Digital Consultancy Project

• American University in Cairo

• MARKETING management

• The American University in Cairo Digital Consultancy Project about Breadfast E-Marketing Final Project | Fall 2021 Submitted to Dr. Rania Samir Due on Monday December 13th Group Members Farida Assal Logine Hany Carol Louis Malak Amr Abdelrahman Adel Rawan Wael Table of Contents: I. Executive Summary II. Company Overview III. Analysis of Existing Media IV. Current E-Marketing SWOT Analysis V. Digital Customer (Key Online Persona) VI. Competitor Analysis VII. Recommended Ideas for Media VIII. Goals, KPIs, and Performance Metrics Digital Consultancy Project for Breadfast 1 I. Executive Summary Launched in 2017 by the ambitious Mostafa Amin, Muhammed Habib, and Abdallah Nofal, Breadfast delivers groceries to customers' doorsteps, with orders made using an easily navigated mobile application. Breadfast was able to gain a positive reputation in the market very quickly. In this report, we are analyzing Breadfast’s efforts regarding their digital marketing strategy (analyzing their existing POEM in specific). We have provided thorough recommendations as well regarding everything we thought needed a revised plan. II. Company Overview Breadfast is an Egyptian online grocery store. It was launched in 2017. Breadfast sells a wide array of supermarket products in which it sources from well-known FMCG companies from all over Egypt, including Pepsi, Unilever, Coca-Cola, Juhayna, and many more. Breadfast also sells its own manufactured branded products; such as coffee, oats, bread, and other bakeries including, donuts, croissants, brownies, and cookies. Breadfast started as an online bakery shop, but now it operates as a full grocery store. Not only that, but Breadfast now also has its own coffee shops (physical coffee shop places). They have a total of three coffee shops until now, and these coffee shops are located in Madinaty, Marassi, and in Chillout, the gas station, specifically the one located in Fifth Settlement. III. Analysis of Existing Media ○ Paid Media: In order for a brand to effectively gain exposure online and enhance its online visibility, it must integrate paid media in its digital marketing strategy. Brands should no longer merely depend on reaching their target audience organically online, as this is not effective anymore, due to the proliferation of online presence of numerous brands, which leads to consumers seeing a tiny bit of the brands’ content. Organic posts reach only 10% of a brand’s fans. Thus, paid media is not a luxury anymore, but rather a necessity for brands to be able to maximize their reach through the online platforms. There are various forms/types of paid media, and these include; paid search, paid social, display marketing, and affiliate marketing. In this section, we aim to thoroughly analyse the different paid media types that Breadfast implements, while also reflecting on what media types they are not making use of. Digital Consultancy Project for Breadfast 2 1. Paid Social: One of the paid media types that Breadfast implements is paid social. Breadfast has both sponsored posts and stories on Instagram. These sponsored posts/stories are skippable posts and stories which are marked with a sponsored label at their very top and they appear in a seamless manner in the feed of Breadfast’s target audience. Below are two pictures of Breadfast’s sponsored posts on Instagram (at the bottom of the first sponsored post there is a link called “Install Now” which is a call to action for the audience to download Breadfast’s application). While the other one there is a call to action as well which is “Visit Instagram Profile”. (Breadfast Instagram Sponsored Posts) Moreover, Breadfast collaborates with various popular cooking influencers, and fashion/lifestyle bloggers as well, in order to promote their brand through these influencer’s instagram accounts. They also collaborated with an Egyptian cooking school/culinary education entity called “The Cooking School” located in Fifth Settlement, and they act as a sponsor for the entity, where they bring all the groceries that the school needs for all its cooking classes. Breadfast has a story highlight on their Instagram account which is called “Collaborations” where Breadfast reshares all the instagram stories that those influencers they have collaborated with, have shared on their account featuring Breadfast. All those influencers that Breadfast have partnered with, have followers exceeding 20k followers. Also, Breadfast has ads appear on Facebook as well. Digital Consultancy Project for Breadfast