final presentation housing jugal

8/6/2019 Final Presentation Housing Jugal

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since 1943

Promoted by:Promoted by:

Jugal RasilayJugal Rasilay 077077

Mohammed ShahnawazMohammed Shahnawaz 056056

Himanshu SharmaHimanshu Sharma 089089

Abhishek RajbharAbhishek Rajbhar 076076

Mitesh RathodMitesh Rathod 078078

Burzin IraniBurzin Irani 032032

1



COMPANY PROFILE

2



Corporate MissionCorporate Mission

To continue to build the very best while upholding all the principles that have

become synonymous with our work:

Unmatched quality

Guaranteed customer satisfaction

On time delivery

Corporate VisionCorporate Vision

Performing highest level of quality construction, Maintaining high level of professionalism and integrity in our relationships with our professional

associates and customers to ensure customer satisfaction



"Providing our customers with the highest quality living and

outstanding levels of benefits unmatched by our competitors,

thereby engorging our market share..

Corporate ObjectiveCorporate Objective

5



PRESENT·S

6



Market analysis

0

0

0

30

3

40

Growth %

Real estate is growing considerably

due to the growth in the above

mentioned segments

Source: IBEF, UMC, : Price Water House Coopers & ULI 7



Market ShareDLF

Unitech

Anant Raj

Parsvanath

Developers

Certus

S r. No. M a jor pla y e r s

1. D L F

2. U n i t e c h

3. Ce r t us

. A n a n t R a j

5. P a r s v a n a t h D e v e lo p e r s

Source: IBEF

Competitor Analysis

8



Generic Marketing Strategy

9



Consumer Analysis

Growing club of millionaires in India @ 51.2%,currently numbering 1.27 lacs

Need for super luxury villas unmet currently

Double digit growth of Super luxury cars like Rolls-Royce(3.9- .1 cr.), Bentley(3.5cr.) and Maybach (5 cr.) indicates the spending trend of our target audience

Emergence of First Generation Entrepreneurs in India

Growth of Reverse migration @ 2% YoY: NRIS & PIOs desire to own a house inIndia that conveys their wealth

Survey suggests stalwarts from traditional business families want to have theirown space with world class amenities along with security

S ource: World Wealth report, Merrill lynch & Capegemini



Competency Analysis

Expertise of over 68 years indevelopment of residential projects

Exotic architecturaldesign and

implementation

Technical consultant

to Al-Burj, Dubai

Developed theme based residential projectsearlier including Certus Green, NoidaCertus

Dessertia, Jaipur

Use of most advance

technology in constructionbusiness

Exclusive users of

squinter steel(non rust)

11



SEZ Act to Boost Infrastructure Development

FDI Liberalization to Augment Industry Growth

REITs and REMFs Positively Affected Real Estate BusinessPolitical

Growth in Construction Activity Stimulating GDP Growth Rate Hikes Unlikely To Slow Down GrowthEconomical

Rising Urbanization to Boost Industrial Growth

Green buildings in IndiaSocial

Low Technology Adoption to Hinder GrowthTechnological

PEST Analysis of Real Estate Industry



Problem Analysis

MoEA

Gettingclearance

MaintainingEnvironmentalbalance

Displacement

Rehabilitationof villagersdisplaced bythe project

Social activism

Land

Acquisition Post Payment

woos

Smoothtransfer of rights

Credit

�HUGE amount

of loan to be

arranged

13



FCB Grid

1



Porters Five Forces

High level of

bargaining in terms

of customization

Amby Valley ,

Lavassa and DLF

Green etc.

Entry of MNC¶s like

Aker construction

London since 1883

Supplier

bargaining for

inflated pricing



SWOT Analysis

1616

Strengths:

�Brand value

�Huge supplier base ensures a fixed raw material cost.

�Experienced and dedicated management

�Strategic location

�Scale of operations

�70 Fortune -500 clients out of a total of 110 corporate clients

Weakness:

�Scarce parallel products to support during times of bad economy

�Heavily dependent on the performance of the real estate market and

real estate financing



SWOT Analysis

1717

Opportunities:

� First mover advantage

� Expansion of business in other parts of India

� Tapping rapidly growing segment of multimillionaire

� Expected growth of luxury housing to grow by 30% CAGR next five

years

Threats:Threats:

�� Increasing competition from regional playersIncreasing competition from regional players�� Uncertain economic condition adversely affecting housing demandUncertain economic condition adversely affecting housing demand



Q1

FY12

Q2

FY12

Q3

FY12

Q4

FY13

Q1

FY13

IOMLAINE 7 1 19 29 31

Certus : percentage wise Sales to be booked in Qtr.

