HOUSING COMPLEX PROJECT
1. Private owned Real Estate Developer established in 1989
2. Development of 15 million sq ft of Prime Real Estate spread
...
INTRODUCTION
• Vision
Our vision is to be a leader in the residential construction
segment promoting the value of Eco frie...
• SUSTAINABLE COMPETITIVE ADVANTAGE
Extending Eco friendly approach to other avenues like Hospitality, Resorts,
Malls in n...
GENERIC MARKETING STRATEGY
• Broad differentiation - Appeals to masses with
functional excellence
• Differentiated eco-fri...
Value Driver Value Proposition Value
Chain Analysis
Core Competency
Sustainable Competitive
Advantage
Inference from Porter’s Five Forces Model
• Threat from new entrants is high as a result of which
we will adopt an extensi...
PESTEL ANALYSIS
MARKETING PLAN
• Situation Analysis
• Problem Analysis
• Marketing Objective
• Marketing Strategy
• Marketing Tactics
SITUATION ANALYSIS
1. MARKET ANALYSIS
• Aspiring Upper Middle Class
• Rise in purchasing power
• Ease in availability of a...
2. CONSUMER ANALYSIS
• Emergence of nuclear family system
• House as an ‘Investment’ option
• Long term housing loans (eas...
3. COMPETITION ANALYSIS
• Other builders- Raheja, DLF, Parsvnath
• Market share
• Local builders
SITUATION ANALYSIS
SITUATION ANALYSIS
DLF
• Largest Real Estate Developers
• All classes- residential, retail, commercial
• Developed >220mn ...
4. MACRO SOCIO - ECONOMIC
• Migration of upper middle class in urban cities for better
working opportunities
• Convenience...
SITUATION ANALYSIS
5 COMPETENCY ( S W O T) ANALYSIS
I Strength
• Eco friendly (optimal usage of natural resources)
• Proxi...
( S W O T) ANALYSIS
III Opportunity
• Robust demand for Residential homes
• Consciousness of Eco Friendly housing
IV Threa...
MARKETING PROBLEM
• Variety of choices available for the consumer
• Inflation and recession
• Soaring real estate prices
M...
SEGMENTATION
Comfort Convenience Hygiene Budget
25-34 years
5-15 lakhs
35-44years 45-54 years
16-30 lakhs 31-50 lakhs
MARK...
I. TARGETTING
Salaried couples preferring convenience of travel ,between age
group of 35-44 years, earning approximately 1...
MARKETING TACTICS
I. PRICE
A 2BHK flat in the city center area in the range of
Rs.1.5 to 2 Crores
II. PRODUCT
An eco frien...
• ‘Think Feel Do’ approach which includes ‘High
Involvement’ and ‘Rational’ thinking
• Cognitive - Rainwater harvesting, s...
MARKETING TACTICS
Inference –
• Making 70% of the population aware about Eco friendliness
and converting 30% to buy the fl...
MEDIA STRATEGY
I. OBJECTIVE
• To reach 70% of target audience with a budget of Rs. 1.8 crs
• Concentration on extensive ad...
MEDIA STRATEGY
II. TARGET AUDIENCE
• Nuclear family, career oriented professional couple, between
the age-group of 35-44 y...
MEDIA STRATEGY
IV. MEDIA MIX
1. Newspapers(Times Property), magazines
2. Outdoor- Hoardings, Flex Advertisements
3. Radio ...
Objective – To covert 30% of people to book flats, before the actual
construction starts
Tone of Voice – Warmth and specif...
ADVERTISING STRATEGY
• Long Media format like Newspapers, magazines lighting
informative content
• Application of short me...
05 ecoconnect Integrated Marketing Communications IMC RoadMap
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05 ecoconnect Integrated Marketing Communications IMC RoadMap

  1. 1. HOUSING COMPLEX PROJECT
  2. 2. 1. Private owned Real Estate Developer established in 1989 2. Development of 15 million sq ft of Prime Real Estate spread over 50 projects located in and around Mumbai 3. Product portfolio includes Residential and Commercial Complexes 4. ISO – 9001 – 2000 certified from American Quality Assessors (AQA) ECOCONNECT CONSTRUCTIONS – AN OVERVIEW
  3. 3. INTRODUCTION • Vision Our vision is to be a leader in the residential construction segment promoting the value of Eco friendly homes • Mission To build homes that are eco friendly; are safe, secure, well designed physical spaces that have a freshness of approach and easy access to vital facilities which make living a joyous experience • Objective Providing eco-friendly homes and increasing the market share in the residential segment by 25% till 2016
  4. 4. • SUSTAINABLE COMPETITIVE ADVANTAGE Extending Eco friendly approach to other avenues like Hospitality, Resorts, Malls in next ten years • CORE COMPETENCY Providing eco friendly homes to our valued customer • VALUE PROPOSITION Eco friendly houses at an affordable cost • VALUE DRIVER Eco friendliness VALUE CHAIN ANALYSIS
  5. 5. GENERIC MARKETING STRATEGY • Broad differentiation - Appeals to masses with functional excellence • Differentiated eco-friendly houses will satisfy the needs of the customers through having a sustainable competitive advantage • Sustainable competitive advantage - Eco-friendly homes at affordable prices giving buyers value for money
  6. 6. Value Driver Value Proposition Value Chain Analysis Core Competency Sustainable Competitive Advantage
  7. 7. Inference from Porter’s Five Forces Model • Threat from new entrants is high as a result of which we will adopt an extensive advertising strategy to increase our brand equity and offer low prices indirectly creating entry barriers • Adoption of an intensive creative strategy to withstand high competition by conducting seminars / workshops on eco-friendliness during exhibitions and sponsoring events • Creating a marked differentiation as providers of eco friendly homes in the minds of the consumer
