01 awfar market-onlinemarketingplan-3rdquarter2015
TRANSCRIPT
AwfarMarket Online Marketing Plan3rd Quarter (2015)
By: MCIT Trainees(E-Marketing Track)
Outline Brand Identification
Competitive Advantages Business Goals & Objectives
Online Strategies Tactics (KPI & Segments)
Competitors Analysis SWOT Analysis
Communications Channels & Style
Targeted Audiences Quarter’s Campaigns
Channels Budget Duration
Content Strategy Editorial Calendar
Brand Identification AwfarMarket® is the first online supermarket in Egypt
providing users with the ability to choose their favorite supermarket chain and shop for groceries, also comparing and viewing products nutrition information and picking appropriate delivery time & method of payment.
AwfarMarket® provide all groceries products like meat, poultry, fish, frozen products, canned products, fruits, vegetables, household & electrical products and other products that could be available at any hyper market.
AwfarMarket® provide free shipping and payment on delivery, and help our customers to choose their delivery time.
We offer a mobile app through smartphones (Android / iOS).
Our motto is: “ عندك لحد ”طلباتك
Brand Identification (Cont.) We provide the delivery service in the most safe and
hygienic way through AwfarMarket® Cars, which is equipped with the required tools to keep your groceries safe, cool and fresh.
Each customer has his own account on our website, in which he can manage his Orders, returns, transactions, & own wish list.
AwfarMarket® also provide a gift voucher and special offers to our loyal customers.
AwfarMarket® (Carrefour) affiliate program is free and enables members to earn revenue by placing a link or links on their website which advertises AwfarMarket (carrefour) or specific products on it.
Our customer service team is available online on website through Live Chat! You can also reach us on hotline 16607.
Business Goals & ObjectivesBusiness Goal & Objective
Strategy Tactics (KPIs)
Customer Acquisition and Brand Awareness
• Establishing online presence on other social media channels.
• Working on optimizing our website to be ranked on search engine
• Enhance our mobile app and develop another apps for other platforms
• Create company accounts on (LinkedIn, Pinterest, Instagram, & YouTube)
• Developing creative content and keyword research through SEO techniques
• Developing WindowsPhone™ app, and improve our Android™ & iOS™ apps
Building a Loyal Customer Relationship (Emphasizing that AwfarMarket® is the Cheapest Online Shopping Solution “Awfar”)
• Starting new campaign about our fictional characters (7aresa & Ba3za2) with a motto: “# _ _ أوفر_ من واشتري ”وفر
• Announce about our affiliate program.
• Establishing Campaign of Facebook (30,000+ Likes / Month), YouTube (100,000+ Views / Video), PPC & Display Ads (Conversion Rate = 20%)
• Announcing about our affiliate program through our website, social media, mobile, & e-mail (25 Subscribers / Month)
Opening New Markets and Establishing Partnerships with New Supermarkets
• Starting “Digital Sales” activities to acquire the attention of enterprises’ Chairmen and decision makers.
• An online campaign through LinkedIn & E-Mail about our services and facilities (2 Partners / Quarter)
Goals & Objectives (Cont.)Business Goal & Objective
Strategy Tactics (KPIs & Segments)
Increasing Sales and Revenue
• Providing new daily offers to our customers.
• Presenting daily featured / top-selling products.
• Adding new requested products• Adding the related /
recommended products to every product.
• Establishing the purchase-scheduling techniques on our website.
• Using QR® & BarCodes®• Announcing about Our New
Payment Methods.
• Through our website, social media channels, & Ads.
• Develop and enhance our website to have these new features.
Competitors Analysis(Our Competitors)
Competitor Website Blog Facebook LinkedIn Other Channels
Beqala :// .http beqala/com
N/A:// .https www fa. /cebook com Be
qala66,742 likes
://https ww. .w linkedin
/com comp/any beqal
-a com50
Followers
Twitter: @beqala
(469)
Instagram:@beqala
(266)
YouTube/
beqalaEgypt (45)
Competitors Analysis(SWOT Analysis)
Strengths Customer can specify the date and a list of addresses Our website has a Live-Chat™ services. We provide an affiliate program. Our customer can request specific products and we can bring them all. We have a mobile app (Android / iOS)
Using bar codes for purchasing. Well-optimized search engine. Products reviews and rating. Full integration with the website. A new notification system is added to our mobile app.
We have a very good online presence on Facebook, with a tab for our special
Our customer can make lists of purchases from many different supermarkets, and comparing products.
