Marketing Hplan0

MARKETING PLAN “ DINA FARMS – MILCADO”
Marketing plan
Dina farms
“milcado”
Presidents of market
“62”
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Introduction:-
Greetings and appreciation to your honor.
After a trip that lasted for three months of hard work and effort, we present to you the final
marketing plan for the "MILCADO" series of products from Dina Farms Company.
We faced many problems in the middle of this journey of work, but thanks to God first and then
thanks to our hard work, we were able to get this work out in this way and we were sufficiently
efficient to achieve this final result.
And we were sure during our interesting journey with these quotes.
“Before the date is in time, after in the time means being late.” . “It is not enough to make bread,
you have to make it well.”
Journey thousand miles begins with one step . "Enjoying the work makes it ideal"
"Perform your work, achieve your hope"
Sincere thanks. Mr. Director of our farms company.
Executive management in our farms company.
And a special thanks. For “PRESIDENTS OF MARKET”
To allow us to present this work.
Mr. "Mohamed Tarek" Director of the President of the Market
And sincere thanks.
For everyone who had a hand in implementing this project, who, in the literal sense, were among
the most efficient productive minds.
Thank you all ........
Our Team Leader
Thank you for your spreading energy and cooperation during the season to show our effort in this
work
Leader: Islam Saeid Ahmed. The team :
Diana Ayman Mahmoud Omnia Karam Mohammed
Maryam Yasser Abd-Elmohsen Marwa Rabea Mohamed
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Introduction 2”
-Dina Farms was established in 1948 and was acquired by the Citadel Company, one of
the largest investment companies in Egypt, in 2007
Dina Farms is the largest integrated farm in Egypt and one of the five largest farms in the
Middle East. It has thousands of dairy cows and sells raw milk to Almarai and Danone
companies within the local market.
•The Dina Farms is the leader in the dairy market

•it offers products from nature and does not contain preservatives
•The company is great in providing dairy products and natural juices.
•Dina Farms’ delicious flavored milk is loved by both kids and adults .
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* contents:-
1. Introduction
2. Introduction2”
3. Vision
4. Mission
5. SWAT & PESTEL
6. Marketing strategy
7. Definition of product
8. Definition of our STDP
9. Marketing communications
10. Corporate social responsibility
11. Action plan
12. Marketing Controls
13. Conclusion
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VISION
The vision is: a statement issued by the institution for what it intends to be in the future and
developed by the higher management of the institution, and the vision must be characterized by
clarity, simplicity and brevity.
Vision
"The company's products are consumed in every home in the world"
Through the vision set by the company, the company answers three questions
1: What do you want the company to become?
2: And where will she go in her career?
3: What is the future image that the company intends to reach?
Establishing a clear, simple and concise vision helps the company achieve the required growth,
especially if this vision is promoted, making employees and customers part of the success of the
vision and increasing customer loyalty
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MISSION
MISSION is the company's current and future mission built in order to achieve the future vision
and effectively defines the company's goals and strategy.
The goals must belong to all the work team sufficiently in order to achieve them.
Objectives :
1-Expanding the agricultural area to 15,000 acres, and we will increase the number of dairy cows
to 30,000 (2 years).
2-We provide distribution in Egypt to feed Egypt from our farms and monopolize the market
somewhat (a year)
3-We do agencies in all Arab countries (4 years)
4-We do integrated companies and farms in the Arab countries, and we have achieved great
success in them (5 years).
5-We do agencies in countries of the world, especially European and Asian countries (10 years)
-6 We do integrated companies and farms in countries of the world, especially European and
Asian countries and we have achieved great success in them(20 years) .
Setting clear goals is the most important thing in order to achieve growth in the company, and it
is the basis of the company's current and future existence as well as the basis for determining the
way of working in the company and its system.
The tool used in setting goals is the SMART standard.
The word SMART : is a combination of the first letters of the words: Specific, Measurable,
Attainable, Relevant, Timely
First word: SPECIFIC or SPECIFIC
That is, you have a clear visualization of the goal in all its aspects
Second word: MEASURABLE
Here he means measuring the goal itself, or measuring the degree of achievement, meaning that
your goal can be measured by a quantity
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Third word: ATTAINABLE
There are goals that are impossible to achieve, some of them are absolutely impossible because
they contradict the natural physical rules, and some of them are impossible because of the data
you have
Fourth word: RELEVANT or the goal is important to you

These goals, if they are not related to your main goal or one of the goals leading to it, are not
smart goals
Fifth word: TIMELY
A time frame means setting yourself a time to start working on the goal, and a time to finish
working on it. This point is important, as it forces you to know the time required to finish
working on the goal
All of these goals were set on this criterion to be.
Specific, measurable, achievable, realistic. Defined by time .
OUR GOALS:
1:make the best quality of our product .
2:be the biggest diary in the world .
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SWAT ANALYSIS :
SWOT analysis evaluates the internal Strengths and weaknesses, and the external Opportunities
and threats in an organization’s Environment
Introduction about 4P’S:
Product, price, promotion, and place form the 4 Ps of the marketing mix. These are the key
factors that are involved in the marketing of a good or service.
The 4 Ps of marketing are place, price, product, and promotion. By carefully integrating all of
these marketing strategies into a marketing mix, companies can ensure they have a visible, in-
demand product or service that is competitively priced and promoted to their customers.
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Definition of Product: A product is the item offered for sale. A product can be a service or an
item. It can be physical or in virtual or cyber form. Every product is made at a cost and each is
sold at a price. The price that can be charged depends on the market, the quality, the marketing
and the segment that is targeted. Each product has a useful life after which it needs replacement,
and a life cycle after which it has to be re-invented. In FMCG parlance, a brand can be
revamped, re-launched or extended to make it more relevant to the segment and times, often
keeping the product almost the same.
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4P’s Standards Function Rate Point Action
product design • Colors 10 S Maintaining the design

