sheer slice ™ marketing plan
TRANSCRIPT
Sheer Slice ™ Marketing Plan
Project Team:
A h m e d E z z E l - D i n A r a f a K h a l i d M o h a m m e d H a g g a g S h e r i f A b d E l - h a k i m Ta m e r K h a m e s To l b a
Presented To: M r . R a m y K h o d e i r
Special Thanks to:Knowledge Business Education Center
www.dixdoor.comIt’s more than a mobile accessory.
1. Company Executive Information
2. Product Overview3. Marketing Plan
Objectives4. Market Summary5. Market Research6. SWOT Analysis7. STP Analysis9. The Marketing Mix
www.dixdoor.com
INDEX
It’s more than a mobile accessory.
www.dixdoor.com
Sheer Slice is a new company based in Egypt, established mainly to penetrate the vast mobile-accessories market in Egypt growing up-to 250M$ in 2011. With a hope and aim for spreading in middle east and worldwide later.
The main idea behind its creation was to deliver a branded high-quality accessory for the different mobile-users categories. Categorizing and Focus-targeting the mobile-users is one of our key strengths which helps us to deliver a very usable and high-valued product to these segments.
Company
It’s more than a mobile accessory.
www.dixdoor.com
CompanyCont.
It’s more than a mobile accessory.
Vision:To maintain a usability rate of 1 SheerSlice product per mobile user and to be the brand No. 1 for such mobile accessories in Egypt andfuture markets.
Mission:When it comes to usability of the product, we aim to deliver a very good valued product for our end user as well as a solid profit margin for our retailers and sponsors.
Key Values: QUART Set• Quality• Usability• Availability • Reliability• Tailored Products designed specially for each customer segment for each specific
smartphone/mobile model.
www.dixdoor.com
ProductOverviewProfessional Black Cover for business mobile consumers.
It’s more than a mobile accessory.
www.dixdoor.com
Marketing PlanObjectives
• Select the best business-user mobile case design.• Create awareness for the SheerSlice brand in
Egypt.• Discover the preferred value set for mobile covers
used by business-users.• Increase the market share of the SheerSlice covers
product line.
It’s more than a mobile accessory.
www.dixdoor.com
Market Summary
• 71.5 Million Mobile users in Egypt.• 4 Million Business-oriented consumers who have/use
smartphones and growing.• 250 Million$ are spent on Mobile & Smartphones accessories in
2011.• 65 Million$ are spent on Cell-phones/Smartphones Covers.• Our Business-User smartphone cover market domain is 5.9
Million users who are spending 17.2Million$ on Covers per annual. ((5.9M*35 L.E. *)/each 2 years/6 to convert it to $$)
It’s more than a mobile accessory.
www.dixdoor.com
Market Research
• Data Sources: Primary Data• Research Approach: Descriptive - Survey• Research Instruments: Questionnaire• Sampling Plan
Unit: Business usersSize: 3000 usersProcedure: Cluster Random SampleArea: Cairo/Giza/Alex
• Contact Method: Face to Face interview (Personal Interview)• Research Budget: 22,000 L.E.
It’s more than a mobile accessory.
www.dixdoor.com
DataSources
Primary sources:• How many mobile users in Egypt generally?• How many of them are business-users?• How much spent per annual on smartphone
accessories?• What’s the most usable cover Designs and Colors?• What’s the most populer100 smartphone in Egypt
used by business users?
It’s more than a mobile accessory.
www.dixdoor.com
Questionnaire
It’s more than a mobile accessory.
www.dixdoor.com
Findings
It’s more than a mobile accessory.
659.5
223.5
Color
Black GrayWhite Other
6016
24
Value Priority
Quality PriceAvailability
16
75
9
Cover Style
Vertical FlipMesh Vent
We have found the majority of the business users who have smartphones are preferring the leather style flip black case and are caring about quality then availability then price.
www.dixdoor.com
SWOTAnalysis
It’s more than a mobile accessory.
