taylormade copernicus credentials

An introduction to

Services to the Leisure, Hospitality and Real

Estate Development industries

taylormade marketing group was established in 1994 to provides clients with a unique combination of high-end strategic marketing consulting and research, experiential marketing and innovative marketing communication services. It carefully balances intuition and creativity with rigorous analysis of unimpeachable marketing research data. Its state-of-the science approaches have driven consumer insights resulting in high-return programs and vastly strengthened brands across the Middle East.

taylormade group structure

Marketing Design & Innovation

Experiential Marketing

Taylormade designs and executes live marketing experiences inspiring

corporate events, exhibits and visitors centers.

Taylormade/Copernicus provides actionable, customized, and growth-

oriented insights and recommendations to help develop,

plan, and implement winning marketing strategies

Taylormade supports companies’innovation processes and through techniques such as expert-infused

ideation works to bring exciting new products services and companies to

market

Marketing Consulting & Research

In this presentation we focus on taylormade’s marketing consulting and research business, featuring our partnership with Copernicus Marketing Consulting and Research, our business philosophy, experience and relevant credentials in the Hospitality, Investments, Property Development and Real Estate industries

Introduction

Taylormade has formed an alliance with Copernicus Marketing Consulting and Research.

The two companies working together as Taylormade/Copernicus pursue clients throughout the Middle East, helping them develop the kind of marketing strategies that change brand trajectories, career paths, sometimes entire companies and even industries.

Taylormade/Copernicus is a commercial name. The licensed company in Dubai is “Taylormade”

Introduction

Our affiliate - Copernicus Marketing Consulting and Research

Copernicus was founded in 1993 by Kevin Clancy and Peter Krieg, now also famous as Marketing authors, and is a research-driven marketing consulting firm that takes a scientific approach to marketing strategy development, planning, and implementation to help clients identify the most profitable strategies, marketing plans, and programs.

Copernicus believes that because its purpose is to create a customer, the business enterprise has two—and only two— basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are ‘costs.’”

Taking its name from the 16th Century thinker Nicolaus Copernicus, who shattered the belief that the Earth and not the Sun was the center of the solar system, Copernicus is founded on the conviction that marketing is the center of the business solar system.

Led by talented consultants armed with cutting-edge tools and technologies, Copernicus helps companies develop, test, implement and monitor the transformational marketing strategies and tactics they need to grow profitably in both the short- and the long-term.

taylormade has collaborated closely with Copernicus Marketing Consulting and research since 2003.Through this close relationship Taylormade/Copernicus has adopted many of the tools and programmes developed by Copernicus and now applies them to projects in the Middle East and North Africa.

Introduction

Global GroupOur affiliate - Copernicus Marketing Consulting and Research

Taylormade/Copernicus is a research-driven marketing consulting firm in the business of transforming companies. We provide actionable, customized, and growth-oriented insights and recommendations .

We have applied our state-of-the-science approaches for companies with business and consumer target audiences, resulting in stronger corporate and project brands.

Our services include marketing auditing, strategy development, marketing planning, guided implementation, and performance evaluation.

Introduction

Some of our Real Estate, Leisure and Hospitality clients

TaylormadeDubai HoldingDubai Properties GroupSalwanSama DubaiMAF DevelopmentDubailandNakheelMeraasAl Qudra

CopernicusThe SavoyExtended StayHyattHoliday InnOdebrechtUniversal studiosLindeblad Expeditions/National GeographicHopi Hari

Our fundamental belief

Marketing must be at the center of the business universe—not finance or fads.

Although marketing is what drives a business, most marketing programs fail to achieve sales and profit objectives.

Marketing is now as much a science as it is an art, and it must be practiced like any other investment activity—carefully strategized, constantly monitored, and measured/evaluated based upon return-on-investment criteria.

The problems with many marketing programs can be traced to intuitive decision-making often grounded in marketing mythology rather than facts and knowledge.

