Graduation Project - Team 17
Malak Ahmed Talaat – 847085
Malak Amr Mohamed – 847086
Farah Essam Abdelhamid – 847058
Zyad Ashraf Mohamed – 847031
Omar Ghassan Youssef - 848033
What is EcoSphere?
A startup located in Alexandria, Egypt, EcoSphere is an expert in environmentally
friendly packaging. There is a greater movement towards sustainability and
environmental responsibility lately as the mission to combat plastic pollution in Egypt
and the MENA region.
Value Proposition
EcoSphere aims to switch plastic packaging to more affordable and eco-friendly materials
without compromising on quality, cost-effectiveness, and helping reduce plastic waste.
Customer Segmentation
B2B
● Industrial Segmentation
○ Restaurants and Cafes: All types of food service businesses with a desire
to attract eco-minded patrons through sustainable packaging.
○ Caterers: Companies that do events and large orders.
○ Take-Out and Delivery Restaurants: Restaurants that specialize in out
and delivered meals and require good quality sustainable packaging for
their products
.
● Geographic Segmentation
○ Metropolitan Areas: Businesses in the city like Cairo and Alexandria that
are more open to making a sustainable switch relative to other areas.
○ Tourist Areas: Aim at companies located within the reach of eco-friendly
tourists.
● Behavioral Segmentation
○ Cost-Cutting Package: Companies looking for cheaper packaging
alternatives that meet their sustainability criteria.
● Rate of Consumption
○ Heavy Use: Primary users of packaging materials, such as restaurants,
cafes, and grocery stores.
○ Moderate Use: Users of green packaging, primarily small to medium-sized
firms and startups.
○ Light Use: Irregular users of green products who respond to promotional
activity and awareness campaigns.
B2C
● Demographic Segmentation
○ Age
■ Millennials (25-40): Probably the most willing group to spend more
to purchase such products because they are interested in the
protection of the environment.
■ Generation Z (18-24): Composes brand-named holders, on which
value-based marketing campaigns appeal.
■ Parents (30-50): They think about the future of their children, many
in the demographic will prefer healthy options for their families.
● Psychographic Segmentation
○ Benefits Sought
■ Environmentally Conscious: Customers whose main interest is to
decrease plastic pollution and follow the practices of sustainability.
■ Quality-Conscious: Consumers looking for products that are
functional, of good quality, and eco-friendly towards their packaging
preferences.
Surveys
We conducted surveys with 43 customers to see the awareness for sustainable packaging
and if they are willing to pay more for sustainable packaging or not. Here are the results:
● The percentage for aware customers is good to be targeted, and only about 20%
are not aware, so we have to do some awareness campaigns to reach them.
● Surprisingly, a very big percentage sees sustainable packaging as important, which
means that we are on the right target market.
● Most people are now very careful about environmental pollution and want to help
in sustainability.
● Most customers are willing to pay based on the pricing structure, as EcoSphere's
prices are only 10% higher than standard packaging. Consequently, they perceive
this as a fair price.
Interview
We conducted an interview with Hamza’s Restaurant CEO to ask him about his opinion
on EcoSphere.
1. Can you describe your company’s background?
○ Hamza started 12 years ago as a family business. Started from a small
branch in Madinet Nasr and ended with 7 branches in Egypt and one branch
in Saudi Arabia.
2. What types of packaging solutions do you currently use, and why?
○ Hamza’s Restaurant uses carton, foam, and plastic packaging and they are
always seeking quality and price.
○ The packaging they are using costs 7% of the product price.
3. How important is sustainability in your purchasing decisions for packaging?
○ He sees that it will cost him more than normal packaging in a way that he
will not benefit from as he is targeting a segment that is not interested in
paying more for reusable or biodegradable packaging.
4. How do you perceive brands that focus on sustainable packaging?
○ He perceives these brands as brands that target A and A+ class, who are
willing to pay more to have a different quality for the packaging.
5. What improvements or changes would make you more likely to choose
EcoSphere’s products?
○ If he can customize all the packaging he wants with biodegradable
materials and add branding and logos to the packaging at suitable prices.
Competitors Analysis
Direct competitors:
1. Overviews of the Companies
MENA BioPak
● Established: N/A (Duni Group, the parent company, was established in 1949)
● Workers: International workforce (number of employees not specified)
● Places: Singapore, Hong Kong, Australia, New Zealand, and the UK
● Mission: Offer compostable, sustainable packaging as an alternative to
conventional plastics.