  8. 8. PESTEL ANALYSIS
  9. 9. MARKETING PLAN • Situation Analysis • Problem Analysis • Marketing Objective • Marketing Strategy • Marketing Tactics
  10. 10. SITUATION ANALYSIS 1. MARKET ANALYSIS • Aspiring Upper Middle Class • Rise in purchasing power • Ease in availability of affordable finance • Favorable reforms by government (rise in FDI) • Real estate growing at the rate of 33% Compound Annual Growth Rate
  11. 11. 2. CONSUMER ANALYSIS • Emergence of nuclear family system • House as an ‘Investment’ option • Long term housing loans (easily available) have encouraged the growth of consumers in Housing sector SITUATION ANALYSIS
  12. 12. 3. COMPETITION ANALYSIS • Other builders- Raheja, DLF, Parsvnath • Market share • Local builders SITUATION ANALYSIS
  13. 13. SITUATION ANALYSIS DLF • Largest Real Estate Developers • All classes- residential, retail, commercial • Developed >220mn sq. ft of Built Up Area K. Raheja Corp. • Residential, retail, commercial asset classes • Developed >5mn sq.ft. & planning for 13mn more sq.ft. BUA Parsvnath Developers • 46 cities- 17 states • 81mn sq.ft. area under construction scope for 200mn sq.ft. • IT parks and 12 SEZs are under plan
  14. 14. 4. MACRO SOCIO - ECONOMIC • Migration of upper middle class in urban cities for better working opportunities • Convenience of purchasing a flat over building a home • Aspiration of owning a house at a younger age • More Financial and Insurance Institution’s support • High registration and stamp duties levied by the government SITUATION ANALYSIS
  15. 15. SITUATION ANALYSIS 5 COMPETENCY ( S W O T) ANALYSIS I Strength • Eco friendly (optimal usage of natural resources) • Proximity to railway station and bus stops • Strong financial credibility with financial institutions II Weakness • Project located in the midst of the city • Space for leisure and recreation • Limited green cover
  16. 16. ( S W O T) ANALYSIS III Opportunity • Robust demand for Residential homes • Consciousness of Eco Friendly housing IV Threats • Existing players SITUATION ANALYSIS
  17. 17. MARKETING PROBLEM • Variety of choices available for the consumer • Inflation and recession • Soaring real estate prices MARKETING OBJECTIVE Providing eco-friendly homes and increasing the market share in the residential segment by 25% till 2016
  18. 18. SEGMENTATION Comfort Convenience Hygiene Budget 25-34 years 5-15 lakhs 35-44years 45-54 years 16-30 lakhs 31-50 lakhs MARKETING STRATEGY
  19. 19. I. TARGETTING Salaried couples preferring convenience of travel ,between age group of 35-44 years, earning approximately 16-30 lakhs p.a, in need of a 2 BHK unfurnished flat II. POSITIONING Eco-friendly way of living III. DIFFERENTIATION Efficient usage of natural resources ( use of solar panels to generate electricity for lighting, rainwater harvesting, day care center, vermiculture) MARKETING STRATEGY
  20. 20. MARKETING TACTICS I. PRICE A 2BHK flat in the city center area in the range of Rs.1.5 to 2 Crores II. PRODUCT An eco friendly 2 BHK with parking facility and play parks III. PLACE Housing complex located at 5 min. walking distance from railway station and bus depot in urban area
  21. 21. • ‘Think Feel Do’ approach which includes ‘High Involvement’ and ‘Rational’ thinking • Cognitive - Rainwater harvesting, solar power generation • Affective - This leads to low maintenance cost • Connative - Making this conviction of eco friendly lifestyle the use of alternative natural resources MARKETING TACTICS 70% 30%
  22. 22. MARKETING TACTICS Inference – • Making 70% of the population aware about Eco friendliness and converting 30% to buy the flats • This would require long media formats with large contents like newspapers • Short formats like radio jingles
  23. 23. MEDIA STRATEGY I. OBJECTIVE • To reach 70% of target audience with a budget of Rs. 1.8 crs • Concentration on extensive advertising 6 months prior to ‘Bhoomy Poojan’, in and around Mumbai, with a frequency of 3+ exposures per individual More Frequency of Adv Multiple Exposures Huge Competition More Sales
  24. 24. MEDIA STRATEGY II. TARGET AUDIENCE • Nuclear family, career oriented professional couple, between the age-group of 35-44 years earning 16-30 lakhs p.a, looking for Eco friendly homes that give them value for money III. MEDIA TARGETABLE NUMBER • Frequently advertising through ‘Times Property, HT estate’ (long format newspaper copies) • Hoardings to make the homes look appealing • We need to convert 30% for initial booking the flats within 6 months before ‘Bhoomy Poojan’
  25. 25. MEDIA STRATEGY IV. MEDIA MIX 1. Newspapers(Times Property), magazines 2. Outdoor- Hoardings, Flex Advertisements 3. Radio jingles 4. Exhibitions
  26. 26. Objective – To covert 30% of people to book flats, before the actual construction starts Tone of Voice – Warmth and specific(informative) • Two pronged strategy highlighting rational and emotional benefits • Employing long media format exhibiting the following features : - Eco-friendly lifestyle with an insurance cover - Utilization of alternative energy resources - Green Rating certified - Wi-Fi Provision, CCTV - Affordable EMI, tie up with banks CREATIVE STRATEGY
  27. 27. ADVERTISING STRATEGY • Long Media format like Newspapers, magazines lighting informative content • Application of short media formats highlighting emotional benefits like: - Day care centers - Play and Park - Scene of Dream home

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