Urgently looking for a real estate marketing plan!!!

1. Overview of the Kinder Century Park project

2. Market analysis of Kinder Century Park

(1) Marketing environment analysis

(2) Competitive Situation Analysis

(3) Consumer Analysis

(4) Project SOWT Analysis

3. Kinder Century Park Sales Strategy

1. Market entry timing and strategy

2. Price positioning and price strategy

3. Sales stage arrangement

4. Kinder Century Park promotion Promotion Strategy

(1) Promotional Theme of Kinder Century Park Project

1. About the Case Title 2.

3. Project Promotional Theme

< p> 4. Theme interpretation

(2) Project advertising strategy

1. Advertising stage strategy

2. Advertising creative strategy

(3) Project public relations planning

1. Event promotion goals 2.

3. Event promotion positioning

4. Key points of event promotion appeals

< p> 5. Methods of event promotion

(4) Project site packaging strategy

1. Sales site packaging

2. Road packaging at the property site

3. Project site packaging

5. Project media mix strategy

1. Media release strategy

2. Media analysis and selection

6. List of promotion work of Kinder Century Park’s advertising work

7. List of packaging strategies for the whole Kinder Century Park project

8. Promotion expenses of Kinder Century Park

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1. Overview of the Century Park project

Jianda Century Park covers an area of ??156 acres. The overall plan is to be developed in three phases. The first phase has 8 multi-story buildings and has been occupied; the second phase has 10 buildings. , has been handed over; the 5 buildings in the third phase are located on the bank of Xiong'er River. The community has a multi-functional club, kindergarten, and leisure and entertainment facilities. This project is a large, ecological, purely residential community in the southern area of ??Zhengzhou. The current average sales price is 1,500 yuan/㎡, of which the third floor price is 1,798 yuan/㎡; the fifth floor price is 1,498 yuan/㎡; the sixth and seventh floors are 1,280 yuan/㎡, with a one-time discount of 4%. House types are mainly concentrated between 80㎡-more than 130㎡, and the overall planning, building facade shaping and landscape design have strong modern characteristics.

Schools around the project include Daxue Road Primary School, Tie 11th Primary School, Zhengtie No. 7 Middle School, No. 62 Middle School, Zhongzhou University, Zhengzhou Aviation Academy and other primary schools, middle schools, and colleges; there are high-end restaurants and hotels nearby : Civil Aviation Hotel, Taiwan Hotel, Lijiang Hotel, etc.; nearby Star Supermarket, Century Lianhua large shopping venues; Shoe City, Food Wholesale Market, Gaozhai Farmers Market to meet people's daily needs. The community has complete external supporting facilities, good air quality, complete commercial facilities and a strong cultural atmosphere.

The project is adjacent to Jingguang South Road, the main artery of the city, to the west, and the broad and smooth Haihang Road to the south connects the city’s main roads: West Ring Road, Daxue Road, Zijingshan Road, East Ring Road, etc. The bus lines of the passenger terminal in the southwest of the project extend to all directions of the city. The area where Jianda Century Park is located is the juncture of urban and rural areas. The residential population is complex and of relatively low quality. The population is highly mobile and the public security situation is chaotic. The section from Nautical Crossing to the property address gives people the impression of dilapidation, decline and obsolescence.

2. Market analysis of Jianda Century Park

(1) Marketing environment of real estate projects in Zhengzhou South District

Judging from this year, the development situation of Zhengzhou’s real estate market is good ,

As Zhengzhou expands its urban framework, expands its urban scale, lowers the entry threshold for urban household registration, and builds and develops regional central cities, the city's real estate development has entered a new period of development. The government's policy of developing the North District has moved eastward, and efforts have been made to prepare for the construction of Zhengdong New District. Compared with this, the prospects of projects in the Southern District are not very optimistic in terms of appreciation potential.

At the same time, as the large wholesale markets in the city move south one after another, it will also promote further economic prosperity in the southern district to a certain extent.

