Farah Medhora-12027 Jheel Jain-12038 Krunal Trivedi-12049 Kunal Mistry-12051 Pooja Bathija-12083 Reepa Shah-12105 Vaishali Shah-12151

2 BHK Homes 5 minutes from railway and bus stop

Western Suburb
Tie Ups with Financial Institutes

Vision
To build a better life for its customers by leveraging core strengths-Lifestyle, Luxury and Location

Mission
To strengthen our position as a market leader in terms of innovation in affordable luxury residential apartments

Objectives
To sell luxury homes with extra level of detailing

Value Proposition-Futuristic living @ Reasonable rates (Architectural Design and modern layout)

Core CompetencyWe work with best people, treat them well and the rest will follow

InnovationUse of most futuristic technology and Siporex bricks for construction our building

Tie-ups with financial institutions

Use of Siporex bricks Pre fabricated material used for construction Green Building- Energy efficient Construction Tie ups with financial institutes for loans Elimination of real estate agent hence commission

Advertising in property magazines. Semi furnished sample flats

Having tie up with registrar offices for stamping of papers.

Ours is a simplified & easier paper process.

1.Area

Steep rise in property rates in Khar 2 BHK Price Range: 2-2.5 crores 1/3rd of luxury houses are not sold Interest rates on loans have increased Scam Price Bubble

Along Mumbais most upscale locales-Khar(West) Boutiques, restaurants, bistros, pubs, fine dine, shopping Khar is a prime & upcoming location in Mumbai Most peaceful & evergreen throughout the year.

Fluctuation in Foreign Exchange rates can affect the purchasing power of people. Preferences of people may change due to overcrowding. During festivals people may purchase more.

Political-Documentation and permits which has to be obtained during

the various phases of construction. Economic- Fluctuation in prices of inputs (cement, steel, iron, etc.) Purchasing power of Indians is on the rise Current housing loan rate is on the rise % which may curb people from buying property Social- Perceived image of the property developed Technological- Due to technical nature of the construction process, the technical environment keeps on changing everyday Environmental-Assessing environmental and social impacts is almost mandatory in most project categories Legal- Sticking to the legal frameworks stated by the government

Our homes give the customers a feel that they are living in a holiday location but with all the modern amenities at their disposal.
Close proximity to station Many schools and offices in the area

Increase in working age population Rent vs. owned Connectivity is essential Stress free atmosphere

MAJOR PLAYERS DLF Group Unitech Empyrean Group Raheja Lodha Oberoi Hiranandani

High

Le Mansion

DLF Raheja

Luxury

Low

Starcity MHADA

Hiranandani Lodha

Low

Cost

High

1. Mumbais premier real estate developer 2. Tie-ups with financial institutions 3. Unique branding strategy and marketing exercises 4. Location of the projects and head quartered at Mumbai adds value

Strength

5. Many tie-ups with international architects 1.Limited national presence 2.Govt intervention in construction projects causes operational inefficiencies 3.Less fund availability and shortage of skilled professionals 1.Expansion in other parts of India 2.Tax incentives for real estate investment 3.Reduction in interest rates 1.Fluctuating interest rates 2.Economic downturn

Weakness Opportunity

Threats

3. Possibility of a property bubble in Mumbai

Financial tie ups are missing: We are filling up this gap by having tie ups with financial institutions so people can opt for home loans

Rising Real Estate Prices Rising Inflation Increase in per-capita income of the consumers Increase in disposable income of the consumers Rising Interest Rates Increase in Employment

Macro 1/3rd of luxury flats not sold Rent Index high 10% drop in real estate market Inflation Micro Electricity and water problem Security and safety

Potential Entrants:
Large MNCs are eyeing a piece of the real estate pie

Suppliers:
Cost of procuring Cement is on the rise

Industry Rivalry-No of competitors are more so PODs will be very important

Buyer Power:
Housing Rates reducing in the market

Substitutes:
Builders are using a cheaper version of steel in their constructions

Marketing Objective

To sell more than 70% homes before 50% completion of the project Marketing Strategy Value for money with additional amenities and futuristic living.

Strategically located, affordable futuristic housing .

Segmentation and Targeting

Need-based segmentation Psychographic (Lifestyle-based) segmentation Demographic segmentation Income-wise

Real estate Market

Commercial

Residential

Retail

Status

Budget

Convenience

Income: Less than 20 Lacs

Income: 20-60 Lacs

More than 60 lacs

Our target segment is :-Service class earning an income of 20 Lacs and above(annual) between the age group of 25 60 years

Futuristic living @ affordable rates

We are at the non-awareness stage and we are going to preference stage

Tumhara sapna humara apna

Your home is your Paradise

5 mins from the station and bus depot

2 BHK, Semi-furnished, Fitness Gym, Spa, Parking Space

High Involvement

Rationale

Emotional

Low Involvement

Amenities
Swimming Pool Multi-storey Parking Gym Pre-fabricated raw materials WiFi Zone Advanced security Spacious balcony

Promotion

Product

4 Ps

Place

Scenic Beauty Connectivity 5 mins from western express highway 20 mins from airport Less pollution

Price

Bank Loans

2 BHK2-2.5 crores
Price Low down paymentRs.10 lacs

Media Strategy

Create Awareness

Educate & Enlighten

Incentivize

Promotions

ATL-60%
Print ads in newspapersTimes property Ads in Property Magazine India

BTL-30%
Direct Marketing Send mails to existing clients

Incentives-10%
Top 5 Performers(min. 10 flats in first 2 months) get 2Day/3 Nights trip to Singapore Next 10 performers get free weekend trip to a resort along with their spouse. Commissions to DSAs

Virtual Tour Video uploaded on YouTube. Register on Just dial. Tie-up with Furnishing Houses to set up Digital Signage Boards Hoardings on Bus Stop and Highways.

Online Advertising on moneycontrol.com

Right panel placements on Magic bricks.com Face book ID Tagging and Hoarding

POP-2Bhk,24 hrs water supply , parking area , electricity , security , elevators. POD-Use of innovative technology , super-x bricks , yoga centre , walking distance from the railway station , semi-furnished flats , tie-up with financial institutions for home loans.