The document outlines Jumia's online marketing plan for the third quarter of 2015. The plan's goals are to be the most professional e-commerce site in Egypt and the preferred reference for technology goods. Key elements of the plan include analyzing competitors like Souq and Nefsak, identifying Jumia's strengths and weaknesses in a SWOT analysis, targeting customers aged 16-40 across Egypt, and running campaigns during Ramadan and Eid to boost engagement and sales. The marketing activities will be implemented across Jumia's website and social media channels like Facebook, Twitter, and LinkedIn.

1. Jumia
Online Marketing
Plan
3rd Quarter (2015)

2. Outline
 Brand Identification
 Competitive Advantages
 Business Goals & Objectives
 Competitors Analysis
 SWOT Analysis
 Communications
 Targeted Audiences
 Content Strategy
 Quarter’s Campaign
 Staffing

3. Brand Identification
Jumiais a one-stop online shop in Egypt
offers a wide selection of products including but
not limited to electronics, furniture, home
appliances and many more, bringing them right
to your doorstep, aims to become the biggest,
most professional and most customer-centric
firm in Egypt.
 Competitive Advantages:
 Most customers receive their orders within three
to six days of submitting them.
 Mobile friendly site
 Fashion blog

4. Business Goals & Objectives
Goal & Objective Strategy Tactics
- To be the most
professional e-
commerce site in
Egypt.
- Work on inbound
marketing (online)
- Transparency .
- Hire community manager
- Add customer service button to
Facebook page navigation bar
- How to buy from Jumia button to
Facebook page navigation bar
- reply on the posted problem how
did Jumia solved it
- Add cancel order feature on
website
- augmented reality.
- To be the preferred
reference for
technology goods as in
fashion
- Lead generation.
- Technology blog.
- Display ads.
- Social media ads.
- Increase the
awareness &trust in
e-commerce
- Awareness and
Suitable content.
- Add complain form with Consumer
Protection Agency(CPA).
- Blog user guide articles.
- flash downloadable magazine.

5. Competitors Analysis
Competitor Website Blog Facebook Twitter
Souq egypt.souq.com N/A
www.facebook.com/
SouqEgypt
twitter.com/S
ouqEGP
Nefsak www.nefsak.com N/A
www.facebook.com/
nefsak
https://twitte
r.com/nefsak/

6. SWOT Analysis
Jumia.com
Strength Weakness Opportunities Threats
-Website:
- Clear &Up to
date web site
- News letter
subscribe offer
- App download
- Campaign
category
- wecare@eg.ju
mia.com
- Out of date
YouTube channel
- No compare
button
- Only fashion
blog
- Delay social
media reply
- Out bound
social media
strategy
- Weak Arabic
content in user
guides &unboxing
- The need for
how to use
guides
- Poor knowledge
about e-
commerce
- Low trust in the
ecommerce

7. Communication
 Channels
 Website
 Social media
 Facebook
 Linked in
 Twitter
 Mobile
 E-mail
 Style :formal and semiformal
 Voice: Arabic and English

8. Targeted Audience
 Demographics
 Age: 16- 40
 Gender: female &male
 Residential Area: All over Egypt
 Physiographic Profile:
 Single, married
 Have an internet use knowledge
 Busy to make shopping
 Interests
 Shopping online, technology, internet, new products ,
fashion,

9. Quarter’s Campaign
(Ramadan &Eid)
 Fanous campaign:
 Every day Jumia puts (fanous) in one of it’s product page
ad give hints during the day about the product in deferent
ways (questions, puzzle pic,…etc)
 Every one find the fanous will get 50 EGP discount voucher
from Jumia
 Signup is must to save the voucher to the account

10. Content Strategy
(Editorial Calendar)
Channel Sat. Sun. Mon. Tue. Wed. Thu. Fri.
Facebook ×× ×× ×× ×× ×× ×× ××
Twitter × × × × × × ×
LinkedIn × × × ×
Instagram × × × ×
Email × × × ×

11. Staffing
Role Title Role Description Assigned to