@article{hussein2015introducing,
  title = {Introducing the New Product Alwan in the Egyptian Market},
  author = {Rania S. Hussein and Nariman Helal and Farah Derbala and Salma Naguib and Nouran Soliman and Hend Aburamadan and Hend Mostafa},
  year = 2015,
  url = {https://ibimapublishing.com/articles/MENA/2015/724155/},
  journal = {The MENA Journal of Business Case Studies},
  volume = (2015),
  pages = 8,
  doi = 10.5171/2015.724155,
  abstract = {In June 2013, Walid Helal, the chief executive officer of Helal Group, a leading petrochemicals manufacturer in Egypt, was discussing the company's performance with his brother Khaled Helal, the chairman. "Our market share is declining," indicated Walid, "we need to study the situation carefully," he added. "Competition is getting very fierce, not only from local competitors but from international competitors as well," explained Khaled. Although the company has been witnessing tremendous growth in sales and profits over the past years, it started to face some difficulties in competing with international companies. "Our international competitors produce very high quality products, with innovative designs, but with much higher prices," added Khaled. Since its introduction in the Egyptian market in 1961, Helal Group was producing a variety of high quality products with reasonable prices. This attracted many customers in the Egyptian market and soon the Helal brand name became popular in Egypt. The company targeted B and C social classes who were more price sensitive. "Upper class customers perceived Helal Group products as low quality due to their low prices, and accordingly bought expensive imported products" explained Walid. After a lot of discussions, Khaled and Walid decided to introduce a new product line "Alwan" to target upper class customers. In order to do so, Walid had many issues to consider: Should Alwan be introduced under Helal Group brand name or as a separate brand? How much should Alwan products be priced? Which marketing strategy should the company use? Should Alwan follow the same strategy as Helal Group products?},
  keywords = {brand, Alwan, introduction, Egypt.},
  note = Article ID: 724155
}