Aicha, anglais

Hind Azerkan

Zineb Bensalem

Aicha

The little girl with braided hair has been part of the Moroccan household for generations, walking along the orchards to get fresh fruits. Aicha, icon of our childhood, traced the spirit with its iconic character. Aicha represents good Moroccan values and use local Moroccan preserved fruits and vegetables according to the marketing director Mr. Chraibi.

Today les Conserves de Meknes-Aicha (LCM) is the national leader for the production of the double concentrated of tomatoes and Jam in 15 different flavors. The production plan in Meknes surpass 2000 tons per day fresh and 150 tons per day for Jam. The company is also the world’s largest producer of white truffles and the largest national exporter of olive oil since 2000. The LCM also offers refined vegetable oils such as soybean or sunflower oil.

Satisfying taste, healthy packaging, high quality product, fresh fruits and vegetables, all of them are needs for some and desire for others for a traditional Moroccan lifestyle that is represented by the brand. The attachment and trust of several generations of consumers who view Aicha the symbol of authenticity, quality, Moroccanity, and wealth. Thanks to the strong brand identity Aicha has evolved towards a brand concept thus granting a broad filed of development. According to the company’s website they have been using local Moroccan fruits

Brand image:

Attachment and consumer confidence in the Aicha brand reveals the positioning of the brand at the level of consumers. Products bearing the Aicha label have established themselves as references in the national market. The company has managed to carve out a leading position in the local market while also gaining a reputation abroad.

Metabrand:

Aicha, the moroccan brand, gave it a unique reputation since it is not only made in morocco; however, made in Meknes, precisely, the city of agriculture and fresh fruits and vegetables, along with being a traditional historical city.

Packaging could also be considered a metabrand for Aicha, since it comes with different formats and healthy tin jars and glass containers.

Products

LCM offers a very wide range of products with different packaging and formats and which meet the standards of taste and nutritional qualities.

• Canned jams: apricots, strawberry, orange, plum, peach, apples, figs, cherries, blueberries, quince, currants, raspberry.
• The production of tajine sauces.
• Tomato concentrates.
• The production of edible vegetable oils.

Price

LCM products are on average 50% more expensive than the competition. But, the consumer finds his account in the quality / price ratio

Product Strategy and orientation:

LCM follows a mix between product and market orientation.