Rustomjee Brand Analysis & Competitive Study

1. NAME:
JANVI SHAH
JAY DHANDHUKIYA
FORAM PRAJAPATI

2. BRAND ANALYSIS

3. BRAND HISTORY
TAGLINE: IT’S THOUGHFUL, IT’S RUSTOMJEE.
 Founded the Rustomjee Group in 1996, Rustomjee has carved a niche for itself in the ever-growing real
estate sector.
 Boman Rustom Irani is the driving force behind the success story of the well-known real estate brand
‘Rustomjee’.
 It has been creating vibrant living spaces since 1996 and today we are considered amongst the foremost
real estate developers in India. Rustomjee was among the first real estate companies to receive an ISO
9001 certification in 2001
 It currently includes two very large townships, residential spaces, office complexes, retail developments,
spaces for healthcare and education spread across Prabhadevi, BKC Annex, Khar, Off Juhu Circle,
Kandivali, Borivali, Virar and Thane.
 Rustomjee lays special emphasis on the quality of its homes and expects everyone in the team to follow
the rule of 'Better, not cheaper’
 Routed in its values of performance focus, trust and reliability, professional ethics, team focus and
innovation.

4. VISION
Our vision is to continuously add value to the lives of
our customers, business associates and stakeholders
while also giving back to society what we've gained
from it.
MISSION
We will strive to be a performance leader in every
dimension of our business. We will never substitute price
for quality. Our operating philosophy is teamwork with
our customers. Our unchanged goal is 100% customer
satisfaction. We will manage our business for long term
success so we can help you realize your dream of a
comfortable future, 'your home'.
VALUES
Accountability | Commitment to delivery schedules |
Team work | Customer centricity | Transparency and
long term partnership with stakeholders | Innovations in
design, systems and class processes. | Superior quality
minus price induced compromise

5. Compared to these ads, rustomjee not only sells you the property, but it tries to
connect you on emotional level like the one campaign they are running of
“CHILDHOOD AVAILABLE”. In the ad above they have mentioned the amenities/
facilities they are providing with the campaign of childhoods available in a form
where parents or a child can connect to.

6. UNIQUE SELLING PROPOSITION:
 BETTER, NOT CHEAPER
 PREMIUM & LUXURY FLATS
 INNOVATIVE

7. TARGET AUDIENCE
DEMOGRAPHICS
• AGE: 35 & ABOVE
• GENDER: MALE &
FEMALE
• OCCUPATION:
BUSINESSMEN/
SALARIED PERSON
PSYCHOGRAPHICS
THE PERSON WHO
WISHES TO HAVE A
LUXIROUS HOME WITH
PREMUIM FEATURES
WITH EXQUSITE
ENVIRONMENT

8. SWOT ANALYSIS
 STRENGTH: BIGGEST REAL ESTATE COMPANY IN INDIA.
CONNECTS EMOTIONALLY.
 WEAKNESS: REQUIRES LARGE CAPITAL TO INVEST.
MAJORLY PRESENT IN INDIA & LIMITED TO GLOBAL EXPOSURE.
 OPPORTUNITIES: SHORTAGE OF HOUSES IN URBAN AREAS.
TAX INCENTIVES FOR THE HOUSING INVESTORS.
 THREATS: COMPETITION OF HIRANANDANI.
ECONOMIC TURNDOWN DUE TO INFLATION IN THE INDUSTRY.

9. OVERVIEW

10. WEBSITE
• TOTAL VISITORS
ON WEBSITE: 71,510
• ENGAGEMENT
RATE: 0.016%

11. SOCIAL MEDIA
FACEBOOK:
Followers (69,977)
Frequency of posts: 0.011%
Engagement rate (0.71)

12. YOUTUBE
Subscriber (820)
Frequency of posts: 0.13
Engagement rate (0.31%)

13. LINKEDIN
Followers (6,732)

14. TWITTER
Followers (2,587)
Frequency of posts: 0.57
Engagement rate (0.20%)

15. PINTEREST
Followers (111)

16. SEO & SEM

18. TOP KEYWORDS TRAFFIC

19. ONLINE REPUTATION MANAGEMENT

20. COMPETITIVE ANALYSIS

21. FACEBOOK FOLLOWERS: 29,978
ENGAGEMENT RATE: 3.18%
FREQUENCY: 0.29
FOLLOWERS: 108,178
ENGAGEMENT RATE: 0.59%
FREQUENCY: 0.86
INSTAGRAM FOLLOWERS: 2,943
ENGAGEMENT RATE: 1.46%
FREQUENCY: 0.29
FOLLOWERS: 1,417
ENGAGEMENT RATE: 3.44%
FREQUENCY: 0.71
TWITTER FOLLOWERS: 1,312
ENGAGEMENT RATE: 0.27%
FREQUENCY: 0.27
FOLLOWERS: 180
ENGAGEMENT RATE: 0.40%
FREQUENCY: 1.29
YOUTUBE FOLLOWERS: 553
ENGAGEMENT RATE: 0.12%
FREQUENCY: 0.10
FOLLOWERS: 4,241
ENGAGEMENT RATE: 0.24%
FREQUENCY: 0.43
LINKEDIN FOLLOWERS: 26,751 FOLLOWERS: 8,314
WEBSITE TOTAL VISITS: 223,837 TOTAL VISITS: 24,940

22. SUGGESTION/RECOMMENDATION
 Rustomjee needs to be more active on social media.
 Since it’s the new Instagram generation, it needs to gear up with the generation
and be socially present on various social media sites, one like Instagram
compared to the competitors.
 Compared to Hiranandani, Rustomjee uses more of traditional method of
marketing.
 Rustomjee needs to be more consistent with the brand recall. Competitors
brand is more recalled and in presence with people.

23. THANKYOU