a quarterly marketing plan for Lectronic brand-name for mobile & electronic accessories in KSA, according SOSTAC planning framework.

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Lectronic Marketing Plan.
Leader Group.
Q3-217
S.O.S.T.A.C Planning Model.
S = situation, where you are
O = objectives, what you want
S = strategy, how you get there
T = tactics, tools to help you get there
A = actions, details on how to get there
C = control, how to measure performance
Introduction:
Lectronic was established in Saudi Arabia in 2017 as a subsidiary of Leader
Group, Lectronic is the fastest growing company in the electronic Accessories in
Saudi Arabia. Lectronic provide a wide range of accessories categories like
Smartphone, Tablets, Smart watches, Virtual Reality Devices, Power Banks,
Bluetooth headphones, Bluetooth Speakers, Universal chargers and various featured
products.
Situation:
Current Situation:
1- Growing stage
2- KSA population: 31.8 M ( M 51% / F 49%)
3- Mobile users : 48 M / Smartphone : 26.6 M
4- The main Competitors : Anker , belkin , Promate , Xiaomi , Energizer ,
Nillkin , Xqisit , Uniq .
SWOT Analysis:

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STRENGTHS:
- Lectronic Is US Company (Brand)
- Products designed in USA
- Quality products
- Qualcomm / CE / SASO certified
- APPLE certified manufactures
- Competitive Prices
- Multi sales channels
- Strong IT background
- Large Investment
WEAKNESSES:
- Lack of information
- Lack of Sales oriented staff (manger /sales forces).
- New brand name in market.
OPPORTUNITIES:
- Large market size.
- Few no. of competitors & suppliers in KSA.
- Growth in smartphone industry.
- Growth in tech. & mobile savvy.
THREATS:
- Well known brand names of competitors.
- Long relationship between Competitors and Suppliers.
- Sa3wadet the mobile industry.
- Competitor’s sales channels (visibility & Availability).
Objectives:
1. Website & SM Awareness: 1 Million reach in first quarter, KPIs : monthly visit,
CPM.
2. Increase Traffic to website: 20K Clicks quarterly. KPIs: monthly visit, all traffic
sources, CTR click-through rates, and page-view.

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Strategy:
Adapting Differentiation Strategy as a kind of the competitive strategies.
By focus on Quality & innovation for all kSA market.
The Marketing strategy at Lectronic is
combine between PULL strategy by create demand and awareness to pull our
products from sales channels, and PUSH strategy by push our products into sales
channels then push to End users to provide different electronic products to KSA
market.

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- Targeting :
Male & female ,between 18 to 45 years old ,Single & Married ,educated
,under/post graduate , studying and working ,income > $ 500 / month,
interested in shopping /music/mobile /tech./SM , like outing and travel .
- Positioning :
1- Product : Lectronic is high quality brand designed in USA.
2- Price: competitive price (penetration strategy).
3- Place: distribution by Sales Channels :
1- Online Market Place: Souq.com ,Wadi.com .
2- Reseller : Jarir ,Extra , Electro ,I-Style , Virgin , Ah-Haddad.
3- Lectronic sell app.
4- Lectronic website.
4- Promotion: Offline & Online marketing activities that focus on
costumer’s VP.
- Value Proposition (VP):
Why customers will buy our products.
Because Quality, Durability, Variety, Saving.
According to our goals and VP we will go to achieve that by following tactics.
Tactics:
Increasing brand awareness offline & online through POSM (point of sales marketing
material), drive reach to the website, Social Media campaigns by set of marketing
tactics.
- Pull Tactics:
1. Offline marketing activities.
2. Website marketing optimization (SEO & SEM & content).
3. Social Media Marketing (SMM).

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5. Email marketing (Newsletter & PR) .
6. Paid Online Ads (CPC, CPM, CPV).
- Push Tactics: sales & marketing activities.
1- Giving sales channels 11 month warranty
2- By swap for product that exceed 60 days in channels’ stock.
3- Incentive program by singe sales contract with channels.
4- Competitive prices.
5- Training tech. sessions for sales channels.
6- Sales Promotion.
Note: Pls. find the attached Lectronic detailed Marketing activities plan.
Total budget: $ 15K for online activities for 1st Quarter
Actions:
- Content Plan: TBD
-Tasks:
1- One Time tasks :
- Training Sessions for sales channels. By Product Manager
- Creating 2 Video content By 3rd
party.
2- On Going :
- Direct Marketing (POSM) By Marketing Dep.
- Sales Promotion. By sales & Marketing Dep.
- Website Marketing. By Marketing Dep.
- Social Media Marketing. By Marketing Dep.
- Paid Online Ads (GDN). By Marketing Dep.
- Email Marketing & PR. By Marketing Dep.
Control:
By mentioned KBI in attached plan.

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