Marketing Strategy Plan- Amura Marketing Technologies

CASE:
A known Pune based real estate developer has launched its project Acme Gardens in June 2015. The units range
from 2, 2.5 & 3 BHK starting Rs. 70 Lakhs per sq. ft.
The Developer's marketing & sales team feel that they need to explore the digital medium for their marketing
activities, as their relevant competitors have been active on the digital channel.
Their launch budget for the digital medium is INR 15 Lakhs for duration of 2 months. Based on the performance of
this activity, they will decide on new budget allocations and further activities.
Develop a basic marketing strategy / plan (using digital only) for the above case study based on the below pointers
Goal - To increase brand awareness & project awareness
To get good enquires for the sales team
To maintain good presence on the Internet
Ans:
1) STP OF RESIDENTIAL REAL ESTATE MARKET:
Residential segment contributes to 80% of real estate sector. For FY14, estimated housing shortage for urban
area was 21.7 million houses in India, indicating a tremendous growth opportunity. The demand for residential
segment would be 1, 65,000 units for period of 2013-17 (IBEF report)
In Pune, the long-standing yen to living as close to the city centre as possible is finally giving way to a new way of thinking and a new lifestyle. More and more Puneris are now spurning the chaotic existence of inner city life and embracing the
privileges of living in less congested areas. Baner, Wakad, Undri, Wagholi and Dhanori are attracting serious demand from
home buyers who have had enough of being enslaved to traffic snarls, unacceptable air and noise pollution levels and the
uninspiring sight of a seamless concrete jungle. Developers in these areas follow the updated city planning blueprint,
which ensures open spaces, green cover, active social and civic infrastructure and wide roads. This means that they are in
no danger of becoming clones of the inner city. Properties in Pune's brand-new suburbs offer a healthier, less stressful and
more fulfilling lifestyle not only to this but for all future generations.

As we can see the largest buying segment comprises from age group of 18-25 yrs (55%) and 25-34 yrs(32%). They both
account for 87% of all buying. Hence, it would be in most benefit to target these two segments.

We would position as

Luxuries for Life

Catering to the premium segment in the above mentioned age groups.

2) Platforms for advertising & its strategy / execution

Following are some snapshots which would help in gaining insights into Digital marketing

We can infer following points:

Neighborhood Info, Photo and contact information helps most in making decision: Hence we can
target sites like instagram, linkedin which caters to need of our premium segment.

3) Budget allocation for the different digital channels & reasons for the same:
As cost of things was not known, proper cost allocation could not be done. Instead a plan indicating
preparation and launch in indicated with various activities that can be carried out offline as well as online
in the following attached excel sheet.

Commercial Real Estate Marketing Plan

Jan 2015 - March 2015

Marketing Action
Offline
Print collateral
Window signage
Broker event
Print Ads
Public relations campaign

Week 1

January
Week 2
Week 3

Online
Website development
Marketing PDF
Outreach
Email campaign
Press release
Social Media
Media placement
Google Adwords
preparation/production
launch

Week 4

Week 5

February
Week 6
Week 7

Week 8