Market plan for fresh flowers through internet

0ur mission
We simplify fresh flower delivery by using automatic program to help our customers to keep relationships alive with their significant others. by managing the customers frequent flower gift program . and speed superior service for all orders.

WINNING MARKETING PLAN

To design a winning marketing strategy the marketing manager must answer two important questions: What customers will we serve( what our target market) ? And How can we serve these customers best ( what`s our value proposition?)

Egypt Facebook Statistics

Egypt General info Total Facebook Users: Position in the list: Penetration of population: Penetration of online population 8 929 740 22. 11.10% 52.34% User age distribution on Facebook in Egypt (demographics) The largest age group is currently , 18 - 24 with total of 3 571 896 users

followed by the users in the age of

male users and Female USERS

25 - 34.
64% 36%

MARKET RESEARCH TO DEFINE THE SEGMENT

GROSS HOUSEHOLD INCOME (US$ /YEAR)

Demographics of respondents (All) OCCUPATION

Manager or Senior Official (17%) Professional (34%) Associate Professional & Technical (10%) Administrative & Secretarial (9%) Skilled Trade (2%) Personal Service (<1%) Sales & Customer Service (4%) Process Plant & Machine Operative (1%) Elementary school student (1%) Full time student (13%) Retired (1%) Housewife/husband (2%) Unemployed (4%)

20%
17%

15%

10%

12%

5%

6% 5% 3% 4% 2%

53% $0 - $2,000 $2,000 - $5,000 $5,000 - $10,000 $10,000 - $15,000

1%

1%

1%

$75,000 - $100,000

Source: Effective Measure | Spot On PR

$100,000 - $200,000

$15,000 - $25,000

$200,000+

$25,000 - $50,000

$50,000 - $75,000

69% of Internet users surveyed have a tertiary education

Demographics of respondents (All)

No formal education 1% Primary
3% 22% 56% 13% 5%

Secondary
Tertiary (graduate degree) Tertiary (post graduate degree) Trade/certificate

0%

10%

20%

30%

40%

50%

60%

70% of users access the Internet from their homes

Home Work Internet caf 5% Education institution On the move 1%

3%

70% 21%

0%

10%

20%

30%

40%

50%

60%

Source: Effective Measure | Spot On PR

Internet users accessing via mobile phone

ALMOST 50% OF INTERNET USERS SURVEYED IN EGYPT, SAUDI ARABIA & UAE USE THE MOBILE INTERNET; THIS COMPARES WITH MORE THAN 50% IN BAHRAIN & QATAR

60% 50% 40% 47% 40%

47%

50%
45%

30%
20% 10%
Morocco
Kuwait Egypt Saudi Arabia UAE MENA average

23%

Source: Effective Measure | Spot On PR (n=7,502)

MARKET SEGMENTATION
VARIABLE GEOGRAPHIC DEMOGRAPHIC STATUS CAIRO, ALEX AGE FROM 24 : 55 GENDER MALE & FEMALE

INCOME
EDUCATION OCCUPATION

OVER THAN EGP30000 /YEAR

seconDary,tertiary ( Graduate Degree Or More) MANAGERS, SENIOR OFFICIAL, PROFFESIONALS, Associate Professional & Technical, Administrative & Secretarial

Behavioral occasions
User status Psychographic

Special Occasions
Potential ,regular user Social class: middle to upper class Lifestyle: outdoor oriented

MARKET SEGMENTATION
In Egypt, Egyptians celebrate Valentine's Day on February 14, and the indigenous Eid el-Hob el-Masri (Egyptian Love Day) on November 4, to buy gifts and flowers for their lovers. It has been recorded flower movement in the country, worth six million pounds, formed a gain of 10 per-cent of the total annual sale of flowers

Choosing a Value Proposition

OUR value proposition is Just Click To Deliver Your Planned Superior Fresh Flower Promptly To Your Significant Persons
Remind the customer with his significant persons occasions frequent flower gift program Standard and customization gifts available on internet Standard and cutomized greeting cards available on internet

COMPETITIVE EDGE
Competitive Edge We will differ from traditional florists by Adopting proactive customer service policies, for example, contacting each Frequent Flower Gift Program Member by phone call or email within 48 hours of a scheduled delivery, and calling commercial clients after each delivery to ensure satisfaction. Creating a new fresh flower arrangement buying experience for customers Building a customer database that identifies contact information as well as preferences (colors, vases, frequency, allergies, pets, children/spouse, birthday, anniversary, etc.).

The Holistic Marketing Concept

The Holistic Marketing Concept

relationship marketing Relationship marketing aims to build mutually satisfying long- term
relationships with key parties in order to business. earn and retain their

Performance marketing: Performance marketing requires understanding the financial and nonfinancial returns to business and society from marketing activities and programs Financial accountability : marketers are asked to justify their investments in financial and profitability terms, as well as in terms of building the brand and growing the customer base. Social responsibility marketing: Marketer must consider the ethical , environmental, legal, and social context of their role and activities.

The Holistic Marketing Concept

integrated Marketing: Integrated marketing occurs when the marketer derives marketing activities and assembles marketing programs to create, communicate and deliver value to customers . When we provide a bouquet the customer expect fresh flower good container smart raping speed delivery confirming delivery and receiver good impression about the Bouquet

Components of the market offering through product

Marketing mix (4Ps)

1- product:-fresh flower 2-price:-competitive price vary according to customization 3-place:-we sell through internet ,virtual gallery 4-Promotion:Ads:- on facebook and the other big five sites Direct sales:- our sales men target the corporate and professional firms to promote special programs Brand name:-we put or brand name on all products To be holistic marketing we add 3 Ps 5:-process:-open new distribution channels through partnerships with growers (flora list ) 6- people(internal&external):- training our employees to have the skills and concept of dealing well with customer(customer is the reason of our existence) Maintain strong relationships with suppliers and other stake holders. 7-physical environment:-doing social activities to benefit our society and environment like gardening some public hospitals