nile taxi

1. EGYPTLand-area of around 1 million km2
Population 90 million
Vehicles 5.8 million
Employed People 12.5 million
Monthly new licenses vehicles 14.5K
Cairo comes as one of the top 3 congested
cities in the world

2. Making A Better Egypt…
PHASE 1
Advertising Campaign
International University in Geneva
Advertising- prof. Goldshmitd
Louis Kirollos

3. In a city where the streets are regarded as
a battle field between those heading in the
same direction, the demand for offshore
transportation has become a demand of
many.

4. CONTENT
Situational Analysis
Marketing
1
2
3
4 Evaluation
Advertising strategy

5. Situational Analysis
1Recapping our company’s Promise

6.
The
economic
costs
of
traffic
conges1on
in
Cairo
could
be
as
high
as
4
percent
of
GDP
yearly.
The
economic
costs
of
conges.on
are
beyond
travel
delays,
and
they
include
wasted
fuel,
health
impacts
due
to
poor
air
quality
and
accidents,
and
impacts
on
economic
produc.vity.
When
all
combined,
the
yearly
economic
cost
of
traffic
conges.on
could
reach
up
to
4%
of
Egypt’s
GDP.
This
means
an
economic
cost
to
Egypt
of
up
to
EGP
50
billion
a
year
(USD
8
billion/year).
Background1

7. • 5.8
million Vehicle
in
Egypt
50%
In
CAIRO
GUIZA
ALEXANDRIA
1,624,000
728,000
504,000280,000
280,000
280,000
1,904,000
VEHICLES FLEET BY GOVERNERATE
AMERICAN CHAMBER OF COMMERCE IN EGYPT
Cairo Giza Alexandria Gharbeya Daqahlia Sharqeya Other Govs
Our Research1

8. Our Research1 Traffic Concentration

9. Our Research1 Traffic Flow

10. Private Vehicles
68%
Motorbikes
12%
Trucks & Trailers
9%
Taxi
5%
vehicle mix
Buses
2%
Our Research1

11. car owners perception of public transportation
90% 90%
40% 85%
20% 80%
10% 40%
10% 70%
5% 40%
70% 70%
70% 95%
90% 95%
Women
Men
Safety
Speed
Convenie
nt
95% of private vehicle owners have used public
transportation before
1 Our Research1

12. Our Target Passengers & Boats
YEAR 1
10,000
YEAR 2
70,000
YEAR 3
150,000
70 150 300
Passengers
Boats
Nile
Taxi
0.6%
Private
Cars
67.5%
Public
transpo
rta.on
32%
Nile
Taxi
4.3%
Private
Cars
63.7%
Public
transpor
ta.on
32%
Nile
Taxi
9.2%
Private
Cars
58.8%
Public
transpor
ta.on
32%
Our Promise1

13. “Making A better Egypt…”
Our Promise1
q Our Citizens
An alternative means towards environmentally conscious
transportation and traffic congestion solutions.
q Our Clients
Seamless and efficient daily transport on
The beautiful and uplifting Nile River.
q Our Employees
Unparalleled interpersonal and
career development opportunities
through dedication, decision making and
creativity.
for

14. • Smoother
flow
of
traffic
&
parking
• Decrease
traffic
conges.on
• Decrease
.me-­‐to-­‐go
for
employees
• Increase
employees
efficiency
&
effec.veness.
• Significantly
reduce
carbon-­‐emissions
and
pollu.on
• Reduce
the
huge
fuel-­‐subsidies .help
to
reduce
the
na.onal
deficit
Our Promise1
CorporateSocailResponsability Initiatives

15. Self Evaluation1
SWOT analysis
Strengths:
a) A
Virgin
Market
b) Marine
Industry
Know-­‐How
c) high
demand
for
the
service
d) Excep.onal
Brand
Awareness
Opportuni1es:
a) The
Market
leader
b) Seamless
Opera.on
c) Supplying
excess
demand
d) Generalized
Brand
Associa.on
ex.
Chips
Weakness:
a) Inadequate
(momentary)
Licensing
b) Not
enough
boats
to
meet
demand
Threats:
a) Wait-­‐.me
for
adequate
licensing,
b) Therefore
fleet
expansion
will
be
delayed;
it
may
have
a
nega.ve
effect
on
brand
image.

16. Consumer Evaluation1
Overview
• Segment:
Luxury
Transporta.on
• Posi.oning:
Strategically
focused
to
ajract
a
premium
of
clients
willing
to
pay
a
premium
price,
providing
alterna.ve
means
of
transporta.on,
efficiency
and
serenity.

