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SKYLINEPOWAI Sales & Marketing Finale Presentation

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Sales & Marketing Finale Presentation

Sales & Marketing Finale Presentation

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  • 1. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 1
  • 2. "It isn't sufficient just to want — you've got to ask yourself what you are going to do to get the things you want.” - Franklin D. Roosevelt 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 2
  • 3. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 3 “ To be successful, one doesn’t need to do different things… … one just needs to do things differently!” – Oscar Wilde
  • 4.
    • The ‘ SKYLINE GROUP’ is the fruition of a merger between 4 dynamic groups...Sharma’s, Dave’s, Daisaria’s & Tater Groups, all having proven presence, in real estate, since more than 3 decades
    • Created homes for over 1.5 lakh families, untill date
    • 32 acres to be developed on a hill-site in Powai, in the premium & super-premium categories
    • Will start with 2 Towers of 30 Stories with 100 luxurious villas of 4-5 BHK, total area to be developed is 1.2 million sq. ft.
    • Much better version of Galleria to be developed
    • World-class School to be developed
    • Current estimated value of all the project, at least of Rs 7,000 crores
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 4
  • 5.
    • Long-term:
    • Be the top & most sought-after ‘Landmark SKYLINE’ Developers’ in the country within 3 years
    • Mid-term:
    • Add more ‘Glitter’ to the already shining ‘ SKYLINE’ of ‘Powai’ & Mumbai, within 2 years
    • Short-term
    • Booking all the premium & super-premium 100 villas before December, 2010
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 5
  • 6.
    • India's wealthy population crossed one-lakh mark in 2009, Press Trust of India (New York) June 23, 2010, 17:30 IST!!!
    • India's population of HNWIs (High Net Worth Individuals) grew by as much as 51% to over 1.26 lakh in 2009, riding on the surge in market valuations & improved economic growth
    • According to the 2010 Merrill Lynch-Capgemini World Wealth Report, in India, the number of HNWIs with minimum investable assets of $1 million (around Rs 5 crore) rose to 1,26,700 by the end of 2009 compared to just 84,000 in 2008
    • India also has a relatively high market-cap-to-GDP ratio (twice its GDP) & its stock-market capitalisation more than doubled in 2009, after dropping 64.1% in 2008, the recovery was also underpinned, however, by the strong outlook for India's underlying economy
    • Among Asia-Pacific markets, Hong Kong & India led the pack, rebounding from mammoth declines in their HNWI base & wealth in 2008 due to strong growth of their stock markets
    • Wealth of Asia-Pacific HNWIs rose to $9.7 trillion by the end of 2009, a 30.9% increase over the previous year
    • *HNWIs are defined as those having investable assets of $1 million or more, excluding primary residence, collectibles, consumables & consumer durables
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 6
  • 7.
    • Interestingly, for the first time-ever, the wealth of Asia-Pacific HNWIs surpassed that of Europe's HNWIs ($9.5 trillion) in 2009. In Asia-Pacific, China & India will continue to lead the way, with economic expansion & growth likely to keep outpacing more developed economies. The region's HNWI growth is likely to be the fastest in the world as a result
    • China continues to have the world's 4th largest HNWI base of 4,77,000 wealthy people at the end of 2009
    • Overall, the world's population of HNWIs grew 17.1% to one crore in 2009, returning to levels last seen in 2007, despite contraction in the world GDP
    • Global HNWI wealth similarly recovered, rising 18.9% to $39 trillion, with HNWI wealth in Asia-Pacific & Latin America actually surpassing 2007 levels
    • The global HNWI population, nevertheless, remains highly concentrated in the US, Japan & Germany, which accounted for 53.5 % of the world's HNWI population at the end of 2009, down slightly from 54% in 2008
    • Australia became the 10 th largest home to HNWIs after overtaking Brazil due to a considerable increase in wealth
    • Wealth of ultra-HNWIs, having investable assets of $30 million or more, also increased in 2009 & accounted for 35.5% of global HNWI wealth
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 7
  • 8.
    • India’s growth in sync along with other BRIC Nations
    • Government policies continue to encourage Infrastructure & Housing Sectors for all terms (pun intended)
    • Government is aiming for double-digit growth & is confident about achieving it sooner than later
    • More people are preferring to buy-out to avail of rebates & try ride the resurgent realty wave again
    • Contrast in preferences…
      • Middle-class are generally preferring 1-2 BHK over 3 BHKs as…
        • Cost of owning & maintaining a flat has gone-up considerably
        • Jobs are increasingly getting ‘Americanised’ – Unsecured!
