2015 – 2016
Execute an integrated plan with a refined message and subtle approach to build
a desirable niche brand for the defined target customer
Reinforcing the location and showcasing the design uniqueness, detail oriented
master planning, features engineering, zoning and most of all the
finishing/delivery & after sales features….’I WANT TO BE THERE’
Raise product profile and awareness to elevate image as well as attract the
aspiring matching affluent prospects
Selecting targeted mass media vehicles to reach the largest segment of target
group
Opening new channels and target segments in Cairo; cities/governorates as well as GCC countries
Planning direct marketing & online campaigns to generate constant prospecting flow for sales
While almost all New Cairo developments claim closeness to AUC; 90 Avenue
must be segregated as the AUC 1st neighbor… ‘the compound next door’
Marketing Objectives
90 Avenue Marketing Plan 2015/2016_AH 2
•Build a desirable brand
•Sell 2 units per day!!!!!!!! 2*25*12=600*(2.5m)=1.5B
10%/200=30%min ROI PA
The Product Generously equipped apartments
▫ 2BR (137m2 – 160m2)
▫ 3BR (175m2 – 225m2 ‘4th room’)
▫ Ground units come with a garden and top floor unites with roof access
▫ We are studying options in introduce duplexes
▫ Each unit is assigned 2 parking spots in the underground parking
▫ Each unit comes with a basement storage space
▫ 4 apartments per floor and a lobby for each 2
▫ 2 entrances for each building (main st. & landscape)
▫ VRF AC system for all apartments w/ separate controls in every room
▫ Insulated walls & DBL glazed windows
▫ Separate water meters for each apartment
▫ All apartments are equipped with fire fighting system
▫ Fully decorated and finished with a range of 4 styles to chose from
1 main spin & safe path for pedestrians & side way gates to avoid traffic
No windows on side facades & all units have a view
18m wide ring roads & 30m min space between building
ID access control cards for entrances & exits
Solar Based: Water Heating System – Lighting Back Up – Landscape Light
Services: Concierge – Car Care – Laundry – Baby Sitting – Delivery
Triple play: Internet – IPTV – WIFI – Home theatre – Smart control ready – CCTV
Green living: Grey Water System
Garbage Chute
90 Avenue Marketing Plan 2015/2016_AH 3
The Target Group
Geo
• Egypt
• Nasr City
• Heliopolis
• New Cairo
• Maadi
• GCC
• Saudi Arabia
• UAE
Demo
• Age: 30++
• M/F: 50:50
• Couples/Family
• Investors
• Occupation:
• Doctors
• Engineers
• Banking
• Business Owners
• Edu: BA++
• Nation.: Egyptians
• Class: A++
Psycho/Behavior
• Reasons:
• Upgrade Living
• Investment
• For Children
• To Live
• Profile:
• Achiever
• Emulator
• Vacation:
• Owns 2nd home
• Abroad
90 Avenue Marketing Plan 2015/2016_AH 4
Why 90 Avenue??
1. Location – main road
2. Location – AUC 1st neighbour ‘literally: the compound next door’
3. Location – island plot
4. Naturally elevated plot w/ great views
5. Infrastructure
6. Product engineering (design, features, functions, services)
developed to fulfil the increased expectations of service
7. Reduced footprint to 17%
8. Finishing
9. ROI ‘based on all the above’!! An investment for a lifetime of rewards.
10. Hassel free community becoming reality (construction)
90 Avenue Marketing Plan 2015/2016_AH 5
Why NOT??
↓ High price perception
↓ Competition with off-plan distant developments
↓ Tabarak Holding’s association with middle class developments
↓ Resale may be appealing due to lack of payment plan options
90 Avenue Marketing Plan 2015/2016_AH 6
Channels of Sales
90 Avenue Marketing Plan 2015/2016_AH 7
TARGET
Corporate
Brokers
Direct Sales (local-GCC)
Lobbying
Referrals
Self Generated
Client2Client
External Factors Affecting Sales – not limited to!
External
Seasonality
Economy
Competition
Politics
Consumer Earnings
Weather
90 Avenue Marketing Plan 2015/2016_AH 8
Internal Factors Affecting Sales – not limited to!
