SKYLINEPOWAI Sales & Marketing Finale Presentation

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SKYLINEPOWAI Sales & Marketing Finale Presentation

  1. 1. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 1
  2. 2. "It isn't sufficient just to want — you've got to ask yourself what you are going to do to get the things you want.” - Franklin D. Roosevelt 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 2
  3. 3. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 3 “ To be successful, one doesn’t need to do different things… … one just needs to do things differently!” – Oscar Wilde
  4. 4. <ul><li>The ‘ SKYLINE GROUP’ is the fruition of a merger between 4 dynamic groups...Sharma’s, Dave’s, Daisaria’s & Tater Groups, all having proven presence, in real estate, since more than 3 decades </li></ul><ul><li>Created homes for over 1.5 lakh families, untill date </li></ul><ul><li>32 acres to be developed on a hill-site in Powai, in the premium & super-premium categories </li></ul><ul><li>Will start with 2 Towers of 30 Stories with 100 luxurious villas of 4-5 BHK, total area to be developed is 1.2 million sq. ft. </li></ul><ul><li>Much better version of Galleria to be developed </li></ul><ul><li>World-class School to be developed </li></ul><ul><li>Current estimated value of all the project, at least of Rs 7,000 crores </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 4
  5. 5. <ul><li>Long-term: </li></ul><ul><li>Be the top & most sought-after ‘Landmark SKYLINE’ Developers’ in the country within 3 years </li></ul><ul><li>Mid-term: </li></ul><ul><li>Add more ‘Glitter’ to the already shining ‘ SKYLINE’ of ‘Powai’ & Mumbai, within 2 years </li></ul><ul><li>Short-term </li></ul><ul><li>Booking all the premium & super-premium 100 villas before December, 2010 </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 5
  6. 6. <ul><li>India's wealthy population crossed one-lakh mark in 2009, Press Trust of India (New York) June 23, 2010, 17:30 IST!!! </li></ul><ul><li>India's population of HNWIs (High Net Worth Individuals) grew by as much as 51% to over 1.26 lakh in 2009, riding on the surge in market valuations & improved economic growth </li></ul><ul><li>According to the 2010 Merrill Lynch-Capgemini World Wealth Report, in India, the number of HNWIs with minimum investable assets of $1 million (around Rs 5 crore) rose to 1,26,700 by the end of 2009 compared to just 84,000 in 2008 </li></ul><ul><li>India also has a relatively high market-cap-to-GDP ratio (twice its GDP) & its stock-market capitalisation more than doubled in 2009, after dropping 64.1% in 2008, the recovery was also underpinned, however, by the strong outlook for India's underlying economy </li></ul><ul><li>Among Asia-Pacific markets, Hong Kong & India led the pack, rebounding from mammoth declines in their HNWI base & wealth in 2008 due to strong growth of their stock markets </li></ul><ul><li>Wealth of Asia-Pacific HNWIs rose to $9.7 trillion by the end of 2009, a 30.9% increase over the previous year </li></ul><ul><li>*HNWIs are defined as those having investable assets of $1 million or more, excluding primary residence, collectibles, consumables & consumer durables </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 6
  7. 7. <ul><li>Interestingly, for the first time-ever, the wealth of Asia-Pacific HNWIs surpassed that of Europe's HNWIs ($9.5 trillion) in 2009. In Asia-Pacific, China & India will continue to lead the way, with economic expansion & growth likely to keep outpacing more developed economies. The region's HNWI growth is likely to be the fastest in the world as a result </li></ul><ul><li>China continues to have the world's 4th largest HNWI base of 4,77,000 wealthy people at the end of 2009 </li></ul><ul><li>Overall, the world's population of HNWIs grew 17.1% to one crore in 2009, returning to levels last seen in 2007, despite contraction in the world GDP </li></ul><ul><li>Global HNWI wealth similarly recovered, rising 18.9% to $39 trillion, with HNWI wealth in Asia-Pacific & Latin America actually surpassing 2007 levels </li></ul><ul><li>The global HNWI population, nevertheless, remains highly concentrated in the US, Japan & Germany, which accounted for 53.5 % of the world's HNWI population at the end of 2009, down slightly from 54% in 2008 </li></ul><ul><li>Australia became the 10 th largest home to HNWIs after overtaking Brazil due to a considerable increase in wealth </li></ul><ul><li>Wealth of ultra-HNWIs, having investable assets of $30 million or more, also increased in 2009 & accounted for 35.5% of global HNWI wealth </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 7
