Project for Mahindra War Room 2011. It covers branding of Mahindra Lifespaces Buildings. Don't copy without permission. Contact: Param.pec@gmail.com

1. BRANDING ASPIRATIONS
Team:DK^2
XIMB – 2nd Year
Infrastructure – Realty Sector

2. Mahindra Lifespaces –Brand Key
Rise

3. Mahindra Lifespaces Presence
Faridabad No Projects
Central Park
in East India
Gurgaon
Fairwinds
Mahindra Mumbai Nagpur
Gardens
Mahindra Pune
Park Hydrabad
Completed Projects
The Great
Eastern Link Chennai Current Projects
Le-Mirage
Belverede Upcoming Projects
Court Sylvan County
The Woods

4. Current Brand Scenario
Brand Recall • Only 10% of Respondents
95% recalled Mahindra Brand to be
100%
90% 74%
80%
70%
associated with Realty Sector
60%
50% 36%
50% • Mahindra is mainly associated
40% 29%
30% 19% 17% with Automobile, IT and Farm
20% 10%
10% Equipment Sector
0%
• 60% of respondents had
never heard of “Mahindra
Aided Brand Recognition LifeSpaces”
• Only 2% of Respondents
It's a known brand in knew about Mahindra
Real Estate Sector 2%
LifeSpaces.
Have Heard, but
don't know much 39%
Never Heard of it 60%  Opportunity to Brand Mahindra LifeSpaces
0% 20% 40% 60% 80%  Creating the brand image of Mahindra Lifespaces based
on its brand values
Source: Primary Data

5. “Creating a brand should start with an
understanding of your customers and the
product & service that you provide”
- Interbrand

6. Consumer Segmentation
The Convenience Seekers NRI Families
Seek convenience in terms of time and
effort in traveling to work
Seek an apartment that caters to a couple
-no kids
The Up graders
Fairly young families with school going Successful NRIs
children Second home in India
Seek conducive environment for a Investment
young, growing family
Brokers/ Investors
The Comfort Seekers
Older couples with grown up kids
Seek a locality and surroundings which
are known and comfortable.
Close to the extended family
Non Compromisers
Joint families consisting of 4-6 people Real Estate gives best returns.
Space constraint is the key trigger. Buy during booking only to sell
Change in life stage –Marriages of with handsome profits on
children, growing kids completion

7. Understanding the consumers - Demographics
North South East West
Profession Professionals : 82% Professionals: 65% Professionals:47% Self Employed: 47%
Income >2 Lacs: 71% >2 Lacs: 60% 50000-2Lacs: 64% >1 Lacs: 44%
Per month
Average Age: Mid 30-40s (79%)
Family Size: 3-4 members (69%)
Profession: Private Sector (55%)
Average Income: More than 1 lac per month (62%) Tie Ups
with Banks
100% 100%
13
33 42 38
41 44 52
63
50% 50%
87
67 59 58 62
56 48
37
0% 0%
North West East South North West East South
End Users Investors Bank Loan Self-Finance
Source: Primary Data

8. Understanding the consumers – Psychographics
100%
79% 81% 82%
69%71% 69% 73% 69%
61% 62%
52%49%
50% 44%
31%32%
24%
Innovation Inside Airport
0%
Visit Clubs Visit Malls Visit Air Travel
Advertise through Rental cabs
Restaurants Hi Blitz, Jet Wings
North West East South
100% Mall Activations
97%
100% 90% Club Activations
Live Concerts Sponsor
56% 57% 56% 60%
47% 51% 49% 47%
50% 42%
31%
Online Presence to be
19% 21%
17%
leveraged upon
0%
Emails Facebook LinkedIn RealEstate Air Travel : Atleast once in 1-4 months
Portal Malls, Clubs, Restaurants: Atleast once in every 2
North West East South weeks
Source: Primary Data

9. Does ONE Branding Strategy Suit all???

10. Pen Portrait of Customers - Gurgaon
Payal(31) and Gaurav Chopra (35)
Both employed at Executive positions with MNCs. Have one cute little kid.
Income: Earn more than 32 lacs per annum.
Lifestyle: They represent the flamboyant, sophisticated face of Gurgaon. Both being at a
dignified position in their careers, are highly ambitious and motivated for achieving
success. They are a part of the elite circle who meet at five star hotels or enjoy get-
togethers at home. They believe in “Work hard and party harder”. International
vacation once a year is a de rigueur for them. These frequent flyers are enrolled in the
world class fitness center and lifestyle spa. They like flaunting designer apparel and
high end cars. 7 months back they bought their first home. They live for the day and
want the best in life.

