Integrated marketing communication Project:

IMC Plan

Presented to: Dr. Moshira Gmail

Presented by:

1-Ahmed Mahmoud Elsemongy

2-Hany Galal Elsamman

3-Helmy Mohamed Elsheikh

4-Mohamed Elalfy

5-Tamer ELTahan
 Table of Content
1- Executive Summary………………………………………………………………………
2- Introduction……………………………………………………………………………
3- Review of Marketing Plan………………………………………………………………
 Situation Analysis…………………………………………………………………………
 Objectives…………………………………………………………………………………
 Strategy 4Ps…………………………………………………………………………………
 Implementation………………………………………………………………………………
4- Promotional Program Situation
Analysis………………………………………………………………. ……………………
 Identify Markets………………………………………………………………………………
 Segmentation………………………………………………………………………………....
 Targeting………………………………………………………………………………………
5- Positioning…………………………………………………………………………………….
6- Communication Process………………………………………………………………………
 Micro model …………………………………………………………………………………
 Macro model …………………………………………………………………………………
7- Budget Determination…………………………………………………………………………
 Cost, Allocation…………………………………………………………………………………
8- Advertising
 Objective/ Strategy
 Message adaptation
 Cost/ Feedback and Monitoring
9- Support Media
 Objective/ Strategy
 Message adaptation
 Cost/ Feedback and Monitoring
10- Sales Promotion
 Objective/ Strategy
 Message adaptation
 Cost/ Feedback and Monitoring
11- PR/ Publicity
 Objective/ Strategy
 Message adaptation
 Cost/ Feedback and Monitoring
12- Direct Marketing
 Objective/ Strategy
 Message adaptation
 Cost/ Feedback and Monitoring
13- Interactive Media
 Objective/ Strategy
 Message adaptation
 Cost/ Feedback and Monitoring
14- Personal Selling
 Objective/ Strategy
 Message adaptation
 Cost/ Feedback and Monitoring
Executive summary:

 EgyCab services will be easy, secure, enjoyable and more economic with well-established cars.
 EgyCab primary segment will include youth male and female within age 18 to 25 years who
interested in more affordable, fast and easy use car transportation.
 EgyCab audience will also include:
a. Age of 26-45 (the adult age) need to be transported to and from their work who found
difficulties during driving and even to find a park to their cars.
B. Business category be getting an all-in-one solution that simplifies how their organization gets around
 EgyCab vision to make an enjoyable rides accessible to every one
 Differentiation of EgyCab will be with a very competitive price and the customer can use unique
Services of EgyCab which will provide to the Egyptian customer for the first time it will ensure
EgyCab rapid development and fast growth of brand awareness.
1. EgyCab food: its new service especially in Alexandria (uber launched it in Cairo only) it's depend
on our customer can Find food he love from local restaurants and chain favorites.
2. EgyCab share: a carpooling product, which lets our customer share the cost of the ride with others
leaving around the same time, and heading in the same direction. EgyCab share can be a fraction
of the cost of normal EgyCab share.
3. EgyCab multi-stops: multi-stops and split fare: our customer can ride with friends using multiple
stops or all meet at the same place to catch your ride, split the fare right in the app with your
friends.
 EgyCab will rely on Value pricing method to make customers awareness by charging a fairly
low price for a high-quality offering (penetration strategy)
 EgyCab will use a mix of personal and mass combination Channel
The total first year revenue for EgyCab projected at 6750000 Egyptian pounds, Average ride
Price of 15 L.E per ride for ride volume of 450000 ride Equal 5% market share
Car Specification:
1- Recent car with at least 5 years ago model.
2- Car must has at least one LCD on the back seats
3- Car must has a Wi-Fi hot spot
4- Clean overall appearance
5- Valid car license.
Driver requirements:
1- Good appearance and attitude
2- Valid car driving license
3- Clean criminal status
The Business Model:

3. Drivers receive requests via

the EgyCab app:
2. Passengers use EgyCab • Locate passenger pick-up &
app: drop-off destination
• Pick-Up request • Receive payment (cash/credit)
• Real-time tracking via EgyCab
• Payment

1. EgyCab recruits drivers

•each driver must have his/her
own car, pass our
specifications and has valid car
driving license
 Introduction:

Since 2014 app-based transportation network companies started operating in Egypt.

The first copany launched in egypt is Uber at the last quarter of 2014
Social Solidarity Minister Ghada Waly said in a press conference on December 2017 that there are
six app-based companies currently operating in the Egyptian market, including the US-based Uber,
Dubai-based Careem and the Egyptian companies Ousta, Pink Taxi and PQ Egypt.
Since they entered the Egyptian market two years ago, companies like Uber have contracted regulated
limousine companies, such as iCan, among others, which in turn hire drivers, after a screening process
that includes drug tests and a review of their criminal record.
Uber Egypt is one of the first and largest ride service companies in the market. Reuters reported in
October that it has over 35,000 drivers, with approximately 2,500 new drivers joining the company
each week,. The company also announced plans to invest $50 million in the Egyptian market over the
next two years.
The main players in this matrket are Uber with approximtly 3 and half millions rides in 2017 and
Careem with approximtly 3 millions rides in 2017. These two company have 96% marketshare of app-
based transportation network companies in 2017.
There is a tough copetition not only to own the customers loyality but also in recuruting more drivers.
We can say the secret in this market to success is recruting the largest number of drivers and have the
largest number of cars.

