Pangea presantation

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
•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 go
Threats
• Not attracting or communicating
Christian clientele
• weak brand name
• Absence of customer loyalty
• low market coverage

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
56
44
Profile
Females Males
20
80
Religion
Christians Muslims
0%
20%
40%
60%
80%
100%
20 - 25 25 - 30 30 - 40%

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

Top of mind
0
0.5
1
1.5
2
2.5
3
3.5
As 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
0%
10%
20%
30%
40%
50%
60%
70%
80%
Know pangea Don't know pangea
76% of the
questionnaires
have actually
heard of
Pangea

Visit
44%
45%
46%
47%
48%
49%
50%
51%
52%
53%
54%
Visit before Never visite before
52% of the ones
who are aware
of pangea, have
actually visited it

Consumer’s opinion about who should
the targets be?
0%
10%
20%
30%
40%
50%
60%
70%
Families Yound adults
Target
According 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
0
2
4
6
8
10
Top of mind
known/Unknown
Attractive
Pleasing
Socialy responsibleActive
leader
successful
Family/ Young adults
Current situation

Pangea “General view” Consumer
Perception
0
2
4
6
8
10
Top of mind
known/Unknown
Attractive
Pleasing
Socialy responsibleActive
leader
successful
Family/ Young adults
Current situation
Desired situation

• 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
low market coverage
• Big beach resort
Handled by Warwik management
• Know-how
• Green spaces
Strengths
Weaknesses
Internal

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

Ansoff Matrix
Products/ Service
Existing New
Market
Penetration
Market
Development
Product
Development
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./Attitude
AvailableSalesPotential Good Bad
HighLow
Class “A” Target.
Focus on.
Find out the ones
who are worth D+
Loyally & D+ Resources
Not worth spending
much on them.
Don’t waste too
much 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
CompetitiveScope?
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 ads
2. Billboards
3. social media
2. Massive BTL communication: “To be visible next to our target”
1. Brochure distribution in universities
2. Venues
3. Pubs
4. Festivals
5. Schools “ offer graduation programs in Pangea”

Why should we increase awareness?

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

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

Pangea Positioning
1. Competitive report:
Find out what our competitors are offering and where did they positioned
their selves. For example:
Brand Values Positioning
Kellogg'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

Pangea Positioning
 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
1. Massive ATL communication:
1. TV ads
2. Billboards
3. social media
2. Massive BTL communication: “To be visible next to our target”
1. Brochure distribution in universities
2. Venues
3. Pubs
4. Festivals
5. Schools “ offer graduation programs in Pangea

Why should we Focus on Key
motivator and USPs?

motivator and USPs?
 AFIIMS
Awareness
Familiarity
Intention
Image
Key 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

motivator and USPs?
 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 benefits
2. Be unique
3. Solve An industry “Pain Point” or “Performance gap”
4. Be specific and offer proof
5. Condense into one clear and concise sentence
6. Integrate your USP into all marketing Materials
7. Deliver on your USP’s promise

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

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
•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
Threats
• Not attracting or communicating
Christian clientele
• weak brand name
• low market coverage

SWOT Analysis “After”
•Big beach resort
•Know-how
•Green spaces
•Active marketing
Strengths
•Not allowing families with kids to enter the PangeaWeaknesses
Opportunities
Threats
• 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.

What can I offer you?
 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

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

ASSESSMENTS
GOOD 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

What can you do during the winter?
Products/ Service
Existing New
Market
Penetration
Market
Development
Product
Development
DiversificationMarket development

Serge Rizkallah
Marketing Executive

Pangea presantation

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