WITH two established brands, Legenda and Perdana, under the stable, Mah Sing Group Bhd is eager to build up a third housing range, Perdana-Legenda, for the higher-end market.

The initiative is part of the group’s effort to build up its reputation and branding in the mid to high-end market to cater to needs and preferences of different market segments.

The new product series is the brainchild of Mah Sing president and group chief executive Datuk Leong Hoy Kum.

According to Leong, product differentiation will drive Mah Sing to continue churning out property products that are attractive to buyers.

Having built up a track record in the mid to high-end homes, Mah Sing is making greater effort to reaffirm its position as a premier lifestyle developer in that segment.

''We will continue to innovate and come up with new product offerings in the mid to high-end bracket, especially in the Klang Valley and Johor,'' Leong told StarBiz.

The three-storey semi-detached show houses in Damansara Leganda.

An avid learner of everything new and chic in the property game, Leong is always looking out for value-added features that can be incorporated into his projects.

''We emphasise on product differentiation by ensuring that what we offer is in line with market trends and buyers' needs. No stone is left unturned in ensuring buyers get what they want in terms of quality, service and prospect for value appreciation,'' he said.

The methods used to differentiate the group’s products include savvy marketing and pricing strategies, innovative designs and themes, and building in strategic multiple locations.

Emphasis will also be placed on exemplary customer service and the creation of a conducive and safe living environment through effective security and upkeep of parks and facilities.

Leong said product offerings would be specially designed to meet needs of buyers.

''The key is to be able to differentiate the product and offer buyers a product range that they cannot resist,'' he added.

On the range of residential products, he said the ideal product mix would be 30:20:50 for Legenda, Perdana-Legenda and Perdana series of homes.

The high-end Legenda series will come with price tags from RM1.3mil. The Perdana-Legenda series will be priced between RM700,000 and RM1.3mil, and Perdana homes between RM200,000 and RM700,000.

In the Klang Valley, Mah Sing is targeting upgraders and new buyers by focusing on landed residential property, especially semi-detached units and bungalows.

''Our strategy is to focus on the mid to high-end properties in prime locations that are easily accessible and in close proximity to amenities. Based on good take-up rates of more than 80% for our project launches, the strategy has worked quite well,'' he added.

Mah Sing's president and CEO Datuk Leong Hoy Kum at Aman Perdana's show village.

To leverage on the limited supply of semi-detached houses and bungalows in the Klang Valley, Mah Sing is quick to capitalise on the limited supply by going into these properties in a big way.

The high-end residential enclave of Damansara Legenda in Tropicana, Petaling Jaya, has firmly established Mah Sing’s reputation as the top developer of high-end homes and given it an ''upmarket'' branding.

The 104 semi-detached houses were handed over to purchasers two weeks ago, about half a year ahead of schedule.

Aman Perdana in Klang is another development with only semi-detached houses and bungalows. There are altogether 1,364 semi-detached houses and 267 bungalows.

''By focusing solely on a wide offering of semi-detached units at link house prices and bungalows at semi-detached prices, Mah Sing is able to capture a largely untapped market, especially when the surrounding areas are offering mainly terrace houses. This is evident from the high take-up rate of more than 80% and sales of RM263mil of Aman Perdana since the project’s launch in March last year,'' Leong said.

In Johor, the main product offerings comprise the Perdana-Legenda and Perdana series to cater to the largely medium to medium-high market segment.

''Here, we will focus on terrace and semi-detached houses at affordable prices. We have done very well in our earlier projects in Sri Pulai Perdana and Austin Perdana, which have recorded take-ups of 94% and 80% respectively.''

Regardless of the product series, Leong said, buyers could be assured that when they bought Mah Sing properties, they would come with innovative designs, quality finishes, majestic grand entrances, security, extensive landscaping and green street concept.

Source : The Star 6/2/2006