Strengths:
- Quality of our products.- Availability in most of the smartphones
sellers in Egypt (Mobile-shop, i2, Raya mobiles, Vodafone, Carrefour … etc.)
- Special tailoring for specific models and customer segments.
Weaknesses:
- High operations cost.- Shortage of qualified employment.- Lockage of company consumer /
user stores.
Opportunities:
- There is a major market gap in smartphone high-quality products specially made for the popular smartphone models.
- The smartphones market is growing too fast and spreading vertically for vast consumer segments.
Threats:
- Weak industry barriers.- Possibility for Imported products with the
same value set to penetrate the market with competitive prices.
- The personal marketing/shipping market are growing, easy to shop online and ship your stuff with minimal shipment fees.
www.dixdoor.com
STPAnalysisSegmentation
It’s more than a mobile accessory.
Geographic: All areas in Egypt covered by our stores, direct retailers and their sup-retailers.Demographic: Age: Teenagers (14 – 19) & Adults (20 – 55) Education: High & Intermediate Education levels Social Class: Medium+ Social ClassesPsychographic: Life Style: Business oriented, technical Personality: CaringBehavioral: Readiness: Aware, Intending to buy Loyalty Status: High & Core Loyal
www.dixdoor.comIt’s more than a mobile accessory.
SEG 1• Income: < 2000• Education: Low Moderate• Interest: Cell Phone• Size: 19.7 Millions• Spending: 15.5 Million$
SEG 2• Income: < 2000• Education: Moderate to High• Interest: Smart Phone• Size: 24 Millions• Spending: 19 Millions$
SEG 3• Income: 2000 8000• Education: High to V-High• Interest: Cell Phone• Size: 5.5 Millions• Spending: 0.8 Millions$
SEG 4• Income: 3000 10,000• Education: Low to Moderate• Interest: Cell Phone• Size: 9.8 Millions• Spending: 12.6 Million$
STPAnalysisSegmentation Cont.
71.5 M users
who are spending
65 Million$
www.dixdoor.comIt’s more than a mobile accessory.
SEG 1• Income: < 2000• Education: Low Moderate• Interest: Cell Phone• Size: 19.7 Millions• Spending: 15.5 Million$
SEG 2• Income: < 2000• Education: Moderate to High• Interest: Smart Phone• Size: 24 Millions• Spending: 19 Millions
SEG 3• Income: 2000 8000• Education: High to V-High• Interest: Cell Phone• Size: 5.5 Millions• Spending: 0.8 Millions$
SEG 4• Income: 3000 10,000• Education: Low to Moderate• Interest: Cell Phone• Size: 9.8 Millions• Spending: 12.6 Million$
STPAnalysisTargeting
5.9 M users
who are spending
17.2 Million$
4.5M
0.9M
0.5M
www.dixdoor.com
STPAnalysisTargeting Cont.
It’s more than a mobile accessory.
Product Specialization Strategy
SEG 1 SEG 2 SEG 3 SEG 4 SEG 5 SEG 6
P1
P2
P3
www.dixdoor.com
CompetitionAnalysis
It’s more than a mobile accessory.
Our competitors:1. Local retailers• Mobile-shop, RadioShack, I2, Raya…, etc.• Small Retailers.
2. Manufacturers• China Manufacturers Companies.
- Simple, low differentiation and low quality product.- High Quality & differentiation product.
www.dixdoor.com
CompetitionAnalysis Cont .
It’s more than a mobile accessory.
Competitors Name Analysis of capability Scale of threat
Mobile Shop
Product Medium RiskPricing Low RiskResources Low RiskMarket perception Medium Risk
Local Small retailer
Product Medium RiskPricing Major ThreatResources Medium RiskMarket perception Major Threat
Chinese Manufacturer (i)Ching Wei Telecom Co.
Product Low RiskPricing Major ThreatResources Major ThreatMarket perception Medium Risk
Chinese Manufacturer (ii)Shenzhen Hochuen Technologies Co.
Product Major ThreatPricing Major ThreatResources Major ThreatMarket perception Medium Risk
www.dixdoor.com
CompetitionAnalysis Cont .
