Marketing Project
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Green Acres Sustainable Community
Sumter County, Florida
Marketing Plan
December 8, 2007
Team PACK
Lee Harrop
Stephen MacDonald
Margot Meeker
Nuru Mugambi
Sri Kidambi
Jason Rexroat
Rebekah Youngers
TABLE OF CONTENTS
EXECUTIVE SUMMARY
SITUATION ANALYSIS
The Housing Market
Green Building and Energy Efficiency Trends
Overview and History of Solar Energy
Solar Module Pricing and Manufacturers
Limitations of Solar Energy
The Target Market for Beazer’s Solar Strategies
Beazer’s Competition
STRATEGIC IMPLICATIONS & SWOT ANALYSIS
MARKETING OBJECTIVES
New Home Sales
Consumer Branding
Product Description
Product Characteristics
Product Pricing
MARKETING CAMPAIGN
MEASUREMENT
BUDGET
APPENDIX
EXECUTIVE SUMMARY
Beazer is recognized as an environmentally-responsible builder, receiving numerous “green” awards for the company’s SMARTDESIGN™ that maximizes energy efficiency. Beazer will leverage this SMARTDESIGN credibility to launch a new marketing strategy, SMARTEnergy™, which introduces a sustainable element – through solar energy – to Beazer’s expertly-designed homes.
Green Acres is Beazer’s new 100-home single-family residential community. The community, which will introduce SMARTEnergy, will be located in Sumter County, Florida (near Orlando).
The combination of Beazer’s innovative SMARTDESIGN and SMARTEnergy technology differentiates Green Acres from a sea of other residential communities in this challenging real estate environment.
For Beazer, the cost of installing these solar technologies is comparable to the incentives competitors offer homeowners to offload inventory. What makes the SMARTEnergy strategy compelling is that it will position Beazer as a leader in the emerging “green” residential market, which is expected to grow to $4.7 billion in the next four years. Currently, there is no established leader in the area of solar-powered homes among national residential builders.
The Green Acres Community will incorporate solar energy, energy-efficient appliances along with other eco-friendly (sustainable) building materials. An abundance of community green-space will be incorporated into the neighborhood design to ensure maximum recreation opportunities thereby supporting a healthy, active lifestyle. Green Acres is also a golf-cart community, using solar panels to charge the carts.
A highlight of the marketing campaign is a revenue-generating custom publication: Eco Luxury. The magazine will promote Beazer’s mission of building SMART communities that meet homeowner’s dreams and enable them to achieve an environmentally-responsible lifestyle. The high-end magazine will be sustained by advertising revenue from marketing partners, including GE and The Home Depot.
The target market for Green Acres and Eco Luxury is the baby boomer population. Many baby boomers are growing increasingly conscious of their impact on the environment. Consequently, there is an increase in the number of baby boomers interested in adding solar power and sustainable energy systems to their homes. Retiring boomers, who are asset rich and stable investors, report that solar energy provides peace of mind because of the fixed costs.
In summary, the timing is right for the