New Sharm Sheikh-Cairo Railway Line Integrated Marketing Communication Project, eslsca Business school

1. ENR EGYPT NATIONAL RAILWAY
DR Ashraf TalaatHaytham Marghany
Lubna Mohammad
Mohamed Gaber
Islam Hosni
Raafat Muhammad
Ahmed Emam
Amr Said

2. • The railways sector in the Arab Republic
of Egypt
• 19.5 M is The Internal tourism of local
visitors with total spending 20.8 Billion
LE
• While the ENR Cover and Link Main
Cities by rail, Sinai Peninsula not yet
linked by rail in order to revive internal
tourism to Main Cities like Sharm
Sheikh,Dahab and Taba
• The aim is to construct a new Rail Line
From Cairo To Sharm Sheikh
Executive Summary

3. Current Marketing Mix

4. Most of the Railway fleet is outdated,
lacks maintenance leading to
reoccurring accidents & break downs.
Product

5. TYPE OF
PASSENGERS
Passenger trains
ER is the backbone of passenger transportation in Egypt
with 800 million passenger miles annually. Air-
conditioned passenger trains usually have 1st and 2nd
class service, while non-airconditioned trains have 2nd
and 3rd class. Most of the network connects the densely
populated area of the Nile delta with Cairo and
Alexandria as hubs. Train fares in commuter trains and
3rd class passenger trains are kept low as a social
service.
Sleeper trains
The Alexandria–Cairo–Luxor–Aswan route is served
daily in both directions by air-conditioned sleeper trains
of upper Egypt. This service is especially attractive
to tourists who can spend the night on the train as it
covers the stretch between Cairo and Luxor. A luxury
express train also links Cairo with Marsa Matruh towards
the Libyan border.

6. The only detected commercial was
8 years ago
Egyptian National Railways has no
promotion strategy and usually
don’t use any advertising tool
They do not announce for any of
their new services (if Any).
Promotion

7. • Currently the ticket prices range from 45 LE to
300 LE.
• According to the class of the train and the
distance of traveling
Price
• The Egyptian National Railways tickets is
available through the following :
1-Directly from train stations
2-Post Offices
3-Online through ENR website (Sometimes
poses poor user experience)
Place (Distribution)

8. SWOT ANALYSIS FOR ENR

9. Strengths
• Managed by government (access to many resources)
• No direct competitors
• Huge infrastructure
• Different segment
• Safer way of Transportation
• Cost is less than other competitors
• Huge staff
Weaknesses
• Old Infrastructure
• Bad Management
• No maintenance
• Bad or no service for some remote areas
• Old Technology
• Operation coast in non seasonal time
SWOT
Analysis

10. SWOT
Analysis
Threats
• Indirect Competition
• (Go Bus, Blue Bus…etc.)
• Uber and Careem and White Taxi
• Air Transportation
• Riots and Sabotages
Opportunities
• Increasing Population
• Tourism Needs
• New Capital City
• New Urban Areas
• Increase of Petrol Costs

11. SEGMENTATION
Segmentation According to Target segment
Geographic country Egypt
Geographic Region Upper Egypt- Egypt center- Delta- Alex – canal cities
Demographic age 15:25 – 25:40– 40:60– more than 60
Demographic social Families – students – workers
Demographic social class Class A – Class B – Class C
Demographic ethnic Egyptian – tourists
Psychographic Used daily - once week – once monthly – infrequence used

12. THE COMPETITORS
Road system
• Cairo - Alexandria Desert Road, International Coastal Road: It runs
from Alexandria to Port Said, Geish Road: It runs between Helwan and Asyut,
• East, Middle, Upper delta _Go bus, Blue Bus _ Careem , upper _mini buses
,vehices.
Waterways
• 3,500 km (including the Nile, Lake Nasser, Alexandria-Cairo Waterway, and
numerous smaller canals in the delta).
• Ships
Airports
• There are 28 Air ports iside Egypt .
• Nille Airlines , EgyptAir , el geziera
• High prices , limited destinations , away from the city centers .

