TERMS OF REFERENCE- BRANDING

1-1The Beneficiary

The Beneficiary description: to be filled as the following:

Beneficiary Company Chemical

Sector

Location EL Khanka

Products Description Natural Loofah

Participates in Exhibition Yes

Investments 855743

No. of employee 11

Markets Export only ( Gulf- Europe)

Export values/markets (if 1385422

available)

Others

1-2 Objectives

The main purpose of this assignment is to assist the Beneficiary Company to enhance its
capabilities by establishing a new brand, or developing the existing one for a single, or a
group of products. This assignment aims to aware the global customer, strengthen
market positions, acquire higher margins, and higher net profitability

1-3 Requested Services

1-3-1 General Activities

The approach of branding applies to both types of businesses, first time branding or
developing an existing brand.
First Time Branding

For first time branders there are a number of key points that need to be addressed before
being able to use this service effectively: There should be a strategic development
objective behind a business deciding to use this service, with possible reasons being:

 To move into new higher position in the Global market

 Establishing data gathering technique & targeting customers for Branding the
product.
 Training the BC to sustain this activity after finishing the project.
 Positioning of BC’S Products globally.
 To enter a new market outside Egypt, where a business’s product(s) will be
competing against well established brands.
 New competitors enter the Global market with already strong well recognized
branded products and the business needs to respond to keep its existing market
share.

 The business has developed a new added-value product, or a new version of an

existing product with added features, which need to be positioned in middle to
upper markets.

Develop Existing Brand.

The key points to be addressed under any re-branding exercise are for the service
provider to be fully briefed on:

 The existing positioning of the product(s) in each priority market; customer

profiles; the characteristics of the brand that have been applied up to now; and the
reasons for requiring the re-branding exercise.

1-3-2 Specific Activities

The scope of services that will be conducted by the SP shall include but not limited to the
following Tasks:

1- A Customer Profiling

The SP is requested to analyze Current BC situation. This will provide a starting-point for
undertaking the first step, which will involve both the branding experts and a business’s
marketing personnel having a common in-depth understanding of the target customers to
be able to design a brand that will appeal to them. This stage will include but not limited
to:

 Brand research

 Stakeholders interviews
  Competitor audit, perception audit,

 Product current position, benchmarking etc...

It is expected at the end of this phase branding experts, and the business’s marketing
personnel, will prepare common detailed profile(s) of the customers the brand will be
reaching out to and the characteristics of the products / brands it will be competing
with in influencing purchase decisions.

2- Brand Design

This phase includes two main steps:

 Prepare a series of options of brand characteristics that will appeal to the target
customers, to influence them sufficiently to make purchase decisions in its favour.

 Branding manual (steps & tactics BC should take and talk about on daily Activities
to establish a brand among the international market )
 Corporate Brand identity for the BC. as a reputable supplier for its product.
 Assessing the current Brand Logo and Modify if needed!
 Registering the current brand or the modified brand of the BC, as well creation a
code or Scheme of aspects to the product and its components to protect it against
coping & deception.( brand redesigning brief )
 Creation of a whole theme for the BC to appear with it Globally during fairs and
international Trade missions. ( Branding manual 1 ) , ( branding manual 2 )
 Promotion Strategy: designing promotional strategy and communication plan
Globally
 Assessing Marketing activities , Massages , designs and Promotional Material
Globally

Reach final decisions on the brand’s key characteristics and to record the role of
each characteristic in creating the brand’s market image and appeal.

The output of this Phase is the final brand design agreed by BC with concept
validation, identity design and clear brand guidelines.

3- New Brand Application

In this stage SP, will determine how the brand will be used in the: presentation of the
product(s), such as packaging; product promotions; media campaigns; and how the brand
will be launched, or re-launched. This should also include how the brand will be used by
the business’s sales personnel .

 Focusing & Developing on the business model of the BC) and enhancing the Core
Values and Principle Globally.
 Internationalization and Elevation of BC’s Product which is uniquely obtained from
Egypt with a high edge Likeness.

The output of this phase is corporate identity manual and recommended action plan
for the application of new brand
1-4 Project Management & Contractor’s tasks & responsibilities

The management of the contract is IMC responsibility. Any Changes in the methodology
may be made only according to needs subject to mutual written agreement between the
IMC and the Client. Review meeting with IMC will be conducted at site location.

1-5 Expected Results

 Brand Designs

 Corporate identity manual

 Brand application action plan.

Expected Deliverables

2- EXPERTS PROFILE

The Service provider will estimate the number of expert required for this assignment
provided they deliver the required activities. The IMC expect to have two or a team of
experts will help the BC in

Branding Expert

1. Has international experience of 10 years or more in branding programs similar to

that mentioned above as a brand strategy consultant
2. At least 5 years’ sector specific experience
3. Demonstrate at least 5 Successful complete similar assignments
4. Presentation, communication, analytical and report writing skills are essential.

Marketing Expert

1. Experience of 5 years or more in Marketing.

2. At least 5 years’ sector specific experience
3. Demonstrate at least 5 Successful complete similar assignments
4. Presentation, communication, analytical and report writing skills are essential
5. Fluent in both Arabic and English.
3- LOCATION & DURATION OF THE ASSIGNMENT

3-1 Project Location

The majority of the assignment will be in the BC locations. The BC Head Quarter and
manufacturing are located in site name.

