castle (met bkc)

7/31/2019 Castle (Met Bkc)

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M U M B A I

Lets uncompromise

N

ileshSonawan

e

Husain

Telw

ala

PinakinOdhekar

AZHAR

SHEIKH


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VisionThe Castle Developers seeks to construct a better lifefor its customers by leveraging its core strengths - the

Cs of Customer, Credibility and Cost- to create valueby providing quality and design that benchmark thehighest standards of living.


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Mission

To responsibly serve societys need for affordableand quality living.


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Corporate Objective

To achieve LeadershipPosition in the market.


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Our ValuesQuality

InnovationTrust Respect

Customer Focus

Action Orientation

Responsibility to Society


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FEATURES

In a Standard 2BHK Flat:

Scenic surroundings

5 min from Railway station and Bus depot.

Semi-Furnished apartment.

Modular Kitchen

Individual Parking Space.layground for kids


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Standard Flat layout


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DSTP

Differentiation:-

Better living solutions at Economical Price


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Segmentation

BasicFully

FurnishedSemi

Furnished

25-30years

30-35Years

8-15 Lacs 15-23 Lacs 24-32 Lacs 33-40 Lacs

35-40Years

45 Yearsand Above


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Target

Customers looking for semi-furnished new flats ataffordable costs in western suburbs of Mumbai

Age Group of 30-35 years.

Income Group 15-23 lacs PA


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Positioning

Affordable, semi luxurious flats inwestern

suburbs of Mumbai


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Marketing Mix

2 BHKSEMI

FURNISHED

FLATS

1.25 CR.1300 SQ.FT

(RS.9610/SQ F)

GoregaonWesternsuburb

Mumbai

Promotion-OOH, PRINT,Digital(Viral,

Social)


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Values we give to

our customers

Money Benefits Affordablepricing

Strategic

Location Semi

furnished

Cost Effective Housing!


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How we shall Extract Value and deliver the same to customer

Buy DieselGenerators

Interrupted

Electricity

Buy Fly Ash Bricksplant

Eco-friendly,Low water

Absorption,high strength

Use of fireproofwiring

Important forevery house to

avoid

unfortunateevents

Install Rain-waterHarvesting

Will save costand avoid

wastage of water

Value to Company

Value to Customer


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Value Proposition

Quality CostCustomers


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Core Competency

The core competency of Castle is as strong as itslandmarks. The core competency of castle is

Quality housing in affordable Price


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SWOT ANALYSISStrengths: Good Reputation with Vast experience

Large geographic area for labor pool. Efficient & Loyal workforce

Nearby universities and colleges.

State and County Roads.


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SWOTWeakness: Lack of shopping and entertainment options

Far away Airport Poor road conditions


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SWOTOpportunities: Migrations from other cities to Mumbai

Increase in the purchasing power of Customer

Strategic partnerships and alliances are a key part of ourstrategy.

We have linked up with a number of major Indian andternational banks to offer financing packages to potential

ers.partner banks include HDFC, ICICI and Citibank.

properties are vetted and pre-approved by banks, thusng the loan process much simpler.


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SWOTThreats:Aggressive incentives by competitors

Available commercial lands controlled by fewindividuals

No managed growth plan for land development couldad to many incompatible land uses.

nging political and bureaucratic landscape

curity and limitation of base funding.


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From the SWOT Analysis

Opportunity :

Migrations to Mumbai Rise in the purchasing capacity Demand for affordable living Positive financial scenario

Strategy:

Converting tenets into potentialcustomers Leveraging the positive financialscenario


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5 Forces

GovernmentPolicies (FSI),Economies of scaleLegal BarriersPolitical InfluenceLocal Dominance

Price performancetrade off of substitute(Let out, Lease,MHADA,CIDCO)

Quota selling, Traderelations with existing

players, Price

Leadership, Monopoly

Bargaining leverage,Price sensitivity,Substitute available,Buyers incentives


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Interpretation 5 forces Model

Since Castle is focusing mainly on price sensitivecustomers , the possibility of threats from Long termlease and government housing solutions like CIDCO

and MHADA cannot be ignored.