EgyCab is a recently established transportation network company which is based in Egypt,

starting operations only in Grand Cairo and Alex. It Plans to cover 14 cities of Egypt by 2023.
EgyCab was founded in the last month of 2017 by a group of Egyptian business men, who believed in
getting a ride for all, with easy, secure, enjoyable and Economic with well-established cars.
Not only will we reach businessmen, but also college students, travelers and elderly people. Consumers
will have a quicker, more convenient and a personal ride with EgyCab, in comparison to Uber &
Careem.
By using social media and word of mouth more than we do already, the company will continue to grow.
Overall, EgyCab will ensure people become more aware of the brand.
At EgyCab, we ensure the best quality atmosphere for our captains and give them unique leverage
than competitors. We need to ensure that our captains enjoy what they do and especially satisfy whom
they drive. Throughout our mutual rating system, we are able to make sure that not only customers
receive a great driver, but also our drivers receive excellent customers. Driving for EgyCab should be
more likely an opportunity to keep others safe, rather than being a job.
 Review of the Marketing Plan:

1- Situation Analysis:
A- Internal analysis:
A. As EgyCab is a recently established firm, it is not capable for planning, implementing, and managing
certain areas of the promotional program. so it contracted with Future Advertising agency to develop
and implement a successful promotional program .
Future Advertising agency is a fast growing sucessful advertising agency .it has a convenient list of
clients as Careem (one of our competitiors), etisalat,Juhayna and others .
B. As EgyCab is a newly introduced company to egypt. There is no past advertising compaigns but the
firm reviewed and take the experience from the competitiors promotional plan as Uber and Careem.
C. EgyCab concentrates on Its image, not only the benefits and attributes of our service .
D. EgyCab wants to ensure the best quality atmosphere for our captains and customers.

The strategic problem – a lack of brand awareness

Situation: The business has a high growth potential but lacks Brand Awareness

Establish Brand Equity: The Alternatives – A | B | C

A: “Keep Driving” (gain market share by penetrating existing target audience)
B: “Go Corporate” (attract new target audience with existing service)
C: “Go Crazy” (innovate & create new product for new audience – be proactive)
 Assess the strenghth and weakness of the product: SWOT Analysis

Strength Weakness
1. EgyCab is national company so will take 1. Low experience in networking transportation
the support from Egyptian to be a great 2. No Egyptian leaders expert in this field
company ( the secret of mage in Egypt ) 3. EgyCab technology used in app is still in
2. New unique service (EgyCab food, beginning causes some troubles in using.
EgyCab share, EgyCab multi-stops). 4. If Stuck in traffic, customers are charged a
3. The advantages of our captains than other lot more for something they cannot control
competitors (finance service and 5. Do not cover all the governorates.
maintenance) 6. Fewer numbers of captains and cars relative
4. Special cars for elderly people provided by a to competitors
hotline
5. Luxurious cars for elegant customer
6. Ease of use ·
7. Clear pricing :The fare is charged
automatically to Your file on the app
8. Pay cash or Visa
9. Mutual rating system between drivers and
customers
Opportunities Threats
1. Unlimited locations that EgyCab will start 1. Great invest from competitors in Egypt ( as
in grand Cairo and Alex only in Egypt. Uber will invest 50 million dollar in 2018
2. Cairo and Alexandria are now two of the and 2019 )
fastest growing cities for sharing 2. Large experience of competitor's
transportation worldwide multinational companies.
3. Decline the market of traditional taxi and 3. Failure of other national companies which
increase the awareness of the network tried to inter this market
transportation system give great 4. Knock out offers that present to the market
opportunities for market sector growth. by the two experienced competitors.
 B- External analysis:
Customer analysis:
Our target market ranges from the young, adult to elderly people category.
Prior to constructing this campaign, it was important to consider the perspective of the consumer while
answering one key question about the brand and its services. Due to the fact that EgyCab market is so
large, there are many answers to the fundamental question, “What do people use it for?” It could be
anything, like getting to their daughter's recital just in time for her, or maybe for catching that wedding,
that bachelor party, or that night on the town. Maybe it’s to reach the corporate party "fashionably late"
on purpose, maybe to be on time for the first date, that premiere, or that dinner.
All of these answers qualify: EgyCab to be a convenient, easy-to-use, fast, reliable, and cheaper
alternative for being used as other ride-sharing, drive for hire, and taxi services.

