Remal

تجار الشرقية

Branding & Marketing Plan

Prepared by:

Manal Assaad

Product “Project”

Launch

Plan Outline

The Product launch will require:

• a Brand Identity,

• Literature,

• Advertising,

• Marketing Planning and

• Public Relations Events.

Brand Identity

Marketing Strategy

o Target Customers:

• A-Class Businesspeople.

• A-List Companies

• A-Class retired people

o Products/Services:

• Offices’ Villas

• Businessmen and businesswomen clubs.

Conference rooms

Gym

Health Clubs

Entertainment Clubs, etc.

• Parking lots.

Marketing Strategy

• Build Target’s Awareness.

• Target the customers’ effectively.

• Use Marketing tools convenient to the Project and the Target.

• Develop Marketing concepts that portrays to the Target a vivid and

clear vision of the Project.

Marketing Concepts

o شعارات:

إبداع شرقي حديث في عالم•

.العقار

حضارة عريقة بأسلوب متطور•

نجمع العمل والراحة•

باحتراف

حضارة عريقة برؤية جديدة•

إعمل بعزلة، تواصل•

.باحتراف

تراثنا بعيون المستقبل•

.إحتراف. تمّيز. عراقة•

.نجاح. إبداع. أصالة•

o Slogans:

• A modern Oriental Creativity in the

Real estate world

• A Rich Culture in a Modern Style.

• Mixing Business and Pleasure

Professionally.

• A Rich Culture in a New Vision.

• Work in Solitude, Communicate

Professionally.

• Our Legacy in the Eyes of the Future.

• Rich. Unique. Professional.

• Originality. Creativity. Success.

Literature

Paint The Picture

Bringing the project closer to reality by descriptive means for

customers to feel and see its different aspects, and translate

the project from imagination to actuality.

Creative Development:

• Copywriting

• Brochures

• Catalogues

• 3D Animation and Narration

Paint The Picture

Brochures

Paint The Picture

Catalogues

Paint The Picture

3D Animation

Advertising

An Art that Talks

Liven the Project by transforming it to creative forms of art

that speak directly to its targeted audience without even

needing an introduction!

Media Target

Newspapers Businesspeople

Magazines Businesspeople

TV The Masses

Signage (Outdoor) The Masses

Website Net Surfers

Marketing Planning

Spread the Word

Targeting the “Crème de la Crème” demands that only the

most classy marketing tools be used. Getting the message

right, at the right place, and on the right time is not an easy

procedure. Media should be chosen carefully because one

cannot afford mistakes with Upper-Class Clienteles.

Communications and Media Strategy Networks:

• Effective Target Reaching:

o Promotional Gifts

o Direct Mail

• Strategic Ad Placement: in tactical seasons and spots.

• Publicity and High Media Coverage

Target Reaching

• Promotional Gifts:

To target the top businesspeople effectively we need to impress them by

presenting ourselves in a unique and original way. Promotional gifts should

come from the spirit of the project and still suit the tastes of our target.

Target Reaching

• Direct Mail:

To ensure that our messages reach directly the top businesspeople on our

target list, messages and promotional gifts should be addressed to them

directly through personal delivery in a prestigious manner.

Media Placement Strategy

Newspapers

AlYaum Highest Rate of readers in Eastern Province

Okaz Highest Rate of readers in Western Province

ARiyadh Highest Rate of readers in Central Area

AlJazira Biggest Competitor for ArRiyadh Newspaper

Asharq AlAwsat Preferred by most Businesspeople in the Middle East

Eqtisadiah Preferred by most Businesspeople for economical news

Magazines

Al-Iktisad Distributed by Chamber of Commerce to Top Companies

AlRajul High Rate of Businessmen Readers

BusinessWeek Highest Rate of Businesspeople Readers

Media Placement Strategy

TV

AlArabiyaHighest Rate of Businesspeople viewers during Stock

Exchange Closure

CNBCHighest Rate of Businesspeople viewers during Stock

Exchange Closure and Businesses Reviews sessions.

Signage

(outdoor)

Unipole High Visibility to the Masses

Megacom High Visibility to the Masses

Flags Marking the area of the Project to highlight its location

Website Official Site Direct Contact, All required Info.,

Public Relations

Introduction to PR

Public Relations is a planned effort to influence opinion through good

character and responsible performance based upon mutual

satisfactory two-way communication.

Creating a Media Center will allow communication and interaction

between Remal and its target audience and help build, manage and

sustain its positive image.

Media Center

• Events:

Organizing or sponsoring events related to Real Estate to engage the

public in the company’s recent activities and occurrences. The events to be

carried out are as such:

– Project Launch Event

– First Development Event

– Second Development Event

– Project Finish Event

The events involve the following steps:

– Pre-Event Promotion

– Event Management

– Post-Event Publicity Follow-up: Press Releases

Pre-Event Promotion

• Newspaper Announcements:

Events will be announced through the set newspapers prior to each one of the four

events.

• Magazine Announcements:

Events will be announced through the set magazines prior to each one of the four

events.

• Signage Announcements:

Events will be announced through the set outdoor signage prior to each one of the

four events.

Event Management

• Theme and Interior Design Development

Event Management

• Collaterals:

– Invitation Cards

– Indoor Event Signage

– Presentations and Multimedia.

– Flyers, Event Programs, etc.

Media Center

• Press Releases:

Keeping the public updated on the latest news of the project and the

company to increase awareness and raise interest by copywriting and

distributing press releases and publishing them through newspapers, the

website or direct e-mailing.

Press releases will also follow Events to communicate the proceedings

and the results of those events to the public.

Thank You