PowerPoint Presentation

Marketing Mix for Corporate HomesSustainable Corporate Housing from Lotus Greens

Kotlers Principles

SegmentingSegmentation Variables

Geographic

Demographic

Psychographic

Behavioural

Geographic SegmentingDividing markets into different geographic units.

Examples:

Micro Markets | Noida, Greater Noida, Gurgaon, New Delhi

Sub Micro Markets | NPR, SPR, Sector 89, Sector 15,16,17, Dwarka

Proximities to office location Hubs

Population Density: rural, suburban, urban

Demographic SegmentationUsing Differences or Similarities in:

Age, gender, family size, family life cycle,

Income, occupation, education, race, and religion

Ease of measurement and cluster formation.

Psychographic SegmentationPartitioning of the prospective buyers based on lifestyle and personality characteristics

Using psychology and demographics to better understand consumers.

Use AIO inventories (Activities, Interests & Opinion)

Behavioural SegmantaitonDivide buyers into groups on the basis of knowledge, attitude toward, use of, or

response to the housing product.

Roles in Buying Decision

Initiator

Influencer

Decider

Buyer

User

Occasion

Special promotions for festivals and holidays

Special products for special occasions.Loyalty Status

Nonusers, ex-users, potential users, first-time users, regular users.Usage Rate

Light, medium,heavy. Eg different members of the family spend different amount of time in the houseBenefits Sought

Different segments desire different benefits from the same products.Behavioural Segmantaiton

TargetingFocusing on those consumers we have the greatest chance of satisfying.

Identifying Corporates basis:No of EmployeesArea OccupiedSalary LevelsParetos Analysis

PositioningPlace Corporate Homes in consumers minds relative to competing products

Create a customer-focused value proposition , a reason why the target market should buy the product.

Product DevelopmentControllablesQuality

Styling

Durability

Packaging

Range of Sizes

Availability & Structure of Finance

Warranties

Brand ImageUsage of Market Research for Product Development. Eg.Primary Survey, Focus Group Interviews etc.

PricingPrimary Considerations:Customer demand, costs, information, availability, competition, market profit motives, product positioning and statutory

Secondary Consideration:Line Vs. Category Pricing

PromotionIntegrated Marketing Communication (IMC) Approach

Advertising, publicity, sales promotion, personal selling, sponsorship marketing, and point-of-purchase communications

Physical DistributionCreation of a Network of ChannelsCorporate HR

Roadshows

Personalised Coverage

Value PropositionBrand, Product & CompanyTarget CustomersBenefitsValue PropositionLotus Greens Corporate HomesLifestyle Oriented, Affluent and Working in Top Corporate OrganizationsPeace of Mind, Comfort, ReliabilityHomes that provide you comfort, expanse and like minded community-family living. Where one investment is good enough for a lifetime.

Thank you !!