MARKETING PLAN Submitted BY

Ankit Kumar
DM18D06
Business summary
Our Company
We will help middle income families improve quality of and
access to housing by providing housing credit in a transparent
and respectful fashion
India Shelter Finance Corporation Ltd (ISFC) is the new name
of the erstwhile Satya Prakash Housing Finance India Limited
(SHFIL) which was granted the certificate of Registration by
National Housing Bank on 26th October, 1998. The business
was taken over by a group of professionals with experience
across diverse businesses and relaunched on 12th March 2010.
The main objective of India Shelter Finance is to provide credit
to middle income households to acquire new housing or to
extend and improve their current housing. The Company
provides home loans up to a maximum of 20 lakhs to low and
middle income urban borrowers for a period of up to 20 years.
These loans can be used by borrowers for purchase of
apartments, construction of homes, home improvements and
home extension.
Our Marketing Leaders

Anil Mehta
Anil is an MBA from SP Jain Institute of Management & Research and a
graduate in Economics. He has worked with large institutions in the
Mortgage, Banking and Insurance space. He has led consumer credit and
business functions and helped build multiple new businesses. Anil has
worked with HDFC Ltd, Bank of America, American Express, ANZ Bank
and Max New York Life Insurance Co.

GV Ravi Shankar
Ravi Shankar is a Managing Director with Sequoia Capital. At Sequoia
Capital, he focuses on sectors like Technology, Consumer and Healthcare.
He currently serves on the board of companies such as Byjus, Suburban
Diagnostics, Prataap Snacks, Faaso's, Wild craft, Via, Cloud Nine and ISFC.
Prior to this, Ravi Shankar worked at McKinsey & Company and Wipro
Technologies. He received an MBA from IIM-A where he was awarded the
President's Gold Medal. He also holds a BE in Computer Science and
Engineering from REC Trichy.

Anup Gupta
Anup Gupta is a Managing Director at Nexus Venture Partners. Previously,
he was the Group Chief Operating Officer at WNS (NYSE: WNS), a leading
IT enabled services (ITES) company Earlier, Anup was with eVentures
India, a pioneer in the venture capital sector in India and a management
consultant at Booz & Company. Anup holds an MBA from IIM Calcutta
and B.Tech from IIT Kharagpur.

Mr. Chadha
Sumer is a co-founder and Managing Director of West Bridge Capital, a
leading investment firm focused on Indian public companies and selectively
later stage private companies.
He was also a co-founder and Managing Director of Sequoia Capital India.
Prior to that, Sumer was part of the Principal Investment Area at Goldman
Sachs & Co. He began his career as a management consultant at McKinsey
& Co.
He served as Chairman of the Indian Private Equity and Venture Capital
Association (IVCA) for two years. He currently serves on the India
Advisory Board of Harvard Business School and on the Advisory Board of
the Princeton Institute for International and Regional Studies at Princeton
University. Sumir has an MBA (with Distinction) from Harvard Business
School and a BSE degree in Computer Science from Princeton University.

Headquarters, Office Locations

National housing Bank,
Department of Regulation and Supervision,
(Complaint Redressal Cell)
4th Floor, Core-5A, India Habitat Centre,
Lodhi Road,
New Delhi -110003
SWOT Analysis

Strength  100+ Branches all over the

country.
 Strong I. T support with “best
fit” approach.
 Schemes for small and medium
scale businesses.
 Part of one of the big four Bank
of India.
 Fast service ensuring home
loans in 3 minutes
Weakness  Less penetration in the urban
areas.
 Inadequate advertising and
branding as compared to other
banks.
 Legal issues regarding
employees caused a bad name
of PNB.
Opportunity  Penetration in the rural market.
 Develop business in rural
market.
 Enhancing flexible schemes of
loans.

Threat  Other banks are also providing

such facilities.
 Almost all the banks are
targeting the rural market now-
a-days.
BCG Matrix

Property Search Home Loans

Fixed Deposit
Commercial Loans

Market Mapping

Trusted

Old New

NBFC
BUSINESS INITIATIVES
IndiaShelter focuses on initiatives which support the underprivileged
sections of the society in becoming self-reliant and productive citizens of
the country. The company believes that it has a commitment towards its
stakeholders i.e. employees, customers and the community which it thrives
in. That’s why every year; a portion of its earned profits is used for the
upliftment of the weaker sections of the society. We believe that absence of
social responsibility compromises with the company’s identity. It is a
pivotal stance for us to work for the society.
We have a CSR policy which lays down the action plan for defining how
CSR is to be implemented and is in compliance with the Schedule VII of
the Companies Act, 2013. The key thrust areas that we currently are
focusing on are livelihood enhancement and empowerment programs for
women and promoting education among children of financially weaker
communities
Initiative 1
Seva Mandir is a leading development
non-profit organisation and currently
works with 360,000 people across 700
villages of southern Rajasthan, where
over 90% of the population relies on
subsistence agriculture.
Seva Mandir puts an all-round effort and
runs programs on governance, health,
education, sustainable use of natural
resources, women’s empowerment,
youth development, child care and social enterprise. What is distinctive
about Seva Mandir is that it does not just deliver aid, but instead uses every
development project as a way to build stronger communities. India shelter
has collaborated with Seva Mandir to help in amplifying the efforts that they
are putting for educating thousands of first generation learners, enrolling
equal number of girls and all in all transforming the demand for quality
education among families for the most disadvantaged group.
Initiative 2
Shloka Missionaries is a volunteer group
that is on a mission to impart intervention
educational programs to children in semi
urban/rural government schools.
They aim to teach children and teachers in
government schools better usage of
English. India Shelter pledged to assist
Shlok Missionaries in every possible way
in their endeavours and this strategic
partnership between us is gradually
helping in realizing the dream Shlok
Missionaries has seen.