Consumer –main target groups

Primary segment
Students (age 18-25) Adult (26-45) Business category
Transportation for their
• Transportation to/ from Transportation to/ from customers in luxury way ,
Need
University work or meeting fast and not time consuming
transportation
Comfortable driving
Cheap alternative to taxis &
experience Impress their clients and
public transportation
Want • Fast & reliable transport customers.
• Pick-up from parties & events
• Expense tracking when Good for their bottom-line
• Split fares with friends
traveling for work
“enjoyable• Most of my friends A high quality service with
don’t know about it yet short waiting time Luxury , efficient and no
Perception
• Surge-pricing during peak times time consuming
too Expensive

Customers – captains build the core of the business model

captains
Need • Passengers
• Profit margin
Want Easy-to-use technology
• Safe money transfer
• Reliable customers
• Insurance & benefits
Perception Reliable partner who provides technology & infrastructure
• Direct connection to the passenger
The advantages of our captains than other competitors:
A. EgyCab make mutual agreement with financial cooperation to finance our captains to buy new and
luxury cars by competitive interest rate (5%), their captains must worked first with EgyCab for 6
months and have at least 4.7 stars in rating system and also must work two years with EgyCab.
B. EgyCab will make Standard maintenance contracts with local company to make maintenance high
professional and less cost which give high competitive advantage to our captains.
Our drivers work around their other priorities and choose the time that they are available. We want our drivers
to enjoy what they do and satisfy whom they transport.
Through our mutual rating system, we are able to make sure that not only customers receive a great driver,
but also our driver receives excellent customers.
We also have created one of those outstanding products that are easy to share with friends and family. By
creating incentives, specifically referring a friend, the positive word of mouth is bound to keep increasing
knowledge and become more aware of the brand.

How Customer use EgyCab:

4 steps model about how EgyCab works
1. Step 1 (Request a cab): The first step in the business model of EgyCab is about creating a
demand. Customers have a smartphone app which lets them request a cab instantly or schedule it
for a future ride.
2. Step 2 (Matching): As soon as the request is made, a notification is sent to the nearest driver. Cab
driver has the option to accept or reject the ride. In case he rejected, notification is sent to the
nearest driver.
3. Step 3 (Ride): Customer can track the cab while waiting to arrive, and the ETA is also shown to the
customer. The meter starts as soon as the customer sits in the cab which can be tracked through the
customer side app as well. Friendly drivers should make sure that the ride is comfortable for the
passenger.
4. Step 4 (Payment & Rating): Once the ride is over, customer gets an option to rate the driver.
Rating system is an important part of EgyCab business model as it lets a person know about the
driver before booking a ride and helps him trust the driver.

Competitive analysis:
The evolution of smart phones and the Internet has drastically changed our use for public/private
transportation. Today, EgyCab competes with several companies to make their spot at being on top.
Our main competitive advantage:
1- We offer unique services:
(EgyCab food, EgyCab share, EgyCab multi-stops and EgyCab safe transportation for elderly
people)
2- EgyCab is national company so will take the support from Egyptian to be a great company ( the secret
of mage in Egypt )
3- Ensuring that customer will has enjoyable experience(Wi-Fi &LCD)

Uber and Careem are the Main competitors in the Egyptian market .

EgyCab operates in an attractive market with potential to strengthen their competitive position towards
leadership
 UBER CAREEM

Popularity 483 cities worldwide. 24 cities in the Middle East & Africa.

Registration E-mail address + Mobile Number Mobile number or Facebook

Ride options Economy & business cars Economy, business cars, scooter, white taxi,
water taxi

Rides availability Improved availability with normal prices Improved availability with normal prices

Request pickup Request it now or later with same charge NOW or LATER, with extra charge for later
time for later rides rides

Pickup Saves multiple address Saves multiple addresses

Car request Provides nearest rides & ETA Provides nearest rides & ETA

Fare rate Starting Fare: EGP 6, EGP 2.21 per km + Starting Fare: EGP 6, EGP 2.21 per km +
EGP 1.6 per waiting minute, Minimum EGP 1.6 per waiting minute, Minimum Fare
Fare = EGP 12 = EGP 12

Airport surcharge EGP 25 EGP 20

Trip cancellation Deducts EGP 12 after 2 minutes of ride Deducts EGP 12 after 2 minutes of ride
cancelation cancelation

Payment methods Credit card or cash Credit card, top up, cash or packages

Trip bill Trip receipt is sent to client’s email with Trip receipt is sent to client’s email with
more details on the trip more details

Track your ride Tracks your ride even when the app is Provides tracking service but requires a lot of
closed effort to retrieve after closing the app

Customer service In app help service, with email 24/7 call center plus in app help service, with
communication email communication