• Shape and making use of the
• Typography promotion
• Size
• Use
quality • Material 8.5 S We need to provide the
• Date expiration date
• Safety
• Cleaning validation
• Making operations
• Written procedures
functionality • healthy drink 10 S Maintaining the quality

• purposes and the required
purpose and developing
it
branding • values 6.5 S We need to do ads on TV,

• taste in the streets and on
• Experience social media
• Name Develop the logo and
• Logo name so that it is more
• Graphics modern
• Color
• Shape
• advertising
packaging • security 10 S preservation and
• Information development
transmission
• Convenience
package
services • Delivery 2.5 W We need the product to
• Feedback be distributed more
• Availability widely and in more areas
• development and to communicate
more with customers in
order to know the
benefits of you and the
provision of the product
in all markets
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Element of product: design, quality, functionality, branding, packaging, services.
Definition of price: the price is the sum of all the values that a customer gives up to gain the
benefits of having or using a product or service. Thus, customers exchange a certain value for
having or using the product – a value we call price.
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4p’s Standards Function Rate Point Action
Price List price • one 6 S They do not have price stability,

price restructuring prices and writing
prices on the package so that the
prices are not manipulated by
traders
payment • Cash 10 S
methods • Credit card
• Mobile
payments
• Electronic
bank transfers
Element of price: strategy, last price, discounts, pay methods.
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place:
Place refers to where and how people buy your product. Some examples of places consumers can
buy products and services include online via a web browser, through a smartphone app, retail
locations, through trade shows or events, through marketplace channels like Amazon or
Walmart, or through a sales professional.
In some cases, this may refer to placing a product in certain stores, but it also refers to the
product's placement on a specific store's display. In some cases, placement may refer to the act of
including a product on television shows, in films, or on web pages in order to garner attention for
the product.
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Place Trade • Customer 8 S it has a great customer service that

channels service it should use for promotion and try
• Order to extend the shelf life for stocking
processing
• Inventory
control
• Warehousing
• Materials
handling
inventory • Improved 8 S
inventory
control
&forecasting
• Barcoding
&scanning
• Improved
actionable
inventory
•
Configurability
• Integration &
interfaces
Location • Surrounding 8 S The farms and the surrounding area of
environment the farms are a very strong point that
• Proximity to must be exploited well and the spread
the work place in the shops increases
• Area
• Places of
spreed
• Far from the
city
Logistics • Storage 6 S Increasing the storage period and
• Packaging working to produce more products
• Inventory
• Transport
• Information
&control
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E-  Online store 0 W The lack of an electronic website

commer  E-commerce represents a weak point and must carry
ce marketing out an electronic site to buy online
 Product
acquisition
 Shipment
• About Place:
- The location is one of the most important standards in the place, which must be exploited
well, and this is what Dina farms do, as they enjoy many farms equipped according to
international standards, and they are far from the city’s air pollution.
- E-Commerce is a weak point for Dina farms, and this is what we are working on to
improve it by creating a website for the company and a website to buy online to keep pace with
the technological breakthrough .
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Promotion
Promotion refers to specific and thoughtful advertising that reaches a company's target market. A
company might use an Instagram campaign, a PR campaign that showcases a product, or an
email campaign to reach its audience at the right place and the right time
Promotion includes advertising, public relations, and promotional strategy. The goal of
promoting a product is to reveal to consumers why they need it and why they should pay a
certain price for it.
Marketers tend to tie promotion and placement elements together so they can reach their core
audiences. For example, In the digital age, the "place" and "promotion" factors are as much
online as they are offline. Specifically, where a product appears on a company's web page or
social media, as well as which types of search functions trigger corresponding, targeted ads for
the product.
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Promotio adverti • The target 2 W You must specify the segment you
n sing • The list are working on and send messages
• Value to them in their advertisements,
proposition whether on television or social
• The offer media
• The follow
up
Sales • Consumer 3.3 W Use multiple types of promotion to
promot promotion increase sales
ion • Trade
promotion
• Sales force
promotion
Public • Realistic 4 W it must stays connected with the
relatio goals audience, interacts with them and
ns • Develop a know their needs
message
• Know your
competition
• Stay
relevant
• Know your
target
audience
Corpor • Logo 2.5 W The development of the font in
ate • Type the logo and the use of techniques
identif face in the logo and the external
y • appearance
Imagery
• Style
guidelines
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• About Promotion:
- Upgrading is one of the most weaknesses facing our farms, such as advertising and
marketing, which must be taken into account and worked on to develop it. For example, in
advertisements, a category of society must be identified and reached and communicated with
them through social media
- And work on developing the company’s logo and the shape of the company’s name to
market them in the market
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Pestle analysis
PEST analysis (political, economic, socio, technological , legal and, environmental) describes a
framework of macro-environmental factors used in the environmental scanning component of
strategic management. It is part of an external analysis when conducting a strategic analysis or
doing market research, and gives an overview of the different macro-environmental factors to be
taken into consideration. It is a strategic tool for understanding market growth or decline,
business position, potential and direction for operations.
Political Introduction
Political variables. The political trends in a country (government pressure, monetary policy, etc.)
significantly influence the company that chooses to establish itself there
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factors standards Features rate point Actions
political Foreign The crisis in Egypt and 3 c The trend to modern irrigation
relations Ethiopia systems that reduce the rate of
The Renaissance Dam crisis is water loss and the work of
one of the biggest crises desalination plants for sea water
threatening the food industries and focus on dependence on
in Egypt groundwater
Tax policy Get additional incentives 8 o Work on expansion and work on
through expansion the conditions set out in Article
According to the Investment 11 to obtain incentives and tax
Law (Article 11-12) exemptions
Investment projects that are
established after the
enforcement of this law in
accordance with the
investment map, are granted
an investment incentive as a
deduction from the net taxable
profits.
The economic factor in Egypt is one of the most unstable factors, so it is necessary to follow the
economic situation and not to rely on expectations
Tools .
The World Bank
Tax law
Local newspapers
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Economical Introduction
Economic variables. While it is virtually impossible for a company to change the economic
situation, it can definitely make preparations in order to better deal with fluctuations .
……………………………………………..
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factors standar Features ra p Actions