Since the reform and opening up, with the process of urbanization and the establishment of the professional market in Southern District. Zhengzhou South District has gradually formed a large-scale lighting wholesale market, Beijing-Guangzhou wholesale market (shoe city), Henan Wankelai Food City, Zhengzhou Huazhong Food City, Zhengzhou Food City, etc. This area has unique commercial characteristics. Various economic indicators are at a medium level compared with other areas in Zhengzhou. The purchasing power of bulk commodities such as commercial housing has a certain scale. The Haihang Road real estate project has the characteristics of a dumbbell-shaped property with large ends at two ends and a small one in the middle. The competition among the projects along the middle is extremely fierce when the products are of the same quality and the location advantages are similar. It is becoming increasingly difficult to obtain projects in better locations in urban centers, and land in suburban areas has become a target of competition for many developers.

Zhengzhou South District has a large concentration of merchants, has obvious business characteristics, and is more economically developed than the surrounding areas. This is its unique advantage of speed. This particularity determines that the consumer groups in this area are more price sensitive to real estate than those in the North District. At the same time, the migrant population in this area is relatively concentrated, and there is a certain potential market for commercial housing consumption.

(2) Overall competitive situation and competitor analysis of real estate projects in the Southern District

Jinxiang Garden, Yaxin Beautiful Family, Longyue Series Projects, Fuyu Garden in the center of the Southern District project The successful development of other projects indicates that this land project still has huge development potential, and it also marks that the consumer market in this region is becoming increasingly mature. Since then, the third generation of ecological residences has appeared in the central area of ??the South District: Jianda Century Park, Jinxiu Jiangnan, Kaiyuan Belvedere, Yaxing Shengshi Home and other large-scale projects that focus on the community environment and have a high greening rate. Most projects have homogeneous products in terms of architectural style, landscape design and exterior facades, and the property concepts have no distinctive features. However, projects along the two sections of Haihang Road, such as Golden Harbor and Dihu Garden, have unique success stories in terms of product positioning, concept hype and marketing promotion.

Therefore, in order to better integrate the Jianda Century Park project, the marketing department of Henan Huiqiao Advertising Company conducted a comprehensive and detailed market survey and in-depth analysis of Zhoubian's main competitors and potential competitors. . The basic situation is as follows:

Serial number Project name Average price Scale Number of households Project address Property address Advertising positioning Case location Advertising positioning Main advertising slogan Image positioning Marketing status 1 Kaiyuan Belvedere 1,490 yuan/m The planned area is 116 acres, More than 900 households, 11 buildings in the first phase have been topped out and are in the strong sales period. 50 meters south of the intersection of Jingguang South Road and Changjiang Road, Brave New World in the South District is a choice. It is a right, but it is not an ability. In the right place, choose, your own brave new world. To create a popular brand of modern housing in Southern District, the large billboard at the case site is eye-catching, visually impactful and shocking. The packaging of the sales department is fashionable, warm and elegant. The salesperson's service is enthusiastic. 2 Yaxing Shengshi Home 1580 yuan/m covering an area of ??140 acres, with 1188 households. The first phase is under construction and is for sale. Yaxing Shengshi Home, a noble historical and cultural landscape community in the northeast corner of the intersection of Songshan Road and Changjiang Road - Culture Achieves the Future; Songshan On the way, you can view the mountains and listen to the water in the chief courtyard. The color of the wall packaging of the first large-scale cultural-themed landscape community is solemn and steady, highlighting the richness of history. The case scene is impressive and has a rich cultural atmosphere. The salesperson is temperamental and lacks motivation. 3 Jinxiu Jiangnan 1,600 yuan/m covers an area of ??120 acres and has more than 1,100 households. The first phase of greening has been completed and is about to be built. An ecological art community in the southeast of the intersection of Xinghua South Street and Zhangwei Road, "Yishu Family Happy Home", ecological healthy art sales packaging, modern style, Bright colors. The atmosphere at the sales site was cold. The salesperson's professional knowledge and skills are insufficient. 4 Dihu Garden 1,680 yuan/m has a planned area of ??3,110 acres, and the 456-acre Yuehu Phase I multi-story building will soon be built as a pure ecological waterscape human residence at the intersection of Hangzhou Road and Tongbai Road. "Going home is the beginning of a home." "Be kind to you. "Lifetime" "Great Emperor Lake, Big Community, Nature" is a grand and imposing European-style sales site and an open square. More than half of the first phase has been sold, leaving the difficulty of higher prices. Very enthusiastic, professional and dedicated salesperson. 5 Fuyu Garden 1,550 yuan/m280 units in the late sales period No. 30, Hangzhou Middle Road. Plain, natural, pragmatic, and benefit appeal (brochure) What you want is exactly what we built for you. The development project is a combination of modernism and European architectural styles. The timing is excellent, the location is good, and the surrounding supporting facilities are complete. 6 Jinxiang Garden 1,450 yuan/m1,000 households in the fifth phase are now hot-selling. No. 19, Hangzhou Middle Road, Zhengzhou City. Practical, brand finishing touch, garden closing, and perfect. A relatively pragmatic community, mainly to seize the market opportunities. The first phase is economical and practical housing with a lower price range.

