MAHINDRA LIFESPACES

GROUP 9
Group Members:
Gaurav Chauhan 1411226 Jignesh Lakhani 1411300
Saurabh Dongre 1411190 Sambit Rath 1411262
Neha Ghotane 1411154 Prem Shankar 1411045
Ashish Guneta 1411010 Preetam Srinivasan 1411118
Ashish Kumar 1411083 Himanshu Tandon 1411372
Soham Mondal 1411407 Surya Teja 1411336
Mahindra lifespaces is in the business of building residential townships
It focuses on the urban centers of National Capital Region, Pune, and parts of
Karnataka
Mahindra Lifespaces is Indias first green-homes developer. It is a leader in
sustainable urban development, through the creation of residential and
integrated large format development across India
USP fully equipped eco-friendly amenities such as rain water harvesting, solar
energy, energy efficient systems etc
MAHINDRA LIFESPACES
GROUP 9
INTRODUCTION
Mahindra Lifespaces has the sole objective of increasing the demand of eco-friendly
housing. It is faced with the following roadblocks:
Eco-friendly practices and amenities require huge initial investment
Eco-friendly townships are relatively priced higher in comparison to the other
townships
Since 2008, Mahindra Lifespaces has found low number of buyers for their eco-
friendly residential housing facilities
OBJECTIVE
We understand, Mahindra Lifespaces intends on increasing its investment in the
eco-friendly housing space.

Our analysis provides the marketing strategy to fulfill the above objective.
TARGET MARKET
Karnataka
In the state of Karnataka,
we are focusing on
Bangalore because of
availability of land and
customers
Further, being an I.T. Hub,
Bangalore would serve as
a good proposition
Based on the above
points, we have selected
Sarjapura Road for the
purpose of our analysis
Pune
As mentioned above,
Mahindra Lifespaces is
focusing on I.T. Hubs with
land availability
For the purpose of our
analysis, we have selected
Ramtekadi
NCR (Noida)
Apart from being an I.T.
Hub, Noida offers great
opportunity for growth
Fast improving
infrastructure and metro
connectivity
STP THEORY
Segmentation done on the basis of
income:
lower Per capita income: 17.9%
Mid Per Capita Income: 30.2%
Upper Mid Per Capita Income: 36%
Upper Per Capita Income: 15.8%
The target audience is people
belonging to Upper Mid and
Upper per capita income in the
region of Bangalore, NCR and
Pune
Mahindra Lifespaces is to be
positioned as a major player
in the eco-friendly housing
space
PORTERS FIVE FORCES MODEL
Threat of New Entrants
Threat of New Entrants is not high because of:
1. High Entry and Exit barriers.
2. Lack of experience in this field.
Rivalry Among
Existing Firms
Determinants of
Buyer Power
1. Ability to Substitute
2. High Buyer power, and
customers are well
educated
Determinants of
Supplier Power
1. Limited number of
suppliers which are
not indigenous
2. Suppliers are large
Threat of Substitute Products
1. Smart homes
2. Well established brands in the real estate
market.
1. Limited eco friendly players
2. Already established non-eco
friendly players
Product:
Mahindra lifespaces is providing the customers with a healthy living alternative
It is also providing environment-friendly customers with an opportunity to play their
part in nurturing the environment
Pricing:
Mahindra lifespaces is offering competitive prices, while maintaining the quality that
is associated with the brand
It is also offering a value proposition to prospective customers by providing an
opportunity to reduce carbon footprint and electricity/water costs
Place: People working in tech campuses across Noida, Pune and Bangalore will be able
to enjoy reduced travel times to office allowing them extra time inside their pristine
environment friendly homes
4 PS OF MARKETING
Promotion: Digital Marketing Strategy
By increasing the online presence awareness of the customers can be increased.
As internet penetration is increasing , this niche area needs to be further explored.
Audience can be targeted using Marketing Channels.
Different digital marketing channels:
Affiliate Marketing: Company can be hired to bring traffic to the website and paid when
the deal is finalized.
Display Marketing: Strategic placement of advertisements of houses is done so that the
number of unique visitors coming to the site increases. Example : Putting advertisements
on 99acres.com.
Email Marketing: Emails can be sent to the potential customers, which would indeed bring
more visitors to the website. Engagement of customers will be done by showing myriad
deals leading to better order conversion.
Social Media Marketing: Social media campaign can be run to create awareness among
users about the offerings and the benefits to the society.
Organic Search/Natural Search: Keywords are bid in such a way that when a person
searches for a flat in a search engine then our results come at the top.
4 PS OF MARKETING
SWOT
Environmental
factors
Own specific
factors
OPPORTUNITIES THREAT
STRENGTH

Reduction in resource
transportation cost
Brand Image as the name states
Eco- friendly products
Ability to design products with
differentiating features
Can obtain government subsidies
Non exclusivity with the
innovative idea creating a threat
from the competitors
Maintenance and repairing of in-
house facilities

WEAKNESS
More focus on the limited
customer base
High exit barrier

Emerging competition
Rapid change in customer
preference
Lesser targeted segment
Huge initial capital expenditure
Juvenile technology
FINANCIAL ANALYSIS
References:
1. http://timesofindia.indiatimes.com/city/lucknow/New-power-tariff-smacks-of-favouritism/articleshow/18840520.cms
2. http://www.livemint.com/Industry/vYtgGASv6rnsgfEo3dAxAP/Maharashtra-approves-1520-power-tariff-cut-excludes-Mumba.html
3. http://businesstoday.intoday.in/story/eco-friendly-homes-help-save-money-in-long-term/1/18835.html
Thank You