•New product “ideation”Development

•Brand Vision and strategy Development

•Segmentation & Targeting

•Positioning strategy

•Customer Equity Modelling

•Product Design & Pricing

•Channel Strategy

•Situation Analysis & Marketing Strategy Audit

•Marketing Best Practices & Competency Audit

•Brand Equity Audit

•Database Mining & Modelling

•CRM strategy / planning

•Advertising Strategy & Testing

•Simulated Test Marketing

•Media Optimization

•Customer Equity Optimization

•Modelled Marketing Plans

•Change Management

•Application of Best Implementation Practices

•Branding. Visual Identity

•Implementation Coaching

•Creative development and testing

•Sales Strategy & Tactics

•Campaign Tracking

•Brand Equity Evaluation & Tracking

•Customer Satisfaction Tracking

•Marketing Mix Modelling/ROI Analyses

Marketing Auditing

Strategy Development

Marketing Planning

Guided Implementation

Performance Evaluation

•WE CREATE powerful and profitable targeting,

advertising, media, pricing, product, service,

channel and sales strategies.

•WE ASSESS client’s marketing decision-making, including

identifying information gaps, strengths

weaknesses of current strategies

and practices

•WE WRITE the world’s first modeled marketing plans, maximizing ROI

by linking marketing investment inputs with

sales and share outputs.

•WE COACH our clients to obsessively implement

transformational strategies and plans

which change commodities into

brands.

•WE MONITOR AND FINE-TUNE programs by

installing performance metrics that tell clients how they are doing and what they need to do to achieve sales and profit

goals.

How to Approach Each Decision?Explore Numerous Options

Test Against Rigorous Profit Criteria

Use Unimpeachable Research

Our Practice Areas & Services

Our services to the Leisure, Hospitality and Real Estate industries

• Target market identification• Market sizing• Concept development• Brand development• Measurement of purchase intent• Unit Mix optimisation• Development of pricing strategy• Fine tuning product offering/tradeoff analysis• Positioning strategy• Sales forecasting• Tracking communications effectiveness• Comprehensive research-led development planning

How we're different?

We believe marketing is both an art and a science, and like any other investment activity, it must be grounded in research, planned carefully, and measured and evaluated based on return on investment.

Guided by this belief, we base our consulting engagements on a careful balance of creative intuition and rigorous analysis of unimpeachable data. We also offer other important differences from competitors:

Data Users, Not CollectorsWe use primary and secondary data as inputs into proprietary models and methodologies to build exceptional marketing programs. We move beyond mere data-collection to state-of-the-science analysis.

Marketing Specialists, Not Functional GeneralistsWe specialize in marketing. We apply our technologies and our marketing expertise to customize projects to the unique business challenges of our clients.

From Start to FinishWe focus on the entire process of developing, implementing, and monitoring exceptional marketing programs. We work with clients on pieces of the process or from start to finish.

We are relentless in pioneering new marketing methodologies, constantly learning from the world's most esteemed marketing scholars on the Copernicus Board of Advisors and raising the bar for marketing standards.

Berry-AMABook Prize

Finalist

The thinking of the firm is reflected our books.Kevin Clancy & Peter Krieg are the founders of Copernicus Marketing

Paul BergerProfessor, Boston UniversityQuantitative Methods & Direct MarketingLeonard BerryJC Penney Chair of Retail StudiesProfessor of MarketingDirector, Center for Retail Studies, Texas A&M UniversityBrand Satisfaction & Services MarketingJoseph BlackburnProfessor, Vanderbilt UniversityMathematical Modeling & Time-Based CompetitionRaymond BurkeProfessor, Indiana UniversityMerchandising & Virtual StoresTerry ElrodAssociate Professor, University of AlbertaApplication of Advanced Statistical Technologies to the Assessment of Customer ResponseThomas KinnearProfessor, University of MichiganMarketing Research & Marketing StrategyPhilip KotlerProfessor of International MarketingKellogg Graduate School of Management, Northwestern University Marketing Strategy & Marketing ResearchKatherine LemonProfessor, Boston CollegeCustomer Equity and Customer Relationship Management

John LynchProfessor, Fuqua School of Business, Duke UniversityConsumer Behavior & Research MethodologyThomas NagleManaging Director, The Strategic Pricing GroupPricing Strategy & TacticsA. ParasuramanJames W. McLamore Chair in Marketing, University of MiamiBrand Satisfaction & Sales Force EffectivenessWilliam PerreaultKenan Research Professor of Business AdministrationKenan-Flagler Business School, University of North CarolinaMethodology & Marketing Strategy

