Pangea presantation

PangeaSITUATION ANALYSIS

Executive summary

In this PowerPoint, I will be presenting Pangea’s case study, or current situation on a macro level, based on:-Previous experience-Market study (Survey)

Strategic decisions and marketing solution will me the main focus of this presentation.

Objective of this presentation

Keep the business going through Ramadan period

What is Pangea?

Pangea is great beach resort, located In Jiyyeh.

Pangea is suffering from Awareness and key motivator. People don't actually know Pangea as much as they know "Oceana, Janna and others“.

PEST Analysis An acronym for the scanning of the external macro-

environment in which the Company operates: Political: Economic: Social:

country culture: On a religion level, Ramadan is an occasion to be taken into consideration, because the majority of Muslims don’t go to the beach during this period, in parallel “ food consumption decrease during the day”

Habits: On a macro level, Lebanese population are known by their nightlife and their intention on spending time on the beach during summer.

population growth rate, age distribution: Lebanese population is made of young adults ( to be seen in the next slide)

Technological:

What is Lebanon??Business wise, Lebanon is this Pop graph.

As we can see, in 2014, Lebanon was mainly for young generations and young adults.

A sum of 1 060 000 young adults “ 19- 29” males and females.

Current targets?

Pangea is targeting all ages "Kids and families"

To be more specific, Muslims clientele are more aware of Pangea than Christians Clientele.

THE 7’S OF STRATEGIC FITNESS(McKinsey 7-S Framework )

STRATEGY

SHARED VALUES

SYSTEMS

STYLE

STAFF

SKILLS

SOFT S HARD S

STRUCTURE

• On a strategic level, Pangea is targeting “kids and families”.

• The brand positioning is unknown, The consumer doesn’t know what you’re offering.

• Opening the door for all customers can also affect on the brand image

SWOT analysis

SWOT Analysis•Big beach resort•Handled by Warwik management•Know-how •Green spaces

Strengths

•No active marketing•Weak advertising•Weak brand awareness•Targeting kids and families •Passive on social media " last post January 18th"

Weaknesses

•Unsaturated market•Huge Potential targets ready to be targeted•unfulfilled customer needs

Opportunities

•Ramadan season starting 6 June•Unsafe reputation about the location•Lot’s of competitors on the goThreats

• Not attracting or communicating Christian clientele

• weak brand name • Absence of customer loyalty • low market coverage

Survey

Background

Every summer at Ramadan, Pangea’s business is paralyzed. To find the reason behind this situation, I did a survey with 30 questionnaire in order to analyze the situation, and understand the consumer behavior

Survey Objectives

To assess Pangea’s performance on the following marketing parameters: Awareness Top of mind? Age group? Religion? Familiarity Intention Image Key motivator Satisfaction Brand association

Respondents Profile The questionnaire was done:

Upper/ Middle class

Age (21 – 39)

Religion

5644

Profile

Females Males

20

80

Religion

Christians Muslims

20 - 25 25 - 30 30 - 40%0%

10%20%30%40%50%60%70%80%90%

Methodology Quantitative Structured Q’re Face to Face in central locations

Top of mind

Edde

Sand

s

Lagua

va

Pang

ea

Coral be

ach Praia

Bonita

bay

Reviera

Bay 18

3Pa

lms

Rmeileh

Havana

Oceana

Orchid

Doha h

illsUtop

ia

Bahsa

beach Jan

na0

0.5

1

1.5

2

2.5

3

3.5As we can see, Edde sands and Laguava already took place on the top of mind of the consumer.

Pangea is on the second level “2/25” mentioned Pangea as a top of mind

Awareness

Know pangea Don't know pangea0%

10%

20%

30%

40%

50%

60%

70%

80% 76% of the questionnaires have actually heard of Pangea

Visit

Visit before Never visite before44%

45%

46%

47%

48%

49%

50%

51%

52%

53%

54%52% of the ones who are aware of pangea, have actually visited it

Consumer’s opinion about who should the targets be?

