IMC PLAN FORGREEN ROOFS

BY:PRAVEEN KUMARANUJA DIXITMRIDUL SHARMASUNITA YADAVMANISH KUMARSAMBATH HARI

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MARKET ANALYSIS

Cont..

High Growth Rate in Indian Economy- 7.5%

Real Estate Sector CAGR-33% 2004-2010

50 bn USD Market Size in 2010

Per Capita Income Increasing

Demand For Residential Flats increasing

Current Shortage of Housing units 19.8mn

Growing Urban Population

Growth in supporting Sectors(IT & ITes, Hotels, Logistics etc)

Consumer Analysis

Consumer buy once or twice in a lifetime

Buy when consumer become financially stable

Good schemes and offers

Consumer looking for good investment and value for money

Competitors Analysis

Major Players:-

K. Rahejaa Group

Arun Dev Builders

D. S. Kulkarni

Ansals API

Competitors price is high for the same flats

Everybody is providing same amenities like Play Park, Gym. But we are providing some extra amenities like A Library, Table tennis, Cards room, Pool Table , Ultra modern Clubhouse and Community Hall .

SWOT Analysis

Strengths:

Good Reputation in marketplace

15 year Experience.

Good Delivery

Track record – successful assignments

Right in the city centre

Near by Railway Station & Bus Stop

Highly Competitive Prices

Near by Hospitals, Shopping Centers & Schools

Weaknesses:

Problem in Financing

Sales people not available

Opportunities:

High potential in the affordable housing sector.

Scope for good advertising

FDI allowance in Real estate.

High Income Individuals are increasing

Threats:

Number of players in market

High Competition

Differentiation

We are the only one who are providing inverter in each flat.

Segmentation

RESIDENTIAL

LOW COST MARKETING

MID MARKET HOUSING

PREMIUM HOUSING

MIDDLE CLASS

UPPER MIDDLE CLASS

ELITE CLASS

10 – 20 MILLION

20 – 30 MILLION

30 – 40 MILLION

40 – 50 MILLION

INVESTOR

Targeting

Nuclear Family having monthly income more than Rs.80,000

Medium scale businessman

Professional working in MNCs

Positioning

Well designed luxury homes & Value for money

Market Tactics(4P’s)

Product: 2BHK Flats

Semi Furnished

Modern Amenities

Electricity through solar energy

Gym, Play Park, Ample Parking Space

Price: Rs 50 Lakh

Available on instalment basis rate of intrest-8% comparativly 8.5%in market

Pricing strategy

Cost plus

Elasticity

Keeping an eye on rivals

Place: Shivaji Nagar Pune

PromotionMarketing budget for promotion :2 crore

ATL (60 %)

Print

OOH

Radio

television

BTL(40%)

Real estate trade fair

Fashion show

Online advertising

THANK YOU ANY QUERY ….