Cup Calcium, riboflavin, folate), minerals (iron, zinc L.E
oxide) / Powder Milk Pack

Corn (90%), Caramel, sugar, salt, barley malt

Caramel Corn Flakes extract, vitamins (vitamin E, niacin, vitamin B6, 16 L.E/ 30
100g/ 200g
Cup Calcium, riboflavin, folate), minerals (iron, zinc L.E
oxide) / Powder Milk Pack

22
Actual Product:
Three SKUs with three flavors in two sizes
• Corn flakes (Original – Chocolate – Caramel), Sizes (100g – 200g)
• Powder Milk.

Augmented Product:
• Spoon
• Instructions and conditions
• QR code to explain the easy way of preparation
• High quality Used cups to be healthy, recycled, and Eco-Friendly

23
Price:

Main Factors to determine the price:

1. Cost:
 6 L.E per unit (100g) for 2M units produced Price will be (15L.E),
 18 L.E per unit (200g) for 2M units produced, Price will be (28L.E)
2. Demand: High
3. Competitors: Two Main Competitors with price avg ( 20L.E for 100g/ 35L.E for 250g)
4. Perceived Value: Useful – affordable – easy preparation – competitive quality
Price Approach:
Value-Based Price: Convenient products with prices matched with mid-tier class for end users
with very acceptable value

100gm with 15 L.E 200gm with 28 L.E

We must offer a price that reflects the acceptable quality (Perceived Value)

Price ceiling: Lower than direct competitors with 8%.

Price floor:
• Not lower than B class
• No profit under this price

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Promotions:

Promotion Strategy:
We will mix between using Pull promotional strategy and Push promotional strategy:
Using advertising to build up customers' demand for our new product and encourage them to
request the product from the retailer so we will use Pull strategy
As we have favorable retail and wholesale channels relationships across Egypt so we will use
them with Push strategy

Promotion Objectives:

Cognitive: Create awareness for the new product with easy preparation, affordability, and
usefulness as a USP.
Affective: Assure the new product and experience with the product
Behavioral: Create favorable attitudes toward the product and increase engagement to try our new
product

Promotion channels:
1. Advertising:
 TV Ads
 Outdoor Ads
 Radio
 Digital Ads (Facebook – Instagram – YouTube)

2. Personal Selling:
For our distributors across Egypt with attractive margins

3. Promotions:
a) Consumer - Oriented activities like (Buy one and Get one free) encourage customers to try
our products
b) Trade - Oriented activities like (Discounts and high margins) to encourage traders and
distributors to stock and sell our products vs. competitor products

25
 4. Events:
To engage with End-users in clubs like “Wadi Degla club” and malls (Giveaways –
informative materials –Samples of products)

5. Digital Channels:

To offer our products on the E-Commerce websites like Amazon and Mobile Apps like
Breadfast.

Place:

Distribution Channels:
Retail Chain: We will use our products spread in all Egypt governorates to avail our new products
in all retail categories starting from Small kiosks to supermarkets and hypermarkets as we in
“Edita” sell our products to 60K Direct Retail customers across Egypt.

Wholesale Agents: We sell our products to 5.4K Direct Wholesale Customers across Egypt based
on their big effects to deliver the products to all areas across our target places.

E-Commerce: Nowadays and with the growth of using digital stores (E-Commerce Websites like
Amazon – Mobile Apps like Bread Fast) we will avail our new product across these digital
channels with attractive promotions.
As we have a sales force of 1,461 employees including 692 sales representatives. The company
delivers products from its 25 distribution centers spread across 27 governorates to more than
65,000 wholesale and retail customers via its 847 vehicles.

26
 Marketing Strategies

It will be a combination of more than one strategy as follows:

Product Development:
We will avail new product to existing market, “Corno” which contain corn flakes and Powder milk
in one package to be easily prepared in 5 minutes and be affordable.
Market Penetration:
As we want to penetrate the market with our new product, so we will focus at the beginning on
promotions and offers in two directions for the end user and for the traders to attract our target
audience to try our new product “Corno” (Push and Pull strategy).
Differentiation:
We will differentiate our product in that it will include all the meal factors (Corn flakes – Powder
Milk) in one package plus the spoon to be easily prepared in any place at any time.

