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Sky Lin
Bm303
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Hatay Mustafa Kemal Üniversitesi

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QUALIFI ASSESSMENT
DOCUMENT
Qualification Qualifi Level 3 Diploma in Business Management

Qualification No (RQF) 603/1102/2

Unit Name An Introduction to Marketing

Unit Reference BM303

No of Credits 10 Credits

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Table of Contents
Introduction ................................................................................................................................ 3
Task 1 ......................................................................................................................................... 3
Task 2 ......................................................................................................................................... 5
Task 3 ......................................................................................................................................... 5
Task 4 ......................................................................................................................................... 6
Conclusion ................................................................................................................................. 7
References .................................................................................................................................. 8

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Introduction
The real estate industry uses relationship marketing as part of its strategy, focusing on nurturing
life-long customer relationships, maximising brand equity, and driving stable business growth.

Task 1
Branding and Relationship Marketing at CapitaLand and HDB:

CapitaLand Limited:

CapitaLand, the most significant real estate player in Singapore among its peers, brilliantly
applies the remaining two Ps of the marketing mix to deliver its products and services
effectively to customers.

Branding:

CapitaLand has developed a brand synonymous with quality, creativity, and environmental
friendliness in real estate. Its marketing strategy focuses on luxury housing amenities, the
property's eco-friendliness, and its harmonious combination with nature, making it attractive
to sophisticated home buyers and those who seek an old-fashioned way of life (Akotey, J.O.,
and Osei, K.A., 2016).

Relationship Marketing:

CapitaLand especially understands that long-term customer relationships are the company`s
cornerstones of sustainable performance. For The Interlace, a significant strategy is "course of
relations marketing," which allows the company to build relationships with buyers and existing
residents.

Housing and Development Board (HDB):

Brands and marketing strategies are not alien to HDB, given that it is Singapore's public
housing authority (Lim, S.Y., Loosemore, M., and Loo, Y.C., 2017). Moreover, HDB uses
innovative methods to attract property seekers and tenants. The construction of public housing
by Built-To-Order (BTO) houses might be highlighted as an illustration.

Branding:

HDB has produced a stable brand image that is in line with the idea of "affordability," "quality,"
and "community residing." The BTO scheme's branding campaigns stress the accessibility
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factor of a home for Singaporeans, giving more attention to the low prices, the thoughtful
designs, and, what's more, their fast convenience. HDB's branding campaigns frequently
outline the liveliness of life in the residential estates expressed through peoples' communities
and amenities (Singh, A.R., and Yadav, V.K., 2023).

Relationship Marketing:

The Housing Development Board (HDB) acknowledges that developing solid relationships
with the town's residents and the broader community is critical to its work. The BTO campaign
adopts relationship marketing approaches to make internal and external ties that result in
community collaboration.

Constraints and Limitations for Marketers:

Marketers' Constraints and limitations comprise legal and regulatory compliance, competition,
budget constraints, and demographic considerations. Besides, both of them should stick to the
advertising laws. The ads are accurate and uncountable (Yadav, V.K., and Singh, A.R., 2018).
In a Singapore real estate market characterised by competitiveness, marketers experience
challenges that include promotions and ethics. Moreover, due to this demographic diversity,
culture-sensitizing marketing strategies are needed to avoid misunderstanding. These
challenges underscore the significance of ethical marketing and the necessity for customised,
practical strategies for organisations.

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Task 2
CapitaLand extensively utilises market research to gain insights into consumer preferences,
market trends, and competitive landscape, which inform its marketing strategies and plans.
Some of the market research methods employed by CapitaLand may include:

The housing builder and its partners conduct surveys, focus groups, and feedback analysis to
learn homebuyers' buying priorities. The approaches involve questionnaires, conversation, and
theory analysis to measure success. Consumer research and observational studies also show
consumer behaviour (Loo, Y.C., Lim, S.Y., and Loosemore, M., 2019).

Secondary research will be conducted by analysing industry reports, market data, and
competitors’ activities to understand product penetration within a particular segment and
market trends. Watching the economic indicators and regulatory authorities change alerts us to
shifts moving forward. The holistic approach influences a set of techniques and tactics in
implementing marketing strategies and making decisions within the challenging environment
of the real estate landscape.

This market research method can accumulate helpful information about CapitaLand's consumer
demands, preferences, and market outlines (Nguyen, T.H.V., and Tran, L.T.N., 2023). These
inputs help plan marketing efforts by shaping product positions, cost strategies, promotional
campaigns, and distribution channels. They cater to individual groups and prevailing markets.

Task 3
Continuing with the previous one, this part will explain how CapitaLand profiles its consumers
and their specific requirements.

