Sina Cola — Independent Marketing Strategy

Sina Cola is an Egyptian soft-drink brand founded in 2008. Rising demand from 2013 took it into export markets across the Arab world, Europe and Asia. In 2022 it was sold to an Emirati holding company, production paused, and new management restarted it at the start of 2023. That relaunch moment is what the strategy was written for.

• Audit of Sina Cola’s own channels (Facebook, X, Instagram, YouTube) showing a near-zero starting point.
• Competitive audit of Coca-Cola Egypt and Pepsi Egypt across Facebook, X, Instagram, YouTube and TikTok: posting frequency, top and weakest posts, hashtags, timing.
• Buyer persona: “Ahmed”, 18–25, some college, average income, into football, music, gaming and travel.

• Vision: lead local-market sales and export the product abroad.
• Mission: restore the product’s availability and win customers from competitors while the market is open.
• USP: a local product at an accessible price, easy to find in supermarkets and stores.
• Value proposition: new shape, new taste, high quality, lower price than competitors.
• Voice: funny and simple, built for the target customer.

Channel roles by format (Reels, Stories, video, photo) across Facebook, Instagram, X, YouTube and TikTok; Ramadan concepts built on family gathering and togetherness; evergreen content on recycling and blood donation; a bilingual Arabic–English keyword set.

These are objectives from the plan, not achieved results. The campaign never ran.

Ad platforms: YouTube, Facebook, Instagram and TikTok. I built draft campaigns in Google Ads and Meta to size audiences and pull platform forecasts, then allocated budget by channel role: video reach on YouTube, engagement and community on Meta. Forecast figures in the slides are platform estimates at planning stage. Budget amounts are not shown.