a quarterly marketing plan for KSA e-commerce website Jihazi.com according SOSTAC planning framework.

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Powered By: Khaled Shoukry / Marketing Manager of LIG - Eg. Office.
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:
Jihazi was established in Saudi Arabia in 2016 by Leader Investment group, to
provide customers with complete shopping experience for consumer electronic
devices and accessories through Shopping and Marketplace website / App, Jihazi is
covering a whole of Saudi Arabia.
Situation:
- Current Situation :
1- launching stage
2- KSA population: 31.8 M ( M 51% / F 49%)
3- Internet users : 24 M / Penetration 74%
4- Mobile users : 48 M / Smartphone : 26.6 M
5- TAM (E-commerce Value) : 6.5 b / 2015
6- SAM (shopping online Value) : 2.5 b /2015
7- E-commerce users : 12 M / 2015
8- Shopping online acceptance rate : 55%
9- Shopping online Refund : 2.5%
- SWOT Analysis :
STRENGTHS:
- Covering the whole of KSA
- Large Investment
- Competitive Prices
- Exclusive deals with suppliers

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Powered By: Khaled Shoukry / Marketing Manager of LIG - Eg. Office.
- Focus on electronic market
- Strong IT background
- Diversity of payment methods
WEAKNESSES:
- New Industry
- working locally
- No. of live Products.
- Depend on Magento
- Lack of staff.
OPPORTUNITIES:
- Large market size
- Negative comments on competitors
- Growth in e-commerce
- Growth in tech. savvy
THREATS:
- A lot of Competitors
- Long relationship between Competitors and Suppliers
- WW investment.
- Competitor’s variety
- Competitive Analysis:
Website Souq.com/KSA Extra Store Wadi.Sa X-cite Ubuy
Global Rank 621 9278 6.888 42.411 143,114
Local Rank 12 87 64 465 2,038
Monthly Visit 8.3m 2.3m 728.4k 386.4K 129.8K
Time on Site 0:05:38 0:05:31 0:04:07 0:03:21 0:04:54
Page view 5.98 5.3 3.31 3.43 6.58
Bounce rate 40.58% 34.54% 49.65% 55.07% 35.98%
Traffic Source search search search display search
search 34.34% 42.04% 28.80% 25.79% 65.66%
direct 31.01% 30.38% 19.36% 20.44% 17.19%

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Powered By: Khaled Shoukry / Marketing Manager of LIG - Eg. Office.
Social 6.11% 4.65% 20.63% 6.78% 2.06%
mail 2.38% 8.56% 3.03% 2.47% 0.09%
display 7.80% 0.13% 9.26% 27.40% 0.00%
link 18.36% 14.23% 18.92 16.835 15.00%
SM Source FB FB FB FB YT
FB 82.48% 76.64% 93.86% 81.79% 39.81%
Twitter 1.93% 4.82% 2% 6.56% 0%
YT 12.40% 16.10% 4.04% 10.16% 60.19%
Objectives:
1. Website Awareness: 10 Million Impression in first quarter, KPIs : monthly
visit, CPM.
2. Increase Traffic to website: 150K Clicks monthly. KPIs: monthly visit, all
traffic sources, CTR click-through rates, and page-view.
3. Drive Sales (CR): Boost sales 5% quarterly base. KPIs :monthly sales, CR
Conversion Rate , CTA Clicks.
Strategy:
Adapting Market Penetration Strategy as a kind of the growth strategies.
By providing exist products to exist market, Our strategy at Jihazi and of the
industry in general, is not to attempt to fill all markets available to us, but rather to
provide different electronic products to KSA market.
- Segmentation :
1- Demographic :
- Shopper Age: 18-25 /17% , 26-35 /21% , 36-40 /26% , 41-50 /14% ,
51+ /22% ,
- Education Level: College 77%, High School 18 %, Grad School 5%.
- Gender online Shopper :Women 66 % , Men 34 %
- Top Cities of shopping: Jeddah 14% , Riyadh 14% , Dammam 4%
,Khobar 1%
- Social status : Married 51% ,Single 36% ,In a Relationship 8%

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Powered By: Khaled Shoukry / Marketing Manager of LIG - Eg. Office.
2- Consumer’s behavior:
- Shoppers go online: Best price: 33%, Product diversity: 27%, Unique
things: 23%.
- The most purchased products: Clothes: 41%, Airline tickets: 40%,
Watches: 38%.
- Mobile Phones: 38%, Pay bills: 38%.
- Device Users :Mobile Only: 82% ,Desktop & Mobile: 17%
,IPhone/iPod: 17%
- 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 : Jihazi it’s a dynamic e-commerce & Marketplace website /
App.
2- Price: penetration strategy, Integrated payment solutions ( e-payment
by PayFort , COD by fetcher ,SADAD) .
3- Place: logistic shipping by fetcher during 3 days in all KSA
4- Promotion: Digital marketing strategies that focus on costumer’s OVP.
- Online Value Proposition (OVP):
Why customers will click on, return, register or buy from your site and ideally
feel motivated enough to share their experience? .
Because Ease, Safety, Trust, Saving.
By:
- Focusing on electronic devices only and offering an enough info.
- Strong IT background experience.
- Deliver the shipments during 3 working days without getting address.

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Powered By: Khaled Shoukry / Marketing Manager of LIG - Eg. Office.
- Covering the whole of Saudi Arabia.
- Competitive price.
- Diversity of payment methods.
- 24/7 CS support.
- Strategy Sequence: Attract – Convert –Close – Delight.
According to our goals and OVP we will go to achieve that by focusing on :
1. Website & Mobile marketing.
2. Social Media Marketing (SMM).
3. Great content production.
4. Search engine Optimization/Marketing (SEO & SEM).
5. Email marketing.
6. Paid Online Ads (CPC, CPM, CPV).
Tactics:
Increasing traffic to the website and the effectiveness of the conversion funnel to
drive sales through set of digital marketing tactics.
Note : Pls. find the attached Jihazi Digital Marketing Strategies .
Actions:
1- Action Plan:
Total budget: $ 66K for 1st
Quarter
Note : Pls. find the attached Jihazi 1st
Q action plan .
2- Content Plan: TBD
Control: by mentioned KBI in the digital marketing strategies.