Download - EMBA Grp III Real Estate Amit
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“Your First Home Purchase Made Easy”
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XYZ Developers
Branding & Marketing campaign
Amit Dalmia
Arnab Maiti
Anu Gupta Subhandu Daksi
Tridib Choudhury
Anand Chandran
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Broad guideline (to be deleted)
• Location: 15 min away from Railway Station (3 Cr) – Convenience (working
class)
• 2 BHK Flats (3 Cr) – Nuclear family with 1-2 kids, Middle Income Group
• Unfurnished Flat (1 Cr) - Affordable
• Right in the City Center, with all the hustle and bustle (2 Cr) – All theamenities at stone’s throw distance, for career oriented couple, old retirees
• Amenities: Ample Parking Space + Play Park + Landscape Garden (4+3+3 =
10 Cr) – Differentiator from other builders in city, convenience – not at he
cost of nature and comfort
• Ruthless Builder, Uses Goondas, have killed two builders. (2 Cr) – Keepsthe budget under control, passes on the benefits to the buyer
• Some Experience (3 Cr) – helps in affordability of the project
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Vision, Mission & Corporate Objective
VISION
To become the best value housing provider
MISSIONTo bring hassle free affordable luxury and comfort living tothe first time home buyers, in a greener way
OBJECTIVETo become the trusted name of choice for affordable luxuryhousing
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Value Driver –
“Real Estate Company for first-time home buyers
”
Value Proposition
“Convenience and Comfort within your Budget”
Core Competency
“Experience and Skilled workforce that is Paramount toretaining the trust of our customers”
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Value Chain Analysis
• Directly acquiring Raw-material from the manufacturers hencecutting down the intermediaries
• Investing in specially designed Inventory management system
that reduces the carrying cost with just in time delivery from thevendors
• The standard real estate commission is 2% of the selling price,
with 1% going to the buyer's agent and 1% to the seller's agent.
• XYZ here will eliminate this by discouraging the broker sales and
going directly to first time home buyers and passing on this disc to
them.
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Marketing Planning
• Situation analysis
• Problem analysis
•
Objective analysis• Strategy analysis
• Tactics analysis
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SITUATION analysis (Anand to fill up)
• Market
• Consumer
•
Competitor• Competency
• Macro socio-economy
• Social trends
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Pest analysis
• Political:- IOD, Building Commencement Certificate, MOEF, OccupationCertificate
• Economic:- Fluctuations in prices of inputs (cement & steel), changes in demand,Political scenario, stamp duty & registration charges, Service tax
• Social:- Credibility of company, perceived image of property developed
• Technical:- Pre-structured blocks, mixture of cement & sand, RMC, Pre-fabricated steel, Mivan Structures, Pre-fabricated structures
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Marketing plan
• Situation Analysis
• Problem Analysis
• Objective Analysis
• Strategy Analysis
• Technique Analysis
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Situation analysis
• Market : Higher Middle Income Group
• Competitors : Mantri, Oberoi’s, Raheja Universal are the main competitors to ourbusiness as they are introducing new projects in the same sector / area
• Consumer : new market trend is towards bungalows, as it marks of status andpeople don’t want to share their things
• Competency analysis : first mover advantage in Goregoan but competitors doexist. Although we are selling the apartments at lower price than the competitorswhich will create opportunity for us in future
• Comparative analysis : there is no point of comparison due to differentiation,even though from customer point of view we are selling best products ataffordable price
• Social Trend : Nuclear family concept
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Problem analysis
• Information Technology : Heavy investment tointroduce SAP system and very difficult tomaintain and upgrade new technology
• Human Resource : un-availibility of skilled workforce is not which can effect the schedule of theproject
• Expertise : Lack of experts in construction industry
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Objective Analysis
• Prime focus to build affordable 1 / 2 BHK
Apartments
• To have sufficient Skilled labour and
expertise in value engineering
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Strategy planning
• Differentiation:- targetting sale at lower price
compared to competitors (creating name in
the market)
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SWOT analysis
As this market segment & area is developed area i.e.
