Marketing Plan For Katameya Gardens Club

Chantalle Maria S.A.E.

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Marketing Plan Katamiya Garden

Social & Corporate Event Business in Egypt

• Fragmented Market.

• Market is divided to:• Hotels (Five, Four and Three Star).• Private Gardens (Classification not available).• Military & Police Banquet Facilities (Five and Four Star).• Sport Clubs Banquets (Five, Four and Three Star). • Riverboats.• Resorts.

• Corporate Market Revenues per annum: Bio 1.2 EGP. Source ACE • Estimated Market Revenues for Social: Mio 840 EGP.

Market Research

• Price Market - packages• Venue Location essential• Open Air Venues 40%• Hotel Ballroom Venues 60%• Greater Cairo: 40%• Alexandria: 25%• Mansoura: 8%

SWOT analysis

• STRENGTH• Potential Investors.• Geographically well positioned location.• Wide product range.• Proximity.• Quality new property (Five Star).

SWOT analysis

• Weakness• New to market.• No Marketing Strategy.• Low return on investment.

SWOT analysis

• Opportunities• Will join forces with experienced Party Planner.• Customer database.• Repetition of visits.• Club members.• Newly wed increase.• Baby Boomers 43% of population.

SWOT analysis

• THREATS• Entrance of competitors near same location.• New wedding trends (ex. Beach weddings)• Market Price increases.• Pound Devaluation.• Political instability

28%

9%

13%

38%

12%

Hotels Riverboats Private Gardens Police & Military Ballrooms Sport Clubs

Social Market Share in Egypt

63%12%

6%

18% 1%

Hotels Resorts Private Gardens Conventional Center Sport Clubs

Corporate Market Share in Egypt

Meeting & Event Ballroom Competitors in Katamiya

• Sky Resort• Dusit Thani• Arabilla• Katamiya Compound• JW Marriott

KGC Vision

• To be the pioneer leader in the Social & Corporate business Events and Meetings in Cairo.

• Deliver five star quality of service and catering.

• Penetrate age segments over 30 yrs.

KGC Mission

• Customer Orientation and Focus.• Service provider and employee satisfaction.• Industry Sector leadership.• Max. return on investment to Stockholders.

Market Concept

• Market Need• A Luxury Place with Luxury ballroom.• An experienced operation body.• Need for show-off.

Market Concept

• Market Want and Demand• A Memorable Event.• Lifestyle community.

Market Segmentation

• Geographic• Mohandessein.• Zamalek.• Maadi.• Heliopolis.• New Cairo.• Katamiya.

Market Segmentation

• Demographic• Age between 18 – 35 yrs.• Well educated, high social ranking A+, A.• Income 100 K p/annum.• Newly engaged.

Market Segmentation

• Psychological• Parents show-off that the wedding or engagement

of their kids is arranged at Katamiya Garden Ballroom in front of relatives and friends.

KGC Positioning

• The Perception of Katamiya Garden Venue. Without mentioning club.

• Introducing new trends in Catering. (example: Creative, nouvelle, haute, ethnic cuisines)

• New trends at indoor decoration.• To name the ballroom a French name (example:

Duchesse de Savoie, Royale, Empress Eugene, Marie Antoinette, Princess, Bella Amore, Victoria, the Palace, Fairytale, Renaissance).

KGC Targeting

• We select different age segments– Early 20’s, Middle 20’s, Late 20’s, Early 30’s.

• We promise one Quality Product and Service

Marketing

• Online Marketing• Facebook.• Twitter.• Social media e-marketing.• Quintessentially e-magazine.• DARE'n'DEAL.• Connect Ads.

Marketing

• TV & Radio Marketing• Nogoom FM spots.• Mega FM spots.• TV spots (Hayat, Rotana, Massaya).

• Participation in Fairs• Wedding Fairs• Furniture Exhibitions

Marketing

• Specialized Magazine Advertisements• Sydaty Magazine.• Smart Wedding.• Marry Me.• Wedding Guide.• Magnificent.

Pricing Strategy

Price is the perception of VALUE• Packages

• Number of guests.• Lucky Day in midweek. (to be marketed via facebook)

• Lucky Name of bride. (to be marketed via Radio)

• Tailor Made offers• Extraordinary décor for guests over 250 pax.• Extra Services• Extra banquet facilities• Free buffet items

Promotion Strategy

• Flyer inserts w/bank statement (Gold Amex, Dinners Club, Master Card Gold).

• Stands w/flyers in Spas, Gym, Hairdresser, and Health clubs. example (Samia Allouba Gym, Pace e Luce, Soghayar beauty Salon, Maia spa, Paradise Spa)

• Beauty Women Magazine.• Public Relations

• Seminars in Exhibitions and Fairs• Booth in public events and charity (Rotary, Innerwheel)

Promotion Strategy

• Direct Marketing• Dynamic interactive website• Direct Messages to mobile users (example Mobinil 21’s)

• Events• Sponsorship to TV programs• Sponsorship to sport tournaments (example: tennis, squash, golf)

• Partnership• Travco• IntoEgypt• Thomas Cook