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Agenda
VMO PESTEL 5 Forces FCB grid Marketing Plan
Situation Problem Objective Strategy Tactic
Hierarchy of effects
IMC
Objective Strategy Target audience
About Company
Vision
To enhance lives by creating great places to live of highest quality
Mission
To build world class residential estates and become most respected company in India in residential housing
Objective
To capitalize 15% market share To sell 100 Homes by 2014
About Project
Project CasaMagna Township Location Pune Outskirts (Hadapsar) Type 2 BHK Affordable Housing Apartments 14 acre plot, 7 Buildings 8-storey, 196 flats Amenities- Play Park, Ample Parking Space Price Rs. 35-50 Lac
Core Competency
Extra level of detailing
Value Driver
Innovation
Situation-Consumer Analysis
High skilled professionals from across the country settle in Pune for work IT professionals form majority of customers Preference for homes near work place Preference for township projects with amenities, parking space, modern technology, security
Situation-Legal Analysis
Housing Property Scam FSI issues Government Permission
Competitor Analysis
Major Builders Kumar Builders Kolte-Patil Developers ABIL Group Kakade Developers
Pune real estate market is highly competitive Large number of upcoming residential projects
Competitor Analysis
Real Estate Distribution In Pune
Others 18% MHADA 3% Kolte-Patil Bulders 8% Kakade builders 15% Kumar Builders 35%
SWOT Analysis
Strengths
Stress on Quality Large Area suitable for township project Easy availabilty of labour 24-hr rickshaw/taxi availability
Weaknesses
Location distance is more from city centre No Bus stop in the vicinity
SWOT Analysis
Opportunities
Growing market and huge demand for affordable housing New IT SEZ being constructed nearby Proposed new link road
Threats
Large number of Competitors Slum area near the project location Economic downturn Growing prices of land, labour, resources
PESTEL Analysis
Political
Land acquisition constraints FSI constraints
Economical
Recession will affect demand and loan payments Profit margin will be affected due to competitors Interest rates on housing loans
PESTEL Analysis
Social
High standard of work in process of construction and sale to build image for years
Technical
Use of modern equipments like huge drilling machines, cranes Pre structured Concrete Blocks
PESTEL Analysis
Environmental
Environmental groups are concerned about the detrimental impact of housing development on the countryside.
Legal
Higher Interest rates Govt Regulations Land Acquisition Constraints
DSTP Analysis
Differentiation
Natural and healthy environment with modern facilities at affordable prices
STPD : Segmentation
Segmentation and Targeting
Need-based segmentation Psychographic (Lifestylebased) segmentation Demographic segmentation Age-wise Income-wise
Commercial Real Estate Market
Residential
Retail
Status
Budget
Convinience
25-45
> 45
30-60 lac
>60 lac
DSTP : Positioning
Marketing Objective
To sell more than 70% homes before 50% project completion
Marketing Mix
Product
DKB group presents modern corporate standard houses in affordable price with innovatively used technology which will bring beauty, peace and harmony to the lives of the residents CasaMagna township, a structure of unmatched combination of facilities and value- it is a state of the art residential development designed around a unique theme - Youngsters
Place
Location Hadapsar (12km away from Pune) Near Pune Solapur Highway Play Park, ample parking space, pollution and noise free place
Marketing Mix
Price
2BHK 35-48 lakhs 3BHK 48-60 lakhs
Our Offering
Promotion Plan
Advertisements
Roadside Boards on nearby highway Promotion in Multiplexes in une
Real Estate Exhibitions Newspaper Ads Radio Ads Value added services like low interest loan
Video Advertisement
PLAY MOVIE