This phase is commercial housing with a higher price. 7 Longyue Times Home 1,900 yuan/m 85 households Late sales period No advertising at the intersection of Hanghang North Street and Jiaotong Road Focus on brand effect The sales department is small in size, exquisite and fashionable

Competitor - 5W Strategic Analysis

Modern marketing has evolved from concepts such as "product orientation - market orientation - demand orientation - relationship orientation" to a more advanced, more direct and more effective modern marketing concept: competition-oriented marketing concept. This is because when the market matures, every marketing strategy and activity of the major competitors is formulated after fully studying the consumer groups and has its clear purpose and pertinence.

Clausewitz said in his "On War" that war has two purposes: one is to defeat the enemy; the other is to occupy the enemy's territory. The 5W strategy proposed on this basis is a modern marketing concept that takes competitors as the research object, so it is very aggressive and aggressive. When launching a brutal invasion of regional markets, reconnaissance of the "enemy's" firepower base is crucial. "Knowing the enemy" is the key to winning the market battle. Imitate what competitors are doing well, improve what they are not doing well, occupy market high ground for what they are not doing, and study countermeasures for what they are doing. To win in the fierce and ruthless market competition.

Main competitor——Kaiyuan Belvedere

Project overview: Kaiyuan Belvedere covers an area of ??about 116 acres, with a total construction area of ??about 120,000 square meters, more than 900 households planned, and the project is green With more than 30% green, it is a large-scale, humanistic, low-density, high-green purely residential community in Zhengzhou South District.

The overall development of Kaiyuan Belvedere is Phase 2, with 22 multi-story buildings planned to be built. The first phase has 11 buildings, 36 units, and 432 residences. The price will be adjusted in three stages, one for every 144 units, and the project will be completed by the end of 2003. The first phase of construction includes an indoor multi-functional club, a large Chinese-style leisure square, and a children's playground. The main house types are three-bedroom and two-bedroom, with an area of ??90m-230m. The house design has reasonable functions, and the maximum distance between buildings is more than 50 meters.

More than 200 sets have been sold (due to problems in marketing and promotion, Kinder gave away more than 200 customers who should have belonged to it to its rival-Kaiyuan Belvedere). Since 2003 No advertising or public relations activities were carried out within a month after the real estate meeting, and the recent sales situation has been somewhat difficult. The main selling points of Kaiyuan Belvedere are as follows: a. Kaiyuan Real Estate’s popular brand b. Kaiyuan Property Brand c. Kaiyuan Belvedere’s scale d. Kaiyuan Belvedere’s ultra-low price.

Competitor 5W factor analysis:

What are you doing and why are you doing it well? What are you doing poorly? What are you not doing?

