Marketing Plan

(LC Case Study)

Introduction:

Liquid Concepts (LC) is an Egyptian Company formed in 2011

specialized in innovative recreational solutions.

LC strives to introduce trend setting recreational concepts that are

creative, fun, energetic and suitable for the whole family.

LC is the Sole Agent of highly specialized renowned brands such as:

Wibit Sports (Germany)

Gliss Speed (France)

LC owns and operates one of a kind entertainment parks.

Liquid Park has a wide range of unique and exciting games, such as

the Trampoline, the Flip, The Wiggle Bridge, the Mammoth Action

Tower, & Olympics Aqua Arena ,Liquid Park suitable for ages between

6 to 66.The park is considered the cash cow of the company as it was

operating mainly in:Marina Gate 5 ((during the period of June to

September))The North "Hurghada, Gouna" ((during the period of

September to January)) The park can be customized to fit any beach

size and not only can it be sold as a whole park but also as separate

parts.Last Year sales of the park <<15,000 LE >>

Marketing Research & Situation Analysis:

Product

The consumers are expecting to provide an additional entertainment

service to their visitors, that give them an additional value and makes

them enjoy their time and find a valuable reason to choose their

resort/Hotel other than others.

Customers

Our customers here are Hotels and Resorts with water playground

(Pools or beaches) in several places i.e. (Marina , Marsa Allam , Suma

Pay , Sharm el Sheikh , Mkady , Elein El Sokhna, Hurghada, Sahl

Hashish ,,,)

Market &Competitors

We searched the market and found that there are more than 10 competitors can

have an effect on our business and we will mention them on the attached appendix.

Website & SEO

Website: www.liquid-park.com

Used keywords: liquid park , aqua park , aquapark , marina , wibit , inflatable ,

liquid,fun,water,park,aquapark,liquid,gouna,pool,sea

SEO: using Screaming Frog SEO Spider application we analyzed the website and

The Result will be mention in appendix.

Corporate Target

To reach selling amount of 200,000 Euro

PEST Analysis

Political Factors

A) Governmental Policy:

Rules and Regulation are changing, since it’s a franchise of German company

importing all products from Germany so it has to obey the customs policy & any

change can affect the run of the business.

B) Pricing Policy:

There is no control for the governmental over the price

C) Political Situation:

The instability of the political situation is highly affecting the business like what

happened during the Egyptian revolution. Also the political situation is highly

affecting the tourism.

Economical factors:

-it's an imported product so the international currency has effect on the market (the

changing in Euro amount has a big effect).

-We have high inflation of currency so we can't expect.

-There is a worldwide recession in the Economy.

Like what happened with the Russian tourists.

Social & Culture:

A) Social

Egyptian Families prefer going to the beach during Summer where the whole family

spend the majority of the time at the sea or Pools and more likely attracted to the

entertaining slides existing in some resorts/beaches

- Tourist are searching for family activities when coming to Egypt, especially Aqua

Parks.

“Aqua Park in Sharm is full of tourists who are fond of playing water games”

B)Culture:

Wibit Park is adopting the healthy life style.

More than half of the Egyptian women have problems with wearing swimming suits.

Technological factors

Wibit is using German industrial technology; all Wibit products do not require

constant air flow. Once the product is inflated, it simply stays inflated and the

product is ready for use

3 layers.

Ethical & legal factors

When expanding the business we have to consider the ethical factor of copying the

same or similar design

SWOT Analysis

Strength: High European quality -Unique Park -High safety standard -Modular -Mobility & durability -Warranty & maintenance & training -Effective keywords -Value for money

Weakness: -Lack of awareness -Suitable only for certain places (No Waves) -Location(geographical, topographical , authorization ) -Presence online -Price -Seasonality

Opportunities: -Wide potential market -Wide segment -Lack of direct competition

Threats: -Economical factor -Political factors -Competition of cheap products -Rules & regulation -International economic crisis (Russian Tourism)

Marketing objectives:

to: lead will that Sales Increase

☒ Lead generation

☒ Increase Awareness

Marketing Mix:

SIVA

Solution:

increasing of solution innovative the with customers its providing is wibit

in Park Aqua inflatable Biggest the through resorts and hotels their on traffic

are that activities quality enjoy to visitors their enable will that East Middle the

ages. all for fun all of most and safe, healthy, innovative, unique,

Information:

following the provides which parks entertainment kind a of one operates Wibit

services

Installation

▪ Wibit Park doesn't require constant air flow. ▪ Fits any size of water body ▪ Customized design

▪ All Wibit products are up to highest European Safety and Quality standards.

▪ Used in extremely high temperature locations, salt and chlorine water. Warrantee

All products are guaranteed for 3 years.

Maintenance Training

Value:

• Maximum entertainment value at an affordable price • Mobility and modularity • High Quality • Superior Service • Reliability • Safety • Environmentally Friendly

• Fun for all ages

Access:

Physical presence (sales people, press conference, exhibitions…)

Targeting:

- Hotels & Resorts in Egypt

Segmentation:

- primary

International 5 stars hotels and 5+

- secondary

Local 5 stars

Social Class:

As we are targeting the 5 & 5+ hotels so we are indirectly targeting the upper

middle and upper class in Cairo, B & C classes of foreigners.

Geographical Segmentation

Marina , Marsa Allam , Suma Pay , Sharm el Sheikh

, Mkaby , Elein El Sokhna, Hurghada, Sahl Hashish

Positioning:

- B2C “ Healthy entertaining sports”

- B2B “Mobility , Modular and Superior Quality within Budget”

“Water front recreational solutions”

Marketing Strategy

Strategy Type:

New innovation strategy

Strategy Level:

Product Differentiation

Focus (Niche—-> unique product focusing in one segment)

Market position strategy:

Wibit Park is Niche in its (Design, Modularity, Mobility, Ease of installation, &

German Quality)

Strengthening offline and online presence

Offline

Awareness campaign through using IMC tools

1. Direct Marketing

Through our Sales Men having printing materials that visualize the park on

scene and Augmented Reality App

2. Printing Materials

3D Brochure showing the final shape of having the park on your beach or pool

3. Events

Inviting the persons in charge in each hotel/resorts in a press conference

inviting them to have a trial experience in the park through free invitations

Online

1- Website

SEO, Adwords , Google analytics, website content, responsive web designs “

Customize your park

Interactive blogger containing Testimonials

2- Social Media:

FB, Google+, Youtube, Linkedin, Instagram

3- E-mail Marketing

Responsive E-mail design with the same identity

Links to videos and review pages

Subject Line, Sender name, and suitable timing