Your First Home Purchase Made Easy

XYZ Developers
Branding & Marketing campaign
Amit Dalmia Arnab Maiti Anu Gupta Subhandu Daksi Tridib Choudhury Anand Chandran

Broad guideline (to be deleted)

Location: 15 min away from Railway Station (3 Cr) Convenience (working class) 2 BHK Flats (3 Cr) Nuclear family with 1-2 kids, Middle Income Group Unfurnished Flat (1 Cr) - Affordable Right in the City Center, with all the hustle and bustle (2 Cr) All the amenities at stones throw distance, for career oriented couple, old retirees Amenities: Ample Parking Space + Play Park + Landscape Garden (4+3+3 = 10 Cr) Differentiator from other builders in city, convenience not at he cost of nature and comfort Ruthless Builder, Uses Goondas, have killed two builders. (2 Cr) Keeps the budget under control, passes on the benefits to the buyer Some Experience (3 Cr) helps in affordability of the project

Vision, Mission & Corporate Objective

VISION
To become the best value housing provider

MISSION
To bring hassle free affordable luxury and comfort living to the first time home buyers, in a greener way

OBJECTIVE
To become the trusted name of choice for affordable luxury housing

Value Driver
Real Estate Company for first-time home buyers Value Proposition Convenience and Comfort within your Budget Core Competency
Experience and Skilled workforce that is Paramount to retaining the trust of our customers

Value Chain Analysis

Directly acquiring Raw-material from

the manufacturers hence

cutting down the intermediaries Investing in specially designed Inventory management system that reduces the carrying cost with just in time delivery from the vendors The standard real estate commission is 2% of the selling price, with 1% going to the buyer's agent and 1% to the seller's agent. XYZ here will eliminate this by discouraging the broker sales and going directly to first time home buyers and passing on this disc to them.

Marketing Planning
Situation analysis Problem analysis Objective analysis Strategy analysis Tactics analysis

SITUATION analysis (Anand to fill up)

Market Consumer Competitor Competency Macro socio-economy Social trends

Pest analysis
Political:- IOD, Building Commencement Certificate, MOEF, Occupation Certificate Economic:- Fluctuations in prices of inputs (cement & steel), changes in demand, Political scenario, stamp duty & registration charges, Service tax Social:- Credibility of company, perceived image of property developed Technical:- Pre-structured blocks, mixture of cement & sand, RMC, Prefabricated steel, Mivan Structures, Pre-fabricated structures

Marketing plan
Situation Analysis Problem Analysis Objective Analysis Strategy Analysis Technique Analysis

Situation analysis

Market : Higher Middle Income Group Competitors : Mantri, Oberois, Raheja Universal are the main competitors to our business as they are introducing new projects in the same sector / area Consumer : new market trend is towards bungalows, as it marks of status and people dont want to share their things Competency analysis : first mover advantage in Goregoan but competitors do exist. Although we are selling the apartments at lower price than the competitors which will create opportunity for us in future Comparative analysis : there is no point of comparison due to differentiation, even though from customer point of view we are selling best products at affordable price Social Trend : Nuclear family concept

Problem analysis
Information Technology : Heavy investment to introduce SAP system and very difficult to maintain and upgrade new technology

Human Resource : un-availibility of skilled work force is not which can effect the schedule of the project Expertise : Lack of experts in construction industry

Objective Analysis
Prime focus to build affordable 1 / 2 BHK Apartments To have sufficient Skilled labour and expertise in value engineering

Strategy planning
Differentiation:- targetting sale at lower price compared to competitors (creating name in the market)

SWOT analysis
As this market segment & area is developed area i.e. Goregaon the infrastructure is already in place Also our labour & engineering resources will help to gain expertise & efficient working Tie-up with Banks / Institution to raise capital / Pvt. Equity (PE) funds / Investors

Techniques analysis
Product Price Promotion place

Product
1 / 2 BHK Basic Amenities

Price
Selling price : 8000 10000 - per sq.ft Price per Apartment : Rs. 60 90 Lacs + Stamp duty & Registration charges + Service Tax + Additional amenities charges as required by customer (built-to-suit)

Promotion
Newspapers (Advt) Real Estate Property Magazines. Hoardings Online advertisements Social media promotion Bulk SMS

Place

FCB Grid

STRATEGY (DSTP)
Differentiation
XYZ differentiates itself through its focus on the specific market niche: First-Time Home Buyers looking for a suburban residence within commuting distance of SoBo. XYZ represent only individuals and couples buying their First Home, although others are also welcome. XYZ takes a decidedly "non-slick" approach by holding careful and thoughtful sessions with clients to answer all of their questions, as well as general information sessions and seminars for prospective clients.

XYZ publishes a How To Buy Your First Home" guide on their website with the best information from the web along with their own advice.
XYZ seeks to align all of their activities with serving this market niche.

Segmentation & Targeting

Segmentation & Targeting:
The ideal customer for XYZ Realtors is a young couple who have been renting a home, but now seek to move to the suburbs, although within commuting distance of CITY. The ideal customer market for xyz Realtors has the following characteristics:

Living in SoBo on rent Interested in living in Western Suburbs Generally aged 30 - 45 years old Household income of at least Rs.125,000 annually Generally a married couple with or expecting at least one child Interested in living in a beautiful place (home, neighborhood, and town) Feel there is a "right" home for them and that they should not have to "settle" for anything less

Segmentation & Targeting

Segmentation & Targeting:
The ideal customer for XYZ Realtors is a young couple who have been renting a home, but now seek to move to the suburbs, although within commuting distance of CITY. The ideal customer market for xyz Realtors has the following characteristics:

Living in SoBo on rent Interested in living in Western Suburbs Generally aged 25 - 45 years old Household income of at least Rs.125,000 monthly Generally a married couple with or expecting at least one child Interested in living in a beautiful place (home, neighborhood, and town) Feel there is a "right" home for them and that they should not have to "settle" for anything less

Positioning
High Amenities

Low Price

High Price

Few Amenities

The following marketing materials and methods are used to reach the target market: Monthly listing bulletin Marketing kit (with versions geared towards clients and towards professional offices) Website Newspaper ads Direct mail postcards Signage outside XYZ Realtors office "How to buy a first home" guide Each marketing kit will feature three case studies consisting of a one page story, a photo of the client(s), photo of the home, and testimonial statement from the client.

The website will feature three video testimonials consisting of one-minute videos narrated by a client along with pictures of their home, the process of working with Titicus, and the Titicus office.
Estates will ask some clients if they would be willing to take part in a testimonial/case study one month after closing during the follow-up meeting. They will be offered a $250 gift certificate to a home goods store for their trouble A professional videographer/photographer will be brought in to work on this and a freelance writer will be employed to write the case study.

The marketing kit prepared for professional offices will include all of the information in the client version as well as details on the gift certificate offer. Also, the case statement will be adjusted for this version to reflect the other benefits to their office from having a referral relationship with Titicus Realtors. Direct mail postcards will be sent to a target list of 1,000 individuals who currently rent in New York City and potentially fit the ideal target market. These lists will be purchased based on income, age, and lifestyle elements suggesting they may be looking to move to a suburb. One postcard will be sent every other month with an invitation to the next information session. A new 1,000 individuals will be chosen every six months.

Thank you