AMP Final Report

Submitted To: DR. Cherouk Amr

Group Members:
Ahmed Tarek 16107543
Belal Ahmed 16107855
Nourhan Hossam 16104405
Omar Ramadan 16107642
Contents
Objectives of the project............................................................................................................................2
Few Pieces of information about RAS EL BAR:...........................................................................................2
Sightseeing and activities to do at Ras El Bar.............................................................................................2
Facebook Page Overview............................................................................................................................3
Logo:............................................................................................................................................................4
Slogan:.........................................................................................................................................................4
Analysis of Logo and slogan........................................................................................................................4
SWOT Analysis............................................................................................................................................5
Strengths.................................................................................................................................................5
Weaknesses.............................................................................................................................................5
Opportunities..........................................................................................................................................5
Threats.....................................................................................................................................................5
PESTLE Analysis...........................................................................................................................................6
Political....................................................................................................................................................6
Economical..............................................................................................................................................6
Social.......................................................................................................................................................6
Technological...........................................................................................................................................6
Legal........................................................................................................................................................6
Environmental.........................................................................................................................................6
Marketing Mix............................................................................................................................................7
Product....................................................................................................................................................7
Place........................................................................................................................................................7
Price.........................................................................................................................................................7
Promotion................................................................................................................................................7
Group Members Responsibilities...............................................................................................................7
Final Campaign Analysis.............................................................................................................................8
References..................................................................................................................................................9

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Objectives of the project
The main objective of our project is to re-position Ras el Bar in the minds of the people. Ras el
Bar in the past years has been seen as a destination for a specific category, they are the only
ones who visit Ras El Bar every year. Our goal is to spread awareness to this beautiful place as it
really deserves a visit one day.
We actually started our awareness campaign towards ras el bar by creating a Facebook page
with the mission of changing people’s point of view on this magical island and revealing its
beauty and that it’s worth a visit from all people of all categories.
Our financial objective is to help and support the economy of our country with all what we have
as we believe that a small impact from us could make a huge difference.

Few Pieces of information about RAS EL BAR:

 Ras El Bar means “head of land”, is a resort city in Damietta Governorate, in north-east
Egypt. It is located in a peninsula on the coast of the Mediterranean Sea, at the mouth
of the Nile River Damietta branch.
 The area of “Lessan” is located in the extreme northern part of this peninsula, where the
Damietta Nile arm flows in the Mediterranean Sea, which gives Ras El Bar the shape of a
triangle.
 The opposite city is called Ezbet El Borg, reference to the defensive tower that stood
there. It depends on a large fishing industry. It has about 10,000 fishermen and the base
of Egypt's largest fishing boat fleet, including boats of the traditional felucca type.
 Here, The Long Journey of 6,695 KM of The Nile Ends. The Longest River in The World
 Inner Roads:
o Port Said Street: is the main access in Ras El-Bar and it connects its entrance to
the beginning of “Lessan” area.
o Nile Street: more like a shopping center full of shops and hotels, and it exactly
parallel to the Nile.
 There are about 25,000 permanent residents in the city. However, during the summer
peak holiday season, from July to September, the population quickly expands to over
250,000.
 Ras El Bar is a huge center for fishing boats that leave to the Mediterranean Sea and
return loaded with different kinds of fishes. It is also a spot for manufacturing and
repairing ships of all kinds and sizes especially fishing ones.

Sightseeing and activities to do at Ras El Bar

 Head to the lighthouse where the River Nile literally meets with the Mediterranean Sea.
As they might be rare, but dolphins are known to visit Ras El-Bar shores.
 Walk by Ras El-Bar’s marina during the early hours of the morning to enjoy an
outstanding weather and a stunning view.

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  Join the fishermen on one of their quests and actually fish with them.
 Ride on a horse or have some ice cream by Ras El-Bar’s beach
 You can choose a day and make a visit to Damietta the City. There, you can head to
seadoor restaurant’s top floor and look at Damietta from above, walk in the corniche at
night and have a pizza from the famous pizza party.
 Here are some of the famous restaurants in Ras El Bar that we recommend you give
them a visit when you go:
- Seadoor is a seafood restaurant where you can enjoy the sea view during your meal
- Dadour for pizza and pies
- Abo Khaled for oriental food

Facebook Page Overview

Facebook Page Name: The Magical Island Ras El Bar
Date of creation: 7 April
First post published: 13 April
No. of posts published: 24
Rate of posts: 3/4 posts per week
Scheduled Posts: Post every 2 days
Page likes: 215
Post Reach: 1,500
Post engagements: 3,000
Page Reach: 2,500
Page Views: 1,000
Check in’s: 1
Page About: “This is a university project-based page that we are working on in order to raise
awareness towards a beautiful and forgotten city like RAS EL BAR.
The main purpose of this page is to shift the mindset of people regarding this outstanding city
and give it the recognition that it truly deserves.”
Branding: We created a logo and slogan Specifically for our page and our audience and we’ve
discussed why did we choose this design of logo and what is the meaning of our slogan and how
does it relate to ras el bar in a post in our page which met the satisfaction of our audience as
this post was the most engaging since we created the page.

