EMBA Grp III Real Estate Amit

8/2/2019 EMBA Grp III Real Estate Amit

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“Your First Home Purchase Made Easy”



XYZ Developers

Branding & Marketing campaign

Amit Dalmia

Arnab Maiti

Anu Gupta Subhandu Daksi

Tridib Choudhury

Anand Chandran



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



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



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”



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.



Marketing Planning

• Situation analysis

• Problem analysis

•

Objective analysis• Strategy analysis

• Tactics analysis



SITUATION analysis (Anand to fill up)

• Market

• Consumer

•

Competitor• Competency

• Macro socio-economy

• Social trends



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



Marketing plan

• Situation Analysis

• Problem Analysis

• Objective Analysis

• Strategy Analysis

• Technique Analysis



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



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



Objective Analysis

• Prime focus to build affordable 1 / 2 BHK

Apartments

• To have sufficient Skilled labour and

expertise in value engineering



Strategy planning

• Differentiation:- targetting sale at lower price

compared to competitors (creating name in

the market)



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



Techniques analysis

• Product

• Price

•

Promotion• place



Product

• 1 / 2 BHK

•

Basic Amenities



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)



Promotion

• Newspapers (Advt)

• Real Estate Property Magazines.

•Hoardings

• Online advertisements

• Social media promotion

•

Bulk SMS



Place



FCB Grid



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.



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



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



Positioning

High Price

High Amenities

Low Price

Few Amenities



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.



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.



Thank you

EMBA Grp III Real Estate Amit

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