In the previous session, Terrabkk summarized content from the Connect The Dots Podcast <\/strong><\/span><\/span><\/span>, drawing from over 15 years of real experience from Khun Patthar Pattharatharadol <\/strong><\/span> regarding the starting point of marketing by setting a Target Group. Today, we will present content about the program for designing the product of the project, which relies on two main pieces of information: the Target Group and competitor analysis. We must understand our competitors well, akin to the philosophy of Sun Tzu, who said, “Know your enemy and know yourself, and you can fight a hundred battles without disaster.” <\/strong><\/span><\/p>

               The project design program consists of the Product, which includes Package, size, and price of the products in the project, and Proportion, the ratio of each type of product in the project. Additionally, we need to study what facilities should be included in the project. Therefore, to understand what the Product will be like and what facilities should be available, we must learn from our competitors.

               In studying the Package, we will look at how our competitors' projects are structured. For example, for single houses, we need to investigate how many types of houses competitors have in the area where we are developing our project, the width of each type in square meters, the size of the land in square wah, and how the usable space is proportioned.

               For townhomes, we will examine the width of the front of the house for parking. The difference in width will affect the size of the land. We also need to check the size of the competitors' land in square wah and how the usable space within the house is proportioned. We must gather all this information to help us think about our Product.

               For condominiums, there will be more Packages than single houses and townhomes because condominiums have various Segmentation, ranging from City condos, Mid-class, Hi-end, Luxury, to Super luxury, with prices starting from 40,000 to 500,000 baht per square meter. Therefore, projects in each Segment will have different Packages. We need to study what Segments our competitors have around us and determine which Segment our project will target, as well as what types of rooms we will have and their sizes. The size and type of rooms depend on the project's Segmentation and the competitors, to define our competitive Strategy, whether to create a Product that competes directly with competitors or to come up with new ideas to differentiate our product.

               Once we understand the Package, we need to look at the Proportion or the distribution of the Package in the project. Adjusting the proportions of the products depends primarily on customer demand from the Target group. We can combine customer and competitor data to design the proportions of various products in the project. For example, in a condominium project, if we know that the Target group has a moderate income and does not want an expensive condo, we might allocate a larger proportion to studio rooms, a similar proportion to one-bedroom rooms, and the smallest proportion to two-bedroom rooms. If we are developing a condo in the Mid-class, Hi-end, Luxury, or Super luxury Segment, these proportions will differ.

               Additionally, we need to study the facilities or amenities. What is the design of the entrance like? What does the common area consist of? For example, a swimming pool, fitness center, garden, playground, etc. Nowadays, to better meet customers' daily lives, we might include coworking spaces, co-kitchen spaces, rooms for live selling online or studio rooms, yoga rooms, and rooms for personal trainers. The design of the facilities depends on the needs of the customer group or the desire to create new things from the developers. It is essential that the facilities meet the needs of customers in terms of both demographics and psychographics.

               Moreover, in surveying competitors, we should study the specifications of each room of competitors, the materials used, such as flooring, walls, ceilings, bathroom fixtures, electrical systems, etc. Additionally, we should consider IT systems or Smart home features, as well as various gimmicks within the house. These elements will give us an overall view of the competitors, and the information we gather will be used to develop our Product.