Marketing Management Policy

EDC is committed towards utilizing marketing management to maintain and improve sales, create brand awareness, build company image and brand, conduct market research, utilize market research information to maximize company's market share vis-a-vis its competitors as per company's long term and annual strategic objectives.

These objectives will be achieved through the following activities:

1. Conduct Market Research

Market research will be conducted every 3 years among our target audience (i.e., customers and consumers in the Abu Dhabi Emirate and UAE in general) using both current company personnel and external resources. This research will use both structured and unstructured formats and will cover:

• All relevant segments, including each sales channel, product category, and location/city.
• Competitor Analysis and an estimation of EDC's market share in the area of operation.

2. Conduct Brand Awareness Research

• Frequency: Conducted annually using external agencies.
• Objective: To assess EDC brand positioning compared to competing brands in the UAE.
• Process:
  • An annual or quarterly plan for external communication is prepared based on stakeholder engagement levels (interest and influence).
  • This plan is derived jointly by the Marketing Manager and Business Development teams.
  • The activity details and time frames are finalized, advertisements are reviewed by Business Development, and the CEO approves them.

3. Utilization of Market Research Information

• The output of market and brand awareness research will be shared with EDC’s Heads of Departments (HODs) and Strategy Committee.
• This feedback will guide decisions on strategic or operational improvements in the future.

4. Brand Building and Protection

• Opportunities: Marketing will identify opportunities for EDC’s brand building and protection on an ongoing basis.
• Approval Process: Recommendations will be reviewed and approved by the CEO/Chairman under the Marketing Budget.
• Licenses and Registrations: Marketing will ensure all brand licenses and registrations in various locations are maintained or acquired.
• Customer Experience: All employees are expected to deliver customer experiences that enhance the company and brand image.

5. Futuristic Mapping

• The Marketing Manager will track current business trends using all available resources within EDC (both traditional and digital).
• Efforts will include gathering information from:
  • Conferences, webinars, reviews, TED Talks, online platforms, etc.
  • Road Safety & Mobility best practices and initiatives to influence EDC's business.

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The Marketing Manager is responsible for leading the development and implementation of this policy.

This policy will be reviewed every 3 years for continual improvement and suitability and will be amended if required.