Emerald TowersThe Empyrean

GroupA Truly Celestial

Experience

Team MembersKinnar Majithia (P1026)

Chintan Shah (P1051)Pallavi Jadhav (P1019)

Subir Pinto (P1044)Charusheela Khandale

(P1024)Athul Pillai (M1035)

About Us

Company ProfileProfessionally managed ISO 9001:2000 Certified Company specializing in Real Estate DevelopmentIndia’s most Trusted, Respected and Reputed Real Estate CompanyOver 3 decades of experience in Real Estate with several prestigious projects in Central & South Mumbai, Thane and Navi-MumbaiManages a portfolio spanning across residential, Office Space, Retail, Hospitality and Social Infrastructure properties

Vision, Mission and Objectives

VisionTo make every space that we create a testament to extraordinary modern living by reminding ourselves that the extra level of detailing makes a work of art unique

MissionTo ensure timely delivery of projects without compromising on quality employing cost effective methods to optimize resources and achieve the best price possible and thereby bring in financial effectiveness in each of our projects

ObjectivesTo sell contemporary homes that bring the customers closer to nature

Values

LuxuryWe don’t mind in spending but at the same time we also believe in providing value for money and it is this value that has brought us this far, and we know better than to flout it for the sake of it

Detailing‘Good Enough’ is never really enough. We understand that the extra levels of detailing is what distinguishes one master-piece from the other ; this is done by our team of quality control experts

Values

InnovationWhat seems as an impossible request to some is just another innovative day in the office. Most of our innovations are now a common place but it is only because we thought of them and introduced them some ten or twenty years back

Staying Eco-friendly What is heaven without nature? We believe that our customers deserve classy homes with the latest innovations and contemporary equipment in a primitive land where one can ‘care’ and ‘stand & stare’

Value Chain Analysis

Use of Fly Ash based bricks, hollow core slabsPre fabricated material used for constructionUse of rat trap bond in wall construction- no. of bricks reduced by 20%Green Building- Energy efficient ConstructionTie ups with financial institutes for loansElimination of real estate agent hence commission

Situation Analysis - Market Analysis

Highlights It has been estimated that there would be a shortage of 26.53 million homes in India during 11th Five-Year Plan (2007-2012)

During 2010-11, Indian real estate received US$ 1.12 billion in FDI according to the Department of Industrial Policy and Promotion India (DIPP)

Government initiatives to help retail sector:Allowing 100 per cent FDI in townships, housing, built-up

infrastructure and construction development projects through the automatic route, subject to guidelines as prescribed by DIPPAllowing 100 per cent FDI under the automatic route in

development of Special Economic Zones (SEZ), subject to the provisions of Special Economic Zones Act 2005 and the SEZ Policy of the Department of Commerce

Situation Analysis - Competitor Analysis

Major Players DLF Group Ansal Properties and Infrastructure Ltd. Unitech Ltd. Empyrean Group Omaxe Developers Ltd. Sobha Developers Ltd.

54%

12%

10%

7%

6%

6%5%

Leading Real Estate Developers

DLF GroupAnsal Properties and In-frastructure Ltd.Unitech LimitedEmpyrean GroupOmaxe Developers Ltd.Sobha Developers LtdEmmar MGF

Source: ibef.org

Situation Analysis – Consumer Analysis

A 118% rise in population of Navi Mumbai is estimated by Census of India

Source: MMRDA

Situation Analysis – Area Analysis

A steep rise is property rates of Kharghar as seen above

Source: MMRDA

Situation Analysis – Industry Analysis

Comparative analysis of property rates across Mumbai and Navi Mumbai

Source: MMRDA

Situation Analysis - Competitor Analysis

Major Players DLF Group Ansal Properties and Infrastructure Ltd. Unitech Ltd. Empyrean Group Omaxe Developers Ltd. Sobha Developers Ltd. Source: ibef.org

Marketing Problem and Marketing Objective

Marketing ProblemTo provide customers with luxurious homes amidst an eco-friendly and green environment that gives them a heavenly feeling in a developing location with great growth prospects in the near future

Marketing ObjectiveTo sell more than 70% homes before 50% completion of the project

DSTP Analysis

DifferentiationOur homes give the customers, the feel that they are living in a holiday location but with all the modern amenities at their disposal

Positioning‘Your Home is your Paradise’

DSTP Analysis

Segmentation and Targeting

Need-based segmentationPsychographic (Lifestyle-based) segmentationDemographic segmentation

Age-wiseIncome-wise

Investment Residential (SOP)