Featured products have been added to the home page Social shares have been added to the website and the mobile app. We use the service of digital coupon. Purchase price less than offline shops (Awfar)
Competitors Analysis(SWOT Analysis)
Weakness A weak online presence on other social media channels. There is no purchase-scheduling technique for purchasing. A problem with Bar Codes scanning with some products. Our payment methods are not thorough, for example we don’t
accept Credit Cards. We don’t have imported products. There is no Live-Chat™ system in the mobile app The customer can’t buy from many supermarkets at the same time. Our search engine has many issues (Filtering, Keywords, &
autocomplete). There is no related products for a specific product, (i.e. we haven’t a
recommender system). There is no daily / weekly offers Week market image and lack of shop brand recognition. There is no login mechanism in website’s Homepage Comparison is not activated.
Competitors Analysis(SWOT Analysis)
Opportunities: Egyptian internet users are rapidly increasing. Many supermarkets are willing to join the
industry of e-Commerce. Specifying the delivery time and free
shipping. Be found on other social media channels. Because of there is no high competition, this
gives us an opportunity to improve organic search ranking.
Build a simulated website using Virtual Reality® techniques
Competitors Analysis(SWOT Analysis)
Threats: Society culture about e-Shopping. We cover just Cairo, & Giza. Recently, specific products aren’t available on our
website. We don’t have a partnership with some
supermarkets, like Seoudi & Hyper1. We don’t offer other payment method Likely entry of new competitors Maybe other online shops selling similar products. Larger business with greater buying power may
undercut our prices to gain online market share.
Communication Channels
Website PPC & Display Ads Social Media
Facebook Twitter Pinterest Instagram LinkedIn YouTube
Mobile E-Mail
Style Customer-Oriented
Friendly / Arabic (Slang) Business-Oriented
Formal / Arabic & English
Targeted Audience(Primary “Housewives”)
Demographics Age: 25 – 65+ Gender: Female Residential Area: Cairo & Giza
Physiographic Profile: Married Busy Technology-Oriented Upper & Middle Class
Interests e-shopping, groceries, economic, easy-to-use
system, products comparison
Targeted Audience(Secondary “Youth & Expatriates”)
Demographics Age: 16 – 35+ Gender: Male / Female Residential Area: Cairo & Giza
Physiographic Profile: Single / Married Internet-Oriented (Social Media) Smartphones Users Well-educated Expatriates Upper & Middle Class
Interests e-shopping, groceries, economic, easy-to-use system,
fast-buying process, ecommerce mobile apps
Targeted Audience(Tertiary “Businesses”)
Demographics: Cairo, Giza & Alexandria
Industries: Supermarkets, Retail & Electronic Stores
Company Size: Enterprise, & SME
Market Share: Large & Medium
Company Type: Local
Quarter’s Campaigns(Ramadan & Eid) Ramadan & Eid Campaign (#Awfar_Ramdan):
Shantet Ramadan (Online Game) In partnership with “Egyptian Food Bank” & “Resala”
7aresa & Ba3za2 Character Daily funny situations about their life (using comics) 7aresa Tips 7aresa Quizzes (Fawazeer) 7aresa Recipes (Wasafat) 7aresa Competition (A7san 6ab5a)
Using our online products we encourage you to prepare an awesome dish daily, to have the chance to have iftar with 7aresa and ba3za2.
Ka7k El-3eid (Voucher Gift) Channels:
Website Facebook, Twitter, & YouTube PPC & Display Ads
Budget: ($5,000 / Month) Facebook: $600 (Website Conversions), $700 (Page Likes), $600 (Boosting Posts) YouTube: $1,500 (YouTube Ads) PPC & Display Ads: $600 (Search Ads), $1,000 (Display & Banner Ads)
Duration: Ramadan & Eid Al-Fetr
Quarter’s Campaigns(Summer)
Summer Campaign Ba3za2 in Summer Resort
Daily funny situations about their life (using comics) 7aresa Tips 7aresa Quizzes (Fawazeer) 7aresa Recipes (Wasafat) 7aresa Competition (Dawar 3ala Awfar)
As we open new market in Alex, we encourage you to find our delivery van and take a selfie with it, to have the chance to win a free digital coupon.
Channels: Website Facebook, Twitter, & YouTube PPC & Display Ads
Budget: ($5,000 / Month) Facebook: $600 (Website Conversions), $700 (Page Likes), $600
(Boosting Posts) YouTube: $1,500 (YouTube Ads) PPC & Display Ads: $600 (Search Ads), $1,000 (Display & Banner
Ads) Duration:
Summer
Content Strategy(Editorial Calendar)
Channel Sat. Sun. Mon. Tue. Wed. Thu Fri
YouTube
THANKS):