marketing mix for corporate homes.pptx
TRANSCRIPT
PowerPoint Presentation
Marketing Mix for Corporate HomesSustainable Corporate Housing from Lotus Greens
Kotlers Principles
SegmentingSegmentation Variables
Geographic
Demographic
Psychographic
Behavioural
Geographic SegmentingDividing markets into different geographic units.
Examples:
Micro Markets | Noida, Greater Noida, Gurgaon, New Delhi
Sub Micro Markets | NPR, SPR, Sector 89, Sector 15,16,17, Dwarka
Proximities to office location Hubs
Population Density: rural, suburban, urban
Demographic SegmentationUsing Differences or Similarities in:
Age, gender, family size, family life cycle,
Income, occupation, education, race, and religion
Ease of measurement and cluster formation.
Psychographic SegmentationPartitioning of the prospective buyers based on lifestyle and personality characteristics
Using psychology and demographics to better understand consumers.
Use AIO inventories (Activities, Interests & Opinion)
Behavioural SegmantaitonDivide buyers into groups on the basis of knowledge, attitude toward, use of, or
response to the housing product.
Roles in Buying Decision
Initiator
Influencer
Decider
Buyer
User
Occasion
Special promotions for festivals and holidays
Special products for special occasions.Loyalty Status
Nonusers, ex-users, potential users, first-time users, regular users.Usage Rate
Light, medium,heavy. Eg different members of the family spend different amount of time in the houseBenefits Sought
Different segments desire different benefits from the same products.Behavioural Segmantaiton
TargetingFocusing on those consumers we have the greatest chance of satisfying.
Identifying Corporates basis:No of EmployeesArea OccupiedSalary LevelsParetos Analysis
PositioningPlace Corporate Homes in consumers minds relative to competing products
Create a customer-focused value proposition , a reason why the target market should buy the product.
Product DevelopmentControllablesQuality
Styling
Durability
Packaging
Range of Sizes
Availability & Structure of Finance
Warranties
Brand ImageUsage of Market Research for Product Development. Eg.Primary Survey, Focus Group Interviews etc.
PricingPrimary Considerations:Customer demand, costs, information, availability, competition, market profit motives, product positioning and statutory
Secondary Consideration:Line Vs. Category Pricing
PromotionIntegrated Marketing Communication (IMC) Approach
Advertising, publicity, sales promotion, personal selling, sponsorship marketing, and point-of-purchase communications
Physical DistributionCreation of a Network of ChannelsCorporate HR
Roadshows
Personalised Coverage
Value PropositionBrand, Product & CompanyTarget CustomersBenefitsValue PropositionLotus Greens Corporate HomesLifestyle Oriented, Affluent and Working in Top Corporate OrganizationsPeace of Mind, Comfort, ReliabilityHomes that provide you comfort, expanse and like minded community-family living. Where one investment is good enough for a lifetime.
Thank you !!