AD mgmt ppt
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Transcript of AD mgmt ppt
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Royal Aspira ParkSweet home developers
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YOURDREAMSYOURTRUST
OURQUALITY
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To build a better life for its customers byleveraging its core strengths - the 5 Ls of
Leadership, Luxury, Lifestyle, Location and
Legacy & To create landmarks of exemplary quality
and designed to sustain not merely a high
standard of living, but also theenvironment and society that surrounds
it.
Vision
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Mission
Our mission is to turn dreams into concretereality. From concept to completion, at everystep, in every project we undertake, we are
focused on exceeding our customersexpectations. Our commitment to qualitydrives us to use nothing but the best, be itequipment, materials or manpower. At our
sweet home Group, we aren't just redefiningskylines; we are building the future, one homeat a time
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Corporate values
Passion
Risk Tolerance
Excellence
Motivation
Innovation
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To provide semi-intelligent homes as desired bycustomers.
To provide housing that contributes to thesustainability of communities and is compatible
with the goal of environmental sustainability.
Objective
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```1`
Features
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WINDOW : Heavy section aluminium sliding windowswith marble sills.
PLUMBING : Concealed plumbing with high qualityC.P. Fittings.
ELECTRIFICATION :Concealed copper wiring andextensive layout modular switches in apartment.
ENTRANCE :Decorative Entrance lobby with falseceiling and decorative lampshades.
LIFTS Reputed Brand of Lifts. SECURITY SYSTEM Gas leak detector and fire alarm.
OTHERS Piped Gas connection
Features
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Cost Property Type:
Residential Apartments
Location: Sion
Area Range: (Carpet) 672 to 900 Bedroom: 2 BHK
Price Starting From:
Rs. 1, 45,00,000/- Possession:
Ready & Under Construction
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Royal
Aspira
Park
Railway
station
5 min
Bus depot5 min
Shopping
malls
10 min
Airports20 min
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PESTEL
Political
Tax policy,
labour law,
environmental
law
political stability
EconomicEconomic growth
Interest rates
Exchange rates
Inflation rates
Social
Health
consciousness
Population
growth rateAge distribution
Emphasis on
safety
Technology
R&D activity
Automation
Rate of
technological
change
Environmental
Weather
Climate
Climate
change
Legacy
Consumer law
Antitrust lawEmployment law
Health and safety
law
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Strength
Infrastructure in place
Location highly suitable
Very focused management /staff
Well rounded and managed business
Weakness
Focus may be too narrow
Lack of awareness amongst
prospective customersAbsences of strong sales andmarketing expertise
Oppturnity
Market segment is poised for rapidgrowth
New market offer great potential
Potential to diversify into relatedmarket segment
Threats
Economic slowdown could reducedemand
Market may become price sensitive
Major player may enter targetedmarket segment
SWOTAnalysis
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Interpretation
Hire the fresh and talented MBA persons from
top B-school.
Introduction of new project which are more
appropriate and in line with customer needs.
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Value Chain Analysis
CoreCompetency
Leaders in
real estateinnovation
Sustainable
competitive
Advantage
Well
constructed and
strategicallyplaced homes
Value Driver
Innovation
Value
Proposition
Futuristic living
@ Reasonable
rates
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Market analysis
Mumbai office real estate saw absorption of
6.6 million square feetdown from 9.6
million square feet in 2011, reflecting a
combination of lukewarm economic growth,lower employment generation and an overall
decline in corporate buoyancy.
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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
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Situation- ConsumerAnalysis
Increase in working age population
Rent vs Owned
Connectivity is essential Stress Free atmosphere
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Increase in working age group
Independent lifestyle
Inflation
Migration of working class from other cities toMumbai
Increase in Interest rates
Rate drop forecast
Situation- Socio Economic Analysis
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Housing property scam
Situation- Legal Analysis
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Situation- Competition Analysis
Luxury
Cost
High
Low
Low High
Starcity, Vasai
MHADA
Lokhanwala
RNA
Panvelkar group
DLF
Raheja
HiranandaniSweet home
group
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Differentiation
Strategically located affordable luxury housing
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SegmentationReal Estate
Market
Commercial Residential
Status Budget
Age
60
Convienence
Retail
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Positioning
Futuristic living
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Tactic
4 Ps
Promotion
Place
Price
Product
Connectivity
5 mins from highway
Less pollution
Amenties
Swimming Pool
Multi-storey
Parking
Gym
Pre-fabricated raw
materialsWiFi Zone
Advanced security
Spacious balcony
Bank Loans
Price 1.5 Cr
Low downpayment- Rs.10 lacs
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Tactic- Promotion
Print Ads70%Magazines- Trade
&Business
-Property Plus
-Good Housekeeping
-Business WorldNews Papers
-Times property
-Mid day
Outdoor
AV- 30%
-In Cinema
-Ads &Slides
- L Rec on News channels
Brochures , Flyers 50% Direct marketing 20%
Participation in Trade
shows
PR
Website Online Advertising- 20%
Pop ups on Property
sites : 99 acres ,
magicbricks &
timesproperty
Pop ups on cricket sites
and stock broking sites:
cric info & money
control
ATL=60%
BTL=40%
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FCB Grid
Royal AspiraPark
Low Involvement
Emotional Rationale
High Involvement
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Thank you