Marcom Project: Aicha
Promotional Communication
Dr. Ibahrine
Done By: Loubna Benchekroun
Anouar Benichou
Sunday 29, 2009
For our IMC Project (Moroccan or Morocco-based Brand) we choose the Moroccan brand AICHA products mainly consist on jam, canned tomato sauce…
This is a small overview about the AICHA products: (according to a Moroccan website)
“Aïcha is the leading producer of marmalade, olive oils and tomato paste in Morocco — and is the world’s largest producer of the rare white terfess truffle. Based in the city of Meknès, in a farming area rich with vineyards and citrus fruits, the Aïcha brand is the third best known in Morocco, after Coca-Cola and Tide soap powder.
Mardochée Devico, chairman of the Aïcha company, launched Aïcha as a family business in the early 1960s, making fruit jam. He is also responsible for introducing strawberry growing to the country.
He has two passions: the richness of the land, where his company is able to make “natural and healthy products full of sun,” and the use of modern technology to ensure quality. “Our business started as a modest project, but at the same time we were very ambitious,” says Devico.
Nearly 30 years later, Aïcha products have entered the domestic and foreign markets as a Moroccan label of quality.”
Questions:
1) After gathering the necessary media information about the previous product, we concluded that AICHA use billboard in the streets, poster in the magazines, and also advertisement in TV and radio…
2) An initial key feature of IMC is that the process should start with the customers or prospect and then work back to the brand communicator in determining the most appropriate messages and media for informing, persuading, and inducing customers and prospects to act favourably toward the communicator’s brand. The communication department of the Company Aicha uses the “outside in” approach in order to identify the communication tools, strategies and methods that manipulate costumers to purchase the product. A good example is that they are using Moroccan culture and music in order to attract consumers.
3) AICHA products uses many kinds of communication media such as the billboards in the street, posters in magazine and advertisements in TV:
a. The billboard in the street: A panel for the display of Aicha products advertisements in public places, such as alongside highways. The poster use many colours, but the most used is the red one. The red one is used because mainly the content of the products is red products such us tomatoes, and strawberries…
Also, in the poster the actors are portrayed as cartoons that play the role of cultivators of tomatoes.
b. Regarding the advertisement in TV, again the same actors appear in the tomatoes land getting the best ones and give it to a girl to prepare the tomatoes sauce. Besides, the music plays a great role in attracting the audience since the rhythm of music is very memorable. It is easy for the audience to remember and learn it.
4) The intended market is mainly the housewives for the sauce tomatoes and oil and children for the strawberries jam.
5) Using different multiple communication tools, managers of the company achieve synergy. Here, the billboards, poster and ads are circulating one single message. These media’s means claim one main message about the quality of the product. Researches determinate that the use of both TV and print media produced a synergetic effect on level of sales.
6) The objective of marketing communication is mainly to enhance brand equity that is portrayed as a way of pushing customers to favourable action toward the brand such to purchase and to repeat the purchasing behaviour. Thus, constructing a strong relationship between the brand and the customers. The product AICHA is enhancing the brand equity by playing a crucial role by informing their consumers about their new brands such us offering different flavours(apricot, pear, orange) of jam and portraying their relative advantages and improving the image of the product. As Marcom states that a brand has good brand equity when consumers became familiar and hold positive attitude. Here, the product Aicha has built a brand equity since long time.
7) The brand positioning is « le leader du concentre du tomates »
A brand’s positioning represents the image that it stands for in the target audience’s collective media. The central idea that encapsulates the brand’s meaning vis‐à‐vis competitive brands is that the product Aicha occupies the monopole leader in offering the sauce tomatoes. It does not occupy a specific niche since the market offer many kind of sauce tomatoes through different suppliers.
8) The brand association that comes to our mind when talking about Aicha is tomatoes sauce because it was the first product that the company specialized in. this product came to our mind because Aicha was monopolising the market in a way it was the only company in Morocco that produce this product.
9) As I stated in the previous question the fact that the company was monopolising the market made the brand image more unique. The strength of the brand image is the quality the company is providing. Most if not all women are using the sauce tomatoes and jam of Aicha because of its high quality that feat with our Moroccan traditional food.
10) Maintaining momentum: the product Aicha offers as media communication the billboard, and the advertisement but these means are not enough. In order to a good effectiveness of each of these message forms require sustain efforts and creativity. For instance, the Aicha adv is the same for a long period, did not change. It is so familiar that becomes not interesting.
11) The dimensions of brand consumers brand:
· Sincerity: this dimension includes brands that are down-to-earth, honest, wholesome, and cheerful. Sincerity is the dimension of personality that AICHA products attempt to create for it products.
· Excitement: high dimension of imagination, and daring. This dimension is not presented in AICHA products.
· Competence: brands scoring to be reliable, intelligent, and successful. Aicha products are not chiefly considered to be exciting, but for customers it is considered to be sincere and expert.
· Sophistication: brands designated for upper class. AICHA products target the medium market.
· Ruggedness: brand considered to be though.
AICHA products may be regarded as high in sincerity, and competence but low in sophistication, excitement, and ruggedness.
12) According to the brand awareness pyramid: brand recognition reflects superficial level of awareness, and brand recall good level of awareness. The product of Aicha is in the level of brand recall since many consumers are familiar with the products.
13) There no example of co branding
14) The positioning via brand benefit is showed through the slogan « le leader du concentre du tomates » that mainly claim the benefit of quality. It states about the way of choose high quality of tomatoes, and also about no chemical products is added to the products.
15) The functional benefits of the AICHA products: are those that try to provide solutions to consumer’s current consumption. AICHA’s customer’s functional needs are higher quality products.
16) The symbolic benefits: include those oriented for belonging, self- enhancement... The product offers to children the belonging feeling.
17) Experiential benefits: desire for sensory products. This category does not fit Aicha products.
18)
· Regarding the name of the product is AICHA is mainly famous cultural Moroccan name in the Moroccan society.
· The logo is written in with big characters using the colour of tomatoes.
· The colour: are the good exploited in the billboard to attract people’s attention.
19) In most if not all the ads of Aicha, cartoons (children) are used in a way to portray and show the process of making the final product and how it is appreciated by children and young women. The metaphor in these ads is that children who are responsible for making cultivating the tomatoes and making the final product in bottles.
20) The functional and symbolic benefits are present in the advertisement of AICHA products; however, the experiential one is not present.
21) From our research and our analyses to the ads presented by the company, we found that the fact of using children and young women as cartoons attracted the attention of the costumers to watch the ads.
