The “Himgrad” Industrial Park prospects depends on both real estate and petrochemical markets development trends.

Russia's commercial real estate sector is currently the fastest growing in the world and will retain the direction to further extensive and intensive growth. The first one is connected with the increase in premises total square, the forecast of which is presented at Graph 4. The intensive growth comprises the premises quality improvement and their compliance with internationally excepted standards.

Graph 4

As for the chemical industry, in which work our target customers, it also experiences considerable growth at present time. So, the investment in chemical products is 2.6% of total investment in Russia in 2007.

The annual production volume in Russian chemical industry in 2007 amounts to $34.7 bln. (growth rate is 10% compared to year 2006). The corresponding number for the Republic of Tatarstan chemical industry is $3,8 bln. with growth rate at 16% level. According to the analysts' estimates http://www.economy.gov.ru/wps/wcm/connect/economylib/mert/resources/1d19c20047ee07b0a1fdb32cf23fafaf/oznakomitsya.doc, the specified trend will extend for the following five-seven years. So, the growth in chemical industry will provide the growth of our target customers, occupied in chemical business.

4.0. The Proposition

The project developer aims at creating new for the region establishment - an institution, providing a juncture of production and service facilities, which intensify the site residents development.

The purpose is to be achieved by means of reconceptualization, reconstruction and redeveloping to meet the state-of-the-art economic conditions requirements.

A suggested positioning statement may be formulated as follows: “Himgrad” Industrial Park is one of the best possible locations for both small and medium-sized companies, providing a comprehensive services range along the entire customer value chain at comparatively low prices”.

So, the residents of the industrial park will get a complex product consisting of:

1. premises for lease; and

2. a range of services provided to residents as an essential and integral part of it.

Generally, the range of services provided to industrial parks residents is much wider than a usual scope of services for other types of leased property. If we speak about the comprehensive range of services, the concept of the “Himgrad” Industrial Park is focused on providing core (directly connected with the residents' manufacturing process, such as property management and complex energy supply) and additional services along the whole customer supply chain (see Fig 4).

Our mission is to provide companies in the industrial park with the infrastructure and customer-centric industrial services they need to focus fully on their core business. This circumstance enables to boost the competitiveness of both the industrial park and the tenant companies. We aim at creating favourable conditions (including e.g. tax remissions) for regional petrochemical industry development, by means of combining within one territory research and development, production, marketing & sales and logistics facilities providing a comprehensive range of services along the whole value chain for site residents

Fig 4

The complete technological infrastructure of the industrial park will serve the needs of the resident companies. The technological infrastructure (see Fig 5) comprises refrigerating stations, freight terminal, railway network, capacity park, electric power substation, machining process centre, gas-distributing post, pilot plants park, high-end technology park, corporate university, water treatment station, sewage disposal plants, compressor stations, fire station, aid post, heat and steam distribution point etc.

Fig 5

Our company aims at creating a unique business environment, assisting the residents in their efficient development. The effect is achieved via providing a number of intangible benefits to the residents. That is the compliance of our strategy to residents' development strategies, aiming at creating possible synergy from residents' interaction (the chance of finding future business partners and contractors increases, when, like in our industrial park, there exist both developing and mature companies), and employing authoritative resource, which becomes possible due to our active and close interaction with the Republic of Tatarstan government.

5.0. The Business Model

Our business-model is based on a global trend of separating infrastructure from chemical companies core business. Infrastructure is no more chemical industry core business, neither a supplementary part of it. The difference between the very nature of these two spheres of activity is so immense, that they hardly can go together (see Table 1).

Table 1

The infrastructure providing business is less risky, than that in chemistry and petrochemistry producing. The profits are less than those in chemical industry (see Graph 5).

Graph 5

Moreover, since the business is a specific one, it needs some special production facilities, assigned for chemistry. These are usually expensive, and not every small company can afford these. That's why industrial parks are a good decision for small and medium-sized companies, since in industrial parks they may concentrate around one infrastructure providing company and keep in mind only their core business, as presented at Fig 6.

Fig 6

6.0. Sales & Marketing

6.1. Promotional strategy

The objective of our communication is in attracting potential residents for location within the site territory, which provide us with at least two constant sources of profit: rent payments and payments for services provided.

If we consider the local companies (whatever their size is), both advertising and public relations work efficiently for promotion. Another characteristic feature here is that we intend to spend less money on advertising, paying more attention to public relations, which comprise non-paid communication effort, such as press releases, speeches at industry seminars, appearances by firm executives on radio and TV, etc. These media are extremely influential with customers, and in case of proper organization may save a lot of money, resulting in the same effect for the site development.

As for foreign companies, the publicity vehicle is hardly applicable, since it needs a lot of time and effort on the part of a developer, the immediate presence (providing personal contacts at different levels of business and political communities) at the global market let alone. So, the main emphasis in this case should be made on all types of advertising (internet, specialized magazines and other infomercials) and on promotion by means of participation in exhibitions and conferences on the subject of industrial property, since these are often attended by potential site residents.

The main principles underlying the “Himgrad” Industrial Park promotional strategy may be formulated as follows:

1. it should be aggressive, speedy and efficient in order to leave the competitors behind, to gain the vacant market niche, and to persuade the target customers in all the benefits they may gain from accommodating at the industrial park territory, the location unfamiliar to them before;

2. not a single promotional strategy should be created, but at least a two-sided one, each part of which aiming at covering one of the groups of the target customers;

3. the basis of the promotional strategy is in underlining the rational benefits of the site as target resident possible location;

4. the promotional strategy should be comprehensive and all-penetrating;

5. stableness and sustainability should become integral features of the promotional strategies. The developer should bear in mind the necessity for the promotional strategy to inform the target customers and to keep the information up-to-date, constantly reminding the target audience of the site, its benefits and whatever else needed;

6. the intangible benefits should be put on one of the frontlines of the project positioning;

7. international experience of industrial parks operation and management should be scrutinized and taken into account, making stipulation to the local market peculiarities.

The recommendations on the promotional strategy may be tabulated, the stipulation made that we consider the two promotional sub-strategies, aimed at addressing two groups of target customers (see Table 2).

Table 2

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