Driver evaluation Rating through the app Rating through the app and SMS

Sharing ride Info Shareable Shareable

Splitting ride fare Possible Not possible

Trip history Complete history of your trips, payments Complete history of your trips, payments and
and driver details on the mobile app . driver details on the mobile app and website
 Porter Model:
Threat of new entrants | MEDIUM
¤ Patents on various technologies build a boundary for competitors from a technological aspect
¤ there are no proprietary elements that prevent new market entrants.
Power of Suppliers | HIGH
¤ Drivers & Rental Car Companies have a high bargaining power.
Power of Competitors | HIGH
¤ Taxi & Limousine services are higher in price but offer a broader network
¤ similar services to EgyCab (Uber & Careem) have the potential to enter the competition with similar
business models.
Threat of Substitutes | MEDIUM
¤ Public transportation, car sharing services and bicycles are easy accessible alternatives and less in price
Power of Buyers | HIGH
¤ Customers have multiple choices according to their needs
¤ Scheduled rides: Taxi ¤ Luxury rides: Limousine Services

Environmental Analysis: Pestle Analysis

Political & Legal Economic

Industry regulations: • Egypt suffer from high inflation rate due to
• Government requires commercial licenses devaluation so:
• Political discussion about minimum wage laws Price sensitivity increase
for taxi industry The increase in fuel prices increase demand for
Decreasing profit margin due to higher cost private transportation

Social Technological
• Population density in cities is growing • Automobile manufacturers work on technologies
• People follow fast paced life style for more sustainable vehicles
Increasing demand for transportation in urban • Use of mobile applications for daily activities is
areas. increasing
The market is open for technological
enhancements and innovation
Environmental
• Trend goes towards environmental friendly &
sustainable transportation
• Growing demand for Electrical & Hybrid cars
 2- Marketing Objectives
Marketing Objectives
3- Create brand awareness of EgyCab to all customers of network transportation cars in grand Cairo and
Alex.
4- Take a market share 5% of the network transportation sector of grand Cairo and Alex in 2018 ( 450000
rides), increased to be 10% in 2019 ( market mostly will growth by 20% so we aimed 1080000 rides),
to be reached 15% stable market share by the end of 2022 ( estimated to be 2352000 rides) .
N.B: in 2017 Uber made 3500000 rides and careem 3200000 rides
5- As the sector of network transportation in grand Cairo and Alex generate almost 100500000 Egyptian
pounds in 2017 (6700000 rides by average 15 pounds after coupons to each ride) so we target to
generate 6750000 Egyptian pounds in year 2018 (450000 by average 15 pounds after offer) and
21600000 Egyptian pounds in year 2019 ( 1080000 rides by average 20pounds after offers
Marketing Strategies:

Current Marketing Plan

EgyCab current marketing strategy is based upon the experience they deliver to their customers and value
that customer can receive versus the expense when comparing other cab and service car companies.
Product, Price, Place & Promotion
1- Product:
Market offering:

EgyCab stands for fast | reliable |

Functional Affordable |high quality transportation

EgyCab is a partner that

cares about you and the EgyCab means consistency & high
People that are important Customer friendliness
for your success: • No need to hail taxis on the street
• Clients / Business partners • Corporations rely on EgyCab:
• Employees Whenever & wherever they need
Transportation

Emotional Experiential
EgyCab 5 Product level:
1- Core Product:
Transportation
2- Basic Product:
EgyCab include : EgyCab Value, EgyCab Comfort, EgyCab Travel and EgyCab Fast
3- Expected Product:
Customer normally expect: easy, quick and affordable transportation.
4- Augmented Product:
EgyCab food
EgyCab share
EgyCab multi-stop
Wi-Fi available for customers
3 ride free for new customer with maximum 30 L.E.
5- Potential Product:
EgyCab Plan to engage Delivery services for our customer (Deliver their product and purchases at
their home.)
Product / Service Differentiation:
EgyCab can be differentiated in many ways, including:
Forms:

EgyCab offers 4 forms of its products and services

EgyCab Fast:

There are cars considered for everyday use. EgyCab claims that they are better, faster and cheaper than a taxi
and other app-based companies

EgyCab share:

A carpooling product, which lets our customer share the cost of the ride with others leaving around the same
time, and heading in the same direction. EgyCab share can be a fraction of the cost of normal EgyCab share.

EgyCab multi-stops:

Multi-stops and split fare: our customer can ride with friends using multiple stops or all meet at the same place
to catch your ride, split the fare right in the app with your friends.

EgyCab food:

Its new service especially in Alexandria (uber launched it in Cairo only) it's depend on our customer
can Find food he love from local restaurants and chain favorites
1- Feature:
EgyCab eliminates inconvenience of calling or hailing a cab. EgyCab is able to maintain a consistent
and high quality service to their customers
 EgyCab will made transportation services a lot more easily accessible and comfortable with affordable
prices.
3- Performance quality:
* EgyCab offer high quality Services with affordable price to customers.
* EgyCab Continuously improving their quality via the driver rating system and allowing customer
feedback.
4- ORDERING EASE:
EgyCab establishes their website and their EgyCab app. Customer need just to select appropriate car
from the app to make driver contact them.
Also, there is the hotline especially for elderly people or to order a special car for disabled people
5-DELIVERY:
EgyCab promise their customer with accurate delivery timing and with high security level.
EgyCab also offer a scheduled delivery time for customers who need EgyCab in a specific time.
6- INSTALLATION:
Customer just needs to download the app from EgyCab web site from Google or Play stores and provide
his/her current phone number in order to enjoy EgyCab.
7- CUSTOMER TRAINING:
EgyCab supply many online videos illustrate the simplest uses of EgyCab application on YouTube,
EgyCab website and Facebook and others.
1- Price:
EgyCab pricing objective is to maximize market share so we will depend on value pricing method using
Market penetration pricing
EgyCab provides affordable prices based on location due to diverse gas prices, trip mileage, and the
amount of available drivers in the area. The app gives an exact price of the ride to the customer
Selection of pricing method:
Due to:
1- EgyCab pricing objective is gaining maximum market share.
2- EgyCab is newly start –up so has low brand awareness and low loyalty level.
So EgyCab will rely on Value pricing method to win loyalty of customers by charging a fairly low
price for a high-quality service offering.

Because of population differences and demand of drivers, rates vary from city to city. Prices are
calculated by a simple formula:
Base Fee + (Cost/minute * Time in Ride) + (Cost/mile * Distance) + Safe Rides Fee.
Fare Rate Base Fair Kilometer Waiting/Hr.
Uber 5 L.E 1.50 L.E 15 L.E
Careem 5.5 L.E 1.60 L.E 36 L.E
EgyCab 4 L.E 1.40 L.E 12 L.E
 EgyCab will provide thousands of free rides to get people addicted to the new way of commuting.
Plus the pricing benefit is one of the best advantages of EgyCab.
3-Place:
EgyCab will start in grand Cairo and Alex.
EgyCab will expand their services to include 14 cities in Egypt by 2028.
EgyCab will increase their number of drivers to decrease waiting times (our target less than 4.5
minutes) to be even more efficient in meeting customer needs.
This will help EgyCab reach a substantial amount of customers while increasing overall efficiency.
Distribution Channel:
● Social Media
● Websites
● Mobile app for Android
● Mobile app for iOS
● Popular destinations
4-Promotion:
1- Identify the Target Audience:
Target Audience is:
 Age: 18- 25 26-40
 Young –adult- business
 Middle to high income earner
 Gender : Male-Female
 Thinkers /Achievers
 Non user –current user- potential user
 Heavy usage
 Aware - unaware
 Switchers / Shifting loyalty
Target audience will need to:
 Think:
- Of EgyCab quality and affordability
 Feel:
- The Difference (The enjoy experience)
 Do:
- The Purchasing (Trial )
 2- the Communications Objectives:
EgyCab Determines 2 communication objectives:
Brand Awareness—the consumer’s ability to recognize or recall the brand within the category, in
sufficient detail to make a purchase.

Brand Purchase Intention—Moving consumers to decide to purchase the brand or take purchase-related
action. Promotional offers like coupons or 3 rides free for the new customers encourage consumers to make
a mental commitment to buy.

3- Design the Communications:

MESSAGE STRATEGY:

Management searches for appeals, themes, or ideas that will tie in to the brand positioning and help establish
points-of-parity or points-of-difference. These may be related directly to product or service performance (the
quality, economy, or value of the brand)

CREATIVE STRATEGY:

An informational appeal:
Elaborates on product attributes or benefits through:
Product demonstration ads
MESSAGE SOURCE:

When a celebrity is used, the individual must have certain

characteristics:
• Expertise
• Trustworthiness
• Likeability
So our source person will be Ahmed malek
4- Select the Communications Channels:
EgyCab will use a mix of personal and mass commination Channel:
Social media: while EgyCab is active in all popular sites but could definitely
benefit with some new ideas about fresher deals.
EgyCab relied heavily on word of mouth publicity to gain market share.. They
relied through referral marketing and convinced corporate clients into accepting
their free rides and services. The free rides scheme worked pretty well for EgyCab and lot of people
 started availing the service. But also Its initial expenses on advertising and promotional activities were
very high to reach our goals of brand awareness and make customer trying our services
Outdoor Advertising:
Out of Home advertising is focused on marketing to consumers when they are "on the go" in public places, in
transit, waiting. Out of home advertising formats fall into four main categories: billboards, street furniture,
transit, Bus stations and alternative.
We chose to put a big portion of our media budget into out of home because we believe the everyday
EgyCab passenger is a busy individual that is on the go and will unconsciously see these ads placed around
the city. Whether it is a billboard, ad placed inside the subway or bus stop we agree this will be one of the most
beneficial parts to our media mix.
Pandora & Spotify Ads:
Music streaming has become extremely popular among our target audience and working adults.
Although it is not extremely expensive, it is effective because people can’t avoid the ads unless they upgrade to
ad-free subscription by paying more money. It will consist of a 30 second spot that runs one month at a time. It
will be similar to a generic radio spot by focusing on what EgyCab can do for them and how to download the
app.
Word of mouth and personnel selling:
We can a lot of personal selling in all Egypt as they have posted many stories about the user experience.
This adds on to the value of the service because the customers will feel more comfortable and more people get
encouraged to join the team as drivers. They have created jobs on the market like never before. Even people
with full time jobs have the opportunity to earn more by working with our team. When it comes to social
media, EgyCab will be active in all popular sites but could definitely benefit with some new ideas about
fresher deals.
Events: Charity advertising:
We believe it is important that we advertise at charity forums events because they can help us for a quick
spreading around the Egypt.

