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PREPARED BY : MMS-2ND YEAR (2012-13) - MARKETING

NAME ROLL NO.

Submitted to : Prof.Aughi Dalton

ANAS SHAIKH

(23)

FAZLUR RAHMAN
SALMAN ANSARI

(33)
(34)

YAQUB FAROOQUI
IRSHAD HUSAIN FARHAN KHAN YASIN SHAIKH

(40)
(42) (44) (60)
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Emerald Towers

ABOUT US
Company Profile
Professionally managed ISO 9001:2000 Certified Company specializing in Real Estate Development Indias most Trusted, Respected and Reputed Real Estate Company Over 3 decades of experience in Real Estate with several prestigious projects in Central & South Mumbai, Thane and Navi-Mumbai Manages a portfolio spanning across residential, Office Space, Retail, Hospitality and Social Infrastructure properties

VISION
To make every space that we create a testament to extraordinary modern living by reminding ourselves that the extra level of detailing makes a work of art unique.

MISSION
To ensure timely delivery of projects compromising on quality employing cost methods to optimize resources and achieve price possible and thereby bring in effectiveness in each of our projects without effective the best financial

OBJECTIVES
To capture 10% of market shares in Luxury real estate market by end of 2015.

VALUES
Luxury We dont mind in spending but at the same time we also believe in providing value for money and it is this value that has brought us this far, and we know better than to flout it for the sake of it

VALUES
Detailing Good Enough is never really enough. We understand that the extra levels of detailing is what distinguishes one master-piece from the other ; this is done by our team of quality control experts

VALUES
Innovation What seems as an impossible request to some is just another innovative day in the office. Most of our innovations are now a common place but it is only because we thought of them and introduced them some ten or twenty years back

VALUES
Staying Eco-friendly What is heaven without nature? We believe that our customers deserve classy homes with the latest innovations and contemporary equipment in a primitive land where one can care and stand & stare

VALUE CHAIN ANALYSIS

Use of Fly Ash based bricks, hollow core slabs Pre fabricated material used for construction Use of rat trap bond in wall construction- no. of bricks reduced by 20% Green Building- Energy efficient Construction Tie ups with financial institutes for loans Elimination of real estate agent hence commission

SITUATION ANALYSIS - MARKET ANALYSIS

Highlights It has been estimated that there would be a shortage of 26.53 million homes in India during 11th Five-Year Plan (2007-2012) During 2010-11, Indian real estate received US$ 1.12 billion in FDI according to the Department of Industrial Policy and Promotion India (DIPP)

SITUATION ANALYSIS - MARKET ANALYSIS

Highlights
Government initiatives to help retail sector: Allowing 100 per cent FDI in townships, housing, built-up infrastructure and construction development projects through the automatic route, subject to guidelines as prescribed by DIPP Allowing 100 per cent FDI under the automatic route in development of Special Economic Zones (SEZ), subject to the provisions of Special Economic Zones Act 2005 and the SEZ Policy of the Department of Commerce

SITUATION ANALYSIS - COMPETITOR ANALYSIS

Major Players DLF Group Ansal Properties and Infrastructure Ltd. Unitech Ltd. Gembuild Group Omaxe Developers Ltd. Sobha Developers Ltd.

SITUATION ANALYSIS CONSUMER ANALYSIS

An 8% rise in population of Navi Mumbai is estimated by Census of India

Source: MMRDA

SITUATION ANALYSIS AREA ANALYSIS

A steep rise is property rates of Kharghar as seen above

Source: MMRDA

SITUATION ANALYSIS INDUSTRY ANALYSIS

Comparative analysis of property rates across Mumbai and Navi Mumbai

Source: MMRDA

SITUATION ANALYSIS - COMPETITOR ANALYSIS

Major Players DLF Group Ansal Properties and Infrastructure Ltd. Unitech Ltd. Gembuild Group Omaxe Developers Ltd. Sobha Developers Ltd.

