The address says it all!
Housing Development Plan
Agenda
• VMO
• PESTEL
• 5 Forces
• FCB grid
• Marketing Plan
– Situation
– Problem
– Objective
– Strategy
– Tactic
• Hierarchy of effects
• IMC
– Objective
– Strategy
– Target audience
Vision
To be a world-class construction company dedicated to
customer delight
- ensuring shareholders’ interests
- through reinvention of luxury residential housing
- while optimizing development, construction and design and
- Protecting the environment
Mission
To strengthen our position as a market leader in terms of innovation in
affordable luxury residential apartments
Objective
• To capitalize 15% market share
• To sell 100 Homes by 2012
Value Chain Analysis
How are we cost effective?
Situation- Market Analysis
• 3700 luxury flats under construction
• Price range 2 cr- 7 Cr
• 1/3rd of luxury houses are not sold
– Interest rates on loans
have increased
– Scam
– Price Bubble
Facts & Figures
Facts & Figures
Situation- Consumer Analysis
• Increase in working age population
• Rent vs Owned
• Connectivity is essential
• Stress Free atmosphere
Situation- Socio Economic Analysis
• Increase in working age group
• Independent lifestyle
• Inflation
• Migration of working class from other cities to Mumbai
• Increase in Interest rates
• Rate drop forecast
Situation- Legal Analysis
• Housing property scam
Situation- Competition Analysis
•DLF
High •Raheja
•EcoSpace
•Starcity, •Hiranandani
Vasai •Lokhanwala
•MHADA
Low •RNA
Low High
Cost
Problem
Macro
• 1/3rd of luxury flats not sold
• Rent Index high
• 10% drop in real estate market
• Inflation
Micro
• Electricity and water problem
• Security and safety
Differentiation
• Strategically located affordable luxury housing
Segmentation
Target Segment
• Our target segment is :-Service class earning
an income of 20 Lacs and above(annual)
between the age group of 25 – 60 years
Porter’s Model
Generic Marketing Strategy
• Broad differentiation
– Offer open to all customers
– Value for money
– Additional amenities
– Futuristic living
Positioning
• Futuristic living @ affordable rates
Tactic
•Amenties •Aarey Milk Colony
•Swimming Pool •Scenic Beauty
•Multi-storey Parking •Connectivity
•Gym •5 mins from western
•Pre-fabricated raw express highway
materials •20 mins from airport
•WiFi Zone •Less pollution
•Advanced security
•Spacious balcony
•Bank Loans
•Price 1 Cr
•Low downpayment-
Rs.10 lacs
FCB Grid
High Involvement
Emotional Rationale
Low Involvement
Media Strategy
• Audience Profile:
- Nuclear Families- Well-to-do, Upper-middle class
- Couples with Income of Rs 20 lacs and above p.a
- require a peaceful place to get home to after a hard day's work
- want safety for children
- Modern taste
- Place away from the hustle and bustle & connectivity
Target Audience
Media Objective
• To reach 40% of our target audience with a
budget of Rs 3 Cr
Media Strategy- Two Pronged
Tactic- Promotion
Affordable 3 BHK Luxury
Apartments @ Rs 5500/sq ft
Easy Installments
Thank You!
• Spacious 3BHK Apartments‚ luxurious
• Occupying the top 3 floors with private sky gardens
• make the ultimate lifestyle statement
• Each Apartment is encircled by balcony deck that commands
magnificent views of the Borivali National Park and Gorai
Beach
• Exquisitely landscaped fourth podium offers every
conceivable recreation facility.
