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Housing Development Plan The address says it all!

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Agenda <ul><li>VMO </li></ul><ul><li>PESTEL </li></ul><ul><li>5 Forces </li></ul><ul><li>FCB grid </li></ul><ul><li>Marketing Plan </li></ul><ul><ul><li>Situation </li></ul></ul><ul><ul><li>Problem </li></ul></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Tactic </li></ul></ul><ul><li>Hierarchy of effects </li></ul><ul><li>IMC </li></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Target audience </li></ul></ul>

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<ul><li>To be a world-class construction company dedicated to customer delight </li></ul><ul><ul><ul><li>ensuring shareholders ’ interests </li></ul></ul></ul><ul><ul><ul><li>through reinvention of luxury residential housing </li></ul></ul></ul><ul><ul><ul><li>while optimizing development, construction and design and </li></ul></ul></ul><ul><ul><ul><li>Protecting the environment </li></ul></ul></ul>Vision

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Mission <ul><li>To strengthen our position as a market leader in terms of innovation in affordable luxury residential apartments </li></ul>

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Objective <ul><li>To capitalize 15% market share </li></ul><ul><li>To sell 100 Homes by 2012 </li></ul>

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Value Chain Analysis

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How are we cost effective?

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Situation- Market Analysis <ul><li>3700 luxury flats under construction </li></ul><ul><li>Price range 2 cr- 7 Cr </li></ul><ul><li>1/3 rd of luxury houses are not sold </li></ul><ul><ul><li>Interest rates on loans have increased </li></ul></ul><ul><ul><li>Scam </li></ul></ul><ul><ul><li>Price Bubble </li></ul></ul>

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Facts & Figures

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Facts & Figures

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Situation- Consumer Analysis <ul><li>Increase in working age population </li></ul><ul><li>Rent vs Owned </li></ul><ul><li>Connectivity is essential </li></ul><ul><li>Stress Free atmosphere </li></ul>

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<ul><li>Increase in working age group </li></ul><ul><li>Independent lifestyle </li></ul><ul><li>Inflation </li></ul><ul><li>Migration of working class from other cities to Mumbai </li></ul><ul><li>Increase in Interest rates </li></ul><ul><li>Rate drop forecast </li></ul>Situation- Socio Economic Analysis

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<ul><li>Housing property scam </li></ul>Situation- Legal Analysis

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Situation- Competition Analysis Cost High Low Low High <ul><li>Starcity, Vasai </li></ul><ul><li>MHADA </li></ul><ul><li>Hiranandani </li></ul><ul><li>Lokhanwala </li></ul><ul><li>RNA </li></ul><ul><li>DLF </li></ul><ul><li>Raheja </li></ul><ul><li>EcoSpace </li></ul>

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Problem <ul><li>1/3 rd of luxury flats not sold </li></ul><ul><li>Rent Index high </li></ul><ul><li>10% drop in real estate market </li></ul><ul><li>Inflation </li></ul>Macro Micro <ul><li>Electricity and water problem </li></ul><ul><li>Security and safety </li></ul>

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Differentiation <ul><li>Strategically located affordable luxury housing </li></ul>

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Segmentation

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Target Segment <ul><li>Our target segment is :- Service class earning an income of 20 Lacs and above (annual) between the age group of 25 – 60 years </li></ul>

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Porter’s Model

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Generic Marketing Strategy <ul><li>Broad differentiation </li></ul><ul><ul><li>Offer open to all customers </li></ul></ul><ul><ul><li>Value for money </li></ul></ul><ul><ul><li>Additional amenities </li></ul></ul><ul><ul><li>Futuristic living </li></ul></ul>

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Positioning <ul><li>Futuristic living @ affordable rates </li></ul>

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Tactic <ul><li>Aarey Milk Colony </li></ul><ul><li>Scenic Beauty </li></ul><ul><li>Connectivity </li></ul><ul><li>5 mins from western express highway </li></ul><ul><li>20 mins from airport </li></ul><ul><li>Less pollution </li></ul><ul><li>Amenties </li></ul><ul><li>Swimming Pool </li></ul><ul><li>Multi-storey Parking </li></ul><ul><li>Gym </li></ul><ul><li>Pre-fabricated raw materials </li></ul><ul><li>WiFi Zone </li></ul><ul><li>Advanced security </li></ul><ul><li>Spacious balcony </li></ul><ul><li>Bank Loans </li></ul><ul><li>Price 1 Cr </li></ul><ul><li>Low downpayment- Rs.10 lacs </li></ul>

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FCB Grid High Involvement Low Involvement Emotional Rationale

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Media Strategy <ul><li>Audience Profile: </li></ul><ul><li>Nuclear Families- Well-to-do, Upper-middle class </li></ul><ul><li>Couples with Income of Rs 20 lacs and above p.a </li></ul><ul><li>- require a peaceful place to get home to after a hard day's work </li></ul><ul><li>want safety for children </li></ul><ul><li>Modern taste </li></ul><ul><li>Place away from the hustle and bustle & connectivity </li></ul>

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Target Audience

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Media Objective <ul><li>To reach 40% of our target audience with a budget of Rs 3 Cr </li></ul>

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Media Strategy- Two Pronged

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Tactic- Promotion

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Affordable 3 BHK Luxury Apartments @ Rs 5500/sq ft Easy Installments

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Thank You!

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<ul><li>Spacious 3BHK Apartments‚ luxurious </li></ul><ul><li>Occupying the top 3 floors with private sky gardens </li></ul><ul><li>make the ultimate lifestyle statement </li></ul><ul><li>Each Apartment is encircled by balcony deck that commands magnificent views of the Borivali National Park and Gorai Beach </li></ul><ul><li>Exquisitely landscaped fourth podium offers every conceivable recreation facility. </li></ul>