● Vision: Lead the world in environmentally friendly packaging solutions.
● Products: Straws, paper bags, plates, cutlery, food containers, and compostable
hot and cold cups. They are made from plant-based materials and sugarcane fibre,
which is FSCTM certified.
● Cost: High-end (free shipping on orders above £100).
● Important Customers: Qantas, Woolworths, Aldi, and McDonald's (more than
11,500 customers).
Egypt's Generic Plastic Manufacturers
● Established: 2005
● Workforce: 200–500
● Location: Industrial zones with factories in Egypt
● Mission: To supply affordable plastic packaging to underserved markets.
● Vision: To become Egypt's leading provider of affordable plastic packaging.
● Products: Plastic bottles, containers, wraps, crates, and disposable cutlery.
● Prices: 20–30% lower than those of sustainable alternatives.
Egypt's GreenWrap
● Established: 2015
● Workforce: Medium-sized workforce (precise number not provided)
● Location: Cairo location (mostly catering to the local market)
● Goal: Provide environmentally friendly, plastic-free packaging options.
● Vision: Egypt's premier supplier of environmentally friendly packaging.
● Products: Compostable containers, biodegradable bags, and custom-branded
packaging.
● Prices: Mid-range, with corporate clients eligible for bulk savings.
2. Promotional Techniques
Website Aspects & SEO
● MENA BioPak: Excellent user experience and SEO optimisation (good rankings
for sustainability keywords).
● Manufacturers of Generic Polymers: Simple website with little SEO that
focusses on "cheap plastic packaging."
● Egypt's GreenWrap: The main problem is the absence of an official website.
Marketing Using Content on Social Media
● MENA BioPak: Active on Instagram (with instructional content), LinkedIn, and
Facebook. Newsletters, case studies, blogs, and sustainability reports.
● Manufacturers of Generic Plastics: Restricted (B2B bulk sales on Facebook and
WhatsApp).
● Egypt's GreenWrap: None; direct sales calls are used instead. Absence of social
media presence (lost chances for interaction). Not at all (no plan for digital
material).
3. SWOT Evaluation
Category MENA BioPak Manufacturers of Egypt's
Generic Plastics GreenWrap
Advantages High-end sustainable Extremely cheap Affordability and
branding, robust production costs → sustainability are
worldwide presence. significant market balanced. There is a
Prominent customers penetration in rural areas. strong local
(Qantas, McDonald's). Robust wholesale B2B presence in Cairo.
network.
Weaknesses High production costs, Lack of brand distinction No digital presence
which result in → susceptible to rivalry. or online reviews.
premium pricing. In A poor online presence.
price-sensitive areas,
there is limited
penetration.
Possibilities Expanding into the Introducing recyclable Enhance digital
Middle East and and biodegradable marketing efforts to
Africa. Research and solutions. Reach out to increase visibility.
development for nearby African
economical marketplaces.
biodegradable
materials.
Risks Varying international Prohibitions of single-use Strong competitors
laws on biodegradable plastics by the in the eco-friendly
packaging. Costs of government. Competition packaging sector.
basic materials are from eco-friendly
rising. companies.
4. Consumer Reviews of the Business
Evaluations and Ratings for BioPak MENA
● Glassdoor: 31% recommend, 2.2/5.
● Amazon: Good (Fold-Pak packages are commended).
● Important Takeaways: Superior goods, but inconsistent worker satisfaction.
Manufacturers of Generic Polymers
● Positive: Readily accessible and reasonably priced.
● Negative: Environmental issues and poor durability.
● Important Takeaways: Price-driven demand is unappealing for sustainability.
Egypt's GreenWrap
● No digital presence or online reviews.
● Depends in Cairo on word-of-mouth.
5. The Company's Financial Performance
Company Revenue (Est.) Market Partition
BioPak MENA SEK 2,399M Global sustainable packaging is the
(2021) niche.
Manufacturers of Generic $10M – $50M ~5–15%
Plastics
Egypt's GreenWrap ~$15M ~3–7% (the plastic market in Egypt).
Little but expanding.
6. USPs, or Key Differentiators
MENA BioPak
● Plant-based, 100% biodegradable materials.
● Worldwide supply network (from Australia to the UK).
● Sustainable certification (FSCTM, ethical production).
Manufacturers of Generic Plastics
● The most affordable packaging available in Egypt.
● A robust rural distribution network.