Roland RustProfessor, University of MarylandCustomer Equity Modeling, Customer Satisfaction and Media Optimization James SpiraPartner, Diamond Technology PartnersLogistics & Information TechnologyAlice M. TyboutHarold T. Martin Professor of MarketingKellogg Graduate School of Management, Northwestern University Frederick WebsterProfessor, Amos Tuck School of Business, Dartmouth CollegeIndustrial Marketing & Marketing Organization

Advisory Board

Kevin StoreySenior Consultant

Kevin joined Taylormade from Sorouh Real Estate where he was Director of Marketing and Corporate Communications. Joining the developer six months after it was founded he helped establish it as Abu Dhabi’s leading real estate company utilizing many of the industry best practices he developed as Marketing Director of Emaar and as a Regional Director of leading brand communications agency JWT.

Kevin came to the Middle East fifteen years ago to set up the Riyadh operation of JWT and overa ten year period grew it into one of the leading agencies in the Kingdom with a track record ofcreative awards and appointments from multinational and local blue-chip clients.

Kevin gained a degree in Physics from Bristol University before beginning his brand communications career. He gained a thorough grounding in London with McCanns, Saatchi & Saatchi and Ogilvy and as Advertising Manager for Natwest – at the time the UK’s biggest bank. Thirty years experience both in the UK and in the Middle East and in agencies as well as in senior marketing positions gives him a unique perspective to help organizations develop their marketing and communications approaches.

Our Team Key Contacts

Peter KriegPresident & COO,

Peter Krieg is a co-founder of Copernicus: The Marketing Investment Strategy Group. With over 25 years of experience as a marketing and research consultant, he is responsible for many of the firm’s largest accounts and spearheaded the company’s expansion into Latin America. He has given many speeches at professional conferences in the U.S., Europe, and Latin America, and he has written articles on Brand Strategy and Product/Service Optimization. He is the co-author of Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense (Free Press, 2000) and Market New Products Successfully (Lexington Books, 2006).

Prior to the founding of Copernicus, Krieg was a managing partner at Yankelovich Clancy Shulman, responsible for strategic research and consulting. In this capacity, he managed the firm’s European operation, headquartered in London, England, and an international network of affiliate research agencies.

He is a graduate of the University of Notre Dame and began his career at the Nowland Organization, a pioneering firm focused on understanding underlying consumer motivations.



Jeffrey Maloy recently has rejoined Copernicus from Pinnacle Foods Corporation, where he was Director of Marketing over the Aunt Jemima portfolio. In this capacity, he was charged with delivering toplineand bottom line objectives via advertising, new product launches, pricing initiatives, and productivity improvements. As such, he is well-versed in short-term and long-term strategic planning.

Prior to Pinnacle, Mr. Maloy was employed by Eight O’Clock Coffee Company, where he was involved in a build-and-spin strategy. Before Eight O’Clock Coffee, Mr. Maloy worked for Kraft Foods in a variety of line management assignments at increasing levels of responsibility. He has developed and implemented marketing programs for iconic brands, such as Jell-O, Cool Whip, Baker’s Chocolate, and Breyer’s.

Mr. Maloy last worked for Copernicus in 2000 as a Vice President, leading large-scale strategy projects for a variety of clients. He holds an M.B.A. from Texas A&M University, and a B.A. in Economics from The University of Michigan.

Jeffrey Maloy Senior Vice President

Samer ShahinChief Executive Officer

Samer Shahin is the founder and the CEO of taylormade group, a unique marketing consulting and creative services agency providing innovative and rigorously developed marketing programs to clients in the Middle East. Over 24 years of substantial marketing, branding and entrepreneurial experience in the Arabian Gulf, Levant, North Africa, Africa, South East Asia, and Europe.

From an informed position in the field marketing, research, communication, advertising, media and PR, Mr. Shahin brings on board knowledge and unique real Estate marketing experience

Mr. Shahin will provide expert advice, direction and leadership on international and regional networking and partnership in Real Estate development and marketing, combining strategy with relevant marketing plans and activity management.


