Sheer Slice ™               Marketing Plan                                                  Project Team:                 ...
INDEX1.   Company Executive     Information2.   Product Overview3.   Marketing Plan     Objectives4.   Market Summary5.   ...
CompanySheer Slice is a new company based in Egypt, established mainlyto penetrate the vast mobile-accessories market in E...
CompanyCont.Vision:To maintain a usability rate of 1SheerSlice product per mobile userand to be the brand No. 1 for suchmo...
ProductOverviewProfessional Black Cover for business mobile consumers.         It’s more than a mobile accessory.    www.d...
Marketing PlanObjectives• Select the best business-user mobile case design.• Create awareness for the SheerSlice brand in ...
MarketSummary•   71.5 Million Mobile users in Egypt.•   4 Million Business-oriented consumers who have/use    smartphones ...
MarketResearch•   Data Sources: Primary Data•   Research Approach: Descriptive - Survey•   Research Instruments: Questionn...
DataSourcesPrimary sources:• How many mobile users in Egypt generally?• How many of them are business-users?• How much spe...
Questionnaire   It’s more than a mobile accessory.   www.dixdoor.com
Findings     Cover Style                            Value Priority                            Color            9      16  ...
SWOTAnalysisStrengths:                                       Weaknesses:-   Quality of our products.                     -...
STPAnalysisSegmentationGeographic: All areas in Egypt covered by our stores, direct retailers andtheir sup-retailers.Demog...
STP                                       71.5 M                                         users who                        ...
STPAnalysis                                           5.9 M                                         users who             ...
STPAnalysisTargeting Cont.      SEG 1   SEG 2   SEG 3   SEG 4   SEG 5   SEG 6 P1 P2                                       ...
CompetitionAnalysisOur competitors:1. Local retailers• Mobile-shop, RadioShack, I2, Raya…, etc.• Small Retailers.2. Manufa...
CompetitionAnalysis Cont .      Competitors Name                 Analysis of capability   Scale of threat                 ...
CompetitionAnalysis Cont .Strategies to compete:• Locally manufacturing the product to gain:        - The cost advantage f...
CompetitionAnalysis Cont .How we will act ?                              Analysis of                              How we w...
MarketingMixProductKey Values:•   Quality•   Usability•   Availability•   Reliability•   Tailored specially for each of th...
MarketingMixPricingPricing Objectives:Market penetration.Maximize market share.Partial cost recovery.Determine DemandOur t...
MarketingMixPricing Cont.Our price floor for this product is12.2 EGP as a variable cost avg.Our FC is around 5.6 EGP.Avg. ...
MarketingMixDistributionA. Our distribution plan start using wholesalers and retailers (intensive   distribution)Why?1. Gu...
MarketingMixPromotionStrategy: Pushing for availability Strategy and Pulling for branding our values.Audience Target: Most...
MarketingMixPromotion Cont.Tools:1. Smart phone prize every month for each distributer achieve sales   target.2. Fix some ...
