138 BARKERS ROAD
PROUDLY PRESENTED BY MONTEZUMA
SALES & MARKETING PLAN
Product marketing strategy & tactic
Develop & confirm marketing direction
Implementation & Control
SALES & MARKETING FRAMEWORK Entire Sales & Marketing Plan
Marketing Positioning
Overall Marketing Planning
Implementation & Control
Preparation
Overseas Market
Local Market
Interstate Market
Marketing Positioning
• Product Pricing • Product styling • Target customer
Marketing Positioning Product Pricing
Product Styling
Target Customer
Marketing Positioning Product Pricing • Product styling • Target customer
Pricing TBA
Marketing Positioning • •
Product Pricing Product styling Target customer
138 Barkers Road contained 45 apartments plus 2 double storey individual houses. The building is designed in contemporary France façade by XXX who is the famous architecture in 21 century. Each apartment is design is adopted the latest green technology to provide 7 stars energy saving and 7 stars living environment.
This style inherited the luxury, dynamic, ever-changing visual effects. Enforced the living space rhythm pursuit. ‌.
This style inherited the luxury, dynamic, ever-changing visual effects. Enforced the living space rhythm pursuit. ‌.
This style inherited the luxury, dynamic, ever-changing visual effects. Enforced the living space rhythm pursuit. ‌.
Marketing Positioning • Product Pricing • Product styling Target customer
3 different targeting group: • Local Buyers • Interstate Buyers • Oversea Buyers
Local Buyers Population & Median Age
Hawthorn
Toorak
31
43
39 33
Kew
South Yarra
Median Age
Data sources from propertydata.com.au on Mar 2015
Local Buyers Occupation chart 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
29.1 8.1 8.9 13.5
17.7
17.8
8.7 12.7
7.9 12.7
22.2
17.7
19.7
Others/Business owner Sales
8.9 12.9
Administrative
17.7
Professional
40.4
38.7
43.9
40.8
Hawthorn
Toorak
South Yarra
Kew
Managers
More than 60% people are Professional, Managers, Admin & Business owner
Data sources from ABS Data on Mar 2015
Local Buyers Our potential local buyer range: •
Occupation Tier Professional Business owner Investor
•
Age group Tier 30 – 55 middle upper class
•
Education Tier Well educated people Successful business owner
Interstate Buyers Interstate Population NT, 211,945
SA, 1,596,572
WA, 2,239,170
VIC VIC 5,354,042
ACT, 357,222
NSW QLD ACT SA
QLD, 4,332,739
WA NT NWS 6,917,658
Data sources from Census on 2011
Interstate Buyers Median Price Comparison (Melbourne & Sydney)
Melbourne
Sydney
Lower Quartile
Median
Upper Quartile
Melbourne
$ 337,500
$ 470,000
$ 650,000
Sydney
$ 541,000
$ 750,000
$ 1,033,500
Data sources from propertydata.com.au on Mar 2015
Interstate Buyers Why Victoria? • Melbourne’s property median price is around 60% less than Sydney • Most important public events held in Melbourne (e.g. F1, Australia Open, Melbourne Cup etc) • Melbourne is the world’s most liveable city for the fourth year in a row
Oversea Buyers Oversea buyers accounted for almost 17% of total demand for new properties. In Victoria, the accounted for almost 25%
Oversea Buyers Our potential oversea buyers range:
Oversea Investors
New Migration
SALES & MARKETING FRAMEWORK Entire Sales & Marketing Plan
Marketing Positioning
Overall Marketing Planning
Implementation & Control
Preparation
Overseas Market
Local Market
Interstate Market
Overall Marketing Planning
Construction stage for sales
Sales & Marketing plan allocation
Project Promotions
Overall Marketing Plan Construction stage for sales • Sales & Marketing plan allocation • Project Promotions
No. of apartments Stage 1
14
Stage 2
19
Stage 3
10
Stage Final
2
Total:
45
Construction stage:
Overall Marketing Plan • Construction stage for sales Sales & Marketing plan allocation • Project Promotions
Sales office allocation Display home Building model Sales contract Legal advice Accountant Media Advertising Promotions
Overall Marketing Plan • Construction stage for sales • Sales & Marketing plan allocation Project Promotions
TBA
SALES & MARKETING FRAMEWORK Entire Sales & Marketing Plan
Marketing Positioning
Overall Marketing Planning
Implementation & Control
Preparation
Overseas Market
Local Market
Interstate Market
Preparation Sales & Marketing Kits
Sales & Marketing Channels
Sales & Marketing Medias
Implementation & Control Preparation Sales & Marketing Kits • Sales & Marketing Channels • Sales & Marketing Medias
Sales Brochures
Implementation & Control Preparation Sales & Marketing Kits • Sales & Marketing Channels • Sales & Marketing Medias
Sales Flyers
Implementation & Control Preparation Sales & Marketing Kits • Sales & Marketing Channels • Sales & Marketing Medias
Sales Postcards
Implementation & Control Preparation Sales & Marketing Kits • Sales & Marketing Channels • Sales & Marketing Medias
Site Fencing Advertising
Implementation & Control Preparation • Sales & Marketing Kits Sales & Marketing Channels • Sales & Marketing Medias
PR events Local real estate agent Connect with oversea Investment company and real estate agent Connect with banker, shares broker, business associations club and professional platform Entertainment club (e.g. Golf club, Casino)
To be continues