The Communication Design

social media

outdoor ad

pandora & spotify

word fo mouth& personnel

selling
charity forums
 5- Implementation:
EgyCab strives to go local and stay interconnected with their marketing tactics to find the best of the best
people to hire. To have a strong presence locally, specifically in university environments, EgyCab will
hire on-campus student representatives and offer commission based off new user sign-ups. In addition, first
time users will be offered a promotion off their first ride free. The company promotes themselves on
Facebook, Twitter and Instagram.
EgyCab also uses Google Ad words for relevant potential users in the area. Not only is our goal to gain
new customers, but also to find more drivers. In order to have continued success as a business, we must
have drivers. To do so, EgyCab is advertising the excellent benefits of being a driver .
EgyCab operates by employing only 3-5 employees per city
Under these 3 people, there are at least 2 lower level executives
 Promotional situational analysis

EgyCab will depend on continuous promotional campaign by two main tools:

A. Social media campaign mainly by streaming video (Facebook page, YouTube channel, Instagram)
B. Outdoors: using billboards in a famous places in Cairo and Alexandria.
1- Identification of unfulfilled need:
 Isolate customer with similar:
 Need: easy, secure, enjoyable and more economic transportation car
 Age: 18- 25 25-40
 Life stage: (Young –adult- business)
 Economic status: Customers with middle to high income,
 Social class: middle to high.
 Geographical location: Urban (Cairo and Alexandria)
 Marital status: N/A
2- Market segmentation:
 Demographic:
1. Age: 18-25 26-45
2. Gender: N/A
3. Life stage: Young -
4. Marital status: N/A
 Geographic:
1. Region : Egypt,
2. Urban/rural: urban
 Socioeconomics:
1. Income: middle to high
2. Education: N /A,
3. Occupation: N/A
 Psychographic:
1. Innovators—Successful, sophisticated, active, “take-charge” people with high self-esteem. Purchases
often reflect cultivated tastes for relatively upscale, niche-oriented products and services.
3. Achievers—Successful, goal-oriented people who focus on career and family. They favor premium
products that demonstrate success to their peers.
4. Experiencers—Young, enthusiastic, impulsive people who seek variety and excitement.
They spend a comparatively high proportion of income on fashion, entertainment, and socializing
 Behaviorist:
1. Usage rate: heavy and Regular User
2. User status: heavy
3. Loyalty: Split- Shifting-Switcher
4. Buyer readiness: awareness – unaware
3- Target market :
(1) Determining how many segments to enter and
Differentiated marketing strategy: involves marketing in a number of segments, developing separate
marketing strategies for each.

(2) Determining which segments offer the most potential.

Base Primary Segment

Youth Segment Adult Segment Business Segemnt

Demographic Age 18- 25 Y 26- 45 Y 40-60 Y

Life Stage Youth Adult Mature

Economic Middle -high Middle -high Middle -high

Geographic Urban- Urban Urban Urban

Rural

Psychographic VALS Achievers Achievers Achievers

Innovators Innovators Innovators
Achievers Achievers Achievers

Behaviorist Usage Medium- Heavy Medium- Heavy Medium- Heavy

Status

User Rate Heavy-Regular Heavy-Regular Heavy-Regular

Loyalty Split- Shifting- Split- Shifting- Split- Shifting-

Switcher Switcher Switcher

Buyer Aware-Unaware Aware-Unaware Aware-Unaware

Read.

4- Positioning strategy:
Positioning by Competitors
Though our positioning Statement is built on customer Perceived Value generated by Product attributes and benefits
through focusing on the safety and comfort ability for the family travelling. Most of The Targeted segment Competition
comes from outside the Product Class (private transport & aviation).
 Analysis of Communication Process

Macro Model:

Source/ Sender:
Personal Entity: the Corporation will present Ahmed Malek, Ahmed Hassan as Spokesperson in Advertising
Activities.
Our drivers with a good look and behaviors are a another
However, the message will be delivered in Advertising tools by target segment Representatives
Middle to high income earner as:
 Young
 Adult
 Business people
 Students

Encoding:
Verbal: Through customers mentioning that, they need to reach their destinations comfortable and
securely. The need for Transport in every Day activities. The need to feel enjoy in every trip.
Graphics And Animations: A Train Moving Fast And Internally Seems Comfortable And People
Are Relaxed That They Are Safe And Secured, feeling Privacy In This Transportation Method.
Also a Graphic of a Clock “That They Arrived On Time “with A seat built in A Concept Visual that is
understood by The Receiver.