17. Competitor Evaluation1
Overview
• Primary
Compe..on:
New
market
(unclear)
with
poten.al
for
strong
compe..on,
but
most
probably
on
a
different
segment
ex.
65
passenger
boats
• Secondary
Compe..on:
On-­‐shore
Transporta.on.

18. Brand Identity1
Overview
• Nile
Taxi
is
a
year-­‐old
start-­‐up
that
has
been
founded
over
the
newly
realized
demand
of
alterna.ve
transporta.on
solu.ons.
•
Saving
poten.al
clients
between
25
and
90
minutes
per
trip,
the
brand
is
strategically
focused
to
ajract
a
premium
of
clients
willing
to
pay
a
premium
price.

19. Brand Identity1
Image
• Designed
to
be
memorable
and
no.ceable,
all
visuals
rela.ng
to
and
affec.ng
Nile
Taxis
brand
Iden.ty
belong
to
a
familiar
but
unique
theme.
• Forms
a
visual
connec.on
with
the
brands
affilia.on
to
transporta.on
services,
and
primarily,
revealing
the
brands
light
charm
and
crea.ve
philosophy.
•
Whether
adver.sements,
naviga.on
maps
or
graphics,
or
the
booking
applica.on,
all
communica.on
medians
reflect
the
upliling
and
gra.fying
ambiance
offered
by
the
Nile
River,
to
the
seamless
transi.on
offshore
promised
by
the
Nile
Taxi
service.

20. Rout
Map

21. TARIFFS

22. Nile
Taxi
accommodates
car
owners’
needs
Female
Friendly
Available
18H
Highly
secure
Fast &
reduces
time
Our Promise1

23. NileTaxi
DESIGN

24. Phase 1
Transforming
Nile
transport
Making a better Egypt
4. Brand Perception
Corporate Goals
• SAVES TIME & ENERGY
• NO TRAFFIC
• ULTIMATE EXPERIENCE
• STRESS FREE
• TOURISIM FRIENDLY
1 2 3 4
Create
and
lead
the
Nile
transporta.on
business
by
compe.ng
with
the
white
taxi
and
Metro
Become
the
No.1
in
Nile
transporta.on
services
by
covering
all
the
places
on
the
Nile
banks
to
ensure
maximum
convenience
Develop
innova.ve
solu.ons
to
differen.ate
/
grow
new
revenue
streams
Ensuring
the
desired
Brand
Percep1on
1 Corporate Goals

25. Marketing
2delivering on the promises
Marketing Goals
for the company
flow directly out of
the organizations’
corporate goals.

26. 1/1/01 26
Marketing2 Short-­‐term
Goals
Phase 1: “Making Egypt Better…” (2015 – 2018)
1. Sales: to maintain an incremental increase in
sales
2. Market share: to maintain dominance and leadership
3. Profits: to be self-sustained throughout the launch
phase.

27. 1/1/01 27
Marketing2 short-­‐term
OBJECTIVES
Phase 1: “Making Egypt Better…” (2015 – 2018)
1. To follow fleet expansion plan, operating 300 vessels by 2018 by
creating, maintaining and supplying Demand
2. To have a 100% self-maintaining corporate environment where
expectations and performance are automatically defined and
reinforced by the corporate culture.
3. Brand Equity should maintain a 2/3 ratio of Nile Taxis total assets’
value
• Defining Identity through Brand Advertising: market
differentiation, Association

28. 1/1/01 28
Marketing2 Target
Market
Demographic Profile:
The main clientele generally revolves around the
segment of business managers and executives
living or and working along the Nile River. (families)
Psychographic Characteristics
Open Minded, friendly, sophisticated, culture
oriented, English speaking, technologically up to
date, demanding, rational, safety cautious, time
conscious, effinciency orriented , Politically
oriented (Nationalistic), Family oriented, religious,

29. Clients
1/1/01 29
Marketing2

30. 1/1/01 30
Marketing2 Campaign
Messages
q Making a better Egypt for our citizens
q Making a better Egypt for our clients
q Making a better Egypt for our Employees
• Family oriented Corporate Culture
• A competitive Work Environment is landscaped on a steep performance indicated
slope rather than a plato.
• Empowering creative thinkers and dedicated professionals
• Seamless and efficient
• Safe, Timely and Reliable
• A beautiful, uplifting emotional experience
• Environmentally sustainable via Solar technology
• Decreasing 10% of traffic in Cairo by 2018 and possibly up to 20% during rush-hours
surrounding the Nile River (Central Cairo).
• Pushing for a free market for alternative transportation solutions.
(5 years, 4 governments, and 3 transportation ministers)

