Upload
tejesh-neroy
View
225
Download
0
Embed Size (px)
Citation preview
8/3/2019 Housing DSTP
1/15
Team Members:
Nishit Ratthe
RakeshTatikondaDhiraj Manik
Vishal Phadke
Shveta Shamkuwar
1
SHRI Housing Complex
8/3/2019 Housing DSTP
2/15
Agenda
2
y Housing Society: Parameters
y VMO
y Porters Five Forces Model
y PESTEL Analysisy Marketing Plan
y FCB
y IMC
8/3/2019 Housing DSTP
3/15
Housing Society: Parameters
3
y 5 minutes from rail/bus (3 cr)
y 2 BHK (3 cr)
y Unfurnished flats (1 cr)
y Right in the city centre (2 cr)
y
Ample parking space (4 cr)Play park (3 cr)
y Fairly good reputation. People trust you. People can expect to takepossession of their flats on time.However, construction quality seemsdoubtful (2 cr)
y Builder has some experience (3 cr)
y Security services (3 cr)
Mr. Fixitall (Carpenter, Plumber etc.) (5 cr)
y Promotion budget (1-3 cr)
8/3/2019 Housing DSTP
4/15
VMO
4
y Vision
To serve people by actively undertaking infrastructure projectsthereby contributing positively to the alleviation of the Indianhousing deficit
y MissionTo become one of the top three housing developers in theIndian metros by 2015
y Objectivesy
Build quality homesy Ensure timely delivery
y Gain customer satisfaction
8/3/2019 Housing DSTP
5/15
Porters Five Forces Model
5
y Existing firms
y Lodha Group
y Tata Housing Development Company
y New entrants
y Affordable Housingy Commercial Real Estate Developers
y Substitutes
y Houses on Rent
y
Buyersy Market Demand
y Suppliers
y Fund Raising
8/3/2019 Housing DSTP
6/15
PESTEL Analysis
6
y Politicaly Land acquisition
y Economicy Price fluctuation
y Market demand
yProject funding
y Socialy Displacement vs. Development
y Technologicaly Construction material
y Environmentaly Disposal of construction waste
y Legaly Certifications and Documentation
y Project clearance
8/3/2019 Housing DSTP
7/15
7
y Value Driver: Convenience
y Value proposition: Guarantee of timely possession
y Core competency: Land ownership
y Sustainable competitive advantage: Land ownership
8/3/2019 Housing DSTP
8/15
Marketing Plan
8
y Market Analysisy Real estate growth: 33%y Residential space: 80%y Offices, Shopping malls, Hotels etc: 20%
y
Consumer analysisy Professional careery Family life cycle stagey Financials
y Competency analysisy Strengths: Good reputation, trust, timely deliveryy Weakness: Construction qualityy Opportunities: Commercial spacey Threats: Experience in building construction
8/3/2019 Housing DSTP
9/15
Marketing Plan
9
y Marketing Problem
y Selling unfurnished flats despite lack of experience and doubtful
construction quality
y
Marketing Objectivey Getting order bookings for all the flats before completion of
construction
y Receiving total payment before giving possession
y Enhancing reputation as a housing developer
8/3/2019 Housing DSTP
10/15
Marketing Strategy (DSTP)
10
y Differentiation
Possession of flats on time
y Segmentation and Targeting
y Based on lifestyle, age, annual family income
y Based on need/benefit, age, annual family income
y Positioning
Dream home right in the city center
TargetSegment
Careeroriented (Busy)
20-30 30--40
25L
40-60 >60
Traditional(Housewife)
Retired Adventurous
TargetSegment
Convenience
20-30 30--40
25L
40-60 >60
Hustle free Spacious Holiday home
8/3/2019 Housing DSTP
11/15
2BHK unfurnished Flats, 5min
from Rail/ Bus
Play park, Ample Parking
space, Mr. Fixitall, Security
Permanent accommodation /
living space
Product
4 Ps
8/3/2019 Housing DSTP
12/15
4 Psy Place
y Housing Agentsy Corporate Officey Housing Finance companies
y
Pricey 18 20% margin on projecty 60 75 lacsy Market situation
y Promotiony Budget: 3cry ATL:Hoardingsy BTL: Brochures, Commissions to Agents, Commissions to partneringHFCs
8/3/2019 Housing DSTP
13/15
Emotional
Low involvement
High involvement
Rational
FCB
8/3/2019 Housing DSTP
14/15
IMC
14
y Hoardings
y 10 high traffic Bus/Railway stations for a quarter (2.5 cr)
y Brochures (2 lacs)
8/3/2019 Housing DSTP
15/15
15
Thank You