Research and Development:

Objectives:

To lead easy’s Research and Development department to be the leading R&D department in the Middle East and Africa

Strategy:

We intend to fulfill our Objective by:

• Increasing revenue through manufacturing and developing new products.
• Enhancing the Quality of our current products.
• Decreasing the cost per unit of the chemical additives of our current products.
• Monitoring and Analyzing the changes applied on the products of our competitors.
• Early product and equipment Management (EPM and EEM).
• Blue Ocean launches.

Export:

Objectives:

• Invading the Eastern European, Middle Eastern & South American markets by actively participating  in Exhibitions and Expos.
• Establishing the image of easy abroad.
• Establishing long term business relationships with professional and reputable distributors and agents.
• Monitoring and maintaining aggressive follow up with our agents and distributors to assess their performance & to guarantee continuous growth.

Strategy:

• To achieve growth in revenues and profits through expanding geographically and by penetrating international markets.

Marketing:

Objectives:

• Create consumer pull & ensure continuous high demand.

Strategy:

• Deliver High quality brands based on continuous consumer researches & feedback.
• Offer affordable price brands based on price elasticity models & benchmarking approaches versus competition both local & International.
• Deliver best available brands with strong visibility in all markets where our brands exist.
• Ensure having recognizable brands across several markets through strong communication targeting potential consumers

Work Methodology:

Utilizing various marketing tools in order to guarantee delivering the best easy brands possible:

• Research: Commission various product concept tests & study retail audit figures for market analysis with the most reputable research agencies worldwide including Ac Nielsen & MEMRB.
• Packaging: Commission huge packaging revamping project for all easy range with the most reputable corporate identity agencies worldwide including Brand Union.
• Communication: Support easy Brands with full fledge campaigns with both above & below the line activities that includes TV with regional airing , Radio , Billboards , Pos Materials , Sampling , Consumer Promotions & In store Activations..