EXAMINATION OF MARKETING MIX AND CONSTRUCTION OF VALUE
PROPOSITION:
A CASE STUDY OF ADRON HOMES & PROPERTIES LIMITED
Table of Contents
Page
1. Introduction
1.1 Background of Adron Homes & Properties Limited - - - - 3
1.2 Paper Objectives - - - - - - - - 3
2. Review and Discussions - - - - - - - 3
2.1 Review of the 4 P’s of Marketing - - - - - - 3
2.2 Adron Homes & Properties Limited Marketing Strategies - - - 4
3. Conclusion - - - - - - - - - 5
3.1 Summary of Findings - - - - - - - 5
3.2 Recommendation of a Value Proposition - - - - - 5
4. References - - - - - - - - - 6
5. Appendix - - - - - - - - - 6
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1. INTRODUCTION
1.1 Background of Adron Homes and Properties Limited
Adron Homes & Properties Limited (simply called Adron) is a company incorporated in Nigeria and has
been in existence for over 10 years. The company is engaged in the business of real estate development
throughout the country. Over the years, its basic interest has been to secure suitable, affordable housing
for everyone, irrespective of their income level, social class, and all else. The company is daily driven to
keep its promise, increase its land bank, expand its client base and offering excellent services and
affordable housing products with the singular mission to exceed expectations.
The company’s vision is “to be the leading Pan-African real estate development company that will
provide the highest number of decent, accessible, comfortable and affordable houses while achieving
global housing standard”.
1.2 Paper Objectives
This paper seeks to:
(i) Explain how Adron Homes and Properties Limited has evolved over the years since incorporation
and where it is heading. This is covered in section 1.1 above.
(ii) Examine the marketing strategies currently being used by Adron Homes and Properties Limited in
the promotion and sales of its various offerings.
(iii) Conclude by reflecting on the 4 P’s of marketing to recommend and construct a value proposition for
the brand.
2. REVIEW AND DISCUSSIONS
2.1 Review of the 4 P’s of Marketing
According to Twin and Anderson (2021), the concept of the 4 P’s of Marketing has been around since the
1950s. They are the four essential factors involved in marketing a good or service to the public. They are
called marketing mix because any business organization’s marketing plan is expected to be a mix of these
4 components for it to be complete and effective. They are:
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(a) Product: The good or service being offered.
(b) Promotion: The product advertisement.
(c) Place: The location where the product is marketed.
(d) Price: What the consumer pays in exchange for the product.
However, today’s marketing environment has changed significantly since the 4 Ps were established.
Hence, the 4 P’s have been recently termed as the traditional way of viewing the components of
marketing (Unnamed Authors, 2015). The American Marketing Association, in its definition of the word
marketing (as cited in Unnamed Authors, 2015), has redefined the marketing components to be “creating,
communicating, delivering and exchanging” offerings that have value for customers, clients, partners, and
society at large.
2.2 Adron Homes and Properties Limited Marketing Strategies
Since the incorporation of the company, Adron marketing strategies have been a robust mix, putting into
consideration the 4 P’s. The company’s flyers shown as appendix to this paper demonstrates some of the
marketing strategies. Based on findings, the company’s marketing strategies are as listed below:
1. Development and marketing of different estates in capital cities of the country in order to ensure that
households in these major cities are included in its target market (Product).
2. Self-funding of the estates development costs in terms of the estate main entrance, perimeter fencing,
road network, clean water supply, electrification, recreational facilities, business facilities, etc as
well as general beautification of the estates to attract client’s first love (Product).
3. Use of marketers that move from street to street, meeting people and creating awareness of Adron
offerings and benefits. The company also ensure that the marketers are present in any major events
happening in the cities to promote the offerings (Promotion)
4. Use of bill boards, broadcasting media and print media to advertise the company’s offerings
especially during festive seasons (Promotion).
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5. Apart from the company’s head office located in Ikeja Lagos, it maintains multiple branch offices in
each city where it exists. This is to ensure that customers can easily assess them for inquiries and
purchase of offerings (Place).
6. The company’s logo, staff T-shirts, all the offices and some of the estates are branded uniquely in
lemon green as a way of trademark (Place).
7. Spreading of offering price into installment payments over certain number of months in order to
make payment easy for customers. The company makes some installments as low as N1,000 per day
and N20,000 per month for low income earners (Price).
8. Offering of discounts and gifts to anyone who is able to make initial deposit during the festive period
discount window (Price).
3. CONCLUSION
3.1 Summary of Findings
As a result of its strong marketing strategies, Adron has grown to become one of the very few leading real
estate developers in Nigeria within its relatively short time of existence. It does not only seek to serve the
elites and the rich, it reaches out to the illiterates, market people, artisans and low income earners through
its low-payment plans. Hence, its marketing strategies have been found to be adequate and effective,
though there is need for continuous proactive improvement to remain at the fore front of the industry.
3.2 Recommendation of a Value Proposition
The constructed value proposition below is recommended for Adron Homes & Properties Limited.
“Making the incredible affordable by improving the life quality of our customers’ and their living
environment while saving them annual home operation costs through green building, modern design and
home automation at no additional cost”.
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REFERENCES
Twin, A., & Anderson, L. (2021). The 4 Ps. Retrieved September 8, 2021 from
https://www.investopedia.com/terms/f/four-ps.asp
Unnamed Authors (2015). Principles of Marketing. Minneapolis, MN: University of Minnesota Libraries.
APPENDIX: ADRON MARKETING FLYERS
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