Nile taxi advertisnig 2

EGYPTLand-area of around 1 million km2
Population 90 million
Vehicles 5.8 million
Employed People 12.5 million
Monthly new licenses vehicles 14.5K
Cairo comes as one of the top 3 congested
cities in the world

Making A Better Egypt…
PHASE 1
Advertising Campaign

International University in Geneva
Advertising- prof. Goldshmitd
Louis Kirollos

In a city where the streets are regarded as
a battle field between those heading in the
same direction, the demand for offshore
transportation has become a demand of
many.

CONTENT
Situational Analysis
Marketing
1
2
3
4 Evaluation
Advertising strategy

Situational Analysis
1Recapping our company’s Promise

The
economic
costs
of
traﬃc
conges1on
in
Cairo
could
be
as
high
as
4
percent
of

GDP
yearly.

The
economic
costs
of
conges.on
are
beyond
travel
delays,
and
they
include

wasted
fuel,
health
impacts
due
to
poor
air
quality
and
accidents,
and
impacts
on

economic
produc.vity.
When
all
combined,
the
yearly
economic
cost
of
traﬃc

conges.on
could
reach
up
to
4%
of
Egypt’s
GDP.
This
means
an
economic
cost
to

Egypt
of
up
to
EGP
50
billion
a
year
(USD
8
billion/year).

Background1

•  5.8
million Vehicle
in
Egypt

50%

In

CAIRO

GUIZA

ALEXANDRIA

1,624,000
728,000
504,000280,000
280,000
280,000
1,904,000
VEHICLES FLEET BY GOVERNERATE
AMERICAN CHAMBER OF COMMERCE IN EGYPT
Cairo Giza Alexandria Gharbeya Daqahlia Sharqeya Other Govs
Our Research1

Our Research1 Traffic Concentration

Private Vehicles
68%
Motorbikes
12%
Trucks & Trailers
9%
Taxi
5%
vehicle mix
Buses
2%
Our Research1

car owners perception of public transportation
90% 90%
40% 85%
20% 80%
10% 40%
10% 70%
5% 40%
70% 70%
70% 95%
90% 95%
Women
Men
Safety
Speed
Convenie
nt
95% of private vehicle owners have used public
transportation before
1 Our Research1

Our Target Passengers & Boats
YEAR 1
10,000
YEAR 2
70,000
YEAR 3
150,000
70 150 300
Passengers
Boats
Nile

Taxi

0.6%

Private

Cars

67.5%

Public

transpo
rta.on

32%

Nile
Taxi

4.3%

Private

Cars

63.7%

Public

transpor
ta.on

32%

Nile
Taxi

9.2%

Private

Cars

58.8%

Public

transpor
ta.on

32%

Our Promise1

“Making A better Egypt…”
Our Promise1
q  Our Citizens
An alternative means towards environmentally conscious
transportation and traffic congestion solutions.
q  Our Clients
Seamless and efficient daily transport on
The beautiful and uplifting Nile River.
q  Our Employees
Unparalleled interpersonal and
career development opportunities
through dedication, decision making and
creativity.
for

•  Smoother
flow
of
traffic
&
parking

•  Decrease
traffic
conges.on

•  Decrease
.me-‐to-‐go
for
employees

•  Increase
employees
efficiency
&
effec.veness.

•  Significantly
reduce
carbon-‐emissions
and
pollu.on

•  Reduce
the
huge
fuel-‐subsidies .help
to
reduce
the
na.onal
deficit
Our Promise1
CorporateSocailResponsability Initiatives

Self Evaluation1
SWOT analysis
Strengths:

a)  A
Virgin
Market

b)  Marine
Industry
Know-‐How

c)  high
demand
for
the
service

d)  Excep.onal
Brand
Awareness

Opportuni1es:

a)  The
Market
leader

b)  Seamless
Opera.on

c)  Supplying
excess
demand

d)  Generalized
Brand
Associa.on
ex.
Chips

Weakness:

a)  Inadequate
(momentary)
Licensing

b)  Not
enough
boats
to
meet
demand

Threats:

a)  Wait-‐.me
for
adequate
licensing,

b)  Therefore
ﬂeet
expansion
will
be

delayed;
it
may
have
a
nega.ve
eﬀect

on
brand
image.

Consumer Evaluation1
Overview
•  Segment:
Luxury
Transporta.on

•  Posi.oning:
Strategically
focused
to
ajract
a

premium
of
clients
willing
to
pay
a
premium

price,
providing
alterna.ve
means
of

transporta.on,
eﬃciency
and
serenity.

