Zerzura Case Study

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Executive Summary   ………………………………………………………………………..      3  Background Information …………………………………………………………………..     4  About Zerzura ………………………………………………………………........     4  Mission & Vision ............……………………………………………………….    5  Consumers Analysis ……………………………………………………………….   8                Zerzura Marketing Strategy Analysis &Problems …………………………..   9  Situational Analysis………………………………………………………………   9  SWOT …………………………………………………………………………………… 11  Recommendations for Zerzura…………………………………………………………….13   

Positioning …………………………………………………………………………..13 

 

Recommended Marketing Mix………………………………………………. 13 

References……………………………………………………………………………………………..17 


 

 

Executive Summary

Zerzura is a group of nature lovers that organize eco-tourism trips, these trips can be either one day trip or more than one day trip, the average duration of the trips are from 3 to 5 days.
Zerzura was founded by a group of nature lovers who organizes unusual trips to help themselves and others to enjoy nature and explore new places.
The cofounders of Zerzura are: Adam El Sherif, Ahmed Hazem El Gammal, Ibrahim Mohamed, Moamen Mahrous, Rehab Khaled and Ahmed Ghazi.
Zerzura's Mission: Spread the concept of the eco-tourism in the Egyptian society and raise the awareness for visiting new places in Egypt. Zerzura's Vision: To be the leader in making the eco-tourism a main source of Income in the society, in supporting the tourism and the Bedouins& to build eco-tourism society.

In this research we are aiming to discover the reasons behind traveling and why with Zerzura, in specific, and link consumer's insights to actions that Zerzura should take to be successful and to meet the key consumer's insights.

We've depended on both primary and secondary research primary research interview with Zerzura's cofounders and interviews with Zerzurians and non-Zerzurians to understand the reasons behind travelling. Secondary research: Zerzura's website and Facebook group to get more information about Zerzura and what they are doing.

Then we worked on developing promotional mix for Zerzura focusing on the things that our target audience like, we depended on both below the line and above the line activities


 

 
Background Information

About Zerzura
They are a group of nature lovers that organizes unusual trips to help themselves and others to enjoy nature and explore new places. These trips can be a one day event for those who seek a quick trip for relaxation for example Barbecue trips to Wadi Degla, fishing trips on yachts at El Sokhna and one day visit to El Fayoum.

Trips are on average of 3 days, visiting different locations, typical destinations include St. Catherine, Oasis, Nuweba' and Ras Muhammed. There are currently 6 co-founders: Adam El Sherif, Ahmed Hazem El Gammal, Ibrahim Mohamed, Moamen Mahrous, Rehab Khaled and Ahmed Ghazi.

How did it start?
Adam El Sherif one of Zerzura's co-founders, was involved in student activities back in college, he was asked to make a presentation about deserts and his previous trips experience.
He found out that people are interested to go to safari trips, hiking and going on trips into the desert. Since then he got inspired to create a trip into the desert to create a chance for those who hasn't visited it yet to go and explore the treasure of their country.

First trip organized was 6 years ago in December 2006, into "El Gult El Azraq'" St Catherine. It’s a pool resulted from melted ice collected from mountains.
He used the database of the student activity he was involved in to send them regarding the trip. He sent them an email that includes an announcement about the trip from place, fees, for how long…etc. and anyone who's interested to join to give him a call. There were 12 participants.


 

 

Difficulties faced:
1. It was hard to convince people to go such trips especially when there wasn't a mobile network.
2. He wasn't known enough for people...
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