● Wholesalers receive bulk discounts.
Egypt's GreenWrap
● Affordability and sustainability are balanced.
● There is a strong local presence in Cairo.
● Eco-friendly packaging with a custom brand.
7. Matrix of Competitor Analysis
Aspect MENA BioPak Manufacturers of Egypt's
Generic Plastics GreenWrap
Product Superior (biodegradable) Inexpensive In the middle
Quality (conventional (biodegradable)
Features plastic)
Cost High-end Extremely low Moderately based
in Cairo
Market Worldwide supply Egypt (rural Mid-range
Expansion network (from Australia emphasis) sustainable
to the UK)
The Digital Strong (social media, Weak (sales based None (the main
Presence SEO) on WhatsApp) flaw)
Sustainability The pioneer of Not environmentally ♻
eco-packaging friendly
8. Strategic Suggestions
BioPak MENA
● Launch mid-range goods to draw in SMEs.
● Use regional marketing to grow into Africa and the Middle East.
Manufacturers of Generic Plastics
● Create recyclable and biodegradable alternatives to meet legal requirements.
● Boost online visibility using Facebook ads and basic SEO.
Egypt's GreenWrap
● Launch a website and social media accounts right away.
● For B2B expansion, collaborate with meal delivery applications (such as Glovo
and Talabat).
9. Constant Observation
● Monitor evolving laws (such as those pertaining to plastic bans and sustainability
incentives).
● Examine price changes made by competitors, paying particular attention to
EcoSphere.
● Use digital reviews and surveys to get client feedback.
The Final Judgement
● Although BioPak MENA is a leader in sustainability, exorbitant expenses need to
be addressed.
● Although they face regulatory difficulties, generic plastic producers control
low-cost marketplaces.
● GreenWrap Egypt has potential, but in order to compete, it needs to enhance its
digital marketing.
1. Indirect competitors
NATPACK
● Year Established: 1996 (Started production in 1999)
● Employee Count: ~500
● Office Location: El-Obour City, Cairo, Egypt
● Company Vision: The primary supplier of innovative packaging solutions along
with the highest quality in Egypt, Africa, and the Middle East.
● Company Mission: To stay market leader by focusing on customers through our
"GroWin" strategy.
● Products: Bottles, droppers, tubes, deodorants, jars, caps, pillboxes.
Markets Served:
● Pharmaceuticals: Eye droppers, pillboxes
● Cosmetics: Body lotions, creams
● Food & Beverage: Safe and eye appealing
● Chemicals: Polyethylene bottles & tubes
ObourPlast
● Year Established: 2005
● Employee Count: 700
● Office Location: El Obour Industrial City, Cairo
● Company Vision: Market Leader in optimized packaging solutions.
● Company Mission: Protective, attractive, and convenient PP woven bags.
● Products: Normal, laminated, BOPP, AD STAR, in-liner sealed PP woven bags.
Markets Served:
● Petrochemicals
● Animal feed
● Textiles
● Food
● Agriculture
● Minerals
PET Egypt
● Year Established: 2011
● Employee Count: 200-500
● Office Location: 10th of Ramadan City, Egypt
● Company Vision: Leading provider of packaging solutions in Egypt.
● Company Mission: To provide high-quality & safe PET packaging with
dependable service.
● Products: PET cups, bowls, food containers, agriculture containers, paper cups.
Markets Served:
● Food & Beverage
● Agriculture Industries
2. Marketing Strategies Analysis
NATPACK
● Website & Search Engine Optimization:
○ The website is simple and well organized (Home, About, Products, Careers,
etc.).
○ There is no indication of search engine optimization capabilities (meta
descriptions, keywords).
● Social Media Platforms:
○ Facebook: 3,863 followers – regular postings on products, new innovation
(e.g. POLYTYBE Printing Machine).
○ Twitter (X): 90 followers – information dated.
○ LinkedIn: 4,000 followers – professional posts.
● Content Marketing:
○ Only on the website itself and does not include blogs/newsletters.
○ Video collaboration with Fabrica Creative Studio.
ObourPlast
● Website & SEO:
○ The site is fairly simple but gives specific details about basic products.
○ Some product and company history, but no clear indicators of a search
engine optimization strategy.
● Social Media Platforms:
○ Instagram: 110 followers, 23 posts.
○ Facebook: 198 followers with minimal engagement from followers.
○ LinkedIn: 136 followers with limited activity.