ds te oi
nt
econom covid-19 Contrary to what is expected, Egypt is one of 7 o According to economic
ical crisis the few countries that has overcome the growth, the company
Covid-19 crisis and what has caused severe should not worry about
damage to the economy in most countries economic risks at the
around the world. In fact, the economy has present time, as it must
grown significantly in Egypt. expand and produce
more than normal
The The inflation rate declined to 4.9% in May 6 o Depending on the

Egyptia 2021, compared to 5% in the same month of current economic
n 2020. conditions and what the
econom The gross domestic product rose to the level country is going
y of 6.4 trillion pounds during the fiscal year through in terms of
2021. economic recovery and
The growth rate was 5.5% during January future expectations
2021. with optimism and
The total deficit decreased to 7.7%. economic growth, the
Unemployment rates have fallen to less than company must seize the
8%. opportunity of recovery
The budget deficit narrowed to 7.9% of GDP. and coordinate the
Foreign direct investments recovered during scope of the target
the first half of 2020-2021 to record a net market and increase
volume production efficiency
Inflows are about $3.4 billion compared to and work to increase its
$2.5 billion during the previous half. employment, which
Remittances from Egyptians working abroad will help achieve the
increased to $15.5 billion during the first half spread of And the rapid
of 2021, achieving an increase of about 10% growth of the company
compared to January/July 2020. and the company's
Net foreign reserves doubled for the 10th tendency to open more
consecutive month, reaching $40.3 billion in foreign markets.
April 2021.
The production index for the month of
February 2021 increased for the most
important economic activities, bringing the
total production index to 103.48% in February
2021, compared to 101.04% in January 2021.
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The external political factor of Egypt is in great danger due to the pressure that the State of
Ethiopia represents through the Renaissance Dam on Egypt. The state must take some decisive
measures in this regard .
Tools .
Mobilization and Statistics Center
The World Bank
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Social: Also known as socio-cultural factors, are the areas that involve the shared belief and
attitudes of the population. These factors include – population growth, age distribution, health
consciousness, career attitudes and so on. These factors are of particular interest as they have a
direct effect on how marketers understand customers and what drives them.
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factors standers features rate point actions
social Beliefs 1)In Egypt, we have 1)The company should

Muslims, Christians and 10 O increase its products and
others, Products are make offers on religion
compatible with religious holidays and occasions
beliefs such as Ramdan and
Christmas
health- For better health, people 7 O The company must

conscious started turning to healthy benefit from health
drinks and foods, and our consciousness and
company offers pure increase the production of
drinks free of healthy products that
preservatives. serve the community
Demograp 3) The presence of all age 8 O Producing products for
hics groups in society such as children such as baby
children, youth and the milk and increasing the
elderly, The company has production of products for
products to suit all age university and school
groups. students because they are
the most wasteful
category.
disease 4) The presence of a group 5 O 4) The company should

cases of individuals suffering make different types of
from lactose intolerance in milk so everyone can
milk drink the products.
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The (S) in pestle stands for social and its understanding what’s acceptable socially or within a
culture as well as a greater appreciation of different societies and beliefs is more available online
than ever before. An example is “health-conscious” For better health, people started turning to
healthy drinks and foods, and our company offers pure drinks free of preservatives and this is an
opportunity. The action to this is the company must benefit from health consciousness and
increase the production of healthy products that serve the community .
Tools:
https://en.m.wikipedia.org/wiki/Main_Page
https://www.smartinsights.com/
https://www.sydney.edu.au/
https://www.professionalacademy.com/
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Technological: it means the innovations and developments in technologies. Technological

factors affect marketing and the management thereof in three distinct ways:
1)New ways of producing goods and services.
2)New ways of distributing goods and services.
3) New ways of communicating with target markets.
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factors standers features rate point actions

