Tranquil Homes

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

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

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

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

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

• 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–

Brand Pyramid

Self Expressive

Emotional

Functional

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

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

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

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

COMPETITOR ANALYSIS

MAJOR PLAYERS:

• Tranquil Homes• Hiranandani Builders• Lodha Group• HDIL• DB Realty• K Raheja Developers

INNOVATION

COST

HIGH

LOW

LOW

HIGH

TRANQUIL HOMESHIRANANDANI

HDIL

DB GROUP

LODHA

DSTP• Differentiation

– Form beyond function

• Positioning– Position Tranquil Homes as a lifestyle experience

instead of an apartment– Create an aspirational value for Tranquil Homes

Market SegmentationRESIDENTIAL

SIMPLE LIFESTYLE

SINGLE JOINT FAMILY NUCLEAR

HIGH NET-WORTH

INDIVIDUALSSERVICE CLASS

5-25L 25-40L 40-60L 60-1cr 1-3 CR

ENTREPRENEURS

RETIRED

HYGIENE CONCIOUS

POSH LIFESTYLE

INVESTMENT

Buyer Profile

The MBA

Graduate

The Nuclear Family

The Live-in couple

The Starlet

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

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

• 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

The Nuclear Family

• Shashank Shekar and Priyanka Jha have been together for over 2 years

• They now plan to move-in together

The Live-In Couple

Marketing tactics

ProductPricePlacePromotion

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‐ ‐

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

Place• 15 Mins walking distance from nearest bus

and train station

• Situated in the middle of city surrounded by large market place

LOCATION

Promotion

• Marketing Budget: Rs. 10 Cr• Advertising with an emotional appeal• To reach out to the target audience using

unconventional sources of media

ATL• Print Ads in Newspapers

like TOI, HT and DNA• Radio Jingles on Radio

Stations like Radio One, Radio Mirchi and Fever

• Hoardings on Highways and traffic junctions

BTL• Create a Facebook page to

interact with potential customers

• Participate in Property Exhibitions

• Recreate a demo flat in such exhibitions

Promotion Strategy

We Offer

Power Packed 1BHK

Tranquil Homes

Features

PRIME LOCATION

IMMEDIATE POSSESSION

MODULAR AMENITIES

STATE OF THE ART GYM

THANK YOU