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Logo:

Slogan:
“Where Worlds Meet”

Analysis of Logo and slogan

We are always inspired by the history and the elements that created this beautiful city,
capturing this idea of a logo were people can relate to around the world. We used shades of
blue displaying the intersection of both “The River Nile” and “The Mediterranean Sea” where
this is the only place you can see this phenomenal view; moreover, we took the lighthouse as
an inspiration of the famous trademark in Ras El Bar as there are many lighthouses in the city,
trying to represent the beacon of help and guidance to many sailors’ years ago and today.
Finally, we provided a slogan which welcomes people from different countries and cultures to
the heart of earth where the adventure starts.

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 SWOT Analysis

Strengths  Great Weather specially at summer

 Low price rates compared to other places
 Outstanding views
 The meet of the Nile with the
Mediterranean Sea
 One of the best places to fish at
 High exploration of oil and gas
 Dolphins visit Ras El-Bar shores

Weaknesses  Not all categories visit this place

 Bad Location
 High traffic at summer
 Few schools and Universities
 Unclean shores
 Air Pollution

Opportunities  Target all categories

 Advertising campaigns to reveal the
beauty of this city
 Clean shores and streets
 Increase facilities
 Create a brand for the city
 Provide Exciting touristic programs to
attract visitors

Threats  Many touristic options

 Increase of pollution due to high
exploration of oil and gas
 Failure to change people’s mindset
towards Ras El-Bar
 Adaptation between different classes
 Climate change

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 PESTLE Analysis


Political Political instability and turmoil have plagued the roots since
long.
 Internationally, Egypt and Ethiopia are in constant debate over
the dam issue and river Nile.
 Due to its heavy independence on river water, international
council has given veto power to Egypt to approve or disapprove
any projects on this river.


Economical Egypt economic condition is considerably better since July 2014
presidential elections.
 Rising inflation increased class differences and made it difficult
for poor to survive.
 Egyptian currency devalued against dollar which made imports
even more expensive.

Social 
Total population of Egypt is 102,350,000
Damietta population reached 1,550,000
 Damietta’s main source of income comes from agriculture and
wood crafting.


Technological Ras El Bar is attracting more and more tourists every year
because of the renovations and adjustments done by the
government.
 By the early 1800s, they were known for woodcraft including
building boats.
 As the years passed, more craftmanship improved through the
years as they are also known forward for their unique forward
for their unique furniture this helped the city in economic and
technological purposes.


Legal Law and order situation in Egypt have been much more stable
nowadays than before.
 Since Egypt has been encouraging tourism internal and external
many restrictions have been removed.
 Safety measures have been taken to help in the growth of the
economy and tourism industry.

Environmental Major water source of Egypt is river Nile which is polluted by
industrial dumping.
 Due to urbanization and heavy wind storms the agriculture lands
have been reduced and thus a decreasing trend on agriculture
produce.
 Ras El Bar is reputable for its healing power, and is seen as one
of the healthiest resorts.

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 Marketing Mix

Product Ras El-Bar

Place Damietta
Price  Average price of accommodation at a
5-star hotel is 3,000 per day
 Average price for a day out is about
100 per day including transportation
and a meal
Promotion  Summer events
 Facebook pages on social media

Group Members Responsibilities

Group Members Responsibilities

Ahmed  Objectives of the project
 Facebook page overview
 Final Campaign Analysis

Belal  Swot Analysis (Strength and

Weakness)
 Pestle Analysis (Political, economic,
social)
 Branding Analysis

Omar  Branding (logo and slogan)

 Swot Analysis (opportunities and
threats)
 Pestle Analysis (technological, legal,
environmental)
Nourhan  Information about Ras El Bar
 Activities and sightseeing in Ras El Bar
 Marketing Mix

Final Campaign Analysis

7
 Weeks Number Booming post of the week Team Responsibilities
of posts
1 3 Ahmed: images and
videos
Belal: writer
Omar: writer
Nourhan: publisher
2 4 Ahmed: Publisher
Belal: Writer
Omar: images
Nourhan: Publisher
3 4 Ahmed: Writer
Belal: Writer
Omar: Images
Nourhan: Publisher
4 3 Ahmed: Publisher
Belal: Images
Omar: Writer
Nourhan: Images

5 4 Ahmed: Writer
Belal: Images
Omar: Writer
Nourhan: Publisher
6 4 Ahmed: publisher
Belal: new hashtags
Omar: new hashtags
Nourhan: images
7 3 Ahmed: images
Belal: writer
Omar: writer
Nourhan: publisher

References

https://scoopempire.com/13-things-must-absolutely-find-damietta/

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https://www.egypttoday.com/Article/9/34928/Ras-El-Bar-all-seasons-gem-dazzles-visitors-eyes

https://www.booking.com/city/eg/ras-el-barr.html

https://www.tripadvisor.com/Tourism-g1509050-Ras_El_Bar_Damietta_Governorate-
Vacations.html

http://www.egypt.travel/en/stories/ras-al-bar-the-dazzling-breathtaking-beach

https://www.tripadvisor.com/Restaurants-g1509050-Ras_El_Bar_Damietta_Governorate.html

https://www.slideshare.net/khaledRakha/ras-el-bar