90avenue marketing plan outline 2015-2016

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


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


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)


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


Channels of Sales


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


Internal Factors Affecting Sales – not limited to!

Internal

Working Capital

Motivation (lack)

Inventory Changes

Employment Issues

Price Changes

Communication (lack)

New Products

Business Process


Customer Life Cycle

Brand Awareness

Interest & Consideration

Evaluation Purchase

Loyalty


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


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


Brand Sales Loyalty

Customers

Employees

Competitors

Media

Shareholders

Suppliers

Brand,

Sales,

Loyalty…


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


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


House of Brands House of Brands House of Brands

Hybrid – Branded House

16

The Brand – HOUSE OF BRANDS!


17

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’


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


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


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


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


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


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


Brand Mood Reference Guide


APARTMENT

E Q U I P P E D

Luxury Details

Orange

Family

Mysterious Design

Serenity

Violet

Blue

Lush

Green Versatile

Brand Mood Guide – The Place & Colours



Brand Mood Guide – Photos

Well framed, indirectly shot, details focused (lots of details), both mysterious and vivid


Brand Mood Guide – Interior

Warm, Spacious, Naturally lit, Details, Indirect, Lush, Dramatic


Brand Mood Guide – Interior

Cosy, Colourful, Artistic, Posh, Inviting, Rich


Brand Mood Guide – Landscape

Detailed, Eccentric, Warm, REALISTC, Rich….& CONNECTED w/living space!!!


Brand Mood Guide – Showrooms



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


Technical – Beauty – Brand – Feature – Function – Sample – Supplier


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


Prime Location, Only w/launches, product-promo & to support message

Full Page/Killer Size in ALAHRAM – not Friday!

Brand Advertising Guide – Press: Launch




IDEA!!

Date/Payment/Deliv.



IDEA!!

Location/ROI

Brand Advertising Guide - Press


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


Prime Located, Large Scale, Long Duration

Ring Road, NA, Nasr City, Heliopolis, Oct. Bridge

Brand Marketing Guide - Events


Invite Only, Celebs, Seated, Dinner, Entertainment, Giveaways, Presentation, Sales!

Venue close to site – Special Deal for Closing

Brand Marketing Guide - Events


On Site Activations/Sponsoring Community Events for sentiment & rapport w/target

Brand Advertising Guide - Giveaways


The traditional item in a new way!

Custom Flash Drive – Car Sun Shades

Brand Marketing Guide - Giveaways


Indirect, Fashionable, Hip, Artistic, Dramatic, New, Elegant, Personalised

Calligraphy Key Words Placed on Select Items



Intimate, Customised, Useable, Hand made, Elegant, Different….Male-Female-Home

Brand Marketing Guide - Digital


Independent, Interactive, Tactical, Photo Centric, Mysterious, Features & Function

Brand Marketing Guide – Influencers


Independent, Interactive, Tactical, Photo Centric, Sentimetal

Brand Marketing Guide - TVC


Dramatic with a detail focusing technique, endorsed by a major desirable star!!

Brand Marketing Guide – IDEA!!


Time Lapse…. On Site – To be utilised in different mediums!



Augmented Reality for Design VS Reality…. On Site & In Events!



Photography On Site Project: Independent, Interactive, Tactical, Photo Centric, Viral



Ziplin & Branded Balloons…. On Site – Perm & Events!



The GIOVANNETTI – Artistically Italian Branded Apartments!

A new art designed for interior usage and theme building in living spaces.

Media Plan & Cost Overview


• 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

D:/!!Lia's/Media Budget Break Down.xlsx

Key Requirements


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

Thank you” Aliaa H. Abbas

90avenue marketing plan outline 2015-2016

Documents