Families Yound adults0%

10%

20%

30%

40%

50%

60%

70%

80%

TargetAccording to the consumers, pangea’s concept, is made for young adults (21 – 31) years.

65% of them thought this way

Pangea “General view” Consumer Perception

Top of mind

known/Unknown

Attractive

Pleasing

Socialy responsibleActive

leader

successful

Family/ Young adults

0

5

10

Current situation

Pangea “General view” Consumer Perception

Top of mind

known/Unknown

Attractive

Pleasing

Socialy responsibleActive

leader

successful

Family/ Young adults

0

5

10

Current situationDesired situation

EXPLOITING THE SWOTANALYSIS MATRIX

• Define our target • Create a loyalty program

Adjustment Defensive

• Massive Communication “Increase awareness”

• Highlighting prices• Build Key motivators

based on differentiation

• Repositioning the business

Offensive Reactivation

Strategies• Unsaturated market• Huge Potential targets

ready to be targeted• unfulfilled customer

needs

• Ramadan season starting 6 June

• Unsafe reputation about the location

• Lot’s of competitors on the go

Opportunities Threats

External

• Weak advertising• Weak brand awareness• Targeting kids and

families • Passive on social media "

last post January 18th“• Not attracting or

communicating Christian clientele

• weak brand name • Absence of customer

loyalty low market coverage

• Big beach resortHandled by Warwik management• Know-how • Green spaces

Strengths

Weaknesses

Inte

rnal

Strategic Recommendations – Why? & How?

Target new segments Increase Awareness Reach the top of mind Create or reinforce Pangea Positioning Communicate the new Positioning Focus on Key motivator and USPs

Why should we target new segments

Let’s take another look on the Pop graph

Young adults are really highlighted, and it’s clear what the Lebanese population is made of.

Let the pictures talk - Skybar – Beirut

White - Beirut

C U Nxt Sat

Caprice

O1ne – Beirut - Graduation

Oceana - Damour

Ansoff Matrix

Products/ ServiceExisting New

Mar

kets

Exist

ing

New

MarketPenetration

MarketDevelopment

ProductDevelopment

Diversification

As we can see here, our service is mainly the same.

If we have to work the current market or target “ Market penetration” It’s not worth it since:-We’re talking about smaller number of customers

This is why it is better for pangea to enter new market or targets and invest in them.

1st step: Target a new market

Customers Targeting

Customer Loyalty to Co./AttitudeAv

aila

ble

Sale

s Pot

entia

lGood Bad

Hig

hLo

wClass “A” Target.

Focus on.Find out the oneswho are worth D+

Loyally & D+ Resources

Not worth spendingmuch on them.

Don’t waste toomuch time on them.

.This Matrix talks about the relation between the consumer purchase power and his loyalty.

Pangea should Invest in high potential client in order to offer them loyalty programs.

2nd Step:Target Class A clients.

Other Advantage(Product Uniqueness)

Cost Advantage

Differentiation Cost Advantage

Difference Wise Cost Wise

The Mass Sales& Price

Strategy arena

Com

petit

ive

Scop

e?

Glo

bal

Mar

ket

Segm

ents

of

the

Mar

ket Focus

Broad Scope:

Industry wide

Narrow Scope:

Segmentation

The Generic Marketing Strategies (by SBU)

Since we already:

- Decided to penetrate a new market

-Targeted Class A clientele

This is why, our main focus should be on differentiation strategy “As mentioned in the matrix”

Why This target

Many companies are ready to be next to this target They generate more income from families Easy to satisfy Easier calling sponsor Easy to gain their loyalty

How can we target new segments?

Marketing and advertising

1. Massive ATL communication:1. TV ads2. Billboards3. social media

2. Massive BTL communication: “To be visible next to our target”1. Brochure distribution in universities2. Venues 3. Pubs4. Festivals5. Schools “ offer graduation programs in Pangea”

Why should we increase awareness?

