Branding and Marketing Plan for Remal Real Estate's "Tujjar Al-Sharqiya" project.

1. Remal
‫تجار الشرقية‬
Branding & Marketing Plan
Prepared by:
Manal Assaad

2. Product “Project”
Launch

3. Plan Outline
The Product launch will require:
• a Brand Identity,
• Literature,
• Advertising,
• Marketing Planning and
• Public Relations Events.

4. Brand Identity

5. 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.

6. 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.

7. Marketing Concepts
o Slogans: : ‫ شعارات‬o
• A modern Oriental Creativity in the ‫• إبداع شرقي حديث في عالم‬
Real estate world .‫العقار‬
• A Rich Culture in a Modern Style. ‫• حضارة عريقة بأسلوب متطور‬
• Mixing Business and Pleasure ‫• نجمع العمل والراحة‬
Professionally. ‫باحتراف‬
• A Rich Culture in a New Vision. ‫• حضارة عريقة برؤية جديدة‬
• Work in Solitude, Communicate ‫• إعمل بعزلة، تواصل‬
Professionally. .‫باحتراف‬
• Our Legacy in the Eyes of the Future. ‫• تراثنا بعيون المستقبل‬
• Rich. Unique. Professional. .‫• عراقة. تميّز. إحتراف‬
• Originality. Creativity. Success. .‫• أصالة. إبداع. نجاح‬

8. Literature

9. 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

10. Paint The Picture
Brochures

11. Paint The Picture
Catalogues

12. Paint The Picture
3D Animation

13. Advertising

14. 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

15. Marketing Planning

16. 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

17. 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.

18. 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.

19. Media Placement Strategy
AlYaum Highest Rate of readers in Eastern Province
Okaz Highest Rate of readers in Western Province
ARiyadh Highest Rate of readers in Central Area
Newspapers
AlJazira Biggest Competitor for ArRiyadh Newspaper
Asharq AlAwsat Preferred by most Businesspeople in the Middle East
Eqtisadiah Preferred by most Businesspeople for economical news
Al-Iktisad Distributed by Chamber of Commerce to Top Companies
Magazines AlRajul High Rate of Businessmen Readers
BusinessWeek Highest Rate of Businesspeople Readers

20. Media Placement Strategy
Highest Rate of Businesspeople viewers during Stock
AlArabiya Exchange Closure
TV
Highest Rate of Businesspeople viewers during Stock
CNBC Exchange Closure and Businesses Reviews sessions.
Unipole High Visibility to the Masses
Signage Megacom High Visibility to the Masses
(outdoor)
Flags Marking the area of the Project to highlight its location
Website Official Site Direct Contact, All required Info.,

21. Public Relations

22. 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.

23. 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

24. 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.

25. Event Management
• Theme and Interior Design Development

26. Event Management
• Collaterals:
– Invitation Cards
– Indoor Event Signage
– Presentations and Multimedia.
– Flyers, Event Programs, etc.

27. 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.

28. Thank You