The document provides information about Tranquil Homes, a real estate developer established in 1982 with over 3 decades of experience in projects across Mumbai. It discusses the company's vision, mission, objectives as well as its strengths, weaknesses, opportunities, threats in a SWOT analysis. The document also analyzes the political, economic, social, technological and environmental factors affecting the real estate market in the PESTEL framework. It outlines the company's target customer segments and proposes a marketing plan covering segmentation, positioning, differentiation tactics and the 4Ps of marketing.

2. ABOUT US
• Established in 1982
• Over 3 decades of experience in Real Estate with several
prestigious projects in Central & South Mumbai, Thane
and Navi-Mumbai
• Trend setter
• Winner of Multiple Red Dot Awards for design
innovations and design concepts

3. VMO
• VISION:To create for our customers a HOME by offering
the very best in modern living made perfect through
careful planning and execution
• MISSION:To deliver to our customers projects of the
highest degree of quality
• OBJECTIVE: To ensure that each project we undertake is
tailor-made to fit all possible needs and requirements of
our customers

4. SWOT
• STRENGTHS:
 Collaboration with Japanese design experts
 First mover advantage in bringing latest
designs and innovations to Mumbai –modular
apartments
 Known for timely completion of projects
• WEAKNESS:
 High investment in R&D

5. SWOT
• OPPORTUNITIES:
 Possibility to move into other Metros
 Huge demand from young demographic
population
• THREATS:
 Slow down in Real Estate Market due to
economy
 Fluctuations of realty prices

6. PESTEL
• POLITICAL FACTORS:
 Urban land ceiling regulation act
 Stamp duty-5%
• ECONOMIC FACTORS:
 House loan interest rate:10-12%
 Per capita income: risen 16.9% to Rs 53,331 compared to Rs 46,117 in
the previous year.
• SOCIO
 Country with youngest demographic population
• TECHNOLOGICAL
 Use of bricks that help in temperature control
• ENVIROMENTAL
 Rainwater harvesting
 Solar panels

7. • VALUE PROPOSITION-FEE
– FUNCTIONAL: Offer our customers homes in the heart of the city
– ECONOMIC:Providing our customers homes that give them the best value for
their money with the added advantages of furnishing,modern amenities,etc
– EMOTIONAL: Giving our customers a HOME, not just a house
• VALUE DRIVER: THEME!!
• CORE COMPETENCY
– Building beautiful houses of the highest standards using efficient and cost
saving methods and technology
• VALUE CHAIN ANALYSIS
– Optimum use if space
– Innovation
– Value for money
–

8. Brand Pyramid
Self
Expressive
Emotional
Functional

9. Marketing Plan
• Situation---Analysis
• Problem
• Objective
• Strategy—DSTP----demographics,…;preference
• Tactics---4 PS

10. Market Analysis
• ‘Residential property prices in Mumbai may
correct by 33%’ - Pankaj Kapoor, managing
director of realty research firm Liases Foras
• Mumbai's real estate is in a critical phase with
property registration numbers continuing to
drop month-on-month with no signs of revival
• Prices have gone up eight to 10 per cent since
April 2011

11. • Demand-supply gap is highest in the low- and
mid income segments; in fact, demand exceeds
supply

12. The new stock has been added in the Western and Eastern suburbs (around
32 percentage and 36 percentage respectively), which is in line with the
trends witnessed during last couple of years

13. COMPETITOR ANALYSIS
COST
HIGH
TRANQUIL
HIRANANDANI HOMES
DB GROUP
LODHA
HDIL
MAJOR PLAYERS:
LOW • Tranquil Homes
• Hiranandani Builders
HIGH
INNOVATION • Lodha Group
• HDIL
• DB Realty
• K Raheja Developers
LOW

14. DSTP
• Differentiation
– Form beyond function
• Positioning
– Position Tranquil Homes as a lifestyle experience
instead of an apartment
– Create an aspirational value for Tranquil Homes

15. Market Segmentation
RESIDENTIAL INVESTMENT
SIMPLE HYGIENE POSH LIFESTYLE
LIFESTYLE CONCIOUS
SINGLE JOINT FAMILY NUCLEAR RETIRED
HIGH NET-
WORTH SERVICE CLASS ENTREPRENEURS
INDIVIDUALS
5-25L 25-40L 40-60L 60-1cr 1-3 CR

16. The
MBA
Graduate
Buyer The
The
Nuclear
Starlet Profile Family
The Live-
in couple

17. The MBA Graduate
• Subir has just completed his
MBA post graduation
• Being from one of the
premier management
institutes he’s managed to
bag a plum package of over
10 Lakhs
• He will soon want to move
out from his parents home
and own a home that reflects
his personality

18. The Starlet
• Miss Poonam Pandey
rose to fame just before
the World Cup Final
• She has no actual source
of income and is famous
just for being famous
• Tranquil Homes is not
too expensive for
her, plus she can show
off her posh home

19. The Nuclear Family
• Both the Kumars are
working at a leading
Multi National Bank
• In order to spend more
time with their
daughter, they would
like to cut down on
travelling time
• Tranquil Homes being
located in the heart of
the city, provides them
this option

20. The Live-In
Couple • Shashank Shekar and
Priyanka Jha have
been together for
over 2 years
• They now plan to
move-in together

21. Marketing tactics
Product
Price
Place
Promotion

22. Product
 1BHK flat: 545 sq. ft
 4 towers with 120 units each
 15 Minutes walk from Bus and Train Station
 Ample Parking space and Gym
 City Centre, Restaurant (running 24x7), Movie Theater
 8 apartments on each floor planned with a view to minimize
the common circulation area and maximize the useable Unit
Area.
 Modern friendly planned structure and environment.
 24‐hour power back‐up & water supply

23. Price
• Targeting upper middle class
• The price of each flat would be Rs. 35 Lacs
• Parking space would cost Rs. 5 Lacs
• Pricing based on location and quality of
construction

24. Place
• 15 Mins walking distance from nearest bus
and train station
• Situated in the middle of city surrounded by
large market place

25. LOCATION

26. Promotion
• Marketing Budget: Rs. 10 Cr
• Advertising with an emotional appeal
• To reach out to the target audience using
unconventional sources of media

27. Promotion Strategy
ATL BTL
• Print Ads in Newspapers • Create a Facebook page to
like TOI, HT and DNA interact with potential
• Radio Jingles on Radio customers
Stations like Radio • Participate in Property
One, Radio Mirchi and Exhibitions
Fever • Recreate a demo flat in
• Hoardings on Highways such exhibitions
and traffic junctions

29. We Offer
Power Packed 1BHK

34. Tranquil
Homes
Features

35. PRIME LOCATION

36. IMMEDIATE POSSESSION

37. MODULAR AMENITIES

38. STATE OF THE ART GYM

39. THANK YOU