The document provides information about a real estate development company including its team members, company profile, vision, mission and values. It discusses the company's focus on luxury, detailing and innovation. It also outlines the company's green initiatives and value chain analysis. Further sections analyze the market, competitors, consumers, areas and industry. The document discusses the company's marketing problem, objective and DSTP analysis for product segmentation and targeting. It also outlines the company's marketing mix, Porter's 5 forces analysis, PESTEL analysis, SWOT analysis and proposed IMC plan with media strategy and promotions.

1. Team Members
Kinnar Majithia (P1026)
Chintan Shah (P1051)
Pallavi Jadhav (P1019)
Subir Pinto (P1044)
Charusheela Khandale
(P1024)

2. About Us
Company Profile
Professionally managed ISO
9001:2000 Certified Company
specializing in Real Estate
Development
india’s most trusted, respected and
Reputed Real Estate Company
Over 3 decades of experience in
Real Estate with several
prestigious projects in Central &
South Mumbai, Thane and Navi-
Mumbai

3. Vision, Mission and
Objectives
Vision
To make every space that we create a
testament to extraordinary modern living by
reminding ourselves that the extra level of
detailing makes a work of art unique
Mission
To ensure timely delivery of projects without
compromising on quality employing cost
effective methods to optimize resources and
achieve the best price possible and thereby
bring in financial effectiveness in each of our
projects

4. Values
Luxury
we don’t mind in spending but at the
same time we also believe in providing
value for money and it is this value
that has brought us this far, and we
know better than to flout it for the
sake of it
Detailing
‘good enough’ is never really enough.
We understand that the extra levels

5. Values
Innovation
What seems as an impossible request to some is
just another innovative day in the office. Most
of our innovations are now a common place but
it is only because we thought of them and
introduced them some ten or twenty years back
Staying Eco-friendly
What is heaven without nature? We believe that
our customers deserve classy homes with the
latest innovations and contemporary equipment
in a primitive land where one can ‘care’ and
‘stand & stare’

6. Value Chain Analysis
Use of Fly Ash based bricks,
hollow core slabs
Pre fabricated material used
for construction
Use of rat trap bond in wall
construction- no. of bricks
reduced by 20%
Green Building- Energy efficient
Construction
Tie ups with financial institutes

7. Situation Analysis -
Market Analysis
Highlights
It has been estimated that there would be
a shortage of 26.53 million homes in India
during 11th Five-Year Plan (2007-2012)
During 2010-11, Indian real estate
received US$ 1.12 billion in FDI according to
the Department of Industrial Policy and
Promotion India (DIPP)
Government initiatives to help retail
sector:
Allowing 100 per cent FDI in townships, housing,
built-up infrastructure and construction
development projects through the automatic
route, subject to guidelines as prescribed by
DIPP

8. Situation Analysis -
Competitor Analysis
Major
Players Leading Real Estate Developers
DLF Group
DLF Group
5%
6% Ansal Properties and
Ansal
Infrastructure Ltd.
6%
Unitech Limited
Properties
7%
Empyrean Group
and 10% 54%
Omaxe Developers Ltd.
Infrastructu 12%
Sobha Developers Ltd
re Ltd. Emmar MGF
Unitech Ltd.
Empyrean Source: ibef.org
Group

9. Situation Analysis –
Consumer Analysis
A 118% rise in
population of
Navi Mumbai
is estimated
by Census of
India
Source: MMRDA

10. Situation Analysis – Area
Analysis
A steep rise is Source:
property rates MMRDA
of Kharghar as

11. Situation Analysis –
Industry Analysis
Comparative Source:
analysis of
property rates MMRDA
across Mumbai

12. Situation Analysis -
Competitor Analysis
Major
Players
DLF Group
Ansal
Properties
and
Infrastructu
re Ltd.
Unitech Ltd.
Empyrean Source: ibef.org
Group

13. Marketing Problem and
Marketing Objective
Marketing Problem
To provide customers with luxurious
homes amidst an eco-friendly and green
environment that gives them a heavenly
feeling in a developing location with
great growth prospects in the near
future
Marketing Objective
To sell more than 70% homes before 50%
completion of the project

