Marketing Strategies of Mixed-use Real Estate Projects: Case Studies of Park Venture Ecoplex and MBK Center

Abstract

Mixed-use development projects have become increasingly common in Bangkok. Integrating two or more uses—such as retail, office, hotel, and others—within a single project necessitates unique marketing strategies. This study examined the development concepts and marketing strategies in two case studies: Park Ventures Ecoplex (PVE) and MBK Center (MBK). Data was collected from secondary sources, field observations, and interviews with key informants. Data analysis through within-case and cross-case analysis illustrated how development concepts were operationalized into marketing strategies and assessed their tangible effects.

The findings revealed that: 1) The core development concept was the strategic location that supported multiple uses. PVE and MBK prioritized access to mass transit for diverse users. PVE leveraged Siam–Sukhumvit context, while MBK focused on district-level connectivity. 2) Retail as a connecting node for office and hotel, its scale influencing the project's overall character. MBK, with dominant retail use, was retail-led. PVE, with smaller retail space but dominant office use, was office oriented. 3) Marketing strategies were defined at the project and each component approach, with target groups identified accordingly. In the project approach, the shared target group reflected the overall market positioning. PVE targeted a premium segment with the high-end image of sustainable office. On the contrary, MBK targeted a diverse and affordable user base, reinforcing the development’s positioning as an affordable retail meeting point.

In conclusion, development concepts significantly influenced mixed-use marketing strategies through two approaches: the project and each component. The findings offered practical guidance for mixed-use project developers.