Bahrain Bay is a $2.5 billion waterfront development project in Manama, Bahrain built on reclaimed land. It has four foundational philosophies: focusing on scale and aesthetics to create a world-class destination; ensuring social equity and opportunities for all; developing a self-sustaining community through varied districts; and committing to environmental sustainability. Bahrain Bay attended the annual MIPIM conference in France to promote the development to potential investors, customers, developers and retailers from around the world.

1. CASE STUDY: BAHRAIN BAY
1. What are Bahrain Bay’s four foundational philosophies, and how might
they be used as marketing tools?
Bahrain Bay is a waterfront real estate development situated on the north coastline of
Manama in the Kingdom of Bahrain. Created from reclaimed land, the $2.5 billion project
has been designed to provide residential, commercial, retail, tourism, and community
facilities and public amenities.
Bahrain Bay has created four foundation philosophies:
A. Focusing on scale & Aesthetics__
Bahrain Bay is the first ambitious project of its kind for the Kingdom of Bahrain.
Since the working in close association with planners, architects and developers the
aim is to create a world-class destination which blends perfectly with its
surrounding environment. Diversity of style and design is of paramount
importance in creating an environment which is stimulating, surprising and alive.
B. Social Equity__
Investment in social equity based on the philosophy that today we get to believe
that the future of Bahrain Bay to serve as another tool to be marketed. In order to
add to the rich legacy of the Kingdom of Bahrain it is vital to create a place where
opportunities exist for all. Where developers and residents interests meet and
Middle East real estate investment proves a profitable exercises.
C. Community Fabric__
The project will be a mix of commercial, residential, and retail units. It aims to
develop a self governing and self sustaining community, supporting an
exceptional quality of life for residents, businesses, and investors alike. Bahrain
Bay are creating varied and distinctive districts and neighbourhoods. A rich
cultural and artistic scene will surely develop. Together, these will create many
opportunities to form the ties that truly unite a community. As a result, Bahrain
Bay aims to provide a quality of life that might otherwise take years to create.
D. Tomorrow’s Environment
Bahrain Bay aims to create a development that respects its unique environment
and shows its commitment to sustainability. Using state of the art technologies in
its construction and infrastructure it is the intention to make Bahrain Bay a
development that will safeguard the region’s environmental well-being for
generations to come.

2. These philosophies help to ensure that Bahrain Bay becomes a holistic, sustainable
development becomes a realization and these foundations become a guide for Bahrain Bay to
achieve the high stands and attention to detail that they have set for it. Bahrain Bay
recognizes the importance of sharing and protecting the environment. They are committed in
helping develop a commercially sound and ecologically viable approach to development.
With respect towards nature, they seek to create intimacy among their site, the environment
and its residents and visitors. By re-establishing the natural landscape, implementing
ecologically sound building and design, requiring conscientious construction methods and
establishing pride in the community, they aim to respect and nurture the development and the
world around them. In ratifying these foundations principle, Bahrain Bay understands that
best practice requires them to consider future generations and learn from our past.
2. What would you see as being Bahrain Bay’s mission?
The mission of Bahrain Bay’s is to ensure a self-governing and self sustaining community
and at the same time support an exceptional quality of life for residents, business and visitors.
We could see that they want to connect both the residential life and at the same time to be
connected and be productive in business by providing the right communication infrastructure
which can be integrated as part of development process.
3. What is the MIPIM, and why was it important for Bahrain Bay to target
its potential customers, investors, developers and retailers?
MIPIM (Le marché international des professionals de l’immobilier) is an international
property event hosted in Cannes, France each March. A kind of trade show that its organizers
describe as a market for international property trade. It is hosted by Reed MIDEM and
advertised as one of the largest real estate shows, including an exhibition area, networking
events and expert-led conference sessions over a period of 4 days.
MIPIM attracts people from a wide variety of real estate sectors. It aims to facilitate business
between investors, corporate end-users, local authorities, hospitality professionals, industrial
and logistics players and other real estate professionals.
The next MIPIM will be held March 12–15, 2013.
MIPIM was really important for Bahrain Bay venture to make some sort of appearance there
to get the attention of nearly 26,000 property and investment professionals from around the
world, which included investors that were looking to contribute in such project.

3. 4. Why might the kingdom of Bahrain be an attractive location for overseas
investors?
The kingdom of Bahrain was an attractive location for overseas investors because of its stable
rather booming economic status as a major financial and commercial centre, as well as many
rising projects like Bahrain Investment Wharf, Bahrain Financial Harbour, Bahrain City
Centre and many others.
5. What are the Bahrain’s closest competitors for inward foreign
investment?
Inward foreign investment is the injection of money from an external source into a region, in
order to purchase capital goods for a branch of a corporation to locate or develop its presence
in the region and Competition includes all actual and potential rival offerings and substitutes,
which a buyer might consider. The Bahrain’s closet competitors for inward foreign
investment Wharf, Bahrain Financial Harbour, Bahrain City Centre, Durrat Al Bahrain and
Amwaj Islands. Between them they are contributing 27.4 % average growth per annum to
country’s real estate sector who came to invest in Bahrain, Qatar, Kuwait, Saudi Arabia and
of course U.A.E majorly Dubai.
6. What part of the marketing mix is related to the football sponsorships,
and what function does it perform?
The purpose of investing and working with the football sponsorship are:
to communicate a wide range of messages to the greater number of audience,
to address challenges as they present themselves in the competitive marketplace,
to ensure that all marketing messages conform to the highest possible standards and
support the brand name of Bahrain Bay as a vision of the business featured.