International marketing project - Exporting premium palm dates to the USA Datoo dates, Don't miss the natural power

1. EgyDat
Datto
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3. Introduction
• Datoo, natural, organic, authentic, Saharan
Egyptian palm date product.
• It is your daily instant power bank when
energy level falls apart, recharge your body
and soul!
• Datoo corp. offers a variety of date products
to meet the modern needs, based on the
recent researches proving the importance of
dates as a complete dietary source.
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4. Introduction
• Ancient
Egyptians
realized the
importance of
palm and palm
dates to their
lives.
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5. Introduction
• Global awareness about the harm of
artificial foods raises the need for organic
& natural products.
• Global awareness about importance and
great benefits of palm dates as a healthy,
natural nutritional source.
• if added to milk, this is a complete dietary
source.
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7. Introduction
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8. Introduction
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• Population : 323.1 M.
• 5 M Arabs.
• 9.8 M square Km.
• 50 federal states.
• 40% of the global world economy.
• GDP : 18.57 trillion USD (2016)
• GDP growth 1.6%
• GDP per capita 57.436 $
• Imports of goods gth 14.7%
• Food spending 1.5 Trillion $
• Upper middle class income 100000 – 350000 $
• FDI : 373 B. $
• Unemployment : 4.5%
• Inflation rate : 2.1%
Country facts

