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Housing project


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  • 2. Agenda• VMO• PESTEL• 5 Forces• FCB grid• Marketing Plan – Situation – Problem – Objective – Strategy – Tactic• Hierarchy of effects• IMC – Objective – Strategy – Target audience
  • 3. About Company• Vision – To enhance lives by creating great places to live of highest quality• Mission – To build world class residential estates and become most respected company in India in residential housing
  • 4. Objective• To capitalize 15% market share• To sell 100 Homes by 2012
  • 5. About Project• Project– Casamagna Township• Location – Pune Outskirts (Hadapsar)• Type – 2 BHK Affordable Housing Apartments• 14 acre plot, 7 Buildings 8-storey, 196 flats• Amenities- Play Park, Ample Parking Space• Price – Rs. 40-50 Lac
  • 6. Value Chain Analysis Sustainable Core competitive Value Proposition Competency Advantage Value Driver • Well constructed Futuristic living • Leaders in real @ Reasonable estate innovation and strategically • Innovation placed homes that rates since 1988 use our patented Admandion steel
  • 7. Situation- Market Analysis• Pune is one of the fastest growing metro• Pune is leading education hub, automobile hub and IT hub of India• Migration contributes largely to population growth• Pune Real Estate market growth rate is very high• Rapid development on city outskirts• Huge demand for flats from young professionals
  • 8. Market Supply Breakup Source: Whitepaper (Vol 1) - Apr0
  • 9. Situation-Consumer Analysis• High skilled professionals from across the country settle in Pune for work• IT professionals form majority of customers• Preference for homes near work place• Preference for township projects with amenities, parking space, modern technology, security
  • 10. Situation-Socio Economic Analysis
  • 11. Situation-Legal Analysis• Housing Property Scam• FSI issues• Government Permission
  • 12. Competitor Analysis• Major Builders- – Kumar Builders – Kolte-Patil Developers – Ganga Developers – Nyati Developers• Pune real estate market is highly competitive• Large number of upcoming residential projects
  • 13. Competitor Analysis Real Estate Distribution In Pune Others 18% Kumar Builders 35% MHADA 3% Kolte-Patil Bulders 8% Kakade builders ABIL Group 15% 21%
  • 14. SWOT Analysis• Strengths – Stress on Quality – Large Area suitable for township project – Easy availabilty of labour – 24-hr rickshaw/taxi availability• Weaknesses – Location distance is more from city centre – No Bus stop in the vicinity
  • 15. SWOT Analysis• Opportunities – Growing market and huge demand for affordable housing – New IT SEZ being constructed nearby – Proposed new link road• Threats – Large number of Competitors – Slum area near the project location – Economic downturn – Growing prices of land, labour, resources
  • 16. SWOT Evaluation
  • 17. PEST Analysis• Political – Land acquisition constraints – FSI constraints• Economical – Recession will affect demand and loan payments – Profit margin will be affected due to competitors – Interest rates on housing loans
  • 18. PEST Analysis• Social – Problem of slum area• Technical – FSI constraints – Electricity and water supply problem due to location away from city
  • 19. Positioning• Affordable township housing for mid- income and upper middle income groups• Stress-free experience in peaceful environment• Located in the developing area of the city
  • 20. Target Segment• Working class and white collared corporate people• Affordable and stylish homes for young and IT professionals
  • 21. Differentiator•Natural and healthy environment withmodern facilities•Strategic location•Developing as shopping hub of city•Emergency facilities like hospitals, firebrigade, etc•Near from Pune Solapur Highway
  • 22. Promotion Plan• Advertisements – Roadside Boards on nearby highway – Hoardings on Electric Pole on a road to the project• Real Estate Exhibitions• Newspaper Ads• Radio Ads• Value added services like low interest loan