Marketing Plan

Real Estate Market

Presented By:-

Ajay Rajasabai Devangi Dekate Pratik Mohapatra Udayan Datta

REAL ESTATE INDUSTRY/MARKET

Real estate is a property consisting of land and the buildings on it, along with its natural resources such as crops, minerals, or water; immovable property of this nature; more generally buildings or housing in general.

SEGMENTATION OF REAL ESTATE MARKET

Real estate has a very broadly defined market. Based on the types of projects that we deal with, we can broadly classify the market into three main segments.

Affluent Aspiring Striving

Company Descriptions .

Target Segment - ASPIRING

There are total 3 types of Real Estate Projects/Products identified in this segment.
Product Type Placement/Benefits

1. Luxury

Penthouse, 3 BHK Flats, For the elite class. Duplex Colonies etc. a) Separate floor. 2000 3000 Sq Ft. b) Separate Closed parking space. Carpet area.
c) Balcony with a pool. d) Sun Reflectors. e) Full glass for balconies for better light.

f) Jacuzzi bath tubs.

g) Clubhouse membership. h) Marble flooring.

Product

Type
2 to 3 BHK Flats with 1200 - 1500 sq. ft carpet area

Placement/Benefits
Targeting the Upper-Middle Class professionals. a) Attached bath with all bed rooms. b) Separate Pooja rooms. c) Large balcony. d) Club house membership. e) Jaguar fitted bathrooms. f) Vitrified Tiles flooring.

2. Classic

Product

Type

Placement/Benefits

3. Basic

1BHK/2 BHK/Studio Apartments

Targeting the middle class, bachelors and People who have the urge to own a house. a) Attached bathroom with the master bed room. b) Common drawing and dining rooms. c) Club house membership not in the package. d) Mosaic flooring.

Marketing Mix
Product :

Classic Project Scheme with 1200-1500 sq. ft carpet area

2 to 3 BHK Flats

Place :

A project having beautiful location with a landscape garden in premises, alternate lake view and garden view apartments, 2 balconies (1 large 1 small), Gymnasium, Clubhouse, Schools, Supermarkets

Price : Promotion :

Rs. 45 Lakhs onwards till60 Lakhs

Email Invites, Tele-Marketing, Print Media, Television media

SWOT ANALYSIS CLASSIC Project

STRENGTHS Location of the project Affordability Accessibility Quality High level design and architecture of the projects Interior design Timelines of project completion WEAKNESS New entrance in this segment Brand building process is still going on

OPPORTUNITIES Consumer Satisfaction. Consumer Demand Environmental Support. Independent Land prices being high, people will look for high rise apartments. Multiple channels of communication across society. Safety of Society - 24/7 Security Guards.

THREATS Increasing Competition Initial Investment is huge Licensing for various equipment Govt. Approvals Strong competition

Competition
We need to add here competition and the competitors
Barriers to entry: Business practices Real Estate Due to the number of competitors, it will be hard to prevent imitation behavior (especially from Sai and other builders) The marketing campaign to make this unknown brand popular requires more promotional expenditures than a traditional brand extension

Segmentation Variables & Breakdown For Consumer MAIN DIVISIONS VARIABLES BREAKDOWNS

Region
Geographic Segmentation Area Size Density Age Gender Demographic Segmentation Income Education Occupation Ownership Not So much Brand conscious, anchored in popular culture, inclined for differentiation and sophistication, incline for own house Most of them self- dependent , highly influenced by peer groups COMMUNICATION BENEFITS FUNCTIONAL BENEFITS PERCEPTUAL BENEFITS 5000 to 19999 Sq ft Urban 25-65 Male and Female > Rs. 30000 Any High tech job holders and buisness owners

Personality Phycographic Segmentation LifeStyle

Behavioural Segmentation

Benefits Sought Usage

TARGET MARKET
Segment Identification Segment Needs Segment Trends Segment Growth Potential Size of the segment

Positioning Strategy
Differentiation of the product Product differentiation is our main strategic decision for positioning. As we have identified the segment, label that segment, now using differentiation Like Affordability, availability, product manufacturing qualities, medical facilities inside campus, availability of day to day FMCG products inside campus etc..