LeRotin is a new gift basket business that will be headquartered in Egypt's capital. It will allow customers to customize gift baskets for any occasion by selecting items, basket type, wrapping, and delivery location. The business will focus on serving middle and upper class individuals between the ages of 18-60 across Egypt. It will differentiate itself from competitors by offering a wide variety of high-quality products and fast, nationwide delivery. Marketing strategies will include social media promotions, discounts, and in-store customer assistance to position LeRotin as a creative and delightful gift experience. Market research will help determine popular items and occasions to stock as well as preferred payment methods.

1. Yara Mohamed Salem
MBA project
Gift Basket
LeRotin

2. Gift Basket
LeRotin

3. Table of Contents
1. Business Summary
2. Situation Analysis
2.1 Market Summary
2.2 Competition
2.3 Service Offering
2.4 Vision Board
2.5 Distribution
3. Marketing Strategies
3.1 Objectives
3.2 Target Markets

4. Table of Contents….(continued)
3.3 Positioning
3.4 Marketing Mix
3.4.1 Product
3.4.2 Place
3.4.3 Pricing
3.4.4 Promotion
3.5 Market Research

5. 1. Business Summary
● “Le Rotin” aims to provide our customers with the appropriate
and perfectly wrapped “Gift Basket”.
● We will provide our service nationwide with a perfectly
articulated gift basket per the precise wishes of our customers.
● The available gift options will include any kind of celebration
from Birthdays to Baby Showers.
● All appropriate products will be available upon the request of the
customer and ultimately will be integrated fabulously and
elegantly in the gift basket along with a handcrafted letter from
“Le Rotin”.

6. 1. Business Summary
1. Customers can rely on us to help them pick the
appropriate gift based on the interests of the person
the gift is for.
2. Another option is, if they have specific items they
have in mind for the gift basket, “Le Rotin” employees
will assemble those items into the gift basket.
3. Wherein after the gift basket will be delivered the gift
recipient.

7. Business Summary…. (continued)
Elements of the Basket:
- The gift basket with choice of the size and shape left to the
customer.
- The wrapping material with the choice of plastic sheer cellophane
or ribbons.
- The decor material, left to the choice of the customer.
- The gift items, arranged neatly and accordingly in the basket.
- A handcrafted letter from “Le Rotin” customized by the customer or
with a standard message.
- Payment method: cash or visa will be available.
- Delivery of the “Gift Basket” to the gift receiver nationwide.

8. 2. Situation Analysis
● “Le Rotin” is a newly established business locally by
3 female entrepreneurs.
● All three females have experience running their own
businesses of boutiques and wrapping services.
● They decided to introduce to the market the two
concepts in one business.
● The headquarters of the company will be in a prime
location in the country’s capital, with indoors service
and call center service.

9. 2. Situation Analysis (Continue…)
● In addition, there is a website for the customer’s
access to select the type of basket, decor, wrapping
and gift items.
● It will possible to establish a place in the market as
there is a need for the business in the market
according to the market research.
● As this business complies with the agile nature of the
customer needs, where they respond more to less
time consumption, fast solutions and quick
deliveries.

10. 2.1 Market Summary
The main target segments of “Le Rotin” is on a wide scale as shown below:
Segmentation
Variable
Targeted Segments
Geographic Nation wide, across all governorates of Egypt.
Demographic - Age: from 18-60
- Gender: male and female
- Education: higher education
- Income: 10000 +
- Nationality: anyone from around the world can call in
to have a gift delivered within Egypt.

11. 2.1 Marketing Summary ( ………. Continued)
Psychographic - Social Class: middle and upper class.
- Lifestyle: tends to be luxurious.
Behavioral - Occasions: Birthdays, Baby showers, Wedding
Anniversaries, Wedding Showers, School events
where gifts are required for students, promotions,
Christmas gifts, Easter… etc
- Benefits:
1. Customer is not obliged to walk into any stores.
2. All products advertised will be easily accessed and
assembled in one go.
3. If customer is unable to pick a gift, employees will
help customer based on interests of gift receiver.
4. Delivery to any place needed.
5. Different options for payment.

12. 2.2 Competition
● There is one local competitor with limited choices and different packaging
● Possible competitors of this business would be individual stores that sell our
combined product separately.
● Other businesses may have a bigger variety of one of the items we have in our
product.

13. 2.3 Service offering
● Our business aims to provide a speciality product, where it will a unique
characteristic resulting in a certain identification thereby attracting a significant
group of customers willing to make a special purchase product.
● Our core product will be the various types of products we will physically have in
our company or the easy access through sponsorship with a variety of stores.
● The customer will contact us via phone call, in store, or online and inform us of
the items the would like assembled together. These items will vary from gym
gear, to make up , skin care products, chocolates, new baby accessories and so
on, all items that are appropriate for all the occasions we service for.

14. 2.3 Service Offering (....... Continued)
The actual product which is what the customer will perceive will consist of high
end packaging which will be a rattan basket of the highest quality, of their
choosing. The features of the basket are it will lined with burlap and will contain
basket fillers and others materials of decor. The basket will then be wrapped in a
sheer cellophane cover with bow ties or ribbons , all according to the customer’s
choosing.

15. 2.3 Service Offering (......continued)
The augmented part of the product will include the delivery of the gift basket
to the recipient. Services will also include payment methods through visa or
cash. In addition, customer service will be available everyday until 12
midnight. If in mishap happens to the product during delivery period, the
company will be liable.

