EL MORDJENE

El Mordjene

La crème de la crème

What is El Mordjene

El Mordjene

It's a hazelnut spread marketed by the Algerian company Cebon. Cebon was founded in 1997 and began exporting in 2010. It has been popularized in recent years thanks to influencers and TIKToK, in particular influencer Johan Papz.

CEBONS's products

What are the issues with it

El Mordjene is banned in France and the European Union Mainly because of regulations on products containing milk The French milk powder processed in Algeria is non conform to European laws It makes issues with traceability and compliance with European health standards Algeria is not authorized to export dairy derivatives to the EU Because it makes a non-compliance with food safety and animal health requiremen

What are the issues with it

HOW CAN WE SOLVE THE PROBLEM ?

Transparency and highlighting improvements

Strenghetning the emotional side

Sustainable ingredient

Strengthening in-store presence

Sponsorship / COllaboration

Team

Bernard

Mehdi

Pauline

18-30yo

10-18yo

30-70yo

Pauline- high school

Status: 15 years old, high school student in France. Goals: Stay up-to-date with trendy products, fit in with social circles, and enjoy tasty snacks. Eating habits: Prefers sugary and indulgent snacks, with little concern for health aspects. Frequently follows what’s popular on social media. Influences: Highly active on social networks, especially Snapchat and TikTok, and easily swayed by influencer recommendations and trending products. Selection criteria: Looks for snacks that are trendy and popular among peers, but is very price-sensitive due to a limited budget. Motivations: Products endorsed by influencers or seen as fashionable are highly appealing, especially if they offer a sweet taste and are affordable. Barriers: Health-conscious or expensive products are less attractive, and a high price could prevent her from purchasing.

Info

Mehdi- entrepreneur

tatus: He’s recent marketer graduated with an active social life.Goals: He wants a balancing professional life, social engagements, and healthy eating. Eating habits: He prefers quick and convenient products, seeking to combine pleasure with health. Influences: by organic, local, and ethical products, supporting brands with ecological values. Selection criteria: He likes taste, ingredient quality, nutrition, and responsible commitment. Motivations: A healthy and indulgent spread made locally would strongly appeal. Barriers: A product that’s too sugary or expensive may deter them..

Bernard-Retired

Status: Retired, former shopkeeper, married with three grandchildren. Goals: Enjoy quality time with his grandchildren, creating lasting memories around food and family moments. Eating habits: Prefers authentic, nostalgic flavors from his childhood and enjoys sharing artisanal, natural products with his family. Influences: Values locally sourced and artisanal products with a clear and trustworthy origin. He is drawn to the quality and authenticity of ingredients. Selection criteria: Chooses products based on authenticity, origin, and artisanal quality. Prefers shopping in local supermarkets, farmer’s markets, and specialty grocery stores. Motivations: A locally made, natural, and high-quality product that he can share with his family would greatly appeal to him. Barriers: Products that are overly processed or have unclear origins are less attractive to him.

Info

How to reach them through social network

10-18 yo

• Create dynamic and trendy videos on TikTok, such as cooking challenges.
• Collaborate with popular influencers on snapchat, twitch (streamers) and Tiktok to promote the spread in a fun and friendly way.
• Launch contests and challenges to encourage users to share their experiences with the spread.
• Organize recipe lives on social networks.

18-30 yo

• Instagram and TikTok: Create attractive visual content (recipes, ASMR) and collaborate with influencers to integrate the spread into their daily lives.
• UGC: Encourage consumers to share their experiences through challenges and competitions.
• Ethical transparency: Highlight the origin of ingredients and sustainable commitment (recyclable packaging, fair trade).
• Modern packaging: Offer a practical, minimalist design, with formats suited to on-the-go use.
• Promotions: Offer discovery packs and subscriptions to facilitate regular purchases.

Creativecontent

30-70 yo

• Make interactive videos, with a lot of explications for a better understanding.
• Talk about the providence of the componants of the product
• Propose new receip to make at the back of the product
• Explain the story telling of the brand
• Propose special offers (promotions, samples of others products of the brand, etc...)

PESTEL

SocioCultural

Environnemental

Political

Economic

Technological

Legal

KPI

Monthly/ AnnualSales ( Revenue)

Customer Acquisition Cost - CAC

Market Share

Info

Info

Info

Pricing Straegy

Target Price: 8 € per jar (350g) Objective: Position El Mordjene as a premium, high-quality product, competitive with brands like Lindt and Nocciolata.

ProfesionalStrategy

Cost BasedPrice

• Launch Discounts: 7 € initial price to encourage trial.

• Bundle Offers: 2 jars for 13 €.

• E-commerce: Free shipping for large orders.

• Production Cost: 3 € per jar

• Profit Margin: 62.5% (5 € per jar)

• Price Justification: Premium ingredients, artisanal production, natural, high-quality.

Pricing Strategy

Differentiation Strategy

Market Segmentation

Value Perception

• Unique Selling Points: Focus on craftsmanship, authenticity, and premium ingredients.

• Formats: 200g at 5 €; 350g at 8 €.

• Supermarkets: 8 € standard price.
• Specialty Stores: Smaller jars with premium positioning.
• Online: Exclusive offers and bundles for online buyers.

• Marketing Focus: Highlight natural ingredients and ethical production.
• Customer Experience: Premium culinary associations with chefs and influencers.

ROI

Conclusion

• Product positioning : Artisanal, natural and authentic products
• Distribution channels: Specialized outlets, e-commerce, and influencer campaigns.

• Marketing strategy: Use of influencers and digital marketing to reach a wide audience.

• Initial sales: 80,000€ in the first year.

• Break-even point: 2,000 units sold per month (16,000€ monthly sales).

• Expected growth: 20% per year over 5 years.

• Response to market expectations: quality: ethics, affordable prices, and products in line with current trends.

Thank you!

by the goats : Safaa, Adélie, Charline, Romane & Cheyma

Got an idea?

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• Generate experiences with your content.
• It’s got the Wow effect. Very Wow.
• Make sure your audience remembers the message.

Got an idea?

Let the communication flow!

With Genially templates, you can include visual resources to wow your audience. You can also highlight a particular sentence or piece of information so that it sticks in your audience’s minds, or even embed external content to surprise them: Whatever you like! Do you need more reasons to create dynamic content? No problem! 90% of the information we assimilate is received through sight and, what’s more, we retain 42% more information when the content moves.

• Generate experiences with your content.
• It’s got the Wow effect. Very Wow.
• Make sure your audience remembers the message.