2. Advertising & promotion project Prepared by Presented to Tarek Mostafa Ahmed Dr. Hatem El Ghamry Ahmed Farag Emad Shoukry Sameh Mohamed Nihal Abdel Aal

3. Introduction. Marketing & communication objectives. Communication mix and tactics. Creative strategy. Media planning. KPI. Budget. Agenda

4. Launching a New Tire Service Center (Check Point). Check point is a high standard car service center. The main activities of this center will be sales of tires, wheels and batteries in addition to the service of tire repairing, alignment and wheel balancing. Product definition

5. This will be the first service center for the Egyptian tire company (ETC) which will be followed by a big chain of centers. In Egypt such high standards for these activities are not provided except from only one competitor "Bridgestone" who started his chain 3 years ago and reached now up to13 branches. Current situation

6. Alignments. Lower price with the same quality. sound & video systems (for customers to observe their cars during the service). Reservation by phone (scheduling and time estimated per service). Competitive edge over Bridgestone

7. Brand oriented customers. Social class A and B. Geographical target is Egypt's main cities (starting with Cairo & Alex). Target customers

8. Size of the market

9. To penetrate the market with 5 % market share, closing the year with 3 branches, 2 in Cairo and 1 in Alex. Marketing objective

10. Awareness Trial Traffic Branding & Positioning The objective time plan is 12 months Communication objective

11. Advertising (High reach so help in Awareness, and build brand image) Interactive/Internet Marketing (Reaches target market and helps in giving more detailed information) Sales Promotion (Encouraging trial and lead to more traffic) Communication mix

12. Advertising. Print Media (Newspapers, Magazines, Flyers) Broad cast (Radio and TV) Outdoors (Billboards) Internet. (web site & Banners) Sales promotions. (Discounts, Bonus packs, Loyalty programs) Tactics

13. Media Mapping : The Role of the main medium INTERACTIVE AND A REMINDER MEDIUM. FREQUENCY BUILDER MORE RATIONAL THAN EMOTIONAL. GENERATE QUICK AND HIGH REACH (NWSP). ENHANCE THE IMAGE (MGZ) HAS GREAT EMOTIONAL VALUES AND PRESENT US WITH AN AUDIO-VISUAL MESSAGE. HIGH REACH. Education Awareness Radio Print TV Outdoor Long Term Signs Online DM CONSTANT REMINDER Image Direct Response ONE-ON-ONE DIALOGUE

14. Big idea Trust of the professionalism and high standard of technical quality and customer service that will provide the customer and his family the Safety with The Check Point Center Creative strategy

15. The Message: Only trust the professionals. Only professionals can take care about your family safety. Your satisfaction is guaranteed. If you need high standard technical service ……… Go to check Point If you need high standard customer service ……… Go to check Point

16. The Appeal: Rational and Emotional

17. TV Radio Outdoor Magazines Beach Shopping Malls Newspapers Cinemas Transit Points TARGET AUDIENCE Cafes/ Internet Cafes Sports Concerts Internet SMS Media planningThe Daily Exposure

18. Home Sleeping Time Work TV Consumer Before Lunch Free Time Lunch Time Afternoon nap Source: AMRB - Time Proprietary Research

19. Morning is about engaging the consumer &creating an interest “through Newspapers & Radio” Evening is aboutSupport and Reason to believe “through TV” Home Sleeping Time Work TV Consumer Before Lunch Free Time Lunch Time Afternoon nap Source: AMRB - Time Proprietary Research

20. Its all about affinity planning Maintaining an ongoing conversation with our target consumer At the right time in the right place Home Sleeping Time Work TV Consumer Before Lunch Free Time Lunch Time Afternoon nap Source: AMRB - Time Proprietary Research

21. Recommended Ad media

22. Print media

23. 2010 calendar for print media

24. Ahram: full page= 220,000 EGP, ½ page= 95,000 EGP, ¼ page= 45,000 EGP 1st quarter use ½ page of total cost= 1140,000 EGP The rest of the year use ¼ page of total cost=585,000 EGP Akhbar: Full page= 140,000 EGP, ½ page= 70,000 EGP, ¼ page= 35,000 EGP 1st quarter use ½ page of total cost= 840,000 EGP The rest of the year use ¼ page of total cost= 455,000 EGP Arabity magazine: Full page= 8000 EGP Cost/year= 96,000 EGP Flyers cost/year= 20,000 EGP Total cost of print media= 3,136,000 EGP/year Estimated cost for print media

25. Broadcast Ad messages

26. Broadcast-RadioNogoom FM Total cost= 2,250,000 EGP

27. Broadcast-T.V.Stations Share of Viewership

28. Arabic serial -> CH 1 (cost 10,500/min during serial) Biet Bietak -> CH 2 (cost 18,000/min) MBC 2 pm films (9pm-1am) (cost 8000/min) Ashra masaan -> Dream (cost 6000/min) Rotana cinema pm films (9pm-1am) (cost10,500/min) Qahira el-Youm -> Orbit (cost 10,500/min) Top T.V. programs

29. The length of the commercial will be 2 min. In the first quarter the frequency will be once/day for all channels with cost of 11,430,000 EGP. For quarters 2, 3 & 4 the frequency will be once every other day with cost of 17,145,000 EGP. Total cost of T.V. ads = 28,575,000EGP Total cost of TV Commercials

30. Media selection-Summary

31. big billboards, 4 in Cairo & 3 in Alex: October bridge 700,000 EGP/Year 4 in Mehwar 1,200,000 EGP/Year 2 in Ring road Maadi 100,000 EGP/Year 2 in Ring road Haram 100,000 EGP/Year 2 in Cairo/Alex highway 200,000 EGP/6 month 3 in Sahel road 90,000 EGP/3month 2 in Alex Cournash 300,000 EGP/Year Total cost/Year = 2,690,000 EGP Outdoor-Billboards

32. Internet Total cost = 174,000 EGP/Year

33. Sales promotion

35. Competitive Analysis

36. Achievements - actual vs. planned by market

37. Spend, Reach.

38. Day part analysis vs. competitors

39. Station/vehicle used vs. competitors

40. Positioning vs. competitors

41. Key issues & recommendations