13. Proposed Marketing Mix

14. ‫االستبيان‬ ‫من‬ ‫الهدف‬:‫معرفة‬ ‫في‬ ‫المساعدة‬ ‫إلى‬ ‫االستبيان‬ ‫هذا‬ ‫يهدف‬
‫سيناء‬ ‫جنوب‬ ‫إلى‬ ‫القاهرة‬ ‫من‬ ‫حديد‬ ‫سكة‬ ‫خط‬ ‫مد‬ ‫جدوى‬(‫وتحديدا‬
‫الشيخ‬ ‫شرم‬ ‫منطقة‬)‫والعمل‬ ‫الداخلية‬ ‫السياحة‬ ‫تشجيع‬ ‫إطار‬ ‫في‬ ‫وذلك‬
‫نشكر‬ ‫إذ‬ ‫ونحن‬ ،‫المنطقة‬ ‫تلك‬ ‫وإلى‬ ‫من‬ ‫المواطنين‬ ‫انتقال‬ ‫تسهيل‬ ‫على‬
،‫الكافية‬ ‫بالدقة‬ ‫اإلجابات‬ ‫تتسم‬ ‫أن‬ ‫نتمنى‬ ‫الثمين‬ ‫وقتكم‬ ‫لسيادتكم‬‫حتى‬
‫المشروع‬ ‫هذا‬ ‫من‬ ‫الحقيقية‬ ‫الجدوى‬ ‫تعكس‬.

18. • The harmony CRH380A is
designed to operate at a cruise
speed of 350 km/h (217 mph) and
a maximum of 380 km/h
(236 mph) in commercial service
The Route To Sharm Sheikh Is 504.4 Km Long
And It Takes 6 H 5 min By Time (Traffic Delay
May Apply)
By Using the same Harmony
rails to link Cairo and
Sharm, the time may
reduced to ~2-3 Hours
Product

19. ‫الشيخ‬ ‫شرم‬ ‫إلى‬ ‫القاهرة‬ ‫من‬ ‫مباشر‬ ‫قطار‬ ‫خط‬ ‫وجود‬ ‫حالة‬ ‫في‬
‫عن‬ ‫جيد‬ ‫كبديل‬ ‫استخدامه‬ ‫تفضل‬ ‫هل‬ ،‫والعكس‬‫السيارة‬
‫الشخصية؟‬
YES
79%
NO
4%
MAYBE
17%
‫شرم‬ ‫إلى‬ ‫القاهرة‬ ‫من‬ ‫مباشر‬ ‫قطار‬ ‫خط‬ ‫وجود‬ ‫حالة‬ ‫في‬
‫وفرا‬ ‫أكثر‬ ‫كبديل‬ ‫استخدامه‬ ‫تفضل‬ ‫هل‬ ،‫والعكس‬ ‫الشيخ‬
‫الطائرة؟‬ ‫عن‬YES
80%
NO
8%
MAYBE
12%
‫إلى‬ ‫القاهرة‬ ‫من‬ ‫مباشر‬ ‫قطار‬ ‫خط‬ ‫وجود‬ ‫حالة‬ ‫في‬
‫كبديل‬ ‫استخدامه‬ ‫تفضل‬ ‫هل‬ ،‫والعكس‬ ‫الشيخ‬ ‫شرم‬
‫الباص؟‬ ‫عن‬ ‫جيد‬
YES
81%
NO
1%
MAYBE
18%

20. Cairo
30%
Alex
26%
Damietta
19%
Matroh (north
coast)
12%
Ismailia
7%
Shrarm
4%
Others
2%
Internal Tourism in Egypt 2015
‫واإلحصاء‬ ‫العامة‬ ‫للتعبئة‬ ‫المركزى‬ ‫الجهاز‬
Total 19.5
local visitors
20.8 billion LE
Spending

