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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: “طلباتك لحد عندك”
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/B
eqala
66,742 likes
https://ww
w.linkedin.
com/com
pany/beq
ala-com50
Followers
Twitter:
@beqala
(469)
Instagram:@beqala
(266)
YouTube
/beqalaEg
ypt(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
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 :)
