The Daily Milk Market in Egypt
Dairy Milk Category U&A Brief * Introduction:
The Daily Milk market in Egypt is considered to be a highly competitive one with one main market leader, which is Juhayna. The Dairy Milk market is worth about EGP 1.8 Million and the market is still growing with rates of 18% in volume and 21% in value that’s between 2009-2011. The market is price sensitive. In the below figure we can see the division of the Dairy Milk mark
The first to cut through the market was Juhayna in 1983 when Packed Milk made up only 1% of the whole market. Now the Packed Milk makes up to 26% of the market with Juhayna being the leader with 67% of the before mentioned market. UHT Milk makes up to 98% of the volume share of the market and only 2 % is left to the Fresh Milk. The market is divided as elaborated in the following.
The continuous growth of the market is due to several reasons; Entry of new players like Elmarai in 2009, conversion of Loose Milk users to Packed Milk users and heavy marketing investment.
* Manny making an entrance:
Manny Fresh Milk made an entry in the Dairy Milk market in September. Manny is looking to expand in the Fresh Milk segment and to embark in the UHT segment. What it needs know to get a better understanding of the Fresh Milk segment and grow in it as well as figure how it can cut through the UHT segment. Manny is looking to increase its market share as fast as possible and find market gaps it can fill in order to grow faster. What Manny needs is strong marketing strategies and a good understanding of the market and the consumer in order to reach its goals. As mentioned before the Dairy Milk market is a growing market that is filled with opportunities. The market has been growing for 20 years now and by capitalizing on the company strengths, eliminating its weaknesses and try to get a good understanding of the competition and especially market leaders and how they got there, they can go far in this market. * Objectives:
Our objectives
The Daily Milk market in Egypt is considered to be a highly competitive one with one main market leader, which is Juhayna. The Dairy Milk market is worth about EGP 1.8 Million and the market is still growing with rates of 18% in volume and 21% in value that’s between 2009-2011. The market is price sensitive. In the below figure we can see the division of the Dairy Milk mark
The first to cut through the market was Juhayna in 1983 when Packed Milk made up only 1% of the whole market. Now the Packed Milk makes up to 26% of the market with Juhayna being the leader with 67% of the before mentioned market. UHT Milk makes up to 98% of the volume share of the market and only 2 % is left to the Fresh Milk. The market is divided as elaborated in the following.
The continuous growth of the market is due to several reasons; Entry of new players like Elmarai in 2009, conversion of Loose Milk users to Packed Milk users and heavy marketing investment.
* Manny making an entrance:
Manny Fresh Milk made an entry in the Dairy Milk market in September. Manny is looking to expand in the Fresh Milk segment and to embark in the UHT segment. What it needs know to get a better understanding of the Fresh Milk segment and grow in it as well as figure how it can cut through the UHT segment. Manny is looking to increase its market share as fast as possible and find market gaps it can fill in order to grow faster. What Manny needs is strong marketing strategies and a good understanding of the market and the consumer in order to reach its goals. As mentioned before the Dairy Milk market is a growing market that is filled with opportunities. The market has been growing for 20 years now and by capitalizing on the company strengths, eliminating its weaknesses and try to get a good understanding of the competition and especially market leaders and how they got there, they can go far in this market. * Objectives:
Our objectives