PROPOSING INTEGRATED MARKETING STRATEGY FOR MIXED-USE CONDOMINIUM PROJECT AT BJ TOWNSHIP NEW CBD

• Main Author: Rahadian Sugiarto, Razky
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46212
• Institution: Institut Teknologi Bandung

JP Developer is a major developer company based in Greater Jakarta area that established in 1979. JP Developer focused on the landed house, shophouses, and condominium development as well as township development. For over 40 years, JP Developer has develop BJ Township into a major township in South Tangerang area. In the future, JP Developer will developed a new Central Business District (CBD) in the west side of BJ Township, and one of the product that will developed in the BJ Township New CBD is the mixed-use condominium that will integrated into other New CBD products. The location and accessibility of BJ Township New CBD toward West and North Jakarta area become a major point of differences for the BJ New CBD Mixed-Use Condominium project toward the existing JP Developer mixed-use condominium project. This research is to find a new marketing strategy for BJ New CBD Mixed-Use Condominium that can accommodate the BJ Township existing consumer segment of South Jakarta and Tangerang and also potential consumer segment of West and North Jakarta. This research used the quantitative method based on BJ New CBD mixed-use condominium competitors’ Multi Decision Criteria Analysis and internal market research data of JP Developer and also the qualitative method based on the interview conducted to the existing JP Developer’s mixed-use condominiums management and the condominium owners in the existing and potential consumer segment. The internal analysis of JP Developer and external analysis of the condominium property market become the input for quantitative and qualitative research and in the end become the input for the STP (Segmenting, Targeting, and Positioning) and 4P’s marketing mix of BJ New CBD Mixed-Use Condominium. Based on the internal analysis, it is obtained that JP Developer has a competitive advantage of land, brand, and environmental-friendly development concept. However, lagging development of the township infrastructure and facilities and lack of emphasis of building a strong and environmental-friendly developer brand make that competitive advantage become temporary. On the other hand, based on the external analysis it is obtained that JP Developer faced intense market competition, especially from its direct competitors and rapid property features technological development. Based on the research, the author suggest that BJ New CBD Mixed-Use Condominium should be developed as a middle-class condominium for the upper-middle class professionals and families with the strong implementation of green living concept based on the BJ Township E-Community concept on the condominium masterplan and unit features. To cater the demand of potential consumer segment, the condominium unit should be designed more spacious than its competitors in South Tangerang with the presence of latest security and environmental-friendly features. BJ New CBD Condominium should embrace price penetration strategy to widen the market segment. To build the strong awareness of JP Developer developer brand and BJ New CBD Condominium, JP Developer should expand the existence of promotional material and activities in the existing and potential consumer segment. JP Developer should also intensify the marketing campaign in social media and internet, especially in the form of testimonial advertisement. The up-to-date development of infrastructure and facilities of BJ Township, especially in the New CBD area also become the way to build the strong consumer awareness toward JP Developer developer brand and BJ New CBD Condominium product.