Sheer slice ™ marketing plan

Sheer Slice ™ Marketing Plan
Project Team:
Ahmed Ezz El-Din Arafa
Khalid Mohammed Haggag
Sherif Abd El-hakim
Tamer Khames Tolba
Special Thanks to: Presented To:
Knowledge Business Education Center Mr. Ramy Khodeir

It’s more than a mobile accessory. www.dixdoor.com

INDEX
1. Company Executive
Information
2. Product Overview
3. Marketing Plan
Objectives
4. Market Summary
5. Market Research
6. SWOT Analysis
7. STP Analysis
9. The Marketing Mix


Company

Sheer Slice is a new company based in Egypt, established mainly
to penetrate the vast mobile-accessories market in Egypt growing
up-to 250M$ in 2011. With a hope and aim for spreading in middle
east and worldwide later.

The main idea behind its creation was to deliver a branded high-
quality accessory for the different mobile-users categories.
Categorizing and Focus-targeting the mobile-users is one of our
key strengths which helps us to deliver a very usable and high-
valued product to these segments.


Company
Cont.

Vision:
To maintain a usability rate of 1
SheerSlice product per mobile user
and to be the brand No. 1 for such
mobile accessories in Egypt and
future markets.

Mission:
When it comes to usability of the product, we aim to deliver a very good valued product for
our end user as well as a solid profit margin for our retailers and sponsors.

Key Values: QUART Set
• Quality
• Usability
• Availability
• Reliability
• Tailored Products designed specially for each customer segment for each
specific smartphone/mobile model.


Product
Overview
Professional Black Cover for business mobile consumers.


Marketing Plan
Objectives
• Select the best business-user mobile case design.
• Create awareness for the SheerSlice brand in Egypt.
• Discover the preferred value set for mobile covers
used by business-users.
• Increase the market share of the SheerSlice covers
product line.


Market
Summary
• 71.5 Million Mobile users in Egypt.
• 4 Million Business-oriented consumers who have/use
smartphones and growing.
• 250 Million$ are spent on Mobile & Smartphones accessories in
2011.
• 65 Million$ are spent on Cell-phones/Smartphones Covers.
• Our Business-User smartphone cover market domain is 5.9
Million users who are spending 17.2Million$ on Covers per
annual. ((5.9M*35 L.E. *)/each 2 years/6 to convert it to $$)


Market
Research
• Data Sources: Primary Data
• Research Approach: Descriptive - Survey
• Research Instruments: Questionnaire
• Sampling Plan
Unit: Business users
Size: 3000 users
Procedure: Cluster Random Sample
Area: Cairo/Giza/Alex
• Contact Method: Face to Face interview (Personal Interview)
• Research Budget: 22,000 L.E.


Data
Sources
Primary sources:
• How many mobile users in Egypt generally?
• How many of them are business-users?
• How much spent per annual on smartphone
accessories?
• What’s the most usable cover Designs and Colors?
• What’s the most populer100 smartphone in Egypt used
by business users?


Questionnaire


Findings
Cover Style Value Priority Color
9 16 24 3.5
22

16 60 9.5
65
75

Vertical Flip Mesh Vent Quality Price Availability Black Gray White Other

We have found the majority of the business users who have
smartphones are preferring the leather style flip black case
and are caring about quality then availability then price.


SWOT
Analysis
Strengths: Weaknesses:
- Quality of our products. - High operations cost.
- Availability in most of the smartphones
sellers in Egypt (Mobile-shop, i2, Raya - Shortage of qualified employment.
mobiles, Vodafone, Carrefour … etc.) - Lockage of company consumer / user
- Special tailoring for specific models stores.
and customer segments.

Opportunities: Threats:
- There is a major market gap in - Weak industry barriers.
smartphone high-quality products - Possibility for Imported products with the
specially made for the popular same value set to penetrate the market
smartphone models. with competitive prices.
- The smartphones market is growing - The personal marketing/shipping market
too fast and spreading vertically for are growing, easy to shop online and ship
vast consumer segments. your stuff with minimal shipment fees.


STP
Analysis
Segmentation
Geographic: All areas in Egypt covered by our stores, direct retailers and
their sup-retailers.
Demographic:
Age: Teenagers (14 – 19) & Adults (20 – 55)
Education: High & Intermediate Education levels
Social Class: Medium+ Social Classes
Psychographic:
Life Style: Business oriented, technical
Personality: Caring
Behavioral:
Readiness: Aware, Intending to buy
Loyalty Status: High & Core Loyal


STP 71.5 M
users who
are
spending

Analysis
65
Million$

Segmentation Cont.
SEG 1 SEG 2 SEG 3
• Income: < 2000 • Income: < 2000 • Income: 2000  8000
• Education: Low  Moderate • Education: Moderate to High • Education: High to V-High
• Interest: Cell Phone • Interest: Smart Phone • Interest: Cell Phone
• Size: 19.7 Millions • Size: 24 Millions • Size: 5.5 Millions
• Spending: 15.5 Million$ • Spending: 19 Millions$ • Spending: 0.8 Millions$

SEG 4 SEG 5 SEG 6
• Income: 3000  10,000 • Income: 2000  8000 • Income: > 8,000
• Education: Low to Moderate • Education: moderate to High • Education: High to V-High
• Interest: Cell Phone • Interest Smart Phone • Interest: Smart Phone
• Size: 9.8 Millions • Size: 10.5 Millions • Size: 2 Millions
• Spending: 12.6 Million$ • Spending: 12.3 Million$ • Spending: 4.8 Millions$


