CHAPTER 5

MARKET PLAN

5.1 Product Description

As mentioned in Chapter 4, the house product is priced at RM 400,000 (normal lot) to

RM 600,000 (corner lot). Our target market for the price is mainly for middle income group,
especially for families, however we can diversify the range between lower middle to higher
class income group families and investors.

5.2 Product Features

Our product is double terrace residential houses, with land size of 75 x 24 ft for
normal lot and 75 x 34 ft for corner lot. The ground-level of the house includes car porch,
living room, dining area, kitchen and a room while first floor has 2 rooms, an upper hall and a
master room.

Figure 5.1: House plan

 The construction materials and methods for this house are environmentally friendly to
reduce the environmental impact during construction. For example, we have adopted shear-
wall method for construction. Compared to the brick wall method, the job site will be more
organized and easier to do housekeeping. Furthermore, the erecting and dismantling forms
process will be more efficient thus shorten the time and labour needed (Fong, 2020).

Figure 5.2: Shear wall construction method (Fong, 2020)

The housing project also includes public facilities such as parks and community hall
that opens for residents as well as the public to do leisure activities. We also encourage
buyers that want to build education facilities such as kindergarten to buy the property here for
improving the local community benefits. Furthermore, the housing project will be guarded by
security forces 24/7 for additional safety so that the residents can live without worries of
crime activities.

Figure 5.3: Example of guarded house area

 Figure 5.4: Example of park area
Lastly, the housing project will include complete infrastructure required by the city
council such as sewage treatment plant, electric and water supply to ensure all residents able
to access all the amenities required.

5.3 Marketing Strategy

Our marketing strategy is to attract diverse buyers from lower-middle to higher end
income group level to purchase and live or invest through several plans provided during and
after constructions.

5.3.1 Build-then-Sell

We provide this plan contract for every buyer that purchase the property. Upon
signing the contract, the buyer only required to pay 10 percent down payment before
construction or during construction. When the property has been constructed with support of
CCC, the buyer will pay the balance of 90 percent via bank loan. This will provide a good
amount of time for buyer to save up their funds for paying back house loan.

5.3.2 Insurance

With collaboration from insurance company Prudential, buyers who are purchasing
the house units are eligible to enjoy insurance protection scheme for duration of 36 months
from signing sales and purchase agreement. The protection scheme includes unemployment
benefit, where the buyer is involuntarily terminated from employment due to economic
downturn and personal accident scheme where the buyer suffers total permanent disability or
death. From this benefit, the insurance company will compensate the rest of the balance to the
bank if the conditions are met.

5.3.3 Rent-to-Own

For the unsold property after construction, we will provide rent-to-own scheme for
normal lot buyers. Essentially, it is a “lease-purchase” agreement where the buyer will be
given a choice to choose a future specific buying date for the house while paying rent at
standard market pricing. This will give a chance for buyer to try out the property without
needing to pay large sum of down payment and able to lock in the current house price before
any changes in future (CompareHero.my, 2020).

5.4 Sales promotions

With more available digital platform to advertise, we are promoting our products on
several websites such as PropertyGuru, Property Pricetag, Speedhome. With these platforms,
it will be easier for potential buyer to search our products. Besides that, we also provide our
portfolio to show our former completed projects to the buyer for improving their buying
confidence via website. Other online platform such as Facebook and Twitter are still being in
use for advertisement.

Figure 5.5: Property Guru website

 Due to current pandemic situation, we are unable to held physical activities such as
site gallery and street promotions. Alternatively, we can hold virtual site visit for the buyers
to give a look around the sample house in 3D space.

Figure 5.6: Example of 3D house view (Gamudaland, n.d.)

References

CompareHero.my, 2020. What Is Malaysia’s Rent-To-Own (RTO) Scheme All About?.

[Online]
Available at: https://www.comparehero.my/property/articles/rent-to-own-scheme
[Accessed 10 July 2021].
Fong, L., 2020. Comparison Shear Wall and Brick Wall. [Online]
Available at: https://lefong.sg/comparison-shear-wall-and-brick-wall/
[Accessed 10 July 2021].
Gamudaland, n.d. JOYA - Superlinked Homes. [Online]
Available at: https://gamudaland.com.my/gamudagardens/joya/
[Accessed 10 July 2021].