This document provides a marketing plan summary for Lotto Sport Egypt. It includes a situational analysis, SWOT analysis, marketing objectives, and promotional strategy. The promotional strategy involves an integrated marketing communications plan utilizing advertising, sales promotions, public relations, and digital marketing tactics. Key elements include social media campaigns, television commercials, print ads, billboards, discounts, gifts, and sponsoring sports teams/leagues. The plan aims to increase brand awareness, sales, and store presence for Lotto Sport Egypt. Budgets are allocated for each promotional element and monitoring and contingencies are proposed to ensure objectives are met.

1.  Prepared by
1- Mohamed Ahmed Gamal
2- Ahmed Medhat mohamed
3- Ahmed mohammed Abd Elhalem
4- Ahmed Emad Abd Elfattah
5- Sherif Ahmed ibraheem el shafee
 Presented to
Dr. ALAA TAWFEK

2. Review of marketing plan
 Over all marketing plan and objectives
 Role of advertising and promotion
 Competitive analysis
 Environmental influences

3. Marketing plan and
objectives

4. Situation analysis
Company
• Lotto sport Egypt
Category
• Apparel and accessories
Sector
• Lifestyle and retail
Slogan
• Italian sport design

5. Swat analysis
1-LOTTO has no online shopping options
2- LOTTO has poor advertising and brand
visibility which make the consumers unable
to connect with product
3-LOTTO Operate few number of stores not
exceeded 10 in all Egypt
4-LOTTO few promotional activities
compared with the competitors in the same
area
5- The company has no relations or
interactions with customers as it failed to
reach to them and inform about its new
products
6- Low promotional budget
7- Egyptian market customers considered
LOTTO is only sports footwear brand and
have no idea about its diversified products
1-LOTTO has sponsored some of
Egyptian league teams like Ismaily SC
2- LOTTO strength lies in continuous
innovation, product design and Italian
touch to clothing
3- diversified products
4- LOTTO have over 110 stores all over
the world and employees over 500
employees all over the world
WEEKNESS STRENGHT

6. Swat analysis
1-LOTTO can expand its
divisions into the online retailing
arena
2- LOTTO has to create more
awareness with better
advertising
3- LOTTO has price advantage
over the competitors
4- Egyptian football league
teams always looking for brands
to manufacture there wear with
high quality and suitable cost
5- the success of individual
1-strong competition from
brands like Nike and Adidas
2-brand switching cost is very
low so the brand has to be
regularly updated in their
designs and keep their
customers intact
OPPRTUNITY THRESTS

7. Swat analysis
 In order to achieve our goal the opportunities should be
accurately anticipated :
1. Attractive market size with a limited declined growth of
competitors
2. New technology lotto used in its products
3. Online retails which will be an added advantage to
lotto compared with others
4. lotto products price is considered a relatively low
compared with the competitors and in the same time
has a good materials and innovations as same as
them (cost leadership

8. Lotto marketing mix

9. 7ps
Product
 Italian designs
 Nanotechnology
 High quality
 Convenient
 Good packaging
 Weak after sale relation or deal with the users
responses
Price
 Relatively lower than the competitors

10. 7ps
Place
 Few retails number and distributors
 -No online shopping
promotion
 Poor advertising activities
 -Weak offers
 -No contact with the users

11. 7ps
People
 Internal employee
 Not trained enough
 Department not have the right number of employees to
perform the tasks needed
 External users
 Have not enough information about lotto
 If have any question or complain the users found no
customer service to deal with

12. 7ps
Physical evidence
 Lotto infrastructure in Egypt is not good
 Customers looking for the products cannot found it in
every where only few stores
Process
 Lotto products consumption considered weak

13. STP
Segmentation
• All men, women, and growing kids who have passion
for sportswear
• With a semi – high purchasing power
Targeting
• All young sports enthusiasts and life style consumer
positioning
• An aspiring brand for all sport lifestyle consumers

14. objectives
finance marketing promotional

15. Finance objective
 Increase market share
 achieve revenue growth of 15% per year for the
next 5 years
 add 10000 new customer accounts per quarter
generate near than 30000000 per year

16. Marketing objectives
 Developing new products and innovation
 launch at least 20 new products into the
industrial channels in 2018/2019
 Entering a new market
 recruit distribution agents in cities which lotto
doesn’t exist there with average 2 stores open
per quarter
 Gaining advantage over competitors

17. Marketing objectives
 reduce the order lead time by 20%
 reduce average distribution costs to less than
5% of growth revenue by improving supply
chain management
 improve brand recognition amongst the 25-34
age group

18. Role of promotion and adv.
 lotto is not a sport shoes producing company
only but it is an Italian brand has a wide variety
of sports wear( AWARNESS –PROVIDING
INFORMATION)
 lotto with the new wave introduce more
comfortable ,more durable ,more stylish
products