STP
Analysis
5.9 M
users who
are
spending

Targeting
17.2
Million$

SEG 1 SEG 2 SEG 3
• Income: < 2000 • Income: < 2000 • Income: 2000  8000
• Education: Low  Moderate • Education: Moderate to High • Education: High to V-High
• Interest: Cell Phone • Interest: Smart Phone • Interest: Cell Phone
• Size: 19.7 Millions • Size: 24 Millions • Size: 5.5 Millions
0.5
• Spending: 15.5 Million$ • Spending: 19 Millions M • Spending: 0.8 Millions$

SEG 4 SEG 5 SEG 6
• Income: 3000  10,000 • Income: 2000  8000 • Income: > 8,000
• Education: Low to Moderate • Education: moderate to High • Education: High to V-High
• Interest: Cell Phone • Interest Smart Phone • Interest: Smart Phone
• Size: 9.8 Millions • Size: 10.5 Millions • Size: 2 Millions
• Spending: 12.6 Million$ • Spending: 12.3 Million$ 4.5 • Spending: 4.8 Millions$ 0.9
M M


STP
Analysis
Targeting Cont.

SEG 1 SEG 2 SEG 3 SEG 4 SEG 5 SEG 6

P1

P2

Product Specialization
Strategy
P3


Competition
Analysis
Our competitors:
1. Local retailers
• Mobile-shop, RadioShack, I2, Raya…, etc.
• Small Retailers.

2. Manufacturers
• China Manufacturers Companies.
- Simple, low differentiation and low quality product.
- High Quality & differentiation product.


Competition
Analysis Cont .
Competitors Name Analysis of capability Scale of threat
Product Medium Risk
Pricing Low Risk
Mobile Shop
Resources Low Risk
Market perception Medium Risk
Product Medium Risk
Pricing Major Threat
Local Small retailer
Resources Medium Risk
Market perception Major Threat
Product Low Risk
Chinese Manufacturer (i) Pricing Major Threat
Ching Wei Telecom Co. Resources Major Threat
Product Major Threat
Chinese Manufacturer (ii)
Shenzhen Hochuen Technologies
Resources Major Threat
Co.


Competition
Analysis Cont .
Strategies to compete:
• Locally manufacturing the product to gain:
- The cost advantage from manufacturing
- Cutting cost of shipping and customs.
• Market perception advantage by the close and
continuous communication with audience, customers
and consumers for fast feedback and update.
• branded high-quality accessory for the different mobile-
users categories/segments.


Competition
Analysis Cont .
How we will act ?
Analysis of How we will differentiate and position
Competitors Name Scale of threat
capability our product
Locally manufacturing the product to
cut few costs.
The close and continuous
Local Small retailer
Market communication with audience,
Major Threat
perception customers and consumers for fast
feedback and update.
Chinese Manufacturer Locally manufacturing the product to
(i) Pricing Major Threat cut some costs and introduce better
Ching Wei Telecom Co. price.
Provide branded high-quality accessory
Product Major Threat
for the different mobile-users categories.
Chinese Manufacturer
Locally manufacturing the product to
(ii)
Pricing Major Threat cut some costs and introduce better
Shenzhen Hochuen
price for high quality product
Technologies Co.
Resources Major Threat Increasing the market share.


Marketing
Mix
Product
Key Values:
• Quality
• Usability
• Availability
• Reliability
• Tailored specially for each of the popular smartphones.

Benefits:
• Customer will be able to find the smartphone case near his place.
• Customer will find the product price affordable and suitable for the value set he
is getting.
• The case will live for a moderate 2 years under normal usage.
• The case will protect the smartphone body as well as the screen.
• The case will manufactured from spill resistant leather materials to avoid slipping.


Marketing
Mix
Pricing
Pricing Objectives:
Market penetration.
Maximize market share.
Partial cost recovery.

Determine Demand
Our target consumer studying lead us to
inelastic demand


Marketing
Mix
Pricing Cont.
Our price floor for this product is
12.2 EGP as a variable cost avg.
Our FC is around 5.6 EGP.
Avg. Cost/Unit: 17.8 EGP.
Our Competitors Price Mix: (Cost: 22.5 EGP Retailer Price is:
Price: 40 EGP and Offering: less)
22.3 EGP
Our Pricing method will be Cost-based. End user Price is:
Desired return on sales for retailers is 20%
Desired return on sales for our direct stores is 40% 30 EGP

Marketing
Mix
Distribution
A. Our distribution plan start using wholesalers and retailers (intensive
distribution)

Why?

1. Guarantee the product will reach to many places in the country.
2. Our strategy is to sell volumes with moderate margin.

B. We are also providing our products for direct selling to the consumer via our
SheerSlice Stores (6 stores at the moment) and via our official website.


Marketing
Mix
Promotion
Strategy: Pushing for availability Strategy and Pulling for branding our values.
Audience Target: Most of the big retailers, wholesalers and end consumers.
Chanel:
• Pick up/ private cars to going all over the streets carrying the name of the
brand
• Subscribe in Facebook, Google ad, Alibaba, trade.com, souk.com
Budget:
Rent 20 cars for 2 months 6 days per week cost.
200EGP*20*6*4*2= 192000 EGP.
8000 EGP for the above mentioned sites.
All 200000 EGP + 50000 EGP promotions at the sellers.


Marketing
Mix
Promotion Cont.
Tools:
1. Smart phone prize every month for each distributer achieve sales
target.
2. Fix some pop up and sun Shade at the big shops carry our brand and
photos.
3. Identify our segment consumers on Facebook and Google.
4. Our sales team will speak with the wholesalers and convince them with
our products.
5. Use gondola show limited but in the very big Mall like city star and
Carrefour for one week season so that the brand known to the
audience and hence looking for


End of Story

Time for Questions


Sheer slice ™ marketing plan

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