Budget

Budget Approach: Bottom-up Budgeting

I will follow this approach to achieve the below objective,

especially I promote a new product in the market as follows:

Budget Objectives:
 Spread awareness: TV, radio, outdoor, and social media
advertising to create awareness for our new product “Corno”,
brand identity, and knowledge.

 Create interest: Communicate information about the product's

features, offers, and benefits

 Brand engagement and loyalty:

• Create favorable attitudes
• Easiest channel for the customers
• Provide offers & Sales promotions

27
  Monitor and re-evaluate:
• Monitor and control the performance
• create brand equity
• measure the feedback and perceived value

One of the most important points that we will evaluate is the performance of our budgeting method
and marketing activities to measure its effects every quarter to reconsider these critical points.

Budget of promotional program: 10,000,000 EGP/ Year

Allocation of the Annual Budget:

 TV Ads: 3,000,000 EGP
 Radio Ads: 1,000,000 EGP
 Outdoor: 1,800,000 EGP
 Digital Platform: 2,000,000 EGP
 Events and Activations: 1,500,000 EGP
 Research and Survey: 700,000 EGP

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 Communication Process

Level of involvement:
Noise

Sender Encoding Message Decoding Receiver

Edita marketing “Corno” It is great

Team Easy prepared
product USBs product with
product - The target
Influencers like easy
Useful - many audience
prepared –
affordable - Affordable benefits
Healthy money for
value

Feedback Response

1. Sender
 Marketing team in Edita
 Influencers

2. Encoding
In this stage of communication, we will focus on the product identity as we aim to deliver to the
targeted audience the benefits of the product so we will make the product design very practical
(Cup), safe, and recycled. Then we will focus on the Edita logo (By Edita) beside the product logo
(Corno) to get the customers' trust.
We will show the main attributes like easy-preparing, usability, Vitamins, and Flavors in the main
area of packing plus the QR code to explain the way of usage and expiry date. The main purpose
is to ease the encoding process for the target audience to get the right positioning for our product.

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 3. Message
We will make the message very simple and to the point and be compatible with each phase of our
IMC program so we will make a message for each phase's objectives as example we will make this
message for the awareness phase "‫ دقائق وفي اي مكان‬3 ‫"فطار صحي متكامل في‬, and will make the design
of package reflect the Product USBs. Then will deliver this message through our channels and
influencers.

4. Channels

1. Advertising:
 TV Ads
 Outdoor Ads
 Radio
 Digital Ads (Facebook – Instagram – YouTube)

2. Personal Selling:
For our distributors across Egypt with attractive margins.

3. Promotions:
 Consumer - Oriented activities like (Buy one and Get one free) encourage customers to try our
products.
 Trade - Oriented activities like (Discounts and high margins) to encourage traders and
distributors to stock and sell our products vs. competitor products.

4. Events:
To engage with End-users in clubs like Wadi Degla club and malls (Giveaways – informative
materials –Samples of products)

5. Digital Channels:
To offer our products on the E-Commerce websites like Amazon and Mobile Apps like Bread
fast

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 6. Noise
Maybe the campaign face the Noise Factor through one of the following unplanned reasons:
 Physical noise
 Psychological noise
 Physiological noise

7. Decoding:
We expect in this phase, our target audience will translate our messages about our new product
“Corno” that it is a very comprehensive product (Corn + Milk + Vitamins) + spoon so it is very
easy-prepared, affordable price Vs. Our competitors and useful product.

8. Receiver
The target audience

9. Feedback
After this process, we will get the customers' feedback through their responses and then
evaluate our product to take the appropriate decisions.

Communication Objectives:

1- Creating awareness of the new product “Corno” among 75% of our target audience by end of
2023 (Awareness)
2- Deliver full information about our new product “Corno” values, attributes, and affordability vs.
our competitors (Knowledge)
3- Focus on acquiring our target audience likening among 55% of our target audience by end of
2023 (Likening)
4- Engage and create desire among 20% of our target audience to try our new product (Preference
& Conviction)
5- Create an attitude to encourage our customers to purchase our products. (Purchase)

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The Response Process

*Hierarchy of effects model

While our target audience responds to our communications they

pass through many phases as follows:

Cognitive Stage:
Awareness: This will be our main objective in the first phase to
introduce our new product “Corno” to the target market to
position the product with its attributes (Easy prepared) and
Comprehensive (Corn + Milk + Spoon) in one Package and
Affordable with high quality (Price/Quality). So we will focus
to reach the maximum number of our target audience with direct
messages about the product and will use mass media channels to
reach this audience. Like TV ads, Radio, and Outdoor Ads.

