Rich Bake and Brunch
Modern Bakeries approached Foresight Consulting in 1998 requiring an outsourced marketing function provider. The company had a successful track record producing packaged bread in Kuwait, but realized that tackling the Egyptian market presented a different challenge.Since inception, Foresight has been responsible for all Modern Bakeries’ commercial functions.
The result was Rich Bake, a brand which created the modern packaged bread market in Egypt and which continues to dominate it.
Our team helped shape Modern Bakeries’ strategic direction, deciding on all commercial aspects: formulating the product portfolio, deciding on pricing, positioning, sales and distribution and creating the Rich Bake brand, as well as all other marketing activities.
The Rich Bake brand has become a household name and succeeded in gaining an overall market share of 60%, reaching 96% in toast products. Through discovering a gap in the market, and designing and implementing a superb distribution apparatus, we created significant barriers to entry for competition as well as a unique distribution edge. This is especially challenging for short shelf-life category goods.
In 2005 , Modern Bakeries asked Foresight to identify further growth opportunities. Our research identified Al-Faisal, a producer of baked snacks, on which we conducted a full-scale commercial due diligence. The acquisition allowed Modern Bakeries to leverage its superior distribution system to introduce a new product category and brand – Brunch - to the market. It also enabled Foresight to develop a “fighter brand” for the Rich Bake brand.

Enjoy
Foresight was mandated by Haykala Investment Managers to manage the marketing function for the Nile Company for Food Industries, better known as Enjoy, which had been recently acquired. Enjoy was suffering declining sales and eroded brand equity due to mismanagement in the previous period, and was operating in an extremely competitive market in all three of its product categories: milk, juice and yoghurt. Foresight proceeded to conduct an overhaul of the commercial functions, resulting in significant performance improvements across all commercial indicators, most notably:
- Revising and streamlining the product portfolio to enhance marketing effectiveness
- Increasing market share in juice and improving market position to third
- Increasing market share in milk and becoming the second largest player;
- Relaunching the yoghurt category;
- Growing the distribution network from Cairo modern trade channels only to nationwide coverage with both modern and traditional trade channels;
- Improving the cash collection policy from 30% cash sales to trade to 70%.

Regina
Foresight has served as Regina’s outsourced marketing function since 2004. Regina suffered a cannibalization of its leading, up-market brand, Regina, by their mid-tier brand, Al Masreya. Foresight repositioned both brands and introduced three new ones; Delicia, a fighter brand for the Regina brand, Star, a value for money brand, and King, launched to compete with the market leader in the down-market segment and to gain consumers from loose pasta.
Foresight also helped Regina expand into new products, such as tomato paste and Asian noodles, which leveraged on the strength of the Regina brand.

Cairo Oil and Soaps
Foresight’s mandate with Cairo Oil and Soaps started in 2005, when it was hired by a consortium of private investors who had acquired the publicly-owned Cairo Oil and Soaps to perform a commercial turnaround. On the marketing side, we delivered a full product portfolio and a detailed marketing plan for Agab and Mizan brands of edible oils and Spa and Daily Soft brands of soaps. Foresight has also developed the company’s distribution network to be able to utilize the company’s full production capacity within six months of operations.

Carrier
In 2000 Carrier hired Foresight Consulting to manage its marketing function. At the time, Carrier was facing severe competition from Unionaire, losing customer loyalty and suffering from an aging image which was distant from its customers. A distorted product positioning and a price gap in vis-a-vis competition further alienated the brand.
Our goal was to communicate a modern image for Carrier, while emphasizing Carrier’s market leadership and experience in the market. An program to improve customer experience and build loyalty also saw us establish a call centre and launch a free maintenance campaign.
The Carrier success story is one of our most dramatic. Foresight Consulting succeeded in establishing Carrier as the A/C market leader by far amongst both the trade and customers.