Proceedings of World Business and Social Science Research Conference : Green Property Slogan as Marketing Communication Strategy (Case Study on Housing Developer in Bandung-Indonesia)

Environmental awareness, has become a necessity for many industustries including for housing industry. Nowadays, more and more property developers apply the concept of "Go Green", because it gives added value to the customer as well as fosters environmental awareness amongst the people by having healthy and environmentally friendly house. Green Property as a new concept requires an effective communication strategy in order to be able to educate the market. The aim of this study is to determine the degree to which the housing developers in Bandung has applied the concept of Go Green, also to analyze the effectivity of marketing communication strategies undertaken by these developers. This study uses a qualitative descriptive approach, which is careful descriptions to a specific social phenomena. Data collection obtained through interviews, observation, and library research. Informants of this research were determined by purposive sampling approach. The result shows that in Bandung, there is only one housing property that has applied the concept of green property, namely Kota Baru Parahyangan. This concept is actually a competitive advantage of Kota Baru Parahyangan. Unfortunately it has not been communicated well to the public. Therefore, to further increase the competitive advantage of Kota Baru Parahyangan, it is necessary to educate public about the term green property. Thus, the image of Kota Baru Parahyangan will be improved hence it will further strengthen its position while competing