End of Story                   Time for Questions    It’s more than a mobile accessory.   www.dixdoor.com
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Sheer slice ™ marketing plan

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Sheer slice ™ marketing plan

  1. 1. Sheer Slice ™ Marketing Plan Project Team: Ahmed Ezz El-Din Arafa Khalid Mohammed Haggag Sherif Abd El-hakim Tamer Khames TolbaSpecial Thanks to: Presented To:Knowledge Business Education Center Mr. Ramy Khodeir It’s more than a mobile accessory. www.dixdoor.com
  2. 2. INDEX1. Company Executive Information2. Product Overview3. Marketing Plan Objectives4. Market Summary5. Market Research6. SWOT Analysis7. STP Analysis9. The Marketing Mix It’s more than a mobile accessory. www.dixdoor.com
  3. 3. CompanySheer Slice is a new company based in Egypt, established mainlyto penetrate the vast mobile-accessories market in Egypt growingup-to 250M$ in 2011. With a hope and aim for spreading in middleeast 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 ourkey strengths which helps us to deliver a very usable and high-valued product to these segments. It’s more than a mobile accessory. www.dixdoor.com
  4. 4. CompanyCont.Vision:To maintain a usability rate of 1SheerSlice product per mobile userand to be the brand No. 1 for suchmobile accessories in Egypt andfuture markets.Mission:When it comes to usability of the product, we aim to deliver a very good valued product forour 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. It’s more than a mobile accessory. www.dixdoor.com
  5. 5. ProductOverviewProfessional Black Cover for business mobile consumers. It’s more than a mobile accessory. www.dixdoor.com
  6. 6. 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
  7. 7. MarketSummary• 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
  8. 8. MarketResearch• Data Sources: Primary Data• Research Approach: Descriptive - Survey• Research Instruments: Questionnaire• Sampling Plan Unit: Business users Size: 3000 users Procedure: Cluster Random Sample Area: 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
  9. 9. DataSourcesPrimary 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
  10. 10. Questionnaire It’s more than a mobile accessory. www.dixdoor.com
  11. 11. Findings Cover Style Value Priority Color 9 16 24 3.5 22 16 60 9.5 65 75Vertical Flip Mesh Vent Quality Price Availability Black Gray White OtherWe have found the majority of the business users who havesmartphones are preferring the leather style flip black caseand are caring about quality then availability then price. It’s more than a mobile accessory. www.dixdoor.com
  12. 12. SWOTAnalysisStrengths: Weaknesses:- Quality of our products. - High operations cost.- Availability in most of the smartphones sellers in Egypt (Mobile-shop, i2, Raya - Shortage of qualified employment. mobiles, Vodafone, Carrefour … etc.) - Lockage of company consumer / user- Special tailoring for specific models stores. and customer segments.Opportunities: Threats:- There is a major market gap in - Weak industry barriers. smartphone high-quality products - Possibility for Imported products with the specially made for the popular same value set to penetrate the market smartphone models. with competitive prices.- The smartphones market is growing - The personal marketing/shipping market too fast and spreading vertically for are growing, easy to shop online and ship vast consumer segments. your stuff with minimal shipment fees. It’s more than a mobile accessory. www.dixdoor.com
  13. 13. STPAnalysisSegmentationGeographic: All areas in Egypt covered by our stores, direct retailers andtheir 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 It’s more than a mobile accessory. www.dixdoor.com
  14. 14. STP 71.5 M users who are spendingAnalysis 65 Million$Segmentation Cont.SEG 1 SEG 2 SEG 3• Income: < 2000 • Income: < 2000 • Income: 2000  8000• Education: Low  Moderate • Education: Moderate to High • Education: High to V-High• Interest: Cell Phone • Interest: Smart Phone • Interest: Cell Phone• Size: 19.7 Millions • Size: 24 Millions • Size: 5.5 Millions• Spending: 15.5 Million$ • Spending: 19 Millions$ • Spending: 0.8 Millions$SEG 4 SEG 5 SEG 6• Income: 3000  10,000 • Income: 2000  8000 • Income: > 8,000• Education: Low to Moderate • Education: moderate to High • Education: High to V-High• Interest: Cell Phone • Interest Smart Phone • Interest: Smart Phone• Size: 9.8 Millions • Size: 10.5 Millions • Size: 2 Millions• Spending: 12.6 Million$ • Spending: 12.3 Million$ • Spending: 4.8 Millions$ It’s more than a mobile accessory. www.dixdoor.com