3-2 Project Duration

This assignment is tentatively scheduled to commence Date To be

accomplished over a period of maximum 24 weeks/months WITH
approximate x man/days

3-3 Accommodation, Transportation and Support Facilities

Accommodation, transportation and any other support facilities required for the
assignment are the responsibility of the service provider. The cost, thereof, must be
included in the fees and expenses for rendering the agreed service.

The BC shall ensure that service provider is adequately supported to achieve successful
implementation as planned. In particular, it shall ensure that there is sufficient
administrative provision to enable expert to concentrate on their primary responsibilities.

4- REPORTS

4.1. Reporting requirements:

One Draft progress report approved by the Beneficiary Company in original hard copy is
to be submitted upon the completion of each phase for review by the project manager at
the end of the phase.

A final report is to be submitted after incorporation of amendments requested by the

project manager not later than 2 weeks after having received such comments or
notification that the draft report can be considered final.

4.2. Submission & approval of reports:

All reports should be submitted to Project Manager name, Branch name BRC.

Reports should be in English/Arabic.

BRC Account manager, will monitor the effectiveness and the efficiency of
the resources allocated to the assignment and the contents of the reports
as per the scope of work specified and agreed upon with the Service
provider.
The project will be broadly managed through the formal structure of:
 The start-up (Kick Off) meetings with the company
 The interim reports/company
 The final report and project sign-off.
 5- Payment Terms:

The payment will be as follows:

Instalment % Deliverable

1 30% Assessment report Covering all activities in Customer Profiling &

Prepare a series of options of brand characteristics and
preliminary

2 70% Copy of Final design agreed upon & Final Report includes all
Assignment activities and each phase output, corporate identity
manual with all final recommended designs (soft and hard)

6- Procurement

Tendering process

7-Evaluation Grid

Initial
Maximum Revised assessment
assessment

Organization and methodology

Previous experience in similar assignments 20

Methodology 20

Detailed action plan and time schedule 10

Total score for organization and methodology 50

Team Leader
Qualifications and skills 10
General professional experience 10

Specific professional experience in similar

10
assignments

Expert(s)
Qualifications and skills 5
General professional experience 5

Specific professional experience in similar

10
assignments

Total score for key experts 50

Overall total score 100
 8-shortlist:

F-0122 Foresight Hatem 38517412/ hzaazou@foresight-consult

Consulting Zaazou 3 ing.com

H-10018 Hands-on Cairo M. Halim mhalim@hands-onme.com

Management
Consulting
Co

H-51095 Harvest Marwa 22728125 contact@harvestconsultancy

Group Mohamed 22670810 .org
5

I-10012 .Integrated Heliopoli Ahmed 20239539 ahmed.taher@solutions-

Marketing s Taher 05 consulting.com
Solutions

L-10008 .LOGIC Giza Mohamed 33451430 mohamed.elsherif@logic-

Management El Sherif consulting.com
Consultin

O-50410 Oxygen 5th haitham info@o2propaganda.com

Propaganda Settleme abdel
nt maged

P-50664 Prosmart for Cairo mohamed 23492703 prosmarteg@gmail.com

information agha
technology

R-50046 Rhimal Cairo Maha 22914958 mkawi@rhimal.com

Design Abdel-Kawi
 Project quality control for both (implementation & outputs)

Key Impact Indicators:

KPIs for both (implementation & outputs)

Local
Energy Water
Sales Export Profit Cost components Employment
consumption consumption
percentage

Project Manager Visits:

Phase 0 Kick off meeting During 10 Days from contract signature

SWOT analysis of ____

Phase 1 Customer Profiling
Current Status ___
Assessment report Covering all activities
in Customer Profiling & Prepare a series
Branding

Phase 2 Brand Design 30%

of options of brand characteristics and Long
preliminary Term
Copy of Final design agreed upon & Final
Phase 3 Corporate identity Report includes all Assignment activities
(Closure manual + Brand and each phase output, corporate 70%
Phase) application action plan identity manual with all final
recommended designs( soft and hard )

Phase 4 impact measure

‫ هو للتأكد من كفاءة وفاعلية الخدمات‬-‫*علما ً بأن الهدف من زيارة المشروع فى الفترة المشار اليها سلفا ً – وبعد انقضاء مدة التنفيذ األصلية‬
‫ وبنا ًء علية فانه يتوجب على جميع األطراف المساعدة وااللتزام قدر المستطاع للوصول الى أقصى‬، ‫المقدمة من المركز للسادة العمالء الكرام‬
.‫استفادة من الخدمات المقدمة وبمراعاة ما يقتضيه البند السابع والمنصوص عليه بخطاب االلتزام‬

‫ بالسرية التامة‬- ‫ وبمراعاة ما يقتضيه البند الثامن والمنصوص عليه بخطاب االلتزام‬- ‫* كما يتعهد مركز تحديث الصناعة بااللتزام‬
.‫للمستندات والمعلومات المقدمة من الشركة المستفيدة وعدم اإلفصاح عن أي بيانات عن الشركة المستفيدة ألى طرف ثالث‬