1.

Executive summary:

Mirror channel is a private free to air satellite broadcasting company in Egypt, Mirror
channel initially focus on Knowledgeable content for women, their interests and issues.

Mirror’s Mission:
1. To produce and broadcast television program of quality and integrity that recognize the
intelligence and curiosity of our viewers.
2. We offer programs that will appeal to the female population.
3. We build inspiring environment were creative and pioneering spirits can thrive.
4. We create and share content that entertain, inform, educate and engage our audiences.
5. Our shows will guide our audience to be better in different things and increase their self-
esteem and confidence

Mirror’s Vision:
1. Short term vision:
1. To embrace independence and diversity in our people, content and business.
2. To become leading and supported TV channel in Egypt.
3. To become on the Egyptian top spot in year 2022 with high average Egyptian viewership
rate.

2. Long term vision:

1. To have a plethora of channels.
2. To become from the largest private broadcasting company in the middle east and
branded in the Arab world.

Products and services:

 1. The content:
Mirror broadcasts different type of shows related to women, like cooking shows,
fashion and makeup shows and social shows. Our shows will help women to know
different things for example there will be a show that will help the house wives and
the mums by giving them tips, and another show that will introduce influential
women from around the world that would be like role models to others.
Mirror produce content to the audience and also buy shows from producers and
broadcast it.
2. Advertisement:
Mirror provides the audience to our sponsors through the ads we broadcast during
our shows, the ads will be about products and services that different women could
be interested about, so the sponsors could meet their targeted audience.

2.the channel’s identity:

Name:
Mirror
This name is the most suitable name to express our mission, as our channel is
like a mirror for all women to discover their true selves and develop it
Slogan:
Move forward to reflect your power.
We mean by this slogan is that mirror is the reflection of any women’s inside
power that will be explored and developed by watching us.

3.Marketing analysis:

1. Competition analysis:

 Direct competitors:

Mirror lack the type of direct competitors who offer the same service aimed at
the same target market and customer base with the same goal of profit and a
market share growth, as we are the first in Egypt targeting only women as our
main audience.
 Indirect competitors:

Mirror have indirect competitors who offer different categories of contents but
are in the same industry. From those competitors are DMC, Alnahar TV and the
market leader CBC network which ranked 2nd in Egypt in term of viewership
according to IPSOS, it broadcast general entertainment, drama and political talk
shows. Our indirect competitors have an extremely strong brand identity, they
use the approach of not just being part of their audience’s viewing habits but
part of their lives, the networks prides itself on being a social media juggernauts
and they also navigate carefully, they really strategies all the time about whats
coming up next week, next month, next quarter, next year, two years.

 Competitive edge:
We are a market nichers, we are specialized along the market as we serve
small segment and through our clever niching the low share in the
industry can be as profitable as the large competitors. We have the
content that our audience really craving for as we provide great
experience that includes the usability of our content.

 Replacement competitors:
Based on some of Mirror’s content, Mirror have other competitors in different
industries that could be used as a substitute. The educational contents, for
example the programs that are created for women to Know more about makeup
can be replaced by makeup artists giving courses for that and other contents
similar to this.

 Competitive edge:

The way we deliver this contents are more entertaining, as we also choose the
professionals for our audiences with the least costs as those courses are very
expensive compared to watching it on our channel.

4.SWOT analysis:

 Strength:
1. We chose a unique and powerful niche, as we are the initiative in the Egyptian
broadcasting TV channels targeting only women as our main audience.
2. Highly successful workforce through successful training and learning programs.
3. Mirror owns a number of intellectual property rights that include trademarks and patents.
These allow it exclusivity over its products and competitors cannot copy them.
4. Mirror will maintain the high quality of the contents over the years, that will be valued by
customers.

 Weakness:
1. High production cost
2. Not portable, lack of an online streaming service and taking advantage from the
internet opportunities.

 Opportunities:
1. Technological developments: technology comes with numerous benefits among many
departments. Operations can be automated to reduce costs. Technology enables better
data to be collected on customers and improves on marketing efforts.
2. Population: the population has been growing and is expected to grow at a positive rate for
the upcoming years. This is beneficial for the channel as there will be an increase in the
number of potential customers that it can target.
3. Latest fashion trends are now something very important to everyone, so we guarantee
high viewership rate in this type of shows.
4. Focused target market selectivity, which give us a huge opportunity to grab advertisers and
sponsors.

 Threats:
1. Facing strong competition from the other famous channels of strong brand identity.
2. Suppliers: The bargaining power of suppliers has increased over the years with the decrease
in the number of suppliers. This means that the costs of inputs will be high.
3. Consumer tastes are changing, and this puts pressure on companies to constantly change
their products to meet the needs of these customers.
4. Consumer tastes are changing, and this puts pressure on companies to constantly improve
their products and make it appropriate to the latest trends to meet the needs of our
audience.
5. Substitute products available are also increasing, which is threat collectively for the whole
industry as consumption of current products decrease.
5.STP process:
First: Segmentation:
Demographic approach:

 Age: (13 to 18), (19to 35), (36 to 45), (46 to 55), (55 and above).
 Gender: females and males
 Education: (school students, under graduates and graduates) of different fields
and levels.
 Country: Alexandria, cairo, Ismailia, Mansoura and other Egyptian governorates.
 Occupation: Professional, self-employed, unemployed, house-wife, retired

psychographic approach:
Personality: has a strong sense of style, sensitive, caring, ambitious.
Second: Targeting:
Persona: Age: (19-35), ( 36-45)
Gender: Female
Education: Under graduates and Graduates
Country: Cairo
Occupation: House wives and Un-employed
Personality: has a strong sense of style, caring and ambitious
Positioning:

6. Business model:
 Revenue streams
1. Advertising: different ads of products and services that suits the female like
makeup, cooking stuff and others.
2. Sponsors: Each show will have it’s sponsors depends on the type of the show,
so if it’s a makeup show therefor the sponsors will be makeup brands and
such.
3. In the future we are going to add an online streaming service witch will
generate more revenues.