presentation tiago vidal x regional eacd lisbon debate 2012

SPECIALISTS IN CREATING UNIQUE SHOPPING EXPERIENCES EACD, October 2012

A SPECIALIST IS SOMEONE WHO KNOWS A LOT ABOUT A LOT

Sonae Sierra is the international shopping centre specialist, with a passion for bringing innovation and excitement to the shopping centre industry.

Founded in Portugal in 1989, the company is owned in equal shares by Sonae, SGPS (Portugal), and Grosvenor (United Kingdom).

WHO WE ARE

Apresentador

Notas de apresentação

Sonae Sierra is an international specialist in shopping centres. We want to maximize the value captured along the value chain, and as such will keep its integrated approach - development, investment and management of shopping centres; as well as provide knowledge services to third parties. Two shareholders sharing one vision: Sonae, SGPS is the largest non-financial group in Portugal, with interests in telecommunications, retail, shopping centres, wood-based products, tourism, among others. The group is present in Europe, South Africa and the Americas. Grosvenor is an international real estate group present in Australia, the Americas, United Kingdom, Ireland and Continental Europe.

WHO WE ARE

A SPECIALIST DOESN'T THINK ALONE, IT BUILDS INTEGRATED

Our integrated business approach includes the DEVELOPMENT, OWNERSHIP, MANAGEMENT and KNOWLEDGE PROVISION activities.

Client

Shopping Centres

SHOPPING CENTRES FROM “A” TO“Z”

OWNERSHIP & ASSET

MANAGEMENT DEVELOPMENT MANAGEMENT

& LETTING

Sonae Sierra & Partners Shopping Centres

KNOWLEDGE PROVISION

Apresentador


An integrated strategy is what separates us the most from our competitors, since their majority is only committed to one area. Our long term approach and this strategy allowed us to develop a unique knowledge in terms of business and market, applicable to Sonae Sierra shopping centres and to projects and centres in operation owned by third parties. Sonae Sierra's vast experience in different areas of business increases the value creation potential of a shopping centre.

1991 CascaiShopping - Portugal

Apresentador


Expansão em Portugal

1997 Centro Colombo - Portugal

Apresentador


Liderança do mercado

1998 NorteShopping - Portugal

1999 Centro Vasco da Gama - Portugal

Apresentador


Reputação a nível internacional & prémios

START OF INTERNATIONAL EXPANSION

1999 – SPAIN, GREECE AND BRAZIL

2000 - ITALY AND GERMANY

WHO WE ARE

Apresentador


Procuramos mercados onde seja possível desenvolver plataformas operacionais sustentáveis que nos permitam desenvolver centros comerciais de referência. Continuamos a apostar no crescimento do nosso negócio, quer na Europa quer na América Latina, e na busca de novas avenidas de crescimento, com um previsível redireccionamento geográfico a favor de mercados emergentes.

Apresentador


1º Desafio da internacionalização: a nossa marca não estava a apoiar a nossa estratégia e posicionamento Dificil de soletrar na maioria dos paises e nos que era entendida (PT, ESP e BR) não suportava a especialização…

INICIO DA EXPANSÃO INTERNACIONAL

1999 - Espanha, Grécia, e Brasil 2010- Colômbia

2000 - Itália e Alemanha 2011 - Marrocos

2007 – Roménia 2012- Argélia

QUEM SOMOS

Apresentador


Entramos num processo de rebranding profundo onde analisamos .

• Brand opportunity workshop

• Review of available research

• Management interviews

• Competitor analysis

• Media audit

• Brand opportunities for the future

• How to get there

Activities Deliverables

Deliver Define Discover

• External interviews to validate findings from phase 1

• Brand positioning • Naming • Tie corporate

architecture to new name and positioning

• New name & position

• New architecture • Communication

plan

• Bring positioning and name to life

• Implementation of new brand

• Finalize and implement communication plan

• Brand book and

guidelines • Brand video • Internal and

external launch tools

Brand Audit

Strengths

• Very professional

• Has integrity

• Expertise

• Innovative

• Quality services

Weaknesses • Seen as arrogant in

Portugal

• Lack of awareness outside of Portugal

• Lack of local knowledge, “outsider”

• Portuguese origin linked to perception of being “less developed”

• A company offering reasonable quality for a limited range of markets

• A company offering excellent quality products/services to everybody

Brand proposition

FROM TO

Brand personality

• An innovative company with a very rational approach

• An innovative company with a human personality

Brand scope

• A Portuguese company working in real estate

• An international company specialised in shopping centres

Where to?

The new positioning

Innovative

Modern

Spirited

Spike attributes: Attribute(s) which differentiate the brand from the competition

Valued attributes: Attributes which are valued by customers or other key audiences

Entrystake attributes: Attributes required of all competitors in a category

2000 The FutureBrand Company

Reliable Honest Financially stable Professional Credible Local knowledge

Successful International High Quality Prudent Bold Approachable Community focused Proactive

Passionate about innovation

To companies, institutions and individuals which are, or want to be involved in the shopping centre industry

is the international shopping centre specialist, that is passionate about bringing innovation and excitement to the industry because our knowledge and focus, combined with our partnerships, give us the unique ability to deliver creative and cutting-edge ideas so that you feel excited about the projects we are involved in together.