1. When the project is in progress During the strong sales period, comparative advertisements with rational appeals will be released regularly and continuously. 2. Publish advertisements to inform project progress and release information to home buyers 3. Seize the target customer groups who are looking for cheap and profit-seeking 4. Prepare for the second round of publicity shock waves 1. Attack and suppress competitors, highlight the cost-effectiveness of the project, and cater to southern district home buyers The psychological need for honesty. 2. Stabilize the credibility of order-based buyers and expand word-of-mouth effect. Striving for homebuyers' purchasing confidence 1. The packaging of the sales department is fashionable, elegant, refined, and has a strong modern atmosphere. 2. The billboards in the case site have beautiful images, bright color choices, and strong visual impact and shock. 4. POP advertisements and wall advertisements outside the case site are eye-catching and attractive. 5. During the strong sales period, rationally appeal to the competitive strategy of advertising and use comparative advertising. 6. The project targets a clear consumer group: the working class. The line of civilianization, popularization and branding. 7. The property brand has high visibility and reputation. 8. Clear marketing promotion and pricing strategies. 1. The advertising promotion strategy is not clear and the product image advertising promotion is not ideal. 2. There is a lack of creative expression in image advertising during the preparation period and internal subscription period. 3. In the early stage of advertising promotion, the media mix was single, with only Dahe Newspaper. The depth of influence is still not enough. 4. The project is located in a desolate area with incomplete supporting facilities, making life inconvenient. 1. There is no packaging on the sales office road, and the general marketing atmosphere is not strong. 2. The film and television advertisements for the project have not yet been produced. 3. There are no outdoor billboards at the Southern District Traffic Fortress. 4. We only conduct market research on market entities and do not distribute promotional leaflets.

A brief analysis of other competing projects: Yaxing Shengshi Home/Splendid Jiangnan/Dihu Garden

Potential competitor - Yaxing Shengshi Home

This project is located in Located on Songshan Road in Southwest District of Zhengzhou, it covers an area of ??146 acres. The community includes 20 multi-story buildings, 3 small high-rise buildings, and 2 office buildings in various layouts. There is a 5000m atrium square, a 1000m artificial lake, and a 1700m underground air defense facility. The main types of apartments are two-bedroom, three-bedroom and duplex, with an area of ??28-205m2. There are related facilities such as a clubhouse, kindergarten, and commercial street in the community.

The main selling points of Yaxing Shengshi Homes are listed: a. The brand of Yaxing Real Estate b. The living culture form-cultural theme c. The garden planning of water and mountain views

Competitor 5W factor analysis :

[Advantages]

1. The exterior shape of the sales department is full of modernity, 2. The interior decoration is elegant and full of humanistic atmosphere. The grandeur of the sales department shows the strong strength of the developer. 3. The outdoor billboards near the project are eye-catching. 4. The visual impact is strong. 5. The emphasis on wall packaging is consistent with the project promotion theme of "Culture Achieves the Future". 6. It highlights the richness of humanities and history. 7. The project has a high greening rate. 8. In terms of landscape design, mountain views and water views are integrated into the community.

9. Has successful experience in real estate development in Shangjie District, 10. Pays attention to building quality, 11. House design and landscape planning. 12. Elegant living environment, 13. Good air quality.

[Disadvantages]

1. The advertising theme is not 2. Clear: first, culture creates the future; second, the chief courtyard for viewing mountains and listening to water on Songshan Road. 3. Publicity and promotion is very blind and not systematic. 4. It results in a large waste of funds. 6. On the contrary, 7. increases the project cost. 8. The promotion of the theme concept of "Culture Achieves the Future" is somewhat hollow, 9. The cultural atmosphere around the world is not 10. strong. 11. Developers have outdated concepts and no modern marketing awareness. 12. Focus on self-will. 13. Do not 14. Follow market rules. 15. Unable to establish strategic alliances with professional marketing planning companies. 16. Many marketing planning companies are not 17. willing to cooperate with Yaxing Real Estate Development Company.

18. The project is located in a remote location, and 19. the surrounding schools, medical, commercial and other living facilities are not 20. complete.

21. Yaxing Real Estate is a foreign brand on the street. 22. It is well-known in Zhengzhou. 23. Its popularity and reputation are low.

Splendid Jiangnan - Potential Competitor

The project name was originally Tiantai Yishu Family. Covering an area of ??120 acres and 110,000 square meters of residence, the maximum distance between buildings is more than 50 meters, the floor area ratio is low, and the greening rate exceeds 45%. More than 10,000 square meters of garden planning, a 1,500-square-meter owner's clubhouse in the central garden, and a 500-square-meter kindergarten. The main types of apartments are three-bedroom, four-bedroom, and duplex units ranging from 98 to 200 square meters. The first floor is 1618-1683 yuan/㎡ (with garden); the third floor is 1586-1665 yuan/㎡; the fifth floor is 1362--1442 yuan/㎡; the sixth floor is 1130--1209 yuan/㎡. The project is located next to Yaxing Shengshi Homes. There are 25 multi-story residential buildings. The community has ecological greening systems, stone features, water features, and healthy leisure systems.

