4. Situation analysis
Marketing analysis:
“The UAE footwear market is expected to
hit $ 300 million by 2010”, as the domestic
retail sector witnesses”
6. Target audience
Women ages between 20-40..
Men specially older generation.
Children.
Young generation.
Special needs people.
7. SWOT
Strengths
The only Shoes Spa in the UAE
Unique services like shoes
coloring and customizing.
Delivering which makes the
service available everywhere.
Warranty for 6 month.
Weaknesses
• New idea that not everyone
are familiar about.
Opportunities
• Creating an online ordering
system.
• Opening another branches in all
emirates.
• Expanding our services into bags.
Threats
• People will start to open the same
business in other places
• The small shoes repairing shops
will have cheaper prices.
8. Services our spa offers
Shoes Cleaning and polishing.
Shoes repairing.
Shoes Coloring (customers can choose their favorite color for
their shoes).
Customizing shoes (designing the shoes by the customer).
Create special shoes for needed people or special size people.
Special packaging base on the order.
11. Communication Objective
To cerate a brand awareness among 90% of customers
about our shop and inform people about establishes a new
kind of service for customer’s shoes within nine months.
Increasing the positive attitude our shop among 90% of
customers within the next year.
To have an acceptance; especially to gain trust and create
loyal customer by having high quality of services.
Making the customers come back to the shop as a habit and
have a daily sale of 90% of the shoes.
12. Creativity Strategy
Our main message that we want to deliver in advertising is that
we are your best destination for replenish, sanitize, and renew
shoes by using a unique service.
Take advantage of our unique service of delivering and picking
up shoes from your place.
Using flyers.
Using social media, such as
Twitter, Facebook, blogs and Instagram.
14. Brand Differentiation Strategy
Differentiates for the product between
their competitors and attracts the
customers.
Ex: making our services different form
other shoes shops by recreate the shoes
that the customers love to use again.
15. Focused Strategy
Based on the differentiations is
emphasis on specific segment of
costumers for shoes shops.
16.
17.
18. Creativity Strategy
Chosen appeal for the ad: 'Emotional, and Snob appeals'.
Promise: A high level of quality of services and product.
Creative packaging and delivering for the shoes after its done
from the service.
Tone: smooth and soft music.
Tag line: Shoes spa is your shoes paradise.
19. The Media Objectives
Target Audience:
Seasonality:
Not for specific season.
Special event ex, Eid and National Day.
Geography:
20. Plan performance:
Reach, Frequency and GRPs:
REACH=target audience "exposed"target
audience×100
Total person exposed ÷Persons reached=Average
Frequency
Reach × Average Frequency= Gross Rating Points
Avg Freq=GRPsReach and Reach=GRPsAvg Freq
21. Plan performance:
Reach and Frequency:
Results:
80% of the Total population of 200,000 Equals
40
Reach= 20
Avg Frequency=2
Gross Rating Points= 40
22. Scheduling
Start: 23 January 2013.
Traditional media: one year.
Social media and website: continuing.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Continuity
23. The Media Strategy
Media Mix and vehicle selection:
Television.
Magazine.
Newspaper.
Flyers
Radio.
Outdoor.
Social Media.
Website.
27. Attainment of media objective
To achieve greater awareness develop an
advertising campaign .
Use both English and Arabic channels.
A monthly survey.
Customer database.
offering fantastic service.
“About 19.5 per cent of the UAE's population is now living with diabetes”, according to statistics released by the Imperial College London Diabetes Centre at the Arab Health Congress.