19. Competitive analysis
Product competitors Price
Athletic footwear
Nike 2000 to 5000 EGP
Adidas 2000 to 6000 EGP
Puma 1500 to 4000 EGP
1000 to 3000 EGP
Football footwear
Nike 1500 to 3000 EGP
Adidas 1500 to 3500 EGP
Puma 1200 to 3000 EGP
800 to 2000 EGP
Shorts
Nike 500 to 1200 EGP
Adidas 500 to 1500 EGP
Puma 500 to 1000 EGP
400 to 900 EGP
Track pants
Nike 600 to 1200 EGP
Adidas 600 to 1500 EGP
Puma 600 to 1100 EGP
450 to 950 EGP

20. Competitive analysis
Product competitors Price
Training suits
Nike 2500 to 5500 EGP
Adidas 2500 to 6000 EGP
Puma 2200 to 4500 EGP
1800 to 4000 EGP
Shirts
Nike 500 to 1500 EGP
Adidas 500 to 1500 EGP
Puma 500 to 1000 EGP
400 to 1000 EGP
Socks
Nike 250 to 500 EGP
Adidas 250 to 500 EGP
Puma 200 to 400 EGP
100 to 350 EGP
Equipments &
accessories
15% less than competitors

21. Environmental influences
 Rate of exchange
 consumption rate decreasing consumer
behavior
 appearance of primary demand ( sport
practicing )
 Launching of new local sport wear brands
(made in Egypt) ex. legea sport , peak
 spreading of brand copies with no limitation or
rules controlling the intellectual property rights

22. Analysis of promotion program
situation
 Promotional department
organization
 Ability to implement
promotion program
 agency evaluation and
selection
 Review of previous
program result
 Consumer behavior
analysis
 Market STP
 Competitors
Internal External

23. Internal analysis
 promotion department
1. It is not separated department but follows marketing department
2. consist of 2 graphic designers /promotional planner /creation
manager/executive assures
 Ability to implement promotion program
1. Firm will able to make designs ,plans, create ideas .
2. Will implement direct marketing (internet marketing) ,sales
promotion and advertising designs ( brochure ,banners ,fliers)
3. Public relation and sponsorship programs by selection an external
agency under the supervision of our promotional team
4. Printing materials for advertising and sales promotion will be
applied by outsource printing press

24. Internal analysis
 Agency evaluation and selection
 Evaluation criteria :
• on time (delivery-quality of samples-payment strategy -
agency history )
 Selection :
• 2m company for billboards and outdoors
• Brothers printing press (for brochures fliers and
promotion)
• Promo media for (TV and radio ads)

25. External analysis
 CONSUMER BAHAVIOR
 Studying consumer behavior implemented by
questionnaire /survey /feed back comments from social
media
 the perception of consumers about lotto is that : lotto
produce tradition Italian spot shoes
 They haven, full information about our brand identity and
products
 in the decision making process which is (limited problem
solving decision making )
 during the evaluation of alternatives lotto as brand is in
the evoked set not in the consideration set
 TOMA

26. Communication process

27. Promotional objectives
awareness
Create interest
Provide
information
Stimulate
demand
Increase traffic
Reinforce brand
image and
increase loyalty

28. Budget determination

29. IMC
advertising
Sales
promotion
Public
relation
Direct
marketing
Interactive
and internet
,marketing

30. Advertising

31. Advertising
 Our work with lotto will begin to make steady customers
out of occasional ones and attract new customers .
 Advertising is also expected to increase customer
demand .
 Lotto launch new product lines , more style ,more
comfortable
 As demand for brand increasing ,confidence in the brand
will also increase.
 Advertising should change the false impression a lot of
consumers have .
 Our work with lotto will increase distribution of brand and
will result in increase in sales

32. Advertising
 Message "new wave"
 Advertising objectives..
 Brand awareness : Making the consumer aware of the existence of the
brand
 Provide information :About lotto new products, new materials ,new
designs, lotto not only shoes (lotto sport wear.. bags … )
 Advertising tools
 Social media advertising
 Television advertising
 Print advertising .
 Billboards
 Budgeting 15.000.000 LE

33. Social media
 our campaign for lotto will initiate a creative media
 lotto launch campaign on Facebook, twitter and Instagram
 Banners will be strategically placed on all of these platform
in areas with large portions of our target consumers .
 lotto will also increase prescience on social media by
mange accounts be more interactive with followers .
 using social media to advertise can be good way To
develop new relationship with consumers
 Consumers can easily connected with lotto accounts on
Facebook, instagram and twitter
 Message.. new wave ,new materials
 Target youth generation

