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Team Members:

Nishit Ratthe

RakeshTatikondaDhiraj Manik

Vishal Phadke

Shveta Shamkuwar

1

SHRI Housing Complex

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Agenda

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y Housing Society: Parameters

y VMO

y Porters Five Forces Model

y PESTEL Analysisy Marketing Plan

y FCB

y IMC

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Housing Society: Parameters

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y 5 minutes from rail/bus (3 cr)

y 2 BHK (3 cr)

y Unfurnished flats (1 cr)

y Right in the city centre (2 cr)

y

Ample parking space (4 cr)Play park (3 cr)

y Fairly good reputation. People trust you. People can expect to takepossession of their flats on time.However, construction quality seemsdoubtful (2 cr)

y Builder has some experience (3 cr)

y Security services (3 cr)

Mr. Fixitall (Carpenter, Plumber etc.) (5 cr)

y Promotion budget (1-3 cr)

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VMO

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y Vision

To serve people by actively undertaking infrastructure projectsthereby contributing positively to the alleviation of the Indianhousing deficit

y MissionTo become one of the top three housing developers in theIndian metros by 2015

y Objectivesy

Build quality homesy Ensure timely delivery

y Gain customer satisfaction

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Porters Five Forces Model

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y Existing firms

y Lodha Group

y Tata Housing Development Company

y New entrants

y Affordable Housingy Commercial Real Estate Developers

y Substitutes

y Houses on Rent

y

Buyersy Market Demand

y Suppliers

y Fund Raising

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PESTEL Analysis

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y Politicaly Land acquisition

y Economicy Price fluctuation

y Market demand

yProject funding

y Socialy Displacement vs. Development

y Technologicaly Construction material

y Environmentaly Disposal of construction waste

y Legaly Certifications and Documentation

y Project clearance

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y Value Driver: Convenience

y Value proposition: Guarantee of timely possession

y Core competency: Land ownership

y Sustainable competitive advantage: Land ownership

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Marketing Plan

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y Market Analysisy Real estate growth: 33%y Residential space: 80%y Offices, Shopping malls, Hotels etc: 20%

y

Consumer analysisy Professional careery Family life cycle stagey Financials

y Competency analysisy Strengths: Good reputation, trust, timely deliveryy Weakness: Construction qualityy Opportunities: Commercial spacey Threats: Experience in building construction

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Marketing Plan

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y Marketing Problem

y Selling unfurnished flats despite lack of experience and doubtful

construction quality

y

Marketing Objectivey Getting order bookings for all the flats before completion of

construction

y Receiving total payment before giving possession

y Enhancing reputation as a housing developer

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Marketing Strategy (DSTP)

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y Differentiation

Possession of flats on time

y Segmentation and Targeting

y Based on lifestyle, age, annual family income

y Based on need/benefit, age, annual family income

y Positioning

Dream home right in the city center

TargetSegment

Careeroriented (Busy)

20-30 30--40

25L

40-60 >60

Traditional(Housewife)

Retired Adventurous

TargetSegment

Convenience

20-30 30--40

25L

40-60 >60

Hustle free Spacious Holiday home

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2BHK unfurnished Flats, 5min

from Rail/ Bus

Play park, Ample Parking

space, Mr. Fixitall, Security

Permanent accommodation /

living space

Product

4 Ps

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4 Psy Place

y Housing Agentsy Corporate Officey Housing Finance companies

y

Pricey 18 20% margin on projecty 60 75 lacsy Market situation

y Promotiony Budget: 3cry ATL:Hoardingsy BTL: Brochures, Commissions to Agents, Commissions to partneringHFCs

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Emotional

Low involvement

High involvement

Rational

FCB

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IMC

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y Hoardings

y 10 high traffic Bus/Railway stations for a quarter (2.5 cr)

y Brochures (2 lacs)

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Thank You