This marketing plan by Neato Robotics aims to target families earning over 150k annually in Cairo and Alexandria. The plan outlines objectives, strategies for market segmentation, targeting, positioning. It discusses competitors and proposes a marketing mix of product, price, place and promotion strategies. Financial projections estimate revenues of 48 million in year 1 growing to 96 million in year 5, with profits of 4.8 million loss in year 1 growing to 13.5 million profits in year 5 and ROI reaching 27% by the end of the period. Contingency plans are included to address potential symptoms of failure.

1. Neato Robotics
Marketing Plan
Presented By:
Marian Nazmy
Alaa El-Din Abdulhameed
George Adel
Mohamed Salah
Ahmed Salim

2.  Implementation Plans
●
Distributors
 Performance Evaluation
●
Monitoring Ad Campaigns
●
Sales Analysis
●
Profit and Loss Statements
●
Sales Force Evaluation
 Financial Information
●
Financial Assumptions
●
Sales Projections (5 years)
●
Budgets
 Contingency Plans
●
Symptoms of Failure
●
Alternative Strategies
 Appendices
Table Of Contents
 Situational Analysis
– Robotic Vacuums Specifications.
– Industry Analysis.
– Market Characteristics.
– PESTEL Analysis.
 Sales Analysis
– Competitor Analysis.
– Competitor Advantage.
 OBJECTIVES
– Corporate Objectives
– Marketing Objectives
– Financial Objective
 MARKETING STRATEGY
– Market Segmentation Strategy
– Targeting Strategy
– Core & Alternative Strategy
 MARKETING PROGRAMS
– Marketing Mix
– Customer Service & Support

3. • We’re a partnership co. specialized in sales distribution for a unique product of SDA,
tending to target & occupy our brand “NEATO” a slice from people who’re seeking a high
tech. & Luxurious facilities using Target Marketing segmentation strategies.
• Located our business in Cairo office we’re tending to target 14% from families living in
greater Cairo & Alexandria geographical sectors.
• Such product will change the perceiving of the word “Vaccum”, more facilities than such
an ordinary SDA, with enjoying the home work “Netao Robotics XV-11” is saving your
valuable time to take care…
• Based on our Financial projections at the 3rd year of operation our product will be
matured enough to reach the breakeven point and to reach a total profits of 111 million
EGP at the fifth year, with a projected ROI of 2.2x
Executive summery

4. Robotic Vacuums Specifications
• Able to navigate safely around
obstacles while cleaning the floor
• Navigation is controlled by the
robots motherboard and sensors
• Can be used not only for private
homes but also for offices
• Change the way we clean
• Ease of Use
• Compact Design
Situational Analysis

5. `
Current Population
of Egypt is about
83 millions
Age structure
0-14 years (31.8%)
15-64 years (63.5%)
65 years and over (4.7%)
Population
growth rate
1.96%
Major cities - population
Greater Cairo (14.2 million)
Alexandria (4.387 million)
Labor force
26.2 million
Labor force - by
occupation
agriculture: 32%
industry: 17%
services: 51%
Unemployment rate
9%
Population Density
80.7
Situational AnalysisMarket Characteristics
Ref.: CIA-Factbook

6. `
Demographical Characteristics
Governorates Families no.# Total Population
Beni-Suef 495,687.00 2291618
Fayoum 562,847.00 2511027
El-Menya 910,529.00 4166299
Assyout 729,302.00 3444967
Sohag 818,553.00 3747289
Kenna 632,882.00 3001681
Aswan 269,899.00 1186482
Luxor City 99,811.00 457286
El-Wadi El-Gedid 42,889.00 187263
Total Region Pop.
4,562,399.00 20,993,912.00
Governorates Families no.# Total Population
Damietta 283,944.00 1,097,339.00
Matrouh 60,030.00 323381
El-Dakahlia 1,264,276.00 4989997
El-Sharkia 1,261,502.00 5354041
El-Qaliobia 1,043,785.00 4251672
Kafr-El Sheikh 614,392.00 2620208
El-Gharbia 995,746.00 4011320
El=Mnofya 769,451.00 3270431
El-Beheira 1,094,141.00 4747283
Total Region Pop. 7,387,267.00 30,665,672.00
Governorates Families no.# Total Population
Port Said 141,982.00 570,603.00
Suez 122,431.00 512,135.00
El-Ismailia 227,713.00 953,006.00
North Sinai 74,489.00 343,681.00
South Sinai 23,546.00 150,088.00
Red Sea 61,423.00 288,661.00
Total Region Pop.
651,584.00 2,818,174.00
Governorates Families no.# Total Population
Cairo 1,783,335.00 6,758,581.00
Helwan 411,019.00 1,713,278.00
6th of October 619,711.00 2,581,059.00
Giza 802,402.00 3,143,486.00
Total Region Pop. 3,616,467.00 14,196,404.00
Governorates Families no.# Total Population
Alexandria 1,071,582.00 4,123,869.00
Ref: ‫والحصاء‬ ‫للتعبئة‬ ‫المصري‬ ‫الجهاز‬

