2. 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 >>
3. 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.
4. 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.
5. 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
6. 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:
7. to:leadwillthatSalesIncrease
☒ Lead generation
☒ Increase Awareness
Marketing Mix:
SIVA
Solution:
increasingofsolutioninnovativethewithcustomersitsprovidingiswibit
inParkAquainflatableBiggestthethroughresortsandhotelstheirontraffic
arethatactivitiesqualityenjoytovisitorstheirenablewillthatEastMiddlethe
ages.allforfunallofmostandsafe,healthy,innovative,unique,
Information:
followingtheprovideswhichparksentertainmentkindaofoneoperatesWibit
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
8. 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
9. 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)
10. 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
11. Responsive E-mail design with the same identity
Links to videos and review pages
Subject Line, Sender name, and suitable timing