11. Pen Portrait of Customers - Mumbai
Bhavna (36) and Sarvesh Thuse (42)
Sarvesh operates a family run business of jewellery while Bhavna is an interior designer.
Sarvesh is born and brought up in Mumbai while Bhavna hails from Nasik. They have 2
mischievous kids.
Income: Earn more than 27 lacs per annum.
Lifestyle: Represents the self-employed, upper middle class of Mumbai. Spend most of
their time during weekends by visiting malls and restaurants. Like watching movies and
live theatre shows. Have a good investment acumen. Own a Honda City and Volkswagon
Polo. Take their kids for vacation within the country during holidays. Connoisseurs of good
food. Culturally deep rooted and love celebrating the festivities with their friends and other
members of the family

12. Pen Portrait of Customers - Kolkata
Sasmita(42) and Subhajit Ghosh(48)
Subhajit works as a senior executive in the Indian Oil Corporation while Sasmita is a
housewife. Both of them have been married for the last 16 years and have been staying in
Kolkata since then. Have a 15 year old daughter who is currently in her Standard 9.
Subhajit’s father also stays with them.
Income: Earns 10 lakhs per annum.
Lifestyle: A conservative middle class family. Subhajit is a voracious reader and Sasmita
is fond of singing. Their daughter also trains for singing and dancing. The couple has left no
stone unturned to ensure that the daughter gets a conducive environment for her studies
and therefore a calm and peaceful environment and a flat with a study has been chosen.
They have a large social circle and meet each other on weekends. Their extended family also
lives in Kolkata so festivities like Durga Puja are celebrated with them. Possess a mid
segment car and like to visit a different place once a year during the holidays. A well informed
family who spends judiciously.

13. Pen Portrait of Customers - Bangalore
Neha(41) and Ashutosh Desai (46)
Ashutosh is the VP of Kotak Mahindra Bank and Neha leads a team in Infosys. They have a
son who is currently doing engineering in Delhi and a younger daughter who stays with them
only. A dog named “Goofy” forms an important part of their family.
Income: Earn more than 27 lacs per annum.
Lifestyle: The couple basically ensures they derive value-for-money for their major expenses.
Having said that, they do tend to look for a comfortable life in general. On weekends, they
catch up a movie with friends and spend some time shopping. At times prefer going on a
driving spree to nearby places with friends. They possess one car (Hyundai Verna). Both are
staying in Bangalore purely because of work. They visit their families during holidays. They
have ensured the daughter receives the best education and so is sent to one of the best
schools of the city. Both Ashutosh and Neha are ardent cricket buffs and catch up a cricket
match together not only at their home but also live.

14. Customized Communication Cue
Wine & Cheese Parties
Diwali & Lohri Gifts
NORTH Brokers Reward Program
Mahindra Brand as “Status” Symbol
Onam Celebrations & Gold coins gift
Road shows and kiosks
SOUTH Golf Club, Electronics City
Tollywood Actors- Brand Ambassadors
Durga Puja celebration at site
Art and Music concerts
EAST Football and Cricket events
Mahindra Brand as “Trust” Symbol
Fashion Shows
WEST Live music and dance shows
Navratri Celebrations

15. Customer Purchase Process
Information Till Possession
• Need to purchase • 1 or 2 projects finalized
home arises Gathering • Visits with friends &
• Talks to • Availability of funds family • Expects regular updates
friends, relatives, clas or change in prices • Price Negotiations about the project
sified ads etc • Friends & Family • Agreement • Interaction experience
• Need may be • Visits Sites • Down payment/Token with personnel further
repressed due to • Surfs internet money reinforces the decision.
unavailability of funds • Tells about experience
• Narrows down to
few 5-6 projects to other people.
Need Decision
Recognition making

16. Creating Presence at all Stages
Decision Making
Need Recognition Information Gathering Till Possession Phase
Phase
Real Estate Portals Real Estate Portals Onsite Experience Onsite Experience
Blogs & Forums Sales Interaction
Brokers Referral Program
Brokers Home loan touch points
Onsite Visits CRM Marketing
Relatives, Friends, Rece Events & Activations Brokers Personalized
nt Buyers Communication
Mobile Apps Customized
Events Communications Friends & Relatives
Relatives, Friends, Rece
Mobile Apps nt Buyers Possession
PR
Mass communication

17. Attention Grabbing and Appealing to Senses
Pre Purchase
Events & Mass
Channel Partners Onsite Experience Online Space
Exhibitions Communication
Post Purchase
Customized
Possession CRM Onsite Experience Referral Program
Communication
Holistic Experience
Auditory Visual Touch Emotional
Ambient music Lounge Areas Sample Flat Happy to Help
Refreshing Smell Pathways iPad Apps

18. Pre Purchase
The Customer
Pre Purchase is the KING… treat him as one
Customer walks into the Is greeted by the The guest is escorted to the lounge
site Receptionist area and refreshments are served
while they fill in the form.
The guest is then taken to the sales The guest is escorted The guest is then shown the project
managers desk around the sample flat AV in the AV room.
For home loan details, he is escorted
to the home loan desk

19. Onsite Experience
SALES PERSONNEL INTERACTION
CHECKLIST
 Empathy, Warmth & ‘Happy to Help’
 Well informed
 Site Visit Forms
 Interesting Sales tools like iPad, Mobile apps
 Model/Prototype
 Standardization of Sales Attire
 Sample Flat with basic amenities
 Sales Interaction Guidelines
 Sales Pitch
 Floorplans, Brochures, Leaflets, CD Covers
 Carry bags
 AV / Presentations
 Gifts
 Stationary
(Business cards, Envelope, Letter head etc
Every team member and every element plays a role
to create a memorable experience for the customer.

