Awfar Market - Online Marketing Plan

1. AwfarMarket
Online
Marketing Plan
3rd Quarter (2015)
By: MCIT Trainees
(E-Marketing Track)

2. 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

3. 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”

4. 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.

5. Business Goals & Objectives
Business 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:
“# ‫وفر‬_‫واشتري‬_‫من‬_‫أوفر‬ ”
• 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)

6. 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.

7. 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-com
50
Followers
Twitter:
@beqala
(469)
Instagram:
@beqala
(266)
YouTube
/beqalaEg
ypt(45)

8. 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)

9. 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.

10. 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

11. 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.

12. 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

13. 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

14. 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

15. Targeted Audience
(Tertiary “Businesses”)
 Demographics:
 Cairo, Giza & Alexandria
 Industries:
 Supermarkets, Retail & Electronic Stores
 Company Size:
 Enterprise, & SME
 Market Share:
 Large & Medium
 Company Type:
 Local

16. 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

17. 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

18. Content Strategy
(Editorial Calendar)
Channel Sat. Sun. Mon. Tue. Wed. Thu Fri
Facebook       
Twitter       
YouTube 
Instagram   
Pinterest      
LinkedIn   
E-Mail 

19. THANKS :)