Competitor Evaluation1
Overview
•  Primary
Compe..on:
New
market
(unclear)

with
poten.al
for
strong
compe..on,
but

most
probably
on
a
diﬀerent
segment
ex.
65

passenger
boats

•  Secondary
Compe..on:
On-‐shore

Transporta.on.

Brand Identity1
Overview
•  Nile
Taxi
is
a
year-‐old
start-‐up
that
has
been

founded
over
the
newly
realized
demand
of

alterna.ve
transporta.on
solu.ons.

• 
Saving
poten.al
clients
between
25
and
90

minutes
per
trip,
the
brand
is
strategically

focused
to
ajract
a
premium
of
clients
willing

to
pay
a
premium
price.

Brand Identity1
Image
•  Designed
to
be
memorable
and
no.ceable,
all
visuals

rela.ng
to
and
affec.ng
Nile
Taxis
brand
Iden.ty
belong
to

a
familiar
but
unique
theme.

•  Forms
a
visual
connec.on
with
the
brands
affilia.on
to

transporta.on
services,
and
primarily,
revealing
the
brands

light
charm
and
crea.ve
philosophy.

• 
Whether
adver.sements,
naviga.on
maps
or
graphics,
or

the
booking
applica.on,
all
communica.on
medians
reflect

the
upliling
and
gra.fying
ambiance
offered
by
the
Nile

River,
to
the
seamless
transi.on
offshore
promised
by
the

Nile
Taxi
service.

Nile
Taxi
accommodates
car
owners’
needs

Female
Friendly
Available
18H
Highly
secure
Fast &
reduces
time
Our Promise1

Phase 1
Transforming
Nile
transport
Making a better Egypt
4. Brand Perception
Corporate Goals
•  SAVES TIME & ENERGY
•  NO TRAFFIC
•  ULTIMATE EXPERIENCE
•  STRESS FREE
•  TOURISIM FRIENDLY
1 2 3 4

Create
and
lead

the
Nile

transporta.on

business
by

compe.ng
with

the
white
taxi
and

Metro

Become
the
No.1

in
Nile

transporta.on

services
by

covering
all
the

places
on
the
Nile

banks
to
ensure

maximum

convenience

Develop

innova.ve

solu.ons
to

diﬀeren.ate

/
grow
new

revenue

streams

Ensuring

the

desired

Brand

Percep1on

1 Corporate Goals

Marketing
2delivering on the promises
Marketing Goals
for the company
flow directly out of
the organizations’
corporate goals.

1/1/01 26
Marketing2 Short-‐term
Goals

Phase 1: “Making Egypt Better…” (2015 – 2018)
1.  Sales: to maintain an incremental increase in
sales
2.  Market share: to maintain dominance and leadership
3.  Profits: to be self-sustained throughout the launch
phase.

1/1/01 27
Marketing2 short-‐term
OBJECTIVES

1.  To follow fleet expansion plan, operating 300 vessels by 2018 by
creating, maintaining and supplying Demand
2.  To have a 100% self-maintaining corporate environment where
expectations and performance are automatically defined and
reinforced by the corporate culture.
3.  Brand Equity should maintain a 2/3 ratio of Nile Taxis total assets’
value
•  Defining Identity through Brand Advertising: market
differentiation, Association

1/1/01 28
Marketing2 Target
Market

Demographic Profile:
The main clientele generally revolves around the
segment of business managers and executives
living or and working along the Nile River. (families)
Psychographic Characteristics
Open Minded, friendly, sophisticated, culture
oriented, English speaking, technologically up to
date, demanding, rational, safety cautious, time
conscious, effinciency orriented , Politically
oriented (Nationalistic), Family oriented, religious,

Clients

1/1/01 29
Marketing2

1/1/01 30
Marketing2 Campaign
Messages

q  Making a better Egypt for our citizens
q  Making a better Egypt for our clients
q  Making a better Egypt for our Employees
•  Family oriented Corporate Culture
•  A competitive Work Environment is landscaped on a steep performance indicated
slope rather than a plato.
•  Empowering creative thinkers and dedicated professionals
•  Seamless and efficient
•  Safe, Timely and Reliable
•  A beautiful, uplifting emotional experience
•  Environmentally sustainable via Solar technology
•  Decreasing 10% of traffic in Cairo by 2018 and possibly up to 20% during rush-hours
surrounding the Nile River (Central Cairo).
•  Pushing for a free market for alternative transportation solutions.
(5 years, 4 governments, and 3 transportation ministers)