Current Marketing funnelTarget market 1,060,000

Aware (30%)

Open to trial (18%)

Triers non rejected (18%)

Recent users “once last year” <18%

Recent users “more the once

last year” <12%

Users preferring Pangea

(7%)

Loyal customers(7%)

Future Marketing funnelTarget market 1,060,000

Aware (30%)

Open to trial (18%)



Recent users “more the once

last year” <12%

Users preferring Pangea

(7%)Loyal customers(5%)

Target market 1,060,000

Aware (50%)

Open to trial (28%)



Recent users “more the once last year”

<25%

Users preferring

Pangea (20%)Loyal

customers

(18%)

How can we increase awareness?

Why should we reach the top of mind?

Why top of mind?

1. Get entrenched for the long term 2. Ensure you can be found. 3. Stop competing

Laguava Oceana

Edde sands

Coral beach Orchid

Janna

PANGEA!!!!

How could we reach the top of mind?

Why should we create or reinforce Pangea Positioning

Why should we create or reinforce Pangea Positioning

Every company should have a certain purpose or promise to offer it for the consumers, on order to differentiate her self. For example: Nestle’s Positioning or slogan: Good food, Good life

Nestle Promised her customers to offer good food, in order to afford good life and health.

This is why Nestle’s Products and brands and based on healthiness and wellness

How should we create or reinforce Pangea Positioning


1. Competitive report:Find out what our competitors are offering and where did they positioned their selves. For example:

Brand Values PositioningKellogg's .Product benefits

.Feature

.Style

.Value for money

.Uniqueness

.Sophistication

“ bringing our best to you ”

Nestle .Healthyness.Wellness

“ good food, good life ”

General Mills Poppins


2. Find the gap and take it as our Positioning.Example of Positioning exercise:

Why should we Communicate the new Positioning

Why should we Communicate the new Positioning

Show your competitors that you’re differentiating your service. Give the consumer what he wants.

How should we Communicate the new Positioning?

How should we Communicate the new Positioning


2. Massive BTL communication: “To be visible next to our target”1. Brochure distribution in universities2. Venues 3. Pubs4. Festivals5. Schools “ offer graduation programs in Pangea

Why should we Focus on Key motivator and USPs?


AFIIMSAwareness

FamiliarityIntentionImageKey motivator

Satisfaction

Based on these factors, a brand could be built or destroyed ??

If one of these factors is missing or weak, then we have to reinforce it.??

Pangea has 3 weak Factors-Awareness?-Intention-Key motivator


Based of survey done, 76% of the questionnaire have heard of Pangea, but only 50% Visit is.

Why? Because the Key motivator is missing. We should stimulate our

clients, and remind them of the plus we offering.

How can we Focus on Key motivator and USPs?

How can we Focus on Key motivator and USPs?

The key motivator is the answer for: “Why should you choose Pangea or come to Pangea?” “What should we offer for the consumer in order to let him choose

Pangea?”

How to get there?

1. Use your biggest benefits2. Be unique3. Solve An industry “Pain Point” or “Performance gap”4. Be specific and offer proof5. Condense into one clear and concise sentence6. Integrate your USP into all marketing Materials7. Deliver on your USP’s promise

Operational Recommendation

Operational Recommendation

Marketing campaigns “ Increase awareness and Top Of Mind” Competitions Loyalty programs 18+ Entrance .....

Marketing campaigns To increase awareness and top of mind, as mentioned before, we

will need massive ATL communication: Radio ads Billboards “ jounieh , dbayeh, zalka , khaldeh, damour, jiyyeh, saida”

Marketing campaigns cost

http://www.pikasso.com/Products/Detail/20 1500$ Per week @ Jyyeh – 15 faces 1200$ per week @ saida – 20 faces 2400$ per week @ Universities (AUB – LIA – USJ) – 20 faces 22000$ per week @ road Star ( Beirut – Batroun) – 220 faces 2000$ all summer @ competitors PiKasso billboards