● Content Marketing:
○ No blogs, articles, or newsletters; or simply do not know how to find them.
PET Egypt
● Website & SEO:
○ The site contained some basic information but could benefit from some
search engine optimization.
● Social Media Platforms:
○ Facebook: 5,200 followers with infrequent updates, minimal engagement.
○ LinkedIn: 2,000 followers, with little engagement from followers.
● Content Marketing:
○ No blogging or newsletters, or possibly is not aware of how to blog.
3. SWOT Analysis
Category NATPACK ObourPlast PET Egypt
Strengths .- Egyptian market leader. - Top three producer of PP - Modern
- Wide range of products. bags. production facility.
- Strong brand identity. - Many ISO certifications. - Strong quality
- High production capacity management
(200 million bags/year).
Weaknesses - Low marketing - Low social media presence. - Low digital
visibility. - Low engagement metrics marketing
- No public or readily with customers. involvement.
available financial - Low brand
information. awareness.
- Expand into - Grow and improve digital - Increase digital
Africa/Middle East. marketing. presence.
Opportunities
- Grow in developing - Increase - Use content
markets. engagement/interaction online. marketing.
Threats - Other competitors both - Strong competitors. - Competitors in
local and global - Uncertainty in the market. PET packaging.
- Changing economic
situation.
- Increased costs for raw
materials.
4. Customer Feedback & Reputation
NATPACK
● Facebook Recommendations: 80% positive (5 reviews).
● General Impression: Well reputed, but limited reviews from customers directly.
ObourPlast
● Overall Rating: 4.5/5 (11 reviews).
● Concerns: Low score for trust on go4WorldBusiness (to be verified).
PET Egypt
● Glassdoor Score: 3.4/5 (reviews from employees).
● Customer Ratings: Limited data.
5. Financial Performance (Estimates)
Company Estimated Revenue Market
(2024) Share
NATPACK ~$233M ~10%
ObourPlast $101M – $500M ~4.2% –
20.7%
PET Egypt ~$36.8M ~1%
6. Key Points of Difference (USPs)
NATPACK
● End-to-end manufacturing (concept to final product).
● Strong presence in pharmaceuticals & cosmetics.
ObourPlast
● Specialist in PP woven bags (AD STAR, BOPP).
● High production capacity & ISO-certified quality.
PET Egypt
● Dedicated to food and agriculture packaging made from PET.
● Adheres to international safety standards.
7. Competitor Analysis Matrix
Aspect Natpack Obourplast PET Egypt
Product Wide range of plastic Specializes in plastic Offers PET packaging
Features packaging solutions, packaging for solutions such as cups,
including bottles, industrial and food bowls, and food
containers, and caps. applications. containers.
Pricing Premium pricing due to Competitive pricing, Moderate pricing with
advanced technology likely lower than a focus on
Natpack. affordability.
and high-quality
standards.
Market Market leader with a Mid-sized company Emerging competitor
Positioning strong reputation and focusing on local and with growing market
advanced production regional markets. presence.
capabilities.
Marketing Active social media Moderate social Limited digital
Strategies presence with a focus media activity, mainly marketing presence,
on branding and promotional. with room for
corporate messaging. improvement.
Customer Generally positive Mixed reviews, with Limited customer
Feedback reviews, with strengths in feedback available,
customers highlighting affordability but indicating a need for
quality but some weaknesses in better engagement.
concerns over pricing. customer service.
8. Conclusions Drawn
Trends Identified
● Strengths:
○ Natpack is strong on quality and brand, which is appealing to high-end
clients.
○ Obourplast has leveraged low price and is tailored to clients with limited
funds.
○ PET Egypt is increasing its focus on the market with its PET-based
offerings.
● Weaknesses:
○ Natpack’s features are priced higher, so small businesses may not view the
product as an option.
○ Obourplast has lower customer service, which may hurt customer retention.
○ PET Egypt lacks a strong marketing/digital focus, which may make it
challenging to bring in new customers.
Strategic Implications
● Natpack should continue its advantageous positioning with its strong brand but
offer a lower-priced option.
● Obourplast should improve customer service and increase brand awareness to
strengthen its competitive position.
● PET Egypt should increase marketing efforts and leverage digital techniques to
boost customer engagement and remain competitive.
9. Future Plans for Monitoring / Improvement
● Monitor Competitors:
○ Track pricing, new products, and market changes to remain competitive.