Luxury

25 - 35 years

Annual Income 5L -

10 L

Annual Income 10L-

20L

Annual Income more

than 20L

36 - 45 years

45 years and above

High Priced Affordable

Marketing MixProduct

Empyrean Group presents premium customised luxury residences amid exquisite landscaping that innovatively uses the water element to bring unmatched beauty, peace and harmony to the lives of its residents Emerald Towers, an island of unmatched luxury and serenity- it is a state of the art residential development designed around a unique theme – Water

PlaceLocation – Kharghar (2km away from the station and just off the Sion-Panvel highway)Upcoming Navi Mumbai International AirportCentral Park: India’s largest Recreational Park with Amphitheatre, Musical Instrument Park, Theme Park, Amusement Park , Yoga Park, Virtual Herbarium , Conservatory, Parking AreasGolf CourseShift of Commercial Hub to Navi MumbaiKharghar declared as an Official Education Zone

Marketing Mix

Price 2BHK – 1.75 Crores 3BHK – 2.75 Crores 4BHK – 3.65 Crores

Our Offering

COMFORT

SPA

FITNESSROOF TOP SUN DECK

LUXURY

Findings - Porter’s Model Analysis

Imposition of stringent quality norms by the government or if imports become expensive, may cause the suppliers to raise the prices

Availability of lower cost but lesser attractive housing options

Competitors engaging in innovation and heavy advertising

These range from competitors high on innovation with a good reputation in the market to the low-cost MHADA houses

Findings - PESTEL Analysis

Important PointsCurrent housing loan rate is approx. 14% which may curb people from buying propertyThe demographic split of our country is favorable with our population being a growing population (64.9% of the population between 16-64)Purchasing power of Indians is on the rise (Per capita income is 3500$)For operations, there is use of rat trap bond which reduces number of bricks by 20%Assessing environmental and social impacts is almost mandatory in most project categories

Findings - SWOT Analysis

Important PointsProximity to the Mumbai-Pune Express Way and hill stations like lonavala and khandalaAll inclusive housing complex with a multiplex, shopping complex and a world-class hospitalLocation: Since khargar is not an up-market area people may not be very keen on buying a property in that placeFavorable demographics with 64.9% of population between the age group 16-64Increase in the purchasing power of the people in the countryDue to high inflation and high housing loan rates many people are not willing to invest in the housing sector

FCB Grid

Rationale

Emotional

High Involvement

Low Involvement

Emerald Towers

The Empyrean GroupA Truly

Celestial Experience

IMC PLAN

ObjectiveTo reach 40% of our target audience in the first year employing media mix

Budget Total Budget Allocation of 10 cr for all kinds of promotions

IMC PLANMedia Strategy

3 Pronged Fork Approach

Create Awareness

Educate & Enlighten Incentivize

IMC PLANPromotions

ATL-60%• Print ads in

newspapers-Times property

• Ads in Property India Magazine

• Virtual Tour Video uploaded on YouTube.

• Register on Just dial.• Tie-up with Furnishing

Houses to set up Digital Signage Boards

• Hoardings on Bus Stop and Highways.

• Tie-up with Art Gallerys.

BTL-30%• Direct Marketing• Send mails to existing

clients• Online Advertising on

moneycontrol.com• Right panel

placements on Magic bricks.com

• Face book ID Tagging and Hoarding

Incentives-10%

• Top 5 Performers(min. 10 flats in first 2 months) get 2Day/3 Nights trip to Singapore

• Next 10 performers get free weekend trip to a resort along with their spouse.

• Commissions to DSA’s

IMC PLANDescription Ads: ON FACEBOOK THIS CAN ALTER YOUR THOUGHTS. Company Image being used as persons photograph thereby acting as virtual bill Boards..

Emerald Towers

The Empyrean GroupA Truly

Celestial Experience

Emerald Towers

The Empyrean GroupA Truly

Celestial Experience

IMC PLANHoarding on Highway

Emerald TowersThe Empyrean

GroupA Truly Celestial

Experience

IMC PLANWashroom Ads

EMERALD TOWERS

THE EMPYREAN

GROUPA TRULY

CELESTIAL EXPERIENCE

EMERALD TOWERS

THE EMPYREAN

GROUPA TRULY

CELESTIAL EXPERIENCE

EMERALD TOWERS

THE EMPYREAN

GROUPA TRULY

CELESTIAL EXPERIENCE

IMC PLANWashroom Ads

EMERALD TOWERS

THE EMPYREAN

GROUPA TRULY

CELESTIAL EXPERIENCE

THANK YOU