Internal
Working Capital
Motivation (lack)
Inventory Changes
Employment Issues
Price Changes
Communication (lack)
New Products
Business Process
90 Avenue Marketing Plan 2015/2016_AH 9
Customer Life Cycle
Brand Awareness
Interest & Consideration
Evaluation Purchase
Loyalty
90 Avenue Marketing Plan 2015/2016_AH 10
Customer Life Cycle… Does NOT Stop There!!
Customer Acquisition
Start Service
Customer Care
Upselling – Promo
Retention
Win Back
Collection
Loyalty
Driving Incremental
Improvement &
Value Across
Customer Life Cycle
90 Avenue Marketing Plan 2015/2016_AH 11
The Marketing Mix 4P’s
1 • Product
2 • Pricing
3 • Promotion
4 • Placement
‘5’ • PEOPLE
• Channels
• Offices
• VS. Value
• Escalation
• ROI
Brand
=
Quality
• Interest
• Traffic
IMPLEMENTATION
90 Avenue Marketing Plan 2015/2016_AH 12
Brand Sales Loyalty
Customers
Employees
Competitors
Media
Shareholders
Suppliers
Brand,
Sales,
Loyalty…
90 Avenue Marketing Plan 2015/2016_AH 13
The Brand – ‘Corporate 2 Sub’ • The complete exercise of brand building, architecture & communication
defines the level of client’s attachment to the brand
14 90 Avenue Marketing Plan 2015/2016_AH
•The awareness of the name, benefits, products, package, services, ..etc Recognition
•Service/product evoked qualities that client will but if available Preference
•Client will search for it, aspire to it and must have it Insistence
The Brand – Portfolio & Architecture
15 90 Avenue Marketing Plan 2015/2016_AH
Brand architecture solutions fall on a spectrum. Most are hybrid solutions, falling somewhere between branded house and house
of brands.
House of Brands
• Builds equity in strong
stand-alone brands across a wide range of categories
• Requires significant marketing investment
Branded House
• Results in strong master brand.
• Can be difficult to extend beyond the expertise of the master brand.
Hybrid
• Leverages strong master brand while allowing flexibility.
• Requires careful planning to avoid confusing customers or diluting the master brand.
The Brand – Competition Insight
16 90 Avenue Marketing Plan 2015/2016_AH
House of Brands House of Brands House of Brands
Hybrid – Branded House
16
Current Brand Overview
• Brand Belief
▫ An elite estate of the art development
▫ Luxury fully finished apartments to nurture your every need
▫ Custom designed and tailored around your desired living experience
• Brand Behaviour
▫ Poor presentation does not display the estate of the art claim
▫ Customers needs are not met by current service levels
▫ Design of current offices does not aspire to the promise of ‘design’
90 Avenue Marketing Plan 2015/2016_AH 18
A 360 degrees campaign
Press Advertising
OHH
Digital Marketing
(social, e-mail, sms, banner campaigns, viral campaigns, 360 movies)
TVC
TV bumpers and Sponsorship
Radio
Events
Sponsorships/Flagships
Public Relations
Influencers Support
90 Avenue Marketing Plan 2015/2016_AH 19
Communication Strategy - approach & development
• Launch the project, scale, RTB, key messages & follow w/ tactical
• Hammer on: location, ROI, design, tailoring, added value, features, functions
• A mysterious dramatic vivid PHOTO-centric designs w/ a professional voice
• Sustain communication frequency to ensure momentum and flow
0
1
2
3
4
5
6
7
8
9
10
Product Marketing & Sales Seasonality
90 Avenue Marketing Plan 2015/2016_AH
20
Communication Strategy - waves
• 4 different layers each with its frequency, messages & duration
• The no. of messages does not define the duration nor the frequency
• Tactical & seasonal campaigns will be during their set time in key
locations & mediums to ensure achieving sales targets
0
2
4
6
8
10
Project General Life 'tag line' Zone-Product Feature-Offering
Communication Curve
Message Months90 Avenue Marketing Plan 2015/2016_AH
21
1) Projects:
▫ Branding
▫ Positioning
▫ Project intro
2) Life:
▫ Mood
▫ Activities
▫ Luxury
3) Product/Zone:
▫ Product reveal
▫ Design
▫ Usage
4) Price – Offering:
▫ Payment terms
▫ ROI
▫ Finishing
Communication Media Mix & Budget - concept
• Real estate developers are defined as the big spenders in Egyptian media
• Marketing budgets in the Egyptian real estate industry are mostly based and
linked to rollout plans and target revenues with a share net percentage
between 2-3% for 1st homes & 3-5% for 2nd homes. In further destinations
percentage might go up as high as 8-10%
• Recently media mix preferences have changed to count highly on OOH &
digital media instead of the traditional press advertising
• Although in Egypt; Al Ahram Newspaper (Friday edition) retains it importance
and positioning in all marketing plans even with a lower frequency; other days
have proven to be more effective in generating filtered high end leads
• The scope of digital media is constantly expanding & new tools are
introduced every day (specially for real estate) to include but is never limited
to:
▫ Website development & SEO - Mobile apps - Social media - Banners advertising
▫ Projection and new virtual experience activation for events….
