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Alaa Nour

Jawan Fares
Khaled Ahmed
Lynn Bizreh
Raghad ElAssi
Sara Qarout
Yasmine Makkieh
SWOT
Strengths Weakness
●Well known brand ●Hard to bend for the freezer
●Strong features (Capacity, ●Limited target audience
coolness, Organization, convenient) ●Drawers of the freezer limit
●Unique Shape that stands out in freedom of organization
retail shops

Opportunities Threats
●Dominate the bottom freezer ●Competitors’ price
market ●Out of the norm
●Localize the brand ●High uncertainty avoidances
of target audience
Not enough brand awareness High-involvement product

Attached to the norm
Low brand engagement

PROBLE
SOLUTIO Use

N slice-of-
life
framewo
rk

Localize
the
brand
Using
informative
and humorous
way to
introduce the
BF
CONSUMER ANALYSIS
Primary Audience
working Middle- upper,
Upper class Arab expats (54%); aging
between 25-54 (40%).
Seek innovative products.

Secondary
Audience
non-Arab expats(29%)
and UAE nationals
(18%); aging between
25-45 (60%)
CONSUMER ANALYSIS
Psychographics

“I am “I am
sophisticated”
Expressive”

Behaviorgraphics

Experience Achieve
rs rs
COMPETITIVE ANALYSIS

VS
MARKETING
OBJECTIVES

7% 20%
Market Share of Sales of
Bottom Freezer Bottom Freezer
COMMUNICATION
OBJECTIVE
Localize
Increase Knowledge
Number one
INSIGHTS
Refuse to change an existing product they

ARAB
have

Bring food from their homeland
Have High uncertainty Avoidance Appreciate functionality

EXPATS
THE BIG IDEA

Fresh
Beginnings
PRIN
T
RADIO

English Version Arabic Version
SIEMENS
ENGAGEMENT
DIGITAL OBJECTIVES

30%
Engagement with BF
80%
Awareness about BF
DIGITAL WEBISODE 1
DIGITAL WEBISODE 2
DIGITAL WEBISODE 3
DIGITAL WEBISODE 4
INSTAGRAM
GOOGLE ADWORDS
GOOGLE ADWORDS
BANNERS
BRANDED CONTENT
SMART APPLICATION
SMART APPLICATION
PROMO & ACTIVATION Place:
Marina Mall
OFF POINT Sale Carrefour
AbuDhabi

Insight
Mall of the
Emirates
Mirdiff City
Center

Traffic Time:
Last two

towards weeks
Of May

hypermarkets
before
Ramadan
PROMO & ACTIVATION
Place:
Inflated Bottom Sufouh Beach,
JBR open Beach
Freezer
Insight
People go Time:
Last two

tanning and weeks
Of May

swimming
before
Ramadan
PROMO & ACTIVATION
Place:
Ramadan Tent Abu Dhabi and
Dubai

Insight
People tend to go Time:
Weekends of
to Ramadan Ramadan

tents for Iftar and
Suhoor, more
than Cafes and
restaurants
PROMO & ACTIVATION Place:
Uptown Mirdiff
CSR AbuDhabi Mall
Souq Al Bahar
Mall of Emirates

Insight Time:
22nd May-
31st May
People like to be
more involved in
charity work
DIRECT RESPONSE
VOUCHERS
POINT OF SALE
POINT OF SALE
POINT OF SALE
POINT OF SALE
MEDIA PLAN
Thank You!