SHODH’S PROPOSAL:

CLIENT:

 Oriental Builders Limited (OBL) wants primary market research for its proposed
economical housing apartment in Bengaluru
 The project will cater to B1, B2 and C category of income households
 OBL approached SHODH to conduct the primary market research for this project to
evaluate potential location and target segment
Research Objectives:
 Assessment of market for economical housing projects in Bengaluru
 Identification of Target Segments based on parameters such as geography, demography,
consumer behaviour and emotional dynamics
 Development of Product portfolio for affordable housing project to tap on full potential

Analysis:

 Product positioning based on major driving factors like right profiles, favourable
demographics and psychographic segment
 Product mix catering to various segments through offerings in amenities, plot sizes and
support facilities
 Establishing plot sites in areas with accessibility and connectivity to major industrial and
commercial hubs
 Analysis of existing projects to infer existing market dynamics and to avoid pitfalls to curb
costs.

Fazil Mehamudh S|2101084