Archive for the ‘Marketing’ Category
Mar
20
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Marketing The spectre of rapid market saturation has forced proprietors of Russian shopping centers to rethink methods for holding onto tenants. Experts habitually appeal to Western experience, – giants of the American trade have always had an arsenal of programs for forming customer loyalty. Although the idea that customer loyalty raises a shopping center’s capital seems a lot like an invention of marketing experts to us, in the future, with the saturation of trading projects, centers that have managed to attract customer loyalty will clearly be the ones keeping their tenants as well. Read the rest of this entry »
Mar
20
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Marketing Developers working in the office real estate segment are faced with the inevitable question of how to position new projects. Should they create a new brand for each or create a project network and unite their various properties under a single umbrella? The question might not always seem worth the bother, especially under today’s demand conditions. It seems that in any event, the property will find tenants no matter what you do. Reaping the fruits of good positioning may not be possible until after market saturation. Read the rest of this entry »
Mar
20
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Marketing Marketing specialists often complain that Russian business has been spoiled by the oil dollar and company owners do not think they need to pay much attention to marketing. All too often marketing is just associated with prestige and status and the practical benefits are overlooked. The first real Russian estate development show rooms have now opened their doors although it would seem that here too that the focus is on prestige and luxury. Read the rest of this entry »
Mar
20
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Marketing Although the right layout, correct choice of tenants and convenient location are essential conditions for a shopping center to develop successfully, they are not the only factors. It is as vitally important to take care to entertain customers; otherwise, they will turn to more lively competitors. As such, promotional events and other entertainment spectacles are quickly becoming a central factor for rating shopping centers. Read the rest of this entry »
Mar
20
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Marketing In practical terms, the marketing budget of a development company must comprise 2% of a project’s overall budget. However, this figure has very seldom exceeded 0.5% in Russia, as conditions on the commercial real estate market have allowed for the successful promotion of projects without the services of marketing specialists. Nevertheless, the situation is quickly changing as competition thickens among quality projects. As a result, new projects increasingly require a professional marketing strategy in order to successfully reach worldwide standards. Read the rest of this entry »
Mar
20
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Marketing The marketing of a product, a project or a company demands functional, intellectual and, of course, financial investment. Excessive saving on marketing could freeze sales and, literally, kill business. However, uncontrolled marketing expenditures unavoidably lead a company to a fiasco, inasmuch as an increase in the marketing budget only stimulates a company’s profits to a certain level. Read the rest of this entry »