Go-To-Market Plan for launching a new handset mobile

1. Launching new handset mobile
Sales plan
By: Magdy Abdelsattar

2. Professional Profile
Magdy Abdel Sattar Omar,
Location: Cairo-Egypt
Experience: 22 years of experience managing business unit and commercial
divisions, supported with Solid academic foundation (EMBA).
Educational background: B.SC degree in telecommunication coupled with
Executive MBA, major Marketing strategy’s formulation and
implementation
Business Specialties: Sales, Marketing, Business Development, Product
/Brand Management, Customer service, and Operation.
Business industry: telecommunications, household appliances, and FMCG
business in the Egyptian market.
Profile:
l Proven experience and knowledge of telecommunications, household appliances, and FMCG
business in the Egyptian market.
l 22 years of experience as professional Management at multinational environment .
l Fully competent and skilled in planning, organizing, controlling, and leadership.
l Proven experience in building new business from scratch in the Egyptian market.
l Reliable awareness of the Gulf area market "customers culture and habits" acquired during his 12
years living in Kuwait,

3. Agenda
l Objectives
l Market Overview
l Product mix and Market penetration
l Go-To-Market strategy
l Management Team

4. Objectives
l Annual Sales growth
l New clients acquisition
l New product sales
l Increase Average Order Size (AOS)
l Maintain profit margin
l Restructure territory/sales force

5. Business Descriptions
l A B2C business, Teleserve will exclusively distribute new mobile & tablet sets
under the brand of Eurostar, to penetrate low end customers.
l Teleserve selects a product which meets the following norms:
l Benefit to shop owners: Strong partnership relation and continues customer
support through dedicated sales and customer care teams.
l Benefit to customers: reliable Brand, customer care, and more convenient price
value relation.
l Benefit to Teleserve: penetrating new market, sharing the profitable pie, and
enhancing the global gross margin. Optimizing of Radio Talaat 200 assets and
distribution network,

6. Egypt market segments
Class A
Population 6 %
Average house
hold incomes
Over than 10,000
LE/month
Durables owned
Radio 91 %
TV 98 %
Fridge 78 %
Car 60 %
Class B
Population 8 %
Average house
hold incomes
3500 – 10,000
LE/month
Durables owned
Radio 91 %
TV 98 %
Fridge 78 %
Car 60 %

7. Egypt market segments
Class C
Population 40 %
Average house
hold incomes
1500 – 3500
LE/month
Durables owned
Radio 92 %
TV 91 %
Fridge 52 %
Car 35 %
Class D
Population 31 %
Average house
hold incomes
1000 – 1500
LE/month
Durables owned
Radio 88 %
TV 64 %
Fridge 11 %
Car 1 %

8. Egypt market segments
Class E
Population 15 %
Average house
hold incomes
Less than 1000
LE/month
Durables owned
Radio 80 %
TV 51 %
Fridge 5 %
Car 0 %

9. Mobile Market,
l The total number of mobile subscriber in Egypt is around 110 million. The total
number of fixed line subscribers is around 8.57 million.
l The total number of USB modem users was around 2.83 million by the end of
March 2011. Between 2011 and 2016 the overall broadband user base, which
includes USB modem, smart phones, and other portable device users are
expected to grow by 12.4 percent every year. By 2016 the total numbers of
broadband users are estimated to be around 8.276 million.
l According to Arab Advisor survey, which was conducted in September 2012,
smartphones constitute 8.4 percent of the total mobile handset. The survey also
revealed more than half of the smart phone users use applications out of which
around two third prefer apps in English language.

10. Mobile Market,
l The competition is severe, the mobile sets attributes value varies from one
competitor to another, and the competition comes in several forms.
l The only way we can hope to differentiate our self, is to define the vision of the
business to provide our Mobile in partnership with the retail shop owners in
excellent high quality service. We need to offer value against price.
l The mobile sets we will sell include many intangibles values: confidence,
reliability, knowing that somebody will be there to answer questions and help at
the important times.
l Unfortunately, we cannot sell the products at a higher price just because we
offer good values; the market has shown that it will not support that concept.
We have to also sell the sets with low prices and to compete with the quality.

11. Tablets market key facts & figures,
l Usability of tablets to govern commercial success.
l Worldwide tablet market was $32 billion in 2011.
l Worldwide tablet market was $50 billion in 2012.
l Worldwide tablet market to reach $181.5 billion in 2018.
l Tablet market to cover at 29% year-to-year.

12. Tablets Market,
l Tablets market to grow at healthy pace.
l Competition to intensify in tablet segment.
l Aggressive pricing, new model lineups & design change strategies to be used
extensively.
l Consumers to become more price conscious due to available options.
l Rapid adoption of technology by market leaders.

