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Team Members
Kinnar Majithia (P1026)
   Chintan Shah (P1051)
Pallavi Jadhav (P1019)
     Subir Pinto (P1044)
Charusheela Khandale
                 (P1024)
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
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
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
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’
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
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
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
Situation Analysis –
   Consumer Analysis
A 118% rise in
population of
Navi Mumbai
is estimated
by Census of
India



                 Source: MMRDA
Situation Analysis – Area
        Analysis




    A steep rise is   Source:
    property rates    MMRDA
    of Kharghar as
Situation Analysis –
 Industry Analysis




 Comparative      Source:
 analysis of
 property rates   MMRDA
 across Mumbai
Situation Analysis -
 Competitor Analysis
Major
Players
  DLF Group
  Ansal
 Properties
 and
 Infrastructu
 re Ltd.
  Unitech Ltd.
  Empyrean       Source: ibef.org
 Group
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
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’
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
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
Marketing Mix
Price
  2BHK – 1.75 Crores
  3BHK – 2.75 Crores
  4BHK – 3.65 Crores
Our Offering
                        SPA




FITNESS
                    ROOF TOP
                    SUN DECK
                               LUXURY


          COMFORT
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
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
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
FCB Grid
             High
             Involvement




Emotional                  Ration
                           ale




             Low
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
IMC PLAN
Media Strategy
 3 Pronged Fork Approach




     Create     Educate &
                            Incentivize
    Awareness   Enlighten
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.
IMC PLAN
Description Ads: ON FACEBOOK THIS CAN
ALTER YOUR THOUGHTS. Company Image being
used as persons photograph thereby acting
as virtual bill Boards..
IMC PLAN
Hoarding on Highway
IMC PLAN
Washroom Ads
IMC PLAN
Washroom Ads
THANK YOU

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Housing complex empyrean group

  • 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..