Marketing Assignment - Estate Agency Industry

Added on -2020-11-23

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Case Study
ContentsINTRODUCTION...........................................................................................................................1MAIN BODY..................................................................................................................................11.Overview of the new product...................................................................................................12.Segmentation, Targeting and Positioning.................................................................................13.Marketing Mix..........................................................................................................................2CONCLUSION................................................................................................................................3REFERENCES................................................................................................................................4
INTRODUCTIONMarketing is the heart of the businesses as it allows businesses to maintain long lastingand ever-present relationships with their audiences. The importance of marketing is not only forretail businesses but it is significant for all types of businesses either it is retail or real-estate. It ispossible only with the marketing functions to target the right audience. It is fact that the entirereputation of company. In this present report, Estate Agency Industry is being chosen forassessment. It is the businesses of selling houses in the city. Further the case study is aboutbuilding the brand image of the company as they are launching innovative application “Point andknow”. MAIN BODY1.Overview of the new productEstate Agency Industry is the real estate company selling houses in the city. They aregoing launch a new product which an innovative application named as “Point and Know App”.This app allows a subscriber to point their smart phones at any for the sale sign as well as theycan obtain information about the house like number of bedrooms, price, area of square fits andtime period on the market. This application is very helpful for the people. 2.Segmentation, Targeting and Positioning This is one of the strategic approach of modern marketing. With the help of this model, itbecomes easy for the company to target the right audience in right time. There are three stages ofthe model which Estate Real Agency will use to select, target the audience and positions thebrand in the market (Zia and Kumar, 2016). Segmentation- This is the method of grouping the customers on some sort of criteriawhich can be based on location, behaviour, attitudes, demographics and others. By identifyingthe customers, it becomes easy for the company for effective marketing. Estate Real Agency alsodivide the group of customers with same interest, needs and locations. They will use geographicsegmentation as it is the best and simple to target as based on the area where they have houses tosale and where most of the people are living in rented house.Targeting- There are many segments to target the audience. Real Agency Industry isbringing a new application of “Point and Know” app. So, they can target all; the segments but inorder to build the brand image in the market, the best way is to target those audience which haveneed of house. In addition to this, company can also target the audience who have interest in the1

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