Majid Al Futtaim Group that has successfully brought the concepts of regional shopping malls and hypermarkets to the Middle East region. MAF Developments creates world class mixed use communities with unique appeal that contribute to the local marketplace.

Taylormade/Copernicus is working with MAF Group on many strategic projects such as : • Bringing “marketing excellence” to all operating groups• Conducting brand strategy and market entry studies for some regional projects such as

Sabboura Damascus, Yenkit Development Oman and others

Sama Dubai is the international real estate investment and development company of Dubai Holding. Sama Dubai’s purpose is to launch and manage major projects throughout the world. In fact, the company’s “vision” is to “wrap” these projects in global real estate brands.

Taylormade/Copernicus is working with Sama Dubai on many strategic projects:

• Taylormade/Copernicus was the first company to introduce the concept of Simulated Test Marketing (STM) Technology working on Jumeirah Hills, Dubai Towers Jeddah, Yiti, Lagoon to name just a few

• Taylormade/Copernicus concluded and delivered a buyer profiling study for Salam Resort in Shinas Oman, Salam Bahrain a number of projects within The Lagoons in Dubai

• Taylormade/Copernicus worked with Sama Dubai on a Comprehensive Brand Strategy and Architecture involving all product brands.

• Taylormade/Copernicus developed an internal marketing strategy for Sama Dubai Business management System, BMS

Relevant ExperienceHospitality/Investments/Property development…

As Dubai's premier development company, Nakheel has changed the very texture of the city with landmarks of ingenuity, distinctive residential communities, unique retail offerings & unprecedented investment opportunities. With more than 2000 employees, Nakheelcurrently has 16 major projects worth more than US$30 billion under development.

• Taylormade conceptualized and implemented a full program of Brand and Customer journey experience projects including redesigning all sales and customer experience centers at Palm Jebel, Palm Deira, Dubai Waterfront, The World and Al-Furjan

• Taylormade also worked with Nakheel on many strategic launch events and corporate exhibitions such as Blue Communities, TDIM, ATM, Cityscape and others.

DUBAILAND is the world’s most ambitious Leisure, Tourism and Entertainment destination.It will have over 3 bn sq. ft. of world class theme parks, culture, well being, sports, shopping, hospitality and entertainment facilities.

• Taylormade/Copernicus has carried out numerous brand strategy and targeting projects as well as helping the owner apply best industry practices

• Taylormade/Copernicus also undertook a group wide market and customer segmentation project involving Dubailand and its projects, brands and investors


Dubai Properties group is major player in the development of both urban and commercial projects.

Taylormade designed and implemented a full program of sales promotions and lead generation, including data analysis and management of Jumeirah Beach residence, Business Bay, Culture Village sales pavilions

Taylormade is also working with Dubai Properties on many projects launch events and corporate exhibitions such as ATM, Cityscape and others

Tatweer is a strategic and operational driver and a member of Dubai Holding., Powering mega-industries, moulding ultra-luxurious enclaves from barren desert, creating world-class facilities for Emiratis and expatriates alike. Tatweer's mission is to develop new markets to serve Dubai's unprecedented progress. A mission already accomplished through its market-leading entities: The Tiger Woods Dubai, DreamWorks, Dubai Healthcare City, Dubai Energy, DUBAILAND®, Universal Studios, BAWADI®, Global Village, Dubai Industrial City, Mizin, Tatweer Lammtara Joint Venture and The Dubai Mercantile Exchange.

Taylormade/Copernicus is working with Tatweer on many strategic marketing strategy formulation, best practices and consulting projects and currently undertaking a group wide market and customer Segmentation

Taylormade/Copernicus is also designing a system of concept testing for Tatweet;s F&B ventures


Meraas in a new giant in the making… owned by His highness Sheikh Mohammed Bin Rashid Al-Makhtoum. This master developer will compliment the expertise of Emaar, Nakheel and Dubai Holding and focus on registration of existing city areas. It’s Jumeirah Gardens project, for example, will reinvigorate the Satwa area, sustainably improving living standards, improving property values and increasing the attractiveness of Dubai.