The main selling points of Splendid Jiangnan are listed: a. Ecological community b. Proposition of the concept of health c. Artistic community

Opponent 5W strategic analysis:

〔Advantages〕< /p>

1. There is one sales department in the more prosperous area and one at the property address; the more prosperous area has a large flow of people, 2. It is close to the target 3, and the customer group is close; it has established a stronghold to occupy the market. 4. This project is one of the first to propose an ecologically healthy art community in the middle section of the South District; the project garden planning and design is perfect, 5. The greening rate is extremely high.

6. Pay attention to the promotion of film and television advertisements, 7. Establish a certain degree of well-known 8. degree for the real estate.

[Disadvantages]

1. Before starting the project, Tiantai Real Estate Development Company did not conduct 2. feasibility analysis and research on the project; 3. was not in-depth enough; 4. was not professional enough. This also reflects the developer's lack of long-term planning and 5. no long-term market insight.

6. The first phase is already an existing building, 7. The shortcomings of the building are fully exposed.

The exterior of the building is made of bricks. 8. It is dull and stiff and lacks a sense of the times. 9. The unit design is not 10. reasonable. 11. The main unit area is too large. As a result, consumer groups are very resistant to buying houses. 12. The comprehensive change of the case name 13. 14. resulted in a huge waste of funds.

15. The salesperson lacks enthusiasm and 16. has insufficient professional skills and knowledge. 18. The media mix strategy is relatively simple. 19. Only television does informative or reminder advertising. Developers lack long-term marketing communication strategies.

20. The exquisite property brochures are in sharp contrast with the actual situation of the real estate. 21. The cost of the property brochures is too high, 22. and 23. The effect is poor.

Dihu Garden - Potential Competitor

Dihu Garden is built by Brick Real Estate Development Co., Ltd. This project is the largest pure ecological waterscape residence with the most perfect environment in Zhengzhou City. It is also the only community with the largest living water lake in Zhengzhou. The planned land is 3,110 acres, with more than 20 square meters of natural lake surface, 1,200 acres of landscaping, and 80,000 square meters of leisure square. The greening rate of the project is 51%, and the floor area ratio is 1. The community is divided into three areas: Rhineland County, Roman Court, and Venetian Waters. The project will first develop multi-story residential buildings to gather people, accelerate capital turnover, and quickly withdraw funds. More than half of the multi-storey developments have been sold quickly due to their low prices and high-quality lifestyle. Mainly, the lower-priced buildings on the fifth and sixth floors are better bought. The real estate pricing strategy is more unique and varies depending on the distance to the lake. Since then, villas, townhouses, and high-rises have been gradually developed. The planned landscape of the project is fully developed with a lake and a high greening rate. This project poses a greater threat to other projects in the Southwest District.

The marketing communication promotion strategy is very successful. The media release strategy is like a tornado, shaking the real estate industry in Zhengzhou. The release of strategic creative ideas for real estate image advertising has a grand and powerful feel, which is domineering and deeply rooted in the hearts of the people. They concentrated their firepower and launched rounds of media bombs, strongly stimulating those who wanted to buy properties in the West District.

(3) Analysis of consumer group homebuyers in Southern District

1. Analysis of target customer group: The target customer group is between 25 and 45 years old; those with a secondary or higher education degree and above, working With your career relatively stable, you will enter a period of career and family stability. The household disposable income exceeds 20,000 yuan, the down payment is between 30,000 and 60,000 yuan, and the monthly repayment is about 450 to 1,000 yuan. According to preliminary market surveys, the overall living consumption level in Southern District is lower than the city's average level.