  8. 8. <ul><li>India’s growth in sync along with other BRIC Nations </li></ul><ul><li>Government policies continue to encourage Infrastructure & Housing Sectors for all terms (pun intended) </li></ul><ul><li>Government is aiming for double-digit growth & is confident about achieving it sooner than later </li></ul><ul><li>More people are preferring to buy-out to avail of rebates & try ride the resurgent realty wave again </li></ul><ul><li>Contrast in preferences… </li></ul><ul><ul><li>Middle-class are generally preferring 1-2 BHK over 3 BHKs as… </li></ul></ul><ul><ul><ul><li>Cost of owning & maintaining a flat has gone-up considerably </li></ul></ul></ul><ul><ul><ul><li>Jobs are increasingly getting ‘Americanised’ – Unsecured! </li></ul></ul></ul><ul><ul><li>Latent demands for 4-5 BHK houses are picking-up as the ‘Novea Riche’, moving up the socio-economic ladder want bigger, better homes, with world-class amenities, as per their respective new status in society </li></ul></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 8
  9. 9. <ul><li>Huge migration from south Mumbai, even of the ‘Traditionally Rich’, (especially after the recent very steep hike in BMC taxes, relocation of consulates & corporate houses), foreigners, NRI’s & HNWIs finally appreciating the economic values, amenities & conveniences offered of staying in the suburbs also </li></ul><ul><li>Fast development of the strategically important & most preferred CBDs (Central Business District’s) of Andheri-E & BKC </li></ul><ul><li>The MMRDA ‘Metro’ & various other developments of increasing the horizontal connectivity of the vertically already well-connected city of Mumbai (East with the West), are expected to be completed within a year or two are already showing ‘Encouraging’ signs </li></ul><ul><li>Only ‘Powai’ has the ‘cost-effective premium residential complexes’ to cater to all our above TA </li></ul><ul><li>Fairly high aspiration values in people living in & around ‘Powai’, with Profiling in the area beginning mostly at Upper Middle-class </li></ul><ul><li>Except for a Multiplex, ‘Powai’ is more than self-sufficient </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 9
  10. 10. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 10 Welcome To ‘ Nature’s Own Luxury Destination… Powai
  11. 11. <ul><li>Today, brand ‘Powai’ is synonymous with ‘Hiranandani’s’, like Chocolates are with ‘Cadburys’ or Cheese with ‘Kraft’ universally </li></ul><ul><li>Hence, a pure piggyback brand ride on brand ‘Powai’ is not at all recommended as we will continue being ‘perceived’ as yet another group of developers here </li></ul><ul><li>Therefore, it is strongly proposed that, we completely re-build our own brand, synonymous with this very generic brand ‘Powai’, like for e.g… </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen
  12. 12. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen Introducing… SKYLINE POWAI Nature’s Own Super Luxury Destination
  13. 13. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 13
  14. 14. <ul><li>A high degree of trust, lineage, & respectability of all our promoters in real estate </li></ul><ul><li>Almost 6 lakh people have already been sheltered by them collectively </li></ul><ul><li>32 acres to be developed on a hill-site in ‘Powai’ </li></ul><ul><li>Only of its kind, exclusively for the premium & super-premium categories in ‘Powai’ </li></ul><ul><li>Various other premium residential & commercial projects of the Group are coming-up in the Andheri-E & Ghatkopar areas </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 14