13. Product Mix & Market Penetration
l Roadmap
l Coverage
l Merchandising standards

14. Road map
Layer/Area Cairo Alex canal Delta MUE SUE Total
A (segment) 5.7 % 2.4 % 1.65 % 1.95 % 1.5 % 1.6 % 14.7 %
B (segment) 17.1 % 7.2 % 6.15 % 7.05 % 4.5 % 3.2 % 45.2 %
C (segment) 10.2 % 6.4 % 5.2 % 6 % 4 % 3.4 % 40.1 %
TOTAL 38 % 16 % 13 % 15 % 10 % 8 % 100 %

15. Coverage & penetration Arms
Area outlets Sales Force Zone H/S Branches
Cairo 1,500 15 60 15 1
Alex 1,000 10 60 10 1
Delta 600 6 140 6 1
Canal 400 4 70 4 1
MUE 300 3 100 3 1
SUE 200 2 70 2 1
Total 3,000 30 500 30 6

16. Merchandizing
l Standup/Desktop booth.
l Light box.
l Posters ( A2– A3).
l Stickers ( A4 – A5).
l Flyers.

17. Standard segment A
Prime locations
Big size
High investments

18. Standard segment B
Main streets
Medium size
Moderate decorations

19. Standard segment c
Side street.
Small size.
Low investments.

20. Go-To-Market Strategy
l What? (products)
l who? (customers)
l How ? (channels)

21. What to sell?
l Eurostar Tablets and to start with 5 models:
l ET6543G-HM14
l ET7142G-B13
l ET7183G-B13
l ET9183G-HM14
l ET7008C-B13
l FLY by Eurostar Smart Phones and to start with 5 models:
l IQ 238
l IQ239
l IQ431
l IQ436
l IQ4406

22. Who to sell to?
Egypt is the largest single market
in the region, with a population
over 90 million, 51 % males and
48.9 % females, with a growth rate
of 1.9 %.
the core of Egyptian population
61.6 % are at the age of 15 to 64,
With their attractive
characteristics, big size, high
growth rate distributed all over
Egypt.

23. How to sell?
l Distribution channels:
1. Retail outlets
2. Wholesales dealers
3. Key accounts
4. GSM Telecom operators
5. Enterprise privet sectors
6. Governmental sector
7. On-line e-payments

24. Management team
l Organization charts
l Job descriptions
l Salaries and commissions
l Reporting system

25. Top management and steering committee
Chief Commercial
Officer
National Sales
Director
Indirect Sales
Director
Sales Strategy &
BD Director
Marketing & BD
Manager
Network Efficiency
Manager
Back office and CC
manager
IT Manager Financial Manager Logistics Manager
Personal
assistance

26. Direct Sales structure
Chief Commercial
Officer
National Direct
Sales Director
Cairo Area sales
manager
Alex Area sales
manager
Canal Area sales
manager
Delta Area sales
manager
NUE Area sales
manager
SUE Area sales
manager
Personal
Assistance

27. Indirect Sales structure
Chief Commercial
Officer
Indirect Direct
sales manager
Key Accounts and
Chains Manager
Areas Manager
Areas supervisors
Supper Dealers
Manager
Personal
Assistance

28. Supportive Functions
Chief Commercial
Officer
Financial Manager
Cairo accountants
(4)
Alex accountants
(1)
Canal accountants
(1)
Delta accountants
(1)
NUE accountants
(1)
SUE accountants
(1)
Logistics Manager
Cairo logistics (5)
Alex logistics (2)
Canal logistics (2)
Delta logistics (2)
NUE logistics (2)
MUE logistics (2)
Back office & CC
Manager
Cairo CC (4)
Alex CC (2)
Canal CC (2)
Delta CC (2)
NUE CC (2)
SUE CC (2)
Marketing & BD
manager
Merchandizing
(BTL) Supervisor
Brand (ATL)
supervisor
IT manager
Cairo IT supervisor
(3)
Network efficiency
manager
Cairo sales
coordinators (3)
Personal
Assistance

29. Branch Structure
Chief Commercial
Officer
National Direct
sales Director
Alex Area
manager
Direct sales
Supervisor
Sales reps (#)
Indirect sales
Supervisor
Accountant
Supervisor
Logistic
Supervisor
Back office & CC
supervisor
Personal
Assistance

30. Head count organization chart
Chief Commercial
Officer (1)
National Sales
Director (1)
Area Managers (5)
Direct supervisors
(5)
Indirect Sales
Director (1)
Channel Managers
(3)
Indirect Supervisors
(5)
Sales Strategy & BD
Director (1)
Marketing & BD
Manager (1)
Network Efficiency
Manager (1)
Back office and CC
manager (1)
CC supervisors (5)
IT Manager (1)
Supervisors (3)
Financial Manager
(1)
S. Accountant (3)
Logistics Manager
(1)
Personal assistance
(1)

31. Thanks