Technologica Machine 1)The company has added 4 C Using modern technological
l Learning many products such as machines in pasteurizing
pasteurized milk, yogurt, milk and not having to boil it
yoghurt, white cheese and to get rid of bacteria
butter, confirming in the
coming period to double
the production of yogurt.
Digital Using social media to 4 C There must be a team in the
marketing communicate with company that follows up on
customers and quickly customers, responds to their
respond to them is very inquiries quickly, and uses
important and necessary. ways to communicate with
them better
The (T) in pestle stands for technological it means the innovations and developments in
technologies. An example is “Digital marketing” Using social media to communicate with
customers and quickly respond to them is very important and necessary and this a challenge. The
action to this is There must be a team in the company that follows up on customers, responds to
their inquiries quickly, and uses ways to communicate with them better.
Tools:
https://www.smartinsights.com/
https://www.sydney.edu.au/
https://www.professionalacademy.com/
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Legal
An organization must understand what is legal and allowed within the territories they operate in.
They also must be aware of any change in legislation and the impact this may have on business
operations. Factors include employment legislation, consumer law, healthy and safety,
international as well as trade regulation and restrictions.
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Legal Law of milks The milk allowed for circulation is the 10 O In Dina Farms we
and diary milk of buffalo, cow, goat or sheep. use cow's milk from
product our farms
Article 105 of The dairy factory must be provided with 10 O We use the rapid
the Health Law an on-site cleaning system consisting of cooling system in
acid and alkaline tanks and connected to the milking parlor,
all sections of the factory, provided that then the milk is
the acid and base concentration is stored until it is
constantly regulated and during the delivered to the
cleaning period. Sterilization is carried factories for
out using suitable chemicals, live steam packaging
or boiling water.
Tax proof Companies that sell a commodity or 4 C
provide a service must register all their
purchases and sales of goods and
services in the electronic system that
defines their specifications, technical
standards, controls and provisions
we must
communicate with
consumers, so we
1-Providing health conditions
Consumer will use QR service
2- Goods quality 7 O
protection on the back of the
3- Consumer rights
package to receive
feedback from the
audience
product licensed by the ministry of
we must as take a
health has set up several legal
permit according to
mechanisms to sure that the product
Egyptian law for
is safe for consumers in Egypt or
our product
licensing law any other country any product that 5 C
otherwise' the law
doesn't receive a product license
forbids us to put the
from the ministry of health is
product on the
considered unwarranted for use and
market
is immediately confiscated
food safety food additive

10 O
device Food Safety
Legal
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That’s all there is to legal factors in PESTLE analysis. They are simply the factors that affect
businesses as a consequence of, or in direct relation to, governmental laws. They play a big part
in deciding how businesses operate and what profits they receive, as well as how customers
behave. Examples include law of milks and dairy products, Article 105 of the health law, Tax
proof and, consumer protection.
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Environmental
These factors relate to the influence of the surrounding environment and the impact of ecological
aspects. With the rise in importance of CSR (Corporate Sustainability Responsibility), this
element is becoming more important. Factors include physical and climatic, temperature and,
plastic waste.
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Environme physical and Egypt has taken serious and 5 C We will be the first factory to
ntal climatic effective steps towards using use green hydrogen in Egypt
factors green hydrogen as an energy
the Air source
(Green
Hydrogen
The climate In Egypt, the climate is 5 C
changing it reduces the net of
crop production and the
inability to raise cows
The Temperature leads to the 4 C We must provide distribution

temperature survival of living organisms methods and take into account
and affects products, that the product is not
especially natural products exposed to external light
without preservatives
plastic waste A developed type of 5 C we must use biodegradable

