The marketing plan document outlines a comprehensive multi-channel marketing strategy for launching a new real estate start up. It details a 6 step process including developing the company website, engaging the sales team for pre-marketing, designing a teaser campaign to generate curiosity, launching the main marketing campaign across various channels, holding on-site customer events, and expected leads and costs across ATL, BTL and digital marketing channels with an overall budget of Rs. 69.58 lakhs and target of 7,960 leads.

1. Marketing Plan
for
a New Start Up
in Real Estate

2. What is
Marketing ??
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3. Hello!
For Current Scenario
Marketing is
“Everything” or
“Anything”

4. Ingrediants of
Marketing Plan
The Overal brifing of our Sales & Marketing
Stretegy during this Launch period

5. “

6. Wheels of a
Product
Bring the attention of your audience over a key
concept using icons or illustrations

7. “
PRODUCT

8. Marketing
Budget
Maketing Budget

9. Budget
Allocation
35%
40%
20%
1% 4%
MARKETING BUDGET
ATL
BTL
DIGITAL
CSR
Other

10. Step
1
Let’s Start with our Site

11. Site Branding
⊙ First Impression is Last impression.
Why Site Branding??

12. Marketing
Strategy
Pre-Marketing Strategy driven
by Sales Team

13. Step
2
Let’s start with Sales
Team…In house
Planning

14. “ This first Socond Step must
needs the involvement of
Sales Guys Directly. This step
will use as to create pre-hype
& as well as the curusity of
product in market.

15. For Channel
Devlopement
⊙ Channel Partner Devlopement.
⊙ Schemes for Channel Partners.
⊙ Channel Partners Meet in target
cities to motivate them.
⊙ Identifications of the TG cities
for devlopement of network.
⊙ Identifie the satelite towns of
these cities to devlope network.
⊙ Brand presense in the offices of
channel partnners.

16. For Channel
Devlopement
⊙Come with schemes like buyback,
acer & etc on certain units.
⊙Motivate some groups of people
to work as a freelancer.
⊙Give them incentive scheme on
devlopement of channel in

17. For DST
⊙ Identification of right TG.
⊙ Work on leads generated by
Marketing team.
⊙ Refral schems to the existing
customers.
⊙ Come with schemes like
buyback, acer & etc on certain
units.
⊙ Mouth Publicity of project i.e:
Bank approvals, project related

18. For DST
⊙ documents to build the
confidence of customer
⊙ Generate curusity about the
product by it’s USP.
⊙ Utilise the refrences to link the
people with the brand via
offering refrals & others
Your audience will listen to you or
read the content, but won’t do
both.

19. Step
3
Let’s start with
Marketing Team…

20. DESIGN THE
CAMPAIGN
Roll Of Marketing

21. “It’s time of innovation, people want to
see the things which can enforce them
to think about it. Teaser campaign is
the best way to reconnect the brand’s
curiosity which is moving in the mind
of customer . Most important is
“CONTENT” which will reconnect us.

22. Example

23. Step
4
Let’s start with
Marketing Team…

24. Designing
the
Campaign
PART -1
⊙ Teaser Campaign
⊙ Title “UNCOMPLETE STRUCTURE”
PART -2
⊙ Title “WE WILL COMPLET IT”
PART -3
Main Campaign Title “Launch of main
Creative”

25. Step
5
Design The
Campaign…

26. How to link
Customers
with Teaser
campaign.
⊙ Motto is generate the curusity in
market
⊙ Teaser Campaign duration : 7days.
⊙ Mass promotion via-.
FM Radio
Banners
T-Shirts distribution
Cap Distribution
Cinema Slides

27. How to link
Customers
with Teaser
campaign.
⊙ On Ground activation in Malls,
Govt. offices & others
⊙ Promotion on Social Media.
⊙ Emailer of Teaser content .

