GREE

N
VALL
WHERE DREAMS
COME TRUE.
EY
ABOUT GREEN VALLEY BUILDERS
MARKET LEADER IN
INDUSTRIALCONSTRUCTION.
GREEN VALLEY PROVIDES HIGH END FEATURES
LIKE QUALITY , LUXURIOUS HOMES,FULLY
FURNISHED HOMES.
WE ARE HAVING ANNUAL TURNOVER OF MORE
THAN 70 CRORE.
Why pune?
 Skilled labour

 Closer to financial capital of india

 Quality of real estate

 Low operational costs

 Good connectivity

 Entrepreneurial culture

 One of the fastest goring city of india

 Favourable climate

 Industrial IT hub
LOCATION

Closer to the nature

Proximity of public transport 1 km ahead

About 5minutes walking distance from railway

station and bus stop
SITUATIONAL ANALYSIS
MARKET

CONSUMER

 COMPETITOR

POSITIONING
MARKET ANALYSIS

• The residential market in Pune is expected to grow at 20

per cent per annum over the next two years.

• The residential sector forms 82 per cent of the total real

estate market in Pune.

• The total real estate market is valued at Rs 307.44 crore .

CONTD………

• 2BHK are the most sought after and account for 65

per cent of the residential market in the city.

• The demand is estimated at around 39,000

tenements per annum, valued at around Rs 2,653.44
crore per annum.

• This works to 1.17 million sq.ft. of supply of

construction and 22.13 lakh sq.ft. of developed
plots.
30.00%

25.00%

20.00%

15.00%
30%
25%
10.00% 15%
5%

5.00%

0.00%
2003-04 2004-05 2005-06 2006-07
CONSUMER ANALYSIS
Educated professionals.
High enterprenuers.
Upper middle class
Nuclear families.
Vaastu friendly
Safe residential.
Urban lifestyle.
 COMPETITORS ANALYSIS

• KUMAR BUILDERS.
• DSK BUILDERS.
• DLF.
• ANSAL,
• LODHA’S,
• PARSVANATH DEVELOPERS
Positioning
Positioning

Close to Nature, Close to Heart

 Designed for those who believe in the soothing yet
spirited vigour of nature
 We always offer cost-effective flats.
 “A Green Haven in the midst of the Concrete
Jungle.”
MARKRTING STRATEGY
DSTP
Target segment
Nuclear family
Age group 25-40
Service professional
Income level 8-25 lakh
Married couple

Positioning
Fully furnished
4 P’s
 Place:
Posh neighborhood
5 minutes walking distance from railway station
 
Promotion:
Celebrity endorsement
Print Media: Newspaper, Magazines, Hoardings
Electronic Media: Television, Internet
Word of mouth
Grand inauguration ceremony
4 P’s
Product:
3 BHK flat, 3500 sq ft.
Luxuriously appointed flats
Modern Amenities:
Balcony Garden
Sea facing
Swimming pool
Closed parking space
Duplex apartments
Price:
Strategy
Targeting elite customers (Rs. 50 million annually and above)
Will depend on market condition
Pricing based on uniqueness and luxury
Rs. 4,00,00,000 – Rs. 6,00,00,000
PROMOTION
Objective : We are planning to sell all the flats in the
next 8-10 months
Marketing Communication Budget : 1 Crores
Marketing Strategy :
ATL : We are promoting ourselves through T.V.,
Newspapers and OOH
BTL : We are planning to sponsor some events
 segmentation
Life-Style Need Benefit

Facilities

Service/Professional Persons Area/Locality

Investors
0-25 Years 25-40 Years
Business Persons
40 Years-onwards
TARGET
Nuclear family
Age group 25-40
Service professional
Income level 8-25 lakh
Married couple
DIFFERENTIATOR

“CENTRE OF THE CITY

IN THE LAP OF NATURE”
MOTIVATOR

“FOR A PEACEFULL LIFE ”

VALUE PROPOSITON
“FOR A PEACEFULL LIFE
IN CENTRE OF THE
CITY
IN THE LAP OF NATURE
”
Cost analysis
Particulars Amount (Crores)

Land cost 3

2BHK 3

Fully furnish 3

Swimming Pool + Gym + yoga+ garden+ Play Park + Other 15

Amenities +parking space private bus service
Experience in industrial construction 3

Fantastic Reputation 5

Advertising & Promotion 1

Total 33
Budget
• Highly Priced
analysis
• Capture the cream of the society

• Prices Vary on the basis of Floors

• 12th Floor Customers have Private Terrace Option @ an additional

cost of Rs.25 Lakhs
Floor 1-3 3.oo Cr 4700/s.ft

Floor 4-6 3.20 Cr 5625S.ft

Floor 7-9 4.00 Cr 6250/s.ft

Floor 10-11 4.20 Cr 6875/s.ft

Floor 12 4.40 Cr 7500/s.ft

Project Summary
 Expected figures are as follow
Cost 33cr
Revenue 42.40cr
Profit 9.40cr
Profit margin (28.4%)
Promotion party 6th December2010
Possession date 31th March 2012
Budget analysis of Promotion
Marketing Budget – 50 L

Above the Line (55% - 27.5 L)

Newspaper and Magazine : (45% - 12.375L)
OOH (Hoardings): (35% - 9.625L)
Radio: (20% - 5.5L)

Below the Line (45% - 22.5L)

Real estate trade fairs: (50% - 11.25L)
Web based: (50% - 11.25L)

Tie-up with icici bank andU.B.I. for home loans

Payment Condition
 Customer has to pay 25 lack at the time of booking .

 Every three month 20 lacks installment.

 Every customer has to pay full amount before taking

possession.
 All document charges are entitled to pay by buyers.
Perceptional mapping
High quality
ANSALS GROUP

GREEN VALLEY PARASNATH DEVELOPERS

H
L i
DLF GROUP
o DSK g
w h

p LODHAS GROUP p
r r
I KUMAR BUILDERS i
c c
e e

Low
quality
 SWOT ANALYSIS
OPPORTUNITIES

High rate of growth

Project located near to IT HUB
STRENGTHS Increasing Industrialisation of
Pune THREATS
Private sector housing Competitive Pricing
boom and commercial
SWOT High competion
building demands
ANALYSIS Good Advertisements by
competitors
Situated in lap of nature
High quality at affordable WEAKNESSES
prices Huge amount of
Investment
B New to residential
projects
GENERIC
PRODUCT FOUR LEVELS OF PRODUCT

INCLUSION OF
ADDITIOANAL
FEATURES
BENEFITS THAT
SERVE TO
DIFFERENTIATE

POTENTIAL PRODUCT
PEST ANALYSIS
Political/Legal
Environment Regulation & Protection Laws
Employment Law
Economic
Growth
Monetary Policy (Interest Rates)
Social
Lifestyle Changes
Fashions And Fads
Living Conditions
Technological
Rate Of Technological Obsolescence
View From Top
Sattelite Image
Market View
Green Valley