• Musical: Sounds Of Running Footsteps “As People Are Rushing To Their Destinations” And Other
Voices of People around In The Train Station.
Then Sound of the Bell of the Train “That the Train Arrived On Time” similar to Microwave Finish
Voice; indicating commitment with the schedule set.
Then Relaxing Music Indicating Their Safe And Relaxed Trip On The Train.
Message development
• Content : Competitive product Attribute and features (Integrated Network of comfort ,safety and
enjoyment) emphasizing The Below benefits:
o ER for every type of Day to Day Activities.
o The Only Channel transport from Door to Door Emphasizing the New integration and Strategic
view in enjoyment with Services.
• Structure: Oral And Written Messages Saying
‫تمتع بالرحلة‬
Design: The visual concept of a mother with her son (To Reflect the Message of safety and
enjoyment)

• The Creative Strategy: The Message Varies between Informal and Transformational, Positive and
Negative Appeals.
Communication Channels
Non-personal: for Mass Communication

Advertising: Broad casting through TV. Channels and radio channels,

Outdoor: Out of Home advertising is focused on marketing to consumers when they are "on the go"
in public places, in transit, waiting. Out of home advertising formats fall into four main categories:
Billboards, Street furniture, Transit, Bus stations and alternative.

Public relations: charity programs & Sponsorship

Personal:
Word of mouth and personnel selling:
We can a lot of personal selling in all Egypt as they have posted many stories about the user experience.
EgyCab relied heavily on word of mouth publicity to gain market share.
This adds on to the value of the service because the customers will feel more comfortable and more people get
encouraged to join the team as drivers. EgyCab will be active in all popular sites but could definitely benefit
with some new ideas about fresher deals.

Receiver/Decoding: Matching the Field of Experience:

High Commonality in Experience: For Effective Communication to Occur, the Message Decoding
Process Of The Receiver Must Match The Encoding Of The Sender, That Is Why We Choose The
Sender To Be Normal Customers Facing difficulties in transportation, Time Constrains And Parking
Problems, In Order To Have High Commonality With Receivers Facing The Same Problems.
 High Commonality in Perception: The Audience Have Bad Perception About The transportation
Because Of crowding, Accidents, Unsafe Roads.
Therefore, We Showed in This Campaign the Reflection for Their Need for Safety, comfort ability
and enjoyment.
High Commonality In Attitude: They Will Be Attached To Using The EgyCab Other That Any
Transportation Method.

Noise
• Avoiding all errors in encoding process that is why we will use a slang language in the
message
"‫“ تمتع بالرحلة‬
• Ensure Proper Encoding To The Massage We Will Choose Proper Time To Broadcast The
Radio Or TV Ads – So It Will Not Be In Rush Time.
• Outdoors And Billboard: We Will Avoid Being near Competitors Billboard’s As Uber or
careem.
• Avoid Highways And Crowded Areas Were People Can’t See The Billboard
• Avoid The Small Fonts On The Billboards
• Avoid Writing So Many Messages On The Billboard, Just The Slogan And The Logo
• Will Choose Attractive Spaces Where Customers Can See The Billboards “In Front Of The
Stations, Malls, etc.
• Attractive Teasing Campaign To Get The Attention.

Response and feedback

• Surveys after Each Trip for Customers In Order To Evaluate the Level of the Service and
Level of Their Satisfaction.
• Start Online Feedback Campaign on the Website and Advertise For It on the TVs and Radio
Ads.
• Publish The Actions And Developments Taken From The Feedback Of the Customers Online
and In The Advertisements as Well.
TARGET AUDIENCE/ RECEIVER

• Individuals : Middle to high income earner

• Including : Young –adult- elderly people
• Working Employees (Male And Females)

In The Campaign Will do an advertisement for each segment that we are Targeting, and highlighting their
needs for Safety, comfort ability & enjoyment demonstrating their Life Style.
 Micro model / Response process

We selected to represent our customers Response Through: Innovative adoption Model

We have Chosen This Model because Our products is newly established

Awareness:

It’s the moment when Target audience involved become aware that we
start launch our new products.
We will focus on the awareness stage in order to reach to maximum
number of target audience.
We strength on our new innovative services (Wi-Fi internet, mini
cinema) and our new product EgyCab.
We also strength our new brand identity (the new slogan and logo) ‫تمتع‬
‫بالرحلة‬

Interest:

Target audience start elaborating the news and become curious of knowing more about it, they start collecting
as many information as they can.

They start to communicate with us through social media (face book page, you tube page).

Evaluation:

Target audience start elaborating in their mind all the information they have collected.

The word of mouth of the previously initiator customer here is very important as it encourage the trial of others

We also encourage target audience trial by giving them 2 totally free ride.