biodegradable plastic after a plastic to Preservation the
certain period of time that can environment
be longer or shorter
depending on the nature of
the degrading agents in the
environment
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Environmental
Environmental scanning reinforces productive strategic plans and policies that can be
implemented to make the organization get the maximum use of the business environment they
are in. Environmental scanning helps a business improve their decision-making process in times
of risk to the external and internal environments
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Pestle Analysis conclusion
PESTEL analysis helps an organization identify external forces that can affect its market and
analyze how they may directly affect its business. It is important when carrying out such an
analysis that not only the factors affecting the organization are identified but also evaluated –
To the opportunities or challenges that the organization faces.
Tools
https://pestleanalysis.com/amp/
https://blog.oxfordcollegeofmarketing.com/
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strategies
tactics
1- Ideal customer
Athletic client who follows a healthy lifestyle
The product meets the needs of different age groups from 8:35+
Who need to drink useful juices that help them focus in their academic and work life, to get good
health through the health benefits that milk and avocado fruit contain.
2- Our uniqueness
Avocado juice with lactose free milk
We are the first company to create a natural juice idea with multiple types of milk, especially
(lactose-free milk)
Marketing content
We have many features that will help us succeed, including:
1. A large number of different products to meet the customer's need
2. The presence of juices with lactose-free milk for those with a milk allergy
3. The presence of juices with milk without sugar
4. Although cow's milk is not used, it has a good taste
5. Use dairy alternatives such as coconut milk and oat milk
6. There is a new flavor that has not been released in the market, which is avocado
7. Avocado contains many of the benefits and vitamins that humans need
8. The color of the juice will be special that we have not seen before in the markets, and it
will attract children to it
9. The juice does not contain preservatives
10. The packaging will be in eco-friendly plastic jars to be used again
build your marketing hourglass
Know: People will get to know us through TV ads and banners in the streets
Like: people will like us because People are always looking for high-quality, great-tasting
products that are suitable for all age groups and useful, especially for children and youth, and
these things are available in this new product. That includes many types of milk.
Trust: They'll trust us by showing the products with actors, singers and healthy people
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Try: we will make people taste our product for the first time for free as a test
Buy: our products are suitable for everyone to buy and also we will have our own site on the
internet and offers
Repeat: Making product updates It is possible to launch other new products
Refer: The taste of the product is delicious and unique and there are many types that meet the
needs of individuals and target people who suffer from milk allergies and gives energy and helps
to get better and healthier, which will make the customer come back again
Total online presence
Online website: social media is one of the most important means through which we target
customers and strengthen the relationship with existing customers
And we will put on the social networking site a definition and pictures of all our products, and
our places, and we will communicate with customers through advertisements, competitions and
offers on our products.
Capture your customer
Advertising -1
Making advertisements that show the distinction of the Milcado product from other products in
the market and the advertisements. The advertisement model must be an ordinary character, such
as students and ordinary people
Public relation -2
Partnership with public figures such as Amr Diab and Big Ramy to increase sales and achieve
the expected growth of the product
Word of mouth -3
Making discounts and package offers during the study period for students in the shops near their
places of study in order to take their friends with them when buying the product
Countersinking the sales
Partnership with McDonald's to put Milcado products with Macmilkchek products
And he made offers for each specific meal of Mac with a gift of Milcado, and vice versa, he
collected 5 covers of the Milkado product, and exchanged them with a 20% discount on a meal
from Mac, and also a gift of Milcado "milcado meal from Mac".
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Definition of product .
Avocado with milk

Features Benefits
 Half-cream  avocado contains folic acid
pasteurized natural which works to absorb
cow's milk vitamins
 avocado fruit  It reduces blood
 Natural food stabilizer cholesterol as it contains
beta-sit sterol
 A natural remedy for high
blood pressure because it
contains a high percentage
of potassium.
 It works on the formation
of the digestive system of
the fetus during pregnancy
Avocado with coconut milk
Features Benefits
 Coconut milk  Coconut milk contains
 Avocado fruit vitamins E and C, which
 Natural food stabilizer are antioxidants
 Coconut milk is rich in
healthy triglycerides,
which keep you feeling
full for a long time
 Coconut milk works
 Strengthening immunity as
it contains lauric acid,
known for its antiseptic
properties, which helps the
body fight infections
caused by bacteria and
viruses.
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Avocado with oat milk

Features Benefits
 Oat milk  Oat milk is a healthy and
 Avocado fruit good option for people
 Natural food stabilizer with lactose intolerance.
 The beta-glucan in oat
milk slows down the
absorption of starches in
the stomach, which
means that the body is
supplied with small
amounts of sugar.
 Oat milk works to
strengthen the bones, as
it contains potassium,
magnesium, and zinc.
Avocado with Lactose-free milk
Features Benefits
Lactose-free milk  Lactose-free milk is an
Avocado fruit ideal choice for people
Natural food stabilizer with lactose intolerance
 Lactose-free milk is
distinguished by its
sweet taste and taste
compared to regular
milk. As a result of
adding the enzyme
lactase, which breaks
down lactose, to two
types of simple sugar:
glucose and galactose.
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Definition of our STDP

Segmentation
introduction
In marketing, market segmentation is the process of dividing a broad consumer or business

market, normally consisting of existing and potential customers, into sub-groups of consumers
(known as segments) based on some type of shared characteristics.
In dividing or segmenting markets, researchers typically look for common characteristics such as
shared needs, common interests, similar lifestyles, or even similar demographic profiles. The
overall aim of segmentation is to identify high yield segments – that is, those segments that are
likely to be the most profitable or that have growth potential – so that these can be selected for
special attention (i.e. become target markets). Many different ways to segment a market have
been identified. Business-to-business (B2B) sellers might segment the market into different types
of businesses or countries, while business-to-consumer (B2C) sellers might segment the market
into demographic segments, such as psychographic, behavior, or geographic
Demographic
Demographic segmentation refers to the categorization of the target market based on specific
variables like age, education, and gender. It is a type of market segmentation that helps
businesses to understand their consumers better and meet their needs, effectively.
Demographic segmentation allows businesses to be more strategic and specific with marketing.
A one-fit-all marketing strategy
Demographic
Age _
8:12 / 12:18 / 21:27 / 27:35 / 35+
Occupation : student / part time worker / full time worker
Education : student / under graduate / graduate
Family size : single / couple / family
Religion : Muslim / Christian and , others
Social class : C to A+
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Juice with milk is consumed by all ages

