Mashhad financial and economic project is located in the holy city of Mashhad, at the beginning of Mashhad commercial highway (Janbaz Boulevard) and on the edge of Janbaz square. This huge complex with an infrastructure of over 130 thousand square meters, includes multi-purpose towers with various uses. This tower has 108 commercial units with a total area of approximately 29,270 square meters and 343 office units with a total area of approximately 29,270 square meters and has a smart parking lot with a capacity of 788 cars with an area of 26,460 square meters.
In 2013, Benagastran Eighth Tous and Iran Atlas Company, the owners of the project, held a tender to cooperate with the marketing and sales consultants of the project. In addition to The One Iranian, two other sales companies, which are among the capable sales companies in this field, also participated in this call. Finally,The One was selected as a project consultant.
One of the main reasons for the success in selling this number of business units can be considered good positioning that was done by The One.
The Mashhad project was left in the middle of construction as a half-finished skeleton for about 20 years. During these years, the identity of this project changed many times and different names were chosen for it in different periods of time. Including:( Steel building, Narenjestan building, IT building).
One of the main reasons for this change of identity was the change of ownership of the project. However; Its construction was never completed and therefore it created an unpleasant visual effect in the Zhanbazan Square of Mashhad.
In this regard and in terms of building value engineering, one of the main challenges faced by The One Iranians was that due to the pre-tensioned implementation of half of the tower structure, the structural modification of the floors and plans was difficult and almost impossible to implement.
The One’s intelligent team, with mastery of marketing and sales concepts and its creative and dynamic mind, followed the contract between this company and Benagastran Eighth Tous Company, market research, opportunity studies, marketing and sales of this project, which includes strategies for entering the market, strategies He took charge of pricing, information and advertising strategies.
The One managed to sell 100 commercial units along with office units in a very short time and at a reasonable agreed price.
Challenges facing Iranians
Challenges have always been valuable for The One, and collaborating on challenging projects makes us shine and emphasizes The One’s competitive advantages. This issue has caused the sensitivity of The One managers to choose projects to the point that if a project is not particularly complex, the company has less motivation to enter it. On the other hand, the existence of development challenges has been the main reason for employers to refer to The One company.
The biggest concern of financial-economic project managers of Mashhad:
Finding the location of the building among the administrative centers and the fact that they did not envision a specific audience for the project was considered the main concern of the managers of this project.
In this regard, The One Company, by selecting a number of units and consulting to transfer them to companies with high financial power in Mashhad, was able to show the project managers as an example of marketing measures that it can stabilize the right position of the tower in the market and He has the necessary abilities in this matter. Another measure of The One company to introduce the project to the audience was holding a conference titled “Sanuf Entrepreneurs” in May of 1991. In this event, entrepreneurs from different branches of the country were invited, and the purpose of holding this conference was to identify the top 5 people of each retail branch.
Holding this conference shows The One’s strategy, which always tries to reverse the marketing cycle. In this way, with a much lower and more efficient cost and time, The One was able to gather the best of the guilds under one roof. The reception of the sponsors of the conference finally made us bear only 20% of the costs of the organization. The main sponsor, which was the economic financial project of Mashhad, was able to introduce itself well to the audience.
After establishing a good two-way communication between us and the guilds, at this stage, The One was able to perform marketing related tasks with a higher performance. It also increased its sales in a short period of time.
Summary of the effective actions of The One Iranian Company in Mashhad economic financial project:
1. Correct positioning
2. Conducting market research, opportunity studies, determining market entry strategies, pricing strategies, information and advertising strategies
3. Branding and visual identity design, including logo design
4. A smart move to enter the market: Holding a conference under the title of Sanof entrepreneurs and attracting famous business owners from different cities of Iran to learn about the project
5. Identification of potential customers of the project
6. Definition of marketing campaigns
7. Selling a specific number of office units in a short period of time
Like many other big projects, with the change of CEO of the Mashhad economic financial project and the establishment of a new group of shareholders, The One Iranian Company was forced to stop its cooperation in this project almost before the end of the set period of activity.