20. Reinforcing the Brand

21. Events and Exhibitions
Construction Experts Event
• Organizing an event inviting customers to meet “Architects, Interior
Designers, Vaastu & Feng Shui experts”
• Reinforce “green buildings” concept
• One-Stop-Destination for Home Seekers.
• Events to engage customers at Company premises for IT companies.
Exhibitions
• Increase Brand Visibility of Mahindra Life Spaces by sponsoring realty
exhibitions
• Showcase the awards and accolades
• Attract NRI Customers with direct interaction
• Communicate through website to prospective participants
Maximize the Enhance the
Do Business Speed-Up the
future Brand Image
Face to Face sales Process
Pipeline

22. Its about building Relations
Customers as Brand
Ambassadors
Happy Moments at
Possession
Customer
Relationship
Management
Continuous
Communication &  Project Status Updates
Engagement  Payment Schedules
 Payment
Acknowledgement
 Birthdays, Anniversaries
 New Project Launches
 Customized
Communication on special
occasions
 Organize festivals at site
Communication works for those who work at it.

23. Its about building Relations
Customers as Brand
Ambassadors
Happy Moments at
Possession
Customer
Relationship
Management
Continuous
Communication &
Engagement
•
 Servicing Enquiries
 Service recovery
 Customer Portal
 A central number for
complaints
"The purpose of business is to create and
keep a customer.“
-Peter Drucker

24. Customer Portal – The Need
“Jab bhi phone karte hai har baar koi naya aadmi phone uthata hai.
Aur phir humein sab kuch shuru se batana padta hai.”
Pressure on Sales Personnel
Ignorance of existing customers in
lieu of new customers
SAP not user-friendly
Customers Expectations for easy
and early problem resolution
Personalized Problem Solving
Approach

25. Customer Portal
An interface all the data can be either fetched from SAP or excel and displayed on one
screen
Customer Profile Bank Details Edit Details Payment Schedule
Name: Loan Availed: Yes/No Address Date
Contact Number: Bank Account Contact Number Amount
Mail Id: Mail Id Cheque Number
Current Address: Status
Customer History
PAN Card Details: Grievance
Aura Building No:
Flat no. : Date of booking
Make a Complaint
Date of Issuance of
Track complaint
Allotment Letter
One stop solution for all information
Easy and Quick Access to customer Information
Reduces Person dependency
Customer can also keep a track of each and every transaction

26. Its about building Relations
Customers as Brand
Ambassadors
Happy Moments at
Possession
Customer
Relationship
Management
Continuous
Communication &  A “Thank You” message to be
Engagement sent just after the booking is
•
made.
 A bag of Goodies
 Affordable Segment
– Movie Tickets
-- Dining Vouchers
 Premium Segment
- SPA Vouchers
- Mementos

27. Its about building Relations
Customers as Brand
Ambassadors
Happy Moments at
Possession
Customer
Relationship
Management
Continuous
Communication &
Engagement Referral Scheme
•
Entitlement on sales made through your reference:
•On the first Sale : Vouchers worth Rs 10000
•On the Second Sale: Vouchers worth Rs 15000*
•On the third Sale and above : Vouchers worth Rs 25000*
Based on completed sales from qualifying referrals within one
year period
It takes a community to build a brand, not a campaign

28. Mass Branding
TELEVISION To Build Corporate Brand across cities
Associate with relevant Target Group and thus increase Salience
Target Group Channels Content
Investors, Shareholders NDTV, CNBC, Aaj Takk etc TVCs, Tickers & Special
Editorials
Homemakers, SEC A++ Tata Sky, Videocon, Big TV TVCs
families
Regional HNIs Local Channels TVCs on Regional channels
To target upwardly mobile
PRINT
To attract the HNIs, Corporate, Investors and Professionals
Target Group Channels Content
Investors, Corporates Forbes, TIME, The Economic Sponsor special editions
Times Forbes millionaire list
Fortune 500 companies
Upwardly mobile India Today, Business World, Full Page Ads
TOI Tie-ups and offers
Regional HNIs Regional Newspaper-The Full page ads
Telegraph, Gujarat Samachar Teasers