8:12 _ kids need their parents buy natural juice for them
12:18_ Teenagers need natural juices because they provide the body with energy, keep the body
hydrated, and help focus
18:21_ A college student always needs juices and always spends his money on drinks
21:27_ An adult needs juices to help them focus and keep working.
27:35_ A married person always takes juice family size for his family.
Occupation
Student need natural juice to focus in Learning
Part time worker / full time worker
Size:
Single for students
Couple for teenager and adults
Family for married person and his family
Religion: our products with different types of milk and are suitable for every one.
Social class: C to A+
Geographic segmentation
• Region: Egypt, we chose Egypt because it is the mother country of a company
• City size: big city,
• urban
Psychographic segmentation
Life style:
• Healthy life style: Because our product consists of two components, milk and avocado,
and avocado is one of the healthiest fruits and is a good source of potassium, vitamin D,
magnesium, potassium, copper, manganese, vitamin E, and vitamin C, and also contains fiber,
protein, and many beneficial phytochemicals that may protect from various diseases, healthy
42
fats. and Milk contains vitamins and minerals such as calcium, potassium, phosphorous and
vitamin D, as well as being rich in protein that is important for health.
• Sport life style: Our product benefits athletes by making them healthy and active because
it contains a lot of vitamins and minerals and makes them feel full.
Behavioral Segmentation
Behavioral segmentation is the process of sorting and grouping customers based on the behaviors
they exhibit.
01. Purchasing and Usage Behavior
Most companies recognize the power of tracking the purchase, usage, and consumption of their
product as a means of forecasting demand. Segmenting customers based on their purchase
behavior is essential to understanding when your marketing will be most effective.
02
. Occasion Purchasing
This component of behavioral segmentation considers the timing within a customer’s life, year,
or day as a determinant of making a purchase
.03
. Benefits Sought
Understanding the different benefits users seek from the experience with your product or service
can help you better serve each segment with that experience.
04. Customer Loyalty
One of the most important behavioral segmentation components is loyalty. Users that exhibit
loyal behavior to your business should not be overlooked. .
43
Market targeting
(intro)
Mass marketing
Is market strategy which is the process of appealing to an entire market rather than one targeted
group. Mass marketing markets to everyone and commonly focuses on selling “must-have”
products at a lower price to achieve a higher number of sales and to obtain maximum brand
exposure.
This strategy includes all categories and doesn’t allocate a particular category, as it plays on the
product reaching the largest possible number of audiences and a product that attracts the market
as a whole and, we are working on an avocado product with different types of milk, as it’s a juice
that meets the needs of thirst and helps to moisturize the body and all people need it on their day,
so we will work on this strategy.
(conclusion)
Mass marketing is market strategy which includes all categories. We work on it as it plays on our
product which is avocado with different types of milk to reach the largest possible number of
customers.
Tools :
https://learn.g2.com/
https://www.mycustomer.com/
44
differentiation
A differentiation strategy is an approach businesses develop by providing customers with

something unique, different and distinct from items their competitors may offer in the
marketplace.
Our full focus in our new product milcado
1- The product should be unique and distinguished because it is a fresh and 100% natural
product.
2- The product is widely distributed to include large shops and even kiosks, and display
refrigerators are distributed in order to save and display the product in the places where the
product was distributed
3- Advertisements should include TV, social media channels, email, and search engines
4- Distribution management and sales management must be trained on communication

skills, negotiation skills and problem-handling skills.
The main objective of implementing a differentiation strategy is to increase competitive