16. 2.4 Vision Board

17. 2.5 Distribution
Since we are aiming for or product to be established in the market as a speciality
market, then the distribution strategy we will follow will be exclusive distribution. We
will exert huge effort in our distribution process for our carefully targeted customers.
In the distribution process we will adopt the direct marketing channel where we will
sell directly to the consumer.
There will be no intermediaries as we will be assembling the product ourselves
deliver it ourself. In addition, due to the nature of our product where there is a
deadline on the occasion it is easier to deliver it ourselves. A
lso, the delicate state of the product where it needs special handling skills it is safer
to have it delivered by our own trained drivers.
Our company will own its own trucks and higher it’s drivers to deliver the product
directly to the customer.

18. 2.5 Distribution (........continued)
In addition, due to the nature of our product where there is a deadline on
the occasion it is easier to deliver it ourselves. Also, the delicate
packaging of the product where it needs special handling skills it is
safer to have it delivered by our own trained drivers.
Our company will purchase its own trucks and hire it’s drivers to
deliver the product directly to the customer. Where the drivers will be
trained on handling our product and the etiquette of customer service
when delivering the gift basket to the recipient.

19. 3. Marketing Strategy
3.1. OBJECTIVES
● The main objective of “Le Rotin” store is to attract more new customers. Our
marketing strategies' objective is to communicate the unique set of products
and services that we will offer to our customers.
● We will attempt to direct the focus of our customers to the issues of quality and
value.
● Our marketing strategy will allow us to communicate our brand values, develop
close working relationships with our customers and suppliers and to manage
the needs of our clients in an effective manner.
● Continued differentiation and growth are two goals we have set for ourselves.
Growth will take place by targeting new areas of business within both local and
international communities

20. 3.1 Objective (.....continued)
To communicate how loyalty our customer database will be developed by providing a
creative product and service experience to them
To establish the store starts up revenues, profit and growth target goals within the given time
and budget action plan.
3.2 Target Market
strategy is based on a positioning of products and service differentiation. Our primary
consumer target for Le Rotin is client (male & female) age target from 18 and above who
need to present a gift, offering spectacular gifts idea. With promotions, accuracy and ease of
delivery, hand to hand delivery, after delivering follow up application, GPS application for the
delivery process.
Our secondary consumer target are(female & male) age from 30 to 40 whom may be
concern with shower gift, baby's birthday party, Valentine’s Day gifts, anniversary.
`

21. 3.2 Target Market (..... Continued)
● Our fourth consumer target are group recipients like school events that need a
standardized gift for all students or staff.
● All segment can be described geographic, demographic and psychographic.
3.3 Positioning
● Positioning begins and ends with the customer. What we sell is key point however
what matters most is how we sell it. . We aim to occupy the right position following
the five factors of positioning: Benefits, Price, Perception, Impression, and feelings.
● Where we will provide higher benefits at the same price level, and the price will be
according to the benefits.
● While the last 3 factors are immeasurable however we aim that by using service
differentiation, we are positioning “Le Rotin” as the most beautiful, warm, creative,
inspirational and delightful place.
● Our marketing will focus on, enjoyment, inspiration, creativity and happiness of
customer.

22. 3.4 Marketing Mix
3.4.1 Product
It's a mix between a product and a service as we are opening a gift shop that has
so many customized products as we have all the products any gift shop would
have, adding to this it's going to be customized and decorated in a special way to
the person who’s going to receive the gift. As for our unique service after the
customer buys one of our products we are going to offer the customer a unique
wrap for his gift in a customized way according to his preferences and parallel to
his imagination.

23. 3.4.2 Price
Our pricing strategy will be cost based pricing strategy as we have several
products ( More than 100) so we need a fast and efficient pricing strategy to be set
to all of our products and services so we are going to calculate the variable cost
plus fixed cost to get the total cost of our product then we are going to add our
determined markup that is going to be standard to all our products and services.

24. 3.4.3 Place
We chose to be online and also to have our store since most of the customers would like to
view their specialized gifts virtually more than pictures online. This that will also give them
confidence in our product and service quality which will help us to be known faster.
The communication will help us understand the customer's needs and wants easier, will
always be updated by their preferences, the good treatment as being friendly, always
smiling, giving the customers a lot of options, understanding what they want to do and
turning their imagination into reality will satisfy them and will exceed the level of their
expectations and that will benefit us by spreading the good word of mouth about our brand
and service.
The online shopping also fits well with the current pandemic especially in case of any
lockdown happened. This will give the option to our customers who prefer the online
shopping to save their time and for those who find this way safer and to be more reachable
to the customer in different ways.

25. 3.4.4 Promotion
Firstly; As for the promotion plan we are going to choose several
communication tools such as Advertising and sales promotion Brochures that
will help the customer know the brand, our location, website, Instagram and
Facebook page phone number and have a look on our best selling products
and gifts and the most unique wrapping designs we made and also we would
pay for the most popular cinemas to put our name and logo on their cinema
screens.

26. 3.4.4 Promotion (........Continued)
SECONDLY: Social media platforms Like Facebook and Instagram online
campaigns and our website to reach the largest number of potential customers
and keep our current customers always updated with our products and services
and to maintain good relationship with the loyal customers we have.
THIRDLY: Offers and discounts it’s another tool that we are going to use on
the special occasions only to grab the attention to our brand and to increase the
awareness of our services therefore increase our potential customers and the
good word of mouth.

27. 3.4.4 Promotion (........Continued)
Lastly: Direct selling as we are having our store; our sales people will be
with our customers giving them a tour in the store and helping them to choose
the most suitable gift for their beloved ones by understanding the customer’s
preferences and being open to imagine with them how they would like the gift
to look like.

28. 3.5 Market Research
● Through market research will be able to grasp an idea of the items that must be
available continuously to assemble the product.
● We will also gather the most common occasions for the customers will use our
service for.
● Through this research we will also deduce the payment methods the customer
prefers. In addition, we will be able to gather

29. Customer Survey

30. Best wishes
Yara Mohamed Salem