SIERRA POSITIONING STATEMENT & BRAND ATTRIBUTES

SPECIALISTS IN THE CREATION OF UNIQUE SHOPPING EXPERIENCES

POSITIONING

2002 Parque D. Pedro Shopping- Brazil

Apresentador


Maior centro da ámerica latina

2007 ALEXA - Germany

2008 Freccia Rossa - Italy

Le Terrazze - Italy & Uberlândia - Brazil 2012

WHO WE ARE

WE ARE PRESENT IN 11 MARKETS

We currently operate in Portugal, Spain, Italy, Germany, Greece, Romania, Croatia, Morocco, Algeria, Colombia, and Brazil.

Apresentador


We search markets where it is possible to develop sustainable operational platforms that allow us to develop reference shopping centres. We continue to bet on the growth of our business, both in Europe and Latin America, and searching for new avenues of growth, with a foreseeable geographic redirection towards emerging markets.

GLA under management (millions m2)

>2.2

WHO WE ARE OUR PORTFOLIO

51

24

3

6

4

Shopping centres in operation

Shopping centres managed and/or leased, owned by third parties

Projects under development

New projects in the pipeline

Projects under development for third parties

Tenant contracts 8.495 Visits to managed centres in 2011 (millions visits)

428

Apresentador


Only 21 in Portugal, more than 50% of our revenues out of Portugal

Sierra has built up an international reputation for the development and management of innovative products.

MORE THAN 100

AWARDS

19 ICSC Awards for

best centres

27 ICSC Marketing Awards

3 Mipim Awards for

best centres

1 Procos for best

developer

3 European Risk

Management Award

2 European Property Awards

1 Sustainable Energy Europe Award

6 AECC

1 Green Thinker Award

21 Media Awards for

best developer

CORPORATE COMMUNICATION OFFICE

OUR MISSION

To support the business activities trough an pro-active communication and marketing strategy that strengths the global reputation of Sonae Sierra, in accordance with its approved Vision, Mission, Strategy, Values, Corporate Policies, and Brand attributes.

OUR VISION

Make Sonae Sierra the preferred choice in the shopping centre sector.

CCO MISSION &

VISION

Apresentador


A team of 7 distributed by geographical scope

SIERRA IMAGE FRAMEWORK

Integrated approach

•Development •Ownership

•Property Management •Knowledge Provision

Partner of Choice

• Development, Property and Fund partners

• Municipalities & Communities

• Tenants • Investors • Clients

Innovation

• Management, Marketing & Communication

• Architecture & Design • Corporate Responsibility • Innovation Processes &

Projects

IMAGE FRAMEWORK

Apresentador


Sonae Sierra aims to be perceived as the international shopping center specialist Innovative With a leading CR approach With an excellent development and architectural approach With excellent property and asset management, marketing and communication skills With a passion for Innovation that is strategically introduced and managed across all organization Integrated approach We do all the activities needed for the success of a SC Long-term strategy along the whole business activities Partner of choice When you think shopping centres we are your partner We are a top-class knowledge provider

SIERRA STAKEHOLDERS

The International

Shopping Centre

Specialist

Service Clients

Tenants

Partners

Financial Institutions Governments

Media

Peers

B2B TARGETS

COMMUNICATION OBJECTIVES

STRATEGIC AXIS

1 To disseminate a global image of the company, in accordance with its Brand and Corporate Policies; 2 To increase the stakeholders' knowledge on Sonae Sierra, positioning the company as a reference in it´s sector; 3 To implement a pro-active communication strategy, that supports the company's business plans; 4 To disseminate the Company's values and Brand attributes, and to support the HR in the internal communication actions.

SIERRA TOOLS

Media Relations

management

Stakeholders &

Shareholders Relations

Speaking Opps. & Awards

competitions

Crisis Communication management &

Trainings

Digital Communication

Fairs & Events

Sponsoring &

Advertising

Internal Communication

(HR)

CCO TOOLS

OUR FUTURE

OUR FUTURE

Apresentador


Sonae Sierra wants to be, increasingly and with a defined long term strategy, a leading international specialist in shopping centres.

OUR FUTURE

A FOCUS Specialist in shopping centres.

Apresentador


Sonae Sierra is an international specialist in shopping centres. We want to maximize the value captured along the value chain, and as such will keep its integrated approach - development, investment and management of shopping centres; as well as provide knowledge services to third parties.

OUR FUTURE


A COMMITMENT Creating unique shopping experiences.

Apresentador


Because we control the entire process, from the designing, creation and development to management, we make every shopping centre a unique shopping experience for our customers.

OUR FUTURE


A COMMITMENT Creating unique shopping experiences.

A DIRECTION International growth.

Apresentador


Sonae Sierra will continue to pursue international growth. In terms of capital allocation the Company will shift from a mature market concentration to a greater weight in a limited number of emerging markets.

Thank You

presentation tiago vidal x regional eacd lisbon debate 2012

Business

brand personality

international company

brand proposition

innovative company

shopping centre industry

portuguese company

brand audit strengths

sgps portugal