      • Latent demands for 4-5 BHK houses are picking-up as the ‘Novea Riche’, moving up the socio-economic ladder want bigger, better homes, with world-class amenities, as per their respective new status in society
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 8
  • 9.
    • Huge migration from south Mumbai, even of the ‘Traditionally Rich’, (especially after the recent very steep hike in BMC taxes, relocation of consulates & corporate houses), foreigners, NRI’s & HNWIs finally appreciating the economic values, amenities & conveniences offered of staying in the suburbs also
    • Fast development of the strategically important & most preferred CBDs (Central Business District’s) of Andheri-E & BKC
    • The MMRDA ‘Metro’ & various other developments of increasing the horizontal connectivity of the vertically already well-connected city of Mumbai (East with the West), are expected to be completed within a year or two are already showing ‘Encouraging’ signs
    • Only ‘Powai’ has the ‘cost-effective premium residential complexes’ to cater to all our above TA
    • Fairly high aspiration values in people living in & around ‘Powai’, with Profiling in the area beginning mostly at Upper Middle-class
    • Except for a Multiplex, ‘Powai’ is more than self-sufficient
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 9
  • 10. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 10 Welcome To ‘ Nature’s Own Luxury Destination… Powai
  • 11.
    • Today, brand ‘Powai’ is synonymous with ‘Hiranandani’s’, like Chocolates are with ‘Cadburys’ or Cheese with ‘Kraft’ universally
    • Hence, a pure piggyback brand ride on brand ‘Powai’ is not at all recommended as we will continue being ‘perceived’ as yet another group of developers here
    • Therefore, it is strongly proposed that, we completely re-build our own brand, synonymous with this very generic brand ‘Powai’, like for e.g…
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen
  • 12. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen Introducing… SKYLINE POWAI Nature’s Own Super Luxury Destination
  • 13. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 13
  • 14.
    • A high degree of trust, lineage, & respectability of all our promoters in real estate
    • Almost 6 lakh people have already been sheltered by them collectively
    • 32 acres to be developed on a hill-site in ‘Powai’
    • Only of its kind, exclusively for the premium & super-premium categories in ‘Powai’
    • Various other premium residential & commercial projects of the Group are coming-up in the Andheri-E & Ghatkopar areas
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 14
  • 15.
    • General lack of awareness amongst our TA & general public about the…
      • Brand ‘SKYLINE’
      • Amalgamation between 4 such large Groups
      • Size & importance of all new ambitious projects & plans, etc.
    • Taking-on brand ‘Hiranandani's’ isn’t going to be easy
    • Surrounding areas are a sheer contrast between the ‘ haves’ & ‘have not’s’
    • No board-approved *sample villa, plush office, sales & marketing team; their plans, are in place untill date
    • *sample villa should be developed, adjacent to the sales & marketing office
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 15
  • 16.
    • After Neutralising all the ‘Weaknesses’, we must announce both the towers latest by mid-September, 2010 to ride the festivities wave
    • Since, this project is going to be our ‘founding mast-head’ of all our ‘future key plans’ in further developing ‘Powai’ into a ‘ultra-posh locality’, WE MUST GET EVERYTHING RIGHT, BY CREATING AN EVER-LASTING IMPACT’!!!
    • Need of the hour:
    • “ Let’s not wait for the iron to get red-hot, Let’s hit the iron so hard, that it has to get red-hot!!!”
    30-06-2010 Private & Confidential Presentation for SKYLINE GROUP by, Tarun Mohinder Sareen 16
  • 17.
    • External:
    • ‘ Hiranandani’s’ from all aspects & the surrounding local areas of ‘Have-not’s’ potentially spoiling the entire environment/approach to our project
    • Acts of God, man, wars, etc.
    • Internal:
    • Mix-use towers, never-ever qualify as even ‘semi-posh’
    • Lack of flexibility to consider height of our villas beyond 9’ height
    • Not having a ‘professional, hands-on sales & marketing team’ in place
    • Multiple-level reporting can prove to be a hinderance
    • Having a team with the entire onus of high targets & responsibility coupled with Low Salaries, Perks, Incentives & powers, are very dangerous situations for any entity
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 17
  • 18. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 18
  • 19.
