Final MM Plan

7/29/2019 Final MM Plan

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PRESENTS

Utopiahe art of perfection


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REALESTATE OVERVIEW..

Real Estate involves commitment of fund towards

property


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OURVISION

To grow and retain market leadership

To provide Resilient and Inclusive

communities through better homes and

housing services


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OURGOALBusiness Goals

Strategic Goals

Tactical Goals


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OURVALUESRespect

Transparency

Integrity

Excellence

Diversity


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CORPORATEOBJECTIVES To Constantly improve our homes and services.

To Increase the supply of quality affordable

homes that people choose to live in

To Work in the pursuit of continued

development and growth


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MARKETING PLAN Product life cycle

Target Segment

SWOT Analysis

Strategies: 5 Forces Model and Pestel Analysis

Marketing Mix

Edge over competitors

Budget


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PRODUCTLIFECYCLE


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PRODUCTLIFECYCLE


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TARGET SEGMENT


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TARGET SEGMENT

Target Segment

Bachelors Couples Families

25-30 yrs 30-35 yrs 35-40yrs

8-10 Lacs10-12Lacs

12-14Lacs

14-16Lacs

40-45yrs

Demographic Segmentation


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SWOT ANALYSIS


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SWOT ANALYSIS Strengths:

Introduction of different schemes for housing loans

Location of the complex in the city

Near to wide variety of transports


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SWOT ANALYSIS CONTDWeakness:

Noisy locality

Rush hour traffic congestions near locality

Fall in new home buyers due to market trends

Lot of competition in this part of the city


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SWOT ANALYSIS CONTD

Opportunities:

Demand

Increase awareness about housing services

Design and innovation due to increase in

competition

Insufficient experience among smaller agencies


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SWOT ANALYSISCONTD

Threats:

Recession

Regulatory hurdles

Cluster of mixed income population

Increased construction cost


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5 FORCESMODEL


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5 FORCESMODEL

Low Bargaining power of the customer, high

bargaining power of the Supplier

Low threats of substitutes, but high threats of New

entrants

The competitors available are less but are intense


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5 FORCESMODELINFERENCE..

High market position, due to innovative design, lots

of amenities and quality product

Threats for new entrants is not as intense as threats

from competing rivals.

High competency due to a pool of large existingcustomer, and due to already presence of vast well

differentiated product


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PESTANALYSIS


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PESTANALYSIS

Political

Governments regulations and policies in favour

of real estate sector.

Heaviest tax imposed on the construction

industry.

FDI experience in Indian real estate market.


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PESTANALYSIS

Economical:

Inflation levels

Interest Rates

Provides further Liquidity


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PESTANALYSIS

Social:

Increase in consumption.

Urbanization.

Increase in per capita income (current prices).

Rise in Demand for Quality Housing Projects


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PESTANALYSIS

Technological Factors:

Internet revolution

Media


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4PSMARKETINGMIX/TACTICS


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4PSMARKETING

Product:

Large French windows in deck

Lavish bay windows in bedrooms

Temple

Fire sprinklers n detectors

Clubhouse with various facilities

Multilevel parking

Recreational garden


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4PSMARKETING

Place:

Located in the Midst of the city

Opens up to the view of the Mumbai Mountain

30 mins drive to Airport

Near to Major Riksha and Taxi Stand


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4PSMARKETING

Price:

Value for money, highest quality for the priced offered

Easy in house loans available

Special structured, interest rates for Govt. Employees

Discounts and benefits in Interest rates for Reference

Buyers

Some Percentage of Flats, available for rent, directly

from Horizon Developer, preplaced with amenities


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4PSMARKETING

Promotion:


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PRICINGSTRATEGIES

AREA RATE PER

SQUAREFEET

UNFURNISHED

FLAT

FURNISHED

FLAT

1 BHK 500 square

feet

3000 15Lakhs 20Lakhs

2 BHK 1000

square feet


3 BHK 1200

square feet



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EDGEOVERCOMPETITORS

Energy efficient building

Affordable pricing in the prime area of Thane

Strategically located between eastern and westernhighway

Excellent railway connectivity

Number of schools, colleges & entertainment hub


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BUDGETWe are planning to spend 10 to 15% of our venture

into promotion and marketing. Thats is

approximately 8 to 12 cr.

Advertisement Hoardings : 3 crores

Advertisement on Buses : 1.5 crores

Railways : 1.5 crores

Radio FM :1 crore

Newspapers : 2 crores


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Summary Primary objective :Interest of the consumers.

Design a marketing plan which benefits thecompany.

Focus was driven towards developing a goodhousing society at an affordable price.

Marketing models like five forces model,4 Ps of

marketing , SWOT Analysis etc. were kept in mindwhile designing our Marketing plan.


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THANK

YOU

Final MM Plan

Documents

Transcript of Final MM Plan