34. Social media
Ex: Facebook Page

35. Television
 Lotto will be looking to do just a much on TV as interactive
media for this campaign
 lotto new wave commercial will be appear on the nation top
channels during prime times in a form of
 fixed banner in TV between programs
 fixed screen in sporting programs which they will get the most
viewers as (Nile sport, dmc sport ,on TV sport ) programs
 commercial ad may be in big sporting game or event
 lotto logo must appear attractive, to remind viewers and
consumers by lotto logo
 Message…. New wave
 Target… youth , sportive

36. Television

37. Newspaper and magazines
 Lotto will also engage in print advertising in which our
target costumers might read as (el aharam sports ,al ahly
magazine )
 lotto ads in magazines attract most attention
 ads put in page of sports .
 use public figure as .Ramy El Shorbgy
 Message.. new wave
 Target .. youth and
magazines readers

38. Newspaper and magazines

39. Fliers
 Lotto can distribute fliers in clubs and stores to increase
awareness about their new products ,
 in fliers we must describe important things as ..
 New shapes
 New materials
 Nano technology

40. Billboards
We will place billboards in Cairo Alex desert road, high
building in cites ,bus and real wheel stations ex: ramses
station and near stadiums like Cairo and Borg al Arab
stadium
 Message new wave
 Target All sportive people

41. Billboards
Street Billboards

42. Billboards
Metro Billboards

43. Billboards
Clock Billboards

44. Sales Promotion

45. Sales promotion
Objectives :
 stimulate demand
 increase traffic
 increase loyalty

46. Sales promotion
Strategies :
 Discounts
 Danglers
 Coupons
 Gifts
 Sweepstakes
 Shelf takers
Budget : 1.000.000

47. Discounts
Ex1: Sms
For black Friday
event or for
other sales

48. Discounts
Ex2: In facebook
page

49. Dangler
- Eye catching
- moving
- colors
- Eye zone

50. Coupons
In magazine

51. Gifts
Ex: offering a free
training in a
special gym as a
gift for buying one
item from the new
collection

52. Premium
Ex:
buy 2 and
get 1 free

53. Sweepstakes

54. Shelf Talkers
In outlets shelves
Carrying the wanted
message as :
- New arrivals
- Special offer

55. Public relation

56. Public relation
Lotto club
500 500
hospital
support
Universities
league
Referee
sponsorship
Street work
out

57. Public relation
 Objectives : reinforce brand image and
increase loyalty
 Strategies : ( lotto club, 500 500 hospital,
University league, Street work out, referee
sponsorship )
 Budget : 15.000.000

58. Lotto club
 Lotto club for all lotto users included their names
,telephone , e-mails ,date of birth ,address , age
favorite sport ,favorite league ,favorite team
 Regular feed back about all the sold product from
the member and take their suggestion in
consideration
 Communicate with lotto customer by sms in their
birthdays and inform them with the latest info
belong them favorites by e-mail
 Contest for all the club member and the choose 10
member to travel Russia to support the Egyptian
teem

59. 500 500 hospital
 Allotment 1% of net profit to support the
structure of 500 500 hospital
 Arrange annual sport event under sponsor of
lotto and direct its rerun to support 500 500
hospital
 This year event will be match between the
player of the national teem of world cup 1990
and the old player of zamalek and al ahly in
Cairo stadium and the banner of the bitch will
be coved by lotto fight cancer

60. 500 500 hospital

61. Universities league
 Organize an university league in corporate with
Egyptian telecom company ( enrich
communication with the Egyptian government )
in Cairo university between the Egyptian
university
 In this event we can make more than one
survey to take feed back about our brand
products from the university students and their
need in the sport wear

62. Universities league

63. Referee sponsorship
 Lotto will the official sponsor for the
Egyptian league referees ( the premier
and the second league )
 The referee
will appear in
all match

64. Street workout
 As result of changing the consumer behavior
toward the sport we will sponsor the new trend
of street work out to provide many gym
equipment in the garden of new cites ,Cairo
,Alex and the capitals of the governments in
order to convert the playing sport in to primary
demand

65. Street workout

66. Street workout

67. Monitor & Control
 Increase sales by 35%
 Increase Fcaebook Followers from
135.000 to more than 500.000
 Decrease SMS avoidence less than 10%
from sent messages
 Increase outlets numbers to 30 distributed
among governments

68. Monitor & Control
 If we failed to reach the target number of
followers on facebook page
 Plan B:
we will pay for facebook to
make our page sponsored
also adding new admin to
increase page activity

69. Monitor & Control
 If SMS avoidance be more than 10%
 Plan B:
we will re-filter our customers’
database and renew our
messages language to
ensure that right messages
reach the right target
segment

70. Monitor & Control
 If we failed to increase outlets number to
the target number
 Plan B:
we will classify outlets to
main three categories
according to their priorities
and ensure that
we established the most
important oulets

71. Monitor & Control
 If we failed to increase sales to the target
goal
 Plan B:
we will make extra
sales promotion with
more innovating ideas
with more frequent times