21. ‫من‬ ‫اقل‬5000
‫االف‬
49%
‫من‬5000‫االف‬
‫إلى‬10000‫االف‬
22%
‫من‬10000‫االف‬
‫إلى‬20000‫الف‬
17%
‫من‬20000‫االف‬
‫إلى‬30000‫الف‬
8%
‫من‬ ‫أكثر‬30000
‫الف‬
4%
‫من‬ ‫اقل‬200
‫جنيه‬
47%
‫من‬200‫جنيه‬
‫الى‬300‫جنيه‬
36%
‫من‬300‫جنيه‬
‫الى‬400‫جنيه‬
17%
Tickets from 115 – 275 LE
(One way ticket)
Tickets from 150 – 290 LE
(One way ticket
Tickets from 900LE (One
way ticket)
• Business class : 250
LE
• Frist Class :150 LE
• Economy class:115 LE
Price

22. • Selling tickets through all the mobile operators and payment done
through the phone.
Place (Distribution)
• Spreading the network of (physical ticket)sales through all the
phone centrals and all post offices
• The Most important tool is onsite reservation and mobile apps to
improve and facilitate user experience

23. Promotion Decisions

24. Objectives
• Increase awareness about the new line of ENR from Cairo to
Sharm
• Increase online booking and traffic on website and mobile apps
• Increase online booking and traffic on website and mobile apps to
represent 75% of total booking by 2 years
• Support internal tourism from Cairo to Sharm to reach 10%
• Support External tourism from Shrarm to Cairo by adding a new
target segment

25. Strategies
• Increase awareness of the new line through mass media
• Develop and create interactive online website and easy to use
mobile app
• Develop loyality programs and sales promotion for selected
customers
• Utilize online and social media to communicate with target
customers
• Effective Utilization fo promotional mix to increase awareness and
engage more customers

26. Advertising
Heavy mass media utilization to efficiently increase awareness of the presence of a new
highly advanced rails from Cairo to Sharm
Objectives
• Use Broadcasting (TV & Radio) to reach 60% of target audiences
• Use of Printed ads to reach 20 % of target audiences
• Use of Outdoor ads to reach 20 % of target audiences

27. Strategies
• Integrated message will be used to emphasize the features and
benefits of the new line such as:
I. High speed
II. Safety measurements of the advanced rails
III. Economic Price
IV. Nationalism
• Create TV ads to encourage customer to hurry and use the new rail
• Use Broadcasting Radio ads in hot spots

28. Problem to be solved
Campaign Strategy
- Positioning in the Advertising: the most economic,
safe and comfortable
• Driving effort
• Cost
• Safety
Objective:
- Awareness
- Changing travelling habits and re positioning of
railway
Media Plan

29. TV
• Amr Adib, kol youm ONTV
• Esaad Younis, Sahebat Alsaada CBC
• Akher Elnahar Talk show,Alnahar TV
Radio
• Khalid Eleish, Ma’ak Fel Sekka Nagham FM
• Mohamed Ali Kher Klamna Bel Masry Radio 9090
Timing slot
• Rush hours / times of congestion
• Week Days

30. • Using Outdoor billboards
• Using Printed ads

31. Integration with Telecom
Communications
Companies for mutual
marketing

32. Direct marketing
• Direct Marketing as a efficient tool to reach selected customer
well help to develop a quit instant response from customers
• We will use Our website and Mobile App to collect Database
(Emails, mobile numbers .. Etc) to send our offers and other
marketing activities
• We will buy a database from search engines which relative to our
service (who searched for vacation location or hotels in sharm)
Objectives
Strategies & Tactics

33. Interactive Marketing
• To reach online customers and influence them to download
mobile apps and to create an online Customers base suits our
objective (to reach 75% online booking)
• Create a Facebook profile engaging followers in an interactive
way increasing awareness towards the new rail line and to start
branding and positioning of ENR logo and identity
• YouTube short sponsoring broadcasts on popular channels
Objectives
Strategies & Tactics

34. Sales Promotion
• key component of marketing campaigns, The main objective is to
get quick trial response
• attracting switchers from competitors (go bus , Egypt air)
Objectives
Strategies & Tactics
• Using sales Promotion more Frequently in vacation times and off
days
• Targeting special segments like University Students in Midterm
holidays