    • Theme of our project should be inspired by nature, in perfect harmony with exemplary space, warmth, comfort & contemporary styling by combining lights, water, flora, fauna & modernism to create a dynamic & distinctive landscape
    • Very Grand lobbies, with an elevation & stilt of at least 60 feet will not only add to the grandeur but clearly distinguish us from the rest of the developers
    • Only 2 exclusive ‘Garden Villas’ per floor recommended, preferably
    • 1,00,000 sf. of podium garden space, above the 4-level basement parking, with water bodies, including a 50,000 sq. ft. resort-styled club house, right in the middle of it, along with spa-like massage treatments, saloon & parlour services, steam, sauna, Jacuzzi & chilled showers, with meditation & yoga pavilions
    • Hi-tech gym with separate areas for weight training, cardio, kick-boxing & aerobics
    • 2 lagoon-styled, indoor & outdoor swimming pools with separate areas for kids
    • Floodlit tennis courts, glass squash court & indoor games arena with billiards, table tennis, carrom & chess
    • American university–style multipurpose hall for cricket, basketball, volleyball & badminton
    • A 5-star Lounge with ample seating F&B & a well-stocked library
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 19
  • 20.
    • 24/7 manned Medical Desk for first aid, emergencies, guidance & along with a state-of-the-art ‘ICCU Ambulance’ support
    • F&B – from a café, 3 fine-dining restaurants to a Air-conditioned banquet hall
    • A strategic tie-up with ‘The Taj Hotels’, ‘Ginger’ will also be an value-add to our residents/surrounding guests as ‘Ginger’ untill date doesn’t have any properties in & around ‘Unaffordable Mumbai’! A brand association + revenues sharing opportunity for us & a win-win situation for all!
    • A state-of-the-art business centre with secretarial services, with a minimum of Wi-Max dedicated 3.6 Mb broadband connectivity, with audio-video-conferencing rooms & mini theatre facilities
    • Convenience store fulfilling all our bread, butter & all daily grocery needs
    • An indoor cricket pitch with automatic bowling machine, to grow ‘Tendulkar’s’
    • Each floor lobbies over-looking our landscaped gardens & the ‘Powai Lake’
    • Basement parking for 600-700 cars should be valet-assisted
    • We must also have an outdoor party lawn with a barbeque-pit
    • Separate open parking for residents, their guests, club members & shoppers should also be created
    • Separate recreational enclosure for drivers to rest, eat & a canteen, along with a ‘on-call’ facility should also be considered
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 20
  • 21.
    • Just imagine…your living room with its own private swimming pool/Jacuzzi & a bedroom with its own private lounge & garden over-looking the ‘Powai Lake’
    • A private hi-speed ‘Otis’ elevator that opens straight into your own garden villa within seconds & one that takes you horizontally to virtually any part of your home, moving half of the wooden-Italian marble floors, an optional but a very key feature for the very young/old/invalid members
    • The 4 BHK garden villas should be aimed at being a super built-up area of 6,000 sq. ft. & 5 BHK’s 7,500 sq. ft. each, at least
    • Proposed break-up of a 4 BHK should be, 1,000 sf for living room swimming pool (500 sf in case of a private Jacuzzi-pool), 1,000 sf (1,500 in the case of the 5 BHK of, terrace over-looking the ‘Powai Lake’, 1,000 sf living room, 500 sf dining hall, 500 sf open kitchen/covered only with tinted glasses & 500 sf, each of the 4 Bedrooms, along with wide sundecks, gardens, washrooms should come attached with 4-fixture ‘Duravit’ & ‘Hansgrohe’ cum powder rooms, master bedroom can be allocated extra space for its own private lounge, with each room having large expanses of glazing & majestic views
    • Ceiling should be a luxurious 10’ at least to give the feel of actually living in a villa
    • Flooring should be a contemporary combination of Italian marble & Swedish wood
    • The kitchen should be a fully-fitted, ‘Poggenpohl’ with gas leakage & smoke detectors, over-looking a garden
    • Advanced automation like ‘Schneider’s biometric & motion detection’ of the home & ‘Carrier’s Air-conditioning’ systems will give it’s occupants more security, convenience & comfort
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 21
  • 22. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 22 But the BIG questions are HOW & at what COSTS?
