This document discusses launching the iHouse brand in the UAE market. It provides an analysis of the iHouse brand and its requirements. It examines the market competitiveness and targets. It also details the offerings of competitors and provides an internal SWOT analysis and market insight research objectives for iHouse. The document aims to help iHouse understand the market, competitors, and develop an effective strategy to launch and position their brand in the UAE.

1. Innovative House
Case Analysis

2. iHouse Brand
•The iHouse is a pioneer company in Brazil to launch ventures with home
automation technology embedded.

3. iHouse Brand Requirements
•Partnership with Key Stake Holders (Real Estate) in UAE
•Knowledge of client base
•Means and strategy to reach the decision makers

4. Task & challenges at Hand
•Study and upkeep with the market
•Understanding socio trends and insights
•Launch iHouse Brand in UAE Market
•Establish networking opportunities
•Position iHouse brand in the market

5. Market at a Glance

6. Market at a Glance

7. Market Competitiveness
International Multi-national Local

8. Market Targets
Home Oriented Business Oriented

9. Competitors Offering

10. Competitors Offering
• Door Access Time & Attendance
• Security Cameras
• Audio & Video
• Lighting & Dimming
• Telephony
• Home Automation
• Home Theatre
• Safety & Alarm
• Cables
• Gardens
*All products offered are manufactured by 3rd parties

11. Competitors Offering
• e-home high end definition living
• e-home security & digital surveillance
• e-home curtain & blind systems
• Opus 500 multi-room audio/video
• e-home lifestyle
In partnership with

12. Competitors Offering
• Home automation
• Building automation
• Information technology
• Industrial automation
• Instrumentation
• Telecommunications
*All products offered are manufactured by 3rd parties

13. Competitors Offering
• Well being solution
• Home entertainment solution
• Home safety solution
• Home tasking solution
• Home communication solution
• Community portal solution
• Home management solution

14. Competitors Offering
• Lighting
• Security
• Temperature

15. Competitors Offering
• Lighting solutions
• Audio visual solutions
• Energy management
• Hotel automation
• Home automation

16. Competitors Offering
• Airport Automation
• Commercial Automation
• u-Home Automation
• Hospitality Industry
• Industrial Automation
• M2M
• Global Command Centre
• Energy Performance

17. Competitors Offering
• Lighting solutions
• Audio visual solutions
• Energy management
• Hotel automation
• Home automation

18. iHouse Internal SWOT Analysis

19. ihouse SWOT Analysis
•No business contacts within the region
•Strong international presence in the
•No promotional material in Arabic
Weaknesses
media (advertising)
Strengths
language
•Unique upscale market products
•No authorized distributors
“nautical range, sauna Jacuzzi etc.”
•No local market study or strategy
•Product features displayed in high-end
conducted before setup.
neighborhood of Jumeirah for visitors
•Not a recognizable brand name
demonstration
(Siemens, GE, LG)
•Concentrate on a niche segment in the
Opportunities
market
•Participation in sector related •High competition in the region
Threats
exhibitions •Competitors’ strong relationships with
•Associate with leading Furniture and Government and Local Real Estate
interior design houses. Developers.
•Low market offerings in competition
for Yachts and Speedboats

20. iHouse Market Insight Research

21. Research Objectives
• Understand the market of high end intelligent home products and nautical products
– Familiarity with various players operating in each segment and the space occupied by these players in the
target’s mind  to determine what would ihouse be competing against
• Understand the decision making process and the purchase drivers/barriers pertaining to high end
intelligent home products and nautical products

22. Action Standard
The results of this research will have valuable input into:
– Guiding the client’s PR, advertising and marketing strategy for the launch
– Assess effective channels to reach broader audience for the launch of their products
– Identifying need gaps if any, which can help the client in their product development

23. Our Approach
Keeping in mind the exclusivity of the products, the niche user segment and the client
requirements we suggest the following approach
• Qualitative In Depth Interviews for Smart home technology
• 10 members in the real estate industry
• 2 end users
• Qualitative In Depth Interviews for Nautical line products
• 5 Yacht owners
• Quantitative Face to Face Interviews for Smart home technology
• 40 Real Estate Industry Players
Keeping in mind the nature of the profile (high end) for Nautical products it might not be feasible to conduct a full
blown Quantitative exercise, thus we are not proposing a Quantitative in this segment

24. Sample Design
Qualitative Quantitative
A total of 17 IDIs A total of 40 Face to Face
in UAE interviews in UAE
No of IDI’s Nautical No of IDI’s No of F2F Interviews
Smart home product Smart home technology line
technology line line (Real estate members)
Consultants /
Agents dealing in
2
high end Consultants / contractors
properties Architects / Interior
40
designers
Contractors 2 Developers
Architects 2
Yacht
5
owners Total 40
Interior designers 2
Developers 2
End clients -
Buyers of the
2
high end
property
Total 12 Total 5

25. Sample Profile
The broad definition of the target audience would be as under:
• Real Estate Industry Members
• Developers / Contractors / Consultants /Architects / Designers
• UAE residents
• Should have been in the UAE real estate industry from past 2 years
• Should be aware / providing the high end Smart home products in their projects related to home security,
gate technology, garage parking sensors, door / climate / shower control, bath & sauna control.
• Nautical Line Owners
• UAE residents
• Should be owner of an Yacht for the past 1 year
• Should be aware of the smart technology for the nautical line i.e. Climate control, environment & climate
controls, shower control and boat control

26. Timeline
Qualitative Quantitative
Task from commissioning Number of working days
Time in weeks Task
date required for completion
Project Setup –
Recruitment Questionnaire Questionnaire
Week 1 – 2 Week 6
& Discussion Guide development and sign off
Finalization
Week 2
Recruitment Fieldwork Week 7 – 9
Data processing, data entry
Fieldwork Week 3 – 6 Week 10
& analysis
Feed in attributes into
Week 6 Total Week 10
Quant questionnaire
Analysis Week 7 – 9
Presentation Week 10
Total Week 10

27. ihouse “ Campaign Positioning Statement”

28. Our Planet…
A place which is rich with life.

29. A place where technology has
become part of our life.

30. A life which is getting busier
day by day.

31. Now imagine a life…

32. Where technology makes life simpler,
much simpler and at your finger tips.

33. A life that you can spend most of your
time with your loved ones.

34. A life where you don’t need to rush.

35. Where you can stand and relax.

36. Have a moment for yourself.

37. SMILE 

38. And cherish each other!

39. A technology which puts you back
in control of your LIFE.

40. And available to
select…PRIVILEGED

41. Thank
You!
If you have any inquiries or clarifications regarding this presentation,
do not hesitate to contact us through the following:
Taha Khan
Mobile: 050-3665898
E-mail: ktakhan@hotmail.com