2. Target customer group positioning:

Based on the situation in the Southern District, the consumer groups of this project are mainly:

Business and wholesale personnel in the Southern District (Zhengzhou Wanke Come to the Food City, Zhengzhou Huazhong Non-staple Food City, Zhengzhou Food City, Jingguang Road Shoe City Wholesale Market, Terminal Textile Wholesale Market, etc.) to visit young and middle-aged teachers in schools (Zhongzhou University, Zhengzhou Aviation Institute, Surveying and Mapping School, Zhengzhou Health School, Zhengzhou No. 7 Middle School, etc.) ) Employees of railways, some administrations, enterprises and institutions (Railway Construction Corporation Zhengzhou Materials Factory, Railway Bureau Engineering Machinery Factory, Songshan Machinery Factory, etc.) Residents of surrounding old cities

Mid- and low-income people in Zhengzhou

Households moving to Zhengzhou from southern suburban counties

According to the results of interviews with consumer groups, merchants and residents around the project have great hopes for the project and also have purchase intentions. The price is expected to be 1,000 yuan. ——1,300 yuan/square meter. Market surveys and interviews with surrounding consumer groups have shown that they attach great importance to community environment, property management, and humanistic education.

3. Analysis of consumer psychology of target customers

***Purpose analysis The target groups have a strong psychology of seeking integrity and glory, eager to gain respect and a sense of belonging, and hope to have an elegant environment, A perfect place to live with good air quality and great value for money. When they are wandering and renting a house, they have high hopes for their children's future, hope that their children can receive better higher education than themselves, and are willing to live in an area with a strong cultural atmosphere.

Difference analysis

The southern section is a cluster of businessmen, with more outsiders. They have become the first group to become rich since the reform and opening up. Decades of business have accumulated a large amount of wealth. Although having wealth that others envy does not mean an improvement in the quality of life. They still live under the roofs of others and live the renting life of the wealthy urban class. They are eager to change their current living environment and have a new world of their own life.

Desire to become a city dweller in the true sense and integrate into modern urban life. At the same time, after appreciating the bustling city, I also hope for a place with elegant environment, tranquility and harmony where the soul can rest.

This area also has a good humanistic environment. Zhou Ben's young and middle-aged teachers have high cultivation and cultural knowledge, and are eager for a modern living environment of high quality and property. A considerable number of groups are also outsiders. They have a unique understanding of urban life and hope to enjoy peace, tranquility and harmony after the noise and turmoil. When their career and love are stable, they long for a happy ideal home. At the same time, they are full of fantasy and longing for future community life.

After decades of hard work, urban working-class people have accumulated considerable wealth, but their wealth is hard-won. Because of the large payment amount of real estate, most people hold currency to buy it. Be cautious and shop around during the home buying process. Due to the unreasonable floor plan, area and functions of the original house, poor greening of the community environment, and dilapidated houses, it is hoped that the original living conditions will be improved in the future living place and environment.

(4) SWOT Analysis of Jianda Century Park Project

(1) Project Strength (Strength)

1. Location advantage: This project is located in Zhengzhou Wholesale Market, An area with developed commerce and trade.

2. Scale advantage: The project covers an area of ??156 acres and is a relatively large-scale real estate in the southern district.

3. Area advantage: The unit area is 80m-130m, which is more suitable for the southern district market.

4. Environmental advantage: The greening rate is high, the area is more suburban, and the air quality is better. Good quality and elegant environment.

5. Humanistic advantages: There are many primary schools, middle schools, and colleges in Zhouben, with a strong cultural atmosphere.

6. Supporting advantages: multi-functional clubs and leisure and entertainment venues in the community; complete shops, shopping and living facilities outside the community.

7. Progress advantage: The project is an existing house, so you can feel the mature value of the product.

8. Price advantage: The price is more suitable for the southern market.

(2) Project Weakness

1. Economic Disadvantage: Due to insufficient sales, the developer has problems with capital turnover.

2. Credibility disadvantage: Issues such as the developer's land auction and the change of industrial property rights have triggered public discussions among local residents and society.

3. Peripheral disadvantages: There are many old buildings around the project, and they are relatively noisy, and there is resistance in the surrounding small areas. 4. Disadvantages of the garden: The planning and layout are not reasonable, and the diversion system for people and vehicles is imperfect.

5. Product disadvantages: The external appearance of the building is somewhat backward, and the apartment design is not very reasonable.

6. Landscape disadvantage: There are no parks or cultural squares around.

(3) Opportunities:

1. To establish a new image among the public by introducing new concepts.

2. The real estate certificate was obtained immediately, which laid a good foundation for the public relations activities.

