El Hanim Ghee

El Hanem ghee was launched 1994 when the market was as follows:

1- El Nakhlitien ghee held 80% of the market share.

2- Other brands had minimal coverage.

3- General sector products had a limited market share.

4- Low budget advertising campaigns.

El Hanim unique selling points

1- The first brand to have grainy texture ever.

2- The first ghee that has vitamin A & D.

3- The first product that had various sizes and built a full campaign to support it (500gm.-1kg.-2kg.-6kg.-14kg.).

4- A strong advertising campaign was built by visualizing the brand as a young beautiful lady.

5- A plastic cover was designed to protect the contents and distinguish the can.

Accomplishments

El Hanim succeeded to change the consumer preference from paste shape to grainy texture.