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Marketing management: bus509 A52S
Marketing plan
Presented to : Dr moshira gamil
Presented by:
Hosam ahmed
Labib Mahmoud dmis
Mohamed Mahmoud sharaf
Makar michail
Osama mohey
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1.0 Executive Summary
E–light is the first company in Egypt that introduce internet services through the newest
technology of data transfer (li–fi) according to a partnership deal with Egypt telecom the national
telecommunication firm in Egypt.
li–fi is a new technology that use high–speed and fully networked wireless communication
technology in the form of visible light communication (VLC). Li–Fi uses optic fibers or common
household LED (light emitting diodes) light bulbs to enable data transfer, boasting speeds of up
to 224 gigabits per second. Li–Fi features include benefits to the capacity, energy efficiency,
safety and security of a wireless system with a number of key benefits over Wi–Fi.
E–light services will be launched in 2017 for business internet users and for 2 years to create
brand awareness and gain operating experiences on a small scale and then we will expand to
cover home users in 2019 to get benefit from large customers number.
E–light will present also additional services like smart office and smart home services by the
time In which the technology become mature and well–spread.
Our goal is to gain customer satisfaction, help them to connect easily, and entre the new era of
wireless communications.
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2.0 Situation Analysis
E–light will be launched in 2017 as the first company in Egypt that present internet services
using the newest concept of connectivity (LI FI) through partnership agreement with the national
communications company (Egypt telecom) to use its infrastructure to deliver our services.
2.1 Market summary:
According to the information inferred from market research and secondary data , we have a great
opportunity to compete and lead the internet market in Egypt. There’s a great deal of
dissatisfaction regarding current internet services in Egypt and most of users expecting real
solutions to their problems.
Target markets:
– Internet service market (for business uses)
– Smart office market 2018
– Internet market ( home users ) 2019
– Smart home market 2020
Potential Customers
growth
2017
2018
2019
2020
internet service (business
15%
20,000
23000
26450
30417.5
smart office
15%
7000
8050
9257.5
internet service (home)
15%
5,000,000
5750000
smart home
15%
50,000
2.1.1 Market Demographics.
The profile for the typical E–light customer consists of the
following geographic, demographic, and behavior factors:
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Geographic
segment
notes
nation
egypt
governrates
& regions
East Cairo, New Cairo, Giza, Alexandria, North
Coast, East Delta, Mid-Delta, Northern Upper
Egypt, Central Upper Egypt and South Upper
Egypt
according to secondary data
(regions that have fiber optics)
Urban/
Rural
urban
Demographic
age
13– 55
life stage
teenage – university – working stage
gender
male/ female
income
moderate to high income
Generation
technology generation (from 80s)
Social Class
educated – business men
Behavioral
Initiator
li fi users (employees – restaurant customers)
Decider
bussines owner/manager
Buyer
bussiness owner / purchasing admin / personal
internet buyers
User
employee / customer / home users
Occasions
n/a
User Status
current internet user
Usage Rate
regular & heavy internet users
Buyer-
Readiness
buyers aware and interested in internet
Attitude
positive
Loyalty
Status
split – shifting – switchers
2.1.2 Market Needs:
E–light seeks to fulfill the following benefits that are important to its customers:
✓ Hi speed internet connection: internet speeds in Egypt among the bottom 10 world wide
and customers dissatisfied about current speeds and capacity limitation.
✓ Stable internet connection: in the research people complained from the unstable internet
connection due to high traffic which represent a real problem to all users especially
business users. So they need reliable stable internet connection.
✓ Secure internet connection: organizations spend a lot of money to secure their internal
networks and wireless connections , however security gaps always appear and they need
a definitive solutions.
✓ Safe wireless connectivity: some places (hospital, airports …. Etc) can’t use wi fi
wireless connection because it will interfere with critical devices so they need a safe