3. Solve the developer’s capital turnover difficulties.

4. The municipal government is about to vigorously transform the Xiong'erhe River, which runs through Jianda Century Park Community, improving the humanistic living environment.

(4) Problems faced:

1. The overall consumption capacity of the region is limited, and the competition for target guest room customer groups will be more serious.

2. The developer has a certain reputation, but its reputation is extremely poor.

3. The project locations are homogeneous and the concept hype is homogeneous.

4. Consumers are more resistant to north-facing living rooms.

5. Competitor-Kaiyuan Belvedere is about to reach its peak, and its fashionable and modern exterior is about to appear.

6. The aging of the external surface of Jianda Century Park products.

7. The main selling point of Kinder Century Park is “good water, good views and good homes” is not competitive and convincing.

8. Sales staff lack professional training in sales skills and public relations etiquette.

3. Project sales strategy

(1) Timing and posture of entering the market

The success of a project sales is closely related to its grasp of the sales timing. Whether the sales timing is accurate or not will directly affect the sales and promotion effect of the project. Only by grasping the sales opportunity can the expected sales targets be achieved, otherwise it will have an adverse impact on the overall planned sales.

As an early real estate project developed in the South District, this project was hastily launched under the circumstances of no change in land property rights, difficulty in capital turnover, blind promotion of the project, and unsystematic project packaging. Objectively speaking, this is very detrimental to the long-term sales of this project. The current home-buying group has become more and more rational, and their requirements for property structure, unit functions, landscape environment, transportation facilities, etc. are becoming more and more stringent. If a project is rushed into the market without the prerequisites for subscription, it will cause extreme problems in the marketing and promotion process. big obstacle. Because the initial stage did not get off to a good start, it had an extremely negative impact, reducing the freshness of the project among the homebuyers, causing difficulties in the formal launch of the project in the future, and failing to achieve the expected positive sensational effect. This project has missed the better time before the Spring Festival, which is the best time to carry out public relations and promotional activities. It is also a good opportunity to reshape the developer's image and win consumer confidence. According to the market environment, competition situation, project progress and market development trend of this project, in order to prepare for sales in March next year, Huiqiao recommends:

December 1, 2004 will be the introduction period of this project< /p>

(2) Price positioning and price strategy

1. Pricing strategy

Factors affecting pricing:

Location traffic conditions

Surrounding environment

Supporting facilities

Social and educational facilities

Scale

Internal planning facilities

Landscape

Unit structure

Developer reputation

Project progress

Delivery standards

Property Management

2. Basic Principles of Pricing

Combined with market demand and experience in the real estate industry, assess the weight of the above pricing factors and comprehensively analyze and assess the overall quality of the property:

< p> Weight analysis chart of various pricing influencing factors

Refer to the comprehensive quality and price level of similar properties in the same area, and use the "market comparison method" to determine the price;

When assigning each residential unit When setting prices, fully consider factors such as landscape, orientation, unit structure, ventilation, noise, location on the same floor, and floor level. Based on the above comprehensive factors, we set different prices for properties with different orientations, areas, and floors, and adopt a price difference strategy.

Refer to the comprehensive quality and price level of similar properties in the same area, and use the "market comparison method" to set prices;

When setting specific prices for each residential unit, fully consider the view, orientation, Factors such as unit structure, ventilation, noise, location on the same floor, floor, etc. Based on the above comprehensive factors, set different prices for properties with different directions, areas, and floors, and adopt a price difference strategy

(3) Arrangement of sales stages

Hui Qiao suggested Divide the entire sales promotion process into the following five stages. Each stage will adopt a different and targeted sales promotion strategy (principle: the problems faced at each stage and what effect the strategy can achieve)

< p> Stage Name Time Sales Strategy Publicity Target Sales Unit The first stage of image establishment period 2003/12/-2004/3/ (a period of 3 months) "short", "flat" and "fast" strategy, continuous advertising, sales speed Be quick. Provide training to sales staff on professional skills and public relations etiquette. Eliminate the bad impression of low credibility of developers and rebuild consumer confidence. Mainly focusing on the late trading of the first phase, completing 10% of the total number of units. The second phase of reputation improvement period 2004/3/01-2004/6/01 (a period of 3 months) is a price strategy of opening low and moving high, sacrificing some profits. Prepare to mobilize funds and gather popularity. This will give buyers the feeling of seizing the time to make a decision, otherwise, the price will become more expensive as time goes by.