● Customer Experience Feedback:
○ Request customer reviews and conduct surveys to gather insights for
improvement.
● Digital Growth:
○ Improve the website and enhance social media presence.
○ Explore targeted advertising to reach and engage potential customers.
Product Features and Benefits
1. Biodegradable Food Container
● Constructed from organic, plant-derived materials.
● Intended to break down in a compost environment in a short period.
● Have various sizes and shapes for different food items.
2. Reusable Bags
● Produced environmentally friendly materials.
● Light and easy to fold for convenience of carrying.
Benefits
1. Environmental Impact
● Aiding in the reduction of plastic waste in Egypt and the entire MENA region.
● Back a circular economy through the utilization of renewable materials
2. Health and Safety
● Does not contain any toxic substances associated with conventional plastics.
● Non-harmful when used with food products, guaranteeing customer well-being.
Unique Selling Propositions (USPs)
1. Advanced Application of Agricultural Wastes
● EcoSphere uses Agricultural wastes as raw materials which is both eco-friendly
and supportive to local farmers.
2. Domestic Manufacturing and Sourcing
● EcoSphere supports the local economy and reduces transportation costs by
sourcing and producing locally. This ability puts EcoSphere at an advantage over
competitors who rely on global supply chains.
3. Customization and Branding Solutions
● EcoSphere allows companies to display their brand on the otherwise Eco-friendly
packages, unlike competitors who restrict to corporate standard options.
Test and Validate
After we conducted a survey, 80% of the responses were willing to pay for Ecosphere’s
products, and they are interested in the idea of biodegradable products that will make
sustainability.
Marketing Strategies
Social Media Campaigns
Goals:
● Enhance brand recognition.
● Raise awareness on sustainable packaging among consumers and businesses.
● Increase engagement and promote virality.
Tactics:
1. Band Messaging
○ We aim to communicate EcoSphere’s sustainability, local sourcing, and
community impact.
○ Say “Help us protect the world from plastic pollution” or “Make
empowered choice with EcoSphere.”
2. Content Marketing
○ Blog Post: Discuss the impact of plastic pollution, pros of using
biodegradable products, and how to live a sustainable life.
○ Encourage consumers to post about their experience using EcoSphere
products with a dedicated hashtag.
○ Share these posts on EcoSphere's social media pages.
B2B Collaborations
Goals:
● Improve brand penetration in the business sector.
● Build lasting associations with non-profit organizations for sustainable
development.
Tactics:
● Develop appealing bulk purchase packages aimed at corporations underscoring:
● Savings on traditional packaging costs.
Events Within the Community
Objectives:
● Promote increased participation from citizens.
● Position EcoSphere's goal support and products to the public.
● Sponsorship of Eco-Friendly Initiatives: Sponsor or help in the eco-friendly
community skills improvement activities like clean-up days, tree planting, or
sustainability sessions which show EcoSphere’s dedication to the society.
Steps to Engage Customers
1. Gathering Customer Feedback
○ Set up constant feedback and review systems that include surveys and track
levels of satisfaction.
2. Fostering Community Relations
○ Develop a virtual interaction space or message board aimed at granting
users the chance to discuss their experiences.
Target Market for EcoSphere
EcoSphere's target market is best described as differentiated.
Differentiated Marketing Strategy
1. Multiple Customer Segments
○ EcoSphere focuses on a multitude of customer segments which include
restaurants, cafes, catering services, food delivery companies, and
consumers.
○ Each segment has sustainable packaging needs and preferences that are
different from each other.
2. Customized Offerings
○ The company provides biodegradable food containers, reusable bags, and
compostable wrapping, all of which offer greater customization for
EcoSphere to meet various customer requirements.
3. Geographic Focus
○ EcoSphere targets cities and tourist sites which have different regulations as
well as consumer preferences which further necessitates differentiation
strategies.
4. Behavioral Factors
○ The company covers different consumption patterns from heavy users (busy
restaurants) to light users (occasional consumers) for more focused
marketing and product strategies.
Positioning Strategies
1. Brand Equity and Social Responsibility
○ Promote physical EcoSphere products that are sustainable and provide
environmentally friendly benefits compared to the other options available.
2. Education and Awareness
○ Engage firms and the public through awareness campaigns on the negative
effects of plastic waste as well as the need for sustainable packaging
options.
This marketing approach will appeal to users of sustainable methods, but equally help to
create brand loyalty for users deeply committed to environmental protection.
