1. 1
Contents:-
1. Main idea ……………………………………………………………………………………………… 2
2. Marketing plan :-
a) Marketing Information System …………………………………………………………. 3
b) Segmentation Targeting Positioning …………….…………………………………….5
c) Marketing mix ………………………….…………………..……………………………………8
 Product …………………………………………………………………………………………………8
 Price ……………………………………………………………………………………………………….9
 Place …………………………………………………………………………………………………….9
 Promotion …………………………………………………………………………………………….10
d) External Customer relation management (ideas) …….…..……………….…… 11
Smart Bus

2. 2
 Main idea :-
 It`s all about using exist technology to solve a lot of
problems just like ( safety – traffic jams …….etc ) and
saving much money – adding new values for customers .
 This solution can be created by :- smart bus - access card –
access machine - smart device – smart bus stops .
1) Smart bus will be used to save much money for customers and
end what the bus drivers do just like ( rising the fees and
…..etc) .
2) Smart device will be added to each bus to control ,
communicate with headquarter to inform them with
information , collect the number of passengers and secure
them .
3) Access card will be used to cross the access machine .
4) smart bus stops will be used to rest in it , wait for the coming
buses , show them a gurrilla marketing ADS and fund this
project by selling it to companies .

3. 3
Marketing information system (MIS) :-
 Marketing research methods :
Online and offline Surveys and one to one interviews and focus
groups .
Questions and most important answers .
o‫؟‬ ‫الجامعة‬ ‫رايحين‬ ‫انتم‬ ‫و‬ ‫اية‬ ‫بتركبوا‬