▫ 3D hologram mock-ups - Specialised photography - Virtual/360 tours
The following is a view on best practice for media mixing & budgeting
A special approach’s adapted in accordance with LVD’s special situation & strategy
90 Avenue Marketing Plan 2015/2016_AH 22
Communication Media Mix & Budget - assessment
0
5
10
15
20
25
30
35
40
Outdoor Press & PR TV & Radio Events & Prod Digital Misc./GivAw
Media Mix Share VS Spending Assessment
Medium Budget
• Outdoor has high impact & high cost yet, it is essential for communicating key
corporate messages, & project launches by seasonal campaigns with the
duration and geographical presence that serves our purpose best
• Digital media is obviously a fundamental in the success of our communication
strategy:
▫ It is with everyone (high penetration rate specially w/android spread)
▫ High impact vs low cost (best ROI)
▫ Flexible & easy to filter viewership for each communication by demographics
▫ Easy to measure & adjust as we go
90 Avenue Marketing Plan 2015/2016_AH 23
Communication Media Mix & Budget
• The budget is conservatively allocated to ensure the required impact for
communicating the brand, positioning and building product awareness within
the current competitive media clutter
• Outdoor & digital are the key pillars of the campaign; backed up with PR to
highlight key messages and have more space and publishing to tell the story
and ensure positioning the company as required in audience’s
• Events are an effective steering tool which will be used carefully to push sales
• ‘Misc.’ is a share for artwork/creative/printed collaterals…etc.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Outdoor Press & PR TV & Radio Events & Prod Digital Misc.
Budget m. Impact Intensity
90 Avenue Marketing Plan 2015/2016_AH 24
Communication Media Mix - priority (integrated)
Outdoor
35%
Press & PR
25%
TV & Radio
10%
Events & Prod
10%
Digital
20%
Misc./GivAw
0%
MEDIUMS ACCOUNTABILITY BEST PRACTICE
• Integration is a key element on which this strategy is design for a big bang effect
90 Avenue Marketing Plan 2015/2016_AH 25
Communication Media Mix - spending (integrated)
Outdoor, 4.5
Press & PR, 4.0
TV & Radio, 3.0
Events & Prod, 1.8
Digital, 1.0 Misc./GivAw, 0.7
MEDIA SPEND RECOMMENDATIONS
INDUSTRY BEST PRACTICE 2.5%/600M (15M)
• When building a high end brand it is recommended the marketing % is calculated on the total value and is utilised over the time line decreasingly …
i.e 3.5 in yr 1 & a flat 2% for each following year
90 Avenue Marketing Plan 2015/2016_AH 26
Brand Mood Reference Guide
27 90 Avenue Marketing Plan 2015/2016_AH
APARTMENT
E Q U I P P E D
Luxury Details
Orange
Family
Mysterious Design
Serenity
Violet
Blue
Lush
Green Versatile
29 90 Avenue Marketing Plan 2015/2016_AH
Brand Mood Guide – Photos
Well framed, indirectly shot, details focused (lots of details), both mysterious and vivid
30 90 Avenue Marketing Plan 2015/2016_AH
Brand Mood Guide – Interior
Warm, Spacious, Naturally lit, Details, Indirect, Lush, Dramatic
31 90 Avenue Marketing Plan 2015/2016_AH
Brand Mood Guide – Interior
Cosy, Colourful, Artistic, Posh, Inviting, Rich
32 90 Avenue Marketing Plan 2015/2016_AH
Brand Mood Guide – Landscape
Detailed, Eccentric, Warm, REALISTC, Rich….& CONNECTED w/living space!!!