  15. 15. <ul><li>General lack of awareness amongst our TA & general public about the… </li></ul><ul><ul><li>Brand ‘SKYLINE’ </li></ul></ul><ul><ul><li>Amalgamation between 4 such large Groups </li></ul></ul><ul><ul><li>Size & importance of all new ambitious projects & plans, etc. </li></ul></ul><ul><li>Taking-on brand ‘Hiranandani's’ isn’t going to be easy </li></ul><ul><li>Surrounding areas are a sheer contrast between the ‘ haves’ & ‘have not’s’ </li></ul><ul><li>No board-approved *sample villa, plush office, sales & marketing team; their plans, are in place untill date </li></ul><ul><li>*sample villa should be developed, adjacent to the sales & marketing office </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 15
  16. 16. <ul><li>After Neutralising all the ‘Weaknesses’, we must announce both the towers latest by mid-September, 2010 to ride the festivities wave </li></ul><ul><li>Since, this project is going to be our ‘founding mast-head’ of all our ‘future key plans’ in further developing ‘Powai’ into a ‘ultra-posh locality’, WE MUST GET EVERYTHING RIGHT, BY CREATING AN EVER-LASTING IMPACT’!!! </li></ul><ul><li>Need of the hour: </li></ul><ul><li>“ Let’s not wait for the iron to get red-hot, Let’s hit the iron so hard, that it has to get red-hot!!!” </li></ul>30-06-2010 Private & Confidential Presentation for SKYLINE GROUP by, Tarun Mohinder Sareen 16
  17. 17. <ul><li>External: </li></ul><ul><li>‘ Hiranandani’s’ from all aspects & the surrounding local areas of ‘Have-not’s’ potentially spoiling the entire environment/approach to our project </li></ul><ul><li>Acts of God, man, wars, etc. </li></ul><ul><li>Internal: </li></ul><ul><li>Mix-use towers, never-ever qualify as even ‘semi-posh’ </li></ul><ul><li>Lack of flexibility to consider height of our villas beyond 9’ height </li></ul><ul><li>Not having a ‘professional, hands-on sales & marketing team’ in place </li></ul><ul><li>Multiple-level reporting can prove to be a hinderance </li></ul><ul><li>Having a team with the entire onus of high targets & responsibility coupled with Low Salaries, Perks, Incentives & powers, are very dangerous situations for any entity </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 17
  18. 18. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 18
  19. 19. <ul><li>Theme of our project should be inspired by nature, in perfect harmony with exemplary space, warmth, comfort & contemporary styling by combining lights, water, flora, fauna & modernism to create a dynamic & distinctive landscape </li></ul><ul><li>Very Grand lobbies, with an elevation & stilt of at least 60 feet will not only add to the grandeur but clearly distinguish us from the rest of the developers </li></ul><ul><li>Only 2 exclusive ‘Garden Villas’ per floor recommended, preferably </li></ul><ul><li>1,00,000 sf. of podium garden space, above the 4-level basement parking, with water bodies, including a 50,000 sq. ft. resort-styled club house, right in the middle of it, along with spa-like massage treatments, saloon & parlour services, steam, sauna, Jacuzzi & chilled showers, with meditation & yoga pavilions </li></ul><ul><li>Hi-tech gym with separate areas for weight training, cardio, kick-boxing & aerobics </li></ul><ul><li>2 lagoon-styled, indoor & outdoor swimming pools with separate areas for kids </li></ul><ul><li>Floodlit tennis courts, glass squash court & indoor games arena with billiards, table tennis, carrom & chess </li></ul><ul><li>American university–style multipurpose hall for cricket, basketball, volleyball & badminton </li></ul><ul><li>A 5-star Lounge with ample seating F&B & a well-stocked library </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 19
  20. 20. <ul><li>24/7 manned Medical Desk for first aid, emergencies, guidance & along with a state-of-the-art ‘ICCU Ambulance’ support </li></ul><ul><li>F&B – from a café, 3 fine-dining restaurants to a Air-conditioned banquet hall </li></ul><ul><li>A strategic tie-up with ‘The Taj Hotels’, ‘Ginger’ will also be an value-add to our residents/surrounding guests as ‘Ginger’ untill date doesn’t have any properties in & around ‘Unaffordable Mumbai’! A brand association + revenues sharing opportunity for us & a win-win situation for all! </li></ul><ul><li>A state-of-the-art business centre with secretarial services, with a minimum of Wi-Max dedicated 3.6 Mb broadband connectivity, with