14. DSTP Analysis
Differentiation
Our homes give the customers, the
feel that they are living in a holiday
location but with all the modern
amenities at their disposal
Positioning
‘your home is your paradise’

15. DSTP Analysis
Segmentation
and Targeting
Need-based Investment Residential
(SOP)
segmentation
Psychographic
Luxury High Priced Affordable
(Lifestyle-based)
segmentation
Demographic 25 - 35 years 36 - 45 years
45 years and
above
segmentation
Age-wise Annual
Annual Annual
Income 5L - Income 10L- Income more
Income-wise 20L
10 L than 20L

16. Marketing Mix
Product
Empyrean Group presents premium customised
luxury residences amid exquisite landscaping
that innovatively uses the water element to
bring unmatched beauty, peace and harmony to
the lives of its residents
Emerald Towers, an island of unmatched luxury
and serenity- it is a state of the art residential
development designed around a unique theme –
Water
Place
Location – Kharghar (2km away from the station
and just off the Sion-Panvel highway)
Upcoming Navi Mumbai International Airport
central park: india’s largest recreational park
with Amphitheatre, Musical Instrument
Park, Theme Park, Amusement Park , Yoga
Park, Virtual Herbarium , Conservatory, Parking

17. Marketing Mix
Price
2BHK – 1.75 Crores
3BHK – 2.75 Crores
4BHK – 3.65 Crores

18. Our Offering
SPA
FITNESS
ROOF TOP
SUN DECK
LUXURY
COMFORT

19. Findings - porter’s Model
Analysis
Imposition of stringent quality
norms by the government or if
imports become expensive, may
cause the suppliers to raise the
prices
Availability of lower cost but
lesser attractive housing options
Competitors engaging in innovation
and heavy advertising

20. Findings - PESTEL Analysis
Important Points
Current housing loan rate is approx. 14%
which may curb people from buying
property
The demographic split of our country is
favorable with our population being a
growing population (64.9% of the
population between 16-64)
Purchasing power of Indians is on the
rise (Per capita income is 3500$)
For operations, there is use of rat trap
bond which reduces number of bricks by

21. Findings - SWOT Analysis
Important Points
Proximity to the Mumbai-Pune Express
Way and hill stations like lonavala
and khandala
All inclusive housing complex with a
multiplex, shopping complex and a
world-class hospital
Location: Since khargar is not an up-
market area people may not be very
keen on buying a property in that
place
Favorable demographics with 64.9% of
population between the age group 16-
64
Increase in the purchasing power of

22. FCB Grid
High
Involvement
Emotional Ration
ale
Low

23. IMC PLAN
Objective
To reach 40% of our target
audience in the first year
employing media mix
Budget
Total Budget Allocation of 10 cr
for all kinds of promotions

24. IMC PLAN
Media Strategy
3 Pronged Fork Approach
Create Educate &
Incentivize
Awareness Enlighten

25. IMC PLAN
Promotions
Incentives-
ATL-60% BTL-30% 10%
• Print ads in • Direct Marketing • Top 5 Performers(min.
newspapers-Times • Send mails to existing 10 flats in first 2
property clients months) get 2Day/3
• Ads in Property India • Online Advertising on Nights trip to
Magazine moneycontrol.com Singapore
• Virtual Tour Video • Right panel • Next 10 performers
uploaded on YouTube. placements on Magic get free weekend trip
• Register on Just dial. bricks.com to a resort along with
their spouse.
• Tie-up with Furnishing • Face book ID Tagging
Houses to set up and Hoarding • Commissions to DSA’s
Digital Signage Boards
• Hoardings on Bus Stop
and Highways.
• Tie-up with Art
Gallerys.

26. IMC PLAN
Description Ads: ON FACEBOOK THIS CAN
ALTER YOUR THOUGHTS. Company Image being
used as persons photograph thereby acting
as virtual bill Boards..

27. IMC PLAN
Hoarding on Highway

28. IMC PLAN
Washroom Ads

29. IMC PLAN
Washroom Ads

30. THANK YOU