The housing development plan aims to establish a leading construction company that focuses on luxurious yet affordable residential apartments while ensuring environmental protection. Targeting a service-class demographic with incomes over 20 lakhs, the plan outlines strategies for market share, addressing competition, and consumer preferences. Key tactics include offering spacious 3 BHK luxury apartments with modern amenities at competitive prices to capitalize on the growing demand in Mumbai's real estate market.

1. Housing Development Plan The address says it all!

2. Agenda VMO PESTEL 5 Forces FCB grid Marketing Plan Situation Problem Objective Strategy Tactic Hierarchy of effects IMC Objective Strategy Target audience

3. To be a world-class construction company dedicated to customer delight ensuring shareholders ’ interests through reinvention of luxury residential housing while optimizing development, construction and design and Protecting the environment Vision

4. Mission To strengthen our position as a market leader in terms of innovation in affordable luxury residential apartments

5. Objective To capitalize 15% market share To sell 100 Homes by 2012

6. Value Chain Analysis

7. How are we cost effective?

8. Situation- Market Analysis 3700 luxury flats under construction Price range 2 cr- 7 Cr 1/3 rd of luxury houses are not sold Interest rates on loans have increased Scam Price Bubble

9. Facts & Figures

10. Facts & Figures

11. Situation- Consumer Analysis Increase in working age population Rent vs Owned Connectivity is essential Stress Free atmosphere

12. Increase in working age group Independent lifestyle Inflation Migration of working class from other cities to Mumbai Increase in Interest rates Rate drop forecast Situation- Socio Economic Analysis

13. Housing property scam Situation- Legal Analysis

14. Situation- Competition Analysis Cost High Low Low High Starcity, Vasai MHADA Hiranandani Lokhanwala RNA DLF Raheja EcoSpace

15. Problem 1/3 rd of luxury flats not sold Rent Index high 10% drop in real estate market Inflation Macro Micro Electricity and water problem Security and safety

16. Differentiation Strategically located affordable luxury housing

17. Segmentation

18. Target Segment Our target segment is :- Service class earning an income of 20 Lacs and above (annual) between the age group of 25 – 60 years

19. Porter’s Model

20. Generic Marketing Strategy Broad differentiation Offer open to all customers Value for money Additional amenities Futuristic living

21. Positioning Futuristic living @ affordable rates

22. Tactic Aarey Milk Colony Scenic Beauty Connectivity 5 mins from western express highway 20 mins from airport Less pollution Amenties Swimming Pool Multi-storey Parking Gym Pre-fabricated raw materials WiFi Zone Advanced security Spacious balcony Bank Loans Price 1 Cr Low downpayment- Rs.10 lacs

23. FCB Grid High Involvement Low Involvement Emotional Rationale

24. Media Strategy Audience Profile: Nuclear Families- Well-to-do, Upper-middle class Couples with Income of Rs 20 lacs and above p.a - require a peaceful place to get home to after a hard day's work want safety for children Modern taste Place away from the hustle and bustle & connectivity

25. Target Audience

26. Media Objective To reach 40% of our target audience with a budget of Rs 3 Cr

27. Media Strategy- Two Pronged

28. Tactic- Promotion

29. Affordable 3 BHK Luxury Apartments @ Rs 5500/sq ft Easy Installments

31. Thank You!

32. Spacious 3BHK Apartments‚ luxurious Occupying the top 3 floors with private sky gardens make the ultimate lifestyle statement Each Apartment is encircled by balcony deck that commands magnificent views of the Borivali National Park and Gorai Beach Exquisitely landscaped fourth podium offers every conceivable recreation facility.