‫_االتوبيس‬ ‫_عربيتك‬ ‫ميكروباص‬_.‫مترو‬
o‫ا‬‫ن‬‫ت‬‫ا‬‫ا‬‫و‬‫ا‬‫ن‬‫ت‬‫ي‬‫س‬‫ا‬‫ك‬‫ن‬‫ف‬‫ي‬‫ن‬‫؟‬
‫ا‬‫ل‬‫ه‬‫ر‬‫م‬_‫م‬‫ي‬‫د‬‫ا‬‫ن‬‫ا‬‫ل‬‫ج‬‫ي‬‫ز‬‫ة‬_‫ا‬‫ل‬‫م‬‫ع‬‫ا‬‫د‬‫ي‬_‫م‬‫ص‬‫ر‬‫ا‬‫ل‬‫ج‬‫د‬‫ي‬‫د‬‫ة‬_‫ا‬‫ل‬‫ع‬‫ج‬‫و‬‫ز‬‫ة‬_‫ا‬‫م‬‫ب‬‫ا‬‫ب‬‫ة‬_‫ف‬‫ي‬‫ص‬‫ل‬
_‫ا‬‫ل‬‫م‬‫ر‬‫ي‬‫و‬‫ط‬‫ي‬‫ة‬_‫ص‬‫ف‬‫ط‬‫ا‬‫ل‬‫ل‬‫ب‬‫ن‬_‫ح‬‫ل‬‫و‬‫ا‬‫ن‬_‫ش‬‫ب‬‫ر‬‫ا‬.
o‫ب‬‫ت‬‫د‬‫ف‬‫ع‬‫ك‬‫ا‬‫م‬‫ف‬‫ي‬‫م‬‫و‬‫ا‬‫ص‬‫ال‬‫ت‬‫ك‬‫ل‬‫ي‬‫و‬‫م‬‫؟‬
‫ح‬‫و‬‫ا‬‫ل‬‫ي‬‫م‬‫ن‬4‫ج‬‫ن‬‫ي‬‫ة‬‫ا‬‫ل‬‫ي‬12‫ج‬‫ن‬‫ي‬‫ة‬.
o‫العامة‬ ‫المواصالت‬ ‫في‬ ‫عام‬ ‫بشكل‬ ‫شايفها‬ ‫اللي‬ ‫المشاكل‬ ‫اية‬‫و‬‫خ‬‫ص‬‫و‬‫ص‬‫ا‬
‫ا‬‫ال‬‫ت‬‫و‬‫ب‬‫ي‬‫س‬‫؟‬
_‫_السرقة‬ ‫الناس‬ ‫_نظافة‬ ‫الزحمة‬ _ ‫الوقت‬ ‫تضيع‬ _ ‫بتاعها‬ ‫بالخط‬ ‫االلتزام‬
‫بالقيه‬ ‫ديما‬ ‫_مش‬ ‫التحرش‬_‫م‬‫ن‬‫ظ‬‫ر‬‫ي‬‫ق‬‫د‬‫ا‬‫م‬‫ا‬‫ل‬‫ن‬‫ا‬‫س‬_‫ج‬‫ش‬‫ع‬‫س‬‫و‬‫ا‬‫ق‬‫ي‬‫ن‬‫ا‬‫ل‬‫م‬‫ك‬‫ر‬‫و‬‫ب‬‫ا‬‫ص‬
.
o‫ل‬‫و‬‫ح‬‫ل‬‫ت‬‫ل‬‫ك‬‫م‬‫ش‬‫ك‬‫ل‬‫ت‬‫ك‬‫م‬‫ع‬‫ا‬‫ال‬‫ت‬‫و‬‫ب‬‫ي‬‫س‬‫و‬‫ب‬‫ق‬‫ي‬‫ب‬access card‫ز‬‫ي‬‫ا‬‫ل‬‫م‬‫ت‬‫ر‬‫و‬‫ه‬‫ت‬‫ر‬‫ك‬‫ب‬
‫و‬‫ال‬‫؟‬
‫ا‬‫ه‬‫ط‬‫ب‬‫ع‬‫ا‬_‫م‬‫ش‬‫ه‬‫ر‬‫ك‬‫ب‬‫ة‬‫ب‬‫ر‬‫د‬‫ه‬_‫م‬‫ش‬‫ف‬‫ا‬‫ر‬‫ق‬‫ك‬‫ت‬‫ي‬‫ر‬.
o‫ا‬‫ي‬‫ة‬‫ن‬‫و‬‫ع‬‫ا‬‫ل‬‫ت‬‫ل‬‫ي‬‫ف‬‫و‬‫ن‬‫ا‬‫ل‬‫ل‬‫ي‬‫م‬‫ع‬‫ا‬‫ك‬‫؟‬
Smart phones IOS and android system
(sony_sumsong_Gtide_lomia_iphone_nokia)
o‫ل‬‫و‬‫ق‬‫ل‬‫ت‬‫ل‬‫ك‬‫ا‬‫ن‬‫ف‬‫ي‬mobile APP‫ب‬‫ي‬‫ق‬‫و‬‫ل‬‫ك‬‫ن‬‫ا‬‫ق‬‫ص‬‫ا‬‫د‬‫ا‬‫ي‬‫ة‬‫ع‬‫ل‬‫ي‬‫ا‬‫ال‬‫ت‬‫و‬‫ب‬‫ي‬‫س‬‫ا‬‫ل‬‫ل‬‫ي‬‫ا‬‫ن‬‫ت‬‫ا‬
‫ب‬‫ت‬‫ر‬‫ك‬‫ب‬‫ة‬‫ك‬‫ل‬‫ي‬‫و‬‫م‬‫ف‬‫ط‬‫ب‬‫ع‬‫ا‬‫م‬‫ش‬‫ه‬‫ت‬‫ق‬‫ف‬‫ف‬‫ي‬‫ا‬‫ل‬‫ش‬‫م‬‫س‬‫و‬‫ال‬‫ف‬‫ي‬‫ز‬‫ح‬‫م‬‫ة‬‫ه‬‫ت‬‫س‬‫ت‬‫خ‬‫د‬‫م‬‫ة‬‫و‬‫ال‬‫أل‬‫؟‬
‫ا‬‫ه‬_‫ا‬‫ل‬‫ك‬‫ال‬‫م‬‫د‬‫ه‬‫ح‬‫ق‬‫ي‬‫ق‬‫ي‬‫؟‬_‫ي‬‫ا‬‫ع‬‫م‬‫ا‬‫ن‬‫ت‬‫ا‬‫ف‬‫ي‬‫م‬‫ص‬‫ر‬.
o‫م‬‫م‬‫ك‬‫ن‬‫ت‬‫د‬‫ف‬‫ع‬‫ف‬‫ي‬‫ه‬‫ك‬‫ا‬‫م‬‫ا‬‫ل‬app‫د‬‫ه‬‫؟‬

