Repositioning Birell in the market

Integrated Marketing Communications (20IMC01I) Year 2- Semester 2

The assignment included:

• Secondary Research

• Overview

• Competitive Analysis of the industry in Egypt

• The History of Birell in Egypt

• Previous Sexist advertisements about Women

• What is Sexism and The Types of Sexism

• The Image of Women in the MENA Region

• Previous Sexist Campaigns in the MENA Region

• The Image of Women in Egypt

• Previous Sexist Campaigns in Egypt

• The ''Man Up'' Campaign and Harassment

• The ''Man Up'' Campaign and The Egyptian Army

• The Society’s Reflection on The Campaigns

• The Reaction of The Egyptian Institutions

• Birell’s Communication Channels in Egypt

• Digital Channels

• Traditional Channels

• The Egyptian Laws and Regulations of the advertisements

• Advertising Laws for Both Sensitive and Non-Sensitive Products

• The Media Law and The Media Licensing Regulation

• Billboards

• Birell’s Previous Campaigns in Egypt

• Primary Research

• Further Information Needed

• Primary Research

• Research Question

• Research Hypothesis

• Data Collection

• Data Analysis

• Conclusion

• Recommendation

• Creative Strategy

My part was: As a group member we contributed all the whole creative strategy and primary research through the further information needed and data collection, also at the secondary research I wrote the previous campaign chapter.

Link on google drive: Media Plan: https://drive.google.com/file/d/1Jxh- yr_dzRkrrpZ_Ees2PgLQKpg7vK8c/view?usp=sharing The assignment link: https://docs.google.com/document/d/1b4VJia-f- qx6Zq2GkU9ZMGvgoi8w2vnm/edit?usp=sharing&ouid=115393042193296252060&rtpof=true&sd=