• Taylormade/Copernicus developed Meraas brand strategy and Architecture• Taylormade/Copernicus is currently involved in Bringing “marketing excellence” to alloperating groups

Al Qudra Holding is a leading private joint stock investment company based in the United Arab Emirates. Established in May 2005 with a capital of AED 550 Million, which raised in 2006 to 600 Million and to 720 Million in 2007. The company has focused on contributing to the development of the Emirates and has quickly become one of the fastest growing companies

We are currently working on developing and implementing brand strategy, architecture in preparation to the company Initial Public Offering and listing on the stock exchange

Salwan, a subsidiary of Dubai Properties Group is redefining service in the Property Management Industry. It offers innovative services in property sales and resales, leasing, property management, auctions, valuation and furnished apartments. It is the leading expert in the new strata law and was the first to introduce property auctions into the UAE.

Launched in the summer of 2008, it already manages 7,000 units at Jumeirah Beach Residence, the UAE’s largest freehold project, and a total of 14,000 units in the UAE. It expects to manage more properties than any other competitor before the end of 2009.

Taylormade/Copernicus developed Salwan’s brand strategy and helped manage its launch communications program.


Dubai Holding is one of the largest contributors to Dubai’s economic miracle, consolidating large scale residential, infrastructure, and industrial investment projects. Dubai Holding has created a strong foothold in 11 industries, with 19 subsidiaries, developing and launching pioneering initiatives spanning numerous sectors including Technology, Communication, Energy, Health and Education, Tourism, Real Estate, Finance, Hospitality, Biotechnology and Industrial manufacturing.

Taylormade has worked with Dubai Holding on many strategic projects bringing “marketing excellence” to all 11 operating groups including Tatweer, Tecom, Sama Dubai, Dubai properties, Dubai Group and the Jumeirah Group

• Taylormade conducted a program to identify and help implement improved marketing processes & people throughout the organization

• Taylormade Conducted brand tracking and Corporate image studies

• Taylormade wrote and published a group marketing handbook


Universal Studios operate major theme parks in Florida and California.

• Developed targeting, positioning and messaging strategies for (both) park(s).

Hopi Hari is the newest and most exciting theme park in Brazil

• Developed the targeting positioning and messaging strategy

Lindblad Expeditions/National Geographic is the preeminent high-end, education-oriented tour operator in the world

• Developed the targeting, positioning and pricing strategies for Lindblad

Construtora Norberto Odebrecht S.A. is the leading company in the Engineering and Construction business. The company has been involved for over 60 years in the construction of buildings, dams, thermoelectric plants and steel mills, tourism and leisure resorts, real-estate developments, etc. Odebrecht has an active business presence in South America, Central America and the Caribbean, North America, Africa, the Middle East and Europe.

• Conducted a concept test study in Angola to evaluate the real-estate development market and to position Odebrecht as a leading real estate brand in this market.


Holiday Inn hotels is the most popular hotel brand with nearly 1,500 hotels around the world.

• Conducted numerous studies for Holiday Inn, Crown Plaza and Holiday Inn Express

Extended Stay America offers moderately priced extended stay lodging hotels with over 650 locations reaching all major metropolitan areas across the United States.

• Developed targeting, positioning, pricing and product strategies for ESA

There are 213 hotels and resorts (over 90,000 rooms) in 43 countries around the world, operating under the Hyatt®, Hyatt Regency®, Grand Hyatt® and Park Hyatt® brands.

• Developed Hyatt’s targeting positioning strategy in the U.S.

The Savoy Group includes the Savoy, Berkeley, Connaught and Claridge’s.

• Designed customer satisfaction tracking for the group.


Contact us

Mr. Samer Shahin

President / CEO - Taylormade Group

+971 50 644 6400

Tel: +9714 3351 661

Fax: +9714 3351 771

306 Al-Nakeel Building Zaabeel Road,

P.O Box 397 Dubai UAE

[email protected]

Mr. Kevin Storey

Senior Consultant Taylormade

00971 50 558 6260

Tel: +9714 3351 661

Fax: +9714 3351 771

306 Al-Nakeel Building, Zaabeel Road,

P.O Box 397 Dubai UAE

[email protected]

www.taylormade.ae