Analysing and Developing Effective Marketing Strategies for Avalon City

Abstract

Avalon City is one of the first cities in the north region of Pakistan, who are passionate about being the best technological city in Pakistan. To solve their daily issues and keep them entertained, Avalon City aims to offer its people a variety of sophisticated technology options, such as 3D theaters, virtual theaters, Wi-Fi trees, electric bikes, automated traffic control, Free WIFI sports, virtual centers, business districts, smart homes, clubhouses, augmented reality systems and much more. The major problem that we identified after talking to marketing professionals of Avalon City is that they followed the traditional school of thought in marketing tactics, for instance, having multiple Bill Boards, spreading words through posters and using referral marketing tactics, and attaching the big companies' names with themselves and completely ignored the Digital Marketing tactics i.e. not focusing on websites, social media pages, online ads and most important they were not able to deliver what they promised to their targeted audience i.e. to the end consumer and that created a lag in their marketing operations and delayed the overall marketing strategy. Not only this but we have also witnessed that they have some issues in basic marketing strategies like identifying real target audiences, segmenting them, and then targeting them. We have identified that they have few professional marketers who know how to market the products digitally and through traditional means. So, this means that overall marketing strategy has major issues in it and most of all due to economic crises in the real estate industry of Pakistan in which they are unable to hire the best marketing professionals from the market and that is the main reason they are unable to cope up with their competitors and lead to the fall of Revenue and Stakeholders wealth Maximization. This project aims to assist Avalon City in developing the basic functions of marketing tactics (like segmentation, targeting, and position) and to develop the digital marketing department (hiring the most suitable human resource team under the budget provided) with the modification of the existing traditional marketing tactics. So, we will be suggesting a new marketing strategy to revamp the brand name of Avalon City in the real estate industry of Pakistan. We will be conducting a series of analyses to have a better understanding of the real estate industry; the competitors and the internal situations of Avalon City and they are mentioned in chapter 4 of this document.