31. Advertising Strategy
3Making A Better Egypt… (2015-2018)
• Reaching Potential clients by increasing brand
awareness to 1000% through social media.
• Reinforcing Nile Taxis’ brand Identity by highlighting
and familiarizing its rational appeals with clients to
100%
• Increasing the familiarity Nile Taxis' CSR Initiatives
with clients to 90% through radio broadcasting (brand
ambassadors)

32. 1/1/01 32
Differen.a.on
3 Advertising Budget

33. 1/1/01 33
Creative Advertising3
1. Print layouts: Clients planning their routes with Nile Taxi
2. Brochure or catalog: interested potential Clients their routes with Nile
Taxi
3. Radio scripts: commuters stuck in traffic
4. Outdoor Billboard: commuters stuck in traffic
5. Social Networking : Interacting with potential clients
6. Personal contact: Clients

34. 1/1/01 34
Avg. vehicle speed: 12kph
+ arrival time: +12m
Avg. Nile Taxi speed: 50kph
+arrival time: -18m
Strategies3 Billboard
1. High Traffic area
2. Live camera
3. Accurate readings
Call Now to Book
q Making a better Egypt for our clients

35. 1/1/01 35
Strategies3 Nile
Taxi
Skipper
Booth
1. Personal Selling
2. Free Photos
3. Promotions and offers
4. Employment forms…
q Making a better Egypt for our citizens
q Making a better Egypt for our
Employees

36. 1/1/01 36
Strategies3 Crea.ve
Strategies
1. Annual Boat Races
• Reflecting desired perceptions
§ High tech, know-how, safety creativity ,boldness
§ Brand diversification
2. Radio commercial series “Traffic Warriors”
• Humor reflects brand charm and identity
§ During rush hour
q Making a better Egypt for our
Employees
q Making a better Egypt for our citizens

37. 1/1/01 37
Social Media Strategies3 Facebook
q Making a better Egypt for our clients
1/1/01 37

38. Social Media Strategies3 Interaction

39. 1/1/01 39
3 Social Media Strategies
Emotional Influencers
Egyptian Primeminister

40. 1/1/01 40
3 Social Media Strategies
Posts and Updates

41. Media
Coverage

43. Differen.a.on
3 Social Media Strategies

44. LONDON CAB
Brand
Associa.on
3 Advertising Strategies

45. Evaluation
2delivering on the promises4 Corporate
Goals
Marke.ng
Objec.ves
Adver.sing
Objec.ves

46. 1/1/01 46
Evaluation4 Corporate
Goals
1 2 3 4
Create
and
lead
the
Nile
transporta.on
business
by
compe.ng
with
the
white
taxi
and
Metro
Become
the
No.1
in
Nile
transporta.on
services
by
covering
all
the
places
on
the
Nile
banks
to
ensure
maximum
convenience
Develop
innova.ve
solu.ons
to
differen.ate
/
grow
new
revenue
streams
Ensuring
the
desired
Brand
Percep1on
4. Brand Perception
• SAVES TIME & ENERGY
• NO TRAFFIC
• ULTIMATE EXPERIENCE
• STRESS FREE
• TOURISIM FRIENDLY
Ø Evaluation: Qualitative
surveys at malls, street,
and with Clients
(determining what
characteristics of the desired
brand perception need to be re-
addressed)

47. 1/1/01 47
Evaluation4 Marke.ng
Goals
Phase 1: “Making Egypt Better…” (2015 – 2018)
1. Sales: to maintain an incremental increase in sales
Ø Evaluation: computing and analyzing weekly sales
(determining the effectiveness of advertising strategies by analyzing sales
fluctuations in relation to their release dates)
2. Market share: to maintain dominance and leadership
Ø Evaluation: Keeping track of market share and brand popularity in
comparison to competition
3. Profits: to be self-sustained throughout the launch phase.
Ø Evaluation: Keeping debit and credit relatively equal

48. 1/1/01 48
Evaluation4 Marke.ng
Objec.ves
Phase 1: “Making Egypt Better…” (2015 – 2018)
1. To follow fleet expansion plan, operating 300 vessels by 2018 by
creating, maintaining and supplying Demand
Ø Evaluation: Following expansion plan
2. To have a 100% self-maintaining corporate environment where
expectations and performance are automatically defined and
reinforced by the corporate culture.
Ø Evaluation: Qualitative survey for employees
3. Brand Equity should maintain a 2/3 ratio of Nile Taxis total assets’
value
Ø Evaluation: Analyzing Total assets and Market Value of the Brand
on a monthly basis