Cockatoo

Strategy & Analysis

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1- Situation Analysis :
• Where are we :New Clothing brand with more
than one store for now it’s women’s wear , but
our vision would have men’s & kids’ lines
that’s why we want to market ourselves as
fashion brand not only women’s and that was
clear enough in the choice of the name & logo
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• Market Research :
Many international brands opened recently in
Egypt & their branches in Alex are either in
Smouha or City Centre Or San Staifano such as
(H&M, Zara , MaX etc)
They’re playing on two main aspects
1. Cheap working hands
2. Big Market with different classes they can
target
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• Market Research :
Alex has Class B customers more with a good
taste so usually high end brands target them
in their Sales Sessions (LC Waikiki)
There is a rising of the handmade brands
recently specially on Instagram pages they
don’t even need a store
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• SWOT Analysis :
1. Strength : new brand / past experience in the
industry overall / good quality / reasonable
prices / good location
2. Weakness : first attempt with this Class / not
enough awareness/ new visibility on Social
media
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• SWOT Analysis :
3. Opportunities : Can have a good part in the
market specially in the B & B+ Class / with
more than one store we can target cx as a
brand not just a random shop
4. Threats : Try to compete with both high
brands & normal shops
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• Competitive Analysis :
Direct : Shops that target the same Class &
usually have more than one store
Indirect : High end brands that can target our
Class in the Sales
Online : Shopping websites can compete with
our Social media Pages
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Direct :
1. OR : started in 2006 has around 19 stores in Cairo ,
Alex and Sharm
New trends & models with good prices
Market themselves as “go-to” fashion essentials
F.B Page : - Video Cover (high fashion)
- Likes : 500 K - Content depends on photos of
clothes without using models - Fashion updates
- No pattern in designs
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2. Cocktail : one of the oldest brands in Alex since
1991
They’re playing on consumer demands
F.B Page : - high quality cover photo
- Likes : 200K - linked their website to the page
- Overall good content (call to action posts)
- Photos of clothes in the store
- Modeling sessions for new collections only
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3. Hossam : has five stores one of them is in Green
Plaza
Famous for their jeans specifically
Casual clothes & random styles
F.B Page : - poor quality photos and designs
- No pattern in designs - likes : 70k
- Not any relevant content to fashion
- No website or Shop tab
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4. Diva : 2 branches store located in San Stafeno & City
center
Their Prices & styles mostly for B Class but the quality is
not very good though
Try to put themselves in the area of high end brands
F.B Page : - Cover photo related to fashion
- Not posting regularly - not specific content
- Random designs without template
- Slow responding rate - likes : 21K
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5. Raven : Has around 7 branches all over the country ,
one of them is in Green Plaza
Prices of Class B but with quality & treating of Class A
Makes a lot of deals with famous influencers
Has their own App & Their website is amazing
F.B Page : - High end fashion cover photo
- Has a stores tab - depends on photos of models with
some touches of designers
- High responding rate - efficient content
- Likes : 2 M followers
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6- H&H :
- Casual wear - 6 branches in Alex and 1 in Cairo
- Poor quality cover photo & Profile pic
- Not one pattern in designs - poor quality designs
- No Online shop - don’t use models often
- Photos of clothes on low quality profile & without
editing
- Competitive advantage Big sizes
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7- ‫مالمح‬
-Market themselves as a brand you can make your own
style in
- Mostly long dresses - no casual wear
- Fixed pattern in photos - Overall good page
- Mostly depends on shop tab
- Website not working -Likes : 500 K
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8- Lachica :
- 9 branches 2 of them are in the same spots that our
branches in
- High fashion cover photo
- High quality photos of models
- Content depends on models mainly
- No shop tab & no prices on the page
- Website is not working - Likes : 50 K
- Low engagement
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9- Just SBR :
- cover photo about offers - weird logo
- Shop tab is very Active
- Content depends on sales only
- Stores locations are in the notes tab
- Link the instagram page - Likes : 216 K
- Good high quality Instagram account
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10- Moi et Moi :
- Market themselves as they bring the international