Goregaon the infrastructure is already in place
Also our labour & engineering resources will help togain expertise & efficient working
Tie-up with Banks / Institution to raise capital / Pvt.
Equity (PE) funds / Investors
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Techniques analysis
• Product
• Price
•
Promotion• place
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Product
• 1 / 2 BHK
•
Basic Amenities
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Price
• Selling price : 8000 – 10000 - per sq.ft
• Price per Apartment : Rs. 60 – 90 Lacs
•
+ Stamp duty & Registration charges• + Service Tax
• + Additional amenities charges as required by
customer (built-to-suit)
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Promotion
• Newspapers (Advt)
• Real Estate Property Magazines.
•Hoardings
• Online advertisements
• Social media promotion
•
Bulk SMS
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Place
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FCB Grid
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STRATEGY (DSTP)
Differentiation
• XYZ differentiates itself through its focus on the specific market niche: First-TimeHome Buyers looking for a suburban residence within commuting distance of SoBo.
• XYZ represent only individuals and couples buying their First Home, althoughothers are also welcome.
• XYZ takes a decidedly "non-slick" approach by holding careful and thoughtfulsessions with clients to answer all of their questions, as well as general informationsessions and seminars for prospective clients.
• XYZ publishes a “How To Buy Your First Home" guide on their website with thebest information from the web along with their own advice.
• XYZ seeks to align all of their activities with serving this market niche.
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Segmentation & Targeting
Segmentation & Targeting:
The ideal customer for XYZ Realtors is a young couple who have been renting a home,but now seek to move to the suburbs, although within commuting distance of CITY.
The ideal customer market for xyz Realtors has the following characteristics:
• Living in SoBo on rent
• Interested in living in Western Suburbs
• Generally aged 30 - 45 years old
• Household income of at least Rs.125,000 annually
•
Generally a married couple with or expecting at least one child• Interested in living in a beautiful place (home, neighborhood, and town)
• Feel there is a "right" home for them and that they should not have to "settle" foranything less
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Segmentation & Targeting
Segmentation & Targeting:
The ideal customer for XYZ Realtors is a young couple who have been renting a home,but now seek to move to the suburbs, although within commuting distance of CITY.
The ideal customer market for xyz Realtors has the following characteristics:
• Living in SoBo on rent
• Interested in living in Western Suburbs
• Generally aged 25 - 45 years old
• Household income of at least Rs.125,000 monthly
•
Generally a married couple with or expecting at least one child• Interested in living in a beautiful place (home, neighborhood, and town)
• Feel there is a "right" home for them and that they should not have to "settle" foranything less
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Positioning
High Price
High Amenities
Low Price
Few Amenities
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The following marketing materials and methods are used to reach the target market:
Monthly listing bulletin
Marketing kit (with versions geared towards clients and towards professional offices)
Website
Newspaper ads
Direct mail postcards
Signage outside XYZ Realtors office
"How to buy a first home" guide
Each marketing kit will feature three case studies consisting of a one page story, a photo of the
client(s), photo of the home, and testimonial statement from the client.
The website will feature three video testimonials consisting of one-minute videos narrated by a
client along with pictures of their home, the process of working with Titicus, and the Titicus
office.
Estates will ask some clients if they would be willing to take part in a testimonial/case study onemonth after closing during the follow-up meeting.
They will be offered a $250 gift certificate to a home goods store for their trouble
A professional videographer/photographer will be brought in to work on this and a freelance
writer will be employed to write the case study.
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The marketing kit prepared for professional offices will include all of the information in the
client version as well as details on the gift certificate offer. Also, the case statement will be
adjusted for this version to reflect the other benefits to their office from having a referral
relationship with Titicus Realtors.
Direct mail postcards will be sent to a target list of 1,000 individuals who currently rent in New
York City and potentially fit the ideal target market. These lists will be purchased based on
income, age, and lifestyle elements suggesting they may be looking to move to a suburb. One
postcard will be sent every other month with an invitation to the next information session. A
new 1,000 individuals will be chosen every six months.