Upload
kimlyn-pereira
View
13.603
Download
1
Embed Size (px)
DESCRIPTION
A dummy project featuring marketing concepts such as VMO, Sustainable competitive advantage, 5 forces porters model, SPOST, Media Plan etc
Citation preview
Housing Development PlanThe address says it all!
Agenda• VMO• PESTEL• 5 Forces• FCB grid• Marketing Plan
– Situation– Problem– Objective– Strategy– Tactic
• Hierarchy of effects• IMC
– Objective– Strategy– Target audience
To be a world-class construction company dedicated to customer delight
- ensuring shareholders’ interests - through reinvention of luxury residential housing- while optimizing development, construction and design and - Protecting the environment
Vision
Mission
To strengthen our position as a market leader in terms of innovation in affordable luxury residential apartments
Objective
• To capitalize 15% market share • To sell 100 Homes by 2012
Value Chain Analysis
Situation- Market Analysis• 3700 luxury flats under construction• Price range 2 cr- 7 Cr• 1/3rd of luxury houses are not sold
– Interest rates on loans have increased
– Scam– Price Bubble
Facts & Figures
Facts & Figures
Situation- Consumer Analysis• Increase in working age population• Rent vs Owned• Connectivity is essential• Stress Free atmosphere
• Increase in working age group• Independent lifestyle• Inflation• Migration of working class from other cities to Mumbai• Increase in Interest rates• Rate drop forecast
Situation- Socio Economic Analysis
• Housing property scam
Situation- Legal Analysis
Situation- Competition Analysis
Cost
High
Low
Low High
•Starcity, Vasai•MHADA
•Hiranandani•Lokhanwala•RNA
•DLF•Raheja
•EcoSpace
Problem
• 1/3rd of luxury flats not sold• Rent Index high• 10% drop in real estate market• Inflation
Macro
Micro
• Electricity and water problem• Security and safety
Differentiation
• Strategically located affordable luxury housing
Segmentation
Target Segment
• Our target segment is :-Service class earning an income of 20 Lacs and above(annual) between the age group of 25 – 60 years
Porter’s Model
Generic Marketing Strategy
• Broad differentiation– Offer open to all customers– Value for money– Additional amenities– Futuristic living
Positioning
• Futuristic living @ affordable rates
Tactic
•Aarey Milk Colony•Scenic Beauty•Connectivity•5 mins from western express highway•20 mins from airport•Less pollution
•Amenties •Swimming Pool•Multi-storey Parking•Gym•Pre-fabricated raw materials•WiFi Zone•Advanced security•Spacious balcony
•Bank Loans•Price 1 Cr•Low downpayment- Rs.10 lacs
FCB GridHigh Involvement
Low Involvement
Emotional Rationale
Media Strategy
• Audience Profile:- Nuclear Families- Well-to-do, Upper-middle class- Couples with Income of Rs 20 lacs and above p.a- require a peaceful place to get home to after a hard day's work- want safety for children- Modern taste- Place away from the hustle and bustle & connectivity
Target Audience
Media Objective
• To reach 40% of our target audience with a budget of Rs 3 Cr
Media Strategy- Two Pronged
Tactic- Promotion
Affordable 3 BHK Luxury Apartments @ Rs 5500/sq ftEasy Installments
Thank You!