Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Business plan for Housing development

46,717 views

Published on

A dummy project featuring marketing concepts such as VMO, Sustainable competitive advantage, 5 forces porters model, SPOST, Media Plan etc

Published in: Business, Real Estate

Business plan for Housing development

  1. 1. Housing Development Plan The address says it all!
  2. 2. Agenda <ul><li>VMO </li></ul><ul><li>PESTEL </li></ul><ul><li>5 Forces </li></ul><ul><li>FCB grid </li></ul><ul><li>Marketing Plan </li></ul><ul><ul><li>Situation </li></ul></ul><ul><ul><li>Problem </li></ul></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Tactic </li></ul></ul><ul><li>Hierarchy of effects </li></ul><ul><li>IMC </li></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Target audience </li></ul></ul>
  3. 3. <ul><li>To be a world-class construction company dedicated to customer delight </li></ul><ul><ul><ul><li>ensuring shareholders ’ interests </li></ul></ul></ul><ul><ul><ul><li>through reinvention of luxury residential housing </li></ul></ul></ul><ul><ul><ul><li>while optimizing development, construction and design and </li></ul></ul></ul><ul><ul><ul><li>Protecting the environment </li></ul></ul></ul>Vision
  4. 4. Mission <ul><li>To strengthen our position as a market leader in terms of innovation in affordable luxury residential apartments </li></ul>
  5. 5. Objective <ul><li>To capitalize 15% market share </li></ul><ul><li>To sell 100 Homes by 2012 </li></ul>
  6. 6. Value Chain Analysis
  7. 7. How are we cost effective?
  8. 8. Situation- Market Analysis <ul><li>3700 luxury flats under construction </li></ul><ul><li>Price range 2 cr- 7 Cr </li></ul><ul><li>1/3 rd of luxury houses are not sold </li></ul><ul><ul><li>Interest rates on loans have increased </li></ul></ul><ul><ul><li>Scam </li></ul></ul><ul><ul><li>Price Bubble </li></ul></ul>
  9. 9. Facts & Figures
  10. 10. Facts & Figures
  11. 11. Situation- Consumer Analysis <ul><li>Increase in working age population </li></ul><ul><li>Rent vs Owned </li></ul><ul><li>Connectivity is essential </li></ul><ul><li>Stress Free atmosphere </li></ul>
  12. 12. <ul><li>Increase in working age group </li></ul><ul><li>Independent lifestyle </li></ul><ul><li>Inflation </li></ul><ul><li>Migration of working class from other cities to Mumbai </li></ul><ul><li>Increase in Interest rates </li></ul><ul><li>Rate drop forecast </li></ul>Situation- Socio Economic Analysis
  13. 13. <ul><li>Housing property scam </li></ul>Situation- Legal Analysis
  14. 14. Situation- Competition Analysis Cost High Low Low High <ul><li>Starcity, Vasai </li></ul><ul><li>MHADA </li></ul><ul><li>Hiranandani </li></ul><ul><li>Lokhanwala </li></ul><ul><li>RNA </li></ul><ul><li>DLF </li></ul><ul><li>Raheja </li></ul><ul><li>EcoSpace </li></ul>
  15. 15. Problem <ul><li>1/3 rd of luxury flats not sold </li></ul><ul><li>Rent Index high </li></ul><ul><li>10% drop in real estate market </li></ul><ul><li>Inflation </li></ul>Macro Micro <ul><li>Electricity and water problem </li></ul><ul><li>Security and safety </li></ul>
  16. 16. Differentiation <ul><li>Strategically located affordable luxury housing </li></ul>
  17. 17. Segmentation
  18. 18. Target Segment <ul><li>Our target segment is :- Service class earning an income of 20 Lacs and above (annual) between the age group of 25 – 60 years </li></ul>
  19. 19. Porter’s Model
  20. 20. Generic Marketing Strategy <ul><li>Broad differentiation </li></ul><ul><ul><li>Offer open to all customers </li></ul></ul><ul><ul><li>Value for money </li></ul></ul><ul><ul><li>Additional amenities </li></ul></ul><ul><ul><li>Futuristic living </li></ul></ul>
  21. 21. Positioning <ul><li>Futuristic living @ affordable rates </li></ul>
  22. 22. Tactic <ul><li>Aarey Milk Colony </li></ul><ul><li>Scenic Beauty </li></ul><ul><li>Connectivity </li></ul><ul><li>5 mins from western express highway </li></ul><ul><li>20 mins from airport </li></ul><ul><li>Less pollution </li></ul><ul><li>Amenties </li></ul><ul><li>Swimming Pool </li></ul><ul><li>Multi-storey Parking </li></ul><ul><li>Gym </li></ul><ul><li>Pre-fabricated raw materials </li></ul><ul><li>WiFi Zone </li></ul><ul><li>Advanced security </li></ul><ul><li>Spacious balcony </li></ul><ul><li>Bank Loans </li></ul><ul><li>Price 1 Cr </li></ul><ul><li>Low downpayment- Rs.10 lacs </li></ul>
  23. 23. FCB Grid High Involvement Low Involvement Emotional Rationale
  24. 24. Media Strategy <ul><li>Audience Profile: </li></ul><ul><li>Nuclear Families- Well-to-do, Upper-middle class </li></ul><ul><li>Couples with Income of Rs 20 lacs and above p.a </li></ul><ul><li>- require a peaceful place to get home to after a hard day's work </li></ul><ul><li>want safety for children </li></ul><ul><li>Modern taste </li></ul><ul><li>Place away from the hustle and bustle & connectivity </li></ul>
  25. 25. Target Audience
  26. 26. Media Objective <ul><li>To reach 40% of our target audience with a budget of Rs 3 Cr </li></ul>
  27. 27. Media Strategy- Two Pronged
  28. 28. Tactic- Promotion
  29. 29. Affordable 3 BHK Luxury Apartments @ Rs 5500/sq ft Easy Installments
  30. 31. Thank You!
  31. 32. <ul><li>Spacious 3BHK Apartments‚ luxurious </li></ul><ul><li>Occupying the top 3 floors with private sky gardens </li></ul><ul><li>make the ultimate lifestyle statement </li></ul><ul><li>Each Apartment is encircled by balcony deck that commands magnificent views of the Borivali National Park and Gorai Beach </li></ul><ul><li>Exquisitely landscaped fourth podium offers every conceivable recreation facility. </li></ul>

×