Knowledge:
We will focus on product attributes and benefits (USPs) like an
easily prepared meal (In 3 Minutes) and a comprehensive meal
Package (Corn + Milk + Spoon) just to add water and then eat
an affordable breakfast meal. And other information like
nutrition facts and flavors...etc. So we will focus on TV ads and
Videos on Social media to announce all product’s benefits.

Affective Stage:
Likening and Preference:
In this phase, we seek the customer's liking and interest toward our new product based on its
attributes and their experience with the product, so in this phase, the customers start to prefer our
new product Vs. Competitors products. So we will focus our marketing efforts on Free Samples at
events and engage with customers to encourage them to try our new product.

Conviction:
After the customers tried our product and compared it Vs. Competitors' products, started to enter
the conviction phase, in this phase, they prefer one product vs. another after trying it.

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 Behavioral Stage:
Purchase:
This is the last phase of response that we aim to attract the target customers toward our product
to purchase it and become loyal customers by spreading positive word of mouth

The IMC Program (Creative brief – Creative Strategy)

Creative Brief

Item Description
There is a gap in the “Corn Flakes” Market in Egypt as follows:
“There is no Easy – Prepared corn flakes meal “matching the new
lifestyle in our social life (Overloaded, congested, dynamic, and full of
noise) so there is an opportunity in the target market to match the new
lifestyle of target customers.
Basic Problem We will build awareness for our new Product “Corno”, and position it
as an easy-prepared, useful, affordable, and comprehensive meal (Corn
flakes + powder milk + Spoon in one cup) it will be ready only after
adding water and stirring.

1- Creating awareness of the new product “Corno” among 75% of our

Communication Objectives
target audience by end of 2023 (Awareness)
2-Deliver full information about our new product “Corno” values,
attributes, and affordability vs. our competitors (Knowledge)
3- Focus on acquiring our target audience likening among 55% of our
target audience by end of 2023 (Likening)
4- Engage and create desire among 20% of our target audience to try our
new product (Preference & Conviction)
5- Create an attitude to encourage our customers to purchase our
products. (Purchase)

Geographic:
 Cairo – Giza – Alex
Target Audience Demographic:
Females / Married, Age Group: 22 – 22

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  B Class (Mid-Tier)
 Family Size: (3 , 4 )
 Generation Millennial
 Marital Status: Married / have kids
Socioeconomic:
 Family Income 8K - 10K+
 Education: Medium and Well educated

Psychographic:
 Experiencer Believer-Achiever
 Life Style : Employees – New mommies – Snacks seekers –
Busy people

Behavioral:
 Heavy user
 Benefits seeker

Unique Selling Proposition approach

Easy - prepared full meal anywhere and in 3 minutes:

We will offer “Corn Flakes” with “Powder Milk” + Spoon separated in
one pack which is “Cup” it will be ready only after adding water and
stir in the same cup as it is valid to eat in. you can eat Corn flakes meal
in 3 minutes anywhere (Exclusive in our product Vs. competitors)

Creative Strategy Statement

Major selling idea
Tag line "‫ دقائق وفي اي مكان‬3 ‫"فطار صحي متكامل في‬
- Appeal
Mix between "Emotional Appeal" which Emphasis on feelings
(Healthy and happy lifestyle) and attitude toward our product by
focusing on customers’ social and psychological needs and
"Informational Appeal" Emphasis on benefits and attributes with an
affordable price of our new product “Corno”.
- Teaser advertising
We will use the teaser advertising appeal to excite our customers and
spread word of mouth to make them wait for our product to try it.

- Focus on that, the product package including all elements to prepare

Supporting Information and eat the meal (Corn flakes+ Powder Milk + Spoon) it will be ready
only after adding water and stir.
- Focus on the product attributes and benefits
- Focus on payment facilities

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 1 Year campaign distributed between TV, Radio, digital channels, and
Schedule outdoor advertisements with the Pulsing method.
To build awareness for our new Product “Corno”, and position it as an
easy-prepared, useful, affordable, and comprehensive meal (Corn flakes
+ powder milk + Spoon in one cup) it will be ready only after adding
water and stirring.