4. 4
 Marketing research results :
107 tests
70 .3% like this idea and will use it
15.6% dislike
14.1% don’t care
60% males - 40% females
80 % will pay from 5LE – 10LE per week for the access card and mobile app .
20% will pay more

5. 5
Segmenting Targeting Positioning (STP):-
I divided the market into segments by understanding a lot of
important factors of effective segmentation like actionable ,
accessible , affordable , measureable .
 Target Segment :
Business to Customer
1st
phase :-
Cairo University
Geographic
Age :- 18-24 year
Gender: - Male/Female.
Income: - Average 300:400 L.E
Occupation: - Students.
Education: - University students.
Religion: - All religions.
Nationality: - Egyptians.
Demographic
Social class :-
Lifestyle: - B/B+.
Personality: - All types.
Psychographic
User status:-Heavy User.
Loyalty status:- high
Attitude toward product :- welcome
Behavioral

6. 6
 Targeting
Target Marketing Strategy:
- In The 1st phase we will use single Segment Strategy.
Factors to evaluating the target segment :-
 Attractiveness :- a large number of students use public transportations so it`s an
effective project for them .
 Resources :- government has a lot of resources which can do this project so it is
available to be created by them .
 Growth :- we selected in the first phase college students because we can get a lot of
benefit of their feedback which can help as to develop our project and cover all
segments soon as possible .

7. 7
 Positioning
(Easiest way to go anywhere) .
 Competitive advantage :-
Product :- using exist technology to solve people problems and saving much time and money for
customers .
 advantages :-
People :-Having qualified customer service for our hotline .
service :- after sales service .
 positioning strategy :-
( more benefits for the same price )

8. 8
Marketing mix ( 4P`s ) :-
 Product :-
o Product levels :-
1. Core benefit : transportation .
2. Actual benefit : unique style of mobile app - device which will
put in buses - access card .
3. Augmented benefit : customer service – support line – etra
cards for the people who lost his card – social community for
users like facebook .
o Product decision :-
Product attributes : high quality service with unique style and
design for mobile app .
Branding :- Individual brand name : Smart Bus .
SLOGAN:- Always be in time .

9. 9
 Pricing :-
 Pricing objectives :
1- Product quality leadership .
2- Brand image.
3- Increase number of customers.
 Pricing strategies :
1. Psychological pricing : the mentality of our society always search for the little
price .
2. Penetrating pricing : this product hadn`t been created in this way before so we
are in a new market .
3. promotional pricing : by giving the customers 2 way to subscription (monthly –
daily ). 3 LE monthly – 20 PT daily estimated numbers .
4. discount and allowance pricing : the mentality of our society always search for
sale to buy something.
 Place :-
We can use Multichannel Distribution System by
1. making deals with retailers and dealers like bookshops such as ( alf ,
dewan ,booklet ,……etc ) and hiper markets such as ( spinez , hiper ,
carfor , mall of Arabia ,….etc ) .
2. having stores in well-known places and booths at universities which will
help us a lot for promotion .

10. 11
 Promotion :-
1) Personal selling which can refund the high cost of our product and we will make
a target list to contact them and convince them to be partners for this project .
companies like ( Phlips , tefal , ….. all micro waves companies ) .
Using bus stops for their product `s promotion .
2) Using social media for making Online Marketing campaigns to make the
customers to know more about the product .
3) Personal selling by making deals with companies to make ads on our mobile app
which can refund our project .
4) Using sales promotion by having booths in well-known places to give samples to
customers whatever (have away – access card for limited access – our mobile
app ).
5) Using Public relation for media coverage for our events which will be created to
promote and add value for customers .
6) Using email marketing to add value to customers which can make a profitable
relationship and make word of mouse .
7) Later :- ADS campaigns in media ( tv channels –magazine – radio - ….etc )

11. 11
Customer relation management :-
1. To use our mobile app you have to sign up by filling all your data like interests
and important occasions so we can use it by giving them gifts in these occasions
which can achieve a large word of mouse and promoting our product .
2. One month free for new subscribers .
3. Each month will make a role game , select a day per month and give them all one
month free .
4. If any customer had a problem with our customer service or danger issues will
get him any suitable thing can satisfy him like (free months , discount on
restaurants which will make ads on our mobile app ) .
5. Special cards for the loyal customers and for the promoter customers ( online or
offline ) . they can use these card for like (free months , discount on restaurants
which will make ads on our mobile app ).