Trial:

Target audience involved in the change start trying out the new procedures, tools or whatever the change
consists of.

Adoption:

The change is implemented and target audience ideally feels comfortable with it.

The FCB Planning Model

It demonstrates Another dimension which is the thinking versus feeling.

We will work on The Cognitive Processing of Communication

Considering: The Message Should emphasize Support Arguments not Counterarguments, which might
susceptible for the first quarter due to long period of negative attitude developed before so, reality should
reflect the message.
The source Bolsters: it’s better to the customers to find themselves represented in The Ad. Sponsorship might
support as a source for the message as well. (As El-Ahly Football Team sponsorship of traveling) Ad-
Execution Related Thoughts should create positive Attitude toward The Ad through implementing Attractive
elements.
 Communication Objectives vs. Sales Objectives

Communication Objectives:

1. Create Branding Awareness

2. Deeply penetrates the Network transportation Market.
3. Enhance Brand Purchase Intention(product Use)
Communication Effects pyramid

 Our Main Communication task will be Affective (feeling) working on The Attitude and preference.
 Part Of The Campaign Will Be Cognitive To Make Awareness About The New brand , New Logo
and New Services, But The Main Point To Work On Affection
 Our Current Effect Pyramid for our
targeted segment is Use 10%

Trial 20%

Preference 25%

Liking 30%

Knowledge 70% (Zero for the new Brand)

Awareness
90%
Sales Objective:

1- Take a market share 10% of the network transportation sector of grand Cairo and Alex in 2018 (
700.000 rides), increased to be 15% in 2019 ( market mostly will growth by 20% so market size will
be 8,400,000 rides and we aimed 1,260,000 rides), to be reached 20% stable market share by the end of
2020 ( estimated to be 1,680,000 rides) .
N.B: in 2017 Uber made 3,500,000 rides and careem 3,200,000 rides , the total rides number in Egypt
is about 7,000,00 rides
2- As the sector of network transportation in grand Cairo and Alex generate almost 105,000,000 Egyptian
pounds in 2017 (7,000,000 rides by average 15 pounds after coupons to each ride) so we target to
generate 10,500,000 Egyptian pounds in year 2018 and 25,200,000Egyptian pounds in year 2019
(1,260,000 rides by average 20pounds after offers) and 33,600,000 Egyptian pounds in year 2020
(1,680,000 rides by average 20pounds after offers).
Year Market size Market Share Forecasted rides Forecasted Sales

2018 7,000,000 rides 10% 700.000 rides 10,500,000

2019 8,400,000 15% 1,260,000 rides 25,200,000

2020 8,400,000 20% 1,680,000 rides 33,600,000

 Budgeting Determination

Objective and Task Method

The objective and task method of budget setting uses a buildup approach consisting of three steps:
(1) Defining the communications objectives to be accomplished,
(2) Determining the specific strategies and tasks needed to attain them, and
(3) Estimating the costs associated with performance of these strategies and tasks. The total budget is based on
the accumulation of these costs.

Establish Objective
(Create awareness among
90%of target Market)

Determine specific Task

Advertise on Social Media, Outdoors,
Pandora and spotify)
Estimate Cost associate with task
Social media = 4,000,000
Outdoors = 2,000,000
Pandora and spotify =300,000
Total Budget = 6,300,000

Payout Plan (Egyptian Pound Millions)

Year 1 Year 2 Year 3

Product Sales 10,500,000 25,200,000 33,600,000
Profit Contribution 3,150,000 7,560,000 10,080,000
Advertising/Promotion 6,300,000 5,000,000 4,000,000
Profit(Loss) (3,150,000) 1,560,000 6,080,000
Cumulative Profit(Loss) (3,150,000) (1,590,000) 4,490,000
N.B: all network transportation networks all over the world have about 30% contribution profit
from its revenue
Budget allocation:

Budget allocation:
5%

Social media
32%
Outdoors
63% Spotify,Pandora
 References:

 http://www.uber-egypt.com/
 https://ar.wikipedia.org/wiki/%D8%A3%D9%88%D8%A8%D8%B1
 https://thinkmarketingmagazine.com/tag/careem-egypt-uber/
 https://annfreeman.files.wordpress.com/2015/08/uber-communications-and-marketing-plan.pdf
 https://thinkmarketingmagazine.com/tag/uber-cairo/
 https://www.careem.com/cairo
 https://www.slideshare.net/funk97/ubers-business-model?qid=bb649132-cc80-4008-a941-
125628cd33a5&v=&b=&from_search=1
 https://www.slideshare.net/ZindziHamilton/uber-technologies-inc-social-media-
strategy?qid=bb649132-cc80-4008-a941-125628cd33a5&v=&b=&from_search=3
 https://en.wikipedia.org/wiki/Careem
 https://www.slideshare.net/JorgeTatto/uber-for-business-imc-final-presentation
 https://mislove.org/publications/Uber-IMC.pdf
 https://adigitalboom.com/uber-or-careem-egypt/