Case Studies

 

Objective:
PMG was appointed in 2001 by Amiral International Holdings Ltd, operating in the fields of maritime, shipping, logistics, engineering and technology, and livestock trading, to create and launch an international brand.

Key subsidiary, Sokhna Port Development Company (SPDC), was selected as the pivotal cornerstone for building the Amiral brand internationally.

The key elements of the marketing strategy were creating a credible premium brand representing a new standard in the Egyptian business milieu. A paradigm for Public-Private partnerships and economic developments for Egypt in the 21st Century reflecting efficiency, transparency, environment and social responsibility, and profitability while creating value for a World Class enterprise deserving national pride and international respect.

PMG Role:
PMG created and implemented integrated global PR/IR communication strategy targeting stakeholders (internal and external), as well as potential investors by drawing on existence access to network to prominent international experts and suppliers.

Moreover, we utilized international media to promote the port and the logistics area; we published stories and reports in general media including (Newsweek, Time, Washington Post, New York Times), and in business media including (Economist, Business Week, Fortune, European Business, Financial Times, CNBC), as well as specialized publications.

PMG also organized and implemented roadshows in USA, Europe, Australia, Dubai, China and the UK promoting the port and the logistics area worldwide and bringing in Foreign Direct Investment to the economic industrial zone. PMG had also organized the 1st European Union - Egypt Trade & Investment Conference, which took place in the European Parliament in Brussels, under the auspices of the Egyptian Prime Minister. It brought together senior members of the Egyptian Government, including Minister of Industry and Foreign Trade, and Minister of Investment, with the EU Trade Commissioner, and EU Member States and senior European business representatives. This highly prestigious first-of-its-kind event was sponsored by Sokhna Port.

Moreover, PMG worked closely with Ernst & Young in Egypt, Hogan and Hodgson in the UK, Citigroup Private Banking in Switzerland and Lyons Associates in the USA in developing and creating communication material presented to IFC, AIG and private funds as potential investors and strategic partners

In 2008, PMG developed and implemented the communications component in the sale of Sokhna Port Development Company to DP World.

Outcomes: by 2008 (at the sale of the port to DP World)
-Focused marketing activities ensured that a world-class image had been created for Sokhna Port and had been acknowledged as Egypt’s prime Public Private Partnership

-A total of nine shipping lines were calling at Sokhna Port: APL, PIL, CMA, MSC, EMC, HLCL, Cosco, ZIM, Delmas

-The port’s inbound container market growth reached 35% while other Egyptian ports averaged 16%.

-Sokhna Port had successfully outlined plans for a total of eight key projects at the port, including master plans for utilities and logistics. All of these projects have attracted Foreign Direct Investment of over US$2 billion.

Objective:
PMG was appointed in 2003 by Bavarian Auto Group (BMW & MINI sole importer in Egypt) to revive the brand in the Egyptian market and regain its credibility especially after the termination of the Mother Company (BMW AG) the importership deal with Aboul Fetouh.

PMG role:
PMG handled all the communication and public relation services for BMW and MINI from the period of 2003 until 2009.
During this period PMG has carried out several successful activities to re-launch both brands in Egypt.

PMG offered a broad range of on-going full campaign work to build and maintain the high profile of the BMW & MINI brands in Egypt. PMG organized the inauguration of the company’s world-class facilities; mainly the automotive plant, the company’s headquarters, service centers and training schools.
PMG was also responsible for all the PR and advertising activities for the company, in addition to the conception and organization of numerous events such as new model launches, showroom launches, test drives, special events, press conferences and road shows.

Outcomes:
With the extensive communication activities that PMG carried out for BMW in Egypt, the brand regained its credibility in the Egyptian market and achieved its highest record sales ever. Moreover, it was ranked as number one brand in the luxury sector surpassing its main competition.

Objective:
Al Rajhi Group appointed PMG for the development of sales strategy, sales training and marketing strategies for a multi-million dollar residential development in Buraidah, Al Qassim, Saudi Arabia

PMG role:
PMG was responsible for the development of marketing strategies for the project including; identification and establishment of key messages, development of brand and CI, development and designing of marketing and sales material, development and designing of the website, implementation of campaigns, in addition to identifying events and exhibition schedule.

Moreover, PMG was responsible for the development of the PR strategies and the organization of events and exhibitions, in addition to the development of press releases, editorial features and special reports and publishing them in targeted media.

PMG was also responsible for the development of sales strategies both B2B and B2C, and the development and management for sales trainings for Al Rajhi sales team responsible for this specific project.

Outcomes:
PMG’s communication services helped Al Rajhi Group to develop a successful real estate development model that not only provides much-needed housing (with its supporting community facilities) but aims, through implementing key policies, to respond to sensitive environmental, social and economic conditions.

The marketing and sales strategies conducted by PMG helped the company to achieve national, regional and international recognition as a leading company in the field of urban development in the Middle East region, implementing new and innovative ideas that encourage growth and consolidation of community living and ideals.

Moreover, the extensive sales trainings provided by PMG enabled the company to sell all the villas and apartments of the project, approximately over 2000 units, in addition to achieving a high rate of customer satisfaction on all levels.