STUDY OF MARKETING TECHNIQUES FOR TWO CONDOMINIUMS IN DIFFERENT LOCATIONS

Abstract

The veritable mushrooming of condominium developments in the past decade is a vivid reflection of the growing predilection towards such a kind of living. In today's competitive market, an inevitable task in marketing condominium housing is the formulation of a good marketing mix (ie. product, price, place and promotion) before the project is launched for sale. This dissertation is an attempt to identify differences in the marketing mix for two condominiums in two different locations and the rationale behind them. A survey was also conducted to gauge the effectiveness of the marketing mix adopted by the two case study developments. The author's findings revealed a greater disparity between the product and price elements. The promotional tools used were quite similar in nature. Although the channels of distribution employed differed slightly, this element is not dependent on location as far as marketing of condominiums is concerned. Rather, this element depends on the developer's organisational setup. It is hoped that this dissertation will make a modest contribution to the present dearth of literature on the marketing of condominiums in different locations.