10. PESTLE analysis
Political
1. USA has a strong democratic setup and effective rule of
law, with elections that are considered fair and
transparent.
2. The country enjoys massive political and economic
influence over both national and global policymaking, and
is recognized as the leading superpower in the world.
3. However, the country faces international criticism for its
interventionist policies regarding the ‘War on Terror’
which is souring foreign relations, and at the same time
fueling terrorist groups, increasing the threat of terrorism.
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11. 1. The overall system of taxation in the United States is
progressive.
2. Not only do those with higher incomes pay more in total
taxes, they pay a higher rate of taxes.
3. At the current time the highest total sales tax rate in the U.S.
is 13.725 percent in Tuba City, Ariz. (6.6 %state sales tax,
1.125 % county sales tax, and 6 % local sales tax.)
4. Federal corporate income tax is imposed at graduated rates
from 15% to 35%.
5. All income subject to tax at 34% to 35% where taxable
income exceeds $335,000.
6. The average American will pay 19.8% of their income in
federal taxes this year according to the Tax Policy Centre.
7. Source Political Environment of U.S.A. Page 03
PESTLE analysis
Political: TAXATION
`
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12. • Corruption reception index : Very Clean
Ranks 16th/168 in the world (Source:
Transparency International 2015)
• GLOBAL TERRORISM INDEX : Was only
featured, 1 time in top ten countries
most affected by terrorism during 2000-
2014 ). USA ranks 36th & Egypt ranks 9th
in 2016.
PESTLE analysis
Political: Corruption - terrorism
`
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13. PESTLE analysis
LEGAL ENVIRONMENT
• The US is a highly regulated society.
• As such, people or enterprises those want to
do business in the US need to be aware of the
many regulations, standards and guidelines
that may affect the sales of their products or
services.
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14. • United States an extremely competitive marketplace that
rewards efficiency, productivity, and integrity while
mandating rigorous compliance with the nation’s complex
rules and regulations.
• As the U.S. economy improves, the cost of doing business in
the United States may rise. This would require a
corresponding higher level of investment in order to
compete with established domestic businesses.
• Federal, state, and local regulations require a thorough
knowledge of tax, commercial, and labor laws.
PESTLE analysis
LEGAL ENVIRONMENT
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15. RESTRICTIONS ON FOREIGN
INVESTMENT
• There are no substantial restrictions imposed by the federal
government on foreign investment in the United States.
• A few industries are, however, subject to restrictions— these
include those involving the exploitation of certain natural
resources, communications, shipping, nuclear and other power-
generating facilities, and aviation.
• Some states have restricted certain foreign investments in certain
cases, such as in agricultural land.
• The federal government, through the Commerce and Agriculture
departments, imposes substantial reporting requirements for
foreign investments in the United States.
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16. PESTLE analysis
Economic
1. With a GDP of over $18.760 trillion, the US is the largest economy in
the world.
2. The economic system is well-developed and gathers its strength from
its services and manufacturing industries.
3. The recession in 2009 adversely affected the economy of the country
and unemployment rates soared to an alarming point.
4. But the economy bounced back with a growth of around 4% in the
third quarter of 2014 as consumers and businesses have stepped up
spending.
5. However, the increasing budget deficit puts the economic prosperity of
the country at grave risk as the deficit currently amounts to a
staggering $506 million.
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17. PESTLE analysis
Social
1. Like most developed countries, the US faces the problem of an
aging population which can lead to a serious labor shortage and
rising tax rates in the future.
2. Nonetheless, the education and healthcare system is one of the
best in the world.
3. A majority of the population has a liberal mindset, but rising
racial intolerance is a serious concern.
4. Additionally, increasing illegal immigration is another concern, as
there are currently more than 11.7 million people living illegally in
the US, further increasing the risk of racial discrimination.
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18. PESTLE analysis
Technological
• Home to one third of the world’s scientists and engineers, and accounts for one
third of global R&D expenditure.
• Innovation and technology are the cornerstones of the US economy.
• Since its inception, the country has been leading in terms of adapting and applying
technology.
• Though the country faces strong competition from rising economies, it is expected
it will continue to retain a technology supremacy over its competitors.
• Additionally, the US has also been at the forefront in enhancing and developing
technologies in areas such as nanotechnology, environmental technology and
biotechnology, which opens up massive opportunities for companies with
expertise in the mentioned fields.
• IT is another field the US has been excelling in. However, it has also been facing
intense competition from countries like China and India.
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19. PESTLE analysis
Environmental
• Geographical location: North America, bordering both the
North Atlantic Ocean and the North Pacific Ocean, between
Canada and Mexico
• mostly temperate, but tropical in Hawaii and Florida, arctic
in Alaska, semiarid in the great plains west of the
Mississippi River, and arid in the Great Basin of the
southwest.
• low winter temperatures in the northwest are ameliorated
occasionally in January and February by warm chinook
winds from the eastern slopes of the Rocky Mountains.
• Ref. www.cia.gov
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21. Market research
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24. Segmentation
Geographic:
launch 1st phase(1 year) will take place in
northern and middle states(cooler weather)
where energy is aimed from foods rich in it.
2nd phase will cover the rest of the states.
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25. • Demographics:
1. Age from 5-54 are our launch segment, people
in the age of activity and vitality, starting from
kids age who will adopt the new trend in
nutrition , offering a solution to lack of energy
during day time in a delicious healthy way.
2. This age group contribute to almost 70% of the
total population.
3. 5 M Arab citizens will give us the WOM and
share their culture and previous experiences
with Dates with their neighbours.
Segmentation
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26. Segmentation
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27. • Psychographics:
launch 9th of October 2017 (Columbus day),
Columbus discovered America and it is the
time that Egyptian dates discovers USA and
we will make them discover the true natural
source of energy to their body and souls.
Sponsor the health day in the highest 10
population states to link Datoo with good
health and well being.
Segmentation
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28. Segmentation
Psychographics:
Largest ajwa (dates) with eggs dish will be prepared
in the launch day to score a new Guinness record.
Use ancient Egyptians pics and photos to link Datoo
with the greatness of Ancient Egypt.
Datoo Cereal will also compete with other cereal
products on the morning table. Its package will carry
a slogan character : Egyptian catoo
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29. • Behavioral
Fast breakfast is common in the states, Datoo bar
will be widespread for this purpose.
Athletes need sugar, useful fats and carbohydrate
rich food, this is Datoo.
Camping and Hiking activities necessitate holding
a powerful energy supply to withstand the rough
climatic conditions.
Energy boosted in a snack (recharge your body
and soul with in 1 bite)
Segmentation
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30. Targeting
• Targeting the young active:
-Targeting the athletes: Bikers, Baseball and
basketball fans( 2 most popular games USA)
Skaters, hikers:
1. place ads for Datoo power drink, Datoo bar
in the tracks and courts.
2. Use models practicing those sports in our
ads.
-Army contract to supply the soldiers with Datoo
bars to be used in the bases, camps and battle
fields
• targeting the young kids: Cereal Datoo product catching their eyes with the
cat slogan, catching their tongues with the delicious taste.
• Targeting school kids: Datoo bars contract with the schools to be a part of
the daily school meal, combating hunger and lack of energy in the school
day will create loyalty and then a word of mouth at home
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31. • targeting housewives
via placing ads and commercials in
Soaps and sitcoms
Recruiting a famous cooker ( chef
sherbiny style) and may be an
Egyptian guy like Yahya, the friend
of celebrities.
• Target the elites: Datoo
compote, cereals and dried
selected dates will be offered in
the hotels buffets.
• Also domestic air flights serving
fruit salad and dates juice.
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32. positioning
• Value proposition:
“Don’t miss the natural power!”
• Unique selling points:
1. Natural organic authentic Saharan Egyptian palm date
product.
2. It is your daily instant power bank when energy level falls
apart.
3. Variety of modern dates products matching the fast
tempo of American life.
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33. Marketing mix
While naming our product to be exported to the USA,
we chose Dato, Dato means data in Italian, so we
decided to change the name to avoid the misleading
name.
Datto was our second choice, it means a frightened
rabbit in Japanese, decided to change it also.
So we chose Datoo, Don’t miss the natural power.
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34. Product Price Place
Datoo bar ( I piece) 1 $ Wall mart
24/7
Kiosks (parks)
Schools
Markets and hypermarkets
Duedatoo (2 pieces) 2 $ Wall mart
24/7
Kiosks park
Schools
Markets and hypermarkets
Datoo cereal 40 oz 12 $ Markets and hypermarkets
Datoo compote 20 oz 15 $ Markets and hypermarkets
Hotels
Assorted dried dates 40 oz 20 $ Markets and hypermarkets
Wallmart and 24/7
Datoo power drink 2 $ Markets and hypermarkets
Wallmart and 24/7
Health clubs
Datella paste 26.5 oz 5 Markets and hypermarkets
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35. PromotionProduct Promotion
Datoo bar ( I piece) TTL advertising in walmart and 24/7 using ushers
Kiosks carry our slogan and logo in parks, clubs and hiking & skating
areas.
Ask Guinness record to cook the largest fruit eggs with dates dish
Duedatoo (2 pieces)
Datoo cereal 40 oz Sponsor health days in the 10 highest population states schools
Social media and e-marketing
Amazon online store
Datoo compote 20 oz Broadcast ads in soaps and sitcoms
Make price offers for Hotels and flight companies
Assorted dried dates 40 oz Broadcast ads in soaps and sitcoms
Ask Guinness record to cook the largest fruit salad dish with dates
varieties
Social media and e-marketing
Amazon online store
Datoo power drink Place ads in basketball & baseball courts
Models in TV or YouTube ads playing these sports and eating
DatooSocial media and e-marketing
Amazon online store
Datella paste 26.5 oz Broadcast ads in soaps and sitcoms
Social media and e-marketing
Amazon online store
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36. Competitors
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37. 1120 gms = 10.5 $
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38. UA in the USA
400 gms = 21 AED = 70 LE9/9/2017 Datoo, Don't miss the natural power 38