33 90 Avenue Marketing Plan 2015/2016_AH
Brand Mood Guide – Showrooms
Detailed, Eccentric, Warm, REALISTC, Rich….& CONNECTED w/living space!!!
34 90 Avenue Marketing Plan 2015/2016_AH
Brand Mood Guide – Showrooms
Detailed, Eccentric, Warm, REALISTC, Rich….& CONNECTED w/living space!!!
35 90 Avenue Marketing Plan 2015/2016_AH
Brand Mood Guide – Life
Non exaggerated look, the girl next door, indirect, indulging & chilled
We must develop our own! NO SHUTTERSTOCK
Brand Marketing Guide – Product Manual
36 90 Avenue Marketing Plan 2015/2016_AH
Technical – Beauty – Brand – Feature – Function – Sample – Supplier
37 90 Avenue Marketing Plan 2015/2016_AH
Brand Mood Guide – Celebrity Association
Select affluent, intellectual, self made and life loving celebs
who have no association with politics or religion or controversies
Brand Advertising Guide – Press Master
38 90 Avenue Marketing Plan 2015/2016_AH
Prime Location, Only w/launches, product-promo & to support message
Full Page/Killer Size in ALAHRAM – not Friday!
Brand Advertising Guide – Press: Launch
40 90 Avenue Marketing Plan 2015/2016_AH
IDEA!!
Date/Payment/Deliv.
Brand Advertising Guide – Press: Launch
41 90 Avenue Marketing Plan 2015/2016_AH
IDEA!!
Location/ROI
Brand Advertising Guide - Press
42 90 Avenue Marketing Plan 2015/2016_AH
DBL Spread in prime locations & special editions of select magazines to brand
Focus on seasonal issues in:
Bus. Monthly, Egypt-Bus. Today, HE, DG, Insight, Community Time, Charisma, Horus…
Brand Advertising Guide - OOH
43 90 Avenue Marketing Plan 2015/2016_AH
Prime Located, Large Scale, Long Duration
Ring Road, NA, Nasr City, Heliopolis, Oct. Bridge
Brand Marketing Guide - Events
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Invite Only, Celebs, Seated, Dinner, Entertainment, Giveaways, Presentation, Sales!
Venue close to site – Special Deal for Closing
Brand Marketing Guide - Events
45 90 Avenue Marketing Plan 2015/2016_AH
On Site Activations/Sponsoring Community Events for sentiment & rapport w/target
Brand Advertising Guide - Giveaways
46 90 Avenue Marketing Plan 2015/2016_AH
The traditional item in a new way!
Custom Flash Drive – Car Sun Shades
Brand Marketing Guide - Giveaways
47 90 Avenue Marketing Plan 2015/2016_AH
Indirect, Fashionable, Hip, Artistic, Dramatic, New, Elegant, Personalised
Calligraphy Key Words Placed on Select Items
Brand Marketing Guide - Giveaways
48 90 Avenue Marketing Plan 2015/2016_AH
Intimate, Customised, Useable, Hand made, Elegant, Different….Male-Female-Home
Brand Marketing Guide - Giveaways
49 90 Avenue Marketing Plan 2015/2016_AH
Intimate, Customised, Useable, Hand made, Elegant, Different….Male-Female-Home
Brand Marketing Guide - Digital
50 90 Avenue Marketing Plan 2015/2016_AH
Independent, Interactive, Tactical, Photo Centric, Mysterious, Features & Function
Brand Marketing Guide – Influencers
51 90 Avenue Marketing Plan 2015/2016_AH
Independent, Interactive, Tactical, Photo Centric, Sentimetal
Brand Marketing Guide - TVC
52 90 Avenue Marketing Plan 2015/2016_AH
Dramatic with a detail focusing technique, endorsed by a major desirable star!!
