AD mgmt ppt

7/29/2019 AD mgmt ppt

1/27

Royal Aspira ParkSweet home developers


2/27

YOURDREAMSYOURTRUST

OURQUALITY


3/27

To build a better life for its customers byleveraging its core strengths - the 5 Ls of

Leadership, Luxury, Lifestyle, Location and

Legacy & To create landmarks of exemplary quality

and designed to sustain not merely a high

standard of living, but also theenvironment and society that surrounds

it.

Vision


4/27

Mission

Our mission is to turn dreams into concretereality. From concept to completion, at everystep, in every project we undertake, we are

focused on exceeding our customersexpectations. Our commitment to qualitydrives us to use nothing but the best, be itequipment, materials or manpower. At our

sweet home Group, we aren't just redefiningskylines; we are building the future, one homeat a time


5/27

Corporate values

Passion

Risk Tolerance

Excellence

Motivation

Innovation


6/27

To provide semi-intelligent homes as desired bycustomers.

To provide housing that contributes to thesustainability of communities and is compatible

with the goal of environmental sustainability.

Objective


7/27

```1`

Features


8/27

WINDOW : Heavy section aluminium sliding windowswith marble sills.

PLUMBING : Concealed plumbing with high qualityC.P. Fittings.

ELECTRIFICATION :Concealed copper wiring andextensive layout modular switches in apartment.

ENTRANCE :Decorative Entrance lobby with falseceiling and decorative lampshades.

LIFTS Reputed Brand of Lifts. SECURITY SYSTEM Gas leak detector and fire alarm.

OTHERS Piped Gas connection

Features


9/27

Cost Property Type:

Residential Apartments

Location: Sion

Area Range: (Carpet) 672 to 900 Bedroom: 2 BHK

Price Starting From:

Rs. 1, 45,00,000/- Possession:

Ready & Under Construction


10/27

Royal

Aspira

Park

Railway

station

5 min

Bus depot5 min

Shopping

malls

10 min

Airports20 min


11/27

PESTEL

Political

Tax policy,

labour law,

environmental

law

political stability

EconomicEconomic growth

Interest rates

Exchange rates

Inflation rates

Social

Health

consciousness

Population

growth rateAge distribution

Emphasis on

safety

Technology

R&D activity

Automation

Rate of

technological

change

Environmental

Weather

Climate

Climate

change

Legacy

Consumer law

Antitrust lawEmployment law

Health and safety

law


12/27

Strength

Infrastructure in place

Location highly suitable

Very focused management /staff

Well rounded and managed business

Weakness

Focus may be too narrow

Lack of awareness amongst

prospective customersAbsences of strong sales andmarketing expertise

Oppturnity

Market segment is poised for rapidgrowth

New market offer great potential

Potential to diversify into relatedmarket segment

Threats

Economic slowdown could reducedemand

Market may become price sensitive

Major player may enter targetedmarket segment

SWOTAnalysis


13/27

Interpretation

Hire the fresh and talented MBA persons from

top B-school.

Introduction of new project which are more

appropriate and in line with customer needs.


14/27

Value Chain Analysis

CoreCompetency

Leaders in

real estateinnovation

Sustainable

competitive

Advantage

Well

constructed and

strategicallyplaced homes

Value Driver

Innovation

Value

Proposition

Futuristic living

@ Reasonable

rates


15/27

Market analysis

Mumbai office real estate saw absorption of

6.6 million square feetdown from 9.6

million square feet in 2011, reflecting a

combination of lukewarm economic growth,lower employment generation and an overall

decline in corporate buoyancy.


16/27

Situation- Market Analysis

3700 luxury flats under construction

Price range 2 cr- 7 Cr

1/3rd of luxury houses are not sold

Interest rates on loans have increased

Scam

Price Bubble


17/27

Situation- ConsumerAnalysis

Increase in working age population

Rent vs Owned

Connectivity is essential Stress Free atmosphere


18/27

Increase in working age group

Independent lifestyle

Inflation

Migration of working class from other cities toMumbai

Increase in Interest rates

Rate drop forecast

Situation- Socio Economic Analysis


19/27

Housing property scam

Situation- Legal Analysis


20/27

Situation- Competition Analysis

Luxury

Cost

High

Low

Low High

Starcity, Vasai

MHADA

Lokhanwala

RNA

Panvelkar group

DLF

Raheja

HiranandaniSweet home

group


21/27

Differentiation

Strategically located affordable luxury housing


22/27

SegmentationReal Estate

Market

Commercial Residential

Status Budget

Age

60

Convienence

Retail


23/27

Positioning

Futuristic living


24/27

Tactic

4 Ps

Promotion

Place

Price

Product

Connectivity

5 mins from highway

Less pollution

Amenties

Swimming Pool

Multi-storey

Parking

Gym

Pre-fabricated raw

materialsWiFi Zone

Advanced security

Spacious balcony

Bank Loans

Price 1.5 Cr

Low downpayment- Rs.10 lacs


25/27

Tactic- Promotion

Print Ads70%Magazines- Trade

&Business

-Property Plus

-Good Housekeeping

-Business WorldNews Papers

-Times property

-Mid day

Outdoor

AV- 30%

-In Cinema

-Ads &Slides

- L Rec on News channels

Brochures , Flyers 50% Direct marketing 20%

Participation in Trade

shows

PR

Website Online Advertising- 20%

Pop ups on Property

sites : 99 acres ,

magicbricks &

timesproperty

Pop ups on cricket sites

and stock broking sites:

cric info & money

control

ATL=60%

BTL=40%


26/27

FCB Grid

Royal AspiraPark

Low Involvement

Emotional Rationale

High Involvement


27/27

Thank you

AD mgmt ppt

Documents