Market plan for a new product for an ADSL company in Egypt. Business case studding with my project team. presented at ITI, as a final Project for Marketing Course in 25/2/2014.

1. WASSALNI
TEAM
AMR ZAKARIA MOHI EL-DIN
MINA FAROUK
MOHAMED HAFEZ HAMED
OMNIA MOHAMED REFFAT

2. Executive Summary
• we explain our company mission and vision and made a
situation analysis of internet market in Egypt and made SWOT
analysis which show our strength and weakness points and
opportunities and threats
• we made strategy according to our opportunities and made an
implementation plan for our strategy

3. OUR VISION
Aims to achieving highest market shares through
providing our target customers with top notch
Services that meet their daily needs.

4. OUR MISSION
To provide cutting-edge converged communications
services that exceed customers’ expectations and drive
market growth, by bringing outstanding quality and
customer service through attracting and retaining the
finest talents.

5. SITUATION
ANALYSIS
MOHAMED HAFEZ

6. Situation Analysis
1- Company
• TEDATA is an Egyptian company specialized in narrowband and broadband
Internet access services, managed dedicated Internet access services, IP
VPN connectivity services, global connectivity services in addition to
consulting and professional services.
• established in 2001 by Telecom Egypt
• Operations in Egypt and Jordan
• Class A license from NTRA
• The biggest ISP in Egypt
• More than 61% in ADSL users according to MCIT

7. Situation Analysis (cont’d)
2- Customers
ADSL Subscribers
• 2.08million 2012
• 2.49million 2013
• Annual growth rate 19.5%

8. Situation Analysis (cont’d)
3- Collaborators
• Alcatel provided TE Data with its 5530 Network Analyzer, an
advanced diagnostic software tool that detects line quality
• Experience in Customer service
• Telecom Egypt

9. Situation Analysis (cont’d)
4- Competitors
• Mobile Internet
• Vodafone ADSL
• Etisalat ADSL
• LINKDSL (Mobinil)

10. Internet in Egypt
• Number of fixed line users:
• 6.84 million (July - September 2013)
• 8.47 million (July - September 2012)
Annual growth rate -2.17%
• Number of internet users in Egypt
• 31.52 million 38.26% (July - September 2013)
• 37.14 million 44.23% (July - September 2013)
Annual growth rate 17.83%

11. Fixed line subscription and local exchange
capacity

12. Internet in Egypt (cont’d)
(July - September 2013)
• 37.14 million internet users in Egypt
• 13.83 million Internet users through mobile .
• USB Modem users : 3.72 million users.
• 2.49 million ADSL subscribers.

13. Fixed line and mobile subscriptions

14. Internet in Egypt (cont’d)

15. Strength & weakness
Strength
• Speed more than mobile Internet
• Low cost
• TEDATA infrastructure(TEDATA everywhere)
• Market Leader -more than 61% according to MCIT
• Experience
• TELECOM EGYPT
Weakness
• Mobility
• Large number of competitors
• Losing too many employees

16. Opportunities & Threads
• Political events
• New service provider in new places
• advertisement methods (individuals through their work)
• Low cost of terminal devices(routers)
• Threads
• bad habitats
• Technological advances (mobile internet)

17. Segmentation
Customers
Individuals
Low
income
Low usage
Medium
usage
High usage
High
income
Companies
Customers
Individuals
Low
income
Low usage
Medium
usage
High usage
High
income
Companies
Target Segment

18. Goals
 The largest number of people benefit from the offer
 Increase number of subscribers
 Customer satisfaction always comes first

19. Objectives
 Offering a great customer service experience.
 Number of customers increased to 65% of total ADSL
subscribers in Egypt

20. MARKETING
STRATEGY
ENG.MINA FAROUK

21. Market matrix
By using Market Development

22. Market Development
New product dimensions or packaging: create new market
segment

23. The BCG Matrix
Classify and evaluate

24. WASSLENI Life cycle

25. MARKETING
IMPELMENTATION
ENG.AMR ZAKARIA

26. Marketing Mix -4p’s
Product
•Want our product (WASSALENI) to make users feel as though Internet
With TE-DATA is cool.
•Continue with successful Internet Service Provider scheme and
broaden to different cities.
• Warranty for 1 year
•Slogan for product line
–“Simple. Easy. Life. internet.”

27. Price
• Promotional pricing to attract new customers
(ex. free Router)
• Penetrating polices ( price 30 LE), covering cost
• Bulk pricing and contract pricing for groups
• Increase allowances to 5 days

28. Place
•Egypt
Distribution line :
From TE-DATA company to central offices at all Egypt cities to
End users.

29. Promotion
Communication Strategies
 Celebrities
 Commercials
 Radio
 Magazines
 Internet
• TE-DATA Day!
• Sponsor ship for various activities
• Public Relations (Conferences)

30. Marketing Implementation
Marketing implementation is the process that turns marketing plans
into action assignments and ensures that such assignments are
executed in a manner that accomplishes the plan’s stated
objectives.
(Kotler 1997)

31. STRATEGY:
• new offer (WASSELNI)
• Strong Branding and trademarks .
• To create a good ad, the marketer must create a message
that is distinct, meaningful and credible.
• sales promotion (Router, one of our products)
• Special Events (TE-DATA day).
•TE-DATA Day!
And we will advertisement at 1 Feb 2014
Implementation (cont’d)

32. Implementation Plan
• Decided to use STP Analysis
• Will help organization for group assignments

33. • Using concentrated segment strategy
o targeting Low income, medium usage
o implemented through television commercials developed by Amr
• Describing segment
o Low income people who interest by ISP, medium usage
o implement through advertising in television and TE-DATA day
developed by Omnia
Implementation Plan (cont’d)

34. • Segment Attractiveness
o target market is extremely reachable
 will advertise through internet, television and magazines,
billboards in busy cities
 and will continue preexisting advertisements as soon as
possible
 run by Mina who is part of advertising team
o Mohamed will be watching the profitability of product along
with the rest of the financial team
Implementation Plan (cont’d)

35. • Voting For new offer .
o Through internet at TE-DATA Official Home page
o implemented by Amr with the advertising team
Implementation Plan (cont’d)

36. Summary
WASSELNI should be successful on the market

37. THANK YOU