29. Online Space – Some Hard Facts
• Mahindra LifeSpace Page Ranks
far behind its
competitors, though the ratio
S&GA expense to Sales is almost
equivanent.
• Recommendation: Leverage
Online Space aggressively to
engage prospective customers
and generate sales lead

30. Online Space – Integrating the communication

31. Online Space
70% of the consumers time is spent online…..  Continuous Dialogue
Positive Social Media Reputation Management is vital  Project Construction Status
Updates
 Photographs of construction site
 Reviews & Testimonials from
Segment Objective
customers
Social Networks Blogs / discussion forums
Sharp focused lead generation
Horizontals
through display ads
Online PR Customer Brand Equity
Search Engine
Lead generation
Optimization
Mahindra Website Brand Building

32. Buildings- Going Green
“ When everyone is talking “It is ethically & morally “Kehne aur Sunne mein
about environment, the correct, if we get an option accha hai par kuch
concept of green building is of doing something for paise ki bhi bacchat
a great step towards that” environment, then why honi chahiye.”
not..”
• As per World Green Building Council Distribution of LEED buildings
currently buildings use about 40% of
global energy and generate up to
30% of global GHG emissions
• Intergovernmental Panel on Climate
Change has identified that buildings
offer some of the most cost
effective and expedient ways to
reduce GHG emissions
• Green Buildings can serve as an
excellent CSR initiative
Source: The American society of Heating ,Refrigeration and Air
Conditioning Engineers
Energy Conservation Building Code, Government of India

33. Buildings- Going Green
• In house sewage treatment plant
• Use of low emissivity glasses with low shading coefficient
• Use of fly ash based concrete
• Solar lighting and heating
• Day light cut off sensors for ext. area lighting at selected areas and timer based sprinklers
in landscape areas
• Indoor environment quality(15% more window space against 4% for ordinary building as
stipulated by ASHRAE1 and ECBC2.

34. Buildings- Branding
Hot Air Balloons at the top of towers
- Distinct visual image for Mahindra Life Space Buildings
- In tandem with mother Brand’s campaign of “Rise”
- Easy to recognize – Higher Brand Recall
- Easy to Locate from distance
Standard Uniform for working staff at Mahindra Life Space
apartments
- Easy to recognize the staff members
- Training the staff/security guards to be courteous to customers
Lawns to have Logo of Mahindra LifeSpaces at centre
- Customers can see the logo from the windows of their apartment
- Creates a sense of ownership and attachment towards Mahindra
LifeSpaces
Recycling of Garbage
-Promise to recycle the garbage thrown in Mahindra Life Spaces garbage bins
- Special Garbage collection facility for apartment owners that ensures recycling
- In tandem with “Green Apartments “ Image of Mahindra Life Space

35. Buildings- Naming Convention
Status Conscious Lakes
(Constellations) (Famous Lakes)
Mahindra Orion Mahindra Chilka
Mahindra Aquila Mahindra Bhimtal
Mahindra Phoenix Mahindra Wular
Aspire for scenic beauty Modern and Educated
& Greenery (English Counties)
(Flowers)
Mahindra Iris Mahindra Berkshire
Mahindra Tulip Mahindra Essex
Mahindra Gardenia Mahindra Isle

36. Media Planning

37. Costing – Marketing Communication
3.5 Marketing Expenditure Investment Cost/
Medium Type
crores for a single Project (Rs Cr) Total Cost
230 sq cm - 2 Top dailies - 15
Print Ad 2.11 59.6%
days a month
11 Online Marketing Cost –
CPM 0.06
Lakhs Less and effective
CPC 0.04
Online 3.1%
CPL 0.01
Allocation to Print Mailer 0.01
60% Media Marketing
TV Commercials 10 second TVC 0.52 14.7%
15%
3%
4% SMS Activations Outsourced 0.02 0.4%
Exhibitions Trade Fairs and Exhibitions 0.15 4.2%
15% 60%
Mall Activations Weekends - 2 Prime Malls 0.10 2.7%
3% Radio 24 slots/day - 10 sec per slot 0.54 15.2%
Print Ad Online Total Cost 3,54,37000
TV Commercials SMS Activations
Exhibitions Mall Activations

38. Going an extra mile…
SMS <Address> 51515
Get brochure at
your doorsteps
Mr. Ashok Mehta
Standardized Address Invitation cards for
Plates House Warming

39. Going an extra mile…
Mahindra Group
Synergy “Tree For Free”
Campaign

40. Thank You
Sincere thanks to all the respondents who
took time to answer our questionnaire and
telephonic interviews. We are extremely
grateful to all the brokers who in spite of
their busy schedules provided us with
valuable market insights.
We would also like to extend our gratitude
to Mahindra War Room, for giving us the
opportunity to participate in an
intellectually challenging competition from
which the learning has been immense.
Team DK2