Course Name: Marketing Management

Final Project Report: Marketing Proposal

Instructor: Abdulelah Althagafi

Done by: Mohammad khayat TA0290

Waleed tariq khateeb TA0127

Abdulrahman Musallam Ta0168

Abdallah saab TA0191

TA0294 Marwan Othman Saqur

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Marketing Proposal
Prepared for: Digital Outlet Ltd.
Prepared by: Electric Einstein

Background of Electric Einstein Company

Established in 2014, we have become one of the fastest growing electroniccompaniesin Jeddah.
We have partnered with SME'sacross several cities to help them establish and improve their
businesses in this fast-paced business world. The purpose of Electric Einstein is to provide small
household appliances from coffee makers for your breakfast, to mini deep fryers and portable
smoothie blender to enjoy the snacking time. Our headquarters are located in Korea and we have
10 shop branches in Saudi Arabia: five in Jeddah and the rest in Riyadh. The main competitors of
our company include IKEA, Jarir Bookstore and Red Sea Electronics.

Why we are partnering with digital outlet Ltd.?

In this day and age, it is not possible to succeed without a digital partner. In a heavily Internet-
based world, global reach and competitive edge is the only possible scope for us to develop
better offering and it can be done profitable by partnering with Digital Outlet Ltd, who has the
same values, goals and ambitions as us. Digital Outlet is our promotional partner who manages
advertisement on YouTube through Google Ads and also has teams who are ready to help our
business reach its full potential by creating strategically focused commercial campaigns with the
goal of running our Ads on TV and creating brand awareness for our new products. By
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collaborating with Digital Outlet, our business can be promoted to a wide range of customers and
increase customer retention. We have also built partner incentive program so that it encourages
partners to be loyal and promote our products in the long run. Lastly, partner program can create
profits for both parties, according to the Business Journals.

Business Idea: The First Electric Einstein’s New Automatic Coffee Machine with 12 One-
Touch drinks

We have expanded our business vision by building a creative and sustainable innovation in a
form of a versatile automatic coffee machine. The super automatic coffee maker would let
customers save time and efforts unlike other manual coffee makers. Discover the full flavour of
perfectly-balanced Arabian coffee , latte, cappuccino and many more with this super-innovation
that can be enjoyed at home with the simple press of a button. Arabian coffee is one of our
unique flavours that were exclusive to Saudis. Einstein’s coffee machine features an easy-to-use
touch screen display that applies biometric hand print recognition, allowing customers to choose
a variety of different coffee experiences, to suit their mood and desire. They are also able to save
up to 6 settings of personalized coffees with their own names that they can program themselves.
The built-in adjustable bean grinderhelps deliver just the right amount of coffee for maximum
flavour. Lastly, these applicants are so precise, consistent and safety is assured with an automatic
coffee machine which eliminates all the worries as the machine does all the work.

Swot analysis

Strength

We have 10 branches in Saudi Arabia, five in Jeddah, and five in Riyadh. Also, we are
partnering with a digital outlet with better offerings in order to reach a large number of
consumers. Moreover, We have an incentive program to encourage our partners to be loyal and
promote our products in the long run. We provide convince and variety to our consumers for
instance our machine can produce both coffee and tea blends as well as hot beverages. It is easy
to use, consumers able to save up to 6 settings of personalized coffees with their own names that
they can program themselves.
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Weakness

It's difficult to compete with well-known brands or other companies that provide alternative
coffee machines but at a cheaper price. The machine is not affordable for anyone to buy it and it
is only available in black color.

Opportunities

The increase in the coffee of younger adults today is an opportunity to expand. Some people may
find it difficult to go to a coffee shop every day to drink their favorite coffee before they go to
college or work, so our personalized coffee machine will satisfy their demands every morning or
whenever they want as well as saving their time and effort. Also, it will be cheaper than
purchasing a cup of coffee at a coffee shop, therefore this will enable the household individuals
to save more money by drinking the coffee they like at home by using our personalized coffee
machine and enjoy the taste of perfectly brewed. Moreover, because of today's convenience,
using the coffee machine is a trend in technology for household customers or even for employees
at their work office as it's the fastest way to boost their mood and productivity.

Threats

Consumers may cut back on coffee-related drinks due to the health risks of too much
consumption. Though coffee has many positive side effects, the high amount of caffeine causes
negative symptoms if too much is consumed. For instance, side effects include anxiety,
insomnia, and addiction. Therefore, sales would decrease if people wanted to cut back on
caffeine for health benefits. Also, if there is non-caffeinated products became a popular trend,
our personalized coffee machine would be hindered. Another threat is that some people may not
afford or buy the personalized coffee machine because of the pandemic as there is a high
unemployment rate and people now are trying to save more money and buy only their necessities
which might also cause an impact on the company’s sales. Moreover, there’s strong competition,
because most people in Saudi Arabia prefer to buy their home needs from Ikea or Jarir
bookstore.

Our proposed value proposition statement

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In today’s super busy, technological world, any appliance that can save time without sacrificing
quality and personalization is an immediate bestseller. Electric Einstein is an e-commerce brand
that serves a healthy, organic and sugar free Arabian coffee flavour that is made with the best
ingredients and set to massage your head and boost your energy to the max! Only by adding hot
water and letting it set for 5-10 minutes for the extreme taste.