It’s more than a mobile accessory.
Strategies to compete:• Locally manufacturing the product to gain:
- The cost advantage from manufacturing - Cutting cost of shipping and customs.
• Market perception advantage by the close and continuous communication with audience, customers and consumers for fast feedback and update.
• branded high-quality accessory for the different mobile-users categories/segments.
www.dixdoor.com
CompetitionAnalysis Cont .
It’s more than a mobile accessory.
Competitors NameAnalysis of capability
Scale of threatHow we will differentiate and
position our product
Local Small retailer
Pricing Major ThreatLocally manufacturing the product to cut few costs.
Market perception
Major Threat
The close and continuous communication with audience, customers and consumers for fast feedback and update.
Chinese Manufacturer (i)
Ching Wei Telecom Co.
Pricing Major ThreatLocally manufacturing the product to cut some costs and introduce better price.
Chinese Manufacturer (ii)
Shenzhen Hochuen Technologies Co.
Product Major ThreatProvide branded high-quality accessory for the different mobile-users categories.
Pricing Major ThreatLocally manufacturing the product to cut some costs and introduce better price for high quality product
Resources Major Threat Increasing the market share.
How we will act ?
www.dixdoor.com
MarketingMixProduct
It’s more than a mobile accessory.
Key Values: • Quality• Usability• Availability • Reliability• Tailored specially for each of the popular smartphones.
Benefits:• Customer will be able to find the smartphone case near his place.• Customer will find the product price affordable and suitable for the value set he is
getting.• The case will live for a moderate 2 years under normal usage.• The case will protect the smartphone body as well as the screen.• The case will manufactured from spill resistant leather materials to avoid slipping.
www.dixdoor.com
MarketingMixPricing
It’s more than a mobile accessory.
Pricing Objectives:Market penetration.Maximize market share.Partial cost recovery.
Determine DemandOur target consumer studying lead us to
inelastic demand
www.dixdoor.com
MarketingMixPricing Cont.
It’s more than a mobile accessory.
Our price floor for this product is 12.2 EGP as a variable cost avg.Our FC is around 5.6 EGP.Avg. Cost/Unit: 17.8 EGP.Our Competitors Price Mix: (Cost: 22.5 EGP Price: 40 EGP and Offering: less)
Our Pricing method will be Cost-based.Desired return on sales for retailers is 20%Desired return on sales for our direct stores is 40%
Retailer Price is:
22.3 EGP
End user Price is:
30 EGP
www.dixdoor.com
MarketingMixDistribution
It’s more than a mobile accessory.
A. Our distribution plan start using wholesalers and retailers (intensive distribution)
Why?
1. Guarantee the product will reach to many places in the country.2. Our strategy is to sell volumes with moderate margin.
B. We are also providing our products for direct selling to the consumer via our SheerSlice Stores (6 stores at the moment) and via our official website.
www.dixdoor.com
MarketingMixPromotion
It’s more than a mobile accessory.
Strategy: Pushing for availability Strategy and Pulling for branding our values.Audience Target: Most of the big retailers, wholesalers and end consumers.Chanel:• Pick up/ private cars to going all over the streets carrying the name of the
brand• Subscribe in Facebook, Google ad, Alibaba, trade.com, souk.comBudget: Rent 20 cars for 2 months 6 days per week cost. 200EGP*20*6*4*2= 192000 EGP. 8000 EGP for the above mentioned sites. All 200000 EGP + 50000 EGP promotions at the sellers.
www.dixdoor.com
MarketingMixPromotion Cont.
It’s more than a mobile accessory.
Tools:1. Smart phone prize every month for each distributer achieve sales
target.2. Fix some pop up and sun Shade at the big shops carry our brand and
photos.3. Identify our segment consumers on Facebook and Google.4. Our sales team will speak with the wholesalers and convince them with
our products.5. Use gondola show limited but in the very big Mall like city star and
Carrefour for one week season so that the brand known to the audience and hence looking for
www.dixdoor.com
End of Story
It’s more than a mobile accessory.
Time for Questions