eh_startegic & development plan outline_ah

Emirates HeightsStrategic Business Development Plan Outline – April 2012

Prepared & Presented by:

Aliaa Hussein Abbas – Marketing Manager

Corporate Vision

Lead the Egyptian Real Estate Market Be proactive – supply for what the market needs Competitiveness – follow market trends Customer oriented – the follow up strategy Initiate – create a community Communicate – act on feedback

23-Apr-15EH_Strategic & Development Plan Outline_AH

Corporate Vision (continued)


Vision....Mission....Target A clear determined vision broken into sustainable mission

achieve the target To process successfully; VALUES must be defined



EH - Market

EH - Team

Team - Customer

Customer- EH

Team - EH

Customer - Reputation

Reputation - EH

Reputation - Team

Brand PowerCompetitive

StrategyQuality &

AdvancementBusiness Model

Updates



Brand Power Building a brand reputation & managing it Brand reputation is viral; either make it or break it

Competitive Strategy Innovation and reaction are necessary Adopt new strategies to deal with emerging competitors Strengthen the Weakness Decline the price strategy for the value for money approach



Quality & Advancement Quality should never be sacrificed Build reliability & loyalty Deploy latest trends and technologies

Business Model Updates Eliminate obsoleteness Review and formulate new plans and ideas Plans updates must be industry specific

Corporate View Way Forward

23-Apr-15EH_Development Plan Outline_AH

Pave the way by refurbishing existing resources 1. Building on what we have

Emirates Heights North Coast

2. Creating what we need Emirates Heights Developments persona

3. Structuring the process Tactics, Policies, Procedures, ...etc

Emirates Heights – north coast


Based on product definition, CMA and Lead research analysis, the following shall be the main focus: Design new advert layouts with messages for every target

group profile Communicate product values which are key drives and needs

for the target groups Endorse onsite recreational facilities to increase ROI and value

for money; hence brand power Communicates EH north coast in Arabic more often in adverts Empower the reputation (satisfy unsatisfied clients) Structure the sales scenario/presentation Enhance image quality with customers Stress on value added and decline too many offerings

Customer Service


From dissatisfaction to loyalty We shall enhance the ‘experience’ concept:

Make it an enjoyable purchase A rewarding investment A vacation to look forward to Something for every family member An unforgettably fun experience Allocate budget for unsatisfied customer compensation

Consider the RE-Sale service for clients and check how it can compliment unsatisfied customers

EH North Coast Plan Objectives


Sustain collections and maintain current client base Decrease bounce rate from reservations Increase client satisfaction and positive word of mouth Structure the price escalation strategy to enhance ROI Generate sales and retain volume

Core Strategies for EH North Coast


Market Analysis Define the competitive edge and build on it

•Emirates Heights North Coast facilities are key competitive elements

•We should immediately proceed with 3rd party management endorsement and announce it in advertisements

•Boost sales with a value for money approach•Develop ‘an experience’ based product

•Add more facilities (sports fields, playgrounds, ...etc.)

Core Strategies for EH North Coast (continued)


Property Enhancement Package property types to match different groups New offerings

•Unique Selling Points to be phrased to match every group need based on Lead research findings

•Consider offering a new product (twin house) •Explore the possibility for applying the Shared Ownership concept

•Plan for EH north coast COMMERCIAL property launch



Marketing Seasonality Overview April 2012 – March 2013

Seasonality & Campaigns Calendar Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13

DeliveryCorporateLeads GenerationGCC Lead GenerationCityscape

•Based on product seasonality, updates and corporate vision; various campaigns are run simultaneously



Communication Integrated campaigns make a stronger sound

•Media mediums to be integrated in every campaign based on its message and target audience

Medium/Activity Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13PressOnlineRadioPR ExhibitionsEventsNational Road ShowSMSTV



Incentive Programs Special offerings and special packages to push sales

•Add on to the product value and make it tempting and competitive to drive sales in special times

Promotions Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13Furniture PackOmraProperty InsuranceCorporate (travel)Corporate (Guranteed Rental Return)Smart Home Pack



Structuring the Sale Enhancing sales presentations, material and scenario Standardization is a key to reflecting image quality

•Under promise .... Over achieve•Make it accurate

•Name dropping must be endorsed•Make the cycle clear to the client

•Honesty builds loyalty



After the Sale SERVE While the real estate sales process is an average ongoing process of

at least 4 stages over a minimum of 2 years; client after sales service is a necessity to sustaining the sales volume

•SERVE...SERVE....SERVE•Follow up

•Build loyalty •Be positively popular

•Work on customer satisfaction•Personalize the communication

•Make every customer feel special•References empower and develop a commune

Real Estate Product Life Cycle


ADDED VALUE, ENDORSEMENT & QUALITY extend the maturity stage vs decline.

Emirates Heights North Coast Endorsement


Beach Management/F&B Outlets/Sponsorships

Aqua park Final design/Contractor/Provider/Management

Hotels Smaller hotels (W) High end management

SPA Final design/Contractor/Provider/Management

Diving Actualize/Technical information/Management

Sports & Recreation Allocation/Design/Management

Emirates Heights North Coast Endorsement (cont)


Yacht Club/Marina Final design/Contractor/Provider/Management

Commercial & Retail Final design/Contractor/Provider/Management

Security Commercial Concept/Provider/Management

Smart Home Technical Packages/Commercial Concept/Provider/Management

Facility Management Commercial Concept/Provider/Management

Property Management Commercial Concept/Provider/Management

Emirates Heights Developments Press Adverts


Branding CI

Lead Generation Announcements Offerings Campaigns

New Channels Agents

News Papers

Mag.

Emirates Heights Developments Online


Branding PR

Lead Generation Campaigns Property Portals

New Channels Agents Community Groups

Website

Facebook

Social Media

Emails

SEO

PR

Emirates Heights Developments Exhibitions


Branding Design & CI

Lead Generation Offerings

New Channels Agents

Local

Int’l

GCC

Emirates Heights Developments Functions



Sales Offerings

PR Relations

Clubs

Corp.

Spons.

Emirates Heights Developments Radio


Nogom

Nagham

Mega

Nile

Lead Generation Announcements Offerings Promotions

Emirates Heights Developments PR


Press

Online

Radio

TV

Corporate Industry related Management based

Product Experience related Clients based

Facilities Features related Partners based

Growth Development related Investment based

Emirates Heights Developments National Road Show



Lead Generation Offerings

New Channels Agents

Activation

Logistics

Emirates Heights North Coast Site Activation


Various ideas can be implemented for 2013 Treasure hunt Beach outlets Memberships to the different facilities Theme parties Live music/show parties Children activities/functions Family festivals Tournaments (sports, kids...etc)

The Marketing Department


Organizational Chart 2013Marketing Director

Marketing Manager

Events Team Leader

Local Events Associate

International Events Associate

Road Show Associate

PR & Press Team Leader

PR Associate

Media Buying Associate

Brand Associate

Marketing Team Leader

Design Associate

Digital Associate

Research & Planning Associate

Department Admin

Training & Development


Off the Job

On the Job

Management

• Soft Skills• Languages

• Sales Skills• Communication

• Motivation• Planning

It is advised to apply a training & development plan for all EH team members in the different departments according to needs and targets.

eh_startegic & development plan outline_ah

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