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| Marketing & Sales |  | Marketing & Sales |  |
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One of the prime factors in the cookware purchasing decision for the customer in the Egyptian markets and the Arabic markets is the weight of the product. According to the latest marketing research done during March 2006, Al-Ahram is the heaviest cookware in weight i.e. the best in the mind of the Egyptian and Arab consumers.
Price
Amore heavy product means more expensive than other products in the market. However, with our experience which extends along 44 years now we were able to compete in prices to be the heaviest product in the market with a competitive and convenient price.
Variation of Products
Al-Ahram is one of the few companies in the cookware field that has 3 production lines, Aluminium, Non stick and stainless steel cookware. Each production line has a huge range of products and this variation gives Al-Ahram a high competitive advantage. For example, Al-Ahram has 4 different shapes of stew pan and this tempts the consumer to go to our exhibitions and buy all the cookware needed from there as he trusts Al-Ahram products and knows that he is offered the best quality, variation and the competitive price.
Promotions
Al-Ahram is the only company in the field of Cookware that has marketing campaigns either through media as in the press, outdoor bill boards or through the internet. Also, Al-Ahram is the only company in the cookware field that has sales promotions, giving offers and gifts to its clients in the promotion times.
Al-Ahram Club
This was also a leading step in the household cookware field in Egypt. In 2001, Al-Ahram announced Al-Ahram club, the idea was the Al-Ahram Customer of Al-Ahram stores is himself a sales man. As Al-Ahram customer who has exceeded buying a certain amount of purchased from Al-Ahram is granted Al-Ahram club card. This card gives him the right to get discounts as well as gifts if his purchases reached a certain amount. This idea motivates Al-Ahram customers to market Al-Ahram products to their relatives, friends and neighbours and tries to convince them to buy Al-Ahram products using their cards in order to increase their purchases and be able to get big discounts and gifts through their membership card (card attached).
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