final mm plan
TRANSCRIPT
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PRESENTS
Utopiahe art of perfection
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REALESTATE OVERVIEW..
Real Estate involves commitment of fund towards
property
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OURVISION
To grow and retain market leadership
To provide Resilient and Inclusive
communities through better homes and
housing services
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OURGOALBusiness Goals
Strategic Goals
Tactical Goals
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OURVALUESRespect
Transparency
Integrity
Excellence
Diversity
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CORPORATEOBJECTIVES To Constantly improve our homes and services.
To Increase the supply of quality affordable
homes that people choose to live in
To Work in the pursuit of continued
development and growth
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MARKETING PLAN Product life cycle
Target Segment
SWOT Analysis
Strategies: 5 Forces Model and Pestel Analysis
Marketing Mix
Edge over competitors
Budget
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PRODUCTLIFECYCLE
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PRODUCTLIFECYCLE
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TARGET SEGMENT
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TARGET SEGMENT
Target Segment
Bachelors Couples Families
25-30 yrs 30-35 yrs 35-40yrs
8-10 Lacs10-12Lacs
12-14Lacs
14-16Lacs
40-45yrs
Demographic Segmentation
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SWOT ANALYSIS
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SWOT ANALYSIS Strengths:
Introduction of different schemes for housing loans
Location of the complex in the city
Near to wide variety of transports
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SWOT ANALYSIS CONTDWeakness:
Noisy locality
Rush hour traffic congestions near locality
Fall in new home buyers due to market trends
Lot of competition in this part of the city
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SWOT ANALYSIS CONTD
Opportunities:
Demand
Increase awareness about housing services
Design and innovation due to increase in
competition
Insufficient experience among smaller agencies
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SWOT ANALYSISCONTD
Threats:
Recession
Regulatory hurdles
Cluster of mixed income population
Increased construction cost
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5 FORCESMODEL
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5 FORCESMODEL
Low Bargaining power of the customer, high
bargaining power of the Supplier
Low threats of substitutes, but high threats of New
entrants
The competitors available are less but are intense
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5 FORCESMODELINFERENCE..
High market position, due to innovative design, lots
of amenities and quality product
Threats for new entrants is not as intense as threats
from competing rivals.
High competency due to a pool of large existingcustomer, and due to already presence of vast well
differentiated product
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PESTANALYSIS
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PESTANALYSIS
Political
Governments regulations and policies in favour
of real estate sector.
Heaviest tax imposed on the construction
industry.
FDI experience in Indian real estate market.
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PESTANALYSIS
Economical:
Inflation levels
Interest Rates
Provides further Liquidity
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PESTANALYSIS
Social:
Increase in consumption.
Urbanization.
Increase in per capita income (current prices).
Rise in Demand for Quality Housing Projects
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PESTANALYSIS
Technological Factors:
Internet revolution
Media
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4PSMARKETINGMIX/TACTICS
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4PSMARKETING
Product:
Large French windows in deck
Lavish bay windows in bedrooms
Temple
Fire sprinklers n detectors
Clubhouse with various facilities
Multilevel parking
Recreational garden
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4PSMARKETING
Place:
Located in the Midst of the city
Opens up to the view of the Mumbai Mountain
30 mins drive to Airport
Near to Major Riksha and Taxi Stand
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4PSMARKETING
Price:
Value for money, highest quality for the priced offered
Easy in house loans available
Special structured, interest rates for Govt. Employees
Discounts and benefits in Interest rates for Reference
Buyers
Some Percentage of Flats, available for rent, directly
from Horizon Developer, preplaced with amenities
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4PSMARKETING
Promotion:
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PRICINGSTRATEGIES
AREA RATE PER
SQUAREFEET
UNFURNISHED
FLAT
FURNISHED
FLAT
1 BHK 500 square
feet
3000 15Lakhs 20Lakhs
2 BHK 1000
square feet
3000 30Lakhs 35Lakhs
3 BHK 1200
square feet
3000 36Lakhs 40Lakhs
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EDGEOVERCOMPETITORS
Energy efficient building
Affordable pricing in the prime area of Thane
Strategically located between eastern and westernhighway
Excellent railway connectivity
Number of schools, colleges & entertainment hub
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BUDGETWe are planning to spend 10 to 15% of our venture
into promotion and marketing. Thats is
approximately 8 to 12 cr.
Advertisement Hoardings : 3 crores
Advertisement on Buses : 1.5 crores
Railways : 1.5 crores
Radio FM :1 crore
Newspapers : 2 crores
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Summary Primary objective :Interest of the consumers.
Design a marketing plan which benefits thecompany.
Focus was driven towards developing a goodhousing society at an affordable price.
Marketing models like five forces model,4 Ps of
marketing , SWOT Analysis etc. were kept in mindwhile designing our Marketing plan.
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THANK
YOU