Budget: 32000 / month if the mentioned Billboards are available

http://www.pikasso.com/Products/Detail/20

http://www.pikasso.com/Products/Detail/20

Competitions

As mentioned before, we have to interact directly with our clients “ Young adults”

To do this, we can create competitions: radios ads “ NRJ or Virgin Radio” since they’re targeting young

adults Announce the competition:

Visit pangea Take a crazy Picture or a selfie next to the pool Share it on social media #Pangea the most crazy selfie will get a full package from Pangea”

Competitions

By doing this: We are increasing visits frequency Communication directly with our new targets Boosting our social media traffic Increasing awareness

Loyalty programs

All comers will get a branded A5 paper with 3 empty boxes With every visit, this paper should be signed by upper

management Every 3 signatures, the consumer gets a discount or free

entrance to pangea.

Loyalty programs

By doing this: We are gaining consumers loyalty from the first visit We are increasing visits frequency

18+ Entrance

In order to attract young adults, it’s better to take the decision Allowing only 18+ clientele to enter your resort

Kids don’t generate income Kids will annoy or disturb your clients Kids are the main reason behind your clients' escape

SWOT Analysis “Before”•Big beach resort•Handled by Warwik management•Know-how •Green spaces

Strengths

•No active marketing•Weak advertising•Weak brand awareness•Targeting kids and families •Passive on social media " last post January 18th"

Weaknesses


Opportunities


• Not attracting or communicating Christian clientele

• weak brand name • Absence of customer loyalty • low market coverage

SWOT Analysis “After”•Big beach resort•Handled by Warwik management•Know-how •Green spaces•Active marketing

Strengths

•Not allowing families with kids to enter the PangeaWeaknesses


Opportunities


• Active advertising• Better brand equity and awareness• Active brand• Attracting better clientele• Available Loyalty program • Covering a bigger area

• Targeting a bigger & active

What can I offer you?


Analyzing and enhancing the current brand positioning. Take brand ownership and provide the vision, mission, goals and

strategies to match up. Communicating with target audiences in a creative manner and

managing customer relationships. Sourcing advertising opportunities and placing adverts in the press -

local, regional, national and specialist publications - or on the radio, depending on the organization and the campaign.

Benchmarking the competitors and reacting offensively or defensively

Briefing designers and advertising agencies on future ads and Facebook posts.


Sourcing and securing sponsorship. Monitor market trends, research consumer markets and

competitors’ activities to identify opportunities and key issues. Evaluating marketing campaigns. Developing marketing plans and applying them based on the

strategy. Managing budgets Devising and presenting ideas and strategies


And Executing allrecommendations mentioned before

What can I offer

Full competitive report: Visiting the competitors as a mystery visitor I can find out: The Resources they enjoy, Their Management Team, Their pursued Strategy, Their Presumed Cost Dynamics, The Values they offer, Their Market Penetration and Coverage, Their preferred Marketing Gimmicks Their prices

In order to differentiate Pangea and offer services not available in the market

ASSESSMENTSGOOD AVG. WEAKELEMENTS SUGGESTED ACTIONS

1. STRATEGIC PROFILE :- Value / Price Parity- Competitive Posture- Equilibrium of Portfolio- etc...

2. MARKETING :- Market Share- Market Coverage- Positioning- etc...

3. PRODUCTION :- Capacity Usage- Productivity- etc...

4. etc...

- Rejuvenate by ......

EXAMPLE OF COMPETITIVE STRATEGIC REPORT

EXAMPLE OF COMPETITIVE OPERATIONAL REPORT “ WEEKLY”

This report will keep you updated, what the competitors are doing in the market:

-Social media-Event-Sponsorship

Competitive report

Marketing Plan 2016

Business development section

What can you do during the winter?

Products/ ServiceExisting New

Mar

kets

Exist

ing

New

MarketPenetration

MarketDevelopment

ProductDevelopment

DiversificationMarket development

TO BE CONTINUED …

THANK YOU FOR YOUR TIME

Serge RizkallahMarketing Executive

Pangea presantation

Marketing

Transcript of Pangea presantation