Final Presentation Floe Resp Resent at Ion 1

8/2/2019 Final Presentation Floe Resp Resent at Ion 1

1/18

Market plan for fresh flowers

through internet


2/18

0ur mission

We simplify fresh flower delivery by

using automatic program to help our

customers to keep relationships alivewith their significant others. by

managing the customers frequent

flower gift program . and speed

superior service for all orders.


3/18

To design a winning marketing strategy

the marketing manager must answer two

important questions:

What customers will we serve( what

our target market) ?

And How can we serve these customersbest( what`s our value proposition?)

WINNING MARKETING PLAN


4/18

Egypt Facebook Statistics

Egypt General info

Total Facebook Users: 8 929 740

Position in the list: 22.

Penetration of population: 11.10%

Penetration of online

population52.34%

User age distribution on Facebook inEgypt (demographics)

The largest age

group is currently ,

18 - 24 with total of

3 571 896 users

followed by the

users in the age of

25 - 34.

male users and 64%

Female USERS 36%

MARKET RESEARCH TO DEFINE THE SEGMENT


5/18

Demographics of respondents (All)

20%

15%

10%

5%

17%

53%

12%

3% 1%

$2,

000

-$5,

000

$0

-$2,

000

$5,

000

-$10,

000

$10,

000

-$15,

000

$15,

000

-$25,

000

$25,

000

-$50,

000

$50,

000

-$75,

000

Source: Effective Measure | Spot On PR

$75,

000

-$100,

000

$100,

000

-$200,

000

$200,

000+

Manager or Senior Official (17%)

Professional (34%)

Associate Professional & Technical (10%)

Administrative & Secretarial (9%)

Skilled Trade (2%)

Personal Service (


6/18

Demographics of respondents

(All)

Home

WorkInternet caf

Education institution

On the move 1%

5%

21%

70%

0% 10% 20% 30% 40% 50% 60%

Source: Effective Measure | Spot On PR

69% of Internet users surveyed

have a tertiary education

70% of users access the Internet

from their homes

No formal education

Primary

Secondary

Tertiary (graduate degree)

Tertiary (post graduate degree)

Trade/certificate 5%

13%

56%

22%

3%

1%

0% 10% 20% 30% 40% 50% 60%

3%


7/18


8/18


9/18

MARKET SEGMENTATION

VARIABLE STATUS

GEOGRAPHIC CAIRO, ALEX

DEMOGRAPHIC AGE FROM 24 : 55

GENDER MALE & FEMALE

INCOME OVER THAN EGP30000 /YEAREDUCATION seconDary,tertiary ( Graduate Degree Or

More)

OCCUPATION MANAGERS, SENIOR OFFICIAL,

PROFFESIONALS, Associate Professional

& Technical, Administrative & SecretarialBehavioral occasions Special Occasions

User status Potential ,regular user

Psychographic Social class: middle to upper class

Lifestyle: outdoor oriented


10/18

MARKET SEGMENTATION

In Egypt, Egyptians celebrate Valentine's Day

on February 14, and the indigenous Eid el-Hob

el-Masri(Egyptian Love Day) on November 4,

to buy gifts and flowers for their lovers. It has

been recorded flower movement in the

country, worth six million pounds, formed a

gain of 10 per-cent of the total annual sale offlowers
http://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Egpytianshttp://en.wikipedia.org/wiki/Egyptian_poundhttp://en.wikipedia.org/wiki/Egyptian_poundhttp://en.wikipedia.org/wiki/Egpytianshttp://en.wikipedia.org/wiki/Egypt


11/18

Choosing a Value Proposition

OUR value proposition is Just Click To Deliver

Your Planned Superior Fresh Flower Promptly To

Your Significant Persons

Remind the customer with his significant persons occasionsfrequent flower gift program

Standard and customization gifts available on internet

Standard and cutomized greeting cards available on internet


12/18

COMPETITIVE EDGE

Competitive Edge

We will differ from traditional florists by Adopting proactive

customer service policies, for example, contacting each

Frequent Flower Gift Program Member by phone call or e-

mail within 48 hours of a scheduled delivery, and calling

commercial clients after each delivery to ensure satisfaction.

Creating a new fresh flower arrangement buying experience

for customers

Building a customer database that identifies contact

information as well as preferences (colors, vases, frequency,

allergies, pets, children/spouse, birthday, anniversary, etc.).


13/18

The Holistic Marketing

Concept


14/18

The Holistic Marketing Concept

relationship marketing

Relationship marketingaims to build mutually satisfying long- termrelationships with key parties in order to earn and retain theirbusiness.

Performance marketing:

Performance marketing requires understanding the financialand nonfinancial returns to business and society from marketingactivities and programs

Financial accountability : marketers are asked to justify theirinvestments in financial and profitability terms, as well as interms of building the brand and growing the customer base.

Social responsibility marketing: Marketer must consider theethical , environmental, legal, and social context of their role andactivities.


15/18

The Holistic Marketing Conceptintegrated Marketing:

Integrated marketing occurs

when the marketer derives

marketing activities and assembles

marketing programs to create,

communicate and deliver value tocustomers .

When we provide a bouquet the

customer expect fresh flower good

container smart raping speed delivery confirming delivery and

receiver good impression about the

Bouquet


16/18

Components of the market offering through

product


17/18

Marketing mix (4Ps)

1- product:-fresh flower

2-price:-competitive price vary according to customization

3-place:-we sell through internet ,virtual gallery

4-Promotion:-

Ads:- on facebook and the other big five sites

Direct sales:- our sales men target the corporate and

professional firms to promote special programs

Brand name:-we put or brand name on all products

To be holistic marketing we add 3 Ps

5:-process:-open new distribution channels through partnerships with growers(flora list )

6- people(internal&external):- training our employees to have the skills andconcept of dealing well with customer(customer is the reason of our existence)

Maintain strong relationships with suppliers and other stake holders.

7-physical environment:-doing social activities to benefit our society andenvironment like gardening some public hospitals


18/18

Documents

Final Presentation Floe Resp Resent at Ion 1