  15. 15. STPAnalysis 5.9 M users who are spendingTargeting 17.2 Million$SEG 1 SEG 2 SEG 3• Income: < 2000 • Income: < 2000 • Income: 2000  8000• Education: Low  Moderate • Education: Moderate to High • Education: High to V-High• Interest: Cell Phone • Interest: Smart Phone • Interest: Cell Phone• Size: 19.7 Millions • Size: 24 Millions • Size: 5.5 Millions 0.5• Spending: 15.5 Million$ • Spending: 19 Millions M • Spending: 0.8 Millions$SEG 4 SEG 5 SEG 6• Income: 3000  10,000 • Income: 2000  8000 • Income: > 8,000• Education: Low to Moderate • Education: moderate to High • Education: High to V-High• Interest: Cell Phone • Interest Smart Phone • Interest: Smart Phone• Size: 9.8 Millions • Size: 10.5 Millions • Size: 2 Millions• Spending: 12.6 Million$ • Spending: 12.3 Million$ 4.5 • Spending: 4.8 Millions$ 0.9 M M It’s more than a mobile accessory. www.dixdoor.com
  16. 16. STPAnalysisTargeting Cont. SEG 1 SEG 2 SEG 3 SEG 4 SEG 5 SEG 6 P1 P2 Product Specialization Strategy P3 It’s more than a mobile accessory. www.dixdoor.com
  17. 17. CompetitionAnalysisOur 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. It’s more than a mobile accessory. www.dixdoor.com
  18. 18. CompetitionAnalysis Cont . Competitors Name Analysis of capability Scale of threat Product Medium Risk Pricing Low Risk Mobile Shop Resources Low Risk Market perception Medium Risk Product Medium Risk Pricing Major Threat Local Small retailer Resources Medium Risk Market perception Major Threat Product Low Risk Chinese Manufacturer (i) Pricing Major Threat Ching Wei Telecom Co. Resources Major Threat Market perception Medium Risk Product Major Threat Chinese Manufacturer (ii) Pricing Major ThreatShenzhen Hochuen Technologies Resources Major Threat Co. Market perception Medium Risk It’s more than a mobile accessory. www.dixdoor.com
  19. 19. CompetitionAnalysis Cont .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. It’s more than a mobile accessory. www.dixdoor.com
  20. 20. CompetitionAnalysis Cont .How we will act ? Analysis of How we will differentiate and position Competitors Name Scale of threat capability our product Locally manufacturing the product to Pricing Major Threat cut few costs. The close and continuous Local Small retailer Market communication with audience, Major Threat perception customers and consumers for fast feedback and update.Chinese Manufacturer Locally manufacturing the product to (i) Pricing Major Threat cut some costs and introduce betterChing Wei Telecom Co. price. Provide branded high-quality accessory Product Major Threat for the different mobile-users categories.Chinese Manufacturer Locally manufacturing the product to (ii) Pricing Major Threat cut some costs and introduce better Shenzhen Hochuen price for high quality product Technologies Co. Resources Major Threat Increasing the market share. It’s more than a mobile accessory. www.dixdoor.com
  21. 21. MarketingMixProductKey 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. It’s more than a mobile accessory. www.dixdoor.com
  22. 22. MarketingMixPricingPricing Objectives:Market penetration.Maximize market share.Partial cost recovery.Determine DemandOur target consumer studying lead us to inelastic demand It’s more than a mobile accessory. www.dixdoor.com
  23. 23. MarketingMixPricing Cont.Our price floor for this product is12.2 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 Retailer Price is: Price: 40 EGP and Offering: less) 22.3 EGPOur Pricing method will be Cost-based. End user Price is:Desired return on sales for retailers is 20%Desired return on sales for our direct stores is 40% 30 EGP It’s more than a mobile accessory. www.dixdoor.com
  24. 24. MarketingMixDistributionA. 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. It’s more than a mobile accessory. www.dixdoor.com
  25. 25. MarketingMixPromotionStrategy: 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. It’s more than a mobile accessory. www.dixdoor.com
  26. 26. MarketingMixPromotion Cont.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 It’s more than a mobile accessory. www.dixdoor.com
  27. 27. End of Story Time for Questions It’s more than a mobile accessory. www.dixdoor.com

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