RICKTOM

CONSTRUCTION
MARKETING PLAN
Tommy
Ricky
EXECUTIVE SUMMARY
The real estate and construction industry is currently suffering from the pandemic situation
as consumers are spending less on property. However, real estate industry grew by 2.4%
(year on year) and construction grew by 2.43% (year on year) in the first nine months of
2021. This means there is a potential for growth as the economy recovers.

RickTom Construction offers high-quality housing for people to live in. All products and
services are delivered in a timely manner and offered in an affordable price. The buildings
are built to be long lasting with luxury design and high quality materials.

The target demographic for the company will be adults aged 25 and above. The company
will increase awareness to our targeted customers through online advertising and
attending exhibitions.

Although the construction business is highly competitive, we believe that there is a place
for high-quality, attractive, durable, and affordable products. Our goal is to build and
market products that will fulfil people’s need and stand the test of time.
 TABLE OF CONTENTS
Situation Analysis Marketing Strategy
1 A detailed examination of a 2 How we plan to reach
company's market presence prospective consumers 

Marketing Tactics Financial Projections

3 How we market our products
4 The financial forecast of our
project

Implementation Controls Milestone Chart

5 How we ensure the 6 Important steps on our project
achievement of our objectives
 1
Situation Analysis
The Condition of The Market
 Market Summary

Major players: PT PP, Wika, Metropolitan Land, Total Bangun Persada, Nusaraya Cipta, etc.
Market Growth
Market Share
SWOT Analysis
Strengths Weaknesses
- Years of experience

S W
- Modern technology
- Fast delivery
- Affordable price

Opportunities Threats
- Create new market O T - Open market brings
- Enter niche market
international competitors
- Enter known market
- The rise of local players
with differentiation
 Product Offering
High Rise Low Rise
High Buildings - Buildings that
More than 7 stories are 1-4 stories

Landed Renovation & Build

Houses that are Renew and Build
attached directly to houses
the land 
 MAIN COMPETITORS
State-Owned Enterprises Private Companies
High Rise Wijaya Karya Realty, PP, Adhi Sinar Mas Land, Agung
Karya, Waskita Karya, Hutama Podomoro Land, Lippo Group,
Karya Ciputra Group RDTX Group,
Low Rise Duta Anggada Realty, Permata
Birama Sakti, Tokyu Land
Indonesia, Triniti Land, etc
Landed

Perumnas Maswindo, Nusa Konstruksi

Renovation &
Enjiniring, Jaya Konstruksi,
Build
Bumi Karsa, etc
 Keys To Success

Segmentation Value Creation Commercial

- Adults, Educated, - Friendly environment
Professionals Competitive (or affordable price)
- Modern Technology
- Living in cities
- Fast delivery
- Regular Lifestyle
- Prioritizing primary needs
 Critical Issues

Financial Statement
Service
Healthy financial status
Customised to fit customers’ need

Technology Used
Availability Modern, latest, and friendly
technology
Always available

Workers Working Time

Experienced and trained Work in a timely manner
 MARKETIING
2
STRATEGY
The Plan To Reach Potential Customers
 Marketing Strategy
Mission
To be the friendliest
construction company when it
comes to building and
renovation a place to live.
Positioning
The most trustworthy
construction company in
the market.

Objective Target Market

- To provide the best - Adults
services / products - Individuals
- Fast delivery - Corporations
- Government
 Customer Persona
Personification
Andi is a young professional living in a city. He works for a big company in Indonesia. He is
33 years old. He is married with one child. He is an active social media user. He has
Facebook, Instagram, and Twitter applications on his phone.

Socio Demographic Distinguishing Character

- Educated to university level.
Live in the city, head of
the family.
- Curious about property products.
- Work in a team hence get
influence from his peers.
Media Consumption & Influences
- A social media active user, including Key Customer Insights
Instagram, Facebook, and Twitter. “It is really difficult to find housing
- Read online media. for my family with an affordable
- Family matters the most. price and good location.”
- Friends, especially those who are in
the same community are important.
MARKETING
3
TACTICS
Ways To Market Our Products
 Price
High Rise Low Rise
The price of high The price of low rise
rise products is products is

Landed Renovation & Build

The price of high The price of products in
landed products is this category is
Distribution
 Ads & Promotion
Newsletter Targeted Ads
Providing an email newsletter with
Using targeted Google and
company news, product
Facebook advertisements.
information, and exhibition
schedule.

Social Media Direct Call

Do cold calling to potential
Utilizing social media such as
customers
Twitter, YouTube, Facebook,
LinkedIn, Pinterest and Tumblr.

Exhibitions Interactive Website

Host and join exhibitions to Providing contact information
promote the products on the company website.
 FINANCIAL
4 PROJECTIONS
The financial forecast of our project
Sales Forecast
Monthly Sales Forecast
Expense Sales Forecast
 5
IMPLEMENTATION CONTROLS
The way to achieve objectives
Revenue Monthly
Expense Monthly
MILESTONE
6
CHART
Important steps on our project
 Milestone Chart

June 2022 Sept 2022 Dec 2022 March 2023 May 2023

Grand Opening Step 2 Step 3 Step 4 Step 5