05 Ecoconnect JBIMS

7/28/2019 05 Ecoconnect JBIMS

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HOUSING COMPLEX PROJECT



1. Private owned Real Estate Developer established in 1989

2. Development of 15 million sq ft of Prime Real Estate spread

over 50 projects located in and around Mumbai

3. Product portfolio includes Residential and

Commercial Complexes

4. ISO – 9001 – 2000 certified from American Quality

Assessors (AQA)

ECOCONNECT CONSTRUCTIONS – AN

OVERVIEW



INTRODUCTION• Vision

Our vision is to be a leader in the residential construction

segment promoting the value of Eco friendly homes

• Mission

To build homes that are eco friendly; are safe, secure, welldesigned physical spaces that have a freshness of approach

and easy access to vital facilities which make living a joyous

experience

• Objective

Providing eco-friendly homes and increasing the market share

in the residential segment by 25% till 2016



•

SUSTAINABLE COMPETITIVE ADVANTAGE

Extending Eco friendly approach to other avenues like Hospitality, Resorts,

Malls in next ten years

• CORE COMPETENCY

Providing eco friendly homes to our valued customer

• VALUE PROPOSITION

Eco friendly houses at an affordable cost

• VALUE DRIVER

Eco friendliness

VALUE CHAIN ANALYSIS



GENERIC MARKETING STRATEGY

• Broad differentiation - Appeals to masses with

functional excellence

•

Differentiated eco-friendly houses will satisfy theneeds of the customers through having a sustainable

competitive advantage

•

Sustainable competitive advantage - Eco-friendlyhomes at affordable prices giving buyers value for

money



Value Driver Value Proposition

Value

Chain Analysis

Core Competency

Sustainable Competitive

Advantage



Inference from Porter’s Five Forces Model

• Threat from new entrants is high as a result of which

we will adopt an extensive advertising strategy to

increase our brand equity and offer low prices

indirectly creating entry barriers

• Adoption of an intensive creative strategy to withstand

high competition by conducting seminars / workshops

on eco-friendliness during exhibitions and sponsoring

events

• Creating a marked differentiation as providers of ecofriendly homes in the minds of the consumer



PESTEL ANALYSIS





SITUATION ANALYSIS

1. MARKET ANALYSIS• Aspiring Upper Middle Class

• Rise in purchasing power

• Ease in availability of affordable finance

• Favorable reforms by government (rise in FDI)

• Real estate growing at the rate of 33% Compound Annual

Growth Rate



2. CONSUMER ANALYSIS

• Emergence of nuclear family system

• House as an ‘Investment’ option

• Long term housing loans (easily available) have

encouraged the growth of consumers in Housing sector

SITUATION ANALYSIS



3. COMPETITION ANALYSIS

• Other builders- Raheja, DLF, Parsvnath

• Market share

•

Local builders

SITUATION ANALYSIS



SITUATION ANALYSIS

DLF• Largest Real Estate Developers

• All classes- residential, retail, commercial

• Developed >220mn sq. ft of Built Up Area

K. Raheja Corp.

• Residential, retail, commercial asset classes

• Developed >5mn sq.ft. & planning for 13mn more sq.ft. BUA

Parsvnath Developers• 46 cities- 17 states

• 81mn sq.ft. area under construction scope for 200mn sq.ft.

• IT parks and 12 SEZs are under plan





SITUATION ANALYSIS

5 COMPETENCY ( S W O T) ANALYSIS

I Strength

• Eco friendly (optimal usage of natural resources)

• Proximity to railway station and bus stops• Strong financial credibility with financial institutions

II Weakness

• Project located in the midst of the city

• Space for leisure and recreation

• Limited green cover



( S W O T) ANALYSIS

III Opportunity

• Robust demand for Residential homes

• Consciousness of Eco Friendly housing

IV Threats

• Existing players

SITUATION ANALYSIS



MARKETING PROBLEM

• Variety of choices available for the consumer

• Inflation and recession

•

Soaring real estate prices

MARKETING OBJECTIVE

Providing eco-friendly homes and increasing the market share

in the residential segment by 25% till 2016



SEGMENTATION

Comfort Convenience Hygiene Budget

25-34 years

5-15 lakhs

35-44years 45-54 years

16-30 lakhs 31-50 lakhs

MARKETING STRATEGY



I. TARGETTING

Salaried couples preferring convenience of travel ,between age

group of 35-44 years, earning approximately 16-30 lakhs p.a, in

need of a 2 BHK unfurnished flat

II. POSITIONING

Eco-friendly way of living

III. DIFFERENTIATION

Efficient usage of natural resources

( use of solar panels to generate electricity for lighting, rainwaterharvesting, day care center, vermiculture)

MARKETING STRATEGY



MARKETING TACTICS

I. PRICEA 2BHK flat in the city center area in the range of

Rs.1.5 to 2 Crores

II. PRODUCTAn eco friendly 2 BHK with parking facility and playparks

III. PLACEHousing complex located at 5 min. walking distance from railway station and bus depot inurban area



•‘Think Feel Do’ approach which includes ‘HighInvolvement’ and ‘Rational’ thinking

• Cognitive - Rainwater harvesting, solar power

generation

• Affective - This leads to low maintenance cost

• Connative - Making this conviction of eco friendly

lifestyle the use of alternative natural resources

MARKETING TACTICS

70%

30%



MARKETING TACTICS

Inference –

• Making 70% of the population aware about Eco friendliness

and converting 30% to buy the flats

• This would require long media formats with large contents

like newspapers

• Short formats like radio jingles





MEDIA STRATEGY

II. TARGET AUDIENCE

• Nuclear family, career oriented professional couple, betweenthe age-group of 35-44 years earning 16-30 lakhs p.a, looking for Eco friendly homes that give them value for money

III. MEDIA TARGETABLE NUMBER

• Frequently advertising through ‘Times Property, HT estate’(long format newspaper copies)

•

Hoardings to make the homes look appealing • We need to convert 30% for initial booking the flats within 6

months before ‘Bhoomy Poojan’



MEDIA STRATEGY

IV. MEDIA MIX

1. Newspapers(Times Property), magazines

2. Outdoor- Hoardings, Flex Advertisements

3. Radio jingles

4. Exhibitions



Objective – To covert 30% of people to book flats, before the actualconstruction starts

Tone of Voice – Warmth and specific(informative)

• Two pronged strategy highlighting rational and

emotional benefits

• Employing long media format exhibiting the following

features :

- Eco-friendly lifestyle with an insurance cover- Utilization of alternative energy resources

- Green Rating certified

- Wi-Fi Provision, CCTV

- Affordable EMI, tie up with banks

CREATIVE STRATEGY



ADVERTISING STRATEGY

• Long Media format like Newspapers, magazines lighting

informative content

• Application of short media formats highlighting

emotional benefits like:

- Day care centers

- Play and Park

- Scene of Dream home



Documents

05 Ecoconnect JBIMS