All of Einstein’s line of home appliances is based on the same theme: First, to provide seamless
personalized service efficiently with a high level of quality, sustainability and customer
engagement. Second, to promote the coffee machine and improve brand loyalty. Finally, to help
transcend geographical barriers and bring people together to savour the exclusive taste of
Arabian coffee flavour with our machine, and the new Einstein Coffee Machine is no different.
The Einstein brewing system only needs to be programmed once, to cater to the customers’
personalized taste and ensuring the highest quality coffee experience from bean to cup, with
optimized grinding, brewing, and self-cleaning. All of this is available in a cost-effective
package that is competitively priced, with an extended money back guarantee to ensure optimal
customer satisfaction.
Marketing mix
Product
Our coffee maker provided primary value to customers. We have introduced this new coffee
maker to our range of product offerings. The key features includes full range of coffee styles,
space-saving bean to cup coffee maker, perfect for customers like at the cafe and the pleasure of
sharing enthusiasm.
Pricing

This product is definitely out to address the needs and concerns of our customers and we are
compliant with the emerging trend in technology and quality assurance by implementing
competitive pricing strategy. We have chosen competitive pricing strategy as they are the corner
store of the Einstein vision, business idea and concept to regulate the competition by preventing
loss of customers and market share to competitors. A recent survey we conducted showed that
the current price of a coffee machine is between 600 to 1000 SR. Based on the research, we have
decided to set a wide price range from as little as 600 SR to as much as 950 SR. We have set this
price of our product relative to the competitors’ prices and it will allow the company to move
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towards an economic equilibrium. Our expert taste testers says that it is worth buying for the
flavours, a manual coffee maker will almost try to give the best, barista-like results, While
automatic coffee makers are a little expensive to buy (from a few hundred to a few thousand
riyals), but a good convenient machine is expected to last up to eight years.

Where to buy our Einstein products?

As an ecommerce brand, you can purchase our products through Amazon, Saco, and
eXtra locally. Digital Outlet caught our attention as they share our goals and target
audience. They will also help us establish a far-reaching distribution system to help reach
customers easily all over Saudi Arabia. Customers will also be able to buy our products
in our physical stores, as well as Saco and eXtra store locations.

Promotion

We have developed a diverse portfolio of owned media to catch the attention of our targeted
customers. The company has leveraged on multiple social media accounts, such as Instagram,
Facebook, Twitter, and LinkedIn, which helps to build strong relationships with consumers and
to promote our brand. To boost customer engagement on social media, we also create polls to
take their suggestions for improving our services and hold contests to optimize customer
onboarding.The firm has also recruited a group of influencers, who already have a built-in fan
base, to increasebrand awareness and spread by word of mouth. There has also been an
overwhelming amount of earned media through positive customer reviews on our various social
media pages. We believe social medias are the best way to reach our target customers, and we
have chosen our channels based on the target audience and where they invest most of their time.
Vision
Our vision at Electric Einstein is to be the most innovative and leading high-tech home
appliances and consumer electronics brand nationally in Saudi Arabia, and to satisfy our
customer by providing value added products and services.
Our Mission Statement
We will devote our human resources and technology to create superior product and service of
domestic household appliances, by putting out customer 's need first, thereby contributing to a
better global society, through our brands and actions, and to create value and make a
difference.
Proposed target market
We are targeting three segments which are geographic, demographic, and psychographic
segment. We are geographically targeting everyone in Saudi Arabia, for our new coffee machine
as everyone consumes it on a daily basis. We will be launching our product through our own
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stores only in Jeddah, then it’ll be available at all other cities in Saudi Arabia and digital outlet
after five months. Demographically, we are targeting students, employees, and professionals in
the age group of 18 to 45 years belonging to middle & high-income groups. Also, we are taking
into consideration health awareness for example for those who see coffee as unhealthy can
substitute it with hot tea as our machine can also produce hot tea and other hot beverages.
Moreover, it saves time for those with an active lifestyle as they can take their favorite coffee on
their way to work or class, or even whenever they want a quick cup for the caffeine kick and
generally for those who use electronic equipment and lives in middle-high end homes. Moreover,
two-thirds of Saudi Arabia's population is under the age of 35, hence Einstein’s new outreach
through unconventional forms of marketing, like social media, is an effort to strengthen the
brand loyalty of the youth target market. Therefore, the products of Einstein vary from mid to
high-price/quality which meets their target audience’s expectations.

Contact Us

For additional information and inquiries, customers can reach us in our social media accounts,
telephone, and email. We will respond to the messages as soon as we can, within our
normal office working hours.

Social media accounts:

For Inquiries and Customer service, please reach us at:

Telephone: +966 555594971

Electric-Einstein@gmail.com

Sunday to Thursday

8:00 am to 6:00 pm AST

Store Locations
Jeddah
Sari Street
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Corniche Road
King Abdulaziz Road
Al-Andalus Mall
Riyadh
Al hayatt Mall