Al Bayt Maintenance Services and Marketing Mix

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Table of Contents

Concept Statement for ABMS
Segmentation, Targeting and Positioning Strategy
Marketing Mix
Integrated Marketing Communications Mix
Reference List

Concept Statement for ABMS

Al Bayt Maintenance Services (ABMS) is a start-up organization that starts to operate in the United Arab Emirates, Dubai, in particular. This company enters the facilities management industry, which determines its current direction.

ABMS provides residential maintenance services and is focused on building structure, plumbing, and electricity. The company also deals with heating, ventilation, and air conditioning, including all peculiarities of such work. Except for that, the workers are always ready to provide a consultation. They can help to select appropriate materials or purchase everything needed themselves. ABMS creates a plan and reconsiders it with the customer to confirm it and spring into action.

A strong network of professional staff is ready to provide the clients who are willing to move into new apartments, villas, and other residential buildings with high-quality services. The targeted market of ABMS mainly includes expatriates because they tend to be the population that requires such services more than others. Such a tendency can be explained by the fact that Dubai and the whole United Arab Emirates are constantly developing.

The country enhances its performance in various spheres, becoming the leader in the world’s market. Thus, organizations require more efficient employees who come to Dubai and start leaving there. Except for that, people believe this city to be full of working and entertaining opportunities, which makes them move. Thus, ABMS is willing to cooperate with expatriates who came to Dubai, want to stay there for a long period, and can afford such services to prepare their residential buildings for a living.

Services provided by ABMS have a range of benefits compared to the offerings of the competitors. First of all, it should be mentioned that the company is working with the most experienced and efficient person who can cope with the most difficult tasks and turn customers’ wishes into reality. Professional suppliers make sure that all materials used for residential maintenance services are of high-quality. They constantly update the list of available products so that the organization can ensure on-time delivery and completion of work within the contract period. ABMS is a new company that refers to best practices in the sphere. Thus, it has a fresh view of the operations and ensures innovativeness and creativity that can hardly be maintained on the same level by old organizations. It is beneficial that all services are provided by one organization, and there is no need to address different people. Finally, it should be mentioned that customers’ property is safeguarded.

All services provided by the company can be purchased by the customers separately or as a single set. The final decision is made in the office of the organization after a detailed consultation. There is an opportunity to buy on the hire-purchase system. The amount of money needed for the main materials should be paid beforehand, while the whole sum is expected after the procedure (Tulsian 2002). The clients have an opportunity to refer to the catalog of services on the company’s website.

The internal personnel can test the acceptability of the services before the organization starts to work with clients. They can try to use the materials to see if they can reach expected goals and then pass to the field testing, which is the best one to prove that everything works. A selected group of customers will then provide personal feedback (Taylor, 2008).

Segmentation, Targeting and Positioning Strategy

Market segmentation is done based on demographics and psychographics. Such peculiarities as income, household (size and type of residence), and occupation are considered (Armstrong 2009). Thus, individuals of both genders who are expatriates are divided into several groups. People who live in apartments require a limited range of services and spend on them less than those who have a house (such as villas, etc.).

It is also critical to consider people’s occupation as some of them are willing to stay in Dubai and have such an opportunity due to their working position. They pay much attention to the quality of products and services as they want them to remain working for a long period. They are not likely to experiment much and want to have a comfortable residence. People who are willing to leave the country with time tend to be ready to make bold decisions. They are not willing to get some enormous enhancements because they consider their residences to be temporary.

Every two segments of the market are identified by demographic and psychographic peculiarities and are large enough to be considered separately. Market targeting points out their differences that include the occupation (stable well-paid position and search for vacancies or temporary work), household (apartment and house), and intent (stay in Dubai or leave the country). Additional marketing plans will be exceeded by the profits, as segmentation allows the creation of an attractive standard set of services for each segment so that the company will have more consumers from each accessible segment.

ABMS is positioned as an organization that provides the best service in the facilities management industry. Thus, much attention is paid to suppliers, materials provided by them, and workers.

Marketing Mix

Product

Residential maintenance services provided by ABMS are meant to make customers’ residence appropriate and convenient. Individuals are encouraged to take building structure, plumbing, and electrical services. The company also deals with heating, ventilation, and air conditioning, including all peculiarities of such work. Customers are free to choose materials and plan the work, determining what should be done (for example, under-floor heating is offered for houses, but clients can claim where it is needed or reject it). The company provides consultations, selects materials (if needed), and prepares a plan for future changes.

Price

As a start-up, ABMS refers to target return pricing but also pays much attention to psychological pricing. In this way, it expects to achieve return-on-investment, attracting clients by the price they believe to be appropriate and cost-efficient (James 2001).

Place

Services are distributed from the main office of the company. There is an opportunity to reach it via phone, e-mail, or through the website to get an appointment or ask some questions. The workers come to the customer’s residence in Dubai and other cities of the country to provide the services. Specification handouts are provided.

Promotion

The company has a limited budget. That is why promotion is mainly focused on internet marketing. Services are advertised online, and ABMS reaches customers through personal websites and social media.

Integrated Marketing Communications Mix

Advertising: ABMS has a few advertorials, which allows potential clients to know more about the company and increases brand awareness. Thus, many people are reached even though it is costly (Jackson, 2013).
Direct marketing: the company provides an opportunity to order services with the help of the online catalog and offers them by telephone selling, but the final decision cannot be made without consultation and professional assessment. Interaction with client improves, and only the cost of communication is to be paid.
Public relations: The company owners contact people from the public sphere they know and ask to write reports in blogs and social media. No direct payment is required, but many people believe such ads to be the most credible ones.
Sales promotion: special offers exist for clients who need much assistance. The consultation is free. Such an approach can be easily changed, and many people can be reached.
Personal selling: services are sold at the office, which ensures immediate feedback. No additional fees are needed just for time and place (Koekemoer & Bird 2004).

The total amount of money needed for the integration of the marketing communications mix should be allocated to different segments. Taking into consideration the company’s preferences and desired, it can be presupposed that ABMS should be expected to spend 30% of all funding for direct marketing because it provides an opportunity to communicate with potential clients, making them aware of the brand.

The personnel can influence one’s decision and alter approach while communicating to offer the services that are likely to be bought by particular people. 28% should be allocated to sales promotion because special offerings attract clients. Some may even purchase services that are not on the front burner just because it is beneficial. Public relations should have 22% of all funding. It isn’t easy to make others speak about the company’s services, but this kind of promotion greatly influences customer’s views. 11% should be spent on personal selling because all peculiarities of services can be decently discussed only during face-to-face communication. Finally, 9% are needed for traditional advertising, 9%. Even though it is not that effective today, many people prefer to believe the sources that exist for a long time already.

Reference List

Armstrong, G 2009, Marketing: an introduction, Pearson Education, New York. Web.

Jackson, N 2013, Promoting and marketing events: theory and practice, Routledge, New York. Web.

James, E 2001, Independent consulting: the definitive guide. Trafford, Victoria. Web.

Koekemoer, L & Bird, S 2004, Marketing communications, Lansdowne, Juta and Company Ltd. Web.

Taylor, P 2008, Specifications and protocols for acceptance tests on processing additions in cement manufacturing, Transportation Research Board, Washington, D.C. Web.

Tulsian, P 2002, Financial accounting, Delhi, Pearson Education India. Web.

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