Concord Real Estate

Ad Analysis:

Ideologies the Ad Evoke: postabito noy!!! Bastobey desher prothom satelight city
• True Dream
• Complete living
• Free from pollution ( we are environmentally aware)
Straight Message: Discount on flats
Message Appeal: certain gifts
Unique Selling Proposition: concord lake city
The logo is focused

Brochure Analysis

Ideologies the Ad Evoke: postabito noy!!! Bastobey desher prothom satelight city
• (True Dream)
• Complete living
• Free from pollution ( we are environmentally aware)
Straight Message: Discount on flats
Message Appeal: certain gifts
Unique Selling Proposition: concord lake city
Creative Strategy: 36 years experience
(Poychate parechi manusher moner onek gobire, joy koresi sobar bisas o asta).
Position: an image showing the concord lake city
The logo is focused
Communication Problems: no office address is given

bti

Brochure Analysis
Ideologies The Ad Evoke: a reputed old company (...since 1984)
• Specific Target segment (exclusive apartment, Your prestigious new address, For you and your family, Ideal home for living)
• Complete living ( details floor plan)
Unique Selling Proposition: The Park Radiance
Position: an image showing the park Radiance
Focused on: ISO 9001: 2000 Certified, REHAB: MEMBERSHIP 001
The logo is used 2 times
Asset

Brochure Analysis
Ideologies The Ad Evoke: focused on company information (Asset’s Vision)
Straight Message: list of apartment projects
Creative Strategy: using of different colours
Position: images showing Asset Development office
Slogan is given
Ad analysis:
Unique Selling Proposition: Silverstone Sapphire
• An image of Silverstone sapphire
Straight Message: for Silverstone sapphire
Slogan is given
NAVANA
Brochure Analysis
Ideologies the ads evoke: years in Real Estate (12 years accomplishment)
• Company information
• Many projects with images
• Finest living
Focused on: REHAB Member
Logo is used two times
ALL BRANDS LOOK ALIKE.
CAN I CHOOSE ONE EASILY???

Brand Positioning:

Unique Brand Values:

1. Reliability: service is carried out dependably and accurately. Emotional benefit: customers feel they can rely on the service provider.
2. Assuredness: service staff demonstrates trust and confidence. Emotional response: customers trust the work being done and statements that are made.
3. Tangibility: service staff and premises are clean and look good. Emotional judgment: customers sense the organization takes pride in itself.
4. Empathy: Service staffs are caring and provide individualized attention, emotional reaction: customers feel recognized as individuals.
5. Responsiveness: Service staffs are willing to rapidly help customers. Emotional experience: customers fell they are important to the organization.

ALL BRANDS LOOK ALIKE.
CAN I CHOOSE ONE EASILY???

Brand Positioning:

Unique Brand Values:

1. Reliability: service is carried out dependably and accurately. Emotional benefit: customers feel they can rely on the service provider.
2. Assuredness: service staff demonstrates trust and confidence. Emotional response: customers trust the work being done and statements that are made.
3. Tangibility: service staff and premises are clean and look good. Emotional judgment: customers sense the organization takes pride in itself.
4. Empathy: Service staffs are caring and provide individualized attention, emotional reaction: customers feel recognized as individuals.
5. Responsiveness: Service staffs are willing to rapidly help customers. Emotional experience: customers fell they are important to the organization.

Important Consideration for Brand Positioning:
1. Root Strength: Try to find out the important aspects of original product, values or benefits that can make the brand grand. It is important to identify the appeal of consumer.
2. Competitive Environment: Competitive environment is an environment where there are many choices. The question is now whether customers can trace your brand from the available choices.
3. Target: can your brand is the best choice among the choices?
4. Insight: Can your brand understand the need of the consumer?
5. Benefits: The differentiating functional, emotional and sensory benefits that motivate purchase.
6. Values, Beliefs & Personality: Values describe why the brand stands for. Beliefs are the conviction the brand holds. Personality describes how the brand behaves, which includes its style of communication with its audience.
7. Reasons to Believe: Can your customers believe that your brand is the best one from the alternatives?
8. Discriminator: The single most compelling reason for the consumer to choose the product. What are competitive reasons for the buying?
9. Essence: The core idea or promise of the brand

RECOMMENDATION

The main housing problem in Dhaka city is for its scarcity of resources and high prices. There is a big gap between the affordability and price. It is very also true that if we can fill up the gap between housing price and affordability, thus, it is possible to give a good solution for a standard of living.
• We can reduce the cost of housing through proper designing .Design is one of important factors for the real estate business. If we can engage experienced and innovative architects (efficient use of floor area) and engineers (proper structure and service design and strict supervision). Thus, it will be possible to reduce the cost of the construction.
• The Government may acquire land in the sub-urban areas and build apartments on joint venture with the real estate developers who have good track records.
• Registration cost should be minimized to reduce the price of apartments.
• Long- term bank loan should give to the apartments with minimal interest rate.
• The government should adopt policies to encourage the developers in meeting the housing needs of middle-income groups.
• For Company, Branding can help create buyer interest in the property by stirring his emotions. It can tell the prospective buyer why he should check out one developer's flat first instead of his competitor's.
• Real estate always been sold as a commodity. We have to change the concept of thinking. People cannot judge materialistic thing. We have to give more emphasis on emotion and functional benefits as it is important know those human beings are powered by emotion not by reasons.

• In the real estate business, it is important to recognize the quality and the value that customer is looking for. The following factors make up the value of a real estate property, say a flat: location, premises (their physical and operational functionality, performance, etc)

• Companies should also emphasis on the unique brand values that are already discussed in the previous section. The unique brand values can offer much emotional benefits by which customers can feel that they can rely on the service provider. These values are also important for creating trust and confidence. So, finally consumers can get an emotional experience with the service.

• For positioning to a particular brand, companies can follow brand positioning strategy where a company needs to uncover values and benefits that can make the brand great. If the company can implement it in proper way, thus, the prospects can choose the right brand among many choices. Here keep in mind that the company has to deliver promises what are promised.

• For any real estate buying, emotional branding is much significant. Apartment buying is a life time buying. Companies need pay more attention on emotion rather than just simply selling. Companies can apply here four pillars of emotional branding which help a company to enter into inside the mind of consumer. The four pillars of emotional branding are based on the relationship, sensorial, experiences and imagination. Relationship helps to indentify who your customer and what emotional benefits they want. Sensorial experience helps to create brand contact what is finally establish brand preference and loyalty.

CONCLUSION
The above analyses show that apartment business in Dhaka city entered into a new era. It is really very important for the government of Bangladesh should take necessary steps for the development of real estate business in Bangladesh.