advantage. A business will usually accomplish this by analyzing its strengths and weaknesses,
the needs of its customers and the overall value it can provide .
45
Positioning
Definition: Positioning defines where your product (item or service) stands in relation to others
offering similar products and services in the marketplace as well as the mind of the consumer
Introduction:
Marketers employ various kinds of appeals to make products appear more attractive for
consumers. Consumers also pay attention to and rely on these appeals to decide whether to
purchase the products, to look for other products, or to visit other stores for comparisons
(Anderson & Simester, 2003). One of the appeals frequently utilized in retail advertisement is a
wording appeal, “high quality, low price”
More for the same
Positioning involves introducing a brand offering com parable quality but at lower price
We used this strategy at Dina Farms because we use the finest materials in our products and
maintain that our product fits all categories
46
Marketing communications
Advertising campaigns
1: Sponsorship in partnership with Pepsi to sponsor the Pepsi League for schools
2: Sponsoring Amr Diab's concert and promoting those in the party for Dina Farms' new product
"Milcado"
And highlighting that the product targets almost all groups, noting “Omar Diab is vegetarian.”
3 : Sponsorship with Big Ramy to promote Milcado Oat Milk
4: School students in the general secondary stage because they are in a period of psychological
pressure, and we highlight that after they drink Milcado, they are happier and the tension goes
away
5: Milcado blocks with you in fasting
6: A child takes avocados and people come picking them while they are walking in a cow that
takes a cold and they enter the factory, they take the milk from the cow and the avocado is there
and put them on each other in the bottle in the factory and at the end the company logo
7: Advertisement for someone who is allergic to milk.
8: A child in the school sees children drinking milk or juice with milk, but he does not drink like
them. Dina Farms juice with milk appears lactose-free
9: A mother brings juice for her son, the son says, “I want juice with milk.” The mother says,
“No, because you are allergic to milk. The people who sell, say, our farmer says, I downloaded
avocado juice with milk that is lactose-free, intended for people allergic to milk.”
10: Guys in the gym, one exercises very well, and the other does not know how to exercise, so he
asks him who is the captain of the Lal with you, he says his name, he says this is the same with
me and walked and after a few seconds the person got out of his bag, so Melkado, he says, what
is this, he will stop him and say
#milcado_haifr2_maak
11: A girl is walking with her friend in a hypermarket or supermarket, and her friend buys juice
with milk. She says, "I'll bring you with me." Her friend says: "I don't drink milk, I have an
47
allergy." The seller comes and tells her that Dina Farms has downloaded avocado with milk,
especially for those who suffer from allergies, and it is very safe.
12: Deal with blogger Aysel Khalid and Yousra Mokhtar who are allergic to milk
13: Ramadan…Ramadan always loves goodness, giving, and a sense of goodness. Have you
thought about donating to an unfamiliar place…a place that is not known…or not just a place?
This is a large group of society that has a role and always needs help with Milkado. We will
always help you reach the people who need it. Indeed, the good that is worthy of giving and
deserves to be given, with every box of milkado that you buy, you will donate 10% of what you
wish for people with special needs so that we can provide them with an equipped place for them
to teach them to read, write and a profession and we will always be reassured about their health
and the good spirit that is around us in every home Egypt
With Milcado…a new kind of tender
Sales promotion
1: Milcado blocks with you in fasting
2: Ramadan…Ramadan always loves goodness, giving, and a sense of goodness. Have you
thought about donating to an unfamiliar place…a place that is not known…or not just a place?
This is a large group of society that has a role and always needs help with Milcado. We will
always help you reach the people who need it. Indeed, the good that is worthy of giving and
deserves to be given, with every box of milcado that you buy, you will donate 10% of what you
wish for people with special needs so that we can provide them with an equipped place for them
to teach them to read, write and a profession and we will always be reassured about their health
and the good spirit that is around us in every home Egypt
With Milcado…a new kind of tender
3: Partnership with the Misr El-Khair Association during the blessed Eid al-Adha period, the
campaign “Every sacrifice instrument will be donated through Dina farms company to the Misr
El-Khair Association .
events
1:Event with Amr Diab and an exclusive interview with Big Ramy. A new album will be
released by Amr Diab. The interview will take place with Big Ramy with a photo session and
signature with the masses to announce the Melcado product, the purpose of which is to increase
awareness and promote the product.
2:Event on the occasion of the beginning of the new year and the milcado product will be
launched. "The beginning of a new year means a new drink milcado milk with avocado means a
new beginning from Dina farms.
48
3: Be healthy with Milcado
Eventually, it will be on October 6, and it will be a partner with us, Misr El Khair and Magdi Yacoub
Heart Hospital in Upper Egypt
And sponser with us Mac and Starbucks
Miss Egypt 2012 and the very well-known blogger will be with us
Aysel Khalid
Teaching assistant at the Faculty of Engineering at Cairo University and the Blogger
Yousra Mokhtar
They told us about their problem with milk allergy, and what Milkado did that helped them in their
experience and solves a problem they had always faced in their lives.
And Sharmoofers cover the event with us
Each person who takes a can of MAC or Starbucks will take a drink for free, provided that he chooses a
drink with milk
The packaging will also contribute to completing the construction of Magdi Yacoub Heart Hospital in
Upper Egypt and providing Misr El-Khair Hospital and Children's Cancer Hospital with modern
equipment to treat children free of charge.
Corporate social responsibility
1: A sports marathon competition between schools in Cairo Governorate, and the winners will be
given scholarships for the undergraduate level to study at the expense of Dina Farms, and the
tuition and personal expenses of the beneficiaries will be covered.
49
2: Dina Farms Charitable Campaign, which will give a quarterly pension of 3000 pounds to 200
families each year, and the pension will continue for 10 years
3: Partnership with the Misr El-Khair Association during the blessed Eid al-Adha period, the
campaign “Every sacrifice instrument will be donated through Dina farms company to the Misr
El-Khair Association .
4: Event (Cairo runners)
It is the most organized entity for running events in Cairo, and this is the subscription it pays for the
Children's Cancer Hospital.
That's why Milkado will be available and with every package you buy, a part of it will go to the benefit of
the Children's Cancer Hospital, so you will have done two things to preserve your health and contribute
to the good with Milkado
5: Be healthy with milko
Eventually, it will be on October 6, and it will be a partner with us, Misr El Khair and Magdi Yacoub
Heart Hospital in Upper Egypt
And sponser with us Mac and Starbucks
Miss Egypt 2012 and the very well-known blogger will be with us
Aysel Khalid
Teaching assistant at the Faculty of Engineering at Cairo University and the Blogger
Yosra mokhtar
They told us about their problem with milk allergy, and what Milkado did that helped them in their
experience and solves a problem they had always faced in their lives.
And Sharmoofers cover the event with us
Each person who takes a can of MAC or Starbucks will take a drink for free, provided that he chooses a
drink with milk
50
The packaging will also contribute to completing the construction of Magdi Yacoub Heart Hospital in
Upper Egypt and providing Misr El-Khair Hospital and Children's Cancer Hospital with modern
equipment to treat children free of charge.
51
Action plan
We will discuss 3 points in the action plan :
- product : which is talking about production and materials " production department "
- place : which is talking about distribution , places of distribution , how will we distribute our
product and what is the phases of distribution " distribution department "
- promotion : which is talking about advertising , the ideas of advertising and how will we
promote our idea and product to reach to the targeted costumers " advertising department "
So let's show our action plan :
52
standers Start date End date Action & comments Resources & comments
In In
Product 1/11/2021 1/12/2021 Aggregation the materials Aggregation the required
production required for the product. materials at the specified
date time.
Launch of In In
new product 12/1/2022 12/3/2022 The advertisement must be The launch date of the
made clear to the customer product at the time of
about the advantages of the 1/2022 should be
product to gain the customer’s appropriate for the
trust and reach people through a financial situation.
test.
The first stage In In
15/1/2022 15/2/2022 the distribution will take place ,distribution department
in Cairo Governorate only, and
we will Distribution in malls,
large supermarkets, universities,
and gyms.
The second In In
stage 15/2/2022 15/3/2022 distribution will be in the large distribution department
governorates.
And the last 15/3/2022 NA