7. 7.22008 4.72009 5.12010 1.62011
18.32008 11.92009 11.12010 11.12011
126,22008 150,22009 172,92010 175,12011
132,52008 153,52009 176,42010 178,32011
Economical Analysis
GDP
Growth
Inflation
Rate
Cons.
Expend
(US M $)
Disp.
Income
(US M $)

8. Sales AnalysisCompetitor Analysis

9. Competitor Product Specifications
Roomba 581 Roomba
531
• Spot Clean provides quick clean-up
of spills and concentrated messes
• A further Vacuum Dust Bin for day
to day cleaning
• Tangle-resistant brushes and hair-
removing cleaning tools
• Efficiently vacuums dirt, debris,
pet hair, dust, allergens and more
from carpets and hard floors.
●
Price 4,999 L.E
•Automatically returns to its compact self-charging
Home Base to dock and recharge between
cleanings
•Wireless Command Centre allows you to steer and
control Roomba from across the room.
•Each Virtual Wall® Lighthouse TM (3 included)
confines Roomba to one room until the entire floor
is vacuumed before Roomba moves on to the next
room.
•improved filter captures more dust and allergens
while a larger bin holds more debris
Price 6,666 L.E

10. Objectives
Corporate Objective
Marketing Objectives
To be one of the leading firms of the Robotic Small Devices
Appliance industry in Egypt by the End of 2014 Financial year.
To achieve 197K Sold unit and 111 million EGP Net Profit by
the End of 2017 Financial year.
To Reach the break even point after 24 months of operation.
Financial Objectives
To be the most desirable brand in SDA industry in Egypt by the
End of 2014 Financial year.

11. Organizational Chart
1 Marketing Officer:
Responsible for
procurement and
budgeting.
1 Marketing Officer:
Responsible for
Market analysis and
risk Mgt.
Chair Man
Marketing Dpt. Sales Dpt. Finance Dpt. Customer
service Dpt.
1 HOD
3 sales teams 3
members each
1 HOD
1 Payable
accountant
1 Receivable
accountant
1 HOD
1 On field
Supervisor
5 Outsourced
Seats at Raya
Outsourcing
Company

12. MARKETING STRATEGY
Market Segmentation Strategy
Below 150K a Year; 70%
Above 20M a Year; 2%
Above 2M a Year; 8%
Above 150K a Year; 20%
Egyptian Wealth Distribution

13. • Our targeted segment will be the above 150K a year as these are the
segments how have the enough disposable income and the sufficient
purchasing power.
• These segments are mainly concentrated in Cairo and Alexandria.
MARKETING STRATEGY
Total families within the
targeted segments
Are 1,406,000 family
(total market size)
Our target is 14% out of
this segment which will
be 196,896 Family that
reflects on 196,896
Device by the end of 5
financial years
Targeting Strategy Total no.
of
families
percentage of Pop.
According to Disposal
Income
weighting
for Target
Targeted
Segment
pop.
Cair
o 3,600,000
Alex 1,088,000
4,688,000 2%
Above20
MIO 93,760 30% 28,128
8% Above2 MIO 375,040 20% 75,008
20% Above150 937,600 10% 93,760
Total Targeted
1,406,400 196,896 14%
Market Segmentation Strategy

14. Product
Marketing Programs
Marketing Mix
Simplicity
It’s as easy as that. Place the
Neato vacuum in any room
you’d like it to clean, press start
and off it goes. Or, simply set a
schedule and the Neato XV-11 will
automatically clean at the time
you set—daily, every other day, or 3 days a week.
Keeping your floors clean has never been easier.

15. Product
Marketing Programs
Marketing Mix
Low-Maintenance
Just press the START button
and off Neato goes, keeping
your floors cleaner on a daily
basis. Neato cleans methodically l
ike you do, leaving straight-line paths
on your carpet so you can come home
and see that ‘just cleaned’ look.
All you have to do is empty the dirt bin between cleanings and
your robotic vacuum does the rest.

16. Price
Marketing Programs
Marketing Mix
The Product will be price
With 3500 EGP/ Unit.
W
illbeillustrated
later

17. Promotion
Marketing Programs
Marketing Mix
We will use the 3 ways of promotion
Above the line :
TV Ads : one month campaign/ year.
Radio Ads: one month campaign/ year.
Leaflets: 100K to be distributed in the mega
markets to ensure high awareness in the
Targeted segments.
Bill Boards: 10 Billboards to be distributed in Cairo (ring Road , Mehwar
& October bridge) And Alex ( Alex road , International Road).
street Cairo & Alex Rich districts(5 streets per governorate)5 gov.(2 per street).
Newspapers & Magazines: 2 weekly magazines, 3 monthly magazines.
Web site: to be used for online ordering and advertising
Intensive Promotional
Plan in Mothers day
and Christmas

18. Promotion
Marketing Programs
Marketing Mix
Below the line :
Personal Selling through our own sales
Team.
Through the Line :
Mail Advertisements.