MARKETING PROBLEM AND MARKETING OBJECTIVE

Marketing Problem
To provide customers with luxurious homes amidst an eco-friendly and green environment that gives them a heavenly feeling in a developing location with great growth prospects in the near future

Marketing Objective
To sell more than 70% homes before 50% completion of the project

DSTP ANALYSIS
Differentiation
Our homes give the customers, the feel that they are living in a holiday location but with all the modern amenities at their disposal

Positioning
Your Home is your Paradise

DSTP ANALYSIS
Segmentation and Targeting
Need-based segmentation Psychographic (Lifestyle-based) segmentation Demographic segmentation Age-wise Income-wise
25 - 35 years Investment Residential (SOP)

Luxury

High Priced

Affordable

36 - 45 years

45 years and above

Annual Income 5L 10 L

Annual Income 10L20L

Annual Income more than 20L

MARKETING MIX
Product Gembuild Group presents premium customised luxury residences amid exquisite landscaping that innovatively uses the water element to bring unmatched beauty, peace and harmony to the lives of its residents Emerald Towers, an island of unmatched luxury and serenity- it is a state of the art residential development designed around a unique theme Water Place Location Kharghar (2km away from the station and just off the Sion-Panvel highway) Upcoming Navi Mumbai International Airport Central Park: Indias largest Recreational Park with Amphitheatre, Musical Instrument Park, Theme Park, Amusement Park , Yoga Park, Virtual Herbarium , Conservatory, Parking Areas Golf Course Shift of Commercial Hub to Navi Mumbai Kharghar declared as an Official Education Zone

MARKETING MIX
Price
2BHK 1.75 Crores 3BHK 2.75 Crores 4BHK 3.65 Crores

OUR OFFERING
SPA

FITNESS ROOF TOP SUN DECK LUXURY COMFORT

FINDINGS - PORTERS MODEL ANALYSIS

Imposition of stringent quality norms by the government or if imports become expensive, may cause the suppliers to raise the prices Availability of lower cost but lesser attractive housing options Competitors engaging in innovation and heavy advertising These range from competitors high on innovation with a good reputation in the market to the low-cost MHADA houses

FINDINGS - PESTEL ANALYSIS

Important Points
Current housing loan rate is approx. 14% which may curb people from buying property The demographic split of our country is favorable with our population being a growing population (64.9% of the population between 16-64) Purchasing power of Indians is on the rise (Per capita income is 3500$) For operations, there is use of rat trap bond which reduces number of bricks by 20% Assessing environmental and social impacts is almost mandatory in most project categories

FINDINGS - SWOT ANALYSIS

Important Points
Proximity to the Mumbai-Pune Express Way and hill stations like lonavala and khandala All inclusive housing complex with a multiplex, shopping complex and a world-class hospital Location: Since khargar is not an up-market area people may not be very keen on buying a property in that place Favorable demographics with 64.9% of population between the age group 16-64 Increase in the purchasing power of the people in the country Due to high inflation and high housing loan rates many people are not willing to invest in the housing sector

FCB GRID
High Involvement

Emotional

Rationale

Low Involvement

IMC PLAN
Objective
To reach 40% of our target audience in the first year employing media mix

Budget
Total Budget Allocation of 10 cr for all kinds of promotions

IMC PLAN
Media Strategy
3 Pronged Fork Approach

Create Awareness

Educate & Enlighten

Incentivize

IMC PLAN
Promotions
ATL-60% Print ads in newspapersTimes property Ads in Property India Magazine Virtual Tour Video uploaded on YouTube. Register on Just dial. Tie-up with Furnishing Houses to set up Digital Signage Boards Hoardings on Bus Stop and Highways. Tie-up with Art Gallerys. BTL-30% Direct Marketing Send mails to existing clients Online Advertising on moneycontrol.com Right panel placements on Magic bricks.com Face book ID Tagging and Hoarding Incentives-10% Top 5 Performers(min. 10 flats in first 2 months) get 2Day/3 Nights trip to Singapore Next 10 performers get free weekend trip to a resort along with their spouse. Commissions to DSAs

IMC PLAN
Description Ads: ON FACEBOOK THIS CAN ALTER YOUR
THOUGHTS. Company Image being used as persons photograph thereby acting as virtual bill Boards..

IMC PLAN Hoarding on Highway

BUILDING HOMES WITH VALUES Buying a home is one of the biggest financial decisions made by a middle class family. Great hopes are built around the new home. While providing shelter to the family it's also an inheritance that will pass on from generation to generation. W e make sure that every property we build lives up to the dreams, aspirations and hopes of our customers. We have made this possible because everything we do, we envision it with you in mind!

IMC PLAN Washroom Ads

THANK YOU