The 28-year-old marketing director of Quantum Trading & Marketing Co. has launched a campaign common in her native America, and unique here in Egypt: passing out samples of the new honey brand to Egyptian school children.
The strategy is part of Quantum's efforts to build up brand loyalty and one-on-one relationships with Egyptian consumers, says Ms. Abouelenein, who worked in promotions at General Mills in Minneapolis before moving to Cairo.
Brand loyalty is not strong in Egypt, says Ms. Abouelenein, whose parents are both Egyptian. ``Egyptians buy what's available -- not necessarily a brand name.'' And marketing in Egypt mostly means TV advertising, she says.
Three-month-old Quantum is a sales promotion and distribution company and something of a novelty in Egypt. Quantum is part of the Kato Group, a group of Egyptian companies with interests overseas.
Copyright October 1998, Crain Communications Inc.