fashion to the Egyptian women
- Use models all the time - English content
- Photos of the shop itself are low quality
- Low quality cover photo - Likes: 35 K
- Shop tab is very good
- Good quality page overall
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Indirect :
1. LC Waikiki : market themselves as a brand all
people can buy from , many branches around the
world , entered the Egyptian market recently
F.B Page : - Use photos of their international models on
the Page - Rely on photos in the content
- High fashion models - related Cover photo
- Comfortable designs to the eye
- International overview of the page -Likes: 6M
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2. H&M : Market themselves as a sustainable quality
when ever you reach them you will get it
They are having an issue in the quality compared to
price
F.B Page : - Page for the whole Egypt branches
- Pattern in posts of photos but without designs
- Content is translated from their international Page
- Good website overall - Likes : 37 M
- High Fashion Cover photo
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3. Rojada : More as a formal clothing shop ,
Targeting Class A & Class B in their formal events
Many branches usually in Malls one of them is in Green
Plaza
F.B Page : - no pattern in the designs
- Little use of Models & Photos
- No related content to fashion
- Website under construction
- Likes : 300 K - Cover photo with logo on it
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Online Competitors :
1. Yashry : Egypt based website has a lot of
brands to shop from so it can target class A or
class B
Takes a lot of time to deliver
F.B Page : - Actual store Online
- Cash on delivery
- Retuning policy is good - Likes : 700K
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2. Shein : an international website can deliver
fast to Egypt
Many Egyptian fashion influencers talked about
it in their YouTube channels
Shopping from it has good review from our
targeted Class
F.B Page : - Page very high end reflects the
website - Likes : 13 M
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2- Objective :
Vision : to be recognized as a great quality brand with
reasonable prices
Green Plaza Branch will be the main one (Brand Image)
El- Galaa Street branch the out-let one
Bahiraa Branch & Raml station are just expansion of the
brand to get closer to our clients
F.B Page : An Online reflection of our work & a Store we
aim to vary the content
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SMART Objective : we need to be recognized both in
real life & on the F.B page in the first month so our
overall objective will be Awareness
• Specific : 100K followers
• Measurable : from Page insights & targeted audience
on F.B
• Actionable : will increase the leads to the shop itself &
shopping Online on the Page
• Relevant : the Page Image
• Time framed : First month
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5 Ss Model :
• Sell : photo session on the Page that sell the products
• Speak : In the Opening we will make sure that people share
the page or tag it in their photos as part of the fun games
• Serve : auto reply on the page & everything with it’s price
and available sizes or the location of the nearest store to
the client
• Save : time from going to the store & Money from the
Opening Offers
• Sizzle : Teasing Campaign + wait for our Magazine
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3- Strategy : STP
• Segmentation :
• Segment 1
- Class : A
- Age : 25-35
- Location : Smouha
- Interests : Beauty - Skin Care – Gym
- Behavior : Smouha Club- Cinemas- Gold’s Gym –
Café( Zanilies-Starbucks)
- Digital Behavior : Like or follow ages depend on their image
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• Segmentation :
• Segment 2
- Class : B
- Age : 18-25
- Location : from Cleopatra to Raml station
- Interests : Education - Skin Care – good offers –student
things
- Behavior : Collages – Cafes ( Taverna – wave )
- Digital Behavior :attached to young influencers & trends
in fashion
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• Segmentation :
• Segment 3
- Class : B
- Age : 25-35
- Location : from Cleopatra to Raml station
- Interests : Jobs groups-Skin Drs – young children advices
– learning new language
- Behavior : Malls- cafes-Trips-Schools
- Digital Behavior : More aware of FB content & know
what they want to see or follow
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• Segmentation :
• Segment 4
- Class : B
- Age : 35-45
- Location : from Cleopatra to Raml station
- Interests :Cooking-Online Shopping groups-teachers for
their kids
- Behavior : Restaurants class B-
- Digital Behavior : want to know about new things to
keep along with it
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• Segmentation :
• Segment 6
- Class : A
- Age : 25-35
- Location : from Cleopatra to Raml station
- Interests : Education-Fashion Shows-International
trends
- Behavior :Tivoli dome-Farous University
- Digital Behavior :want to see creative but fun content
relating to them
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• Targeting :