28. Step
6
Launch of Main
Campaign…

29. Want big impact?
Use big image.

30. Launch of
Main
Campaign
⊙ Motto : Start the Main Campaign
⊙ Campaign duration : 21 days.
⊙ Focus : Branding, Hammering,
Lead generation & Clouser
⊙ Mass promotion via-
FM Radio
OOH
Newspaper Ad
Listings

31. Launch of
Main
Campaign
Banners
Cap Distribution
Cinema Slides
TVC
Digital Marketing
T-Shirts distribution
News Letters
Contest marketing on Social Media
School Competition

32. In two or
three
columns
ATL
Newspaper
Hoardings
BQS
Traffic I-Land
Gantry
Pole Kiosks
Permanent –
Signages.
BTL
Multicity Events
RWA events
School Competition
Broker Meet
On Ground-
Promotion.
Mobile van
Flyer distribution
Corporate Tie-up
Property expo
Mall activation
In house property-
carnival.
Tie up with Clubs
Events in PSU
PR activities
Canopy activity
Digital
Google Adword
Listings
Ads on social sites
Mailers shoot out
SMS shoot out
Website
Micro website
PPC marketing

33. On Site
Events

34. Customer
Events

35. Expected
Leads
800

36. OOH Medias
BILL BOARD BILL BOARD
BUS QUEE SHELTER GANTRY

37. Expected
Leads
50-60

38. Newspaper
Ad

39. DainikJagran
Publication Edition Insertion Size (sqcm) Position Card Rate Card Rate Value
Full Run-Offered
Value
City Run-Offered
Value
Option 1
Dainik Jagran
Lucknow
1
400 Sqcm/ Quarter
Page Inside Page 1530/ Sqcm Rs. 6.12 Lac
Rs. 8.5 Lac Rs. 5.5 Lac
Kanpur
1
400 Sqcm/ Quarter
Page Inside Page 1350/ Sqcm Rs. 5.40 Lac
Varansi
1
400 Sqcm/ Quarter
Page Inside Page 909/ Sqcm Rs. 3.64 Lac
Allahabad
1
400 Sqcm/ Quarter
Page Inside Page 666/ Sqcm Rs. 2.66 Lac
Gorakhpur
1
400 Sqcm/ Quarter
Page Inside Page 702/ Sqcm Rs. 2.80 Lac
Option 2
Dainik Jagran
Lucknow 1 825 Sqcm/ Half Page Inside Page 1530/ Sqcm Rs. 12.62 Lac
Rs. 13 Lac Rs. 9 Lac
Kanpur 1 825 Sqcm/ Half Page Inside Page 1350/ Sqcm Rs. 11.14 Lac
Varansi 1 825 Sqcm/ Half Page Inside Page 909/ Sqcm Rs. 7.50 Lac
Allahabad 1 825 Sqcm/ Half Page Inside Page 666/ Sqcm Rs. 5.50 Lac
Gorakhpur 1 825 Sqcm/ Half Page Inside Page 702/ Sqcm Rs. 5.80 Lac
Option 3
Dainik Jagran
Lucknow 1 1716 Sqcm/ Full Page Inside Page 1530/ Sqcm Rs. 26.25 Lac
Rs. 20 Lac Rs. 15 Lac
Kanpur 1 1716 Sqcm/ Full Page Inside Page 1350/ Sqcm Rs. 23.16 Lac
Varansi 1 1716 Sqcm/ Full Page Inside Page 909/ Sqcm Rs. 15.60 Lac
Allahabad 1 1716 Sqcm/ Full Page Inside Page 666/ Sqcm Rs. 11.42 Lac
Gorakhpur 1 1716 Sqcm/ Full Page Inside Page 702/ Sqcm Rs. 12.05 Lac

40. Expected
Leads
180-250

41. PR Exercise

42. Expected
Leads
2-5

43. Google Ad
Word
campaign

44. Single Project
Listing-
project Page

45. E mail campaign
showcasing the
project details to
a huge database.

46. Google Ad
Word
campaign
Top Banner – Lucknow
Page

47. Google Ad
Word
campaign
Top Banner – Lucknow
Page

48. Expected
Leads
4200

49. A picture is
worth a
thousand
words

50. Marketing
Process
& Expected
Leads
BTLATL DIGITAL
L
E
A
D
L
E
A
D
1710 2050 4200

51. Our process
is easy
Medium Expected Leads Expected CPL (in Rs.) Budget Allocation(in Rs.)
ATL (OOH+
TVC+News Paper+
Radio FM)
1710 2544 4350000
BTL 2050 902 1850000
DIGITAL
(SMS+Mailer+Digit
al+Google+Listing)
4200 181 758000
Total 7960 3627 6958000

52. 69,58,000 Rs.That’s a lot of money
874 Rs.Cost Per Lead
7,960leads
And a lot of Leads
*It’s included some amount of branding

53. Thanks!
Any questions?
You can find me at @
manish@urbanaxis.in

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