audio-video-conferencing rooms & mini theatre facilities </li></ul><ul><li>Convenience store fulfilling all our bread, butter & all daily grocery needs </li></ul><ul><li>An indoor cricket pitch with automatic bowling machine, to grow ‘Tendulkar’s’ </li></ul><ul><li>Each floor lobbies over-looking our landscaped gardens & the ‘Powai Lake’ </li></ul><ul><li>Basement parking for 600-700 cars should be valet-assisted </li></ul><ul><li>We must also have an outdoor party lawn with a barbeque-pit </li></ul><ul><li>Separate open parking for residents, their guests, club members & shoppers should also be created </li></ul><ul><li>Separate recreational enclosure for drivers to rest, eat & a canteen, along with a ‘on-call’ facility should also be considered </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 20
  21. 21. <ul><li>Just imagine…your living room with its own private swimming pool/Jacuzzi & a bedroom with its own private lounge & garden over-looking the ‘Powai Lake’ </li></ul><ul><li>A private hi-speed ‘Otis’ elevator that opens straight into your own garden villa within seconds & one that takes you horizontally to virtually any part of your home, moving half of the wooden-Italian marble floors, an optional but a very key feature for the very young/old/invalid members </li></ul><ul><li>The 4 BHK garden villas should be aimed at being a super built-up area of 6,000 sq. ft. & 5 BHK’s 7,500 sq. ft. each, at least </li></ul><ul><li>Proposed break-up of a 4 BHK should be, 1,000 sf for living room swimming pool (500 sf in case of a private Jacuzzi-pool), 1,000 sf (1,500 in the case of the 5 BHK of, terrace over-looking the ‘Powai Lake’, 1,000 sf living room, 500 sf dining hall, 500 sf open kitchen/covered only with tinted glasses & 500 sf, each of the 4 Bedrooms, along with wide sundecks, gardens, washrooms should come attached with 4-fixture ‘Duravit’ & ‘Hansgrohe’ cum powder rooms, master bedroom can be allocated extra space for its own private lounge, with each room having large expanses of glazing & majestic views </li></ul><ul><li>Ceiling should be a luxurious 10’ at least to give the feel of actually living in a villa </li></ul><ul><li>Flooring should be a contemporary combination of Italian marble & Swedish wood </li></ul><ul><li>The kitchen should be a fully-fitted, ‘Poggenpohl’ with gas leakage & smoke detectors, over-looking a garden </li></ul><ul><li>Advanced automation like ‘Schneider’s biometric & motion detection’ of the home & ‘Carrier’s Air-conditioning’ systems will give it’s occupants more security, convenience & comfort </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 21
  22. 22. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 22 But the BIG questions are HOW & at what COSTS?
  23. 23. <ul><li>Marketing & Communications: </li></ul><ul><li>PR: Being proactive, rather than reactive </li></ul><ul><li>Road Shows: Try & meet as many potential client’s, IPC’s, important 3 rd party brokers, personally, at their offices, as per their own convenience, time, location or preferably at our own site office cum sample garden villa </li></ul><ul><li>Events: Identifying & participating in domestic & international property/other conferences where HNI’s & NRI’s can be targeted </li></ul><ul><li>Advertising: Launching a very aggressive all-India, Pre-launch, Launch & Post-launch ‘BIG SPLASH’, 360 degree Media Campaign’ </li></ul><ul><li>Direct Marketing & Collaterals: Better than world-class, things simply never done/imagined ever before! </li></ul><ul><li>At What Costs?: </li></ul><ul><ul><li>Total of all the above cost’s + sales & marketing teams salaries, perquisites & performance incentives + a maximum of 2% as brokerage to IPC’s & important 3 rd party brokers shouldn’t ideally exceed 5% of the total projected sales proceeds </li></ul></ul>30-06-2010 Private & Confidential Presentation for SKYLINE GROUP by, Tarun Mohinder Sareen 23
  24. 24. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 24 Sales : Naturally will be the net result of successful implementation of all the above as, “ Ideas come free, their implementation is the key! ” – Remi Hinduja Also, to sell such high-end products, one needs ‘Sellers’ & not just ‘Salesmen!!!’
