The document outlines the agenda and objectives for a marketing presentation on a new affordable housing project called Casamagna Township located on the outskirts of Pune, India. The summary includes: 1) An overview of the project including its location, type of housing, amenities, and target price range. 2) A discussion of the Pune real estate market analysis which finds it is one of India's fastest growing cities with high demand for affordable flats from young professionals. 3) The objective to capture 15% market share and sell 100 homes by 2012 for the new project.

1. PRESENTATION NAME

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

3. About Company
• Vision
– To enhance lives by creating great places to live of
highest quality
• Mission
– To build world class residential estates and
become most respected company in India in
residential housing

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

5. About Project
• Project– Casamagna Township
• Location – Pune Outskirts (Hadapsar)
• Type – 2 BHK Affordable Housing Apartments
• 14 acre plot, 7 Buildings 8-storey, 196 flats
• Amenities- Play Park, Ample Parking Space
• Price – Rs. 40-50 Lac

6. Value Chain Analysis
Sustainable
Core competitive
Value Proposition
Competency Advantage Value Driver
• Well constructed
Futuristic living
• Leaders in real @ Reasonable
estate innovation and strategically • Innovation
placed homes that rates
since 1988
use our patented
Admandion steel

7. Situation- Market Analysis
• Pune is one of the fastest growing metro
• Pune is leading education hub, automobile hub
and IT hub of India
• Migration contributes largely to population growth
• Pune Real Estate market growth rate is very high
• Rapid development on city outskirts
• Huge demand for flats from young professionals

8. Market Supply Breakup
Source: Indiareit.com Whitepaper (Vol 1) - Apr'0

9. Situation-Consumer Analysis
• High skilled professionals from across the country
settle in Pune for work
• IT professionals form majority of customers
• Preference for homes near work place
• Preference for township projects with
amenities, parking space, modern
technology, security

10. Situation-Socio Economic Analysis

11. Situation-Legal Analysis
• Housing Property Scam
• FSI issues
• Government Permission

12. Competitor Analysis
• Major Builders-
– Kumar Builders
– Kolte-Patil Developers
– Ganga Developers
– Nyati Developers
• Pune real estate market is highly competitive
• Large number of upcoming residential projects

13. Competitor Analysis
Real Estate Distribution In Pune
Others
18% Kumar
Builders
35%
MHADA
3%
Kolte-Patil
Bulders
8%
Kakade
builders ABIL Group
15% 21%

14. SWOT Analysis
• Strengths
– Stress on Quality
– Large Area suitable for township project
– Easy availabilty of labour
– 24-hr rickshaw/taxi availability
• Weaknesses
– Location distance is more from city centre
– No Bus stop in the vicinity

15. SWOT Analysis
• Opportunities
– Growing market and huge demand for affordable housing
– New IT SEZ being constructed nearby
– Proposed new link road
• Threats
– Large number of Competitors
– Slum area near the project location
– Economic downturn
– Growing prices of land, labour, resources

16. SWOT Evaluation

17. PEST Analysis
• Political
– Land acquisition constraints
– FSI constraints
• Economical
– Recession will affect demand and loan
payments
– Profit margin will be affected due to
competitors
– Interest rates on housing loans

18. PEST Analysis
• Social
– Problem of slum area
• Technical
– FSI constraints
– Electricity and water supply problem due to
location away from city

19. Positioning
• Affordable township housing for mid-
income and upper middle income groups
• Stress-free experience in peaceful
environment
• Located in the developing area of the city

20. Target Segment
• Working class and white collared
corporate people
• Affordable and stylish homes for
young and IT professionals

21. Differentiator
•Natural and healthy environment with
modern facilities
•Strategic location
•Developing as shopping hub of city
•Emergency facilities like hospitals, fire
brigade, etc
•Near from Pune Solapur Highway

22. Promotion Plan
• Advertisements
– Roadside Boards on nearby highway
– Hoardings on Electric Pole on a road to the
project
• Real Estate Exhibitions
• Newspaper Ads
• Radio Ads
• Value added services like low interest loan