Dubai: The World Entrepreneurs’ Destination
SME Re-Positioning Case Study
By: O2MARKETINGCOMUNCATIONS

Company Name:
Sheikh Mohammed Establishment for Young Business Leaders (SME)

 Type of Industry:
The Mohammed Bin Rashid Establishment for Young Business Leaders holds the vision of nurturing the entrepreneurial spirit in the UAE. The Establishment seeks to encourage entrepreneurial activity among UAE nationals by catalyzing the development and growth of new businesses in the small and medium business sectors (SME).  

Background:
SME aims to target a distinct market segment: the UAE nationals residing in the UAE.  For the past five years, SME maintained a solid reputation within this sector.  However, SME faced the risk of mis-positioning its brand image due to its statement.  The SME statement did not reflect the disposition that SME sought to project; it did not embody the benefits of being an SME member, nor did it reveal adequate information about the company itself.  

SME OBJECTIVES:
SME’s main objective was to re-position its brand in the local market and to enhance its relations and reputation within the UAE community, especially with its existing members and the government.  SME wanted to strengthen its image to attract potential members and at the same time, to shift its image to project a more forceful entrepreneurial positioning statement.

O2 challenge
In response to these objectives, we conducted intensive qualitative market research.  The primary objective of the research was to speak directly with existing SME members, as well as UAE nationals.  We needed to develop a strategy based on rational research findings to help SME re-position its brand image in the market.  This strategy had to target UAE Nationals while reaching other segments such as expatriates for SME to create awareness on the national level.  This would allow SME to achieve their primary objective, to expand upon the company’s initiatives. Before the market perceived the SME brand exclusively as a philanthropic provider of funds for entrepreneurs.

WHAT WE DID
We did not simply change the brand image or logo, nor did we refine it!  What we did was we worked directly on re-positioning the SME strategy and the campaign.  We changed their perception within the market through an informative campaign that entirely changed SME’s market position, shifting its image as solely a provider of funds to an establishment that offers substantial quality support for emerging small and medium businesses.

Results:
A unique positioning campaign resulted with an amazing sky blue colour scheme citing the new positioning statement “Because the entrepreneurial spirit is the basis of success”.  This positioned SME as the leading foundation of entrepreneurial support in the UAE.  The new campaign has dramatically changed the perception of SME’s status within the UAE market.  They are now renowned throughout the UAE as an establishment that encourages promising, upcoming UAE-based businesses and entrepreneurs through SME’s educational services and establishments, financial support, backing in the market, and providing a gateway to gouvernment procurement programmes.  Through the launch of our strategic and informative campaigns, we successfully achieved SME’s objectives of informing the public and generating awareness about SME and its services, while positioning it as an establishment that offers substantial quality support for emerging small and medium businesses.

Client QuoteS:
“We were surprised by the research results and impressed with the depth of research analysis delivered by O2MC.”

“We’re pleased with the response received from modifying our positioning statement.”  

“With the launch of the campaign through select media channels along with the new positioning statement, we found that the public was much more aware of SME and the services we provide.  Thankfully, now we’re perceived in the correct light, which has improved our image and our business tremendously!”  

Abdulbaset Janahi, CEO