Bahrain Bay case

Case Presentation by Team No. 1Nermine TalaatYomn EhabIngy HamzaWafaa Assem

Bahrain Bay ProjectQuestion 1 (Bahrain Bay Philosophies)

Bahrain Bay has four fundamental philosophies, emphasizing their strategic priorities:

The first is aesthetics, a dedication to state-of-the-art architectural designs that create a modern image of this real estate project.

From a marketing perspective, the artistic designs are the key edge of Bahrain Bay's buildings.

Bahrain Bay ProjectQuestion 1 (cont.)

The second is community. Rather than marketing each building individually, Bahrain Bay seeks to maintain unified community for its residents and business people.

It extends beyond the traditional concept of marketing a service into place marketing, where an integrated community is born.

This is supported by the digital technologies and infrastructures.

Bahrain Bay ProjectQuestion 1 (cont.)

The third is social equity. The Bay offers a wide range of opportunities for all.

With a differentiated setting for residents, a distinct commercial community and a potentially profitable outcome for investors.

It believes to serve its stakeholders. Bahrain Bay promises a quality of life for residents, businesses and visitors alike.

Bahrain Bay ProjectQuestion 1 (cont.)

The fourth and last philosophy is tomorrow's environment.

By employing top-notch technologies and ecologically sound infrastructures, Bahrain Bay is environmentally friendly, sustaining a city for generations to come.

Bahrain Bay ProjectQuestion 2 (Bahrain Bay’s Mission)

Bahrain Bay is a stunningly presented collection of waterfront residential ,retail , and commercial developments , representing a unique new focal point in Bahrain.

Bahrain Bay ProjectQuestion 3 (MIPIM)

MIPIM is the world's foremost real estate trade show, held on a yearly basis.

It brings together the most influential real estate professionals to explore major international property development projects, connect with potential partners, and strike deals over 4 intensive days.

Bahrain Bay ProjectQuestion 3 (cont.)

Bahrain Bay had to promote their project, in a setting that gathers would-be investors, real estate professionals, who are their ultimate potential customers.

It was the best way to reach out to their targets, informing them of the upcoming project, and driving their interest to invest.

Bahrain Bay ProjectQuestion 4 (Bahrain’s location)

Bahrain’s location as an island on the Persian gulf, close to South East Asia, to GCC , and to the Middle East is an added value, attracting overseas investors.

The demographic changes within Bahrainits proximity to the rapidly growing Eastern

province of Saudi Arabia

Bahrain Bay ProjectQuestion 5 (Closest Competitors)

Bahrain faces fierce competition in the real estate mostly from Dubai who has in no time become the capital of luxury for attracting foreign investment , as well as a great deal of customers , not only because of the elegant skyscrapers and exquisite resorts but also for other factors:

Bahrain Bay ProjectQuestion 5 (cont.)

Innovation-oriented Customer-orientedExpenditure on research Planning

All these factors and more are likely to be exploited by Bahrain for outperformance

Bahrain Bay ProjectQuestion 6 (football sponsorship)

The football sponsorship deal is traditionally expressed as a PR campaign; Public Relations. It is considered as a communication tool not directly paid for, as opposed to advertising. As part of the big picture, PR falls under Promotion of the Marketing Mix 4Ps.

Thank You5/12/2010