ECOMMERCE 2015

Minlo & E-CommerceBusiness Review 2015

AgendaE – Commerce Business world wide. E – Commerce Business in Egyptian Market.E – Commerce Business in minlo.

Operation and working cycle. 2015 BGT.2015 actual YTD.Growth % (2014 VS 2015)

Marketing support during current year. Our suggestion to push up sales and execution. Conclusion and recommendations.

May 1, 2023 2

Elephant Story

May 1, 2023 3

Our Elephant is The

May 1, 2023 4

Ecommerce

U.S. Online retailer

May 1, 2023 5

Ecommerce Worldwide

May 1, 2023 6

Ecommerce MENA

May 1, 2023 7

May 1, 2023 8

Egypt Online retailer 2014 Sales

May 1, 2023 9

$265 m$5m

$210 m $10 m

$5m

May 1, 2023 10

May 1, 2023 11

May 1, 2023 12

May 1, 2023 13

May 1, 2023 14

May 1, 2023 15

Minlo Market Share On Ecommerce-by Item sold

May 1, 2023 16

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 Actual Budget P Y 2014 GR %

COOLER 72 299 111 65%

KOLDAIR 818 1,119 396 207%

FILTER 1,564 1,722 1,015 154%

BRAUN 1,568 1,700 1,421 110%

TOTAL 4,022 4,840.00 2,943.00 137%

SALES YTD- 31/8

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SALES YTD- 31/8

  YTD Act Sales YTD BGT Sales Val Index YTD PY Sales Val Index

Vol Val Vol Val Vol Val

Cooler 1,696 71,964 3,362 189,599 38% 1,426 65,185 110%

Koldair 679 818,613 602 748,470 109% 245 271,158 302%

Filter 6,431 1,532,914 5,669  1,120,974 137% 2,508 461,172 332%

Braun 3440 1,496,310 

1,700,000 88% 3385 1,299,363 115%

overall 187%

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E-commerce weight Vs. Direct sales 2014 Vs. 2015

E-Commerce Corporate Public sector 16016 weight

 2014 2015 2014 2015 2014 2015 2014 2015 2014 2015

COOLER 111 72 954 615 149 127 265 37 8%9%

KOLDAIR 396 818 2,379 2,283 1,143 852 395 500 10%23%

FILTER 1,015 1,564 1,215 605 26 8 4,765 3,115 17%42%

BRAUN 1,299 1,568 50 71 0 0 0 0 2598%2208%

TOTAL2,821.00 4,022.00 4,598.00 3,574.00 1,318.00 987 5,425.00 3,652.00 25% 49%

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E-commerce weight Vs. Minlo 2014 Vs. 2015

E-Commerce M.T & G.T weight

  2014 2015 2014 2015 2014 2015

COOLER 111 72 68,482 81,993 0% 0%

KOLDAIR 396 818 15,407 20,485 3% 4%

FILTER 1,015 1,564 46,889 32,238 2% 5%

BRAUN 1,299 1,568 42,573 40,007 3% 4%

TOTAL2,821.00 4,022.00 173,351.00 174,723.00 1.6% 2.3%

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E-commerce weight Vs. Direct sales 2014

E-Commerce Corporate Public sector 16016 weight

COOLER 111 954 149 265 8%

KOLDAIR 396 2,379 1,143 395 10%

FILTER 1,015 1,215 26 4,765 17%

BRAUN 1,299 50 0 0 2598%

TOTAL 2,821.00 4,598.00 1,318.00 5,425.00 25%

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E-commerce weight Vs. Direct sales 2015

 E-

Commerce Corporate Public sector 16016 weight

COOLER 72 615 127 37 9%

KOLDAIR 818 2,283 852 500 23%

FILTER 1,564 605 8 3,115 42%

BRAUN 1,568 71 0 0 2208%

TOTAL 4,022.00 3,574.00 987.00 3,652.00 49%

Brand contribution

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Growing(almost 1.4 times)

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SALES PER MONTH

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Coolers Sales Per Month

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WHY

May 1, 2023 27

1-Price Increase almost 30%.2- Merchants margin decreased 5%, but 15 %.

SKU GROSS 2014 GROSS 2015 CONSUMER 2014 CONSUMER 2015 PRICE INCREASE

IB 1.25 L 18 29.1 25 31 24%IT 12 L 67.5 103.4 75 110 47%

KOLDAIR Sales Per Month

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WHY

May 1, 2023 29

1-Sell at March, April and May good quantities meet the Price sales point of the Product to the end user 999 EGP &1199 EGP before price increase.2-Failure of National promotion and Voucher system.SKU MAR Q MAR V APR Q APR V MAY Q MAY V TOTAL Q TOTAL V

KWD (08) 54 47,000 26 24,000 5 5,000 85 76,000

KWD(10) 99 106,000 40 45,000 60 75,000 199 226,000

KWD (12) 18 23,000 20 28,000 31 43,000 69 94,000

TOTAL 171 176000 86 97000 96 123000 353 396000

May 1, 2023 30

FILTER Sales Per Month

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WHY

May 1, 2023 32

1-A success story at March 1000 PEC for one exclusive bundle 3 stage single + IT 6 L consumer price 189 EGP.Jumia start to concentrate more at Filters made it first priority at campaigns.

BRAUN Sales Per Month

33

WHY

May 1, 2023 34

1-Price Stability only 10% increase starting AUG.2-Promotions are ready a year before.3-Factsheet promotions E-commerce Quota are Saved.4- Price off strategy promotions always boom.5- Depletion offers for old and slow moving items also boom.

Conclusion& Recommendations

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1-For Coolers prices needed to be revised for both merchant and consumer.2- For Koldair Vouchers a national promotion model is not fit price off is more applicable proved by Braun.3-For Filters we need exclusive promotions and we can propose a lot of bundles that we already tried before and succeeded.4- For the 3 Categories (we have a price point that we are sure according to E-commerce websites analysis that works we need to stuck with it).5- For Braun we need to increase our share of the Fact sheet promotions and not align it with the weight of the category as a nature of the department of e-commerce, also give the merchants same benefits of the commercial as they already exceed 150 k per month.

Lets fill what is NEXT together

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1-2-3-4-5-

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