Dockside Green Case Study

Dockside Green |
Case Study: Branding |


November 27, 2010
MKTG 1-C / MKTG 1102, Anne-Marie Webb-Hughes
Authored by: Group C- Alex Darmanin /Yvonne Rivera / Nichole Marshall / Kjer Vaartstra / Darian Newstead / Maria Villadolid
                                                                                                                                                                          CPR Marketing Consultants

Table of Contents
Introduction 2
Problem Detected 2
Key Findings 3
Key Facts 4
Assumptions 6
Target Market 7
Swot analysis 9
Competitive analysis 10
Alternatives 14
Objectives 17
Solution 18
Implementation Plan 22
refrences 23
Course concepts 24

      Dockside Green is a 1.3 million square foot, mixed-use, sustainable community development on a 15-acre former Brownfield site located in Victoria, British Columbia. The area is made up of residential, office, commercial and industrial uses and inclusive community that supports new economic opportunities and a high quality of life with minimal impact to the environment. With two successful buildings under their wing, Synergy and Balance (which are 93% sold out), Dockside Green is just about to launch its third phase named, Harmony, and is hoping to set themselves apart from other competitors. Dockside Green needs to place Harmony into the market soon.   The marketers must ensure that they gather enough sales results that can help sustain the continuation of subsequent phases of this huge development.

                                                Problem Detected

    After a market crash and the deceptive “green” craze, how should Dockside Green promote its new building “Harmony” so that it meets the 25% presale phase quota (specifically 22 units), and create momentum in the following sale phases?

Key Findings
  * Dock Side Green is a master planned development by Windmill Developments and VanCity Credit Union.