Note:

Figures in % age

Recessionary factors taken into account booking & construction projects

starts Jan 2 12

Marketing objective

18



Amphitheater

Amphitheater

Differentiation



Segmentation

RealEstateSector

CommercialOffice space

Residentialspace

Lifestyle

Traditional

family

Joint

family

Pro-west

family

HNI/PIO EntrepreneursBusinesstycoons

celebrities

Nuclearfamily

Needbased

Retailspace

Hospitalityspace

SpecialEconomic

zones

Target segment :Net worth greater than Rs 50 cr.

2 ¡



Target audience profile

Keshub Rana,

Age: 38

Net Worth: $ 46.4million

Chairman :C

HEMSEM group of companies.He is the fourth-generation head of $700.6

million Junagad based chemicals company.

Putting up a Greenfield acrylic facility in

Egypt, enhancing the Alexandria Carbon Black

Operation also in Egypt, this father of two,

moves in a Bentley ,loves to take out kids tohiking and camping, believes in living with

nature, Wife Sonali Rana loves promoting

events and organizing fashion shows they both

share the passion of Bollywood movies

21



Key

Success

Factors IOMLAINE

Amby

Valley Lavasa

Magarpatta

Hyderabad

DLF Green

Noida

India bulls

Sky

Product

innovation 9 5 2 7 1 3Customer focus 10 2 6 3 5 7

Customization 9 1 3 2 0 4

Economies of

scale 1 6 1 5 8 5

Distribution 6 3 7 3 4 2

Total rating 35 17 19 20 18 21

Competitor Analysis

Research report by A.C Neilson

Preference Mapping

Rating Scale 1 to 10



Positioning

L

uxurious and exoticL

uxurious and exoticVilla¶s amidst mother Villa¶s amidst mother

naturenature

23



Value Proposition

You

YouDeserveDeserve

CompletenessCompleteness



Product

25

�State-of-the art ultra modern Villa city coming with all the perceivable amenities

and benefits of the world

�Customized as per customer needs and aspirations

�Gym, Swimming pool and Yoga centre in every villa

�Personal golf course

�The concept and architecture design by Alexandria Demarche, winner of

Best Architecture Design at Stockholm Architectural Society year 2010



26

Product



Product

Swimming pool

GymnasiumGolf course Gymnasium

Swimming pool Yoga centre



Place

28

Free from hustle bustle, noise &

pollution of cityLocated at the foot hill of

Karkora Hills

Surrounded by lush green forest

and Nigel lake

Contains the majestic

Kamta Devi falls



29

Creative Strategy

*VILLA IOMLAINE *



Price

30

Creative Strategy



Price

31

Creative Strategy

YOU HAVE TO DESERVE IOMLAINE



Price

³³CCompletenessompleteness

starts @ Rs 600 millionsstarts @ Rs 600 millions´

32



Level Objectives Strategies

Media70% reach to be created

and 3+ frequency

Media strategies in support

of Special Activities

Advertising

Concentration on 80%advertising on reach to

niche market and 60% on

knowledge and 30% on Site

Visit

Reminder Advertising for aniche market

Sales Promotion

Highest concentration on

Sales promotion to reach at

the most niche market

buyers.

Need for super luxury villas

unmet currently

33

Media Objective & strategy



34

BTL

80%Sponsorship

PR

Personal

Selling

Lobbying

Buzz mktg

ATLATL

20 %20 %

Print

Out of

home

Media dget ll cati



Promotional Mix

35

Print : Rs. 60 lacs

1. Magazine

Lifestyle and Business Magazine: Living Etc, Forbes India, Life,

Casaviva, Libas International, Dare, Inc. India In-flight magazine : Jet airways and Kingfisher airlines Budget allocated : Rs.20 lacs

Ad size : First page on right hand side

2. Newspaper

Times of India, HT and DNA Estate Budget allocated : Rs. 40 Lacs Front full page



OOH:

Posh locations in Mumbai such as Pedder Road, Malabar Hill, etc.

Bill boards at International & Domestic Airport

Budget allocated : Rs. 20 Lacs

PR Events:

� Socialite gatherings(page 3) : Rs 1 cr� Mumbai Open Tennis Championship & Mumbai Durby

sponsorships :Rs 75 lac

� Hold IOMLIANE Mumbai Open Golf Championship: Rs 75 lacs

Buzz & Viral Marketing :� Carried by out sourced agency

� Budget allocation Rs 50 lacs

� Pre-launch and strategically decided dates

Promotional Mix



Thank You

final presentation housing jugal

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