Marketing strategy.

At present time deficiency of residential and retail and office areas is observed in towns of the Moscow Region and particularly in Balashikha, where deficiency of spaces is obvious.

Besides it should be noted that high prices for lodging in Moscow make many metropolitans search for accommodation located in Moscow vicinity, not far from the Moscow Ring Road.

Building of a residential and retail and office complex in the east part of Balashikha, in close proximity to the Moscow Ring Road, will help to solve the problem of lack of residential and office premises at least partially.

The Project provides for carrying out a flexible pricing policy. Selling price for the spaces of the complex will be lower than sales value of real estate in the capital.Tthe average value of residential and office premises in the complex will be 1900-2250 Euros for sq.m.

The basic phases of the given Plan:

1. Recruitment of the qualified staff;

2. Carrying out of an advertizing company;

3. Presentations of complexes and carrying out opening ceremonies;

4. Sale of services with simultaneous development of a customer base;

5. Strategy of being first in the market of office real estate of the Moscow Region during the planned period.

Taking into consideration the specific character of residential and office real estate market, we intend to carry out the search for potential customers at the building stage of the complex. By the opening time we plan to "load" about 90 % of the space.

For canvassing of customers, special priority should be given to complex advertizing.

The advertizing campaign of the complex consists of the following arrangements:

• mass media advertizing;

• outdoor advertizing;

• preparing advertizing material;

• development and promotion of website;

• direct mail advertising to potential tenants.

The stake will be placed on outdoor advertizing (billboards, banners, guide-boards), located in nearby areas and on highways.

Mass media advertizing will also be one of the basic directions of an advertizing campaign of the complex, in this regard publications will be printed not only in specialized magazines (such as «Real Estate and Prices», «Real Estate Gallery»), but also in such newspapers, as «M2 = Square Meter», «Flat Dacha Office».

One of the strongest motivating factors of demand for services of the complex is the system of discounts and encouragements for regular customers. It is also important to carry out various promotion actions and drawings.

When estimating prospects of success of the Project, one can point out its strengths and weaknesses, opportunities and threats which are summarized in a SWOT-matrix (Table №3):

Table 3. SWOT-matrix of the Project.

In the process of marketing strategy making the main attention will be paid to the fields "Strengths" and "Opportunities" as they afford the development of the Company. If we compare achievement of competitive positions in the residential and retail and office real estate market with strengths of the designed complex, we will see the necessity of expanding the range of services and conducting a flexible pricing policy.

Date: 2016-01-14; view: 699