Brand Marketing Guide – IDEA!!
53 90 Avenue Marketing Plan 2015/2016_AH
Time Lapse…. On Site – To be utilised in different mediums!
Brand Marketing Guide – IDEA!!
54 90 Avenue Marketing Plan 2015/2016_AH
Augmented Reality for Design VS Reality…. On Site & In Events!
Brand Marketing Guide – IDEA!!
55 90 Avenue Marketing Plan 2015/2016_AH
Photography On Site Project: Independent, Interactive, Tactical, Photo Centric, Viral
Brand Marketing Guide – IDEA!!
56 90 Avenue Marketing Plan 2015/2016_AH
Ziplin & Branded Balloons…. On Site – Perm & Events!
Brand Marketing Guide – IDEA!!
57 90 Avenue Marketing Plan 2015/2016_AH
The GIOVANNETTI – Artistically Italian Branded Apartments!
A new art designed for interior usage and theme building in living spaces.
Media Plan & Cost Overview
90 Avenue Marketing Plan 2015/2016_AH 58
• The figures above are assumptions based on preliminary offers and previous experience for 6months activities • The total amount includes activities that are not only for 90 Avenue i.e. Cityscape & Digital Cleansing • Budget calculated @2.5% of 600m target. Should we follow the 3,5% in yr1 and 2% flat onwards; budget will be LE21m
Item Qty Duration Starting… Cost LE
Outdoor TBC 6mnths min Oct-15 3,000,000.00
Online Cleansing & Moderation (Benefits
Tabarak Holding) 6mnths 3mnths min Oct-15 150,000.00
Press Adverts (newspaper) 12+ 6mnths min Nov-15 3,000,000.00
Press Adverts (magazines) 7 2mnths min Nov-15 500,000.00
Digital & Social Campaigns 4 4mnths min Nov-15 250,000.00
TVC Production & Airing 1 1.5months min Feb/Apr-16 4,000,000.00
Radio Production & Airing 2 min. 3mnths Nov-15 650,000.00
Invite Only event (bookings/launch) 1 1day Dec-15 1,200,000.00
On site events & other sponsorships 3 2mnths Jan-16 500,000.00
360degree virtual tours (5-8points) Ongoing Oct-15 100,000.00
Photoshoots w/casting 2 Ongoing Nov-15 200,000.00
PR & Influence Driven Campagins TBC 4mnths Nov-15 300,000.00
Giveaways TBC Ongoing Nov-15 300,000.00
Creative & Print TBC Ongoing 200,000.00
Cityscape 2016 rental & production 1 4days Apr-16 1,500,000.00
Misc. Margin 5% Ongoing 792,500.00
16,642,500.00
Key Requirements
90 Avenue Marketing Plan 2015/2016_AH 59
While investing in brand & communication, it is critical to have the necessary structure & in-house resources to absorb the feedback
1. Measuring the success of marketing campaigns will not be possible without a proper lead tracking process
2. The brand scale & attributes must be implemented on ground & displayed in the show room (space, handling, layout, mood, display..)
3. Clear one-tongue communication is vital (standardised information by project)
4. Unified service qualities & product packaging upgrades the brand values
5. Aggressive, presentable, professional, experienced, well-connected sales team
6. Well established & clear stakeholders policy
7. Consistency of voice & communication to gain momentum
8. Partners selection process & criteria (for suppliers)
9. Cutting edge interdepartmental communication
10. CRM & aftersales team for retention & upselling
11. Ensure synchronization of all marketing/brand related designs through a focal review & check point ‘Brand Management’ (Marketing Department)
12. Maintaining unified taste, look & feel & persona of brand via standardization & a single decision making point and approval for all designs