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Since 1983, Juhayna has been a market leader operating in Egypt’s dairy, juice, and cream-based cooking aids sectors. Having grown into a local giant in the market, Juhayna needed to stay nimble and competitive to maintain its position and relevance in the market.
A well-established pioneer, Juhayna boasts a large portfolio of products. Some are launched under the mother brand (Juhayna) and others are introduced under separate brand names that may or may not be associated with the corporate brand. While certain brands were exhibiting strong growth, others appeared to be struggling to maintain market leadership, driven in part by the competitive landscape and also by the company’s product delivery and brand equity.
In December 2018, Juhayna sought the expertise of AWE to understand what its mother brand name stands for in the minds of consumers (i.e., corporate brand equity) as well as to identify which categories are impacted by their current brand equity, and in what ways.
We had a big job ahead of us:
We started with our proprietary tool, “AWE Mind”, which is a 3-step module for brand strategy and portfolio management. First, we conducted focus group sessions to better understand the components of Juhayna’s corporate brand equity, the segments driving it, and the categories most associated with it.
We then created a perceptual map of the corporate landscape to identify Juhayna’s brand positioning among the competition. This helped us validate Juhayna’s brand fit with the different categories in which it operates, as well as gauge brand elasticity to formulate recommendations for future potential new launches.
We conducted a deeper dissection of Juhayna’s brand equity through our “Brand Essence Model”, which enabled us to derive a detailed SWOT analysis of Juhayna’s corporate brand. From here, we identified opportunities for growth and evaluated expansion strategies around portfolio management and new packaging.
We found that while Juhanya’s corporate brand heritage is understood and appreciated by users and non-users alike, consumers have also started to perceive it as outdated and less relevant than before.
We also learned how each sub-brand feeds into the corporate brand’s image and equity, which helped us understand what Juhayna stands for and how it measures up against competitors. From here, we were able to ideate possibilities to ignite the mother brand.
Finally, we identified Juhayna’s strengths and weaknesses in order to recommend opportunities to improve consumer awareness and perception by enhancing brand communication and packaging while leading by innovation.
Our research fueled game-changing decisions to ensure that Juhayna’s corporate brand position becomes more relevant in the eyes of the consumer and continues to lead the market.
Research Request:
Job Interest: