Report on Marketing Mix of Rental Real Estate: Allen Group Analysis

This report examines the marketing mix of the Allen Group, a commercial real estate development company. It explores the five key elements: product, price, place, promotion, and people. The product strategy focuses on commercial properties, including office and mixed-use spaces, with segmentation into premium, luxury, and super-luxury segments. Pricing strategies involve differentiation based on area and square footage, with seasonal discounts and refunds for cost variations. The report highlights Allen Group's extensive property portfolio across the US and its use of a website for information. Promotion includes direct marketing, advertising, trade shows, and social media. The company emphasizes customer needs, provides employee training, and adopts demographic segmentation. The conclusion emphasizes the importance of the marketing mix for developing effective promotional plans, with the report suggesting strategies for promoting products and services.

Rental Real Estate Marketing
Mix

TABLE OF CONTENTS
MAIN BODY ..................................................................................................................................3
Marketing mix for Allen group company ..................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing mix can be defined as combination of different variables which can be
controlled by company in order to influence customers to buy specific products or services. It
can also be referred to as actions which an enterprise utilises for promoting brand. Marketing is
the important part of promotional plan which helps an organisation in accomplishing desired
objectives.
Report will consist of the marketing mix of Real state investment business venture in
context of Allen group. It is basically a American privately owned commercial development
company. Study will emphasize on different elements of marketing mix these are product, price,
place, promotion and people.
MAIN BODY
Marketing mix for Allen group company
Allen is American company operating business in real estate sector. An organisation
specialises in high end industrial, office, retail and mixed used properties. Business entity mainly
emphasizes on development of logistics park as well as Inland Ports. Business objectives of
Allen group is to earn high revenue as well as profit. Marketing objective of Allen group is to
gain the customer loyalty. In addition to this, firm intends to built strong relationship with
community. Marketing manager in Allen group has included the five important elements of
marketing mix in firms promotional plan, these five different elements of marketing mix are :
Product: Allen organisation is one of the among largest as well as most popular real state
company. The main business of Allen company includes the development of commercial
properties. Services offered by an organisation includes the development of office and mixed use
properties. All these are the product strategy in the marketing mix of Allen organisation.
Business entity has categorised its home segments into small parts these are premium, luxury and
super luxury (Titus, 2018). Commercial project of Allen group includes various IT SEZ
buildings. Allen organisation is now among the major player in real estate industry. An
organisation has form partnership with government in project likes development of logistics
parks as well as inland ports. Allen group need to adopt the customer centric approach, as it will
support business entity in fulfilling the needs as well as meeting the expectation of clients. It is
required by an enterprise to develop the services according to the needs as well as demands of

customers. Ass this marketing strategy will support an organisation in developing the strong
relationship with customers.
Price :In context of Allen Group, utilises the differentiation pricing strategy. Business entity
charge price according the area. In addition to this, an organisation charge prices for the per
square feet. Business entity charge high prices from the premium or luxury segment. In addition
to this, Allen charges its customers with any escalation charges which are a result of change in
commodity prices during the period of construction. Company also offers seasonal discounts in
order to attract customers (Singh, 2018.). If there is variation in cost during the time of
construction then in such case management in Allen firm refunds the extra amount to customers,
It is the marketing strategy which has supported an enterprise in gaining the customer loyalty. In
addition to this, as organisation specify the clear terms as well as conditions in the contract
which has helped Allen group in increasing sales.
Place: In context of Allen company, business entity has more than 8,000 acres
underdevelopment across US, which encompasses of wide range of commercial project. An
organisation has developed Website through which people can easily access the business
information of Firm. It is required by the company to form partnership with other companies in
retail estate, as it will provide them ease in promoting business (Powell and Osborne, 2020). In
addition to this, strategic partnership strategy will also help firm in providing the services to
more number of customers at different location. It will also help an organisation in increasing
sales as well as profitability.
Promotion :In context of Allen group, an enterprise has implemented direct marketing strategy
for promoting the services. In addition to this, an organisational promote services by giving
advertisement in TV, radio, newspaper etc. Allen group also participates in trade shows and
conduct marketing campaign in order to reach target audience. It is required by business entity to
use social media for promoting the products or services, as this marketing strategy will help an
enterprise in reaching to the wide number of customers. Social media marketing strategy will
also provide an organisation an ease in promoting the business ta large scale. In addition to this,
Word of mouth is the other best marketing strategy which can be utilised by Allen group, as it
will assist help firm in gaining the customer loyalty (Parsons and Lepkowska-White, 2018).
People: Allen group has much focus on fulfilling the needs as well as demands of the customers.
In addition to this, business entity is taking high initiative in order to meet the expectation of

clients. An organisation has categorised the segments into small parts so that it can cater to the
needs of individual customer segmentation. Demographic segmentation strategy has been
adopted by Allen group. It is required by an organisation to provide training to their employees,
as it will help them in delivering professional services to client which is very much crucial in
order to influence them to make frequent purchases of services (De Mooij, 2018.). In addition
to this, management in Allen group is required to provide special training to employees engage
in the marketing activity , as it will help them in developing the skills which might be further
beneficial in order to improve their performance.
By applying the five P's Of marketing mix for selling the property, Allen company can
determine a brand offerings as well as marketing manager can develop an effective promotional
plan.
CONCLUSION
It has been concluded that marketing mix is the combination of various elements such as
price, place, promotion etc. which can be controlled by organisation. The other fact which has
been found is that marketing mi\x support an enterprise in development of an effective
promotional plan.
Some marketing strategies has been suggested which can be used by company for
promoting products or services.

REFERENCES
Books and Journals:
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce. 17(2). pp.81-95.
Powell, M. and Osborne, S.P., 2020. Social enterprises, marketing, and sustainable public service
provision. International Review of Administrative Sciences.pp.0020852317751244.
Singh, S.K., 2018. Relationship Marketing In Competitive World an Essential Strategy. GST
Simplified Tax System: Challenges and Remedies.1(1).pp.390-349.
Titus, P.A., 2018. Exploring creative marketing thought: Divergent ideation processes and
outcomes. Psychology & Marketing.35(3).pp.237-248.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.