1

Gyma Marketing Study

By Omar Halily- 4th Dec 2011

Introduction

History Gyma UAE

Gyma Marketing MIX

Gyma products Partners Price positioning Promotion Competitors

SWOT

Strengths and weaknesses Opportunities and threats Recommendations Conclusion

Summary

IntroductionHistory

Gyma leads the market in the category of dried fruits, nuts, spices and herbs and in management of spice counters. Gyma already have more than 1200 products in its portfolio. With around 300 staff from different origins

IntroductionGyma UAE

Gyma has a strong retail presence in UAE & other GCC countries since 1992 and in 2009, Gyma Food Industries, announced the opening of the new state-of-the-art processing plant in the Middle East at Dubai Investment Park, UAE.

Marketing MIXThe products- Spices & Herbs

Gyma covers the full range of spices and herbs, from the most traditional to the most sophisticated, including :

Curry, Black pepperCoriander, Chili, Turmeric…

In sachets for both whole and powder spices, or bottled for herbs and seasoning.

Marketing MIXThe products- Dry fruits and nuts

Gyma is present in the dry fruits segment and has a wide range of nuts, including:

Almonds, Pistachios, Cashew Nuts, Walnuts Hazelnuts…

Marketing MIXThe products- Pulses

Gyma has a varied range of Pulses includes:

Black eye Beans, chick Peas, Lentils, White beans, Baraghoul Fine, Chana Dal, Tora Dal, etc.

Marketing MIXThe partners

Marketing MIXPrice positioning- Geant

Marketing MIXPrice positioning- Geant

Marketing MIXPrice positioning- Geant

Marketing MIXPrice positioning- Geant

Marketing MIXPrice positioning- Geant

Marketing MIXPrice positioning- Carrefour

Marketing MIXPrice positioning- Carrefour

Marketing MIXPrice positioning- Carrefour

Marketing MIXPrice positioning- Carrefour

Marketing MIXPrice positioning- Carrefour

Marketing MIXPrice positioning- Spinneys

Marketing MIXPrice positioning- Spinneys

Marketing MIXPrice positioning- Spinneys

Marketing MIXPrice positioning- Lulu Market

Marketing MIXPrice positioning- Lulu Market

Marketing MIXPrice positioning- Lulu Market

Gyma has the lowest price in all the products available at Spinneys

Gyma is well positioned in Carrefour where its prices are always close to Carrefour’s brand (First)

Gyma has a good price positioning and excellent product line up. Gyma is competing with Geant own brand “Lowest price” on 2 products only: Black pepper & Turmeric powder.

Gyma has again a good price positioning at Lulu hypermarket, competing with Lulu’s own brand “Lulu” except for the cashew nut where Gyma has the highest price.

Marketing MIXPrice positioning- Conclusion

Marketing MIXPromotion- Website

Rich and easy to navigate

Media center, gallery and video sections are under construction

Shama’s & Mani’s website is attractive and retain visitors with catching information and images.

CompetitorsShama

Strengths Weaknesses Clear brand values and brand identity, Good price positioning Strong market strategy Strong presence in the UAE market Good product range, Good website Brand awareness in UAE

Not attractive packaging Not present in nuts and seasoning segment

CompetitorsEastern

Strengths Weaknesses Good network coverage Good product packaging Good quality product

No website Not a strong brand Limited to spices & Pulses High price positioning Low brand awareness Limited product range No clear strategy in GCC market

Strengths Weaknesses Good Brand identity Advanced website Own shops Quality product (Nuts & Dry fruits) Attractive packaging Strong and aggressive market strategy Strong communication strategy Healthy finance

Not present in the spices & seasoning & Pulses segments High price positioning

CompetitorsMani

CompetitorsDistributor’s own brands

Strengths Weaknesses Competitive price No distribution cost

Limited to the distributor channel Not present in nuts segment Not attractive packaging Low perception Low quality Low awareness/ No communication No brand identity

Strengths Weaknesses Good product line up within the nuts segment Different product sizes Product quality Brand awareness Strong presence Large network Good brand identity Good product packaging Good price positioning

Not present in spices, pulses and saisoning segment Not present in Spinneys No website

CompetitorsBest

There are also other brands with a small distribution as : Double horse, Sonas, East End, Flageold, Waitrose, Green Valley and Mehran.

CompetitorsTasty Food

Strengths Weaknesses Good product line up within the spices & pulses segment Good price positioning No competition within small retailers segment

Limited network (small retailers) Not attractive packaging

SWOTStrengths & Weaknesses

Strengths Weaknesses

- Strong brand presence with clear values- Quality products- Product availability- Large product line up and segments- Quality certification SQF2000 / HACCP- Distinctive brand identity - Good price positioning- Market leader- Good distribution network- Headquarter in the region-French brand - Excellent displays in all sites

- Sales force is not present on all distribution sites- Product Communication - Brand awareness

Opportunities Threats

- Growing region

- The global market for Spices and Seasonings is forecast to reach 4687.86 Million Pounds by the year 2015*

-The consumer growing awareness of nuts and dry fruits benefits for health

-UAE as a hub for traders in food industry

-A healthy sector

- Distributor’s own brand cheap product

- Shama growing competitor

- Entry of a new strong competitor in the UAE market : MANI FOODS

*http://www.prweb.com/releases/spices_seasonings/red_black_pepper/prweb8075810.htm

SWOTOpportunities and threats

Recommendations

Strategy:

Strengthen distributors relation ship with personalized service Implement a good business communication Implement a strong marketing & Communication strategy

Competition :

Monitor closely Shama activities at all aspects of the business Monitor the new competitor MANI foods within the nuts and dry fruits segments Product & Services:

Maintain a good display in all distribution channels Sales force availability at all distribution sites Maintain strong presence in all segments with a large line up

RecommendationsMarketing & PR

Marketing & Communication:

Comprehensive communication strategy to countermeasure the competition and to maintain Gyma good positioning as market leader

Advertise in health and community websites and present Gyma products giving tips and advises on spices and nuts benefits for health…

Develop a PR plan in the region to increase brand awareness and trust towards Gyma brand and its products

Distinguish the brand identity from competition

Increase ATL activities and POS material

Celebrate the 20th anniversary of Gyma in UAE, by conducting a strong Brand campaign (ATL & BTL & Offers)

Continuous market and competition monitoring through Ad hoc studies

Website and digital:

Appoint a dedicated person to online and digital

Continuously update and feed the website

Create a contact us form for a qualified customer database

Activate the trade enquiries section

Activate the media center section and recipes

Digital strategy to increase brand awareness

Activate social media networking icons like Facebook and twitter etc.

Enhance SEO ( Ad words)

RecommendationsOnline

Conclusion

Gyma is a strong brand in the GCC market by its strong presence in the network and by its excellent product displays

Gyma has a perfect price positioning versus other competitors

Gyma is offering healthy and good quality products

Gyma needs to communicate more its strengths through a strong marketing and communication strategy

Gyma needs to monitor closely its competitors to maintain the market leader position.

Gyma needs to have a clear business strategy for the future and for expanding its business into this growing region.

IN OMAN

Merci pour votre attention…