Refining its brand DNA will help it stay resilient and ahead of consumer trends by enhancing customer centricity
Property developer UEM Sunrise Berhad (UEM Sunrise) has a million-ringgit question: Can the company make it easier for people to own a home? Having just recently transformed itself via an internal restructuring exercise, the new UEM Sunrise has emerged leaner, flatter and more agile in the way they do things.
The team has not just changed the way they work but also realigned the way they think. And the prognosis is that they believe they can help potential buyers achieve their hopes and dreams of owning a home and be happy about it. It unveiled its new strategy to drive growth and sales for the year 2020, focusing on delivering quality and exciting products to their customers. This was also to continue enhancing UEM Sunrise’s brand value with the recent launch of an immersive rebranding exercise to unveil UEMS 2.0.
As UEM Sunrise embarks on its ten-year business cycle and in conjunction with the 50th anniversary since its founding, the company resets the organisation for the next growth story, said its Managing Director and CEO Anwar Syahrin Abdul Ajib. The tagline “Find Your Happy” is now an important part of the UEM Sunrise brand moving forward, he said.
“We looked at our buyers’ personas, studied them and curated specific campaigns and sales packages that would address their needs. By doing this correctly, the company will be able to evolve successfully with any marketing trends (to achieve their homeownership dream),” he said.
In line with the recent rebranding exercise, UEM Sunrise will soon roll out a series of initiatives and campaigns on a national level as well as regionally. The initiatives and campaigns will not only emphasise on promoting and selling UEM Sunrise products but also incorporating elements related to the new CHIEF values. CHIEF stands for caring, honest, involved, enthusiastic and fun-loving, and this is the kind of community it is building for its properties.
The “Find your Happy” story is at heart, one of belief, optimism and resilience and one which recognises and accepts the differences among us and that happiness is a journey and, as a state of mind, differs from one person to another. “Today, our brand’s purpose or some may call it our ‘Why’, is ‘to inspire joy and happiness one space at a time’. We position ourselves as a brand that creates spaces which are planned, built and curated to inspire togetherness and contentment at all our brand touchpoints,” said Anwar.
“We build on the strength of UEM Sunrise’s EVE (Exciting, bringing Value and Easy to own) philosophy. We strive to continue to be very customer-centric. We seek to understand and to anticipate our customers’ evolving needs and improve the efficiency and effectiveness in meeting and exceeding these.
With this in mind, UEM Sunrise has planned some new launches focusing on mid-market landed mainly its Aspira themed products and a new mid-market landed development, Senadi Hills in the Southern region. Centrally, new phases at Serene Heights Bangi will be unveiled, and buyers should look out for the eagerly awaited launch of Residensi Allevia in Mont’Kiara, Residensi Equine 9 in Seri Kembangan as well as Solaris Parq’s first office block.
“Of course, these are our aspirations as an organisation but our biggest priority during the current COVID-19 outbreak is to see everyone who is directly and indirectly affected get on the road to recovery from hardship or illness as soon as possible. As Malaysians, we need to stay strong and responsible by following the Government’s instructions to contain the disease.
It’s time to stay home and spend time with your loved ones, adapt as best as possible while praying and planning for when things are back to normal. Malaysians must count their blessings and be a better version of themselves to ensure that we come back stronger when the dust has settled,” Anwar concluded.