There is a potential threat from suppliers as thepreference towards existing giants and availability ofRM is unpredictable.

Chance of experiencing monopoly from supplier

Price sensitivity of customers


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Competitor Analysis

MANTRI BUILDERS

In just 12 years, the company has delivered over 6,000 homes, built 20projects and has to its credit over 1 crore square feet of constructed

area, over 30,000 satisfied residents and over one crore square feetunder various stages of construction.

First to offer customization of interiors & specifications bare shell.

First to offer Home Concierge: on-call services at your doorstep

First PPP in India for development of a Metro station with BangaloreMetro Rail Corporation Ltd (BMRCL)


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LODHA:

Established in 1980, the Lodha Group is Mumbais premier real estate

developer. The Group is currently developing in excess of 30 million sq ft ofprime real estate, over 27 projects in and around Mumbai, fromNapeanSea Road to Dombivali.

Other accomplishments include:

Winner of International Property Awards Winner, International PropertyAwards** in association with Bloomberg

Lodha Fiorenza, Mumbai for best high-rise development

Lodha Bellezza, Hyderabad for best high-rise architectureLodha Golflinks, Palava for best residential golf development

Leaders of Indian Infrastructure & Construction Award by EconomicTimes ACETECH.


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Competitor mapping

Both of the competitorsare having a great repute

In spite of the reputationand experience, they areserving only a niche

Their area of expertise isdesign and landscaping

Customers are imagesensitive and less priceconscious

Castle has an equallevel of reputation

Castle is not ruling outthe price sensitivemarket

The core competency

of castle (Great Qualityand Affordable cost)can be leveraged

Competitors Strategy


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Macro-Socio Eco AnalysisPolitical:

Increasing Need for Budget Homes and governmentsupport for the same.


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Economical:


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Social:


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High Involvement

Low Involvement

Rational Emotional

Castle

FCB GridPromotional Strategy :Use of strong visuals,

Emotional appeal,

Music and animations
http://castle.pptx/http://castle.pptx/


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Promotional Objectives

Communicating the project features to TG in most

effective and efficient way (using Social Media

Channels)

Creating awareness amongst people and convert

aware people into potential buyers

Converting 80% of informed customers into

potential buyers


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Think, Feel.DO!

Think

Feel

Do

Castle is catering to Higher Middle Classand Middle Class of Mumbai. The Segment is purely price sensitive THINK-FEEL-DO is

The potential buyer willTHINK 100 timesbefore even reaching to any conclusion.(Price, Loans, EMI, DP, SFA, Offerings,

Proximity to station, Bus stop etc)

Feel effect deals with emotionalinvolvement in buying. (First home)

Do = Action! (Buying a Flat)


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Expected promotional performance

2550

7512.3

21.3

54.1

10

18.3

49.09

0

2040

60

80

100

120

140

160

180

200

Q1 Q2 Q3

Think Feel Do


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GO!REGAON (

Scenic surroundings5 min from Railwaystation and Bus depot

Semi-Furnishedapartment

Modular KitchenIndividual Parking SpacePlayground for kids

Site address:Near Dindoshi Busdepot, Goregoan(East)


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2 BHK FLAT Semi Furnished Flat

INR 1.25 CR. 1300 SQ.FT

RS.9610/SQ FT.

10% DOWN PAYMENT.

10 YR EMI.

Call Now :

022 65465465

Visit us:www.castlecorp.in

Follow Us on
http://www.castlecorp.in/http://www.castlecorp.in/


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Promotional Strategies

How are we going to reach to our TG??? (ATL)

Print

TV

Your Very own Castle

Goregaon (E)

Your Very own CastleGoregaon (E)


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THANK YOU!!!

castle (met bkc)

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