Download - Final Presentation Floe Resp Resent at Ion 1
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
1/18
Market plan for fresh flowers
through internet
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
2/18
0ur mission
We simplify fresh flower delivery by
using automatic program to help our
customers to keep relationships alivewith their significant others. by
managing the customers frequent
flower gift program . and speed
superior service for all orders.
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
3/18
To design a winning marketing strategy
the marketing manager must answer two
important questions:
What customers will we serve( what
our target market) ?
And How can we serve these customersbest( what`s our value proposition?)
WINNING MARKETING PLAN
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
4/18
Egypt Facebook Statistics
Egypt General info
Total Facebook Users: 8 929 740
Position in the list: 22.
Penetration of population: 11.10%
Penetration of online
population52.34%
User age distribution on Facebook inEgypt (demographics)
The largest age
group is currently ,
18 - 24 with total of
3 571 896 users
followed by the
users in the age of
25 - 34.
male users and 64%
Female USERS 36%
MARKET RESEARCH TO DEFINE THE SEGMENT
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
5/18
Demographics of respondents (All)
20%
15%
10%
5%
17%
53%
12%
3% 1%
$2,
000
-$5,
000
$0
-$2,
000
$5,
000
-$10,
000
$10,
000
-$15,
000
$15,
000
-$25,
000
$25,
000
-$50,
000
$50,
000
-$75,
000
Source: Effective Measure | Spot On PR
$75,
000
-$100,
000
$100,
000
-$200,
000
$200,
000+
Manager or Senior Official (17%)
Professional (34%)
Associate Professional & Technical (10%)
Administrative & Secretarial (9%)
Skilled Trade (2%)
Personal Service (
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
6/18
Demographics of respondents
(All)
Home
WorkInternet caf
Education institution
On the move 1%
5%
21%
70%
0% 10% 20% 30% 40% 50% 60%
Source: Effective Measure | Spot On PR
69% of Internet users surveyed
have a tertiary education
70% of users access the Internet
from their homes
No formal education
Primary
Secondary
Tertiary (graduate degree)
Tertiary (post graduate degree)
Trade/certificate 5%
13%
56%
22%
3%
1%
0% 10% 20% 30% 40% 50% 60%
3%
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
7/18
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
8/18
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
9/18
MARKET SEGMENTATION
VARIABLE STATUS
GEOGRAPHIC CAIRO, ALEX
DEMOGRAPHIC AGE FROM 24 : 55
GENDER MALE & FEMALE
INCOME OVER THAN EGP30000 /YEAREDUCATION seconDary,tertiary ( Graduate Degree Or
More)
OCCUPATION MANAGERS, SENIOR OFFICIAL,
PROFFESIONALS, Associate Professional
& Technical, Administrative & SecretarialBehavioral occasions Special Occasions
User status Potential ,regular user
Psychographic Social class: middle to upper class
Lifestyle: outdoor oriented
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
10/18
MARKET SEGMENTATION
In Egypt, Egyptians celebrate Valentine's Day
on February 14, and the indigenous Eid el-Hob
el-Masri(Egyptian Love Day) on November 4,
to buy gifts and flowers for their lovers. It has
been recorded flower movement in the
country, worth six million pounds, formed a
gain of 10 per-cent of the total annual sale offlowers
http://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Egpytianshttp://en.wikipedia.org/wiki/Egyptian_poundhttp://en.wikipedia.org/wiki/Egyptian_poundhttp://en.wikipedia.org/wiki/Egpytianshttp://en.wikipedia.org/wiki/Egypt -
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
11/18
Choosing a Value Proposition
OUR value proposition is Just Click To Deliver
Your Planned Superior Fresh Flower Promptly To
Your Significant Persons
Remind the customer with his significant persons occasionsfrequent flower gift program
Standard and customization gifts available on internet
Standard and cutomized greeting cards available on internet
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
12/18
COMPETITIVE EDGE
Competitive Edge
We will differ from traditional florists by Adopting proactive
customer service policies, for example, contacting each
Frequent Flower Gift Program Member by phone call or e-
mail within 48 hours of a scheduled delivery, and calling
commercial clients after each delivery to ensure satisfaction.
Creating a new fresh flower arrangement buying experience
for customers
Building a customer database that identifies contact
information as well as preferences (colors, vases, frequency,
allergies, pets, children/spouse, birthday, anniversary, etc.).
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
13/18
The Holistic Marketing
Concept
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
14/18
The Holistic Marketing Concept
relationship marketing
Relationship marketingaims to build mutually satisfying long- termrelationships with key parties in order to earn and retain theirbusiness.
Performance marketing:
Performance marketing requires understanding the financialand nonfinancial returns to business and society from marketingactivities and programs
Financial accountability : marketers are asked to justify theirinvestments in financial and profitability terms, as well as interms of building the brand and growing the customer base.
Social responsibility marketing: Marketer must consider theethical , environmental, legal, and social context of their role andactivities.
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
15/18
The Holistic Marketing Conceptintegrated Marketing:
Integrated marketing occurs
when the marketer derives
marketing activities and assembles
marketing programs to create,
communicate and deliver value tocustomers .
When we provide a bouquet the
customer expect fresh flower good
container smart raping speed delivery confirming delivery and
receiver good impression about the
Bouquet
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
16/18
Components of the market offering through
product
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
17/18
Marketing mix (4Ps)
1- product:-fresh flower
2-price:-competitive price vary according to customization
3-place:-we sell through internet ,virtual gallery
4-Promotion:-
Ads:- on facebook and the other big five sites
Direct sales:- our sales men target the corporate and
professional firms to promote special programs
Brand name:-we put or brand name on all products
To be holistic marketing we add 3 Ps
5:-process:-open new distribution channels through partnerships with growers(flora list )
6- people(internal&external):- training our employees to have the skills andconcept of dealing well with customer(customer is the reason of our existence)
Maintain strong relationships with suppliers and other stake holders.
7-physical environment:-doing social activities to benefit our society andenvironment like gardening some public hospitals
-
8/2/2019 Final Presentation Floe Resp Resent at Ion 1
18/18