19. Promotion Campaign
Marketing Programs
Marketing Mix
Without Neato
Spare Time
With Neato Spare
Time

20. Without Neato
Spare Time
With Neato Spare
Time
Promotion Campaign

21. Promotion Campaign
Wasn't going to
make it without
Neato

22. Place
Marketing Programs
Marketing Mix
Direct/sales team
• Three sales teams, each team consists of 3 sales representatives ; Placed at three boo
We’ll have one booth in Cairo; City Stars branch, another one in Giza;
Carrefour Dandy Mall & the last one in Alex Green plaza.
Each team will be responsible for:
• Presenting the Robotics in a gentle way to the customers.
• Persuading the customers by how much Robotics is more effective & efficient than
any vacuum machine.
• Answering all questions concerning the Robotics and how anyone can use its
functions easily.
• Selling the Robotics.
• Supporting to the salespeople that is employed at home appliances stores.
• Build up relationships with those salespeople simply to facilitate the selling process &
in order to get feedback.

23. Place
Marketing Programs
Marketing Mix
Retailers
sell directly to end-users via a physical store, website, catalog.
Direct/internet
Selling through our own e-commerce website. The Web channel,
Facebook remains wildly popular among our Targeting and
segmentation consumers.
Customer service & Support
We will Outsource a call Center at Raya Outsourcing Company to answer Customers Queries
And issue online purchasing order for uneducated customers.

24. Implementation Plans
Performance Evaluation
Financial Information
Years Year 1 Year 2 Year 3 Year 4 Year 5
Pct of Sales Occurred 7% 18% 32% 29% 14%
NO.of targeted families 13,783 35,441 63,007 57,100 27,565
Sales Price 3,500.00EGP 3,500.00EGP 3,500.00EGP 3,500.00EGP 3,500.00EGP
Revenues 48,239,520.00 124,044,480.00 220,523,520.00 199,849,440.00 96,479,040.00
Expenses 52,658,805.80EGP 106,586,616.36EGP 175,195,630.96EGP 155,434,503.21EGP 82,308,131.54EGP
COGS Include Tax & Custom 23,754,517.92EGP 61,083,046.08EGP 108,592,081.92EGP 98,411,574.24EGP 47,509,035.84EGP
No.os Purchased units 13,783 35,441 63,007 57,100 27,565
Unit purchase Price(Contracteul) 1,723.50EGP 1,723.50EGP 1,723.50EGP 1,723.50EGP 1,723.50EGP
Advertising Budget 15,125,000.00EGP 15,147,000.00EGP 15,175,000.00EGP 9,889,000.00EGP 9,859,000.00EGP
Buildings & Warehouses Rentals 1,800,000.00EGP 1,800,000.00EGP 1,800,000.00EGP 1,800,000.00EGP 1,800,000.00EGP
Cost of Freight 72,000.00EGP 79,200.00EGP 87,120.00EGP 95,832.00EGP 105,415.20EGP
Outsoyrcing Customer Service & Training Cost 420,000.00EGP 462,000.00EGP 508,200.00EGP 559,020.00EGP 614,922.00EGP
OPEX 11,907,288 28,477,370 49,541,429 45,238,097 23,034,680
Taxes 2,375,452 6,108,305 10,859,208 9,841,157 4,750,904
Customs 8,076,536 20,768,236 36,921,308 33,459,935 16,153,072
Staff Salaries Fixed 1,176,000 1,293,600 1,422,960 1,565,256 1,721,782
Staff Salaries Variable 147,000 161,700 177,870 195,657 215,223
Others 132,300.0 145,530.0 160,083.0 176,091.3 193,700.4
Net PL (4,839,285.80)EGP 16,995,863.64EGP 44,819,689.04EGP 43,855,916.79EGP 13,555,986.46EGP
Invested Capital 50,000,000
R.O.I. -9.68% 33.99% 89.64% 87.71% 27.11%
Syptoms of Failure 50% (Sold Units) 10,337 26,581 47,255 42,825 20,674
Net PL (16,479,166) (13,553,256) (9,802,991) (5,547,423) (9,948,852)
See the Excel Sheet`

25. Symptoms of Failure
As we assumed that the total
invested capital is 50 Mio, so the
symptoms of failure is when we
achieve 75% of the sales , as by so
we are going to lose the total
invested Capital.
Contingency Plans
Years Year 1 Year 2 Year 3 Year 4 Year 5 Totals
Sold Units 10,337 26,581 47,255 42,485 20,674 147,672
Net PL 16,690,066 13,455,246 9,695,180 5,428,831 9,818,400 55,087,723

26. • Our alternative strategy is
to monitor the sales for the
first 2 years if it didn’t meet
the Plan, we will
implement two years
installment plan with the
proper interest rate, in
order to penetrate 70% of
the segment which have
over 150K income as a
corrective action to
increase the ROI.
Alternative Strategies
Contingency Plans

27. CIA Factbook.com
‫للتعبئة‬ ‫المصري‬ ‫الجهاز‬
‫والحصاء‬
‫المصرية‬ ‫الجمارك‬ ‫مصلحه‬
NeatoRobotics.com.
RadioShackEgypt.com.
Study on SDA industry.
Appendices

28. Thank You