Initiative 3
The collaborative program between India
Shelter and Lokbharti was launched in
September, 2016 in Bhilwara district of
Rajasthan with enrolment of 78
candidates in three batches.
Each batch was trained for 45 days in
Retail Sales. The training involved
various creative techniques in both
classroom as well as practical sessions.
Classroom sessions imbued in them the
theoretical knowledge of product and finance. Practical sessions involved
role plays and soft skill sessions. All enrolled girls were trained. 70% of
them were placed in various sectors in different companies holding
respectable positions and independently earning their livelihood which was
the end objective of the program.
Target Market
Industry Name
In the current year they will be targeting the government sector and household sectors.

Government
Government is a sector which the company can target through various schemes like Pradhan
Mantri Avas Yojna home loans in which the company puts forth Credit Linked Subsidy scheme
(CLSS) ” for EWS (Economical Weaker Section), LIG (Lower Income Group), MIG (Middle
Income Group) categories under Pradhan Mantri Awas Yojana and also the interest subsidy
scheme CLSS (Credit Linked Subsidy Scheme) introduced by MoHUPA (Ministry of Housing
& Urban Poverty Alleviation) was announced by our honorable Prime Minister Sh. Narendra
Modi with a vision of housing for all in 2022.

Household
There are many schemes for the household sector which are targeted towards various groups
of population which the company offers. Such as the company offers home purchase loan,
home construction loan, home extension loan, commercial loans for business purposes are also
there for this segment of the customer.

Buyer Personas
Our target groups are government and household within them our target market must be defined
so as to get a clear picture of which groups we are going to target.
Persona 1
If we take an example of govt then the target market will be Lower income groups and middle
income group which the govt wants to have a place of their own by helping them providing
loans at cheaper rate and securing their future.
Persona 2
Household the second target market is very vast and has a lot product which can be offered to
them like someone who has recently joined a job and wants a house of his own can be a segment
for home loans again if someone is looking to renovate their house or build an extension then
their schemes of loan is very different. So here the target market is HNI and upper middle class
group of people.

Competitive Analysis
Within our target market, we expect to compete with the following companies:
Shubham Home Loans
Shubham home loan is a competitor disbursing loans of over Rs.2000crore and also has its
presence over 84 cities with 88 branches. They give housing loans for construction and
improvement purpose charging an interest of 12-18%.
They also have uplifted women by providing them with loans with cheaper rate of interest and
higher loan amount and tenure which they are doing better in comparison with PNB Housing
finance.
SBI Home Loans
SBI home loans are also doing the same thing giving housing loans at interest rate of 8.70% to
8.80% p.a to salaried women and to others at 8.75 to 8.85 % p.a on an amount of 30 lakhs with
zero processing fee. But we an advantage over this competitor as we provide 90% of the loan
amount to the customer at same rate of interest.
ICICI Home Loans
The company provides Enhanced eligibility of up to 20% and with low interest rate at 9.05%
linked to MCLR, rates that auto reset

Market Strategy

Product
The product with which the company will enter the market is home loans at flexible interest
rates with 90% of the amount sanctioned by the bank. Now-a-days the sector which we are
targeting that is the household want to live in a place of their own because families are
becoming nuclear but that also means that an individual has heavy burden of expenses over his
shoulder so our company will provide them with home loans to fulfill their dreams and also
that they don’t feel the burden of loan the tenure to repay the loan is also high.
Price
As this product is a loan so the cost the product will be the rate of interest which the institution
will charge annually. The rate is 9.10% to 11.25% floating the latest disbursal of loan had the
rate at 9% only. During any occasion the company can give the customers some goodies or
vouchers to complement with the loan itself they can also get rid of the processing fee at certain
periods.
Promotion
Financial products are not tangible so it’s not the product we sell it’s the dream that a customer
has for many years we make do of. How can the customer achieve their dream easily and
without any hindrances should be our objective? So we need not promote our product or
schemes that should be a part but what we really should do is promote how the customers can
fulfill their dreams by taking the product from us.
People
Marketing will be an essential part of the product because without knowing about the product
how someone can trust the product. The marketing team will only have one responsibility that
make the people aware of the product and create various kind of events and publish some
important information about the product on social media to create attraction towards the
product automatically the product will have a fan base.
Process
This product is a service which the company will give to the customer and PNB housing finance
needs only 3 minutes to sanction a loan with proper document and papers and technology wise
PNB has good reputation so the delivery shouldn’t be a problem.
Physical Evidence
As the product is not tangible so the only physical evidence it has is its brand so the presence
of the brand should be strong and in case of any problem a physical office should be there and
also the papers which will be given after the loan will also act as a physical evidence.

Budgeting
Over the course of 2019 given the cash allotted to the Marketing team, we expect to invest
in the following items to ensure we meet the objectives outlined in this marketing plan:

Marketing Expense Estimated Price

Marketing Software Rs.3,00,000

Event 1 [Hosting] Event at office (Rs.50000)

Event 2 [Attending] Canopy event in various societies(Rs.50000)

Content Sponsorship Rs.2,00,000

Pay-per-click (Google) Rs.120per click @2000 clicks

Total Rs840000

Marketing Channels
Over the course of 2019, we will launch our use of the following channels for educating our
customers, generating leads, and developing brand awareness:
Blog on own website
Purpose of channel will be to create awareness about the products.
10,000 unique page views per month
YouTube Channel
Create quality content and educate people about various financial
terms and also relate with the products.
10 subscribers per month
Facebook
Awareness create fan base
5000likes
LinkedIn
Professional ads