Marketing Aspects Of A Real Estate Company

INTRODUCTION

  This report analyses the various Marketing aspects concerning Kelsey Homes (Pvt.) Ltd., and makes recommendations, where due, to improve the company’s performance.

    1. Background to Kelsey Homes

        Kelsey Homes is a BOI approved company listed in the Sri Lankan Stock Exchange. The company operates under the flagship of Kshatriya Holdings plc. (also listed in the Stock Exchange), which is the non-insurance arm of Janashakthi.

        Kelsey Homes was formerly known as Keells Homes, under the JKH management and then changed hands to Janashakthi. Currently, as one of the longest standing real estate developers in the country (completed 25 years in 2008), Kelsey Homes operates as the premier Residential Real Estate Developer. The company also offers all housing related services as part of one package, under one roof, making it the “one stop shop” for all housing solutions.

    2. Product Offering

        Kelsey Homes specialises in building secure neighbourhoods consisting of custom designed houses and is one of the few who offer a 10 year insurance backed structural warranty on the houses.

    3. Target Market

        The company’s target market consists of customers who have an average household income of LKR 300,000.00 plus and the products (houses) are of the LKR 15,000,000.00 range.

  The marketing aspects dealt with in this report are Kelsey Homes’…
    • Orientation
    • New Product Development Process
    • Brand Management Process
    • Marketing Organization Structure

1. ORIENTATION WITHIN KELSEY HOMES

    1. Currently prevalent orientation

        This section analyses the orientation that is prevalent within Kelsey Homes. It is usually one of the following main orientations that a company will be inclined towards.

        • Production Orientation – holding the perception that consumers prefer goods that are inexpensive and widely available. Focus on high production efficiency and low...