35. -Coupons: one trip free valid for one month for who use train four times
through month
-Price Packs (cents-off deals): customer can receive 10% discount if he
paid the tickets before one month of trip
-Free Trials: when the company design new trip line we offer 100 free
tickets for the first users
-Cross-Promotions: we offer one ticket free trip to tries new sharm El Shikh
line for who use 5 trips to Alex in the last one month
-Loyalty program: each trip give you 5 points and each 100 points give you
one free trip
-collaboration with traveling and tourism agents to influence them to use
train for transportation offering lower prices and attractive packages
Strategies & TacticsStrategies & Tactics

36. Public Relations
• Create massive campaigns aims to aware our target segment of
the new line of rail ways focusing in our benefits. The challenge
we faced is the increased number of railway accident in the past
10 years. Also target people may prefer to travel via bus trough
well established transportation companies our via their own cars
.
Objectives

37. Public Relations
Concurrent campaigns through different PR channels,
1- Social media pages & web site: this pages will communicate a
regular messages of safety and luxury that’s achieved through our
product.
‫مرتاح‬()‫وانت‬ ‫سافر‬
(‫متطمنين‬ ‫اهلك‬ ‫سيب‬)
(‫متتفوتش‬ ‫تجربه‬ ‫السفر‬)
(‫رجوعك‬ ‫للحظه‬ ‫انتقالك‬ ‫لحظه‬ ‫من‬ ‫بتبدأ‬ ‫الرحله‬)
2- Press for awareness to be distributed at huge shopping mall (
CFC mall , mall of Arabia , etc. ) .
3- Participation at graduation parties of students at private
universities as the will be part of our target segments.
Strategies & Tactics

38. Personal selling
• To make flexible communication with other corporates like
traveling agents, hotels in Sharm
Objectives
Strategies & Tactics
• Using well trained sales persons to communicate with traveling
agent to buy them sales promotions and traveling packages
• For the external tourism segment communicate with hotels in
sharm offering them special offers for making tourists come to
Cairo and Giza
• Also for hotels to demonstrate packages customized for their
own personnel traveling between Cairo and sharm

39. Digital Marketing Tools
- Railways is also generating earnings
through various online marketing options like
promotional mails, banners on site,
confirmation mail, text link, PNR alert, etc.
- Those tools will be used to
communicate with customers B2C
& B2B. - Online customer service

40. - Switching over from paper-based ticketing system to online ticketing
- Providing Free Wi-Fi services in all stations – and passenger entertainment system
once the customer is connected to it
- Generate Leads remarketing “How we get them back?”
-Google partnership: A partnership between Google and Egyptian Railways providing
high-speed Wi-Fi deployed at railway stations across the country
- Online customer service
Make them Connected !

41. Website
- Website needs to have secured mobile-user-
friendly E-Commerce Portal
- Allow users to see the details of the product they
are purchasing.
- Online reservation and payment
- Updated Train schedules
Email
marketing
Important tool for remarketing
QR code to be scanned
onboard
Offerings and promotions
during off season periods
Feedback after the ride

42. App
- Information
- Online Ticket Reservation
- Payment and Billing
- Exceptions or special request through the
- website and app
providing information – billing, payment elements, Reservation online booking services E-
ticketing, entertainment programs, feedback
Online Ticket Reservation
- Hospitality Elements
- Entertainment system: “connect-enjoy!’’
- Payment and Billing
- Mile system Point system and loyalty programs
- Separate part for complains “Just Capture “

43. Problem to be solved
Campaign Strategy
- Positioning in the Advertising: the most economic,
safe and comfortable
Driving effort
Cost
Safety
Objective:
- Awareness
- Changing travelling habits and re positioning of
railway
Media Plan

44. Conclusion
• Integrated marketing communication (IMC) is The key to
successfully building and maintaining customer relationship.
IMC ensures the message from is reliable and thus build
relationship with customer efficiently
• This Marketing Campaign is designed to Build relationship
with Customers
• The Combination of creative strategies, advertising , direct
marketing, personal selling , sales promotion, Public relation,
interactive marketing listed Above will help ENR To Contribute
in reviving internal tourism, increase sales and effective
customer relationship management

45. THANK YOU