Creative Strategy:

1. Creative Appeal:
Tag line "‫ دقائق وفي اي مكان‬3 ‫"فطار صحي متكامل في‬
- Appeal mix between "Emotional Appeal" which Emphasis on feelings (Healthy and happy
lifestyle) and attitude toward our product by focusing on customers’ social and psychological
needs and "Informational Appeal" Emphasis on benefits and attributes like easy-preparing in 3
minutes with an affordable price of our new product “Corno”.

Teaser advertising
We will use the teaser advertising appeal to excite our customers and spread word of mouth to
make them wait for our product to try it.

2. Execution:
A combination and mix between “Slice of life” and “Personality symbol”:

a) “Slice of life” (problem/solution approach) the problem is the lifestyle in our social life
(Overloaded, congested, dynamic, and full of noise) we focus on the morning problem in the
breakfast meal so the solution will be in our product “Corno” as it easy prepared in 3 minutes
and included (Cup of corn + Milk + Spoon).

35
b) “Personality symbol” we will depend on a “Super Hero” character that reflects Power and
speed which will support the position of our product

3. Visual Reference:
The used visuals will express the brand attributes like it is easy-prepared meal anywhere and in 3
minutes, useful meal, and tasty

4. The Tone of Voice:

Rational and Emotional TOV, emphasize the product attributes as easy-prepared in 3 minutes,
including all meal elements (Corn + Powder milk + Spoon + Cup), useful meal, affordable and
other product benefits and USPs.

Campaign Theme (Copy of advertisement)

Tag line "‫ دقائق وفي اي مكان‬3 ‫"فطار صحي متكامل في‬
The copy will be a mix of more than appeals like emotional appeal and informational appeal etc.
So, the main idea will be about “Enjoying the morning time together to prepare breakfast in just 3
minutes” / Situation problem and solution
I will mix between animation “Super Hero” character (Personality symbol) and Slice of life (Real
Family) in the execution technic

The idea will be implemented on three Pillars:

First Pillar: Spending a good time as a family in the morning time
Second Pillar: Healthy life and safe food for children
Third Pillar: product value and attributes

The idea description

36
The advertising includes three mainframes as the following:
First Frame: Time (Wall clock – Hand clock – Mobile phone) alarm voice refers to 7 AM.

Second Frame:
Mother run everywhere at home to catch everything at the same moment, wake up her children,
prepare breakfast, and prepare the cloths
Then suddenly she tired and give up everything.
The Super Hero character “Corno” Appear and take her hand then give her the “Corno” Product
including her problem solutions (Easy-prepared in 3 minutes – including all meal elements like
Corn + Powder Milk + spoon + Cup just add water then eat – Useful breakfast meal – tasty with a
variety of flavors) so she feels happy, comfortable and relaxing.

Third Frame:
The other family members appear to see their mother relaxed and happy and their breakfast is
prepared and for who will not eat now is inside their bag as it easy prepared anywhere in a short
time (3 Minutes), in this frame, we will focus in emotional appeal through hugs and happiness
between family members as no pressure.
Final: Will appear the Logo of our Product with the slogan

Corno
"‫ دقائق وفي اي مكان‬3 ‫"فطار صحي متكامل في‬

*Voice-over and appropriate music

*The advertising will be in the Arabic language

37
 Campaign Art Work

1. LOGO

38
2. Product Video Ad
https://cutt.ly/sBTubkd
(Kindly click this link)

3. Teaser Visual to be published on social media

39
4. Social Media announcement Visual (1)

40
5. Social Media announcement Visual (2)

41
6. Social Media announcement Visuals (3)

42
7. Outdoor Ad (1)

8. Outdoor Ad (2)

43
 Developing of Media Plan & Strategy

a) Market Analysis

Target Audience:

Geographic Cairo – Giza – Alex

Age Group 22 – 32
Generation Gen z - Millennial
Social Class: B Class (Mid-Tier)

Demographic Gender: Females

Marital Status Married - Have kids
Family Size: (3 , 4 )
Employees – New mommies – Snacks seekers – Busy
Life Style:
people
Family Income 8K - 10K+
Socioeconomic
Education: Medium and Well educated
Psychographic Experiencer Believer-Achiever
Heavy user
Behavioral
Benefits seeker

Internal Factors
 Great Brand reputation
 The market leader in Egypt's croissant, cakes, and snacks
 Distribution coverage among Egypt
 Top-tier in-house research and development department
 Large market share for all of company’s products
 Great Brand History
 Huge product varieties in their company portfolio
 Strong marketing budget and marketing activities
 High internal operation standards and facilities
 Great Fleet cover all of Egypt
External Factors:

44
 High competition from the direct and indirect competitors
 The direct competitors focus in their marketing activities in discounts and offers
 High prices of advertising channels (TV – Radio – Outdoor)
 Instability in economic situation (Inflation – recession)

Where:
 In the mass media advertising (TV – Radio) I will cover Egypt.
 For outdoor I will focus on (Cairo – Giza – Alex)
 For Digital marketing activities I will focus on ( Cairo – Giza – Alex – Upper Egypt – Hurghada
– Sharm El sheikh)

When:
 Duration: 8 Weeks started from October 2022 (Can be repeated)

b) Media Objectives:

1. Broad awareness through Broad cast media (TV – Radio - outdoor) to cover 75 % of target
market over 3 months (Coverage)
2. Target to reach 55 % of target audience at least 13 times over the same period.(Reach)
3. Target to achieve 15% engagement through digital marketing and events with our target
audience (Engagement)
4. Build Brand Equity through our product positioning in the mind of our target audience.

45
c) Developing and implementing Media Plan Strategy:

 Media Mix:
TV – Radio – Bill Boards – Digital Platforms – Events & Activations
 We will use many media vehicles to make our coverage exceed the target market to ensure that
we engage with almost all of our target audience.

Justification to choose the mentioned channels:

TV & Radio:
We choose the mass media channels as we target mass audience and in awareness phase we need
to achieve high reach and high coverage with high frequency.
Billboards:
To inform the target audience about your product you need to use 360 concept so I choose the
mass media channels like billboards as it cover mass audience and enable us to achieve high
reachability.
Digital Platforms:
Digital platform now is very important to engage with your target audience and take immediate
feedback so you can achieve high reachability and high coverage with clear engagement so I focus
on (Facebook – Instagram – YouTube- Tik tok) to reach our target audience.
Events & Activations
I need to encourage our target audience to try a free samples of our new product and aware them
about its attributes and benefits so we will engage with them directly through on ground activations
and events.

Scheduling Method:

We will use Pulsing by combination of continuity and we stepped up our efforts at promotional
times such as “Back to school” Season.
To build awareness for our new Product “Corno”, and position it as an easy-prepared meal (Corn
flakes + powder milk + Spoon in one cup) it will be ready only after adding water and stirring.
Plus the other attributes like useful, affordable, and tasty.

46
  Reach & Frequency:

We will use High reach to achieve Awareness as we are new product.

We will use High Frequency because we are new Product, we need to create Product
awareness, product image and brand equity to be in the back mind of the potential customers
and there is no brand loyalty.

 Message to target audience:

Will be unique and simple as follows:

"‫ دقائق وفي اي مكان‬3 ‫"فطار صحي متكامل في‬

d) The Media flowchart and Annual Media plan :

 We target to catch “Back to school” season as it appropriate for our new product
“Corn Flakes” (October and November / 2022).

Channel Placememt Copy Time No. of Oct 2022

Duration Spots Sat Sun Mon Tue Wed Thu Fri
(TV) 14 15 16 17 18 19 20
ON Drama ‫ مسلسل "طير بينا‬20 sec 10 PM 6 1 2 1 1 2
"‫ياقلبي‬
DMC ‫ برنامج "صاحبة‬20 sec 11 PM 6 3 3
"‫السعادة‬
CBC Sofra ‫ برنامج "هي و‬33 sec 6 PM 6 2 2 2
"‫بس‬
Oct 2022
Sat Sun Mon Tue Wed Thu Fri
21 22 23 24 25 26 27
ON Drama ‫ مسلسل "طير بينا‬20 sec 10 PM 6 1 2 1 1 2
"‫ياقلبي‬
DMC ‫ برنامج "صاحبة‬20 sec 11 PM 6 3 3
"‫السعادة‬
CBC Sofra ‫ برنامج "هي و‬33 sec 6 PM 6 2 2 2
"‫بس‬

47
 e) The Annual Media plan :

(Kindly zoom in to see the details)

Communication calendar:
In the following communication calendar we try to make all our campaigns 360 degree, to be in
the top mind of our target audience as we launch new product. And we choose the appropriate time
that fit with our target audience.

