Housing Development PlanThe address says it all!

Agenda• VMO• PESTEL• 5 Forces• FCB grid• Marketing Plan

– Situation– Problem– Objective– Strategy– Tactic

• Hierarchy of effects• IMC

– Objective– Strategy– Target audience

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

Vision

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

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

• 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- Socio Economic Analysis

• Housing property scam

Situation- Legal Analysis

Situation- Competition Analysis

Cost

High

Low

Low High

•Starcity, Vasai•MHADA

•Hiranandani•Lokhanwala•RNA

•DLF•Raheja

•EcoSpace

Problem

• 1/3rd of luxury flats not sold• Rent Index high• 10% drop in real estate market• Inflation

Macro

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

•Aarey Milk Colony•Scenic Beauty•Connectivity•5 mins from western express highway•20 mins from airport•Less pollution

•Amenties •Swimming Pool•Multi-storey Parking•Gym•Pre-fabricated raw materials•WiFi Zone•Advanced security•Spacious balcony

•Bank Loans•Price 1 Cr•Low downpayment- Rs.10 lacs

FCB GridHigh Involvement

Low Involvement

Emotional Rationale

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 ftEasy Installments

Thank You!