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41. 1-Excellent Reputation of Egyptian
Dates.
2-Dates variety, flavors, tastes and
content.
3-Variety of Date types to be
suitable for majority of
customers..
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42. Low experience in the American
market.
Operating from Egypt away from
our new market
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43. 1-Organic & Natural product
awareness.
2-High Vitamins and Mineral need
due to malnutrition issues.
3-Awareness about the Dates
benefits.
4-presence in Walmart and 24/7
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44. 1-Resistance of accepting
Dates Nutrition Value.
2-Unacceptance of provided
products.
3-Competition from Another
Arab countries with similar
products.
4-competition from Israel.
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45. Strategic fit
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Market entry :
In a huge market like that of the USA, with its
diversification and cosmopolitan taste, We
decided to have a joint venture with an
American trade company to help us in better
understanding of this market, support us in
marketing issues, storage and distribution.

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• We will hire a marketing consulting company
to better understand cultural variations and
avoid faults in SRC & ethnocentrism.
• Due to vast legal issues in the American laws,
we will hire an American lawyer to sign our
contracts effectively.
Strategic fit

47. Budgets
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• Capital 120000 $
• 12000 $ administrative & logistic fees in Egypt
and Usa.
• It is proposed that we will have an american
partner (joint venture) and will be responsible
for the stores, distribution and marketing.
• We will start with the northern and middle
states with the highest population and also
cold weather starving for energy.

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Budgets
• In the 1st year we will start exporting 20 tons.
• Ton cost = 2770 $
• Shipping & transportation cost = 1000 $ per
Ton
• Total cost 3770 $ per Ton
• Public price = 12000 $(40000oz) per Ton.

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Budgets
• Advertising cost = 25% from the sales =
100000 $.
• Based on the expected volume of sales of the
first year we are planning to increase the
target of the second year by 50% when we
start covering the rest of the country.

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Promotion 2018 2019
Sitcom – Tv ads 20000 $ 30000 $
TTL 10000 $ 15000 $
Kiosks logo & slogan 10000 $ 15000 $
National health day sponsorship 15000 $ 22500 $
Basket & Baseball outdoors 15000 $ 22500 $
Sales promotions 15000 $ 10000 $
Guinness record fees 5000 $ 0000
Others 10000 $ 15000 $
Mouneer concert 20000 $
Budgets

51. Forecast & Controls
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• Quarter 1 from 2018 be on target 20% from
total sales.
• Q2 25%
• Q3 30%
• Q4 25%

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• Total expenses 40% Q1
• Q2 30 %
• Q3 20 %
• Q4 10%

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