  25. 25. <ul><li>Plan A, Only Creaming the Market (NOT RECOMMENDED): </li></ul><ul><li>Pricing our product so high, that only very few book the villas initially at virtually any price, say, Rs 19,999 psf + Rs 199 Floor-rise + Rs 14,99,999, Per Basement Parking & Rs 9,99,999 Per Open Parking </li></ul><ul><li>Plan B: Both Creaming & Skimming the Market (STRONGLY RECOMMENDED): </li></ul><ul><li>Pricing our product inviting enough for a select few , so that we can at least get our TA initially engaged enough to book the villas at say, Rs 14,999 psf + Rs 99 Floor-rise + Rs 9,99,999, Per Basement Parking & Rs 4,99,999 Per Open Parking </li></ul><ul><li>Why? </li></ul><ul><li>“ To be exclusive, you don’t have to be inaccessible, </li></ul><ul><li>you can be exclusive, yet be accessible.” – Amithabh Bachchan </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 25
  26. 26. <ul><li>Since we aim to sell ‘classy’ & not just ‘ordinary homes’, women will play a more pivotal role as ‘natural home-makers’ </li></ul><ul><li>MULTI-TASKERS, preferably from Luxury Brand/Hospitality/Services background, like… </li></ul><ul><li>A Sales cum Brand/Product Manager , 8-10 years experience, with at least a minimum of 10-12 lakhs p.a. CTC + Perks & Incentives </li></ul><ul><li>A Sales cum a Brand/Product Senior Executive , 4-5 years experience, with at least 5-6 lakhs p.a. CTC + Perks + Incentives </li></ul><ul><li>A Sales cum a Brand/Product Executive , 2-3 years experience, with at least 4-5 lakhs p.a. CTC + Perks + Incentives </li></ul><ul><li>A very well seasoned Administrative Head cum Common Pool Executive Assistant for all our Directors & all our other projects, forming the crucial lifeline function between the Board, sales & marketing & project management teams , 10-20 years experience, with at least 5-6 lakhs p.a. CTC bracket + Perks + Incentives </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 26
  27. 27. <ul><li>Board-approved… </li></ul><ul><ul><li>An ultra-posh sample garden villa </li></ul></ul><ul><ul><li>Adjacent to our very plush office </li></ul></ul><ul><ul><li>Sales & marketing team </li></ul></ul><ul><ul><li>Their final action plans, in place before mid-September, 2010 to at least start able to launch a ‘soft-test marketing campaign’ </li></ul></ul><ul><ul><li>Booking all 100 premium & super-premium Villas before EOY, 2010 </li></ul></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 27
  28. 28. <ul><li>Closest competitors are ‘Lodha’s – Bellissimo’ & ‘World One’, world’s largest residential towers, 117 storey's at Mahalaxmi; ‘Golflinks- Golf Club & Condos, Palava, Kalyan’ & ‘Indiabulls – SKY’, all at least 20kms away from us! </li></ul><ul><li>3 of them are priced at more than Rs 30,000 psf, twice our proposed price!! </li></ul><ul><li>Our amenities are bound to out-do theirs (except the Golf Club, external & internal structure heights) & we also have the ‘late-starters advantage’!!! </li></ul>30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 28
  29. 29. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 29 “ Raising The Bar Is Where The Challenge Lies… … to Be a Game changer In Your Own Game Is Where The Fun Is!” Filmmaker , Rakeysh Omprakash Mehra
  30. 30. 30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 30

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