Done by:

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About:
✗ Established in 1857, Gandour’ name is engraved in almost every Lebanese Individual’s memory.

✗ The company Gandour was names after its owns Ali Gandour

✗ The initial product lines are Hard Boiled Candies and Marzipan.

✗ Gandour was transformed from a factory outlet to a modern plant in 1912

✗ The company stared to expand in 1950, its franchise opens in Egypt ,KSA and India.

✗ Gandour company revived in Choueifat in 1970

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Mission Statement as Mentioned
on the Website
✗ We strive to lead our field and continuously refine our practice in the pursuit of total satisfaction

of our associates and consumers alike. Through total alignment, all of our entities move together

in a constant effort to deliver accessible products that people love, which give rise to moments

people cherish.

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 Products
✗ Gandour offers an extensive range of products including confectioneries, baked goods, cocoa-

based products and vegetable oils.

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Brand Analysis:
 SWOT ANALYSIS
✗ Strengths:

✗ History

✗ Reputation

✗ Credibility

✗ High Product Awareness

✗ Part of Lebanese Culture

✗ Competitive Pricing

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 SWOT ANALYSIS
✗ Weaknesses:

✗ Unpractical Packaging

✗ Packaging not Innovative

✗ Simplicity of Products

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 SWOT ANALYSIS
✗ Opportunities:

✗ Low number of competitors

✗ Political and Economic instability

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 SWOT ANALYSIS
✗ Threats:

✗ High Competition with Foreign Products

✗ Political and Economic Instability

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 Display

Lucky 555 biscuits are placed on the lowest shelf, bottom to other Lebanese, Italian and Turkish Brands.

This Display might be due to lucky's inconvenient Packaging.

Ghandour should create a more suitable and eye catching stand, just like Bahlsen

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 Website
Not all Gandour Products are displayed on its website (Lucky 555 Biscuit is not available on their webiste),

in contrasts to its competitors.

McVities has a “What’s new Tab” (one of Gandour Competitive)

Inconsistency among Gandour website (Quantity and sizes available are not always displayed)

Gandourr’s Competitor’s are very specific when it comes to display of packages, size, and quantity.

Gandour does not provide online users with a brief description about their products. Especially Lucky 555

Biscuit

Eti (one of Gandour Competitive) gives customers the chance to ate every products

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Marketing Mix
 Product:
Diversification:

✗ Adding new flavors to the Lucky 555 Biscuit.

✗ Adding biscuits with chocolates, strawberry or vanilla toppings

Packaging:

✗ Making minor changes to the packaging or engaging consumers with this decision through social media and
asking for their inputs.
✗ Introduce new small packaging of the Marie or Tea Biscuits
✗ Introduce bite-size biscuits.

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 Price

✗ Gandour is positioned as inexpensive and affordable.

✗ Price could cause shock and confusion in consumer’s minds and results in a drop in demand.

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 Place:

✗ Mini-markets are almost as popular as supermarkets regarding the purchase of confectionaries.

✗ Include visually interesting displays in supermarkets and minimarkets.

✗ Ensure the availability of its biscuits in vending machines at universities, schools and hospitals.

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 Promotion:
✗ Associate Gandour biscuits to the youth’s childhood memories.

✗ Gandour should target customers beyond Saudi Arabia on their Instagram and Facebook pages.

✗ Use “Limit Target Audience” on Facebook

✗ Giveaway a recipe booklet with each Lucky 555 biscuit box.

✗ Use the sponsorship option on social media channels.

✗ Physical presence of personnel and props in supermarkets.

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 People:
✗ Reputation: consistency between actions and promises.

✗ Responsibility: respect privacy of customers and give back to society.

✗ Relationship: engage customers and allow them to rate the products.

✗ Reward: Measure data generated by customers.

✗ Rigor: Eliminate inconsistencies on website, in the logo and in the products.

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BCG

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THANK YOU!

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