ABOUT US
• Established in 1982• Over 3 decades of experience in Real Estate with several
prestigious projects in Central & South Mumbai, Thane and Navi-Mumbai
• Trend setter• Winner of Multiple Red Dot Awards for design
innovations and design concepts
VMO• VISION:To create for our customers a HOME by offering
the very best in modern living made perfect through careful planning and execution
• MISSION:To deliver to our customers projects of the highest degree of quality
• OBJECTIVE: To ensure that each project we undertake is tailor-made to fit all possible needs and requirements of our customers
SWOT• STRENGTHS:
Collaboration with Japanese design experts First mover advantage in bringing latest
designs and innovations to Mumbai –modular apartments
Known for timely completion of projects
• WEAKNESS: High investment in R&D
SWOT• OPPORTUNITIES:
Possibility to move into other Metros Huge demand from young demographic
population
• THREATS: Slow down in Real Estate Market due to
economy Fluctuations of realty prices
PESTEL• POLITICAL FACTORS:
Urban land ceiling regulation act Stamp duty-5%
• ECONOMIC FACTORS: House loan interest rate:10-12% Per capita income: risen 16.9% to Rs 53,331 compared to Rs 46,117 in the
previous year.• SOCIO
Country with youngest demographic population• TECHNOLOGICAL
Use of bricks that help in temperature control• ENVIROMENTAL
Rainwater harvesting Solar panels
• VALUE PROPOSITION-FEE– FUNCTIONAL: Offer our customers homes in the heart of the city – ECONOMIC:Providing our customers homes that give them the best value for
their money with the added advantages of furnishing,modern amenities,etc– EMOTIONAL: Giving our customers a HOME, not just a house
• VALUE DRIVER: THEME!!• CORE COMPETENCY
– Building beautiful houses of the highest standards using efficient and cost saving methods and technology
• VALUE CHAIN ANALYSIS– Optimum use if space– Innovation– Value for money–
Brand Pyramid
Self Expressive
Emotional
Functional
Marketing Plan• Situation---Analysis• Problem• Objective• Strategy—DSTP----demographics,…;preference• Tactics---4 PS
Market Analysis
• ‘Residential property prices in Mumbai may correct by 33%’ - Pankaj Kapoor, managing director of realty research firm Liases Foras
• Mumbai's real estate is in a critical phase with property registration numbers continuing to drop month-on-month with no signs of revival
• Prices have gone up eight to 10 per cent since April 2011
• Demand-supply gap is highest in the low- and mid income segments; in fact, demand exceeds supply
The new stock has been added in the Western and Eastern suburbs (around 32 percentage and 36 percentage respectively), which is in line with the trends witnessed during last couple of years
COMPETITOR ANALYSIS
MAJOR PLAYERS:
• Tranquil Homes• Hiranandani Builders• Lodha Group• HDIL• DB Realty• K Raheja Developers
INNOVATION
COST
HIGH
LOW
LOW
HIGH
TRANQUIL HOMESHIRANANDANI
HDIL
DB GROUP
LODHA
DSTP• Differentiation
– Form beyond function
• Positioning– Position Tranquil Homes as a lifestyle experience
instead of an apartment– Create an aspirational value for Tranquil Homes
Market SegmentationRESIDENTIAL
SIMPLE LIFESTYLE
SINGLE JOINT FAMILY NUCLEAR
HIGH NET-WORTH
INDIVIDUALSSERVICE CLASS
5-25L 25-40L 40-60L 60-1cr 1-3 CR
ENTREPRENEURS
RETIRED
HYGIENE CONCIOUS
POSH LIFESTYLE
INVESTMENT
Buyer Profile
The MBA
Graduate
The Nuclear Family
The Live-in couple
The Starlet
The MBA Graduate• Subir has just completed his
MBA post graduation• Being from one of the
premier management institutes he’s managed to bag a plum package of over 10 Lakhs
• He will soon want to move out from his parents home and own a home that reflects his personality
The Starlet• Miss Poonam Pandey rose
to fame just before the World Cup Final
• She has no actual source of income and is famous just for being famous
• Tranquil Homes is not too expensive for her, plus she can show off her posh home
• Both the Kumars are working at a leading Multi National Bank
• In order to spend more time with their daughter, they would like to cut down on travelling time
• Tranquil Homes being located in the heart of the city, provides them this option
The Nuclear Family
• Shashank Shekar and Priyanka Jha have been together for over 2 years
• They now plan to move-in together
The Live-In Couple
Marketing tactics
ProductPricePlacePromotion
Product
1BHK flat: 545 sq. ft 4 towers with 120 units each 15 Minutes walk from Bus and Train Station Ample Parking space and Gym City Centre, Restaurant (running 24x7), Movie Theater 8 apartments on each floor planned with a view to minimize
the common circulation area and maximize the useable Unit Area.
Modern friendly planned structure and environment. 24 hour power back up & water supply‐ ‐
Price
• Targeting upper middle class• The price of each flat would be Rs. 35 Lacs• Parking space would cost Rs. 5 Lacs• Pricing based on location and quality of
construction
Place• 15 Mins walking distance from nearest bus
and train station
• Situated in the middle of city surrounded by large market place
LOCATION
Promotion
• Marketing Budget: Rs. 10 Cr• Advertising with an emotional appeal• To reach out to the target audience using
unconventional sources of media
ATL• Print Ads in Newspapers
like TOI, HT and DNA• Radio Jingles on Radio
Stations like Radio One, Radio Mirchi and Fever
• Hoardings on Highways and traffic junctions
BTL• Create a Facebook page to
interact with potential customers
• Participate in Property Exhibitions
• Recreate a demo flat in such exhibitions
Promotion Strategy
We Offer
Power Packed 1BHK
Tranquil Homes
Features
PRIME LOCATION
IMMEDIATE POSSESSION
MODULAR AMENITIES
STATE OF THE ART GYM
THANK YOU
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