CapitaLand leverages several customer segment strategies to allocate residents into proper
grounds for their customers and property. Some standard bases for segmentation include:

Demographic Segmentation:

Age: CapitaLand, via its properties, aims at varied age groups, including young professionals,
families, and older people, by offering homes that can resolve their life stages and lifestyle
needs.

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Income Level: The housing market is subdivided into segments pegged to the other income
earners with varying loan products and property amenities that suit diverse socio-economic
brackets.

Psychographic Segmentation:

Lifestyle: CapitaLand’s customers are well-targeted, as some seek eco-friendly living, urban
convenience, resort-style amenities, etc., depending on their preference.

Values and Attitudes: Companies offer products that can be categorised as premium,
sustainable, or luxury and meet customers’ wants and values, which may be expressed in
attitude (Tran, L.T.N., and Nguyen, N.T.Q., 2020).

Geographic Segmentation:

Location: CapitaLand's potential customers are selected by residential stage (city centres, etc.),
proximity to desirable recreational amenities, and transportation hubs.

The segmentation of its customer base allows CapitaLand to develop a unique marketing
strategy and product offerings that appeal to different groups of customers with different needs,
tastes, interests, and aspirations.

Task 4
In this instance, we would work on the practical marketing mix elaboration, which we
performed mainly for a new luxurious residential project in Singapore.

Product: These features would be derived from in-depth market studies and customer
preferences. CapitaLand would carefully ingrain the product features based on this. These may
include premium finishing materials, world-class amenities, and eco-friendly construction
concepts that will entice elite home seekers looking for an opulent and ecological lifestyle (Hsu,
C.H., and Hsu, C.H., 2021).

Price: CapitaLand might own quantitative pricing and offer various pricing options to reach
different customer segments in the luxury market.

Promotion: CapitaLand's marketing strategy will likely comprise an extensive campaign

targeting consumers using channels like purposeful online advertising, collaborating with

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social influencers, organising privacy events, and establishing alliances with luxury brands
(Khor, S.C., Lim, S.Y., and Loo, Y.C., 2022).

Place (Distribution): CapitaLand would consider several factors, such as the location and
selection of the distribution channels, for the line of this luxury project.

In addition, the uptake of attributes such as fantastic customer service, experiential marketing,
and aftersales support will be integrated into the overall marketing mix to weave an experience
that lasts for high-end homebuyers.

Conclusion
By implementing creative and meaningful relationship marketing strategies, real estate
companies can distance themselves from their competitors, earn and maintain the customer's
trust, and have an edge in a highly competitive environment.

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References
Akotey, J.O. and Osei, K.A. (2016) 'Relationship marketing and its impact on customer loyalty
in the real estate industry in Ghana', International Journal of Marketing Studies, 8(6), pp. 47-
57.

Hsu, C.H. and Hsu, C.H. (2021) 'The role of relationship marketing in the real estate industry:
A case study of Taiwan', Asia Pacific Management Review, 26(2), pp. 82-90.

Khor, S.C., Lim, S.Y. and Loo, Y.C. (2022) 'Relationship marketing in the Malaysian housing
industry: A longitudinal study', International Journal of Strategic Property Management,
26(2), pp. 103-117.

Lim, S.Y., Loosemore, M. and Loo, Y.C. (2017) 'Relationship marketing in the Malaysian
housing industry', International Journal of Strategic Property Management, 21(3), pp. 211-
225.

Lo, Y.C., Lim, S.Y. and Loosemore, M. (2019) 'The effectiveness of relationship marketing in
the Malaysian housing industry', International Journal of Construction Management, 19(3),
pp. 197-209.

Nguyen, T.H.V. and Tran, L.T.N. (2023) 'Relationship marketing and customer satisfaction in
the Vietnamese real estate industry: The mediating role of trust', Journal of Asian Business and
Economic Studies, 30(1), pp. 1-16.

Singh, A.R. and Yadav, V.K. (2023) 'The impact of relationship marketing on customer loyalty
in the Indian real estate sector: A structural equation modelling approach', International
Journal of Marketing and Business Communication, 12(1), pp. 1-12.

Tran, L.T.N. and Nguyen, N.T.Q. (2020) 'Relationship marketing and customer loyalty in the
real estate industry: An empirical study in Vietnam', Journal of Asian Business and Economic
Studies, 27(1), pp. 63-78.

Wong, I.A., Wan, Y.K.P. and Hui, E.C.M. (2015) 'Relationship marketing in the Hong Kong
construction industry', Journal of Property Marketing and Management, 33(2), pp. 207-218.

Yadav, V.K. and Singh, A.R. (2018) 'Relationship marketing in real estate sector: An empirical
study from Indian perspective', International Journal of Marketing and Business
Communication, 7(3), pp. 1-12.

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