What segments we will target according to our
business requirements
So, from the previous segmentation we will
Target segment 2,3,4 and 6
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• Positioning :
We want set in the mind of the cx as an
affordable brand get them what they deserve
quality wise & price wise
And depending on the Segment and buyer
persona that will change slightly depending on
the concept we’re playing on
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• Value Proposition :
We will treat you as per your expectations , but without
putting pressure on your wallet
• Relevancy :
We have more than one branch if you want to exchange or
see more styles near you, also the F.B Page will be easiest
reach to our Store
• Unique Differentiation :
Everyone with different styles gets what they need (more
than one buyer personas)
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• Online Value Proposition :
Who we are? : New released Clothing brand
What we offer? : women’s fashion
Which markets do we serve? : Youth & middle age
women
What makes us different? : Past experience in the
industry itself, good quality compared to price, care
about our customer experience
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• Our Story :
1. You deserve to get what you need , fashion could be your personal
signature and that’s why Cockatoo got your back with any style you
want
Cockatoo the fashion you deserve
OR
2.Cockatoo will always got your back regarding the Fashion , Style and
Trends
whatever your style is you will find what you need in our collections

Cockatoo the fashion you deserve

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4- Tactics (How we will get there?) :
We are going to use the Buyer persona Method
1) This Esraa she’s in the third year of Faculty of
Arts she wants to be Stylish with Casual outfits
Go well with her student life she’s 21 years old
her time is split between studying, F.B and
hanging out with her friends in the weekend
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2) Soha is a fresh graduate , she’s starting her
career in her dream field , she’s now has her
own money so she wants to invest in good
Unique pieces that reflects she’s a working
woman now she goes to her work 5
days a week & has the weekend to
spend with Family & Friends
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3) Noha is a 30 years old new Mom having her first
child she wants to have some affordable good quality
clothes as she already has a lot to spend on the new
baby also she’s
looking for durability in her daily outfit
she spends most of her time on F.B
groups & YouTube videos to know
More tips about the baby in addition to
her mother’s advices
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4) Aml is a 40 years old house wife her 3 kids are all her
life she searches for comfortable pieces to depend on
with her mother life also she’s looking for modesty in
her style her time is mostly spent on cooking groups
on F.B & TV shows she’s on social media to know
about her kids’ interests & the
new generation’s trends
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5) Mai is a student in Farous University she is 22 years
old she relies on her Mom & Dad to get her high end
pieces from Brands like Zara she’s a member in
Smouha Club & the gym is a big part of her day she’s
trying new things all the time and she’s willing to try
new brands if she heard about it’s high quality
from other people as she wants to use the
cash o her monthly trips & vacations
 Opening Ceremony
• F.B Page :
we will start with a teasing campaign on the
page with a parrot as a character talking to
girls & giving them advice of fashion without
revealing the brand of the page & at the end
of the campaign the parrot going to announce
that this influencer will attend his party and
you’re welcomed to join them to find his
treasure with him
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• On the Opening day :
we will have people with parrot customs that will
lead the crowd to the first station of finding the
treasure .
• Find the Treasure :
We are having 3 stations of it to make sure all the
people that attend will like – share F.B Page &
follow the Instagram page with the teasing
campaign on it already
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• The Influencer :
She will announce on her page that she will
attend on specific time maybe half an hour
after the actual opening & after the date we
will announce on the page because we want
the girls to wait for her & take photos in our
partition and they can have these photos on
the F.B page
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• Side party staff :
We need yellow balloons to be thrown from the
second floor & also some yellow juices for the
girls during finding the treasure game like a
yellow theme overall & if we have the bill
board with us we will make it the same theme
with our slogan as the end of them
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• Cost of Modeling & photo shoots :
Foreign models 2K per day & 1.5 K per day
Salary models around 900 LE per month (8
or 6 times )
One hour high end Model 450 LE per hour