stage Distribution takes place all over distribution department
Egypt.
53
Launch of In In
new product 1/1/2022 2/1/2022 Event with Amr Diab and an
campaign
exclusive interview with Big Public Relations,
Ramy. A new album will be Marketing Management
released by Amr Diab. The
interview will take place with
Big Ramy with a photo session
and signature with the masses to
announce the Melkado product,
the purpose of which is to
increase awareness and promote
the product
the Holy In In
Month of 3/4/2022 3/5/2022 Launching the Holy Month of Marketing Department
Ramadan
campaign Ramadan campaign
Eid Al-Adha In In
campaign 1/6/2022 10/7/2022 Csr with the Misr Al-Khair Public Relations and
Association on the occasion of Marketing Department
the blessed Eid Al-Adha
campaign "The instrument of
sacrifice is in two deed with
Milkado
54
Marketing Controls
Measuring and monitoring the marketing planning process
There is no planning without control. Marketing control is the process of monitoring the
proposed plans as they proceed and adjusting where necessary. If an objective states where you
want to be and the plan sets out a road map to your destination, then control tells you if you are
on the right route or if you have arrived at your destination.
Control involves measurement, evaluation, and monitoring. Resources are scarce and costly so it
is important to control marketing plans. Control involves setting standards. The marketing
manager will than compare actual progress against the standards. Corrective action (if any) is
then taken. If corrective action is taken, an investigation will also need to be undertaken to
establish precisely why the difference occurred.
55
Conclusion
This marketing plan for the Milcado product has been completed, taking into account the
accuracy in collecting the information in your hands. Undoubtedly, there may be an unexpected
change in this data due to the lack of follow-up to the sources, but this marketing plan was
checked by the information at the moment of its collection.
Thank you to everyone who had a hand in completing this work
Team Leader
(Islam Saeid Ahmed)
The team :
Diana Ayman Mahmoud Maryam Yaser Abd-Elmohsen
Omnya Karam Mohammed Marwa Rabea Mohamed
56

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MARKETING PLAN “ DINA FARMS – MILCADO”

Sincere thanks. Mr. Director of our farms company.

Executive management in our farms company.

And a special thanks. For “PRESIDENTS OF MARKET”

To allow us to present this work.

Mr. "Mohamed Tarek" Director of the President of the Market

And sincere thanks.

Thank you all ........

Our Team Leader

Leader: Islam Saeid Ahmed. The team :

Diana Ayman Mahmoud Omnia Karam Mohammed

Maryam Yasser Abd-Elmohsen Marwa Rabea Mohamed

•The Dina Farms is the leader in the dairy market

"The company's products are consumed in every home in the world"

1: What do you want the company to become?

2: And where will she go in her career?

3: What is the future image that the company intends to reach?

3-We do agencies in all Arab countries (4 years)

The tool used in setting goals is the SMART standard.

First word: SPECIFIC or SPECIFIC

Second word: MEASURABLE

Third word: ATTAINABLE

Fourth word: RELEVANT or the goal is important to you

Specific, measurable, achievable, realistic. Defined by time .

1:make the best quality of our product .

2:be the biggest diary in the world .

Introduction about 4P’S:

4P’s Standards Function Rate Point Action

product design • Colors 10 S Maintaining the design

functionality • healthy drink 10 S Maintaining the quality

branding • values 6.5 S We need to do ads on TV,

Element of product: design, quality, functionality, branding, packaging, services.

4p’s Standards Function Rate Point Action

Price List price • one 6 S They do not have price stability,

Element of price: strategy, last price, discounts, pay methods.

Place Trade • Customer 8 S it has a great customer service that

E-  Online store 0 W The lack of an electronic website

factors standards Features rate point Actions

The World Bank

factors standar Features ra p Actions

The The inflation rate declined to 4.9% in May 6 o Depending on the

measures in this regard .

Mobilization and Statistics Center

The World Bank

factors standers features rate point actions

social Beliefs 1)In Egypt, we have 1)The company should

health- For better health, people 7 O The company must

disease 4) The presence of a group 5 O 4) The company should

Technological: it means the innovations and developments in technologies. Technological

1)New ways of producing goods and services.

2)New ways of distributing goods and services.

3) New ways of communicating with target markets.

factors standers features rate point actions

food safety food additive

The Temperature leads to the 4 C We must provide distribution

plastic waste A developed type of 5 C we must use biodegradable

Pestle Analysis conclusion

To the opportunities or challenges that the organization faces.

build your marketing hourglass

Repeat: Making product updates It is possible to launch other new products

Total online presence

Countersinking the sales

Partnership with McDonald's to put Milcado products with Macmilkchek products

Avocado with milk