First-quarter (Oct – Nov – Dec) / 2022: (Create Awareness)

“For 10 Days” ( 15 oct 2022 – 25 Oct 2022)

Teasing campign on: billboards, Social media platform (Facebook, Instagram)
26 Oct 2022 + Nov 2022 + Dec 2022

 TV Ads on (DMC Drama– CBC sofra – ON TV), (last two weeks of Oct – two weeks of
Nov) Timing: 8PM till 10PM (Night)
 Radio campaign (Nogom FM , NRJ), (last two weeks of Oct – two weeks of Nov), Timing:
8AM till 10AM (Morning)
 Billboards ( Ring Road – Mehwar bridge - 6 October Bridge), (last two weeks of Oct –
two weeks of Nov)
 Digital Media platforms (Facebook, Instagram,Youtube, Tiktok ) (All Quarter)

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Second-quarter: (Create Interest)

Jan 2023 + Feb 2023 + March 2023

 Digital Media platforms (Facebook, Instagram,Youtube,Tiktok ) (All Quarter)

 TV Ads (DMC Drama– CBC sofra – ON TV), (last week of Jan – two weeks of Feb),
Timing: 8PM till 10PM (Night)
 Radio campaign (Nogom FM , NRJ), (last week of Jan – two weeks of Feb), Timing: 8AM
till 10AM (Morning)
 Billboards (Ring Road – Mehwar bridge - 6 October Bridge) (last week of Jan – two weeks
of Feb)
 Activations and Events in malls (Carrefour - CFC – Arkan – San stifano) ( Jan – Feb)

Third-quarter: (Engagement with target audience)

April 2023 + May 2023 + June 2023

 Activations and Events in malls (Carrefour - CFC – Arkan – San stifano) ( May – June)
 Digital Media platforms (Facebook, Instagram,Youtube,Tiktok ) (All Quarter)

Fourth-quarter: (Create attitude “Purchase”)

July 2023 + August 2023 + September 2023

 Digital Media platforms (Facebook, Instagram,Youtube,Tiktok ) (All Quarter)
 TV Ads (DMC Drama– CBC sofra – ON TV) (Sep , Oct), Timing: 8PM till 10PM (Night)
 Radio campaign (Nogom FM , NRJ) (Sep , Oct), Timing: 8AM till 10AM (Morning)
 Billboards (Ring Road – Mehwar bridge - 6 October Bridge) (Sep , Oct)
 Activations and Events in malls (Carrefour - CFC – Arkan – San stifano) (Sep , Oct)

f) Monitoring and Evaluation:

We will monitoring and evaluate this plan and if it was successful, we will continue. And if
not we will reconsider the plan to know the failure points and take the necessary corrective
actions.

49
Controlling and Monitoring (For full the IMC Plan)

We will implement ERP system to monitor and control all process, activities and results
immediately through a lot of methods (Surveys – Follow up calls – QR codes for feedback –
Immediate evaluation inside the store. Etc.)
• Process and Procedures
• Performance
• Customer Feedback
Based on the results every quarter we will decide if we will continue the master plan or we need
to amend it.

50
References

1. https://www.worldbank.org/en/country/egypt/overview
2. https://www.capmas.gov.eg/
3. https://www.capmas.gov.eg/Pages/populationClock.aspx
4. https://worldpopulationreview.com/countries/egypt-population
5. https://almalnews.com/%D8%A5%D9%8A%D8%AF%D9%8A%D8%AA%D8%A7-
%D8%AA%D9%88%D8%A7%D9%81%D9%82-%D8%B9%D9%84%D9%89-
%D8%AA%D8%B3%D9%88%D9%8A%D8%A9-
%D9%86%D8%B2%D8%A7%D8%B9-
%D8%AA%D8%AD%D9%83%D9%8A%D9%85-
%D8%AF%D9%88%D9%84%D9%89/
6. https://edita.com.eg/our-brands/
7. https://enterprise.press/wp-content/uploads/2021/08/Edita-2Q2021-Earnings-Report.pdf
8. https://oxfordbusinessgroup.com/analysis/edita-food-industries-consumer-
goods#:~:text=With%20a%20approximately%2012%25%20overall,market%20with%20
a%20growing%20population.
9. https://ir.edita.com.eg/en/company-profile#undefined1
10. https://ir.edita.com.eg/en/listing-information

51
Thanks

Project: CORNO

Prepared by: Haitham Ahmed Zain Eldien

Instructor: Dr. Reham Farouk

52