Advertising Strategy
3Making A Better Egypt… (2015-2018)
•  Reaching Potential clients by increasing brand
awareness to 1000% through social media.
•  Reinforcing Nile Taxis’ brand Identity by highlighting
and familiarizing its rational appeals with clients to
100%
•  Increasing the familiarity Nile Taxis' CSR Initiatives
with clients to 90% through radio broadcasting (brand
ambassadors)

1/1/01 32
Diﬀeren.a.on

3 Advertising Budget

1/1/01 33
Creative Advertising3
1.  Print layouts: Clients planning their routes with Nile Taxi
2.  Brochure or catalog: interested potential Clients their routes with Nile
Taxi
3.  Radio scripts: commuters stuck in traffic
4.  Outdoor Billboard: commuters stuck in traffic
5.  Social Networking : Interacting with potential clients
6.  Personal contact: Clients

1/1/01 34
Avg. vehicle speed: 12kph
+ arrival time: +12m
Avg. Nile Taxi speed: 50kph
+arrival time: -18m
Strategies3 Billboard

1.  High Traffic area
2.  Live camera
3.  Accurate readings
Call Now to Book

1/1/01 35
Strategies3 Nile
Taxi
Skipper
Booth

1.  Personal Selling
2.  Free Photos
3.  Promotions and offers
4.  Employment forms…
q  Making a better Egypt for our
Employees

1/1/01 36
Strategies3 Crea.ve
Strategies

1.  Annual Boat Races
•  Reflecting desired perceptions
§  High tech, know-how, safety creativity ,boldness
§  Brand diversification
2.  Radio commercial series “Traffic Warriors”
•  Humor reflects brand charm and identity
§  During rush hour
q  Making a better Egypt for our
Employees

1/1/01 37
Social Media Strategies3 Facebook
1/1/01 37

Social Media Strategies3 Interaction

1/1/01 39
3 Social Media Strategies
Emotional Influencers
Egyptian Primeminister

1/1/01 40
Posts and Updates

Diﬀeren.a.on


LONDON CAB
Brand
Associa.on

3 Advertising Strategies

Evaluation
2delivering on the promises4 Corporate
Goals

Marke.ng
Objec.ves

Adver.sing
Objec.ves

1/1/01 46
Evaluation4 Corporate
Goals

1 2 3 4

Create
and
lead

the
Nile

transporta.on

business
by

compe.ng
with

the
white
taxi
and

Metro

Become
the
No.1

in
Nile

transporta.on

services
by

covering
all
the

places
on
the
Nile

banks
to
ensure

maximum

convenience

Develop

innova.ve

solu.ons
to

diﬀeren.ate

/
grow
new

revenue

streams

Ensuring

the

desired

Brand

Percep1on

4. Brand Perception
•  SAVES TIME & ENERGY
•  NO TRAFFIC
•  ULTIMATE EXPERIENCE
•  STRESS FREE
•  TOURISIM FRIENDLY
Ø  Evaluation: Qualitative
surveys at malls, street,
and with Clients
(determining what
characteristics of the desired
brand perception need to be re-
addressed)

1/1/01 47
Evaluation4 Marke.ng
Goals

1.  Sales: to maintain an incremental increase in sales
Ø  Evaluation: computing and analyzing weekly sales
(determining the effectiveness of advertising strategies by analyzing sales
fluctuations in relation to their release dates)
2.  Market share: to maintain dominance and leadership
Ø  Evaluation: Keeping track of market share and brand popularity in
comparison to competition
3.  Profits: to be self-sustained throughout the launch phase.
Ø  Evaluation: Keeping debit and credit relatively equal

1/1/01 48
Evaluation4 Marke.ng
Objec.ves

1.  To follow fleet expansion plan, operating 300 vessels by 2018 by
creating, maintaining and supplying Demand
Ø  Evaluation: Following expansion plan
2.  To have a 100% self-maintaining corporate environment where
expectations and performance are automatically defined and
reinforced by the corporate culture.
Ø  Evaluation: Qualitative survey for employees
3.  Brand Equity should maintain a 2/3 ratio of Nile Taxis total assets’
value
Ø  Evaluation: Analyzing Total assets and Market Value of the Brand
on a monthly basis

Nile taxi advertisnig 2

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