  • 23.
    • Marketing & Communications:
    • PR: Being proactive, rather than reactive
    • Road Shows: Try & meet as many potential client’s, IPC’s, important 3 rd party brokers, personally, at their offices, as per their own convenience, time, location or preferably at our own site office cum sample garden villa
    • Events: Identifying & participating in domestic & international property/other conferences where HNI’s & NRI’s can be targeted
    • Advertising: Launching a very aggressive all-India, Pre-launch, Launch & Post-launch ‘BIG SPLASH’, 360 degree Media Campaign’
    • Direct Marketing & Collaterals: Better than world-class, things simply never done/imagined ever before!
    • At What Costs?:
      • Total of all the above cost’s + sales & marketing teams salaries, perquisites & performance incentives + a maximum of 2% as brokerage to IPC’s & important 3 rd party brokers shouldn’t ideally exceed 5% of the total projected sales proceeds
    30-06-2010 Private & Confidential Presentation for SKYLINE GROUP by, Tarun Mohinder Sareen 23
  • 24. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 24 Sales : Naturally will be the net result of successful implementation of all the above as, “ Ideas come free, their implementation is the key! ” – Remi Hinduja Also, to sell such high-end products, one needs ‘Sellers’ & not just ‘Salesmen!!!’
  • 25.
    • Plan A, Only Creaming the Market (NOT RECOMMENDED):
    • Pricing our product so high, that only very few book the villas initially at virtually any price, say, Rs 19,999 psf + Rs 199 Floor-rise + Rs 14,99,999, Per Basement Parking & Rs 9,99,999 Per Open Parking
    • Plan B: Both Creaming & Skimming the Market (STRONGLY RECOMMENDED):
    • Pricing our product inviting enough for a select few , so that we can at least get our TA initially engaged enough to book the villas at say, Rs 14,999 psf + Rs 99 Floor-rise + Rs 9,99,999, Per Basement Parking & Rs 4,99,999 Per Open Parking
    • Why?
    • “ To be exclusive, you don’t have to be inaccessible,
    • you can be exclusive, yet be accessible.” – Amithabh Bachchan
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 25
  • 26.
    • Since we aim to sell ‘classy’ & not just ‘ordinary homes’, women will play a more pivotal role as ‘natural home-makers’
    • MULTI-TASKERS, preferably from Luxury Brand/Hospitality/Services background, like…
    • A Sales cum Brand/Product Manager , 8-10 years experience, with at least a minimum of 10-12 lakhs p.a. CTC + Perks & Incentives
    • A Sales cum a Brand/Product Senior Executive , 4-5 years experience, with at least 5-6 lakhs p.a. CTC + Perks + Incentives
    • A Sales cum a Brand/Product Executive , 2-3 years experience, with at least 4-5 lakhs p.a. CTC + Perks + Incentives
    • A very well seasoned Administrative Head cum Common Pool Executive Assistant for all our Directors & all our other projects, forming the crucial lifeline function between the Board, sales & marketing & project management teams , 10-20 years experience, with at least 5-6 lakhs p.a. CTC bracket + Perks + Incentives
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 26
  • 27.
    • Board-approved…
      • An ultra-posh sample garden villa
      • Adjacent to our very plush office
      • Sales & marketing team
      • Their final action plans, in place before mid-September, 2010 to at least start able to launch a ‘soft-test marketing campaign’
      • Booking all 100 premium & super-premium Villas before EOY, 2010
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 27
  • 28.
    • Closest competitors are ‘Lodha’s – Bellissimo’ & ‘World One’, world’s largest residential towers, 117 storey's at Mahalaxmi; ‘Golflinks- Golf Club & Condos, Palava, Kalyan’ & ‘Indiabulls – SKY’, all at least 20kms away from us!
    • 3 of them are priced at more than Rs 30,000 psf, twice our proposed price!!
    • Our amenities are bound to out-do theirs (except the Golf Club, external & internal structure heights) & we also have the ‘late-starters advantage’!!!
    30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 28
  • 29. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 29 “ Raising The Bar Is Where The Challenge Lies… … to Be a Game changer In Your Own Game Is Where The Fun Is!” Filmmaker , Rakeysh Omprakash Mehra
  • 30. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 30