Do a good job in after-sales service for old owners, carry out public relations activities, and focus on word-of-mouth effectiveness. 15% of the total number of spreads. The third phase of the peak sales period is 2004/6/02-2004/9/02 (a period of 3 months). Price increases can be considered at this stage. , reaching the developer’s original planned pricing. Create an atmosphere of a hot-selling property. Continuously publish advertising and promotional information. Focus on the cumulative effect of advertising. 45%-50% of the total number of units. The fourth phase lasts from 2004/9/03 to 2004/12/03 (a period of 3 months). In the early stage, the owners have perfect after-sales service and grasp the timing of sales control. 15%-20% of the total number of advertising media combinations, the fifth phase of liquidation period 2004/12/04---------- Issue intermittent notification of the total number of advertising media

IV. Kinder Century Park project promotion strategy

(1) Kinder Century Park project promotion theme (to be discussed)

1. About the case name 2.

" The name "Kinda Century Park" is a bit outdated, not fashionable, and not novel. There are also similar cases in Zhengzhou. The name of the case still has some new era characteristics. Changing the name of the project will ruin the reputation of the established project and waste financial resources. It is recommended to continue the original case name with only minor changes. Integrate project resources and promote the dissemination of the project's new image.

The first phase of "Kinder? Century Garden"

The second phase of "Kinder? Century Garden"

3. Project promotion theme

To give the project a unique concept is to give the project its spirit and soul, so that the purely materialized real estate has fresh new life characteristics, giving the project higher added value. A unique concept can lead the trend of fashionable life, differentiate it from competing properties, and gain greater differentiation, thereby forming a unique sales proposition and avoiding vicious competition in differentiation.

Kinder Century Garden - Era? City? Back Garden

Kinder Century Garden - Beijing-Guangzhou South Road - The Renaissance of New Urbanism

< p> Kinder Century Garden - a century garden at the backbone of the city

Kinder Century Garden - a new urbanism, poetic home.

* Urbanism. revival. /Liberalism. Publicity. /Live freely. Comfortable. /cultural life. strong.

* Advertising slogan: Make an appointment with a happy (city) life. Comfortable. strong. ——New ideas for urban life.

Fulfill your less luxurious dream

4. Theme Interpretation

Era - combine the two factors of the project's modernist architectural style and modern community life Integration highlights the new modern characteristics of the new era and new life in the 21st century.

City - In order to seek survival and career development, a considerable part of the target customer group came to this Central Plains city with their dreams and expectations, and gradually became familiar with and integrated into this urban lifestyle. That is to say, after savoring the fashion, culture, and prosperity of the city, you must also experience the warmth, comfort, and comfort of returning home. Urbanism is the perfect interpretation of people's yearning for material abundance and spiritual prosperity in the city.

Back Garden - Kinder Century Garden is located right near where the target customer group does business or works, just like the back garden of their workplace. This is also more appropriate because of the high greening rate of the project's landscape design and the Xiong'er River that is about to be rebuilt.

(2) Project advertising strategy

1. Advertising stage strategy

The first stage: mainly soft news advertising, combined with hard image advertising and advertising Promotion of public relations activities. Use soft news advertisements to mainly introduce the developer's new image, the cultural concept of the community, and the concept and theme of construction planning.

The second stage: mainly hard advertisements to promote the property type, functional facilities, landscaping, community life, etc.

The third stage: promotion and reminder advertisements to stimulate Consumption.

2. Advertising creative strategy

1. Newspaper advertising creativity

* Developer image: "Balance", "Signature", "Love" Feet Chapter", etc.

* Real estate hardware facilities: "Location Chapter", "Humanities Chapter", "Life Chapter", "Love Chapter", "Friendship Chapter", etc.

* Soft article promotion chapter:

2. Film and television advertising creativity

a. Image film

b. Theme film

3. Outdoor