Review how 3 Egyptian middle sized brands performed in 2011, 2012 and 2013 Real estate market

Emirates Heights and Florenta are losing suggested strong market positions while, its TV commercial Swani the “unknown”

surprisingly drove sales figures up leaving the brand in an unexpected situation in the marketplace!

Emirates Heights’ coming back program stood for action and fun competing with Amer’s Porto and successfully achieved nearly 240 million EGP sales in summer season 2011.

By momentum Emirates Heights could survive 2012 while a cruel fall down was lately destined in the last quarter of 2012 when the brand failed to deliver neither the promise nor the units leaving its customers furious!

Florenta The New Entrant easily occupied a vacant position in Egypt real estate marketplace “the first residential compound in Egypt that applies Green Architecture methodology”

Sales soared, Customers as well as they liked it, they had doubts about the mother company and its capabilities to construct the green project.

Surprisingly, not a single action taken from the side of the developer to clear customer doubts!

Florenta Losing a pioneer market position certainly led to a leaky bucket and a volatile brand. 9 months later, they started to build the brand in a relatively distant position!

SWANI cleverly took the brand to a different level the moment they launched “Premiere Villa” early in 2013 though it was not successful at the media scene, the extensive presence of Swani in trade shows enabled the brand to attract the crowds to its appealing properties around the stylish mock up.

They did it from here. Supported by a TV campaign in Ramadan airing a wacky commercial, Sales team were busy proceeding transactions.

I have no idea what is that thing customers thought of when decided to pay for a chalet up on one of the assumed 7 levels of sea vision while the website promotes a video showing technicians still sampling the soil!

Contact: Dr. Remah El-Tohamy E-mail: remah@master-marks.com Tel: 010 22 47 3050 www.master-marks.com